Unusually Focused

Ryan has already made major progress on The Vault feature we talked about last week. In this episode, he gives me an update on how it's coming along, and describes his plans for making this app "opinionated." 

Support the show (http://unusuallyfocused.com)

I started working with a small group, to take them through our rabbit hole marketing course, and as part of the offer - we promised a year of access to the Skwerl, "Vault" when it was ready.

The Vault is an organizational system to file documents, but it's also a method for creating more, better content. 

But when we made that promise, The Vault was still just an idea. 

In this episode, we talk about the plan for bringing the idea to life, the next round of Rabbit Hole, and much more. 

Support the show (http://unusuallyfocused.com)

For the past few months, Ryan's been busy learning how to code and doesn't seem to want to talk about Unusually Focused, or how we're going to turn Skwerl into a business. It's been hard to have a conversation with him about the business side of things because doesn't seem to be able to switch his mindset from "App Developer" to "CEO." And it makes sense, he's literally learning to speak a different language. But from my perspective, it's terrifying. We've already spent a few thousand dollars on ads to get leads for the app and Ryan's spent the past few months building it - so we're fully invested in this Skwerl project. Yet we have no business plan, or even any idea of what the app is going to be.

Right now, from a users perspective, it's a basic writing app with features that motivate users to write. The feedback we get most is usually something like, "I'm finally hitting my daily writing goal. It's crazy how some confetti and a leaderboard can get my ass in gear." The app has some editing features as well, to help with things like redundancy and lack of rhythm and flow. It actually does a lot of cool stuff, it just isn't what we want it to be yet.

But today, we had a tiny breakthrough. I was responding to emails when Ryan came out of his cave of an office to willingly talk about the future of the app.

We started the conversation, and since this was such a rare occasion, I stopped him mid-sentence to set up the microphone so I could share it with you. 

I also talk about what it's been like to produce my first ever podcast, and why you should probably be publishing more. 

Support the show (http://unusuallyfocused.com)

Without putting much thought into it, we ran an ad for Skwerl and were surprised to see tons of leads coming in each day, and for pennies. We found the ULTIMATE lead magnet.

They're opening emails, joining our Facebook group, and involving themselves in our community.

But we're learning that a bigger audience isn't always a good thing.

For years, the Unusually Focused Facebook group has been a hub for people who want to learn to sell their stuff, build an audience, and have a community supporting them along the way. We use the group to help our customers and to sell them our courses and focus groups.

So when the group started growing rapidly, we couldn't have been happier.

That is until our sales dropped, our long-time customers started leaving, and the group started to feel like every other boring Facebook group... 

Support the show (http://unusuallyfocused.com)

This episode is going to be a little different than what you're used to hearing on the podcast... because we are making some big changes here.

In this season, we're telling the story of our new application and company, Skwerl. 

Ryan Orrico is your usual host, and he's also the Founder of Unusually Focused. But we're making some big changes around here. So for this series, Kass is taking over as Producer and Host.

Even if you're a first-time listener, you might Ryan him from some of his past shenanigans...

like #randomtalkingvideo, the viral trend he started on Instagram that has people all over the world speaking more confidently and unapologetically.

Or Rabbit Hole, the edgy marketing course for people who love money and want to help people, but don't want to look like every other boring asshole promoting themselves on the internet.

Or, the app Ashton Kutcher almost invested in - one that would have had every feminist pounding down the door to our offices had it been successful... Hottie Spottr.

These big changes I'm referring to all started when Ryan decided he wanted to learn to code...

He'd had been involved with tech companies, startups, and apps in the past, but he was never the one, should i say, "behind the keys." Not until recently.

Now, if you know about coding, you know there are countless courses you can take to learn everything from how to design a basic web page, to how to create a powerful, and possibly even dangerous algorithm like Facebook or Tiktok, or any of those mainstream applications most of the population is using. You also know that there are hundreds of perfectly experienced app developers all over the world.

Well - Ryan didn't want to take any of those courses and he didn't want to hire any of those developers. He wanted an app with opinions. An app that could use those opinions to motivate people to write better, and more often. He wanted an app that could help his customers in the same way he would... and he wanted to build it himself.

So he opened Chrome on his Macbook. Googled, "how to code an app," and 2 months later... Skwerl was born. As of today, which for reference is September 15th of 2020 - There are 1660 beta users using the app on a daily basis.

We wish we could say, "we're just a few weeks from the launch day" or any other clarifying statement about what the plan is from here. But the truth is... we don't know.

Ryan built this technology because he wanted to learn to code, and now that it exists, we need to figure out how to use it to build a profitable, sustainable, and scalable company.

And in this series, we're bringing you along for the ride.

You'll take a seat in our company meetings as we find the answer to the obvious questions like, "what is our business plan?" and "how are we going to make money?"

To the more difficult ones, like "what actually motivates someone?" and "How do we incorporate those motivational triggers into an app people can use?"

We'll share the good, the bad, and everything in between.

Welcome to The Skwerl Series.

In episode one, we'll get to know the founder - Ryan Orrico.

Support the show (http://unusuallyfocused.com)

If you’re the type of person who doesn’t post videos because you don’t like the way you look, or because you don’t have a good camera, or you think no one is watching anyway, or you don’t like your voice, or you wonder why someone would buy or watch your videos when they can go watch that other person's… you’ll dig this episode.

It’s a conversation with my friend Brian Nevison. We talk about the work he’s been doing with other online teachers, trainers and coaches about making their videos more profitable and engaging.

I was seeing his posts & responses to people in the Random Talking Video Facebook Group, I could sense he had a system and that he wasn’t just guessing… and he also openly shares his best ideas without holding back. which made me think, “damn this dude would be a good guest.”

One of the things I like most about Brian is that even though he’s a beast who can jump over cars and bench press 1500 pounds, he doesn’t lead with demonstrations of his physical superpowers. He uses those more as appetizers and focuses largely on making videos that aim to deliver his personality.

In this episode, we talk about his 3-step process for filming an effective, profitable online training video. We also cover:

✅ 10:30 - Facebook? Instagram? YouTube? The best social media platform when you’re starting out

✅ 13:10 - How to get attention on Instagram

✅ 14:16 -  3 steps for making a video that doesn’t suck

✅ 16:46 - How to make a valuable product (everyone gets this wrong)

✅ 25:41 - Don’t like how you look on camera? Do these 5 things.

✅ 37:07 - Making a movement video….when you can’t even move well 

✅ 43:58 - Don’t make a time lapse video. Do this instead. 

✅ 49:45 - How to get over anxiety before filming

✅ 52:25 - Forget authenticity. Here’s how to actually be inspiring

✅ 1:00:00 - Do these 2 things immediately after you post a video

✅ 1:04:00 - A step-by-step guide to responding to emoji comments

✅ 1:10:00 - People aren’t commenting on your stuff? Do this. 

✅ 1:15:00 - 3 things you can do RIGHT NOW

Here's the "behind the scenes" video we talked about of Brian making a video. (v meta)

I think you’ll find this useful whether you’re a fitness trainer, or coach, or a yoga teacher, or a mobility teacher or how ever you define yourself.

And if you want to get a complete breakdown from the man himself, make sure you go to unusuallyfocused.com/brian

And find all of his work at smilestakeyoumiles.org

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Robert Tercek is a Business Futurist, Technology Strategist, and Digital Media Pioneer. He's an award-winning author with his book “Vaporized," and he's the former President of Digital Media, Oprah Winfrey Network

I asked him to come on and talk about two of the essays he posted on Facebook about the COVID crisis - which you should definitely read.

1️⃣ "You have everything you need within you now to survive & thrive" (strategies)
2️⃣ "Finding opportunity in the chaos" (predictions)

• We talk briefly about the current state of affairs.
• And the two things we have to make sure we do over the next couple of months
• Then we get into what the future might look like… for businesses and the economy, in general.
• We talk about the shifts in our preferences that will likely change everything forever
• And some strategies you can use to build your brand and differentiate yourself in these crazy times of uncertainty.

Kassidy comes in late because she had to disinfect herself after coming from a bi-weekly Whole Foods run.

Learn more about Robert at roberttercek.com.

🔻🔻🔻🔻🔻🔻

If you’d like some help in this transition period, or you just wanna hang out with other people who are working through it - check out the Confidence, Influence & Random Talking Video group on Facebook.

🔺🔺🔺🔺🔺🔺

“If you’re in the information business (and we all are in the information business), Tercek’s urgent manifesto will help you see the future, so you can prepare for it.”

—Seth Godin, author of Unleashing the Ideavirus

“[Tercek's] Vaporized is incredible. I found it right on every point. It tracks the move from atoms to bits in a funny and thought-provoking manner that will be a wake up call to many industries.”

—Nolan Bushnell, founder of Atari, Inc.

“Robert Tercek is a technological provocateur. His book provides deep thinking about our digital world and its monumental possibilities in ways that you probably haven't ever considered.”

—Jarl Mohn, CEO of National Public Radio

“Tercek's vision is singular, unique and unmatched in its insight. Vaporized is the next must-have strategy guide for every executive in media, manufacturing, retail and marketing.”

—Gabe Zichermann, CEO of Gamification Co. and author of Gamification Revolution

“Vaporized will certainly make you think. If you don’t like change it will terrify you, but if you embrace the future, Robert's book will justify your mission and spur you on to new heights.”

—Brett King, Author of Augmented and Founder of Moven

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A conversation with Movement Performance Chiropractor, Dr. Moses Bernard, about the launch of his Ultimate Spine product.

We've been working with him behind the scenes for a few months and we are right in between the Presale and Open Enrollment periods, so we thought it would be cool to have a candid conversation about the stuff that has been working so far.

All 100 pre-sale spots sold out in 6 hours - almost half of which came in the first 15 minutes.

You'll get a bunch of cool ideas in this episode:

✅ We talk about the ads we used including how we set up the targeting…

✅ How we used Facebook & Instagram Ads to get his videos in front of more than a half-million people who didn’t know him. Many of whom signed up for his email list and registered in the course.

✅ The strategy we used to get people started on the "Buyer's Journey."

✅ And some of the things that we were asking him to do that made him uncomfortable.

✅ Before we get to deep into the marketing, I had to ask him what The 3 stupidest things that Moses has heard yoga teachers say - and that's always fun.

✅ Our predictions for how quickly the next wave of 100 spots will sellout.

✅ A bunch more.

If you want me to show you how to setup your ads like we talk about in this episode, check out unusuallyfocused.com/social-media-ads. There's a free 15minute video there that breaks down Moses's launch and a button to grab our new walkthrough videos.

Get Part 1 of The Ultimate Spine for free (for now) at theultimatespine.com


And Follow Moses on Instagram @mosesbernard.

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“I gave SO much of my time — and as happy as I was to help, I wasn’t able to put food on the table... or pay my bills.”

Nazareth has been an important part of the #randomTalkingVideo community for two years. Her easy-going, inviting personality & true vulnerability have helped A LOT of people overcome their fear of talking to the camera and just posting it.

A lot of her content is about a very specific problem experienced by many women: Vulvodynia - which [as far as I understand it] can be described as Chronic Pelvic Pain. Not fun.

She made a post in the Confidence, Influence & Random Talking Video group a few weeks ago asking for advice about how to STOP giving free advice over DM and start getting paid.

She spent so much time helping people that she truly cared for that, as you'll see in the show, she essentially went broke.

But she tried a different approach... and as soon as she posted about what happened in the FB group, I asked her if she'd want to jump on FB Live and talk about it.

She said "yes," and it ended up being better than I expected so I'm bringing it here.

Here's the link to the Facebook Live Replay. (if you prefer video)

🔥🔥🔥🔥🔥

🔥 It ended up being even better than I was expecting ... so here are a few highlights:

☑️ The Critical Mistake that most people are making when they find themselves in this position. (you’re probably doing it too)

☑️ Her “F This” Moment when she made a decision to charge for a consulting session

☑️  SHE SAID “YES!” AND SHE PAID IN ADVANCE. Boundary Setting.

☑️ If you do not charge them, you can NOT help them. (“if they don’t pay, they don’t do shiiiii”)

☑️ The idea she got in the RTV group for a free resource she could provide to people who couldn’t afford it.

☑️ LIGHTBULB MOMENT.

☑️ How to subtly convince people who said “no” over time.

☑️ How to Screen, Pre-Screen and Pre-Pre-Screen people so you don’t waste your time with people who aren’t gonna do anything.

☑️ A Prescreening Philosophy & Strategy

☑️ how to prepare for consulting calls when you’re nervous

☑️ a low-key way to do the call so you don’t feel a lot of pressure or over-prepare

☑️ How to release the pressure that comes with trying to “compete” with Doctors… how to know what makes you DIFFERENT FROM THEM.

☑️ The 5 Stages of Awareness… using your life experience to talk to the people who are in the EARLY stages. This is when your story is important.

☑️ Nazareth has a knack for writing and sharing stories in MOMENTS. It makes her content much more compelling.

☑️  Why it’s important to be HYPER SPECIFIC in what you do. Everyone is a generalist.

☑️ Why “branching out” is a horrible idea.

☑️ how to find really strong authentic messages in your speech and turn it into really compelling content.

☑️ You can always change your story. If people like it, they will accept it.

☑️ It’s more profitable to be the person who does ONE THING not a bunch of things.

🔺🔺🔺🔺🔺

Follow her on Instagram @nazarethgold

And her website at yogawithnazareth.com.

We discussed a resource page that she made for people. You can see that here:

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Have your Facebook & Instagram ads stopped working? Did they ever work at all?

By far, the most common questions Danny Twoguns and I got since the last episode of this podcast were about targeting. People were very clear that they wanted DETAILED INFORMATION about exactly how to set up their ad targeting... none of the "nebulous" bullshit that people are tossing around.

These questions come from everyone from start-up personal trainers, online coaches, and yoga teachers to 8-figure serial entrepreneurs. Each of them obviously has its own unique circumstances and differences, but there does tend to be one commonality.

One step that they're all not taking.

The next step.

They take the first step just fine. They boost the post. They set up the sweet targeting parameters within a 5mile radius of the shop. They might have even installed the Facebook pixel on their Linktree. Oooohhhh.

But nothing happens. They think "that's it?" and "☹️ Facebook ads don't work."

But they for do nothing with the folks who watched the video, or Saved the post, or clicked the link right before she had to put her phone away because her daughter was crying - and then forgot to come back.

That's the step they're missing. And it's probably the step you're missing.

Here's a general overview of the topics

Here's a quick overview of some of the topics we cover.

• When to turn an ad off if you have a small budget
• The best ad ever
• Dark Posts vs Boost Posts vs Organic Posts
• Danny's Social Media & Advertising "Beautiful Mindmap" (his exact social media & ads campaign structure that he uses with his clients. We step through it, in detail, in the episode. But you can see the image here.)
• WTF is a Global Warm Audience?
• How to build a campaign to get online coaching clients
• How to build a campaign to get local clients
• A weird way to create your "Customer Avatar"
• How to pay the Facebook Membership Fee for special rights & privileges in the Newsfeed.
• And a bunch more that I will add to this description soon.

And we also took questions from the RTV FB group.

• Bernadette asked about how the hell you target people.
• Kassidy asked how to use Facebook & Instagram ads to sell out her expensive yoga retreat.
• Dio wanted to know how to build ad campaigns to get clients for his online coaching business
• Susan wanted to know how to use Facebook ads to attract an older clientele who might benefit from her grief counseling services
• Bethany asked how to use ads to get yoga clients in Japan as an American woman.

All of those questions answered in this episode, and if you want to submit a question like this for a future episode, join the group and let us know.

Some of this episode is advanced, so if anything goes over your head, just bear with us for a few moments longer. We'll get to the simplification or an example that will make it click.

If you have any questions about any of this stuff, join us in the Confidence, Influence & Random Talking Video Facebook group. Danny, Kassidy, and I are in there a lot and we're always down to help out.

Best place to find Danny is @dannytwoguns.

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