You Need to Sell Stories. — Transcript

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1. 0:00Partner with my wife on her business. We
2. 0:01sell jewelry with purposes ex crop um
3. 0:05Let's hear. Partner with my Okay, wait.
4. 0:06Partner with my wife on her business. We
5. 0:08sell jewelry with purpose, uh natural
6. 0:10stones. What would be the best content
7. 0:13to post for advertising? We use TikTok.
8. 0:15All right. Duh. Bro, what are we Bro,
9. 0:17what are we talking about here? This is
10. 0:18super visual.
11. 0:20All right.
12. 0:22What are we What are we talking about?
13. 0:24All right.
14. 0:25So, number one, you should be on uh uh I
15. 0:27mean, TikTok TikTok Shop, for sure.
16. 0:29Like, if you're not doing that, you
17. 0:30should be doing that. Number two, I'll
18. 0:32bet you with jewelry, you probably have
19. 0:33very good margins with it.
20. 0:35Um and you can probably pay really
21. 0:36aggressive uh affiliate commissions to
22. 0:39any other TikTokers who will repost your
23. 0:42stuff. And so, I would look at Are there
24. 0:44small things that I can give out for
25. 0:46free? I know that's heavy, but people
26. 0:48will be willing to do it. I don't know
27. 0:49what revenue is right now, by the way,
28. 0:51Junior.
29. 0:52Um but, I would also double this on
30. 0:54Instagram. And I would want to do like
31. 0:56as many collab posts as I can with other
32. 0:57influencers with them trying on
33. 0:58different things. And I think the the
34. 1:00big thing that I would want to do is I
35. 1:02want to tell the narrative. I want to
36. 1:03tell the story behind the the the
37. 1:06jewelry. All right. So, I'll give you an
38. 1:07I'll give you an idea. So, or I'll give
39. 1:10you an example. So, if you think about
40. 1:11like selling merch, right?
41. 1:13Everyone has t-shirts. There's nothing
42. 1:15sexy about a t-shirt. And if a t-shirt
43. 1:18just has a logo on it, again, it doesn't
44. 1:20really matter. But, if you say, "Let me
45. 1:23tell you the story behind why this logo
46. 1:25or why this saying is meaningful." And
47. 1:27so, what we have to do is basically pair
48. 1:29this commodity of jewelry with the
49. 1:31meaning that you then ascribe to it or
50. 1:33the narrative or the story that you put
51. 1:34on top of it. And so, 2 years ago, I did
52. 1:37my book launch for The Leads Book, and
53. 1:39some of you guys might have been there.
54. 1:41Um and I sold like millions of dollars
55. 1:43of hats. All right.
56. 1:45Um and people were willing to pay $100,
57. 1:46essentially, for a hat. Now, obviously,
58. 1:48they got two other books, and the hat
59. 1:49was free, but like, fundamentally, that
60. 1:50was what happened, right? And so, what's
61. 1:52really interesting about that the
62. 1:53specific event is that I then spent like
63. 1:55four five minutes just saying like, "Let
64. 1:57me tell you about why I wear this hat
65. 1:59and what this hat means to me."
66. 2:00And so, after explaining the meaning
67. 2:02behind the hat, then way more people
68. 2:03were willing to buy it versus like,
69. 2:04"Hey, do you guys just want to buy a
70. 2:05hat?" And so, I think to the same
71. 2:06degree, you need to do that within your
72. 2:07content. And you're like, "Well, what
73. 2:08kind of content should I do?" Like, show
74. 2:11the jewelry, show people unboxing the
75. 2:13jewelry, show people picking out between
76. 2:14different kinds of jewelry, and then you
77. 2:16telling the narrative behind each of
78. 2:17them in terms of where was the stone
79. 2:18sourced? Why did you design it that way?
80. 2:20What is What is this chain do versus
81. 2:21this chain? What do these metals do?
82. 2:23Like, there's so much to talk about um
83. 2:25with your content. And don't be afraid
84. 2:27to repeat stuff. Just don't be afraid to
85. 2:28repeat stuff. And one of the really
86. 2:30interesting things with content is that
87. 2:32I'm going to give a Dave Ramsey example,
88. 2:33but like
89. 2:35you need significantly less variety in
90. 2:37your content than you think you do. So,
91. 2:40think about what Dave Ramsey has done
92. 2:41for the last 35, 40 years, whatever many
93. 2:43years it's been.
94. 2:44He has told people to spend less than
95. 2:47they make.
96. 2:49That is That has been his core message.
97. 2:51Don't go into debt, spend less than you
98. 2:52make, cut up your credit cards, pay off
99. 2:54your loans. That's more or less.
100. 2:55Obviously, he has his seven baby steps,
101. 2:57and that's awesome. But my point is
102. 2:59this, is that people still tune in every
103. 3:01day when they know what the message is
104. 3:03because they're like, "I wonder how this
105. 3:05will apply to a stripper. I wonder how
106. 3:07this will apply to somebody who won the
107. 3:08lottery. I wonder how this will apply to
108. 3:10somebody who's got a kid who's going to
109. 3:12college now, and it's a good college or
110. 3:14it's a bad college, right?" And so, the
111. 3:15thing is is that you can have a single
112. 3:17framework or single core product or
113. 3:19concept, and the variety will just come
114. 3:22from the examples that you use.
115. 3:25Cool?
116. 3:26All right.