The Comments You're Scared Of Are Growing Your Business

[00:00:00] [SPEAKER_00] Hey guys and welcome back to Content Is Profit. Today's episode is dear to my heart because it's something that I think everybody facing or doing publishing of some sort will face it. And it's like the hate, the hate of the internet and not the fear to the haters, I guess. It's more of the fear of what other people are going to think about this or even the fear if you have a business of losing customers.

[00:00:29] [SPEAKER_00] Because of the things that you might or might not say online. In fact, it's one of the top reasons of why people don't start their own publishing platforms like podcasting or even social media clips, right? So I'll share a little bit of a story of something that recently happened to us with that new platform that we just launched.

[00:00:49] [SPEAKER_00] You know, why now we're leaning towards 100% being 100% ourselves. And then we're going to give you a couple of solutions on if you are going through something like this. Like what is the advantage of staying true to your message and moving forward with publishing? And what are the real advantage, like monetary advantage? So the first thing is like just this morning, I woke up to a plethora of comments in our football show.

[00:01:18] [SPEAKER_00] And obviously, you know, with soccer and the World Cup and everything happened today, that show is very relevant. We've been publishing, you know, four to five times a week. Every episode has about 10 clips. We talked about the production in the last couple episodes and kind of case studies. But now we're seeing the results of what's been happening when your content catches a little bit of fire online, which is incredible. At the same time, you know, it can be very intimidating for a lot of people.

[00:01:46] [SPEAKER_00] I don't think we've lived it like that with Content's Profit. I'm going to share a little bit of like what, you know, what happened with us there. But yeah, this morning, you know, we posted a couple of it's an opinion based show we have is backed by data. Everything is research. But at the end of the day, it is our opinion on this thing. And there's going to be people that agree with that opinion. And there's going to be people that don't agree with that opinion.

[00:02:15] [SPEAKER_00] All right. So, yeah, it's been it's been kind of crazy. I mean, we have had tens of thousands of views. I think in 30 days, the show has gotten more than 100000 views and downloads. The channel is almost at 7000 subscribers, which is awesome. So the algorithm doesn't really know the difference between love and hate. They just see engagement. Right.

[00:02:36] [SPEAKER_00] And we've been seeing some things where the platforms, you know, might categorize some of the comments to protect the user as potential hateful comments, which is insane. Like you have the option to read it. But I think it's insane in the good in the good way to protect the creator, which is which is really good. And, you know, with Content Is Profit, we've we played it like pretty, pretty safe over 400 plus episodes.

[00:03:01] [SPEAKER_00] And then later on, we started to to dive a little bit deeper into like our opinions and solo episodes like this one, for example. But, you know, it's when you stay in the middle, it's very hard to kind of stand out. You kind of mesh with everybody. And I think here in the show, excuse me, here in the show, we could take the stand of podcasting is a number one thing content wise forever and ever and ever. And, you know, that is an example of polarization on the messaging.

[00:03:31] [SPEAKER_00] And then the people that are on YouTube, they're going to be like, no, YouTube is is the best or no social is the best. You know, I am truly of the opinion that everything works. Give it time. And it also a big it depends on on the platform. So our view here is not to be polarizing, but to present the audience you with different options and different things. So I'm very passionate about this topic because I've seen a lot of people not publish and they have a very strong message that they could help a lot of people.

[00:04:01] [SPEAKER_00] So if you are in that position where you think, hey, I really want to share this thing, I will encourage go share it. Your message, your words, what you have to say is going to help somebody. That one person is going to listen to one thing you said and then is going to change your life to the positive. And it doesn't matter how many other people might disagree with you and so on. So we're going to dive deep into this episode. And yeah, I'm excited to do it.

[00:04:29] [SPEAKER_00] So let me actually pull my notes here big enough so I can I can I can do it. So I'm going to tell you all this as a gift. Now, like it's not really a gift. So there's two kind of comments, you know, the kind that sharpens you that like as a like a knife. Right. And on the kind that just wants to like really hurt you.

[00:04:57] [SPEAKER_00] You know, those are a lot of the same type of comments and treating them the same is a big mistake. It's important to kind of recognize here. So the fear doesn't sort your fear. Your fear. How do how do I say this? Your fear treats a smart disagreement and a random troll exactly the same.

[00:05:24] [SPEAKER_00] Like it lumps them together and it frizzes you. That's why people like never really start. So the skill is not learning to love every mean comment. The skill is learning how to sort like really fast and not letting really get to you. So once I understood this, I really stopped seeing the comments as a thread and started, you know, basically as gifts. And honestly, like this morning, I was going through them and some of them I was just laughing. And some of them were insulting me.

[00:05:53] [SPEAKER_00] Like some of them were insulting my accent. Some of them were telling me that my English was not good. And, you know, I've lived here for many years. My wife understands me. My kids understand me. My business partners understand me. Like our customers understand me. So anyways, you know, there will be personal attacks when it comes to this. And by the way, what I just said was nothing crazy. It was saying that, you know, Mexico is not going to win the game and they did win.

[00:06:20] [SPEAKER_00] But anyway, so why like all this is good. So here are my three beliefs. Like one, it helps me hone in my message and find people faster. So the reactions are the math. What people push back on, what they really, you know, what they're really around. That tells me what actually is landing on the message. And I learn more from one loud week than from a month of polite silence. So this is funny.

[00:06:49] [SPEAKER_00] And also like we just get so distracted by the negative, like three comments that are there. But we forget that maybe the clip has a hundred likes and a bunch of shares and other people. And the positive people tend not to be commenting on these kind of things. Right. So number two, it forces me to be honest with myself. And I think this is one of the most important things here. So when a comment shakes me, and this is by the way, not just online, like everywhere. Like I ask like, why is this actually affecting me?

[00:07:18] [SPEAKER_00] And it's usually because I don't really fully believe of what I said. Or if, you know, if I am rock solid, if I am like, this is truly what I believe and is, you know, proof. I have proof that to back it up. That opinion can't really shake me. It won't move me. It's like saying, you know, my mom and my dad are great people, are good people. I know that. Like they've showed it.

[00:07:47] [SPEAKER_00] You know, they raised me and my brother and I love them to that. If somebody says, ha ha ha, no, your dad or your mom are the worst. Like it's not going to affect me at all. Like it doesn't really make sense whatsoever. Unless they have crazy proof of the opposite. Right. And then number three, and I think this is probably the best one. And it came from a couple of the coaches on different events that we've attended. He repels the wrong people.

[00:08:17] [SPEAKER_00] So like staying true to our message and our beliefs is really a magnet for the people that we want to, especially as a business. And then also as a repellent for the people that we don't want. So same force is just two different directions. Right. The line that makes one guy furious is the same line that makes my actual person. Oh boy. Finally, someone said this. Right. Like you cannot attract your people without also pushing away.

[00:08:46] [SPEAKER_00] That was the ones that were never like a fit. And we had this example when we were working in the fitness studios way back in the day where we had this video. And it was internally in a Facebook group that they were hosting with like all the members. And this video went berserk. I think it was something like 10,000 views. A lot of people sharing it. And it was about a coach making a comment about bodybuildings.

[00:09:11] [SPEAKER_00] And the way that it was cut, it made it seem like a joke. So some people took it on the offensive side and some people took it as it is, the people that know the coach. So the video took off because the people that knew the coach knew that it was a joke and it was an internal joke inside of that gym. She was not disrespecting anybody. It was just like a different way of fitness that they were working on. So they were supporting that. And then there was like two ladies that were bodybuilders and took offense.

[00:09:41] [SPEAKER_00] And they started going crazy in the comments. And the manager calls and he's like, Luis, you guys need to put this video down ASAP. And we started reading the comments. And the studio people were defending big time the coach and the studio and the way to do the things. And it actually uncovered that these two other women that were like really angry about this comment were cheaters in a competition.

[00:10:06] [SPEAKER_00] And were actually, they were actually expelled from the gym. So that goes to say, if you are true to yourself and to your beliefs and you share them, there's going to be people that are going to be attracted to them as well as repelled. And as a business, that's really important. We don't want to fall in the middle. We really want to be attracting those people. So with that, the other comes like it happens is a natural consequence. So how do we actually do it? Like, how do we actually do this?

[00:10:36] [SPEAKER_00] Like, anyways, how do we publish? How do we deal with this? You know, by laughing it out, by different things. So here's where we get a little bit tactical, right? I'm going to share with you five different things that you can do. So number one is, honestly, you're going to desensitize by the reps. Not by like thinking and staying on this problem. Like the more you do it, the better it's going to feel. Like you can't read your way out of this one.

[00:11:03] [SPEAKER_00] You know, the first main comment is going to feel like a gut punch. The 50th is just a Tuesday, right? Like that's what happened today. I'm like last night the comments started coming in. And then this morning I woke up and I was like, you know what? I'm actually going to make this an exercise. And I sat there for an hour answering each and every one of them. And, you know, some were very ignorant. Some others didn't really read the post. Some others didn't really watch it. Some others didn't really see the full episode. So I just took care of myself to educate the people,

[00:11:33] [SPEAKER_00] put in my opinion, double down. And guess what? Followers immediately starting to go up. Other comments started to go up. Other people starting to agree with me, which was crazy. And then you start seeing like real time what happens, right? So we just didn't get really comfortable by just preparing like mentally. We just sit down. We just comfortable by like putting it out every single day onto the comments like lost his part. We're like, okay, we now accept that this is the thing that's going to happen. And you know what? There's no way to stopping it.

[00:12:03] [SPEAKER_00] And it's also attracting a lot of downloads. It's also attracting a lot of subscribers. It's attracting the people that we really want to have on the show. So the armor builds by doing. So start building that armor, right? Number two. Okay. Decide what you stand for before you actually publish. And I think like this was one of the issues that we had with Content is Profit. It wasn't an issue with the football show. I mean, one of the craziest like bad common wars that we've had so far

[00:12:32] [SPEAKER_00] has been a video that came out about the US when they won the first game and says it's called soccer. And we put in there, no, it is called football. And I truly believe that because where I come from, it is football. And the majority of the world is called football. And I know that I'm not going to be able to convince anybody. My goal is not convincing that, you know, you should be calling soccer, football or whatever. But, oh boy, this lights the fire in some people.

[00:13:01] [SPEAKER_00] And that comment alone, I think it has over like 300 likes. And then it has something like 100 comments right underneath of different things and all the names that have been called. But I tell you, there's people that are, you know, navigating towards what I said. And anyways, so you get the gist. So the fear like lives in the gap between, I kind of believe this or I say this to your face, right? And like my wife is like the master at this. Like she'll say things to my face, 100%.

[00:13:30] [SPEAKER_00] So close the gap. And, you know, if you're closer to like, I'll say this to my face, I'm absolutely sure. Like no comment will like affect you at all. So it's like, okay, what is the thing that really, really, really, really, that you really believe, right? Right. Is it backed up by science? Is it backed up by data? Is it backed up by experience? Is it backed up by stories? Usually is because we're a little bit insecure that affects us.

[00:13:59] [SPEAKER_00] So make sure, make sure that whatever you're saying or whatever you're sharing, it is truly what you or your company believes, right? So number three, stop trying to be liked by everybody. And I think that's one of them. It's like just being online is like a contest for popularity, right? So try to matter to one person, to someone. Like who is that one person that you can help with the thing?

[00:14:27] [SPEAKER_00] And I bet it's going to start attracting more people. You know, content that offends nobody moves nobody. So vanilla is safe and vanilla is invisible. And by saying something that we truly believe and by helping that one person is going to make other people angry. It's just the nature of the world that we live in. And social media just exposes that even more. But usually, usually if you're able to talk to that one person and you're able to solve that problem for them,

[00:14:56] [SPEAKER_00] they're going to be one, you're going to change their lives. And that's worth it. They are right there. But also they're going to say there's somebody else. They hang out with similar people and then they're going to start coming your way, whether that's online or in person, right? I like this one a lot. So this is newish to me. And reading the comments as data, no verdicts, right? So you're wrong because of X goes in the notebook.

[00:15:24] [SPEAKER_00] You suck, guess crawls past. So it's noise wearing a custom. Sort of like in three seconds. And the loud angry 1% is not your scoreboard. The saves, the shares, the DMs, the people who found you because of that noise. That is the scorebook. So look at us indicators.

[00:15:47] [SPEAKER_00] You know, especially like, okay, if I know it looks like, it feels like a lot of our audience is Hispanic, but they also understand English. So maybe that's an indicator. And they're very, very Mexican apparently with this post that we made. So should we make more content about that specific topic? Maybe. Should we do more research? Yes, absolutely. Like what is the thing that's triggering people? Not to like dig more into it, but like why is it triggering people?

[00:16:16] [SPEAKER_00] Like is there something that I can present there that can help them? And in the business world, what would it look like? What is your solution, you know, cause it? What is the reaction that your solution and what you're saying is creating? So, um, and that's, that's incredible because that's also data for your sales goals. That's also data for your demos. That's also data for like your user experience, right? So cool. All right.

[00:16:44] [SPEAKER_00] And number five, I think that this is important is don't take all these hits alone. I mean, they're going to come. Um, I got Fonzie. I was texting him, like all the screenshots of like the things that were said. Um, you can go to our Instagram. A lot of the comments are there, but I was like, dude, look at this. And we just started laughing. Uh, you know, someone to, to kind of support you there and that it's on your side and you guys can laugh together about this. Like the rule is like, you don't, you don't read the comments at 11 PM, right?

[00:17:14] [SPEAKER_00] When you're like the most tired, exhausted, like it is going to affect you then, right? Like what are the rules and guardrails on like, when did you go in to do this? Like for me, it was this morning after my coffee. And I was like, let's go, let's go, uh, let's go change some minds. Let's go, you know, and like some people let's, let's get humbled. And, uh, and, uh, if you tackle it that way, it's good. Besides, you don't know those people. Like, that's the other thing. Like we don't know, uh, you know, whatever fixed card three, seven, three, seven.

[00:17:40] [SPEAKER_00] Like we don't, we don't know these guys and, or, or girls like that. We call them keyword warriors. And, uh, yes, I understand some message is my effect, but you know, at the end of the day, you can also block them. Right. Or at the end of the day, uh, they can also scroll past and they don't need to see your content. So, um, yeah, so, so good. Okay. So what's possible.

[00:18:02] [SPEAKER_00] So when you're, so when you're like fearing the comment, um, you, you, let's see, how do we, how do we frame this? Hmm. Okay. So, so when you stop fearing the comment, you stop watering down the message and the message with the water taking out is the kind that travels.

[00:18:29] [SPEAKER_00] It's like it goes around and it's the one that's going to get to the people that really need to hear your message. Stop, stop watering down your message. Like there is something that sometimes you're, you're about to post and you know that you have to say that thing. And then you say something else. Do not say the something else, say the thing that came to your mind and put it out there. Again, keep it. Obviously, you know, there's limits to it, you know, protect your family, protect things. But, um, you know, if you know, if you, let's say, I mean, business wise, if we had a, okay, AI.

[00:18:59] [SPEAKER_00] So the, if you are in favor of AI, right, um, you're going to talk really positive about AI and the solutions that it's creating, kind of like what we've done with the podcast. Not so long, excuse me, not so long ago, right? Like we're like, we've been implementing the context documents and it's working great and all these things. And there's going to be people that are like, Luis, I hate AI. Like I despise it. I do not want to do this, blah, blah, blah, blah. Well, right now they're not the people that I want to talk to.

[00:19:27] [SPEAKER_00] I want to be the people that are trying different things with AI, for example, right? And if they are that passionate about not, well, let's have a conversation of like, why not? And I think there's a middle point that can do that. Like again, data points we're learning. Um, let's see. Okay. So, so the people who, I mean, I think this is important, right? The people that found the football show through the noise are more mine than any polite, you know, lurker that was like never going to move.

[00:19:56] [SPEAKER_00] It's almost like, you know, you're walking past, you know, whatever a place or, or, uh, yeah, like a place. And then you hear some commotion, some noise, and then you kind of get into, into the area. And there's like this loud music playing. You're like, Oh my God, this love, this music is so cool. But there's like next to you, this is old guys. Like, Oh, I hate this music. I don't, I don't want to be a part of this, blah, blah, blah. So I complaining, complaining, complaining. It's like, you suck. It's because they didn't like that music, but you're like, Oh my God, this music is amazing. Let me go to Spotify and find it. It's the same thing online.

[00:20:24] [SPEAKER_00] It's like people are going to find your content and they're going to think either or, but those people are like, they're going to become super fans, right? They're going to be, they're going to start following. They're going to start seeing your content often and often more often than none. Right. So, uh, tied to your mission, right? Like, uh, I, you know, where we're chasing something big for you, for your company, right? Like us for our company. I mean, if we cannot handle that, uh, it's going to be really hard to, to handle what's, what's coming. And we haven't really announced it just yet.

[00:20:52] [SPEAKER_00] So, um, it's not about, uh, you know, avoiding this and, you know, there's some topics that are more fiery or, you know, you gotta be a little more careful than others. Of course, you know, there is, if you're in the finance, in the finance industry, in real estate, there's some compliance things that you gotta be aware of. But, um, I'm trying to say, it's like, be you don't get scared to put stuff out there. Um, whether you do it or not, the negative is always going to come, but guess what?

[00:21:20] [SPEAKER_00] There's also the same or more amount of positives on the other side. So I encourage you to try this out. Uh, it's been a lot of fun. We're going to continue to do it. I'm about to record a podcast for, for the football show. That's supposed to be a little bit polarizing and, uh, yeah, I'll keep updating. Thank you guys. And I'll see you on the next week. Take care.