The Power of Interconnectedness for Unleashing Marketing Potential

They wanna outreach to stranger. That for whatever reason, agency owners always think the the the journey begins with the outreach, and there's a preconceived idea that they're some magic script that if you just send this words, they're gonna give credit cards. And as you know, obviously, that's about as realistic as use this magic pickup line, women will throw their underwear at you. You know, it's it's more like how can we open the door to a relationship that will flour and blossom later because that's what we're really building. Hi, mister Frankie there. This looks pretty decent. I don't have the TV turned on, but whatever. Hey, by the way, I owe you a big thank you because, I've been kinda quietly building my own content factory for a long, long time. Shen't say a long time, not like nearly as long as you, but, but I I didn't necessarily know how to easily easily explain to somebody what I was doing. And then I came across a DennisU video that said. The content factory is eighteen minutes long, and it shows how you create long form content. Splice it into micro content, how you distribute that micro content, test it. And I sent that to a client of mine and, like, it clicked instantly. And so we built a whole team around this content factory. Got two video editors, three people distributing. A graphic designer doing all the thumbnails and stuff, and they've been just, like, massively putting out stuff. And the other thing too is you know, like, you did a decent job of helping them set expectations of what, you know, because content is a long game, not a put up a video and, you know, Also, you got millions of fans and adores and all those kind of thing. It's a repetition kind of game. And so not only did you help them create it, understand it, articulate it, but also understand, like, how long they need to stay at it to be successful. Eighteen minutes, man. Like, I I couldn't I couldn't have done that better myself. I just sent him a link to your YouTube video and it was done. Thank you, my man. Hey, let me give you something else too I've been working on that that's one step further, which I think is helpful, and you can replicate all day long. See, if you have some graphics designers or whatnot. They could take this. You see this? Yeah. Let me screenshot this. I'll just send it to you in a sec. Okay. That is it. And I'll send you the templates behind it. You can even have the civil training. You can watch this trainings, watch this first. The content factory gets boiled down into four phases. Yeah. The first part is producing the content, which is the toughest part because the client has to do it. So That's why we have the training on how to do one minute videos. Yeah. And all the stuff on how do you set up your camera and the sound like we talked about. And all these different ways of content, mostly long form video that can get chopped up in phase two. So the client does phase one, we do two, three, and four. And this is why it's key to set the expectation because we're not producing the content because they're producing the content video. Yeah. We are processing the content and this is using Dscript and all these other tools and transcribing and video editing tools. Yeah. Yeah. Not premier in after effects, except for transitions, motion graphics, and things that actually require require, like, real video editing tools. Yeah. Publishing on the third stage is repurposing. To all these other places. That's the real one. We're finding at least I wanted to ask you about that because I find that one to be the biggest bottleneck. It's actually, like, taking the massive amounts of stuff and distributing it and titling it and writing descriptions. But sounds like you're using Jasper a lot for that or or how you what Jasper does a lot is really good at headlines and, you know, Dave and Austin and those guys would argue that it does a lot more than that, but I find that, you know, it can, like, you can use Jasper to simplify and rewrite spoken words into proper articles. Yeah. But I think you still need a lot of human. Intervention. And this is where VA's stumble. So that we have a an issue here too. Because repurposing, like, cutting up a long form video into multiple snippets requires that whoever's processing it isn't just using a jasper and a d script, but they have to actually understand headlines and content and copy writing to just some degree, not to a pro level. And then the last stage promote, that's dollar a day. Yeah. That's finding out what works the best, the greatest hits, right, which is the the top pieces of content running ads against it forever, stepping up the spend on it. So That's actually been a little bit of a revelation because not that I'm I'm I'm not, like, directly using your nine by nine verbatim. But, the idea, like, what I really liked is when you understand what you're really doing is building relationships at scale, relationships aren't closed on a single ad. Like, even the people that typically, like, in my news feed that a lot of people think, like, write amazing ads. Like, I remember for years, people would talk about Sam Evans ads. Mhmm. And I'm like, well, he has eight hundred ads he's hit you with. That's his content distribution. It doesn't, you know, like, it's not obvious to people, but that's his version of dollar per day. It's not one single ad that's converted you. It's that this guy's been in your news feed for so damn long and so repetitively. And so made me realize that if if you launch campaigns that come at them from multiple angles, not only does it build a relationship faster, but you don't have to con definitely fucking change creatives because they're seeing nine, ten, twelve, twenty different creatives instead of just, you know, one. And then, okay, let's test a new one or, you know, split test two or how people typically do it. Yeah. So a massive evergreen library instead of every, you know, week coming up with a new idea Like, there's no need to come up with anything new unless you're a pickup artist trying to say something new. So you can borrow these templates And then for you and for your clients, you don't have to have all this major media. You don't have to be a big time speaker, digital marketer, You don't have to be, you know, best selling author. You don't have to know everyone in the industry. Yeah. You do. You really know everyone. I don't know how you've managed. But, yeah, you're fucking everywhere, dude. I see you, like, you're in Pakistan one day. And then, you know, the amount of conferences that you must do is is the podcast that I'm on, the people I interview, the conferences, We gotta update this. This says seven hundred thirty. It's actually eight hundred. And this five million is actually six million now, but and it's in the last thirty years. The universities that we teach at and the programs we have there and all the things the professors have to say. Like, all these people are saying good things about me, which is great. Love these people. Right? And then we put these in the courses and repurpose them in the books and and whatnot. But the thing that people don't get Like, I think they so, Frank, they get the tactical technical stuff of, like, using tools and running ads and targeting, which I don't think even matters, but people still care about targeting. Yeah. It goes back to the relationship building. Which is what you said, relationship building at scale. I heard that, which is fantastic music to my ears. And, you know, I've been teaching this topic wheel in three by three thing for twenty plus years. So I I think about, you know, what do I stand for? I'm the million jobs guy. How do I create a million jobs? That sounds like some lofty thing. Like, oh, I wanna make a million dollars or create a million jobs. There's these different topics I care about. But if I say that I know about digital If I just say myself, here's how you do what. If I say we wanna create courses and educate people, that carries zero authority, right, if I just say that. If I'm saying that, right, Yeah. But if I'm doing this with Ryan Dice or Michael Stelzner or other people, like Al Casey who you know, managing people, I could think I know a lot about managing people because I've hired an army of VA's, but why not the CEO of American Airlines? You you would figure that's managing a lot of people if you think about how many employees are at an airline. Yeah. Or education. I've done a lot of training and coaching and zooming and whatnot. But how about doctor Karen Freeberg, who is the number one professor that teaches all the other professors how to do social media? Or how about in these other sorts of folks, right, Bradley, whoever it might be. Yeah. And then if I have publicly a lot of content that every purpose right, which is stage three out of the four stages of the content factory into multiple channels, and then I found lots and lots of I'm just this is that whole Sam Evans thing you're talking about. I have thousands of pieces of content. And I'll find ones that are winners. Like, there's one with Grant Cardona and I talking about how to make a one minute video. Or for real estate agents. Me and Tom Ferry, teaching a digital marketing master class, which is great for all real estate agents because they know who Tom Ferry is. Yeah. So from all of these, I will find a hit. And then from these hits, I don't have to do anything except allow it to continue to run. For a dollar a. So I don't have to make any more content because this topic wheel is not based on the calendar. It's based on relationships that are evergreen. And I think if people understood this piece here, digital marketing would be simplified, and it sets expectations, like you said, because if I wanna get six pack abs, I'm not going to the gym one time and expecting results when I walk out. Yeah. I'm gonna be building this structure. I'm gonna build this foundation with the people that are credible that are saying good things about me because we have a mutual relationship. We've we've created so much content to demonstrate that relationship over time, and I run ads against it. On multiple channels so people can see it on YouTube, Facebook, Instagram, Snapchat, Snapchat, whatever. So I I have this book that's the number one best selling book and social media on Amazon. And this book co written by Perry Marshall, who is the OG, and no one's sold more books in online marketing this guy has. Yeah. I've read all this stuff. It's a spoken book. We didn't actually write the book. We interviewed a ton of people who are crushing it on TikTok. And then we had our team at VA's process it, repurpose it into a book, and now we're running dollar day ads on Amazon. So I'm using the same four stages over and over again. So I'm constantly using these same four stages over and over and over. And so we have armies of VA's that do this. And then we have training against how we do this. Should we do, a piece of content actually about this right now? Cause I wanted to introduced to Concord local, but, maybe if we could show it visually with these slides, we might be able to, like Yeah. I mean, we you could use this as a voice over or with slides or, you know, whatever you wanna do. I mean, whatever what I just showed you. What do you think is is is the the best thing I wanted to ask you? I mean, I don't know how you wanna do this, whether you wanna do like, I'll enter you you've you first or you interview me. It's up to you. Like, I'm open to whatever. I mean, it's I mean, let let's let's just look. When we when we have a natural conversation, then it just flows well and we can cut out snippets. I mean, this can be a long form thing too. And then we also a bunch of little snippets. Like, the thing that I just showed you, that could be a little snippet, or it could be cut into two or three snippets. Yes. Dude, I love the way you think. Like, you're You're probably for real. Like, I'm not blowing smoke up your ass, but you're probably the most visionary, innovative human being I know alive about creating content. I'm sure there's other people cooler than you on planet earth when it comes to that, but I don't know them. So this is kind of amazing just to hear about how you think about creating content, leveraging it, leveraging relationships. Like, you know, just little things that I've seen you Duke because you understand the game is building relationships. I saw the the post about on Twitter, you'll do an interview, for example, where you'll be with one of the top experts in the niche, and then you'll run dollar per day ads to their followers so they all know who you are. And, you know, I'm experimenting a little bit like this on YouTube, for example, doing that with, like, Josh Nelson and stuff in this space. Yeah. Yeah. And same deal. Right? Like, you know, make it hard for them not to notice you when you're, but you you you build the relationship so much faster because you started with a kinda borrowed credibility. Like, just the way you're Your mind thinks about that. It's pretty incredible to me. This is what happens when you take a search engine engineer and let them wander into marketing. But because you're you're kinda doing it, like, thinking about relationships, because I I see this, like, in my world, I get a lot of people who they wanna outreach to stranger that for whatever reason, agency owners always think the the the journey begins with the outreach and there's a preconceived idea that there's some magic script that if you just send this words, they're gonna give credit cards. And as you know, obviously, that's about as realistic as, like, if you use this magic pickup line, women will throw their underwear at you. You know, it's it's more like How can we open the door to a relationship that will flower and blossom later? Because that's what we're really building. Well, this this cold outreach dream one hundred thing it it's wrong from the start. It pollutes the agency owner because I believe the agency owner should start with authority. For the same reason that a surgeon in the emergency room carries a lot more authority than a used car salesperson or door to door person selling solar. Because that surgeon in the emergency room, you had to go to the surgeon because you got in a car accident or something happened. And so you trust the surgeon You're you're not saying, I wanna talk to three other surgeons. You're not arguing about the price when you go to the hospital because it's inbound. But the common response when I mentioned this is, yeah, but I don't have the authority, and I don't have all these inbound leads. I'm not well known I have to go door to door to generate leads because if I don't generate these leads, I can't pay my bills. But that's completely wrong. Because all it does is reinforce the fact that you don't have authority. So when you do get those cold leads onto a discovery call for fifteen minutes or whatnot. Yeah. Then you have to try to convince them of a problem. You have to try to sell them that they need. You can feel it almost too. You can feel the arm foldedness of, like, sell me big boy. Yeah. I was a keynote at one of the Infusionsoft conferences. And when I got off a stage, some old dude came up to me and said, hey, go ahead and sell me. Go ahead, you know, here's your opportunity to try to make some money. Go ahead and sell me what your packages are. And I said, Hey, man. With all due respect, I'm not here to sell anybody. If you like what we're talking about on the processes on how to run Facebook ads, to drive more leads, then I welcome you to check it out. And if you have questions in particular about some nuances about how we do stuff or about our packages, happy to answer your question. And he said, do you are terrible at sales? Because, you know, if you're good at sales, you would just be salivating the chance because this could turn into a customer I could even be a client of yours. And I said, there's a whole I am no offense. There's a whole line of people that wanna work with us. I don't even need any more clients. I have more clients than I know what to do with. Our biggest that's why our biggest thing is hiring and training. If we train more people, we can satisfy the demand. I'm not here to convince anybody of anything. Right? The hospital is not there to convince you that you're in pain and you need a liver transplant or a heart operation. Yeah. Right? We know people are sick. We know the majority of people out there are sick and obese. Now if they want help, we'll help them. But if they if they don't want help, I'm not gonna waste all the time to try to convince them they need help. I'm gonna take the ones that come into the hospital. Yeah. But I can't get people to come into the hospital. I'm a new digital agency. I don't have thirty years of experience like you do. Great. Then partner Like you said, Frankie, with someone who does have authority, partner with a Josh Nelson, partner with someone else who's bigger and Can I just can I just add real quick on this, Dennis? Because when I started in twenty sixteen in the the the lawyer space, like, I literally didn't even know a lawyer in my personal life. Like, I knew zero lawyers. So the idea that you have to have And what I did one of my first moves is I had to Google it because I didn't know, but I'm like, who are the top lawyers on earth? And I reached out to the largest personal injury law firm, which Morgan and Morgan and, Orlando for those of you guys who don't know. And I just said, hey, I love what you guys are doing. I think it's really cool. I'd love to interview you and share your thoughts on growing a law firm. And they said, and and this is Frankie Fin with zero following. Nobody knows who I am. I got no podcast. I got no proof of anything. I I don't even have a show. There's nothing I can reference. And they said, well, does July twenty seventh, two PM work? Or, you know, Friday at two pm. And so you can you can, like, you know, there there's nothing that stops you from going in and connecting with the big players in your space. And boring that And I found in my space, there's a huge difference between Frankie Finn saying, hey, I'm Frankie Finn, and this is the cool way to grow law firm versus, like, hey, I was having a discussion with Morgan and Morgan, you know, John Morgan about how he drew his personal injury law firm to the biggest on earth. And here are some of the things he said that were really important. It's that it's a much more powerful thing. That is that's exactly the thinking that every agency owner needs to understand. Let me show you. So Morgan and Morgan is the biggest player in personal injury. So if you're gonna be targeting personal, like, you know this, Frank, but for anyone else, If you wanna get personal injury attorneys, you need to seek the lighthouse. The lighthouse is the person who's the best known in the area because you as an agency you're not an attorney. You're not a dentist. You're not a real estate agent. You're not, you know, whatever the thing is. So if I wanted to serve real estate agents, I wouldn't just go call up real estate agents all day long and say, hey, would you like more buyer and seller leads? No. I would I would try to create content together with Tom Ferry. Who's the number one guy in real estate. This is the inception, the dream inside the dream inside the dream playing chess multiple steps ahead. And then when I have a video and whatnot with Tom Ferry, going on and on about, you know, how to do digital marketing, all these other real estate agents will say, if Tom fit here, I'm gonna play this beginning clip, which is a little bit pompous, but just listen. Oh, I love your pompous shit, dude. You're you're for as genius as you are, you're far too modest, I think. But this is something I'm only showing it not to boast, but I'm I wanna show you what I'm intentionally collecting, where our team is intentionally collecting, processing as part of this content factor. Okay? K. So here's the beginning of this podcast. Just listen carefully. It's what I'm wondering about. The podcast. First of all, we've been on this terror on all things video whether it's the videos you should be creating or how to become camera ready. Today, I wanna introduce you to Dennis You, and, of course, Jason Pantana is joining as well. When I think about Dennis and his background, and I'm gonna ask you to give you give him the scoop, I think of, Seth Goden, Email Marketing, Dennis, you, all things digital marketing. So no pressure, by the way. Now imagine there's only a few people that saw this because it was on YouTube. Some people saw this. Real estate agents, of course. So some people saw this here. And then you can see the comments here. Look at these comments, and they're all, like this. They all say this. Right? This was also shared on Twitter. This also ranks on the web in SEO, it it's on multiple channels, but only a few thousand people have seen this. And there are almost two million real estate agents. So if I don't repurpose it to multiple channels and if I don't run ads against it, then I'll have this blip just like I got featured in Forbes last week for the new book we have or what or, you know, I spoke at a conference, but it's not being seen. So I would ask you, Frankie, if you have a moment like this with John Morgan of Morgan and Morgan, then what are you gonna do to get the most mileage out of that one piece of content? Yeah. That's what people are missing. The agency owners, they don't understand that part because they're too busy trying to fill up their calendar, whatever the hell that means. Fill up your calendar with more appointments Yep. By the way, I can just can I just add for anybody who's ever done that? That it's fucking terrible. Nobody tells you what a full calendar of unconvinced strangers how miserable and draining that'll make your life. And then you barely have any time. If you if you do it well, well, like most people are talking, You barely have any time to deliver, like, a world class deliverable because you're too busy trying to, you know, take calls and convince strangers to, you know, almost results in a high form of begging as where, you know, kind of what you're showing here -- Mhmm. -- where you're coming in with somebody like Tom Ferry who already has this industry cloud credibility, it's it's much more, like, seductive, pull you in. I wanna work with the best. People are gonna see somebody they know. Like, you know, you've got stuff out there. For example, we we talked earlier about Grant Cardone. There's a lot of people who know who Grant Cardone is. When they see you together, they're just gonna assume Dennis is fucking awesome. I wanna be part of his world. Yeah. So let me show you how to how to break into a niche. Because if you're an agency, you have to choose a niche. If you don't choose a niche, you call the legacy agency, and those are really hard to do, where you do everything for everyone. Don't do that. I don't wanna even go into why that's ridiculous. But let's say you choose an a vertical niche, let's say you you're choosing lawyers. And technically, you're choosing lawyers, but you're doing PI, which is a a subset, but the biggest one inside lawyers. Correct. Now my friend, Ali, is the biggest social media on or the biggest lawyer on social media. And he had a conference a couple years ago, few years ago, actually, that was called the CEO lawyer summit. And so I'm doing a search inside my Google photos in Atlanta. Like, I was on CNN in front of three and a half million people arguing with Zuckerberg and all this. You can see all stuff here. There's, why is this not showing up in here? Maybe it's oh, I know why. I gotta say Georgia because it wasn't technically in Atlanta, Atlanta. Yeah. Okay. So I was speaking My man Ken Hardison, I've worked very, very closely with Ken. Ken Hardison's fantastic. And Ken Hardison runs Pilma. So for anyone who's a personal injury, attorney. This is the conference you wanna be a part of. This is the organization. This is the membership. Ken does a lot of stuff for Pilma. And Guess who does Ken Hardison's SEO and digital marketing. We do. And we did such a good job over the first few months. Like, if I come here and I do Pilma zoom. And I've got these recordings. Can I just say that that is a hell of an inbox, my friend? What do you mean? You're making stuff happen. I see just the amount of stuff you're doing in I can tell you're a batch communicator, which is is a whole other subtopic, which of, like, when you're gonna communicate with people messaging a hundred people in an hour, you know, doing it when it fits your schedule is far more convenient than, you know, like, answer ten minutes here, five minutes there. And that kind of thing. I can tell you just have some organization to how you do it. I do. I have a whole training on how do you manage your time and how do you get your inboxes here with every day. I have a hundred eighteen courses inside our academy. I even have a course on how to build a course. Everything that I do, I document to make it repeatable. And everything that we do, we turn into courses. So all courses are packages and all packages are courses. And here's this one. How do I ten x the value of my time? You have some things you do that are worth twenty bucks an hour, like, laundry and going to Costco. Well, I'll just have a maid do that. And people think I'm lazy because Suzanne is my personal assistant. She takes me from the airport. She mails packages at the FedEx. She does all these things. Because I'd rather do things that are worth well, I don't do the two hundred dollar an hour things anymore because it's not worth it. There are things that I do that are worth twenty thousand dollars an hour. So why wouldn't you just replace all the twenty dollar and two hundred and two thousand dollar an hour things with things that are worth twenty thousand? And just outsource the rest. I'm just doing time arbitrage. Yeah. You know, he's really brilliant at articulating that as your co author, Perry Marshall. He got me to realize Yep. In business, there's, you know, what I call a thousand dollar an hour CEO tasks, and then there's two dollar an hour kind of virtual assistant. And often, those things, like, to produce an outcome, get lumped in together. I see so many people in all areas of entrepreneurship doing the thousand dollar an hour work, but also doing the two dollar an hour part of it. You know, like you mentioned, obviously, your content machine for for I see as you you know, connecting with Perry or Ken Hardis and whoever he'd like, you know, Tom Ferry and an itch and creating content is thousand dollar an hour CEO or with the actual editing it, producing it, uploading thumbnails, all of those things. To me, that's like two dollar an hour work, and you have a Yeah. Exactly. So you just focus on the high leverage things which are you, ideally, in person, with a lighthouse, which we defined and a figurehead. And so you mentioned Perry Marshall. Perry Marshall wrote the eighty twenty rule, all these other things. He's a legend. And then I interview him about these particular topics. So this is the raw video off my iPhone. And I'm asking him questions about whatever. Right? That's not the one. That's a pretty furrowed. Perry. Oh, these these are our interactive video responses. We coined that term because save. So I'm asking all these questions. On on what I know Perry Marshall to stand for. So you talk eighty twenty. Eighty twenty has a lot to do with crackles and chaos. I thought. Whoa. I know a lot about that. Wait a minute. That means any twenty is everywhere. That means there's an eighty twenty inside the eighty twenty. That means it would have to be a calculus curve, and I started obsessing about this calculus curve. And and one day Friday, all day long. I was trying to work out this problem. I mean, he so he has some crazy stories as you know, and you can Google him and see. But this moment was captured on my iPhone. Would do do I have time? I'm asking kinda rhetorically, but I wanna hear what you have to say. So I was with Perry, and we made some content. I don't have time to upload this to tell the VA's. Yeah. I did this thing with Perry Marshall, and he's talking about eighty twenty, and got a best selling book on that topic, and it was in Burwin, Illinois here at his house. And here, like, I literally made the video, and that's it. No uploading, no managing, no whatever. So all you and I have to do as business owners is literally make the video, and the other four stages of the content factory should automatically happened because of the VA's following the process. But here, if some random person in the Philippines or pack stand or whatever were to look at these different photos or whatnot. How would they have the context? How would they know that this is Perry Marshall? Did I categorize did I tag this photo as Perry Marshall? It looks oh, I don't know. Actually, maybe you didn't. I'm sure you've got some inception level way of determining that. I never know how your crazy brain works. So peri Marshall and I, we are eating some Mexican food. Had his favorite taco spot about two blocks away from his house. And while we are eating fajitas and we have food all over her face because we're eating, like, because you always wanna order the queso. That's, like, the the test of whether, you know, what that's what I do. You know, the free chips, you don't wanna get full on the free chips of whatever reading queso. And fajitas, and then he says something super insightful. And I said, whoa, whoa, whoa. Say that again. What did you just say? Start start again? K. So my favorite way to define your unique selling proposition is the if if then else guarantee. If you are the right kind of person in the first place, if you showed up with these certain things checked off and not these other ones. And if you cooperate with us in these in the following prescribed ways, which means you have to install the software, or you have to shoot the fifteen second videos or you have to go to the conference in Madrid or, like, whatever If you're the right person, if you did the right thing cooperating with us, then you will get this result. And I guarantee it. Or else, they penalty back to me the provider because you checked all the required boxes and you didn't get your required result. Best guarantee in the lower. What do you think of that? You know, it's it's funny because, it it's so uniquely brilliant. I'll tell you not enough people think about the first part of what he said, which is if you are the right person, I see this, you know, because, like, you know, we've we've talked about, like, kind of, you know, nitching this a little bit to agency owners is but, I mean, this is true of all entrepreneurs in general, is I see, like, so many people focus indiscriminately as if every dentist in the world is gonna be equal for you to work with. And, you know, I've seen this, especially if you work a lot with local businesses. There's some people that may have grown forty years on referrals and word-of-mouth. And that's cool. Right? Like, there's nothing wrong with that. But if your if your solution involves running face ads or TikTok ads, they're just not gonna be a good fit. Like, it's just it's never gonna work no matter how you splice that and and Having his first part of that to me is is particularly brilliant. Like, if you are the right person who matches this criteria, I think half the battle is just having clarity about that statement because then you can make it and then you can show up with power where you're like, you know, I'm not claiming this is for everybody, but if you are this specific type of person and we can produce this specific type of result, guaranteed you know, there there's some real brilliance in that. You know, obviously, I I wrote a whole book on actually the value of of basically being able to make a statement like that, but Perry's able to say what took me, like, twenty pages and a sentence or two. The reason why I showed that was not about the piece of content, about if if then else, it was to show you that I was eating Mexican food, the Perry, and he happened to drop that nugget And we weren't in the studio. We were just eating Mexican food. And I said, that's awesome. Just say that one more time, please. It was so good. And so when you capture moments like this and then you let them run through a content factory provided you have one, that's where the magic begins. It's it's not the fact that Perry Marshall was talking about the eighty twenty or about how agencies need to focus and qualify people to to what you said. Those are all true. But the bigger picture that I'm trying to show is this is how you as an agency owner should be thinking about the collecting of content to build your authority. Because it's based on relationships of what other people have to say. So, Frank, if you look at my content and you have, I'm spending ninety percent of my time uplifting other people. I'm not talking about myself. I'm always congratulating other people on their success. I'm sharing knowledge that someone else had. I'm constantly being a cheerleader for other people. Yeah. Well, why am I doing that instead of talking about how I'm generating leads and how much money I'm making, how successful I am, and what I have done and how much I know. Am I doing that? Firstly, is is because, you know, it's a relationship driven idea is is, you know, you wanna bring just all kinds of value. I don't know. I mean, you're you're an inception level kind of guy, but also I would say because of that, you know, In many ways, it's the one who talks the least, but, like, you know, I'm sure when you're sitting with Perry, like, when he drops a nugget, it's, like, it only takes him twenty seconds to say something profound. You're one of those kind of guys, but I'd love to hear your answer because it's probably a lot better than the one I just gave. I mean, that you're trying to make it all complex and fascinating and deep secrets. It's this simple. When other people talk about you, it's better way more authoritative than you talking about how good you are. Yeah. I understand. What what, Frankie, I said, I'm the world's number one in Facebook ads. I've spent a billion dollars since May of two thousand and seven. I have run this dollar a day principle across the largest of companies and the smallest of companies I have a best selling book on this. I have training all over, whether it's through HubSpot or Infusionsoft or GoDaddy or whatever it is. And I'm really good at Facebook ads. So let's just say that's a. And b is I've got Ken Hardison of Pilma talking about how good I am. On video at his mastermind in webinars. I have Ali Yowad. I have Ethan Ostroth. I have all the other top guys who are lawyers. Saying how good our techniques are and and them talking about the results that they drive and them sharing how they are using our techniques to drive more real leads that turn into cases using social media ads using Google ads using SEO. And I say nothing, but they're just talking about the results they get that they got. What's more powerful? Yeah. Thousand percent. Of course. But when they're talking about it, It's not a testimonial. Here's what I do. I have their explicit permission. So Ken runs Pilma, for personal energy attorneys. For those of you guys who don't know, because, obviously, we're talking a little talking a little bit niche specific. But there's one of these in every kind of local niche, Pilma is is one of the big conferences for injury lawyers. So that's a big association. There's like a coaching and a mastermind. And there's There's something like that, whether you're working with dentists, real estate. It doesn't matter who there's there's a version of this in every industry. Can approach me. At the end of well, I just got off stage speaking at Ali's event, and he said, we gotta work together. I really need some help. With my digital marketing, my SEO, and all this. I don't understand all this, and I know that you're the guy. And I said, okay. So we took him on, And a few months later, we started generating these great results. So this is one of our guys submitting one of their daily reports, and we have tons and tons of these. And we found these mistakes, and we started fixing them. So this in the exams like fixing four zero fours, we're using these different tools. We're editing the link, we're just fixing the the SEO, okay, all these things that are broken. And we can show that we're getting more traffic. We can show that things are getting better. Right? Driving more sign ups for his mastermind or whatever it is that we're trying to do. And if I do a search on this, I can see there are tons and tons of these reports. And we then turn these reports here, a recent SEO performance report. Oh, here it is. I I'm not gonna download the file. But this what we showed and taught later at Pilma's mastermind, because he invited us to speak We spoke at Ken's internet domination boot camp. We're literally showing off Ken's results. And I said, Ken, is it okay if we show off how bad your SEO was and how bad your social media was before? And then what we did Oh, Dennis absolutely show everyone. I don't mind. I, you know, I have I'm, you know, I don't have a big ego. Go ahead and show what you fixed. And they said, well, it's like this and like this and like this and then back to my Google photos. If I got pictures and whatever with Ken Hardison or Aldiabad or Ethan Ostrath or whatever it is, Let's say that let's see. I was in Philadelphia a couple weeks ago. I'm with Ethan Ostrath. Ethan Ostrath is the TikTok lawyer. So if you if you're a lawyer and you wanna be on TikTok, you're gonna look at Ethan Oscar. And there's tons of videos of me and Ethan and we're hanging out and we're eating food and we're doing all this other stuff. And we're with Bill who runs SMB team. And what does he do? He does digital marketing just for lawyers. Right? It's giving you access to our pool of, you know, those. And I'm capturing tons and tons of behind the scenes stuff. Meanwhile, all the stuff is being categorized by Google. Then in a few days, Daryl isis is flying into town. Daryl isis is the hammer. Super well known among personal injury attorneys. And what's going on here with Daryl Isaac. Let's see. I sent him a pair of socks, invited me to to be at his conference. So then this this is what he sent me a couple days ago. This is now I'm inside my IMessage. Right? Hey, Dennis. Love the socks. Love the note. Yes. I can't wait to get the hammer on digital marketing. I'm doing a video because I know you want me to record my own. Can't wait to see you in Vegas. Now how awesome is that versus if I said, hey, if you're a personal injury attorney, we can help you with your SEO versus Darryl Isaac showing a pair of socks with his face on it. He didn't say anything about whether I'm any good at digital marketing or not. Why would I why would this second piece be more powerful than me saying how good I am at PPC and SEO? Yeah. I mean, there there's For those of you guys who, like, you know, obviously aren't in this niche, Daryl Isaac is is a relative celebrity within in this industry. He's got something, like, really out there ads and you know, that kind of thing, you know, there there's an assumption built in that if if Dennis is seen alongside the greats of the industry that he must be great himself without him ever having to say that with words. And so it tends to appeal to the, like, the top people in the industry, the movers and the shakers and the players. All just threw a little pair of socks. And I would actually love to get your thoughts on that too because -- Yeah. -- you know, we've talked about this, but you're building real relationships. So there's no, like, magic script. There's no book. I'm sure you've probably sent other people a pair of socks before of of a similar kind. A few times. But, you know, you're but you're actually, like, going above and beyond just like a you know, let me send you a monthly report kind of thing that most people are doing and, you know, actually connecting with the human being behind the organization, Yep. So we call that client love. And then it'll have to be clients necessarily, but I invented this, like, twenty years ago. So If we think about Daryl Isaac, who's run Super Bowl commercials and is a big time personal injury attorney, he's known as the hammer. And he's done these great shows and in these big verdicts and call the hammer. See, look, He's he's got a a ton of great videos. Look at him. He sure he's got a hammer here. Right? Yep. And you can see how awesome he is. You can see his commercials. If we go to his Facebook, we can see Daryl Isaac is talking about being the hammer. Well, Dennis had this win a few years he's just living off of this win, and he doesn't do this all no. This is what I literally do all day. Alright. Look, this was just a couple days ago. So here, he did this thing where he's lost seventy pounds. That's pretty cool. That has nothing to do with personal injury. Okay? Let's look at all comments. You're a beast. I mean the hammer. Okay. Great. And then I comment on this. And I say something that has nothing to do with personal injury. Anyway, I somewhere here, I say something like there's nothing more important than your health. So proud of you, my man. I'm trying to lose fifty pounds. He lost seventy pounds. And then he replies to everybody saying, you know, so grateful for you that kind of thing. This has nothing to do with personal injury and SEO. What's going on here, Frankie? Yeah. I mean, there there's a real magic of of real relationships being built. Like, I can't underestimate I can't understate that enough is if you think like, that what clients are really trying to work with you for is because, you know, they want someone to run the TikTok or the Facebook ads, you were, like, seriously mistaken about what it is we're actually doing. And and I wonder if you could articulate kinda in a way how you see this game because I think people'd be really interested in hearing what you have to say. Obviously, you have to be good at SEO and PPC and landing pages and driving leads and You have to be good at all that. That's a given. The reason why the clients in your niche are gonna choose you is because of the mutual relationships that you have. Because five other people in your niche also are using you and have great results, which a lot of people think it's testimonials. It's not it. They wanna see the depth of the relationship. They don't wanna see some bogus thing. Like, imagine, if I had a quote from Daryl Isaac's or or Ken Hardison saying, you know, working with Dennis has been f fantastic because these are the results we had before. And now this is where we are, and our business is booming. And I can't think Dennis enough. Like, that that's good. Right? Clearly. Yeah. That's not it. That's not what I'm talking about. That's called a testimonial. What we're showing is the depth of the relationship that we have together. So let me show you. I ordered this thing on Amazon that's arriving today and it's a big Thor hammer. It's actually kinda heavy. I was looking at the reviews. So why would I order a Thor's hammer to come here so that I can bring it to Daryl when I see him in a couple days, and we can pose with the hammer and have a good laugh about that. Like, why would I do that versus just get Daryl to say on and on, all these I've got tons of tons of quotes and videos with Daryl on Zoom where he said all kinds of great things about me, and those are great. But showing me and him together with his hammer, or him making a video with the socks, which I'm repurposing down here, looking forward to seeing you next week. Why is this why is showing Daryl with a pair of socks with his face on it more powerful than working with Dennis You has completely transformed my social media game. Why is that more powerful? Yeah. I mean, I think like you said, it's, it's the the depth of relationship. It's like, I've I've experienced this in my own version of it where sometimes I'll find out that, like, somebody recommended me in a mastermind. And same deal, like, nothing about, like, oh, they do a great service. Just like it's been really cool working with this guy. And then all of a sudden, I'll wake up the next day, and there's, you know, three dozen people who all wanna work with me kind of thing. And and you can't If I had said that myself, it would never have been one percent as powerful as if somebody they know, they like, they trust that they have a real relationship, is, you know, demonstrating that, like, this person is cool. I mean, you you really can't you can't buy that. Let me show you another thing. A thirty dollar hammer on Amazon. You can buy it. I say That is a but what is the ROI on that thirty dollar hammer? Yeah. Like, a gazillion percent for sure. Especially if you especially if you repurpose the video use it as an asset and make sure it gets distributed and seen by people that you want it to be seen by. Hey, man. So the ROI on its massive but it's not an instant ROI. It's not book a call of me right now kind of ROI, which is not even the right kind of ROI because it's just like you said, it sets the wrong tone. Let me show you another example. I have I just say on that point because what nobody talks about with that is what Dennis is talking about too is you know, like, using the analogy he brought up in the beginning of, like, the surgeon versus, you know, the the door to door knocking on your door, hey, do you wanna buy one of my things? Is the the frame that the client comes in the door with makes everything that happens after infinitely easier because they've already came to you as the surgeon as the expert, as the you know, the go to person as where if you kinda like knocked on their door and said, Hey, I wanna sell you some dentist Facebook ads. You may break through. But they there there's instantly, like, I would call it, like, a distrust and a hatred of marketers that you inherit because they probably had so many bad experiences with people who are, like, kind of made similar promises to you. And so you're almost like fighting the client every step of the way as we're when they come in the door and you're the the most trusted surgeon in three states, there there's a, hey, I'll just let you do your thing. There's like a tangible trust that that translates to people being happier, staying longer, valuing what you do, paying more, actually getting the results because they follow your recommendations. Mhmm. And so those are the intangible ROI things that you can't easily measure versus like, oh, I knocked on seven doors, and two of them answered, and I made one sale, ergo my RWise that. But, yeah, but you don't necessarily see what that looks like when you project that three, four, five years into the the the long game. And as you're as obviously, like, you're playing the long game better than probably anybody I know, but you see the the long term effects of starting those with warm relationships and and using kind of basically, I mean, what you've taken is old school introductory referral kind of tactics that have stood the test of time and then In many ways, created like a modernized digital version of it where you're using the power of technology and leverage and advertisements to enhance those things, which I think is really intelligent. There's nothing new in what I'm doing. This existed before there was an internet. Building relationships and having trust. I just apply this concept called the content factory to be able to get the most out of that and make it visible. The internet makes things visible. So I'm just taking advantage of that. And things like the iPhone and Google photos automatically tag who the people are and where they're from and whatnot. So I can repurpose the heck out of it a lot easier. A lot of the tools, like a d script or a frame dot I o or a Jarvis or whatever make it so much easier. Let me share a couple more examples. So I did that mastermind call with Pilma, which is full of the personal injury attorneys, And one of the guys who runs digital marketing for the Kansas City accident attorneys, he was so struck that he made a video. Because he he reached out to me on LinkedIn and I said something like, if if you're so inspired, you should make a one minute video about what you've learned, and this is what we got. Hello, sir? I just got off a call with Dennis You, and we are doing straight training at Kansas City, actually, injury attorneys. And I just wanted to say thank you to Dennis. He met with me one on one, gave me some super good marketing advice and pointers, for how to have real relationships with our clients. Even though we're in this age of digital zoom calls and all of this stuff where you're not having a connection with your with your clients, but, he worked with me to to kinda generate some plans. That we can use here, Kansas accidentary attorneys going forward. And, I'm super excited to see what we can do. And, thank you, Dennis. You're awesome. So isn't that, like, what do you think about that? You know. Yeah. You're spot on, like, if if if you promote that, that'll sign you way more clients than any amount of you know, where the number one rated Facebook ad company by ABC and and showing here's you know, our testimonials and things like you mentioned because the other thing too is is is when you build real relationships this way and then leverage them like you're doing through social media, is, in many ways, it's like a testimonial that people don't realize is a testimonial for that reason because it's a content testimonial. It has a different effect. Like, if I go on camera and say, oh, we use DennisU, and I highly recommend his services, give them a try. People are very aware it's a testimonial, but if they're like, hey, I just sat down with this guy. We did this cool thing. Wanted to share it, it's it's much more organic. You know, it's it's the same reason why case studies are always better than testimonials because they're teaching examples of what you've done. And and, you know, that to me is a perfect example of it is like people get to see And there's always this embedded assumption, like, that people will pick up on, which is, well, if somebody like that is using Dennis then I want that too. Right? Like, then you don't even have to say that with with any words. So let me ask you, Frankie, to see what you think. So he was doing a workout Instead, you know, so he's breathing while he's breathing hard because he's working out and talking about this. How does that hit differently than him being in a studio giving this professional sounding testimonial? Yeah. I mean, a professional sounding testimonial is a commercial that your aware is a commercial as is where this, like, you know, it is it's so organic that it just, like, the the the skepticism people bring to it isn't the same. Like, it really just kinda lands. I found some of the the same things right. Like, it's amazing. Like, people, I think, today, in this day and age too, especially, like, with just how much bullshit there is on social media. Like, kinda think at least some testimonials are fake. But when somebody says, hey, Dennis just came into my office where one on one, he gave me a plan stoked to implement it. Nobody thinks, oh, he just, you know, paid for a testimonial or anything. They just think they're just sharing their experience, which they are. Obviously, you've asked them to do that, but there's a real magic in that. Yeah. That's the key because there's so much nonsense and people yelling and trying to, you know, whatever, yell at people and and stand out that the more authentic things that look authentic carry one more trust. So here's a bunch of these Zoom calls And here's one from yesterday afternoon. And it's with Bill Hauser, who is I know Bill. Yeah. Well, for those people that do lawyer marketing. He's got a twenty million dollar firm, and he has however many clients a lot. They're probably one of the biggest agencies in our industry. If not, you know, top five. We here we are. He's eating some chips. Repurposing this. See, he even knows we're gonna repurpose this. But look at this. I pulled out the guitar. He asked me to sing a song, and I sing Wait. Do I get to hear you sing here? So I tune the guitar. I always stat it soon. Ready? I got some funny, funny stuff. So we're talking about all kinds of stuff. Now I'm coaching him on what he needs to do for his agency. He's already a pro, so I'm coaching pros. I'm showing where he's already ranking on PPC for law firms very well. We're doing a little SEO audit, content audit, talking about how he's not repurposing his best content At the end, I'm showing also how a gift because people don't seem to do that. The listen to what he has to say at the end of this call, It's so gold right there. I it's like cheating. It's so good if you implement in in fact, you could offer shit service and they would still stay with you, not to say that's an excuse for doing that. So, hey, let me do this. I gotta send you the summary email to, to my team, I'm gonna include bit blismetrics dot com slash acl. That's the one. Right? So I gotta go to the airport right now. I'm going to Chicago. I'm speaking in front of, all these lawyers tomorrow. But here, let me send a, I'm gonna send a photo to Josh Nelson. We just did an interview on his eight five thousand, Pam. Give me one second. Ready? You there? Alright. Oh, actually, here, I'll do it, like are you ready? Yeah. Alright. So Alright. Cool. Yeah. Tag me to Josh on Facebook. Josh has got a VA, so but he'll he'll see it if you actually get as I think it's frozen at my end I feel like I have buckets in my head now as to where your wisdom is gonna be best channeled and as we continue working together. So, it means a lot to me because you have so much wisdom that it's I feel I feel like I can ask you any question on doing anything in life because of your positioning. So, So, yeah. Can I quote you on that? Yes. Cool. Alright, Tom. Can I quote you on that? They say yes every time, and I can literally go to Zoom call after Zoom call and listen to the part at the end. Where they say something really nice. Like here, this this guy is a boss in digital marketing. Matthew Roach, if you're in the hotel space, or in the travel space. Super well known. Anyone in travel is gonna note just like, you know, there's figure heads, like you said, and everything will lose. Right? So then if we listen to what he has to say Can I just add before you get to that quote? Yeah. Is the other thing that I don't think people realize enough is it's way more fun create low key content, eating tacos, talking shit, having a good time than it is to have to create overly formalized, kinda It's awkward and staged. It's not right. Doesn't divide. It's not right. Yeah. Exactly. Yeah. So you can see this guy says some incredible stuff on, like, I wouldn't trust anybody else. I have all these people trying to sell me digital marketing. You're the only one I'd listen to. And then you can see I'm laughing about Exiving. It's awesome. But let's see what he has to say. This is just yesterday. Brilliant, knowing me because there are some times I mean, I'm probably asking you pretty low level questions, but, there are questions that sometimes it's so nice to get the answers for, and even when I ask agencies some of these questions, I just I know that they don't even know as much as either, you know, but I I really doubt some of these agencies and and how good they are effective and you're the only person I really trust who actually really knows, what's how to do this. I mean, obviously, there are other people in the world we're in. Probably. That means a lot to me. I appreciate that. Can I quote you on, man? Nah. You can give me. You can just write it for me. Yeah. If you can get my side to be really big, Dennis, then I'll, Okay. CC? I'm literally doing this all day long. And he's been a client for six years, seven years. Is fantastic. And so if you so it's not that you're just pandering for compliments, you have to deliver too. When you deliver, you can tell the vibe of the calls and what they say, you just can't replicate that. No amount of software and VA's and whatever can replicate the relationship and trust that you build. But the VA's and the software are going and the process that ties it all together, is going to help you amplify what you have so that you never have to worry about getting clients ever again. So as as proof of this, I have never done an outbound call. I have never done cold route outreach ever. I have never applied to speak at a conference ever. It's all invite. Every client we've ever had, whether it's a Nike or a Red Bull or a Starbucks or whatever, they've come to us. Because of these techniques. So if I can do this and get the Golden State Warriors as a client and run their ads for five and a half years, because they reached out. You could do it for whatever clients in your niche. Yeah. Thousand percent. And I I just wanna say for for people who, like, think like this because a big part of it, at least to me, is you're thinking about relay chips, what I call, like, playing chess when everyone else is playing checkers. Yeah. You know, checkers to me is a really simple game. You move left or right. You can teach it to a ten year old in an hour, under an hour as where, you know, chess masters train a long, long time. And the really great chess masters are thinking five, ten moves in advance. And and that's the real key, like you mentioned, like you're you're identifying who the real figure heads are, who the movers and shakers, and and bringing real value to those relationships, but also capturing those at the same time and then having a team to distribute those things and also helping those same people to distribute their own stuff better more efficiently because, you know, when it comes to creating content, which everybody know works, but the the challenge with that as you mentioned is like the factory of of outputting, which you've done such a brilliant job of systematizing and organizing. But at the the front of it, to me is, like, just Dennis, you, old school connecting with real meaningful people, delivering real value and then using the tools of the internet and automation and algorithms and SEO and paid ads and all those kind of things to to make sure eyeballs that are relevant see that. And then it's the whole thing is a pull machine instead of a push machine. Which I think is just a smarter way of doing it. It takes more leg work to get it started, but the surgeon doesn't chase you. The surgeon the surgeon doesn't ever knock on your door and say, hey, anybody in your house considering surge surgery today, you know, it's just like, you know, run. And and then when you think about that, like, agency owners, I see this where they're then they're all upset that, like, the clients don't see them as experts and things like that. And it started with how you approached them in the first place. As where there's a huge difference, like I can tell you, just if somebody sees Daryl Isaac switch, you know, outside of personal injury, probably many, not many of you guys will know him, but in our space, I'd say, like, probably eighty percent of lawyers know who he is, right, like, at least in my space. They would they may not, you know, be huge fans of him or whatever, but they They know his name. When they see Dennis and him together, there's there's there's a pull mechanism that says, well, Daryl's using him. He probably could hire anybody and has the budget to hire whoever the best of the best is, you know, and I see they're doing really well. You know, Dennis you would must be one of his secrets, and it's like there's a pull mechanism in place. And like you said, you know, which leads to not having to chase people with inbound, not having to do calls, not happen, not and and then there's like I said, everything that carries forward in that relationship because how you found them is a a very different thing. I used to experience this because I had to my first SEO agency was built as a push agency. So I had about, a hundred clients, and I was mostly doing white label stuff and what hap happened is I got a guy who would literally he would go to the conference. He would meet a plastic surgeon. And then the next time he was in their city, he would kinda just forcefully kick the door open. He would just show up at their office and, like, paired to sell you a website, and I'm not leaving until you buy a website. And a certain percentage of people, he would sell them websites, but there was like a tangible distrust that would follow like clients would cancel. They would have all these questions about SEO and in in disguise their trust. Like, we don't trust you guys kinda. You're not really an expert. Kind of questions as where, you know, when you do this kind of pull mechanism, you never really get those things because, you know, people know, like, they already know. You you've been working with Daryl Isaac. Show me some of what you're doing. I mean, there's a there's a humility client shows up with. And then, you know, like I said, that that flows through to, like, you know, you mentioned keeping the Golden State Warriors for five and a half years. There's a whole magic lesson in and of itself of not just getting the Golden State Warriors, but setting it up. So they're they're saying with you for, you know, half a decade or longer. Right? Like most people churn and burn three clients in, like, three, four months. Yeah. And when you have, like, you know, big name players, and it makes your business life a lot easier when you can forecast, when, you know, like, you know, just monetarily, like, you got payroll and things like that. Well, we know we have the Golden State Warriors check coming on the third. That'll help, you know, like, just having a business that runs that way. And it's such a smarter way up to me of, like, delivering expert authority kind of celebrity kind of positioning where people seek you out rather than you having to go, you know, find people. But but you've strategically put yourself in front of them. So, you know, I always joke, like, there's ways like on Facebook where I'll add people, put them into a list and then make a post that makes them think they found me. In reality, I've gone out seek them, and it's it's the same kind of idea where you're using those relationships to warm up relationships way faster than you could ever do on your own. You can use dollar day to drive leads directly, but the really smart expert use of the dollar day strategy, which we've spent a billion dollars on the last fifteen years, is using it to uplift that high authority content. Yeah. Me and Ken Hardison and Aliawad and Bill Hauser Darryl Isaac's and all the other people, I'm spending my money to do PR for them. Is really what I'm doing. We got a special visitor now. Two of them. Who who's our special visitor? This one is Heidi B. And this one is Zelda. So How about these golden bees? My goodness. Can I can I do something? Thank you. They're so cute. This one's about to turn four over here and swims the next turn three. You're here. Well, share. Well, share. You can share daddy's lap. I think that probably means, I've stolen enough of your awesome amazing time, Dennis. What's awesome, Frankie? I'm gonna send you the support. K. I think even this part here could be it. Could be a good little hook, get people interested. Yeah. Totally. Right? They're they're great. It's like she didn't have kids. It's cute. Yeah. I just wanna say firstly, I I really do appreciate it. Like, you're, The way your mind works on this, like, just talking to you makes me up level my thinking, like, right on the spot. Like, there there's no higher compliment I could give somebody than Just talking to you makes me up level. What's even possible? We're here to help agency owners. And agency owners are struggling generating leads. They think that's their biggest issue. We can instantly solve the lead gen issue. Build your authority. If you don't have authority, if you don't have the connections, partner with other people who do. So we get inbound leads. We get requests from every single industry. Home services, real estate, mortgage, personal injury attorney, chiropractors, dentists. Do you think that we're serving all these clients ourselves? Yeah. Of course not. Right? You have system. No. We we have partners. Yeah. And so we do rev shares with these other agency owners And I do get a lot of agency owners who say, hey, you know, we're a dental agency. Can you send all your dental leads to us? And I'll say, why should I? Oh, well, we'll pay you a commission. Yes. But it's our relationships. Here's where what I'll do. If you're a dental agency, for example, or whatever niche you choose you, I'll send you those leads -- Oh. -- if and this goes back to Perry's if if then else. If you practice what we preach, Don't just say that you do, but you actually do. Like, you are sharing the stuff that Frankie and I are talking about. You're actually making one minute videos. Talking about the content factory in dollar a day and how you do SEO. We have training on every single one of these topics, PPC SEO building websites, you know, whatever it if you're sharing content that's uplifting vendasta, and you look at the vendasta training that we have, for example, you you know, I never put more effort. I've made a lot of training. I have not put in more effort into any training that I have than our vendasta training. Yeah. I know you're a good entrepreneur just based on the number of tabs you have open it's a you don't have a lot open because you go to busy, create a brain, but if you have if you have too many open, then I know you're too unfocused of distracted. Yeah. Okay. Gentle girls. Two girls. Here it is. Okay. So this conquer local thing, so we'll, but I'm spending the we'll build something in No. I see. No. Alright. Heidi's gonna stick around. Can I see? So what we originally talked about. Which which was the spark for this conversation? Yeah. The conqueror logo. The original spark was this training I put together this for agencies at the request of Brendan King, who's the founder of Bendasta. Breton and I have been friends since before he started I think you think you're closer to the microphone they get. Okay. Louder than you are. I didn't know that. I'll tell you what. I'll just unmute a study and talking for a Yeah. So if I look at all the stuff that I've done in LA, because there's a bunch of cool people I've been hanging out with, you can see. Because I'm searching Google by different cities and whatnot. You can see all the places that I've been. Now look, there's Steve Sims. We're making videos to Steve Sims, and here are my parents. Choose your own adventure here. This one is with the, not Jake Paul. Why is it not showing up here? Oh, there's my mom. She's got a Oh, we're making videos at the beach. Where's the one I'm looking for? This is a Jake Paul's house. Isn't that neat? This is before he moved. There's Kayden Fipps who is one of the young agency owners I've trained up. You know what? I can't find the one that I want in here. Oh, look. There's Michael Stelzner, and the top digital marketer in Utah. There's Brandon, or I'm sorry, Brennan, who runs our sock company. We're gonna find the one I'm looking for. I can't find the one I'm looking for. Well, anyway, Brendan King and I have made a ton of videos and in coaching him and then his firm on how agencies can grow. We put together Concord Local Academy. And this is the most in-depth training. It's completely free. And I show everything in growing seven figure agencies. I've interviewed a ton of seven figure agency owners, and This is pure gold. Anyone that wants to learn to grow an agency the right way should check this out. Now this is a series of YouTube videos. But if you want to go through the exercises, you'll see that it's here on the site as well. So there's a community here sign up and join. It's completely free, and all the stuff is here, and it starts with how do you build a lighthouse? So if you've chosen a niche, real estate agents, let's say, whatever it is, then find out who the lighthouses are. If you do not know the lighthouses partner with other people like us that do, If you have a partner like us and you can leverage the content that we've made, then we can drive you leads. And you can instantly get the benefit of having done this for many, many years, even if you don't have the connections. So based on the if if then else, if you go through this training and you take action as you make tons of one minute videos, not just one or two one minute videos, but you uplift these other figure heads because you're consuming the training, because you're implementing it yourself, because you're going through all these different things like we're showing how to do all this kind of stuff. So if you actually take the action, and visibly anybody can tell that you're a content producer, and you're saying thank you, just like I'm saying thank you to Daryl Isaac's or Perry Marshall or whatever. Then I will give you leads. We have more leads than we know what to do with in every single category. And a lot of people will say, Yeah. Well, there's there must be some catch, and there's no way that he can actually do this, or he won't actually give us the leads. I'll tell you, Frankie, the number of people that actually take action actually make one minute videos, actually build a personal brand, actually consume our training is is so low. There's only a few people that come through, and I'm happy to partner with them because here's here's the thing. It's not that I'm trying to set up a bunch of hoops just to get people to jump through them. If I'm gonna refer leads their way, I need to know that they can deliver because if they can't if they don't know how to implement the content factory, they don't know how to repurpose content, if they don't know how to say thank you at scale, if they don't know how to build relationships, and I just because I literally, I'm not gonna name names, but there's some people that are actually reasonably well known on our industry that will say, hey, you know what? I want you to give me leads in LA, for mortgage brokers. Oh, and I also in Dallas, I want more chiropractors. And I want this, and I want that, like, what are you talking about? That's not how this works. But you said you can generate leads. So I need more, like, in LA just in the next week. I need ten more leads of, like, that's not how it works. So if you if you honor what we do, we'll generate leads for you. We do a rev share off of it. But we need to know you can deliver. So when we're teaching the content factory, I can then say, hey, you know, Frankie Finn, he implements the content factory. Now we could do it for you, but I think it'd be way better because Frank is, you know, I I trust Frankie. He imp he's certified in our techniques. And I wholeheartedly recommend that that Frank can handle this stuff. If they're a personal injury attorney that comes in that wants digital marketing, Right? I'm happy to do that. I have an abundance mindset. Most agency owners have a scarcity mindset. There's just not enough leads. You know, maybe, like, frankie and our competitors because we both serve personal injury attorneys, not at all. I'm trying to get out of the agency business. That's why we're sending leads to all these other agencies. There's a handful of agencies that we trust that are friends of mine, and it's great because We generate tons of leads for them. We send them the business. We know they can execute. We know how they track. We know the results. We uplift them. If you look at my Facebook feed, you'll see tons of other agency owners that I coach. Could be like a Billhauser, and they're succeeding, not because of me, but I just love being a part of that. And I love uplifting their results, and then that helps grow their brand. That helps generate more leads for them. And that's using me in in the most powerful sort of way. And then it's easy for me because I don't have to do the fulfillment, and I know that if I send leads over these other agencies that they can fulfill. So that's the main thing I have to say for anyone who's come this far, or if Frankie repurposed this you know, there's one little snippet that people Which I will, by the way, because I learned from a master. Yeah. So if you're an agency owner listening to this, then repurpose the heck out of the content that you see with Frankie and I show that don't just say that you know how to do this. Ninety nine percent of agency owners, they keep telling me they know how to do this? Don't tell me. Show me. Oh, yeah. But I know how to do all that. I understand the content factory. Now give me leads. Show me you can do it. Show me that you can create a gratitude video with your mom. I don't know whoever it is. Me you can do a gratitude video. Are you so small minded you can't do that? If you can't even do that, then we can't trust you. With the figure heads. It's taken us a long time to build these relationships with figure heads in every industry. Hell, yes, my friend. Hell, hell yes, which I think I'll just add that I think this is a such a a chess smarter strategy level of doing it than what most people are teaching. Like, if if I see I'd probably say about ninety five percent of the people in our space are teaching either do some outreach or Facebook ads, book your calendar full, give them some generic Facebook ads thing, and, you know, then you see people come out the other side and nobody really talks about that, which is burnt out, refunds, crazy to manage clients, and what you're talking about is this high level expert positioning where you integrate with the top players in your industry, you deliver real value, and and you're helping them with their own distribution, helping them leverage their message further. And as a result, you know, you create these evergreen relationships that just don't go out of style and you're always adding something to that. And it doesn't require like, constant ongoing effort to maintain. So I love that. And these are great clients. You know, if they're not cool to work with, I don't care how much money they have. I don't wanna do that. So we had Red Bull as a client for a few years, and what agency would not wanna have Red Bull as a client. Right? I was thinking as a younger agency owner, yeah, I want Red Bull only. I can't say no to Red Bull, but they were so hard to work with. They're so demanding. They were so unreasonable. They wanted things that were just not even possible, technically. And I tried to explain it to them, and they just pooped all over me. Yeah. And the dentist of today, if Red Bull came in and said, we want this, this, and this. I'll say, well, we can do two of these three things. But this third thing is not technically possible. So I'm sorry. Right? If you if you want two out of the three, we can give you those. I'll ask Facebook. I'll ask Google if they can make changes to their API so that we can do the stuff that you want, but that it's not possible. And if they said no to them, like, well, I'm sorry. I know you're Red Bull. I would love to work with you, but no. So I only work with people I like. That are good people that we vibe. I don't care how much money they have. I don't care how much reputation they have. They have to be people I like. And so I design my life around working with people that I enjoy. And, you know, the funny thing is that I'm making more money this way. Then I am as then I would be as a struggling agency owner, just trying to say yes to everything, trying to book as many calls as I can. And I think that that the way that that's what we should all be striving to. My buddy, Tony Ricets, runs lawnline marketing out of Tampa. He is a multi seven figure agency, and he has no salespeople. You know why that is? And he keeps growing. He's growing at forty, fifty percent every month. In in January, when he exhibits at the big show for all the land landscaping long care companies, he's gonna be up at three hundred k MRR. So that's being a four million dollar agency. And you know why? It's because his client retentions at ninety nine percent. He sells higher ticket packages. Three, four thousand dollars a month. And his retention's so high that he doesn't need to keep acquiring clients. The clients he gets come in naturally just like I told you about because of referral because of the reputation he has in the industry. And thus, He just he can easily close two or three new clients a month all by himself. Doesn't require sales team. There's no commission in going on. And that's exactly the way to run a business. You see? The the agencies that that think I need more clients, I need more clients. Your issue is actually client churn, not client acquisition. Yeah. A thousand percent. It's it's hard to to to realize that too because you don't realize you know, I I've built that kind of agency. And you just what you're really doing is just burning a reputation quickly, but you don't know it. And then it and then acquisition gets harder and harder as you go because it's like, well, I heard about you guys. I talked to so and so, and they they they didn't they said your stuff didn't work me or whatever those kind of thing. And a lot of times, I I I do really empathize with agencies a lot because a lot of times it's not even that the agency itself is flawed. It's because, you know, that Perry Marshall, if you are the right person is they haven't taken on the right person in the first place. And therefore, there was nothing they were gonna do that was gonna cause them to succeed. But in the churning process, just, you know, they just build and burn a reputation for themselves really, really quickly, and they think because it's all digital that these people don't talk behind closed doors and things like that, and it doesn't eventually catch up to you, which I can assure you, is not the case in every end of three by Oh, they talk. They all talk. Yeah. Yeah. I'll leave you with one final secret, Frankie. You could be an agency owner, and you're good at selling and getting on the phone and whatever, but you probably suck at fulfillment. I have a list of the white label fulfillment partners that I trust that I've sent a ton of clients through so that we don't have to worry about actually doing the Facebook ads or the Google ads or the SEO. Even if you have the right white label fulfillment partner, and what these guys do is they do the work for the agencies as the agency. But even if you have a white label partner, that's not enough because you have to have a process, and it has to integrate with your package. If you're not clear on exactly what package you have, and you don't have these other strategic components, you can have the best white labeled Google and Facebook ads at a high level or whatever word press. It won't matter. So if you reach out to Frank, hear me, I'm happy to show you the list of these people that we use, but just know that that's not enough. You need other pieces. Huge, my man much appreciated and you are right because it is, you know, it's one of those things that I think, not enough people really, really they think about the the value they're gonna add. They're so caught up in the I need to acquire clients that not have enough of them. Think about what am I gonna do that's gonna create long standing value and enhance those relationships. And and a lot of it is, like, you you called it client love those little touches, the little extras as I call them, that you know, like, for example, I just had a guy tell me, it came up, for example, I had a client that we drove the same first car. I don't know. I had a shitty oldsmobile eighty eight. It was my first car as a rust bucket. You could and apparently, when he made it as a lawyer, he drove that car for, like, two or three years. Even though he he he no longer needed to. And I asked him why, and he said something along the lines of, know, my grandpa used to smoke a tobacco pipe in the car. He gave me this car, and he died. And for years later, I rode in this car because it always reminded me of grandpa smelled like. And every time I got in the car, I would be reminded of my grandpa. So I went on Amazon, like, similar to your Thorhammer idea, and I just looked. Is there anything that has that tobacco smell I found There's a tobacco candle, and I clicked and read the the reviews, and the the top rated review said, reminds me of grandpa, So there was a no brainer. I spent twenty bucks and got a candle. And when you send that, like, whenever you wanna be reminded of grandpa, just light this thing up, you know, to drive a piece of shit car, Those little things will do far more for having clients stay than because your Facebook ads are ten percent more brilliant than the next guy's Facebook ads. Which do both. Yeah. Do both. Definitely do both. So, but it's not just about Facebook ads. You know, there's when you get in this game early on, you think, oh, if I just make people money, they'll they'll be happy with me. And there's nothing worse than you get a client ten x return on their money, and they fire you a week later, and you go, what just happened here? Mhmm. And there's usually, you know, all kinds of gaps in the relationship itself that lead to that. Relationships all day long. Any service business is fundamentally based on relationships. Yep. Thousand percent. Well, I just wanna Dennis. I've kept you for ninety minutes. I know you're about to go do an awesome hike, and, I appreciate you. You just sharing your genius, making more and more content to put into the factory, man. Let's do it. This makes you and me both look good, and more importantly, we're helping a ton of agency owners. I think if we can shift the tide on how agency owners do their marketing, It's gonna get rid of the snake oilness that's currently surrounding agency owners, and it'll be more like, you know, the prestige of a pilot. So where's the next place you're flying, Frankie? Right now, nowhere, because these little monsters are What was the last flight you were on? I guess, from here to Mexico City. So when you went to Mexico City and you were boarding that airplane, did you wonder who the pilot was or question whether they're competent or whether you're gonna crash Of course not. Right? There's an embedded. He's the expert. He knows. I trust him. There's no, like, hey, what are you doing up there? Can you can can you give me an update on how things are going. Right? It's a And shouldn't your digital marketing be so good that you don't even need to know, like, who's running your Facebook ads or whatnot. You don't need to know the individual, but because you trust American Airlines. You trust whoever the brand is. Right? That's what we as agency owners need to have. Can you imagine if, let let's say I started, super cheap airlines dot com. Right? And let's say the flight on American Airlines was three hundred eighty nine dollars, but the flight on super cheap airlines dot com was seventy nine dollars. And everything about it was fantastic. You know, all the seats are first class. There's wonderful food. The service is great. We have brand new airplanes. They land on time. Everything's fantastic for seventy nine dollars, Frankie, but we have a one percent chance that we're gonna crash and burn and everyone's gonna die. Which means ninety nine percent of the time everything's fantastic, but one percent we crash and burn. Would you buy that seventy nine dollar ticket? I might take a chance, but, you know, that's not good. But you? To your point, yes. Of course not. Right? You know, it's and that I I I get the analogy you're making. It's that That's how we want marketing agencies to be seen. I've I've I've often joked about this with personal injury lawyers because I'll tell them, you know, the only people with worse reputation than you guys are us, But but we wanna change that for sure. And and I love what you're doing, by the way, I just wanna give a little plug to the fact that know, you're in the process of creating a million jobs. And I've mentioned this before, like, politicians kinda do that as we're gonna create jobs. And we're getting like it's this rah rah thing, but there's no real substance You're actually you're training people, you're building communities. You're you're you're there in Pakistan and India on foot actually, like, growing out and training people so that they can actually support these structures and the expert status and creating content and help people build these kind of systems and tools and things like that. It's a long journey. I'm glad you're on it with me. Yeah. Good seeing you, man. Yeah. Appreciate my friend. Alright. I think, I got a parent here. That's that's what you're gonna do. Alright. Cool. I'll send you the recording in a few minutes when it comes through. Alright. Take care, brother. Alright. Thanks, Frankie.