{"version":"1.0.0","segments":[{"startTime":29.834,"endTime":32.494,"body":"You're listening to Podcasting Made Simple."},{"startTime":33.534,"endTime":35.234,"body":"Hey everyone, Alex Sanfilippo here."},{"startTime":35.234,"endTime":36.984,"body":"Welcome back to Podcasting Made Simple."},{"startTime":36.984,"endTime":40.254,"body":"And I'm thrilled today to be joined by Julie Solomon."},{"startTime":40.254,"endTime":41.174,"body":"Julie, welcome."},{"startTime":41.174,"endTime":43.254,"body":"I'm so glad you're here with us today."},{"startTime":43.254,"endTime":44.013999999999996,"body":"thank you so much."},{"startTime":44.013999999999996,"endTime":45.274,"body":"It's a pleasure to be here."},{"startTime":45.274,"endTime":48.604,"body":"Yeah, I'm really excited to get into this idea of messaging."},{"startTime":48.604,"endTime":54.804,"body":"I'm gonna get to that in a second, but real quick, I just want to reference for everybody"},{"startTime":48.604,"endTime":54.804,"body":"that Julie has done an incredible job in the online space."},{"startTime":54.804,"endTime":56.093999999999994,"body":"I encourage you to check out what she's doing."},{"startTime":56.093999999999994,"endTime":59.08,"body":"Two things in particular real quick here is check out her book,"},{"startTime":59.08,"endTime":62.382000000000005,"body":"which is Get What You Want and her podcast, The Influencer Podcast."},{"startTime":62.382000000000005,"endTime":65.293,"body":"So she's got a bestselling book and a highly rated podcast."},{"startTime":65.293,"endTime":72.398,"body":"I've checked out both personally and I'm not even like her ideal avatar client, but I'm"},{"startTime":65.293,"endTime":72.398,"body":"telling you it's really high quality and I've learned from it."},{"startTime":72.398,"endTime":74.018,"body":"So I encourage everyone to go check that out."},{"startTime":74.018,"endTime":77.53,"body":"What I really want to get into here today is the actual messaging side of things."},{"startTime":77.53,"endTime":88.136,"body":"And that's because when I really got to know just Julie's brand, what she does, what"},{"startTime":77.53,"endTime":88.136,"body":"really stood out to me the most is that she is like the best messaging expert I've ever"},{"startTime":88.136,"endTime":88.842,"body":"seen."},{"startTime":88.842,"endTime":90.272,"body":"And that's gonna be our focus days."},{"startTime":90.272,"endTime":91.322,"body":"really wanna get into that."},{"startTime":91.322,"endTime":99.462,"body":"The reason I think that this is gonna be so important is because I see a lot of wrong"},{"startTime":91.322,"endTime":99.462,"body":"perspectives in podcasting, both as guests and hosts, and I'll share that real quick and"},{"startTime":99.462,"endTime":102.922,"body":"I'm gonna turn it over to Julie, but the wrong perspective I see is this."},{"startTime":102.922,"endTime":107.512,"body":"it's podcast guests and hosts saying this, I want to get more out of podcasting."},{"startTime":107.512,"endTime":111.382,"body":"So I need to get more content out there, more episodes."},{"startTime":111.382,"endTime":113.542,"body":"I need to be on more episodes as a guest."},{"startTime":113.542,"endTime":114.83200000000001,"body":"I need more listeners."},{"startTime":114.83200000000001,"endTime":117.116,"body":"I need to be on podcasts with more listeners."},{"startTime":117.116,"endTime":122.287,"body":"I need a bigger audience and then of course always then I need more content for people to"},{"startTime":117.116,"endTime":122.287,"body":"take action on."},{"startTime":122.287,"endTime":127.33,"body":"I need more funnels, I need more sales tactics, I need more different pages for them."},{"startTime":127.33,"endTime":130.758,"body":"These are the wrong perspectives I hear a lot in podcasting."},{"startTime":130.758,"endTime":132.052,"body":"And Julie, I wanna turn it over to you now."},{"startTime":132.052,"endTime":137.546,"body":"Just talk about this and kind of give us a reframe of a mindset of what is far superior"},{"startTime":132.052,"endTime":137.546,"body":"than this."},{"startTime":137.546,"endTime":138.166,"body":"Yeah."},{"startTime":138.166,"endTime":140.186,"body":"And again, thank you so much for having me."},{"startTime":140.186,"endTime":143.08599999999998,"body":"I could literally talk about this stuff all day long."},{"startTime":143.08599999999998,"endTime":144.52599999999998,"body":"And I do come by it honestly."},{"startTime":144.52599999999998,"endTime":146.496,"body":"I've been in the online space since 2013."},{"startTime":146.496,"endTime":150.436,"body":"Before that, I was in corporate America as a publicist."},{"startTime":150.436,"endTime":154.966,"body":"I majored in digital media and journalism with a minor and PR and marketing."},{"startTime":154.966,"endTime":157.856,"body":"So this is all I've ever known to do."},{"startTime":157.856,"endTime":166.558,"body":"And really, being able to now work with so many online entrepreneurs, helping them on"},{"startTime":157.856,"endTime":166.558,"body":"these foundations is truly a dream."},{"startTime":166.558,"endTime":174.22,"body":"for a multitude of reasons, but one of the reasons so much is that it reminds me every"},{"startTime":166.558,"endTime":174.22,"body":"single day the importance of the simplicity of foundations."},{"startTime":174.28099999999998,"endTime":176.18099999999998,"body":"And that's really where messaging comes in."},{"startTime":176.18099999999998,"endTime":178.962,"body":"So we can just get straight to the point."},{"startTime":178.962,"endTime":190.492,"body":"Most people come to me because they think that, like you just said, they have a follower"},{"startTime":178.962,"endTime":190.492,"body":"problem or a lead problem or a sales conversion problem or a content creation problem"},{"startTime":190.492,"endTime":191.368,"body":"or..."},{"startTime":191.368,"endTime":197.41299999999998,"body":"You know, if I could just get more of X, Y, and Z, then I could make more cells and I"},{"startTime":191.368,"endTime":197.41299999999998,"body":"could be more successful."},{"startTime":197.41299999999998,"endTime":199.791,"body":"But really, none of those are the problems."},{"startTime":199.791,"endTime":202.738,"body":"10 times out of 10, the problem is the messaging."},{"startTime":202.738,"endTime":207.50099999999998,"body":"There is something that is missing in your messaging and you're ready to fix it."},{"startTime":207.50099999999998,"endTime":210.07399999999998,"body":"And so that is where I typically come in."},{"startTime":210.07399999999998,"endTime":219.302,"body":"And so I think it's probably important to first kick things off by first clarifying the"},{"startTime":210.07399999999998,"endTime":219.302,"body":"difference between messaging and content because"},{"startTime":219.44199999999998,"endTime":225.14399999999998,"body":"It's not a lot of times what people think that it is, and it's also the key to turning"},{"startTime":219.44199999999998,"endTime":225.14399999999998,"body":"things around."},{"startTime":225.14399999999998,"endTime":229.30499999999998,"body":"So I always say that messaging is the foundation."},{"startTime":229.30499999999998,"endTime":233.36599999999999,"body":"I learned this very early on in my journalism classes in college."},{"startTime":233.36599999999999,"endTime":245.45899999999997,"body":"It is the core narrative that defines how your ideal client, and really how anyone,"},{"startTime":233.36599999999999,"endTime":245.45899999999997,"body":"perceives the transformation that you offer and really the depth of your genius and your"},{"startTime":245.45899999999997,"endTime":246.57,"body":"authority."},{"startTime":246.57,"endTime":248.47,"body":"So that is what messaging is."},{"startTime":248.61599999999999,"endTime":250.487,"body":"And then we have content."},{"startTime":250.487,"endTime":265.6,"body":"So content like your Instagram post or your sales pages or your sales scripts or your"},{"startTime":250.487,"endTime":265.6,"body":"funnel emails or your podcast, that is just the tactical execution of the messaging."},{"startTime":265.6,"endTime":273.346,"body":"So when you think about it, like the messaging is the engine of the car, the content may"},{"startTime":265.6,"endTime":273.346,"body":"be in the driver's seat."},{"startTime":273.426,"endTime":278.398,"body":"If your messaging isn't clear, if it isn't specific and if it isn't aligned,"},{"startTime":278.398,"endTime":287.616,"body":"you're not going to see the sales growth that you're desiring, the leads that you're"},{"startTime":278.398,"endTime":287.616,"body":"desiring, the followers that you're desiring, or the money that you're desiring, no matter"},{"startTime":287.616,"endTime":291.649,"body":"how much more stuff you create."},{"startTime":291.71,"endTime":299.717,"body":"And so I'm a big believer in less is more and really making our content work harder for us"},{"startTime":291.71,"endTime":299.717,"body":"than we do for it."},{"startTime":299.717,"endTime":303.771,"body":"And that is why the messaging is so important to make that happen."},{"startTime":303.771,"endTime":305.512,"body":"And a lot of times I'll..."},{"startTime":305.512,"endTime":317.791,"body":"you know, tell my clients or my ideal clients, Alex, I'll say, you know, if I plopped 150"},{"startTime":305.512,"endTime":317.791,"body":"of your ideal clients into your world today, like, would you be ready to sell them?"},{"startTime":317.791,"endTime":319.67199999999997,"body":"Would anything make a difference?"},{"startTime":319.67199999999997,"endTime":321.253,"body":"And a lot of times it's like, no."},{"startTime":321.253,"endTime":323.805,"body":"And the reason why is because of that messaging piece."},{"startTime":323.805,"endTime":332.26099999999997,"body":"So that's really where it all begins because content will only work for you if it's built"},{"startTime":323.805,"endTime":332.26099999999997,"body":"on a well-defined message."},{"startTime":332.26099999999997,"endTime":334.366,"body":"Even the best funnels in the world."},{"startTime":334.366,"endTime":337.548,"body":"won't convert if the core messaging isn't strong."},{"startTime":337.548,"endTime":341.46,"body":"And so that's really why so many people don't see the results that they want."},{"startTime":341.46,"endTime":347.944,"body":"That's why they tend to focus on creating more things instead of just really focusing on"},{"startTime":341.46,"endTime":347.944,"body":"refining the messaging."},{"startTime":347.944,"endTime":351.135,"body":"And so that's where we can kind of kick off today's conversation."},{"startTime":351.135,"endTime":352.44599999999997,"body":"Yeah, Julie, I love that."},{"startTime":352.44599999999997,"endTime":358.646,"body":"And if I can just wish something on my past self, it would have been to have met you about"},{"startTime":352.44599999999997,"endTime":358.646,"body":"four and a half years ago."},{"startTime":358.646,"endTime":360.621,"body":"I run a software company called PodMatch."},{"startTime":360.621,"endTime":363.304,"body":"And I have always thought until"},{"startTime":363.304,"endTime":366.936,"body":"the last year that the problem, we don't have a problem and I'm very thankful for that."},{"startTime":366.936,"endTime":373.56,"body":"So I shouldn't say that, but the biggest area for us to improve was more leads, more"},{"startTime":366.936,"endTime":373.56,"body":"people funneling in more and more and more."},{"startTime":373.56,"endTime":379.474,"body":"And then when I finally broke into the data and like really got into it, I realized, you"},{"startTime":373.56,"endTime":379.474,"body":"know what we have a conversion problem."},{"startTime":379.474,"endTime":383.496,"body":"I'm like, we convert at, I'd say industry standard in the software space."},{"startTime":383.496,"endTime":389.429,"body":"So SaaS offers a service, but I realized that the product we have is done really well and"},{"startTime":383.496,"endTime":389.429,"body":"it serves people really well."},{"startTime":389.429,"endTime":390.954,"body":"it should convert higher."},{"startTime":390.954,"endTime":393.404,"body":"And we recently looked at the pages, like the conversion page."},{"startTime":393.404,"endTime":397.43399999999997,"body":"There's one in particular, the messaging on it is shameful to me."},{"startTime":397.43399999999997,"endTime":402.214,"body":"Someone who wrote it first four years ago or four and a half years ago when we started and"},{"startTime":397.43399999999997,"endTime":402.214,"body":"never went back and changed it."},{"startTime":402.214,"endTime":409.014,"body":"And it's one of those things that's like, man, I don't need to have more lead funnels and"},{"startTime":402.214,"endTime":409.014,"body":"pay for more leads and bring more people to it."},{"startTime":409.014,"endTime":411.714,"body":"I just need to convert who's showing up better."},{"startTime":411.714,"endTime":415.592,"body":"And again, you talk about how this whole idea of less being more,"},{"startTime":415.592,"endTime":421.375,"body":"And I think that is so freeing for any creator online because we get in this mindset of"},{"startTime":415.592,"endTime":421.375,"body":"more is more and more is better."},{"startTime":421.375,"endTime":425.788,"body":"But the reality is less of the right thing gives you a better result."},{"startTime":425.788,"endTime":428.489,"body":"And again, I wish I would have had you four and a half years ago to help me with that."},{"startTime":428.489,"endTime":429.756,"body":"But I love that you're sharing that."},{"startTime":429.756,"endTime":432.241,"body":"And you talk about this foundation of messaging."},{"startTime":432.241,"endTime":434.192,"body":"And that's really what I want to get into here now."},{"startTime":434.192,"endTime":436.514,"body":"And I've heard you say that we don't have a content problem."},{"startTime":436.514,"endTime":438.075,"body":"We have a messaging problem."},{"startTime":438.075,"endTime":441.366,"body":"And the strength of your messaging did take some results that you'll receive."},{"startTime":441.366,"endTime":444.554,"body":"And that's what I really want to dive into, into two specific points today."},{"startTime":444.554,"endTime":450.039,"body":"And I you've got so much more wisdom this and I'll have more for everyone afterwards where"},{"startTime":444.554,"endTime":450.039,"body":"I can find everything that you do."},{"startTime":450.039,"endTime":453.512,"body":"But I wanna get into this idea of specialization and then visibility."},{"startTime":453.512,"endTime":456.265,"body":"So I'm gonna turn it over to you with this idea of specialization."},{"startTime":456.265,"endTime":458.166,"body":"What is this within our messaging?"},{"startTime":458.166,"endTime":466.394,"body":"Yeah, so specialization is really the key and making sure that our genius clearly connects"},{"startTime":458.166,"endTime":466.394,"body":"to the ideal clients that need it the most."},{"startTime":466.394,"endTime":471.21799999999996,"body":"And I think that in this online space, we have gotten so..."},{"startTime":471.606,"endTime":477.93899999999996,"body":"used to or so complacent to think that the more that we can just spread out, right?"},{"startTime":477.93899999999996,"endTime":485.312,"body":"The more that we can be shallow and wide, the more people that we're going to reach and"},{"startTime":477.93899999999996,"endTime":485.312,"body":"the more transformation that we can create."},{"startTime":485.312,"endTime":495.217,"body":"But if I can give you like a visual connotation of what specialization to me is, is if you"},{"startTime":485.312,"endTime":495.217,"body":"think about a field, do you want to take a bunch of seeds, you know, and throw them out"},{"startTime":495.217,"endTime":498.664,"body":"and maybe you'll grow some wild flowers and maybe they'll be pretty?"},{"startTime":498.664,"endTime":504.257,"body":"Or do you want to take an acorn and plant it deeply in the ground and watch this beautiful"},{"startTime":498.664,"endTime":504.257,"body":"oak tree grow?"},{"startTime":504.257,"endTime":515.272,"body":"And so for me, I knew very early on that I wanted to be the oak tree and not the field of"},{"startTime":504.257,"endTime":515.272,"body":"wildflowers that could get wiped away at any storm that was going to come through."},{"startTime":515.272,"endTime":520.945,"body":"I wanted to have that mighty foundation and that root system to help me sustain."},{"startTime":520.945,"endTime":523.976,"body":"the way that you get that is through specialization."},{"startTime":524.006,"endTime":526.3870000000001,"body":"No one wants to work with a generalist."},{"startTime":526.3870000000001,"endTime":536.678,"body":"If you had a problem with your knee and you went to a doctor, would you want to go to a"},{"startTime":526.3870000000001,"endTime":536.678,"body":"doctor that specialized in the exact knee problem that you were having in your kneecap or"},{"startTime":536.678,"endTime":540.712,"body":"would you want to go to the local doctor who also does dentistry on the side?"},{"startTime":540.712,"endTime":545.586,"body":"You would want to go to the specialist and you would also probably pay a premium rate for"},{"startTime":540.712,"endTime":545.586,"body":"that specialist."},{"startTime":545.586,"endTime":548.1270000000001,"body":"And so we all know these things conceptually, right, Alex?"},{"startTime":548.1270000000001,"endTime":558.85,"body":"Like we all know that, we all get that, but for some reason when it comes to our messaging"},{"startTime":548.1270000000001,"endTime":558.85,"body":"and when it comes to then creating content to support that messaging online, a lot of us"},{"startTime":558.85,"endTime":561.221,"body":"tend to fall back in that generalist category."},{"startTime":561.221,"endTime":568.933,"body":"We tend to want to talk to everybody, to cast the wide net, to really want to make sure"},{"startTime":561.221,"endTime":568.933,"body":"that we don't leave any stone unturned."},{"startTime":568.933,"endTime":571.2080000000001,"body":"And when we do that, we..."},{"startTime":571.2080000000001,"endTime":575.999,"body":"Forget, and we kind of get lost into, I effectively articulating my genius?"},{"startTime":575.999,"endTime":581.2610000000001,"body":"And am I really rooting in on a micro level of what it is that I specialize in?"},{"startTime":581.2610000000001,"endTime":590.023,"body":"And that's really the first question that I would post to anyone that's listening to our"},{"startTime":581.2610000000001,"endTime":590.023,"body":"conversation today is just to be able to simply ask yourself, what do you specialize in?"},{"startTime":590.123,"endTime":594.714,"body":"Not what your niche is, not what you sell, but like, what do you actually specialize in?"},{"startTime":594.714,"endTime":600.846,"body":"What are you so flippin' good at that somebody would feel"},{"startTime":601.0600000000001,"endTime":604.2320000000001,"body":"silly to say no to what it is that you're offering."},{"startTime":604.2320000000001,"endTime":606.774,"body":"And that is really your unique advantage."},{"startTime":606.774,"endTime":609.916,"body":"That's someone's UVP, their unique value proposition."},{"startTime":609.916,"endTime":612.899,"body":"That is what's going to make you stick out among the saturation."},{"startTime":612.899,"endTime":615.74,"body":"And let's just take a commonly taught topic, right?"},{"startTime":615.74,"endTime":617.7620000000001,"body":"Like messaging, for example."},{"startTime":617.7620000000001,"endTime":619.8130000000001,"body":"There is nothing special about messaging."},{"startTime":619.8130000000001,"endTime":621.6850000000001,"body":"There is nothing special about marketing."},{"startTime":621.6850000000001,"endTime":629.522,"body":"You know, I am one of many, many, many people out in the world that teach on messaging and"},{"startTime":621.6850000000001,"endTime":629.522,"body":"marketing, but it is my specialized way of doing it."},{"startTime":629.522,"endTime":642.8660000000001,"body":"my frameworks, my experience that has allowed me to build my strategic elements, my unique"},{"startTime":629.522,"endTime":642.8660000000001,"body":"lens of how I can see a sentence and know how to flip it on its head to attract the exact"},{"startTime":642.8660000000001,"endTime":644.589,"body":"buyer that you're wanting to call in."},{"startTime":644.589,"endTime":653.288,"body":"It's those unique little micro points that make me not better than anybody, but it makes"},{"startTime":644.589,"endTime":653.288,"body":"me specialize in what it is that I do."},{"startTime":653.288,"endTime":661.452,"body":"And so that is really one of the first things that someone that's listening, if they feel"},{"startTime":653.288,"endTime":661.452,"body":"like they may be having a messaging problem, really start to get honest with yourself and"},{"startTime":661.452,"endTime":671.947,"body":"even do a bit of a content audit to think about when you write your emails, when you go to"},{"startTime":661.452,"endTime":671.947,"body":"post that next podcast episode, when you go to post that reel, how specialized are you"},{"startTime":671.947,"endTime":674.028,"body":"being in that content?"},{"startTime":674.028,"endTime":678.5360000000001,"body":"And obviously, when we talk about specialization, we also have to talk about authority."},{"startTime":678.5360000000001,"endTime":688.2940000000001,"body":"Because if you are a specialist at something, if you are specializing in something, then"},{"startTime":678.5360000000001,"endTime":688.2940000000001,"body":"that means that you also have the authority to teach it, to share it, to really create"},{"startTime":688.2940000000001,"endTime":691.3570000000001,"body":"impact around what you are giving to your idle clients."},{"startTime":691.3570000000001,"endTime":695.821,"body":"And so this is also where authority-driven messaging also comes in."},{"startTime":695.821,"endTime":705.058,"body":"And really making sure that you're letting people know that you're not the best at what"},{"startTime":695.821,"endTime":705.058,"body":"you do, that you're the only person that they need to help solve their problems."},{"startTime":705.058,"endTime":707.498,"body":"And so that's where the specialization piece comes in."},{"startTime":707.498,"endTime":713.6980000000001,"body":"You know, I immediately think to something I've heard you say before, you talk about your"},{"startTime":707.498,"endTime":713.6980000000001,"body":"words plus your energy, make your messaging work."},{"startTime":713.6980000000001,"endTime":716.8180000000001,"body":"And because I think when you're saying this, a lot of people are probably hearing it like,"},{"startTime":713.6980000000001,"endTime":716.8180000000001,"body":"okay, cool."},{"startTime":716.8180000000001,"endTime":721.988,"body":"I'll just go find like the top podcaster in my space or the person who's getting on every"},{"startTime":716.8180000000001,"endTime":721.988,"body":"big podcast."},{"startTime":721.988,"endTime":724.888,"body":"I'll just kind of copy their words and I'll use those."},{"startTime":724.888,"endTime":725.378,"body":"Right."},{"startTime":725.378,"endTime":729.618,"body":"And people forget that our unique energy is part of what makes it specialized."},{"startTime":729.618,"endTime":730.488,"body":"It's what makes it unique."},{"startTime":730.488,"endTime":731.658,"body":"It's what makes it different."},{"startTime":731.658,"endTime":736.5540000000001,"body":"Can you talk about how this process works from like, I guess, discovering that within if"},{"startTime":731.658,"endTime":736.5540000000001,"body":"that's even"},{"startTime":736.5540000000001,"endTime":737.5640000000001,"body":"the right way to say it."},{"startTime":737.5640000000001,"endTime":741.3140000000001,"body":"Yeah, and I'll give you an analogy that I think a lot of us could probably relate to."},{"startTime":741.3140000000001,"endTime":750.974,"body":"If there's anyone out there that maybe they've gotten comments on Instagram or maybe"},{"startTime":741.3140000000001,"endTime":750.974,"body":"they've seen reviews come in on their podcasts and they say things like, you're so"},{"startTime":750.974,"endTime":758.6740000000001,"body":"inspiring or I love your work or you're on my vision board to work with one day, but then"},{"startTime":750.974,"endTime":758.6740000000001,"body":"they don't buy from you."},{"startTime":758.6740000000001,"endTime":765.6500000000001,"body":"That is a direct indicator that you may have the right words, but the energy"},{"startTime":765.6500000000001,"endTime":774.618,"body":"the discernment, the confidence that needs to come behind that to really own your"},{"startTime":765.6500000000001,"endTime":774.618,"body":"specialization and own your authority is not coming through."},{"startTime":774.618,"endTime":784.788,"body":"And so you can try to maybe copy somebody else's sales page all day long, but if you're"},{"startTime":774.618,"endTime":784.788,"body":"not first honoring and owning your own conviction and your authority, it's gonna fall"},{"startTime":784.788,"endTime":785.428,"body":"flat."},{"startTime":785.428,"endTime":791.73,"body":"And that is one of the biggest pieces that is going to get anybody that's listening to"},{"startTime":785.428,"endTime":791.73,"body":"this from the..."},{"startTime":791.73,"endTime":795.312,"body":"you're so inspiring post to the, my gosh, I have to hire you today."},{"startTime":795.312,"endTime":800.195,"body":"How can I work with you type of conversations is again with that authority piece."},{"startTime":800.195,"endTime":805.9780000000001,"body":"And the more that you can root in into what it is that you specialize in, what problem do"},{"startTime":800.195,"endTime":805.9780000000001,"body":"you solve?"},{"startTime":805.9780000000001,"endTime":812.7620000000001,"body":"And are you effectively articulating that with every piece of content that you create, the"},{"startTime":805.9780000000001,"endTime":812.7620000000001,"body":"more that you're going to start to see that shift."},{"startTime":812.7620000000001,"endTime":816.3330000000001,"body":"This makes me think of a real life situation I've had in Julie."},{"startTime":816.3330000000001,"endTime":818.1640000000001,"body":"I wonder if you've had something similar."},{"startTime":818.4250000000001,"endTime":821.268,"body":"There's someone in my life close, so I'll leave them nameless."},{"startTime":821.268,"endTime":824.599,"body":"who I had given the same advice to like for seven years."},{"startTime":824.599,"endTime":825.803,"body":"Just always like the same thing."},{"startTime":825.803,"endTime":826.8240000000001,"body":"They're running in the same problem."},{"startTime":826.8240000000001,"endTime":829.32,"body":"It's like, you know, if you did this, it'd work really well."},{"startTime":829.32,"endTime":831.1410000000001,"body":"If you did this and it's always the same thing."},{"startTime":831.1410000000001,"endTime":834.062,"body":"And they always bring back up and it's just like repeat cycle."},{"startTime":834.062,"endTime":837.6030000000001,"body":"And then one day this person approached me and goes, Alex, guess what?"},{"startTime":837.6030000000001,"endTime":844.125,"body":"My friend so-and-so, they just gave me this advice and they go on to repeat almost word"},{"startTime":837.6030000000001,"endTime":844.125,"body":"for word what I've been telling them for seven years."},{"startTime":844.125,"endTime":846.215,"body":"And I just stand there like, I'm gonna smack you."},{"startTime":846.215,"endTime":846.928,"body":"Of course I don't say that."},{"startTime":846.928,"endTime":849.1260000000001,"body":"I'm like, wow, that's great."},{"startTime":849.63,"endTime":851.97,"body":"that's really good advice, you should take it."},{"startTime":852.0310000000001,"endTime":859.2130000000001,"body":"And it's one of those things that our unique voice, the we show up, it just means like, I"},{"startTime":852.0310000000001,"endTime":859.2130000000001,"body":"wasn't saying in a way that this individual could fully articulate it, but someone else"},{"startTime":859.2130000000001,"endTime":860.2130000000001,"body":"was able to."},{"startTime":860.2130000000001,"endTime":864.897,"body":"And I think that that's what that unique energy and that unique message that you have"},{"startTime":860.2130000000001,"endTime":864.897,"body":"really brings."},{"startTime":864.897,"endTime":866.235,"body":"don't, have you ever had anything like that happen?"},{"startTime":866.235,"endTime":867.9150000000001,"body":"I don't know if I'm alone in that, but."},{"startTime":867.9150000000001,"endTime":868.745,"body":"Yeah, absolutely."},{"startTime":868.745,"endTime":869.9060000000001,"body":"You're definitely not alone in that."},{"startTime":869.9060000000001,"endTime":874.817,"body":"And that's again, another indicator of, wow, what I'm laying down is not being picked up."},{"startTime":874.817,"endTime":878.2180000000001,"body":"You know, it's a good awareness piece for us to have that because"},{"startTime":878.224,"endTime":884.476,"body":"no matter how long you do this and no matter how much you refine your messaging or"},{"startTime":878.224,"endTime":884.476,"body":"whatever it may be, there's always going to be a level up."},{"startTime":884.476,"endTime":891.658,"body":"And one of the things that I love to teach my clients is a framework that I have called"},{"startTime":884.476,"endTime":891.658,"body":"momentum messaging that actually speaks to exactly what you're talking about."},{"startTime":891.658,"endTime":901.11,"body":"And there's four very simple components when it comes to momentum messaging to make sure"},{"startTime":891.658,"endTime":901.11,"body":"that you're actually landing what it is that you want to land, that what you're putting"},{"startTime":901.11,"endTime":904.5210000000001,"body":"out there is actually getting received by the people that you want it to."},{"startTime":904.5210000000001,"endTime":907.8480000000001,"body":"And there's a little caveat to the four steps before we get there."},{"startTime":907.8480000000001,"endTime":916.8420000000001,"body":"I'm going to go off the basis that those that are listening are already, you know,"},{"startTime":907.8480000000001,"endTime":916.8420000000001,"body":"speaking to exactly who their offer is for, because why would we speak to a bunch of"},{"startTime":916.8420000000001,"endTime":920.6930000000001,"body":"people who are not meant to serve and we don't create offers for people that we don't want"},{"startTime":916.8420000000001,"endTime":920.6930000000001,"body":"to work with."},{"startTime":920.6930000000001,"endTime":931.428,"body":"So I'm going with that assumption that you're already speaking to exactly who your offer"},{"startTime":920.6930000000001,"endTime":931.428,"body":"is for and that your offer is really good, really top notch, irresistible."},{"startTime":931.428,"endTime":935.6690000000001,"body":"It's a solution that is the perfect fit for the needs of your ideal client."},{"startTime":935.6690000000001,"endTime":937.5440000000001,"body":"So with that to say,"},{"startTime":937.5440000000001,"endTime":947.839,"body":"The four steps that you can use in this framework to make sure that we can avoid those"},{"startTime":937.5440000000001,"endTime":947.839,"body":"moments that can happen is in-momentum messaging is first movement."},{"startTime":947.84,"endTime":957.244,"body":"The messaging or the content that you're creating or the conversation that you're having"},{"startTime":947.84,"endTime":957.244,"body":"should lead this person somewhere, ideally to where you want them to go."},{"startTime":957.625,"endTime":961.9870000000001,"body":"The next thing that it needs to have is what I call so-but transitions."},{"startTime":961.9870000000001,"endTime":964.609,"body":"So, so-but transitions in a piece of copy."},{"startTime":964.609,"endTime":967.09,"body":"This is kind of a copywriting tip, if you will."},{"startTime":967.196,"endTime":971.4870000000001,"body":"It's what actually allows us to create forward movement with those words, so but."},{"startTime":971.4870000000001,"endTime":981.7810000000001,"body":"So instead of saying something like, I did this, and then I did this, and then I did this,"},{"startTime":971.4870000000001,"endTime":981.7810000000001,"body":"and then I did this, and kind of like listing a laundry list of things, you would create a"},{"startTime":981.7810000000001,"endTime":989.9140000000001,"body":"piece of content that would sound something like, so this happened, but then this"},{"startTime":981.7810000000001,"endTime":989.9140000000001,"body":"happened, so then I did this, but then that happened."},{"startTime":989.9140000000001,"endTime":991.3420000000001,"body":"So then next."},{"startTime":991.3420000000001,"endTime":996.505,"body":"And it creates this more captivating, forward-moving story in the energy of your copy."},{"startTime":996.505,"endTime":997.8860000000001,"body":"So that's the second thing."},{"startTime":997.8860000000001,"endTime":1001.9680000000001,"body":"The third thing, we've all heard it, it's got to have an emotional hook."},{"startTime":1001.9680000000001,"endTime":1012.5740000000001,"body":"You've got to speak to the emotional desires, not just the facts and not just the pain"},{"startTime":1001.9680000000001,"endTime":1012.5740000000001,"body":"points that people, that your ideal client has, but the actual desires of where do they"},{"startTime":1012.5740000000001,"endTime":1016.196,"body":"want to go and how do you or your offer get them there."},{"startTime":1016.196,"endTime":1018.177,"body":"And then of course, a call to action."},{"startTime":1018.177,"endTime":1020.712,"body":"Every piece of content that you should create,"},{"startTime":1020.712,"endTime":1027.485,"body":"I don't care if it's a podcast episode or real or an email, should direct someone to a"},{"startTime":1020.712,"endTime":1027.485,"body":"next step."},{"startTime":1027.485,"endTime":1037.809,"body":"And if you've got those four things, movement, so-but transitions, emotional hooks, and a"},{"startTime":1027.485,"endTime":1037.809,"body":"call to action in every piece of content that you create, you cannot lose, you will not"},{"startTime":1037.809,"endTime":1038.169,"body":"lose."},{"startTime":1038.169,"endTime":1046.922,"body":"And I promise you, you will start seeing a difference in who you're calling in and really"},{"startTime":1038.169,"endTime":1046.922,"body":"the caliber and quality of client that you start to call in."},{"startTime":1046.922,"endTime":1047.967,"body":"Julie, that's so good."},{"startTime":1047.967,"endTime":1050.61,"body":"Think about that last part, the call to action side of it."},{"startTime":1050.61,"endTime":1055.632,"body":"Before we move on to the visibility side, I actually want to bring this up and I couldn't"},{"startTime":1050.61,"endTime":1055.632,"body":"get out of my head."},{"startTime":1055.632,"endTime":1062.755,"body":"I didn't plan on bringing this up, but you sometimes talk about this idea of like, I think"},{"startTime":1055.632,"endTime":1062.755,"body":"you posted something where you said, I don't do freebies anymore."},{"startTime":1062.755,"endTime":1067.217,"body":"And you were talking about the importance of just attracting only your ideal client."},{"startTime":1067.217,"endTime":1069.738,"body":"And so I think in call to action, think many of us, that's where we go wrong."},{"startTime":1069.738,"endTime":1070.894,"body":"Cause we're like, okay, I a call to action."},{"startTime":1070.894,"endTime":1076.501,"body":"It's different for all these different groups of people, but you've just said, I'm not"},{"startTime":1070.894,"endTime":1076.501,"body":"even making anything, nothing for free anymore, right?"},{"startTime":1076.501,"endTime":1079.914,"body":"Can you just share a little bit about like the idea behind this and why that"},{"startTime":1079.914,"endTime":1081.2350000000001,"body":"could be a good idea for us."},{"startTime":1081.2350000000001,"endTime":1081.675,"body":"Yeah."},{"startTime":1081.675,"endTime":1086.54,"body":"So obviously this will be dependent on your business, your business model."},{"startTime":1086.54,"endTime":1089.772,"body":"I've got a lot of clients who it makes sense for them to have freebies."},{"startTime":1089.772,"endTime":1091.284,"body":"So they do have freebies."},{"startTime":1091.284,"endTime":1096.694,"body":"But for me and who my ideal client is essentially, I don't work with people that are just"},{"startTime":1091.284,"endTime":1096.694,"body":"getting started."},{"startTime":1096.694,"endTime":1102.703,"body":"I don't work with people that are completely new to like, how do I get on social media,"},{"startTime":1096.694,"endTime":1102.703,"body":"Julie?"},{"startTime":1102.703,"endTime":1104.394,"body":"How do I know what my purpose is?"},{"startTime":1104.394,"endTime":1106.2060000000001,"body":"How do I know what my unique value is?"},{"startTime":1106.2060000000001,"endTime":1107.397,"body":"I don't have an offer yet."},{"startTime":1107.397,"endTime":1109.038,"body":"How do I create that?"},{"startTime":1109.1280000000002,"endTime":1111.209,"body":"I don't work with people at that stage."},{"startTime":1111.209,"endTime":1116.77,"body":"Now there are a lot of incredible people out there that do, so I don't need to worry about"},{"startTime":1111.209,"endTime":1116.77,"body":"serving those people."},{"startTime":1116.77,"endTime":1120.0810000000001,"body":"I know that they are better served by the people that are meant to serve them."},{"startTime":1120.0810000000001,"endTime":1131.775,"body":"So when I got really honest with myself about that, and I just asked myself, I said, if I"},{"startTime":1120.0810000000001,"endTime":1131.775,"body":"put myself in the mind and the heart of my ideal client, if I'm really being honest with"},{"startTime":1131.775,"endTime":1137.1860000000001,"body":"myself, is she sitting around her phone or sitting around her laptop today"},{"startTime":1137.256,"endTime":1141.248,"body":"downloading a bunch of freebies on how to scale her business."},{"startTime":1141.448,"endTime":1142.569,"body":"No, she's not."},{"startTime":1142.569,"endTime":1152.194,"body":"Now, she might have been doing that four or five years ago when she started her business,"},{"startTime":1142.569,"endTime":1152.194,"body":"but at the stage that she's at now, which is the stage I serve, I help people go from good"},{"startTime":1152.194,"endTime":1154.575,"body":"to exceptional, from good to great."},{"startTime":1154.615,"endTime":1162.8600000000001,"body":"She's not looking for freebies on what I teach her, which is messaging strategy, marketing"},{"startTime":1154.615,"endTime":1162.8600000000001,"body":"strategy, and how to scale an online business."},{"startTime":1162.98,"endTime":1167.2820000000002,"body":"And when I got honest with myself about that, it just"},{"startTime":1167.286,"endTime":1178.6290000000001,"body":"Lessen this load and it gave me this just breath in the sigh of relief because it's like,"},{"startTime":1167.286,"endTime":1178.6290000000001,"body":"now, like I just said, I don't have to create offers for people that I'm not meant to work"},{"startTime":1178.6290000000001,"endTime":1179.23,"body":"with."},{"startTime":1179.23,"endTime":1184.8310000000001,"body":"I don't have to force myself to create freebies because that's what the online marketing"},{"startTime":1179.23,"endTime":1184.8310000000001,"body":"space tells you to do."},{"startTime":1184.8310000000001,"endTime":1189.663,"body":"So when I was talking to my clients about this, I had a client ask me and I'm sure people"},{"startTime":1184.8310000000001,"endTime":1189.663,"body":"are thinking this."},{"startTime":1189.663,"endTime":1194.154,"body":"Well, Julie, how do you grow your email list if you don't have freebies?"},{"startTime":1194.3980000000001,"endTime":1196.459,"body":"Well, I'm still growing my email list."},{"startTime":1196.459,"endTime":1200.1000000000001,"body":"I'm just growing it with only quality clients of mine."},{"startTime":1200.1000000000001,"endTime":1206.762,"body":"I'm not just growing it with a bunch of people who are going to sit on my email list"},{"startTime":1200.1000000000001,"endTime":1206.762,"body":"collecting dust, never buying anything from me."},{"startTime":1206.762,"endTime":1210.123,"body":"And so again, it's about quality, not quantity."},{"startTime":1210.123,"endTime":1212.481,"body":"And so this is where you really have to get honest with yourself."},{"startTime":1212.481,"endTime":1218.7060000000001,"body":"I was like, okay, divinity metrics matter to me because hey, if they do, there's no shame"},{"startTime":1212.481,"endTime":1218.7060000000001,"body":"in that."},{"startTime":1218.7060000000001,"endTime":1220.3600000000001,"body":"Just own it and honor it."},{"startTime":1220.3600000000001,"endTime":1222.691,"body":"Am I playing the high volume masking?"},{"startTime":1222.691,"endTime":1223.621,"body":"Am I Walmart?"},{"startTime":1223.621,"endTime":1230.973,"body":"Am I going low ticket, high volume, and I'm going to need to have the ad budget and the"},{"startTime":1223.621,"endTime":1230.973,"body":"strategies to support that?"},{"startTime":1230.973,"endTime":1238.375,"body":"Or am I going more maybe low, to high, or mid to high ticket and kind of only working with"},{"startTime":1230.973,"endTime":1238.375,"body":"a small corner of the internet?"},{"startTime":1238.375,"endTime":1245.357,"body":"And when I got really clear with myself, I knew that I can make much more impact by just"},{"startTime":1238.375,"endTime":1245.357,"body":"serving my small corner of the internet."},{"startTime":1245.357,"endTime":1248.65,"body":"You don't have to have a million followers to make millions of dollars."},{"startTime":1248.65,"endTime":1260.308,"body":"proven that year over year, but I can really serve my people best and really serve them at"},{"startTime":1248.65,"endTime":1260.308,"body":"a premium quality level when I clear out my own clutter and I only create offers, whether"},{"startTime":1260.308,"endTime":1261.179,"body":"they're free or not."},{"startTime":1261.179,"endTime":1263.27,"body":"I only create podcast episodes."},{"startTime":1263.27,"endTime":1267.0230000000001,"body":"I only create actual programs."},{"startTime":1267.0230000000001,"endTime":1270.4650000000001,"body":"I only coach the people that I am truly meant to serve."},{"startTime":1270.4650000000001,"endTime":1274.088,"body":"And so even now with my podcast, my podcast is free and will always be free."},{"startTime":1274.088,"endTime":1277.81,"body":"I guess if I had a freebie, that would be my freebie as my podcast."},{"startTime":1277.81,"endTime":1288.097,"body":"at least for me, but I even make sure that everything that I talk about on that podcast,"},{"startTime":1277.81,"endTime":1288.097,"body":"even though it's quote unquote free, is for my exact client."},{"startTime":1288.097,"endTime":1295.602,"body":"I feel like in the online space, I mean, I've been in this since 2013, so I feel like I"},{"startTime":1288.097,"endTime":1295.602,"body":"can say this, but I feel like we've kind of been lied to, you know?"},{"startTime":1295.602,"endTime":1303.107,"body":"We've been told that we've got to create low ticket offers for low ticket people and then"},{"startTime":1295.602,"endTime":1303.107,"body":"mid ticket offers for mid ticket people and high ticket offers for high ticket people."},{"startTime":1303.107,"endTime":1305.929,"body":"And when I got honest with myself, I was like, why am I doing that?"},{"startTime":1305.929,"endTime":1307.304,"body":"I don't serve."},{"startTime":1307.304,"endTime":1308.4940000000001,"body":"beginner people."},{"startTime":1308.4940000000001,"endTime":1311.395,"body":"And just because it's low ticket doesn't mean that it has to be low value."},{"startTime":1311.395,"endTime":1319.3780000000002,"body":"So I completely restructured my entire offer positioning, which of course the messaging"},{"startTime":1311.395,"endTime":1319.3780000000002,"body":"had to be restructured around all of that."},{"startTime":1319.3780000000002,"endTime":1329.8210000000001,"body":"And now I teach a lot of my clients how to really just meet their client where they are,"},{"startTime":1319.3780000000002,"endTime":1329.8210000000001,"body":"whether they are a quote unquote low ticket client or a high ticket client, whether their"},{"startTime":1329.8210000000001,"endTime":1334.77,"body":"client is just getting started in their industry or field or whatever it is that they"},{"startTime":1329.8210000000001,"endTime":1334.77,"body":"serve them in."},{"startTime":1334.77,"endTime":1344.258,"body":"or whether they are specializing in something a little bit more high level, give yourself"},{"startTime":1334.77,"endTime":1344.258,"body":"the permission and the gift of, again, making your offers work harder than you work for"},{"startTime":1344.258,"endTime":1350.5030000000002,"body":"them and only creating offers for people that you genuinely are meant to serve and"},{"startTime":1344.258,"endTime":1350.5030000000002,"body":"genuinely want to work with."},{"startTime":1350.5030000000002,"endTime":1353.586,"body":"Julie, that's a real, like, you had like 10 mic drops in there."},{"startTime":1353.586,"endTime":1355.068,"body":"So we can just like say bye to everyone else."},{"startTime":1355.068,"endTime":1357.549,"body":"See everybody, this was great being here with you all."},{"startTime":1357.549,"endTime":1358.69,"body":"That's amazing."},{"startTime":1358.69,"endTime":1360.001,"body":"Like so many great points there."},{"startTime":1360.001,"endTime":1363.902,"body":"And it's actually a great segue into talking about visibility a little bit, because I"},{"startTime":1360.001,"endTime":1363.902,"body":"think it really ties into it."},{"startTime":1363.902,"endTime":1370.605,"body":"which is this is us positioning our message so that we can be found by those ideal"},{"startTime":1363.902,"endTime":1370.605,"body":"listeners or the people that we most say that we can serve."},{"startTime":1370.605,"endTime":1372.646,"body":"Can you talk more about getting our visibility right?"},{"startTime":1372.646,"endTime":1376.208,"body":"Kind of segueing off what you just shared, because I think it kind of goes hand in hand"},{"startTime":1372.646,"endTime":1376.208,"body":"quite a bit."},{"startTime":1376.208,"endTime":1376.698,"body":"Yeah."},{"startTime":1376.698,"endTime":1383.411,"body":"So I think at first, you have to get clear on what your goal is when it comes to"},{"startTime":1376.698,"endTime":1383.411,"body":"visibility, because visibility can be a lot of things."},{"startTime":1383.411,"endTime":1389.044,"body":"Are you somebody who wants visibility because you want to grow more of a thought"},{"startTime":1383.411,"endTime":1389.044,"body":"leadership platform?"},{"startTime":1389.044,"endTime":1390.354,"body":"Maybe you want to."},{"startTime":1390.356,"endTime":1391.467,"body":"Get a book deal one day."},{"startTime":1391.467,"endTime":1393.568,"body":"Maybe you want to start speaking on stages."},{"startTime":1393.568,"endTime":1397.67,"body":"Maybe you want to be on panels or kind of do more of that track."},{"startTime":1397.67,"endTime":1400.652,"body":"Do you want visibility because you want to be internet famous?"},{"startTime":1400.652,"endTime":1402.083,"body":"And there's nothing wrong with that either."},{"startTime":1402.083,"endTime":1405.775,"body":"you want to have a big YouTube account with millions of subscribers?"},{"startTime":1405.775,"endTime":1413.64,"body":"Do you want to be known as that content creator or that person on Instagram or on TikTok"},{"startTime":1405.775,"endTime":1413.64,"body":"that people go to for certain things?"},{"startTime":1413.64,"endTime":1417.9260000000002,"body":"Do you want the visibility to be the biggest podcast in the space?"},{"startTime":1417.9260000000002,"endTime":1419.307,"body":"what is your goal?"},{"startTime":1419.307,"endTime":1426.0620000000001,"body":"And depending on what your goal is, there's different types of visibility tracks, if you"},{"startTime":1419.307,"endTime":1426.0620000000001,"body":"will, that you would want to focus on."},{"startTime":1426.0620000000001,"endTime":1432.6970000000001,"body":"And so for my clients and what they tend to focus on is the personal branding and the"},{"startTime":1426.0620000000001,"endTime":1432.6970000000001,"body":"thought leadership track."},{"startTime":1432.6970000000001,"endTime":1441.914,"body":"I've got a lot of people that they're wanting to build an online platform to, of course,"},{"startTime":1432.6970000000001,"endTime":1441.914,"body":"serve and create impact and be able to provide for their families and make great money so"},{"startTime":1441.914,"endTime":1445.076,"body":"that they can then leverage that."},{"startTime":1445.076,"endTime":1446.807,"body":"for higher impact opportunities."},{"startTime":1446.807,"endTime":1451.198,"body":"And that typically comes with the book deals and the speaking opportunities and things"},{"startTime":1446.807,"endTime":1451.198,"body":"like that."},{"startTime":1451.198,"endTime":1461.921,"body":"And so in order to get there, you really do have to be intentional on how are you"},{"startTime":1451.198,"endTime":1461.921,"body":"leveraging certain visibility opportunities on social media and with the media."},{"startTime":1461.921,"endTime":1468.0430000000001,"body":"And I would consider podcasts being like this digital media opportunity now to really put"},{"startTime":1461.921,"endTime":1468.0430000000001,"body":"yourself out there."},{"startTime":1468.0430000000001,"endTime":1471.71,"body":"And so that's really the first step with visibility is getting clear on like."},{"startTime":1471.71,"endTime":1472.54,"body":"what and why."},{"startTime":1472.54,"endTime":1478.713,"body":"And then the next step would be based on that what and why, what ends do your baskets need"},{"startTime":1472.54,"endTime":1478.713,"body":"to go in, so to speak."},{"startTime":1478.713,"endTime":1479.803,"body":"Does that answer your question?"},{"startTime":1479.803,"endTime":1483.015,"body":"Because I can kind of like go from there, but I wanted to lay that first."},{"startTime":1483.015,"endTime":1483.986,"body":"Yeah, no, it does."},{"startTime":1483.986,"endTime":1484.876,"body":"I'd love you know what?"},{"startTime":1484.876,"endTime":1485.707,"body":"This is keep on going."},{"startTime":1485.707,"endTime":1486.817,"body":"This is really good."},{"startTime":1486.817,"endTime":1487.474,"body":"I'm loving this."},{"startTime":1487.474,"endTime":1489.0240000000001,"body":"I'm gonna go back and listen, take notes later."},{"startTime":1489.0240000000001,"endTime":1491.209,"body":"I'm not taking notes right now, but hope everyone else is grabbing all this."},{"startTime":1491.209,"endTime":1492.44,"body":"But please keep on going with that."},{"startTime":1492.44,"endTime":1496.99,"body":"So I'm going to kind of stick with the lens of like the personal branding and thought"},{"startTime":1492.44,"endTime":1496.99,"body":"leadership track then."},{"startTime":1496.99,"endTime":1505.9470000000001,"body":"The thing that I see happen a lot of times with people who are focusing on visibility is"},{"startTime":1496.99,"endTime":1505.9470000000001,"body":"that they don't first lay the messaging and business foundation that is needed to get"},{"startTime":1505.9470000000001,"endTime":1506.6380000000001,"body":"that."},{"startTime":1506.6380000000001,"endTime":1518.137,"body":"And not to say that you can't quote unquote, get lucky and start speaking on stages before"},{"startTime":1506.6380000000001,"endTime":1518.137,"body":"you've laid a strong personal brand foundation, or maybe you self-publish a book or maybe"},{"startTime":1518.137,"endTime":1522.19,"body":"you get some kind of book deal, but it's not always sustainable."},{"startTime":1522.3110000000001,"endTime":1526.184,"body":"And, you know, again, because I've been in this industry for so long, I've seen"},{"startTime":1526.184,"endTime":1534.958,"body":"you know, people and I have, you know, references that, you know, I think did it the right"},{"startTime":1526.184,"endTime":1534.958,"body":"way because 15 years later, they're still here moving and shaking in their prime and at"},{"startTime":1534.958,"endTime":1543.332,"body":"the top and really being seen as someone that of authority that people look up to versus"},{"startTime":1534.958,"endTime":1543.332,"body":"the one that kind of come and go, and then you don't ever hear from them again."},{"startTime":1543.332,"endTime":1548.134,"body":"And so to me, when I think about visibility, it's really about that sustainability piece."},{"startTime":1548.134,"endTime":1550.165,"body":"How do I do this in a way that I don't burn out?"},{"startTime":1550.165,"endTime":1553.566,"body":"How do I do this in a way that I don't, I don't have a peak."},{"startTime":1553.566,"endTime":1558.789,"body":"because there's only one way to go once you reach the top of Mount Everest and it's down."},{"startTime":1558.809,"endTime":1568.13,"body":"So how do you do it in a way where there's always a level up, there's always an"},{"startTime":1558.809,"endTime":1568.13,"body":"opportunity to create an impact and to create growth and to really make sure that you are"},{"startTime":1568.13,"endTime":1570.015,"body":"getting out of it what you're wanting to gain."},{"startTime":1570.015,"endTime":1579.5800000000002,"body":"And so if you're wanting to write a book, for example, which I've done, or start to speak"},{"startTime":1570.015,"endTime":1579.5800000000002,"body":"on some bigger stages, start to be seen as a thought leader in that way, I think that it's"},{"startTime":1579.5800000000002,"endTime":1579.858,"body":"vital."},{"startTime":1579.858,"endTime":1582.6860000000001,"body":"I'm going to put my publicist hat on here for a minute."},{"startTime":1582.6860000000001,"endTime":1587.867,"body":"to really make sure that you are laying a foundation of being known for something."},{"startTime":1587.887,"endTime":1591.6490000000001,"body":"So I'll give you like a really fun analogy."},{"startTime":1591.6490000000001,"endTime":1595.3500000000001,"body":"When Amazon first became Amazon, what did they sell?"},{"startTime":1595.3500000000001,"endTime":1596.55,"body":"Just books."},{"startTime":1596.63,"endTime":1598.13,"body":"What do they sell now?"},{"startTime":1598.13,"endTime":1599.371,"body":"I think everything."},{"startTime":1599.371,"endTime":1599.991,"body":"Right."},{"startTime":1599.991,"endTime":1601.0710000000001,"body":"And why?"},{"startTime":1601.0710000000001,"endTime":1606.493,"body":"Because they became the absolute best at selling books first."},{"startTime":1606.493,"endTime":1608.5330000000001,"body":"You see this happen a lot in Hollywood."},{"startTime":1608.5330000000001,"endTime":1611.644,"body":"Let's take Lady Gaga, for example."},{"startTime":1611.862,"endTime":1614.2640000000001,"body":"What did she do when she first got started?"},{"startTime":1614.2640000000001,"endTime":1615.7740000000001,"body":"She was a singer, she was a pop star."},{"startTime":1615.7740000000001,"endTime":1616.566,"body":"What does she do now?"},{"startTime":1616.566,"endTime":1621.19,"body":"Well, she wins Academy Awards, she's in movies, she has a makeup line."},{"startTime":1621.19,"endTime":1628.816,"body":"She can pretty much do anything and everything that she wants because she became the"},{"startTime":1621.19,"endTime":1628.816,"body":"absolute best at something first."},{"startTime":1628.816,"endTime":1633.42,"body":"And so this again is where specialization and visibility connect."},{"startTime":1633.42,"endTime":1640.458,"body":"And we've talked a lot about specialization, but this is where I love to really work with"},{"startTime":1633.42,"endTime":1640.458,"body":"my clients on, okay, you're building a business."},{"startTime":1640.458,"endTime":1642.268,"body":"You get your clients great results."},{"startTime":1642.268,"endTime":1643.678,"body":"All of that is great."},{"startTime":1643.678,"endTime":1651.688,"body":"How are we positioning you as being known in your industry as the absolute best at what it"},{"startTime":1643.678,"endTime":1651.688,"body":"is that you do?"},{"startTime":1651.688,"endTime":1658.538,"body":"Because we're going to have to spend some time there, even though I know that everybody"},{"startTime":1651.688,"endTime":1658.538,"body":"wants to fast track it to the New York Times bestsellers list."},{"startTime":1658.538,"endTime":1669.502,"body":"We've got to spend some time there to really root in that genius, really root in that"},{"startTime":1658.538,"endTime":1669.502,"body":"public perception, because that is what is going to get you"},{"startTime":1669.502,"endTime":1672.0030000000002,"body":"the interest in the eyes of the publishing houses."},{"startTime":1672.0030000000002,"endTime":1678.107,"body":"That is what's going to get you the interest in the eyes of these conferences and these"},{"startTime":1672.0030000000002,"endTime":1678.107,"body":"people that are looking to you to speak."},{"startTime":1678.107,"endTime":1684.851,"body":"So let's really work on you becoming the absolute best at what it is that you do and also"},{"startTime":1678.107,"endTime":1684.851,"body":"becoming known for that."},{"startTime":1684.851,"endTime":1691.054,"body":"And that is where things like messaging comes in, but then how you're getting that"},{"startTime":1684.851,"endTime":1691.054,"body":"messaging out there."},{"startTime":1691.054,"endTime":1698.268,"body":"Podcast is a great way to build a foundation to become known as the best in your field."},{"startTime":1698.314,"endTime":1706.374,"body":"I don't think that it is coincidence that I started my podcast in 2017 and got a book deal"},{"startTime":1698.314,"endTime":1706.374,"body":"in 2018."},{"startTime":1706.374,"endTime":1714.034,"body":"Now I had been in the online space since 2013 and then before that I was a publicist in"},{"startTime":1706.374,"endTime":1714.034,"body":"corporate America since 2007."},{"startTime":1714.034,"endTime":1722.134,"body":"So by the time I got my book deal, I had 10 years of experience in two different"},{"startTime":1714.034,"endTime":1722.134,"body":"industries to really kind of back that up."},{"startTime":1722.134,"endTime":1728.2440000000001,"body":"But HarperCollins reached out and said, hey, I've been listening to your podcast."},{"startTime":1728.2440000000001,"endTime":1730.155,"body":"Have you ever thought about writing a book?"},{"startTime":1730.155,"endTime":1742.012,"body":"And so there's no coincidence that a platform like that created the visibility that was"},{"startTime":1730.155,"endTime":1742.012,"body":"needed and necessary for me to shape the perception of becoming known for what I do, which"},{"startTime":1742.012,"endTime":1744.083,"body":"is messaging, mastery, and marketing."},{"startTime":1744.083,"endTime":1746.664,"body":"And then from there, what then happens?"},{"startTime":1746.664,"endTime":1748.925,"body":"Speaking opportunities open up."},{"startTime":1748.925,"endTime":1754.789,"body":"Opportunities to start to network with people in your industry, higher level mastermind"},{"startTime":1748.925,"endTime":1754.789,"body":"invitations."},{"startTime":1754.789,"endTime":1757.394,"body":"All of these things can start opening up for you"},{"startTime":1757.394,"endTime":1766.371,"body":"when you really allow yourself to root in to become known as a genius at what it is that"},{"startTime":1757.394,"endTime":1766.371,"body":"you do and somebody at the top of their game."},{"startTime":1766.371,"endTime":1774.6680000000001,"body":"And so I really love to help people fast track it, but also really spend time rooting into"},{"startTime":1766.371,"endTime":1774.6680000000001,"body":"that piece."},{"startTime":1774.6680000000001,"endTime":1782.635,"body":"Because I think that that is the biggest piece if you're wanting to leverage sustainable"},{"startTime":1774.6680000000001,"endTime":1782.635,"body":"visibility and branding over time."},{"startTime":1782.635,"endTime":1786.107,"body":"Julie, I love that you just tied our specialization in visibility together."},{"startTime":1786.107,"endTime":1787.006,"body":"Like that was such a"},{"startTime":1787.006,"endTime":1789.237,"body":"great job and talking about like fast tracking it."},{"startTime":1789.237,"endTime":1796.0620000000001,"body":"do wanna just quickly share this because I think that giving everyone a glimpse who's"},{"startTime":1789.237,"endTime":1796.0620000000001,"body":"watching, listening to this, like I want you to dive deeper into what Julie does."},{"startTime":1796.0620000000001,"endTime":1798.813,"body":"So I'm just gonna give a call to action for Julie today."},{"startTime":1798.813,"endTime":1800.544,"body":"She has something called the visibility accelerator."},{"startTime":1800.544,"endTime":1802.636,"body":"Speaking of fast tracking, this is how you do that."},{"startTime":1802.636,"endTime":1808.839,"body":"If you go to juliesolomon.net slash VA, V visibility A accelerator."},{"startTime":1808.839,"endTime":1811.781,"body":"So juliesolomon.net slash VA."},{"startTime":1811.781,"endTime":1813.352,"body":"It's gonna really help you."},{"startTime":1813.352,"endTime":1817.347,"body":"get the fundamentals of your messaging right, which ultimately is your influence."},{"startTime":1817.347,"endTime":1821.491,"body":"And once you kind of get this fixed, you're going to see the results really start to shift"},{"startTime":1817.347,"endTime":1821.491,"body":"for you."},{"startTime":1821.491,"endTime":1823.874,"body":"And so again, I really encourage everyone to check this out."},{"startTime":1823.874,"endTime":1825.4850000000001,"body":"Julie, this has been an incredible conversation."},{"startTime":1825.4850000000001,"endTime":1827.708,"body":"I've learned a lot from this today, and you were just so brilliant."},{"startTime":1827.708,"endTime":1830.541,"body":"Like I said, you're the best messaging expert I've come across."},{"startTime":1830.541,"endTime":1833.905,"body":"Before we end our time together, do you have any final thoughts for everyone with us"},{"startTime":1830.541,"endTime":1833.905,"body":"today?"},{"startTime":1833.905,"endTime":1835.412,"body":"You know, I think."},{"startTime":1835.412,"endTime":1841.906,"body":"Final thoughts would just be to really emphasize the importance of positioning and knowing"},{"startTime":1835.412,"endTime":1841.906,"body":"that that starts with clear messaging."},{"startTime":1841.906,"endTime":1852.272,"body":"And when I know that this is a podcast platform here, and so I want people, when they"},{"startTime":1841.906,"endTime":1852.272,"body":"think about their podcast, to really think about it as an extension of their brand's"},{"startTime":1852.272,"endTime":1853.882,"body":"unique value proposition."},{"startTime":1853.882,"endTime":1864.276,"body":"And when they're really rooting in on creating more more and more, just think about how"},{"startTime":1853.882,"endTime":1864.276,"body":"can I make this one episode so quality?"},{"startTime":1864.276,"endTime":1875.009,"body":"that somebody actually comes back and listens to it two, three, four times, somebody"},{"startTime":1864.276,"endTime":1875.009,"body":"actually shares it versus creating five episodes in a week and somebody may be listening"},{"startTime":1875.009,"endTime":1877.05,"body":"to 10 % of each episode."},{"startTime":1877.05,"endTime":1888.5130000000001,"body":"So that's when I really talk about how can you get so micro, so specific in your genius"},{"startTime":1877.05,"endTime":1888.5130000000001,"body":"and what really makes you stand out because I promise you the consistency with just that"},{"startTime":1888.5130000000001,"endTime":1893.594,"body":"will allow you to really start seeing a lot of that revenue and visibility growth that"},{"startTime":1888.5130000000001,"endTime":1893.594,"body":"you're looking."},{"startTime":1893.738,"endTime":1896.788,"body":"Julie, it's such a brilliant way to end this and I just want to reinforce that actually."},{"startTime":1896.788,"endTime":1898.758,"body":"I did this with Julie's podcast."},{"startTime":1898.758,"endTime":1902.678,"body":"First time I listened to one of her episodes, that same day I shared it with somebody"},{"startTime":1898.758,"endTime":1902.678,"body":"because they brought up something."},{"startTime":1902.678,"endTime":1908.118,"body":"like, I just heard a true expert say something about this and I sent that episode along"},{"startTime":1902.678,"endTime":1908.118,"body":"after I listened to it."},{"startTime":1908.118,"endTime":1915.618,"body":"It's a way that your guest or a host show up in the best possible way saying, can I make"},{"startTime":1908.118,"endTime":1915.618,"body":"this so that other people would be so moved by it that they want to share it with somebody"},{"startTime":1915.618,"endTime":1916.098,"body":"else."},{"startTime":1916.098,"endTime":1918.228,"body":"So again, Julie, thank you so much for your wisdom being with us today."},{"startTime":1918.228,"endTime":1919.558,"body":"I really, really appreciate your time."},{"startTime":1919.558,"endTime":1920.866,"body":"Thank you for having me."},{"startTime":1921.14,"endTime":1925.0320000000002,"body":"For more episodes, please visit podmatch.com forward slash episodes."},{"startTime":1925.0320000000002,"endTime":1926.7920000000001,"body":"Thank you so much for listening."},{"startTime":1927.853,"endTime":1928.953,"body":"Hey, Alex here."},{"startTime":1928.953,"endTime":1932.854,"body":"I wanted to give you a gift as a way of saying thank you for staying around till the end"},{"startTime":1928.953,"endTime":1932.854,"body":"of this episode."},{"startTime":1932.854,"endTime":1939.6570000000002,"body":"I put together a list of five things that you can read in less than five minutes that will"},{"startTime":1932.854,"endTime":1939.6570000000002,"body":"help you level up as a podcast host, guest, or agency."},{"startTime":1939.6570000000002,"endTime":1944.8790000000001,"body":"To see the five things with no email address required, please visit podmatch.com forward"},{"startTime":1939.6570000000002,"endTime":1944.8790000000001,"body":"slash free."},{"startTime":1944.8790000000001,"endTime":1945.8590000000002,"body":"Thanks again for listening."},{"startTime":1945.8590000000002,"endTime":1947.8400000000001,"body":"I hope these five things serve you well."}]}