Life Beyond the Briefs
At Life Beyond the Briefs we help lawyers like you become less busy, make more money, and spend more time doing what they want instead of what they have to. Brian brings you guests from all walks of life are living a life of their own design and are ready to share actionable tips for how you can begin to live your own dream life.
Life Beyond the Briefs
Why should a client trust YOU?: Using Social Media to Create Unshakeable Client Trust | McBilly Sy
Lawyers, ditch the "busy but miserable" routine! This episode of Life Beyond the Briefs cracks the code on building unshakeable client trust through social media.
Your secret weapon? McBilly Sy, the authority on lawyer authority branding. Learn how to transform from invisible to invaluable with:
- The 3 Trust Signals: Discover how to build logical, emotional & social trust online – the secret sauce to attracting ideal clients.
- Niching Down Power: Ditch the "jack-of-all-trades" trap and attract high-paying clients who crave your expertise.
- Content Like a Machine: Master the art of creating engaging, trust-building content that gets results (think "retention over views").
- Paid Ads that Don't Suck: Unlock the secrets of blending organic and paid strategies for maximum impact.
- Say Goodbye to Fear: Learn how to overcome self-doubt and become a social media powerhouse – even if you're a complete beginner.
Ready to stop trading time for money and build a thriving practice on YOUR terms? Hit play and let McBilly Sy be your guide. This episode is your roadmap to a legal career you can actually love.
Bonus! Find out how Sam Kwok skyrocketed his sales by prioritizing trust over views. Plus, learn about the exclusive Great Legal of Marketing Summit where McBilly will be dropping even more lawyer-gold (October 3rd-5th, Phoenix, AZ).
Don't miss out! Grab your headphones and get ready to build a client base that BEGS to work with you.
P.S. Craving More McBilly Magic? Connect with Him here:
- Website: Dive deeper into lawyer authority branding at authoritybrand.com
- Instagram: Get inspired by McBilly's feed - follow him at @mcbilly
- YouTube: Expand your knowledge with McBilly's video insights - subscribe to @McBilly
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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.
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There's different triggers within the algorithm that your video is going to be shown versus the competitor right, and so I would say, like you just got to start, choose one platform you know and like, just make a commitment. If all you do is like just post, like one post a day, it's like it's the consistency, because this is like going to the gym, right.
Speaker 1:You don't get result by like going to the gym, you know once, and it's just like how can you make this as frictionless as possible? Just choose one thing, one platform, and just make a commitment. I'm just going to make one post every single day. I'm not going to care about the views, I'm not going to care about the engagement for now, right, because this is like a muscle that you're building and you do that for 30 days. Man, I promise you you're going to make a significant impact for your business.
Speaker 2:What's up, my friends? You ever feel like you're just another lawyer in a sea of pinstripe suits? Well, buckle up, because we're about to turn your trustometer from objection to sustain. Because in this episode of Life Beyond the Breach, we're diving headfirst into the trust crisis that plagues the legal profession. Because, let's face it, client trust in lawyers is at an all-time low.
Speaker 2:But don't worry, we've got the antidote, because today I sit down with my friend McBilly Tsai, the mastermind and co-founder of Authority Brand, the company that's been producing my short form Instagram, youtube and TikTok videos for the last six months or so, and McBilly and I are going to crack the code on building unshakable client trust. We're about to transform your social media from a guilty pleasure into a client-attracting powerhouse. So in this episode, you're going to discover how to turn your online presence into a client trust-building machine, the art of niching down without narrowing your paycheck, and how to create content down without narrowing your paycheck, and how to create content that actually connects with your audience. So, if you're ready to stop being a faceless lawyer and start becoming the trusted advisor that your clients are lining up for, continue listening and take down some notes, because it's time to rewrite the rules of legal marketing and build a practice that actually excites you. What's up, everybody, and welcome back to the show.
Speaker 2:Today's guest is McBilly Sy, social media expert and co-founder of Authority Brand McBilly. Welcome to the show, my man.
Speaker 1:What's going on, bro? Thanks for having me, man.
Speaker 2:Dude, I'm excited to see you, and if you're not watching this on video, you are missing out that McBilly is an eight-figure salesperson with ClickFunnels. He's got a 2CCX award. He's also an Inc 5000 recipient. This guy knows how to build businesses, and today we're going to be talking about adding trust into your social media marketing, and, especially for lawyers, for whom consumer trust is like the lowest of any other profession, how lawyers can start building trust with potential clients before they even visit your website. So, mcbilly, let's get into that. How can you create social media Instagram, tiktok, youtube shorts, those kinds of videos in a way that isn't the same old boring? You know? Seven tips to know after an auto accident.
Speaker 1:That's right, you brought up, bro, like the fact, especially for, like legal and, you know, for lawyers, I mean literally that is one of the most critical aspect for consumers when they're making a decision whether they want to work with you or not, right, so, when you think about it, the reason why this is not only is that an actual reality for you guys, there's also and this is a recent study that Edelman just released. It's a landmark study 2024. Every year, they do this like study of, like the trust barometer, and in their most recent study, they've actually came out that consumer trust is at an all-time low Across the board, across the board, across the board. And so here's the thing that has a direct impact to how cheap or how expensive it is for you to acquire customers, right, right, and so you know what does that actually mean, though? So what that means is over 70 percent. I'm sure you guys have, you know, might've heard of, like you know, the banner blindness, ad blindness. Right, like over 70% of people, they ignore, um, advertisements, uh, right now, like just instinctively. Over 52% now, um, they don't they, they do active research before they make a purchase, right, so. So you know, no one wants to make that initial purchase. You know just right off the bat, and so what that means to you guys and what you brought up most people. They just focus on the you know seven tips, on you know how do you do X, y, z, seven mistakes, which is that is all about education, and that is very important, right?
Speaker 1:So, if you're listening to this right now and you want to really build trust in social media, create content, education is one piece and it's a very important piece because that builds logical trust, right? That tells me like, do you actually know what you're talking about? You know builds me confidence that you are an expert and so you know you wanna position yourself as an expert. However, logical trust is only one component. After working like over a thousand businesses and after creating like over a thousand content, at this point, what we found is, in our trust scaling strategy, you actually want three trust signals, just three trust signals that you wanna focus on, and the first one is logical trust. The second piece is the emotional trust, right? So what does that mean? Well, you need to be relatable, right. You need to understand and when I say relatable, I don't mean you talking about like football and you know and stuff like that. You know, you even brought this up, you know, brian, like in your videos, like talking about family, right, things that people can relate with, so that you are a real person like you are a human being that I can relate with.
Speaker 1:The the. The best strategy that I've found is to be so like, what do you talk about? Well, talk about your struggles, right, talk about the struggles that you went through, that you have overcome, because this is I learned this actually from Pixar's Pixar Studio. So Disney, right. They, if you guys Google this, they have a 22 rules of storytelling. So this is a law. If you're a script writer for Pixar, literally you have to follow all 22 rules of storytelling.
Speaker 1:And the first rule in their whole Bible is essentially, people resonate more with people that are trying, like the struggles that people go with you know more than the successes, right, and so by focusing on the struggles and you know the belief, you know what are the beliefs, what are experiences that you guys have had that allowed you to.
Speaker 1:You know, kind of have this like new belief in how you operate, right, this is how you decommoditize your and who you are versus all of your competition, because none of your competition, has your specific experiences right. And then the third. The third trust signal is social trust. So what does that mean? Well, are you strategically placing in your social media, on your website, on your videos, in your channels, that you have worked with other people similar to the people that you want to attract, to make them feel safe safe that they're not the first person, right and so being able to combine all three trust signals. This allows you to exponentially scale trust so that you know, even if it's the first time that I'm seeing you, if I'm able to hit all of those trust signals, you're one step closer to actually getting a cold lead to somebody that actually can trust you, that wants to work with you.
Speaker 2:And what I'm hearing you say with those last two points is that it's less important for a personal injury lawyer let's say that I have a whole bunch of seven-figure results and a best lawyer and a super lawyer's award and my face is on a magazine than it is that I go and I then tell the story of how we, through struggle, achieve those seven-figure results for actual, real people who might be similar to the people that are now searching for us for their cases. Am I right about that?
Speaker 1:Yes, 100%. So now, that is still important, by the way, right, it's still important. But it's, like, you know, when you hit the, it's like a check mark, right, if you hit the check box of, like okay, this guy knows what he's talking about, he's you know, he's won his awards. Like he's, he's raised on a magazine, you know having one, you know, like having 10 of those versus having a hundred of those, there's diminishing returns. At that point, Right, as long as I have that checkbox checked, it's actually the stories in me being able to relate with like, oh, wow, brian, literally, this is the same exact issue that I'm going through right now.
Speaker 1:Right, like, the more specific, the more, that you could paint the picture of the problems that your ideal customers are actually going through right now. Even if you don't tell them the solution which most people they focus on, like the how-to and the solution, the fact that you could paint this very clear picture of the actual problems that I am literally going through right now tells me that you don't even need to tell me that you have the solution. I know that you have the solution because you're painting a very clear picture of the problem that I have right.
Speaker 2:Well, and I'll tell you, you know, the problem that your prospective clients have often is not the problem that the lawyers quote the best at solving right. And so, for instance, lawyers, when people call us, we really jump to and I'm back in injury law because this is what I do we really jumped to. Can I get this person a good financial result at the end of the case? But oftentimes that person is calling for a number of other reasons. Right, they were just in a crash and they don't know how to get their car fixed. They don't know how to get into a rental car. They don't know who's supposed to pay the medical bills for the beginning of the case. Right, they don't know what they're supposed to do. How do we document taking time off of work in a way that's going to get me compensated at?
Speaker 1:the end.
Speaker 2:And so the tendency as a lawyer is to focus on the end result and say I've gotten all of these results, but there's a dozen other problems that your clients have along the way that might be the most important thing to them in that moment. So that's why it's important to make content that addresses all of those problems. So let's get like really, really tactical. How do we step into the shoes of our prospective clients and figure out what the problems are that they actually have that maybe we as professionals aren't even thinking about?
Speaker 1:Sure, so when you think about it, right. So, as far as, like, from a content strategy perspective, there's different ways to go about this, right, one of the simplest way that you could really execute on is paint. Look at who is the actual avatar that you guys are serving right Now. Obviously, you know, depending on you know your specialty, your expertise there's different buckets, right. Let's just look at there's probably like different segments of the overall market that you guys serve. So look for one specific segment, right. So when you have that one specific segment, the easiest way to kind of think about this is just really defining where are they right now and then where they want to be right, we're all, at the end of the day, you guys are selling a transformation, right? And so defining their current situation, which is point A, and then their desired situation, which is point B, and then what you want to do is you want to craft and actually break down what are the different steps from point A to point B.
Speaker 1:Now, mind you, this is not with your service, right? This is not with you specifically. This is just straight up, whether they're working with you or not, or another person. What are the actual steps that are needed to get from point A to point B. The reason why it is important is because, when you are, when you're so clear with this specific steps, you could bunch and clunk them up into clusters and those can now be your content buckets. Right? Because, think about it, if I am, if I'm the ideal person that you're trying to attract, and then I'm, my situation is my current situation and I want to get to desired situation. Well, if, if you could show me that you are an expert at this, this, this, this steps which is literally what helps me to get from where I am to where I want to be.
Speaker 1:Well, now, you could actually easier. You know it's going to be a lot easier for you to kind of think about what topics to create. You know well how do you position yourself as an expert on specific niche topics, right, and you know there's, there's a great tool that you guys could use. It's called answer to publiccom and in this tool you can literally just type a keyword there and it's going to pull up all of all of the questions that people ask for that specific topic and that's going to give you great starting point to start thinking about. Like what, what content to create, what topics to create? Right?
Speaker 2:You said something really important in there, which is, you know, at the end of the day, what you're selling is a transformation, right? So if you're a divorce lawyer, you're not selling a divorce. You're selling a safe space and a safe result for my daughter and financial security for me, who hasn't worked in the last seven years because I've been taking care of the family Bankruptcy. You're not selling, you know, chapter seven or chapter 13. You're selling a restart and a fresh start and the ability to get out of this hole, right? And so I think focusing on that transformation is really important, and I think it's the thing that a lot of lawyers miss, like where is your client right now and where do they want to be, which is why intake teams often talk about, you know, walking people through the heaven and hell situations.
Speaker 2:Well, what would happen if nothing changes? What would your life look like then? Okay, and then what would a dream outcome be for you? And I think if you went and you had this conversation with a couple of prospective clients, or with your best and your favorite clients from the last two or three years, you would find all of those things to talk to the general public about, because, really, what we want to recreate is a steady stream of rape clients walking through the door, not necessarily a steady stream of every client.
Speaker 2:And so how and I know you come from the Dan Kennedy School of Marketing, which talks about repelling certain clients and attracting clients how do you help your customers get over the fear of repelling a certain segment of the population?
Speaker 1:Yes. So I think this is a very natural thing, right? Because at the end of the day, as a business owner, you would think well, man, it's all a numbers game, Everybody's money's green.
Speaker 1:Right, yeah, if it's green about it's, it's all a numbers game and so, right, yeah, yeah, man, like you know, um, it's green, and then you know I'll take it. But the thing is even for us, like we've gone through this ourselves. So in the, in the very beginning, when we were just serving everyone, if you're just, if you're trying to serve everyone, then you are now a generalist, right, like, um, you're not a specialist anymore and so nobody especially the consumer trust being so low I would want to work with a specialist. You know, nobody wants to work with a generalist anymore, and so it's positioning yourself as that actual answer and the solution for that specific transformation niche down.
Speaker 1:And you don't really, if you don't, if you don't push out and repel, you know, the non-ideal customers, then you won't be able to actually attract the ideal customers, right, and so it's so important, man, like I know it's like is a, it's a mindset thing, right, it's a mindset thing.
Speaker 1:But just know that for you to attract your ideal customers, you have to repel the non-ideal customers, right, because even for your team, for the people that are doing the intake, well, it's going to save you a ton of time not dealing with the non-ideal customers, right, like, think about from a profitability standpoint and I think about it as what is my return on a per hour investment of my time? Right, it's all about creating leverage for our businesses, and so, to me, I'm going to create a system that, for every hour of input that I put in, I get 10X the output right. And so for me to do that well, I also need to clean how much. Who are the people that are coming into my pipeline so that they are actually a customer, so that you're not wasting time.
Speaker 2:Well, we see this in the family law arena. Right, there are family law lawyers that will do divorces only for dads or only for moms, and from the outside it's like, well, you cut off half of the population as your client base, right, if you're not doing divorce for men, for instance. But the reality is you can only represent one side of your divorce anyway. And so why not say I'm the lawyer that only represents men, because I understand the special issue that men face in divorces and we know how to fight the ex-wives or something like that, right. But I think your ability to niche and say I just don't need certain segments of the population because I don't work best with them or because I don't enjoy having them as clients or whatever other reason, like the more that you can niche down and say no, this is what I am, and separate yourself from the generalist, the better off your business often is 100 percent.
Speaker 1:So I'll give you actually, here's a really great example, brian, if you're listening to this and you're still not convinced about that concept, it is all about perceived value, and so the perceived value of being a specialist. So here's the best example here. Let's just say I'm going to sell you right now a course on sales. So if I'm going to sell a course in sales, how much can I charge? Maybe, I don't know 500 bucks, right? But if I tell you all, right, well, this sales course is not just any sales course, it is a sales course for lawyers, right? Well, maybe I could charge a thousand bucks for this Lawyers.
Speaker 2:If you add lawyers to the product, you can just 10X the price. Lawyers 10X, add lawyers to the product you can just 10x the price.
Speaker 1:Lawyers and agents Right. Or actually, if I niche down because the thing is, or if I say like, well, this is health scores, but it's going to be specific for divorce attorneys, right, well, now it's even more niche down. Well, there's a higher perceived value for that because you know, if you're a divorce attorney, well, there's going to be certain you know nuance, objection handling that's going to be in there and there's now you're going to 10x the price. You could x the price, right. And so think about that in your own experience and the value in your head, and so, like it's, it's an absolute no brainer. And so you have to be strategic for your business to actually repel your non ideal customers so that you can actually attract your ideal customers.
Speaker 2:And so I think the exercise to do and I've talked about this on a couple of other episodes is sitting down with a T-chart and writing down all of the traits of your best customers and all of the traits of the clients that you hated working for, and then just start asking. You know answering questions that are yeses for your best customer, and I think you ignore the worst customer. You just don't answer those questions because, at least in my experience, when we're saying no, this isn't the case, no, this isn't the case, we actually get calls from those people wondering if they're the exception, and so, at least in my practice area, those people wondering if they're the exception, and so, at least in my practice area, I think you only are answering the affirmative side of the T-sharp. But what do you think?
Speaker 1:So to me, to me is absolutely it's very dangerous to to to just say, yes, right, like I've. I've had to learn this the hard way because you know, the more successful you get, truthfully, the more knows that you need to be making right. Because, of course, you know, the more successful you are, well, people are going to want a piece of your time right, they're going to want a piece of you know, the, the scarce resource that you have and there's so many. Like I've made a lot of mistakes myself as well as, like you know, opportunities that could look like opportunities. But, truthfully, you know, take that on. If you take this client on, if you take a bad client on, how much time and effort and resources would you be spending on this client when you could have just taken, you know, two, three more ideal customers?
Speaker 2:Yeah, what's the opportunity cost of working and spending time on a bad case?
Speaker 1:A hundred percent. Yeah exactly, exactly, so yeah.
Speaker 2:All right, let's um, let's switch gears a little bit and talk about how to get started. If somebody has created no content whatsoever and many lawyers are in this camp or the only content that they're putting on their Instagram and their facebook profile is like happy fourth of july from the law firm, right, yes, what are the critical first steps for a firm to take? To just begin testing what works and what doesn't work?
Speaker 1:So OK. So if you are in the situation where you literally have not started creating content, the first step is to be honest with you. I would just it would be making a decision first, right, because here's the thing If you want to be successful with creating content, this can't just be a willy nilly, you know. You know I wake up today I guess I'll post content, right, and then tomorrow you don't, right, it has to be consistency, and so the thing here is you need to make a commitment, and it doesn't need to be like huge time sink, right, but you do need to commit to this, because it's the consistency that's going to make this effective for you, right, and so making that commitment. And then, to me, there's really there's two parts to this, really. So you have the strategy and then you have the execution, right. So the strategy there's really three parts here. You need to be very clear with your messaging, right? So you're kind of like what we talked about earlier who's your ideal customer, how do we call them out, how do we repel the non-ideal customer? With your messaging and being very clear. And then the first thing that you want to do is you just want to select one platform, right and we were kind of talking about this earlier which is you know so many people. They see ads and influencers that are like all over Instagram and you know TikTok and YouTube and all these platforms and that's cool and you know we actually help you know our clients do that so that you become omnipresent in all platforms. You know we help you guys do that as well. But if you're just starting out doing all of that with no systems in place is going to be very overwhelming, right? So you just want to choose one platform, and I would say the easiest. So to answer the okay, well, what platform do I start with? Well, I would start with a platform that you use. Right, because if you use that platform, that means you're familiar with the nuances of how people talk, how do people kind of format their content, because each platform is going to have kind of their own ecosystem and how they format their specific content and so start with where you are already using that content or where you're spending the most time in what platform.
Speaker 1:And then the second thing that you want to do is you want to convert your social media profile into almost like an invisible funnel, right? So what is an invisible funnel. So invisible funnel is, you know, we already know like what funnels are. Right. So, marketing funnel, sales funnels, we kind of take them into your sales process, right. So marketing funnel, sales funnels, we kind of take them into your sales process.
Speaker 1:And if you think about because the consumer trust being at an all time low, if you push me directly to an opt in page or a marketing page that you know and I don't, there's no built in trust between the two of us.
Speaker 1:Well, you know, people aren't really going to opt in, right.
Speaker 1:And so what we want to do is we want to convert your social media profile into almost like an invisible funnel, into a funnel where, if I go there Immediately, I know who you are, you know who do you serve and how you can help me, and then the bio is very clearly, you know, it's clear who you guys serve.
Speaker 1:And then there should be a clear call to action. Right, this is the Dan Kennedy, you know direct marketing approach, which is everything should have a clear call to action. And then, depending on the profile or the platform that you're using, there's always gonna have an opportunity for you to create like a pinned content at the top right so you could pin a specific content or like a feature content, and that is where you have to be strategic in almost creating an actual marketing funnel. Because if somebody visits your profile for the first time, what is the specific three content that you want people to actually go through so that they could be from like a cold lead all the way down to like a warm lead? And so how can you quickly do that with like those first content at the very top, like that's how I would start this.
Speaker 2:And so you know, as we're thinking about invisible funnels, right, the whole idea of the funnel is that people might begin engaging with your content at any point on the prospective client journey, right, they might not have any interest in it, they might just show up in their feed, right, or it might be. You know, maybe they're thinking about this problem and you've addressed the problem. You let them know that they have a problem, or they might actually have been like searching and we'll get into paid search for paid ads here in a second but they might actually be searching for somebody like you, and so you have to have pieces of content that address people really, and any part of that process in the funnel with a very clear like if you consume this piece of content, here's what I want you to do next and it's rarely call me and buy, right, somebody who's coming into the content for the first time, who has some kind of problem awareness, right, but isn't searching for us. What do we want them to do?
Speaker 1:So I'm glad you brought this up, brian, because, when you think about it right, there's different market awareness and, depending on the people that you're speaking with, this is where you have to be strategic in how you talk to them, depending on what level they're in right. So, like you mentioned, usually there's like the problem aware actually it's usually at the very top. There's the unaware, so people that are unaware, they don't even know that they have a problem or they might not have a problem, right?
Speaker 2:I mean, if I make an auto accident content and you've never been in an auto accident in your life, you don't have this problem, correct?
Speaker 1:yeah, 100, so like that's like unaware, uh, they don't know they have a problem. Or some of them like they really don't have this problem. Correct, yeah, 100%. So like that's like unaware, they don't know they have a problem. Or some of them like they really don't even have that problem, which is fine.
Speaker 1:And then on the second level, here is the problem aware. They know that they have a problem, they don't know the solution yet, right. And then the even deeper level, here is the solution aware. So they know they have a problem, they know that a solution exists, they just don't know where to get it. Right. And then at the very bottom, is really the product aware, right. So they know that they have a problem, they know there's a solution out there and they're already actually actively looking at what are the different services and products that are available for them. Right. And so all you know, there's actually five, which is the bottom. One is the most aware, where they actually, you know, they're already working with you, they already know the product and services. And so in all, five different market level awareness, you have to be strategic because there's different content that speaks to where they are in that level. Right.
Speaker 1:And so at the very top, which is top of funnel. Usually this is where you talk about the. You know like, hey, have you noticed? Have you noticed that maybe the you know your auto? If you look at your bill and then you see this, then this is where you you start to raise awareness that they even have that problem in the first place. And so that's like top of the awareness level. But if you're speaking to people that have actually gone through it, they've experienced a problem, now you could, if you start your video with explaining that, well, they're not gonna watch it anymore because, like, oh, I already know this right. And so that's where you need to divvy up your content so that you are speaking to all the different market awareness, so that you're not only speaking with one.
Speaker 2:And you know, the interesting or the scary thing about the algorithms now is that people that have problems are being fed content that service those problems. Because you might have looked up you know, let's say, a bankruptcy lawyer, for example, like you might've consumed some how to fix your credit score content on YouTube and then gone into you know how do I prevent my house from going into foreclosure search on Google? Well, now, when you come over to Instagram or TikTok on your reels, you might be serviced something else that has either financial education or bankruptcy lawyers and so that's kind of a scary application of these algorithms now.
Speaker 2:And so you know there's this fear that you know I don't have. I don't need to create this content. This is organic content, because if I put it out in the universe, how the hell is it ever going to find somebody that actually has this app. I think if you have any experience using these apps yourself, and then you pick up somebody else's phone and you look at their algorithm, the stuff that's on their feed is often very, very different than what's on yours.
Speaker 2:So, if you are providing value, that's great enough that people will sit there and watch it for a long enough. The algorithm picks it up. It's going to start feeding it to other people that have problems that you want to solve.
Speaker 1:Yes. So if you're listening to this and you so, there's usually, before starting to create content, there's a couple of things that really usually hold us back, right. So first is like there's that fear and the fear of, well, I don't want to put myself out there, you know what will people say. And, truthfully, that's probably one of the main thing that, like you know, held me back as well, because this is, like you know, years and years ago, like I didn't want to put, I didn't want to mix business with my personal kind of Facebook page. It was like way back back. So because in my mind, I'm like, well, you know, I got my family there, I got, like you know, my teacher from like high school and college. Like what will people say? Right, and so you know, but the thing is, it's like it really is, it's all in your head.
Speaker 2:But nobody's actually thinking about you.
Speaker 1:Yeah, honestly, like, think about it, like, yeah, no one, no one, really, no one's like taking 24 hours in a day and, like you know, stalking you, right. But the thing is the only way to get to good is to start Right, and usually I mean I'm going to be honest as well when you first, the first time you do this, you're probably not going to be that good, and that's okay, because in the beginning no one's probably seeing your content. Let me kind of break this up in the sense of I've had several, like I would say, like change in my own, like mindset on this, because in the beginning you know, obviously, like you're afraid, like there's fear, right, like what people say, but the thing is the amount of impact that your content can make versus the slight fear of you know what will people say is like people will judge you right and that's the reality of it. You know, I still to this day, to this day, people make fun of my teeth honestly, because they say, like your teeth is yellow or you know whatever. And sometimes, honestly, guys, honestly, it's like I was speaking with my wife about this because, like I would look in the mirror and I would actively look at my teeth. I'm like, huh, do I need to bleach my teeth? Like, is it really that yellow? So it gets to me, right, like we're all human beings. But here's what.
Speaker 1:Here's the quote that I always like to go back to from Denzel Washington. You know, it's like the people like you will only get criticized by people doing less than you. Right, people that's doing more will never criticize you because they know what it takes. Right, they know what it takes. And so, like, if that's still holding you back, like I would just start right, just start now. And here's the other thing Don't focus on like the views, okay, because so many people they focus on like, oh man, like I started creating content, I'm only getting like 100, 200 views. I guess it's not working right, but here's the reality. If you think about it, literally right now, if you have 100 views views on your video, what does that mean? There's a hundred actual, real human being on the other side of that screen that's actually listening to your content that you're building a relationship in. Right, and the.
Speaker 1:It's so easy to look at all these like influencers selling to go viral, selling millions of views, but here's the truth Views is a deceiving metric. Here's why One of our clients, sam Kwok, he has a massive you know, he has a massive like YouTube channel. Okay, so, he has like over 350,000 subscribers on his YouTube channel, and so you know, when they were optimizing their content for views, they were averaging around 50, 100,000 views per video. Now, when we switch their content strategy to our trust scaling strategy, where, instead of going after views, we focus on, like, actually building trust and converting those views, their views actually went down to an average of 500 to 3,000 views. Right, that's a massive drop, guys, from 100,000 views to 500. However, just in this past two months alone, their sales skyrocketed and having two back-to-back record breaking sales months, right. And so I just want to share this with you to at least inspire you or maybe change your mindset on this.
Speaker 1:That views is a deceiving metric, because the reality is, there's a lot of people that you know like they're not really engaging on your stuff, right, but they're watching, right, they're reading your stuff, they're watching it, and so you know, don't, don't feel like, oh man, like sometimes and this is just real talk Like this is. Before, I felt so insecure when I posted something and I would get like zero like engagement, I felt like man. It's like crickets and then, you know, I was even like man. Should I delete this post Because it just looks? It's kind of looks embarrassing, but the thing is what our actual data actually shows even though you don't have a lot of engagement, people watch it and people click on it and people actually engage with their wallets, which is more important yeah, um, I had ian garlic, who's a youtube expert, on a couple of months ago.
Speaker 2:One of the things that he talks about is you're under k clients or lurkers, right.
Speaker 2:So you, you can have people who, when you've been playing out iCats for a while, like I have, like, um, we'll come up to you events and say, oh, I listen to your podcast or I'd see your social media stuff and you're like, you don't ever like, throw me a like every once in a while, leave a comment, you know.
Speaker 2:So I know you're out there, um, but these people are out there and and you're exactly right, if, if I invited you, you know, every single day, to come and give a talk to 200 people, you'd be ecstatic about that. But if you get 200 downloads or 200 views, we're depressed about it, and so it's just, it's consistency in those small numbers and keeping it through the pipeline. So, if views don't matter and obviously sales matter, what are the numbers in the middle, the metrics in the middle that we should be paying attention to? Because you're not going to convert immediately, from starting to create content to I have my two best ever sales months. So what do you pay attention to to know if a strategy is working or not working.
Speaker 1:Great question. So a couple of things. Obviously, views is important, but it's not the end will be all right. So, um, so what? I? So I, I don't really look at the views, I look at retention, okay. So what does that mean? So when you, when you post a content, how much percent of the content are people actually consuming? Right, so it's the watch rate, and the retention is actually more important than the views.
Speaker 1:Here's why Because if I know, if I put out a content and, let's say, you know, view like, the watch rate is only, you know, 5%, right, which is very low. I know that whatever messaging I'm putting out there is actually not hitting with my target audience, right. But if I have, you know, 70, 80, 90% watch rate, well, that's great, because I know that people are actually consuming this content and I know what did I do? What did I talk about? What did I actually say? What did I do in this video? That is like getting people to actually engage with it and like actually consume it, right.
Speaker 1:So that's the first thing. And then the second thing is this is this is why you want to actually create and convert your social profiles into an invisible funnel is because now we could actively track the actual like lead in right, like so, so conversion for opt-in rates, so opt-in to the call to action. If you're posting in YouTube, you could also add links in each video in YouTube and you could add tracking links in each of them so that I know specifically not only do I know that somebody scheduled a call, you know from YouTube, but I know specifically which videos it came from right. So that's what you want to do, because, at the end of the day, you know we want to maximize our resources, right, and so if you're putting in time here, what we want is to actually see the returns of the investment of your time in, like, building your brand and, you know, building trust with your audience.
Speaker 2:This is the role of a good lead management software, and we talk about that a lot. Inside of great legal marketing is comparing and contrasting. What lead management softwares will actually keep track of things as granular as which YouTube video do they come into the funnel, on which YouTube video do they convert on, and so those things are out there going easy.
Speaker 2:I want to talk to you real quick about paid advertising and the role of paid ads in social and I think so many people their mind goes away that that five second youtube pre-roll video although I've noticed during the olympics they're getting longer and longer and longer oh yeah, what is? What is the role of paid advertising on other social channels?
Speaker 1:oh yeah, we're using that. So, uh, I, if you guys, if you're running paid ads and you do not have organic, you're literally burning your ad budget. Right, because, if you think about it, literally, because consumer trust is so low, literally consumers don't trust paid advertising right, just by paid advertising alone. And so it's actually kind of interesting because, literally, if you run paid ads today, starting organic will immediately make your ads more profitable. Right, and Alex Ramosi even shared this recently in his like closed group, like mastermind, and it's basically like you have both. You have two worlds, right, you have this world of like paid ads that you can specifically target people, right, and like you have two worlds, right, you have this world of like paid ads that you can specifically target people, right, and then you have this world of organic. You know, creating content, a lot of audiences, but you can't really fully control that, but people trust this right, and so you know, combining both worlds is where the magic happens. And so what does that mean?
Speaker 1:What we've seen is, if you run paid ads, there's essentially four paths your prospects are taking. So path number one is if they see your ad, they click on the ad and then they do the research after, and then they take action, right, and so that's the usual one that we do, right. But path number two is they see your ad. They don't click on the ad, they go straight to your profile. They click on your profile, and then that's where they do their research. They consume content, right? They see, is this person legit? You know, is this even somebody that I want to learn more from? Right, or even take action? So that's path number two. Now path number three is they see the ad, they don't click on the ad, they don't even click on your profile, they just go straight to Google, right, like. We know this. You, I mean you probably even do this yourself, right? And then path number four is they see your ad and they do nothing, right, and the reality is, in all four paths, you are spending money, regardless of what actions they take, and it's just a matter.
Speaker 1:The question is well, are you actually converting and, you know, profiting from those actions, or are you actually just spending more money for impressions that you're like losing, right? And so the reality is, if you currently run paid ads, you should immediately start creating content, right. And so here's the strategy that we've implemented for you know, for ours, it's like interest scaling. There's really three steps that you want to orchestrate this. The first step is, when people think about organic, they think about customer acquisition, right? Like, well, I want to acquire more customers through organic social media content. The thing is, if you run paid ads, you should not start like.
Speaker 1:The strategy that you want to think about is. Step number one is you need to convert all of your social channels into lead conversion channels, right? So your goal is, because you already have traffic from paid ads, well, you should create content that's more specific to actually converting those people into more sales. Right, because we know that they don't trust you. What they do is they see the ad, they're going to go to your content and then, once they, you know, once they trust you, now they're going to go back to the ads and you're going to, you're going to convert. You're going to convert more leads for the same amount of ad spend. You're going to have higher show rates, so less ghosting, and then you're going to have more pre-sold customers speaking with you, right?
Speaker 1:And then step number two is now you want to create a systematic content production process. Right, how we call this is we call this the Hymie content system. So what does that mean? So H-I-M-E, which is high impact, minimum effort. And so there's so many and, bro, like I see so many of these ads talking about like using AI and creating content. You know, like create six months worth of content, like one zero.
Speaker 1:Now, that's very efficient, but the reality is, is that really effective? Right? And so the principle that we've applied here how can you create an effortless content production system, frictionless, so that you could stay consistent, right? And so what does that mean? Well, there's really what you want to do. Is you want to get to a point where all you're focusing on is just creating and recording content, right? So the scripts are pre-researched, it's pre-written for you and you record it, you upload it to Google Drive and then the videos are edited for you, it's published for you by your team, so that you don't really think about it.
Speaker 1:And this is what we've done for you guys, brian, and so you know, it's like. That way you stay consistent, right? Because at the end of the day, I mean, if you're like, if you have to, if you have to, like you know, be the ones like posting content, like man, like that's a very time consuming thing, right? So how can you make that frictionless so that you could stay consistent? Right, because here's the magic. Step number three is, once you have consistent content coming out, well, this is where you're able to refine your messaging. And so that step number three is you change the strategy from lead conversion to lead acquisition right. And that's where, now, you combine both the quality of content and then the quantity of content, and this is where the magic happens.
Speaker 2:Yeah. So I want to say a couple of things about that. Number one yes, the minimum effort is super important. It's one of the things that I really like about working with you guys. I don't have to do any ideation of what are the 20 videos that I should shoot this month. I just I get the scripts. I should sit down in front of a camera that's equipped with a teleprompter and I knock it out in an hour, right, so super, super easy. That's important. Number two is you know you're organic. It also feeds the paid because you can. There's the other strategy is you take the you know the best performing organic piece and then you put some money behind that, right, because it was already interesting enough for people to watch it and not click through or scroll through. Then you know, because of the money behind that, rather than guessing what should we be sponsoring and what video should we be sponsoring and putting ads towards without knowing whether or not it's interesting to the general public.
Speaker 1:That's right, yeah, and that's a. That's a strategy that you know it's like how can you maximize your time? Right, it's all about, you know, time maximization and so. But here's the other thing. You don't want to make decisions out of opinions, right? Here's the other thing. You don't want to make decisions out of opinions, right. And the cool thing about the organic, as you said, brian, is well, this posting content in organic is a great way to actually split test which ads will convert, right, because if I know it's converting on the organic side, well for sure, I'm just going to put more money into it and just drive more traffic to it using paid, and that's like an amazing way to significantly cut your time and resources and like spending on.
Speaker 2:Here's the other thing that I think holds lawyers back is you assume that the well has already been dug and people have extracted all the water. Right, because that's what the algorithm is showing you Like. If you've done any investigation into what other law firms are doing and you've watched some of those videos, you're being fed more videos and the example that I'll give you. You just said I see all these ads for done for you. Ai creates lots of content. I don't see a single one of those.
Speaker 2:That's right, I'm not. I'm not in that environment researching what my competitors are doing, and so I'm not being shown those ads. So if you're a lawyer out there and you like, this area is already saturated by other lawyers who are creating all this. I know it's not. It's just because that's the stuff that you're consuming, so you're fed more and more and more.
Speaker 1:That's right. That's right and I mean you brought this up earlier Like the platform algorithm right now is like it's like scary and you know, to the level of detail. So if you guys, you know, haven't seen this, like documentary from Netflix that like talks about this, I think it's like the great data, I think great data hack, and basically it's like every single thing that you do. They even track how long your eyes look at something. It's down to that level of detail and so, like they know whether you're scrolling, where you're actually looking at the screen, like where you stop, like everything is like being measured and so, to your point, don't feel discouraged because it's so easy to get into your head and be like, well, you know, like see, you see all these like your, your competitors, or like maybe you know bigger guys that have, like bigger audiences and they're creating those content.
Speaker 1:Yeah, you are seeing those because the algorithm thinks that you are interested at that, because that's who you are. But your prospects, your, your ideal customers, they're not seeing those Right. But your prospects, your ideal customers, they're not seeing those right. And so there's different triggers within the algorithm that your video is going to be shown versus the competitor, right. And so I would say, like you just got to start, you know, like choose one, choose one platform, you know and like, just make a commitment. If all you do is like just post, like one post, even like a day it's like it's the consistency, because this is like going to the gym, right.
Speaker 1:It's like you don't get result by like going to the gym once. And it's just like how can you make this as frictionless as possible? Just choose one thing, one platform, and just make a commitment. I'm just going to make one post every single day. I'm not going to care about the views, I'm not going to care about the engagement for now, right, because this is like a muscle that you're building and you do that for 30 days. Man, I promise you you're going to make a significant impact for your business.
Speaker 2:And so if you want to learn more about creating video and creating content, that's going to support you a lot from a teacher name. Further out there, mcbilly and his partner Preston are going to be speaking at a greatly working summit in theme and terrorism over Thursday, the 5th. But, mcbilly, where else can people find you?
Speaker 1:Well, you know same thing. You could go to authoritybrandcom. You could also check me out in Instagram at McBilly. You could check out my YouTube channel at McBilly as well. And yeah, we're very excited to see you guys at the summit.
Speaker 2:All right, we're going to link to all of that in the show description. People can find you and Algorithm is going to find people and start feeding them your videos.
Speaker 1:Thank you.
Speaker 2:McBilly, good to talk to you.
Speaker 1:Yeah, Thanks for having me man Appreciate it.
