What is an Agency Lighthouse and Why You Need One | Agency Talk | Season 2: Episode 7 - Dennis Yu
Summary
TLDRIn this episode of Agency Talk, hosts Marcus and Tim interview Dennis, CEO of BlitzMetrics, who shares his expertise in scaling agencies through standard operating procedures (SOPs). Dennis emphasizes the importance of leveraging 'lighthouses' or authoritative figures to enhance credibility and attract clients. He also discusses the concept of 'implied endorsement' and the strategy of repurposing existing content to save time and resources. The conversation covers topics like gamifying SOPs, mentorship, and the power of video content, providing actionable insights for agency owners looking to grow their businesses.
Takeaways
- 😀 Leveraging existing co-created content across various platforms can eliminate the need for constant content creation, much like how royalties are collected on past music performances.
- 🛠️ Dennis, a search engine engineer and CEO, emphasizes the importance of standard operating procedures (SOPs) in scaling agencies by focusing on results rather than just account management.
- 🌟 The concept of 'lighthouses' is introduced as influential figures in a niche that can help agencies scale by co-creating content and leveraging their authority.
- 📚 Dennis has authored several best-selling books, including on Facebook ads, Google, and TikTok ads, often in collaboration with industry experts like Perry Marshall.
- 💡 The idea of 'graceful failure' is discussed, inspired by airlines' and military's SOPs, which ensures businesses can handle any situation with backup plans and maintain excellence.
- 🧩 The strategy of using 'lighthouses' involves identifying authoritative figures in a niche and collaborating with them to enhance an agency's reputation and client base.
- 🔄 Repurposing long-form content into various formats like social media snippets, blog posts, and courses is suggested as an efficient way to maximize the impact of existing content.
- 🤝 Building relationships and connections, often through mentorship or mastermind groups, is key to gaining access to 'lighthouses' and scaling an agency's influence.
- 🎓 Training and development within an agency can be enhanced by gamifying SOPs and setting clear goals, making the process engaging and effective for team members.
- 📈 The 'dollar a day' technique is mentioned as a cost-effective way to target and reach potential clients in a niche by leveraging the authority of a 'lighthouse'.
Q & A
What is the concept of 'repurposing content' mentioned in the script?
-Repurposing content refers to the strategy of taking existing content, such as videos, podcasts, or presentations, and reformatting it into different types of media. This can include creating short clips, transcriptions into blog posts, or snippets for social media platforms. The purpose is to maximize the use and reach of the content without constantly creating new material.
Why is the 'lighthouse' strategy important for agency owners according to Dennis?
-The 'lighthouse' strategy is important for agency owners because it helps establish authority and trust within a specific niche. By associating with well-known figures or experts in the industry (lighthouses), agencies can leverage their authority to attract clients and grow their business. This strategy involves co-creating content with these experts and then promoting that content to the target audience.
How does Dennis define 'authority' in the context of digital marketing?
-Dennis defines 'authority' in digital marketing as a score based on three components: who is saying it, where it is being said, and what is being said. Each component can score up to 10 points, with a maximum of 30 points overall. The higher the authority score, the more trust and credibility the content or the source is perceived to have.
What is the significance of the 'three by three goals' mentioned in the script?
-The 'three by three goals' is a personal development strategy where individuals set nine goals, categorized into personal, physical, and professional aspects, with short-term, medium-term, and long-term time frames. This approach helps in setting a clear direction for personal growth and is used within Dennis's company to ensure everyone has a clear path for advancement.
How does Dennis suggest using gamification to make SOPs interesting?
-Dennis suggests gamifying SOPs (Standard Operating Procedures) by integrating elements such as rules, levels, and immediate feedback, similar to military training or video games. This makes the SOPs more engaging and helps in training and developing team members effectively.
What is the 'dollar a day' technique mentioned by Dennis?
-The 'dollar a day' technique is a marketing strategy where a small, consistent amount (like a dollar a day) is spent on advertising to continuously reach and engage with a target audience. This approach helps in building brand awareness and attracting potential clients over time.
Why does Dennis emphasize the importance of documenting processes and creating SOPs?
-Dennis emphasizes the importance of documenting processes and creating SOPs because it allows for repeatable excellence and scalability within an agency. It ensures that tasks are performed consistently and efficiently, regardless of who is performing them, which is crucial for training new team members and maintaining high standards of service.
How does Dennis use the concept of 'implied endorsement' in his marketing strategy?
-Dennis uses 'implied endorsement' by associating his agency with well-known figures or 'lighthouses' in the industry. By featuring these individuals in his content, such as podcasts or videos, he creates an association that implies endorsement without explicitly stating it. This strategy helps in building credibility and attracting clients.
What role do mentors play in building relationships and authority according to Dennis?
-Mentors play a crucial role in building relationships and authority by opening doors and introducing individuals to influential people in their industry. Dennis credits his mentors for many of his opportunities, including meeting industry leaders and learning valuable skills that have contributed to his success.
How does Dennis suggest agency owners find their 'lighthouses'?
-Dennis suggests that agency owners find their 'lighthouses' by attending industry events, participating in masterminds, and networking with people who can introduce them to influential figures. He also recommends starting with clients they already have and gradually working their way up to higher-level industry players.
Outlines
📚 Content Creation and SOPs with Dennis Yu
The paragraph introduces a discussion on content creation and the importance of Standard Operating Procedures (SOPs) in scaling businesses. It sets the stage for an interview with Dennis Yu, CEO of BlitzMetrics, who is known for his expertise in digital marketing and his ability to develop teams. The speaker emphasizes the value of repurposing existing content rather than constantly creating new content, drawing a parallel to the royalties earned by musicians from their past works. The paragraph also highlights Dennis's background as a search engine engineer and his approach to agencies, focusing on results and efficiency through documented processes.
🛫 The Power of SOPs and Mentorship
This paragraph delves into Dennis Yu's philosophy on SOPs, drawing inspiration from his experience with the structured operations of American Airlines. He discusses the concept of 'repeatable excellence' and 'graceful failure,' emphasizing the importance of backup plans and preparation. Dennis also shares his approach to training and developing team members within his agencies, highlighting his willingness to mentor juniors and provide them with opportunities to grow. The paragraph also touches on the use of gamification to make SOPs engaging and the strategy of leveraging 'lighthouses'—individuals of authority—to enhance training and content creation.
🌐 Lighthouse Strategy for Business Growth
The discussion shifts to the 'lighthouse' strategy, a method of co-creating content with authoritative figures in a niche to attract clients and scale businesses. Dennis explains how this strategy can replace the need for cold calling and salespeople, as it establishes the agency as a trusted resource within the industry. He also talks about the use of digital marketing to amplify the reach of this content, creating a self-sustaining cycle of lead generation. The paragraph also mentions the creation of interactive content with influencers like Jake Paul to engage younger audiences and the importance of aligning content with the right audience for maximum impact.
🔍 Authority and Internal Lighthouses
In this paragraph, the conversation explores the concept of authority in business and how it can be leveraged through 'lighthouses,' both internally and externally. Dennis discusses the importance of associating with authoritative figures to gain implied endorsement and build trust with potential clients. He also emphasizes the value of transparency in showcasing the agency's capabilities, which can serve as a powerful sales tool. The paragraph highlights the process of building authority through relationships, perceived authority, and the successful execution of projects. Dennis also suggests that agency owners should document their processes and create content around their expertise to establish themselves as authorities in their niche.
📈 Content Repurposing and Building Authority
The final paragraph reiterates the importance of repurposing existing content to save time and resources, and to leverage past successes to build authority. Dennis advises agency owners to inventory their co-created content and break it down into smaller, reusable pieces for various platforms. He also stresses the value of associating with 'lighthouses' to gain implied endorsement and build trust with potential clients. The paragraph concludes with a call to action for agency owners to focus on repurposing their greatest hits and to document their processes to create impactful content that drives business growth.
Mindmap
Keywords
💡Content Repurposing
💡SOPs (Standard Operating Procedures)
💡Lighthouse Strategy
💡Gamification
💡Digital Marketing
💡Authority
💡Agencies
💡Account Management
💡Training and Development
💡Royalties
Highlights
Emphasizes the importance of repurposing existing content rather than constantly creating new content.
Mentions the concept of 'lighthouses' as influential figures that can enhance your market presence.
Discusses the value of standard operating procedures (SOPs) in scaling businesses efficiently.
Shares personal experiences with mentors and how they opened doors for professional growth.
Introduces the '3 by 3 goals' strategy for personal, physical, and professional development.
Explains the 'dollar a day' technique for marketing and its effectiveness in client acquisition.
Details the process of creating and utilizing SOPs in digital marketing and business operations.
Talks about the concept of 'implied endorsement' and how it can benefit businesses.
Describes the strategy of using 'lighthouses' to amplify your authority and reach in a niche.
Provides insights on how to train and develop team members using SOPs and gamification.
Discusses the significance of documenting processes and turning them into teachable content.
Mentions the importance of leveraging long-form content and repurposing it into various formats.
Advocates for the use of video content and interactive media for training and engagement.
Shares tips on how to build relationships with 'lighthouses' and use them to boost your business.
Explains the concept of 'graceful failure' and its application in business operations.
Provides a practical example of how to repurpose a podcast into valuable marketing content.
Concludes with a call to action for agencies to inventory and repurpose their existing content.
Transcripts
inventory
any co-created content that you've ever
made it could be on youtube it could be
a podcast it could be a conference
presentation it could be 10 years ago
stuff that you've made
and chop it up into lots and lots and
lots of little pieces so you never need
to create content again
most people are constantly trying to
create more and more content which makes
no sense at all i saw axel rose sing
sweet child of mine in paradise city
that was from 1987.
[Music]
[Applause]
[Music]
tim
today is special i'm so excited one
because i've i go way back with this
with this person
but the other part of it is that i am
enthralled which i never use that word
that's a weird word to use right when
have you ever heard me say enthralled
never does the first no i mean we've had
a lot of guests and what i love about uh
dennis you uh who is ceo of blitz
metrics the reason why i've loved him
i've been around him for a long time
i've seen him speak on stages i see him
on tv as an expert i see him
interviewing mark zuckerberg i see him
interviewing all these really incredible
people and and collaborating with every
kind of household business name that you
can think of but aside from that he's a
ruthless implementer he is somebody who
develops his team and brings them from
kind of introductory folks all the way
up to senior leaders within his many
seven-figure agencies that he has
but aside from that also is that he
is into this really sexy thing tim
called standard operating procedures and
uh he does a really good job of making
it not boring like i just did and
talking about how it actually ties in
the business the purpose of it which i
know you're going to geek out on our
local regional agency owners are going
to love
ruthless implementation of those sops
it's just the way to scale every
everybody talks about scale when your
book is that thick on how to do it and
you've done it multiple times this is
the person to listen to yeah and the one
thing i love the big the bigger thing
that i love about about today's
conversation is pay attention to
something called lighthouses and how uh
that can be an amazing advantage for you
in any market and uh yeah dennis is the
person you want to listen to he's the
authority in all of these areas that we
talked about and uh if you're listening
to aj talk today you're in for a treat
so enjoy our good friend
[Music]
i cannot believe that we got dennis you
on our podcast tim this is big
this is big we're excited
well dennis welcome to welcome to agency
talk we're so pumped to have you and
just that you would spend a little bit
of time with us on our itsy bitsy tiny
uh podcast that we're trying to talk to
agency owners all over the world and and
help them scale and so we're so pumped
that you're here and
you know just to jump right in which is
really nice how would you actually
describe yourself because i think that i
you know it's funny reading the bio and
hearing all the things you've done and
growing agencies but how would you
actually self-identify well you just
said i was a big agency owner or i'm a
big agent owner
you know big data or am i i'm a big data
person or i'm a big data person so i'm
a search engine engineer
and so the engineer in me looks at
agencies and sees that they're so broken
because of the way that they focus on
account management instead of driving
results
and i have several seven-figure agencies
that i've started and you've seen me
build up other people
that the engineer in me sees all these
marketers and says how do we create sops
and processes and checklists anything
that is done how do we document that so
other people can repeat it so i'm
looking at it from a code structure
if you're operating a restaurant at
scale that kind of mentality that's
amazing and for those people who are
listening to this audio he didn't just
held up a massive book sop book and he
flipped through it uh which was it has
an effect to hold something uh analog
you know so pretty amazing here's the
other book here's the number one
best-selling book on facebook ads of all
time and the number one bestselling book
on google and yesterday we have the
number one best-selling book on
tick-tock ads is that right go to amazon
and look for you'll see it congrats my
co-author is perry marshall he's the og
in online marketing yeah so so that's
interesting that you called yourself an
engineer i know tim tim you obviously
owned the agency for a bunch of years
and sold them too do you does something
pull at you in that tim without a doubt
i i mean when i when i saw that when i
saw that sop book that that's that big
this is a person after my own heart
because
if you're going to scale you need that
infrastructure you have to have that
process and the process has to be
consistent and repeatable and and i love
i'm i'm excited now you know something
i've always wanted to ask you dennis and
i've seen you speak all over the place
obviously we travel the world together
and one of the things that i always want
to know is where did that initial
like what made you triple down on sops
like you you speak so definitively about
it was there just something where like
the wheels fell off and like it just got
crazy
i had the ceo of american airlines as a
mentor and i watched what happened when
there were strikes when there was
weather when bags were late when fuel
prices went up when there was new
aircraft and i learned that everything
that happened in the airline had a
backup we have backup avionics we have
backups to bring in pilots when one of
them is sick we have backups to deal
with the situation with the website
being down and so there's secondary and
even tertiary backups to everything and
so this is called repeatable excellence
or graceful failure where we hope for
the best but prepare for the worst
and everything about the airline is
based on operations research which i
think is the most amazing part of any
kind of business the big businesses
where they have the deep think tanks so
i saw how the airlines which came to the
military were all driven by sops and i
thought
how do we do the same thing in digital
marketing for agencies that are building
websites for agencies that are doing
facebook ads and so that natural
military minded sop trained people
officer ranks the ultimate gamification
is actually the military because you
have points leveling unlocking
randomization immediate feedback that
was way way before bejeweled blitz or
whatever your favorite game
and the thing is is that all that makes
a lot of sense it's like hey the rest of
our world operates the same way so it
has to be the same thing in business now
the one thing that i think is really
interesting about your sops and
something i've admired about you forever
is just the ability to
use that to train your team the
duplication of roles and also in that
model because you're the thing i love
about you is that you really love
developing juniors in your business and
you're not afraid to take on people who
are hungry and don't know
and put them into places to grow them
and throw them on stages around the
world so tell me where that came from
and is that a big proponent of of your
sop wrapped in there that's where i came
from
i didn't know when i first started
and it was a chicken and the egg and
there's lots and lots of young adults
especially on social media and you know
digital marketing's moved to social
media like tik tok i've been learning
tick tock
from 18 year olds that have six million
followers and they're teaching me how to
market how to drive sales how to do ecom
tools and whatnot that i've never seen
before but remember i was saying before
how gamification like in the military or
whatnot is is based on these rules and
sops and sops aren't very sexy so the
thing is how do we make those sexy we
have to gamify them and make them
interesting so i want to share with you
one thing so those of you guys who are
listening
you'll be able to listen to this
so we have this one thing here that we
call our goals so everyone who comes
into our company they could be an 18
year old dropout they could be a
stay-at-home mom
they have to set their three by three
goals personal physical professional
short medium long so it's a box with
nine
it's a tic-tac-toe right you follow me
and we have a way on how you fill it out
and how you have to submit it and the
system will send a note saying hey
marcus you didn't submit your goal sheet
right and then it's like ah it's like
doing taxes i got to sit on my goal
sheet right but then
we we decided let's make it fun so i had
grant cardone send the reminder and so
this is just an automated reminder that
comes out when you didn't fill out your
goal sheet and this is what happens hey
guys
dennis wanted me to hit you
fill out those boxes
nine simple boxes short medium long-term
goals personal physical professional
[Music]
every day i write my goals down
every single day so there he is he's
working out right how cool is it to get
a text message from uncle g
that's pretty fun i get i get other kind
of text messages from him that aren't as
fun as that so
[Laughter]
let's say that
you you know you know you're a young
adult and you worship someone like jake
paul so you could read all of our but we
have tons of books but young adults
don't want to read these books they'd
rather watch videos i'm stereotyping
they want to watch 15 second
entertaining videos that are interactive
so jake paul and i spent a whole year
filming this interactive choose your own
adventure thing where he and i are
asking questions like oh do you want to
learn to this i'm going to do that do
you want to start a youtube channel do
you want to start agency do you want to
do e-commerce and then we introduce you
to other people oh cool you do
e-commerce let me introduce you to
brendan agarnov who does almost eight
figures on shopify and he runs our sock
store where we're sending socks with
people's faces on them and brandon's
like hey thank you have you had the
socks right oh yeah i've got i've got a
couple pairs with my face on it that you
sent which is scary
the marcus murphy socks are going to be
a collector's item but then brennan says
thank you so much jake i'm going to show
you guys how you start an e-commerce
store how you pick a niche how you do
this how you do this how we run ads
right
and so now it's fun because you are
talking to someone or you are quasi
having a conversation with someone that
you respect so who am i
i'm 48 basically to be giving a young
adult advice on how to do social media
or ads or whatever would you rather hear
from someone you already know like a
jake paul would you rather hear from a
grant cardone would you rather hear from
someone else who we call a lighthouse
so with any group of people that we work
with we always have a lighthouse so say
for example
i have a digital marketing master class
with tom ferry who's the best known guy
in the world of real estate
i'm not a real estate agent i've never
bought or sold a house but if i wanted
to run a real estate agency right a
digital agency serving real estate
agents i would want to have a master
class with tom ferry so go google tom
ferryden as you and you'll see a master
class that we put on that drives tons of
leads tons of real estate agents they
come to us because they respect tom
ferry
and let's say tim and i we wanted to put
on a course on how do you shoot
three-pointers
people would look at this and say who
the heck is tim and dennis they don't
know anything about basketball but if we
brought in steph curry and steph curry
said hey we've got this class on
shooting three-pointers and then he says
let me bring in my friends tim and
dennis and they're also going to help
you
how does that change things yeah edifies
right you have to make that work by the
way dennis
have you ever shaken steph curry's hands
i have not no they are so rough because
the guy shoots
thousands of three-pointers every day
it's insane
little things like that from from
practice but the lighthouse strategy is
what most agency owners are missing in
terms of their ability to scale
effectively so for any niche that you
have figure out who the lighthouse is
and how do you co-create content with
them and then use the dollar a day
technique which marcus knows well about
so that everyone in that niche knows who
you are and then you never have to have
all this cold calling an appointment
setting and sales people you're going to
have lots and lots of clients coming
your way that that's the whole secret
and then if they come in you have to
have training with that lighthouse
that's so then it's continuous right so
we've got a ton of videos with grant
cardone you could love them or hate them
and guess who we're targeting on social
media if we've got videos of grant
cardone yeah it's got to be his people
we're targeting grant cardone so the
relevancy side the social media
algorithms on tick tock and youtube and
facebook like that
and then we show more grant cardone
content along the way so the lighthouse
is kind of this manifestation of the
secret or whatever you you know you
believe in whatever you think of you get
more of that same thing whatever you put
in the box
digital marketing is an amplifier of
that and our entire strategy is around
that so when you have great content i've
got a ton of great content with jake
paul i'm gonna run a dollar a day
against it to all the people who are
fans of jake paul and then let these
kids come through and learn digital
marketing and hire the best ones i l i
love the lighthouse theory i think it's
sensational um what about internally
so you you talked about being 48 and i'm
sure you know there's you've got a lot
of younger folks at your agency and i'm
quite a bit older than you are and so
i'm i'm fully 30 years older here than
anybody else
and
and when i started i thought okay
it's hard to
it's hard to listen to me and make that
make sense if you're 30 you know if
you're 25 or 28.
what i realized just super early on is
that gary vaynerchuk was saying a lot of
things that i just fundamentally agreed
with
and i thought okay if our team hears it
from gary they're going to relate to it
if they hear it from me it's just me
talking
right so in a way i i just embraced that
lighthouse theory you know ten you know
five six seven eight years ago but
more about how you
what are the internal lighthouses that
that you set there are no distinctions
between internal versus external because
a lighthouse is based on authority
so when gary vaynerchuk says it versus
when i say it people may ex may have
more trust in gary vaynerchuk in the
topic of social media but if gary
vaynerchuk gives you advice on how do
you fix a car he doesn't have any
authority in that area
so authority comes from three components
who's saying it
where is it being said so the
trafficking conversion some with marcus
murphy doing
being the host you know and
what is being said so what's the topic
so you can score 10 points on each of
these three for a maximum of 30 points
and whether that content's internal
external doesn't matter because gravity
doesn't matter whether you are
short or small or naked or whatever it
still applies we have this one giant
document that we call the the ultimate
action guide and it has a thousand
different tasks in it
if you can imagine actually there's more
than a thousand there's like 1200 tasks
in there and we show exactly how to do
every single task and on the cover we
say confidential for internal use only
when really that just helps and it is it
was internal but we make it public now
for people who want to buy that so they
can see this is how we actually execute
it's not sales literature but it
actually functions at sales literature
because anyone who comes in as a
potential client they're gonna say wow
there's so much here there's no way i
could do all these and hire up a team of
virtual assistants and have all the
software and this other integration i'd
rather just hire those guys
so when you're
transparent with how you do stuff that's
actually the best lead in sales
mechanism what's interesting though i
want to hear from like an agency owner
who's sitting around right now going
well how the hell do i get lighthouses
like how am i going to get a lighthouse
i want to i want to know about the
relationship building aspect of what you
do and how you've
created your own authority to get in
front of some of these really great
lighthouses you would never believe it
but 25 years ago i was this shy asian
engineer who wouldn't even pick up the
phone i would go to these forced parties
because i was on full scholarship and
whatnot and i just hide in the bathroom
because i didn't know how to network i
didn't know how to talk to people i'd
never spoken on stage but i learned how
to do toastmasters and i had a couple
mentors
that would introduce me to people i once
got in a car wreck
or my best friend wrecked the car and
my mentor introduced me to the chairman
of allstate insurance
dick hayen and said hey dick help out
dennis here he's got to process this
it's final exams he's under a ton of
pressure can you just get his claim
processed right away and he did the next
day the whole thing can you have you
seen all same problems
right away like that and then i had
dinner with george h.w bush
and margaret thatcher and herb keller
here and all and all kinds of
name-dropping level sorts of people i
had no business with these people i
would go to these dinners scared to
death
because al casey who was the ceo of
american
would invite me and you're not going to
say no to that right so he's like yeah
of course i'm going to go meet so and so
why wouldn't i want to have dinner with
so and so yeah i'm going to do that and
i'm afraid that if i open my mouth
they're going to realize that i'm a
total idiot and i don't know anything
sorry
as quietly as possible and they'll ask
me oh hey hey you young son who are you
and what do you do and i would try to
say my two or three sentences that i
memorized and it would come out the
wrong way but it was all through mentors
that opened doors for me everything i've
ever had was through a mentor that
opened doors for me and i have a lot of
friends that are agency owners and maybe
they don't have those kinds of net
connections so what do they do
they go to masterminds
they go to traffic conversion summit and
see marcus murphy be the mc
they meet people you need to meet people
who will build connections and open
doors for you so that you don't have to
be the one trying to cold call and reach
out and whatnot and then when you have
those connections what do you do you put
them on a podcast just like tim and
marcus are doing when you put someone on
a podcast and you elevate them and you
ask them smart questions
even if we say nothing about your agency
the fact that you are associated with
them creates something called implied
endorsement implied endorsement is they
didn't say oh you know working with
tim's great and i have all my white
label agency operations through him i
didn't say that actually i did but it's
implied right and so what you want to do
is be seen with these other people
because in the world of digital
marketing your potential clients they
don't really know who's good at digital
marketing they don't really know
anything about seo they just assume you
must be pretty good and if you can
deliver the performance like tim talked
about
then that implied authority becomes
actual authority so everything about
building a lighthouse is demonstrating
you can drive that result but you have
to have the connection which creates
perceived authority the connection of
perceived authority then with the
opportunity to execute creates actual
authority and then you interview that
lighthouse and it doesn't have to be
a tom ferry or glenville or one of these
people at the very top of the industry
because that's really high risk because
if you screw that one up you've done a
face plant in front of a lot of people
so you start with the clients that you
have and you document exactly how you do
that and you bring a c-level business
onto your podcast that bootstraps to a
b-level player that bootstraps to an
a-level player and that's the way i
started too i started with a bunch of
small little businesses and then went
bigger and bigger and i found that
working with like a nike or a starbucks
or an ashley furniture
had certain
complications in terms of how you manage
in a multi-agency environment or when
there's some complexity
when there's a lot of other people that
are coordinating especially with larger
budgets and legal and those sorts of
things that are being involved but the
fundamentals are still the same thing
it's still relationships and it's still
around the lighthouse you agency owners
out there you're serving mortgage
brokers interview your mortgage brokers
not for testimonials testimonials are
bad words because they're a one-way
obvious sales kind of pitch
but interview them about what's going on
and how they're growing and things that
have nothing to do with digital
marketing and that creates the implied
endorsement then you take that content
let's say you you take your podcast you
chop it up into different pieces through
dscript or frame.io or whatever your
favorite tools are and you target
mortgage brokers you target the
associations for mortgage brokers you
target people who read the magazines for
mortgage brokers and then you become
well-known among mortgage brokers it's
really that simple
and of course you have to share the sop
so the best thing is if you've executed
digital marketing and you've documented
how you do it document it as in loom and
zoom and whatever you chop those up and
turn it to a course you can have va's
literally take
this is what we do which is not a secret
but people don't do this for some reason
we have hundreds of zoom calls where we
are showing exactly how we do stuff or
it could be client calls everything that
we do we then turn into these sops this
book that we have that's the number one
bestseller on tick tock ads yeah do you
think
i actually wrote that book of course not
no i did 20 different webinars just
recording myself live making tick tock
ads and making mistakes and oh let's try
this let's try that oh this seemed to
work oh look our cost per lead is
getting better oh let's put more money
on this one just messing around
experimenting and
some of our team members mostly va's had
to sit through hours and hours of dennis
messing around with tick-tock ads and
they turned it into a book and sang
awesome each of you guys should have a
book you should always record all zoom
calls right because the clients will
give you permission they always do and
then take those best pieces turn into a
book if you're using a client example
you have to get their permission of
course but i believe everyone should
take that turn into a book and then
they're the authority on digital
marketing for
financial advisors whatever it is right
the niche brilliant i'm thinking about
white label right now tim and and you
guys and i'm like sitting there going
like you should be the kings of white
label you know kings and queens of white
label and own it and write the book on
white label um which is really
interesting i just feel like right now
my head's gonna explode because i need
to go back and like dissect a couple of
things you said i don't want to be
distracted steph curry's got rough hands
yeah let all those fun facts go
lighthouse lighthouse lighthouse build
authority sops i got all that part so
tim and i really created one thing
because we really feel like people can
get overwhelmed with content and that's
why our shows aren't that super long but
also we want to be able to say if
someone slammed their
slam the laptop shut right now turned
off the thing what's the one big
actionable thing that they can go do
right now in their agency that you you
feel like would make an impact the one
thing that you can do
is inventory any co-created content that
you've ever made it could be on youtube
it could be a podcast it could be a
conference presentation it could be 10
years ago stuff that you've made
and chop it up into lots and lots and
lots of little pieces so you never need
to create content again
most people are constantly trying to
create more and more content which makes
no sense at all i saw axel rose sing
sweet child of mine in paradise city
that was from 1987 and he's collecting
royalties on that you guys remember that
with guns and roses it's my daughter's
song with me and we're doing that at her
wedding in a month
so when you have something some kind of
win
some kind of content that you've
co-created that has high authority
remember there's the three components of
authority with a 30-point maximum scale
that's what's going to drive your
business in terms of training so you
don't have to keep repeating the same
things in terms of getting more clients
because people can see who you're
working with you don't need to be
creating new content i think that you
should be spending 80 of your time and
money repurposing greatest hits and
maybe maximum 20 of your time creating
new content so when i was on cnn arguing
with mark zuckerberg in front of three
and a half million people live
about cambridge analytica and stuff like
that that is driving us
roi today
even though that was years ago
i don't need to create any more content
because there's stuff that i did in the
past now it doesn't have to be you know
on tv this kind it could be anything it
could be a simple podcast that only had
three or four views my buddy mark lack
was on
john dumas's entrepreneurs on fire
podcast which is a big deal
but that episode i think had 117 views
because he didn't repurpose that content
so this whole thing is take that long
form content repurpose it chop it up
into little pieces put out 15 second
snippets that are tick-tock highlights
that are instagrams or facebook's
transcribe it into a blog post repurpose
what you already have that's my main
point for you guys you have literally
done the slow rise and and the the hard
work of implementing everything that you
say that you do in the world so i just
want to commend you on that and we're
just so thankful that you took a little
bit of time with us today yeah thank you
marcus and tim and this is what i've
been living and breathing the last 30
some years i've done each of these
things i've told you i've done thousands
of times it's not just like one random
time it worked and then we'll say that
over and over again there's a lot of
gurus out there and you know why they
call themselves gurus why because they
can't spell charlatan
[Laughter]
what a great way to end the show uh
dennis you everybody dennis thank you so
much you are always a pleasure and uh
we'll definitely be in touch and and by
the way like i said before if anybody
wants to get in touch with dennis his
information is below dennis thank you so
much for coming on agency talk
thank you gentlemen
[Music]
dennis you tim i mean
i'm blown away yeah i love it i love it
another great episode at agencytalk hey
uh go ahead and join the conversation
hit us up over at agencydashtalk.com
where you can find all the episodes if
this is your first time listening to the
podcast we got more cool people so go
back and listen to the other experts
that we've had on the podcast and uh
until next time uh tim you're a
wonderful human being and i i'm honored
to do this with you here at agency talk
marcus you are my lighthouse
we'll go out of that wood my lighthouse
[Music]
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