How to Turn Niche Content & Lawn Care Stories into a Million-Download Podcast Ft. Paul Jameson

[00:00:00] [SPEAKER_00]: When I got this first big brand deal for tens of thousands of dollars for a very minimal amount of work

[00:00:06] [SPEAKER_00]: And I saw that money going to my bank account. I'm like, holy crap. What if I like

[00:00:10] [SPEAKER_00]: Rinse and repeat it? Yeah

[00:00:12] [SPEAKER_00]: And so then I really became a student of short form vertical content

[00:00:16] [SPEAKER_01]: What clicked for you that you decided to share these stories?

[00:00:19] [SPEAKER_00]: There's actually a story behind how I started my podcast that's a supernatural story

[00:00:24] [SPEAKER_03]: What kept you going because 100 episodes is not easy right?

[00:00:27] [SPEAKER_03]: Like I'm sure like there were nights that you would come home tired and you're like man

[00:00:30] [SPEAKER_00]: I have to record right or I have to document this like what do I got to lose? I'm single. I don't have a wife

[00:00:36] [SPEAKER_00]: I don't have children. I don't I have time. I already have the equipment so I was like as an entrepreneur

[00:00:41] [SPEAKER_00]: I was like I wanted a creator like challenge

[00:00:44] [SPEAKER_01]: We might need to go for a drive on some cornfield

[00:00:47] [SPEAKER_01]: Just if we get some some some sort of vision like this a man is absolutely amazing

[00:00:51] [SPEAKER_00]: I love it like I wake up every morning, and I'm like I can't believe I get to do this every day

[00:00:55] [SPEAKER_00]: Like I absolutely love it

[00:00:58] [SPEAKER_02]: Hey, I'm Luis

[00:01:00] [SPEAKER_02]: This is Fanzi

[00:01:01] [SPEAKER_02]: Welcome to the content is profit podcast

[00:01:04] [SPEAKER_01]: In here you're gonna get the insights, accountability and drive to create consistently and increase revenue

[00:01:10] [SPEAKER_03]: You'll hear from tough entrepreneurs creators and anything and everything you need to know about content all this while having a good time

[00:01:16] [SPEAKER_01]: The goal to spark as a simple entertain, educate and turn your content into profit

[00:01:21] [SPEAKER_01]: That's right baby. We got the kiddos

[00:01:26] [SPEAKER_03]: Let's go welcome back happy Monday as we're recording this towards the end of the year

[00:01:31] [SPEAKER_03]: We have a few weeks left that is insane and Fanzi we have a special guest today

[00:01:36] [SPEAKER_01]: I know you tell me about him. He's a he's a good friend, you know

[00:01:40] [SPEAKER_01]: Made him a while back actually he was introduced to us by Justin Moore who came

[00:01:47] [SPEAKER_01]: Actually, I think he was the last episode. Yeah, and he was quick to recommend today's guest

[00:01:52] [SPEAKER_01]: He said you guys need to have him on the show

[00:01:55] [SPEAKER_01]: He's one to have a super niche down

[00:01:59] [SPEAKER_01]: Podcasts he had a whole career building a business prior to that did a podcast about the industry

[00:02:06] [SPEAKER_01]: And now he is a full-time content creator. I love it once he told me the story once I met him

[00:02:12] [SPEAKER_01]: You know for or super random 11 minute call

[00:02:14] [SPEAKER_01]: I was my mom and I said we need to have you in the podcast and I can be more excited about

[00:02:20] [SPEAKER_03]: I also have a surprise if you're listening you should go watch the video because we also have a surprise fourth guest

[00:02:25] [SPEAKER_03]: sponsors mustache

[00:02:29] [SPEAKER_01]: I totally forgot and you know, I'm already

[00:02:33] [SPEAKER_01]: Desensitize about it. But yeah, I did shave the beard

[00:02:36] [SPEAKER_01]: After years is the first time ever

[00:02:40] [SPEAKER_02]: So anyways, we're gonna have to do an episode just you the massage

[00:02:50] [SPEAKER_03]: Justin again, thank you for the for the intro and now we're ready to rock and roll right boss

[00:02:55] [SPEAKER_03]: You want to bring bring our guests on that's right without further ado guys, please?

[00:03:12] [SPEAKER_01]: Gosh I am I guess taking hand embarrassment here with my brother pressing all the buttons

[00:03:20] [SPEAKER_01]: Go Paul, how you doing my friend good? I love your guys's energy

[00:03:26] [SPEAKER_01]: Appreciate it. Thank you. Thank you, dude

[00:03:28] [SPEAKER_01]: It's been it was amazing to you know meeting you the other day on our super random 11 minute call and I was very

[00:03:36] [SPEAKER_01]: Impressed at your journey and then you know checking your social media seeing you as a full-time creator

[00:03:43] [SPEAKER_01]: It's very exciting especially when you have such a niche

[00:03:48] [SPEAKER_01]: Down podcast because a lot of people think they need this massive

[00:03:52] [SPEAKER_01]: Audiences right which now at this point is you have built up pretty significant audience, but I'm sure it wasn't always like that

[00:03:58] [SPEAKER_01]: So why don't we start first of all who's Paul and what was the business that you have before?

[00:04:04] [SPEAKER_01]: Starting, you know your journey as a full-time creator

[00:04:07] [SPEAKER_00]: Yeah, totally. So my name is Paul. I'm here in the ATL and

[00:04:12] [SPEAKER_00]: In 2011 I was broke busted and disgusted

[00:04:16] [SPEAKER_00]: straight out of college and

[00:04:19] [SPEAKER_00]: I was really struggling financially and so my rent payment was

[00:04:24] [SPEAKER_00]: $928 a month and

[00:04:27] [SPEAKER_00]: Every month I was doing whatever I could to scrape together the money to pay the

[00:04:33] [SPEAKER_00]: $928 I was doing Craigslist

[00:04:35] [SPEAKER_00]: I'd see a mattress on the side of the street and I put it on Craigslist for 50 bucks and I'd sell it and

[00:04:41] [SPEAKER_00]: Then I would do I was flinging vitamins out of my trunk

[00:04:45] [SPEAKER_00]: And eventually I found out that I could cut that grass and make that cash

[00:04:50] [SPEAKER_00]: so I started mowing lawns in the spring of 2011 and

[00:04:55] [SPEAKER_00]: Just because out of desperation

[00:04:57] [SPEAKER_00]: I needed to make money and so I started cutting that grass making that cash and actually enjoyed it is there's therapeutic to

[00:05:04] [SPEAKER_00]: You know make someone's lawn look nice and then long story short

[00:05:08] [SPEAKER_00]: I started doing that more and more often and I wasn't able to make enough money to do it full-time

[00:05:13] [SPEAKER_00]: So I was working at Carrabba's Italian restaurant in the evenings, but I'd go mow grass all day

[00:05:18] [SPEAKER_00]: And because I didn't know I was never an entrepreneur before I didn't know my worth. I didn't know the market

[00:05:25] [SPEAKER_00]: I didn't know my numbers. I wasn't charging enough and it wasn't efficient as I should have been for the first couple years were I

[00:05:32] [SPEAKER_00]: Called myself Chuck in the truck. I just I was a amateur lawnmower guy and

[00:05:37] [SPEAKER_00]: You know

[00:05:38] [SPEAKER_00]: I'd go work at the restaurant at night just to make ends meet but then after a few years

[00:05:42] [SPEAKER_00]: I really got locked in and I really started turning a profit

[00:05:46] [SPEAKER_00]: And I really you know started working in some high-end homes and and making you know substantial amount of money

[00:05:52] [SPEAKER_00]: Doing lawn care and then adding landscape enhancements on to that. So then in 2018 I

[00:06:00] [SPEAKER_00]: Started a podcast

[00:06:01] [SPEAKER_00]: While I'm running my business full-time

[00:06:03] [SPEAKER_00]: I just started a podcast whenever I could just kind of share in my journey as a glorified Chuck in the truck

[00:06:09] [SPEAKER_00]: I just started sharing on my podcast. Hey, you know, here's what happened at sweet Sue's house today

[00:06:13] [SPEAKER_00]: And you know, here's what happened on you know

[00:06:16] [SPEAKER_00]: It Randy's yard and and I learned this lesson from it and all of a sudden people started

[00:06:21] [SPEAKER_00]: You know enjoying my my lawn care stories and the show started gaining traction and then

[00:06:29] [SPEAKER_00]: They really started taking off

[00:06:31] [SPEAKER_00]: And became a lot of times is in the top 100 in the the US podcast for the business and you know over a million

[00:06:38] [SPEAKER_00]: Audio downloads a year. Wow talking about my lawn care business. It was absolutely wild

[00:06:43] [SPEAKER_01]: So that that's amazing. Well, I'm I'm very curious actually random fact

[00:06:49] [SPEAKER_01]: We had an awesome entrepreneur that now he's pretty big in the podcasting industry

[00:06:55] [SPEAKER_01]: I would say and he also used to you know, long, you know, go out and

[00:07:01] [SPEAKER_01]: model model on is actually a model on and

[00:07:04] [SPEAKER_01]: So I'm thinking myself out here. I might need to go out there and you know cut go out and cut some grass

[00:07:10] [SPEAKER_01]: Because when we used when we started our entrepreneurial journey, I mentioned before the call we actually

[00:07:16] [SPEAKER_01]: You know decided we were one of the ideas was to have a lawn mowing company

[00:07:21] [SPEAKER_01]: We did a flyer, you know, it's like 25 dollars for your whole yard

[00:07:26] [SPEAKER_01]: You know clearly wasn't gonna work out very well for 25 dollars per yard

[00:07:32] [SPEAKER_01]: Yeah, and it was three of us so talk about you know learning about your value and all that stuff

[00:07:37] [SPEAKER_01]: We didn't go with that because we early on realized we didn't enjoy

[00:07:42] [SPEAKER_01]: Cutting grass cuz her house. Oh my gosh

[00:07:46] [SPEAKER_01]: I think it was a jungle

[00:07:50] [SPEAKER_03]: After college and it was like, you know me my wife

[00:07:53] [SPEAKER_03]: And then some of our roommates and and fancy three dogs

[00:07:57] [SPEAKER_03]: So we would take turns like it was like once a month each one of us like we'll cut the grass

[00:08:01] [SPEAKER_03]: And we're like, yeah

[00:08:02] [SPEAKER_03]: This is not probably the thing that we really want to do and then we decided to do a screen printing business instead

[00:08:08] [SPEAKER_01]: Yeah, and you know of of we went so what I wanted to ask here, you know that random reference

[00:08:15] [SPEAKER_01]: Was at what point exactly or what clicked for you that you decided to share these stories that you decided to

[00:08:22] [SPEAKER_01]: Start a podcast cuz I I see how you know during your work, right?

[00:08:29] [SPEAKER_01]: Going out there into other people's yards. I can see how

[00:08:33] [SPEAKER_01]: Podcasting would be a good option to spend your time, right? Because you know, you're just walking around

[00:08:39] [SPEAKER_01]: you know doing your job and

[00:08:42] [SPEAKER_01]: Maybe you want to engage the mind in some other ways and you pop in a podcast and you start listening to it

[00:08:47] [SPEAKER_01]: Right and that's actually what happened to the previous guest

[00:08:50] [SPEAKER_01]: But how do you go from listening to maybe I should start my own podcast especially in this industry

[00:08:58] [SPEAKER_00]: I'm extremely curious about that. Yeah, well, there's actually a story behind how I started my podcast

[00:09:03] [SPEAKER_00]: That's a supernatural story in August of 2018. I was running my lawn care business full-time

[00:09:10] [SPEAKER_00]: I was I was in the weeds just super behind with you know, serving my customers

[00:09:14] [SPEAKER_00]: I was busy and my buddy Brian ring up in Minneapolis

[00:09:17] [SPEAKER_00]: He called me and he said hey we have an extra commercial lawnmower. These things are expensive

[00:09:22] [SPEAKER_00]: These lawnmowers over ten thousand bucks for a good one. That can be a lot a lot of money

[00:09:28] [SPEAKER_00]: And he's like I have a trailer that we're not using anymore and I have this really nice lawnmower

[00:09:32] [SPEAKER_00]: So if you get a one-way flight up to Minneapolis

[00:09:38] [SPEAKER_00]: I

[00:09:38] [SPEAKER_00]: Rent a rent a truck or you haul or whatever you can you can take it back to Atlanta

[00:09:42] [SPEAKER_00]: I'll give it to you for free a very expensive commercial lawnmower

[00:09:47] [SPEAKER_00]: And he just it was awesome and in a trailer

[00:09:50] [SPEAKER_00]: So I was like, I'm so busy, but I can't refuse a really nice piece of equipment like that

[00:09:56] [SPEAKER_00]: That's gonna help me in my business and a nice trailer

[00:09:59] [SPEAKER_00]: So that was outfitted for a landscaping business. So I flew up to Minneapolis. This was August

[00:10:06] [SPEAKER_00]: 2018 and

[00:10:07] [SPEAKER_00]: They have really bad mosquitoes in

[00:10:10] [SPEAKER_00]: August I was like

[00:10:12] [SPEAKER_00]: It's been like crazy with these mosquitoes and then and I load up the u-haul with the mower

[00:10:17] [SPEAKER_00]: The trailer I wake up really early the next morning. It's a long drive from from

[00:10:22] [SPEAKER_00]: Minnesota back to Georgia

[00:10:24] [SPEAKER_00]: So I'm driving through Minneapolis in the morning

[00:10:26] [SPEAKER_00]: I'm the sunrise and I'm driving through Wisconsin and then I go through Illinois

[00:10:30] [SPEAKER_00]: Paschicago about two hours into Illinois in the middle of the cornfields and I'm driving this u-haul with the trailer behind me

[00:10:38] [SPEAKER_00]: And I was so busy running my landscaping business, you know since 2011

[00:10:43] [SPEAKER_00]: I never really got to like leave Atlanta and like think for a day or just

[00:10:48] [SPEAKER_00]: In the grind of running my business and

[00:10:51] [SPEAKER_00]: It was like therapeutic just to get away for a day and just drive this u-haul was was therapeutic

[00:10:57] [SPEAKER_00]: I'm driving down the highway and I literally have a vision. So now it's like I'm wide awake driving

[00:11:03] [SPEAKER_00]: But I'm watching in I don't know how to explain it, but I I'm watching

[00:11:08] [SPEAKER_00]: People they're driving in their trucks and I can see behind them and I'm watching them

[00:11:13] [SPEAKER_00]: And they're listening to me talk about business through their CD player on their truck

[00:11:17] [SPEAKER_00]: And I'm watching this and then the scene shifted and I could see men in like a shop warehouse type place where you would have

[00:11:23] [SPEAKER_00]: landscaping equipment where you'd uh, yeah

[00:11:25] [SPEAKER_00]: Repair your equipment and stuff a shop we call it in the lawn care business

[00:11:29] [SPEAKER_00]: I'd see men in their shop and on there like CD player boombox thing

[00:11:34] [SPEAKER_00]: My voice is coming out talking about business nuggets talking about growing a business and this happened multiple people

[00:11:42] [SPEAKER_00]: And they were in different cities and they were different looking men in different trucks different shops and they were listening to me

[00:11:48] [SPEAKER_00]: And then the vision ended and I heard a voice say to me truly

[00:11:52] [SPEAKER_00]: Driving down the highway so now the vision ended but a voice spoke to me and said if you build it

[00:11:57] [SPEAKER_00]: They will listen and I I heard that is clear as day. Yeah, and so I was like, oh my gosh

[00:12:04] [SPEAKER_00]: And I'm in Illinois

[00:12:06] [SPEAKER_00]: There's cornfields all around me and I knew the baseball movie if you build the baseball field

[00:12:10] [SPEAKER_00]: The people will come play baseball and I was yeah field of dreams is in Iowa

[00:12:14] [SPEAKER_00]: I was in Illinois, but it looked like I was because the cornfields and so I was like if you listen

[00:12:19] [SPEAKER_00]: And I just saw it. I just saw all these men listening to me talk about business

[00:12:23] [SPEAKER_00]: So I get back to um Atlanta the next couple days

[00:12:26] [SPEAKER_00]: I talked to my buddy who's a youtuber and I told him about this vision. I said hey, I had a vision and

[00:12:34] [SPEAKER_00]: I'd be I believe I should I should share my pot. I should share a podcast

[00:12:38] [SPEAKER_00]: I was like, what do you think and podcasting wasn't big in 2018?

[00:12:41] [SPEAKER_00]: I mean Joe Rogan was cranking them out

[00:12:42] [SPEAKER_00]: But it was not the craze it is now that was it just wasn't and so he's like yeah go for it

[00:12:48] [SPEAKER_00]: And I was like well what what should I call it and in our lawn care landscaping world

[00:12:53] [SPEAKER_00]: We're called the green industry because of the grass whatever that's called the green industry

[00:12:56] [SPEAKER_00]: So I was like he's like green industry podcast. We're at waffle house. I was telling him about this

[00:13:01] [SPEAKER_00]: He's just called the green industry podcast don't overthink it

[00:13:03] [SPEAKER_00]: And so I made a commitment to him and and to myself. I was like, okay, I'll make a hundred episodes

[00:13:10] [SPEAKER_00]: and see what happens and so I started cranking them out and

[00:13:15] [SPEAKER_00]: I just started it the first few please don't go back and listen to them there for horrible

[00:13:20] [SPEAKER_00]: the first like 20 or 30 episodes were horrible and

[00:13:24] [SPEAKER_00]: So I started cranking them out

[00:13:26] [SPEAKER_00]: And I had a friend who is audio production and radio and I asked him a question

[00:13:29] [SPEAKER_00]: I said hey, I said my podcast doesn't sound good. Can you like help me?

[00:13:33] [SPEAKER_00]: And he's like yeah, I can master it for you and make it sound all good

[00:13:36] [SPEAKER_00]: so so then he

[00:13:38] [SPEAKER_00]: Started editing my podcast and and then it sounded world-class

[00:13:42] [SPEAKER_00]: He added the intro outro music and a bumper music and made it sound fooling and it you know

[00:13:47] [SPEAKER_00]: I'm sitting there in the corner of my bedroom recording it

[00:13:49] [SPEAKER_00]: But it sounds like I'm at some grand studio or whatever

[00:13:52] [SPEAKER_00]: And so I made a go to hit a hundred episodes and I did it and I was probably around like episode 90

[00:13:59] [SPEAKER_00]: and my first sponsor reached out to me and

[00:14:01] [SPEAKER_00]: Wanted to pay me money to run an ad on my show. I couldn't believe it. I was like that's crazy

[00:14:05] [SPEAKER_00]: So that was 2018 into 2019 and then in 2020

[00:14:12] [SPEAKER_00]: I was like well what would happen if I if I make an episode every single day and

[00:14:18] [SPEAKER_00]: And I started doing that in 2020 and the show took off and and

[00:14:21] [SPEAKER_00]: You know it was ranked 50 60 70th in the

[00:14:26] [SPEAKER_00]: Yeah, the charts and and you know over a million downloads per year

[00:14:31] [SPEAKER_00]: Just talking about running a lawn care business like laser focused knee show. That's so amazing

[00:14:37] [SPEAKER_03]: But like you know huge congrats on consistent your consistency your commitment, right?

[00:14:43] [SPEAKER_03]: Like we see it every single day and there's a lot of people that want results real fast without thinking about like really what the

[00:14:50] [SPEAKER_03]: commitment is gonna look like and

[00:14:52] [SPEAKER_03]: You know

[00:14:53] [SPEAKER_03]: We're not near like what your numbers are doing

[00:14:56] [SPEAKER_03]: But you know, we've also done like pretty well on our side and gave us a ton of opportunities

[00:15:00] [SPEAKER_03]: But it was because of that commitment to consistency. We're like, hey

[00:15:03] [SPEAKER_03]: We're gonna be doing three times a week for as long as possible, right?

[00:15:08] [SPEAKER_03]: I think that was like our mentality right still going still bringing amazing conversations and

[00:15:13] [SPEAKER_03]: on your side like

[00:15:15] [SPEAKER_03]: like

[00:15:17] [SPEAKER_03]: Just like the that vision like as an entrepreneur to rate

[00:15:20] [SPEAKER_03]: Like I'm also a dreamer like in my side personally like I identify a lot with your story because I could be driving

[00:15:26] [SPEAKER_03]: And I just imagine these scenarios, right?

[00:15:29] [SPEAKER_03]: And you're like, oh my god, and you know every time we take roadstrips

[00:15:31] [SPEAKER_03]: It's like we have these like banter sections about things that we will be doing

[00:15:35] [SPEAKER_01]: But Paul here takes visionary to a whole nother

[00:15:42] [SPEAKER_03]: But Paul like I

[00:15:43] [SPEAKER_03]: The other day we had a lady come into the studio, right? And she has a cleaning service, right? She goes to these offices

[00:15:50] [SPEAKER_03]: We're about to send her this podcast

[00:15:52] [SPEAKER_03]: Yes

[00:15:53] [SPEAKER_03]: Yes, and I remember she calling and obviously we have a few questions that we asked before we actually go on a studio tour and

[00:16:00] [SPEAKER_03]: You we just want to learn more about them

[00:16:02] [SPEAKER_03]: And I remember thinking man like this is a pretty interesting concept

[00:16:06] [SPEAKER_03]: But I don't see it right like I like it we've been around so much content and personally

[00:16:11] [SPEAKER_03]: I didn't see it so then she came into the tour we started talking and she's so passionate

[00:16:15] [SPEAKER_03]: About the things that were happening in her business the stories

[00:16:18] [SPEAKER_03]: That like these characters that she encounters in these offices and like her employees and she's telling me all these stories and all the sudden

[00:16:25] [SPEAKER_03]: I was so invested and then I'm caught like she left. I'm calling my wife like babe

[00:16:29] [SPEAKER_03]: There's like this podcast concept that we're working on with this lady is so exciting about like cleaning

[00:16:34] [SPEAKER_03]: You know services story that I can't remember now how she's gonna be calling this show

[00:16:38] [SPEAKER_03]: But for those right that we have conversations and might be listening to the show

[00:16:42] [SPEAKER_03]: Maybe something like that so niche top level might not look so attractive to go on pursue right so what like on your side

[00:16:51] [SPEAKER_03]: Like what what kept you going?

[00:16:54] [SPEAKER_03]: Like do you ever think like that content was gonna resonate or were you doing it for yourself?

[00:16:58] [SPEAKER_03]: Like what like what was your thought process around that?

[00:17:00] [SPEAKER_03]: What kept you going cuz a hundred episodes is not easy right like I'm sure like there were nights that you would come home

[00:17:05] [SPEAKER_03]: Tired and you're like man. I have to record right or I have to document this like what kept you going

[00:17:11] [SPEAKER_00]: Yeah, so a couple things and when I started in August of 2018 at Waffle House talking to my buddy

[00:17:17] [SPEAKER_00]: Nailer I didn't really have a rhyme or reason or plan

[00:17:21] [SPEAKER_00]: I just was like well

[00:17:22] [SPEAKER_00]: I just start and I didn't even have a publishing schedule

[00:17:24] [SPEAKER_00]: I'd I'd upload an episode and then the next week

[00:17:28] [SPEAKER_00]: I'd be ambitious and I'd upload a few episodes and then a month would go by and I didn't upload any and

[00:17:34] [SPEAKER_00]: It's very inconsistent and I didn't have a plan but I enjoyed sharing the show so

[00:17:40] [SPEAKER_00]: When the sponsor came on board and I had no idea

[00:17:44] [SPEAKER_00]: Ironically Justin Moore is now my sponsorship coach and I think I've done like 15. He told me I have the record

[00:17:50] [SPEAKER_00]: I've done the most one-on-one calls with him. I think I've done

[00:17:55] [SPEAKER_00]: sessions he is

[00:17:56] [SPEAKER_00]: incredible

[00:17:58] [SPEAKER_00]: Justin Moore the the sponsorship coach absolute

[00:18:01] [SPEAKER_00]: amazing human being yeah, so

[00:18:03] [SPEAKER_00]: I didn't I didn't meet Justin that and so I made my first sponsorship deal and

[00:18:09] [SPEAKER_00]: They had purchased 75 podcast commercials and so that was first of all

[00:18:15] [SPEAKER_00]: I was way too much and my price was way too little so what happened to the

[00:18:20] [SPEAKER_00]: God honest truth is I just you know want to be a man of integrity

[00:18:24] [SPEAKER_00]: So I'm like well, I have to make 75 more now because I you know, they're gonna pay me

[00:18:30] [SPEAKER_00]: Yeah, and so I just to serve my customer the the jobbers this year M. Yeah the sponsor I had to

[00:18:39] [SPEAKER_00]: I had to create the episodes

[00:18:41] [SPEAKER_00]: Then I'm now I'm a hundred and seventy five in and what happened at this point another person in the lawn care industry Brian Fullerton

[00:18:50] [SPEAKER_00]: He reached out to me in a consulting way

[00:18:52] [SPEAKER_00]: He's like hey

[00:18:53] [SPEAKER_00]: I'll pay you if you if you come up to Michigan and set me up a podcast studio and teach me how to do this and

[00:18:58] [SPEAKER_00]: He's a youtuber. Okay, so he had like couple hundred thousand YouTube subscribers

[00:19:03] [SPEAKER_00]: So he was teaching me about YouTube. He's like you have to have a publishing schedule

[00:19:07] [SPEAKER_00]: And so he's like what I'm gonna do with my podcast is this is 2019. I'm meeting with him on November 2019

[00:19:13] [SPEAKER_00]: He's like my publishing content or schedule is gonna be Monday Wednesdays Fridays

[00:19:18] [SPEAKER_00]: and then and then he's like without fail

[00:19:20] [SPEAKER_00]: I'm gonna do a podcast Monday Wednesday Friday and I didn't even have a publishing schedule

[00:19:25] [SPEAKER_00]: So he motivated me. I was like, oh, that's how the youtubers do it

[00:19:30] [SPEAKER_00]: They have a schedule if I was just really nilly in it. Yeah, and so what happened was he motivated me

[00:19:36] [SPEAKER_00]: So I started doing

[00:19:38] [SPEAKER_00]: Monday, I think I did I forget what days I did two or three a week and then I realized you know what I

[00:19:44] [SPEAKER_00]: Could do every day like what do I got to lose? I'm single. I don't have a wife

[00:19:49] [SPEAKER_00]: I don't have children. I don't I have time I already have the equipment

[00:19:52] [SPEAKER_00]: So I was like as an entrepreneur

[00:19:54] [SPEAKER_00]: I was like I wanted a creator like challenge

[00:19:57] [SPEAKER_00]: So I was like, I'm gonna try to do daily and just see what happens and that was at the beginning of 2020

[00:20:04] [SPEAKER_00]: And so at the beginning of 2020 I was like, I'm gonna see what happens every morning 5 a.m

[00:20:08] [SPEAKER_00]: I started uploading a schedule and my download numbers went through the roof

[00:20:13] [SPEAKER_00]: Like I went I don't know if I 10x or what like I I

[00:20:19] [SPEAKER_00]: Literally started getting 150 to 160,000 downloads per month talking about lawn care Wow

[00:20:27] [SPEAKER_00]: And I was only getting I don't know like 10 or 15 thousand when I started in

[00:20:32] [SPEAKER_00]: Going into 2020. Were you doing that?

[00:20:34] [SPEAKER_03]: Were you doing some kind of external marketing or was it just like

[00:20:37] [SPEAKER_03]: Changer of the frequency of like your publishing the algorithm picked me up

[00:20:43] [SPEAKER_00]: So then when I tested this on other people's phones

[00:20:47] [SPEAKER_00]: When they listen to a podcast about business and it says you may also like it was the algorithm was organically promoting me

[00:20:55] [SPEAKER_00]: In Apple it would say you may also like and then every podcast that came in after me

[00:21:00] [SPEAKER_00]: That was about lawn care landscaping the trades home service-based businesses, you know painting contracting all of that

[00:21:07] [SPEAKER_00]: Somehow it picked me up

[00:21:08] [SPEAKER_00]: So so someone you listen to a podcast and then it would say you may also like and it was me

[00:21:13] [SPEAKER_00]: And so if I wanted to have changed my publishing schedule to

[00:21:18] [SPEAKER_00]: Daily, I don't think it well

[00:21:20] [SPEAKER_00]: I don't think I would have got the wings to soar and take off like I did so once I started that in 2020

[00:21:25] [SPEAKER_00]: My audience

[00:21:27] [SPEAKER_00]: Began to kind of count on me that is the morning show like hey every morning Paul

[00:21:32] [SPEAKER_00]: I know if I tune you on I'm gonna get some kind of motivation or business nugget about

[00:21:36] [SPEAKER_00]: Life and and so then I just like now

[00:21:39] [SPEAKER_00]: I'm like I feel an obligation to my audience to be there for every morning

[00:21:43] [SPEAKER_01]: That is that's amazing

[00:21:45] [SPEAKER_01]: First of all, I gotta share this comment from you know a couple minutes ago

[00:21:51] [SPEAKER_01]: I've been like stuffenating but you mentioned, you know

[00:21:54] [SPEAKER_01]: My story is like it is very normal and then you share how you were driving on the cornfields

[00:22:00] [SPEAKER_01]: And you had this vision and I was like wow. I was like that is absolutely amazing first of all

[00:22:07] [SPEAKER_01]: I don't know if normal but what I'm thinking is we might need to go for a drive on some cornfields

[00:22:14] [SPEAKER_01]: Some sort of vision like this a man is absolutely amazing. I love it

[00:22:18] [SPEAKER_00]: Crazy is the visions come to pass like I and that doesn't happen every day

[00:22:23] [SPEAKER_00]: I don't have a vision from God the vision happened in August of 2018 and now it's happened

[00:22:28] [SPEAKER_00]: Fested it. Yeah, and they're vehicles are listening to me now. So it's like so cool. That's it

[00:22:34] [SPEAKER_00]: Finish story it happened

[00:22:37] [SPEAKER_01]: It's amazing. I love the you know, we believe in

[00:22:41] [SPEAKER_01]: manifesting your reality and you know like that story literally gives me chills

[00:22:45] [SPEAKER_01]: I'm like wow that is so cool and

[00:22:48] [SPEAKER_01]: Props to you for chasing that right because a lot of people might see that and then just discarded as a crazy dream

[00:22:53] [SPEAKER_01]: But you're like, you know what I'm not taking a risk out here

[00:22:56] [SPEAKER_01]: I'm gonna lean into that now my brother did ask your question that I had which was a

[00:23:00] [SPEAKER_01]: On the promotion of the show and I'm sure there's a before and an after right a before

[00:23:04] [SPEAKER_01]: Your show took off before you became a full-time creator and then obviously now after I've seen that you have multiple clips

[00:23:11] [SPEAKER_01]: You do, you know different type of things to promote your content

[00:23:15] [SPEAKER_01]: Not just the podcast, you know, you have books you're a best-selling after right like I mean you have gone all out on this

[00:23:22] [SPEAKER_01]: but at first I'm curious also on

[00:23:25] [SPEAKER_01]: Let's stay on the before being a full-time creator when you were creating your podcast, you know

[00:23:31] [SPEAKER_01]: one of the challenges most people have is

[00:23:33] [SPEAKER_01]: The quality of their content right they get stuck on trying to make it perfect and then eventually the content doesn't really make it out

[00:23:41] [SPEAKER_01]: You had this 100 episode commitment then you had the sponsor which in a way

[00:23:46] [SPEAKER_01]: Added a little bit of extra pressure and extra commitment and like you say your amount of integrity

[00:23:51] [SPEAKER_01]: So you had to you know finish those 100 episodes no matter what because they were paying for it

[00:23:58] [SPEAKER_01]: But a lot of people can get stuck and maybe their timeline can extend

[00:24:01] [SPEAKER_01]: Because of that perfectionism trying to make something that is really really, you know

[00:24:06] [SPEAKER_01]: Maybe beyond what they're bandwidth and capacity allows

[00:24:11] [SPEAKER_01]: So what was your focus at first when you started doing that? You're like, I'm just gonna sit down

[00:24:15] [SPEAKER_01]: I'm gonna write something. I'm gonna talk about it. I'm not even gonna write

[00:24:20] [SPEAKER_01]: You know, do you diminish friction on that creative process in some sort?

[00:24:25] [SPEAKER_01]: I'm curious to know a little bit of that process on the before and now how that process looks now

[00:24:29] [SPEAKER_01]: How do you structure your episodes? Are you having hooks on purpose right to try to retain people to listen?

[00:24:36] [SPEAKER_00]: Yes, so totally so 2018 2019

[00:24:40] [SPEAKER_00]: In the beginning of 2020

[00:24:41] [SPEAKER_00]: I basically had a microphone set up in the corner of my bedroom and

[00:24:46] [SPEAKER_00]: One tip that I would share or to help me is it was very easy for me to record an episode

[00:24:52] [SPEAKER_00]: So if I got home from mowing all day and I have crazy stories from

[00:24:59] [SPEAKER_00]: rattlesnakes chasing us to

[00:25:01] [SPEAKER_00]: Yeah, knock the customers mailbox over to I got a really really funny story about something we did and I'd have these crazy

[00:25:07] [SPEAKER_00]: Stories and so I'd be out working during the day

[00:25:09] [SPEAKER_00]: And I'd be like, I can't wait to share this because I don't have a wife to come home to be like

[00:25:13] [SPEAKER_00]: Hey, baby. Here's what happened at work today

[00:25:15] [SPEAKER_00]: I'd come home. I'd have grass all over me

[00:25:17] [SPEAKER_00]: I'd be sweaty and I like I would literally be excited to turn the microphone on and be like you guys will not believe what happened today at

[00:25:24] [SPEAKER_00]: Randy's house and I tell the crazy story of what happened and

[00:25:28] [SPEAKER_00]: My audience could relate so much because they all all this stuff that's happening to me

[00:25:33] [SPEAKER_00]: They're listening to that guy there that's like we as lawn care and landscaping in our community

[00:25:37] [SPEAKER_00]: We just have crazy stories of being at people's houses and the crazy stuff that we see

[00:25:42] [SPEAKER_00]: So I would just naturally just just share that

[00:25:46] [SPEAKER_00]: 2018 2019 2020 and then

[00:25:49] [SPEAKER_00]: in regards to

[00:25:52] [SPEAKER_00]: Tick-tock that came out in 2019 and so I I dabbled with tick-tock

[00:25:57] [SPEAKER_00]: Gary Vaynerchuk's like you got to get on tick-tock and so I did in

[00:26:01] [SPEAKER_00]: 2019 Charlie D'Amelio was on there and Addison Ray and me there was like

[00:26:08] [SPEAKER_00]: I

[00:26:09] [SPEAKER_00]: Had

[00:26:09] [SPEAKER_00]: 64,000 followers on tick-tock like that like I just I just started making a few videos and

[00:26:16] [SPEAKER_00]: I regret that I didn't take it serious. So I actually then in 2019

[00:26:20] [SPEAKER_00]: I got a whole bunch of followers and and then I like deleted the app because it wasted my time for like two years and

[00:26:26] [SPEAKER_00]: Then when I reopened it back up in 2022

[00:26:30] [SPEAKER_00]: Time had kind of gone by and it was harder to grow on there

[00:26:33] [SPEAKER_00]: And so I regret not doing that but then I was like well Instagram reels had just kind of came out

[00:26:38] [SPEAKER_00]: and I had six thousand

[00:26:41] [SPEAKER_00]: Instagram followers just that I accumulated over ten years

[00:26:45] [SPEAKER_00]: thousand followers of ten years worth of

[00:26:48] [SPEAKER_00]: Publishing mowing content on Instagram and so I made a goal. I

[00:26:54] [SPEAKER_00]: Was like well, I'm gonna be real intentional on Instagram because I missed it on tick-tock

[00:26:58] [SPEAKER_00]: I didn't take it serious when Gary Vaynerchuk was saying publish on tick-tock. I heard him

[00:27:03] [SPEAKER_00]: I did it for a few weeks gained sixty thousand followers and then I just shut it down

[00:27:08] [SPEAKER_00]: Hmm, okay, I wrote this in my journal in

[00:27:12] [SPEAKER_00]: It was April or May of 2022 and I said I want my goal is to quadruple

[00:27:19] [SPEAKER_00]: My my Instagram and get 24,000 followers. So I started being real intentional making Instagram

[00:27:25] [SPEAKER_00]: I would just film us mowing like we were you know, we were mowing or we are weed eating or we're doing something landscaping

[00:27:32] [SPEAKER_00]: Yeah, and I don't know met and then I just put a trending sound on top of it

[00:27:36] [SPEAKER_00]: I grew from six thousand Instagram followers to a hundred and twenty a hundred twenty twenty two or something like that

[00:27:42] [SPEAKER_00]: Wow over a hundred thousand that summer like

[00:27:45] [SPEAKER_00]: Before the summer was ended

[00:27:48] [SPEAKER_00]: In August of that summer might my Instagram had gone over a hundred thousand and so because of that

[00:27:54] [SPEAKER_00]: I started getting I had a brand reach out to me and they said hey, um, we want to do a sponsorship

[00:28:01] [SPEAKER_00]: I was okay cool

[00:28:02] [SPEAKER_00]: And I was like what do you usually pay a crater for something like this? I didn't know

[00:28:07] [SPEAKER_00]: Because podcasting I had my rate, but it wasn't much. You know, I was wasn't much

[00:28:12] [SPEAKER_00]: And I'm sitting there and the ladies on the call. She's like

[00:28:14] [SPEAKER_00]: 20 to 80 thousand and she's like do you think that'll work and

[00:28:21] [SPEAKER_00]: I had to put my poker face on I'm thinking

[00:28:24] [SPEAKER_00]: 80,000 in the back of my mind. I was thinking did she mean like for the campaign that they pay all the creators or did she mean for me?

[00:28:31] [SPEAKER_00]: So I'm you know got my poker face on I was like 80,000. I was like I was that's reasonable

[00:28:37] [SPEAKER_00]: I was like, you know, we could I'm sitting here trying to like not laugh, but I'm like, you know

[00:28:41] [SPEAKER_00]: I'm sure you know, I'm sure we can work something now. That's reasonable and I get off the the call and I call my producer

[00:28:48] [SPEAKER_00]: I was like, dude this brand just told me they want to pay me all this money

[00:28:51] [SPEAKER_00]: This is the craziest thing I've ever heard and I was like there's no way I heard that right

[00:28:55] [SPEAKER_00]: I was like, I think I misunderstood so

[00:28:58] [SPEAKER_00]: Later that week I had found Justin Moore like I just randomly had seen him on the Think Media podcast. Oh my gosh

[00:29:05] [SPEAKER_00]: I'm was I'm overreacting

[00:29:07] [SPEAKER_00]: Yeah, I called him with a thousand bucks to get on the call

[00:29:10] [SPEAKER_00]: But I'm like well if I have 80 grand on the table and I pay him a thousand

[00:29:14] [SPEAKER_00]: What what's the big deal so I call him and I tell him the story? I was like Justin this brand

[00:29:19] [SPEAKER_00]: I asked him what their budget was they told me 20 to 80 thousand and I was like did they mean for me or like for everyone

[00:29:25] [SPEAKER_00]: And he was laughing so hard. He's like that was for you dude

[00:29:30] [SPEAKER_00]: He walked me through I ended up getting the deal it was awesome

[00:29:34] [SPEAKER_00]: And I was like this is the craziest thing ever

[00:29:37] [SPEAKER_00]: How much money this brand wanted to pay me so just like the original sponsor

[00:29:42] [SPEAKER_00]: I took my podcast serious when I committed to 75 episodes for them when I got this first big brand deal for tens of thousands of dollars

[00:29:51] [SPEAKER_00]: For a very minimal amount of work

[00:29:54] [SPEAKER_00]: And I saw that money going to my bank account. I'm like holy crap. What if I like

[00:29:59] [SPEAKER_00]: Rinse and repeated yeah, and so then I really became a student of short form vertical content

[00:30:04] [SPEAKER_00]: I started getting into um, I joined a guy named. Hey Dominic from um Dubai. I joined his Instagram

[00:30:13] [SPEAKER_00]: Mastermind I joined a YouTube mastermind with a bunch of these youtubers

[00:30:17] [SPEAKER_00]: Taylor Michael and Louisiana as the teacher and I joined their their mastermind for YouTube and I started learning all the how

[00:30:25] [SPEAKER_00]: Do you make how do you master short form vertical content? So that created an evolution of my podcast where now it's like

[00:30:32] [SPEAKER_00]: We make a long form piece of content

[00:30:34] [SPEAKER_00]: And then we cut it up into short form pieces of content

[00:30:38] [SPEAKER_00]: From that and put it on LinkedIn and TikTok and Instagram and YouTube shorts and Facebook

[00:30:43] [SPEAKER_00]: So now I have a whole machine where every single day. I'm putting out audio content

[00:30:50] [SPEAKER_00]: LinkedIn content Facebook YouTube Instagram without fail, you know pretty much at the same time every single day

[00:30:57] [SPEAKER_00]: And I'm obsessed with it like we don't you know, I don't miss a day

[00:31:01] [SPEAKER_00]: Of creating content so now it's real intentional and it's real strategic

[00:31:06] [SPEAKER_00]: Yeah, and it's it's absolutely the funnest thing I've ever done in my life

[00:31:10] [SPEAKER_00]: Like I wake up every morning and I'm like I can't believe I get to do this every day like I

[00:31:15] [SPEAKER_03]: Love it. That's amazing. Congrats. That's amazing

[00:31:17] [SPEAKER_03]: Yeah, what what was the moment where it was like a full on transition to full-time creator right because obviously

[00:31:23] [SPEAKER_03]: You know we we work with a lot of businesses and companies that the content is part of their strategy

[00:31:27] [SPEAKER_03]: But at there like under the point of view

[00:31:30] [SPEAKER_03]: They're not just gonna shift the entire business model to be a full-time content creator

[00:31:33] [SPEAKER_03]: Maybe that becomes like an opportunity vehicle for them, right?

[00:31:37] [SPEAKER_03]: And then they come it becomes is only vertical and also for independent people like they might you know

[00:31:42] [SPEAKER_03]: They might love the business that they do like that they work that they do and then this is like a second thing

[00:31:47] [SPEAKER_03]: But they might not even think that was an option to go full-time on this

[00:31:50] [SPEAKER_03]: Maybe if they get a $80,000 call, you know, they'll be like we're thinking their choices

[00:31:56] [SPEAKER_03]: But for you like what was that moment like and and was it a hard decision to make like how how do you balance it?

[00:32:02] [SPEAKER_03]: Do you still do the long care right like can you walk us through that a little bit? Yes, and in hindsight

[00:32:08] [SPEAKER_00]: I would have done things differently than than how I did them

[00:32:11] [SPEAKER_00]: Yeah, but it was all happening so fast and so my if you to ask me in 2019 or 2020

[00:32:17] [SPEAKER_00]: I would have been like oh, I'm always gonna do a full-time landscaping business and

[00:32:22] [SPEAKER_00]: And and have a little weekend hobby podcast that that was my that was my plan and my landscaping business

[00:32:29] [SPEAKER_00]: At the time on when I started the transition, I was doing the head coach of the Atlanta Falcons

[00:32:35] [SPEAKER_00]: That's our NFL football team. I know you guys are soccer guys

[00:32:39] [SPEAKER_03]: Yeah, we're still get sports

[00:32:42] [SPEAKER_03]: Go Jags we played tonight by the way

[00:32:46] [SPEAKER_00]: I was doing the the players the captain of the team the head coach

[00:32:51] [SPEAKER_00]: I was in a very nice neighborhood

[00:32:53] [SPEAKER_00]: Serving very high-end clients, you know earning a good amount of money like my my business was good

[00:32:58] [SPEAKER_00]: And so I started getting counsel from people and they they kept saying this term get the boat close to the dock

[00:33:04] [SPEAKER_00]: Get the boat close to the dock meaning if your income making content is

[00:33:09] [SPEAKER_00]: Is what you're used to you know paying yourself from your landscaping business?

[00:33:13] [SPEAKER_00]: You know once you kind of hit that number then you know you're good to go

[00:33:18] [SPEAKER_00]: And so I kind of set a goal which was a six-figure goal like I I want to earn this amount of money

[00:33:23] [SPEAKER_00]: Yeah, and if I can make that much money in content

[00:33:27] [SPEAKER_00]: then all transition the the landscaping work and and I made some mistakes in doing that because I I

[00:33:35] [SPEAKER_00]: I

[00:33:36] [SPEAKER_00]: Can get into to how I did it wrong

[00:33:38] [SPEAKER_00]: But but essentially I started making that transition in 2022 and then last year in 2023

[00:33:44] [SPEAKER_00]: I just did a hundred percent content so I still have a landscaping business and I'll do a job here or there

[00:33:50] [SPEAKER_00]: But it's in the it's it's the side hustle now and the content is the full time

[00:33:55] [SPEAKER_00]: My my 40 plus hours a week is on making the content and then if I want to do a job

[00:34:01] [SPEAKER_00]: Just because I look I genuinely yeah therapeutic for me to go do landscaping work

[00:34:07] [SPEAKER_00]: I enjoy it actually I'll go do that as more of a you know, yeah a side hustle

[00:34:12] [SPEAKER_00]: I don't need the money

[00:34:13] [SPEAKER_01]: I bet it feels good to get outside and then do something that you did for so many years, right?

[00:34:21] [SPEAKER_01]: But now also probably with a different need because now you're like well

[00:34:24] [SPEAKER_01]: I don't really need this to fully provide

[00:34:27] [SPEAKER_01]: You know for myself and you know take care of my needs but now at this point

[00:34:31] [SPEAKER_01]: You're already like cool. I can do this at my own pace any amount of clients that I want is probably relaxing

[00:34:38] [SPEAKER_01]: Yeah

[00:34:39] [SPEAKER_00]: And it's it's uh one of the things my mentor told me is like ride the wave like with the content

[00:34:44] [SPEAKER_00]: I don't know how much longer the brands are gonna be banging down my door paying me

[00:34:48] [SPEAKER_00]: You know tons of money and so while it's this good. I'm gonna I'm gonna ride that wave

[00:34:54] [SPEAKER_00]: I'm gonna make it while I can and if it starts to slow down

[00:34:57] [SPEAKER_00]: I'll just go right back to what I know. I know how to market to get customers in landscaping

[00:35:02] [SPEAKER_00]: I know I mean I'm a you know

[00:35:04] [SPEAKER_00]: I have no problem going back to the the lawn care landscaping as a day-to-day

[00:35:09] [SPEAKER_00]: Yeah, but I would regret being out there all day wondering well

[00:35:14] [SPEAKER_00]: What would have happened if I took content serious because I already have this thing of

[00:35:18] [SPEAKER_00]: Missing it on tiktok again in in 2019 in the spring

[00:35:24] [SPEAKER_00]: Charlie D'Amelio hadn't popped off on tiktok yet and Addison Ray was and the them girls hadn't they they popped off that summer

[00:35:32] [SPEAKER_00]: Yeah, I would want tiktok before they blew up blowing up and I didn't take it serious

[00:35:37] [SPEAKER_00]: I was like ha ha ha like my brother was like dude. You're never gonna get a girlfriend being on tiktok

[00:35:42] [SPEAKER_00]: And like I was being made fun of because I had a tiktok account not only that I have a tiktok account

[00:35:47] [SPEAKER_00]: I was getting millions of views and getting

[00:35:50] [SPEAKER_00]: Thousands of followers a day and then I literally like oh, okay. Yeah, I got to get off that

[00:35:54] [SPEAKER_00]: And so I have the regret of like what would have happened if I would have kept being a tiktok content creator

[00:36:02] [SPEAKER_00]: I it would have changed my life probably but but I now all I have is the wondering well

[00:36:07] [SPEAKER_00]: What would have happened so I don't want to have that again, and I'm aware that

[00:36:12] [SPEAKER_00]: These ways of demand on Instagram or Facebook reels or YouTube shorts like it's you got to be timing it

[00:36:20] [SPEAKER_00]: Right. You have to be on these platforms at the right time

[00:36:23] [SPEAKER_00]: The right place at the right time and grass will always grow in Jacksonville in Atlanta and Georgia Florida area like

[00:36:31] [SPEAKER_00]: Yeah, ten years from now, you know the grass will still need to be cut

[00:36:35] [SPEAKER_00]: So I always I always have that to go back on so I'm just like for now

[00:36:39] [SPEAKER_00]: I'm making content and absolutely loving it

[00:36:44] [SPEAKER_03]: I'm very curious because like like what since you fill out our amazing form and just send us all the links

[00:36:51] [SPEAKER_03]: Thank you by the way

[00:36:52] [SPEAKER_03]: I

[00:36:53] [SPEAKER_03]: I tuned into Instagram and I just like put it on autopilot and started like looking through your formats

[00:36:58] [SPEAKER_03]: I love like that's one of the things that I really like to do

[00:37:01] [SPEAKER_03]: It's kind of what formats are we doing?

[00:37:03] [SPEAKER_03]: Where are the questions that we using what waves on like topics or what waves on

[00:37:07] [SPEAKER_03]: Locations right like because obviously there's different formats you talked about your long form into short forms

[00:37:12] [SPEAKER_03]: Right, so you have your interviews with us your podcast or somebody else's right and then you you have those clippings

[00:37:18] [SPEAKER_03]: So we call that safety net for a lot of people right that it allows you to create a little consistency

[00:37:22] [SPEAKER_03]: For a long time

[00:37:23] [SPEAKER_03]: But also you have these amazing clips that you go to events and you interview other people

[00:37:28] [SPEAKER_03]: And you ask these random questions like what was the greatest thing that happened?

[00:37:31] [SPEAKER_03]: I remember this guy was like oh, yeah this guy like was trying to rub me in my truck and then he told me that

[00:37:36] [SPEAKER_03]: You know he was looking for a job and we're like what and then they try to rub like our like the whole

[00:37:41] [SPEAKER_03]: Where they the the storage unit or whatever it was like this is crazy

[00:37:44] [SPEAKER_03]: And this is super entertaining and I got like really sucked in into into those stories right so can you walk us

[00:37:51] [SPEAKER_03]: In our side internally for a team we call that content ecosystem right

[00:37:54] [SPEAKER_03]: So you have your long form into clips and then you have those individual clips

[00:37:57] [SPEAKER_03]: Can you walk me a little bit through what you guys do now on your content ecosystem?

[00:38:01] [SPEAKER_03]: Right you got you guys do the short form at events right kind of interview style you do your long form

[00:38:07] [SPEAKER_03]: What events do you leverage do you leverage situations in your day-to-day to create content like what can you can you go

[00:38:13] [SPEAKER_03]: Through that map. Yeah, absolutely

[00:38:15] [SPEAKER_00]: So the man on the street content that you're referring to we have a couple big industry events that happen

[00:38:22] [SPEAKER_00]: We have 30,000

[00:38:24] [SPEAKER_00]: Landscapers that go to Louisville, Kentucky every October for our biggest event for our industry called the equip expo

[00:38:30] [SPEAKER_00]: And you guys like soccer correct? Yeah, absolutely

[00:38:33] [SPEAKER_00]: So the way I view it is you have your soccer stars and forgive me. I'm not too much in the soccer

[00:38:40] [SPEAKER_00]: You have a guy

[00:38:41] [SPEAKER_03]: You can say Louise

[00:38:46] [SPEAKER_00]: Come on

[00:38:47] [SPEAKER_00]: Messi is that a soccer player yes, that is correct. I mean, you know, I'm a little above him, but

[00:38:57] [SPEAKER_00]: Messi and Ronaldo

[00:38:58] [SPEAKER_00]: But but you also have media that their full time is like they go and they interview

[00:39:03] [SPEAKER_00]: Messi and they interview

[00:39:05] [SPEAKER_00]: Ronaldo and Louise and whoever the soccer stars are there they're the media

[00:39:10] [SPEAKER_00]: And so the way I view myself is we have these like

[00:39:14] [SPEAKER_00]: Voncare celebrities that have a bunch of YouTube subscribers and everything and so I view myself as the media like I'm serving my industry

[00:39:22] [SPEAKER_00]: I people want to they went behind the scenes of Ronaldo or Messi or whoever

[00:39:27] [SPEAKER_00]: I don't know much about sorry. It's okay. You're good. You're crushing it

[00:39:31] [SPEAKER_00]: Like people would love for someone to go up to Messi and be like hey mess

[00:39:35] [SPEAKER_00]: You know do an interview and they're like they feel like they get the behind the scenes

[00:39:38] [SPEAKER_00]: So I go to the events where all the big names in our industry are at and I go as a media person

[00:39:46] [SPEAKER_00]: And then I ask them questions that I know will perform well on social media. So stories perform well

[00:39:53] [SPEAKER_00]: Money stuff performs well, so I have a set of questions

[00:39:56] [SPEAKER_00]: I ask them and I'll say hey tell me the craziest story that you ever had and I have a man on the street

[00:40:01] [SPEAKER_00]: So I I pay a local videographer

[00:40:05] [SPEAKER_00]: He he'll meet me there and he'll set me up with the mic man on the street mic

[00:40:09] [SPEAKER_00]: And then I'll I'll have hours of raw footage

[00:40:12] [SPEAKER_00]: And some people the the story you were referring to from b&b lawn care

[00:40:16] [SPEAKER_00]: He had an epic story of just the last week someone tried to rob him

[00:40:19] [SPEAKER_00]: So I was like I knew that would perform well because that's an entertaining story

[00:40:22] [SPEAKER_00]: And some people will tell a story that's drier than last year's burgeonest and then that doesn't make the cut

[00:40:27] [SPEAKER_00]: You know, but but but I just go with the man on the street at this event

[00:40:31] [SPEAKER_00]: I pay a videographer to follow me around for eight hours and I ask him questions about stories

[00:40:36] [SPEAKER_00]: I people love money questions

[00:40:38] [SPEAKER_00]: So I'll be like what's the biggest landscaping job you've ever done and people will tell

[00:40:41] [SPEAKER_00]: You know the story and I'll ask them what their biggest mistake was

[00:40:45] [SPEAKER_00]: And so I ask these questions that are clickbaity that I know

[00:40:50] [SPEAKER_00]: Uh will possibly go viral, you know, and it's all organic. So I don't I don't tell them

[00:40:56] [SPEAKER_00]: I just I try to make it as natural and organic as possible. Yeah

[00:41:00] [SPEAKER_00]: And those those don't perform that well compared to like actual

[00:41:04] [SPEAKER_00]: Satisfying lawn mowing because like that stuff gets so many views. It's just satisfying to watch

[00:41:10] [SPEAKER_00]: So I call them content buckets

[00:41:11] [SPEAKER_00]: So I'll have a content bucket that I know will get a lot of views

[00:41:14] [SPEAKER_00]: Which is lawn mowing or pressure washing that's just people like watching something

[00:41:20] [SPEAKER_00]: Go from ugly to clean or dirty to clean and and so I post that content

[00:41:25] [SPEAKER_00]: You know like one out of every three or four posts and then I post the

[00:41:29] [SPEAKER_00]: The entertaining stories that I go from in-person events

[00:41:34] [SPEAKER_00]: That that's a content bucket and then I just I just I just create content that's fun for me

[00:41:39] [SPEAKER_00]: They're like my wild cards of I'm gonna go golfing this afternoon

[00:41:42] [SPEAKER_00]: I'm going to go film it and just make some footage of us out golfing or

[00:41:45] [SPEAKER_00]: This morning I was at the gym and I just filmed my workout and I threw up that

[00:41:49] [SPEAKER_00]: It's just kind of a wild card. So a little bit about me

[00:41:51] [SPEAKER_00]: A lot about our community

[00:41:54] [SPEAKER_00]: And then and then a lot about the the actual equipment performing the the satisfying work and then I also

[00:42:02] [SPEAKER_00]: Will record podcasts at these events because you guys have a world-class setup

[00:42:06] [SPEAKER_00]: So we can have good audio between jacksonville and Atlanta, but most people don't have a nice studio like you

[00:42:12] [SPEAKER_00]: Especially that are in lawn care landscaping. So if I try to interview them over the phone

[00:42:16] [SPEAKER_00]: They're like driving with their truck window down and the audio stuff

[00:42:20] [SPEAKER_00]: So I try to go to these events where I know other industry leaders are at

[00:42:24] [SPEAKER_00]: all set up shop with my roadcaster and equipment and then

[00:42:29] [SPEAKER_00]: All um all batch record at these events seven eight nine ten

[00:42:34] [SPEAKER_00]: in-person episodes and the audio is great and usually everyone at these events are in a

[00:42:40] [SPEAKER_00]: Energetic like happy mode because they're you know, they're away from their hometown

[00:42:43] [SPEAKER_00]: They're at an event. They're in a good mood. It's easy listening for my audience because uh, you know

[00:42:50] [SPEAKER_00]: It's just a fun conversation. So yeah, absolutely

[00:42:53] [SPEAKER_00]: I go to these events and I just batch that's so much hard work

[00:42:57] [SPEAKER_00]: You know, I wake up real early and I create content all night like till till you know, we hours of night

[00:43:03] [SPEAKER_00]: And and and I do that at the event in Louisville. I was at an event in michigan

[00:43:07] [SPEAKER_00]: I'm hosting an event in alabama and I'm just events. I'm just I'm just creating content creating content creating

[00:43:14] [SPEAKER_03]: That's amazing. Are you do you have an editor like that that works with you apart from the videographer or is it

[00:43:20] [SPEAKER_03]: Just you yeah, yes

[00:43:21] [SPEAKER_00]: So the videographer I I found him off thumbtack

[00:43:25] [SPEAKER_00]: Couple years ago. I hired him. Uh, I was like, hey, I'm coming to your city

[00:43:29] [SPEAKER_00]: Can you follow me around with the camera for for a few days and just give me all the raw footage afterwards?

[00:43:34] [SPEAKER_00]: So he's like sure

[00:43:35] [SPEAKER_00]: So we did that and he was so good. He's like, hey if you ever need me to go to another city

[00:43:39] [SPEAKER_00]: Just let me know. So I'll be like, hey, I'm on be in detroit michigan on these dates

[00:43:43] [SPEAKER_00]: We'll be in alabama on these dates. And so my videographer will actually fly or drive from Louisville

[00:43:48] [SPEAKER_00]: Meet me in the city. We have great chemistry like

[00:43:51] [SPEAKER_00]: Everything like we just know how to film it and audio to sound good

[00:43:56] [SPEAKER_00]: So then from there, I just uploaded to google drive and then all my video editors

[00:44:01] [SPEAKER_00]: One of them's in india and all the other uh ones male enfim are in philippines

[00:44:05] [SPEAKER_00]: So i'll put it in google drive and then I have a short form vertical editor. I have a long form editor

[00:44:12] [SPEAKER_00]: Uh, I have three different video editors. Yeah, and I like to have three just in case ones

[00:44:16] [SPEAKER_00]: Yeah, I just have three and they all do a good job and and I just keep them going

[00:44:21] [SPEAKER_00]: So yeah, they're they're remote on the other side of the world and then the videographer just meets me in the city to film it

[00:44:27] [SPEAKER_03]: Yeah, that's amazing. Thanks for sharing Paul by the way the behind the scenes man

[00:44:32] [SPEAKER_03]: That's amazing. We're big fans of like people building their own systems

[00:44:35] [SPEAKER_03]: Like so I I that's why we ask that question

[00:44:38] [SPEAKER_03]: I'm very excited to that that you got open the door and you can tell you're very

[00:44:42] [SPEAKER_01]: Passion about it. I want to make a comment about your content buckets, right? And this is something I don't remember who I heard it from but

[00:44:49] [SPEAKER_01]: It was

[00:44:50] [SPEAKER_01]: They were using the 80 20 rule in a way

[00:44:54] [SPEAKER_01]: But pretty much using you know what they know what that performs

[00:44:58] [SPEAKER_01]: Just keep creating more of that because you know that it's performing

[00:45:01] [SPEAKER_01]: But at the same time you always should be testing a percentage of your content to see what's new

[00:45:06] [SPEAKER_01]: What's gonna pop up or even if it's content that you enjoy doing even more, right?

[00:45:11] [SPEAKER_01]: It's like, well, let me try these new things because I enjoy doing this better than the other type of content

[00:45:17] [SPEAKER_01]: And then that might explode and then you can allocate some of the resources to creating more of that

[00:45:22] [SPEAKER_01]: So I think that's pretty good. What you're doing with the content buckets now

[00:45:25] [SPEAKER_01]: My heart is breaking because I have so many questions for you time is running out

[00:45:29] [SPEAKER_01]: So I I might have I might have to pick in here

[00:45:32] [SPEAKER_01]: but

[00:45:33] [SPEAKER_01]: Something I noticed when I visited your website is that

[00:45:37] [SPEAKER_01]: It feels like you now also realize the potential of having an audience, right?

[00:45:42] [SPEAKER_01]: And not just from the sponsorship sponsorship side of things

[00:45:45] [SPEAKER_01]: You were mentioning. Hey, you know, I gotta write the content wave while it lasts because you know

[00:45:50] [SPEAKER_01]: Again grass keeps growing but we never know when this is gonna last but

[00:45:55] [SPEAKER_01]: Me looking at your website now. I noticed that you have courses, right?

[00:45:59] [SPEAKER_01]: You have books you have all this array of products that

[00:46:03] [SPEAKER_01]: Clearly are being sold to your audience, right? Because you're helping them. You've done the work

[00:46:08] [SPEAKER_01]: You've grown your landscaping business and I'm curious a little bit about that as well, right?

[00:46:13] [SPEAKER_01]: Has is that recent you just started that how did you realize that there was an opportunity in there?

[00:46:20] [SPEAKER_01]: And how has that process been to create, you know, courses maybe a curriculum growing a community of, you know,

[00:46:28] [SPEAKER_01]: landscapers

[00:46:30] [SPEAKER_00]: Yes, so a few years ago on my podcast I started talking about

[00:46:35] [SPEAKER_00]: We have to raise our prices. We have to raise our prices and you you joked at the top of the program that you guys were gonna charge

[00:46:42] [SPEAKER_00]: $25 to cut someone's grass. And so we always we always

[00:46:46] [SPEAKER_00]: laugh at how the, you know, the low low ballers or what we call them

[00:46:49] [SPEAKER_00]: Yeah, or out there like you guys got to raise your prices and and and so people would start messaging me like

[00:46:55] [SPEAKER_00]: Well, how do I raise my price and I was like, well, I just emailed my customers and told them like, hey, I'm raising my prices

[00:47:00] [SPEAKER_00]: I got to absorb my costs are going up. I got to absorb those costs and and I'll just you know

[00:47:05] [SPEAKER_00]: I'll just email my customer and they're like, well, what do I say?

[00:47:07] [SPEAKER_00]: And I was like, well, just say this and they're like, well, can you can you send it to me?

[00:47:10] [SPEAKER_00]: And so like sure and so I sent it to him and then this happened so much like people

[00:47:15] [SPEAKER_00]: Didn't know how to communicate to their customers that they're raising the price

[00:47:18] [SPEAKER_00]: So finally I was like my one buddy is like just make like a little template of what you like copy and paste the email you send out

[00:47:25] [SPEAKER_00]: Make a template and just

[00:47:27] [SPEAKER_00]: Sell it

[00:47:28] [SPEAKER_01]: Yeah

[00:47:30] [SPEAKER_01]: Oh no, the wi-fi

[00:47:32] [SPEAKER_01]: I wonder if it's ours

[00:47:36] [SPEAKER_00]: Well that someone could buy it

[00:47:37] [SPEAKER_00]: And these things started selling like hotcakes. I mean hundreds and hundreds and hundreds like what in the world

[00:47:43] [SPEAKER_00]: Um, and so then I I was listening to my audience

[00:47:46] [SPEAKER_00]: And they would always ask me about number stuff like how much should I charge like

[00:47:50] [SPEAKER_00]: Uh, just money questions about the the business side of things. So then I just put together

[00:47:56] [SPEAKER_00]: Uh, like a basically a frequently asked questions of how to know your numbers how to know your break even point

[00:48:01] [SPEAKER_00]: What's the charge to be profitable all this stuff that I was getting asked all the time

[00:48:06] [SPEAKER_00]: On one-on-one coaching calls and and things of that nature and I packaged that into a course

[00:48:10] [SPEAKER_00]: And that sounds like hotcakes. So what i'm actually doing i'm working uh currently

[00:48:15] [SPEAKER_00]: Over the next couple months and we're we're revamping the website

[00:48:18] [SPEAKER_00]: We're we're making it world-class and and really fine tuning our offerings and things of that nature. So yeah, there's a there's a huge audience there

[00:48:26] [SPEAKER_00]: You know to serve to serve my listeners with what can kind of fast track their their learning

[00:48:32] [SPEAKER_00]: And so that's something that I'm um if you would look at like my revenue as a pizza

[00:48:38] [SPEAKER_00]: Uh, the sponsorship is the biggest slices. It's the the sponsorship is is amazing

[00:48:43] [SPEAKER_00]: But I also am you know creating the the courses and the documents and I offer one-on-one coaching to

[00:48:49] [SPEAKER_00]: To help um folks grow in their long care landscaping business as well. So yeah, there's there's a big opportunity for that

[00:48:55] [SPEAKER_00]: But I don't want to have all my eggs in one basket

[00:48:59] [SPEAKER_00]: Um with the sponsorship stuff, but it is still like the best thing going right now

[00:49:05] [SPEAKER_01]: Definitely diversifying that revenue. I love it and I'm I'm looking at your website

[00:49:08] [SPEAKER_01]: Is great by the way if it hasn't gone through the revamp this website is still pretty cool. So

[00:49:14] [SPEAKER_01]: absolutely amazing now

[00:49:17] [SPEAKER_01]: I'm curious on

[00:49:19] [SPEAKER_01]: You mentioned that you'd like to ride these waves, right?

[00:49:22] [SPEAKER_01]: So what is the current wave you're seeing because on our end right now a little bit of background

[00:49:28] [SPEAKER_01]: We have an agency where you know, we actually produced or from content. We help clients

[00:49:32] [SPEAKER_01]: We actually grabbed this podcast, you know, we

[00:49:35] [SPEAKER_01]: Create show from content of this

[00:49:38] [SPEAKER_01]: And we're noticing that on instagram reels are decreasing the reach right now

[00:49:44] [SPEAKER_01]: People are testing a little bit more of like carousel videos and whatnot

[00:49:48] [SPEAKER_01]: But i'm curious. What are you seeing on your side right as a full time content creator?

[00:49:54] [SPEAKER_01]: What is that new trend that you're trying to jump into that you want to leverage

[00:49:59] [SPEAKER_00]: Yeah, well, I would say facebook reels is doing pretty good for me right now

[00:50:03] [SPEAKER_00]: Yeah, I would I would definitely recommend the facebook reels and then um, this is something that I'm

[00:50:10] [SPEAKER_00]: In the beginning stages of but linkedin is something i'm really trying to figure out because

[00:50:15] [SPEAKER_00]: The sponsorship deals that i'm trying to do with these big brands those decision makers are all on linkedin

[00:50:21] [SPEAKER_00]: So it's a whole different animal from tick tock

[00:50:24] [SPEAKER_00]: It's a it's a different yeah, you gotta post a different style of content there

[00:50:28] [SPEAKER_00]: But i'm trying to get better at linkedin

[00:50:31] [SPEAKER_00]: So I would say facebook reels

[00:50:34] [SPEAKER_00]: youtube shorts

[00:50:36] [SPEAKER_00]: Are my two best performing right now instagram's?

[00:50:39] [SPEAKER_00]: definitely uh difficult

[00:50:42] [SPEAKER_00]: But i'm not giving up on it or tick tock um

[00:50:46] [SPEAKER_00]: And so uh every day i post on all four uh facebook reels

[00:50:51] [SPEAKER_00]: instagram reels tick tock youtube shorts every day no matter what i'm gonna post on there

[00:50:57] [SPEAKER_00]: And uh, i'm also getting a little bit better at linkedin

[00:51:01] [SPEAKER_00]: And so the trend is your friend. Um, just just finding out

[00:51:05] [SPEAKER_00]: The trend is and and and riding that wave and so

[00:51:10] [SPEAKER_00]: um

[00:51:10] [SPEAKER_01]: I like that. I like that perspective the trend is your friend. I don't think I've ever heard that before right and uh

[00:51:16] [SPEAKER_01]: I know a lot of people and I might actually put myself in that bucket

[00:51:21] [SPEAKER_01]: Fight a little bit against that right against the trend. I don't want to be like anybody else

[00:51:26] [SPEAKER_01]: And you know, you mentioned gary vaynerchuk before I don't know why this like thumbs up bubbles keep popping up on the screen

[00:51:32] [SPEAKER_01]: They're kind of funny, but

[00:51:34] [SPEAKER_01]: But you know, you mentioned gary vaynerchuk before

[00:51:38] [SPEAKER_01]: And I remember watching a video of him talking this this lady asked him a question. He's like hey gary

[00:51:44] [SPEAKER_01]: I don't want to do I don't want to be like anybody like everybody else. I don't want to just create content of

[00:51:52] [SPEAKER_01]: This trends etc. And he's like well, do you want eyeballs on your content? It's like, you know, it's like that is

[00:51:59] [SPEAKER_01]: Your door to reach a lot of people

[00:52:02] [SPEAKER_01]: So then you can help him out with whatever it is that you want to help him out

[00:52:04] [SPEAKER_01]: He's like you gotta leave your ego aside and follow the trend

[00:52:08] [SPEAKER_01]: And there are also ways that you can adapt those trends to you, right? It's not like you need to go on take-talk and dance

[00:52:14] [SPEAKER_01]: I'm pretty sure

[00:52:15] [SPEAKER_01]: I mean maybe you have some of those clips at the beginning where you were kind of like dancing

[00:52:19] [SPEAKER_01]: Now what not but at the end of the day when people find them

[00:52:22] [SPEAKER_01]: Is kind of like a gateway into the rest of your content

[00:52:25] [SPEAKER_01]: So I really like that perspective. The trend is your friend now

[00:52:31] [SPEAKER_01]: If you were starting over today from zero, right? Let's say somebody's listening to this and they're like

[00:52:35] [SPEAKER_01]: Dang Paul is the man. I want to build a business. I wanted to become a full-time creator

[00:52:42] [SPEAKER_01]: I want to have my pizza. You know, the most amount of pizza slices be from a sponsorship

[00:52:49] [SPEAKER_01]: But I also want to create courses. I want to make a living out of this

[00:52:53] [SPEAKER_01]: What would be your first steps if you work starting again? And let's say you have your main business

[00:53:00] [SPEAKER_00]: And you guys had Justin more on

[00:53:03] [SPEAKER_00]: On the previous episode so

[00:53:06] [SPEAKER_00]: Everything I'm about to share I learned from him. So I'm sure he explained this more

[00:53:09] [SPEAKER_00]: uh, elegant elegantly then I would explain

[00:53:12] [SPEAKER_00]: But if you can understand this this paradigm shift here is that these big brands, okay?

[00:53:18] [SPEAKER_00]: In our industry, it's it's a loze and john deere and home depot and and those big brands like that, right?

[00:53:25] [SPEAKER_00]: They they make billions of dollars a year in top line revenue

[00:53:30] [SPEAKER_00]: On average, they set aside five to seven percent for their marketing budget for the next year

[00:53:36] [SPEAKER_00]: So that's hundreds of millions of dollars or you know in loze case a billion plus dollars

[00:53:42] [SPEAKER_00]: in these big marketing buckets

[00:53:45] [SPEAKER_00]: and

[00:53:46] [SPEAKER_00]: Back in the day

[00:53:47] [SPEAKER_00]: They spent that money on television ads on radio ads on newspaper ads on magazine ads on billboard ads

[00:53:56] [SPEAKER_00]: And some of these old farts still spend some of it on that stuff

[00:53:59] [SPEAKER_00]: But but they're they're shifting the money in the in the scope of millions and millions and millions of dollars

[00:54:07] [SPEAKER_00]: To where the eyeballs are where the eyeballs at

[00:54:10] [SPEAKER_00]: Tickety talk, right? Facebook

[00:54:13] [SPEAKER_00]: Instagram

[00:54:14] [SPEAKER_01]: Yeah, youtube the green industry podcast right content is profit. That's where the eyeballs are

[00:54:21] [SPEAKER_00]: Podcasting absolutely

[00:54:23] [SPEAKER_00]: And what justin more and again? I can't thank him enough

[00:54:27] [SPEAKER_00]: He's helped me earn quite a bit of money and I I appreciate him so much

[00:54:31] [SPEAKER_00]: But he what he keeps telling me when we have our coaching calls

[00:54:33] [SPEAKER_00]: And this is a baseball analogy or example. He's like paul. We're in the second inning

[00:54:37] [SPEAKER_00]: We're in the second inning. We're in the second inning meaning for decades

[00:54:42] [SPEAKER_00]: The big brand spent their money on television in the 70s the 80s the 90s even into 2000 four decades

[00:54:49] [SPEAKER_00]: Tons of money spent on television

[00:54:51] [SPEAKER_00]: Advertisement tons of money on radio. You could still go turn on a radio and and listen to an ad on the radio

[00:54:58] [SPEAKER_00]: Yeah, that money is shifting to the creator economy

[00:55:02] [SPEAKER_00]: And it's not too late

[00:55:04] [SPEAKER_00]: And you you have to start with the end in mind though if you want to get sponsors

[00:55:09] [SPEAKER_00]: Like what kind of content so i'm i'm in the lawn care space

[00:55:12] [SPEAKER_00]: So I know well companies that sell lawnmowers. I'm a perfect candidate for it

[00:55:17] [SPEAKER_00]: So so just kind of figure out like well what brands would be interested in your content

[00:55:21] [SPEAKER_00]: Like are you into fitness? Are you into to mowing? Are you into whatever the thing is?

[00:55:26] [SPEAKER_00]: And and make really really good content like my instagram is my portfolio

[00:55:31] [SPEAKER_00]: And and john deere and lo's those big billion dollar companies

[00:55:34] [SPEAKER_00]: They reached out to me somehow somebody that works for those companies found my content

[00:55:39] [SPEAKER_00]: Went to my website filled out my intake form reached out to me and so

[00:55:45] [SPEAKER_00]: If I would have never made content, I would have never gotten on that radar. So so start with understanding

[00:55:49] [SPEAKER_00]: There's millions and millions and millions of dollars being spent in your niche whether it's lawn care

[00:55:55] [SPEAKER_00]: Or or it's fitness or whatever your niche is

[00:55:58] [SPEAKER_00]: There's millions of dollars being spent on advertising

[00:56:01] [SPEAKER_00]: And why should they why should they invest that money in you? And so just just start creating content, you know around that

[00:56:08] [SPEAKER_00]: But understand like justin says we're in the second inning like get get in it like start making content

[00:56:13] [SPEAKER_00]: There's somebody who listens to my podcast. He lives down in florida little south of you guys in new smirna beach

[00:56:20] [SPEAKER_00]: His name's al blades and he was listening to my podcast and he heard me talk about making 100 podcast episodes

[00:56:25] [SPEAKER_00]: Yeah, so he was like i'm gonna make 10 youtube videos

[00:56:30] [SPEAKER_00]: Where I go out and I mow someone's yard for free and and and i'm gonna make an epic video about it

[00:56:34] [SPEAKER_00]: And he his very first video

[00:56:37] [SPEAKER_00]: Popped off and went viral

[00:56:39] [SPEAKER_00]: And now he has over 1 million youtube subscribers. Wow

[00:56:43] [SPEAKER_00]: And he made so much money last year. It's outrageous how much money he made. Yeah

[00:56:48] [SPEAKER_00]: Turn the money

[00:56:49] [SPEAKER_00]: It's a lot of money. Yeah

[00:56:51] [SPEAKER_00]: But he he he he he made a piece of content and it happened to blow up and go viral and the trend is his friend

[00:56:57] [SPEAKER_00]: He he he's riding that wave

[00:57:00] [SPEAKER_00]: And so

[00:57:01] [SPEAKER_00]: You'll never know if you don't if you don't make the content and and just go for it. Yeah, I'm sorry

[00:57:08] [SPEAKER_01]: I'm thinking here. We're gonna have to go set up shop in somebody's yard and record the podcast

[00:57:14] [SPEAKER_01]: Or something like that, you know, we're gonna have to find some creative ways too

[00:57:19] [SPEAKER_01]: Because that's the other thing right is that's a very creative way to showcase in the business the skills right going into somebody's house

[00:57:27] [SPEAKER_01]: Me hey, look I'll do your yard for free and i'm pretty i'm pretty sure i've seen these guys videos

[00:57:32] [SPEAKER_00]: I could see the outweighs and then there's another guy sp mowing

[00:57:36] [SPEAKER_00]: I think the sp mowing is the one i've seen the one you've seen yeah

[00:57:38] [SPEAKER_01]: I have a few popped on my and I want do that again. I personally

[00:57:44] [SPEAKER_01]: I'm not like that deep into the industry and I watched these videos completely and they oh

[00:57:48] [SPEAKER_01]: So satisfying to see the end product. I'm like wow that looks nice

[00:57:53] [SPEAKER_03]: I think it's about you know, because maybe a lot of people listen here and it's like, oh my gosh

[00:57:56] [SPEAKER_03]: Like I need these technical skills to do it engaging right and if we go for example to poll your videos

[00:58:01] [SPEAKER_03]: I mean

[00:58:02] [SPEAKER_03]: Clearly like for for our trained eye and we're like there's an editor behind this right like and they're amazing

[00:58:07] [SPEAKER_03]: Right there a structure in a way that are engaging and super fun and and fast-paced and all these graphics pop up

[00:58:13] [SPEAKER_03]: Right so but that for some somebody that might be starting out might look a little bit intimidating and that's okay

[00:58:19] [SPEAKER_03]: That's that's normal to feel that way

[00:58:20] [SPEAKER_03]: But also right like if you go through there behind the scenes videos or like those reels where you know

[00:58:26] [SPEAKER_03]: Is that is that it's just one camera setup and they're cutting?

[00:58:29] [SPEAKER_03]: You know the grass and it's a speed up and there's a voiceover that you do on the app

[00:58:33] [SPEAKER_03]: Like all these apps make it very simple and easy

[00:58:37] [SPEAKER_03]: To create and they're gonna actually walk you through that process

[00:58:40] [SPEAKER_03]: So you know all you gotta do is like just try be like this is my

[00:58:44] [SPEAKER_03]: Prototype video. I'm gonna do one right and I'm gonna use the app

[00:58:48] [SPEAKER_03]: So I can learn the basics and then from there all these ideas are gonna come up

[00:58:52] [SPEAKER_03]: And it's like how can you create something that?

[00:58:55] [SPEAKER_03]: You know, you're proud of that you're excited to do like Paul like you were so excited to come home and tell those stories

[00:59:01] [SPEAKER_03]: Right like and that kept you going for a long time

[00:59:04] [SPEAKER_03]: And for us like these conversations are exciting like this is why we do this like three times a week

[00:59:09] [SPEAKER_03]: Like if not more probably like we're working. We're planning our year to see if we can do more of these

[00:59:14] [SPEAKER_03]: Or more shows like different concepts, right for next year because we love it, right?

[00:59:18] [SPEAKER_03]: So uh the Paul the episode has been full of golden boulders man

[00:59:21] [SPEAKER_03]: Thank you for opening the doors to to your to your business to your story to your content creation process

[00:59:28] [SPEAKER_03]: I think it's gonna help a lot of people that turn into the show to like move the needle forward, right?

[00:59:32] [SPEAKER_03]: Uh, they have a business or they're trying to figure this out

[00:59:35] [SPEAKER_01]: Yeah, this has been a lot of fun Paul and uh, you know, we've covered a little bit of being broke busted and disgusted

[00:59:41] [SPEAKER_01]: Cutting that grass and making that cash back in 2011 and then to your commitment of 100 episodes, right?

[00:59:48] [SPEAKER_01]: Which was absolutely impressive but then landing this sponsor and making that commitment

[00:59:55] [SPEAKER_01]: Even I don't know more of like an iron face commitment in there

[01:00:00] [SPEAKER_01]: And then later on becoming a student of short form vertical content and sharing some of your

[01:00:06] [SPEAKER_01]: Awesome strategies like the content buckets, right? You've shared so much today. I'm so thankful

[01:00:11] [SPEAKER_01]: This has been so amazing

[01:00:12] [SPEAKER_01]: But I do have one question, right and anybody that goes to your youtube channel

[01:00:17] [SPEAKER_01]: Right, it's gonna see the video that you have pinned right there on top of your channel is

[01:00:24] [SPEAKER_01]: Hopefully this is the right youtube channel. Is they like the shot?

[01:00:29] [SPEAKER_00]: The half court shot is that you're looking at my other on that that's my little brother. So

[01:00:34] [SPEAKER_01]: I was gonna say is that you because like he used a different name and I was like

[01:00:38] [SPEAKER_01]: Did Paul went with a different name on this video?

[01:00:41] [SPEAKER_00]: Yeah, so so that's my personal youtube channel paul jameson. I have another youtube channel called green industry podcast

[01:00:49] [SPEAKER_00]: My little brother was at a basketball game

[01:00:52] [SPEAKER_00]: And he shot a half court shot and and he asked the um

[01:00:57] [SPEAKER_00]: The the pretty blonde uh sidelam reporters says what's your name and he said most people call me robbie

[01:01:03] [SPEAKER_00]: But you can call me anytime

[01:01:06] [SPEAKER_00]: Irina started laughing and he went and he shot the ball from half court and he made it

[01:01:11] [SPEAKER_00]: And the arena exploded and then uh the very next day. It was on sports center on espn

[01:01:18] [SPEAKER_00]: Barstool sports with dave purdanoi. They they published it the next morning

[01:01:22] [SPEAKER_00]: Um, he the sports center opened up with his shot and it went so viral. Um, like whenever I go somewhere with him

[01:01:31] [SPEAKER_00]: He lives in a different state. He lives in columbus, ohio

[01:01:33] [SPEAKER_00]: But when we go on vacation people like oh my gosh you that dude that made a half court shot like like people recognized him

[01:01:40] [SPEAKER_01]: And uh, that's amazing. Yeah, when I saw the video, I was like, this is legendary

[01:01:45] [SPEAKER_01]: That phrase, right? Uh, he also was he dressed like a hot dog too?

[01:01:51] [SPEAKER_00]: Yeah

[01:01:52] [SPEAKER_00]: If you made the shot you got um free hot dogs for a year

[01:01:56] [SPEAKER_00]: And so he made the shot and he was all excited to get free hot dogs for a year

[01:02:00] [SPEAKER_00]: But they only gave them 12 vouchers

[01:02:03] [SPEAKER_00]: Uh sugardale gave them 12 hot dog vouchers. So really he only got 12 hot dogs

[01:02:09] [SPEAKER_02]: One hot dog a month

[01:02:12] [SPEAKER_00]: Yeah, literally

[01:02:14] [SPEAKER_00]: They marketed their hot dogs for a year though, but yeah, I got one voucher

[01:02:18] [SPEAKER_00]: Technically he didn't have to go one per month. He could eat all 12 in one day if he wanted but

[01:02:23] [SPEAKER_00]: He's out to his buddy. So I think he only got like one or two hot dogs out of it

[01:02:27] [SPEAKER_01]: I think he got the better end of the deal. You know

[01:02:30] [SPEAKER_00]: girlfriend dumped him because he had a girlfriend

[01:02:39] [SPEAKER_00]: Most people call you robber you can call me anytime and so his girlfriend dumped him

[01:02:43] [SPEAKER_01]: Oh, that's hilarious. Well, uh, your brother has nothing to worry about

[01:02:48] [SPEAKER_01]: Probably wasn't the right girlfriend for him

[01:02:50] [SPEAKER_01]: Yeah, I couldn't take it. Yeah, Paul. This is me. Absolutely amazing. Thank you so much

[01:02:56] [SPEAKER_02]: Yeah, and is there anything else that you want to add paul before we head out?

[01:03:00] [SPEAKER_00]: Uh, I think I think we covered it just just create content and and understand

[01:03:05] [SPEAKER_00]: It might not be your your 70th video or podcast

[01:03:08] [SPEAKER_00]: It might be your 700th one that pops off

[01:03:11] [SPEAKER_00]: But for owl blades once he had that video popped off now

[01:03:14] [SPEAKER_00]: I got a million subscribers and and and he's making boatloads of money

[01:03:18] [SPEAKER_00]: And and for me it was kind of like slow and steady over the years and there's these um

[01:03:23] [SPEAKER_00]: I call them destiny helpers like justin more came into my life

[01:03:27] [SPEAKER_00]: And and he I was at the right place at the right time that I was uh, there's an ancient chinese proverb

[01:03:32] [SPEAKER_00]: That says when the students ready

[01:03:34] [SPEAKER_00]: The teacher will appear show up. Yeah, so just getting yourself in position that

[01:03:39] [SPEAKER_00]: Adjust in more or um, I have a youtube coach tailin michael and an instagram coach. Hey dominic like

[01:03:46] [SPEAKER_00]: And I have to pay I pay the youtube coach. I pay the instagram coach

[01:03:50] [SPEAKER_00]: I pay the sponsorship coach like i'm investing in my business and i'm spending a lot of money on experts

[01:03:57] [SPEAKER_00]: Don't just go higher willy nilly some buddy

[01:04:00] [SPEAKER_00]: You know that's not like have a credibility

[01:04:03] [SPEAKER_00]: Uh, but you know put yourself in position to be around people smarter than you

[01:04:08] [SPEAKER_00]: In the content space and then uh, mr. Beast, you know like that that brother

[01:04:13] [SPEAKER_00]: He made a bunch of content that was lousy for a long time

[01:04:16] [SPEAKER_00]: And now he's the number one youtuber in the world. So don't don't expect. Oh, I'm gonna go start a podcast tomorrow

[01:04:22] [SPEAKER_00]: You'll probably get three downloads. You know

[01:04:25] [SPEAKER_00]: Your cousin pookie and your your mom and your sister

[01:04:27] [SPEAKER_00]: But if you stick with it good things will probably happen like justin says we're in the second inning

[01:04:33] [SPEAKER_00]: So so get out get out there and make content

[01:04:35] [SPEAKER_03]: Thank you so much man fancy anything else that you want to add before we head out

[01:04:39] [SPEAKER_01]: Um, where would you be if you didn't create any content?

[01:04:44] [SPEAKER_01]: If you never started but if you had that where would you be if you weren't the cornfields driving

[01:04:50] [SPEAKER_01]: Got hit with that vision and didn't take action

[01:04:53] [SPEAKER_00]: Yeah, I'd probably be out there cutting that grass and making that cash. Um, which isn't isn't a bad thing

[01:04:59] [SPEAKER_00]: I I enjoy doing that. But the cool thing about my background as an entrepreneur

[01:05:03] [SPEAKER_00]: I knew I knew how business worked. So then when I got into the creator economy

[01:05:07] [SPEAKER_00]: It like it was like I already knew the business part of things about being profitable and all that

[01:05:13] [SPEAKER_00]: And I just saw the opportunity. So I'd probably be out there cutting that grass making that cash

[01:05:17] [SPEAKER_00]: But um in this air conditioning studio

[01:05:20] [SPEAKER_00]: Uh living living the dream. That's awesome. Well with that said guys

[01:05:24] [SPEAKER_02]: Thank you so much for tuning into the content's graphic podcast

[01:05:27] [SPEAKER_02]: Go ahead and follow the show in your favorite podcasting platform and on social media so you can check out funs is new mustache

[01:05:33] [SPEAKER_01]: That is right. I need Paul right here. Help you move one step closer towards your goal

[01:05:38] [SPEAKER_01]: Please don't forget to share this episode

[01:05:40] [SPEAKER_01]: Follow Paul as well and and leave a five star review. See ya. Bye guys