The Authority Paradox: How Gatekeeping is Killing Your Business

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[SPEAKER_00]: When it comes to making content, should you give away all the answers?

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[SPEAKER_00]: Should you explain exactly how you do what you do?

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[SPEAKER_00]: The short answer is yes.

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[SPEAKER_00]: But why is the answer yes?

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[SPEAKER_00]: Why would people pay you if you give away the answers for free?

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[SPEAKER_00]: And so, if that answer makes you a little uncomfortable, you're not alone because this is where most people get stuck.

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[SPEAKER_00]: And today, I want to help you get unstuck.

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[SPEAKER_00]: Yo, what's up everybody, welcome back to another episode of more than meets the I podcast where we talk about what's behind a person, a practice, or a product, especially when it comes to marketing.

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[SPEAKER_00]: I'm Jared Taylor and I've got my coffee and I want to welcome you to JT visuals and that is spelled without the I because there's more than meets the I.

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[SPEAKER_00]: Today we're looking at what is behind this practice of marketing.

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[SPEAKER_00]: So why would give in a way everything not destroy your business?

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[SPEAKER_00]: Most people think if I give it all away, why would people pay me?

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[SPEAKER_00]: And that used to be true, but it's not true anymore.

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[SPEAKER_00]: Because of the day-nage we live in with social media, YouTube, you can find all of this on the internet already.

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[SPEAKER_00]: So if you're not the one giving the value away to people, then somebody else is.

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[SPEAKER_00]: Hey, sorry to interrupt, but Joe, you got something on your chest.

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[SPEAKER_01]: When I filled my first eight business, I chalked it up to a couple of things.

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[SPEAKER_01]: Number one, I was very proud and I didn't learn how to build a business, but the second thing I realized is I didn't go to school for this.

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[SPEAKER_00]: And it's fun to try to figure things out and explore, but then there comes a point where you're like, wait, hold on, what are all the other successful business owners doing?

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[SPEAKER_01]: We've provided something for you if you feel the same exact way.

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[SPEAKER_01]: We've provided school SKWOL entrepreneur experience where you can actually have a free content and a community of people that are also in there that are entrepreneurs that love to give feedback and ask for feedback.

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[SPEAKER_01]: If you don't feel like you have the resources, enough to help you become successful, join our school.

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[SPEAKER_01]: It starts for free.

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[SPEAKER_00]: So what are you waiting for?

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[SPEAKER_00]: Go to JT Visuals.com slash school that's JT Visuals without the eye and that school with a king.

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[SPEAKER_00]: now back to the show.

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[SPEAKER_00]: So if you're not the one giving the value away to people, then somebody else is.

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[SPEAKER_00]: And the odds are negative 10,000 that somebody is already doing this in your industry and becoming that go-to expert about the thing that you are really good at.

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[SPEAKER_00]: And you might even disagree with them, but nobody knows because you're not sharing it.

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[SPEAKER_00]: But here's the thing, is somebody doing

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[SPEAKER_00]: The odds are a little different there.

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[SPEAKER_00]: Maybe like 500.

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[SPEAKER_00]: Maybe 100.

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[SPEAKER_00]: Maybe negative 100.

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[SPEAKER_00]: I don't know how odds really work anyways.

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[SPEAKER_00]: Though I just know they're not evens.

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[SPEAKER_00]: But the point of the matter is that if you don't step in that role soon, somebody else will.

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[SPEAKER_00]: It is more blue-ocean when you think of it being in your local audience, your local authority, your local area where you physically serve people the most.

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[SPEAKER_00]: There may be one or two people, but nobody out there is giving your perspective on it.

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[SPEAKER_00]: So if you don't step in that role soon, someone else will become that authority instead of you.

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[SPEAKER_00]: And here's the belief that's keeping a lot of smart people invisible.

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[SPEAKER_00]: And it begs the question, if information is everywhere, what actually makes people trust you and buy from you?

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[SPEAKER_00]: So you can make money by giving away your how.

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[SPEAKER_00]: And the first thing is there's actually a mental block because of how you were raised and how you've been told to do business.

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[SPEAKER_00]: And even at a deeper level, you may be a little hesitant to put yourself out there because you're scared of what people are going to say on the internet or you believe that knowledge alone is power because we've all heard that quote, knowledge is power which absolutely is not true.

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[SPEAKER_00]: And so you put up walls

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[SPEAKER_00]: to be able to withhold your information and wait until someone pays and then you let them inside the walls.

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[SPEAKER_00]: But then there's another wall, there's another layer because you got to upsell them, you got to get them in a little more and they have to pay before you show yourself and become the authority.

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[SPEAKER_00]: But I've been following someone a myron golden, how many of you guys like myron golden?

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[SPEAKER_00]: Have you heard of him before, look him up,

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[SPEAKER_00]: Absolutely phenomenal stuff that he gives away for free, yet he still has a high ticket offer to have one-to-one coaching with him for $250,000.

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[SPEAKER_00]: per session.

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[SPEAKER_00]: And he actually says the wall you build to protect your secrets actually end up becoming a prison to keep your secrets in.

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[SPEAKER_00]: Because what good is your insight, if nobody knows about it, you like solving problems.

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[SPEAKER_00]: But how do people know to bring problems to you?

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[SPEAKER_00]: Because you haven't shown yourself and you haven't made it so that others can find you.

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[SPEAKER_00]: You haven't become discoverable.

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[SPEAKER_00]: Hidden expertise makes zero impact.

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[SPEAKER_00]: Like I said before, we're in the day and age of the internet, and because of that, there are so many choices now.

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[SPEAKER_00]: There are so many businesses out there that can provide the exact answer someone is looking for.

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[SPEAKER_00]: If they see you teaching about it, they see you as the one who is knowledgeable and can help them in that area.

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[SPEAKER_00]: Even though you gave away all the answers.

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[SPEAKER_00]: So really that fear of giving away everything ends up holding you back and it turns into a trap.

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[SPEAKER_00]: It's a trap.

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[SPEAKER_00]: Name that movie.

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[SPEAKER_00]: Someone named that movie.

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[SPEAKER_00]: So let's now just assume that maybe you are ready.

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[SPEAKER_00]: Maybe you have decided to go ahead and do this, to put content out there.

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[SPEAKER_00]: You may be asking what should I share?

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[SPEAKER_00]: and what should I be paid for.

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[SPEAKER_00]: There's a lot of people I talk to that think courses are dead, but it's really because they aren't doing courses correctly.

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[SPEAKER_00]: The information to give away is the what and the why.

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[SPEAKER_00]: Keep sharing the stories, keep telling the same thing, present a new scenario through stories, for example, because I know that's a little confusing.

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[SPEAKER_00]: Think of Dave Ramsey.

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[SPEAKER_00]: They share exactly how to do things over and over and over and have had the same message over and over and over throughout their podcast and throughout all their shows and YouTube channels.

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[SPEAKER_00]: They're given away the answers, but when a phone call comes in or a new guest comes in, we're presented with a new scenario, and sometimes we forget that they're just going to say, go to step one, go to baby step one, go to baby step two, go to baby step three, and it's the same answers every time because reminders are in, and you don't know that it could be the 52nd reminder that actually was the one that converted someone into wanting you to help

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[SPEAKER_00]: Now, that's where people start buying.

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[SPEAKER_00]: So you give away how and why through stories, but you sell on the implementation.

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[SPEAKER_00]: You sell on the how it gets done.

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[SPEAKER_00]: So really, all in all, you think that knowledge is power, and so on as to pay you to give some information.

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[SPEAKER_00]: Back in the old days, if you want to get keep like that, but good luck having friends doing that all the time.

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[SPEAKER_00]: You actually pay someone for their time.

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[SPEAKER_00]: You pay someone for their implementation.

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[SPEAKER_00]: You pay someone for the clarity, the speed, and the support, the accountability, the community.

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[SPEAKER_00]: That is the part where you start selling.

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[SPEAKER_00]: all the information's already out there, but what good is watching a video or listening to a podcast if you don't actually take action?

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[SPEAKER_00]: Heck what good is reading a book that you learned so much from if you don't change your mindset and apply those things?

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[SPEAKER_00]: What else is crazy is did you know that Alex Hermosie on his books with a hundred million dollar leads, hundred million dollar offers, one hundred million dollar money models?

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[SPEAKER_00]: That's a mouthful.

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[SPEAKER_00]: While he's selling his books,

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[SPEAKER_00]: He's actually publishing it on the whole audible version.

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[SPEAKER_00]: He's selling his audible copy, too.

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[SPEAKER_00]: But he published all of it on his podcast platform.

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[SPEAKER_00]: Why in the heck did he give away his whole entire book content for free?

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[SPEAKER_00]: And it's because he learned that attention and a true value that you give to someone,

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[SPEAKER_00]: When that makes a difference, they're more likely to buy from you.

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[SPEAKER_00]: And you also create a lifetime value with that customer, not just some sort of one-time buy, but now they're there to stay long-term.

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[SPEAKER_00]: So really, you can think about like this, your content that you give away builds trust.

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[SPEAKER_00]: And then your offer removes the friction.

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[SPEAKER_00]: Okay, but that leads to the next question.

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[SPEAKER_00]: How do I structure content so it actually leads somewhere?

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[SPEAKER_00]: Well, the real game is actually discoverability.

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[SPEAKER_00]: You can make all this put it on your website, and then if you don't have enough traffic to your website, you're not going to get discovered.

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[SPEAKER_00]: You got to think of ways of how to get traffic there if you're going to do things like that.

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[SPEAKER_00]: But if you put it on platforms where people already are searching for things, this gives you an advantage into your content.

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[SPEAKER_00]: So if you make YouTube videos, people can find your content and you can start building trust with them just by being there.

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[SPEAKER_00]: It's the same thing for courses.

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[SPEAKER_00]: If you build your own internal courses on your own website, now you got to push people there.

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[SPEAKER_00]: But if you put it somewhere like school.com or even Skillshare.com,

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[SPEAKER_00]: to buy or looking to join certain groups, then now you have the advantage of being discovered as well.

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[SPEAKER_00]: So that's one thing that you can do.

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[SPEAKER_00]: Another thing that you can do is you don't just share knowledge, you frame it so it's easy to understand.

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[SPEAKER_00]: because simple beats impressive every time.

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[SPEAKER_00]: If you're ideal client or the people you're trying to reach, can't understand your lingo, then in some ways that can actually be a little attractive, because they feel like they can't understand it, and so they might hire you just a little bit, but that's not really the best scenario, the best scenario.

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[SPEAKER_00]: is to put it in ways that they can't understand because then when they can implement, you became that person that showed them that.

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[SPEAKER_00]: That gives them so much more value.

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[SPEAKER_00]: You were that person that explained it in a way that nobody else could and that makes you the niche the go-to expert for their situation.

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[SPEAKER_00]: So you don't even have to go crazy and depth on everything.

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[SPEAKER_00]: You could just

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[SPEAKER_00]: They bring so much clarity, and they bring up new scenarios every time, but it's the exact same message which brings a lot of trust and clarity.

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[SPEAKER_00]: And this is something that I've been learning.

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[SPEAKER_00]: If someone can't repeat back what you've said, then it certainly wasn't valuable to them.

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[SPEAKER_00]: But even if you understand that difference, and even if you can explain it in a way that brings clarity, there's still a bigger problem, people hardly ever address, and that's this.

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[SPEAKER_00]: Where does your content actually send people next?

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[SPEAKER_00]: This is like being the resource bridge.

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[SPEAKER_00]: When people run into your video, did they have a chance to learn more somewhere else?

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[SPEAKER_00]: Did they subscribe to your YouTube channel?

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[SPEAKER_00]: Did they watch another video you had?

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[SPEAKER_00]: Or did they click that link in your description to move to something completely different or was it very similar to draw them in and teach them something that gave them even more value.

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[SPEAKER_00]: The content you make can give away for free isn't there to sell the course, but it should point to a resource.

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[SPEAKER_00]: And that resource can be free, but it's got to live in an ecosystem that gets them closer to their desired outcome.

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[SPEAKER_00]: For example, the way that we do it is we can share the how, we can share the why in videos on YouTube so we become discoverable.

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[SPEAKER_00]: If they want a PDF that's a companion to go with the video that we described, then they will join our school community to download that.

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[SPEAKER_00]: and then when they're in our school community and that school with the KSKOL, then they will always see the rest of our content and we can decide to make offers from there.

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[SPEAKER_00]: So we've made it a free resource place, a free community with some free starter courses to give them some additional value of why should they even join that school.

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[SPEAKER_00]: We always got to answer those questions.

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[SPEAKER_00]: What's in it for them?

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[SPEAKER_00]: And this is the part most people mess up when it comes to courses.

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[SPEAKER_00]: And I don't want you to become one of those people that overlooks it.

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[SPEAKER_00]: So I'm going to help you out.

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[SPEAKER_00]: So usually what happens is they build something amazing to them.

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[SPEAKER_00]: But what good is it to build something amazing?

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[SPEAKER_00]: If you don't have a plan for how people find it.

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[SPEAKER_00]: You could have the world's best course that solves everybody's problem solves world hunger.

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[SPEAKER_00]: What if it was like something crazy, but nobody knows it exists because you're harboring the secret and there's no way to distribute it.

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[SPEAKER_00]: Steve Jobs always says, there's two things for successful business.

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[SPEAKER_00]: One is to make great products and two is to tell people about it.

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[SPEAKER_00]: In this situation, that means a course without distribution is invisible.

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[SPEAKER_00]: which brings me to what I'd recommend if you want to do this the right way.

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[SPEAKER_00]: And there's four principles I have here to help you.

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[SPEAKER_00]: The first one is courses don't replace marketing.

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[SPEAKER_00]: They require it.

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[SPEAKER_00]: Like we said earlier, if you just make something and not tell people about it, you're invisible.

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[SPEAKER_00]: So to become visible is to realize that you have to market this.

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[SPEAKER_00]: You can do what my business partner Joe Caro always says,

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[SPEAKER_00]: when it comes to marketing and that is starting a 10 by 10 plan.

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[SPEAKER_00]: So, picture a grid, there's 10 across and 10 deep and it's like a glorified Excel sheet basically, a grid.

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[SPEAKER_00]: And you write in all the different ways across the columns.

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[SPEAKER_00]: And then you can write in all of those columns, the things you can do,

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[SPEAKER_00]: within that marketing technique.

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[SPEAKER_00]: So, for example, social media, that can be one.

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[SPEAKER_00]: But what are the 10 ways deep for social media that you can do?

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[SPEAKER_00]: And then what are the 10 ways deep for physical marketing that you can do?

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[SPEAKER_00]: And then what are the 10 ways deep to become discoverable for people for online presence?

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[SPEAKER_00]: That could be your website.

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[SPEAKER_00]: One of the boxes could say improve SEO, one of the boxes could say,

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[SPEAKER_00]: make the language different on our website to help people understand better and so on and so forth and if you go 10 wide and 10 deep on each thing, you're going to have a fantastic marketing plan that you can implement.

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[SPEAKER_00]: So when you ever run out of ideas, I want to do to tell people about these courses.

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[SPEAKER_00]: you have 100 right then and there to always reference and make sure that you're doing.

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[SPEAKER_00]: And you can also give it to your team and your team can then help you as well.

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[SPEAKER_00]: So come up with a plan because your courses do need marketing.

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[SPEAKER_00]: It's not build it and they will come.

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[SPEAKER_00]: It's build it.

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[SPEAKER_00]: and put it in a marketplace where maybe some can find it in maybe some, some will go, but you also need a way to push people in, to pull people in.

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[SPEAKER_00]: And that leads me to the second principle, which is organic content that builds trust.

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[SPEAKER_00]: So everything we're going to talk about, given away your information on this video, keep doing that, keep sharing the answers that builds

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[SPEAKER_00]: and then people will join your courses through that because you're providing value.

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[SPEAKER_00]: Now they're wondering, man, they give all this away for free.

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[SPEAKER_00]: What's their pay thing like?

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[SPEAKER_00]: And then the other side to marketing isn't just the organic.

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[SPEAKER_00]: The third principle is paid advertising.

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[SPEAKER_00]: If you really want to accelerate, put some add dollars to point people towards your courses that speak to these three things.

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[SPEAKER_00]: PA and S, think of that.

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[SPEAKER_00]: So that's pain and then agitation and then solution and that's a good agitation.

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[SPEAKER_00]: This is kind of like pressure.

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[SPEAKER_00]: So you speak to their pain, you relate to them.

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[SPEAKER_00]: And then you agitate that pain by relating more, giving just a little bit more to help them trust you because you've been through it and you understand.

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[SPEAKER_00]: That's what that shows you.

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[SPEAKER_00]: And then you're bringing your course as the solution and how that helps them.

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[SPEAKER_00]: And then from there, you can paint the picture of what if this wasn't your problem anymore, or what if the process was helping them towards their desired outcome.

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[SPEAKER_00]: And you can also do that in story form.

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[SPEAKER_00]: Story forms awesome too.

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[SPEAKER_00]: And in your organic content, you could also make it a podcast, something like this, bring on a guest, and then you can pull out answers, and they can become a testimony of what you're selling, or how your course has helped them, or whatever your product is, really you can apply this to a lot of things.

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[SPEAKER_00]: And then on the clip that made a lot of organic reach, it's proven to you that it works and people watch it and they're receptive to it, so it's a good piece of creative.

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[SPEAKER_00]: Now you can take that

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[SPEAKER_00]: and turn that into an add, and then you'll know that that add is all about the add spend in less about the add creative.

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[SPEAKER_00]: Because Gary Vee likes to say the number one variable in business is the creative.

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[SPEAKER_00]: Did the creative get attention?

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[SPEAKER_00]: Did it keep attention?

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[SPEAKER_00]: Did it drive results towards your goal?

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[SPEAKER_00]: And last, but definitely most important, is did it actually help them and provide true value for them?

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[SPEAKER_00]: And that leads to the fourth principle, which is that when all of this has combined,

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[SPEAKER_00]: it compounds your authority and your reach and your trust and your sales and everything gets so much better because you're doing all of it and not just some of it in waiting to snowball into it.

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[SPEAKER_00]: This is kind of like a sandwich.

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[SPEAKER_00]: You can't snowball into a sandwich.

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[SPEAKER_00]: You can't just have bread and then say I'm going to add baloney later, it's a totally different sandwich by that point.

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[SPEAKER_00]: If you want to truly try a delicious cheeseburger, then you've got to put the right stuff on it and serve it up that way.

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[SPEAKER_00]: That's my fun analogy for doing this as a packaged thing and not just trying one thing and bringing in the other thing later.

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[SPEAKER_00]: So to recap, the first thing was courses don't replace marketing, they require it.

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[SPEAKER_00]: And the second thing was organic content builds the trust.

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[SPEAKER_00]: And the third thing is that paid content accelerates the reach.

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[SPEAKER_00]: And the last thing was that authority compounds when all of it works together.

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[SPEAKER_00]: and you put all those four things together, now you gotta delicious cheeseburger.

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[SPEAKER_00]: So if you found value within this video, would you do me a favor and hit that subscribe button?

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[SPEAKER_00]: And if you want help or to see an example of doing this the right way, then join our school community, the link is in the description.

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[SPEAKER_00]: We'd love to have you there.

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[SPEAKER_00]: and help you on your entrepreneur journey.

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[SPEAKER_00]: And if you're in the Kansas City area and you're ready to start sharing your knowledge, we're here.

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[SPEAKER_00]: We'd love to bring you on this podcast as a guest and learn more than meets the eye when it comes to you.

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[SPEAKER_00]: So come be a guest on one of our shows and start practicing becoming discoverable.

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[SPEAKER_00]: I'm Jared Taylor, thank you so much for your time on this podcast on this episode.

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[SPEAKER_00]: I want to remind you to keep on, keep in on.