First 6 Figures on Youtube, Retiring His Wife & Teaching His Passion with Den Lopez

[00:00:00] People are so afraid of creating content because they think they're going to repeat themselves, but we as humans need things repeated many, many, many, many, many, many, many, many times.

[00:00:10] Yeah.

[00:00:11] So we get it.

[00:00:12] Absolutely.

[00:00:13] So why not drill that till the person who you're meant to serve gets it?

[00:00:18] Is my office set up to like in less than 30 seconds I hit that red button and we can create, right?

[00:00:22] Everything in life has a recipe.

[00:00:24] When was the moment that you decided I need to go online and start showing people how to do this on YouTube?

[00:00:32] Very good question.

[00:00:34] It was scary.

[00:00:35] Are you a one man band?

[00:00:37] Pun intended.

[00:00:38] We're multiple 6 figures.

[00:00:40] We've been in business for 2 years and a couple months.

[00:00:43] My wife has just quit her job to come and help.

[00:00:46] Till that day, it was a one man band.

[00:00:48] Ben, we gotta put you on the spot.

[00:00:50] I can see you got the guitar in the background.

[00:00:51] We gotta play something.

[00:00:52] Okay, cool, man.

[00:00:53] We gotta play something.

[00:00:54] I'm gonna show you how easy it is to play.

[00:00:57] All right.

[00:00:57] Let's go.

[00:01:03] Growing up, I did guitar lessons and then we have an instrument called Quatro in Venezuela,

[00:01:09] which is like a bigger ukulele type of deal.

[00:01:12] Four strings.

[00:01:13] Four strings, yeah.

[00:01:14] Yeah.

[00:01:15] And I did that one for a little bit too, but my thing was soccer just as my brother.

[00:01:20] So, fun story.

[00:01:22] I was actually in the choir too.

[00:01:25] And we had like the biggest choir event in this like super important university, super

[00:01:34] important room, you know, that like top artists go and play.

[00:01:38] And I had my first soccer game of the season that same day.

[00:01:42] And I was like, I want to go to soccer.

[00:01:43] My mom was like, no, this is a unique opportunity.

[00:01:46] Nobody ever sings in this place, you know, like, and you guys are going to be there.

[00:01:51] So I went to sing.

[00:01:52] And then after that, I was like, I quit.

[00:01:56] Revenge.

[00:01:56] Yeah.

[00:01:56] It's funny.

[00:01:57] Like with kids, you gotta let them do what they want.

[00:01:59] Yeah.

[00:02:00] Or, or, or, I mean, you'll just lose them.

[00:02:02] Right?

[00:02:03] Yeah.

[00:02:03] Yeah.

[00:02:04] That's funny.

[00:02:04] I was a way to rebel, but that day you lost part of mom.

[00:02:10] I don't know.

[00:02:11] I don't know.

[00:02:11] Can I say now what I was going to say?

[00:02:13] Cause we're recording or not.

[00:02:14] Yeah.

[00:02:14] We actually just started recording, but, uh, yeah, Dan, welcome to the show.

[00:02:19] Thank you.

[00:02:20] By the way.

[00:02:21] Yes.

[00:02:21] By the way.

[00:02:22] Uh, so Fancy for the longest time was like, I want to learn the guitar and he bought like

[00:02:27] four guitars.

[00:02:28] We still have two at home.

[00:02:29] I will say not for the longest time.

[00:02:31] I feel like I still have that fire in me.

[00:02:33] Yeah.

[00:02:33] So for the, for the, okay.

[00:02:35] For the longest time, still, still happening.

[00:02:38] Uh, he moved out.

[00:02:39] The guitars are still at my place.

[00:02:40] Uh,

[00:02:41] The guitars is at your place.

[00:02:42] Collecting dust.

[00:02:44] Uh, and anyways, I'm excited to bring you on, man, because you know, not only do you

[00:02:48] publish your own book, which is 4.8 stars on Amazon.

[00:02:52] Let's go more than a thousand reviews.

[00:02:54] You've helped more than a hundred thousand beginner guitarists.

[00:02:57] So you get guitarist.

[00:02:59] Is that, is that the right, the right accent guitarist in their journey?

[00:03:02] Yeah.

[00:03:03] I mean, you are an expert in breaking down your processes into easy to follow steps.

[00:03:07] Maybe that's why a lot of people cannot trust you with, you know, what you do.

[00:03:11] Uh, you know, you're the founding of learning guitar secrets.

[00:03:15] Uh, you reached more than a million views on your channel a few weeks ago.

[00:03:19] Thank you.

[00:03:19] Thank you.

[00:03:20] Since April.

[00:03:21] Since April.

[00:03:22] Oh man, that's so cool.

[00:03:24] And, uh, anyway, so, you know, we're not talking here content.

[00:03:27] We came here so we can learn guitar.

[00:03:29] To learn guitar.

[00:03:30] Let's do it.

[00:03:31] I'm excited.

[00:03:33] No, that jokes aside, man.

[00:03:35] Uh, you know, we connected through obviously, you know, our accountability group that every,

[00:03:39] every, you know, morning, uh, we had a conversation bar or awesome, you know, coach mentor slash

[00:03:47] everything else.

[00:03:48] So you guys need to talk.

[00:03:50] Yeah.

[00:03:50] Talk a little bit about content and podcast.

[00:03:52] And I'm like, dude, I'm so excited.

[00:03:53] You know, you came with some questions about podcasts on now today we're coming with some

[00:03:57] questions about, you know, how have you've leveraged, you know, your, your knowledge in

[00:04:01] online sales and not on, and on content, which it looks like you have an amazing, you

[00:04:06] know, platform.

[00:04:06] So thanks.

[00:04:07] And welcome to the show, man.

[00:04:08] Welcome.

[00:04:10] Thank you.

[00:04:10] I'm very excited.

[00:04:11] The full biz bros experience.

[00:04:14] That's great, man.

[00:04:15] That's right.

[00:04:16] I hope we're, uh, up to expectations in here.

[00:04:19] But then what my brother was saying is true.

[00:04:21] I've been, you know, I kind of like told a little bit of the story.

[00:04:25] That was the short part.

[00:04:25] I did take classes when I was growing up, but when I moved to the States, I was like,

[00:04:29] you know what would be really cool to be able to play the guitar?

[00:04:33] You know, but in my mind I was like, I can pick up all the girls if I can play the

[00:04:38] guitar.

[00:04:38] Right.

[00:04:39] Um, so I bought like a $20 guitar on Amazon.

[00:04:43] Uh, a week after that, my roommate kicked a soccer ball to it accidentally.

[00:04:47] I'm making air quotes in here.

[00:04:49] Cause I think it wasn't accidental.

[00:04:50] He broke it.

[00:04:51] And I was like, you know what?

[00:04:52] I'm gonna wait a little bit more.

[00:04:54] A couple of years later.

[00:04:55] I was like, all right, this is when I'm going to learn.

[00:04:57] And I picked up a guitar, right?

[00:04:59] I went online and I found YouTube videos, started learning a few things here and there.

[00:05:04] Eventually left it aside.

[00:05:07] A couple of years later, I'm going to learn again, but another guitar.

[00:05:11] Now I had two guitars, zero skills.

[00:05:14] And I went and actually purchased the, it's like the Fender course that they have.

[00:05:20] Right.

[00:05:20] It's again, they marketed big company.

[00:05:23] They have a lot of money to market that, but I'll be honest.

[00:05:26] Right.

[00:05:26] Like it didn't work out.

[00:05:28] It didn't made me more passionate about learning.

[00:05:33] And it became a little bit frustrating at times.

[00:05:36] Eventually I kind of like put it aside.

[00:05:38] I still would like to learn.

[00:05:40] And after checking your stuff, I'm like, you know what, then I think I'm going to give

[00:05:43] it, I'm going to give you a chance.

[00:05:44] I'm going to, I'm going to get back on the guitar and learn.

[00:05:46] I could be your case study too, if you want to.

[00:05:48] Let's go, man.

[00:05:49] But you know, based on this and what I've seen on kind of like the skill market.

[00:05:55] Right.

[00:05:55] I'm curious because we're on the, on the service market, right?

[00:05:58] Where we, when we create content is to sell our service.

[00:06:01] When you create content is to sell a skill.

[00:06:03] And I'm curious in your eyes, like what is, is there a difference in there?

[00:06:08] Right.

[00:06:08] Like when you create content to sell a skill set, what is it exactly that you're focusing

[00:06:14] on?

[00:06:16] For sure.

[00:06:16] For sure.

[00:06:17] For sure.

[00:06:17] I mean, I can't sell done for you products, right?

[00:06:21] I can't go to your house and play your guitar and be like, Hey Fonzie, you play guitar.

[00:06:25] So I got to teach you how to do it.

[00:06:27] Right.

[00:06:28] So why, let me ask you this question.

[00:06:29] Fonzie.

[00:06:30] Why, why do you think you failed at learning how to play the guitar?

[00:06:34] Because 95, you know, this is 95% of the people fail.

[00:06:38] Why do you think that is?

[00:06:39] You are a failure Fonzie.

[00:06:42] I think, you know, I will say I haven't failed yet.

[00:06:48] Cause I'll keep trying.

[00:06:48] I'm kidding.

[00:06:49] I did fail.

[00:06:50] But, um, two, two reasons.

[00:06:53] Like one, I think I personally like to do a lot of things and I have my hands on a lot

[00:06:58] of things.

[00:06:58] So, you know, playing soccer, the business, I'm always learning something, reading.

[00:07:03] So I don't, I personally think I didn't dedicate the right amount of time that it actually

[00:07:09] needs.

[00:07:09] You know, I was probably just being like, Oh yeah, let me practice for 20 minutes and then

[00:07:13] move on to the next thing.

[00:07:14] And I don't think there's enough reinforcement there enough practice, but also I didn't feel

[00:07:20] I was progressing, right?

[00:07:23] Like I couldn't play a single song.

[00:07:25] I just, I just maybe, you know, knew a few notes here and there at core.

[00:07:31] And that's it.

[00:07:32] Right.

[00:07:32] And, and I was like, well, I can only play these three chords.

[00:07:35] I don't, cannot play too many songs.

[00:07:39] It's not fun.

[00:07:40] It's not fun.

[00:07:40] So here's the thing.

[00:07:42] Here's the thing.

[00:07:42] I mean, you, you hit the nail on the head.

[00:07:46] I believe that the system in which guitarist thought is completely broken.

[00:07:51] I mean, with 95% of people failing, it can't be, it can't be the people's fault.

[00:07:57] It has to be the system fault.

[00:07:59] If that makes sense.

[00:08:00] Right.

[00:08:01] So let me put you this example.

[00:08:03] If have you ever gone go-karting?

[00:08:05] Oh yeah.

[00:08:06] We went like a week ago.

[00:08:07] Right.

[00:08:07] I know how many people fail at go-karting.

[00:08:10] Fancy's one of them.

[00:08:11] He, I crushed him.

[00:08:14] Talking to the wrong brother.

[00:08:16] Wait till you go with me.

[00:08:17] I'm very competitive.

[00:08:18] Okay.

[00:08:19] Okay.

[00:08:19] So you know how many people fail at giving a lap to the track on go-karting?

[00:08:25] Zero.

[00:08:26] Zero.

[00:08:27] I mean, maybe a 0.1%.

[00:08:29] There's always someone right.

[00:08:31] But 0% of people fail at that.

[00:08:34] Why?

[00:08:34] Because it's easy, right?

[00:08:36] Yep.

[00:08:36] Yeah.

[00:08:37] Well, becoming Michael Schumacher is not easy.

[00:08:40] Yeah.

[00:08:40] You need what you just said, Fonzie, a lot of time.

[00:08:43] Yep.

[00:08:44] But you don't need a lot of time to play music.

[00:08:47] And the guitar is just a tool to play music.

[00:08:50] Yep.

[00:08:51] So I teach my beginners in one hour how to play a full song, strumming through chords in one hour.

[00:08:57] Fon.

[00:08:59] Fon.

[00:08:59] What song?

[00:09:00] Are we talking through fire and flames metal?

[00:09:02] Think of me a solo.

[00:09:03] No, no.

[00:09:04] That's not going to happen in another hour.

[00:09:05] That's Michael Schumacher, man.

[00:09:06] Come on, get it right.

[00:09:07] I'm kidding.

[00:09:07] I'm kidding.

[00:09:07] That's your dream.

[00:09:08] That's your dream, right?

[00:09:09] No.

[00:09:09] Like strumming through a song like the Joker.

[00:09:11] Classics, right?

[00:09:12] Yeah.

[00:09:13] What do I mean with three chords, you can play thousands and thousands and thousands of songs.

[00:09:21] I love what you're saying, right?

[00:09:22] Because obviously, you know, this is your craft.

[00:09:24] This is what you do.

[00:09:25] But at the same time, I'm looking through the eyes of, you know, the entrepreneurs or the content creators that are there.

[00:09:30] Like it's similar thing.

[00:09:31] Like you're talking about principles, right?

[00:09:33] Be like, hey, if we conquer the basics, right?

[00:09:35] If we know exactly, you know, where we want to go and like, what's the goal?

[00:09:38] Is the goal to become the Michael Schumacher, right?

[00:09:41] Of the go-kart like thing?

[00:09:42] Or is the goal to drive the go-kart around consistently for a long period of time so we can become then Michael Schumacher.

[00:09:50] And I see this like every single day in the studio with the people that are coming in or the calls that we're having or entrepreneurs that might be like really good at their craft because they've been actually doing it for a long time.

[00:10:01] Then they want to translate those skills into content creation, for example, right?

[00:10:06] And there's many layers, right?

[00:10:07] We need to learn how to crawl before we walk and then walk and then run.

[00:10:12] And production can only take you, you know, so far.

[00:10:17] But at the same time, it's like, what are the basics that we need to work on?

[00:10:20] And I love this because it translates almost into anything that we do, right?

[00:10:25] Like at the end of the day.

[00:10:27] So I love the conversation on like on the product and we're probably going to dive into that.

[00:10:31] But I'm going to make the connection also with content creation as a skill because you've clearly have been working very hard on it.

[00:10:39] You know, we're on your YouTube channel at the moment and what you've done is not easy feet.

[00:10:44] Right. So I want to, you know, transition a little bit on the side of like, okay, when was the moment that you decided I need to go online and start showing people, you know, how to do this on YouTube?

[00:10:56] And then if we can go in and dissect, what is it that you show for free on YouTube?

[00:11:02] And then what you sell like on the back end?

[00:11:05] Cause I think like, that's a massive, like gray area that a lot of people are like, on one side, you have these creators are like, give everything out for free and like blah, blah, blah.

[00:11:15] And then you move into a different model and there's some that you teach them just enough.

[00:11:19] So they're teased and all this, and then they transition into your product, you know?

[00:11:23] And I don't think there's a solid answer to this. I think it's like individual choice, but I'm very curious on how you've done it.

[00:11:29] So let's start, let's start at the beginning. Like what was that day? Like when you're like, I think I should be on YouTube.

[00:11:36] Yeah. The day I thought I think I should be on YouTube was the day that I, my reach was cut on Facebook. I'm like, Oh, so I'm used to getting between a hundred and 150 leads per day.

[00:11:50] Email addresses just by posting on Facebook, just on Facebook. And suddenly it went to 20 and I'm like, Oh wow.

[00:12:01] Posting the same things, same type of content, same everything. Right. And suddenly my reach went drastically down.

[00:12:07] What year was that?

[00:12:09] It was like two months before April. Oh wow. Yeah. That's when I'm like, just now, just now, just now. And I had a massive hit like for two weeks and that went, it went up again.

[00:12:22] But I'm like, I, I need, I was solely dependent on Facebook and I'm like, what happens? I've heard all these horror stories. What happens if, if my reach gets cut down or my page gets taken down? Right. Not only for me, but all the people that I teach and are connected with me and are dependent on that. What happens to them too? So I'm like, okay, I got to figure something out.

[00:12:47] And YouTube had always scared me because of the high production quality that it takes. I mean, me making a Facebook.

[00:12:55] For those listening, by the way, he was doing air quotes on high production. Yeah. Air quotes.

[00:13:00] Yeah. Because there are, there are videos that are just hit the camera record like, um, reaction videos, stuff like that, which are very cool.

[00:13:10] But usually with a guitar, you see all the big influencers in guitar have these amazing studios, amazing cameras, super thought.

[00:13:19] Well, lessons that like, I'm, I'm not that type of guy. I just hit record and go for it. And then it stopped.

[00:13:26] Yeah. So you can see that on my Facebook. I, you can see my finger on the camera.

[00:13:31] Literally. But that's the way to, to produce a lot of content very fast. Right. Yeah.

[00:13:39] YouTube is not like that. So to create a video on YouTube, it's like a day of work, record, edit, publish, thumbnail, the title, the blah, blah, blah.

[00:13:49] You got to think everything through. So it's not as quick as Facebook for example.

[00:13:54] Yeah. It's, it's another platform. It's another platform, but I'm, I'm digging it. It's, it's, it's cool.

[00:13:59] I'll say you're doing pretty good. 20,000 subscribers and 89 videos. That's very impressive.

[00:14:05] Yeah. Thank you.

[00:14:06] How long, how long were you creating on Facebook? Right. Cause like, you know, I think like our story, obviously we don't, we don't sell us, I guess.

[00:14:13] I mean, at this point with frameworks and stuff, it might be a skill that we're, that we're selling at some point.

[00:14:17] But, uh, we started also on Facebook because of the less friction. Like you said, like you just like grab your phone, you, you click the red button and you start telling a story and you, hopefully you teach something and you work on your,

[00:14:29] your message. Right. And I think the frequency was very important for us at the very beginning to like, we just needed to get the reps in. Right.

[00:14:35] And Facebook was initial communities that we're part of. So we were getting feedback from people that were also in the same journey.

[00:14:41] So I think that was super helpful. And then our transition was not directed to YouTube, but for podcasting, right? Like a long form content, conversational audio first.

[00:14:50] And then just recently, you know, we've been putting everything on YouTube, but we don't create what we say like YouTube specific content, right? We're not doing that keyword research is like the interviews.

[00:14:59] They go there and we rely a lot of the energy of the show and different things. Cause we've mentioned on the show, our goal is a little bit different. It's like their relationships. Maybe down the line we go on YouTube.

[00:15:08] When you made that transition between like that daily stuff or like that very organic thing on Facebook, were you scared that you were going to lose some of that authenticity on YouTube? Like, how do you tackle that?

[00:15:18] Did you ended up producing it yourself or you ended up, you know, partnering with somebody that kind of helps you with that? Like what was that process in your head?

[00:15:27] Yeah. So your idea is if I, if, if I have a team behind and, and how do I tackle Facebook? How do I tackle YouTube? Is that what you're asking, Luis?

[00:15:37] Well, in a sense, like how would that transition to YouTube happen? Right. Because obviously the content on your YouTube channel, it seems a little bit different. Right. So a lot of people, uh, my, for us, it happened. We're like, well, we're the transition to YouTube specific content. It hasn't happened yet.

[00:15:51] Whereas like, do we have a very concrete five minute video about how to solve a specific problem, for example. Right. Uh, on Facebook for us was very organic. We will jump in there. We will get in the rep.

[00:16:02] We will tell a story or we will jump on a live, which became the podcast, you know, with some, some of our guests and it still happens. Uh, but that transition for a lot of people might be very, uh, intimidating. Right. They're like, you said a day, a day worth of shooting.

[00:16:16] How do you even come to that day? Like most people don't have any idea, right? They're like, yes. So how, how was that initial, like initial five videos?

[00:16:26] Very good question. Uh, it was scary because diving into a platform that is so high level. I saw YouTube as like going to the cinema, you know, like, yeah. Oh my God. How am I like the lights, the everything. It was scary to me. I was so comfortable on Facebook.

[00:16:43] Um, curiously, I'm maybe it doesn't completely answer your question, but you know, the videos that have done the best.

[00:16:51] Probably your edited videos hit record, go for it, hit, hit, uh, stop. And just, you obviously trimmed the beginning and the end.

[00:17:01] Yeah. And, and that's it. And that's the video. Those are the videos that have done the best.

[00:17:07] Yeah. Which is, it's, it's weird. Right. But I think when you're in the flow, when you're in the zone of really teaching something you're passionate about and you're really like digging the moment and you're get excited about how you're teaching it because you know, it's going to help someone.

[00:17:26] Yeah. That's what people get feedback on. If you're like really, um, like sketching everything out and now you're cutting here, you're cutting there, you lose momentum.

[00:17:36] Yeah. And, and that translate into the video and then people watch like three minutes. But if you're like banging like knowledge bomb after knowledge bomb and you're like, yeah, you're playing and you're, you know, you're, you're getting excited.

[00:17:49] Yeah. Then people stick around because I got to watch this guy. Like this guy is really excited about this. Right. Yeah. Yeah. Um, um, I love everything that, that I'm hearing. Right. And my mind goes to, obviously you've been teaching guitar for probably years. Right. Even before you started creating content, which again, it translates your, your, you seem to be an educator by, by nature. Right. Um, and a lot of people struggle with that camera presence, just jumping on.

[00:18:19] And then kind of like slowly developing the skill of just creating content, sharing their, their ideas. Right. What would you tell them to avoid making it overwhelming? Right. And I like the fact that again, I feel like I'm scrolling here through your YouTube. You do have some really big outliers with like over 200,000 views and whatnot. Right. But I noticed that obviously every video is like focus on one problem, one specific thing. Right. I'm curious.

[00:18:48] What is, what would be that advice for somebody that is, you know, starting to maybe teach their skill or, you know, present their problems and solutions that they can, you know, solve for other people?

[00:19:00] Mm hmm. OK, so so my personality, I'm I'm a systems guy. Like I, I love to fix things. I love to fix things. Like when something's broken, I'm like, ha ha, here I come. Right. And I love to fix things. And I love to I can I can sense what's wrong into something or how to make it better. That's just the way I am.

[00:19:26] Can you repeat your question? Because I lost my thread.

[00:19:29] Yeah, no worries. Like what is that point of advice for people that are starting to, you know, create that content, but they might not be educators or they're they're having a hard time getting on camera. Right. Because again, like I mentioned your your past, probably, you know, you've been educating people and teaching way before you jump on camera, which probably made that transition a little bit easier.

[00:19:51] OK, so Luis, our common coach would tell you that life is a recipe. Everything in life has a recipe. Right. And you probably solve something for yourself that you find natural.

[00:20:03] Natural. Like I'm going to put a super silly example, like tying your shoes.

[00:20:08] Well, a five year old kid maybe doesn't know how to tie his shoes. And for him, it's difficult for you. It's very easy. Right.

[00:20:15] But if you can create a system, a recipe to tie your shoes, now you can break that recipe down into smaller steps.

[00:20:23] Like if I just tell you it's done like this and I just tie my shoes, that's how most courses are made.

[00:20:29] Like, hey, this is tying your shoes. You show me how to tie them and then you leave.

[00:20:34] That's not a good course. I didn't learn anything. I didn't acquire that skill. Right.

[00:20:39] But if you can create a recipe to where every single little step, what shoelaces are the best to begin with?

[00:20:46] Right. How to threat your shoes, how to grab the two looshes shoelaces and make them the equal length.

[00:20:53] I'm using this silly example. I just made it up. But you get the point, right?

[00:20:57] Yeah. You get every little single step. Now let's do it together.

[00:21:00] OK, we put this one over here, this one over here. What do you think the outcome is going to be?

[00:21:04] Yeah. Yeah. You're going to be able to tie your shoes. Right.

[00:21:07] So every little step can be a piece of content. Very easy to do. Right.

[00:21:14] Hey, I'm going to the to the store and get in my shoes. These are the easiest shoes to tie.

[00:21:19] Now I get in my shoe. Right.

[00:21:21] Right. Yeah. So every little piece of that's how I break down my content.

[00:21:27] Like there's only so many things you can teach about guitar.

[00:21:31] Yeah, exactly.

[00:21:33] So I repeat what I teach, but from different angles.

[00:21:37] I just give it different different angles, different points of vision.

[00:21:41] Sometimes I use a whiteboard. Sometimes I use my computer.

[00:21:44] Sometimes I just use my guitar.

[00:21:46] Sometimes I'm in my living room and that gives me a different vibe. Right.

[00:21:49] So people are so afraid of creating content because they think they're going to repeat themselves.

[00:21:56] But we as humans need things repeated many, many, many, many, many, many, many, many, many times.

[00:22:02] Yeah.

[00:22:03] So we get it. Right.

[00:22:05] Absolutely.

[00:22:05] So why not drill that till the person who you're meant to serve gets it?

[00:22:11] Yeah.

[00:22:11] If that makes sense.

[00:22:12] You know, I think when you were telling the shoelace story, I mean, just recently,

[00:22:16] Luca, my five-year-old had a meltdown in school because he couldn't put his shoes on.

[00:22:21] And it was, you know, it was like a realization where it's like, wow,

[00:22:25] have we actually sat down with him and broken down the steps?

[00:22:29] And, you know, in business and people that are online teaching different things.

[00:22:33] And like you said, or even creating content, because when you create educational content,

[00:22:36] you're teaching things, right?

[00:22:38] Do we actually go granular enough?

[00:22:40] And I remember like the next morning we just sat down and we're like, okay,

[00:22:43] here's how you grab the shoe.

[00:22:45] Here's how you put the tongue out.

[00:22:47] Here's how you undo.

[00:22:48] He had Velcro shoes that day.

[00:22:50] So here's how you do the, undo the Velcro.

[00:22:52] This is how you put your foot inside.

[00:22:53] This is how you put the Velcro back in the little hole.

[00:22:56] This is how you do it.

[00:22:57] And it took two seconds, man, like the second shoe he did himself.

[00:23:01] And then that's it.

[00:23:02] And it was, it's such a real.

[00:23:04] Why did it work, Rhys?

[00:23:06] Why did it work?

[00:23:06] We broke down the little, the little steps and, and, uh, and you know, it was accessible

[00:23:11] and not, it was easy enough for him to start repeating.

[00:23:14] Right.

[00:23:14] And I'm following.

[00:23:16] Right.

[00:23:16] And I think.

[00:23:17] Because he did it because you didn't do it for him.

[00:23:21] This is the problem.

[00:23:22] I think, sorry, I am interrupting you.

[00:23:25] You're good.

[00:23:25] I think it's the big problem with online courses and with books, with anything that's knowledge

[00:23:32] best based is that they show you how to do it, but you don't do it.

[00:23:37] Yeah.

[00:23:38] So it's the, no, you know, a lot of stuff.

[00:23:41] So your kid might know how to do it, but he's never done it.

[00:23:44] So he doesn't have that skill.

[00:23:46] Yeah.

[00:23:46] So, so like, for example, you were telling me about YouTube and, and in YouTube and, and

[00:23:54] you were asking the question before that I didn't answer.

[00:23:57] Sorry.

[00:23:57] Right.

[00:23:57] About, um, giving away your best stuff.

[00:24:00] Right.

[00:24:02] So I can give away all my best stuff, but on YouTube, you're not going to stick around

[00:24:07] to do this stuff.

[00:24:09] Yeah.

[00:24:10] Because it's an entertainment platform.

[00:24:11] But if I sell you a course, I can show you, but then we can do it together.

[00:24:17] Right.

[00:24:18] So in the same video, the second part of the video, if I was showing your kid how to do

[00:24:24] it himself is get this piece here.

[00:24:26] Now you do it.

[00:24:27] And then he does it.

[00:24:28] Right.

[00:24:28] And now you put your, your little shoelace like this, and then he does it.

[00:24:32] And having that framework to where I show you how to do it.

[00:24:36] And then we do every step together.

[00:24:39] I think it's essential to learn any, any skill.

[00:24:42] Yeah.

[00:24:42] I teach guitar, but any skill.

[00:24:43] Well, we just, yesterday we wrapped up a new podcast launch and, uh, you know, they

[00:24:49] decided that they also wanted to be part of the, part of the process, which by the way,

[00:24:53] I love, like whenever we get customers that they're like, they're willing to, you know,

[00:24:56] go behind the screen and they want to learn about the process a hundred percent.

[00:25:00] And I think that's part of like one of the things that we do differently here in the studio.

[00:25:04] It's like, we want them to be, you know, involved in it.

[00:25:08] And, uh, same thing.

[00:25:09] I was realizing it like they've never been on social media, for example.

[00:25:13] So simple things like, Hey, there's a promotion cadence before you release like the first few

[00:25:18] shows.

[00:25:18] They're like, okay, how do we do that?

[00:25:20] Like, where do we do that?

[00:25:21] And, uh, and my initial answer was like on social media.

[00:25:23] It's like, which social media?

[00:25:25] And I'm like, Oh, this is it.

[00:25:26] So we started like breaking down the things.

[00:25:28] And sometimes as, as like maybe the experts on the topic for us, it comes almost like a second

[00:25:34] nature because we've done it for so many years, but we have to like step back.

[00:25:38] And I love the analogy of, you know, teaching the little kid.

[00:25:40] Cause it's like that it's like, okay, let's assume we know nothing.

[00:25:43] Right.

[00:25:44] It's like, what is like this step-by-step that we're going to be taking, um, inside of that

[00:25:48] content.

[00:25:49] And I think like for a lot of people that just don't want to go there, right.

[00:25:52] Like it does take some thinking processing and work to get to that level.

[00:25:57] Right.

[00:25:57] And, uh, and, and I think that's what separates like great creators from, you know, average

[00:26:02] creators that are online.

[00:26:03] If we're talking about educational content and getting people results, right.

[00:26:07] Because that's another thing that I think like we should brag about with you is like, you

[00:26:11] are getting a lot of people results and you are teaching them what you say you're teaching

[00:26:15] them, right.

[00:26:16] And they're doing it, which is really exciting.

[00:26:19] And the beautiful thing about, about breaking it down so, so much and being like so specific

[00:26:25] and not assuming that anyone knows anything is that the one that doesn't know it has the

[00:26:32] chance to do it.

[00:26:33] Yeah.

[00:26:34] And the one who does know it gets reinforced and knows how to do it better.

[00:26:39] Yeah.

[00:26:39] So it's just a win-win assuming that somebody knows something and you leave so many people

[00:26:45] behind and frustrated because it's like, I felt like that with guitar for so many years,

[00:26:52] guys.

[00:26:52] Like for so many years, I thought I was music, like theory retarded.

[00:26:58] I say, yeah, because I just didn't understand it.

[00:27:02] Like, because I'm like, I'm going to learn theory.

[00:27:05] Well, the flat five and the flat third and the blah, blah, blah.

[00:27:07] And the major scale.

[00:27:08] And I'm like, this makes no sense.

[00:27:09] How do you use it?

[00:27:10] Right.

[00:27:11] So I use colors to teach these things.

[00:27:14] People use technical jargon.

[00:27:16] I use colors.

[00:27:18] It's like Sesame Street, but people don't get offended by it.

[00:27:23] Yeah.

[00:27:23] They're like, finally, someone is teaching me this.

[00:27:26] I've been struggling with this for 30 years.

[00:27:28] Finally, someone is using freaking colors.

[00:27:31] Yeah.

[00:27:32] Colors are for that.

[00:27:33] Yeah.

[00:27:34] Learn.

[00:27:34] The other day I saw this ad, you might've seen it.

[00:27:37] It's like this little mini electronic piano that you connect your iPad.

[00:27:42] And it's basically games.

[00:27:43] Like the iPad will show you like different colors and you have like a kid version, adult

[00:27:46] version.

[00:27:47] And the key is like highlighting colors.

[00:27:49] And then you start playing piano and learning the basics that way.

[00:27:53] And I was this close, you know, to, to buying one for me and my kid.

[00:27:58] I'm like, dude, this, what a great experience is because I'm very similar.

[00:28:02] Like we went through music classes, like Fonzie was saying at the beginning.

[00:28:04] Right.

[00:28:04] But it was like, okay, people have different ways of learning.

[00:28:08] People have different ways to consuming content.

[00:28:10] Right.

[00:28:10] I'm very top level.

[00:28:11] A lot of what we talk about is also, you know, people might listen to a podcast.

[00:28:15] Other people might prefer to watch it.

[00:28:17] Like other people might prefer to get the nuggets.

[00:28:19] Like other people might prefer to do this.

[00:28:21] And I think that's what's so important, not only content, but in general, in your processes,

[00:28:24] look back and be like, okay, what are the things that, you know, people might be looking

[00:28:29] and like, maybe let's consider that other people are learning in a different way.

[00:28:33] Maybe let's consider that people are consuming content in a different way.

[00:28:38] Right.

[00:28:38] A lot of people ask us like, okay, why?

[00:28:40] Well, I'm not getting enough listeners.

[00:28:43] Right.

[00:28:43] And I'm like, okay, are we producing something of quality to get the listeners?

[00:28:47] Are we promoting it in the places that they're in?

[00:28:49] Maybe an option is that maybe they don't want to listen to your content.

[00:28:53] Maybe they want to watch it.

[00:28:54] Like how we consider those options.

[00:28:55] Right.

[00:28:56] And I think with everything, like you said, it's like, okay, some technical codes versus

[00:29:00] the colors.

[00:29:02] What are some other options that we can train?

[00:29:03] I think that opens our world possibilities, not only on like teaching the things that,

[00:29:07] that, you know, that we want to teach, but also on inside the backend processes, right.

[00:29:12] For us to be like, okay, here's how we do things.

[00:29:16] So I want to transition here a little bit.

[00:29:19] I think we've covered pretty good basis on, you know, how to teach this skill, how to teach,

[00:29:25] how to teach the skill, how to create content around the skill.

[00:29:29] And now people might be asking themselves, all right, well, how do I connect this to, to

[00:29:34] profit?

[00:29:35] Right.

[00:29:35] And you mentioned you were getting about a hundred, 150 leads per day on Facebook.

[00:29:42] Right.

[00:29:42] And I'm guessing, you know, people might be asking themselves, whoa, is all that from

[00:29:47] organic content?

[00:29:48] Does he do paid advertising?

[00:29:50] Right.

[00:29:50] Like what is his strategy to bring in people to, you know, sign up to, to his email list?

[00:29:57] Also why, you know, we have, when kind of know why you want people on your email list,

[00:30:02] right.

[00:30:02] But if you want to share, you know, why you want to move people towards your email list.

[00:30:06] And, and yeah, I'm curious to once they sign up to your newsletter, right.

[00:30:10] You have a book, you pretty much, you have a full value ladder, right.

[00:30:13] I was watching your, your website and you have a full suite of products, but I'm curious

[00:30:19] on how do you move people, right.

[00:30:21] From signing up into your newsletter to them giving you $1 or more.

[00:30:28] Yeah.

[00:30:29] Hopefully more.

[00:30:30] Hopefully more.

[00:30:32] Yeah.

[00:30:33] So, so very quick question.

[00:30:34] So what I do is my whole entire business is based out of lead magnets and self-liquidating

[00:30:40] offers, self-liquidating offers, meaning that you sell something in the front end and you

[00:30:47] immediately get your money back at least or make a profit.

[00:30:50] Right.

[00:30:51] So, um, all of them are books.

[00:30:55] And the way I do it is I have a book that's free.

[00:30:59] And then you can buy the book on a physical version on Amazon.

[00:31:06] That's the book I was, I was given out.

[00:31:08] Right.

[00:31:09] So the free version is a great version.

[00:31:12] The printed version is an extended version of that book.

[00:31:16] Right.

[00:31:16] So that's how I get people in my email list.

[00:31:19] I have more than one book.

[00:31:21] I have many books, so many that I can't promote them all.

[00:31:26] But yeah, you, you struggle to find time, right.

[00:31:28] Yeah.

[00:31:29] To, to, to promote.

[00:31:30] And you want to promote to what has the biggest leverage, right?

[00:31:34] Exactly.

[00:31:35] Exactly.

[00:31:36] So that's one of my most successful books.

[00:31:39] And then I, I take them through email.

[00:31:43] I sell everything through email.

[00:31:45] People say email is dead.

[00:31:46] I mean, whatever transaction you do, you need your email.

[00:31:50] So email is very alive in the transaction world.

[00:31:55] Um, so I drive them through email through my different products in the value ladder.

[00:32:00] I always get value.

[00:32:02] I write every day, every day I wake up at five o'clock.

[00:32:05] That's the first thing I do.

[00:32:06] Write an email.

[00:32:07] Wow.

[00:32:08] Yep.

[00:32:08] That's the, I've been doing that for almost three years now.

[00:32:11] Wow.

[00:32:12] So you're sending out daily emails.

[00:32:15] Daily email.

[00:32:15] So you write it and then you send it right off or you write it on that something that

[00:32:19] maybe for a week.

[00:32:20] No, no, I write it and I send it.

[00:32:22] And then the most successful emails are the ones that go into sequences.

[00:32:26] Yeah.

[00:32:27] There you go.

[00:32:27] And become evergreen.

[00:32:28] Right.

[00:32:29] So, so every email is value based.

[00:32:32] I teach you something.

[00:32:33] I talk about something.

[00:32:35] And then the PS is, Hey, you want more of this?

[00:32:39] I've got this course.

[00:32:40] I've got this book.

[00:32:41] I've got this online training.

[00:32:43] I've got this workshop.

[00:32:44] I've got whatever I'm selling that day.

[00:32:46] I've got this promotion.

[00:32:47] Right.

[00:32:48] But it's, it's, if you write an email a day, you're going to get pretty good at it.

[00:32:53] Yeah.

[00:32:54] If you post every day, you're going to get pretty good at it pretty fast.

[00:32:58] Yeah.

[00:32:59] Absolutely.

[00:33:00] Right.

[00:33:00] That's why I do it.

[00:33:02] I'm about to sign up on your list.

[00:33:03] Just so you know, you're going to get 151 leads today.

[00:33:09] So I love it.

[00:33:11] And I love the, I mean, you just preach for YouTube and everything, you know, kind of like

[00:33:16] that consistency and the importance of understanding that you are the only one that listens to 100%

[00:33:23] of your message.

[00:33:24] Right.

[00:33:24] And some people might be scared of sharing, you know, some of their knowledge or some

[00:33:29] of their skillset in certain ways or multiple ways, because they're going to say, I already

[00:33:34] said that.

[00:33:35] Right.

[00:33:36] But writing an email for three years.

[00:33:39] Right.

[00:33:39] And again, like you mentioned, there's limited things you can share about playing guitar.

[00:33:43] So sharing it multiple times.

[00:33:46] This question might seem like I'm regressing a little bit to the previous topic, but I am

[00:33:51] genuinely curious on how do you choose?

[00:33:55] What are you going to write on that day?

[00:33:57] Right.

[00:33:58] Do you have a process?

[00:34:00] You say you're a system person, right?

[00:34:01] Do you once a month do some sort of research and make a list and then you wake up and you're

[00:34:07] like, all right, today I'm writing about this or you wake up, you do kind of like the, I

[00:34:12] don't know if it was Isaac Newton that used to do this, but, you know, sleep with a coin

[00:34:17] in their forehead.

[00:34:18] And when the coin falls, they, they, they wake up startled with an idea and you write down

[00:34:23] about that, right?

[00:34:23] Like which way do you do it?

[00:34:25] Are you, you know, just, just blessed with great ideas or do you have a process for it?

[00:34:30] No, no, I'm not, not, not, not blessed.

[00:34:34] I do think about it a lot.

[00:34:38] I'm pretty much obsessed.

[00:34:40] Like it all started with a friend of mine that came home one day.

[00:34:44] I was in this studio playing guitar and she's like, I'm going to send, I'm going to sign

[00:34:49] up my daughter for lessons.

[00:34:52] And guitar is part of my life.

[00:34:54] I mean, you can't take it away.

[00:34:55] If you take it away, I'm dead.

[00:34:56] And the first thing I thought about was do not sign her up.

[00:35:01] Do not sign her up because I, what happened to you?

[00:35:06] What happened to both of you?

[00:35:07] Big guitar.

[00:35:09] Let's play twinkle, twinkle little star.

[00:35:11] Let's learn theory.

[00:35:12] Right.

[00:35:13] That's, that's not fun for a kid.

[00:35:15] So I started thinking of right there.

[00:35:19] I thought about like a method to take chords out of the equation.

[00:35:22] That's the most difficult part.

[00:35:24] Yeah.

[00:35:24] And then I evolved that into my first program.

[00:35:27] And from there, that was the spark.

[00:35:29] I'm like, wow, I can solve many problems here.

[00:35:33] Right.

[00:35:33] Yeah.

[00:35:34] And I got so excited.

[00:35:36] So it's just a constant, I'm constantly thinking of it.

[00:35:40] I'm if to answer your question, if you really want good ideas, you got to get obsessed about

[00:35:46] something.

[00:35:47] Yeah.

[00:35:47] You got to obsess.

[00:35:50] Constantly think about it.

[00:35:51] Constantly listen to podcasts, constantly look at videos, constantly read books about

[00:35:56] it.

[00:35:58] And then it won't get out of your head and ideas are going to flow.

[00:36:01] Sounds like once I've posted.

[00:36:03] Oh, God.

[00:36:03] Sorry.

[00:36:04] Sorry.

[00:36:04] Sorry.

[00:36:04] Once you posted.

[00:36:05] Yeah.

[00:36:05] Once I posted one, one topic and I've done five emails on the same topic.

[00:36:11] Now I need more ideas.

[00:36:12] Right.

[00:36:12] So what do I do?

[00:36:14] I go and research more on that topic.

[00:36:16] And now suddenly that idea, write it down.

[00:36:19] I also carry a, I don't know if I can find it now because here are my old ones.

[00:36:23] Yeah.

[00:36:24] I carry little brown notebooks.

[00:36:26] Yes.

[00:36:27] Yes.

[00:36:28] What's your notebook?

[00:36:28] Who knows?

[00:36:29] Then you are, I can tell we're already going to be best friends out here.

[00:36:34] Yeah.

[00:36:35] You do too?

[00:36:36] I'm a, I'm a, I'm a note taker.

[00:36:38] I love taking notes, writing down my ideas, lots of input.

[00:36:42] And he's famous for like the family kids finding his notebooks everywhere in the house.

[00:36:46] Really?

[00:36:47] I love it.

[00:36:48] I, I, I, yeah.

[00:36:49] I, and downloading information.

[00:36:51] Yeah.

[00:36:52] We had an episode on that, on the value of capturing your ideas and your notes.

[00:36:57] Right.

[00:36:58] Because a lot of times we're just going through our day, listening to things and then we're

[00:37:01] just like, Oh, that's pretty good.

[00:37:02] Yeah.

[00:37:03] Yeah.

[00:37:03] When I sit down to create content, I'll remember that.

[00:37:05] No, you gotta, you gotta capture those things for whenever the moment comes in, which you

[00:37:11] need to put in your calendar, the moment that you sit down to create intentionally like you

[00:37:14] do, then you can open that book and be like, Ooh, this one is good.

[00:37:19] And I feel inspired today to write about that one.

[00:37:21] And then you go ahead.

[00:37:22] Do you, do you, do you immediately do something about it?

[00:37:25] Like apart from writing it down, I found that when I get a spark and it's like, Ooh, that's

[00:37:31] good.

[00:37:31] Right.

[00:37:32] If I immediately create a video about it, then it sticks and it evolves into a bigger idea

[00:37:38] and I can evolve it by once I write it down in my notebook out of the 10 ideas I had,

[00:37:45] one is good.

[00:37:45] Yeah.

[00:37:46] But if I immediately take action on it and I explain it, I go live, I create a video

[00:37:52] about it, but it has to be, it can't be a video to you.

[00:37:56] It has to be a video out there.

[00:37:58] Right.

[00:37:59] And that's, that's the difficult part that you were talking about before that people are

[00:38:03] afraid of.

[00:38:04] You got to put it out there because then intention really matters.

[00:38:09] And you're really going to put the effort.

[00:38:10] Yeah.

[00:38:11] Once you put it out there, it might not be perfect, but now your brain is like,

[00:38:15] do, do, do, do, do, do, do, do, do, do, do, do, do, do, do, do, do, do.

[00:38:16] Obsessing about that idea.

[00:38:18] Yeah.

[00:38:18] And you think about it constantly.

[00:38:19] I think, uh, I think that's one of the things that most people maybe ignore or don't even

[00:38:25] like experience when they're starting to create content.

[00:38:28] It's like, that's how the content creation skill is developed.

[00:38:31] Right?

[00:38:32] Like imagine, uh, you know, you see, obviously you see the big ones like Gary V, right?

[00:38:36] He's been doing it for a long time.

[00:38:38] Like he's just goes lives and he posts and he thinks, and a lot, you know, a lot of the feedback that we see anywhere in the conferences or different things, everybody's trying to hack the system.

[00:38:47] Right.

[00:38:47] As in like, how can I create without actually be a creator?

[00:38:50] And I think like to be, to be putting your, your authentic self and your authentic ideas, you have to become that creator.

[00:38:56] You have to be obsessed with your topic.

[00:38:58] You have to be.

[00:38:59] And I remember, um, I experienced it.

[00:39:02] I didn't publish this, I guess, in a content environment, but I experienced this when I was writing the speech for your wedding.

[00:39:08] Where, uh, it was literally, I was walking from the living room to the kitchen, the morning off.

[00:39:14] And this kind of like one sentence premise came up like that idea.

[00:39:18] And I literally sat in the couch and started typing on my phone.

[00:39:21] And we had like my two kids, my cousin, my wife was there.

[00:39:25] Like we're about to get ready.

[00:39:26] And I literally just like walked real quick to the office and like locked myself.

[00:39:30] And like the whole download just happened that moment.

[00:39:33] Right.

[00:39:33] So it's like, and then obviously you refine it a little bit.

[00:39:36] And that was the thing that I said.

[00:39:37] And I, and I, and I think it was a good, a good piece, but it also happens whenever like you're trying to write like a blog post, for example, or, or identifying your creation moments.

[00:39:48] Like sometimes you're going to have that idea and you write maybe the script or you have the premise or you have like the bullet points that you're going to share on that video.

[00:39:54] And you're very, like you say, you're very passionate in that moment.

[00:39:56] And I think like in today's day and age, we have to be ready to capture those, right.

[00:40:01] Whether like you edit it or whether you grab that piece and you send it to the team for them to develop further.

[00:40:07] Right.

[00:40:08] Like a video that you did and that might go to YouTube or for us, the podcast is that tool.

[00:40:13] But like I've tried to, uh, in my very personal case, I've, I feel like I never was attracted to blogging or like write things out.

[00:40:22] Fancy is way better at me than that.

[00:40:25] So on my end, I'm like, okay, what's my process?

[00:40:27] And my process is maybe we have these videos that we do.

[00:40:31] Cause like for me personally, it's easier to talk to a camera and then the information that's set there.

[00:40:36] How do I structure?

[00:40:37] How do I leverage maybe technology to restructure it for, for a piece that I can publish as a blog?

[00:40:42] For example, I think for Fancy is backwards.

[00:40:44] It's like, he likes to write first and then based on what he writes, then we create the video.

[00:40:49] And I think that's interesting because every single person will have their process.

[00:40:52] Like you said, like you, you probably set up your environment to when like you have an idea that comes through and in less than 30 seconds,

[00:40:59] you can probably be creating a piece of content on that.

[00:41:02] And I think that's, those are elements that as we start to create, we have to consider.

[00:41:07] It's like, where am I?

[00:41:08] Like, is my office set up to like in less than 30 seconds, I hit a red button and we can create, right?

[00:41:12] Is my studio set up that way?

[00:41:14] Is, you know, am I okay with maybe the phone?

[00:41:17] If, you know, instead of setting up all the microphones, I think that's so important to start thinking about.

[00:41:22] And I encourage everybody listening or watching to look at your environment.

[00:41:25] And it's like, are you in an environment where it's something like this happens?

[00:41:28] You could create right away.

[00:41:31] I want to, I want to add something, attach something to, you know, what you mentioned about that inspiration.

[00:41:38] It reminded me of a quote.

[00:41:39] I had to search it to make sure I got the right one, but it's from Naval Ravikant.

[00:41:43] I don't know if you know who he is, but for those that don't know Naval, he's like a huge, huge investor.

[00:41:50] He's like super famous in the, in the tech world.

[00:41:52] And he says, inspiration is perishable.

[00:41:56] Act on it immediately.

[00:41:57] Right.

[00:41:58] And it relates so much to what you just said, but also I want to tie out to something I heard in one of the Tony Robbins events or whatever, which he talks about communication all the time.

[00:42:11] And he says like only 7%, you know, communication is only 7% what you say about 38% tonality and like 55% your body language.

[00:42:21] So what I want to get here is like when you're inspired, right?

[00:42:24] Like communication happens a lot is a transfer of energy of sorts.

[00:42:30] Right.

[00:42:30] And when you're inspired, it feels so much natural on the camera.

[00:42:36] Right.

[00:42:36] You can, you're actually transferring that energy to the viewer when you don't have that energy.

[00:42:44] Right.

[00:42:45] And you just sat there on the camera, like it's noticeable.

[00:42:47] Right.

[00:42:48] And I think that's why for a lot of people is painful because they, maybe they're not inspired when they're doing it.

[00:42:55] Right.

[00:42:55] Or maybe they don't have the reps to do it.

[00:42:59] And they're like, all right, let me do it first time.

[00:43:00] And that energy that comes across, it's, it's an awkward energy.

[00:43:04] And when they see it, they're like, oh man, I'm terrible on camera.

[00:43:07] Right.

[00:43:07] And they labeled themselves.

[00:43:08] They identify themselves already with, I am bad.

[00:43:11] I'm not a content creator.

[00:43:13] But if they were just, sorry.

[00:43:15] No, no, I would say, but if they was, if they would just do it when they're inspired at first, right?

[00:43:19] Like, oh, I got this great idea.

[00:43:21] Let me talk about it.

[00:43:22] Right.

[00:43:22] And don't script.

[00:43:23] They don't nothing.

[00:43:23] Just like turn on the camera and talk about it.

[00:43:26] Yeah.

[00:43:26] I think they would notice at least for part of that video that they have a little bit of that spark of like, oh, I can actually be a good content creator.

[00:43:35] I just need more reps.

[00:43:38] Yep.

[00:43:38] I think many people are making it harder than it is.

[00:43:41] Like you, you always got to work with what you have.

[00:43:45] You've got short legs.

[00:43:47] You got to work with short legs.

[00:43:48] You've got four fingers instead of five.

[00:43:51] Hey.

[00:43:51] Yeah.

[00:43:53] I'm still fast.

[00:43:54] I'm still the best.

[00:43:55] You got four fingers instead of five.

[00:43:56] You got to work with four fingers, right?

[00:43:57] Yeah.

[00:43:57] Making things as easy as possible.

[00:44:00] Yeah.

[00:44:00] Hey, I don't have a camera.

[00:44:01] I've got a phone.

[00:44:02] Cool.

[00:44:02] You've got a phone.

[00:44:03] Like I teach my beginners this with the guitar.

[00:44:06] Hey, three chords.

[00:44:07] Why learn more chords?

[00:44:09] Get comfortable with them and play amazing music with them.

[00:44:13] Right.

[00:44:13] Instead of learning 150 variations.

[00:44:16] Yeah.

[00:44:17] And then feeling very shy about you can't change to that chord variation quickly.

[00:44:22] And now, you know, it's going to sound bad.

[00:44:25] Yeah.

[00:44:25] And now, well, same with content, right?

[00:44:28] Well, if you have a super good camera and you've got your script, but you don't know your script and then you're stopping all the time.

[00:44:35] And why do that?

[00:44:37] Yeah.

[00:44:37] Just get your phone or your phone or your blog or whatever you feel comfortable doing.

[00:44:42] But you've got to be in a state of flow.

[00:44:45] Yeah.

[00:44:46] Yeah.

[00:44:46] To deliver.

[00:44:47] Yeah.

[00:44:48] And have a conversation.

[00:44:50] It feels like a one-way conversation when you're doing this, but it's not.

[00:44:54] There's someone on the other side receiving what you're teaching, what you're talking about, what you're joking about.

[00:45:01] What it's a two-way conversation.

[00:45:05] Only you're the only one speaking, if that makes sense.

[00:45:07] Yeah.

[00:45:07] Absolutely.

[00:45:08] I think, you know, we look at, we have to look at tools as a way to enhance like our message of like that passion that we're trying to like share with others.

[00:45:15] Right.

[00:45:15] You know, we, it's many times that we've been in conferences and obviously you have the sponsors or you have like the people kind of like, you know, out there on the, on the vendors.

[00:45:25] Right.

[00:45:25] And everybody's so excited about the equipment, the new camera, the new thing, like the new settings, the new audio boards, blah, blah, blah.

[00:45:32] And like, we get excited about it.

[00:45:34] I'm a techie man.

[00:45:35] Like I, I like, I love devices, you know, and we've been also victims of like getting a device and then never use it again because of whatever.

[00:45:42] Right.

[00:45:42] But at the end of the day, it's like, we have tools that are at our disposal to, to be able to create.

[00:45:48] And that's totally okay.

[00:45:49] And if it's like one camera and then that's it, that's all you have.

[00:45:52] Well, can we change angles on the camera?

[00:45:54] Can we use, you know, paper?

[00:45:55] Can we use like a whiteboard?

[00:45:57] Can we sit here?

[00:45:57] Can we, and, and I think that muscle of like, okay.

[00:46:01] If we have less stuff to work with, like as in tools, it's going to help us be more creative.

[00:46:06] And I, and I, and I was watching a video of, uh, as we wrap up with like Casey Neistat.

[00:46:11] I don't know if you are familiar with Casey, but Casey is like a big YouTuber.

[00:46:14] One of the like OGs of YouTube.

[00:46:17] And his videos are always like vlog style with one camera.

[00:46:21] And he uses a ton of props.

[00:46:23] Like, so his office is set up with a ton of props that he uses every single day.

[00:46:26] And he illustrates things not through like computer graphics or anything, but with the props that he has at his disposal.

[00:46:32] And I also read, it's like for me to make it easy.

[00:46:35] Like I have a few rules where if my camera has to always be fixed on a spot.

[00:46:42] So he puts them like on benches or on trees, but he always has to be fixed.

[00:46:46] Like you don't see it often, like moving the camera kind of like vlog style.

[00:46:50] And he's like, okay, what are your established rules with the things and resources that you have today?

[00:46:56] And then maximize those.

[00:46:58] And once those maximize, then you can start looking at, you know, anything else.

[00:47:02] So I love how, you know, your passion and your love for, for teaching the guitar translates into almost everything in life.

[00:47:09] Right.

[00:47:10] Like especially content creation.

[00:47:11] So thank you for sharing that.

[00:47:13] I don't know if you have any last thoughts as we wrap up.

[00:47:15] I have so many questions.

[00:47:17] I don't know if it lasts, but I have so many questions.

[00:47:20] Well, I know we deviated a little bit from the profit part, right?

[00:47:24] I mean, you did share kind of like the funnel that you use, right?

[00:47:27] The self-liquidating funnel.

[00:47:29] So for those that are listening and they're asking themselves, what is a self-liquidating funnel?

[00:47:33] Is you run an ad that sells a product that helps you recover your investment, your costs for acquiring a customer or you're making, or it's a little bit profitable.

[00:47:44] So that way you can just keep spending money in ads without it being a cost, right?

[00:47:50] You're acquiring customers in your, in your list, in your email list, you're building that one.

[00:47:55] And then you sell them through communicating with them.

[00:47:59] Some people do it differently, right?

[00:48:01] Right.

[00:48:01] Then here does it with, through email, daily emails.

[00:48:05] You communicate with them and then you sell them.

[00:48:07] You, you move them through what people call the value ladder, right?

[00:48:10] Now, my question for you is people are thinking this is a lot, right?

[00:48:15] Like building a funnel, building the ad, building the boom, boom, boom products, everything, right?

[00:48:20] Content.

[00:48:21] Are you a one man band?

[00:48:22] Pun intended.

[00:48:23] Are you a one man band in here?

[00:48:26] Like, do you run your own ads?

[00:48:28] You already said you write all your emails daily, 5 a.m. in the morning.

[00:48:33] Also, I'm curious, even on Saturday and Sunday, it's 5 a.m.

[00:48:36] or is it a different time?

[00:48:38] Right.

[00:48:38] Like, do you script your YouTube videos?

[00:48:41] Do you record everything?

[00:48:42] Edit.

[00:48:43] I'm curious, right?

[00:48:44] Let's, let's break the myth.

[00:48:48] It's like yes to all.

[00:48:49] It's no myth.

[00:48:50] It, my, my wife, like we've got to a point if you want numbers, we're on multiple six figures.

[00:48:58] Right now, we've been in business for two years and a couple months.

[00:49:02] Yeah.

[00:49:03] Thank you.

[00:49:03] And my wife has just, um, uh, quit her job to come and help in the business.

[00:49:12] Yeah.

[00:49:12] Like a couple months ago.

[00:49:14] So till that day, it was a one man band.

[00:49:17] Wow.

[00:49:17] Now it's a couple band.

[00:49:20] Does she play an instrument?

[00:49:22] It's made so much difference.

[00:49:24] I mean, it's, it's crazy.

[00:49:27] Just having my inbox clean when I wake up.

[00:49:31] Just imagine that, right?

[00:49:32] I had the, when she came in, I had 1,500 unread emails.

[00:49:38] Wow.

[00:49:38] Wow.

[00:49:38] And now it's like, I can answer my students' emails now.

[00:49:42] Right?

[00:49:43] Like I don't have to filter through all the things that come in through.

[00:49:46] Like she's taking more care of the cookie cutter and the sending the books.

[00:49:50] And if someone has a problem logging in, stuff like that.

[00:49:54] Fulfillment.

[00:49:54] It takes a lot of, yeah.

[00:49:56] Yeah.

[00:49:56] So she's more of the, of the, um, I'm more of the creator and she's the, the, the, the operator.

[00:50:04] Right.

[00:50:04] That's so cool, man.

[00:50:05] That's so cool.

[00:50:06] Yeah.

[00:50:07] Uh, then does she play an instrument?

[00:50:13] The keyboard, the computer keyboard.

[00:50:16] Yeah.

[00:50:17] Dan, I know that we're like on the hour, man.

[00:50:19] I really appreciate you coming in and sharing your process and sharing like this point of view.

[00:50:23] I think it's so good.

[00:50:24] I, I personally think I relate a lot with like the way that you create and the way that you've

[00:50:28] tackled this, uh, you know, for, for us is like soccer and, uh, and you know, content

[00:50:35] frameworks, I guess.

[00:50:37] So, but I like, I'm in the shower and I'm thinking about like, how can we, you know,

[00:50:40] make this a little bit more effective or how can we do this?

[00:50:43] And, um, so anyways, I'm very passionate about it.

[00:50:46] We're going to leave all your links right below.

[00:50:47] So people that are interested in learning more about Dan and, and, uh, and what he

[00:50:52] teaches, they're going to be like right below Fonzie.

[00:50:55] Uh, if you're not, you know, playing the Italian a month, uh, you are not longer part of this

[00:51:00] business.

[00:51:02] Wait, wait, wait.

[00:51:03] Whoa.

[00:51:04] I almost forgot.

[00:51:05] I almost forgot.

[00:51:06] We can not close the dot.

[00:51:07] Then we got to put you in the spot.

[00:51:09] I can see you got the guitar in the background.

[00:51:11] We got to play something.

[00:51:12] Okay, cool, man.

[00:51:13] We got to play something.

[00:51:13] I'm going to show you, I'm going to show you how easy it is.

[00:51:17] Let's go.

[00:51:18] Yeah.

[00:51:19] With a silly example.

[00:51:20] Okay.

[00:51:20] Can you, can you hear it?

[00:51:22] Yes.

[00:51:22] Yep.

[00:51:23] Yep.

[00:51:23] Okay.

[00:51:24] So, so do you know what is the most essential part in music?

[00:51:31] That you like them?

[00:51:33] Yes.

[00:51:34] Rhythm.

[00:51:35] Perfect.

[00:51:36] Right.

[00:51:36] So rhythm is very simple.

[00:51:37] If you can count to four, you can play rhythm, right?

[00:51:40] One, two, three, four.

[00:51:43] One, two, three.

[00:51:45] Cool.

[00:51:45] Right.

[00:51:46] Very basic, but we're, we're keeping it very short because we're going to do this in one

[00:51:50] minute.

[00:51:50] I love it.

[00:51:50] Okay.

[00:51:51] So what is the most difficult part of playing the guitar?

[00:51:55] You've tried.

[00:51:56] Yeah.

[00:51:57] Well, for me, it's changing the chords like from one chord to the other.

[00:52:01] Okay.

[00:52:01] So luckily for you, there's already a chord done for you in guitar, right?

[00:52:07] So if you, if you strum strings three, two, and one, that's an E minor chord.

[00:52:12] Uh-huh.

[00:52:13] So you don't even have to fret anything.

[00:52:16] Now apply that one, two, three, four.

[00:52:21] Okay.

[00:52:22] Now with one finger, you can move those three notes across the fretboard to play any minor

[00:52:29] chord with one finger.

[00:52:30] Wow.

[00:52:31] Check this out.

[00:52:32] Right?

[00:52:43] That's a silly example.

[00:52:44] It's a good example.

[00:52:46] But you're already playing music.

[00:52:48] What did it take you?

[00:52:49] A minute.

[00:52:50] Yes.

[00:52:51] My, my, my wife will be like, that is no music.

[00:52:56] We can go into that discussion a lot, but like, I'm with you.

[00:52:58] I'm like, yes, that is music.

[00:53:00] No, but it's, it's very simple.

[00:53:02] I mean, there's a lot more to it, but right there, you're already playing music.

[00:53:06] This is just the tool to play it.

[00:53:08] And any guitar player, if you, if you work a little bit on this, like for 30 minutes

[00:53:14] and play a basic minor blues, any guitar player experience will jam, will jam to that

[00:53:20] for hours.

[00:53:21] And now you've got to bang.

[00:53:22] Yeah.

[00:53:23] Yeah.

[00:53:23] So cool.

[00:53:24] 30 minutes.

[00:53:24] I'm about to go jam at home when I, just so you know, I'm going to grab the guitar,

[00:53:28] tune it and go with the finger and play E minor.

[00:53:32] Dude.

[00:53:33] And that most importantly, that's a massive win, right?

[00:53:35] Like you just positively reinforce yourself into, I did it.

[00:53:39] I'm just going to continue to do it.

[00:53:41] I'm so excited, man.

[00:53:43] I'm so excited that you're going to be helping so many people out there.

[00:53:46] You know, I'm going to, um, well, you're not allowed to touch the guitar that's at home.

[00:53:51] I'm going to try it too.

[00:53:52] That is a, that is my cool guitar.

[00:53:54] That is no, that's your present to Luca and Mateo.

[00:53:56] And we're going to use it.

[00:53:58] I can get, I can get them another one.

[00:53:59] That is a very nice guitar.

[00:54:01] All right.

[00:54:01] Um, then, but I love the example.

[00:54:04] Don't get me wrong.

[00:54:04] I'm going to do it, but I want to hear your shred.

[00:54:15] So good.

[00:54:16] So good.

[00:54:17] Let's go.

[00:54:17] I'm just going to say that also sounds like a perfect intro song for YouTube right there.

[00:54:23] You know, something like that.

[00:54:26] We got to get you a little jingle so, so we can put it on.

[00:54:29] You're a natural shredder, man.

[00:54:30] I can, I can see it in you.

[00:54:32] And you're like, I need that.

[00:54:34] I'm not going to lie when I'm in the car and I play some blues and they go on, on, off,

[00:54:41] on a solo.

[00:54:42] Yeah, man.

[00:54:43] Nothing feels better.

[00:54:45] I absolutely love it.

[00:54:46] I love a good guitar solo.

[00:54:48] It just, it's the best.

[00:54:50] Yeah.

[00:54:50] Thank you, man.

[00:54:51] When we go to, uh, to Europe, we gotta go visit you and, uh, you know, we'll, we'll know some,

[00:54:56] some, uh, some notes and play with you a little bit.

[00:54:58] Wait, where in Europe are you?

[00:55:00] Barcelona.

[00:55:01] Barcelona.

[00:55:01] You gotta come, man.

[00:55:03] Ah, now you're interested.

[00:55:05] Yeah, yeah, yeah.

[00:55:06] Absolutely.

[00:55:07] I'll see you tomorrow.

[00:55:08] Dude.

[00:55:09] Yeah.

[00:55:10] Today, is there anything else that you want to add before we head out?

[00:55:12] Now we're a few minutes over.

[00:55:14] This, this was great, man.

[00:55:16] This was great, guys.

[00:55:17] Thank you for having me over.

[00:55:19] Absolutely, man.

[00:55:19] I've had a blast and, and yeah, whenever you want to learn how to play the guitar the

[00:55:23] easy way, just hit me up, man.

[00:55:25] Yeah.

[00:55:25] Sounds good.

[00:55:26] I mean, I'm going to, just so, you know, I already got it here.

[00:55:28] Learning guitar, learning guitar secrets.com.

[00:55:31] I'm going to get your book and then I'm going to go to Amazon.

[00:55:34] I'm going to get the other book and I'm going to practice.

[00:55:37] Oh, I wanted to ask, do you have a community?

[00:55:39] Cause you have courses, right?

[00:55:41] Do you have any community continuity type of program that people could join?

[00:55:45] I, I do have a membership, but it's closed at the moment.

[00:55:48] Okay.

[00:55:49] Got it.

[00:55:49] Got it.

[00:55:49] Yeah.

[00:55:50] It's only for people that want to learn and they stick for them for a while and

[00:55:53] they can prove they really want to learn.

[00:55:56] No, no, it's, it's, it's closed because I'm very attached to those students and, and I

[00:56:02] need a way to bring more people in without leaving those students behind.

[00:56:07] Yeah.

[00:56:07] I love that.

[00:56:08] If that makes sense.

[00:56:09] Absolutely.

[00:56:09] I love that.

[00:56:09] I think it talks very highly of you and the level of intention you put into teaching people.

[00:56:14] Yeah.

[00:56:15] We've been, uh, we've been trying to figure out like a model for like our, our football

[00:56:19] or soccer project.

[00:56:20] And I think we found something here that we might, we might model after you, man.

[00:56:24] So I'm very excited.

[00:56:25] Nice.

[00:56:26] Yeah.

[00:56:26] Nice.

[00:56:27] I tell me about it.

[00:56:28] Like message me and tell me about that soccer.

[00:56:30] Yes.

[00:56:31] It's a, it's a fun, very ambitious project.

[00:56:34] And I think like most of our passion is, is, is there.

[00:56:36] So, but I will say no bars of fans allowed.

[00:56:39] Ah, blah, blah, blah.

[00:56:41] No bars of fans allowed?

[00:56:43] Yeah.

[00:56:43] Well, it's just going to be you.

[00:56:44] I mean, he's a, he's an Arsenal fan.

[00:56:46] He's still, he's still bitter from, from the final in 2006.

[00:56:50] Anyways, we just lost all the audience now.

[00:56:53] Don't buy my book.

[00:56:56] Go learn hard guitar, you know, go.

[00:56:59] Exactly.

[00:57:00] Anyways, dude, then is, you know, you have two brothers for life now.

[00:57:04] We appreciate it.

[00:57:05] We had a blast.

[00:57:06] Thank you so much.

[00:57:07] And Fonzie, anything else?