Aaron Rashkin’s Blog Topic Formula: Avatar, Five Content Types, and PAS

You’ve logged into the dashboard three nights running and typed nothing. The title field sits empty. Every idea in your head feels either too personal to post or too much like the last ten posts you scrolled past on someone else’s blog. Aaron Rashkin built this entire session around that exact stall, the moment a new marketer has a blog, a platform, and no real idea who they’re supposed to be talking to or what they’re allowed to say.

Rashkin isn’t guessing at this from a textbook. He and his wife came online about five years before this session, after years running traditional businesses together, a multi-level marketing company, her real estate practice, his own sports supplement line. They had no idea what a blog even was when they were told they needed one. What he teaches now is the system he built to answer his own version of that blank screen, and it starts before you ever open the editor.

Who exactly are you writing to?

Rashkin’s first move is blunt: if you market to everybody, you market to nobody. Before you write a single post, you answer four questions about the one person you’re writing for. Who are they. What do they do. What do they want. What’s the problem stopping them from getting it. He tells clients to write down thirty-one different qualities of that person, not a demographic guess, an actual, specific human being, down to what they wear on the weekend.

This is the part most new bloggers skip, and it’s the part that makes everything after it work. A realtor blogging to home buyers writes differently than a realtor blogging to other realtors. A musician writing to guitar players writes differently than one writing to people chasing a side income from home. Skip this step and you’re publishing into a void, wondering why nobody reads a post you were genuinely proud of. Answer it honestly and the next question, what do I actually say, gets a lot easier, because you already know exactly who’s listening.

What do you actually have to say once you know that?

Rashkin breaks every post that works into one of five types: information, education, inspiration, entertainment, or promotion. Information answers a direct question your reader is already typing into a search bar. Education goes one step further and shows them how, step by step. Inspiration is the comeback story, the setback that becomes the setup for something better. Entertainment is the post people share just because it moved them or made them laugh. Promotion is the one where you finally ask for something, a click, a signup, a sale, after you’ve spent most of your posts giving rather than asking.

He ties that last point to an old rule from an Italian economist named Pareto: give eighty percent of the time, ask twenty percent of the time. Post nine value-first pieces for every one that makes an offer, and the offer lands, because you’ve already earned the attention.

He also tells the Karate Kid story to make the harder point, the one about showing up when the reason isn’t obvious yet. Daniel doesn’t understand why Mr. Miyagi has him waxing a fleet of cars, sanding an entire deck, painting a fence on both sides, day after day, until the motions are so drilled into his hands that they fire on their own the moment a punch comes at him. Rashkin’s point isn’t subtle: the posts you write before anyone’s reading are the training. You don’t see the payoff yet. You still do the reps.

How do you turn one of their problems into a post that actually gets read?

This is where the four questions and the five content types meet a formula Rashkin calls PAS, problem, agitation, solution. Name the problem your reader already has. Sit in it for a beat so they feel understood, not lectured at. Then hand them the solution.

When you know a problem that somebody has and you can articulate it to them so that they feel like you understand their problem, and then you agitated a little bit, right, by going a little bit deeper in to what the real problem is causing, and then you provide a solution, you just satisfied that person’s craving or need or want or desire for information.

Rashkin’s own example is a bloody nose. He’d googled how to stop his five year old son’s, found a demonstration, and used it that night. Problem: the nose won’t stop bleeding, and you’re scared. Agitation: the fear of doing it wrong, of him swallowing blood. Solution: tilt the head, support the neck, pinch the bridge. The same shape works for a realtor’s listing post, a fitness post, or a post about paying off debt from home. Name what’s actually wrong before you offer the fix, and people feel the difference immediately.

Underneath all of it sits the line Rashkin repeats until it sticks: your real product is never your product. It’s the person reading you, and the change they’re actually shopping for. Know your prospect better than you know your product, and the posts stop feeling like guesswork. As Aaron Rashkin puts it, “your real product is not your product your real product is people”. It’s why the avatar work at the start matters more than any headline trick that comes after it.

The full session goes further than what’s above, including the entertainment examples Rashkin uses from his own dinner table and the exact call-to-action wording he uses to close out a post. Watch it in full, free, when you Create your free account.

The full session transcript follows below.

Transcript

Hey there, my friends. Aaron Rashkin here with your next bonus in the Blog Beast bonus video series. I want to welcome you to Empower Network personally if we haven't had a chance to meet yet or spend some quality time at a live event. My segment is called Say What, and it's really about not just what you want to say on your blog, but why do we blog?

What's the purpose of blogging? How is that going to affect you and your business and your life? Also, who are we blogging for? That's a very, very important part of the puzzle so that we can bring the most highly targeted traffic into our blogging world, our blogosphere, we call that.

Also, what can we say? What do we tell these people who we're attracting through our blog and through the marketing and advertising that we do? I'm going to start at the top, and we're going to talk a little bit about why blog. Now, I'm going to share a quick story with you because I think this is the fastest way to illustrate the point that I want to make here today is that when I first got on the internet, about five years ago, my wife and I started a business online.

After being traditional home-based business owners, we had built a multi-level marketing business. I had done some traditional businesses in the past. I ran some traditional businesses. My wife was in real estate.

I had my own private label, Sports Supplement Line. We have backgrounds in traditional businesses. We were young professionals. When we came to the internet five years ago, we had all this background, but we were brand new to the online world.

When we first got started in the company, five years ago, we were told that we had to have a blog. We didn't really know what a blog was. When we went on the internet and Googled blogs or blog, we Googled blog, we came up with a bunch of different platforms. One of them gave me the opportunity to upload photos, upload videos.

I could customize it to the color and the theme that I like to make it really look like it was my online home. That's exactly what you have here with the blog beast. That's exactly what we have in Empower Network. We have the same type of customization tools, the same type of proprietary technology that allows us to put the things that we want to display about ourselves on the internet for the world to see.

We knew that when we got started that we had to share our story, exactly who we are, what we do, and why somebody would want to be a part of what we're doing here with our home-based business or whatever business you're in. You could be in retail sales. You could be in commission-based sales, direct sales. You might be a home-based business.

You might be a home-based internet marketer. You might be marketing a product or service that you created. You might be marketing something to people in a different niche, in a completely different profession. Maybe you're a musician and you want to put your music online.

Maybe you sell cars and you want to list cars. Maybe you sell homes and you want to list homes and properties on the internet. The point to blogging is to create an audience, drive what we call niche-targeted traffic, the exact that you want to take a look at your products or services or your company or whatever offer it is, and then of course branding yourself. Branding yourself as an authority, branding yourself as a leader, branding yourself as a center of influence, somebody who your audience can get to know, like, and trust.

That is why we blog. That is one of the most important parts of the blogging process, to know exactly why we do what we do and how you can take advantage of the Blogbeast platform and use it to build your business. Use it to build your brand. Use it to tell your story.

Use it to tell the world exactly what you want them to know, again, about you, your product, your company, your service, whatever the offer is that you're making. So, it's really important. Now, obviously, the key is to build recognition, build brand recognition, build and create some credibility so that when people read your blog, they maybe bookmark it, maybe they leave their browser open and just kind of refresh it every day just to see if there's new content there. They might want to subscribe to your RSS feed, which means every time you post on the blog, they'll be emailed and notified instantly that there's new, fresh information that you'll be able to share with them, and that gets them excited.

And so, again, positioning yourself on the internet, being able to connect with your audience and let them know exactly who you are, what you do, right, and how they can be a part of what it is you're doing. So, it's really important to understand that. That's why we blog. To create that awareness of who we are and what we're up to here.

Now, regardless of what your business is, right, you may have a varied background from somebody else. You may have a different background than me. There's literally hundreds of thousands of people that are using the BlogBeast that are now a part of this new internet marketing platform. Regardless of what your background is, remember, you're now using a very, very powerful tool to move your business.

And your life forward. So, take full advantage of that from this day forth. Now, who are we blogging for? This is probably one of the biggest parts of the puzzle, or pieces of the puzzle, that you really want to get clear on.

Because if you just go out there and market to anybody, right, the truth is, is it that if you market to everybody, you really market to nobody. So, you want to know, exactly who you're blogging for, right? Who is your target audience? Who is that specific person that you're targeting your messages toward, okay?

Now I'm going to take a, I'm going to use an example. I'm going to take the movie Avatar. If you remember this movie Avatar, if you haven't seen it, you'll probably want to see it after you watch this video. But the movie Avatar, if you remember correctly, was about a company, a big, you know, governmental agency that had to go on this new planet.

They wanted to go onto this new planet and they wanted to mine all the diamonds that were on this planet. The planet was called Pandora, okay? It's not one of our nine planets, right? Or eight planets now.

I think Mars was now deemed a non-planet, right? So we have all these planets, you know, in our universe, but this is a fake planet called Pandora and this government agency in the movie wanted to go on this planet and mine all the diamonds that were on this planet. They wanted to go onto Pandora and get all the diamonds to come back and bring the diamonds back to the earth, right? And so the government agency had to go to that planet and they figured the best way to get the people on that planet to be okay with giving up their diamonds was to connect with those people, right?

They wanted to be able to build a rapport with the people. Now the people on the planet Pandora, they were called the Omatakayas, right? A fake name a fictitious name for the movie. They were called the Omatakaya people.

So the goal of this government agency was to create a rapport with the Omatakaya people so that these Omatakaya people felt like the government, right? This government and it was a U.S. government that they knew, like, and trusted, right? This U.S.

government. So the object was to get these people to like them enough to allow the government to come in and start mining the diamonds. So what they did was they created this perfect match of a personality and a physical stature between these Omatakaya people and a human being, okay? Now these Omatakaya people were fictitious characters.

They were about 10 feet tall. They were blue. They had pointy ears and, you know, these long, like, lean bodies and they had a tail. They were kind of a mix between monkeys and human beings and so, you know, what the American people, the human beings and the human beings had was a combination between, you know, a human being and a human being.

And so, you know, what the American people, the human beings did right the government agencies they created what was called an avatar and so they put the the body of this physical creature right this omic the cayenne creature they put the the body and they matched it up they created a body at a science you know they use this technology and they put a human mind inside this big blue creature and so the perfect combination of both physical stature and the the mind of a human being and so they called this creature you know they call the movie avatar based on the fact that this was the perfect way to create the rapport with this particular species he's on with the kaya people and that's exactly what you want to do with your blogging you want to know exactly who you're blogging for and we're going to use this term avatar because it's very widely you know popular in the market getting arena in the marketing world to to know your markets avatar now obviously your markets avatar is not going to be a big blue creature with human mindset and and the physical body of this you know what the kind of person but your markets avatar ok are it's going to be made up of people that you know and know really well so let me give you an example there are four questions that you always want to be able to answer when it comes to knowing your markets avatar ok the first question is who are they the second question is what do they do the third question is what do they want and the fourth question is is what's their problem you know what's stopping them from getting what they want and when you know those four questions and you know how to answer those four questions and you can do what I call a deep dive into those four questions and you know your avatar of your market right the avatar of your market then when you blog to them or when you blog for them you're not only going to be answering those four questions who are they what do they do what they want and what are their problems but you're going to be able to create what is called purchase readiness and what that does is it lowers the resistance and it increases the cooperation now this is obviously information that you can use not just in your blogging but in any sales marketing or advertising that you do and these four questions have to be answered by anybody that's going to be successful and I assume that that's what you're here for so you want to know these questions and the answers as well so who are they that's the first question we want to answer who exactly is your target market now I'm going to use some examples let's just say that you're a musician and you wrote a couple of songs or maybe even an album right well you're going to want to target target people who are music lovers people who like a specific you know genre of music right they like a specific you know sound of music maybe you're a guitarist and you want to you know specifically target people who love to listen to specific types of guitar right so you need to know who these people are so if you're a guitar player or a musician and you want to target people who would like music then then you would have to obviously know that the people you're you're targeting are either people who love music or they play music maybe they're musicians themselves maybe they go to concerts maybe they download specific songs off the internet maybe they have a membership to a specific site online where they can get music for free downloading you know downloading music for free so you have to know who they are I'll use another example if you are let's just say you're blogging for people who are looking for music and you want to target people who are music lovers who are looking for a way to make extra money working from home right they want to pay off some bills they want to get out of debt maybe they want to take some financial pressure off themselves maybe they want to travel more maybe take some vacations maybe just spend more time with their kids or maybe they want to spend more time with their spouse or maybe they have a bigger goal in mind and they want to pursue their real passions and I know a lot of you watching this video probably have some pretty you know intense passions that you want to pursue and you want to pursue your passion and you want to pursue your passion and when you you know get the money out of the way and you have all the free time in the world to enjoy yourself in your life what would you be doing right what would you really devote your life to if money and time were no longer the issue so if you're blogging for this specific personality right that specific avatar you know who are these people who are these people that are you know looking for new ways to make money working from home or maybe have a side stream of income you know you need to know exactly who they are are these people corporate employees that are looking to maybe supplement their current income are they full-time you know home business entrepreneurs already are they Realtors right maybe you're a Realtor and you want to target other Realtors maybe you're an athlete and you want to target other athletes maybe you're a chef and you want to target people who work in a kitchen or maybe teach in a culinary institute right you need to know exactly who your target market is and we want to answer this question who are they because you know interestingly enough in marketing one of the biggest keys to success is to know the conversation already taking place inside your audience's mind and just enter into the conversation kind of like if you you know imagine a stream right moving nice and smoothly right you want to kind of like merge right into that stream that stream of consciousness the stream of thought the stream of values and the stream of beliefs and you know the the conversations that these people are having in their head right every single day people that are thinking about new ways of making money new ways to supplement their current income right so you need to know who they are and when you know who somebody is right when you know who they are then the other three questions are much more easily answered remember it's who they are what do they want you know or should I say who they are what do they do what do they want and what are their problems ok so we answer who they are we need to know a specific who they are now who they are caught could also include are they male or female right or they both right you can and I don't mean like they're both male and female but your market can consist of both men and women ok you may want to know their age right what is their general age is it between you know 48 and and 55 is it you know a 21 year old to a 31 year old are these senior citizens are you targeting baby boomers in specific niches right maybe you're targeting Realtors over the age of 60 right you need to get a specific and exact pinpointed makeup of exactly who your market is right do they live in a specific part of the country do they live in a specific region around the world right the more specific you can get on who your target market is the more detailed you'll be able to market to them so that you hit there what are they called their hot buttons right and you're able to connect with them and build that rapport so that again you reduce the tension and you increase the cooperation so that as you're blogging and you're using what are called calls to action you actually see a much higher percentage of people taking the call to action that you give them and then going off and then doing what it is you asked ok and that can be at every level of your business that might be just clicking on a link and might be opening an email and might be clicking on a banner it might be to click on a join now button or a go watch the video button or to go over to this page over here or that page over here it doesn't matter where you send the person ok what matters is that you know the person this is why I always say it's better to know your prospect right than your product now you'll learn more about the product but it's better to know your prospect then your product because the truth is is that our real product here although we have this amazing platform with empower network and the blog beast your real product is not really your product ok I'm gonna say that again you probably wondering what is this guy talking about your real product is not your product your real product is people and when you learn more about people then you learn about your product then you learn more about the real product that were marketing which is change right that is the one commonality that everybody in the market whether they're your target market or there's somebody else's everybody's looking for change people that were looking for are also looking for us and they're searching for somebody to believe in to like to trust to have confidence in because a lot of times people will borrow your confidence until they have enough of their own so it's real important to understand you need to know exactly who your target market is and when I suggest you do is write down a bunch of different qualities I usually tell my clients to write down 31 different qualities of the exact target market that they're blogging for right so getting to know who they are very very specific right what do they wear right what do they do on the weekends what do they like to do for fun getting to know right your target audience your market the avatar of your market is super critical so who are they we answered that question now so now that you know who they are now you have to answer what do they want ok what do they want what is that realtor really want right do they want to sell more homes do they want to spend less time you know chasing clients that they want to learn how to use the internet to show their homes and list their properties right that musician right the person that wants to market their their music or maybe the author or a poet somebody that wants to publish their work online and they want to get an audience built up around whatever it is they're working on right you have to know what the audience wants so does the audience want what you have to offer you have to first get through that question because a lot of times good marketing and most of the time really is about putting the right message in front of the right person at just the right time time.

That is a huge factor in you being successful. And so, knowing what the people want that you're marketing to is a really big part of this puzzle here, right? You have to know what do they want. Do they want to free up time?

Do they want to travel more? Do they want to listen to better music? Do they want to read a deeper novel, right? Do they want a love story?

Do they want to read a fictitious story, you know, a made up story like if you wrote like let's say a movie script or something like that. You have to know exactly what your market wants, right? So, in the home business industry, right, if you're targeting people that are looking for new ways to make money working from home, we know that they want to, you know, build a successful business. They want to have a larger income.

They want to spend more time with their family, right? They may want to, you know, take those vacations and travel. They want to have a more hands off business opportunity for themselves, right? They may be working from home.

They may be working from home. They may be working from home. They want to leverage technology or use automation to create the biggest result in the shortest amount of time with the least amount of headache, right? So, knowing what your market wants is really, really critical.

So, you really want to sit down and put your pen to paper or open up, you know, a tablet on your computer and literally put into print exactly what your market wants. You know, close your eyes. I say, you know, isolate yourself from any distractions. Think about being that person that you're targeting and think about all the things that they want out of life, you know, out of having a business, out of listening to music if that's what you're, you know, you're blogging about, okay?

And, you know, you need to know exactly what they want. That's what I'm getting at here. It's really important. So, who are they?

What do they want? Or should I say, what do they want now? We skipped over one of the questions which is, what do they do? Right?

So, what do they do is a big part of the puzzle. Those are the four questions. Again, who are they? What do they want?

Right? What do they do? And what are the problems that they're having? So, really important to know, what do they do?

What's their background? What's the work they do? What's their profession? What's the field that they're in?

Are they single? Are they married? Are they a stay-at-home mom or stay-at-home dad? Right?

What is it that they do on a daily basis? So, and the reason we ask that is because when you know what they do, then you can kind of visualize what they're doing on a daily basis, right? So, and the reason we ask that is because when you know what they do, then you can kind of visualize the world that they live in, right? And I don't mean the world as in what part of the world or what country they live in, but I'm talking about what's around them on a daily basis, right?

What are they exposed to? Are they, you know, at school with their kids every day, dropping off their kids at school? Are they, you know, a coach for their kids' baseball team or football team or soccer team? You know, what do they do?

What's their daily life like, right? Do they, you know, work late nights? I mean, if you're selling, say, a book or something like that, let's just say you're marketing some information to a specific market, you know, what is that market doing around the clock? Do they have full-time jobs?

Are they entrepreneurs? Do they stay at home? Do they work? You know, do they own a home?

You know, are they, you know, on the weekends? Are they spending more time with their family and friends than, you know, being in an office space or something like that? So, you need to know exactly what they're doing on a daily basis. You know, you need to know what their lifestyle is like.

Think about all these parts of your person or your personality, you know, what makes you, you, right? So, in other words, if you use your own self as your avatar, right, and you know exactly who you are, right, what you do, what you want, right? Think about, you know, other people now. Think about outside of yourself so that you can literally pinpoint the messages that you're sending out to other people.

Okay? So, we answered three questions now. Who are they? What do they do?

What do they want? And the fourth question is what are their problems? And this is probably one of the most important pieces to this puzzle of knowing who you're blogging for is what are the problems of the people that you're blogging for, okay? Now, there's a formula that I'm going to share with you, and it's called blogging.com.

And it's called the problem agitation solution formula. Okay? I call it PAS for short, P-A-S, problem agitation solution formula. So, you want to write this down, you want to keep this in your notes.

When you know a problem that somebody has and you can articulate it to them so that they feel like you understand their problem, and then you agitated a little bit, right, by going a little bit deeper in to what the real problem is causing, and then you provide a solution, you just satisfied that person's craving or need or want or desire for information. I'm going to give you an example. Let's just say that your target market is home business owners, and you want to share with them a product that you truly believe in.

You know that they've been somebody that's trying to make money from home. They've been looking for new ways to make money. They've been looking for ways to pay off their bills. They've been looking for ways to get out of debt.

They've been looking for things that they can do to supplement their current income. They've been looking for ways to take some financial pressure off themselves. They've been looking for ways to change their quality of life. When you know that that's what they want, right?

And you know what their problems are. For example, problems that home business owners often face is they don't know what to do. They don't know who to trust. They don't know the specifics and details, say, from the technology standpoint.

They don't have a vehicle. They don't have a platform. They don't have a mentor. They don't have somebody to teach them, show them, and direct them and guide them in the direction they need to go.

If you know that somebody that's looking for new ways to make money working from home is having these problems, then you can specifically target them and show them that, yes, we know what your problem is, right? We also know the anxiety that it causes, right? We know that it's frustrating. We know that it's very confusing.

We understand that sometimes that we don't know who to turn to or where to find information. See, what I just did is called agitation, right? So we discussed a problem and then we agitated. Agitation.

Agitation really comes from the feeling and the emotions that come up when we talk about the problems that we're addressing in our blog post, okay? So again, problem, agitation, and now the solution. So if you're having a difficult time, you're feeling frustrated, you're feeling confused, you're feeling like you're, you know, really it's you versus the rest of the world, there's nobody for you to lean on for support, you're having issues, you know, getting the answers that you're looking for. Right?

Then let me show you a way for you to completely change that situation. Let me show you a tool. Let me show you a system. Let me show you a product.

Let me show you a business model, right? Now if, I'm going to use a traditional example. Let's just say that you sell real estate and you're targeting people who are looking to buy a new home. And as a realtor, you know that that problem that you're having, you're looking to sell a new home.

Well the problem that you're market is having is they don't know a good realtor, they don't know who to trust, they don't know, you know, the ins and outs of real estate, you know, they contract development, you know, putting together the contracts. You know, somebody that's clueless, they want to buy a home, but they're clueless when it comes to real estate. Alright, so let's just say that that's the problem is that they don't know what to do or where to go, or who to trust, or who to contact. So as a, as a marketer, if you're going to target that specific niche of people, then that's not the solution.

Right? Yeah. Right, yeah. Yeah, yeah.

Yeah. Yeah. Yeah. Yeah.

Yeah. that are looking for a house to buy, right? So that would be the, you know, the problem. The agitation is, you know, it causes a lot of anxiety, it causes a lot of fear, you know, sometimes when people don't know what to do or where to go, they make poor decisions.

You know, let me show you a step-by-step guide to buying your first home, to buying a new piece of real estate, to putting your family in a safe environment, in a new neighborhood, right? So we went problem, agitation, solution, and that formula works every time. Imagine for a second, you know, I'm your target market, right, and you're marketing directly to me, and, you know, we're gonna use this example, it's a little bit more graphic, but imagine you cut my arm open with a razor blade, right? And that was the problem, right, is now I'm bleeding, you know, I'm in a lot of pain, I'm afraid, right, I have fear, I'm nervous, oh my God, what happened to my arm?

I have this giant gash on my arm, right? So that's the problem. The agitation is if you took a glass or a bottle of rubbing alcohol and you poured it right into my open wound, right? So I've got a problem, right, my open wound, I'm agitated, right, that alcohol is agitating the heck out of it, and now you provide me with a Band-Aid, right?

Now you provide me with a gauze pad, you provide me with, you know, some kind of ointment or cream to make the pain go away and to keep the infection from starting. So pain agitation solution, okay, that is a very powerful formula. When we answer the question, what is our avatar's problem, right? So just to recap, who are they, what do they do, what do they want, and I know that I switched those questions when I first started out, but who are they, what do they do, what do they want, and what are their problems?

And when you make a list, a list of each of these question's answers, you are going to be able to literally visualize and internalize exactly who you're blogging for. And one of the biggest problems I see is people that are blogging all over the board, right? The beautiful thing about the blog piece is that you can have multiple blogs. So if you wanna blog about real estate on one of your blogs, hey, blog about real estate.

If you wanna blog about, you know, beautiful car collection on another blog, use the other one. Don't mix the messages on one specific blog because your target audience should be specific to the blog that you're blogging on. So maybe you're in real estate. Maybe you want to blog to people who love exotic, fancy cars.

And then maybe you have another blog for your fitness journal. If you exercise and take an active response to your health, maybe you want to blog to people that are fitness buffs or people that go to the gym every day or they have health club memberships. And you want to use these specific niches as a part of your business to sell whatever it is you like. Remember, it's all about selling anything to anyone, anywhere in the world.

And when you know these specific questions, who are they, what do they do, what do they want, and what are their problems, it's a lot easier to connect with that audience, build rapport, reduce tension, and increase your audience. That's the power of knowing exactly who you're blogging for. Okay, so now that we know exactly why we want to blog, and not just blog, but blog daily. See, I always say that it's not about what you do that makes you successful, but what you do daily.

It's called the slight edge theory. It's about doing one little thing every day to get you closer to reaching your goals. I'm going to use a quick example before we get into what you can blog about. If you remember the movie, Karate Kid, right?

And Daniel's son is a young kid, right, in high school, and he's getting beat up by the bullies. And he's getting picked on every day, and they're chasing him on his bicycle, and knocking him down hills, and punching and pushing him at a big Halloween party. Well, he wants to learn to fight back and defend himself. And so he winds up connecting with Mr.

Miyagi in this movie. And Mr. Miyagi makes sure that he's fully committed to learning how to fight back. And to defend himself.

And when Daniel's son says, yes, I'm going to commit to doing this, he winds up showing up at Mr. Miyagi's house, you know, very early one morning. And Mr. Miyagi has him wax the cars, right?

First he shows him how to do it, you know, wax on, wax off. And he's got the whole hand motion down. And so Daniel spends, you know, hours waxing one of his cars. And he goes in to say, hey, Mr.

Miyagi, I finished waxing the car. And although he didn't know why he was waxing the car, Mr. Miyagi had him wax his whole fleet of cars. He had a dozen exotic cars, and you know, parked in his driveway, and he had this whole group of cars.

And Daniel didn't understand why he had to go wax all these cars, doing it in a specific way. Wax on, wax off. Wax on, wax off. And he did it for hours all day, and all night.

And his arms were killing him. And he was tired, and he was probably asking himself why he was doing this. he wanted to learn how to fight and defend himself against the bullies that were beating him up every day. And Mr.

Miyagi didn't say anything. He just had him wax the cars and sent him home for the night. And the next morning, Daniel shows up. Daniel's son shows up and shows up to go report to his teacher.

And sure enough, Mr. Miyagi has him sand the floor, right? And he had this beautiful deck, you know, in his backyard and, you know, his deck needed to be sanded. And so he gave Daniel sandpaper and he showed him how to sand the floor.

And so Daniel got on his hands and knees and started sanding the floor, left and right, left and right, and just learning how to sand the floor. And after he finished the deck, he went in and said, Mr. Miyagi, I'm done sanding the floor. And Mr.

Miyagi said, whole deck. And he looked around, the camera panned around the whole deck, and there was, you know, probably another, acre or acre and a half worth of deck that had to be sanded. So Daniel had only done one section. And here Miyagi says, do the entire deck.

And he walks back in the house. And sure enough, Daniel doesn't understand why he's going to be sanding the floor, right? But he does it anyway. And he learns the movements and the motions of sanding the floor.

And he goes home tired and frustrated and confused. And he, you know, he didn't know why he was being told to do this. First, it was wax on, wax off. Now, it's sand the floor.

But he shows up the next day. And sure enough, there's Mr. Miyagi with a paintbrush and a can of paint. And he teaches them how to paint the fence.

And all day, for hours on end, Daniel paints the fence. And he paints every slat of the fence. And the fence is, you know, big, big long fence, right? It's a beautiful fence that goes around his whole deck, which encases his car collection.

And sure enough, all day and all night, Daniel is out there painting the fence with the paintbrush, exactly how Mr. Miyagi told him how to paint. And he goes in and he says, Mr. Miyagi, I'm done.

And he's exhausted and he's tired and he's ready to go home. And Mr. Miyagi looks at the fence and says, both sides. And so Daniel, frustrated, goes back out and he does the backside of the fence.

And he does the whole perimeter of the property and a couple acres worth of this beautiful fence. And now he's got a perfectly painted fence and a beautiful sanded floors. And he's got this beautifully waxed cars. And he goes in and he's like, that's it.

I've had enough. I'm done with this. I came here to learn how to fight. And you want me to wax the cars and sand the floor and paint the fence.

And Mr. Miyagi looks him straight in the eye and he starts throwing punches at Daniel. He starts kicking him. And all of a sudden, out of, you know, subconscious response, Daniel's son is blocking the punches with the sand the floor and the wax on, the wax off, and blocking and putting his arms up like he was painting the fence.

And he's like, these punches are coming and these kicks. And sure enough, he didn't know why he was being told to wax the cars and sand the floor and paint the fence. But when it came time to prove himself and to exercise the training that he was learning, although he didn't know why he was doing it, he was well-trained, well-conditioned, and ready for massive action. And that's why we tell you to blog.

That's why we blog. That's why we write content and we produce content every single day. That's why we do the work here so that we get the results and the outcomes that we came here for. So now that we know the story that Mr.

Miyagi and Daniel's son and why he was told to wax on, wax off, paint the fence, sand the floor, this is what blogging is all about. It's going to create the foundation for your success. Because the truth is, is that when communicator, through your written words, through your spoken word, you know, through anything that you put out there on your blog to communicate your message. Remember, we're marketing specifically for a target market, right?

We're targeting a specific market in this world. And, you know, you know why to blog, right? So that you can brand yourself to them, build authority, create credibility, find your internet voice, and be able to project that out on the internet, okay? And we now know who we're blogging for.

Who are they? What do they do? What do they want? And what are their problems?

And now that we know all these things, we have to say, well, what can I blog about, right? What are the topics that I can blog about? What is my audience going to be responsive to? How am I going to position myself as an authority in my market, and actually get people's attention, and get their, you know, captive response, and show them exactly, you know, who we are, what we do, and how they can be a part of it.

No matter what your business, no matter what your company, no matter what your product, no matter what your service, no matter what your tools or systems, no matter what you're selling, okay? And ultimately, that's why we're doing all of this, is to run a successful business, to make sales, right? Nothing happens unless a sale comes in. So how can we blog, right, so that we get people interested in what we're doing?

Now, knowing what to blog to them, right? What we can blog. Now, there are five different things that I've discovered over the last five years, right? I've been doing this now for five years on the internet, 18 years before the internet, so I've got a lot of experience, and I've discovered five different types of information, or should I say, five different types of content, that you can share with people.

Now, I'll run through them quickly, and then I'll break them down one at a time. The first one is information, right? We're in an information society right now. We're in the information age, right?

Back in the early 1900s, we were in the agricultural age, where people had to farm, and raise animals, and raise crops, and they traded, and they bartered, and they sold, and they had marketplaces, but we were in the agricultural age back in the early 1900s and prior to that, right? Then we got into the industrial age. That was in the mid, or like the early 1900s after the agricultural age came to an end, we became an industrial society, where there was all sorts of different railroads, and railroad tracks, and there was steel mills that were being mined, and metals were really being discovered, where we were able to use them, and factories became very prevalent, and assembly lines, and the first car was created during this industrial revolution, and you know, this is like, kind of like the beginning of a more modern and industrialized society, okay?

Now, here we are in the year 2000, and we've gone from the agricultural age, then the industrial age, now we're in what's called the information age, and information, if you think about it, is a commodity, meaning that there's a ton of it out there. There's a lot of different information out there. If you want to find out information about a specific topic, I'll use my son as an example. My almost 13-year-old son, when he has to do a school project, he doesn't go to the Britannica encyclopedias anymore, right?

There's very few encyclopedia salesmen anymore, right? Nobody's knocking on your door trying to sell encyclopedias. Instead, we just go onto the internet, we go to Google, or we can go to Bing, or any kind of a search engine, and type in, you know, who discovered America, and we can come up with tens of thousands, maybe even hundreds of thousands of pages, and content, and information, that would satisfy a searcher's interest, right? So information is what people are looking for.

They're always looking for information, and information can come in the form of specifics about a company, a product, a service, right? An opportunity you can find out about anything that you really want when it comes to information, right? There's so much out there on so many different subjects and topics, and people are searching right now for all sorts of information. All sorts of different things.

You know, how do I buy my first house? How do I paint my fence? You know, what's the best way to fix my transmission, right? How do I bake a cake, right?

How do I make a beautiful Christmas cake? And these words that are in the search, right, when people search these things out, these words are called keywords, okay? And when you know the keywords, remember, you know exactly who your market is. You know the avatar of your market.

So when you know who they are, what they want, you know, what do they do, and what they are facing as far as their problems, right? When you think like your market, right, the best way to catch a fish is not to think like a fisherman, but think like the fish itself, right? So when you think about what people in your target market, right, are looking for, then you can provide them with information, okay? You can get into a very, very specific conversation about what they're looking for.

So you can blog about information, okay? Again, specifics about a company, a product, an opportunity, a culture, a community, live events, systems, tools, resources, mentorship, the support, the training, right? And any niche in any industry has this. I mean, if you're a corporate, if you're a corporate person, maybe you have a corporate job, and you wanted a blog to try to find people to come work in your company, you can be specific about exactly who you're looking for, right?

So the more specific, the more detailed, the better the information is going to be, okay? So that's the first thing, information. The second thing is education, okay? Education is more along the lines of how to do something, right?

How do I hire the best staff for my new company? How do I find venture capital, right, if I want to create a project or start a project that, you know, is going to go out there and change the world, right? How do I generate leads? How do I convert my leads into sales, right?

How do I bake a cake? You know, what's the best way to do that? How-to information is very, very important because people want to learn how to do it, not just, you know, know that the information's there, but how can I do this? And so you might show, you know, video of your own screen if you're showing people how to use the blog beast, let's just say.

Or maybe you might show people how to use the blog beast, or maybe you might show people how to use the blog beast, let's just say. Or maybe you might show people how to use the blog beast, let's just say. Or maybe you might show people how to use the blog beast, let's just say. Or maybe you might show people how to use the blog beast, let's just say.

Already, no clearer than you can make those rules out there, right? How to learn how to write a good article. How to run an ad. How to turn that carburetor screw just enough so that the air flows through it freely, right?

It could be anything. People want to know how to do stuff. I actually googled how to stop a bloody nose, all right? I had my five year old son got a bloody nose and it wouldn't stop and we leaned him back and pinched his nose and we didn't lean him back too far because we didn't want him to swallow the blood but we were, you know, leaning back a little bit you know when i went online and i googled for my cell phone right how do i stop a bloody nose the best way to stop a bloody nose and sure enough there was a demonstration on a dummy in a first aid class on the best way to hold the head and put the head under the hand under the neck and tilt back and so that was education for me right and it wasn't just written information it was a demonstratable information so i saw a demonstration of how to do that with a live human being so that satisfied my search and i found education so information specifics education how to do something right and it could be anything you can literally train or teach or mentor people on how to do anything right or you could even you know not just tell them how to do it or show them how to do it but give them a step-by-step guide on how to do it break it down in an outline you know step one here's what you do step two here's what you do step three here's what you do again it's not information only it's education you're teaching somebody how to do something that they really want to learn okay so information education the third type of content which i've always found very very uh compelling is called inspiration right telling people a story right using say a story of somebody who you know started out with uh you know some some big challenge and what they did to overcome those challenges and the story can come in the form of a true story or you could you know use a a movie let's just say like the movie rudy or maybe the movie rocky right these are some of the most inspirational stories in the in the history of filmmaking and you know telling about the comeback right i always say that the setback is the setup for the comeback right i'll say that again the setback is the setup for the comeback and it's true for all of us right a lot of times we get knocked down but it's more important to get up right if you get knocked down 50 times you better get up 51.

so that inspiration is what people thrive on it's about the comeback story it's about the rise to success it's a call we call it the hero's journey right what did this person have to endure and go through to go from where they were to where they are now right and you can even use specific instances of your own life as inspiration right you can use specific instances so for example if you were struggling at one time whether it was in a relationship maybe it was struggling to communicate well with your kids or maybe to get them to do their chores around the house or finish their homework right you can use that example in your inspiration content right and tell the people that you're marketing to let's just say you're marketing to single parents who also may have these challenges right getting their kids to finish their homework do their chores listen better right you could market the story of how you overcame some of the most frustrating challenges of your life with your children and that is an inspiration piece now you can take pieces of content from other people there's what we call trending videos if you go to a website and you can look up trending content or trending videos and if they allow you to copy their content into your blog you take what's called a code or you just take the video right off of your computer and you can upload it right into your blog and blog beast allows you to just grab video right off your computer without transcoding it or encoding it and upload it right into your system but inspiration is what people are thriving on right the story is always super powerful right they always say facts tell stories sell think about this the reason stories are so inspirational is because we're we're conditioned and trained from when we're a little kid right to get a bedtime story right there's story time at the library right we love to meet up with new friends or old friends right in new places and hear about their life's story we always want to be entertained and it kind of started when we were kids and we grew up with knowing that stories are entertaining they're inspirational right so inspiration is really really powerful and you can use other people's stories you can use examples of success from your own company you know uh from your own culture your own community you know sharing stories with other people actually gives you a better appearance because when you make other people look good you look better right so sharing stories of inspiration your own other people trending videos whatever it takes that's one of the types of content and again you know you can mix right inspiration into education or you can mix inspiration into information but you always want to keep it in in um you know you want to you want to stay engaged with your audience so it's okay to mix things up and add a little personality and add a little bit of character and add a little bit of spice right spice and everything nice and make it so that it's your content even if it's somebody else's story that you're sharing okay make sure that you know you focus on you know the comeback right the the setback is the setup for the comeback that whole is really powerful because all of us get knocked down sometimes all of us have challenges all of us you know go through certain you know parts of our lives where we're dealing with situations and circumstances that may not be what we want but they're critical for us to learn from as their lessons that we can take to our next phase of life and use as examples of success for other people so share that inspiration with other people and share that inspiration with other people and really come from a place of contribution long before collection i always say come from contribution before collection because when you want to share your experience through these inspirational content pieces with other people they're going to get to know like and trust you again to reduce the tension and increase the cooperation so again knowing your avatar right who your target market is right and being able to move and touch and inspire them you're going to get the outcome that you came here for now that was the third type of content so the fourth type of content that you can use your blog beast platform to blog on is called entertainment right one of our favorite things who doesn't love to be entertained who doesn't love to just let their mind wander and enter into the world of a story or a video or just think about the blog beast redemption video right we were all entertained through four different videos before we had the opportunity to even become a blog beast member so entertainment has a tremendous value in the marketplace okay and people use entertainment all the time think about all the movies that you love think about all the books that you've read think about magazines that you love think about you know any any plays that you've ever been to you know anything that allows us to take our mind off of life's everyday stresses and pressures that we deal with on a daily basis so entertainment is very very um you know engaging and when you use entertainment it can be funny it could be sad it could be spiritual it could be any kind of entertainment that you like i'll use an example a lot of times uh say for the the sports uh around the world you know you have the world cup soccer or maybe the olympics or maybe even like the awards like the the you know oscar awards or the the grammy awards right for or movies you know there's video footage all over the internet about these specific events and so that's entertainment right we watch this information we watch this stuff on television or go to a movie so that we can satisfy some of our human basic needs and and two of our basic human needs okay there's six basic human needs but two of our basic human needs are certainty and uncertainty so i'm going to use entertainment as an example one of the reasons that we love to watch award shows is to satisfy our basic human need for uncertainty right because we don't know who is going to be nominated and we don't know who's going to win and we don't know what these actors are going to come up on stage and say when they get their you know their thank you speech or their acceptance speech right for winning the award for that you know specific uh category saying you know the technical reasons and the seats they're in a certain category they can't win the Academy Awards, let's just say the Oscars, right?

Those are movie awards, right? And so we watch these shows, just like we go to a movie. We go to a movie to be entertained, but we also go to satisfy our basic human need for uncertainty because we don't know what's going to happen at the end, right? So we go to these movies and we get excited.

We get our popcorn and we get our candy and our soft drink and whatnot. And we sit there and we sit there and watch and we're entertained to satisfy our need for uncertainty, right? Now, imagine going back to the same movie the next night. Now you're not satisfying the need for uncertainty.

You're satisfying the need for certainty because you know the outcome. You know how the movie ends. You know what happens, right? To the bad guy.

You know what happens to the good guy. You know what happens with the relationship in that movie. You know what's going to happen because you just saw it the night before. So we satisfy that need for certainty.

And this is entertainment, right? This is all part of what you can blog about. You can blog to be entertaining. And a lot of times we can blog using videos, right?

Like I mentioned, trending videos before. I talked about sporting events. I talked about, you know, entertainment shows like the Academy Awards and those types of things, right? You can blog any kind of thing that was entertaining.

I'll give an example to you. I love to eat sushi. Matter of fact, I had sushi for dinner last night. I taped our sushi dinner.

It would have been entertaining because one of our friends that was at our dinner didn't really like the sushi. And so he almost, you know, had to run to the bathroom. And that could have been a pretty entertaining video. Now, as tasteless as it could have been, I'm going to share a quick story with you.

I went out for sushi with a bunch of friends of mine a few years ago. And somebody had a video camera because that's what a lot of us, you know, home-based internet marketers do is we carry our video cameras or we carry our cell phones because, you know, and that's the beauty about the blog beast is that you, you can take a video, right? And if it's entertaining, right? Or if it's inspiring, or if it's an educational or an informational type blog post, you can upload it right through the Empower Network app right onto your blog and choose the blog that you upload it to.

So if you're blogging about real estate and you have a great story about a client or some situation that happened at the closing table, right? That's entertainment for people, but it's also something that they want to watch and learn from. So you can upload it to your real estate blog if you have one. You know, if you're, you know, if you're an athlete and you want to talk a little bit about your, your, your training for some of your sporting events or whatnot, maybe you do a video of yourself in the gym, or maybe someone takes a video of you out on the field.

If you're practicing for say a big game or something like that, or you're practicing for a season, right? Getting ready for a new season. You can upload it to another blog you have that's all about sports and fitness or about a specific sport that you're training for and for a specific niche that you're targeting, right? Maybe you're, um, you know, playing a sport that, you know, millions of other people play like soccer, right?

Soccer is one of the most popular sports in the world. Maybe you're going to teach people how to dribble a soccer ball, right? And bounce it on your knee a hundred times. And you want to show people the best ways to do that, right?

Well, you can blog about that and put it on your blog. Well, we were out having dinner one night at the sushi restaurant and somebody started talking about how hot the wasabi was. And sure enough, out come the video cameras and we had a wasabi contest. And here we were, you know, had a few drinks and some sake and we're now eating wasabi the size of a golf ball.

And we have a videotape of this one guy that ate the wasabi with, you know, one of the pieces of sushi. And we videotaped this thing. It was like 20 minutes long and as ridiculously silly as it was as, you know, just ludicrous to some of the comments that were made. It was entertaining.

And we turned it into a little three-part video series. And I posted it on one of my blogs. And it was all about internet marketers and how ridiculous they can be when they have fun. And so we marketed that video series as a blog post, right, on our blog, my wife and I.

And sure enough, we had thousands of people view the video and share it and comment. And some people didn't like it. They thought we were being disrespectful to the customs of eating sushi. And then some people loved it.

And that's okay. You might polarize your list, right? Polarizing your list means you're going to be splitting your list into people who either love it or hate it. Think about people, famous celebrities, you know, we're talking about entertainment.

Think of somebody like Howard Stern, right? You either love him or you hate him, right? People that love him like to listen to him because, you know, they never know what he's going to say. And people who hate him listen to him too because they want to And people who hate him listen to him too because they want to see what he's going to say, right?

You never know what Howard Stern's going to say next. So using that type of mindset, you know, using that type of marketing, right, to polarize your list, you may do that in entertainment, right? Recently, there was an entertainment show that featured Miley Cyrus. And she did some pretty explicit things, you know, in front of, you know, millions and millions of people.

And that video was getting millions of searches every day for a week after it aired on public, you know, national television. And sure enough, you know, people that blogged about Miley Cyrus and about the letter that Sinead O'Connor wrote to Miley Cyrus and that went public, you know, people that used these types of entertainment as blog post content got a lot of traffic to their blog. So you can use entertainment however you like. I spent a little bit more time on it because I love entertainment.

You love entertainment. The Blog Beasts Redemption movie, redemption movie was pure entertainment it also had information it had education it had inspiration right of course it was entertaining right and the fifth piece of content is called promotion okay now this is actually where you're going to not only use information and possibly education inspiration entertainment but promotion is about you selling okay and it doesn't necessarily have to be you're on the phone having a conversation or in person selling remember you're doing this through digital delivery so selling through the use of words and through the use of video through the use of your blog here with empower network and the blog beast promotion is really about making an offer okay letting the person who's already at your blog know that this is what they can get right in exchange for their money and that's what promotion is about all really about is about making an offer so that you create this incredible amount of value right which whatever product or service you're offering okay should have obviously a lot of value or else you probably wouldn't even believe in it in the first place so you're making an offer right through the value proposition and you're asking in exchange for the value your prospect your audience your target market right that perfect avatar of the person that you feel would be ideal for your business your product your service your opportunity whatever it is your marketing and selling right and selling is the key we talked about this before nothing happens until a sale is made as well people like to be told exactly what they need to do next okay they need to be guided they need to be led and they need to be shown exactly what they need to do next so telling them to click on a link become a member buy the product right buy a service buy whatever it is that you're selling right or maybe it's to click here to go fill a form out maybe click here to go watch a video click here to see you know a virtual tour let's just say you're in real estate and you want to show a home maybe you blog a little bit about how to sell a house and then your promotion on that blog post right say click here to see what a virtual tour would look like and then they click and they take an action right or the the call to act action would what we call a call to action in your promotion could be simply click the play button below to see how this all looks live and first hand right so going back to that nose bleed conversation maybe my my blog post had information about why people's noses bleed right dry air maybe they got hit maybe they had a blood clot right maybe um you know something happened in their sleep they banged their nose in their sleep i mean anything could happen right especially you know with children so information on that blog post could be like why people get bloody noses why kids get bloody noses right education could be how to stop the bloody nose and there could be either like a listing of content that you write in text you know step one tilt the head back step two support the neck step three put a tissue you know uh over the nostrils step four pinch the bridge of the nose right that could be education and then the promotion could be click here right and then the promotion could be to buy my you know uh you know my manual on how to stop bloody noses and it could be a digital delivery so they can just click it and they wind up buying this little video right it takes them to a page and it shows them exactly how to do it but the point is is that it's about promotion promoting is about getting your prospect your lead your customer your client a member right your target audience to take a specific action and i use the term call to action simply because those are the words that they're going to respond to click the link buy now join now become a member become a customer become a client own this product right own the service claim it as yours right whatever the words are that are in the call to action to get them there is promotion so you can make special offers you can actually run uh incentives right if you buy now you know we'll send you a free t-shirt.

I've used that promotion in the past. It works really well. Buy now. Here are the bonuses.

Think about what happened here with the BlogBeast redemption video. We're giving you all these bonuses as a part of the promotion. There was a call to action in the video series. It told people to buy the BlogBeast redemption or buy the BlogBeast itself.

So promotion is a very, very important part of your blogging. It's part of marketing. Again, getting the right message in front of the right person at just the right time. Lowering the resistance, increasing the cooperation.

Knowing more about your prospect than you know about your product. When you use this promotional concept and you mix it in with some of the other types of content, you're creating a tremendous amount of value. When you're mixing it in with other people, you're creating a tremendous value. When you're mixing it in with other people, you're creating a tremendous amount of value.

When you're mixing it in with other people, you're creating a tremendous amount of value. When you're content or types of content, you're creating a tremendous amount of value. Now, I like to subscribe to the 80-20 rule, okay? Give 80% of the time and ask 20% of the time, right?

The Pareto principle, which is, Pareto is an Italian mathematician, I believe, and he figured out that 80% of your actions or 80% of anything yields 20% of the outcome. And 20% of the action yields 80% of the outcome. So if you give 80%, meaning 80% of the time that you're blogging, you provide a lot of value and 80% of what you're saying through your communication is value, then it's okay to ask 20% and make an offer, create a promotion and market to people, right? Because again, until something is sold, nothing is going to happen in business and it's really important to understand that.

So marketing is the fifth type of content, and again, that's what makes the cash register ring. No matter what your company, product, service, opportunity, whatever it is that you're selling, you've got to include marketing and promotion inside your blog posts. Now, some of your posts may not have a call to action to buy something, but again, you want to make sure that if you want to make sales, that you have a call to action and by using incentives. Using…

You know, some of the offers that are available to you, whatever product or company or business that you're a part of, you know, using those things inside your blogging, right, as a part of the content, combined with some of the other topics or types of content that I mentioned, you're going to have a tremendous, tremendous blog with a lot of value and a lot of traffic and an audience that's going to really connect with your message so that whatever it is that you do to build your business… Whatever it is you sell.

Whatever it is that you're marketing to your target market, right, that you're selling and offering to your niche target market, you're going to have an ability, the opportunity to create the exact results that you came here for. So I want to thank you for your time and your attention today. I know I covered a lot of information about why to blog, who to blog for, and what you can blog about. When you add this into your daily repertoire of blogging and you actually take the action and you use this information…

I'm sorry. There's no reason why you can't achieve the results that you came here for. Once again, my name is Aaron Rashman. It was great spending this time with you and now it's time to go out there and start blogging for the world.

Thanks for your time today. Having somebody, you know, like yourself that's following all the leaders around and going to all the events and interviewing members is a whole other… It just brings it up a whole other level. Off the cuff and real.

I mean, that's what people are attracted to. So there's a huge… I don't know. I don't know.

I don't know. I don't know. I don't know. I don't know.

I don't know. There's an attractive factor when you see, like, how deep the roots go in a company. No matter how big or how small of an income or a business you want to grow or build, you've got to build an audience. You've got to build a tribe.

You want to build a captive, you know, group of people that…who feel that they know, like, and trust you. That's a huge key to your success because it's not so much what you know in today's market. It's not so much, you know, who you know, but who knows you.