00:00:00- We're here in London and we're blending
00:00:01the new school scaling tactics for media companies
00:00:04with an old school dinosaur industry.
00:00:06Today we're meeting with a wealth management company
00:00:08with $750 million of assets under management
00:00:12and they need help setting up a media company
00:00:14in their organization.
00:00:15- So how do we do that,
00:00:16but still maintain that point of quality?
00:00:18- So we're gonna go get into three systems
00:00:20that'll help them go and transform their business.
00:00:22We're gonna get into their LinkedIn OS,
00:00:24their content waterfall, and then their org chart.
00:00:26Let's dive in.
00:00:27You guys wanna just like maybe start off
00:00:28where you guys are currently at in terms of like
00:00:30your social platforms, how you're marketing on them,
00:00:33and maybe any gaps that you're currently seeing.
00:00:34- A big, big challenge in this industry is brand recognition
00:00:38with the view that design has a cultural connection
00:00:41to clients, like if they can feel the brand
00:00:43is more than just financial services,
00:00:45it's more than just the P&L,
00:00:46then we're gonna be able to carry them
00:00:48through kind of the highs and lows, but also attract them.
00:00:51But we really also know how to create amazing design
00:00:54like Johnny Ive at Apple, Norman Foster in architecture.
00:00:58We wanna bring this design high quality.
00:01:00We wanna bring the cultural like being open and democratic,
00:01:04and then we wanna look through the lens of our clients.
00:01:06We are entrepreneurs.
00:01:07We set this up with risk.
00:01:08We didn't have to do this.
00:01:09We're in a very conservative industry, so it takes longer.
00:01:13So everything around now, LinkedIn.
00:01:15You know, the big conundrum for me is
00:01:17how do we get into Instagram?
00:01:19How do we get into YouTube?
00:01:20Like what is that?
00:01:21It doesn't feel naturally the right place, but again,
00:01:23our industry is really like dinosaur-like
00:01:26in terms of moving into this space.
00:01:28So how do we do that,
00:01:29but still maintain all that point of quality.
00:01:33- When a company like Handel wants to do content,
00:01:35it really needs to have the right definition.
00:01:37You need to make sure that you're organizing
00:01:39the operating system of this so that it's simple
00:01:42and there's a clear structure.
00:01:43Let's talk a little bit about like,
00:01:44just to start with like LinkedIn and like the funnel there,
00:01:47just so you guys understand like the mechanics.
00:01:49First off, like we have like,
00:01:50you're gonna have the different content pieces go out,
00:01:52say like once per day, right?
00:01:54So I'd recommend that this starts going seven days per week.
00:01:57From here, how this works is you're gonna have content
00:02:00and in that content, there's gonna be a call to action,
00:02:03okay, or a CTA.
00:02:04Now that CTA, how we think about it is
00:02:07you're probably gonna have like say four different
00:02:09like categories of content that you put out there.
00:02:12You talked about things like helping people
00:02:15like with their investments, there's tax stuff,
00:02:16there's like new growth opportunities and this next gen.
00:02:19So we got like next gen, we got like investment type stuff,
00:02:23we've got tax and then maybe we've got stuff around
00:02:26like the values that you talked about,
00:02:28which are like design, quality and delivery.
00:02:30On the CTA side, essentially you have this content
00:02:33going out every day and what you're probably gonna wanna have
00:02:36is like a CTA at the end that's curated to the category.
00:02:40Okay, so as an example, if I go and put out a piece around
00:02:43like new tax strategies for 2026
00:02:46that UK residents should be aware of,
00:02:48a lot of people moving to Dubai these days,
00:02:49is it your time to move or is it worth you staying?
00:02:53This has probably been on your mind,
00:02:54we're gonna dive into it.
00:02:55The post then gets into that and then the CTA could be,
00:03:00hey, you know, are you looking to go and discover
00:03:02like the best like tax strategy for you?
00:03:04We've laid out all 40 of the top regions
00:03:08that British folks are moving to
00:03:10and giving you the pro cons list of all of it,
00:03:12go and click the link here and you can get it for free.
00:03:15So there's four different kinds of CTAs,
00:03:17which are gonna go and lead people
00:03:18to four different landing pages.
00:03:21From there, they get the lead magnet.
00:03:23When they get this lead magnet,
00:03:25let's just go and say it's like this 40 next trends thing.
00:03:27And my goal when I create these guides
00:03:30is that I want someone to go and share that
00:03:32in their entire company, in their company Slack.
00:03:35So now everyone's digesting it.
00:03:37Some guy that is just a lower level person
00:03:40that saw it on LinkedIn is now sharing the Slack
00:03:42and the CFO is like, what the fuck is this, right?
00:03:44He's opening it up like, who are these guys?
00:03:46We're getting charged by Barclays 10K for this information.
00:03:50Who prepared this?
00:03:51It's like, oh, these guys over here, you know,
00:03:53handle like this is like the kind of stuff
00:03:55they give away just for free.
00:03:56And so now they've got the lead magnet,
00:03:58but the most important part here
00:04:00is now you've got them in your newsletter.
00:04:02The place where most people in this industry
00:04:04and these kinds of boring industries are archaic ones,
00:04:06like they screw up, is I think like when you really think
00:04:09about the goats in this space, right?
00:04:10Content was actually a pillar of what they did.
00:04:13Jeff Bezos' shareholder letters are like epic.
00:04:16Warren Buffett's shareholders, epic.
00:04:18That's what your newsletter should be.
00:04:19And the CTA is now in the newsletter
00:04:23and there's a, this is a key distinction.
00:04:25If the CTAs that you put on social
00:04:28are constantly like work with us, work with us,
00:04:30you sound like Barclays.
00:04:32And the issue too is that you sound salesy
00:04:34and nobody wants to listen to you very long.
00:04:37And they just like mute you, unfollow you, whatever.
00:04:40And then when you're in the newsletter,
00:04:42you have their email now.
00:04:44Now you can CTA them to, hey,
00:04:47if you want to get on an individualized session with us,
00:04:49we'd be happy to accommodate to you.
00:04:51We have a concierge service.
00:04:52Just book a call with us here.
00:04:54We'll have our financial concierge on a call with you
00:04:56and we can't wait to speak with you.
00:04:58There you can now go and start laying up the actual sale.
00:05:03And the thing is too, if you go and create say one of these,
00:05:05yeah, you create these lead magnets as an example, right?
00:05:08Each one of these, let's say they're 30 pages each,
00:05:10you got like 120 pages.
00:05:11I mean, each one of those pages arguably could be an email.
00:05:14Maybe there's just like, hey, one week we do a deep dive
00:05:17on one core thing that we're kind of interested in.
00:05:19And then the next week we do a little bit of a roundup
00:05:21of like what we're reading these days.
00:05:23An interesting like take on personal finances or investments
00:05:26or whatever that we think you should consider.
00:05:28Mix of like deep dives and duration.
00:05:33The trouble will not be coming up with like more categories
00:05:36and more of that, yeah, it's the depth.
00:05:37When I think about doing this,
00:05:39we talked about LinkedIn right now, right?
00:05:41But you guys have been talking about like Instagram
00:05:43and YouTube and the newsletter.
00:05:44There's a lot of work to do here.
00:05:46You have to get all of these made
00:05:48in terms of like the landing pages and the lead magnets.
00:05:50You gotta have someone that you trust making the newsletter.
00:05:53You're probably gonna want to bring on a writer.
00:05:54This is like nuanced, like novel, not obvious information,
00:05:57like to go and train someone up and go,
00:05:58we talked about these 10 things
00:06:00and these 10 kind of like ways we go with it.
00:06:02It's like, you'd much rather just be like,
00:06:04hey, you just need to like nail these things, yeah, exactly.
00:06:09When you're in the newsletter, right?
00:06:11That's the point where that person has signed up being like,
00:06:14I want to hear from you, right?
00:06:16And the difference to point out
00:06:18that I don't think a lot of people understand
00:06:19is like when you post this content over here,
00:06:22it seemed to about 10% of your LinkedIn audience, right?
00:06:26But over here, 100% of those people get it.
00:06:30And so this is where it's best to drive your leads.
00:06:33What you guys need to have is a like work with us form.
00:06:37This is very important.
00:06:38Inside of this, right?
00:06:39You may have a dropdown of like your different needs,
00:06:43potentially like the stage they're at, their location,
00:06:46just some initial info that takes them one minute to fill out
00:06:49that allows you to qualify these people.
00:06:51This form serves as a router.
00:06:53You're gonna be able to see that $100 million person come in.
00:06:56That person gets routed to Andy, right?
00:06:58You're gonna be able to see that person come in
00:07:00that's good for the 1% product you're releasing
00:07:02that goes to say, oh, this handle has an example, right?
00:07:05You're gonna see a lot of other stuff
00:07:06that's just like just not qualified.
00:07:08And then that just goes to like a free resource.
00:07:10Just like, hey, like you should check this out.
00:07:12Here's some videos that we have out there.
00:07:13Like great to have you in the community and the audience.
00:07:16And then just like a little bit about the firm saying like,
00:07:18hey, we're just this really like, you know, high level thing.
00:07:22But if you were, you know, any friends or whatever,
00:07:24you know, kind of vibe, like we'd love to work with people
00:07:26and thanks for being a part of this.
00:07:27And we hope to really help you learn more
00:07:30about your own future through our free content.
00:07:33I would be trying to get on a call
00:07:34with those people within an hour.
00:07:35So they filled this out.
00:07:37It's like, boom, right?
00:07:39And now they're on a call and they're like, wow,
00:07:42this is different.
00:07:43If you're building a media company,
00:07:44the truth is you want to get started on the platform
00:07:47that's just easiest and makes the most sense
00:07:49for where your dream customer
00:07:50is currently operating and active.
00:07:53With Hundle, they're already on LinkedIn.
00:07:55Their customers are on LinkedIn.
00:07:57And so it makes sense for them to go deep
00:07:59on that one platform versus spreading themselves too thin,
00:08:03too fast, and just trying to be omnipresent.
00:08:05We'll get into like the actual like LinkedIn
00:08:08kind of content strategy now.
00:08:09First off, like we have like the topics
00:08:12and then that sort of like brings up,
00:08:14like what are the formats,
00:08:16which is kind of what you're asking,
00:08:17like length and all that stuff.
00:08:19You know, we've got the actual like topics
00:08:22for the lead magnets and then say your newsletters.
00:08:25When it comes to on LinkedIn,
00:08:27the best type of content's gonna be like longer form content.
00:08:29Essentially the thing that LinkedIn measures
00:08:32is like time on post.
00:08:34Just like YouTube looks at like watch time,
00:08:36LinkedIn's looking at, okay,
00:08:38you get this little hook as a preview.
00:08:40Does someone click read more?
00:08:41Then it goes and populates a long post.
00:08:43They scroll through that long post.
00:08:45Then they also see maybe like a dense image.
00:08:47They look at the image.
00:08:48Maybe the image is like an infographic
00:08:50of like 20 countries as an example
00:08:53and their friendliness score for Brits.
00:08:56I'm just saying as an example.
00:08:57So then they look at that.
00:08:58Yeah, then they look at that too.
00:08:59And then they're like, shit, oh wow.
00:09:01And then on, you know, if I click this link,
00:09:03I can get a free resource to go even deeper here.
00:09:06LinkedIn's like, wow, there's a lot of signal there.
00:09:08Like these people were like opening this,
00:09:10spending a couple minutes on it.
00:09:12They then went and reposted this 'cause it was so valuable.
00:09:15Then they took that link structure
00:09:17and shared it in their company Slack.
00:09:18All that signal is what causes these posts to do well.
00:09:21In terms of like the topics themselves,
00:09:23what's most important is that you have like a point of view.
00:09:26So like I'll illustrate like as an example,
00:09:28like a three-part sort of like positioning statement, right?
00:09:30Like with founder OS, my whole thing would be like
00:09:32the future of online businesses will be founder led.
00:09:35In order to build a founder led business,
00:09:37you need to be systemized, profitable, and beautiful.
00:09:40And then the best way to build a systemized, beautiful,
00:09:42and profitable founder led brand is with a content GPS,
00:09:45which is what we help you with at founder OS.
00:09:47So that's kind of like my point of view.
00:09:48What I generally like to do is think about
00:09:51the best topics oftentimes to talk about
00:09:54are what are the people that are paying you the most money
00:09:57or like the most loyal customers, like your dream customers?
00:10:00What are their core questions?
00:10:02Why did they start working with you?
00:10:04Then being thought leaders around that stuff
00:10:07to attract more people like them and their friends.
00:10:10And that's where the magic is.
00:10:11That's what other people won't do.
00:10:13It's like we have this stable of 500 clients.
00:10:16No one knows this pool better than we do,
00:10:18which is basically the brand stance.
00:10:19No one serves them on a deeper level
00:10:21and cares more than we do.
00:10:23Here's the things they've brought up
00:10:26and that's your content strategy.
00:10:28For you guys, like given the fact,
00:10:29I think you have an opportunity to like just whiteboard
00:10:32all of these kinds of topics that have been coming up
00:10:34over the last few months.
00:10:36Yeah, is the 3% worth it?
00:10:38Lazy investor versus smart investor.
00:10:40All this like nuanced stuff.
00:10:42That then becomes like the actual content
00:10:44you're gonna put out.
00:10:45The good news for you too,
00:10:46is that also becomes amazing onboarding material
00:10:48for the team you're gonna be starting up.
00:10:51'Cause now they're like reading all this stuff
00:10:52and they're like, this is our stance.
00:10:54So a client asks you this, respond with this.
00:10:57Like if they ask you like, is the 3% worth it?
00:10:59This is how we speak to that.
00:11:01So I think like when you think about the topics, right?
00:11:03It's like these insider questions.
00:11:05It's like the why kind of questions you've brought up, right?
00:11:08And then a lot of education around like,
00:11:10you know, is it an asset manager versus a wealth manager?
00:11:14Asset manager or an investment banker?
00:11:16You know, deep dives into like, you know,
00:11:18for these kind of folks, like I think, you know,
00:11:21there's a million deep dives, different kinds of products,
00:11:23different kinds of markets.
00:11:24How to also structure their overall like team
00:11:28when they think about this.
00:11:29If people know they need like a great accountant,
00:11:31a great lawyer, but what do they need in this whole area?
00:11:34So then on the format side,
00:11:35I think it's a lot of like kind of deep dives, right?
00:11:38Just like getting into these things in a thorough way.
00:11:40I think there's a lot of like surface level stuff out there.
00:11:42Right?
00:11:43It's like actually going deep into these different
00:11:45like why questions.
00:11:46You know, some of these can be also like how-tos.
00:11:49How to structure your team.
00:11:51How to, you know, exit a certain place.
00:11:54How to decide on an asset manager.
00:11:57And one thing with this too that you can do, right?
00:11:59Is like, if you make a really detailed document
00:12:02on like your core client avatar, or even two, right?
00:12:05So you have like your 0.01% person.
00:12:08You have like your 1% person.
00:12:09What's like their pain points?
00:12:11What are their dreams?
00:12:12Where do they live?
00:12:12What are they into?
00:12:13What do they read?
00:12:14Just like I can think about a two pager brainstormer
00:12:16for each of these avatars.
00:12:17Upload those to Chatubity and then ask it to go
00:12:21and just upload this photo that we've just made.
00:12:23And say, just flush this out for me now.
00:12:26Based on the core stuff we pointed out.
00:12:28So go and create like a hundred deep dives
00:12:30that are ranked from best to worst.
00:12:31Go and create a hundred how-tos
00:12:32that are ranked from best to worst.
00:12:33And then you guys are armed with like-
00:12:34- We can have this done by tomorrow.
00:12:36(all laughing)
00:12:38- And by your Monday research meeting.
00:12:39'Cause that's it, yeah.
00:12:41So yeah, in a week from now-
00:12:42- Well that's amazing what Chatubity put this in.
00:12:45- So we're not living in 2018 anymore.
00:12:47It's 2025 and Chatubity should be your best friend.
00:12:51But most people are using it the wrong way.
00:12:53They got basic prompts.
00:12:55They give it no context.
00:12:56And then they wonder why they're still doing
00:12:58all this grunt work.
00:13:00And so what we get into here is the 10-10-10 formula.
00:13:03Essentially making sure that you have 10 references
00:13:06on a given platform for the best type of content
00:13:08that inspires you.
00:13:0910 references from inside of your industry
00:13:12of the best content that you've saved or bookmarked.
00:13:15That you're like, one day I hope my brand is that good.
00:13:18And then 10 references for what your brand is all about.
00:13:21You take those 30 pieces of content.
00:13:23You feed that into a Chatubity project.
00:13:26And now you're standing on the shoulders of giants.
00:13:29From there, as we'll get into here,
00:13:31it's where the real magic happens.
00:13:32So you set up like your Chatubity project here, right?
00:13:34And kind of follow like a 10-10-10 rule with it.
00:13:37I would go and find 10 LinkedIn posts
00:13:40that you think are like the best ever
00:13:42in your given niche or like in overall, right?
00:13:45Put those all into a doc.
00:13:46Then go and find 10 pieces
00:13:48that are the best ever reference pieces from others,
00:13:51just in this niche.
00:13:53But it doesn't have to be on LinkedIn.
00:13:54It's like, this is like, you probably know those 10.
00:13:57You know what I mean?
00:13:58So you're like feeding, hey, these are 10 articles
00:14:00or pieces or whatever that I saw
00:14:03that like I couldn't stop thinking about
00:14:04that I shared with everyone.
00:14:05Put that into a doc.
00:14:07And then have like a brand reference, 10 brand references.
00:14:11So this is like maybe your landing page copy.
00:14:13This is, you know, a bunch of these letters
00:14:16that you've been writing to your existing audience
00:14:20and insiders that like they've been loving.
00:14:22Like what are like the best eight of those?
00:14:23- Yeah.
00:14:24- Right, and so now you've got this project in GPT
00:14:28that's got all of these amazing LinkedIn docs,
00:14:31all of the references from amazing people.
00:14:34And it's got this, right?
00:14:35And now starting to use that to brainstorm things
00:14:38like the best deep dives ever.
00:14:40And like the best how-tos.
00:14:41'Cause essentially now what it's doing
00:14:43is like standing on the shoulders of giants.
00:14:45And it's fed enough that it can really start coming up
00:14:48with some breakthrough stuff.
00:14:50On the lead magnet side, it's the same thing, right?
00:14:52You can come up with all these topics.
00:14:54If we want to like get more like AI about it,
00:14:56what you can end up doing is you have like say 60 topics
00:15:00right over here that you've come up with
00:15:01on like your Monday brainstorm.
00:15:03And then you can go, okay, these are the 60 topics
00:15:05that we're going to come up with.
00:15:07What are like the four lead magnets that we need
00:15:10that would be like, you know, cover the gambit
00:15:13and be like the right thing to then lead people
00:15:15from these topics on LinkedIn to these lead magnets.
00:15:18So from here, basically like you have your newsletter.
00:15:20And again, it doesn't need to be every week.
00:15:22You have these topics going out.
00:15:24You have these lead magnets.
00:15:25Like you could just dive into those slightly more
00:15:27and that's a newsletter.
00:15:28And it comes down to like early on
00:15:31to how quick are you looking to scale things
00:15:33and monetize all this.
00:15:34Oh, every time you send a newsletter, right?
00:15:36It's got the CTA to the work with us page.
00:15:38And so if you're looking to get things going,
00:15:40that's your trigger, right?
00:15:42'Cause all these people are now in that.
00:15:43All these people you've been talking about
00:15:45and talking with all through your travels.
00:15:46All the people that are on LinkedIn
00:15:48that have been getting into the newsletter are there.
00:15:49That's your database.
00:15:50You know, you're gonna have like a bunch of coffee
00:15:52in the newsletter doing its thing.
00:15:54And then you may describe like an organic little blurb
00:15:57that leads to like, oh, by the way,
00:15:58like we've been seeing a lot of our clients
00:16:00like asking us for this.
00:16:01Like if you're curious about how we'd work with people,
00:16:04just like, you know, click this link.
00:16:05And then it will get into a little bit more copy
00:16:07and then like kind of maybe you have like a sign off Harry
00:16:09and then just say like, by the way,
00:16:11like wanna work with us in some way,
00:16:13get on a call with me or my team.
00:16:15Yeah, just last couple of things.
00:16:16You guys have brought up like, okay, LinkedIn's good,
00:16:18but what about all these other platforms?
00:16:19And then kind of like the org chart
00:16:21you would need on a media team.
00:16:24Let's first let's talk about like back a napkin,
00:16:26how to think about the actual content, right?
00:16:28So you have these like LinkedIn long form posts going out,
00:16:31right?
00:16:32Your best LinkedIn long form posts can inspire
00:16:35like a newsletter as an example.
00:16:37The same thing where you would take your best LinkedIn posts
00:16:40after two months.
00:16:41So just focus there for now, right?
00:16:43But you're actually getting your YouTube content strategy
00:16:46done at the same time.
00:16:47'Cause your best LinkedIn stuff is gonna give you data
00:16:49on, you know, what do people really care about?
00:16:51What drives clients?
00:16:52And that becomes your YouTube videos down the road.
00:16:54Similarly, if you start posting on X, right?
00:16:56These long form posts,
00:16:57you could literally just take the exact same content
00:17:00and probably just put it right on X.
00:17:01Similarly, you know, as you start moving to like IG,
00:17:04these LinkedIn long form posts probably have an image in them
00:17:07and those images can go into things like, you know,
00:17:09IG posts and cut downs of your YouTube
00:17:13could be like, you know, YouTube shorts
00:17:16and the same stuff could become like IG reels.
00:17:18In a sense, like the quickest way
00:17:20to build this omnipresent strategy
00:17:22is to first just focus on like the minimum viable,
00:17:26which is like LinkedIn and newsletter.
00:17:28You get that, right?
00:17:29You actually are doing all this other stuff.
00:17:32- You know, what's the production cost?
00:17:33'Cause that's what I've always thought.
00:17:35Like if we need to do that well, we gotta do it well.
00:17:38If we're gonna do it, we gotta do it really well.
00:17:40And I want it to be professional.
00:17:41- Blog versus media company.
00:17:44Most people wanna go and build up a media company,
00:17:46but quickly find themselves building some rinky dink blog.
00:17:49And I think one thing that people get stuck with there
00:17:51is the org chart that's required
00:17:54to build an actual media company.
00:17:55We're not talking about hiring people on Fiverr.
00:17:58We're talking about going and finding people
00:18:00that can help you build a Ferrari.
00:18:01And the truth is when you're building that out,
00:18:03you need to view people as investments versus expenses.
00:18:07If you go and try to hire the cheapest person,
00:18:10yeah, you're gonna find yourself
00:18:11running some rinky dink blog.
00:18:12But you start going and actually valuing people
00:18:14for their skillset, the real additive skills
00:18:17they can go and add to your organization,
00:18:19going and looking at people as real investments,
00:18:21people that they can go and produce say 30 pieces of content
00:18:24for you in a given month.
00:18:25And you know that from those 30 pieces of content,
00:18:27you're gonna go and finally get five dream clients.
00:18:30So they're not just some cost center for your business.
00:18:32These are people that are gonna drive real cash flows
00:18:34and profit to you.
00:18:35The question is, are you looking to build a media company
00:18:38or just some blog?
00:18:39When you're building an omnipresent team,
00:18:41you're likely going to have basically like a content manager.
00:18:45Similarly, you are gonna want like a creative director
00:18:48for the brand.
00:18:49That could be, you know, you Harry, as an example,
00:18:52but I could see you being this,
00:18:53you're the CEO from my understanding.
00:18:55And the creative director is gonna be
00:18:57that brand team you mentioned.
00:18:59Now, as you go and start thinking
00:19:01about the different platforms,
00:19:02I think the obvious way to think about it would be like,
00:19:06there's video and a video department,
00:19:08and then you have content, like written kind of department.
00:19:12And then you'd have copy over here, which we'll talk about.
00:19:17Over here, like more like your newsletter area.
00:19:19These are kind of like your different areas.
00:19:22So you're gonna have likely,
00:19:23basically like a CEO of the newsletter,
00:19:26who's gonna be some like bad-ass writer.
00:19:28So on the content side,
00:19:30you're gonna have like basically like a social writer.
00:19:32Typically you want someone different
00:19:34than the newsletter writer, okay?
00:19:35Because like, this is the person that's doing stuff for X
00:19:38and for LinkedIn.
00:19:39On your video side,
00:19:40you're typically gonna have like an actual like videographer,
00:19:43and you're gonna have long form editors for YouTube
00:19:47and short form editors if you do short form content.
00:19:50And so the content manager is like, you know,
00:19:52the one keeping this whole squad together.
00:19:55The only last piece is that you're gonna want
00:19:57a social manager, right?
00:19:58Someone to actually go and post the content.
00:20:01The next piece is that you're the content manager right now,
00:20:04right? - Yes.
00:20:05- Yeah, but are you hoping to be that for a long time?
00:20:08- Yeah. - Okay.
00:20:10Yeah, and I think for this role,
00:20:11like because of where it is,
00:20:12you're gonna wanna talk to like,
00:20:14I would talk to 58 players, you know?
00:20:15That's like, you know, a kind of early person potentially.
00:20:20Like we'll just talk like in first stage, right?
00:20:22First stage, we need the writer for the newsletter
00:20:24and we need a social writer for X and LinkedIn.
00:20:27I mean, mostly just LinkedIn to start with.
00:20:28That's stage one.
00:20:30Like it's really that simple.
00:20:31It's a nice thing, right?
00:20:32Then the next part from there
00:20:33is you're probably then looking for sure,
00:20:36like you're gonna need a social manager.
00:20:38The third piece then is you're probably then looking
00:20:39to move into like video
00:20:41and that's where you start building this operation out.
00:20:43So throughout this session,
00:20:44I did deep into the org chart and content waterfall system,
00:20:48as well as my LinkedIn OS.
00:20:49And if you wanna follow along
00:20:50and go and fill out these systems,
00:20:52so you're almost in the room with us,
00:20:54you can go and get this entire guide
00:20:56via the link in the description.
00:20:58So go download that and follow along.
00:21:00And in terms of like the different stages,
00:21:02so, you know, the budget per stage,
00:21:04we'll talk about like just the incremental budget
00:21:06just to do like phase one.
00:21:08So you have this writer,
00:21:10that person's going to be 8K back in napkin.
00:21:14The content manager is probably 10K
00:21:17and social writer back in napkin 8K.
00:21:20This could be plus or minus.
00:21:22This is monthly, month.
00:21:24Yeah, so you're looking at like V1, 25K a month
00:21:30and you're like up and going with like a pretty good,
00:21:32like, sorry, with a really solid, like written publication,
00:21:36getting stuff out there, you know,
00:21:38getting that sophisticated
00:21:39kind of content infrastructure going out,
00:21:41getting the voice right, getting the messaging,
00:21:43building like the V1 media company here.
00:21:46So stage two then,
00:21:47we're probably just like filling some of the gaps here.
00:21:50So some people are like,
00:21:52like we wanna scale to the next level.
00:21:53We've noticed like some areas are breaking.
00:21:55You know, again, I think one area that's gonna break first
00:21:57is like social manager.
00:21:58There's just gonna be a lot of content
00:21:59you're gonna wanna start posting soon.
00:22:00And it's like, okay, we need to get some help.
00:22:01That person's 10K max.
00:22:04You can probably get them for like six, seven, eight,
00:22:06depending on how you wanna do it.
00:22:08You may also just like add a budget.
00:22:09Like I know you guys are designed forward.
00:22:11And so you probably have like potentially a design budget
00:22:13just for stuff, you know,
00:22:15whether it's infographics for LinkedIn,
00:22:17little images you're gonna put in the newsletter,
00:22:19making the landing pages look bad-ass.
00:22:21That could even be an earlier thing, but you know,
00:22:23back in napkin now you're at another incremental,
00:22:25say 20K per month.
00:22:26And then when you start to go the video direction,
00:22:28this is where you're adding like a lead video producer,
00:22:31videographer just when you're shooting,
00:22:32editors when you have stuff.
00:22:33Let's just say back in napkin, you got a video producer,
00:22:37let's say back in napkin for 10K.
00:22:40We have videographers say doing four videos long for a month
00:22:44at 1500 each, that's 6K.
00:22:46If they're doing say 10 to 12 short form videos
00:22:49at 150 each, 1800 bucks.
00:22:52Oh, let's just say back in napkin for short form.
00:22:54Approximate like budget here is like, yeah, 18K.
00:22:57- That can sound like a lot to some people, right?
00:22:5945, like so 63.
00:23:01- Yeah.
00:23:02- 63K a month or a year, you know, you're looking at like,
00:23:07what is that seven, 720 or some shit.
00:23:09Where it comes down to is essentially when you think about
00:23:12that dream customer that we were making all this content for
00:23:15in the first place, what is that person worth to you?
00:23:17A year or over like the life cycle that they work with you.
00:23:21- Okay.
00:23:21- Let's just put some numbers on that.
00:23:22- Sure.
00:23:23A million clients will earn us between 50 and 100,000 a year.
00:23:28So that client is 10 million, 50 basis points, lowest 50.
00:23:33It can be as much as 1%.
00:23:35That's a hundred, you know, so let's say mid point,
00:23:3775,000 comes in a year from each 10 million.
00:23:41- Sure, so let's just keep it conservative.
00:23:44So let's just say it's actually 75,
00:23:46but let's just make it 30,000.
00:23:47Okay, just because then it's like, okay,
00:23:49let's make this make sense under like
00:23:50even more conservative numbers, right?
00:23:52If each month under this whole operation, right?
00:23:55So you have one YouTube video coming up for a week
00:23:57as an example, 12 short form videos coming out per month.
00:24:00You have four newsletters that are bad-ass
00:24:02that are written by like some financial times,
00:24:03like editor that now you've poached
00:24:05and is now running your shit.
00:24:06You have a monocle copywriter
00:24:07making your shit look like insane.
00:24:09And you're building like this apple
00:24:11for like the 1% kind of vibe going.
00:24:13The question is like, can all of that
00:24:15go and drive you two clients a month?
00:24:17Because if it can just drive two clients a month,
00:24:19it breaks even.
00:24:20If you're looking to go and scale your media company,
00:24:22build out your team with the right structure,
00:24:24systems, support, and mentorship from me directly,
00:24:26you should definitely go and check out FounderOS.
00:24:29This is the high growth community
00:24:30that I've created for founders just like you.
00:24:32And you can go and apply via the link in the description.
00:24:35These kind of, this strategy too serves the people
00:24:37that are just on the fence right now.
00:24:40There's all these people just on the fence
00:24:41that are like, I've been between you guys
00:24:43and a couple others and this, that.
00:24:45All of this just helps get them across the finish line.
00:24:47- Yeah.
00:24:48Well, we have some big prospects.
00:24:49I mean, even if we got five of them, it would pay.
00:24:52- Yeah.
00:24:53- Well, that's the whole point.
00:24:53- It would pay.
00:24:54- Right.
00:24:55So there you have it.
00:24:56This is how to go and apply these content operating systems
00:24:58to go and build a media company in your industry.
00:25:00If Hundal can do it
00:25:01in the boring wealth management industry,
00:25:03well, it will probably work for you
00:25:05in your company as well.
00:25:06Now, if you're interested in seeing the whole LinkedIn system
00:25:09from A to Z, you should definitely go
00:25:10and check out this video.
00:25:12I appreciate you watching this.
00:25:13Be sure to like and subscribe
00:25:15and I'll see you in the next one.