which is super cool so without further Ado I will introduce everyone in so we

got Jacob P Sam G winsbury Matt Parker

Lara Costa and Luke Matthews whooo amazing all right round of introductions

I’ll start myself so I’m Harry Fu I ghost right for CEOs in the gaming

industry so what that means is helping them sign clients have a weekly podcast you’re watching it now called the gaming

play book and I’ve been in the BD scene for a couple years and I live in Cyprus

and I like Crocs more than most and the next person is Jacob pegs who are you

somebody who doesn’t like Crocs at all Harry um hi everyone thanks for having

us today um I’m Jacob I basically build six figure businesses with folks in

three to four days a week using offers using power writing um been sort of

running modern maker myself coaching program and run a digital Agency on the side but that is me in a

nutshell amazing and you you’re pretty much amazing apart from The Croc comment Sam G windsbury

hey guys Sam here I run an agency called kogo we work with CEOs turn them into

thought leaders we’ve been running just over three years helped probably over 200 CEOs some of the top entrepreneurs

in the UK and I now also work with B2B businesses and consultants and basically give them the blueprint that we’ve used

to generate 30 leads a month on LinkedIn without spamming my network with horrible sales

pictures fantastic and we don’t like that Matt Barker who are you hi yeah uh

thanks for having us Harry my name is Matt Barker I spent about 10 years in marketing before quitting to become a

copywriter since then I’ve ghostwritten for mainly agency Founders and now I’m

uh coaching uh agency owners Consultants coaches to write social media content

that attracts uh the right people for their business and doesn’t doesn’t require them to go viral or do any dming

uh all through the magic of social copyrighting amazing where are you based

Matt uh Cyprus but I’m in London at the moment nice just wanted to plug Cyprus

half of us are from Cyprus which is the best country in the world laa Costa hi I’m Lara I’m an internet

entrepreneur in the B2B space build two businesses up to six figures one in the

personal Runing Space copywriting Ghost writing whatever on LinkedIn the other one in the creative economy building the

most amazing LinkedIn cohort in the world so yeah that’s little bit about me

and I live in London fantastic and finally Luke

Matthews I write things on the internet and make money and most of you know me

anyway so we can get in the Q&A all righty and with that intro amazing

intro we’ll get straight into it so format of today everyone’s brought a genuine question they have about

LinkedIn to ask each other we’re going to have a bit of a round table and then a Q&A later so we’re going to just start

so first question is from Matt Barker what is your actual well I’ll let you

ask the question and then give us the Contex as to why you asked it yeah so what is your actual writing

process um I’m pretty sure all of us here at some point have written content around either

how we write content ourselves for our own personal brands or how we write it for our clients or you know either or um

but when I write content I have a kind of General process which I follow but that tends to vary pretty much every

time so for example this week uh I was a bit a bit split for time my mind wasn’t

fully on it so what I done is I took when back about a year ago took a bunch

of posts which done well copy and pasted them spun them up a bit differently and just sheded them ahead for the next week

because I’ve got things going on um but next week that might change um so I was

just curious what is everyone’s actual writing process does it always stay the same what’s the kind of is there like an

overall process that you follow or is it completely different every time Al righty Jacob let’s let’s go with

you I’m curious and then we around thank you I mean that’s it’s pretty cool to see how everybody sort of puts things

together I think for me it’s um there is an element of freestyle in a sense where

when I write for emails I have myself a story bank with various life events and I sort of write the story figure out a

lesson pivot and make an offer let’s say um for LinkedIn I would say Matt

similarly to you obviously there’s a little more structure throughout the year where you one thing that I like

doing is spotting bangers like posts that performed really well um just like in music when you have hits you sort of

spot the hits repurpose them from different angles so then you don’t have to always sort of you know write from

scratch and sort of you know systemize that process but one thing that I love doing is having um you know subtopics in

a way that go through a lens so in my world I talk about making money online so I’m picking um the topics that I want

to talk about and always bring them through that lens and then other times cuz I write primarily on email I’ll take

the ones that are good that got replies and sort of look at them from different angles to post on

LinkedIn all righty Sam you probably written the most actually I couldn’t say

that I don’t know but in terms of volume of ghost writing clients what do you think I don’t write from many of them

anymore I’ve got an amazing team that does that um but yeah when I was writing and when I write for myself I think the

thing I never do is start from a blank page like I think that’s the worst possible thing you can do so I always

start with either usually data either data from like calls that we’ve had with potential clients where they’ve cited

pain points or problems or goals or we collect a lot of data in our marketing activity to be fair so we have like a

scorecard which like basically people can go through ask questions on their personal brand it gives them a score and

that’s like 30 questions worth of data that I can then turn into content each week so I’ll use that I’ll use

conversations with clients or I’ll just use the concepts that are already performing well on LinkedIn or Twitter

or other platforms to provide inspiration um and then yeah basically use those as like the basis try and

apply it to my industry my client pain points and problems always write fast

and then edit afterwards like I don’t I don’t try and edit during the content I write fast and edit slowly so just like

basically word vment onto the page and then focus on packaging it into something that’s going to perform well

afterwards could you explain that scorecard uh briefly like what does that actually look like yeah it’s class to be

fair everyone should have one um it’s there’s a tool called score app you can

basically create a list of questions to servey your audience and they go through it’s all like multiple choice R1 scores

them on their personal Brands there’s three different like parts of a personal brand that we work with our clients on so we use those three parts as like the

metrics for how strong your personal brand is you complete the scorecard and then based on your answers to the

questions you get a score and there’s an algorithm inside the scorecard that then spits out a score for you and you get

tailored advice based on your responses to the questions so it’s it’s really useful for people to do but truthfully

it’s like it’s a lead generation tool for us right if I’m pulling back the curtain like it is um but we also on the

back end of that like platform get all of the data on everyone’s responses so I think it’s had like nearly a thousand

responses now and we can tell things like um most people want to build their personal brand to either build an

audience generate leads or become a thought leader so then if I’m turning that into content those are going to be

like the three hook points in the first couple of lines if I want to get people to read it it’s like how to build an

audience how to monetize your personal brand how to become for leader Etc

thousand thousand that’s so the I’m just curious on this bit curious on this so

the scorecard use that data to then write it yeah if you don’t mind put it in the chat so I

understand so for people can follow Lara aosta I think you know how

to write a little bit how do you write I forgot how do you write how do you write what is your actual writing process okay

so the first thing I start with is understanding that I am not like everyone else like there’s people that

Focus so much on Building Systems and process and everything I am the most creative brain side of person ever so

what I do I have a hook list I have a Prov and post swipe file I look at the two and then I have conton pillars a lot

of people on LinkedIn and even myself I get distracted by oh my God everybody’s talking about the TED Talks I will

change my life and the infographics and the productivity and I want that virality like I I I have an ego and I

need to satisfy it but then I go back to my content pillars and I’m like does this satisfy when I’m trying to build my

personal run around no so swipe file hook hook swipe files and then content

fillers then I go from there I grab my content pillar let’s say it’s copywriting I go to my swipe file I look

through content that has been proven to work so let’s say I go to Charles Miller or like marach and they’ve spoken about

something they have a really good hook then I put it I write it down and then I start from there and then I’m like okay

what problem did I sold for a client this week regarding copywriting then I look back to my like notes or like

course and then that’s it pretty simple took a little practice

out laara I think with your with your content especially now versus like a

year or two ago it’s like very purposely like you have things grouped together

you have like sentence length which is like Precision point it feels um is there like do you have like

Frameworks or is it literally just the the swipe file of posts that you’ve used before which you’re like taking then

using or what’s how what does that look after the hook that’s a really good question um I just think about the

framework I I use is like this lay so how can I tell a story a lesson actional advice and then a PS so I always want a

piece of actional device that usually looks like three to five bullet points in like Steps so every piece of content

I aim it has to have that because I know that that gives my audience the dopam head they need to feel like they learn

something so that’s a conscious effort thank you so much for no sing it but um not not exactly a framework just how can

I educate then give actional actionable advice that’s immediately applicable for someone that they can literally use

right then and there it’s actually quite inspired from some of your posts because a lot of your posts made me feel like

that I was like oh I can apply this to my hooks now um and then I left so yeah always use bullet points for everything

nice yeah I think uh when definitely when I’m working with clients like one of the biggest things

they don’t do is like take out the really important information and put it into bullet points that’s just like a

really easy win for someone who’s writing content I feel like um

you well I did some research on this I was looking at like all of the best perform post and to be honest I looked

at a lot of your guys content as well and I can’t remember the exact stat but it’s like 97% or something of the top

performing posts um sorry 90 97% of the sentences in top performing posts are

less than one line long which is nuts like it was easily above 95 I can’t remember it was like 97 or 98 but that’s

it’s crazy I guess that’s what you guys are doing because I used a lot of your content when I was pulling the data on

it no yeah I think I I I used to do I used

to write short sentences like a ton but I think as I’ve written more I’m definitely writing longer sentences

which definitely doesn’t work as well I don’t think but I think from what I’m finding is it feels like if you if you

write with short content like short sentences really simple language all the time you kind of train your audience

to need and want that that content from you so like you can look at someone like there’s a guy called Adam Adam Robinson

who puts out some really good content he’s like building in public um and he like really long sentence lengths like

big chunk paragraphs but he still breaks it up pretty well um um but I think just because his audience is used to seeing

that sort of content from him it does well but if like for example Lara was to

like all of a sudden put out a post with big chunk paragraphs that sort of thing it just might not do as well because

that’s not what her audience are expecting from it I think it’s how you train your audience to consume your

content and that’s also why um guys fying on different platforms is important so when you get the top of

funnel people from very simple content then you can funnel them into a course like you have and then that’s like

overly explaining with more you know professional in-depth language where they want that in-depth version so I I

like the the over oversimplification so then people are so interested in the

like oversimplification sorry on the simplification over simplification so then they buy it instead of like you

know get it from your content on social media because then that just doesn’t resonate with the majority of people

Luke Matthews um it’s always kind of different to be honest I don’t have a

specific method Matt sometimes I just scroll the feed and read your content and I get angry and I write posts U

that’s helped me a lot so I do that in general I write better when I’m angry so

I like to scroll LinkedIn because it makes me angry and then I write stuff if I don’t do that I I do use AI prompts to

get me from a blank page to something and then I just edit heavily that’s mostly for clients so I do use the AI

stuff to kind of get something going and then I just use my brain so I don’t really use any the fancy kind of

scraping tools or anything a lot of it’s just kind of writing off the cuff out of my brain um and then just based on you

know being addicted to social media and being online all day and having kind of a specific client where mine in ghost

writing is all AI so you know I’m writing for the same Niche it’s easier for me because I consume AI all the time

because I’m in AI so it’s kind of I think I actually do use a lot of my brain in my content I don’t really model

it off other people that much so doesn’t really help anyone else because I don’t

really have a method other than use Ai and then be good at editing and copyrighting I think that’s the main

lesson though like there is no specific framework for anyone you just kind of have to go and figure it out by yourself

just focus on like what is your main strength for you is like Ai and focusing on one specific type of client and that

makes it easier for you to just churn content at speed of light instead of like working with a variety of different

niches that you know it’s a mess I think too there’s not enough uh

feeling in content these days everyone it’s pretty boring out there so I think yeah my method of whether it’s scrolling

or you know being out in life and getting inspiration from actual feelings and writing from feelings I think people

could do a lot better because we get in the science of this stuff everyone here makes money from LinkedIn I think

sometimes we can get caught in the science and the X’s and O’s and there’s no emotion in content and I get bored I

two not so I think people do as well yeah agree I think sorry I was

gonna say with with yours Luke I think when I first started writing online I

mean you’d been writing for a year or so maybe even two or three longer than I had and I remember looking at your

content thinking all right this guy’s doing it well how can I like replicate what he’s doing and I and I you’re the

only person who I couldn’t like templatized

was so like emotionally driven like emotionally charged it was just you were just it just felt like you were just

writing away which is great but I think like when you’re trying to like scale that or do it in in in like um you know

larger quantities it’s obviously quite difficult and i’ I’ve definitely felt that but um yeah agreed thank you

the love between Luke and Mike very surprising there’s no love I’m just I’m just honoring a villain sharing a

compliment thank you it’s it’s progress before we move on to the next question

um I actually started writing by getting Matt’s post and then just rewriting the

context that’s how I started Matt and laras which worked well as a recruiter and then recently trying to scale that

to clients I have five CEOs which I write for all different niches but still the gaming industry but different things

and I’ve started to notice the more science I go the less they perform but

if I lead with the story in emotion like Luke said it perform better so just trying to always lead with the story has

been my main way and I’m the way I’m using AI now is more with like templates

so if I have the story I’m like all right can we model it after this template please jbt and then I edit I

need to have the story first that’s kind of the way I’m going about it and it’s always from Pain points because we we

have this question coming up later like what is a performing post so when Sam said it’s performing is that just

Impressions but if we want to like build relationships then sometimes you might need the three line paragraph is where

I’m saying where you need to go a bit deeper like build the connection so it might be like a measurement thing like

okay what were we actually measuring as a performing post so for me yeah it’s more paino driven with stories that’s

the way I rate all righty we’ll go to a rapid fire fun question which is Luke our resident

fun person Luke what is your question and the context behind

it you know worri on the screen okay so basically which of us

would you pay for a coaching call with if and it’s $1,000 so you could pick two

of us some of us are cheap now all righty Lara what are you who you who you

giving your money to can you answer first no what I’ll wait I’ll wait till

everyone answers from this uh from this like group or like anyone from our

panelist yeah so oh I I can go first if we want if we

want if you want to get me out of the way and make make it easier for all you okay so I would actually pay for Sam

because I think he’s run well he has he has the biggest agency and I know the least so for me it would be the most

outside of like my circle um I I know Jacob fairly well

Matt Lara all you guys I follow your content for quite a while where Sam I’m not as familiar with and he runs a big

agency so to me he’s got to have the systems dialed in and be looking at things from a different point of view so

I think it would actually help my brain the most so I would give him my money I’m actually hon

it and plus I’m just never gonna pay Matt money because obviously why would I he beat me to 100K laa I basically give

free coaching to already and vice versa I can just ask whatever I want and Jacob

I feel like I could get it for free it’s not that nice in the

end I just thought I’d try and

op yeah he’s the only guy to pay I’m just pay Sam Jacob’s agen is bigger though no I’ll jump I’ll go in I’d

probably pay Jacob because I think he’s I don’t know if I thought you bu agency bigger than mine Jacob probably most

relevant to me who has the biggest audience who’s got the most

followers Luke is smiling a bit extra is Luke

maybe well is it all socials though that’s a good social on YouTube now yeah let’s go all

socials because my my big play now is traffic and volume because everything else in the agency is like dialed in we

just need more people in our funnel so actually graphic and volume and Views actually become important to me now so

probably Whoever has the highest I think laara definitely Lara she’s got over

200k on all socials toid with Jacob no it’s not 230k

actually with Jacob well well I think to to the agency

question that you had it’s all it’s always kind of fun to look at like when we were discussing earlier about how far

you can take him and what the manager is and all of that so it’s really fun but um on the on the growth sort of side of

things I would be curious to hear because like all of us in the room have gone down the growth ship but I’m

hearing from some people on this panel that growth doesn’t really matter per se

um so how much does it actually matter is something I would be curious to hear

on that note I do like growth of followers yeah

it’s coming up later the question Jacob to recap did you pick someone who would you give your money

to um honestly it’s a really hard one

because um what I like where I’m at in the business has a lot to do with

positioning and I think um you know system scaling all of that sort of stuff

I’ve done um Luke sort of would tickle my toes because of this whole AI thing

but I haven’t dabbled into it well enough but I would be torn between Lara and Matt simply because sometimes like

you know when we evolve and you need someone to look at contextually where you’re at and give you a little bit of

insight on your positioning from an outsider standpoint um so I would probably Edge

towards Matt in the sense that we have a very similar business model so having

somebody looking at it from that standpoint he’d be able to identify um where I’m at and what I’d

need to position so Matt that win is yours

nice uh should I go next then yeah this is good this is good like passing the Baton cool well I appreciate that Jacob

um I yeah for me it would be it would be a toss-up between Sam and Jacob um

because uh you both have kind of built businesses at

a uh further along level than I’m at and kind of that’s obviously where I’d be aiming to look at I would probably lean

to towards Jacob as opposed to Sam because my goals aren’t really to build a business that has a big team um and

becomes a big company um so I’d really my kind of main focus is really kind of

how can I get more without actually doing more or like taking people on that

sort of thing and and you know I I speak to Jacob quite a lot and we we chat and

go back and forth and I know that he has his systems and automations down to some

kind of mad science which I still don’t understand how he Maps out and figures out so I would pay him to to tell me

exactly what to do and why thank you I’ll take

that bribe you with watermelons when you’re back

y I think he bought him off too good Lely it’s time for Lara who

was scared before but now how much is everyone’s hourly I didn’t do

Al the way you said that though we don’t discuss numbers public I have $1,000 to

spend how do I know who am I spending them with or how like what am I paying

okay you can get multiple calls everyone’s charging a thousand now

you have to pick per one hour $1,000 except for Harry Harry charges less you can throw

Harry and whatever you pick I feel like I would go for Sam because I really like

his studio and he launched my YouTube with me and I think he’s got really cool

connections and really good vibes and he knows a lot and every time we speak it’s like it’s like a mastermind so sound for

me and you owe money anyways for the studio

so it’s yeah it’s just exchange of money thank you sir very cool I’m the only one who’s

only had who’s had coaching from all of you but Luke and Matt has been in an indirect way everyone else has been Ono

one so I can reveal my

answer it’s G to be Sam which I feel like he’s had a lot of love but for the

main reason of hiring and training people cuz that I think is going to be the hardest skill and he’s the only one

here who’s done that at scale So my answer would be

Sam I’ll pass on to leis who does all of that for

me no I did LA’s G to cut you now by the way you

know she’s probably going to leave the Stream

credit amazing everyone has been very helpful um to reiterate that lovely

let’s move on to first but Sam’s the most helpful I didn’t say that maybe

because you guys have helped me so much already and I have yet to learn from S no no no you can’t go back anymore you

made your bet you’re gonna lie that I don’t know I heard I heard if it if it came down to it back yourself it’s the

right decision back yourself slight bias there there all right let’s go to the person who’s smiling and has a hat what

is your question and the context behind it Lara a Costa oh yeah so I don’t have

any crms I don’t know what that is I only recently learned the world word about a month ago when I got asked in my

community so how do you guys manage your leads uh contacts engagement crms uh I

heard about folk the other day but seems to be just a promotion thing on LinkedIn

by micro influencers so how do you guys use it

I can start off I think it’s fairly simple um scaling a big team in the past

like had crazy tools I used to be like a tool junkie where I spend like probably four to 5K a month on all this complex

stuff um nowadays my sort of you know six figure CRM is literally my Gmail

labels so what I do is um I funnel everybody into my email list and then

I’ve literally got like are you on the wait list are you a lead do you need a follow up and are you a client um and

then sort of um in contrary to your hat Lara I use convert kit to tag everyone

when I need to send things out it’s called kit now actually is it fun okay

okay well kit kit sounds like it’s got a lot of Swag actually I like

it tags on your Gmail that’s crazy yeah I mean I still have like a spreadsheets

but it’s like again Google Sheets really simple stuff um I’m talking more on the coaching side of things but with the

design agency and stuff we use notion primarily but it was so eye opening

going from like a crazy big you know Apollo dashboard this that all the way

through a simple gmail label and an ocean board cool I like it so everything

manually as well nothing automated no crazy automation system like that well

there there is but like on the front end the labeling stuff then gets triggered with zapier

and a bunch of things happen but I I don’t want to get too techy with it but

essentially it is all running through Gmail tags interesting all right that’s cool

thank you oh wait what about Sam king of LinkedIn apparently today

hi uh we use uh go high level I think it’s called high level like lead connect or something now whatever they’re

actually called now um we use that for all our leads basic like all our automation funnels landing pages emails

and CRM is all inside of that and there’s a load of like automation set up so that whenever someone comes in or

books a call with us they’re tagged as either an opportunity or lead and we have like different stages within our

sales process uh it attaches a valuation to them for like how much we expect they’re going to be worth to the agency

once they’ve booked in a call um has like automations that run through it as well and then it tags the source that

they came from so like where like if they downloaded a lead magnet for example we can see how many people have

booked off the back of that we’re just starting to build in UTM as well so we can see like the original source of how

someone came across it so yeah I was pretty rigorous and um yeah all done in high level which is a great tool cool

yeah I’ve heard of good things I might join when I know what I’m doing next like everything in one platform as well

so like we were using like notion CRM and then like partly high level for emails and other things with funs but

like you can literally do the whole thing in in high level now I like it I use the same question

should you wait to get to a certain size where you use high level is it like an

economy a scale thing if you got like if you got like two clients and you’re getting two leads a month I wouldn’t

bother but like I would definitely do it before you need it because or at least

start collecting data before you need it because you’ll get to a stage where you wish you had data from last like six 12

months on where your leads are coming from um so like I would probably get it sooner than you think at least just for

the sake of having data but you like you don’t need a CRM to manage five leads

it’s when you’re getting to like 10 20 30 leads a month probably that I’d recommend it well and that’s lower than

I thought you would need for a lead man so even 10 20 30 is worth yeah I think so cool learned something new Luke you

said was the same anything to add

no Sam you know I’m paying him too so for

That Sweet Mr Barker yeah uh mine’s kind of similar to

Jacob and to be honest my my lead flow isn’t like insane um I cap however many

people I work with fairly rigorously because I don’t want to kind of overdo my my time and and capacity and that

sort of thing so um it’s kind of okay I use folk uh because my leads tend to come from

either I’ll post on LinkedIn then someone will DM I can then just tag them on folk and it will just keep them in

and then in inside folk I then have a uh you know different sections for what

offers I’m going to push them into or what I think they’re right for and then I have the kind of what stage of the

conversation they’re at so I just know um kind of where I’m picking up conversations with people if I start a

conversation then the next day I pick up a new one and so on and so on um I can see where people got to in the sales

process um and kind of where they got lost that sort of thing so I can kind of track that um but yeah I only really use

that and and you I do the same thing with email so so when I send out an email newsletter they reply with a DM I

then just tag them in folks straight from the email and they go in um and then I can tag where they came from

email or LinkedIn which is the only two lead sources I have um um and yeah

that’s pretty easy to manage I only really need to use folk when um when I’m actually going hard on like you know if

for whatever reason two or three clients dropped out and I want to fill that fairly quickly uh so I’m you know

putting out a lot of content to get a lot of lead flow coming in uh then it can get a bit tricky to kind of keep up

with conversation so I’ll only really use it then but if I’m kind of looking to fill sort of one or two spots or that

sort of thing then it’s it’s fairly easy to just manage the conversation just just making some notes and and being a

good business owner perfect um I’ve used as a

recruiter was a big clunky CRM and I didn’t enjoy that then we used Trello

which was better then I used folk for a long time because I wanted to take people from text to like being on a

podcast and now I do it on notion because I can kind of recreate what folk has and I can everyone on notion and the

main thing for my CRM is the reminders notion is also cheap but it’s still a

manual process but yeah I try to have notion so you can like remind me and then I can keep them there as well they

actually keep track of like my clients four signed clients I have oneof clients which I can just have it very visible so

I found that when I was using folk I just had to go there and there’s a dedicated folk time but with notion I

found it a bit easier to just oh I’m here let me check on the leads so I use notion

yeah I did I used to use notion when I first started I think because I just didn’t actually know

about what sort CRM tools there were out there so I just you can kind of build it fairly easily in notion and Link it up

with like zapia or or whatever it is um

but yeah I imagine from what Sam said you know you only really need this sort

of high tech or kind of big CRM when you’ve got like multiple lead sources

like websit multiple channels blah blah blah and a lot of

leads coming in like yeah just like Sam said amazing laara got your answer any

questions no I’m gonna go to go high level thank you Sam you’re the best

amazing use my I did tell you first you know how it takes me like three people for me to understand something so Sam

was the cherry on top I know good

all righty speaking of what is your question Sam and the context behind it

my question is when do vanity metrics quotequote matter a lot of people will tell you that things like likes comments

views Etc followers don’t matter but I don’t think anyone can I

don’t know can you disagree with the fact that having more people know who you are like you and trust you wouldn’t be a b official thing for your business

like surely that’s good so you guys I think most of you actually got far more followers than me so would love to know

when you think they matter and when they don’t or do they matter at all all righty spicy one I want Rapid

Fire for the first start and then we can dig in if that’s all right my friends um

Matt and Luke actually had a growth spirit so I’m curious what they think because I feel like they’ve been through this quite

recently anyone can just shout should I go first

Luke yeah I think uh I think they matter in a sense of you’re right Sam so to use

myself as an example um I’ve got 140,000 followers

now it’s at a point with my business where I don’t need to send any pitch

decks I don’t need to send any you know I don’t need to have any sales calls I

don’t need to do any of that hard work up front to try and convince someone that I’m someone they should trust to

work with so in that sense followers and your engagement show a lot of I’ll I’ll still

say proof in quote unquote because uh there’s a lot of dark arts that go on

that aren’t necessarily indicative of what you actually uh you actually are

that the followers in the engagement says but um it it works you know if

someone flicks onto your page and they see you’ve got big following get lots of engagement on a topic that you sell

then typically someone’s just going to trust you a lot

more yeah I think it’s a boring answer because it’s always both for me it matters um I sell more because of

Engagement because of followers I think it’s gotten easier the more followers I’ve gotten the more engagement I’ve

gotten it’s been easier for me to sell having said that um I think it’s because

I have my profile set up like a funnel I use go high level like Sam um I have systems and Lead magnets set

up to convert people that come in so I I take advantage of all the traffic that I

do whether it’s a ship post or not uh I use it all so I think you need to have

everything optimized to take advantage of all of that but for me it definitely helps um I hold it in both hands though

because I think if you obsess too much over vanity metrics you start worrying too much about what you post you start

wasting time in my opinion too much time writing too much time in your content and not enough time converting talking

to people and building your business I think a lot of people get get it wrong they try and go black and white it’s

really just both it matters but you also need to disconnect as soon as you post

you can’t let it get to you so I look at it like sports like you don’t want to um but as soon as it goes in you got to

move on to me that’s like a post every post matters I want them all to go viral

soon as I post I disconnect um and I think you have to be able to do both

lar is thinking is it my turn yeah um I wouldn’t be where I am if

I didn’t go viral like every single day so that for me is enough proof that it does work so like for example I was at a

shopping center there’s like a Lululemon at the back of the shopping center where there’s no food traffic right a

Lululemon Shop with a sports then they moved it to the front of the shop guess how full that shop is today

so when you’re choosing likes of like like yes you need likes because the more

traffic you’re getting the more people you’re getting into your funnel the more chances you have to sell them so you’re

actually just increasing your chances of being seen obviously virality goes comes and goes in different ways so you can go

viral for like a crying selfie or you can go viral for the most specific case study in the world so it’s your choice

how you create that vity vality for yourself but in my opinion the majority

of people that say that likes are in cash or that you don’t need them to

succeed right you don’t need them but it does work it actually it’s a complimentary to your business and

personal brand and the bigger you grow the more access to people you have and the bigger funel you get and that’s what

I’m doing so from personal experience I think yes I think I’ll add um likes don’t

matter when they’re fake so keep that in mind likes ain’t cash when you buy them

but they are cash when you don’t buy them and you have a real community so I think you have to keep that in mind a

lot of people are paying and cheating the system those likes don’t matter because they’re fake but if it’s a re if

you have like thousand real people liking and commenting and in your network like that obviously matters I

just think a lot of people cheat the system and then they say oh it doesn’t work well because it’s not real so yeah

we’re seeing a rise of people exchanging links qus Etc and that creates like fake

um traffic and then when they post a post that’s personal no one cares because that’s that’s not the audience

that they’re building so it is important to think about that

carefully like I think anyone here could go post about like productivity for a

month and they’d be averaging a thousand likes a post like it’s it’s you know it’s not that hard like it’s not the

same as like K someone buys into Matt Barker’s story and likes you know there’s a thousand people that are into

it or Lara or Jacob or like Sam it’s it’s different like if you’ve made it

about yourself and you’re getting big engagement I feel like that’s much different than hey I post about these generic thought leadership topics and

get a you know get high engagement to me that’s not difficult like if you know social you can hack that it’s difficult

to get that many people to care about you or your story or what you’re doing and I think that’s the difference with

engagement didn’t M like a super viral post like 4K likes about coffee or like

going to the toilet or something it it yeah maybe but it that’s more of a

Luke one I think mine was about um it was like how to do 10 hours of work in

two hours it got like a million views or something and I was like whoa this is crazy and it literally got like no email

subscribers because I didn’t have the right right thing set up on my profile didn’t get any leads from it because I

wasn’t talking about anything that’s relevant to my business um so yeah that

that’s like a classic example of when it just doesn’t matter uh in my

opinion yeah I think like on on the contrary to everything it’s also like based on the business model that you

have so yeah um all of us sort of you know touched on the the social media side of it which is amazing and I

personally fully agree that having likes does give you credibility but depending

on the model that you have like looking back let’s say when I started the agency we went fully outbound I hated social

media didn’t want to do any of it and we scaled it up to multiple six figures and a 12 man team with with cold email for

example like I we have 400 people on our newsletter and that was enough to

sustain the company for four to five years before we even hit socials but

again you know in the context to that that was building websites so we were using SEO and blogs and whatever which

again is Impressions that convert into um clients but then again on LinkedIn I

mean I’m pretty sure we’ve all been there like when you don’t have the numbers you can identify how much I want

to make a month what actions do I need to do to get there and I’m pretty sure all of us sort of got there one way or

another with a very small audience at the beginning like getting that first clients or whatever it is and then as we

scale I mean I think Matt we’ve sort of chatted about this in the past like building leverage as your account grows

to get off of the service hamster wheel and more into like digitizing and stuff where the numbers do matter if you can

convert them at Mass scale so yeah like for example

um guys like Chris Donnelly who runs a business is an entrepreneur I don’t know

exactly what he does but he has that business on the side it’s successful I I

I would assume um but you know I’ve spoken to him every now and then and

just kind of understanding what what his views actually do for him the main two things that I learned from it was

sponsorship deals and speaking gigs so if that’s like something that matters to

you then you can go viral have like really big posts on like a certain topic and then you become this

um you know this this figure of influence in a certain topic and you can get those opportunities which which are

high leverage but you know if you’re the type of person I would work with like a just a you know six figure seven fig

business owner agency owner you want to get more clients you don’t necessarily

need to be going viral um if I have a client I I’ve worked with before for a

year or two and we’ve never gone viral um but they’ve managed to add you know about 70k a month to their business and

that’s massively beneficial for them I had a recent story with this so I

had my first kind of semi viral post so 30k Impressions 300 likes for a client so more than any of my own posts and the

post wasn’t telling any wasn’t giv any value it’s literally just a story like a

story of his life but he then got a full calendar a paid speaking GE to come to

Cyprus which is awesome and then a couple job interviews and then that made me think okay wait a minute this is the

the thing that went viral am I missing a trick here but then I realized for another client it was a 12 like post it

was a full on case study unbelievable and then says DM me 12 likes no comments but then she got five demos booked so we

have these two extremes and I’m starting to think you just try to optimize for both so you have your case studies which

won’t get engagement and then you hopefully weave in those stories to get kind of people in um kind of more top of

final content then hopefully your emotional story is also a flex so vanity

metrics did definitely matter but if you only did vanity metrics then you’d also miss out on like showing the case study

stuff which I think you just do both like you don’t rotate you don’t just stick to

one y That’s why a balanced strategy is is important in my opinion because you

can do all of it you can grow your profile you can grow your presence you can become an expert or trusted person

on a certain topic that you can then sell people on with case studies and

things you’ve actually done for clients all of which will get varying degrees of

Engagement views vanity metrics um yeah

Al I’ll put it this way I think it’s I think it’s harder to build a personal brand than sell for a standard B2B

business owner I think people get it backwards it’s actually harder to be an influencer and get people to give a [ __ ] about you I think it’s easier to write

for a client um and speak to a paino and see it convert if you’re a good copywriter like like Matt or Sam’s seene

with his team or Jacob or or I think it’s actually easier to do that than to actually build like a personal brand on

a social media platform that people care about um and I think people are all trying to be that person that people

care about um and you just have to be honest like am I willing to put the time in to do that or do I just need to sell

a business or product or a service offer and do that really well and add some spice to it but except like you’re not

going to be laac Costa you know or Harry because we should all just pay Harry he’s giving great advice today well done

har thanks thank you it sorry I’m going to cut in again but it

all depends where you want to get to there’s a there’s I I’ve kind of been at a point with uh what I’m doing for the

last however many months of like okay I’ve built this following so do I just commit to being a Creator or kind of you

know one of those influencer type people and just go all in on trying to go viral

all the time and trying to drive loads of traffic or am I going to be more of a kind of you know agency

consultant kind of type who just post the right content that a very specific type of person needs to see and that is

enough to drive new business so you kind of kind of have to I feel like you need to have an eye on where you actually

want to be in you know a few years time and where you actually want your business to get to for you know vanity

metrics and stuff like that to actually matter with the volume you have though like you could do any of them like you

personally M right like you could La if you wanted to you could launch a new digital product Tom tomorrow and

probably sell it out if you wanted to tomorrow you could probably oversubscribe yourself with coaching clients you could probably launch an

agency get it to a similar size to what we are for example within like three months because you have the volume right

I don’t know if any of you saw um Alex lman by the way you know the morning Brew guy um built morning Brew huge

audience on Twitter and then he basically built a million dooll Runway uh agency off the back of one tweet so

like I yeah you can’t that and then say that audience doesn’t matter surely or like followers don’t matter at all like

I agree I think they do damn yeah for sure I think yeah I mean my my argument

on that would be you know he I mean did he have a setup already

kind of prepared for this or did he just put a tweet out see if it resonated and then build something off the back of it

or I think the Tweet was something like uh if you’re a CEO and you want to spend uh between three and four grand a month

on on having us write uh like ghost write your content for you shoot me a message and then like he just instantly

built it to to 80 what is it 83k a month but I imagine it was a [ __ ] show behind

the scenes for like a week trying to figure out all the systems and processes but like still the opportunity there

yeah I guess it’s probably worth saying that like he built a I think it sold for like 100 million he sold like 100

million pound or Dollar business before so he had credibility and and Authority

which something that’s what I would add the credibility part because you can do the whole Pinterest screenshot and get

your thousand likes and you get in loads of traffic but then if you say hey do you want to give me four grand a month

they’re going to look at your profile it’s like right what have you done nothing okay but then this guy had all

of that credibility to actually get people on a call so I think you need the second part before you get the views

well I mean it’s just the better way to do things all righty guys on my God a

sponsorship me there’s a little bar code in the top left of your screen that’s my

newsletter every week and I will recap this podcast and other podcast so if you scan it a little thing will happen so

I’m going to leave that there for a bit and we’ll move on to the next question the next question and final question

before we go into Q&A is from Croc fan Jacob

pegs I’m not going to unmute myself you know that now sorry from bkin stock Jacob pegs

there we go now I can speak freely thank you um so how do you stack multiple

products inside one main offer it’s a really cool question um essentially that

comes around and again it depends on a bu on the business model that you have

but where I’ve seen people go wrong but again there is no right or wrong I think it’s just how you want to build it is

some people have multiple offers like they might do copywriting then they do coaching then they do you know

consulting or whatever it is I found that having one main offer and monetizing proximity is much easier to

go down and up the ladder so for example I’ll use sort of what I do which is

having a a onetoone close proximity coaching and Consulting offer and then

moving backwards from that to create multiple products so maybe having

one-on-one coaching might you know you might be stacked so moving backwards

what you want to do is create a group coaching program and then backwards from that you might take a resource that

you’ve taught your client and then turn that into a digital product that you sell to your email list um so instead of

stacking multiple suets of offers look at what you can extract from what you’re

already doing and then create little s from that down the ladder and then you

can go up the ladder for example if your Consulting is doing well you could switch that into some sort of like

Equity or rev share or partnership and then you’re meeting people where they’re at and checking for their buyer intent

um I don’t know if you guys sort of have a leverage model or is it just one offer

that you you do I know I think Sam primarily with you it’s like ghost

writing as one offer right so we have like a full done for you

offer which is positioning strategy um like creating content Distributing

content managing full profile we’re building like PR and ads into that at the moment um so it’s like and like

conversion systems as well and that’s like full end to end that’s basically the model we use right so we have this model of like position amplify convert

that we use to build for personal Brands and then our offer stack within those is completely done for you model which is

probably 90% of our Revenue at the moment we then have Consulting either one to one with a

CEO or who’s like the end client or via a team member like training a team member which we’re doing for a few

people now um so those are the two main ones at the moment and then we’re building in an accelerator it’ll be like

a 12mth accelerator I imagine it’ll be a group system basically like following a road map and all of them like we always

use the same system so we’re never like do doing anything different or following a different model it’s always the same

model it’s just the delivery mechanism and therefore like the time our end and the price they pay is different it like

really scalable because then you can essentially scale three businesses within one and have different models to

hit different people yeah I’m assuming like the the done with you comes from

doing so much done for you and then you’re picking out the things that work and you’re training other people yeah

like we know it works and like as I think as you scale lead flow as well once you get to a certain lead volume

there comes a time where by Nature a lot of people aren’t going to be qualified so at the start you might let’s say for

you know argument sake you get five leads a month one of them’s not qualified it wouldn’t be worth creating

a new offer for that but as you scale that to 50 leads a month and 10 of them aren’t qualified they might be qualified

for rather than done few they might qualified for consulting or for an accelerator so as you scale lead flow I

think it makes far more sense to have offers for those people that aren’t qualified for your main offer rather

than just not working with them and then you like you grow so much quicker and you’ve got three or more streams of

Revenue if one of them drops one month you’ve got the other to handle it so

yeah and it sort of like enables you to grab like even further down the line let’s say you’re doing the the

mentorship or the accelerator there could be things you teach them that you could then swoop in to an email list and

give it there for a 100 bucks give them an idea and then up sell them backwards but it’s like recycling things that

already exist instead of trying to invent little bits and pieces which is pretty cool

yeah very cool I’m curious on Luke because I feel it doesn’t look like you have a

scalable I’m G to stop talking what do you what do you think about this question I stopped listening to be

honest what’s the question the question is how do you stack multiple products inside one main

offer I don’t know I just sell [ __ ] man what’s can you explain go high level

just get go high level you got funnels and stuff goes places and just how

that’s all no seriously just I don’t know you just have like I’ve got my AI course now I didn’t have a low ticket

thing for a while so it was mostly ghost writing and I just sold them in the DMS um then I went I I mean I have all these

people and write about dumb [ __ ] so I should probably convert some of them for all the time I spent so I have I have a

product that sells now and then the ghost writing but I don’t think that I do that well yet I

think I’ve honestly just posted and you know enjoyed writing for some CL building some stuff making money and it

was enough for me and now looking at like well I have all this traffic and all these people that read my stuff and

you know I’m tired of giving them stuff for free I just want to take all their money so now I’m figuring out how

I take all their money and I’ll have a better answer for I mean I don’t think I’m like the king of layering products

or milking people yet so that’s my honest take I just do

it okay Laura I also don’t know every time I try

to scale I want to kill myself because I just not for me I like focusing on one

thing at at the time it’s just not for me I don’t want to run a massive agency see anymore we don’t want to scale to

millions and millions and millions to sale I just want to push that make some money have fun and then hopefully in the

next year I’ll figure out how but I’m not going to lie and pretend I am the upsell master I have a cohort I still I

upsold to one to one calls and then I upsold them to monthly recurring calls

that’s pretty much my entire funnel simplification that is a good fun yeah simplification is everything for me the

moment I over complicate for for a bit I include Sapia I include more Gmail

automations I include anything you find me running to Luke crying because I [ __ ] it up again and then he’ll try to

fix it call my calls and then I’ll go back to level one which is one product

one offer one solution it’s the previous question though it’s like some people were going

to build like systems and agencies and some people are just meant to write words and have people read them and

become a cult leader like there’s many ways to roam to make money and I think this is an example of it you know

so wise Matt Barker any two cents to add

yeah um yeah I guess uh so my kind of main offer

is uh Consulting you know business owners on their content um and within that offer

there’s like different deliverables like you know they get access to certain materials like a course to help them

kind of with their with their writing and kind of uh lessons to develop them

quicker and kind of Aid what we’re what I’m Consulting them on um Frameworks and

templates um WhatsApp access to me um

you know there’s a onetoone call typically as I kind of kick off with someone so within that there are there

are sort of like three or four things which you can kind of package up individually and sell so the WhatsApp

side of things I’m kind of exploring at the moment with kind of giving people access to you know me to just ask kind

of quick insights and kind of help them get answers to things quicker which they

wouldn’t necessarily be able to do uh just via my LinkedIn content

because my LinkedIn DMS are a bit of a mess and I’m not going to be dishing out advice deeper level to everyone that

messages me because that would completely destroy me um so yeah that’s the kind of element that

I’m I’m exploring um obviously there’s a there’s a the course within that is an individual product so that that’s uh

that sells and it’s also a means of uh turning someone from you know if

they’ve just started posting or they’re they’ve been posting for like six months they take the course it helps them solve

a spe specific problem then it gets to a point where they’re like okay well I know kind of what I need to do now I

know the strategy I know the process but now I actually need someone to just make me better so then they can come to me

and say can I get additional coaching to to accelerate that um so there’s not I

didn’t really go through a very kind of you know systematic process of I’m going to layer my offer with these things and

then offer them all individually um because I’m not as smart as Jacob but um I have kind of winged

things and figured things out along the way to kind of monetize certain smaller things that I do within a within the

main thing so yeah I I do but not in a very organized

way perfect um my two cents on this I’ve done it a few different ways so I

do LinkedIn lead gen is the goal so I started with Power Hour monthong

coaching and then doing it for you then on top of that is like I even do the Outreach for you so that’s like this the

ladder then I’ve stopped the coaching and the Power hours pretty much to focus on the ghost riding then everyone can be

on the weight list that’s the way I’ve done it so I’ve tried to connect lead gen it’s like right here the scalable

ways I can help you that’s the way I do it just lay of lay of just helping more problems that is the way amazing guys

Mastermind over loads of love in the chat we’ve like had consistently like 180 people which is crazy to me um um so

that is very very cool also thank you to the 23 people who scanned that code you’re now going to get a newsletter and

to people who said they want the recording go to gaming r.net and then you will get a nice little recap Al

righty we’re going to move on to the Q&A section some people have hard finishes at half past but I will at least stay

for the whole hour and we got loads of questions okay so let’s get going so let

me go to the question here Al righty

sorry just scrolling in Samu nice

question if we don’t mind all answering this because I feel like this will be very interesting in a few words as

possible and then we can obviously give detail so Lara Costa if you were starting your journey again how would

you go about getting client one Samu is the one asking um okay so I will start posting

on LinkedIn consistently for at least 30 days to build my profile expertise show

that I know what I’m talking about at least then within those 30 days I’ll be adding about I don’t know as many people

as I come into my network with personalized connection requests being very very you know valuable and

insightful at least there and authentic and then trying to acquire my first

client by offering free work to them about anything maybe it’s a maybe 30

days maybe 60 days maybe 3 months and and then until then I will work my ass off to get them the best results

possible get the testimonial and then prize myself again so how would I go

about finding that first client I would steal them from Sam Luke Jacob Matt’s

comment sections I will go in stock their comment sections I will see who’s commenting see who fits my ICP send

connection request to all of them because I know Matt probably wouldn’t reply to all of them Luke maybe Sam

Jacob and then I’ll be like hey you’re looking for XY Z product I am the

solution and I’m happy to do it for free for you here’s one sample that I’ve done already for you so literally go ahead do

it all from scratch from zero without them even asking spot a problem give them the solution and then they’ll

probably say yes love it love

it can I go in now I I I wouldn’t do any of that and as someone who pretty much

done that to build my whole business I I wouldn’t do any of that again and the

reason I say that is because recently I got uh I think it was an email or a DM

on Twitter I think from a guy who he said he basically saw that I wasn’t

doing any YouTube or doing any video content and he messaged me and said I made this YouTube script for you take a

look at it read through it if if you think it looks good I’ll make a I’ll you

know uh I’ll make a short for you all you need to do is just open up record I’ll do all the editing and then you can

post it and you can see what you think I I didn’t go for it in the end but that’s because I just at the moment I don’t

care about doing video content but if that was important to me at the time I

would just skip all of the posting networking all that sort of stuff find someone who is not doing something that

I think they should be doing and then just DM them or email them and say I did

this for you do you want me to do it for you for free and then you can pay me to do more of it if you want but why would pick you they don’t

know who you are why would they because you’ve because you well I don’t know who this

guy is I’ve never seen him in my life but I was tempted to go for him because it was something that I wasn’t doing but

it was on my mind I’m just not at that position to pay for it just yet but if

you went to someone who was like in a slightly different position to me and they were ready to pay for for it they

would I they would have gone for it don’t you get like 10 of those I get like 10 of those a

month my argument is like I think you’ve forgotten what it’s like to not have a following and not have engagement

because if you just send cold cold DMS cold Outreach without a name attached to

it I think you have to send at such a scale like so like I mean if you’re willing to do that but to me I’m not

willing to do that like I but I wouldn’t do anybody either because I’m tired too I wouldn’t I wouldn’t do the cold dming

I wouldn’t do the building I would just I wouldn’t do this game at all i’ I’d go do YouTube and Just create what I want

and and just be a Creator probably um because I find all this stuff exhausting but I think my thing with you I think

you forget what it’s like to have no following nothing and no one’s GNA open your email because there’s 10 guys

there’s there’s 500 guys sending the same like oh I’ll be your copywriter you know like look at all the copywriters

now like you’re Matt Barker but there’s a million of you out there that’s a ghost riter copyr or than they are

sending cold DMS and no one cares because they’re not you you know so that that’s my argument to you sir that

special I’m saying he’s forgotten who he is he needs to go back to London he’s in

London what it was like making 30 grand a year Bes I I definitely haven’t

forgotten because I think because for me when I first started posting on LinkedIn

it took me about I would say it took me about three or four months to get my first decent

client and that was still only a one-off project and that’s because I didn’t know that I could do I I didn’t even know

that monthly retainers was a thing I was just I just didn’t I didn’t know any business stuff um so for for me to the

reason I think that that example works because I I didn’t I’ve never seen that guy’s name before I’d never seen him in

my life but I was really tempted to go with that because he had already given me something that was really valuable

and prove that he could actually help me and it’s like well if this guy’s come

into my DMs into my emails into my space and he’s shown me that he can do this

thing I’m just going to be like yeah okay just like just do it I’ve been that guy and I’ve also I’ve

been that guy and I’ve also bought from that guy not the same one but I know the one you’re talking about mat I got the same Outreach good out right yeah it was

great I thought it was really good and usually with those sort of things I just completely ignore him because it’s just not interesting but because it was it

was something that was on my mind I paid attention I looked at it yeah I’m I’m like in the same but I’m considering

working with him um but like yeah I’ve I’ve hired people that have done that to me and I’ve done it to other people and

signed clients that have paid me 50 Grand over the next year from doing it mine’s a bit of a hybrid of Matt Lara

said I would basically find people that are reasonably influential within their industry but not like celeb status so I

actually wouldn’t go to like I probably wouldn’t go to you at because I’d look at your followers and go like this guy’s getting spammed with these all the time

i’ go to someone that’s like slightly smaller but still influential as my first like few goes at this and I would

record a loom video of basically like what they’re doing wrong that I can help them with or where they’re like missing

an opportunity or maybe if one of their competitors is doing something better than they are that they should be doing

differently i’ basically record a loom and then say like give them the strategy give them all the knowledge and then

basically say if you want me to implement this for you happy to it for free and then if you like it we can chat about like working together moving

forwards then as Laura said maybe do like a month or do like a sday free trial or whatever um and then convert

them from there and I’ve yeah I’ve used that myself to convert clients I still do it now like for clients that we

really want to work with I will still do it now um even at the size we are and

people will be like oh but like what if people don’t respond it takes so long just send more and like if you haven’t

got clients what else are you doing like what else could do that is more valuable than getting clients if you don’t have

any clients I want to share a recent story before we move on to the next question

so I’ve went solo April 1st and I got my first High ticket client within three

weeks and it was just having as many conversations as possible with people

who could buy what I sawell which is like LinkedIn also people who would know other people so I used everything I went

to conferences podcasts e- coffees warm Outreach everything just to get on the

course to have the conversations give them something so my version of a gift was free consulting or it was just the

kind of like yeah basically give all advice and I actually got two kind of Charity clients I called them charity

clients but I should have changed it but I basically coached them for free for a month in exchange for testimonial and feedback and then I used that and then a

Google doc so when I got my actual first client who said yes I sent them the Google doc said here’s what you’re going

to get and here’s my previous client experience that is essentially how I got

my first client and I also got outreached by my

Cent video editor he sent me a message said hey I do all this editing I went to his profile and he had just posted a

video about the edit he did for now ratliffe and then now rackliff had a testimonial I was like all right amazing

but now that I think about it if he just made a good video and had it on his profile and then sent me the Outreach

that would have also happened so it wasn’t necessarily because he had all that experience if he just had a great video and it was a decent price I hopped

on the call and then he edited a podcast so cold also worked in that case you

guys just have too much money and you’re just too willing to spend it on random people spamming you in the in in

email people they’ll pay me don’t have podcast stop it you don’t have a podcast you someone needs to edit you’ve paid

for editing

I’ll I’ll I’ll not embarrass you in front of your audience har I appreciate it all right we have a

random guest who somehow sneaked in Ali FAA you have a question hello everyone

yeah sorry I’m commuting so hopefully my voice is working correctly H thank you so much for the amazing broadcast it’s

so amazing to see everyone in one place with the rise of AI and people are getting good at writing copy it’s start

to getting hard for our content to stand out so how we see the future looks like

in terms of copyrighting and what’s video content in the equation so that’s

my question thank you all right I’m going to kick you out now so let me actually rephrase that

question so with how AI is changing what is the future of copywriting with AI

that is what I got Jacob you haven’t spoken for a bit tell me

I mean I would sort of say that you know the the whole copyrighting

is going to be there to replace by Ai and all of that stuff in my world is something I don’t believe in um there

always has to be a human being I see that at the agency as well like we use AI all the time for coding purposes and

all of that I think it’s a matter of how you use it like going back to what Luke

was saying earlier was it knowing how to prompt it knowing how to like rather than make make it replace you make it

help you to Quicken processes to Quicken systems to Quicken ideation um and I myself like use it for

ideas for analogies for things um in terms of the actual execution you know

obviously if you look at it from an agency standpoint where you needed 12 employees to do the work if with the

help of AI you can get the same thing done with less then obviously yes of

course that’s going to affect the drop Market Per Se but I think rather than affect it in a sense that it would get

rid of all the people it would act as a tool to um as an add-on to help people

in their Journey um to get to places faster now we’ve already seen the rise of AI we’ve

already seen what crap AI looks like and people who use it um you can identify

and see and spot them from a mile away and then there’s people like Luke Ruben you know or whoever it is that’s

actively promoting and trying to be at the Forefront of that and teach people how to actually use it in their favor

which I think is a good um way to go about it but there will always be that

debate like with me I as myself I really enjoy writing you know as as a as a

thing but doesn’t mean that if I enjoy it somebody else doesn’t but it will definitely speed up processes and act as

a almost like a backend system or a backbone to people who want to use it

and I’ve seen like let’s say working with financial sector people or you know

virtual CFOs or whatever who absolutely hate writing all of a sudden have the opportunity to unlock what was

previously impossible for them or less possible with the help of AI so it’s

almost like on one side opening that opportunity bucket for people to use it

but then again um the ones who misuse it will be spotted

so that’s sort of my take in what I see with it I I agree it’s going to be faster but

you still need that human element um I got Ali to clarify so he mentioned actually as people get better at writing

how do we use videos in the equation so my bad on the recap there oh no this is

good so Sam has been posting more videos recently so I’m curious what are your

thoughts with videos in the equation of content yeah I think Jacob was spot on about the

writing side of things um video we’re going pretty bullish on video we invest in a a big old studio in London to film

better content and to make it accessible for creators to film content especially in London and our clients um we’re

pretty bullish on it because it’s huge across platforms right now like um real

shorts Tik Tok like the organic reach on them can all be insane um and Linkedin

obviously testing a Tik Tock like video feed so if that’s successful which I’m predicting it will be because people are

conditioned to consume short form versicle content on other channels they’re basically going to pump the

organic views on it when it like gets released to all profiles because they want to encourage people to use new features so I think over the next 6 12

months there’s like a big play for video and then you can like very easily distribute video across multiple

platforms very very easily um and a harder to replicate with AI like it’s possible but AI video is a little bit

further behind and much harder to do um I think I think you also benefit in video from like it’s a much richer

interaction right like you have tone you have body language you have facial expressions so it’s it’s harder to

produce a really high quality video than it is to produce a really high quality text post and you can’t really like

waffle your way through a video like you can with text content so yeah I think video will will be um huge uh short form

I’ve Just Seen A comment coming from Vicky like short form on LinkedIn I think is going to be on the rise over the next 12 months um and it’s really

it’s just like uh I guess it’s just like the what’s it called like homeostasis that any industry goes through like it’s

just going to weed out the [ __ ] basically and if you’re a bad copywriter then you should be worried with AI if

you’re a good copywriter then you’re probably going to be okay same with video question for Lara because she’s

been posting some long form videos on YouTube and then repurposing some of it

to LinkedIn just wonder is any lessons there rather than talking about video in

general like is there any lessons from those videos that you’ve made that you would share I feel like to start with I

need to clarify that the only reason I’m doing video on YouTube is because I’ve grown my audience to 100,000 followers

on LinkedIn so and I it all started because I was I got really good at writing which means that I can now

script my videos to a point where V videos get about 2k to 5K views within

the first week of posting them which means that the copyright thing that I did for two two last two years worked um

the lessons for me remain the same LinkedIn for me is not a video platform it will never be uh Twitter started

trying to do this when Elon acquired it and it’s trying to become the old platform same with LinkedIn it is not

part of the culture I don’t think um the people that are good at video will always be good at video everywhere so

Stephen vet or whoever it is that have massive amounts of video to turn out it works because they have the a factor

when it comes to video some of our clients that we produce video for as well they if they have the a factor it

will show and it will grow the profile but that doesn’t mean video is a winning you know tool it is it is part of who

your your what your personal brand is in your for everyone that’s scared or trying to go and help onto video you

don’t need it um if you’re good at writing stick to writing that is your main source uh if you’re good at video

and just good at yapping like me and Luke for hours then 100% also do it if you have access to a cool Studio do it

but I feel like there is no rush to video and I’m only doing it because I’ve always wanted to do it since I was like

five so people forget that i’ like we’ve had goals from the start not just to

build that an agency but I always wanted to be a YouTube influencer so that’s

me amazing my video is all long form

podcast that’s the way I can actually do it and not have to worry about the edit CU then it can get clipped to the shorts

so for me I just try to make video as easy as possible to do and then I kind

of do it as account based marketing as well so the podcast is a nice in so I try to remove all the frictions from

video and let it kind of pay for itself so if I were to do it like I have only 7,000 followers but the reason I can

afford to pay for the podcast is because it gets me clients so rather than worrying about the views like my most

view videos a podcast with Lara Costa 600 like 600 views probably a lot of watch time yes um but the benefit that

got me is more Authority so rather than worrying about the Impressions it’s more like ah the engagement and I’m like ah

he might be a bit better than LinkedIn and then people bring it up in conversation so when I use video it’s more to like really show Authority very

quickly boom it love how you answered that didn’t ask me or Matt about video

are you are you judging us suuck Luke give me your two cents please

I don’t feel included or I don’t feel like this is inclusive you you’re now

included that’s too late Matt go ahead yeah I um I’m terrible on video so I

just don’t bother amazing yeah I don’t have much to add I

just I just thought I’d try and you know poke you a little bit play to your strength good answers

thank you for the pke um amazing so we’ve you got this yeah we’ve got

loads of questions and we won’t get into all of them in the 4 minutes we’ll do as many as we can so we’ll do one more

question here let me get it from the

chat scrolling ah yeah long form video or

short form video on LinkedIn I need two cents on that I

think you Luke you’ve done long for I have an answer for you the answer is by my AI

course he did it he did the Shameless I was actually gonna say while we were

talking about AI I would just go and buy Luke if you’re a copywriter go and buy Luke’s course to learn how to write on

AI and then you’ll be a better copywriter better is questionable but

thank you man I’ll take that you’ll because you’ll learn something you’ll learn something I’m I’m gonna rail on

this a bit more coming back to the whole AI thing sorry we’re kind of derailing a bit but people are always always always

going to be lazy so they’re they’re going to pay for someone to do something

for them and typically a CEO or a business owner is not going to fuff around for hours and hours on end trying

to prompt and create agents for you know chat GPT so if that’s something that

they they do want then maybe you could build that into your offering that you’ll build them an agent and then

you’ll use that to write content and they can install it into their business and their team um so it’s you know adapting

because people are just always going to be lazy and they’re always going to be wanting the outcome but they’re not going to be prepared to do the thing to

get them get them there I think I’m going to take this opportunity to mention why everyone’s

here because I’ve given everyone here money in some way so Luke Matthews is the writing of AI course so I’m going to let everyone just

do a bit of a plug here so I’ll mention what I paid and then mention what they help with now so Lara Costa first person

I’ve paid money ever on LinkedIn back in October and I was part of cohort one and

cohort 2 very very useful lifetime membership basically sused out LinkedIn

one to one and the cooh Hostile was very beneficial to me so that’s how I’ve benefited from Lara and then I’ll go

around the table and then we’ll let people add two cents Matt Barker I introduce you to everyone here and I’m

not your favorite you introduced me to everyone is that true well yeah because you joined LinkedIn and you went into my

and then I had a swipe file that had all these men in it and you were like oh my God and then I had a networking class

and you were like oh my God this is the best thing ever and then you went ahead and you’re all networking thing and I am

not your favorite so yeah never said you’re not my favorite I never said that it’s just Sam because Sam is new and

shiny and I’m just like the first person you’re I’m just going to clarify something Sam I picked for the coaching

call because you’ve already helped me so much so this is my reveal Lara you are my favorite I’m just very emotional

right now I just can’t okay all right um Lara please tell us how you help

people um I don’t really know I just po M on the internet and they make money sometimes

please follow Lara Costa that is the cool action there Matt bker I’ve paid for the writing with the digital

copywriter sorry nearly got the name wrong really helped with the systems going through it still Matt bker how do

you help people how do I help people uh I help them write content that will attract

their ideal clients not just go viral not just get a bunch of likes uh that is

a byproduct of it but typically I help agency owners Consultants coaches those

sorts of people anyone with a kind of six fig or seven figure business very

broad but I hope them write content that’s going to make them more money by attracting more

clients amazing and the call to action is to go to Matt B’s profile because his featur section is nice and

organized amazing Jacob pegs yes hello hello hi Jacob also onetoone coaching

I’m in modern maker very helpful literally came to a coffee shop on the Friday and we did like a 4our work

session so super intense onetoone coach I’ve had the entire Jacob Peg suite at

this point most likely yeah monetization on LinkedIn very important person in my

life and came to my birthday party as did Mark Barker so very very very very

very good friend Jacob pegs how do you help people I make one exception to one

person who wears Crocs Harry that has to be you but essentially very similarly I

help people package their offers sell them on the interwebs through writing

through systems um and I have a program called modern maker if you want to check

it out get on my list on swipy mojo.com um but yes that is it in a

nuta fantastic and Sam G winsbury I’ve not gone for your main offer actually

I he stin it okay yeah so Sam I’m gonna

mention how I’m in your world so has amazing lead magnets I clicked one of

them and then realized he has a school Community which is in that public and then that school Community I joined and

then I was one of the few on the actual call and basically got onetoone coaching that’s how overpowered it was so yeah

super super amazing School course that’s how I’ve had the pleasure of meeting Sam

and Sam how do you help people yeah so that school Community will teach you how to turn LinkedIn into a six figure sales

Channel over the next six to 12 months and the main way I help people is by turning them into their industry’s most

sought afterthought Leader by building their personal brand

online fantastic lovely and I’ll do a very short promo for myself if you’re in the

gaming industry and you sell to the people in the game

industry yeah tell me the question who’s your favorite on this panel who’s my favorite you have to

answer if you don’t answer I will never come to

Cyprus you were never going to Cyprus anyway though yeah that is a loaded

question I mean I might I just won’t visit Harry I’ll visit Matt and we’ll

have a great time anyone who visits Harry has a better time all over LinkedIn

my I can’t pick I think the audience wants to know if you want to know Harry’s actual favorite let me know and

and please comment woo in the chat Harry I’ll give you time to think and let you take over your show

again all right I’ll be honest and say it’s him only because I’ve just

spent more time one to one that that that’s the simple truth so is location

based don’t know this is discrimination I would say and this is

not you’re all good in your own way L we I flew to London we did a podcast

together it was a great time Lara you’re very your highest viewed podcast video ever highest view podcast stupid

retention like 40% something stupid on Spotify like amazing and I’m not your faite no because everyone here brings so

much to the table Jacob brings the most to the table that’s everyone follow

Jacob yeah but I wouldn’t be here if it weren’t for everyone here and that is

the truth that is my piece and now because Luke interrupted my little selling

myself before people say goodbye if you’re in the games industry and you sell to the games industry I can do

LinkedIn done for you and available for help on coaching and whatnot so probably

the worst pitch for myself but essentially if you’re CEO and you want LinkedIn done I can get it done this is

just for the gaming industry yeah if you’re in the game industry so I’m alienating everyone else

everyone else go to everyone else on this

schol it was awesome this was really cool having this panel just not L go to

Jacob not L that’s har I’ll take that I’ll take that any

day um I’ve got a scoot but thank you so much for having us all I think it took a

Harry to bring us all together even though we’re running all these things so kudos to you for setting this entire

thing up I think we’re all busy in our own ways but did take a Harry

Fu so thank you well done Harry thanks mate thank you very

much thank you lovely so yeah anyone who can stay we are staying and we’ll do a

few more Q&A I’ll be here to the end of the hour Jacob see you

later goodbye I’ll St if the question is good we stay if the questions are good

okay I can hang on for like another 1015 but I don’t think anybody’s going to bother asking me any questions

anymore I mean Jacob left why are we even here yeah he’s the he’s the best one

it’s not it’s guys it’s it’s Logistics it’s Logistics you’re left with you’re left with the rubbish ones

now stop all right let me bring up the chat and I’m gonna get a question Al

righty Luke Matthews is AI smart enough to write stories that feel real and

[Music] interesting sure I mean you need to edit all AI

stuff and but if you’re asking this you probably just need to write more stories

so write more stories you can use AI to do stuff but you need to edit it so and

I’ve I’ve written posts on this so it’s a boring question let’s do the next one can I can I add to that or we just

gonna move on you can if it’s a rant go ahead and rant mat live or is it Harry’s

just it’s after ours now it’s mine I’m still here yeah this is still the gaming Playbook which everyone should subscribe

to on YouTube and Spotify but yeah this is questions from the chat and M barer

of course you can add your two cents just not 20 cents yeah Luke Luke always

underplays everything and doesn’t explain anything but then we’ll write it in a post explaining everything so he

know it’s not smart enough to write stories that are about you it can write it can write any story but it will be

from its little Bank of whatever knowledge you put into it so Luke and

what he writes about will show you how to write stories that are interesting to do with

you very good point and it as covered in the writing of AI course if I remember

right indeed thank you Matt nice lovely and yeah for people in the

chat sometimes I lose your messages so if you have a question I haven’t answered please repeat it thank you very much

Jordy wait I have a question I have a question I have a [Music] question Hi Sam Matt Luke I’m a big fan

how do you deal with shitty clients that you hate because we’ve all been I know we had a conversation with some before

and all of you I think where we don’t know what to do with shitty clients I think it might be quite

insightful I would add an addendum to that question let’s first Define shitty

so I mean it it’s quite broad to be fair like they are not paying on time they’re

being a headache they don’t like anything you right or they’re just shitty overall and you just maybe they

were a dream C and they turned into a nightmare should I go on this yeah I

feel like you had the most um it depends how much they pay first of all that’s like the the Dark

Truth that most business owners won’t tell you and the C and the circumstance of a business if they’re either paying a

little or they’re paying a good amount but the business is in an extremely healthy position then you just get rid of them uh especially if they’re like if

they’re rude to team and whatnot and they’re just being dicks then you just get rid of them but business isn’t

always as black and white in that and sometimes you have to put up with it because letting that client go might mean potentially letting some of your

team go or um shrinking the business some way or it might have knock on effects in six months for the health of

your uh cash flow and Bank balance so like I’d love to say it’s as black and white as just get rid of them um

sometimes it is right like if you’re in a position to I would say honestly just get rid of them because the it will clean up space for someone new to come

in and I think you should always have an abundance mentality around that but sometimes it’s not that simple and there are other factors to consider and you

might have to put up with them for a little bit and that’s the shitty thing about running a business sometimes you have to do really hard stuff that you

don’t want to do how do you say goodbye to a client like that like logistically um politely always

um you you just have to have an honest conversation like you’re never you’re not going to tell them that you’re

letting them go because they’re being a dick you just have to say that it’s not working between you and like logistically or the arrangements like

you just have to say it to them um I wouldn’t use the language of you’re being a dick I would dress it up a

little bit nicer but you just have to have the combo again another hard thing

that you just have to do if you want to run a business got it

lovely any two cents to be added before I get more questions silence is also an answer yeah

I would uh know where you’re oh go ahead mat I just G to say I agree with Sam there’s a there’s a lot of as as like a

someone who who started their business from scratch and kind of learn as they go uh there is a lot of stuff online

which will you know tell you to only do X thing and and treat yourself with 100

the utmost respect and only do the thing that is perfect and shiny and and ideal for you but you do just have

to do the [ __ ] sometimes and just kind of get through it and not and just kind of you know I can’t remember what the

saying is now but just get on with it basically and then just move on and try and be better next time make sure the

next client you get is the right

client thanks Luke you had two cents yeah but I’m good that was a good

answer no problem um I had a recent solution where I had a where one of my clients was

taking more time than the other clients but then I realized it was an expectation thing that I’ve set at the

start which I then fixed so I feel like sometimes you might feel like you have a

shitty client because relative to other clients more work but then you put in a good process and then it’s fine so I

would first do that see if you can improve the process maybe say hey one working day will be

the expectation with replies oh not too bad lovely laa do you have something to

say yeah I gotta go but thanks Harry for organizing this with everyone you guys

are amazing big fan of all of you including yourself Harry I will see you Harry then tomorrow and Saturday I I

can’t wait to talk to you uh amazing bye good bye L bye everyone all

righty then move four I can do one more question let’s go okay loads of good

questions coming in I’m going to pick one sorry one second how do you figure

out your offering I feel like this is a big question that you kind of need to solve before you even do the

rest from Michelle I can go this we needed Jacob

for this uh and error so there there’s a level of research that you can do but

the only way you’ll ever get your offering absolutely bang on first time is if you’re extremely lucky and yeah

there’s a load of research that you can do to get close to it but it will never be your final offer and if it is your

final offer you’re probably not doing enough um like you just won’t get to it first time so when you initially build

it you’ve got to build it around a pain point that people have but what I would be doing is every time you sell that or

maybe you have a sales call and you don’t sell it you need to be updating your offering based on that feedback and

constantly collecting data and by data I mean like what prospects are saying to you on the phone or in in DMS to refine

your offer and literally I would do this every time you either make a sale or don’t make a sale and start looking at

that data and if you can build it into your offer then like update it over time that doesn’t mean to say you should be

doing like completely different things like you shouldn’t be pivoting from copywriting to video editing just

because someone said they need video editing on not cool like your core the thing you’re ultimately like delivering

stays the same but the way you package it and frame it should be constantly improved up

time yep I would agree um the thing that’s helped me is I figure out what do

people need so if it’s more attention there’s loads of ways to get them there so it could be coaching them to do it

themselves it could be doing it for them and I would lean at the start if you’ve never sold anything to do the more doing

it for them and then going down the more scalable option because it’ll be a lot easier to get one client and then

get your first client flight a few hundred a month but you do everything for them then you can raise your prices and go from there so if you’re just

starting out I would go more down the done for you option which is more work and then just pick a niche like you

whether want to help people make more money get better relationship or you know better lifestyle and there’s

different ways that can go that would be my thing about

offers I’m leaving boys nice chatting have a good rest of your day thank you Luke

see yeah

by let me see all right I’ll be over there booming 10 I got another call at

at three but I got to 10 two I need to do some prep no problem um It’s actually kind of funny we’re having more less and

less people all righty how of okay let me get some of these questions get

something that we haven’t answered before I ask answer that later Dylan because that’s pretty much

me all right we’ve answered some of these where can I slay like

Lara LinkedIn paid ads does anyone got any experience with paid

ads no uh testing at the moment we quite a

good framework for testing uh they’re expensive generally like they’re more expensive than um the but obviously

different audience and different targeting capabilities so I think they can actually be quite good and if LinkedIn follows anything like the path

that Facebook and Twitter have done then organic reach is going to fall on the platform over the next like probably

three odd years and eventually it will probably become payto playay if you don’t have an audience already so I

think they’re going to become more important and probably cheaper as that happens but for now they are quite

expensive but we’ve seen good early signs we’ve not spent low but we’ve seen some pretty good early

signs curious can you feed it a direct list of people do you know uh yes I

believe you can so I think that’s the unique thing about LinkedIn where believe so don’t take my word on that

but I think you can um and George just said a comment I

think I have some experience with this like if you’re gonna use paid ads on LinkedIn in my head you need a high

ticket with them yeah it has to be high ticket like thousand a month retainer is

where my head goes you’re better off giving the book away for free as a lead magnet if you’re going to do it as ads on LinkedIn yeah and then you can sell

coaching or what have you yeah yep I agree um lovely how did and do you both

have any questions for each other now that we’re all three of us yeah Matt I have a question for

you what have in your like growth Journey on LinkedIn have there been like

key inflection points where you’ve either grown like your client base or your

followers rapidly or has it been like linear the whole way or has there been like little spikes or is it exponential

what’s the growth curve been like from say like 10,000 up to I think said 140,000 year on now yeah it’s uh for me

the the biggest Spike was um between start of last year and middle of

last year so about six month period I think I finished I started posting in January

2022 got to about 40,000 I think by the end of that year and then from Jan 23 to

I think August 23 I got to 100,000 so more than doubled that in half the time

yeah um the reason for that was just it was

carousels carousels but the actual content themselves was uh

it was it was like very very actionable how

to copyrighting content um with you know step one step

two step three step four explanation reason why you need to do it

picture like just to show what that kind of step is and that was it and they would they would pretty much get

thousands of likes every single time I posted them um and yeah that was the biggest thing that

was that was uh for the follower spikes and interestingly everyone’s saying that carousels are kind of a bit a it so so

now but I’ve been posting a couple of carousels recently just repurposing um some old posts and they

they do about five times better than all my posts really typical you know like a

typical text post or or image so they still work um I get the same experience

to second that interesting that’s cool I even my Carousel to

announce this event yesterday it was just pictures of you guys but it got 6,000 Impressions and it was a new

audience it was yeah it was like and it had a link to the event it had all the

mistake and I and I messed up and tagged you guys and edited it over so like it had a lot of mistakes and it still did

like three times like a 2K which is my average text and image post

H it’s like a I was speaking to someone the other day about it of like you know

what uh you know what what kind of audience Do you want to

build and and what do you want them to expect from you so if you’re now kind of thinking okay how can I how can I scale

this CEO’s following for in your example Sam I’m sure you you’ve done we’ve done this loads of times but just my

perspective um what kind of audience Do You Want to Build You Want to Build an audience that is expecting you know the

exact Playbook on how you do something in that case give everything away for free tell them the step by steps teach

them everything you know give everything just show them exactly how they can do it in in each and every post if you want

to build an audience which is just interested in your opinion and your point of view then you don’t necessarily

need to do that but you need to understand that the latter is not going to appeal or be as valuable to as many

people as the former yeah makes sense I hear that I’ve done this for my client so I

did a carousel it was the exact same content as a text post it was just like

Lessons Learned over working at X company and then I did the same thing on a carousel like three times more

Impressions but it was the same content but still because it was such a niche

thing like Lessons Learned uh um as a big director I feel like you just mix it

in and like what Matt said you don’t want to make it simple because carousels take time or money depending how you doing it so for me I just try to do once

or twice a month that’s my strategy yeah lovely yeah there still still

useful I’ll uh I’ll ask a little quick question for Sam if he can answer it in like 25 seconds Let’s Do It Go on what’s

the what’s the number one thing that you’re struggling with right now to grow

your business any you want me to pick one one thing

the one thing that’s top of your mind what’s the first thing that comes to your mind

um I’d say I’d say attention like traffic numbers I said earlier because I

think everything is that’s not the only problem we face like there’s loads of problems and it looks all pretty and

glamorous from the outside any business owner will tell you it’s not on the inside but I think all of the problems

we Face could solved by if we 10x the number of people booking into our calendar to become clients all of those

other problems could be solved Downstream from that so whilst it’s not

like directly the most painful we get a lot of leads we probably get like 30 odd leads a month currently doesn’t seem

like the most pain thing I think we could solve all our other problems if we fix that so yeah more attention from

qualified prospects

interesting I had I had so many followup questions but you have to go DM them to me with that I do have yeah I do have to

jump DM them to me more than happy to answer them lovely everyone Sam is leaving Sam goodbye guys thanks so much

a blast take care bye see man thank you and then there were two two

hello this is a question directly to you unless you have to go yeah no no no I can hang around for another from my

brother who you’ve seen sing I have and I’ve seen him dance and sort of

act trifactor um yeah how do you stay motivated to do Outreach at the start of

your career and I know for a fact you did a lot of it at the start uh I so so Outreach my version of

doing a lot of Outreach at the start was uh connecting with people a lot of

people on LinkedIn commenting on a lot of different posts um and getting on a lot of uh kind of

video calls like coffee chats and that sort of thing which I just totally wasn’t comfortable with

um I didn’t actually do a lot of kind of cold Outreach at all kind of you know emailing random people to get business

that just wasn’t really wasn’t really my thing and I didn’t really wasn’t really of any interest to me I was kind of

involved in the kind of posting content and getting attention that sort of thing enough to keep me kind of s

satisfied um but how to I stay motivated it was it was just kind of understanding

that that that this was literally the start of the whole next like 10 years so

it’s like this first month or three is probably not going to be great but in

the context of a whole 10 year or 20 20 year uh time Horizon as people say it’s

a small it’s a small amount of time and you’re going to it’s going to be over and then you’re going to look back and

say oh that was that was worth it or I don’t have to do that anymore and you can move on to the next thing so it’s

just kind of longterm long-term uh Vision on things I think was the the

main thing for me well I have a very similar answer I you know you see it as

the seed as that’s going to grow the tree that you want to make and I for me my glor purpose is have babies and grow

them and to have babies I need time and money so I know need to do this to make the time and money to have the babies so

like if I want to do my glorious purpose I need to send this DM and then like you said it’s just going to be one chapter

after you get over that chapter you don’t have to do Outreach so that’s how I do the motivation also the pain of if

you don’t do it you can’t eat is also useful like if it’s your only thing you have to do and you know you have to do

and then yeah that fuel does hurt doesn’t does hurt help yeah 100%

all righty big question but I’m curious what your answer is going to be on this one

I’ve had answers that there’s no such thing as the LinkedIn algorithm how would you say the LinkedIn algorithm works from Hannah

Wright I’m I’m probably the worst person to ask out of all the people who have been on this call because uh you know I

I was I was very involved in kind of figuring out how the algorithm worked in the first sort of six months of growing

on LinkedIn um and probably the first year or so to be fair but only kind of recently over

the last year I’ve kind of realized like if I just build my whole business off of the LinkedIn algorithm I mean I mean

this is obviously specific to me and what I do now but um then I need to really keep on top of everything the

algorithm is doing but if I build a business that is actually based around you know the skill of copyrighting which

you can apply to everything um and the kind of marketing behind that because that’s where I kind

of spent 10 years uh working in marketing

um uh that’s a more valuable thing for people to know and that’s where you’re

going to get the results from ultimately um but how does the how does the algorithm work I I don’t know it seems

to change all the time uh you can just you just got to stick to doing the market research

writing content around these these data points that you get I think Sam talked a

lot about this and he’s probably doing market research at a much better data

right yeah yeah and he’s you know he’s probably on on another level to in terms of doing research and getting data

points and stuff but that’s that’s where you need to go to and then create content around those data points don’t

can’t be worried about the algorithm um if you do find out a little nugget you know like what we were talking about

like carousels seem to get uh more reach and more engagement than types of posts

then spin spin spin something up that you would normally post and put it in a Carousel and see if it gets more

eyeballs as long as it’s the right content that’s that’s the most important

thing yeah I’d agree and what I’d say to that Hannah is LinkedIn wants people to

spend more time on the platform and if a post is going to indicate that it’s a

good post I think they’ve given like the metric but I just remember these three which is if they click see

more dwell time and then the engagement so if you want all three of those you

need to make sure the hook is good and the picture counts as a hook I use it for me and a lot of my clients I think a

lot of people forget your content could be amazing but if the rapper is [ __ ] they’re not going to open the present so like if your picture is really like who

then I’m like I’m going to see what’s in it my post today was me on a hat Under a house and saying I wonder what’s under

this house and then I had people talking about that and then the picture literally did all the work of that so yeah picture hook and then dwell time

and the only way you’re going to get dwell time is kind of toward Sam’s Point if it’s actually readable if it looks

like work to read people will go to the PS and maybe decide to comment but then that’s low dwell time and I think Matt

you do this quite well because your sentences flow to the other even if it’s not one line like Lara Costa style they

still have flow because that will make it someone actually read it and also use a lot of stories and when someone starts

reading the story they want to finish if it’s a top seven list and they don’t really care about the topic so yeah to

recap that I just think about the engagement making sure someone clicks C more and on the engagement part it’s

just having something that people would actually want to comment on usually that’s something a bit more personal emotional not necessarily

like tell me your life story like it’s too much effort like people are I think that’s a big thing people forget is it’s

not they’re not coming on YouTube looking for something and then watching it and then they’re literally scrolling

they’re always scrolling so like they’re probably looking for a reason to leave LinkedIn so it needs to be really like ey catching and make you want to kind of

jump on it oh very personal question while I have you Matt what do you think

about responding to all your comments I’ve noticed you don’t do that anymore yeah I don’t do it anymore I

don’t do it anymore because um I have other priorities in life I um I post content to nurture and

potentially attract a certain type of person to my offer um sometimes it’s fully it’s very

intentional sometimes it’s not um but uh yeah mainly content is a way for me to

just Market my business so um responding to all of my comments isn’t fully

necessary for me right now I appreciate everyone who does comment and shows some interest in it but um you know there’s

also a bit of a kind of when I do scroll through the comments that I get there’s just a t a ton of people just copy and

pasting things from AI so it’s like well why would I you specifically once you hit a certain level you start to get

those um I’m only starting to get them now but it’s such a low percentage but when I went to your comments I’m like

yeah if I had to mentally reply to all of these like he wouldn’t even feel authentic replying to some of them yeah

and it it’s just a case of like at this point in time it’s not the most important thing for me and my business

and my life um for context like I’m getting I’m getting married soon

um I’m traveling I’m you know seeing friends seeing family um I’m actually

you know doing other things in my business with other problems to solve and practicing other skills and learning

other things so just you know spending all spending an hour or two commenting on every day is just not feasible so um

there’s a lot of people who who would hire out someone to do all the commenting for them but that’s just not really my vibe I would rather just reply

to you has me or or not yep and also congratulations on

getting married thank you a amazing and Jordy had a follow-up question don’t you

think it hurts community building I I don’t mind answering that so 100% if

you’ve had someone who you know in real life and they’ve given you a thoughtful comment and then you ignore that that’s

bad in my head but when you’re at Matt level it’s more like a YouTube comment

section where you wouldn’t think ruining their community building by not replying to all of those I think it’s a

chapter thing if you’re at the start it’s a massive Roi to reply to your comments because that person might stick

around for another year Matt Barker’s Roi plus life circumstances makes less

sense so I don’t think Matt’s saying don’t reply to your comments it’s just he’s at this level where there’s a

different Roi yes the different stage you’re at you’re right chat uh Harry it’s like

chapter thing like you know I I spent the first probably year and a half of posting every day and uh and all that

kind of stuff replying to pretty much every single comment that I got um that’s like a lot of hours building

something uh building a community which still there’s going to be people that are still hanging around but there’s also going to be people have tailed off

um yeah it’s just when when you’re building something you have to put a lot of uh hours into building it and once

it’s built then you can spend less hours in building it well I’m doing more of a

hybrid thing now like I don’t reply to every comment I reply to like the ones that feel human but I know if I reply to

the every comment I might get a slight five to 10% boost but is that worth the mental energy at the moment no yeah

exactly all righty Matt I’ll leave you because we’re at the two hour mark thank

you so much yeah thanks mate really appreciate you bringing everyone together and and

getting me on it been it’s been nice to to chat no it’s been very very good

lovely I will see you later and I’ll stick around for a few more minutes um chat cool all right see you Harry see

you later guys goodbye thank you and there was just me hello we still

have like 80 people here so if you’re still here say hi but yeah I just want to say thank you to everyone who stayed

really really appreciate first big event that I’ve done like this if you’ve liked this um follow the gaming Playbook it’s

my company page so I’ll be doing more things on there so if you look in the

chat I’ve just tagged it or it’s called the gaming Playbook that’s my little plug yeah really appreciate everyone

who’s been here thank you so much

and just massive honestly just a massive thank you I’m just thinking of worse to say but yeah just thank you everyone uh

for staying uh really enjoyed this had some amazing feedback and to answer the

question did you record this yes I will send it on the newsletter so if you go to gaming r.net you’ll get the recording

and my recap of all the lessons as well so I will do that every week um so yeah it is

recorded Harry important question favorite pair of Crocs oh I’m debating

whether I should go get them I will go get them it might not be good for the feed but if you patient I will go bring

them one second one second coming

back these are the money Crocs blue and white which matches my brand so yeah

that is the best and if anyone’s tuning in now they’re like what the hell is happening but yeah those this is the

rain maker Croc blue and white pattern I really love it um amazing could you tell

me how much did it cost for cohort at the time it

was 900 I believe but the prices change so I would follow her on LinkedIn or her

newsletter and then you get the new price because it’s grown a lot since then you fixed the

curtain yeah Jordi I’ve been in Lara’s cohort very much worth it for me super

useful I learned very quickly and the community Vibe is what got me and that’s how I met a lot of the creators here a

lot of people don’t ask questions on cohorts so I find it super useful um because I can just get one toone

training pretty much so yeah I’ll Stick Around actually um and answer just questions from the chat while we have

you guys here all righty so no decorated pins for

them no I don’t you I think they’re tacky Crocs aren’t tacky but Croc

jibbit I avoid I’ll take him as a gift yeah no I would

avoid devish what’s your most burning problem for you at the moment operations so hiring

people so I need more people essentially so my business is CEO ghost writing so I

ghost write for CEOs I sort out their LinkedIn with the goal to make them more money so I have five CEOs now for me to

get to 20 which I have the lead flow to do I need more writers so I can become more of an editor so having the ability

to train and retain like good writers that’s what I’m working on now so more

writing capacity and then upselling the more of the LinkedIn done for you when

it comes to outreach that takes more people so yeah um burning problem for me hiring more people Bo how long have you

been creating on LinkedIn so since October last year so I’ve been a recruiter for a couple years and I was

just posting jobs and podcasts I’ve done then actually taking it serious probably around SE September last year and then I

joined L’s cohort started posting almost daily and that was very useful for me so

the creating part since October so around 235 posts in that amount of time

and I just hit a million impressions for that time frame since I’ve started so yeah since October last year who was my

first client well I can’t name them because it’s ghost writing but I got but I got the client from doing podcasts

there was a referral from a podcast guest so I interviewed someone they referred me someone to speak to they

became a guest they became a client sorry so yeah can’t name the person though got to go to your meeting you got

a new follower thank you Dylan and I will answer your question actually by

DM Happy Days yeah I’ll stick around for a few more minutes if anyone’s got any questions because I basically built my

business since April 1st this year so three months closing in on 10K month

which is nice so if anyone’s got any questions I I’ll stick around for a bit most effective ways to monetize content

on LinkedIn for me it’s getting them getting relationships to do a high

ticket offer so sponsorships Affiliates all of that is the least leverage thing

you can do because you need tens of thousands of Impressions to get a few of them so for

me this is one thing I tell my clients posting the content if it’s just good

content and then you optimize your profile that could be plenty so then

when you send a connection request to a CEO who could use your help they’re going to see your recent posts and your

profile if they don’t get converted there which some of them do I’ve had that happen to me and my clients then

over the next month or two they’re going to keep seeing your content so it’s not about how many people see you it’s like

if the right people see you so for me to monetize content my strategy is connect

with the right people proactively so build a list this is a big manual

process but it’s the most important thing part of the onboarding for my clients I build a big list send them

connection requests so that way when they see your content they you’re speaking to their pain points and then

they want to book a call usually or apply for help so that’s how I would monetize content so have an offer first

but then use the content to make people think that you are the solution

boah woo for that hey I’m losing my voice a little so I’m going to

cough pardon me did you start off with the niche or did that happen as a byproduct or

creating so I was a recruiter in the gaming industry and I did 200 guests on

podcast since I’ve started so the main thing we were doing was account BAS based marketing with

podcasts so this is giving people a good time on the podcast and about 25% of those converted into clients for the

recruitment business so I had a lot of experience reaching out to people giving them a good time then building

relationships in the games industry so rather than stop and switch industry I

just said all right now I do branding in the games industry there’s so many people that need this service it’s just

if you’re good and you know the industry then I can become one of zero like there’s no one else who can do what I do

because for them to do that they need to have two years doing business development in the games industry so I didn’t pick games industry just happen

to be in it but I think if you have a mild interest for any industry I will double down and then you can Niche out

later not requirement to be clear Sam winsbury for example they don’t have a

niche in the sense of like it’s just a level of Creator but they don’t have like a specific indust or shy bed for

example is another ghost writing Agency on LinkedIn he’s made content about how he’s never Niche down so I don’t think a

niche is required but if you have one you might as well use it especially on LinkedIn because you can then connect

directly to the people and then your people in the comments will be similar people which improves engagement because

then people like ah I can come to Harry for gaming content that’s the way I see

it build a list so Jordy has a question so build a list of your engagers viewers request and reach out them every once in

a while yeah so for me I try to systemize this so if someone used your profile recently

accepted a connection request whether they’ve sent one or you’ve sent it or they’ve commented if they fit with your

ICP ideal client profile then I would then reach out to them I would usually

just thank them for doing that action I keep it very simple you can be more personalized

and kind of reach out and complement them and try to start the conversation but if you want like the very low mental

energy way I try to just thank them for engaging thank them for viewing my profile thank them for kind of um

accepting the connection request then ask them a question so you know curious what made you do that is a go-to because

then they’ve seen your profile they’re not silly they know what you do if your profile is optimized so that’s what I do

to get kind of get started and then you could follow up you could send a question mark smiley face is a very easy

one cuz it’s like hey do you want to reply then you can send a gift for

example like John troler kind of looking around so followup is key I could be a

lot better but yeah I just usually thank them compliment them because if they’ve

engaged with your content then they’re not a complete stranger so you can kind of let the profile do the talking usually anyway and yeah my pleasure puya

thank you for that and yeah very good point Jody so when you Niche down your Mutual

connections are more so they’re more likely to think you’re IR relevant I’ve actually seen that happen in person Jody so I was at a gaming conference and they

brought up my profile like Whoa We have 200 Mutual connections and from that day on from that moment on they definitely

saw me in a different way positively so yeah I’d agree with

you if you stay in a similar Niche then they can see ah you know this you know this you know this also when you come to

name dropping clients it’s a lot easier and again this is in the ghost riding world but it works in any offer yourself

so if it’s coaching of any kind if you’ve coached similar people it’s going to be a lot easier to convert so if you

only do AI like Luke Matthews if he gets an objection like will this work for my industry he’s never going to have that

objection because that’s all he does similar for me so yeah agreed niching has a lot of benefits but again not

required but I would do it um if you can help it

amazing lovely so yeah any more questions then

I’ll answer them but then we could wrap up in two minutes I’ll use this

opportunity to chat to the 50 people who are still here um yeah

just thanks again if you haven’t already scan in this code right here in the top

of the left of the screen that will get you my free newsletter which on the Saturday I will

recap this entire conversation with some lessons and I also have a podcast it’s

with people in the game industry but I also have some LinkedIn related stuff like this episode today and I did one

with laa a Costa as well about LinkedIn so the podcast is more leadership from

the games industry and a little bit of LinkedIn to help with your career so if you like any of that sign up to the

gaming rally and you will of course enjoy it yeah uh thanks again for

everyone for joining and yeah just really really enjoyed this I’ll do this

again um I think this worked quite well yeah thank you everyone and thank you so

thank you Harry we’ll be following you from now on have a great day fantastic o Maria how did you manage to

convince these top creators to speak at your live event well the trick is

fomo just get two people to say yes and it’s very easy to say two people to say yes if you say this is the plan so yeah

the the secret is become very good friends with one or two by giving them

value so how did I give each of these people value I literally go through them so Lara Costa I was very active in the

community and I gave her I recorded uh yes puya it’s my featured

link for gaming r.net or just go to gaming r.net so how I convinced everyone to

join this LinkedIn live so Lara Costa very detailed feedback I referred like two people to

her cohort I even recorded a 10-minute Loom saying this is what I think um

feedback as a person and I recorded a podcast with her so if I ask hey can you

join a LinkedIn live I’ve already done all of this so it’s going to be a yes from Lara cool we got Lara down this is

a big win Jacob pegs Matt Barker they both came to my birthday party how did I

get them to come to my birthday party I asked Jacob to come and Jacob’s good friends with Matt Barker and then Matt

bker said sure I’ll come how did I know about marker and Jacob I just sent the

messages on LinkedIn I paid for Jacob Power Hour which was um very useful for me and then

we did onet toone coaching so I’ve given everyone here money but I’ve given them stuff outside of the money in the sense

of like I’ve PID for their services but then I’ve tried to go above and beyond so you know they came to my birthday had a good time referred them to a few

things like Cypress related and so that’s Jacob Matt Barker and Lara then

we have Luke Matthews Luke Matthews is in the cohort with Lara a Costa Luke

Matthews to be honest it was through Lara so Lara recommended Luke to

come two hours of his time very gracious so by having people you know who like

you they can recommend you people and then Sam winsbury I just joined his onetoone coaching and I actually he was

him the first idea I was like hey Sam I’m thinking of doing a um group event and then he said yeah

sign me up so I just asked him on the video call like hey I’m going to have these creators do you want to join said

yes so the trick was get one or two big guests and then name drop them to the

other guests and obviously I’ve let everyone show how cool they are and also I’ve done this before that’s a big thing

like I’ve done round tables before I’ve done probably like 50 so when you add all of that

together that’s how I managed to get all the guests in because yeah I barely did any selling so it wasn’t like they’re

coming to promote me um and yeah Hanah right I can’t call everyone my favorite

I can’t also I need to play hard to get a little bit then I get more attention ha amazing um but yeah to put your point

if you can’t scan the QR code just go to gaming r.net and then you can put your email

and you’ll get it on Saturday amazing Al

righty yeah if any other questions feel free to DM me on

LinkedIn to Jo’s Point stroke the OS it’s more

not necessarily it’s just thank them for what they they genuinely help me like I wouldn’t have had someone on if I they

didn’t genuinely help is a is a important thing to mention so yeah uh

for sure amazing all right I’ll leave it there thank you so much you’re amazing

and I’m going to go Feast so goodbye connect with me message me if you need

anything yeah thank you very much this has been the gaming Playbook we have Harry Fu goodbye