Beyond Stoicism: The Rise of Interdependent Men with Ed Frauenheim

[00:00:00] Hector: What is for sure not my show, uh, in the, uh, in the, uh, in the agreement, it is distinctly your show for, uh, for legal purposes, you take all the liabilities and responsibilities for the things that, uh, but it's honored to be here. And I really am honored. I was honored when you asked me to be on the show because this is, uh, yeah, a bit of a full circle.

[00:01:59] Hector: Yeah. Uh, Well the present day is yeah, I have a podcast company and we Do everything podcasting so whatever you think that is we do from the audio to the video to the graphics to the social media and and then some and I think the We've been doing that for about six or seven years now we've been in the podcast game, you know I I joked the other day on on instagram that I we were doing podcasts before presidential candidates thought it was, you know Cool to be on podcast but uh, it's been it's been a fun and and obviously challenging ride, but um I'm excited that we are we're here and it doesn't seem like podcasts are going anywhere for you know, no shortage of reasons

[00:03:04] Hector: Yeah, so I I graduated high school in 2009 and that's only relevant because we were right in like an economic recession and sort of Thankfully I was forced to take up a sales job selling cutco knives like a lot of you know people who have now have large platforms that are doing some great things in the world and uh, Um, so, so it was doing that until through college and such and even out, out of college, uh, built a large organization, had a ton of success, won a bunch of awards.

[00:03:30] Hector: And when I found out that I was going to have my first child, I realized that spending 70, sometimes 80 hours a week at the office, six and a half days a week, uh, was just not conducive to being the dad that I knew I wanted to be. And you mentioned, you know, we're both fathers now, and I've got two kids.

[00:03:50] Hector: One is, uh, my son is six, and the other is five, and, and I'll mention this quick story. He won the, the student of the month last week, uh, and they gave it away at the assembly, and the lady who was saying his name, They actually go and ask how to say the last names and she still butchered it like none like I've I've heard some butchers You know, i've seen some butcher jobs this took the cake Uh, and so perhaps it's where my my entrepreneurial Um, you know, rumbling sort of began and my disdain for authority sort of began when my English teachers couldn't pronounce my last name and they were telling me to sound things out.

[00:04:32] Hector: And, you know, they were struggling to do the same. But, but anyways, I digress. So, uh, yeah, I realized that, um, When I was going to have my kid, I knew that doing what I was doing was not going to be, uh, sustainable. And so I started looking around, and that year, I read something like 50 books in a year. It was like a trend that was going around on Facebook, you know, read a book a week.

[00:04:55] Hector: And, um, What I'm thankful for, I didn't implement anything, I've talked about that quite a bit, but I've saw a variety of paths, one of them being the internet marketing space, and you know, that was when I read Gary Vee's book, and I read, uh, one of the ones that really stood out to me was Michael Hyatt's book, Platform.

[00:05:14] Hector: And I saw that as an avenue because it didn't require a lot of capital. It didn't require a lot of startup. And so I basically dove into the internet marketing world doing everything I sort of could to, to make money. I had a Facebook ads agency for real estate agents. Uh, I had a Facebook, uh, what else did we do?

[00:05:33] Hector: We sold websites and did. Branding and we were doing I mean everything under the sun, uh, legion agency. And one of the things that didn't work out Well was I had a facebook group that had about 13 000 people in it and a youtube channel Um that was I was selling courses in a You might've remembered it, but it was like, uh, back in 2016, when messenger bots first came on the scene, you know, many chat, chat fuel and all these sorts of things.

[00:06:01] Hector: But it was also when Zuckerberg was getting thrown on, you know, in front of Congress and all of these restrictions were getting put onto, onto his platform. And so for me, I just didn't see it as a sustainable place where I was starting to look for an industry. That was going to be around or wasn't going to be liable to such sort of things because that really shook up our, you know, our sort of space.

[00:06:24] Hector: And for some reason, whether it was intuition or divine intervention or something told me that, Hey, there's this podcast thing. That's like kind of bubbling. And I had listened to podcasts. I had listened to Joe Rogan for years at that point. And, you know, I, I was, you know, one of the early, you know, So I'm going to talk a little bit about, um, I was one of the earlier Apple podcast adopters, but I'd never started my own.

[00:06:44] Hector: I had always done a bunch of live stream that I'd mentioned. I had a YouTube channel, but for whatever reason, Never put anything on an RSS feed. hour long episode. Can you take these little clips from it? We have like some really good segments. Can you take these little clips from it and put them on Instagram?

[00:07:02] Hector: Because it was actually right when Instagram allowed a minute long videos. And so we said, sure, we can do all that. We know how to make videos. We know how to do, you know, we know how to post to social media because we had done that in the past. We had a video agency that didn't work out. We had a social media agency that didn't work out.

[00:07:18] Hector: And so it was like, yeah, we can sort of. Put all these together, um, for this podcast. And, and thankfully we had another podcast and so I was like, Hmm, this podcast thing is something like, you know, it's like that, that red car, you know, syndrome when things start showing up or, or I don't know, you know, the universe or God or whoever's sort of trying to slap you in the face and say like, Hey, go this direction.

[00:07:37] Hector: We sort of leaned into that and we started out as a part podcast marketing agency and doing a lot of the clips and social media stuff, and we realized that if we wanted to actually grow the show. You know, at a certain point we needed to make the show better. So we needed to, we were like, Hey, your sound kind of sucks.

[00:07:52] Hector: Uh, so can we start, can we take that over and can we improve that? So we started doing a little bit of the editing and then we started realizing that like, Hey, you're, you're like, show doesn't really make any sense. Can we help you sort of like reposition it and, and get, you know, make a, you know, work on the formatting and the, you know, all the sorts of things that.

[00:08:09] Hector: That, that attract the listener to you or get them to come back and stick around. And so over that time, we sort of kind of built a full service podcast company, um, you know, we looked up and, and along the way we've had to adjust and implement some of the, some new things, uh, you know, video being one of them, uh, and, and more recently, you know, we've, we've had to find a way to make a podcast profitable, uh, in spite of downloads, rankings, reviews, all of the traditional sort of vanity metrics, because, you know, we, We have a, and we can get into the story if you'd like, but we have a mutual sort of that we know, um, that they had a very successful podcast, but they wanted to shut down the show because they didn't, it didn't align with their business.

[00:08:59] Hector: They didn't have it. It didn't fit into their model. And so, um, they were going to shut down a show that was doing. 20, 30, 000 downloads a month was in the top 50, you know, podcasts in the U S had dozens of thousands of dollars in ad revenue. So like all the traditional signs of, of success in the podcast world, but, but they just didn't have a way for it to fit into what their model was.

[00:09:24] Hector: And so that happened, uh, in 2021. And over the last three years, I'm like, That can't make sense. So we've been trying to figure out how do we, how do we get a podcast profitable? Ideally within like the first, you know, 12 episodes, how can we make it profitable? And then over the longterm, how can we really make it something that drives biz, real business to real businesses, which I think is what, um, a lot of people who start a podcast would love to do, but I, but I think there is a code that at least we began to sort of crack or, or, uh, You know, uh discover if you will well

[00:13:09] Hector: you and I both came from the One we I don't think we came from the dregs of the digital marketing world Although I think there is that sort of there is that place, right? There is that sort of place where people could come up through the underworld of the different and I was thankful to get my sort of start around a bunch of authors who really Had a great message to share And they had some real impact, you know, to have on people.

[00:13:43] Hector: And a book was a great way to do that. It was a fantastic way to, to both, uh, convey that message and then also to effect. With an E, right? Like effect, whatever change they're trying to make. A book is a great way to do it at scale, right? In the sense of they're not going to be on calls with all their readers.

[00:14:06] Hector: Um, or they're not going to be in, in even in a, in a room on a stage with those people, but they can write a book and it can, it can do that at some degree. The challenge is, is that writing a book is both, uh, costly, and both time, energy, uh, mental anxiety, I mean, it is just, it is one of the most taxing and, and expensive things to do.

[00:14:28] Hector: So, so it's all great and well, um, But there's a lot of, um, you know, sometimes there's even a lot of time. It can be a two, three year process. I've seen, you know, people who that process has extended five, six years because of rewrites and whatever, all the sort of things. So what I started to realize is that the same sort of thing could happen for, for and through a podcast, but just so many of those barriers to entry were eliminated, especially the.

[00:14:59] Hector: The amount of, of how hard it was, just because there is a significantly less amount of people who can write well than can talk well, because I can't tell you how many times I tried to write a book, and I'm just like, like, I sometimes would read my writing and like, Hector, like, what does this say? Like, the words are spelled correctly here, but this doesn't make any sense.

[00:15:22] Hector: Like, what do you, you know, and I would, I'm like, I spent an hour doing that. And so, there was this cost benefit sort of realization that I had that if you could take someone and they could take that hour. And, and use that well, all of a sudden, that person who can't write very well, it's likely that they can have a conversation well, you know, they may, they may not be a great order.

[00:15:44] Hector: They may not be a great speech person, but they can have a good conversation or they can be a good interviewer. There's all these roles that someone can play on a podcast that sort of opens up that door. And what I found is that a book will, you know, usually if a book wants to become a bestseller, it's a three year plan.

[00:16:01] Hector: You write it the first year, the second year you edit the third year, you promote it. And by. End of third year, everybody claps for you and you're this amazing Amazon birth bestseller. The same sort of thing can happen in a podcast. On that timeline, the, the, the, i, just, the, it's just in reverse because when you start a podcast, everybody sees you, but there's, there's not a lot of audience that's developed, but usually by the third year in the same way that that book has garnered a significant audience.

[00:16:26] Hector: If a podcast, it's just, it's done in public. I think that that return can get, you can get those returns much quicker because you don't need to have a large base or a large audience for you to get connected with people in your industry, or for you to get a notoriety within your industry, or to even get clients directly from your show, you know, one of our mutual friends.

[00:16:51] Hector: He recently told me, uh, well, shout out to Matt Drinkon. Go listen to, uh, the Eternal Optimist, uh, podcast. When we started, I

[00:17:01] Hector: have not, I have not been on, uh, you know, I'll have to talk to whoever produces that show and see if I can, uh, work something out. Um, but when Matt came on, you know, Matt just had an idea. And he, it was just an idea, and you can really kind of get it from the name of the show, you know, The Eternal Optimist, and those of you guys who know Matt or listened to an episode of Matt, uh, he is the Eternal Optimist.

[00:17:22] Hector: He is the embodiment of that, and so it was a really aligned, great platform, but, but nobody knew who he was outside of his clients. He didn't have a base, and so, uh, on episode nine, though, he actually got introduced to, um, oh, why is it, Victor, Mark Victor Hansen. So you got, uh, you had Mark Victor Hansen on episode 9, and he was the co author of the Chicken Soul for the Soup, uh, sort of series.

[00:17:47] Hector: And hit it off with, uh, Mark, ended up signing Mark to a big client, or, you know, big deal there, ended up getting a book deal with Mark. Now, Matt is a best selling author of a book called, by the same name, The Eternal Optimist, which is a great book, by the way. And, and, and also, you know, is doing, like, all that to say That's not guaranteed to happen, but those sorts of things, whether it is getting recognition in your industry or generating direct revenue, like that sort of stuff, um, can happen when you, when you do it the right way, uh, consistently enough, but, but we try and accelerate that process obviously, and I think that's, you know, sort of the benefit.

[00:18:26] Hector: I

[00:21:17] Hector: do think it is a great place to start because one of our mutual friends, uh, Qasim Aslam, who, uh, Who knows what he's doing right now? He's like, he's like solving, like, problems on Mars by now, I'm sure. Uh, but one of the things that he sort of mentioned, because he took over a show around at the same time, and he noticed that When you go on other people's shows, do you get, you, you do get a little bit of a pop each time, right?

[00:21:48] Hector: That's, that's sort of a great, uh, you know, a great thing. So if you have something to sell, you already have a business to sell, you know, or products or services, you know, what I call like the podcast. You know roadshow sort of thing like is a great place to start Both because you will get leads you'll be able to tap into different audiences and different markets Some of them will overlap but some of them won't you'll get practice in your messaging and you'll get practice in and really like I think that there is a there is a process to developing your voice and and i've It generally takes about 25 to 50 episodes I found for hosts to for that process to happen

[00:22:27] Hector: organically Of course, i'm sure you can compress it and something or on the shorter or longer but throughout that time you're gonna find Oh, there's certain stories that resonate.

[00:22:37] Hector: Oh, there's certain themes. There's certain things that come up and and the podcast Guest, you know being a guest on a show is a great place to sort of taste and find Those things. And then, uh, at a certain point, right, there is a, uh, and a finite amount of shows. And the more that you go through, you know, the bigger the ones, the bigger the audience is, the harder they are to get to.

[00:23:02] Hector: So, so naturally there is sort of this point of where it might make sense to actually start a show, uh, as well. Um, otherwise you start to double dip, you know, within a certain industry. And, and I think that most industries, especially in the business and the B2B space, are, there's plenty of room for media.

[00:23:23] Hector: You know, like people always go like, should I, there's so many podcasts out there and you can look at the statistics and you can see like, oh, there's a lot of them and starting, we can get into whatever and how many are active and, but even beyond that, like, would you tell somebody like, oh no, don't write a book because there's already a book.

[00:23:37] Hector: There's so many books out there. Don't write any more books or like, don't start a new TV series because there's already so many TV series or don't like, it just, it doesn't make any, like when you view it through lens, it's like we're on Netflix and we can't find anything to watch. So like, don't, don't.

[00:23:52] Hector: Like miss me with that. There's too many out there, you know, it's just

[00:24:16] Hector: well and more of the why the why the behind it is because I think that what I've seen recently, you know, the last since, since COVID, but really, since things have have like, you know, 2022 23, even a lot of executives started to realize that if they wanted to separate themselves. and continue to separate themselves in the marketplace.

[00:24:40] Hector: They, it's not that they had to start a podcast, but there was very few, if any other tools that would do that in a way that, uh, was time and cost efficient and effective. For, for them, because what I saw a lot of what, what it seemed was happening is a lot of executives realized that these other people who understood the media game, understood the content and the social media game, they were amassing these larger followings, they were doing all of this, they were having all of these opportunities, and they had one tenth of the experience that these other executives have.

[00:25:13] Hector: So they're sitting around going, hey, I've been doing this for decades, You just came into the space and because they understand media and content and audiences and stuff like that, they have all these outsized opportunities. And so the, the, I don't wanna say the smart, but, but a lot of executives are waking up to go, well, Hey, how do we start to do that?

[00:25:32] Hector: How do we put our, not only our face, but our expertise, our experience and, and really, um, you know, bring a, a face. Uh, and and humanize a lot of businesses such as in the b2b space that were otherwise pretty faceless Um for most of of time, you know

[00:27:01] Hector: Well, I think one one one other thing that

[00:27:15] Hector: yeah, I would I can go on for it was it for ai for days I do want to touch on one interesting thing that we saw Especially like in this faceless sort of uh, you know in the b2b space is we have a one particular client in a very boring niche, and it is like one of the most boring niches in industries that you could think of, and their sales cycle used to be about like a two year sales cycle because they were, you know, these were seven figure contracts.

[00:27:42] Hector: They're, they're going into large, you know, fortune 500, you know, operations. And, and doing, you know, large scale things in these sort of organizations. And so the sales cycle was a really, you know, there was a lot of trust that had to be built and a lot of things that had to happen. Um, and what was interesting is that once we started the show, they had people calling them and within a couple of weeks, they were signing these sorts of contracts because The the prospects or the their clients who were calling them had already listened to the show They already binged the show So they got all of the questions answered and all the trust that usually would take years and x amount of conversations to develop Happened over a road trip or you know their commute to the you know to work And so they were like we we don't know what's happening here and we're like, well, we know exactly what's happening And so that sort of thing becomes possible and to your point with ai You know, when you have the, the actual executive and you're able to get their information and their knowledge out into, you know, in this instance, it's a podcast, that sort of source material with AI is Invaluable, right?

[00:28:52] Hector: You know, one of our, our big partners that we work with, she is, uh, an amazing ghost writer. She's, uh, you know, she is the, she's the LinkedIn sort of presence for a lot of these executives. And she does an amazing job. But prior to, to starting the podcast, she used to have to just, like, make stuff up. Or she would have to like sit in on meetings and like pull info or do research or she would literally like sometimes literally just be making stuff up that she thinks this person thinks.

[00:29:21] Hector: Well now with the podcast she can take all that and she has all of the source material that is straight from their brain and she's able to sort of work and massage with it with AI. But now she doesn't have to Uh, everything is out there and it's actually built in with the expertise and the experience of these people who have 20 34 years in this particular niche.

[00:29:43] Hector: the amount of content that they're able to put out on LinkedIn and all these different places has so much more depth because it's, it's rooted in some real knowledge and experience as opposed to what, you know, so many other people were doing when they were trying to go viral on LinkedIn, Which is just like, you know, having some, you know, hype y copywriter come in and write You know great hooks and stuff like that that got people to to engage in and comment and so anyways, ai sort of enables all of that and uh in a really large way when you're when you're able to have those sorts of conversations

[00:32:39] Hector: yeah, and you can do it at at scale at a I mean when we started doing this we were paying our show notes writer we were paying her Thousands of dollars she was making more money than me as the executive producer she was but It was worth it. And I was not going to spend the time to do whatever she does because it would, that would take me, I mean.

[00:33:02] Hector: It would be impossible to put out what she was putting out because she would go through, she would create titles. She would, you know, make a good description. She would make all the chapters and like all this stuff that today seems super easy. Like, Oh, you just throw that into the chat GPT. We had to do that by hand.

[00:33:18] Hector: And so, so the, the writing part was, was often the, it was like the, that last mile sort of analogy, right? Where, you know, it's, it's, Getting it to that part is actually easy. It's the last mile that becomes the most costly And and we were seeing that in the same way and now we can not only do that But we can also do the social media we can offer that for our clients and we can actually like you said get it to sound like Because we have all of the transcripts and we have all of the source materials.

[00:33:49] Hector: So, you know, if someone uses certain words or they're a little rougher around the edges, or they like to, you know, use a little more profanity than others, like, that's embedded into the writing. And, and so it looks, it looks more naturally and, and it's all not that it's impossible to, for someone to go, oh, that's AI written, but you're, you're.

[00:34:10] Hector: So often you see that on scrolling through LinkedIn or scrolling through Facebook, where you go, like, well, this is obviously an AI post and, uh, with sort of these processes, that becomes much, you know, much less of an issue. Let

[00:35:15] Hector: me frame it. I'll answer that by saying this. One of the things early on that we, sort of our mission, and hopefully, you know, you would be a barometer on whether or not we succeeded in this sort of mission. But. But our, our mission early on was to be the easy button for podcasting. We, we saw that there were so many, although I said there were not as many barrier entry, there's not a lot of barriers to entry.

[00:35:42] Hector: There isn't in the sense that anybody can go and set up an account and literally within 15 minutes of right now, if they knew where to click and where to go, they could have a podcast up on Spotify. Now it's not going to be necessarily mean that it's any good, but, but there is no, you know, there is a low barrier to entry.

[00:35:57] Hector: What we did realize, though, is that there were so many different parts of it, so it required audio editing, and it required video editing, and it required, you know, show note writing, and it required uploading to the place that gets it to Apple and Spotify, and then getting it to you, and like, there's all these different Different parts of it, you know, creating graphics.

[00:36:17] Hector: And, and if you want to sort of start to do it at the right way, or you want to sort of grow in any sort of capacity, there are these, there's extra sort of things that, you know, you do in terms of communicating with the guests and creating, you know, media for them and all these sorts of things that we try and do to enable that.

[00:36:33] Hector: And so that is essentially what we do. So that way our hosts, all of our clients, essentially what they do is they hop in, they record. You know, they have a great time and then the, you know, having a great conversation and, uh, and then we take care of the rest, you know, once they hit the, the stop record button, you know, we sort of, we sort of take over.

[00:36:52] Hector: Um, some of them are, so, so in any case, that's sort of what, what we do and we try to, uh, uh, provide, you know, in its, in its simplest sense, we do the audio editing, the video editing, the publishing, the social media. And then all of the guest communication as well, or at least we can do that for for some of our clients.

[00:40:42] Hector: Yeah.

[00:40:46] Hector: Well, I appreciate you saying that. Uh, all of it. That's just, uh, I, I receive all of that. Um, one of our, I don't know, I don't know if you got a chance to meet John Ruland, and I wish that I could say he was a better friend than, than he was in his, in his time, but he's, uh, uh, a mutual friend of a lot of our mutual friends, and he wrote a book, um, he recently passed.

[00:41:07] Hector: Tragic passing, but he wrote a book called giftology And that book was really instrumental Early on in my life in a lot of different ways Mostly because I realized that I sucked at giving gifts and like that was not my love language but I saw I but you know, it's just and so the the concept baffled me, but I and I also realized That in a way that by providing this sort of package to them, it is, it is a gift.

[00:41:37] Hector: And by doing it, by doing it and treating it that way, it opens up that door for the relationship to go so much deeper. I mean, it just, it's a, it's a, it's a, like you said, um, it kind of, uh, creates that reciprocity sort of, you know, thing. And, and we've seen that open so many doors for our clients and for our hosts, uh, because the guest really feels treated.

[00:42:00] Hector: Uh, in a way that that they most of the time don't get treated on.

[00:44:07] Hector: Yeah, and this, uh, I think we love our peas around here. Um For our frameworks The this will is a a great framework whether you are starting a show or even if you're going to go on the the guesting route Because it's really what we try and do When we're when we're starting a show or even when we're taking over a show We like to go back and make sure that these three things are really, you know dialed in and in alignment um, and so the the three are your your platform your perspective and your product and so um Your platform is just a really fancy way of saying, like, who is your listeners?

[00:44:48] Hector: Who, who do you want to listen? I think that is, that's so important and so critical and oftentimes one of the most challenging decisions for hosts to make, because they're like, I want everyone to listen. And it's like, okay, well, great, but what's like name a song that a 60 year old, you know, boomer and a 25 year old Gen Z or listen to that's the same.

[00:45:14] Hector: Like name, name, try and name. Oh, I don't, you know, there's, there's very few things that practically appeal. So, so trying to do that from the onset is just a, it's a losing battle and going back to, um, what you, we had sort of said before, um, there's not, there's not too many podcasts, but there's, Too many generic podcasts.

[00:45:42] Hector: so if you want to start a generic business show and you want to be competing with the you know the amy porterfields or the uh, you know the Why is his name escaping me? You know the neil patel's the the russell brunson if you want to go in and jump into that general business world Okay, that's once again a very Tough, but you're, you're in there playing in the W in the NBA, you know, right, right from the get, whereas if you go, Hey, I want to go and I want to dominate this rec league, you know, of an industry and you, you take.

[00:46:17] Hector: Yeah, exactly. If you take us a little chunk out of it and say, okay, you know, I'm, I'm a, a business coach for X who's going through X. Right. And so one of, one of the, the parts of the perspective, which is sort of the next P is like, okay, what. What are you saying to those people? What are, what are you, what is your unique perspective?

[00:46:40] Hector: And one of my mentors, Jeff Hoffman, he wrote the book, uh, called Scale. He always talks about, in terms of positioning, that he looks at positioning like parking spots. And it's not that there's There's, it's not trying to be the best in, in the parking lot. It's like, how do you, if you have a parking spot, great, you got a parking spot, go, go sit, go park in the parking spot.

[00:47:06] Hector: You're not going to sit there and argue and be all upset because someone's parked in that spot right next to the restaurant when there's a spot over there, that's like, okay, maybe it's not right next to it, but for now. Go park there and, and, and utilize that spot, um, as opposed to, you know, the, the alternatives.

[00:47:25] Hector: And so really thinking about that, what is the unique perspective? And, and what I tell our clients and our hosts who are worried about that is that no one can replicate your experience. Uh, no one can replicate your skillset. And then also you've got a unique personality that nobody can replicate. So when you combine those three things and triangulate those three things, it's impossible for anybody to copy that.

[00:47:48] Hector: I mean, they can try and copy it, but it's not going to be authentic. And so when you, when you just go, okay, when you lean into those three things, what are my experiences? What skills do I have? And sort of what's my, am I fun? Am I nerdy? Am I, Am I bombastic? Am I, you know, what are those authentic personality traits that I can bring to this?

[00:48:10] Hector: And, um, and you know, for me, I, I recently got my, I've gotten a little off the woo woo deep end and I've, you know, got into astrology and I, I got my R's read and she's like, you look, you look like you're in a place where you just talk, talk, talk, talk, talk. And I was like, well, yeah, here you don't say, right.

[00:48:27] Hector: You know, you know, I don't know if she read me or whatever it is, but it was like, That there is a, uh, there's a, a uniqueness in ourselves that we, we can sort of lean into and that's what people come back for. I mean, the information and the content they can usually get in a variety of places, if they're coming back week after week, it's because they like hanging out.

[00:48:47] Hector: And, and, and people can sort of sniff that fakeness, um, over a, a 45 minute interview. You know, people can start to, you know, their, their BS detector goes off. So once you've got your, you know, once you've got your, your platform, who you're talking to, you've got your perspective, sort of, you know, what you're saying to them or how you're saying it.

[00:49:05] Hector: The third P, which we find also a lot of people don't have, um, is their product. What, what are they selling? What, what, what is the thing, you know, I likened it. I don't, I don't really drink a whole lot, if at all, but the funny example I'd like to give is it's like inviting people to a party and not having any beer, you know, it's like, everybody's there.

[00:49:24] Hector: They're looking at you and they're like, well, what's. What's next? What do we do? And if you gather people and you provide even a lot of value, but you don't have anything downstream for them to go to, even if it's just hopping on your email list or downloading some sort of lead magnet or something in the interim, while you are developing your product, they are going to go seek that value somewhere else.

[00:49:46] Hector: Cause they're, uh, although you can go deep on a podcast. There is only so much depth that you can have through a podcast sort of medium And so once people go, oh i've got the trust i've got that now They want to join the mastermind. They want to join the course. They want to buy the book They want to experience the next level of value and if you don't have that.

[00:50:07] Hector: If you don't have that, then they're going to go find somewhere else. They're going to, at some point, there is a time period of whatever, you know, the better you are, the longer they'll stick around. But having that third P in place will actually allow that flow to sort of turn into a flywheel, like. Ryan Dice says where it's, you know, they come in and then they can, then they're going to go back and listen to the podcast again.

[00:50:27] Hector: And then they might, you know, buy another product and you can sort of spin that flywheel, uh, over and over again, because you have some way to, you know, get a return on

[00:51:46] Hector: it. To that, to that point, I've seen so many people have like, uh, They have the first two P's, but they either the third P isn't in alignment or, or somehow is not there. And it's like they're running two, two train tracks next to each other and they're parallel and there, there's no crossover as opposed to them.

[00:52:02] Hector: Sort of, I like to think of it as instead of having train tracks, can you have like a waterfall, right? You know, where they, one sort of falls into the other and thus by putting more energy into one. You're adding into the other as opposed to when what I've seen so much happen on those separate train tracks By putting in the energy into the into the podcast it that energy dissipates and there's there's no return on it And so they get burnt out.

[00:55:10] Hector: That's it. Yeah, and I think that's why we've had a good, you know, working and personal relationship Well, I would say

[00:55:40] Hector: like, you know If you've decided that you have a podcast I would say first Try like, like go stumble through it. I think some of the, some of our best people that we've worked with are the ones who, who sort of try it out and some of them make it back to us. Most of them do, but, but at least you have a sense of the process and the scope of it.

[00:56:03] Hector: I would also say that if you are capable of project managing or comfortable with. Uh, you know, working with, uh, remote, you know, talent or you have a good, talented VA, I would say that most, most, Talented VAs could produce a podcast like could is capable of doing everything that they that we do and and if they if you would like our systems and you want all of our SOPs and you reach out and say, Hey, I'm Dustin's, you know, I heard on the show, uh, and I would love, you know, my, my VA, you know, to train my VA or whatever, I'll give you all of our SOPs and all of our playbooks and you can, you know, Give it to your VAs because they are totally capable of that and I would say do that.

[00:56:47] Hector: Uh, first Because but there are also some people who go I don't have time for that I don't have i'm not going to project manage. My team is already at capacity We just need someone who knows what they're doing and can do it. I would say if you're in that boat Great. We're a great option for that, uh, because we plug right into, we don't like to be anyone's first employee, but if, if there's already a team that has, you know, something that we, you know, that's, we plug really well into those, uh, sorts of organizations because we can sort of pick the ball up and, and go score it, you know, um, cause a lot of times the ball's just sitting there on the field and, uh, there's so many other balls to put in the hoop.

[00:57:25] Hector: So, um, So in any case, if you're in that place, uh, amplifymedia. com, it's spelled a little differently because I, I started it back in the day when it was fun to, you know, misspell things, but it's A M P L A F Y media, uh, dot com. We'll also make sure that that link is in the show notes. And then, uh, you can find me on LinkedIn and, uh, Instagram at hector underscore podcast.

[00:58:08] Hector: I am not the one and only, actually. There's another, there's another Dr. Hector Santiago Esteban and I, I beat him on LinkedIn because. Because I put in more effort there, but on Google, uh, Google thinks doctors are more important than digital marketers. So I've got some work to do there.

[00:59:36] Hector: No, I, I said a lot, so people are, I'll let people off the hook.