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4 Keys to Growing an Audience58:05 with Sean McCabe
Keynote Speaker for Creative South Sean McCabe tells you how to reach the most people for your business
[SOUND] [APPLAUSE] 0:00 Thank you guys. 0:05 Thanks everyone, for being here. 0:11 Thanks for having me. 0:12 I hope you're having a great week. 0:14 This has just been phenomenal for me, getting to 0:15 meet with people that I've known online, that I've been friends with online. 0:18 Getting to connect with them in person has just been incredible. 0:22 Thanks for sticking around, man I just had so 0:25 many great conversations lately, just, you know, outside the conference. 0:29 I mean, the talks are great, I'm so glad you're hear to listen to my talk and 0:34 I, I feel like it, it's just a bonus, you know? 0:38 Having these talks is just a bonus and 0:41 the real value is getting to talk with people and make those connections. 0:43 I was talking with a friend of mine that I talked with him online before but 0:47 I had never met him in person. 0:51 We were talking last night a couple of us, 0:52 til about 2 a.m and it was just a life changing conversation. 0:55 I mean, just really incredible. 0:59 And you know, you, you pay to come here. 1:01 You pay for your food, your lodging, your hotel, all of that and, you know, 1:04 it's an expense. 1:08 It's, it's an investment really because you're getting so 1:10 much out of it but this just really drove it home for me. 1:13 He said, you know, I've spent probably about $2,000, 1:15 traveling, getting here, paying for the tickets, all of that stuff. 1:20 And he said the value I feel like I've gotten out of this conference is 1:23 well over a million dollars. 1:27 And I was like man, that's just so cool, you know? 1:29 And it's, it's the connections that happen just in the hallways, over meals, 1:32 in the hotel lobby. 1:37 And anyway I just wanna say I am so glad you are here. 1:38 Thanks for having me, It is really privilege and honor to be here. 1:41 My name is Shane McCabe, 1:45 I run a brand called Seanwes which should be upon this side here. 1:46 It's, it's is a brand that help entrepreneurs grow their online 1:52 business and recently we've been expanding this into more of a network. 1:57 Bringing on about half a dozen shows, half a dozen courses, teaching peoples 2:02 everything from podcasting to marketing to videography, branding. 2:07 And even now, balancing family life and 2:12 parenting with creative pursuits, it's really exciting to see it grow. 2:15 And we've got team members, I'm, I'm based in San Antonio, Texas, but 2:20 we've got team members in different states across the country in addition to myself. 2:24 My wife Lacey also works for me as administrative assistant. 2:29 Cory, my brother drove down from Dallas, decided to move to San Antonio, 2:33 he's working full time as videographer. 2:37 You might have seen him walking around shooting some video here. 2:40 Justin is also here, how's it going Justin? 2:44 He's our developer and also Cory Miller. 2:46 He's gonna be starting next week as full time product director which is just 2:50 incredible. 2:53 We also Aaron [UNKNOWN] on the team and he's here with us as well. 2:54 In fact, all of these people are here at the community which is pretty incredible. 2:58 [BLANK_AUDIO] 3:02 Is the colors a little weird or is it, is it doing okay? 3:04 [BLANK_AUDIO] 3:07 I wonder if this helps at all, no? 3:13 We're just gonna have to run with it I guess. 3:16 [BLANK_AUDIO] 3:17 So today, I'm gonna be talking about growing an audience online. 3:21 But the reason the word online isn't in the title of this talk is because 3:25 the internet is our life now. 3:29 The internet is something that we live and experience, 3:31 it's so integrative with what we do. 3:35 The audience you have online is the audience that you have. 3:37 It's not just a follower count, it's not just a number. 3:41 Those are real people, those are real human beings and when you come to events 3:44 or conferences like this, you get to shake people's hands it becomes real. 3:48 YouTube celebrities are now simply becoming celebrities, 3:55 kids aren't growing up and buying cable anymore, they're watching YouTube. 3:59 So the internet is a part of our life, it is real life, 4:03 we watch it, we consume it, we read it, we stream to it. 4:06 And some of you who woke up super early yesterday morning and 4:10 preordered a certain device will soon wear it. 4:14 And so I say growing an audience online but really I mean growing an audience. 4:16 And we're gonna talk about, what growing an audience can do for 4:20 you, what it, what can, what it can afford you? 4:24 But in the meantime, I wanna talk a little bit about my story and 4:26 what I'm gonna do is, I'm gonna split this talk into two parts. 4:30 First, I'm gonna tell you a little bit about my story and then I'm gonna break 4:33 down some of the principles to give you just some action steps and some takeaways. 4:37 So first of all, I'm a designer, this is my office, 4:42 this is where I work, the colors are a little bit better in real life. 4:46 But I've got some of my prints up on the wall, 4:52 I've got prints from some of my friends. 4:53 Some other friends who are artists, I've got my microphone for 4:56 podcasting and displays. 4:59 It's a really inspirational space and 5:01 I love working there, it just feels energized. 5:03 My wife Lacy is here and she will tell you that I pretty much live in this room 5:06 which is true but it didn't always used to look like this. 5:10 Three years ago, this is what my desk looked like, 5:14 I was going back in my iPhoto photos and this was the only one I had. 5:17 I guess I was trying out a fish lens or something but 5:21 it was just a little, a little nook, a little cubbie built into 5:24 kind of an off shoot of our main living area, in our one bedroom apartment. 5:28 And I did some of my best work here, I did some really great work here and 5:32 I just wanted to say, you don't need 5:36 a fancy workspace to do great work, you really don't. 5:41 It's fun to get caught up in, you know, the inspiration, 5:45 pinning cool workspaces or planning out your own and 5:47 don't get me wrong, I love having that kind of a space, it energizes me. 5:50 But you don't need to get caught up in the workspace, 5:55 don't get caught up in the tools, you don't need a fancy workspace. 5:56 So I'm a designer, but I'm probably more known for hand lettering work. 6:01 I like to treat lettering as a form of voice, so I use it to 6:07 speak the things I wanna say, this is just, you know, message that I wrote. 6:12 You, you improve by doing not by reading tutorials. 6:17 And tutorials are helpful but I don't want people to get caught up in that. 6:20 You can't just read, you can't just consume, you have, you also have to do. 6:23 And I like to use lettering as a form of voice just to speak the things I 6:27 wanns say, it's just a way of creatively expressing myself. 6:30 Sometimes just artistically, I'll use, 6:36 I'll use my skills to make a featured image for a blog post or for a podcast or 6:38 maybe it's to convey a sentiment that I wanna tell people. 6:43 And this work here is some of my more recent work, so 6:47 it's pretty neat, it's pretty clean but I wasn't always this skilled. 6:50 Back in 2011, I had 300 6:55 followers and it's not all about how many followers you have. 7:00 That 300 is certainly not something to shake a stick at but 7:06 I know there's a lot of really, 7:10 really talented people here at this conference that are in a similar position. 7:11 And for me, I was working hard every single day, working super hard and 7:16 no matter what I did, I felt like I was just, I was coming up against a ceiling. 7:21 You know, working hard every single day and my audience wasn't growing and 7:26 I was, I was feeling really frustrated. 7:30 Like, I couldn't figure out what I was doing wrong, 7:32 what I should be doing instead. 7:34 And then one day, I decided to do one small thing that ended 7:37 up changing everything for me in terms of my exposure and 7:42 growing my audience online, and I'm going to tell you about that in just a minute. 7:45 Meanwhile, I continued creating work, continued putting out work and growing 7:49 my audience and eventually people started to ask for my work on t-shirts and prints. 7:54 And there's an important point I wanna make here, 7:58 people started asking me for my work on products. 8:01 And I see a lot of people coming into this industry and other industries and they see 8:06 many other designers selling products and they want to sell products themselves. 8:11 So they start making products and they put them up and nobody buys them. 8:15 And I think the problem is, 8:20 you can't want thing, you can't want things for other people. 8:22 You can't want someone else into buying something, 8:26 they have to want it themselves. 8:30 And so this piece I made here, I made in 2012, 8:32 I started working on hand lettering in 2010. 8:35 So I was two years into producing work on a daily basis 8:38 before I even made my first product. 8:43 And so the first product that I made was in response to 8:45 the demand that I was getting. 8:48 It was two years into it, I think that's really important in 8:50 the response that I ended up getting to this product. 8:54 This product is a screen print made by Momma Sauce, they were here earlier. 8:57 And I also had t-shirts made of the design by Real Thread, 9:02 they're also at the conference here. 9:05 Great people to work with. 9:07 This design has sold out four or 9:08 five times and it's just because it was in response to the demand and so 9:10 that's something I try to I, I try to do that with all of the products that I make. 9:14 I try to make sure that there's demand first, 9:20 so I'll use lettering as a form of voice and I, I put out my message. 9:22 I turn it in to something that's visually interesting and I gauge the response. 9:27 So this is, is an example of a piece that got a really good response and so 9:31 I turn that in to a print. 9:35 And the prints sold very well because it was in response to demand. 9:37 I have interesting story about this one it says, there is today and 9:42 there is never, tomorrow is never. 9:47 And this is speaking to the notation that you wanna do something you are thinking 9:50 to do something. 9:55 Your'e trying to put it off a little bit but 9:56 still feel like your kind of committing to it. 9:58 I'll start this next week, I'll start this tomorrow, I will work out on Monday. 10:00 But all you have is today. 10:05 If something is important to you, you will do it today. 10:07 So tomorrow is never. 10:09 Something else about tomorrow is its spelled with one, only one m. 10:12 And I put this online on different platforms to over 100,000 people and 10:14 only one guy commented, only one guy noticed. 10:21 So it doesn't always go totally smoothly, but the good news is, 10:25 it's nothing a little digital magic can't fix. 10:29 So nobody sees, nobody knows, except I just told you. 10:32 This is a fun one, I just, I, I like the message of this one, and 10:38 I like how it ended up coming out in print that's a little orange banner, 10:41 you can't really tell in this color, but, continuing with the circle compositions, 10:46 this is a more recent piece. 10:50 It's actually somewhat of an inside joke, that I told on the Sean West podcast. 10:51 Those of you who listen to my podcast know that I'm very big on sticking to your 10:57 values, maintaining your professionalism, and charging what you're worth. 11:00 And so, you wanna stick to your guns. 11:05 You wanna take on the right type of clients. 11:08 And you wanna make sure that you're charging what you're worth. 11:10 Provide value whether they're coming or going. 11:13 So if a client doesn't wanna pay you what you're worth. 11:16 You don't discount your rate. 11:18 You say, here's the door take a letterpress coaster on your way out. 11:20 [LAUGH] So, of course, I had to go and make it. 11:24 [LAUGH] I actually have these with me, so if you haven't got one, come say hi later. 11:27 I'll give you one. 11:32 Making products and 11:34 putting products out there, and those who of you who have dabbled in products or 11:35 started doing products, you know that it can get pretty expensive. 11:38 You have to do large minimum runs and it can be costly. 11:41 And I didn't wanna do the whole pre-order thing, you know, where you pay for 11:45 something, maybe it ends up getting made, hopefully enough people buy it, three or 11:49 four weeks later you might get something on your door, you might not. 11:53 I didn't like that experience. 11:56 You just can't beat the experience of purchasing something and 11:58 having it on your doorstep two days later. 12:01 And I wanted that. 12:04 I wanted to invest. 12:05 I wanted to have some skin in the game. 12:06 But this costs money. 12:09 So where do I get the money for product runs? 12:11 Client work. 12:14 So I would design custom type logos like these for clients. 12:16 Meanwhile, I had a day job at, at a web firm that I started. 12:20 And that was paying the bills for me, so I was using my spare time, my nights and 12:23 weekends to do client work and I basically save that all of the money from client 12:28 work since I already have my bills covered and I invested that into product runs. 12:33 So I saved up the money I made extra invested in the product runs. 12:39 This is probably my favorite one here. 12:44 It's just so tasty, I like it. 12:47 [LAUGH] So basically my situation ended up looking like this, 12:48 I'm selling products, every single day we have orders. 12:52 By this time, my wife was working for me a part-time after she got home from work, 12:55 she'd be shipping out orders. 12:59 And my situation was we sell, we sell products every day and I'm also doing 13:01 a bunch of client work, charging four and five figure rates for client work. 13:06 It's not a bad situation, 13:10 except, I'm sort of been ignoring the elephant in the room here. 13:12 And the elephant in the room was all of the people who wanted to do what I did, 13:16 started getting a lot of emails. 13:22 I'm, I'm putting out all of this work. 13:24 And I'm growing an audience, I'm selling products, but what I realize is my, my 13:26 audience was primarily comprised of people who wanted to learn how to do what I did. 13:31 And I wasn't capitalizing on that at all. 13:36 And they were emailing me. 13:38 They were asking me how do I get started with lettering? 13:40 What tools do I use? 13:43 How do I work with clients? 13:45 I mean I was getting a lot of emails and I decided, you know, 13:46 there's probably like five a day, I means seriously a lot, a lot of emails. 13:51 There's people asking me I could either continue trying to respond individually, 13:56 or what I ended up doing was create a guide where they could learn how to 14:01 get into lettering, and I just basically answered the most common questions. 14:06 So what I did, I've got a graphic up here cuz I ended up turning it into something 14:10 people that could download. 14:14 What I ended up doing was, I put it up, this guide, 14:15 this ten step introductory lettering guide. 14:19 I put it up on my website I just put it there in full. 14:21 It wasn't, it wasn't an opt in, you didn't have to subscribe, 14:23 remember when we used to just put valuable content on the internet? 14:26 Yeah, me either. 14:31 Well people, they really liked this, 14:32 and Google liked it too, cuz it's just a bunch of valuable content, so 14:34 people started sharing, people started linking to it, and before you knew it. 14:38 By the end of the year, over 200,000 people had read this guide, so 14:42 I clearly struck a nerve, I clearly discovered some interest here, you know, 14:47 hand lettering was experiencing this resurgence and I realized, 14:52 I need to take this to the next level. 14:56 [BLANK_AUDIO] 14:58 So I decided, I'm gonna make, or rather I'm gonna start teaching 15:08 lettering to people who want to come out to these work shops. 15:13 So I started doing some workshops in, excuse me, 15:19 [COUGH] started doing workshops in San Antonio where I live. 15:22 I did some in Orlando various places around Texas and 15:26 Austin and it went really well. 15:30 I was teaching people the fundamentals of typography and 15:32 lettering and how to draw letters, but I could only ever do 30 or 40 people, and 15:34 it was only like a couple hours, because, you, you, 15:39 you, you just don't have that much time, and I had so much more to share. 15:42 I had so much more to, to teach people, and 15:45 I couldn't do it with these, these workshops. 15:48 You know, 30 or 40 people in a room, that doesn't help me with this. 15:50 And so I decided this needs to be something online, 15:55 something that's scalable, something more people can get to. 15:57 So I decided, I'm gonna make some online courses called Learn Lettering. 16:00 And I realized the idea I had for this was very big, very large. 16:07 It was gonna take a lot of work to produce, and 16:11 it was time that I didn't have because I was so bogged down with client work. 16:14 So I made it, I made a choice to phase out of client work. 16:19 I wanted to get out of client work, so I could focus on this and help more people. 16:23 So what I did was I took six months, or rather I worked until I 16:28 could save up a bunch of of money to last myself six months living modestly. 16:33 I just took basically everything that I could and just worked really hard, worked 16:37 overtime, and saved up my money until I was able to work on Learn Lettering. 16:42 So I took the next six months and produced Learn Lettering courses. 16:48 And ended up with, you know, 50 lessons, eight hours of video. 16:52 It was a, a ton of material, but 16:56 during the six month period where I was producing the courses. 16:58 I also immersed myself in the world of online marketing. 17:01 I got my hands on everything I could. 17:05 Everything, just reading books, reading articles, 17:08 watching videos, purchasing courses, listening to podcasts, I bought myself 17:10 a Bluetooth shower speaker, like I wasn't gonna waste any time, you know? 17:15 Just everything I could, and I, I applied this to the launch of the courses. 17:19 Here's some of the modules, there's more below that, that you can't see, 17:24 each of those has four or five lessons. 17:27 I applied all of the stuff that I learned to the launch of the courses and what 17:30 I ended up with was selling this in three tiers, with the highest tier being $299. 17:35 Now, in this niche, in this industry that's rather expensive. 17:41 It's you know, to the tune of ten times more expensive than most of the other 17:46 classes out there teaching you to draw lettering. 17:51 But what I had, what I had here, 17:53 was not something that I had to worry about any kind of competition. 17:57 I could probably do a whole talk on positioning, and pricing. 18:01 But in short, I wasn't offering the same thing. 18:04 They're teaching you how to draw letters, 18:07 I'm teaching you how to make a living as a hand lettering artist. 18:09 Who doesn't wanna make a living for $299? 18:14 And see, I, 18:17 I was leveraging my own unique advantage which was my background's in business. 18:18 I ran a computer repair business. 18:23 I ran a, a partnership web firm and now I'm teaching art. 18:24 And most people with the skills to do art, 18:28 don't have the business knowledge to back it up. 18:31 Most of the people with the business knowledge don't have the artistic skill. 18:33 I have this unique hybrid. 18:36 And I use that to my advantage. 18:38 So remember this guide. 18:41 I have this guide up on the site. 18:42 I decided to replace the page that had this guide with an announcement for 18:44 the courses. 18:49 So I did what I call backwards building. 18:51 And it's where you essentially write the press release of your product 18:54 before it even exists. 18:58 So I imagine that all of my courses are done and 19:00 now I think what do I want to write here to convince someone that this for them? 19:03 Who is this for? 19:08 What problem is this going to solve? 19:09 And so I spent three of those months working on a single page that was 6,000 19:11 pixels tall. 19:16 You ever have clients say you gotta to put something above the fold? 19:17 Oh, I'm about to debunk that. 19:18 6,000 pixels tall, a bunch of copy, left and right, 19:21 you know, kind of Apple inspired with, you know, little graphics and stuff. 19:24 And I have the opt in at the very bottom, so see, 19:29 the idea was someone would come to this page. 19:31 It would speak to their pain. 19:34 It would speak to their need, and they would be scrolling and 19:36 reading, scrolling and reading, feeling like this is just for me. 19:39 This is for me. 19:42 And by the time they get to the bottom they are ready to buy, but 19:43 it's not available yet. 19:46 Because I'm backwards building it. 19:48 I announced it as if it existed, but I'm still working on it. 19:49 So, at the bottom, there's an opt in, it says sign up to be notified. 19:53 Also, that's where the guide comes in, I turn the page into a guide and 19:56 gave it to them when they sign up. 20:01 So over the course of those six months, I grew an email list of 15,000 subscribers. 20:03 So people, remember, what the, 20:10 the key here is I put up something valuable on the internet, for free, 20:11 no strings attached, no opt-ins, no sign-ups, and people shared it. 20:15 Google liked it. 20:20 People linked to it. 20:21 Then I replaced the page that's getting all of this traffic. 20:22 And 60 subscribers a day, 70 subscribers a day, 80 subscribers a day. 20:26 At the height of it, 105 people were subscribing a day on average. 20:31 At the end of this 6,000 tall, 6,000 picture, pixel tall page. 20:37 So, there is no fold. 20:41 So I immersed myself in the world of marketing and 20:46 applied everything that I learned during this sixth month period of time, and 20:49 when I launched the courses, here were the results. 20:52 $10,000 in revenue in the first 30 minutes. 20:57 $80,000 in revenue in the first 24 hours. 20:59 And broke six figures in the first three days of launching these courses. 21:03 Pretty incredible. 21:09 This basically blew my mind. 21:10 I had no idea. 21:12 No idea this was going to be anything like this. 21:14 It really opened my mind to the possibilities. 21:17 And I say $100,000 in the first three days, but 21:22 really there's a lot that goes in to this. 21:25 It's not just three days worth of work, but that is what you see on the surface. 21:27 I'm a hand lettering artist, but 21:31 I've grown my passion, my hobby, my side pursuit in to a six figure business. 21:33 Not just six figures in a year, six figures in three days. 21:38 So like I said a lot goes into this, 21:43 it's not just three days worth of work, obviously, by that point in 2014, 21:45 I had spent about 8000 hours practicing lettering. 21:49 I had spent the past seven years running businesses in multiple industries and 21:54 the last half year of my life Immersing myself in marketing. 21:58 Listening to podcasts in the shower on my Bluetooth speaker. 22:04 So, I'm like, I'm a hand lettering artist. 22:09 This is crazy, but do I really need to share this stuff? 22:12 Okay cool, I did, I launched a successful course, so 22:16 I really need to tell anyone about what I made? 22:18 But I decided to anyway. 22:21 I put up a 4000 word case study on my site with an accompanying one hour podcast 22:24 going into detail every single step that went into launching these courses, 22:29 and people were fascinated by it. 22:35 They shared it. 22:37 It stared going around. 22:38 If you want to check it it's at seanwes.com/LaunchCaseStudy. 22:39 I was like I'm not a marketing guy, but 22:42 what I realized was no one's born a marketing guy. 22:46 It just starts with a decision to share. 22:51 And so I have two pieces of advice here. 22:54 Share what you learn. 22:58 And teach everything you know. 23:00 These two things right here will serve you very, very well. 23:02 Share what you learn, teach everything you know, give it all away. 23:07 Don't worry about giving too much away, give it all away. 23:11 It's going to come back to you. 23:14 I promise you it's gonna come back. 23:16 So when I returned to lettering, I started sharing more, I, I stopped just writing 23:20 one word or two words, or a little phrase, I started sharing more, I felt like I had, 23:25 the more I shared, the more I felt like I had to share. 23:29 And gradually, you know like I said, lettering is a form of voice for me, 23:33 gradually I found it. 23:36 A single page couldn't contain everything that I wanted to share and 23:37 so in 2013 I started the Sean West podcast. 23:43 Somehow that jumped ahead. 23:47 Sorry about that. 23:51 In 2013 I started the Sean West podcast. 23:52 And we do a podcast, twice a week, every Wednesday and Friday, 23:54 just teaching everything we know, everything, it's a podcast about business. 23:58 It conflates creativity and business. 24:02 This is my co-host, Ben, I wanna make him famous. 24:05 But we show up, and we do a show twice a week. 24:08 And we, we, I spend thousands of dollars a month producing the show. 24:11 I, I pay an editor. 24:17 I pay for hosting. 24:19 I pay a show note writer. 24:20 And we're 160 episodes into the podcast and it's all 100% sponsor-free. 24:22 That's a decision that I made. 24:29 We get, we have nearly a million views, not views, 24:30 a million downloads on this podcast. 24:34 And it's completely sponsor-free. 24:36 The podcast world acts like once you have sponsors, you've made it. 24:38 Once you have sponsors, then you're legit. 24:41 And I decided to do it differently. 24:44 I said no sponsors. 24:46 So, I'm spending all of this money, I'm putting out value, showing up. 24:48 That doesn't even account for our time, right? 24:52 Why am I doing this? 24:54 In his book, Influence, Robert Cialdini talks about the powerful 24:58 psychological phenomenon known as The Rule of Reciprocity. 25:02 What this means is that when you give someone something of value, 25:08 no strings attached, they feel motivated to give something back. 25:11 People are intrinsically opposed to feeling a sense of indebtedness, 25:16 they don't want to feel like they owe. 25:21 You buy someone a coffee, 25:24 they wanna buy you a lunch back, cuz they don't want to be in debt. 25:25 It's this intrinsic thing, so I'm giving people value, and 25:28 I'm creating this obligation. 25:33 It's rea-, it's really relationship marketing 101. 25:37 So what I like to do is instead of selling your attention, to a sponsor. 25:39 Instead of selling you, the user, like Facebook and 25:46 Google do, that those are ad companies. 25:49 Instead of doing that, I give you value. 25:51 I give you helpful information. 25:55 And I give you the choice of whether or not to compensate me. 25:57 I would rather create more value, and give you an opportunity to compensate me. 26:01 So the way that I do that, is with the community. 26:05 So the community, is a paid membership site, for 26:09 entrepreneurs who are serious about growing their online business. 26:12 And the community, I don't even know where to start. 26:17 It's just, it's life changing. 26:20 We have 20 people from the community here at the conference, and 26:22 I got to meet them a lot of them for the first time. 26:26 It's phenomenal. 26:30 I mean, we so first of all, we stream the podcast live. 26:30 We're bringing on more shows, we're streaming shows live, audio and video. 26:33 We've got multiple DSLR cameras and 26:36 we do this live production that Cory will edit and produce live. 26:38 It's, it's so much fun, we have forums. 26:43 We have a completely custom chat system in mobile app built by Justin and 26:45 it's, we have month video hangouts, it's just incredible. 26:50 It's no, not only like live chat while we're streaming things, 26:54 but the chat is available 24/7, all time zones across the world. 26:58 At an instant, from your pocket, you have the ability to connect 27:02 with like-minded individuals who want to see you succeed and want to help you. 27:05 And it's just, it's nothing short of incredible, having that kind of. 27:11 Connection and ability right from your pocket. 27:15 But the reason I'm bringing this up, the reason I say all this is in in the year 27:17 since I've launched the community, it has attracted several hundred paying members. 27:22 And this is a $39 a month membership site. 27:28 So you can start to see how powerful this is. 27:31 And the members are happy to pay that. 27:34 They are excited to pay that because they know the people that are gonna 27:36 be attracted to this are of high quality. 27:39 So here's some things that an audience can do for you. 27:45 Growing An Audience. 27:48 I'm trying to build a case for you. 27:49 As to why you would want to have an audience. 27:51 First of all, you're seen as an authority. 27:55 You're able to sell products. 27:57 You're able to build community. 28:00 And launching things in the future gets a whole lot easier. 28:06 So my hope with this is, that my story has kind of made a case for 28:11 you as, as to why you want to build and audience and 28:15 what I wanna do next in the second part of this talk, is break down the how. 28:18 This is the why, we just talked about the why, I wanna break down the how and 28:23 give you 4 keys. 28:27 So, I'm gonna make this nice and nice and organized for you sketch noters. 28:29 I'm a big note taker, so I like to make my talks thinking about the note takers. 28:33 We got 4 sections coming up, see if I can get it. 28:38 Curation, Consistency, Quality, and Time. 28:44 So I'm gonna give you about four or five bullet points for each, so 28:52 you can plan out your notes. 28:55 Four or five bullet points for each and action step at the end. 28:56 Four sections. 29:00 Here we go, Curation. 29:03 So what I mean by Curation is the kind of work. 29:06 That you're projecting. 29:11 The kind of work that you're putting out into the world. 29:12 What are you sharing? 29:15 More importantly what are you not sharing? 29:17 We all wanna make a name for ourselves. 29:20 We all wanna grow an audience, but there's a harsh reality we're up against. 29:22 That reality is We are cognitively limited to 150 close relationships. 29:27 This is known as Dunbar's Number. 29:35 What this means is we are forced to categorize. 29:38 People cannot process the complexities of each and every individual so 29:43 we have to simplify. 29:46 They're gonna put you in a box. 29:50 There's nothing you can do about this, this is a reality. 29:53 They're going to put you in a box what you, what you can't do is avoid this, 29:57 what you can do. 30:01 Is define the box that they're already going to put you in. 30:02 Embrace the fact that they're going to put you in a box and define what that box is. 30:07 Shape that box. 30:13 How do you shape it? 30:14 You curate what you share. 30:17 Let me explain what I mean by curate. 30:19 You're a multifaceted individual. 30:20 You have a lot of talents. 30:23 You have a lot of skills. 30:25 You have a number of interests. 30:26 You're good at many things. 30:28 And your default state is to project all of this in a stream of consciousness. 30:31 It makes sense. 30:37 Most people do this. 30:38 It's natural. 30:39 And there's nothing wrong with being a multifaceted individual. 30:40 We all have multiple interests. 30:43 There's nothing wrong with that. 30:45 You're not defined by your work. 30:46 That's not your identity. 30:48 But the goal here, what we're talking about, is growing an audience. 30:50 If you want to grow an audience, you have to curate what you share. 30:55 What I mean by curate what you share is selectively project 30:59 a single focused thing. 31:03 Back in 2011 I was doing a bunch of different kinds of design work. 31:08 I was working at a web firm. 31:11 I was doing icon design, animation, illustration, branding, 31:13 user interface, logo design, videography, and lettering on top of, of all of that. 31:17 And if that sounds complicating, that's because it is. 31:22 And that's why most of your twitter streams look like. 31:25 The problem is, people can't process the complexities of each and every individual. 31:29 And so, I decided, one day, that I was only going to post lettering. 31:33 If you remember earlier in this talk, I said, one, 31:39 one small thing changed everything in my exposure online. 31:43 One small thing. 31:46 This is that small thing. 31:48 Curate what you share. 31:50 Curating changed the game for me. 31:52 I decided to only post lettering. 31:54 And hear me out. 31:56 I was still doing all of the other stuff. 31:57 All of the illustration, icon, 32:00 user interface, I was still doing all of that stuff. 32:02 I was only posting the lettering. 32:04 And this was the clear inflection point in my exposure online. 32:07 This is where things took off for me. 32:10 It wasn't overnight, but this is the inflection point. 32:12 So I want you to think, of another designer here that you know, and 32:17 I want you to think about what you associate them with. 32:22 Think of a person. 32:26 What do you associate them with? 32:27 Now here's what easy. 32:29 What's easy is thinking of someone and thinking of what you associate them with. 32:30 What's hard, is getting a person to think about a thing and 32:35 have them associate that thing with you. 32:39 That sounds like the same thing. 32:42 It's not. 32:43 I like to use Kyle Adams as an example here. 32:45 Kyle is an icon designer. 32:48 When I think of Kyle, I think of icon design. 32:50 But when you think of icon design, do you think of Kyle? 32:54 That's what I'm trying to get at, and shout out to Kyle, by the way. 32:57 He's been, he's been doing a phenomenal job curating what he shares and what, for 33:01 me, when I think of icon design, obviously I just brought Kyle into this talk. 33:04 I think of him. 33:08 That is what you get when you curate. 33:09 That is powerful. 33:12 And so what was happening is not only were people associating me with lettering, 33:15 thinking of me as the lettering guy, but 33:18 when they think of lettering, they think of me. 33:19 They think of Shawn. 33:21 I would see people having conversations on Instagram where someone says, oh, 33:22 I want to get into lettering. 33:26 Boom. 33:27 I come to their mind. 33:28 Some, someone else comments and mentions me. 33:29 That is super, super powerful. 33:32 So the problem is, the world can't process your awesomeness. 33:34 I just want to say, I think you're awesome. 33:37 I think you're extremely talented. 33:39 You are phenomenal at a number of things. 33:42 And the unfortunate fact is that the world can't process your awesomeness. 33:44 You're too good. 33:48 You're too good. 33:49 And if you wanna build an audience, if you wanna make a name for yourself, 33:52 if you wanna be known for something, if you want to attract clients to you, for 33:55 your specialty, you have to curate what you share. 34:00 You attract what you project. 34:06 But if you project noise, you don't attract anything. 34:08 Noise is the combination of a bunch of different things. 34:13 Often those things individually are pleasant things. 34:16 But once you layer on sound, after pleasant sound, after pleasant sound, 34:20 you eventually get noise. 34:25 And noise is what people tune out. 34:27 [BLANK_AUDIO] 34:29 People treat following online like a subscription. 34:32 Why do you subscribe to a magazine? 34:35 Why would you subscribe to a magazine? 34:37 Because you enjoy the content. 34:39 Because you expect more of that content. 34:41 Why do subscribe to an internet service provider? 34:46 Because you want internet. 34:48 If one month they say, hey instead of internet, this, 34:49 this month I'm gonna give you TV channels. 34:52 You're gonna be angry. 34:55 You're gonna be upset because that's not what you signed up for. 34:56 It's not what you expect. 34:58 So you wanna make it clear for people because people want to follow someone who 35:00 looks like they have a sense of direction. 35:05 Quick recap on section one. 35:10 You don't have to write these out. 35:12 I'm going to give you an action step, so we'll go through them kind of quick. 35:13 The world can't process your awesomeness. 35:16 People are forced to simplify. 35:20 They're gonna put you in a box. 35:23 So you want to define the box that they're already going to put you in. 35:24 It's not a choice of whether you get put into a box. 35:29 I can't underscore that enough. 35:31 That's not a choice you get make. 35:33 People can't process the complexities. 35:34 There's too many people. 35:36 You cannot follow one thousand people on twitter. 35:38 Some of you need to hear that. 35:41 You can not. 35:43 You're missing things. 35:45 We have cognitive limits. 35:47 The way you define the box they're gonna put you in is you curate what you share. 35:49 You pick one thing and that will bring people in. 35:52 So here's the action step. 35:56 Pick one thing and project only that kind of content. 35:58 This is hard. 36:02 This is very hard. 36:03 But we're talking about growing an audience here. 36:05 [BLANK_AUDIO] 36:07 Number two is consistency. 36:12 In consistency is the frequency with which you put out content. 36:13 So you've curated, you've picked something selectively to focus on. 36:20 Now how often are you gonna put content out? 36:25 You can't just put out garbage every single day and 36:29 you also can't put out gold only once every two years. 36:31 People crave routine and reliability. 36:36 You wanna let them know what to expect. 36:40 They wanna know what to expect and they want to know when they can expect it. 36:43 So people ask me, well, how often should I put things out? 36:49 [BLANK_AUDIO] 36:52 After this slide. 36:55 [LAUGH] People want to know when to expect it so set a schedule and stick to it. 36:56 The re, the reason you would want to set a schedule and stick to it, 37:01 the reason you're putting out content consistently is because 37:05 you want to be in the forefront of people's minds. 37:08 And a good way to do that is diversification in mediums. 37:12 Trying different things. 37:15 Maybe not only do blog posts but record a video. 37:16 It's kinda scary, but maybe before you record a video, you could record audio. 37:19 Do a podcast or screencast. 37:24 Ease your way into video. 37:26 Warm up to video. 37:28 But try out these different mediums to reach people who learn differently. 37:28 Some people learn really well by reading. 37:33 Others by listening. 37:35 Others by watching. 37:36 And still others will consume all three of those. 37:37 So experiment with diversifying the mediums that you put out but 37:42 make sure that it's not detracting from your commitment to 37:46 any scheduled output you have. 37:49 So people wanna know how often should I put something out. 37:53 I say if you're gonna do it, do it weekly, and here's why. 37:56 People live their life in weekly cycles. 38:01 They think in weekly terms. 38:04 They have routines, that res, they, they reset. 38:08 They watch TV shows that come out on a certain day. 38:10 They know the day, you know the day that your favorite TV shows come out. 38:14 The weekly cycle is critical. 38:18 It's key. 38:21 You've got to get inside the weekly cycle. 38:22 If you do something every other week, 38:26 the second Wednesday of the month, people don't know. 38:27 Is it the second Wednesday? 38:30 Oh he missed a day? 38:31 Is he gonna come back next Wednesday or does he make up for 38:32 it the following, that's too much. 38:35 You can't make people think. 38:36 You have to simplify it for them. 38:38 Make it easy. 38:39 So, some people say, well, what about monthly? 38:41 Can I do it monthly? 38:44 Yes, you can. 38:46 You can do whatever you want. 38:47 I'm not making up the rules. 38:47 I'm just trying to help you. 38:48 You can do something monthly, but it's not very purposeful. 38:50 Monthly feels like every once in awhile. 38:53 It's just like, oh, oh yeah, I forgot that guy existed. 38:56 Okay. 38:59 Weekly is purposeful. 39:00 And I just want to say everyone can make something weekly. 39:02 You can make something weekly. 39:05 And if you think you can't, you need to reevaluate your commitments. 39:06 You need to start saying no to things. 39:11 If something matters to you, you can do it weekly. 39:15 Recap on section number two, experiment with different media. 39:21 If you are gonna do it, do it weekly. 39:25 You wanna get inside that weekly cycle. 39:27 And everyone can make one thing a week. 39:29 Here is the action step for you to take away. 39:31 Set a schedule and create public accountability by announcing it. 39:35 Set a schedule, and let people know that you're gonna do this and 39:41 then follow through. 39:45 Stick with that commitment. 39:46 Number three is quality. 39:49 So quality is the depth of your content. 39:53 You've decided to curate. 39:55 You've decided to be consistent about putting out content, but 39:57 those are just two of the keys. 40:00 There's four keys here. 40:01 Quality is the depth. 40:03 What is this worth? 40:04 What is the worth of your content? 40:07 Who are you helping? 40:08 What is the value of your content? 40:09 [BLANK_AUDIO] 40:12 Whenever you put out content, you want to make sure that you're thinking about 40:17 the person who's going to be consuming it, sounds obvious. 40:21 But a lot of people just, make what they want to make. 40:25 I feel like writing about this, I feel like blogging about this. 40:27 You want to make sure this is valuable to people, 40:30 with every piece of content you put out, 40:32 you want to provide value every single time, provide value every single time. 40:34 So I'm saying the word value a lot, lets define this word. 40:39 What I mean by value is what, you know value is a subjective thing, right? 40:42 It's gonna be different for everyone, so 40:48 it depends on the audience you're trying to reach. 40:49 The way, the way you know what people want, because that's the key. 40:52 You gotta give people what they want if you want to grow an audience, 40:55 the way you know what they want is by listening, listen to what? 40:57 Well listen to them answer questions, okay well, what questions? 41:01 You need to be asking these questions. 41:05 I've got a golden question for you here. 41:07 What are you struggling with? 41:11 Ask people, what are you struggling with when it comes to x? 41:15 Fill in the blank, fill in your niche, fill in your industry. 41:19 What are you struggling with? 41:21 You're gonna get some pretty incredible answers when you ask this question, and 41:23 a great place to ask it is in the auto responder of your newsletter. 41:27 Now, those of you who were paying attention earlier noticed that I had 41:33 a ton of subscribers on my email list, and it was a big factor in the success of 41:36 the learn lettering launch, email is very, very important, it's very engaging. 41:40 If you compare the open rates of an email to the engagement rates on Twitter, 41:46 it blows it away. 41:50 Twitter engagement is 2.5% at best. 41:52 You look at someone with a thousand followers, 10,000 followers, 41:55 2.5% of them are actually clicking the links, actually looking at things. 41:57 It's getting very very noisy on Twitter. 42:03 Email open rates, let's say you only got 25% of people to open up your emails, 42:05 that's 10 times the engagement. 42:11 You can have a tenth of the number of people that someone else has on Twitter on 42:13 an email list and have equal engagement. 42:19 Emails are very important. 42:23 So set up an auto responder tell them who you are, 42:24 what you're gonna talk about what they can expect, when they can expect it? 42:26 And then ask them this question, what are you struggling with? 42:31 And then say, hit reply on this email. 42:34 So you saw all those emails that I got from people, that is the key, 42:37 that is the source of all the material that you want to create. 42:41 Don't just create what you want to create, not just oh, 42:45 I feel like talking about this subject. 42:48 If you want to create it for the people, reach the people. 42:51 You wanna grow an audience you have to serve them, serve them. 42:55 They're not just there to consume whatever you want to throw out. 43:00 I mean, maybe they are, but 43:03 you're not gonna grow like that, you have to listen to them. 43:04 So take the common questions, and turn that into content. 43:07 Blog about the questions that people are asking. 43:11 Here's the beautiful part, this is just amazing, because when you sort by the most 43:14 common questions that you get back, and you make content, you tailor it to 43:19 the questions there's going to be people coming along who have those same feelings, 43:22 fears, struggles in they're mind and maybe they never even verbally articulated it. 43:27 And they are going to read the content that you made and they are going to feel 43:33 like you are reading their minds, and that is going to explode your audience growth. 43:37 So if you have not already, write down this question. 43:42 It's very important. 43:46 It's very, very powerful. 43:47 Lastly, give a take away. 43:49 Give a take away, why are you even creating this content? 43:52 Why are you putting this out there? 43:54 What is the purpose? 43:55 What do you want someone to get out of this? 43:56 What do you want them to take away? 43:58 I see so many people getting on pod casts just rambling, getting on blogs just 44:00 rambling, turn on the microphone just stream of consciousness. 44:05 We don't know where we're going, we don't know if we have anything valuable 44:08 to provide, we don't know if this is going to be worth your while and 44:11 ultimately, I'll just say it, it's a disrespect of people's time. 44:14 So plan a takeaway, and 44:19 make sure you actually have something that people can come away from this and 44:21 feel like they spent their time well, that they feel fulfilled. 44:24 So start with the takeaway, start with the end in mind, and 44:27 then work your way towards that. 44:31 Quick recap. 44:34 Deliver quality, care about the production. 44:35 Provide value with all the content that you make. 44:37 Ask people what they are struggling with, and 44:41 then tailor your content to their questions. 44:43 Plan a takeaway ahead of time, that's the action step for you. 44:49 When you make content, what do you want someone to get out of this? 44:51 Don't just end up somewhere, start with that and 44:56 then take a step back, and bring people in with a story. 44:59 Bring people in with something they can relate to, use the exact verbiage of the, 45:03 the questions that you got back. 45:08 You know, I really struggle with this. 45:10 Quick story. 45:13 I got an email from someone who said, 45:17 I just feel like too many people do what I want to do. 45:18 And I think a lot of us here can easily feel like that, 45:24 especially in a room like this, with so such amazing creative people. 45:27 All in one place, we're, we're scattered across the country, across the world. 45:30 Ian came from the UK, there's people all over but 45:36 we're right here and we're in this bubble of awesomeness. 45:40 And it feels like there's so many people doing what you wanna do and so 45:45 I wrote a blog post and it was titled, I feel like there's too many people doing 45:49 what I wanna do, and it, it just blew up, like people really resonated with that 45:53 because it was exactly what people were saying they were struggling with. 45:58 Lastly is time, you have to have patience. 46:05 This is not an overnight success guide. 46:10 This is more like a four long hard steps guide. 46:13 Good things take time. 46:19 So I get people asking me, well how long should I do this? 46:21 How long should I show up and practice things and not get any results? 46:24 Before I just quit, before I give up. 46:29 And I told them, show up every day for two years. 46:33 And I don't mean haphazardly every once in a while do something for 46:38 two years, I mean show up every day for two years and work at this and 46:41 don't expect to see any results in that time. 46:46 This is the best advice you're ever going to get, but 46:50 it's not the advice you want to hear, it's not the advice most people hear. 46:52 But if you show up, people are going to notice that. 46:57 It's not an overnight success guide, but 47:01 people notice people that show up consistently. 47:04 It comes down to a difference between expectations and projections. 47:06 We live in a world of instant gratification, 47:14 it's a microwave society of viral videos and 47:17 we are fond of saying great artist aren't recognized in their time, and then we turn 47:22 around, and we complain, and we get disappointed when the thing we spent 47:27 an afternoon on doesn't go viral the next day or break 100 likes or 10,000 likes. 47:30 Expectations are emotional. 47:41 Expectations are e, emotions tied to an outcome. 47:44 Projections are objective. 47:47 They're based on math and calculations. 47:49 So when you have emotions, when you have expectations tied up in this, and 47:53 you have unmet expectations, you're left with feeling disappointment and anxiety. 47:58 When you project things it's more of a, a calculation. 48:05 You know what, I would like to be at this point by this time, maybe I'll be further, 48:09 maybe I'll come up a little bit short. 48:13 But it's not this emotional thing. 48:15 If you tie up your emotions, good or bad, into whether or 48:18 not you show up every single day, that's where things get dangerous. 48:23 Good things take time. 48:30 Show up every day for two years. 48:33 Don't worry about virality. 48:36 Don't worry about going viral. 48:38 It, I mean imagine, imagine living just a hundred years ago, I mean, viral 48:41 was just like someone's heard about you within the next five years before you die. 48:47 How did people even create great works that took them weeks or months? 48:52 Don't worry about this stuff, it's not important. 48:57 Play the long game. 49:00 So, here's the takeaway. 49:01 Have projections, not expectations. 49:02 [BLANK_AUDIO] 49:08 So, the four keys are Curation, Consistency, Quality, and Time. 49:11 Curation is the kind of thing that you're putting out. 49:16 Consistency is the frequency with which you put out content. 49:18 Quality is the depth, the value, how much do you care about the people? 49:22 And time is just a patience thing. 49:28 It's not overnight. 49:30 They're going to put you in a box. 49:34 There's not anything you can do about that. 49:36 It's not something you can change, but 49:38 if you define the box that are they going to put you in. 49:41 That is how you get people on board. 49:46 That is how you bring them in to understand what you're about. 49:49 It's not the end of all of your other passions, 49:53 it's the beginning of a relationship. 49:56 This is the handle that people pull themselves into what you're about. 50:00 The views of a specialist are interesting. 50:06 The views of a generalist are not. 50:11 You can be good at a lot of things, 50:14 but people will not care about your opinion on any of them. 50:15 You have to simplify. 50:19 You have to define that box. 50:20 A specialist can have an opinion on anything, 50:25 even if it's unrelated to their specialty. 50:28 It's automatically interesting because they're a specialist. 50:30 So I'm a hand letterer, people know me from my hand lettering, but 50:35 I recently pivoted to teaching business, and I was frustrated. 50:38 I, you know, when I started doing lettering I was scared, right. 50:43 Remember all of the things that I was doing, 50:46 all of the things that I was good at. 50:48 It's scary picking one of them and projecting one of them. 50:50 And what I realized is it doesn't have to be one thing forever, 50:55 you can take people from one thing to the next, it just has to be one at a time. 50:58 But when it came time to go to the next thing, 51:04 which for me was teaching business, I felt like lettering was holding me back. 51:06 Everyone sees me, and they think Shawn's a letterer, and I was like 51:10 how will I ever get them to understand that I'm, that I teach business now. 51:14 But I realized that a lot of people in my position now, the teaching business, 51:21 especially online, they make their money by teaching other people to make 51:25 money online, and it's like this recursive like sleazy salesman thing. 51:29 And for me, I've put in the efforts, the years, the thousands of hours getting 51:33 good at a skill and growing my business to something that's successful, and 51:38 that serves as a real life case study, so it ended up being a boon for me. 51:43 And now a lot of people in my audience they follow me exclusively for 51:48 the business stuff, they don't even know me as a letterer, 51:51 they don't even know the lettering stuff. 51:54 And yet, there's people who have been following me from the beginning 51:56 with the lettering stuff that now have moved on to following me for business. 51:59 But I wanna say that, whatever thing that you're choosing to curate, if you're 52:03 a hand letterer, if you are a wedding photographer, if you are an icon designer, 52:07 this is not one thing forever, it doesn't have to be one thing forever. 52:13 It's just right now, it's just to get people on board, and once you get them on 52:18 board to build trust and familiarity, they'll follow you to the next thing. 52:23 Thank you. 52:28 [APPLAUSE] 52:31 Thank you 52:36 everyone. 52:41 I think they are saying we can open up for questions if anyone has any questions. 52:48 Yes? 52:51 >> So, you've mentioned that becoming viral has not a formal like success. 52:52 [INAUDIBLE] So in your opinion 53:01 what is important? 53:06 [INAUDIBLE] >> That's a great question. 53:11 She's asking, she said, I've acknowledge that you're saying go, 53:14 going viral isn't what's important. 53:18 What is important? 53:20 When do you recognize that? 53:21 It's a gradual thing, it's almost like a frog boiling, right. 53:23 Because you feel like, well I don't have an audience. 53:26 I think many of us here would, you know, with maybe 10 people, maybe 20, maybe 100. 53:29 You feel like you don't have an audience because you're comparing 53:34 yourself to someone. 53:37 But everyone here, every single person here, has an audience right now. 53:39 Whether it's your Facebook page, whether it's your 14 followers on Twitter, 53:46 whether it's your family, someone out there is looking up to you, 53:49 and they're looking to you for inspiration. 53:53 There's always someone who is a step behind you. 53:56 You've spent your time learning things, 54:00 other people haven't learned the things you've learned. 54:01 That's why you can teach what you know, even if you're not an expert. 54:03 And if you're a level two person, you can teach the level one people. 54:06 If you're at level two, 54:11 you've experienced things getting in to whatever you're industry is, that 54:12 other people have not, they don't know the first step, so you can always teach that. 54:15 So, to answer your question more directly it's, it's a gradual thing, and eventually 54:19 you realize that, the ten people that you have now, are your audience. 54:25 They are your ambassadors. 54:29 They are the people that are going to bring the other people on board. 54:31 You want to invest everything in those people. 54:35 Don't write your newsletter to these ten people like you're writing 54:39 to 10,000 people. 54:43 Write it to one person or heck, don't use the email service provider and 54:44 just write them an email. 54:48 Invest in these people as people because they are your ambassadors. 54:50 So, oh. 54:55 Yes? 54:59 >> [INAUDIBLE] 55:00 [BLANK_AUDIO] 55:07 >> So she asked, what if you have several strengths and 55:09 you're having a hard time deciding? 55:11 This is not gonna be a satisfying answer, but the answer is pick one and go with it. 55:14 And if you can't pick one, have a friend pick one, and if they pick one and 55:19 you go I wanted you to pick the other one then do that one. 55:22 [APPLAUSE] [LAUGH] 55:25 [BLANK_AUDIO] 55:30 Jeff. 55:33 >> So one of my biggest things is [UNKNOWN] separating my personal identity 55:35 and my values [UNKNOWN] first hand [UNKNOWN] 51 things that I need 55:41 to do that and having a hard time saying what about all the other stuff. 55:46 [UNKNOWN] 55:51 personally 55:56 feeling good 56:02 about setting 56:08 [INAUDIBLE] >> Hm-mm, are you saying, 56:15 am I understanding that you're talking about having two different things or no? 56:22 >> I guess that's personal, 56:27 [INAUDIBLE] >> I honestly, okay so Jeff asked, 56:32 how do you separate the personal, and the business? 56:36 I, I honestly, I don't try to. 56:39 I mean for me, the line is very blurred. 56:42 I like to start with passion, and then it overlaps. 56:45 So, have a day job something that covers your bills, and 56:49 then focus on passion, and growing that organically. 56:52 Taking on the right type of clients, charging what you're worth, 56:56 not just taking on anyone that comes your way, and discounting your rate, 56:59 but growing it organically the way that you want, and protecting the passion. 57:03 How many of you know someone who has gone out and done what they love to do, and 57:08 then ended up hating it? 57:11 That's why, they didn't protect it. 57:14 So I say, overlap, get yourself in a place where your bills are covered. 57:16 You're not even gonna compromise on your rates, 57:20 your not gonna compromise on your morals, on your process, on your professionalism. 57:22 Grow this thing in a protected environment until it's something that fulfills you and 57:25 for me that's what I like to do, is grow something so 57:31 that what I do is what I love, and what I love also supports me. 57:34 [COUGH] That, that, it's a long process getting there, but for 57:39 me I, I just kind of gave up on trying to distinguish. 57:43 And so I, I like being able to just wake up, and 57:47 do what I would love doing anyway and then get paid for it. 57:50 [BLANK_AUDIO] 57:53 [APPLAUSE] Okay, no time sorry. 57:58 Thank you everyone. 58:01
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