Behind the Scenes: Jasmine Star on Context Switching, Getting Uncomfortable to Build a Brand and Relatability in Your Story

This episode is a behind the scenes view of a business coaching session session.  The purpose of Gateless is to keep it real and share every detail of the road to success.   In this episode, we're sharing a step we took as a business to seek advice and consulting from world-class speaker, thought leader, podcast host, CEO, and entrepreneur Jasmine Star.

This episodes gets into context switching and the importance of staying focused on only the most important things and asking yourself how badly you actually want a business if you are unwilling to get uncomfortable.  Jasmine presses Haley on her default assumption that no one wants to hear what she has to say and instead reframes how to think about relatability when building a business and brand

Jasmine gives her take on digital footprints and what the future holds for validating the authenticity and credibility of online presence.

Resources:
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Chapters

• 0:00 Welcome to the Gateless Podcast
• 0:18 The Transformative Power of Mentorship
• 3:15 Diving Deep into Content Strategy
• 12:57 Mastering Personal Branding
• 17:27 Starting from Scratch and Building Your Brand
• 20:43 Embracing the 'Suck Tax' and Growing Through Discomfort
• 26:31 Creating a Content Ecosystem
• 28:11 The Power of Branding Pillars in Content Creation
• 32:40 Navigating the Early Stages of Community and Business Building
• 37:19 Analyzing Social Media Analytics
• 46:03 Digital Identity and Content Longevity
• 48:43 Insights and Takeaways

Transcript

00:00:00.040 all right welcome to the gateless
00:00:01.439 podcast my name is Haley Ingram and I'm
00:00:03.760 going to be your host today um I'm just
00:00:05.879 going to go ahead and read from my
00:00:07.639 laptop um I'm so excited to share a
00:00:10.040 unique conversation with Jasmine star a
00:00:13.320 world-class speaker thought leader
00:00:15.400 podcast host CEO and entrepreneur my
00:00:18.359 journey with Jasmine began last year
00:00:20.000 when I applied for her Mastermind that
00:00:21.720 she led I was actually really concerned
00:00:24.439 that I was going to get rejected from
00:00:26.800 applying from your Mastermind because I
00:00:29.320 have a very simil business to Jasmine um
00:00:32.640 I have coffee and contracts which is a
00:00:34.600 service for real estate agents where we
00:00:36.160 provide social media tools and Jasmine's
00:00:38.760 social curator does pretty much the same
00:00:40.600 thing but for everyone um however I was
00:00:44.120 met with nothing but openness I was
00:00:46.760 completely blown away by the
00:00:48.239 transparency and information Jasmine
00:00:50.039 shared with me during our first call
00:00:52.039 Jasmine's mentorship has been nothing
00:00:54.559 short of generous and transformative for
00:00:56.359 me and she is truly the definition of
00:00:58.280 abundance mindset so I'm super super
00:01:00.079 excited to have you here um so today I
00:01:03.000 had a coaching session with Jasmine for
00:01:05.720 the past few hours and we've decided to
00:01:08.200 open up the last hour of our session for
00:01:11.360 you our listeners to offer transparent
00:01:13.920 insight into our Industries I think a
00:01:16.159 lot of the questions that I have for
00:01:17.360 Jasmine will resonate with other
00:01:18.640 business owners and for the listeners
00:01:20.640 here's a quick background on the
00:01:21.920 businesses that we're going to be
00:01:23.159 talking about um in 2019 I started a
00:01:26.000 company called coffee and contracts we
00:01:27.759 are a membership service providing
00:01:29.360 social media templates tools and
00:01:30.880 trainings to real estate agents to help
00:01:32.520 them build their brand online and a few
00:01:34.759 months ago Cara kuse and I launched a
00:01:36.680 new project called Gat list this podcast
00:01:39.280 uh we want to create a community for
00:01:40.840 women founded around the concept of
00:01:42.799 anti- gatekeeping and abundance so
00:01:45.520 welcome Jasmine the Queen of abundance
00:01:47.960 in my eyes so that's nice haly thank you
00:01:52.280 thank you so much for joining me for
00:01:54.240 this I'm super excited um and can you
00:01:56.880 tell our listeners a little bit about
00:01:58.560 you and your journey
00:02:00.960 yes but like more than anything we
00:02:02.479 started the conversation like I want to
00:02:03.840 be here to serve the gateless community
00:02:05.640 so I'm going to keep it short and then
00:02:07.240 we can add on other questions in details
00:02:09.560 um as it pertains to the story so
00:02:11.400 essentially um first generation Latina
00:02:13.920 I'm the first in my family to go to
00:02:15.280 college the first to go to law school
00:02:16.800 first my family ever started a business
00:02:18.480 I didn't think I could start a business
00:02:20.000 I was 26 years old and I was like maybe
00:02:21.840 Google and YouTube can help me figure it
00:02:23.599 out and I started off as a photographer
00:02:26.080 then I started creating content for
00:02:27.920 myself then creating content for other
00:02:30.040 businesses and then I started Consulting
00:02:31.920 with other businesses on how they could
00:02:33.440 do it since I didn't want to be that
00:02:34.879 person and then I decided that I wanted
00:02:38.280 to start creating courses I wanted to
00:02:39.879 serve more people without me trading
00:02:42.080 time for dollars and then thereafter
00:02:44.040 launched a membership called social
00:02:45.879 curator and since then we've
00:02:47.200 transitioned social curator from a
00:02:48.319 membership to a subscription and so now
00:02:50.280 I'm officially a CEO of a tech company
00:02:52.760 oh I love that okay awesome um so let's
00:02:56.720 just jump right back into the coaching
00:02:58.519 so we've had like a few hours before
00:03:00.680 this where we were talking about some
00:03:02.640 indepth stuff um but I wanted to save
00:03:05.680 some of the questions for our audience
00:03:07.959 to get to listen in on to that I thought
00:03:10.040 that applies to a lot of people that I
00:03:12.400 talk with a lot of business owners and
00:03:13.879 people wanting to start businesses so
00:03:15.879 the first thing the Hot Topic that I
00:03:17.680 wanted to talk about is just content
00:03:20.360 strategy so for me I have been
00:03:23.959 struggling with posting consistent
00:03:26.480 content on coffee and contracts and
00:03:28.959 gatess like multiple platforms different
00:03:31.920 businesses um so I wanted to get your
00:03:33.799 take on content strategy and just like
00:03:36.439 um any insights for building that out
00:03:38.599 I've always been like a post when I get
00:03:40.560 inspired kind of person but do you have
00:03:41.959 any like I feel like you're really
00:03:43.159 consistent with posting so I'm curious
00:03:44.920 you're what you do with that um you know
00:03:46.840 well first and foremost I think it's
00:03:47.720 going to be like understand what it is
00:03:49.560 you want to do like right now you're
00:03:51.599 you're asking a lot of yourself right
00:03:53.480 you have uh CNC you have gateless and
00:03:56.079 then you're building out the Haley
00:03:57.000 Ingram brand that's three Avenues and so
00:03:59.680 then you just have to give yourself
00:04:00.560 Grace it's like do you want to show up
00:04:01.879 for the same in all of them or do you
00:04:04.000 want to prioritize the one that is the
00:04:06.079 most monetary like um of beneficial to
00:04:09.360 you and so more than anything it's just
00:04:10.920 to pick how much you're going to do and
00:04:13.760 then stick with it and so there was a
00:04:15.560 time especially on social media with pre
00:04:17.880 like updating the algorithm when when
00:04:19.680 things were completely chronological I
00:04:22.440 would be like well you want to post a
00:04:23.560 lot like post a lot because you just
00:04:25.120 want to be seen a lot and then the
00:04:26.680 algorithm really changed it like if that
00:04:28.840 post is not going to get a just amount
00:04:31.080 of Engagement then I would be very
00:04:32.840 judicious around what I am putting out
00:04:34.639 so in the beginning I would be like yo
00:04:36.240 like post as much as you as much as
00:04:38.000 humanly possible I think I've really
00:04:39.639 amended it to be like do as much as you
00:04:42.479 can but three times a week three times a
00:04:45.639 week is really like a good Strong place
00:04:47.720 to start so then you just have to ask
00:04:48.880 yourself what do I need to do to show up
00:04:50.600 three times a week at the time of this
00:04:52.240 recording I am posting once a day on um
00:04:55.600 Instagram and Facebook and four times a
00:04:57.759 week on LinkedIn we're posting two or
00:04:59.639 three times on YouTube and um you know
00:05:03.400 we S A Weekly Newsletter so the way that
00:05:05.759 we think about this and like am I
00:05:07.000 getting in the weeds no no great uh so
00:05:09.320 the way that we think about this is um I
00:05:11.360 don't want to be chained to content and
00:05:13.520 so because I don't want to be chained to
00:05:14.800 content then I look at everything is
00:05:16.759 what can I do to put it in certain
00:05:19.199 buckets and so there's this thing called
00:05:20.639 context switching to where if you're
00:05:21.919 doing a lot of different things your
00:05:23.240 brain doesn't know how to optimize for
00:05:25.360 its Peak Performance and so whenever I
00:05:27.560 am writing I want to be bucketing that
00:05:31.039 time I'm going to write and I'm just
00:05:32.240 going to stay writing and I'm not going
00:05:33.280 to do anything else when I am creating
00:05:35.440 content I am just creating content so my
00:05:38.160 mind can always think of like well where
00:05:39.720 are we going to cut it where does this
00:05:40.800 edit go what is the transition what
00:05:42.120 should I be saying what's the hook
00:05:43.600 what's the takeaway and so because I'm
00:05:45.759 preparing all of that content in one
00:05:47.600 time I look at my calendar every single
00:05:49.520 month and I'm like when am I going to
00:05:50.680 create YouTube videos when am I going to
00:05:53.160 create shorts like when am I going to
00:05:55.400 create for Instagram and so I just look
00:05:58.199 at it as one day day is going to be
00:06:00.639 focused entirely on creating content and
00:06:02.919 I try to maximize as much as humanly
00:06:04.840 possible for that so uh one day a month
00:06:07.360 we will be creating content for meta so
00:06:09.440 Facebook and Instagram and then another
00:06:11.080 day a month we'll be creating content
00:06:12.720 for YouTube and so what we want to do
00:06:14.919 for YouTube is get our long form video
00:06:17.199 most of the time that's a podcast so
00:06:18.840 it's like 45 to 60 minutes and then from
00:06:22.039 that 45 to 60 Minute video we're taking
00:06:24.240 the audio we're using it for the podcast
00:06:26.680 that video goes up into YouTube and then
00:06:28.960 from that we're trying to create around
00:06:30.759 three or four shorts from that and so
00:06:33.160 those shorts are going to be on YouTube
00:06:34.639 but we can also repurpose them on to
00:06:36.440 meta as well now I don't know if you've
00:06:38.639 experienced this but sometimes like the
00:06:40.000 best performing reels on Instagram are
00:06:42.960 going to be like um catchy moving
00:06:46.000 sometimes a little like face big action
00:06:47.960 big eyes that works great for your for
00:06:50.960 meta but when you put it on YouTube it's
00:06:53.199 less that on YouTube people actually are
00:06:55.039 going for search based intent they want
00:06:56.639 to know how do I make coffee how do I
00:06:59.160 find a house and so in that regard the
00:07:01.039 shorts are a little bit slower moving
00:07:02.560 but they're all value driven they're
00:07:04.039 less like trendy they're less pointy and
00:07:06.400 dcy and so we've kind of had to straddle
00:07:08.520 the line of what goes on each platform
00:07:10.440 so that it feels like native to it yeah
00:07:12.440 that was like super geeky we geek out
00:07:14.080 sorry no that was good I had I feel like
00:07:15.960 so many questions came up do you so you
00:07:18.039 create specific content for shorts or do
00:07:19.879 you cut them from your YouTube videos we
00:07:21.599 cut them from our YouTube videos but
00:07:22.759 then there are some reels that are what
00:07:25.080 I think Super Value driven it's like uh
00:07:27.800 if I were to say like three things not
00:07:30.000 to do when you're hiring a personal
00:07:31.440 assistant then that is a a perfect
00:07:33.560 YouTube short title three things not to
00:07:35.440 do then I would just have to make sure
00:07:37.039 that like the thumbnail looks
00:07:38.400 appropriate that the verbiage on that
00:07:40.639 but I would I be doing something with a
00:07:42.080 a trendy voice over on YouTube probably
00:07:44.360 not people aren't searching for that
00:07:46.080 that's a good point okay do you so when
00:07:48.280 you're your email newsletter as well you
00:07:50.120 have that do you is that what you're
00:07:51.879 writing during that block okay yes
00:07:54.319 that's so interesting okay that makes me
00:07:56.599 think of Cody Sanchez you know so she
00:07:59.319 does like her podcast she has her email
00:08:01.759 newsletter but she reads her email
00:08:03.400 newsletter in for her podcasts so what
00:08:07.280 so that's one of the things that I've
00:08:08.680 been really been focusing on because
00:08:09.840 what I was doing was creating a
00:08:12.199 newsletter that was separate from
00:08:14.000 YouTube content and so while we still be
00:08:16.560 going in that direction we had all of
00:08:18.720 this content from the newsletter where
00:08:20.120 I'm actually teaching people things that
00:08:21.680 just lived in the newsletter and then in
00:08:24.319 a blog post so we wanted to make sure
00:08:25.919 that our newsletter was going into a
00:08:27.280 blog post because for search engine
00:08:28.599 optimization going and living in just a
00:08:30.960 newsletter it's it's beautiful but it
00:08:32.760 was just out in The Ether and so we
00:08:34.799 wanted to make sure that somebody was
00:08:35.839 searching for What that particular thing
00:08:37.039 they find on the blog but then I started
00:08:38.799 realizing well wait a minute YouTube is
00:08:41.080 the second largest search engine and we
00:08:42.640 already have content that's been done
00:08:44.720 however our goal I mean we're far from
00:08:46.680 it but this year a big push for YouTube
00:08:48.880 would be how can we create content that
00:08:50.760 is 60 minutes ago and so I I thought
00:08:54.800 like I we can do this and it's been
00:08:56.279 really hard so what I decided to do was
00:08:58.920 to get two um newsletters that were
00:09:01.880 similar in nature MH and then make that
00:09:04.760 into a podcast so instead of just
00:09:06.800 reading one newsletter I'd be reading
00:09:09.160 three newsletters around a similar topic
00:09:12.079 that we would then be able to create
00:09:13.480 into a video and extrapolate the audio
00:09:16.399 for the podcast we're really about how
00:09:18.279 can we get the most amount of content
00:09:19.920 from One Singular thing wow and you
00:09:23.160 spend one day writing and recording all
00:09:26.480 of it or writing separate writing and
00:09:28.959 now so when we talk about writing it's
00:09:30.360 like yes I'm going to be writing my
00:09:31.320 Weekly Newsletter and I will be writing
00:09:33.160 other things like um Keynotes that I'm
00:09:35.040 going to be giving or thought pieces
00:09:36.680 that I need to build on over time like I
00:09:38.600 have a vision I don't even know if it's
00:09:39.839 actually going to work but I want to
00:09:41.519 build small pieces of content for
00:09:43.600 YouTube and these are going to be like
00:09:44.800 12 to 13 minutes and so I'm writing and
00:09:46.959 I finish my thought I'm I'm like this is
00:09:49.000 it I'm not going to add more just to get
00:09:50.399 to 60 minutes so right now I'm just
00:09:52.600 giving myself Grace to create these
00:09:54.320 small pieces of content and so these are
00:09:56.240 like um how do you know you're burnt out
00:09:57.920 as an entrepreneur this is like based on
00:09:59.640 articles that I've read and I'm like oh
00:10:02.240 wow I I have a thought about what I read
00:10:04.360 but it's not 60 Minutes worth so we just
00:10:06.160 kind of keep on creating these 10 to 13
00:10:07.839 minutes videos and people have told me
00:10:09.760 well that doesn't really do much on
00:10:11.320 YouTube like it doesn't push your hours
00:10:13.200 watch it doesn't do much I have a vision
00:10:15.360 though like maybe in the middle of
00:10:17.480 2024 my writing pieces will get more
00:10:19.959 than 10 or 13 minutes so what if I what
00:10:21.720 if I read a cool article about hiring
00:10:23.839 Millennials and what it looks like so
00:10:25.240 then I could talk about 20 minutes about
00:10:26.640 that but then I can go and get an old
00:10:28.360 video
00:10:29.640 and then put it in to the new video and
00:10:32.360 then an old video and put it into the
00:10:33.440 new so now I'm going to be batching
00:10:35.079 content that is search based based on
00:10:37.440 elongated content so I will be able to
00:10:39.639 repurpose a video that I had created a
00:10:41.279 year or a year and a half before as part
00:10:43.000 of like a big thought leader piece so I
00:10:45.839 don't know we'll still in the process of
00:10:47.440 doing that but I just wanted to stack my
00:10:48.680 content so that I can get over the
00:10:49.920 60-minute mark because that's where
00:10:51.360 YouTube is going and I think you know
00:10:53.519 everyone's I think mostly probably
00:10:55.320 recently what I've been most known for
00:10:56.519 is like my growth on Instagram but I
00:10:59.600 went totally dark on YouTube for I don't
00:11:01.880 know like three years and so I started
00:11:03.600 this YouTube channel with literally no
00:11:05.920 mics no lights nothing I just turned on
00:11:08.000 a camera and I started talking about
00:11:09.399 what I was doing in photography and they
00:11:11.200 are like the ugliest worst videos like I
00:11:13.360 had this big whiteboard and I would just
00:11:14.760 write like key points and you could see
00:11:16.240 my eyes moving off and I'd be reading
00:11:18.240 the Whiteboard and then turning back to
00:11:19.360 the camera but then I started just doing
00:11:21.480 like oh I did a video like how to change
00:11:23.440 your lens or how to make your own
00:11:25.880 bouquet and shoot it I was making
00:11:27.560 content for photographers who are as
00:11:29.000 iring and they wanted to practice but
00:11:30.720 just didn't have enough way to do that
00:11:31.920 so these videos were getting hundreds of
00:11:33.160 thousands of views and then I just
00:11:34.800 stopped cuz I was like I'm just I don't
00:11:36.680 want to talk about photography anymore
00:11:38.279 and so I stopped and that's like my
00:11:39.760 biggest freaking regret I should have
00:11:41.880 continued creating content in the suck
00:11:44.880 in the messy middle and so that's what
00:11:47.120 I'm doing right now I'm literally
00:11:48.720 creating content like in the suck in the
00:11:50.440 messy middle there are things I can't
00:11:52.240 talk 16 minutes about cuz I haven't done
00:11:53.920 it enough but I can talk 10 minutes and
00:11:55.880 so I'm going to I'm just going to sit
00:11:57.560 and create in the suck and sometimes are
00:11:59.279 like well what is your new like what is
00:12:00.720 your new thought leadership like what
00:12:01.760 are you talking about and I'm like I'm
00:12:03.360 in the middle of it but I'm going to
00:12:04.839 talk my way out of it and I'm going to
00:12:06.079 document it I love that it's like paying
00:12:08.880 the suck tax I yes maybe that's the
00:12:11.399 title of the episode paying the suck tax
00:12:13.240 no we did a post on that we were like
00:12:14.920 it's the suck tax is what you have to
00:12:16.600 pay to get good at something you have
00:12:18.440 keep practicing it over and over abely
00:12:20.079 and the crazy thing about the tax is
00:12:21.320 that you pay the most when you're the
00:12:22.959 worst M like you pay less the better you
00:12:25.600 get H up get over that Hill yeah um okay
00:12:29.240 I feel like that really helped me and
00:12:31.760 you have a team or you have you hired
00:12:35.040 like a content creator or someone who
00:12:36.959 helps you record reels is that right yes
00:12:39.560 okay yes and do they do with like a
00:12:41.000 phone or like a camera so we have a mix
00:12:43.399 we have used DSLR and we use a phone and
00:12:45.800 so that's why like I will create my own
00:12:47.279 Reals in my phone without being
00:12:48.279 intimidated because I can and some of
00:12:50.920 the content that's done the best for us
00:12:52.120 is on the back of a phone yeah okay okay
00:12:54.920 I feel like that was super
00:12:56.360 helpful um so let's talk a little bit
00:12:59.199 about personal branding I feel like this
00:13:01.440 is a huge topic I don't know if that's
00:13:04.040 just right now or always it's or maybe
00:13:06.040 it's just a big topic on my mind right
00:13:08.040 now but personal branding honestly like
00:13:10.320 really freaks me out like I hate the
00:13:11.760 word I feel like there needs to be a
00:13:13.519 mind like I need to change the term
00:13:16.399 personal branding to something else cuz
00:13:17.959 I I don't know does that make sense it
00:13:19.639 just freaks me out um no I hear it often
00:13:21.920 I hear it often and I never set out to
00:13:24.040 create a personal brand I didn't even
00:13:25.519 think that my I think that's the key I
00:13:27.680 think I'm thinking about it too much
00:13:29.639 like as a personal brand um but
00:13:32.560 basically I I just wanted to talk a
00:13:34.880 little bit about building a personal
00:13:37.040 brand as someone who's like more of an
00:13:38.680 introverted
00:13:40.000 entrepreneur um and maybe tell take me
00:13:43.880 back to like when you were you didn't
00:13:47.320 realize you were building a personal
00:13:48.560 brand what were you doing in the
00:13:50.000 beginning that kind of led to I think
00:13:52.079 before we get there Haley we should just
00:13:53.440 like work on rebranding it right now
00:13:55.399 because I don't think that you're going
00:13:56.279 to fully like receive everything that
00:13:58.839 you need to receive so how about we call
00:14:00.639 it your money maker okay how about we
00:14:03.440 call it like the F like your Fastpass
00:14:06.279 like you know Disneyland like this is
00:14:08.759 your fast the golden ticket Will Wonka
00:14:11.560 like we need to Rebrand it and simply
00:14:13.759 say like I know people would never
00:14:15.720 believe it I am like on a scale of 1 to
00:14:17.600 10 introvert I'm a 12 and so people are
00:14:20.079 like yeah but you're an outgoing
00:14:21.320 introvert and I'm like no no honey I'm
00:14:23.079 an introvert in you just get your energy
00:14:25.079 from being alone rather than 100% And I
00:14:28.800 get really uncomfortable being in front
00:14:29.920 of a camera I get really uncomfortable
00:14:31.440 doing things that make me uncomfortable
00:14:33.560 but I want a lot of
00:14:36.959 money I I want a business I want to be
00:14:39.759 proud and you want freedom and
00:14:41.399 flexibility want absolutely and so
00:14:43.320 here's the thing on the other side of
00:14:45.480 getting what you want is consistency and
00:14:48.440 we don't get to choose what's important
00:14:51.000 at that time there was a time in human
00:14:52.519 history where um the radio was how you
00:14:55.639 built your business that's how most
00:14:57.040 people knew and then some people like oh
00:14:58.199 mom my my voice isn't right for radio
00:15:00.440 and then it moved into uh maybe
00:15:02.680 newspapers like I'm not the best writer
00:15:04.680 and then it moved into TV well my you
00:15:06.320 know I got a I got a face for radio like
00:15:08.560 everybody has always had an excuse and
00:15:09.920 many of us don't get to choose what the
00:15:11.920 platform is at that time but I promise
00:15:13.680 you if it was like deep sea diving and
00:15:15.880 communicating in Dolphin to make your
00:15:17.360 business win watch me get a SCUBA tank
00:15:19.680 like I'm just going to do whatever I
00:15:21.120 need to do because so many people start
00:15:23.880 businesses like they have an option
00:15:27.000 because they do MH I have started a
00:15:29.399 business because I never had an option
00:15:32.000 so for somebody to say oh it makes me
00:15:33.639 uncomfortable I'm not sure if I want to
00:15:34.680 grow my business that way so I'm going
00:15:36.319 to get a loan I'm going to get Venture
00:15:38.519 Capital I'm going to have my family do a
00:15:40.440 seed round I'm going to ask my dad for
00:15:42.279 money like God bless you I have no
00:15:44.319 judgment on it but I started a business
00:15:46.680 and built it however it was because I
00:15:48.160 didn't have any other options like first
00:15:50.240 generation business owner first
00:15:51.880 generation Latina as a woman I've never
00:15:54.839 ever built a business I had no idea what
00:15:56.600 the hell I was doing and so I'm like
00:15:58.639 like what's free MH and like my whole
00:16:00.880 motto in like the first six years of my
00:16:02.240 business is like if it's free it's for
00:16:03.639 me like I'll do it and so it's like I
00:16:06.160 just I just have a hard time with people
00:16:08.000 acting like that they have options like
00:16:11.319 if you have options we go right ahead
00:16:12.959 and then leverage those options pay for
00:16:14.319 those ads get the loan get the venture
00:16:16.120 capital and then do something but for
00:16:18.440 you to say like oh it makes me
00:16:19.800 uncomfortable I don't want to do it no
00:16:21.639 problem but you just don't want a
00:16:22.839 business as bad as you want to be
00:16:24.519 comfortable mhm oh that's so true that
00:16:27.199 is so true yeah I think I struggle with
00:16:29.600 like like Co it's it's weird when I have
00:16:31.800 something like coffee and contracts it's
00:16:34.600 so easy for me to get on camera and talk
00:16:37.959 about it I think when it comes to if I'm
00:16:41.560 trying to kind of like like I think you
00:16:43.959 we hear a lot about personal brand
00:16:45.680 building a personal brand a lot of it
00:16:47.120 for me is like where it becomes
00:16:49.079 interesting to me like okay this idea of
00:16:50.639 building a personal brand it feels like
00:16:52.040 more safe somehow like because I could
00:16:55.000 lose coffee and contracts I'll never
00:16:56.519 lose myself right you know what I mean
00:16:59.199 so I'm like I feel like I would be it
00:17:01.639 would be safe for me to build this
00:17:03.480 personal brand so that I have like a
00:17:05.439 backup or some sort of safety net
00:17:08.199 because absolutely you know and then but
00:17:10.160 when it but when it comes to actually
00:17:11.880 doing that I'm like what if it's not
00:17:13.880 coffee and contracts like my business
00:17:15.919 then I feel like there's nothing to talk
00:17:18.199 about you know what I mean I'm like
00:17:20.000 there there's nothing to you know I
00:17:21.839 don't know so I think that's where it's
00:17:23.359 kind of like I start to struggle with it
00:17:25.839 I'm like what's the point here so when
00:17:28.600 somewhere in the middle of me actually
00:17:30.320 understanding that I had the wherewithal
00:17:32.120 to build a business and then become a
00:17:33.559 CEO somebody had said well brand is your
00:17:36.000 business Moe and I felt like that's true
00:17:39.480 like and then they were citing companies
00:17:40.919 like apple and um Amazon like their
00:17:44.039 brand is their protection yeah but what
00:17:46.840 I started realizing between both of
00:17:48.480 those was that those companies were
00:17:50.039 extra special because they had an extra
00:17:52.480 moat so just think of a castle with a
00:17:54.200 moat and then move out another three
00:17:56.280 miles and then put another moat around
00:17:58.200 that and that's a person and so when you
00:18:00.720 look at Steve he was the furthest from
00:18:03.679 the castle but it was a and I started
00:18:05.880 thinking to myself oh I think I did it
00:18:07.280 backwards like when I was building a
00:18:08.919 business I didn't really know how to
00:18:10.280 build a brand per se I didn't have any
00:18:12.480 money and I thought well like my brand I
00:18:14.600 need typography and I need a great
00:18:16.000 website I need this and it wasn't that
00:18:17.640 it was just like my personality I
00:18:19.520 started realizing that any business I
00:18:21.679 build from now on God forbid like you
00:18:23.919 know you're not going to lose coffee and
00:18:26.159 contracts like you know that's not going
00:18:27.360 to be the case but God forbid in a
00:18:29.480 pretend World it happens well you get to
00:18:31.600 pick up your personal brand and move it
00:18:33.320 to your next thing and it becomes
00:18:34.440 insulation like your personal brand is
00:18:36.880 gasoline your personal brand is a match
00:18:39.840 to the gasoline and your personal brand
00:18:41.840 becomes not like a fire that destroys
00:18:43.840 things but a fire that burns down and
00:18:45.320 refines like 24 karat gold so in my mind
00:18:48.960 100% you have something to say but often
00:18:51.320 times we stop ourselves because we're
00:18:52.600 not sure people want to hear it and I
00:18:53.960 just don't I just don't give a rip who
00:18:56.240 wants to hear it because somebody does
00:18:58.000 some looking at you and they see
00:18:59.919 themselves in you and they don't see
00:19:02.240 themselves in me and so they see you and
00:19:04.960 they see that you can travel the United
00:19:06.760 States in a camper with her dog and you
00:19:09.200 can buy multiple properties and you're a
00:19:11.080 fully independent woman and you are
00:19:12.760 growing this big thriving business and
00:19:14.520 you work with a ton of other
00:19:16.039 organizations who are co-signing on what
00:19:17.679 it is you do and then you have the
00:19:19.240 luxury to find another brilliant person
00:19:21.120 to co-create a new project and then
00:19:23.200 you've gone through and picked yourself
00:19:24.559 up by the bootstraps and like really
00:19:26.559 succeeded in a difficult Market if
00:19:28.039 you're telling me you don't have
00:19:29.559 anything to talk about I would look at
00:19:31.159 you and say I just don't think you're
00:19:32.240 working hard enough
00:19:33.720 yeah I know I know people are like you
00:19:36.280 were in that girl's Mastermind dang I
00:19:38.559 was like yeah that's awesome okay that's
00:19:41.799 so helpful um I love that I feel like
00:19:45.880 you just kind of like blew me out of the
00:19:47.600 water in love I always say it's just
00:19:50.039 like I mean I really like here's the
00:19:51.600 thing here's the thing and this is what
00:19:52.799 I say and it's pretty demented I'm
00:19:54.120 already saving for my daughter's therapy
00:19:55.840 if if I love you I'm coming hard for you
00:19:59.600 like I just I just like my whole life I
00:20:01.520 lived a small life or not my whole life
00:20:03.400 I would say I don't know like when I
00:20:05.320 turned 30 I realized I was living a very
00:20:07.120 small life and then all of a sudden I
00:20:08.640 realized like the stuff that I've done
00:20:10.960 in the last few years I think to myself
00:20:12.679 what would have happened if I actually
00:20:14.720 like gave myself like more of a push
00:20:17.000 like what would have happened if
00:20:17.799 somebody just came out and said like
00:20:19.000 stop like you have one life like why are
00:20:20.799 you why do you care what they say like
00:20:23.280 all of that and like why would you care
00:20:24.559 if you fail and I know it means a lot
00:20:26.159 and it hurts but what hurts more yeah
00:20:29.559 like doing something and failing or just
00:20:31.280 like looking at the end of your life
00:20:32.280 being like I could have I could have
00:20:33.600 done the thing I love that yeah I feel
00:20:35.880 like part of it's like enjoying it too
00:20:37.440 enjoying the content you create and what
00:20:38.960 you're talking about it has to be
00:20:40.600 important um can we tap there for a
00:20:42.679 second though yeah um I don't think that
00:20:44.840 you get to enjoy the content you make
00:20:47.080 until you make the content you don't
00:20:49.320 like mhm like like till you know what
00:20:52.039 you yeah because people are like they
00:20:53.760 make content and it's hard and it takes
00:20:55.600 so long and then they put it out and
00:20:57.360 then nobody engages or they look at it
00:20:58.760 and they're like that is so stupid it
00:21:00.520 doesn't make sense and so they don't
00:21:02.600 give themselves like enough kick in the
00:21:04.440 ARs to go back and be like I need to do
00:21:06.280 this like legitimately 99 more times
00:21:09.240 before I have an opinion yeah like you
00:21:11.039 need to have 99 batch days before you
00:21:13.000 have an opinion about a batch day and so
00:21:15.760 um like I want to enjoy the content yeah
00:21:17.520 I want to enjoy my content but as I'm
00:21:19.159 paying the S the suck tax like in 20125
00:21:23.039 true I will look back and be like I'm so
00:21:24.840 proud that you did these really awful
00:21:27.559 videos so true you know what are you
00:21:30.000 saying like what the H are you saying
00:21:31.720 Jasmine but I'm going to say thank you
00:21:33.679 thank you for doing what it took for you
00:21:35.320 to figure out the work that makes you
00:21:37.080 like light up again that's I love that
00:21:39.240 that's so true I'm glad you said that
00:21:41.120 because I'm like thinking back now to
00:21:44.080 putting out the content for coffee and
00:21:45.360 contracts in the beginning it was so
00:21:46.799 ugly right and I'm so glad I did it
00:21:48.880 though and continue to do it and I'll
00:21:50.200 even post videos now or get through like
00:21:52.320 an awkward podcast intro and be like I'm
00:21:54.200 glad I'm doing this now because like 100
00:21:56.039 times from now it's going to be so much
00:21:57.320 better think of the Montage like that
00:21:59.559 you make in 2028 and you're just like
00:22:01.960 like where you started and
00:22:04.080 then she was so cute exactly exactly
00:22:08.080 yeah you have to get through that part
00:22:09.520 the bad the bad part I want to go look
00:22:11.200 at some old videos of you of your first
00:22:13.240 videos oh yeah prare your heart pop some
00:22:14.799 popcorn I mean like my hair is so dark
00:22:17.000 it looks like I like dunked my head in
00:22:19.279 like an ink pot and like it was just
00:22:21.360 like out of a box like I didn't have
00:22:22.760 money for like a hair stylist so I was
00:22:24.360 just like oh yeah I'm really cool like
00:22:26.400 dark hair and then we lived at the time
00:22:29.360 in in a condo that did not get very much
00:22:32.360 if any natural light and so there was
00:22:34.320 this one tiny window in the room that I
00:22:35.760 used for an office and so I went to Home
00:22:37.080 Depot I just got this big piece of like
00:22:38.880 flat wood I think it was 9 ft tall my
00:22:42.120 root my my ceiling was about 9 foot tall
00:22:44.559 and then I just cut out magazine photos
00:22:47.559 and then I glued all the magazine and
00:22:49.400 then that was like my background I just
00:22:50.840 stood in front of magazines cuz I was
00:22:52.320 like I'm a
00:22:55.039 photographer ghetto it was ghetto was
00:22:57.120 all get out but I mean people watch mhm
00:22:59.840 I love that I I was also in when I
00:23:02.559 started copying contracts I was in a
00:23:04.000 really J apartment like every picture in
00:23:06.440 there it's so dark I would try to I
00:23:08.840 tried to take our own photos for the
00:23:10.840 content that we were using and I was not
00:23:12.480 a photographer like you were and the
00:23:14.520 photos are so bad I Tred to take like
00:23:17.000 stock photos and I was like I had like a
00:23:19.240 white you know like one of those poster
00:23:20.880 boards and they were terrible they were
00:23:22.559 awful and look it here you are I know
00:23:24.520 I'm like but then I realized actually no
00:23:26.480 you're you were not good at that you
00:23:27.960 should start to invest in buying photos
00:23:30.320 yes um okay love that um so the next
00:23:35.080 thing that I wanted to talk about um is
00:23:38.000 for us starting a new business like
00:23:40.640 gateless and for anyone else um any of
00:23:42.880 our listeners who are thinking about
00:23:45.000 starting a business um I'm curious like
00:23:49.120 I feel like we're kind of struggling
00:23:50.720 with where to begin and like this what's
00:23:53.720 the most important things to do first um
00:23:57.240 so I wanted to see if you could talk a
00:23:58.679 little bit about that like where to
00:24:00.440 begin when you're when you have an idea
00:24:02.080 for a business I guess um okay give me a
00:24:05.159 little bit more context so like for Gat
00:24:07.000 list let's talk about Gat list for
00:24:08.400 example so we have all these ideas it's
00:24:10.799 Cara and I and we could talk to we could
00:24:13.279 brainstorm all day and talk about like
00:24:15.000 our dreams and ideas and what we want to
00:24:17.880 do but we I think we're having trouble
00:24:19.600 like putting it on a putting it on the
00:24:21.919 schedule you know like right do we um
00:24:26.200 like we're like okay we need to build
00:24:27.279 our email list we need to like post
00:24:28.760 content we need to have a lead magnet
00:24:30.399 like what is is there like a I mean
00:24:32.120 there's no like right or wrong of course
00:24:34.159 but like what what would you say like
00:24:37.399 about us getting our like our sequence
00:24:39.720 in order like yeah and so okay I totally
00:24:42.360 understand the question and then it
00:24:43.279 looks different for a lot of different
00:24:45.240 people I always say like play to your
00:24:47.440 strengths first and so um the beauty
00:24:50.679 about having a partnership and there's
00:24:52.080 many people who are listening or
00:24:53.320 watching and they're like they're lucky
00:24:54.640 because there's two of them um but this
00:24:56.960 applies even if if you were just doing
00:24:58.240 it by yourself it is really to
00:24:59.760 understand what is your power play and
00:25:01.039 so the the good thing is if you would
00:25:02.440 allow me to share that I got I don't
00:25:03.880 know Cara personally but we been
00:25:05.159 speaking about your business partner for
00:25:06.720 gate list throughout the entirety of the
00:25:08.120 morning and I've distilled you did not
00:25:10.840 say this but I have distilled she's a
00:25:12.320 Powerhouse in leadership team building
00:25:14.760 culture sales you shine the most in
00:25:18.000 content marketing branding and so then
00:25:21.360 um one of the things that we had
00:25:22.640 discussed was who is going to be running
00:25:24.240 who's in charge of operations but
00:25:26.039 because that's not necessarily your
00:25:28.159 strength yet it can be depending on how
00:25:30.360 much you want to invest in it but at
00:25:32.159 this point in time I would simply say
00:25:34.159 Okay Cara we have identified your
00:25:35.919 strengths and we've identified mine now
00:25:39.200 we both get to concurrently run together
00:25:41.520 and figure out what is the fastest way
00:25:43.480 for us to shine and so for her she
00:25:46.679 really loves the podcast so she should
00:25:49.000 be creating the podcast schedule how are
00:25:51.960 you guys going to be batching content if
00:25:54.039 you guys are doing them in person or not
00:25:56.480 it's not just setting okay do you have
00:25:57.880 an hour let's do this over an hour
00:25:59.240 because inevitably things go wrong it's
00:26:01.159 when do we have 3 hours for us to create
00:26:03.399 at least three pieces of content what
00:26:05.520 are those topics who prepares for the
00:26:07.320 content if this is her domain is she
00:26:09.440 sending you homework or is she coming in
00:26:11.039 with all the questions is she staying
00:26:13.039 like this is the theme and then she
00:26:14.399 comes to you okay based on this theme
00:26:16.080 we're going to need social posting
00:26:17.320 content around this and if we do like a
00:26:19.520 month theme or a series on X all of our
00:26:22.600 social content should be around X and
00:26:24.480 since it's on social would you build out
00:26:26.919 a very simple PDF that we could be using
00:26:28.840 as an optin around topic X so now what
00:26:31.320 you guys have just done is built an
00:26:32.640 ecosystem of attention in the beginning
00:26:35.039 when you're building a business yes you
00:26:36.840 want money but more what you really need
00:26:39.080 is attention and then once you get
00:26:40.960 attention then you can go for proof of
00:26:42.919 concept right now like you know people
00:26:44.679 start business and they're like great
00:26:45.760 I'm going to go make money right but if
00:26:47.679 you try to make money and you don't have
00:26:48.880 attention you're going to have a heck of
00:26:49.919 a time if you try to make money without
00:26:52.000 product Market fit you're going to get a
00:26:53.159 few friends and family to buy from you
00:26:54.679 but you're not going to get strangers to
00:26:55.799 buy from you so there is this just
00:26:57.919 period of saying okay what am I the best
00:27:00.080 at does it drive attention good thing
00:27:02.679 for Cara is a podcast can drive
00:27:04.320 attention like on YouTube and audio good
00:27:06.200 thing for you you can drive attention on
00:27:07.840 social once you do that you're going to
00:27:09.360 want to go a little bit deeper with what
00:27:11.480 can we give somebody in exchange for
00:27:13.880 their email address so whatever the
00:27:15.600 optin is now you don't want to go
00:27:17.000 through and create like 13 optins you're
00:27:18.480 like that would take me so much time
00:27:19.760 however if you get decided to create
00:27:21.919 what is our what is our container for
00:27:24.159 attention and you're like what do we
00:27:25.960 think the gateless woman wants to know
00:27:28.760 and like this is the juicy topic and
00:27:31.080 you're like we believe juicy topic
00:27:32.840 number one should be this you have three
00:27:34.919 podcast episodes around that topic and
00:27:36.880 if you can bring in a guest to fit in
00:27:38.960 that topic now you have your whole
00:27:40.399 little container and then you get to
00:27:41.880 create one optin around that now the
00:27:43.600 beauty of creating one optin is let's
00:27:45.480 just say the juicy topic that people
00:27:46.880 want to know is how does alcohol affect
00:27:50.760 your business performance let's just say
00:27:52.399 that's a topic yeah great you can create
00:27:54.480 an optin for that and then like 3 months
00:27:56.240 later talk about like help optimization
00:27:58.000 for entrepreneurs you don't have to
00:27:59.640 create a new often you could just use
00:28:01.200 like hey and health big component if is
00:28:03.399 how often you're drinking download this
00:28:05.080 guide so you're creating one piece of
00:28:07.440 content that can list build even if it's
00:28:09.640 not just around that particular topic so
00:28:12.559 I have whenever you're coming up with
00:28:14.240 your content um do you have like
00:28:17.799 different like foundations that you're
00:28:19.159 talking about in particular times if
00:28:21.159 that makes sense oh uh yes and no so um
00:28:25.240 we believe in branding pillars like
00:28:27.480 these are three topics that well it used
00:28:30.120 to be these are three topics that I'm
00:28:31.960 known for and I'm kind of just going
00:28:33.679 through like a personal Rebrand and now
00:28:36.399 I'm saying these are topics I want to be
00:28:38.559 known for so if you were to ask me to
00:28:41.240 create a 60-minute video on a social
00:28:44.600 strategy for Instagram for a
00:28:46.279 medium-sized business I without notes
00:28:49.880 could talk for 60 Minutes on a video and
00:28:53.320 tell that to you mhm but I'm tired of
00:28:55.679 singing that same dang song with the
00:28:57.519 same one string fiddle M so now that I'm
00:29:00.360 testing out new pillars I don't I can't
00:29:02.760 talk for 16 minutes about it I haven't
00:29:04.279 done the work enough so I believe
00:29:06.840 strongly in honing my content around
00:29:09.919 three topics it will always fall around
00:29:11.640 that however during times of promotion I
00:29:16.200 will yes focus on a Content pillar but
00:29:18.360 do it around the thing that I'm selling
00:29:21.120 okay so pretty lowkey we are launching a
00:29:24.480 brand new course for a high-end
00:29:26.840 entrepreneur
00:29:28.039 and so the month or 6 weeks before that
00:29:31.600 I'm going to be having podcast episodes
00:29:34.320 that are specific to itching the scratch
00:29:37.240 of the thing that that person wants so
00:29:39.720 the podcast episodes if you are
00:29:41.200 listening on a weekly basis you will
00:29:43.440 hear oh yeah I never thought about that
00:29:45.200 oh that's how she does it I would like
00:29:46.720 to learn more and then at the end of
00:29:48.240 those we'll have an invitation to join a
00:29:50.440 live master class so that's the only
00:29:52.679 time that I'm kind of Shifting away from
00:29:54.480 the three topics of our Focus because it
00:29:56.519 hones like how overwhelmed you feel by
00:29:58.600 you can talk about anything I don't want
00:30:00.200 to talk about anything like I want to be
00:30:01.840 known for something I want to be a
00:30:03.360 specialist in something so that people
00:30:05.279 will pay you more Drive farther your
00:30:07.399 personal brand is known for those three
00:30:08.720 things but it just takes a long time to
00:30:10.640 shift the way that people see you MH
00:30:12.679 sometimes I notice a lot of podcasts
00:30:14.120 that I listen to um like Amy Porterfield
00:30:16.799 is someone who comes to mind or Jenna
00:30:18.559 Kutcher it's like it seems like they're
00:30:21.559 they it's like they almost have like a
00:30:23.120 foundational like message that they are
00:30:25.600 like constantly talking about and then
00:30:29.000 they like break it down you know what
00:30:31.480 I'm saying like absolutely it's almost
00:30:33.240 like and and a lot of they all have
00:30:34.840 books too so I'm like is the key to like
00:30:36.600 write a book and then you just pull from
00:30:38.480 the book like well it's it's it's okay
00:30:40.480 so when you look at like if you were to
00:30:41.760 look at it like um a circle and then you
00:30:44.080 have spokes coming from the circle or
00:30:46.080 like a sunflower it's like the center of
00:30:48.720 that thing is like what the hill you
00:30:50.919 want to die on what is your firm belief
00:30:52.840 and they have all these petals going
00:30:54.120 around it and so if we use Amy Amy is
00:30:57.399 about like what is the hill she's going
00:30:58.639 to die on is that courses are for
00:31:01.840 business owners yeah and so everything
00:31:03.960 around that is well how do you get your
00:31:05.679 message out in a course how do you
00:31:07.080 Market a course how do you build an
00:31:08.480 audience for a course and so how do you
00:31:10.320 f your messaging for a course and so
00:31:11.720 you'll see that there's this common
00:31:12.880 theme around the hill she wants to like
00:31:15.399 evangelize to other people and so in a
00:31:17.799 way it makes content easier to make
00:31:20.440 because it's so streamlined and people
00:31:22.159 know her like if you were to say you can
00:31:24.480 literally ask like celebrities if you
00:31:26.080 can ask a celebrity there's a celebrity
00:31:28.039 who says I want to create a course
00:31:30.600 everybody says you need to talk to Amy
00:31:33.279 yeah and that is on the back like
00:31:34.760 literally a 15 years of saying I do this
00:31:37.840 I do this she is the person and I feel
00:31:40.399 like I can confidently say like beond a
00:31:41.960 Shadow of Doubt there are other people
00:31:42.960 who have massive courses teaching how to
00:31:46.159 create a CH and she is I won't give away
00:31:49.000 all the tea but she's like 8 n 10x what
00:31:51.600 the biggest person in the Market's doing
00:31:53.080 like she's that person but she's been
00:31:55.000 doing it for 15 years and so we want to
00:31:56.760 get that big we got to put our head down
00:31:58.360 and talk about the same thing for 15
00:32:00.080 years mhm is there like a term for that
00:32:02.600 like for uh for like the foundational is
00:32:05.720 that just like content pillars or brand
00:32:07.600 pillars it would be content pillars
00:32:08.880 brand pillars but like you know like her
00:32:10.639 brand her personal brand has now become
00:32:13.000 so associated with that yeah and that's
00:32:15.159 like a personal decision the same way
00:32:16.880 that um you know Apple like when Steve
00:32:20.159 Jobs like his personal brand became so
00:32:22.000 tied to it because he was all about the
00:32:23.919 Innovation he was all about the product
00:32:25.760 and so he made that as a decision we see
00:32:27.320 lots of other people who have their
00:32:28.519 personal brand and then they pivot a few
00:32:29.960 times over there's not a right or wrong
00:32:31.360 it's just how convicted you are around
00:32:33.320 that particular topic product offering
00:32:35.760 all right let's look back on some of the
00:32:37.760 questions that I had from the coaching
00:32:40.639 um what is a common mistake you see
00:32:42.760 people make in the beginning stages of
00:32:44.360 starting a community or business uh
00:32:46.519 doing too much at once so Rory Vaden
00:32:50.200 says diluted Focus gets diluted results
00:32:53.880 and so until your project business
00:32:57.559 passion is on autopilot like until you
00:33:00.679 could say I can take the r or for weeks
00:33:02.720 off and it's not going to have an impact
00:33:04.360 on what that is taking on anything else
00:33:08.000 jeopardizes the golden egg and so I
00:33:10.919 always look at every business has a
00:33:12.279 golden egg you can have 18 products you
00:33:14.240 can have one offering right but every
00:33:16.159 business has a golden egg and so you
00:33:17.880 need to protect the golden egg with
00:33:20.000 everything you do and anything that
00:33:21.240 takes your attention away without
00:33:22.799 protection of the golden egg puts you
00:33:25.039 distinctly at a disadvantage mhm and so
00:33:27.559 trying to do too much it's like uh if
00:33:29.639 you're jumping from Project to project
00:33:31.240 or you have a business and you you know
00:33:33.120 you finally hit a million dollars you're
00:33:34.679 like great I'm so ready for the next
00:33:36.480 thing and I'm like a million dollars
00:33:38.600 like what's your Tam your total
00:33:40.080 addressable market like you could do
00:33:41.960 three million like learning what you
00:33:43.360 know it's like so you you know you take
00:33:45.000 like whatever some people oh it take
00:33:46.919 like eight years to get to a million
00:33:48.559 dollars or one year to get to a million
00:33:50.240 dollar and I'm like what you just did in
00:33:52.320 a year you could literally lap it in a
00:33:54.480 third of the time based on what it is
00:33:56.240 you know and if you could get similar or
00:33:58.600 the same result in a third of the time
00:34:00.639 why would you build anything else so
00:34:03.000 it's like this is focusing on what is
00:34:04.240 the one Domino that you can push that
00:34:05.720 has an effect on so many other things so
00:34:07.320 I'm just I don't I'm kind of bullish on
00:34:09.000 that point it's just like sticking
00:34:11.320 sticking with the suck longer than most
00:34:13.159 people until you say the thing has got
00:34:15.800 the best attention it's on autopilot or
00:34:18.320 it's ready to be sold yeah oh I feel
00:34:20.719 like I needed to hear that cuz I need to
00:34:22.560 focus on one thing at a time um so what
00:34:26.440 was the turn you said in there Tam yes
00:34:29.159 total addressable Market how do you
00:34:30.918 determine that well okay so a great
00:34:33.199 question so coffee and contracts
00:34:35.440 primarily of course it serves other
00:34:37.040 people but primarily it serves a
00:34:38.918 demographic real estate agents and
00:34:40.839 mortgage brokers I mean it serves a
00:34:42.440 bunch of people but mostly it's that you
00:34:43.719 could say so then total addressable
00:34:45.679 Market would be how many Realtors and
00:34:48.199 mortgage brokers are there in the United
00:34:49.918 States so then you go to Google and then
00:34:52.119 you say how many and I like to do the
00:34:54.440 previous year because you don't want to
00:34:56.199 use data analytics from like 2008 where
00:34:59.160 there weren't a lot of people right that
00:35:00.440 was a downturn of like the economic
00:35:02.079 market and homes were busted and
00:35:03.440 Realtors went out of business so I
00:35:04.720 always like to be how many realtors in
00:35:06.720 or I would do one one how many Realtors
00:35:08.720 are there in the United States in 2022
00:35:10.560 how many Mor mortgage brokers were there
00:35:12.400 and then in 2024 I would do 2023 I like
00:35:14.880 to just do the previous year then you
00:35:16.359 would just combine both of those things
00:35:18.720 and then you say total addressable
00:35:19.880 market now let's just say and I don't
00:35:21.320 know your numbers but because I'm not
00:35:22.359 all that great in math let's just say
00:35:23.720 you have 10,000 people on the inside of
00:35:26.119 coffee and contract s but the total
00:35:28.079 addressable Market is 4.3 million mhm
00:35:31.079 you got a long ass time to build out to
00:35:33.560 that market and you haven't done enough
00:35:35.800 to actually prove that you're a
00:35:37.079 formidable offer within that space so if
00:35:39.240 there is that much room to grow then
00:35:41.440 like dig your heels in and figure out
00:35:43.839 what you what is the path that you want
00:35:45.599 mhm okay I love that I needed that I
00:35:48.800 know people are going to be listening to
00:35:49.760 this like they you dealt with her like
00:35:52.000 that for months and I was like oh yeah
00:35:54.520 like yep I got yelled at all the time
00:35:56.480 just
00:35:57.680 I'm not
00:35:58.680 yelling okay like people are just like
00:36:00.520 my ears are sensitive no I need it so
00:36:02.800 much like it's so helpful I remember
00:36:05.040 sitting we went to dinner actually we
00:36:06.480 went to dinner like one block from where
00:36:07.960 we're sitting right now so we're
00:36:08.839 recording in in Newport Beach and this
00:36:11.079 is where we had the Mastermind and then
00:36:12.400 we walked to dinner yeah oh yeah yeah
00:36:14.599 okay so we were there and I sat next to
00:36:17.400 you and you were like so quiet like so
00:36:20.599 quiet and I was like is everything okay
00:36:22.920 and you're like yeah it's just it's a
00:36:25.880 lot yeah it's a lot it is a lot and um I
00:36:30.040 think that one of the things that really
00:36:31.680 sparked action was we had an inperson
00:36:34.760 event so we were in The Mastermind about
00:36:35.920 a month and a half or two months and
00:36:37.440 then we had an in-person event so this
00:36:39.040 is where I got to meet you face to face
00:36:40.880 and then um I sat next to the table and
00:36:42.800 then there was like we won't talk about
00:36:43.880 them but there was like a few
00:36:44.520 non-negotiables and I was like Haley I'm
00:36:46.680 sorry I've been hearing this like second
00:36:49.200 month so it's either you make the
00:36:52.280 changes and then we get to have a
00:36:53.480 different conversation or you don't make
00:36:55.359 changes and then I don't want to hear
00:36:56.440 about it anymore because you're you're
00:36:58.040 making the decision so if you're making
00:36:59.400 that decision just own it and you're
00:37:00.760 like okay then we got we connected a
00:37:03.119 month later and you're like I did it I
00:37:04.800 did it I was like yes you did yes you
00:37:07.280 did so yeah yeah yeah I needed that kick
00:37:09.800 in the butt to take action for sure um
00:37:12.839 The Mastermind was amazing one thing
00:37:15.160 that I had that is super random but um I
00:37:17.880 wanted to see um how often are you
00:37:21.240 analyzing like your analytics on social
00:37:24.119 media I would like and oh that's a good
00:37:27.599 question that's a really good question
00:37:29.280 and
00:37:30.760 um I just I'm not I'm not in the weeds
00:37:33.800 like that okay because what I don't want
00:37:36.359 to happen is to go in and take a siloed
00:37:38.760 look and then figure out oh I need to
00:37:40.520 change I need to change my
00:37:42.839 Approach so quickly I like to change my
00:37:45.560 Approach slowly as I'll get out so at
00:37:48.040 the time of this recording and I don't
00:37:49.240 know exactly when this is going to drop
00:37:50.920 but maybe I would say like last month I
00:37:53.000 mean my reals were just embarrassing it
00:37:56.359 felt felt like it felt like why what are
00:37:59.480 you doing like why are you even making
00:38:00.880 them like and I I didn't I wasn't doing
00:38:03.040 anything different I was like no like
00:38:05.160 this is the Cadence and so there is a
00:38:06.960 little bit of a formula that I like to
00:38:08.480 test with like uh I don't like to post
00:38:10.599 to like um iPhone reels back toback and
00:38:13.680 I say when I I classify an iPhone reel
00:38:15.520 it's like a voice over a trending song
00:38:18.040 quickly moving content versus a DSLR so
00:38:20.960 I'll sit with a DSL art and I'm like I'm
00:38:22.359 having like my own like thought moment
00:38:24.240 like three things that I've learned or
00:38:26.040 three ways to stop or how to improve and
00:38:28.560 so I like to break those up every other
00:38:30.960 day it's just like a personal thing
00:38:32.200 because I like to see how are they how
00:38:33.640 are they performing independent of each
00:38:35.359 other and no matter what I did um
00:38:38.280 sometimes if I have like an
00:38:39.119 inspirational quote Oh it gets all warm
00:38:41.079 and fuzzy did nothing I was just like oh
00:38:43.400 my God like this is
00:38:45.000 embarrassing and if I would have stopped
00:38:47.640 or if I would have said oh we need to
00:38:49.079 change strategy like I just was like no
00:38:51.960 I'm just going to sit here I'm just
00:38:53.119 going to sit here for another four to 6
00:38:54.680 weeks and I'm going to continue to do it
00:38:56.760 because everybody so on the inside of
00:38:58.800 social curator we do like live coaching
00:39:01.240 and so it's great I'm sure you know in
00:39:03.240 your community you're getting realtime
00:39:04.760 feedback of what people are experiencing
00:39:06.960 and so there's two types of people
00:39:08.720 people who will say wamp wamp and we're
00:39:11.319 all saying it everybody's saying wamp
00:39:13.160 wamp but the people who say wamp wamp
00:39:16.079 and stop and you don't you win by
00:39:19.720 freaking default yeah so I'm like oh
00:39:22.400 well let me just do what I'm doing once
00:39:25.359 the Clutter fades and it still is not
00:39:27.680 performing then I'm gonna have a
00:39:28.960 different opinion and lo and behold I've
00:39:31.040 seen an uptick I was like your girl's
00:39:32.760 back because people stop the race yeah
00:39:35.960 and so you don't need to R you don't
00:39:37.240 need to be fast you don't need to be
00:39:39.119 first you don't even need to be the best
00:39:41.400 you just have to say I'm going to keep
00:39:43.240 running longer than anybody else yeah I
00:39:46.160 love that I've been just looking at the
00:39:48.319 analytics so much with a starting a new
00:39:50.720 business like gate list I feel like it's
00:39:52.760 it's important in the beginning I think
00:39:54.440 but then as you like build it up it's
00:39:56.640 like you know you start to know what's
00:39:59.400 what resonates with your audience and
00:40:01.000 stuff but yeah it's been helpful and and
00:40:03.960 it's just like you know one thing is
00:40:06.160 like um very there's very detailed
00:40:07.880 analytics and then people get very
00:40:09.160 overwhelmed it's like if you're like you
00:40:11.720 can learn a lot by just clicking on like
00:40:14.079 the reals tab of your Instagram and
00:40:16.119 seeing which ones which ones were the
00:40:18.319 standout and you might be like oh well
00:40:20.520 this one got 75 and then one got 10 it
00:40:22.200 doesn't matter it was a standout so go
00:40:24.160 back and start asking yourself if you
00:40:25.359 were to look through most recent post
00:40:27.079 like let's just say in the last 30 days
00:40:29.400 um and well in the last 30 days
00:40:32.560 functioning on the assumption that you
00:40:33.839 posted through times a week yeah like if
00:40:35.480 the last 30 days you posted like yeah
00:40:37.720 then that doesn't work there but I want
00:40:39.160 to I want to look at an aggregate let's
00:40:40.440 just say 12 to 15 posts 20 posts like
00:40:43.319 between 10 and 20 posts which ones did
00:40:45.599 best and no strings attached look at the
00:40:49.280 top two that did best and ask yourself
00:40:51.319 can I recreate this and then recreate it
00:40:53.920 you don't even have to think you've just
00:40:54.920 saved yourself time let me recreate it
00:40:57.040 if it got similar engagement then you're
00:40:59.720 on to something bang that drum until it
00:41:01.560 stops working anymore so often times
00:41:02.920 people are like I want to recreate the
00:41:04.079 real I got to do the next best thing no
00:41:05.480 you don't you just got to go to the
00:41:06.599 thing that worked and then duplicate it
00:41:08.240 and keep on duplicating it until it
00:41:09.680 doesn't work anymore mhm yeah I love
00:41:11.800 that and do you do the same thing for
00:41:13.359 like all all platforms you would say
00:41:15.480 like like YouTube are you looking at the
00:41:17.720 analytics there and stuff like that um
00:41:19.599 yeah but it that one just like break
00:41:21.240 your heart you know I mean it's just bad
00:41:23.319 like it's just bad but I actually did it
00:41:25.119 I was like okay I can I can lean away
00:41:28.119 from it and just being like oh this is
00:41:30.599 embarrassing because what happens is I
00:41:32.839 don't have a particularly big Channel
00:41:34.520 but it's like I don't know like 78 or
00:41:36.240 880,000 people but the vast majority of
00:41:39.319 them came from the photography days and
00:41:41.640 so Alam rhythmically if somebody
00:41:43.480 followed or you know subscribed to my
00:41:45.119 channel eight years ago because they
00:41:47.560 wanted to know about like aperture 1.2
00:41:49.960 and now they're seeing you know branding
00:41:51.839 strategies they're just like I'm just
00:41:53.480 not going to engage anymore and so when
00:41:55.720 you see that you look at that video of
00:41:58.119 like freaking 250 views and the
00:42:00.920 production value back then I literally
00:42:03.160 went into my cavernous office and I was
00:42:04.839 like so today and there I am and no mic
00:42:07.760 and it's awful and then now working with
00:42:10.599 a videographer and we have light and I
00:42:12.760 spend time crafting the message for what
00:42:16.000 and so instead of Leaning away from it
00:42:17.839 I'm like nope like everything is content
00:42:20.920 so brought out like Canon gx7 and I was
00:42:25.200 like okay so this is going on I've spent
00:42:27.480 a year building out this YouTube channel
00:42:29.680 I've hired professionals to record my
00:42:31.480 videos and it's sucking like if I can
00:42:35.160 get past minute three of a 30 minute
00:42:38.319 video wow I'm clapping myself on the
00:42:40.559 back which is pretty disastrous so this
00:42:42.559 is your girl documenting it saying it's
00:42:44.559 changing so I just recorded I was like
00:42:46.960 okay so I see analytics like here are
00:42:49.000 like what what is the click-through rate
00:42:50.559 like how like how many people were shown
00:42:51.920 to this like what happened what is about
00:42:53.240 this thumbnail and so then I just create
00:42:54.720 a hypothesis like is the thumbnail
00:42:56.839 because like the typography was big or
00:42:58.880 because I did the freaking thing I said
00:43:00.240 I was never going to do on YouTube which
00:43:01.599 is the God it's so stupid I was like I
00:43:05.400 hate those thil I know why that works it
00:43:07.599 works though it works like I just
00:43:09.280 recently I saw not recently but like
00:43:10.800 maybe like a month and a half ago Mr
00:43:12.400 Beast had two thumbnails next to them
00:43:14.880 and the only difference the only
00:43:16.839 difference was his like mouth being open
00:43:19.280 and eyes were bigger really versus like
00:43:22.400 and I'm like God it's a freaking open
00:43:23.800 mouth thing like I'm shocked you're
00:43:27.640 shocked You' got a great video so
00:43:29.920 leaning into it because you know I I
00:43:32.240 told the team I was like I know it makes
00:43:33.720 no sense and it feels like a waste of
00:43:35.119 time we're going to come back to YouTube
00:43:36.599 in three years I'm going to have an
00:43:37.960 opinion about YouTube in three years and
00:43:40.400 until then it's like shut up and create
00:43:42.559 because it's a search engine I need to
00:43:44.920 give my time I need to give my content
00:43:47.119 time to be searched for which is very
00:43:49.480 different than content that we're
00:43:50.520 putting out on Instagram and Facebook
00:43:52.240 that is stumble upon MH so when you
00:43:54.680 think of your marketing you have stumble
00:43:55.880 upon on and search both essays now
00:43:59.480 stumble upon is great because your
00:44:01.280 friends will like it or it will get
00:44:03.119 shared and so you stumble upon it but
00:44:05.319 the stumble upon does not really exist
00:44:08.119 in Google it doesn't really exist in
00:44:10.119 YouTube It's search based intent so
00:44:12.680 people will be searching for longer like
00:44:14.920 I have to know that this video that got
00:44:16.599 like a million views on Instagram it's
00:44:18.839 died its death no one is going to search
00:44:21.520 six or eight months for that content
00:44:22.839 anymore it's dead but with YouTube One
00:44:26.119 the content lives on in perpetuity and
00:44:27.880 here's the crazy thing like you and I
00:44:29.359 are having this podcast and gateless is
00:44:30.960 what it is right and you guys are
00:44:31.920 building out your content what if like
00:44:34.319 from my lips to God's ears I'm going
00:44:35.720 dream big what if I get so big like so
00:44:38.440 big something happens in my life and my
00:44:40.839 career where I become the first Latina
00:44:43.520 to sell a billion dooll company and I
00:44:45.480 IPO and I'm ringing the the the bell at
00:44:48.440 the stock exchange when people start
00:44:50.920 searching for me the content we created
00:44:53.599 four to 5 years earlier is going to be
00:44:55.480 inex
00:44:56.160 [Music]
00:44:57.280 think
00:44:59.559 you're you don't know sitting in front
00:45:01.559 of your microphone so you do the damn
00:45:03.520 work until that person gets important
00:45:05.440 and along the way you get important too
00:45:07.480 mhm that's super interesting I love that
00:45:09.240 the search for versus stumble upon that
00:45:12.040 it's like Tik Tok is kind of becoming
00:45:13.760 both that you're stumbling upon and
00:45:16.079 searching for it's interesting yes very
00:45:20.160 interesting and the better your search
00:45:22.160 gets like the more you search like the
00:45:23.359 more that you follow a particular
00:45:24.559 hashtag or engage or even have to engage
00:45:26.720 like Tik Tok algorithm is so sick good
00:45:29.520 that you don't even have to do any
00:45:31.880 engaging it will just watch where your
00:45:34.000 eyes are watching and how long you stay
00:45:36.040 on that video that it's going to
00:45:37.040 continue to serve up that content so
00:45:38.359 your stumble upon is actually search
00:45:40.559 based based on your Tendencies which is
00:45:42.359 slightly different than some of the
00:45:43.400 other algorithms and the way they're
00:45:44.280 serving content right now yeah it's
00:45:45.760 super interesting I wonder how long
00:45:47.839 content's going to live on Tik Tok like
00:45:49.960 you know how like you're say it will be
00:45:52.000 it will be nothing like YouTube and I
00:45:54.119 actually just been listening to a lot of
00:45:55.480 conversations
00:45:57.119 digal meeking outan is the video crew
00:46:00.200 tired of us they are like come but this
00:46:02.680 is so important I really really really
00:46:04.160 want us to like put a stake in the
00:46:05.359 ground there's going to be a thing
00:46:07.000 around digital identities and like what
00:46:09.160 happens is you know prior to World War I
00:46:11.839 people didn't have passports and then
00:46:14.040 after like Americans were traveling to
00:46:15.520 Europe and there was like a lot of
00:46:16.400 things and we had to identify who are we
00:46:19.160 as a human who do we belong to what
00:46:20.880 tribe what people what land are we from
00:46:23.079 so then people walked around with this
00:46:24.520 thing with the passport were you
00:46:25.920 mandated to get a passport no but then
00:46:28.640 it led to a question of well if you're
00:46:30.200 not getting a passport are you American
00:46:33.079 and so now what's happening is that
00:46:35.240 there's no borders on social media and
00:46:37.280 so now there are people in different
00:46:38.880 countries who are having opinions about
00:46:40.480 what's happening in other respective
00:46:41.960 countries when they don't have a vested
00:46:43.960 interest and so now what we see is like
00:46:46.160 people are campaigning against Tik Tok
00:46:48.400 but I think it's going to be less
00:46:50.000 against the platform and more for who
00:46:53.599 are we listening to because all of a
00:46:56.119 sudden on Facebook when you have
00:46:57.359 accounts that look like they're like
00:46:59.319 born and BR America and it's actually a
00:47:01.680 Russian bot or actually somebody who's
00:47:03.960 campaigning against our political
00:47:05.760 election and not being a taxpayer or not
00:47:08.200 understanding who we are as Americans I
00:47:09.920 have an issue with that and so I think
00:47:11.800 that there's going to have to come a
00:47:12.880 point where governments are going to say
00:47:14.599 listen this is a free Nation we can talk
00:47:16.599 and be other but there's going to have
00:47:17.599 to be some sort of identity that's tied
00:47:19.400 to who we are and where we hail from
00:47:21.599 because I want to listen to opinions
00:47:23.079 even if I don't agree I don't have to
00:47:24.559 agree but if I know that you're an
00:47:26.000 American and we want to raise our
00:47:27.319 children in this country I'm going to
00:47:28.680 listen to you differently than I am
00:47:29.960 somebody who's not in this country has
00:47:31.359 opinion about a a legal system or
00:47:33.280 Judicial System they have no opinion
00:47:35.079 about so anyway welcome coming my TED
00:47:37.400 talk like I know people like she's into
00:47:38.960 social media I'm like no I'm into like
00:47:41.520 humanity and documenting and showing up
00:47:44.000 and doing crazy things and living the
00:47:45.400 American dream and like I want to do
00:47:47.000 everything I can to defend those things
00:47:48.319 and so anyway yeah yeah we just went
00:47:50.599 there welcome to Gat list the show you
00:47:54.160 we're not gatekeeping over here no not
00:47:57.000 at all not at all no I mean it's all
00:47:59.640 super strange and hard to wrap your head
00:48:02.400 around especially all the AI stuff and
00:48:04.119 like the The Meta what is it now you can
00:48:06.880 like talk with like Kylie Jenner on
00:48:09.079 Instagram you have like what I think
00:48:10.960 it's called like the friend or like who
00:48:12.359 you're it's like basically like an AI
00:48:14.280 Avatar yeah I I don't even know where
00:48:16.400 it's going but it's it's a little scary
00:48:19.359 well this is why we need to have
00:48:20.319 conversations around what it is here
00:48:21.839 here's the thing there's so many people
00:48:23.520 who who don't live where we live even in
00:48:26.200 America they don't have access to it so
00:48:28.040 I have no problem with people coming up
00:48:29.680 with avatars and being friends with
00:48:30.880 avatars the thing I have a problem with
00:48:32.920 is I want to know if I'm talking to the
00:48:34.720 Avatar yeah and so I just think those
00:48:36.520 are all conversations that we have needs
00:48:38.480 to be transparent and and that needs to
00:48:40.880 be a big thing
00:48:43.000 absolutely um well thank you so much
00:48:46.720 this was so much fun um I feel like I
00:48:49.480 got a ton from it and I hope our
00:48:50.839 listeners did too I'm sure they did
00:48:52.839 thank you um thank you so much for being
00:48:55.799 here and on Instagram what's your
00:48:57.720 Instagram handle jasminar and Jasmin
00:49:00.119 star.com okay where they can find you
00:49:03.400 yes all right well thank you so much for
00:49:05.680 being here thank you Bab all right