WEBVTT 1 00:00:00.719 --> 00:00:04.080 Social media and marketing in general can feel super 2 00:00:04.080 --> 00:00:07.839 impersonal. And that's why I'm excited to have today's guest on the show, Dre 3 00:00:07.839 --> 00:00:11.375 Baldwin, who sent me a custom video proposal, 4 00:00:11.375 --> 00:00:14.974 y'all, to be on this podcast. So today we're gonna dive into 5 00:00:14.974 --> 00:00:18.810 his amazing work that he does, all of the success he's had on 6 00:00:18.810 --> 00:00:22.570 social media. He's given 4 TED Talks. He's authored over 33 7 00:00:22.570 --> 00:00:25.950 books. I'm excited to dive into that conversation shortly 8 00:00:26.170 --> 00:00:27.230 right after this. 9 00:00:33.675 --> 00:00:36.950 You're listening to the Mindful Marketing Podcast. I'm Andrea 10 00:00:37.090 --> 00:00:37.590 Jones. 11 00:00:41.090 --> 00:00:44.855 I've recorded over 300 podcast episodes. Yeah, it's 12 00:00:44.855 --> 00:00:48.075 a lot. And I've tried a lot of podcast recording studios. 13 00:00:48.614 --> 00:00:52.375 My favorite one is Riverside. Their virtual studio makes 14 00:00:52.375 --> 00:00:55.900 me look super profesh as I interview my guests or even 15 00:00:55.900 --> 00:00:59.660 record solo episodes. I even low key record my YouTube videos 16 00:00:59.660 --> 00:01:03.285 in the studio because it's so easy to use. My editing 17 00:01:03.285 --> 00:01:06.825 team loves that they're separate audio and video tracks. 18 00:01:07.445 --> 00:01:11.205 Plus, they have a bunch of new AI tools that makes editing easy 19 00:01:11.205 --> 00:01:15.050 breezy lemon squeezy. If you want to try Riverside for yourself, 20 00:01:15.350 --> 00:01:18.790 they've been super sweet and given me a 15% off 21 00:01:18.790 --> 00:01:22.285 discount for you, the person watching or listening to this 22 00:01:22.285 --> 00:01:25.965 ad. Just go to riverside.fm and put 23 00:01:25.965 --> 00:01:29.500 code Drea, that's d r e a, at checkout and you'll get 24 00:01:29.500 --> 00:01:32.079 your 15% off. Thank you, Riverside. 25 00:01:34.859 --> 00:01:38.705 Dre. I'm so excited. Welcome to the show. Andrea, 26 00:01:38.765 --> 00:01:42.284 I'm excited to be here. Thank you for having me on. You know, when I 27 00:01:42.284 --> 00:01:46.125 got that custom video, I watched it, and then I sent it to my 28 00:01:46.125 --> 00:01:49.539 podcast manager and was like, I think they have to have Dre on the 29 00:01:49.539 --> 00:01:53.140 show. What I'm glad it worked. Yeah. It 30 00:01:53.140 --> 00:01:56.965 worked. What what inspired you to do something so custom like that? 31 00:01:56.965 --> 00:02:00.485 Because I'll tell you, I I in all my years doing this, I feel like 32 00:02:00.485 --> 00:02:04.265 I've gotten 3 of these after 300 episodes. 33 00:02:05.520 --> 00:02:09.280 Well, what inspired me to do that was just always looking for what can I 34 00:02:09.280 --> 00:02:12.800 do that doesn't scale? Something that I know is gonna be different than what 35 00:02:12.800 --> 00:02:16.365 everybody else is doing. Because I have a a podcast myself, 36 00:02:16.584 --> 00:02:20.425 but I don't even have guests on my show. But I get pitches, those cut 37 00:02:20.425 --> 00:02:24.239 and pasted pitches from people's managers and things like that. And I said, alright. 38 00:02:24.239 --> 00:02:26.959 So if everybody I'm reaching out to is sending that, then how am I gonna 39 00:02:26.959 --> 00:02:29.680 stand out? I had to do something that other people won't do. And it has 40 00:02:29.680 --> 00:02:32.775 to be real. What can I do today that won't do? And I know people 41 00:02:32.775 --> 00:02:35.655 won't take the time to do that. So I know me doing that is gonna 42 00:02:35.655 --> 00:02:38.989 stand out for the people who see it. Well, it definitely stood out to me. 43 00:02:38.989 --> 00:02:42.510 And I'm curious, how does this show up in other areas of your business? 44 00:02:42.510 --> 00:02:46.165 Because we think about businesses. Scale 45 00:02:46.165 --> 00:02:49.605 is the buzzword. Right? Everyone wants to scale, and you said you're doing 46 00:02:49.605 --> 00:02:53.284 activities that don't scale. So what else do you do in your business that doesn't 47 00:02:53.284 --> 00:02:56.959 scale? Man, that's a great question. So is this going back to 48 00:02:56.959 --> 00:03:00.640 when I first was before even my business, like, when I was an 49 00:03:00.640 --> 00:03:03.614 athlete and I was just trying to get on playing sports, and I'm sure we'll 50 00:03:03.614 --> 00:03:07.235 talk a little bit about that, I was just trying to get a 51 00:03:07.454 --> 00:03:11.110 agent to represent me. Usually, agents come calling you and you pick 52 00:03:11.110 --> 00:03:13.829 1. I didn't have anybody coming to me. I had to go get them to 53 00:03:13.829 --> 00:03:17.644 pick me, to choose me, to accept me rather. So I would cold 54 00:03:17.644 --> 00:03:21.325 call agents even back in the days. I've always been a salesperson. So that's how 55 00:03:21.325 --> 00:03:24.579 I first started doing it. And when I realized that would work because at in 56 00:03:24.579 --> 00:03:27.459 the sports world is a 1,000 guys who think they're good enough to get one 57 00:03:27.459 --> 00:03:30.900 job. Right? So how do you separate yourself from another 1,000? Everybody thinks they're better 58 00:03:30.900 --> 00:03:34.315 than everyone else. That's not enough. Like, what can you do that they're not gonna 59 00:03:34.315 --> 00:03:38.155 do? So as far as in my business these days, I'm I've always been 60 00:03:38.155 --> 00:03:41.740 a person who always read my comments. I always respond to my comments. I respond 61 00:03:41.740 --> 00:03:45.500 to text messages. I will have direct conversations with people who haven't even given me 62 00:03:45.500 --> 00:03:49.334 any money and let them just build that relationship. So I've always 63 00:03:49.334 --> 00:03:53.015 been big in just building a relationship with my audience because that's really how I 64 00:03:53.015 --> 00:03:56.534 got on in the first place. It's just this random guy who nobody knows, 65 00:03:56.534 --> 00:04:00.239 but he's giving people value, and you can actually talk to this guy. You can't 66 00:04:00.239 --> 00:04:02.640 talk to the guy on TV or the guy in the magazine, but you can 67 00:04:02.640 --> 00:04:05.439 talk to this guy. And I've always been that type person, and a lot of 68 00:04:05.439 --> 00:04:09.265 my ideas for what to do next comes from the conversations I have 69 00:04:09.265 --> 00:04:13.025 with people in my audiences. So it serves me at the same time that it's 70 00:04:13.025 --> 00:04:16.310 serving them. Yeah. Okay. I wanna go way back. You mentioned 71 00:04:16.769 --> 00:04:20.389 your time as an athlete, and you were cold calling agents, 72 00:04:21.605 --> 00:04:25.205 to represent you. And I know when we think about athletes too, you're you're 73 00:04:25.205 --> 00:04:28.645 talking about the top 1% of the 1%. Right? Everyone is 74 00:04:28.645 --> 00:04:32.259 talented at that point. So when you're calling these agents and you're 75 00:04:32.259 --> 00:04:35.940 doing the things that can't be scaled, what are you saying? 76 00:04:35.940 --> 00:04:39.595 Like, how do you stand out, when when compared to the 77 00:04:39.595 --> 00:04:43.275 other competitors in your space? Great question. 78 00:04:43.275 --> 00:04:47.060 Well, the first thing most athletes are thinking is, well, I can just run faster, 79 00:04:47.060 --> 00:04:50.900 jump higher. I can do dribble better and make a better jump shot. But I 80 00:04:50.900 --> 00:04:54.660 realized I've always been this person who kind of thinks in, like, deductive reasoning. So 81 00:04:54.660 --> 00:04:57.915 I'm thinking if there's a 1,000 of us all trying to get 82 00:04:58.135 --> 00:05:01.895 maybe 5, 10 available jobs, maybe even 83 00:05:01.895 --> 00:05:05.610 more, Everybody's thinking, well, I'm just better than another player. So if they let us 84 00:05:05.610 --> 00:05:09.070 all get on the court, then I'll prove it. But better is extremely subjective, 85 00:05:09.450 --> 00:05:13.165 Andre Andreas. So it's very hard to prove that you're better than somebody because 86 00:05:13.165 --> 00:05:16.525 it's all based on people's opinion. So you might have this opinion, but someone else 87 00:05:16.525 --> 00:05:20.350 has a different opinion who's right, who's wrong. So I asked myself, what can 88 00:05:20.350 --> 00:05:24.190 I do that will make me stand out in a way that's completely different 89 00:05:24.190 --> 00:05:28.035 from them regardless of skill set? And I knew that there were a 90 00:05:28.035 --> 00:05:30.755 lot of players in my boat who we felt like we're good enough to play 91 00:05:30.755 --> 00:05:34.194 pro, but nobody no one was calling us. So I said, let me just call 92 00:05:34.194 --> 00:05:37.540 them. And, again, I've always been a salesperson. At the time that I started my 93 00:05:37.540 --> 00:05:41.300 career, I was actually working as a salesperson at a gym, calling people 94 00:05:41.300 --> 00:05:44.100 and trying to get them to come to the gym to buy memberships. Okay. So 95 00:05:44.100 --> 00:05:47.925 I already I was already very comfortable with the concept of calling someone out the 96 00:05:47.925 --> 00:05:51.285 blue and trying to sell them something. So I was already in on it. Now 97 00:05:51.285 --> 00:05:53.765 I was selling myself. So if I could sell a gym membership, I could sell 98 00:05:53.765 --> 00:05:56.830 me. Right? I believe in me more than I believe in the gym. So that's 99 00:05:56.830 --> 00:06:00.430 why I was, reaching out to these agents. Again, not once I had some 100 00:06:00.430 --> 00:06:03.665 collateral. I had a scouting report. I had some footage of myself playing. I I 101 00:06:03.665 --> 00:06:06.065 said, okay. Here's who I am. Here's what I have. And I knew what those 102 00:06:06.065 --> 00:06:09.825 agents wanted. And an agent just wants somebody who is going to make money, 103 00:06:09.825 --> 00:06:13.500 who's gonna get a job, Because when their client makes money, they make 104 00:06:13.500 --> 00:06:16.539 money. So I knew what they wanted. I knew what I wanted. So so let 105 00:06:16.539 --> 00:06:19.580 me offer them some type of mutual benefit here. If they believe I'm good enough, 106 00:06:19.580 --> 00:06:22.695 then why would they say no? Now I call 60 of them. Only one of 107 00:06:22.695 --> 00:06:26.535 them said yes. But one is all you need. Yeah. What is all you 108 00:06:26.535 --> 00:06:30.235 need? What is all you need? You know what I love about this story too 109 00:06:30.819 --> 00:06:34.360 is the fact that you really hone in on 110 00:06:34.740 --> 00:06:38.259 the consistency of doing these calls even though it took 111 00:06:38.259 --> 00:06:41.905 60 of them before you got someone to call you back. 112 00:06:42.365 --> 00:06:45.905 And then also believing in yourself and 113 00:06:45.965 --> 00:06:49.560 using the skills that you have to focus on what that 114 00:06:49.560 --> 00:06:53.400 person wants. What does the person on the other side of the call want? And 115 00:06:53.400 --> 00:06:57.180 I think that's really, you know, bringing it back to this podcast, that's really why 116 00:06:57.595 --> 00:07:01.355 I ultimately really enjoyed your your pitch. Because not 117 00:07:01.355 --> 00:07:04.875 only was it personable, you said, hey, Andrea. I was like, oh, this is just 118 00:07:04.875 --> 00:07:08.139 to me. But you also positioned 119 00:07:08.280 --> 00:07:12.120 yourself as, like, here's what I can bring to your show. And so I 120 00:07:12.120 --> 00:07:15.645 think that unscalable model is 121 00:07:15.645 --> 00:07:19.245 super important when we think about business as well. How do we 122 00:07:19.485 --> 00:07:23.300 instead of focusing it on, you know, trying to make as much 123 00:07:23.300 --> 00:07:26.360 money as possible, how can we figure out the needs of the other people? 124 00:07:26.820 --> 00:07:30.660 So translating that into your business today, you know, obviously, you have a lot of 125 00:07:30.660 --> 00:07:33.974 success, all the TED Talks, the books. You've had, 126 00:07:34.294 --> 00:07:37.595 content that's been consumed over a 103,000,000 times. 127 00:07:38.215 --> 00:07:41.840 How do you translate that, you know, cold call 128 00:07:42.220 --> 00:07:45.199 energy? Like, I'm doing this 1 to 1 129 00:07:45.820 --> 00:07:49.039 into the content that you create that has been seen 130 00:07:49.395 --> 00:07:52.755 by way more than one person? Great question. 131 00:07:52.755 --> 00:07:56.435 So a lot of the things that I put out there, Andrea, 132 00:07:56.435 --> 00:07:59.919 are simply me answering questions that either I've been 133 00:07:59.919 --> 00:08:03.360 asked directly, which at a certain point, you pretty much have answered all of 134 00:08:03.360 --> 00:08:06.895 those. And then you get to the point where you're answering the questions that people 135 00:08:06.895 --> 00:08:09.695 you need to ask, but they don't even know they need to ask. Mhmm. And 136 00:08:09.695 --> 00:08:13.500 that's what makes us experts because we're thinking of what 137 00:08:13.500 --> 00:08:16.300 you should be thinking about, but you are not advanced enough to do it, but 138 00:08:16.300 --> 00:08:19.340 that's the reason why, you know, they pay us. They pay us attention. They pay 139 00:08:19.340 --> 00:08:23.005 us money because we're 10 steps ahead of the audience. And that's the reason that 140 00:08:23.005 --> 00:08:26.525 the our audience is our audience because we are seeing what they're not even 141 00:08:26.525 --> 00:08:30.250 understanding. So sometimes somebody asked me a question or to make a comment, and 142 00:08:30.250 --> 00:08:34.010 I understand that their thinking is off, but they don't understand it. So my 143 00:08:34.010 --> 00:08:36.330 job is to get 10 steps ahead of them and help them understand, okay. The 144 00:08:36.330 --> 00:08:40.044 reason you're asking this question is because that's connected to this thought and this experience, 145 00:08:40.044 --> 00:08:43.325 but let me help you understand what you're not seeing. And then I make my 146 00:08:43.325 --> 00:08:46.765 material based on that. And the other thing is I heard somebody say this 147 00:08:46.765 --> 00:08:50.530 once. He said that in his audience, if he gets asked the same question three 148 00:08:50.530 --> 00:08:54.310 times, he goes and makes a product out of that answer to the question. 149 00:08:54.435 --> 00:08:57.154 So whether that be, I'll go make a course. I'll go make a webinar. I'll 150 00:08:57.154 --> 00:09:00.035 go make a I don't know what else you can make a book. Something to 151 00:09:00.035 --> 00:09:02.995 answer that question because if you get 3 people asking you the same question, it's 152 00:09:02.995 --> 00:09:06.730 probably another 10,000 who had the same question. Right? Or they need 153 00:09:06.730 --> 00:09:09.930 to be asking that question. They just don't know it. So I create my content 154 00:09:09.930 --> 00:09:13.365 based on what are the things that I know people in my audience are either 155 00:09:13.365 --> 00:09:17.125 thinking or they're gonna be thinking or they should be thinking, and I just jump 156 00:09:17.125 --> 00:09:20.005 ahead of them and show them, hey. This is what you need to be knowing. 157 00:09:20.005 --> 00:09:23.650 This is what you need to understand. Maybe even before they realize it. Yeah. 158 00:09:23.650 --> 00:09:27.490 Oh, I love that. Okay. I wanna get, like, super nosy and specific about your 159 00:09:27.490 --> 00:09:31.135 content strategy. But keeping it broad strokes as well, you 160 00:09:31.135 --> 00:09:34.735 mentioned so this concept of someone asks you a 161 00:09:34.735 --> 00:09:38.275 question, you create the content, someone asks you three times, 162 00:09:38.575 --> 00:09:42.110 you make it into a product. My mind instantly goes to, 163 00:09:42.110 --> 00:09:45.170 like, I don't have time for all that. So how do you balance 164 00:09:45.870 --> 00:09:49.405 how do you balance the, like, need to create the product 165 00:09:49.405 --> 00:09:52.625 itself versus the 166 00:09:52.845 --> 00:09:56.605 desire to create the, like, public free content that we see on, 167 00:09:56.605 --> 00:10:00.370 you know, YouTube and in social media? Yeah. I think it's a matter 168 00:10:00.370 --> 00:10:04.130 of, first of all, having a process. So the cleaner and smoother your process 169 00:10:04.130 --> 00:10:07.915 is, then the more you can mass produce, for lack of a better term, 170 00:10:07.915 --> 00:10:11.755 either your content or your products. Because if you have a clean process for, 171 00:10:11.755 --> 00:10:15.180 okay, every time I write a book, this these are the 17 steps I need 172 00:10:15.180 --> 00:10:18.020 to take to write a book so you're not reinventing the wheel every time. So 173 00:10:18.020 --> 00:10:21.220 that way, if it takes most people a year to write one book, you might 174 00:10:21.220 --> 00:10:24.915 be able to write 3. Right? Because you have the process. Same thing with 175 00:10:24.915 --> 00:10:28.615 content. If it takes someone a week to do, one 176 00:10:28.995 --> 00:10:32.180 video, maybe you could do a video a day simply because you have process, and 177 00:10:32.180 --> 00:10:35.900 all you had to do is just follow that assembly line process, so to speak, 178 00:10:35.980 --> 00:10:39.675 what you're doing. So number 1 is the process. Number 2 is you 179 00:10:39.755 --> 00:10:42.235 you had to draw a clear line. You had to have a structure. And the 180 00:10:42.235 --> 00:10:46.075 structure is a line between what do I do for free and 181 00:10:46.075 --> 00:10:49.535 what do I do for pay. And when you are clear what that line is, 182 00:10:49.710 --> 00:10:53.150 then it's easy to make the decision of what's gonna be free content versus what's 183 00:10:53.150 --> 00:10:56.510 gonna be paid. And what I found when it comes to content is 184 00:10:56.510 --> 00:10:59.715 that, a lot of us who are in the thought leadership space, a lot of 185 00:10:59.715 --> 00:11:03.475 the stuff that we offer behind the paywall is really about 186 00:11:03.475 --> 00:11:07.160 the personalized help that people want with 187 00:11:07.300 --> 00:11:10.760 the same stuff that we already told them for free. So it's not necessarily 188 00:11:10.899 --> 00:11:14.660 we're creating brand new stuff when you get into the behind the paywall that 189 00:11:14.660 --> 00:11:18.295 all of a sudden we got this whole, hidden world of material that you never 190 00:11:18.295 --> 00:11:21.915 knew about. It's just that we're giving you more hands on application 191 00:11:22.215 --> 00:11:26.010 of how to use it, how to use it specifically for your situation, holding 192 00:11:26.010 --> 00:11:29.690 you accountable to making sure it gets done. And, what a lot of people 193 00:11:29.690 --> 00:11:33.505 do do these days with group materials is now you also connect with a community 194 00:11:33.505 --> 00:11:36.545 of like minded people who are also on the same path as you. And those 195 00:11:36.545 --> 00:11:40.389 things are all worth money. And I've heard, marketers say that you can take 196 00:11:40.389 --> 00:11:43.910 the same material and put it into a different package and the value of it 197 00:11:43.910 --> 00:11:47.750 changes because it's a different approach. So the material that's in a lot of 198 00:11:47.750 --> 00:11:51.245 coaches have books. Right? And a lot of the material that's in their 199 00:11:51.245 --> 00:11:54.765 coaching program that you may pay tens of 1,000 of dollars for is all in 200 00:11:54.765 --> 00:11:58.365 the book. But people don't value a book that they pay $20 for the way 201 00:11:58.365 --> 00:12:01.950 they value a coaching program they paid $25,000 for. That 202 00:12:01.950 --> 00:12:05.470 that investment gets more of their attention and they pay more attention, and 203 00:12:05.470 --> 00:12:09.165 therefore, they get more value out of it because they're more invested. So 204 00:12:09.545 --> 00:12:12.925 it's a a human psychological thing more than it is a 205 00:12:13.225 --> 00:12:16.950 tactical, information thing. Because, what I tell 206 00:12:16.950 --> 00:12:20.170 people in my audience I have a lot of entrepreneurs in my audience is that, 207 00:12:20.550 --> 00:12:24.230 Chat GPT and Google have us beat on information. You're not gonna win that race. 208 00:12:24.230 --> 00:12:27.995 So you're we're not this is not about information. It's about how is 209 00:12:27.995 --> 00:12:31.435 this applied, who's being held accountable, and the relationship you have with your audience. That's 210 00:12:31.435 --> 00:12:35.260 what matters the most. Yeah. A 110%. Especially in the in 211 00:12:35.260 --> 00:12:38.380 the age of YouTube, you can literally just look up anything you want an answer 212 00:12:38.380 --> 00:12:42.060 to and Exactly. There'll be several many opinions you could scroll through to figure it 213 00:12:42.060 --> 00:12:44.765 out. I love that. Okay. We're gonna take a quick break. And when we come 214 00:12:44.765 --> 00:12:48.605 back, I wanna get nosy about your specific content strategy when we get 215 00:12:48.605 --> 00:12:49.105 back. 216 00:12:54.340 --> 00:12:58.185 If you are launching anything on social media right now, I've 217 00:12:58.185 --> 00:13:01.964 gotta share with you my free, yes, free launch planner. 218 00:13:02.185 --> 00:13:05.785 Now listen, this is not a new thing, but I completely updated 219 00:13:05.785 --> 00:13:09.519 it for here, now, and today. And you can grab it by 220 00:13:09.519 --> 00:13:13.279 going to onlinedrea.com/launch. Inside, you will 221 00:13:13.279 --> 00:13:16.635 find not only your launch posting kit, 222 00:13:17.095 --> 00:13:20.875 but a pre and post launch plan, and 223 00:13:21.335 --> 00:13:24.820 a full 24 day social media launch calendar. 224 00:13:26.080 --> 00:13:29.360 This is exactly what I teach inside of my programs, and I'm giving it to 225 00:13:29.360 --> 00:13:32.475 you away for free. Try it out for yourself, onlinedre.com/launch. 226 00:13:38.110 --> 00:13:41.810 Okay. We're back. So just taking a quick look 227 00:13:42.029 --> 00:13:45.250 at your socials. You've got Instagram, YouTube, Facebook, 228 00:13:45.389 --> 00:13:49.225 LinkedIn, x, TikTok. You you're a lot of places. 229 00:13:49.225 --> 00:13:51.725 Plus you write the books, plus you have your offers. 230 00:13:52.985 --> 00:13:56.360 What is your main content focus right 231 00:13:56.360 --> 00:13:59.960 now? Main content focus is probably 232 00:13:59.960 --> 00:14:03.525 my my master class, also known as podcast. I call it a master class. 233 00:14:03.845 --> 00:14:07.365 Master my daily show, comes out every single day. So it's basic it's only 234 00:14:07.365 --> 00:14:10.645 me talking. So it's kinda like the radio. So if this was 30 years ago, 235 00:14:10.645 --> 00:14:13.990 I have my own radio show. But since it's today, I got a podcast. So 236 00:14:13.990 --> 00:14:17.830 it's just me every day just giving people the game around the 237 00:14:17.830 --> 00:14:21.430 work on your game, philosophy, whatever I see. And as we talked about, 238 00:14:21.430 --> 00:14:25.075 whatever questions I think either people are directly asking me that I 239 00:14:25.075 --> 00:14:28.115 haven't thought of answering yet. But since I've been in the game for so long, 240 00:14:28.115 --> 00:14:31.770 often it's me answering questions that people haven't asked me yet, but I know they 241 00:14:31.770 --> 00:14:35.130 should be asking. So that's my main place is that daily 242 00:14:35.130 --> 00:14:38.250 show. And then a lot of the material that I put out on the other 243 00:14:38.250 --> 00:14:41.885 platforms are simply derivatives of things that I'll talk about 244 00:14:41.885 --> 00:14:45.405 there. So that's basically the feeder, and everything else kinda plays off of 245 00:14:45.405 --> 00:14:49.180 that. A daily podcast takes a lot of discipline. 246 00:14:49.180 --> 00:14:52.399 And I know discipline's something like, it's a core part of what you talk about. 247 00:14:52.620 --> 00:14:56.345 But for entrepreneurs thinking about daily podcast, 248 00:14:56.345 --> 00:15:00.105 like, how should we think about discipline in order to make a project like 249 00:15:00.105 --> 00:15:03.770 that successful? Oh, that's a great question as well. So 250 00:15:03.770 --> 00:15:07.610 discipline, first of all, biggest challenge people have with discipline is that they try to 251 00:15:07.610 --> 00:15:10.565 force feed it, and that's the wrong way to be disciplined. There are probably a 252 00:15:10.565 --> 00:15:13.605 lot of people listening to this who probably feel like I need to be more 253 00:15:13.605 --> 00:15:17.445 disciplined at throwing them away. Going to the gym, with managing 254 00:15:17.445 --> 00:15:21.220 my money, with, spending more time with my kids, spending more time 255 00:15:21.220 --> 00:15:24.740 with my significant others, starting my podcast, finishing my course, 256 00:15:24.900 --> 00:15:27.700 writing my book. Now a lot of people say they wanna be more disciplined with 257 00:15:27.700 --> 00:15:31.105 a thing, but they aren't being disciplined at it. It's because they're trying to force 258 00:15:31.105 --> 00:15:34.625 it. When instead, you need to understand how discipline works. 259 00:15:34.625 --> 00:15:38.000 Discipline is a result of structure. When you have a strong 260 00:15:38.000 --> 00:15:41.220 structure, discipline is a natural 261 00:15:41.440 --> 00:15:44.800 byproduct of it. So if you think about the example I like to give is 262 00:15:44.800 --> 00:15:48.495 when you were in 2nd grade and the teacher didn't come to school that 263 00:15:48.495 --> 00:15:51.555 day, but a substitute teacher came in the classroom, what did you and your classmates 264 00:15:51.615 --> 00:15:55.310 immediately think? They think, alright. Today is gonna be a zoo. Yep. 265 00:15:55.769 --> 00:15:59.290 Acting up. Right. Exactly. Why? Because the teacher 266 00:15:59.290 --> 00:16:02.810 represented structure. And when the main teacher's not there and the 267 00:16:02.810 --> 00:16:06.575 substitute walks in, you know that there's no structure. Therefore, you could do whatever you 268 00:16:06.575 --> 00:16:10.415 want. So structure creates discipline, and structure comes from having clear 269 00:16:10.415 --> 00:16:14.100 principles. A lot of people don't have clear principles or a 270 00:16:14.100 --> 00:16:17.860 personal operating system. The same way that the iPhone has an operating 271 00:16:17.860 --> 00:16:21.705 system. And every 6 or 7 months or so, they give you a new one 272 00:16:21.705 --> 00:16:25.385 to update that operating system. Humans need an operating system. And when you have a 273 00:16:25.385 --> 00:16:28.800 clear operating system, that means you have clear principles, which means you don't need to 274 00:16:28.800 --> 00:16:32.639 spend a lot of time in deliberation and decision making. So that operating system 275 00:16:32.639 --> 00:16:36.319 leads to this is the structure I'm gonna follow because it's a a reflection of 276 00:16:36.319 --> 00:16:40.005 my principles. The discipline is a result of the structure. 277 00:16:40.144 --> 00:16:43.985 As a result of that discipline, you have confidence. Confidence leads to performance, performance 278 00:16:43.985 --> 00:16:47.529 to results, results to rewards. So that's the process that 279 00:16:47.529 --> 00:16:51.370 everyone needs to follow. And when it comes to I don't even remember exactly what 280 00:16:51.370 --> 00:16:54.329 your question was. I kinda went on tangent. No. No. I love it. It's all 281 00:16:54.329 --> 00:16:57.335 about, like, discipline and how to set that up, especially 282 00:16:57.795 --> 00:17:01.395 considering you have this this daily master class that you 283 00:17:01.395 --> 00:17:05.190 produce. Yeah. So the thing is, Andrea, I this goes 284 00:17:05.190 --> 00:17:07.910 to another thing. You asked me at the beginning. What do I do that doesn't 285 00:17:07.910 --> 00:17:11.105 scale? Alright. So when I first started my show, I said, alright. I gotta because 286 00:17:11.105 --> 00:17:14.804 I started my show in 2016. And at this time, 2016, 287 00:17:14.865 --> 00:17:17.984 there was a lot of people doing podcasting. So a lot of people jumping in 288 00:17:17.984 --> 00:17:21.809 because before that, I was doing YouTube, and then YouTube got saturated. Everybody was 289 00:17:21.809 --> 00:17:25.569 doing YouTube. Now everybody's doing podcasts. So I said, what can I do on 290 00:17:25.569 --> 00:17:28.945 my show that's gonna be different from everybody else who has a show? I said, 291 00:17:28.945 --> 00:17:32.145 alright. Well, I can't just prove that I'm better than them. So what else can 292 00:17:32.145 --> 00:17:35.505 I do? I said, alright. I'm a put out a show every single day. And 293 00:17:35.505 --> 00:17:38.728 that's what I did. I'm a put out a show every day, but not like 294 00:17:38.728 --> 00:17:41.943 the little 3 minute episodes. I'm a do, like, 20, 30 minutes every day, which 295 00:17:41.943 --> 00:17:45.345 is what I do. So every day is a 20, 30, sometimes 40, 50 minute 296 00:17:45.345 --> 00:17:48.065 episode depending on what the subject is and how much I had to say, and 297 00:17:48.065 --> 00:17:51.505 just put it out every single day. Now that does not scale. That is not 298 00:17:51.505 --> 00:17:55.289 AI generated. That is not I don't do, replay episodes. I don't 299 00:17:55.289 --> 00:17:58.010 run back an episode from 5 years ago. If you missed it, you missed it. 300 00:17:58.010 --> 00:18:01.690 You still catch it. I mean, it's free. But I put out new material, fresh 301 00:18:01.690 --> 00:18:05.274 material every single day, and nobody can beat me at 302 00:18:05.274 --> 00:18:08.955 that. So that's that's another thing that doesn't scale that I've always 303 00:18:08.955 --> 00:18:12.475 done. So that's the the discipline is a result of the structure. The 304 00:18:12.475 --> 00:18:16.240 structure result, the principle, the principle result of just the decision that I made. What 305 00:18:16.240 --> 00:18:19.840 can I do that other people aren't doing? I mean, even the thought process 306 00:18:19.840 --> 00:18:23.305 behind, like, how can I do this differently from other 307 00:18:23.305 --> 00:18:27.065 people is so interesting to me because especially as 308 00:18:27.065 --> 00:18:30.890 a marketer, I always think, oh, here's what I know works, you you 309 00:18:30.890 --> 00:18:33.630 know, because I see this time and time again? So I'm gonna take this formula 310 00:18:33.850 --> 00:18:37.690 and just keep applying it. And this is where you get the saturation. Right? 311 00:18:37.690 --> 00:18:41.135 The reason it worked the first couple of times may not be the same 312 00:18:41.135 --> 00:18:44.835 reason reasoning, you know, 5, 10 years down the road. 313 00:18:44.895 --> 00:18:47.955 So what you've done is you've gone, how can I do this differently 314 00:18:48.710 --> 00:18:52.470 knowing that better may not be the difference? Right? It's 315 00:18:52.470 --> 00:18:56.075 not just better. It's Right. It's you've gotten more 316 00:18:56.075 --> 00:18:59.835 quantity. You've gone in a way that just your your body of work 317 00:18:59.835 --> 00:19:03.375 is so large now because you've you've been doing this for so long. 318 00:19:04.730 --> 00:19:08.190 Okay. So back to, like, the specifics of this masterclass, 319 00:19:09.450 --> 00:19:13.225 the show itself, what are the the systems 320 00:19:13.285 --> 00:19:16.965 behind that? Like, do you have a team supporting you? How do you record 321 00:19:16.965 --> 00:19:20.809 it? Like, I wanna know specifically how you produce it daily, because 322 00:19:20.809 --> 00:19:24.649 that's, like, like, mind blowing. Yes. Another great question. 323 00:19:24.649 --> 00:19:28.325 So I recorded actually the same I could be recording it right now, 324 00:19:28.325 --> 00:19:31.045 and if somebody was watching from that side, I wouldn't know the difference. So it's 325 00:19:31.045 --> 00:19:33.525 the same setup as I have right now. So I'll record on this mic, same 326 00:19:33.525 --> 00:19:36.840 mic I'm talking to you on. And the audio, I record through, 327 00:19:37.240 --> 00:19:40.860 Audacity, which is free software anybody can use right here on the computer. 328 00:19:41.080 --> 00:19:44.300 I have a, tripod right here where I record the the video 329 00:19:44.665 --> 00:19:48.425 version. And then I do have a team. My, audio people 330 00:19:48.425 --> 00:19:52.265 are in the Philippines. They just master the audio and make sure it 331 00:19:52.265 --> 00:19:55.980 sounds no studio quality. Then they actually, I 332 00:19:55.980 --> 00:19:59.660 train them on how to put it up on RSS feed. And then 333 00:19:59.660 --> 00:20:03.105 through RSS by the way, if anybody doesn't know what that is, it's just the 334 00:20:03.105 --> 00:20:06.865 feeder system into all the apps. So the Spotifys, the SoundClouds, etcetera. I 335 00:20:06.865 --> 00:20:10.520 mean, Apple Autos. So they put it into the RSS feed, then 336 00:20:10.520 --> 00:20:14.200 it automatically goes out to the podcast apps. Then we put up 337 00:20:14.200 --> 00:20:17.640 a a blog post for each episode. They know how to put that up on 338 00:20:17.640 --> 00:20:21.165 the website, and then it gets shared out on all the socials. And 339 00:20:21.165 --> 00:20:24.845 then, what else do we do? And then we take sometimes that material. So if 340 00:20:24.845 --> 00:20:28.580 anybody looks at my Instagram, you see that I do these, reels on whiteboard 341 00:20:28.580 --> 00:20:31.380 where I'm standing in front of the board and I give you 3 points. That's 342 00:20:31.380 --> 00:20:34.900 usually from one of the episodes that I've recorded at some point. But since I 343 00:20:34.900 --> 00:20:38.515 have almost 3,000 episodes, I could take any episode from the last 344 00:20:38.515 --> 00:20:42.115 7 years. It doesn't have to be today's episode that I do a reel about. 345 00:20:42.115 --> 00:20:45.210 I'll pick one from 5 years ago, and and I can do a reel about 346 00:20:45.210 --> 00:20:48.970 that one. I can write an article about that. I can take every month 347 00:20:49.130 --> 00:20:52.345 actually, I have this book that we put out called the black book, and this 348 00:20:52.345 --> 00:20:56.105 is something we send out to members of our, program. I get every 349 00:20:56.105 --> 00:20:59.900 episode transcribed, and then we put it into a book. And we send 350 00:20:59.900 --> 00:21:03.740 this out every month to everybody in our, university. So 351 00:21:03.900 --> 00:21:07.280 and then articles. A lot of times, the articles that I write, they're not 352 00:21:07.660 --> 00:21:11.435 transcripts, but it'll be a written version of something that I've 353 00:21:11.435 --> 00:21:15.275 talked about at some point on my show. So this is, as I 354 00:21:15.275 --> 00:21:18.930 said, it's a feeder system from what I talk about on the audio. 355 00:21:19.150 --> 00:21:22.990 I will eventually, it becomes written material. It becomes social media content. It can 356 00:21:22.990 --> 00:21:26.644 be a caption to a post that I put on Instagram or Facebook 357 00:21:26.644 --> 00:21:29.924 or something like that. So we're always just trying to I'm always looking for ways 358 00:21:29.924 --> 00:21:33.670 to systematize these things, and we can make it even better. Because, I mean, I 359 00:21:33.670 --> 00:21:36.470 have a few books out now, but I could probably put out a a thousand 360 00:21:36.470 --> 00:21:40.230 if we can make it even tighter system, this whole thing. So I do have 361 00:21:40.230 --> 00:21:43.595 a team, and they do their part. I do my part, and we got a 362 00:21:43.595 --> 00:21:47.435 kind of a well oiled machine at least as of today. It's just tickling me 363 00:21:47.435 --> 00:21:51.190 that you said a few books. Just 33 casually. A few. 364 00:21:51.190 --> 00:21:54.710 A handful. No. I I love that you have this system in 365 00:21:54.710 --> 00:21:58.315 place, and that the the master class really drives the 366 00:21:58.315 --> 00:22:00.575 content for everything else that you do, 367 00:22:02.075 --> 00:22:05.515 what are some of, like, the success metrics you look at as 368 00:22:05.515 --> 00:22:08.870 you're as you're producing the masterclass? Are you looking at the 369 00:22:08.870 --> 00:22:12.410 episodes that get the most listens, the longest listen time? 370 00:22:12.710 --> 00:22:16.365 Are you looking at, you know, which ones get the most traction on social media? 371 00:22:16.365 --> 00:22:19.825 Like, how are you deciding if this whole thing is worth it for you? 372 00:22:20.980 --> 00:22:24.740 Biggest thing for me is when I I told people this probably 373 00:22:24.740 --> 00:22:28.465 when I was maybe a 1000 episodes in, like, why if you wanna 374 00:22:28.465 --> 00:22:31.585 start a show, if you wanna be on YouTube or you're gonna be on a 375 00:22:31.585 --> 00:22:34.705 podcasting app or anywhere where you're gonna be putting your voice and your thoughts out 376 00:22:34.705 --> 00:22:38.539 there or even blogging, Why would you wanna do it? Number one reason 377 00:22:38.539 --> 00:22:41.980 is you have something to say that you can't not 378 00:22:41.980 --> 00:22:45.805 say. That's the reason why I started my show Because I knew I had 379 00:22:45.805 --> 00:22:49.405 things to say, and I needed a platform through which to put them out 380 00:22:49.405 --> 00:22:53.025 that I could not say these things. And I like 381 00:22:53.240 --> 00:22:57.000 I like YouTube, but YouTube is requires a a very strong, 382 00:22:57.240 --> 00:23:00.865 visual, and I was never good at video editing. Good 383 00:23:00.865 --> 00:23:04.385 thing about audio is that I can record the audio. I can send it to 384 00:23:04.385 --> 00:23:07.425 my audio team. They can edit the audio. It is much easier to edit audio 385 00:23:07.425 --> 00:23:10.840 than it is to edit video. Editing video is very, resource 386 00:23:11.460 --> 00:23:15.140 intensive, very heavy on resources. And I do like making 387 00:23:15.140 --> 00:23:18.815 video. I still put videos on YouTube, but the audio does a lot better for 388 00:23:18.815 --> 00:23:22.655 me because I found that my target audience, my ideal clients, these are people who 389 00:23:22.655 --> 00:23:26.470 are running businesses. These are people who are making, low to mid to 390 00:23:26.470 --> 00:23:30.230 high 6 figures. They're not watching YouTube videos, so they don't have time. Right? They 391 00:23:30.230 --> 00:23:33.910 have families. They have kids, and they don't have time to watch YouTube. 392 00:23:33.910 --> 00:23:37.225 But when they're going to work or they're in the middle of their workouts, they 393 00:23:37.225 --> 00:23:40.265 can listen to an audio show. And that's where a lot of them find me. 394 00:23:40.265 --> 00:23:44.080 So I also it's not just what I personally believe I should do, 395 00:23:44.080 --> 00:23:47.300 but it's also understanding who's my target audience, who are the people who are responding 396 00:23:47.360 --> 00:23:51.085 the most strongly to me. There are people who find me through audio. And 397 00:23:51.085 --> 00:23:54.845 not only my audio, but also on other people's platforms as well, but 398 00:23:54.845 --> 00:23:58.650 specifically through the audio versions of the episodes, not the videos. So 399 00:23:58.650 --> 00:24:02.250 it's just interesting in that way. So not that I don't use social media, but 400 00:24:02.250 --> 00:24:05.690 I found in my ideal clients, the majority of them are finding me through 401 00:24:05.690 --> 00:24:09.415 audio. Yep. Yeah. I find the same for my, service 402 00:24:09.415 --> 00:24:13.255 clients where, you know, they're not looking up a tutorial about 403 00:24:13.255 --> 00:24:16.870 how to post an Instagram reel. That's a totally different audience from 404 00:24:16.870 --> 00:24:20.550 someone who's asking a different question. Like, how do I think about social media as 405 00:24:20.550 --> 00:24:23.445 it fits into the larger scope of my business? It's a it's a it's a 406 00:24:23.445 --> 00:24:27.125 broader question that, fits a very specific 407 00:24:27.125 --> 00:24:30.780 group of people who are a little bit farther along in their journey. And 408 00:24:30.780 --> 00:24:34.000 so I find it interesting that your audience mirrors that as well 409 00:24:34.460 --> 00:24:38.300 and that they want the convenience of the show that's in 410 00:24:38.300 --> 00:24:41.825 their EarPod their AirPods as they go about and do their 411 00:24:41.825 --> 00:24:45.665 work. So how do how do you track then those 412 00:24:45.665 --> 00:24:49.205 people who listen to the podcast and then they 413 00:24:49.345 --> 00:24:53.059 are into your funnel. So for a little bit of 414 00:24:53.059 --> 00:24:56.899 context here, I already know podcasts to track any sort 415 00:24:56.899 --> 00:25:00.304 of funnel is very challenging. So I am asking this also 416 00:25:00.445 --> 00:25:04.125 personally as well. But we find this anecdotally for us. 417 00:25:04.125 --> 00:25:07.485 People will say, I found your podcast. I listened to every episode and now this 418 00:25:07.565 --> 00:25:11.170 I'm here. Right? But I'm wondering, how do you how do you track that 419 00:25:11.170 --> 00:25:14.690 success for for your audience as well? Are they are they telling you they're listening 420 00:25:14.690 --> 00:25:17.510 to the podcast, or do you have other metrics that you're looking at? 421 00:25:18.304 --> 00:25:21.424 No. Almost the same as you. Okay. We ask them, how'd you find out about 422 00:25:21.424 --> 00:25:24.784 me? Whenever I'm on a a call with somebody, how'd you find out about me? 423 00:25:24.784 --> 00:25:28.340 How'd you find out about us? You know? What were you looking for when you 424 00:25:28.340 --> 00:25:32.019 found me? And a lot of times, people will say either, a, I 425 00:25:32.019 --> 00:25:35.860 listened to Andre's show, and I heard you on there, and that's how I 426 00:25:35.860 --> 00:25:39.585 ended up in your world. Or b, I was just looking through the 427 00:25:39.585 --> 00:25:42.485 podcasting app, looking for a show on x, 428 00:25:43.105 --> 00:25:46.260 on topic x. Yours came up. I gave it a list, and I liked it, 429 00:25:46.260 --> 00:25:49.940 and I've been listening ever since. So he just tell you. So anecdotally is pretty 430 00:25:49.940 --> 00:25:53.725 much the only way. Podcasting stats are, yeah, 431 00:25:53.725 --> 00:25:57.245 they're kinda hard to track these days because you can't really 432 00:25:57.245 --> 00:26:01.005 track Google hasn't quite gotten to the point where it can index video and 433 00:26:01.005 --> 00:26:04.649 audio Yep. The way it can index text. And I've been telling my audiences that 434 00:26:04.649 --> 00:26:07.289 when they get good at doing that, it's gonna change the game. For everybody who 435 00:26:07.289 --> 00:26:10.775 has audio and video out there, it's gonna change SEO as we know it. 436 00:26:11.015 --> 00:26:14.775 So for somebody like myself or someone like yourself. But for now, it's 437 00:26:14.775 --> 00:26:17.575 really just asking the people how'd you find me. And that's the most important thing 438 00:26:17.575 --> 00:26:21.110 anyway, and you can't, hopefully, it doesn't get to the point that 439 00:26:21.110 --> 00:26:24.950 some software can track that because that's a little bit too much, data breach, 440 00:26:24.950 --> 00:26:28.505 a privacy breach if they can track everything like that. I'd rather people just be 441 00:26:28.505 --> 00:26:30.985 able to tell me, hey. I just found you on the show. I listened to 442 00:26:30.985 --> 00:26:34.185 your show, whatever. Yeah. So that's how we know family is you. Yeah. Yeah. You're 443 00:26:34.185 --> 00:26:37.860 right. At some point, it's like, alright. This is a little bit too much data. 444 00:26:37.860 --> 00:26:41.700 Yeah. Exactly. I love that you still maintain that personal connection to you throughout 445 00:26:41.700 --> 00:26:45.505 everything you're doing. You know, even something as simple as asking someone on a 446 00:26:45.505 --> 00:26:49.184 form or on a call, you know, how did you hear about us? It's just 447 00:26:49.184 --> 00:26:53.000 that other little touch point. So what's next for you? Are you 448 00:26:53.000 --> 00:26:56.680 exploring any new avenues, topics, platforms, a new book 449 00:26:56.680 --> 00:27:00.345 perhaps? I made a pact on myself that I 450 00:27:00.345 --> 00:27:04.184 wasn't creating anything new in 2023. So by the time you hear, I know we're 451 00:27:04.184 --> 00:27:07.865 recording this way before it comes out. But I told myself I wasn't create create 452 00:27:07.865 --> 00:27:11.650 anything new this year. And as of we're almost at the end of hope 453 00:27:11.650 --> 00:27:14.210 you don't mind me missing. We're almost at the end of 2023, and I'm recording 454 00:27:14.210 --> 00:27:17.485 this. And I have not created anything new. I did not create a single move 455 00:27:17.485 --> 00:27:20.125 funnel. I did not write a single new book. I did not launch a single 456 00:27:20.125 --> 00:27:22.785 new product. All I wanted to do this year was focus on what I had 457 00:27:23.165 --> 00:27:26.730 and really zone in on it, and that's our our coaching program. That's the main 458 00:27:26.730 --> 00:27:30.490 thing. But going into the new year and really at the end of 459 00:27:30.490 --> 00:27:34.175 this year, this in quarter 4, really been focusing on offloading 460 00:27:34.235 --> 00:27:37.995 and getting other people who are way more skilled than me on jobs and 461 00:27:37.995 --> 00:27:41.455 not necessarily under our umbrella. Like, these are not employees. 462 00:27:41.980 --> 00:27:45.340 So, I don't wanna build another funnel. I'm never building any more funnels. So I 463 00:27:45.340 --> 00:27:48.860 want the final funnel builder. Found that person, so I know what they're gonna do 464 00:27:48.860 --> 00:27:52.634 for me and how they're gonna do it. The professional speaking business, I 465 00:27:52.634 --> 00:27:56.014 have not really been focused on that a lot since, price since COVID. 466 00:27:56.235 --> 00:27:59.610 But I've I've been on shows of people. They're like, Dre, you need to be 467 00:27:59.610 --> 00:28:02.330 speaking. Like, you it is you'll need money on the table. So I need to 468 00:28:02.330 --> 00:28:04.570 get back in the speaking business. So I know what I need to do for 469 00:28:04.570 --> 00:28:07.305 that, and I know the people who can help me with that. When it comes 470 00:28:07.305 --> 00:28:10.665 to finding the right more of the ideal leads for my coaching 471 00:28:10.665 --> 00:28:14.510 business, found people who can do that. And there was one other thing. Oh, yeah. 472 00:28:14.510 --> 00:28:18.270 Getting, just getting the right, landing page or home 473 00:28:18.270 --> 00:28:22.095 page, what they now call funnel hub because I use funnels. So getting that 474 00:28:22.095 --> 00:28:24.815 built by the right people. And there was one other thing. I can't remember what 475 00:28:24.815 --> 00:28:28.575 it was, but everything is about offloading. So that's my my mindset now is 476 00:28:28.575 --> 00:28:32.260 offloading. I can do those things. Everything I just mentioned, I can 477 00:28:32.260 --> 00:28:35.860 do, but I don't like logging into the ads manager. I do not like building 478 00:28:35.860 --> 00:28:39.595 funnels. I do not like editing audio or text or video. 479 00:28:39.735 --> 00:28:42.455 And I just need to get other people who love doing that stuff to do 480 00:28:42.455 --> 00:28:45.580 it, and I will pay them gladly to do it for me. So that's my 481 00:28:45.580 --> 00:28:49.340 focus right now. Yes. I'm giving claps for those of you who are 482 00:28:49.340 --> 00:28:53.145 listening. Because that there is a point in your business where you 483 00:28:53.145 --> 00:28:56.905 shouldn't be doing everything because it actually will be holding you back. So I love 484 00:28:56.905 --> 00:29:00.240 that for you. So though for those folks who are listening who are like, I 485 00:29:00.240 --> 00:29:04.000 need more dry in my world, you have a free book that 486 00:29:04.000 --> 00:29:06.820 you're gonna give away. Tell us about the book. 487 00:29:07.664 --> 00:29:11.424 Yes. That's this book right here, for those who are watching on video, is my 488 00:29:11.424 --> 00:29:15.264 book called The 3rd Day, the decision that separates the pros from the 489 00:29:15.264 --> 00:29:18.980 amateurs. And the concept of this book was actually sourced from, back in the 490 00:29:18.980 --> 00:29:22.580 day playing ball when basketball players were asking me, Dre, how are you always in 491 00:29:22.580 --> 00:29:25.165 an empty gym by yourself? Like, do you own the gym? Do you have a 492 00:29:25.165 --> 00:29:27.805 gym attached to your house and you rent it out so nobody else can use 493 00:29:27.805 --> 00:29:31.245 it? And the answer was none of those things. And I started explaining this concept 494 00:29:31.245 --> 00:29:34.970 of the 3rd day, which is everybody knows that we're at gymnast. It's a actually 495 00:29:34.970 --> 00:29:38.490 a public gym owned by the city. The membership's, like, $9 a month, so it's 496 00:29:38.490 --> 00:29:42.255 not like Equinox where you are priced out. Anybody can get in. But people didn't 497 00:29:42.255 --> 00:29:45.934 come to the gym simply because people were not consistent. 1st day, everybody shows 498 00:29:45.934 --> 00:29:49.534 up. 2nd day, a few a little bit fewer fewer people than the 1st day. 499 00:29:49.534 --> 00:29:53.309 And by the 3rd day is only regulars. Alright. The same way it works in 500 00:29:53.309 --> 00:29:56.670 the gym. Alright. In January, everybody's in the gym. By February is, 501 00:29:56.990 --> 00:29:59.790 still you got a few new people. And by March, you got the same people 502 00:29:59.790 --> 00:30:03.165 from last year. Alright. And that's pretty much how the 3rd day works. So the 503 00:30:03.165 --> 00:30:06.845 3rd day is not specifically 1, 2, 3 days in a row. It's about the 504 00:30:06.845 --> 00:30:10.305 situation in life when you realize that the thing that you signed up for is 505 00:30:10.590 --> 00:30:13.630 not one big party is not gonna be all fun and games. So there's some 506 00:30:13.630 --> 00:30:17.470 actual work and some grind that goes into it. And what are you gonna 507 00:30:17.470 --> 00:30:20.725 do? It's about the decision that you make. Are you gonna keep showing up and 508 00:30:20.725 --> 00:30:24.245 deal with that grind and do that work, or are you not? And this is 509 00:30:24.245 --> 00:30:27.530 why I call the decision that separates the pros from the amateurs. Because as a 510 00:30:27.530 --> 00:30:31.290 professional, you must show up when there's a grind. Otherwise, you 511 00:30:31.290 --> 00:30:34.465 will not get paid, and therefore, you're no longer by definition a professional. 512 00:30:34.865 --> 00:30:38.625 Professional gets paid for what they do. And amateurs, they have the option of not 513 00:30:38.625 --> 00:30:41.345 showing up because they're not getting paid anyway. So if you don't show up, nobody 514 00:30:41.345 --> 00:30:44.500 cares. But a professional, you must show up. So that's what this book is about. 515 00:30:44.500 --> 00:30:48.280 It's about putting the structure in place that leads to the discipline 516 00:30:48.500 --> 00:30:52.245 so that you can show up consistently and do your job even when you 517 00:30:52.245 --> 00:30:55.365 don't feel like doing your job. Because everybody has days when we don't feel like 518 00:30:55.365 --> 00:30:58.665 doing our jobs, but the professionals show up and do it anyway. So 519 00:30:59.270 --> 00:31:02.710 long answer to a short question. I'll give everybody a free copy of this book. 520 00:31:02.710 --> 00:31:06.170 All you have to do is cover the shipping, and it's, 9.95 521 00:31:06.470 --> 00:31:10.055 US. Internationally. I believe it's $19 internationally. It might be 29 522 00:31:10.055 --> 00:31:13.115 internationally. And that's 3rd day book.com. 523 00:31:13.815 --> 00:31:17.530 3rd day book.com. Just spell that all out, And we'll get you a free 524 00:31:17.530 --> 00:31:20.730 copy of the book. Just tell us where to send it. That is awesome. I 525 00:31:20.730 --> 00:31:24.410 love that. Thank you, Dre, for that gift. Y'all check out that and all of 526 00:31:24.410 --> 00:31:28.205 the links in the show notes onlinedre.com/308. 527 00:31:28.664 --> 00:31:32.505 This is episode 308. Dre, this has been awesome. 528 00:31:32.505 --> 00:31:35.630 Thank you for being on the show. Absolutely. Thank you for having me on. I 529 00:31:35.630 --> 00:31:39.389 appreciate you sharing your platform. Awesome. Awesome. And thank you, dear listener, for tuning 530 00:31:39.389 --> 00:31:42.830 in to another episode of the podcast. Make sure you give us a 5 star 531 00:31:42.830 --> 00:31:46.435 rating on Apple Podcasts or Spotify. Helps keep us in the top 100 532 00:31:46.435 --> 00:31:50.115 marketing podcasts. I'll be back soon with a new episode, but that's all for 533 00:31:50.115 --> 00:31:51.575 today. Bye for now.