Feb. 16, 2021

Episode 18: The Future of Online Content Creation with Brandon Lucero

Episode 18: The Future of Online Content Creation with Brandon Lucero

Are you struggling with content that is feeling completely unheard by your ideal client?

If you are ready to create content that attracts your ideal client and makes you the go to thought leader in your space, you don’t want to miss this episode.

I am sitting down with my mentor Brandon Lucero to talk about the future of online content creation, and help you stand out online as a New Generation Entrepreneur.

  • How important self-alignment is in content marketing
  • How to do effective messaging in your content
  • How to build the deepest level connection with the people you want
  • The difference between teaching from the place of knowledge and the place of knowing
  • Why focusing on converting and attracting the people that align on who you are is essential

My mentor, Brandon Lucero, is hosting a 2-day boot camp to help you Master your Messaging and truly connect with your ideal client! Starting February 15th, make sure to register to attend this free no pitch training! jessoconnell.com/bootcamp

Check out the shownotes so you can get access to bonus materials and related blogs and videos!! www.thelaunchfixpodcast.com/brandon-lucero-content/

You can check out or message Brandon on these links: InstagramThe New Generation Entrepreneur Podcas‪t‬FacebookYouTube, and Facebook Group.

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Are you struggling with creating content in your business that feels completely unheard by your ideal client? If you're ready to create content that attracts your ideal client and makes you the thought leader in your space, stay tuned. I'm Jess. After launching dozens of courses and generating multiple six figures in Revenue Online, I have learned the right and wrong way to launch an online course. And in the last two years, I have helped my friends and clients generate more revenue with less stress using my aligned Launch Formula. On this podcast, I'm sharing with you my simple strategies and systems so you can make more money online and make a bigger impact on the world. Keep listening for the launch fix podcast.

Hey there and welcome back to the launch fix podcast. My name is Jess and today I am sitting down with one of my mentors. Brandon Lucero. He is a king in the content creation space. And the way that he thinks about creating content is completely different from anyone else that I have seen in the industry. Working with him over the last year has completely changed the way that I talk to my audience and the way that I create content. And it's the things that we talked about on today's episode you've probably heard me do in past episodes. So if you want to get out of the content creation cycle of death, as he talks about, and learn how to create content that really makes an impact on your ideal client, you do not want to miss this episode. So stay tuned. I am sitting down with my mentor Brandon Lucero. Let's listen to the episode. Thank you so much for joining me today. Brandon. I'm so excited to chat with you. Yeah, I'm excited to be here. So I am grateful and appreciate you having me on. Yeah, of course. So tell my audience a little bit more about you and what you do for your business?

Yeah, I think the easy answer that most people will understand is we help people create effective content. But really, in order to create effective content, it comes down to messaging and having really good messaging messaging that allows you to stand out messaging that allows you to communicate in the way humans process information, and also creates demand. And so in a nutshell, that's what we help people with this is messaging and content. Yeah, that's huge. Because your content really is like how people come to know you. And that's really like, the backbone of having an online business is your content. Yeah, I mean, it's, it's the, it's the backbone. It's the life. It's the blood. It's I mean, it's it's everything. And so I mean, it looked around like you won't find an online business that doesn't have like, their content, and their messaging, pretty dialed in. I mean, like, like, you look at the Amy Porterfield and the Marie Forleo shows and, you know, like all of those people, Simon Sinek, Gary Vaynerchuk, like it all comes down to content and and having it done correctly, which is what we're here to talk about today. Yeah, absolutely. So I would love it.

If you would tell me a little bit more about how you got started in the online business face and how you've really found your niche in this messaging and content world. Yeah, so I got started probably eight or so years ago. I mean, in college, I was always like building websites and driving traffic to them and, and that type of stuff. And I would build up these websites and sell them. Then I left college, dropped out of college and got a job working for my dad's company. And his company eventually went under. But I think what happened when I was working there, as I always knew I was gonna be an entrepreneur. But I was like, 24 years old, getting paid $70,000 a year, and I could leave whenever I wanted to do, I just had a really easy, easy job and got paid decent money for the age I was at. I mean, even decent money for any age, really. And I started to realize I hated having a job. And I was just like, man, I only get two weeks a year to myself, like, that sucks, I don't like and I had an easy job too.

So I eventually left and well had to because the company was going under and kind of started my own thing, just trying so many different things. And I my dad's company was a video production company. And so I thought I knew video. And I didn't, but I thought I did something like I'll just go back to what I was doing at my dad's company video. So I started selling real estate videos to real estate agents. And that's where the company sold with video came to be. So we were selling real estate agents, like listing videos and stuff like that. And everything was great. Except we had one major problem, which was we weren't selling any videos. And so I mean, we had an amazing system, so when an order would come in, they could upload video footage and photos, it gets sent to my editors overseas, they would edit it back and the system will automatically send them a previous and I like the the software that we designed was the middleman and I didn't have to do anything. And as long as if we, if we would have gotten sales, it would have been a beautiful thing. But but we didn't. 

So led me into, like YouTube marketing. So I was like, well, maybe I can help them rank the videos and all that stuff. And so I started ranking the videos. And eventually, we moved out of real estate and just went to local business altogether. And was just doing a ton of marketing, YouTube marketing for local business, and actually started to get some traction. So we were doing like, a couple $1,000 a month, and then that turned to five and then to 10. And then to $14,000 a month. And I met a mentor that I know you have as well, James Wedmore. And this is before James Wedmore was really like James Wedmore of today. He was doing well I don't think he had a million dollar business yet. And he was like he was teaching YouTube as well and was like, hey, my audience has been asking how do I sell these like rankings and marketing to local businesses? That's what you do, we should partner on a product? And I say, Yeah, sure. Sounds great. So we created this program. And that was really my first kind of experience with online marketing courses. And I got to learn from James who has actually got to learn from Lewis house. So I got to, like, see that trickle of knowledge from Louis down to James, then to me. And, you know, we did that for a couple years.

And over time, I started to realize, like, I don't really like talking about YouTube, I don't like talking about the algorithms, I don't like talking about Facebook ads, like I don't like talk about the stuff. And I don't really like talking about how to make a video either. And so I knew something was there was something deeper. And I think a lot of your audience can relate to that, like, I think we get started doing whatever is going to make the money because we just want to get out of a job or the situation we're in. But once you start making the money, you start to realize there's there's more to it than just the money. And, and what I help to help people is like, let's start with that. First, let's start with what that message is. So you don't have to go through what I went through, you don't have to go through like years of trying to make money only to realize I don't want to do this anymore. And then transition everything because when I made that transition, I said I'm stopping and I'm we were like $500,000 a year, and to stop a company that was doing $500,000 a year. And to just completely pivot, it's an extremely hard thing to do. And I found myself $40,000 in debt three months after making that decision, because my expenses were still the same I you know, I'd never made that much money, so I didn't not really manage it. And at that moment, well, not that moment.

But for three months, I kind of just sat in the silence and really kind of learn how to like, find that purpose and and what that message was, and what am I going to be fulfilled with. And we created this methodology, which is all around messaging and content and like really impact driven stuff. And it was called the video forex effect. That's what that's what the methodology was called. And in the first nine months, we had done $1.2 million in sales, I went from like, killing a $500,000 a year business to being $40,000 in debt to uncovering this new like passion driven business, like what my purpose is on this planet, to just like skyrocketing. And ever since then that was maybe two and a half, three years ago. And ever since then, we just kept growing. And now we're a multi million dollar company, helping people do exactly what we did, how to create content and really powerful, powerful messaging. What a powerful story. And I love that you went through that journey. And I actually call that what you were doing being a short order course creator, and like kind of serving up whatever your audience is looking for. And shifting from that place in business into like a real purpose driven, like, what are you here to say? Please, and I love that you really address that too and help people really connect to that deeper purpose. Yeah, well, that was gonna say that's but that's kind of the broad like we I love that term. Was it the short ordered short order course or order course creator? Yeah, like a shorter length tech.

Yeah, I love that. And that's because, and you said a really powerful thing, which is what we kind of tell people is that you start doing what's going to make the money and what everyone else tells you to do. And when you do that you're out of alignment of your purpose, because you're now doing, you're letting the external world influence your internal decisions, what you're selling what you're doing. And it might work at first, but over time, you'll start to resent what you're doing, you'll start to resent your customers, you'll start to resent having to create content. And just closing that external world off really allows you to be more powerful, or I'm assuming what you would probably say like the long term focus, whatever, you know, long term, of course, grade or whatever. And that was one of the things we had to go through and it was wasn't easy, but I think a lot of people fall fall into that trap.

Yeah, and how courageous is it to shut down something that's working in pursuit of something that actually fulfills you 100%, because usually what happens is it's working financially, but it's not working in other ways. And for me, the way that showed up, was working seven days a week, going on vacation having to always bring the computer as always on my my phone. And even then, like, I know, I might get some hate for this. But even when you're at $500,000 a year, it's not really that much. At least in my current situation, it wasn't because I also had a partner at the time, that was not product, we were selling together, a majority of that revenue went to the partner. So at the end of the day, it was like, two or 300,000. But then, you know, I have a team to pay for, there's taxes on top of that I had a family to support. So, I mean, we were fine. Like, we were making decent money and stuff. But there wasn't really anything leftover at the end of the day, either. Like our savings wasn't really growing that much.

And again, partly because I wasn't managing the money very well. But when you combine all those, and you're like doing something you don't like to do every single day, it doesn't make for a great life. And I think one of the reasons why we do what we do is for that life, it's for the freedom. And then most entrepreneurs, when they get traction, they quickly find that they're, they're in a trap. And they don't like it. Yeah, no, I completely resonate with that. And I found myself in a lower income, similar situation a year and a half ago at this point, and completely pivoted things, but I had built a six figure business, and then it was like, it was like a six figure trap. You're exactly right. Yeah, it is. And that's also what happens with with content. And that's what happens with a lot of mess. And that's why people are like, Well, why isn't my content resonating wise? It's because you're like, doing all these crazy things that people tell you to do, like, you know, when an example would be like, everyone tells you to survey your audience into everything your audience tells you to do? And I'm like, No, no, because when you do that, you start creating content that you may not want to create, you start creating content that doesn't resonate fully with you. What I always tell people is create the message. First, get in complete alignment with who you are.

And there's processes in order and ways to do that. But getting full alignment of who you are, say what you want to say, stand for what you want to stand for, sell what you want to sell, and then survey your audience. And if what they're telling you fits within that bubble fits within that, like messaging ecosystem that you created, then listen to them, but you're only doing it because it's in alignment of who you are. And what starts to happen over time, is you start to attract the people that connect with you on the deepest level, you start to build a business because of who you are, you start to build a business off of programs that you want to create at the core, the core level. And so yeah, you can't just keep like doing all these external things, because it will lead you to what you're talking about that six finger trap. And a lot of people are not there. Yeah, absolutely. It's really I love that you say that. Because I think that the way that you think about content, and you think about messaging is so different to what everybody else is saying and how everybody else thinks about how to rank online and how to get more traction. And it's exactly that right? Like grow an audience and give them what they want. But at the end of the day, and I love this quote, that's like chasing after your followers saying, Oh, look, there go my people, I must find out where they're going.

So I can lead them. Right. We didn't become entrepreneurs to follow our followers, so we could lead them. We became entrepreneurs, to lead them. Exactly. Well, and yeah, I mean, look at anyone out there. So you look at like, Gary Vaynerchuk, you look at Simon Sinek you look at Lewis Howes are, are they going to their audience and being like, Hey, guys, like, what do you want to hear more? Like, just tell me what tell me what to create content on? Like, no, they they create a message that's so powerful that they enroll people, they get people's heads to churn and go like, wow, I love that person, I want to follow that person. They're not going and saying, Tell me what to say. And and here's the thing, though, is, you will find people that are successful in that way. And I also go against how to content as well. But you'll and you'll always find people that are really successful doing a ton of how to content serving their audience, but what you have to recognize is that the people are following them for deeper reasons that you know, like maybe in a piece of content, they revealed and identity of being a parent and an entrepreneur, and the audience was also a parent. So they connect on those levels. And one of the things I always say is we don't want to do a ton of how to content like, that's why people are trapped is you look around at that. I call them the unheard entrepreneur. They're the person who's consistent, they quote unquote, add value. And they do a ton of educational how to content. And the problem is, is that when you do that your content becomes a commodity.

And because all the other experts, you're not the only expert, you're not the only person with your zone of genius, so you continue to teach, teach, teach, teach, you become and you start saying the same thing that all of the other experts start to say. And that's when people start to blend in. That's where the problems start to arise. And we again, we look at Gary Vaynerchuk. We look at Lewis Howes, we look at Simon Sinek, their content is not 100% tutorials. It's not like step by step by step. But that's usually what most unheard entrepreneurs do, is they just teach over and over and over again, I don't know how we got on this topic. I don't know what the original question was. So hopefully I answered it. But But yeah, that's, that's where a lot of the problems stem from? Yeah, I don't know, either. So we're just gonna keep it good. But I love that you bring this up. And I also think one of the things that so I joined your program, the video forex effect in your mentorship, about a year ago at this point, which is crazy how much my business has changed in the last year because of you and your system. And one of the things that really stood out to me about how you teach is this concept of a North Star.

And I think that so many people are doing that how to content within their niche. They're like, okay, I want to help people with Instagram. So then they create a ton of how to content around that, but none of it actually leads people to purchasing their program. Yeah, it doesn't create that like, linear way to get from being a content consumer to being a student. And so I would love to talk a little bit more about this idea of the North Star and how you can do a lot of selling before you ever sell anything. Yeah, with your content. Sure. Yeah. And and that's the thing is, you have to remember content is marketing. Right? That's, again, that's kind of what we talked about in the gang is like, that's, it's the lifeblood of your business. And most people will just they focus on I think, what the reason is that that becomes a problem is because people focus on on follower count. They're like, the more followers I have, the more sales I'll make it. I'll tell you guys right now, I have like 7000 Instagram fans, it's not a lot compared to a lot of these bigger business, like you look at most multi million dollar businesses online, they usually have 2050 100,000 followers, we have seven.

And the reason why is because we're not focused on followers, I'm focused more on converting and attracting the right people who are aligned with who I am, and enrolling them into programs. And we focus on our content, that that does 70% of the selling. And most people don't realize that because content is marketing, but they look at it as how am I going to grow followers, and that doesn't translate into sales. That's why there's so many broke influencers. So what we do, and that's one of the reasons is everything. So scattered excuse that they teach Instagram, but also they're doing a tutorial on their like, morning routine. And then and then it's another video on like, you know how they're doing parenting or something like that's just as weird like random content. And so what we talked about, like we said, the North Star, but we want to do is we want to figure out what is unique about you like what solutions you offer? And how is it unique? Even if you just give it a different name, like maybe you teach the same four steps on how to accomplish something as competitor A and B, but you call it something completely different. So that's what we talked about, like come up with your unique solution, what is that? methodology?

What is that framework, and then once you have that, that becomes your North Star to all of your content. So you will never do a tutorial, or how to video or an educational video that doesn't fall underneath that North north star in some way. And what this does is when you do educational content, it's all pointed to one direction. It's all consistent. It's all related. And it gives you the opportunity to say things like Hey guys, today, I'm going to teach you X, Y and Z. This is part of pillar number two of my unique method. So every time I do a piece of content, you always hear me say, Hey guys, today I'm gonna teach you how to how to do a thought reversal video. This is part of impactful messaging, which is pillar number two of the video forex effect. And then I go and I teach. So what I did is I just really positioned my unique solution as this thing that they're going to want this thing that can help them solve a problem. But what happens over time, or not even over time, what happens is the only way to access that unique solution, that method is in your program. So I'm always hinting at the video forex methodology, but I sell the video forex program. So it starts to happen in my content, you will consume my content, they start wanting the method, which means they're gonna they're essentially wanting my product. It's a way to talk about your offer, without people realizing you're talking about your offer. But from a messaging standpoint, it keeps everything congruent. And when you can start to like master your educational how to content under that umbrella. It starts to become very powerful because you start to attract only people that are going to want that thing. And and then there's other things we can talk about too like connections and then thought virtuals.

But that's really one element we want when it comes to messaging, and we will come to content. Remember, that's just one thing. But most people make that all of the things. And so what I tell people is we should only be doing that how to educational content 50 to 60, maybe 70, depending on on the brand in the niche you're in. But the problem is, is when it becomes a 100%, or 90 or 80%, we start to run into really big, big problems. Yeah, I wanted to say I love the way that you sneakily do this in everything that you do. And now that I've like in the program, and I understand what you're doing, I feel like it's like the veil being lifted. And I can see how intentional you are about this. But one of my favorite things is in your podcasts, you're always saying like in this like, if you're not one of my video, forex students, then this is what I like, this is what I teach in the video forex, and it creates that subconscious demand for I want to be a video forex student. Yeah. And I think that's so powerful it is.

And it's, and I think most people don't do that, because they feel like it's what most people have a fear of selling. And at the end of the day I do, I do what I do to make sales and change lives. And I see them as the same thing. The more money we make, the more impact that we can have, the more money we make, the better team we can hire, which frees me up to spend more time on creating a better program, it just allows me to serve the students better. So I'm always just very intentional about like, I'm going to give you amazing content that's going to connect on deep, subconscious levels, that's going to help you in amazing ways. And I'm going to let you know there's a way to work with me deeper. And I'm not going to try to sneak around the fact that we're going to sell you something and I think so many people do that. They're like they're afraid to sell, they're afraid to tell people like we have a program there. They think that they have to add value value value, and then kind of like sneak in a pitch. And it doesn't I mean, how is that going? If you're doing that? How is that going?

Yeah, like it just, there's ways to be able to sell without really being that salesperson. And that's exactly what we do is we just kind of create demand gaps. Like, if you're a student, then you realize XY and Z. And if you're not a student, well, you're going to realize sooner or later that you're going to run into this problem. And that's what we help people with. So yeah, and that's, that's how we do it. And like it's so smooth. And it's it's so intentional, that people don't aren't aware of it, they'll never even like if, for example, like you guys can go listen to any podcast, and you'll hear us say things like that. But when we do that, it'll never come off as salesy. And in fact, if you weren't aware of like if Justin mentioned it, I didn't mention it, you wouldn't even notice that we're mentioning our program at all. Like it's just on subconscious level. It's just kind of hidden, hidden people. Yeah, absolutely. I love that. And I love that you made this distinction earlier in the episode, and I think it's worthy of bringing back and talking about is this idea that content is marketing, but people are afraid of making sales.

And I think that people are so afraid of treating their content like marketing, that they're creating content that falls completely flat marketing is a service. And I think that there's all of these emotions and deeper beliefs that are tied up in sales and in marketing. And I think that the way that you teach things in the video, forex it really creates that service. Right? It's, it's in pursuit of that deeper purpose. It's helping people. And it's taking that fear out of content being marketing, because otherwise, why are you creating content, if there's no purpose 100%. And what it comes down to is we've all heard a million times, like, you have to create that know, like, and trust, right? Like, you gotta get that know, like, and trust. And it's like, Okay, cool. Everyone keeps saying that. But what I mean, what does that really mean? And how do we really do that? And how do we do with content? Like, those are questions that I don't see answered anywhere. And so we've been that, and that's really what we've been doing is answering those questions. And there's ways with your content to gain the know, like and trust before people enter your sales funnels. And we talked about one element so far, which is like the How to and the education and make sure it's under like that North Star and, and do that 50 to like 70% of your content.

And what that will do is that will give you that the know the light and the trust, they get to know you, they get to trust you and but you also come off as that authority because they're like, okay, they know what they're talking about. But there's still these other elements we need to tackle. And the next one is what I call thought reversal. And I think this is kind of what you're you're hinting at is like the beliefs how do we focus on the beliefs and if you look at people like Simon Sinek, or really any TED talk out there, they give great lessons. They give great information, but they never teach you step by step by step. They're doing something. They know exactly what you believe in, where you're going and what the industry norms are. And then they flip it on you leaving you with a mind blowing perspective and looking at things in a way that you've never seen things before.

So what we tell people all the time is, there's gas pedal and there's brake things. I got this analogy from Dr. Shannon urban, it's there's brake pedal, and there's gas things and gas pedal things can move someone's business forward. But if they have their foot on the brake at the exact same time, it does them absolutely no good. And that's what how to content is how to content is giving people all the gas pedal and it can help them. But when we can recognize, hey, there's, there's a belief or there's something that your audience has that they believe is true, and it's causing them to stay stuck. If you can take that foot off the brake, remove that belief from them. In my opinion, that's the most value adding thing you can do for anyone. And in fact, I've I've been doing it in this podcast, you know, you've heard me say things like, how to content is not how to grow an audience fast. And I gave the example of Gary Vaynerchuk, how fast he's grown. And he doesn't do traditional how to content, we kind of gave you this realization that oh my gosh, I when I do all how to content, I'm staying, saying the same thing as everyone else. And that's why I'm blending in.

And that's a belief that our industry has, that's what's told by almost every guru out there do a ton of how to content. But it's also the exact reason why people are stuck. And so what I do with my content, as I say this, and I communicate this, and not only am I polarizing, because I'm going against the grain saying something differently. But I'm also communicating in a way where it gets people to go like holy moly. I never thought of that. I saw it differently. And what I'm doing is I'm reversing their thoughts. So that's why we call it thought reversals is because yes, we're educating. But now we're also saying things that people have never heard before. So there's contrast to the marketplace, like we're the ones that are standing out. We're the ones that are blowing people's mind. And what this does is it gives you thought leadership. Does that make sense? Yeah, absolutely. And I almost think that it creates a deeper level of authority. Like there's this idea of what makes somebody an expert, which is they can teach you like they have enough expertise and experience in what they're teaching you that they can convey it with educational content. But when you can make somebody when you can blow their minds, when you can help them see things differently.

That's a whole nother lit like a whole nother level of authority that you can build with your content that nobody else is talking about, except for you. And I think that that's really, like, What's so huge about the way that you teach content is that it's not just about standing out online, and being another authority. It's about like shifting people's perspectives, and helping remove that suffering, in a way that they don't even realize that that's what's happening. And that builds massive trust and authority. It builds massive trust and authority, and it allows you to stand out, like instantly. And that's the beautiful thing is like, stand out instantly, trust and authority, ending suffering and people's lives. And you become the authority like the the thought leader because of it. But there is one more element. And let me know if you want me to go into connection and talk about this like, okay, so so just to kind of recap, what we've talked about so far is we have those Northstar educational videos, it's like no, what's unique about your solution, all your how to content sense from there.

Now we have thought reversals, which is you identifying these beliefs, or these norms inside your space that are actually causing suffering, you start to thought reversal those in content. And then the final piece you need, and you guys, there's more than just three like you, there's there's certain things like vlogging, and stuff like that, that that can help. But you need to absolutely have these three, the next one is connection. And this is actually, it's probably thought reversals are my most favorite, like fun to do. But connections are the ones that are the easiest, with the biggest amount of impact. And I'll tell you why in a second. But what these are designed to do, is to basically build the deepest level connection with the people that you want. And this is knowing the beliefs that you stand for, and the identities that you want to work with. And what I mean by that is if you're a parent and an entrepreneur, and I always go back to that, because I am a parent and entrepreneur, but like, let's say you're a parent and an entrepreneur. And you know, those are the two identities, which is parent and entrepreneur that you have that you also want your audience to be made up of, then all you need to do is just start plugging those in the titles of your content.

You know, like Caitlin batcher, was a client of ours, and she likes working with mom entrepreneurs. And so we created a piece of content with her that said something like, kids should take the path of entrepreneurship. And then the branding around the video is all kind of like pink and like turquoise. And so the branding would attract more women than men. But because of that title, we know it's gonna attract mostly parent entrepreneurs. And so if you have the wrong person in your audience, like you're just constantly saying, like, I don't have the right people, they don't have enough money or they just don't resonate with me. It's because you are not incorporating identities into your titles, I mean is the most simple, you guys can leave this podcast, go push out a live stream within the next 10 minutes, put two identities of people that you want, and you will start to attract and not only attract, but you'll push away people that don't have those identities. And what's happening is people start to connect with you on the deepest level possible.

And I guarantee you right now, that if you look at the people that you follow online, even if they do all how to content, you're not following them, because they have the best tutorials, you're following them, because there's something about them that you'd like that maybe in a video, they revealed an identity, maybe in a video they had, they revealed their personality, and you have a similar personality or something like that, there's these deeper level things going on. And if we become intentional with it, we can start to attract the exact person that we want. And so for me, what I like to do is also look at our deeper purpose. So when we start to incorporate our beliefs into these connection pieces, it becomes very powerful. So for example, a copywriter might say something like I help people write better copies, so they can make a bigger impact. And I say, No, no, no, that's the result that you have. That's the result you bring, when 10,000 people have that result, what's created in the world because of it. So for me, my deeper purpose is I help people create really effective content and tear down society norms in a meaningful way to make a better role for the next generation.

I'm doing it for my kids, so they can like follow their passions a lot easier. And when I tell that to entrepreneurs, entrepreneurs go, Yeah, I love that. And entrepreneurs are who I want to attract. But that has nothing to do with the video. forex effect has nothing to do with creating really powerful messaging, but it has everything to do with connecting with who I want. So when people see these videos, they they go, Oh, that's a motivational video. Oh, Brandon's just doing inspirational videos, I can do those. And that's what I want them to think. Because they do not see, beneath the surface, they don't see that I'm connecting because of a belief that I have. There. I'm connecting because of identities I have. And that's kind of like that. third element is when you can create this connection style content and you're intentional with it, you start to connect on a deep levels where people just go like, I really, really like that person. And they don't know why. But you know why? Because you're intentional with what you're putting putting up. So does that make sense? The cool? Yes.

And this is one of here's a really fun example that I love from the last time you launched video, forex, and the video series. And I remember seeing the scene in the video series where you're playing with your daughter, and there's laundry in the background. And in the free Facebook group. So many people are like, Oh my god, I love that you had your laundry in the background, you're so real. And that built so much connection and rapport, because people were like, Oh my god, he has kids in laundry, too. And they didn't really understand why they felt so connected in that moment with you. But I think that that's one of the biggest things in your messaging that's consistent, is that deeper connection with other parents and with other people is like leaning in that connection piece. Yeah. 100%. And so and it was funny. And we that was done by accident. Like we we didn't intentionally leave the laundry in the background, but we're like, oh, my gosh, we need a shot. Let's go shoot it and, and it but it did it revealed because usually when I talk about connection, I'm talking about like your scripts and the words you're saying, not the visuals. But in that moment, I was like, wow, like, we should be more intentional with the visuals. Because it did, the exact same thing that we're talking about is, is connecting. And it really connected with parent entrepreneurs.

And I tend to attract parent entrepreneurs. And more specifically, I actually attract a lot more women with our content than men. And so by showing those types of things that people were like, and it was so funny, because we would monitor the the posts in that group of like, which one had the most response and stuff like that. And I the one with the most response and activity was really like people's breakthroughs inside the group. But the close second was the fact that we had laundry. The second it was like it was the connection piece. You know, it was that one that one post. But this is the reason why it's so important, is because it allows you to track attract exactly who you want. And most people get so confused, like, why am I not attracting the right people? And they think it's their content. They think it's like, oh, I need to do more how to do I need to do more tutorials on this thing. It's like no, it has everything to do with beliefs and identity. And if you're intentional with that, and you again, we see it all around us like we can people you follow online, you're not following them because it gives you the best information. There's other things going on. And then when they also give you really good information, it's like the one two punch, but we need all three we need like the How to the educational, we need that thought reversal.

So we come off as a thought leader and then we need that deep connection. And when all three of those are combined. Well now we have the know, like and trust. And this is all stuff that can be done and you're upfront content. So going back to the original thing we're talking about was content is marketing. This is how content starts to do a lot of that marketing. This is how content starts to do a lot of the selling for you, before anything is for sale. And what starts to happen is people start to consume your content and they start going like, I really want to work this person, what do you have for sale? Like, how do I do these things? You're talking about your thought reversals, and we get people all the time are like, I don't even really know what you sell. But can I buy it? Like, can I buy it I know has something to do with content. I know it's something with messaging, but like, let us know, how do we access it?

What do you What are you selling? How do I work with you? Like we get those DMS all the time? And it's because of this this combo that we're talking about right now. Yeah, I felt the same way when I actually found you. And I think I've told you this story I actually did wasn't gonna buy your program. And I was like, Oh, this is a fun little video series. Like, I'll watch it. And they sat down, and I watched it. And I took copious notes. And I was like, Oh, my God, I have to watch that again. And I watched it a second time. And I was like, Okay, I think I've got this, like I have, like the video series was so informative. And then something happened. Anything it was those deeper beliefs sinking in, and the car opened. And I went very quickly from like, I don't need this to, I'm gonna invest in your mentorship. Switch where I was like, nope, this is exactly what I need. And I'm so grateful that my intuition led me there. Because like everything about how I think about content, and I create content has totally changed because of working with you and your team. Yeah.

And I appreciate you sharing that. And I think that's just further proof. That what we're talking about? Well, I'm trying to figure out the right way to say this, because a lot of people go like, well, aren't we just like intentionally just saying the things people want to hear? So you get more sales? It's like, No, I'm saying, I'm being who I am. And I'm connecting and selling because of who I am on the deepest level possible. Like, there's no negotiating for me on on who I am. And what I'm going to say in my message. And I think a lot of people kind of mess that up. Like, they're just afraid to say what they're, they want to say, or they're like serving their audience. And I'm like, No, I am who I am at the core level, I'm because you and I, you can see it between us. Like, we're both entrepreneurs. We're both parents, we're both people that are like, generally driven to help other people. And we want to make an impact with our business.

And those are intentional identities that I put into our content in our series, and it resonated with you. And then when we can help, like separate the demand gaps, we really know the pains, we really know the things that it's like, again, it's the 1233 punch back that like, you know, like I don't really need this. And then you get in there and you just have this experience like and it's it's and you're happy and you're willing to do it. That's what you want. There's no like, slick sales, words, manipulation, like things that actually are common with a lot of people out there, which is so unfortunate in spades. But we don't need to do that if you if you're intentional with being who you are and what you're releasing out to the out to the world. The other thing that really struck me that was a selling point for me with joining your program is that you were able to do that very, very quickly, like I was introduced to you via Facebook ads that you were in with James Wedmore. And I watched the video series and within like the course of a week, I went from Brandon who to like, take my money.

Yeah, people think that it has to take a long time to build that know, like and trust. But when you apply the things that you teach, and you really create these things on a deeper subconscious level, it doesn't have to take months and months and months of getting to know somebody in order to get them from stranger to client 100%. And like, for example, when you read a book, like if you like, for me, I'm reading Simon senex book if you read a book, and it's that it's written in the right way you get done with that book, and you can read it in two days. And you can go like, I really liked that person, like if they were offered like a mini course or further education at the end of the book, people you would like likely buy it and that know like and trust happen, just reading the course over the course of the book. And again, Caitlyn is a like we use her as an example earlier, but she sells an $18,000 coaching program. And she met I remember I remember this message, she messaged us when we first started working with her. And she was like I had people joining this program that had no idea who I was two weeks ago. And they're like, in there, they're like, I want to join, here you go.

And she's like, this is just unbelievable. So it doesn't have to take a long time. It's just again, I keep using the word intentional. It's about being intentional about what the pains are, what the desires are, who you are, what you stand for, what are the identities like what do you actually do at the core level, just knowing that putting into a nice little package and just releasing it to the world and and letting it attract your tribe like that? I mean, that's it so I need to do. Yeah, and I think that level of intentionality is what will make you stand out even if you don't apply everything right, because nobody else is doing this 99% of content creators are creating how to content giving quote unquote value, which I could go on a whole spiel about what's actually valuable about how to content but they're giving value in hopes of warming people up and selling to them. And when you have this level of intentionality and understand subconscious beliefs and identities and all of this stuff below the surface, you instantly stand out. Yep. 100%. And I will say, like, one of the reasons why that is what most people believe, like, let me do a ton of content is because a lot of the people teaching it, that's what they did. And it works 510 years ago, like it really did.

And the reason why is because you had this niche, there are no experts online, really teaching because it's a brand new industry, you know, like what we do didn't exist 10 years ago, it just didn't, it's brand new. And so when you have all these people that are like, here's what I did, and they're teaching it problem is, is that there's way more experts now, like it's very saturated, it's very crowded, so you just get a ton of people saying the same thing. So for those people that made it using a ton of how to content, it was like the competition was that great. And the thing is, is if you're listening, you're like, I'm kind of doing what dress and Brandon are saying not to do, what you have to understand is, it's only going to get worse, this space, yes, there might be more customers coming in. But there's more experts coming in at an even faster rate. Because think about it, like, if you're the owner, let's say there's 100 people in a niche, and you're the only one you have all 100 people paying attention to you, the second one entrepreneur comes in to be your competitor, you now have 50 and 50 people looking at you, like if you were split it down the middle.

And then when you have one more than it goes two thirds. The problem is, is the niche is not growing as fast as competitors coming in, because it's not like, Okay, great, you have one more person that's and one more expert. No, no, one more expert literally cuts it in half. So the niche isn't growing fast enough. And you have to figure out these ways to stand out and connect on deeper levels. And so if you're kind of like listening to this, and you're just realizing you're making some of these mistakes, it's only going to get worse, like if you've been, I always tell people, if you've been putting content out for three months, and you have not seen very little traction from where you started to where you are, or you've seen you have seen very little traction from where you started to where you are, you're probably doing something a little wrong, because three months should be enough time to at least see some momentum with your content and doing nothing to change it. In my opinion. It's a waste of time. Like it's just no point, you know, it's not gonna change magically. Because, you know, like, You got lucky or something like that you have to be intentional with what's going on.

Yeah. So what the good news is, for people who are like crap, this is me, the content revolution video series that I watched a year ago, that completely changed the trajectory of my business helped me double my revenue in 2020. And a pandemic, is launching again, very, very soon. So how can people it's brand new, like it's completely remastered. So tell me more about that, and how people can connect with it. Sure. So I'm sure there'll be a link around this video somewhere, or wherever it's being released. But we do have this video series coming out, it's called the content revolution, it drops March 1. So if you're listening before March 1, you definitely want to opt in and opt in through the link that Jess has for you guys. And what I want you to do is to go into the Facebook group, because although it's going to drop March 1, we have things in there that I can prepare you before it drops that are also fun, like we're gonna have prizes and giveaways and little contests and little free trainings to prepare you. We also have like a cheat sheet you can use to go through it.

And so you know, you know, you can just fill it out versus having take a huge amount of notes. But to join that group. But what this series is going to do is it's going to walk you through pretty much everything we talked about today, but in a little more detail. So you can start putting a lot of the pieces together. Because there's a way to figure out what identities you should be incorporating content, you don't want all of them, you just want some of them. There's ways to construct and release those videos. And there's also a certain way to communicate things that's more powerful that most people never pay attention to that we will be talking about inside that series as well. It's like just simple language patterns, while your teaching can make 10 X the difference because you're communicating in the way humans process information. So yeah, click that link, wherever it is around this video and make sure you guys register for that. Yeah, absolutely. I am so excited for the new video series. I cannot wait to watch it. I have my calendar marked for March 1. And definitely check out the link in the show notes to register for that as well. And thank you so much for joining us today. Yeah, thank you so much for having me. It's great being here. And for everybody listening, I hope to see you guys in the series. But even if, for whatever reason you sign up to join us, please make sure that if you have a message and you are here to change people's lives, you start adjusting your messaging your content today, doing the same thing over and over again.

I will not change anything. And if you don't believe me, just keep doing what you've been doing, but I hope you don't. So hopefully we'll see you guys in the series. And Jess, thank you again, for having me. I'm really grateful. And I appreciate it, of course and where can people connect with you online? Yeah, so we have a podcast called the new generation entrepreneur that you guys can go and listen to. We talk about messaging, entrepreneurship, all that good stuff, apple, podcasts, Spotify, all those places. And then if you want to follow us on Instagram, our handle is I am Brandon Lucero and you can follow us there for more messaging and content goodness. Awesome. Thank you so much for joining me. Yeah. Thanks for having me. Thank you so much for listening to the launch fix podcast. Wasn't that an amazing interview with Brandon? Make sure to go find him on Instagram at I am Brandon Lucero and check out the link in my show notes to register to check out that video series that we talked about the content revolution, I promise you are not going to regret taking the time to watch this and let it completely blow your mind about creating more impactful content in your business. The video series drops on March 1, so make sure to check out the link in the show notes to get on the list for that and go find Brandon over on Instagram and I will see you in my next episode.