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All right, guys. We’re here on another pod session. Today, we’re going to talk about something very important.

I know that recently, I’ve been talking a lot about things regarding a webinar that I have this week on the subject of Amazon using social media to get more attention towards your Amazon brand.

But, today, we’re going to go back to the usual which is:

“Giving you opportunities and content information to take advantage of, all these platforms our ancestors never even dreamed about having.”

I’m going to talk about a major subject today. The title of this podcast is…

“QUANTITY OR QUALITY OF CONTENT, WHAT SHOULD I DO?”

This is a very common area of debate. I see a lot of people that don’t do anything because they want to have quality but then they sacrifice getting found and then they have no business, they don’t grow and then they end up being broken. 

I have a lot of people that do a quantity of trash that nobody cares about and ends up just spamming, bothering, and annoying people. It’s something that is also not productive. 

“How do we find this combination of quantity of content versus quality of content?”

“How do we go about discovering what is the right formula here to be able to penetrate these platforms?”

Let me just tell you based on what we are observing because I’m observing a lot of data right now. I myself, my agency, AGM Marketing, has been growing a lot through my content. If you ask me how many people do I have in my sales team, my answer is still zero or maybe one. I am the only salesperson on my team right now.

It’s not something that I can tell you that I’m proud of but it is just what it is right now.

I’m in the process of building a sales department. But, at this point, we have all these:

• services
• courses
• online training
• memberships
• agency services
• content services

We’ve got a lot of things that are always selling and we are consistently growing because I am bringing people in – me being a salesperson by doing a podcast, by doing training, by doing webinars, Facebook lives, YouTube events, YouTube videos, and Instagram.

I am all over the place creating a situation which is in religion they call it “Omnipresent” like God is omnipresent, supposed to be everywhere.

It is everywhere, he is everywhere and he can see everywhere.

In social media, you want to try to approximate that god phenomenon of being everywhere, being present everywhere. That’s what it’s all about. That’s one thing. 

Now, there are different types of omnipresence.

• You can be posting a video once a week on YouTube and then another video once a week on Facebook.
• Do a blog article once a week.

You might feel that you are being omnipresent but this is what you’ve got to keep in mind:

On the content world, meaning social media platforms YouTube, Google, websites, et cetera, there is so much content out there, there is so much going on. There are so many people out there putting content that if you don’t do enough of it, you’re content is not going to be discovered.

So, quantity in that respect absolutely wins the game.

You’ve got to make sure that you put yourself in front of people as much as possible even to the point in which people are going to start getting annoyed by seeing you so much.

REPETITION OF THE MESSAGE is “the key”

We have companies that they use the platforms that we had in the early 1900s, 1950s, 1960s, 1970s, 1980s to be able to create repetition of the message. A lot of these companies are here to stay.

These companies are so big right now that even though they are not really deep into social media, they took advantage of these platforms in a big way.

They were on TV all the time. They repeated their message, and they were very active working on getting their message seen by people actively, nonstop.

What is my point?

We have companies like Coca-cola, Kleenex, and Pampers. 

All of these guys, all that they’ve done is they have repeated their message over and over and over again, nonstop!

That has created the effect of what they are today.

They are companies that are known the world over because they did a good job of repeating the message.

I have customers coming in and tell me, “Manuel, if I give you $100, are you going to give me $500 back?”

I mean, NO! That’s not the way it works!

You have to go through the process of branding your products and your services to the point that people believe who you are and what you are and they trust you enough.

That is the process of putting yourself in front of people and repeating your message over and over again. 

Sometimes, people forget that. When I talk about opportunity and I say WOW, social media is a massive opportunity.

You can grow a business on it, you can communicate and go directly to your consumers.

You don’t have to do that anymore

Now, you don’t have to go and invest billions of dollars in other companies to try to get your message seen and heard by people. You don’t have to do that anymore. 

All of that is true but the only thing that I want you to keep in mind is the fact that we have social media right now and it doesn’t change the fact that marketing is still marketing.

You still have to go through the process of:

• getting found
• getting discovered by people
• nurturing your audiences that you are discovering along the way

In short, you got three areas that we can dub in the marketing world.

1. The top of the funnel, TOFU.
2. MOFU which is the middle of the funnel
3. The bottom of the funnel which is the BOFU.

In the social media world, you have to INVEST on repeating that message so you can get people down that funnel actively. 

How do you accomplish that?

With one video, image, article, podcast? Absolutely not!

Many people try to create one video that is going to be the one shot that is going to make them rich and is going to be able to be scaled to the end of the world.

It is important to create a good video but it’s not something that is real.

You don’t have a one-hit-wonder. Even in the music world, the one-hit wonders, they were very strange. They happened but it’s very strange. It’s like hitting the lotto.

You’re not going to get one video and one piece of content to be so powerful that is going to help you expand your business. 

If you thought about hiring a company to make you a video which is maybe a 2 to 3-minute video that you are going to be able to run, scale and spend a billion dollars and get $10 billion back in sales, that is not the way you can think about this.

You need to think about quantity over quality.

In this particular example, quantity is going to win out every single time. 

The platforms that we’re using today, that it’s less than the ones that you can count with your fingers. It really is, right?

We’re talking about Facebook, Instagram, YouTube, Snapchat, LinkedIn, Twitter. They are so limited that they give you permission right now, all of them to be able to send your message out there aggressively. 

The one thing that I want you guys to get ready, anybody that’s listening to me, if you have been following to my podcast, to my content for a while, if you have done mini-courses, if you are one of my students on my paid programs, if you know anything about this, you know how deep I talk about the subject of CONTENT, grabbing your message, information, and making it seen by people.

Because if you have a brand or a business, you must have an area that you are passionate about. If you are selling products that you don’t like, if you are selling products just because you have to sell products and you’re trying to make income,

business is going to become a nightmare for you to be able to run!

It’s difficult to grow a business that you don’t appreciate

There’s something that I recommend that you consider when it comes to choosing a product:

Find something that you appreciate and like, that you think is valuable, something that you know is going to be a game-changer for you.

My biggest advice is you aggressively work on discovering that area. 

I had a one on one meeting the other day with one of my students and we were talking about her business and how she’s struggling.

As I looked into her business, I discovered that she’s trying to sell a product that she believes herself is crap. 

THAT IS A PROBLEM!! 😱

It’s a very big issue because somehow, I don’t know how you guys feel about this but I am a spiritual guy. I believe that somehow if you’re doing something that you know is not right,

it kind of comes back to haunt you.  

Things can happen – you can get accounts SHUT DOWN, get into PROBLEMS, and get ATTACKED. Selling something that you don’t like becomes VERY DIFFICULT! 

Additionally, it becomes difficult for you to sit down and create content for your business. Creating content becomes easy when you LOVE YOUR PRODUCT, when you are passionate about your services, when you love your brick and mortar business and what you do every day. 

Just today, I was talking about for example there’s e-commerce platforms and there’s a lot of them. WooCommerce, BigCommerce, Magento, Shopify, all of these guys.

If you think about it, inside Shopify, if you’re selling products, do you know that Shopify allows you to create a blog?

You can literally go in there, press on a section called Online Channel, there’s a section called Blog – this is on the setting side of things.

Then, you can create a blog, add an image, add a title, add some bullet points, description, talk about a subject. That could be advertised and be your top of the funnel when it comes to content. 

If you do that every single week, if you do a blog article once a day or at least two, three or four times a week and if you start pumping this out on your Facebook personal profile so your friends and families can help you spread the word.

Then, you start advertising to people that don’t know you yet based on their interest in social media, start investing money on some people into your blog, you start feeding that top of the funnel with your content. That is a great starting point.  

I’m going to give you ideas on ways to go about GENERATING IDEAS FOR CONTENT because what I need you all to get used to is understanding that growing a business today without high content distribution becomes more of a challenge than it ever has been.

• You have to get people to discover you.
• You have to get people to see you.

It’s like the simplest analogy that I can give you. 

If you know that you have a product that you can sell to people, if you know that you have a certain level of scalability with that particular product, well, let me give you an analogy.

It’s like a fisherman going to a pond. Before he goes to the pond, there’s a competition.

In this competition, the winner is going to be the one that catches the most fish.

He gets presented with two ponds that he can go visit. Both of them have the exact same dimensions and depth. But one of them, there’s a research done on it and there was approximately a thousand fish in it. The other one had a hundred. You have a fishing pole and you have two hours to fish.

Which one are you going after? Which pond are you going to select?

If all the other variables are the same – the same amount of people are going to go to pond 1 versus pond 2, which one are you choosing? Obviously, you are going to go for the ones that have the most fish in it because you have a greater chance of winning.

So, when you think about content, think about you are adding fish to that pond. That’s what you’re adding. 

Sometimes, it doesn’t feel like much. But as you add more and more to it, then, you’ve got a greater chance of catching fish along the way. 

QUANTITY of content is going to be way more important than the QUALITY of content in the end.

Now, let me tell you one thing about it. As you do content, you will see that you improve your quality of content.

One thing that I can tell you is at the beginning of creating content, doing Instagram stories, Facebook stories, Instagram news feed, Facebook news feed, doing an Instagram TV post, LinkedIn post, an article, doing a podcast, doing all these…

As you do all these things, you get better at it. Your content improves with time. 

I just did a webinar yesterday and I killed it on this webinar. I delivered such great content.

If you compare that to my first webinar ever, you would laugh about it. If you go back to my first podcast, you will see the difference of my delivery as I am delivering today. 

With time you get better

But, you just got to go and get going no matter what your brand is. 

IF you don’t feel comfortable in front of a camera, then, write. If you don’t like writing, then, talk on a podcast.

IF you don’t like talking, then, take a lot of pictures, document your life and do a little small post here and there describing your experience and how you’re helping people.

IF  you don’t like any of that, then, you really need to become an EMPLOYEE and HELP SOMEBODY ELSE!

IF you’re going to run the world of business, if you’re going to run your business and get it to expand in the online world, these things are going to be a requirement. 

Sure! You might be lucky enough to be one of the few people that grabs a brand from scratch, gets behind the screen and explodes their e-commerce brand and on Amazon without having to do content, messages, or having to structure much of anything. Let me tell you one thing.

It’s happening less and less right now.

People are less and less accomplishing an explosion on the Amazon brand without having a structured system for social media content without having themselves control over their own traffic without them understanding social media platforms is becoming more of a challenge.

If you think about it, it makes total sense. Why?

Because throughout ages, entrepreneurship has been won by those people that knew how to control the most traffic throughout ages, from the beginning of the business, from the beginning of capitalism, the person that knew how to get their business in front of as many people as possible wins the game. 

That could have been the people that knocked the most doors on houses and went door knocking. 

That could have been the people who actually who has a good service that has demand.

There has to be demand, right? If you distribute a billion fliers with something that people don’t like or are interested in, you’re not going to get any business. 

There has to be a demand.

Once you have a demand, it’s all about getting it in front of as many people as possible.

So, if you have two brands that produce value and one of them is putting themselves in front of a million people and the other one in front of a thousand people, guess who’s going to win. It’s common sense. 

You know throughout ages, I heard about that too. My dad, as he was giving me some basics of entrepreneurship and being a mentor for me, he told me, “Son, entrepreneurship is common sense.”

Many times you just have to look at the situation and evaluate what does my judgment tell me I should do with this. 

If I have a platform that right now I can utilize to get my information in front of many people as possible, why am I not doing that? Why am I spending my money on other things that are not really helping me? Why is it okay? Because it is still happening today. Let me give you a reality.  

I know, you guys that are listening to this or watching this are not one of those. But, still today I go through this all the time, true story. 

So, I did a proposal for him and he got back to me a few days later and told me, “My guys thought that it was too high.” 

Now, to give you an idea, I’m talking about something that was not a lot of money. I really want to run the marketing for this wrapper, I really wanted to. So, I charged way less than what I usually charge other customers my agency services just because I want to take it on, I want to take this guy on. 

But, guess what. This guy and his group of people felt that I was too expensive.

At that moment I said, “You know what? It’s over.”

That’s it.

“Oh, I understand brother. Thank you very much for your reach and your interest. I wish you a lot of success.” 

Why?

Because if you feel comfortable investing $20,000 on a billboard than paying $6000 for services that I am going to deliver personally a month, that’s a problem.

Then, you don’t deserve my help because you don’t understand how the world has shifted, you don’t understand that billboard is not being looked at by many people. 👀

You should understand that people, what they look at is this. That’s what they look at.

So, if paying me $6000 to help you run advertising that’s going to help you get in front of people where they really have attention, not that stupid billboard that nobody is looking at, then, you don’t deserve my help.

In my business, what I do religiously is if I have a reach and if I have somebody interested in my services.

I do not try to convince them.

I first have to find out if do they really understand the power of these platforms. Do they really understand that we can spread their message like they have never dreamed in their lives, that we can grab that message instead of having it just sitting somewhere, get it consumed by people? Do they really understand that?

If they do, I’m all over it and I’m going to help them. 

They have to be a believer on the platforms. I’m not going to convince you about them. 

Some of these guys have the ability to produce great content which is why I get excited about it.

But, they still feel comfortable signing a check for 250,000 postcards that are going to cost them maybe $70,000, ￠30 a pop, each one. 

But for some reason, they don’t feel comfortable paying $10,000 in advertising on social media.

That is expensive but the postcards are, “Yeah, $250, here you go. Where do I sign? Where do I waste my money?”

It’s where we are at right now. 2019 as I’m recording this, this is where we are at. For me, that’s exciting because this whole thing is just getting started which is cool. 

To go back to the original subject, I want you guys to understand that the whole process of building an audience does require content. You’ve got to keep on doing it actively. It doesn’t happen overnight.

You’ve got to understand that the first year is not about them. It’s about you.

Like myself . When I started creating content, I used to every single day criticize myself. I wasn’t comfortable. I was shy. I was feeling introverted.

I didn’t think that I was supposed to be talking to people. I felt that I was delusions of grandeur.

This guy thinks that he’s talking to and teaching the world about it well. I had to battle through those things.

Still, today, I can tell you that I can stand on a stage and still feel nervous and have butterflies all over my body and have doubts coming in and out. 

The process of creating content is a long process that you have to work towards. But man, does it pay itself off. 

Let me promise you something: It will pay itself off

Now, some people are going to be better than the other ones but no matter what, if you have a system that works, if you can find that content chemistry that you feel good about whether that’s writing articles consistently and spreading them on social media.

Don’t write them on a blog and expect that people are going to come into your blog and it’s all magically going to happen. It’s not going to happen. 

Right now, you need to drive traffic and that’s my obsession. You drive your own traffic.

Blog days are over

The blog days are valuable if you have the capability of running advertising to get them to your blog but you have to do that first. It’s important to understand that. Find your chemistry that works whether that’s writing articles to doing a podcast. Hey, listen to this – there is a podcast app.

I should do a training on this. I’m going to consider that because I have a good podcast that gets listened to by a lot of people and you guys are listening to it right now.

There is an app that I use which you can use on your computer or mobile device – iPhone or Android. That app is called Anchor. Just Google it and you’ll see it. Go to your Apple App Store, go to your Google Play Store and check it out.

When you use Anchor, you can create a podcast that you can send everywhere just by having an account on Anchor

Spotify, Google Podcast, Apple Podcast, anywhere. It’s that powerful. 

These platforms are number 1, FREE. Imagine that just for a second. A lot of you guys are listening to me. Do you remember how we operated 20 years ago? I remember.

The internet, I didn’t know how to use it. It was something that was over my head.

My brother was getting into computers so I remember that.

But, it was not something that I was consuming all day long in the online internet world. It was definitely not something that captured my attention all throughout.

Today, it’s a very different world. Today, we are all consumed by it. We live with it. We go and get out of our houses, jump in the car, drive halfway to our office and we forgot our devices.

We drive back even if we risk being late to work, we drive back.

We are in a bad mood if we spend the day at work without our cell phone devices; we feel incomplete. We want to take a walk somewhere, we don’t walk without our cellphones. 

We look for devices to attach our phones with us when we’re doing exercise. It’s pretty insane how we’re operating these things right now. 

The world has changed a lot. But, let me tell you one thing that used to happen 20 years ago.

Twenty years ago, we all used to listen to radio – 98.7, 95.7, 103.5. We got in the cars and we used to listen to radios and there were a lot of people and a lot of brands spending a ton of money on advertising on these platforms. 

Why did they do that? These platforms, radio, they had a lot of attention. You’re trying to get a little bit of that attention. That’s the way the whole thing works. 

What you do here is you grab. Imagine this for a second, 1998, I’m talking about 21 years ago. Imagine that a brand, a radio station tells you, “Hey, I’m going to give you for free a radio station. You already have 100,000 listeners. Just go ahead, it’s all yours, you can use it however you like.” 

It’s like winning the lotto, right? It will be like a huge deal. You can go in there, advertise, get attention, promote, and sell spots to other brands. It’s a humongous thing that just happened right there. Somebody gave you a radio station. 

Well, we have a similar phenomenon right now. This platform called Anchor which I think is a fantastic platform allows you to put your message on all these different stations online – Apple Podcasts, Spotify, Google Podcast, et cetera, all of them in one single place, you can put them everywhere. 

That is the power of what we have today. Again, I have a lot of people that listen to my podcast;

• they download resources
• I generate leads
• I get new emails
• I get people to show up to my webinars
• I get leads for my agency

I get all of it because I have a good podcast.

That is a source of content distribution to get my message in front of people, to help people, and along the way generate leads toward my business so I can help them be more successful because, in the end, I do business because it helps somebody. 

Let me tell you the other side of the coin

Anybody that does business because they just want to make money but they know that their products are not good or they’re harmful, they’re criminals. People that are selling drugs, I’m sorry. Hopefully, none of you are doing any of that stuff. People that are selling products that are trash, Ponzi schemes, scams, et cetera, those things are not what I mean to.

I mean to have a business that really helps people. If you come to my lines and you get a service. I expect to deliver something of high quality that is going to help you expand. Because of that, I feel totally comfortable being a salesperson because I know I can help you. 

If you come into my service, I’m going to make sure that your business gets more attention. If you come into my course, I’m going to make sure that you do a better job at marketing.

Because of that, it’s a win-win scenario.

I’m trying to grow my business by helping you grow your business along the way.

Any business has to have that same approach.

These platforms that we all take for granted but you are allowed to send out unlimited communications. Think about that. Did you ever have that with a postcard, with a magazine, with a newspaper, with a radio, television, anything? Did you ever have that? I can guarantee you, you didn’t. There were limitations.

You only have to pay for ⅛ of a newspaper page or a one-quarter of a page or a magazine page. Or, you can only send one postcard, or you can only do one cookie cutter, thirty-second TV ad, o you have a one-minute radio commercial. 

That’s not what we have right now. We have platforms that don’t put any limits to our communications. I am doing this podcast right now if I wanted to. It’s already been half an hour.

If I wanted to, I can be here for another six hours. Am I going to do that? Of course not! I don’t want to bore you and also I have things to do. It’s Friday afternoon as I am recording this. But, I could do that.

I theoretically can record myself all day long and get my message out there nonstop across Facebook, Instagram, LinkedIn, YouTube, Snapchat, Podcast, all day long. 

Do you know that along the way I am going to pick up people? 

Now, maybe I pick up only one in a day. But hey, one is better than nothing, right? Maybe, I’m going to pick up two the next day. Maybe I go back to one the next day. Maybe the other day I pick up five. Maybe a video or a message goes viral and now gets listened to by a lot of people.

Now, I’m doing way even better and you guys get the idea right?

It’s the repetition of the message that wins the game.

Now, what does it cost you? Grab your phone and document quantity of content. Grab a video guy once in a while and just get them to record you, document something and build a story.  

If you guys look at my content, I have a combination of both. I have my editing team creating stories and videos for me.

I have my own content that I am documenting consistently with the use of these platforms that all I’ve got to do is press a couple of buttons and off I go, I press buttons and document. 

You’ve got to get over that idea that you might have in regards to you’re not good enough, or it’s annoying for people, or you’ve got to take it easy, or you shouldn’t communicate too much, or you should calm down a little bit, or you should enjoy life, or life is short. 

All those things are things that you need to keep in mind when it comes to creating content. Forget about what people have to say. You might have people making fun of you like I’ve had people making fun of me along the way. It’s inevitable, right? But it’s all part of the process.

Make sure that you figure out number one, what is your message. Once you’ve figured that out, your brand is going to do better if you consistently do a quantity of content. Let me tell you what the word quantity for me would mean.

I’m talking about six posts every single day on a Facebook page. 

Two or three posts on your personal profile if you are a personal brand. One podcast a week at least. That’s what I’m working towards myself. I’m talking about four, five, six Instagram stories. Two to three Instagram feed posts every day. Four or five Facebook stories every day. One or two LinkedIn posts every day. 

When you do that every single day, Monday to Sunday, thirty days a month, 365 days a year, if you do that, trust me that first year you are going to get so good at it whatever the content route that you show – writing articles, doing videos, doing all kinds of messages, no matter what it is, you will be better. If you are better, you can now get more business.  

That first year, make it about you. Build a real legacy.

When you build a real legacy, you grab your message, put in front of people, help people along the way, and you will be able to make you business expand along the way. 

That’s what I would tell you to do when it comes to quantity of content.

I have talked to people that are potential clients and even clients that tell me things like, “Yes Manuel, I’m already doing it. I have my post scheduled and I am doing one post a week. We’re doing a great job on that.”

Guys, do you know that one post is seen by no one? It’s just not enough, it’s not. You’re not going to make it that way. You’re not going to come back to me and tell me, “I already tried social media content and it didn’t work for me, nobody paid attention.” 

Quantity, obsessively get over the idea of what others might think about your obsessive communication and just do it, and just do, and just do, and just do it aggressively. I promise you that it will get better. 

I am not just talking. I’m walking myself and I’ve been walking throughout the last couple of years already before I talk.

My first official public seminar was in January 2017. My first seminar was in Vegas in front of an audience of 50 people that one of my mentors, Mr. Ben Cummings, had invited me to speak because I was a great student and he wanted me to talk about what I had done so far. 

That was my first and I was shitting on my pants for the whole time. I realized that, “Hey, I’m good enough to be a speaker. Let me start doing more of these and start helping people.”

That’s how I started taking off.

If you go back to my social media, you’ll see that it really starts a year and a half ago, at the most two in which I started going heavy on social media. 

It does get better with time. You get more comfortable, more aggressive, feel that you’re providing more value, see people’s engagement and help people along the way more and more and more. That’s what it’s all about.

It doesn’t matter what your niche market it. It could be something on the subject of taxes. It could be something on designing, real estate, e-commerce, business, business consultant, funny podcast, or be an entertainer, musician, or a dancer. 

No matter what it is, but if you do this aggressively and consistently, and take advantage of the platforms that we’ve been given access to that are 100% free to use, then, along the way you might be able to generate enough income that now you can start advertising.

You can take that to the next level.

It’s kind of like a sequential set of actions and you’ve got to do both. You’ve got to do paid advertising that you’ve got to learn what I teach people, and then, you’ve got to do organic advertising which is basically what I am talking about today.

the quantity of content. 

Guess what. They feed one another if you do a lot of organic content quantity of it, that’s going to help you feed your audiences that you can get into your sales machine, your systems overall. That’s what it’s all about. 

I can tell you a couple of things just to give you something practical. There is a website that I have used throughout the last year to give my students some ideas on how to create content.

Answerthepublic.com