How to Grow Your Business Without Letting It Take Over Your Life with Danielle and Kyle Roach

Are you doing everything in your business but still wondering why you never have enough time? In this episode, Danielle and Kyle Roach break down how getting more specific about your ideal customer, messaging, and marketing makes growing your business much easier. They share how AI can help local businesses create better content, improve SEO, optimize ads, and build a marketing system that works together. We also talk about building a business with your partner, creating a shared vision, and navigating the different seasons of family and entrepreneurship together. Tune in to learn how to grow your business without letting it take over your life. Check out our Sponsors: Shopify - Try the ecommerce platform I trust for Glōci. Sign up for your $1/month trial period at http://Shopify.com/happy. Monarch Money - Get your first year of Monarch Core for half off at http://Monarch.com with code EYH. Northwest Registered Agent - Visit http://northwestregisteredagent.com/EarnFree and start using free resources to build something amazing. Fabric - Join the thousands of parents who trust Fabric to help protect their family. Apply today in just minutes at http://meetfabric.com/earn. Indeed - Indeed is giving Earn Your Happy listeners a $75 SPONSORED JOB CREDIT to help get your job the premium status it deserves. Just go to http://Indeed.com/podcast right now and support our show by saying you heard about Indeed on Earn Your Happy. Momentous - If you want to try Momentous Signature Spec Creatine, head to http://livemomentous.com and use code EARN for up to 35% off your entire first order. Brevo - Meet Brevo…the all-in-one marketing and CRM platform built to help you connect with customers, boost engagement, and grow your business smarter. Get started for free today—or use code HAPPY50 to save 50% on Starter and Standard Plans for the first three months of an annual subscription. Just head to http://www.brevo.com/happy HIGHLIGHTS 00:00 Unclear marketing makes growing your business harder than it needs to be. 03:45 How dividing responsibilities helps reduce decision fatigue. 09:00 What communication rituals keep you aligned through different seasons? 14:30 How to make your differences work for you in business and marriage. 22:00 The “capacity lie” that keeps successful business owners stuck. 26:30 How systems and delegation can help you escape business burnout. 29:00 The 3 marketing channels local businesses need to build. 34:30 The Fab 5 framework for finding your ideal client. 40:30 How AI can create and optimize your marketing content. 44:00 What does it actually take to turn your marketing into consistent clients? 48:00 What can you build in 30 to 90 days with an AI-powered marketing system? 52:45 Why brick-and-mortar businesses have a huge opportunity with AI. 59:15 How to create a consistent marketing engine in less than an hour a week. RESOURCES DM “AI MACHINE” to @theexpandedcollective to learn more about Danielle and Kyle’s marketing AI system. Apply for the Elite Entrepreneur Mastermind HERE! Get on the waitlist for Mentor Collective Mastermind HERE! Try glōci for 40% off your first order with code HAPPY at checkout - head to getgloci.com FOLLOW Follow me: @loriharder Follow glōci: @getgloci Follow Danielle: @dr.danielleroach Follow The Expanded Collective: @theexpandedcollective

• 0:01Speaker 00

  This episode is brought to you by Shopify. Ready to launch your business before Black Friday? Go to Shopify.com/happy to start your free trial. Monarch Money, Monarch breaks the debt cycle, turning that endless gloom into a plan with an end date. Use code EYH at monarch.com to get your first year of Monarch Core half off at just $50. Northwest Registered Agent, Northwest gives you access to thousands of free guides, tools, and attorney drafted documents to help you run your business with confidence. Visit northwestregisteredagent.com/earnfree and start using free resources to build something amazing. Indeed, spend less time searching and more time actually interviewing candidates who check all your boxes.

• 0:45Speaker 00

  They're giving Earn Your Happy a $75 sponsored job credit. Go to indeed.com/podcast right now and support our show by saying you heard about Indeed on this podcast. Life at the Speed of Play, Mark is offering our listeners two books for the price of one. Go to getmarksbook.com/earn. Sequencing, sequencing.com is offering your listeners up to 10% off your full genome test plus free shipping. Go to sequencing.com and use promo code EARN for 10% off.

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• 2:44Speaker 01

  You have to really think critically and get that narrow on who it is that you even want to target. And AI can help narrow this down.

• 2:53Speaker 02

  It's insane how good your quality of content can be. And even AI can go in and scrape the content that you've made and figure out which of your organic posts are going to make a good paid ad.

• 3:04Speaker 01

  And it can scrape different forums and use the exact language and pain points that they're using. I think a lot of business owners do not do that research. They're just doing surface level stuff, trying to speak to everybody. And at the end of the day, it's not working.

• 3:19Speaker 00

  It's especially not working anymore. If your marketing feels really hard, it's because you haven't done that. You're not clear.

• 3:32Speaker 00

  Daniel and Kyle, welcome to the podcast.

• 3:34Speaker 02

  Thank you. We're so excited to be here.

• 3:36Speaker 01

  So excited.

• 3:37Speaker 00

  I, I literally love talking to other couples who are a lot like Chris and I. And with the, the brief chimes that I've really gotten to drop in with you guys. And I know Chris has gotten to talk to you guys a lot more. Um, and I get to talk through him and ask all the questions as well. I just feel such a similar vibe in the way that we think and the way that you guys operate. And so this is going to be such a fun conversation, not only on really helping business owners scale, but also the dynamics of couples that show up when you are working. So how long have you guys been together?

• 4:12Speaker 02

  We met 12 years ago and yeah, 12 years ago.

• 4:17Speaker 01

  Don't ask me.

• 4:18Speaker 02

  I was like, don't ask the guy.

• 4:19Speaker 01

  I was glad that you took the lead on that.

• 4:21Speaker 02

  Yeah, no.

• 4:22Speaker 01

  I didn't want to say the wrong number.

• 4:23Speaker 02

  I was 24, you were 25, so that was 12, 12 years. I just aged myself.

• 4:28Speaker 01

  Yeah.

• 4:29Speaker 02

  Yeah. No shame. Yeah. In LA.

• 4:33Speaker 01

  Well, yeah, we met through a mutual friend. I was working in commercial real estate. She was still in chiropractic school and a mutual friend, you know, introduced us. She came down to visit and she was like not into guys at that point. I think you had gotten out of it.

• 4:47Speaker 02

  Also not into women, just not trying to date anyone.

• 4:49Speaker 01

  Right. That's what I meant.

• 4:50Speaker 00

  I was like, okay, plot twist, but also tell.

• 4:53Speaker 01

  And then she, and then she, you know, she met me and we hit it off. And actually we, she was still living in the Bay area. So we said, okay, we're going to do, if we're going to do those long distance things, because I'm in LA and you're in San Francisco, I'm not messing around. Like, you know, are we, is this a thing? Is this not, I know it's, you know, whatever.

• 5:10Speaker 00

  So you just knew, is that what you wanted?

• 5:11Speaker 01

  We've literally been together.

• 5:12Speaker 00

  Yeah.

• 5:13Speaker 01

  Been a couple since the day we met.

• 5:15Speaker 00

  Because you from the top were like, look, I mean, they're all in or not. And then how did you feel about that?

• 5:20Speaker 02

  We just immediately fell in love. It was like, there was no question that we were going to be each other's people. It was like magnetism, you know? And then leaving, I think you extended my trip by a day. You like bought me a flight.

• 5:32Speaker 01

  Yeah.

• 5:33Speaker 02

  So that I could go home a day later. And yeah, I mean, we were supposed to go a month before we saw each other for the first time after that initial meeting. And I think we made it two weeks and Kyle flew up to, to see me in the Bay. So.

• 5:46Speaker 00

  I love the confidence, Kyle, of like, you know what? Just give me 24 more hours.

• 5:50Speaker 01

  Yep.

• 5:51Speaker 00

  To fully cap this deal.

• 5:53Speaker 01

  To sell you.

• 5:53Speaker 02

  Yeah. Oh, he pulled out all the stops.

• 5:55Speaker 00

  Okay, do tell.

• 5:56Speaker 02

  He sent me a music video.

• 5:57Speaker 00

  Okay. Did he make it himself?

• 5:59Speaker 02

  He did not make it himself. I don't know that that would have worked, knowing his singing voice. He's really good at a lot of things, but no, he sent me a Rye music video.

• 6:07Speaker 00

  Okay.

• 6:08Speaker 02

  Called Open and I ended up walking down the aisle to that. Like it was so romantic that I like became, and our daughter's name is Raya. So, you know, he just, he, he extended the flight. He was very romantic.

• 6:19Speaker 00

  Okay, this is something huge that I hear in a lot of like, kind of, we're just going to use this word, power couple dynamics is like,

• 6:27Speaker 02

  I accept that.

• 6:28Speaker 00

  When it tends to work, a lot of times the male does take a lot, has like the ability to take a lot of lead. And because we're also very in our, we can be really in our masculine. And that's really needed a lot of times is for someone to just plan things for us, figure things out, to be able to like take the wheel. And when I hear the dynamics, um, kind of not like that, you know, because I've now done how many episodes? And also had so many girlfriends in entrepreneurship. A lot of times the relationship struggles because we need to literally sometimes be able to just sit back and not, not think. You know, how has that played out for you guys in your relationship?

• 7:11Speaker 00

  Like, did you, did you hit spots because you now work together that like you really struggled with kind of figuring out each other's roles? Or did you kind of are always know what your roles were going to be in work life?

• 7:26Speaker 02

  That's a good question and I'm kind of thinking through every season, right? Cause over 12 years, things have shifted so much.

• 7:32Speaker 00

  Yeah.

• 7:32Speaker 02

  But I mean, I joke all the time, the last thing that I want to fucking think about is where to eat dinner or like what to have for dinner. And so having somebody who's willing to kind of step in and make those decisions allows me to kind of put my decision fatigue away at home. And I can focus more energy on my career and on work. And, you know, I think that little things like that, but also, I don't know, we, we've kind of stair stepped each other's success over time. And so there were times in our life when I was a little bit more in the masculine and building the business and doing the things. While Kyle held down the fort and took care of our kid. When we had our son, so we did IVF for both of our children.

• 8:13Speaker 02

  And we had our son and we were so excited to finally be pregnant with a viable pregnancy. And I had this practice and I was like, I don't know if I can, you know, continue to build this practice when I've worked so hard to have this child. And, you know, do I want to be a stay at home mom? Because wearing all the hats when you're early in business, it's like you're doing the service, right? You're showing up every single day. You're the, the receptionist, you're the HR person. Well, there's no HR because it was just me, but you know, like you wear every single hat. And so I was looking at the future and I'm like, I don't know if I'm going to be able to do this. And, you know, fast forward, we had my son and I felt so much more passionate than I had before about what I was doing in my career. And it actually turned up the volume of, I guess that masculine energy, if you will.

• 8:55Speaker 02

  But I, I was just so called and driven to, to move forward in, in building the business. And that was a season when Kyle was still working in corporate. And he's like, you know what? You go, I got this. So he worked from home and we had a nanny, but he was, if our son was sick, he was the one that stayed home. If our nanny was out, he was the one that stayed home so that I could go into the office and do everything that I needed to do. Continue wearing all those hats to grow and scale our business in a season where you would have thought maybe more traditionally, I would have been the primary parent. But, um, you know, and my, my son now likes Kyle more than he likes me. So.

• 9:30Speaker 01

  Well, I'm hilarious.

• 9:31Speaker 02

  I've paid the price for it, but.

• 9:33Speaker 01

  No, that's not true. But yeah, I mean, you know, we, we had a unique story in that for a while, even before that, before we had kids, I was in real estate. But she was still a chiropractic student, you know? So it was all on me. And then she was like building this thing and then trying to figure out the lane. Do I work for someone else? Do I start my own thing?

• 9:53Speaker 02

  Right.

• 9:53Speaker 01

  Um, and then, you know, as you mentioned, that like, that kind of shifted. And now we're at a point where, you know, luckily we're fortunate enough where I've been able to leave corporate. So now we're trying to build not one, but two companies together and have not one, but two kids together. And yeah, the lines are blurred a lot, but I think one of our superpowers is like, we can just, we, we complement each other really well. And I think that's kind of a true marker of like great couples, like you and Chris, right? It's like, it's not opposites attract. I think that's bullshit. It's the, the strongest couples really complement each other well. And we do that in personal, like at home and also in business. Those lines get blurred a lot, especially as we're trying to nattler at the dinner table, talking about like ad spend and ROAS.

• 10:38Speaker 00

  Oh, yeah.

• 10:39Speaker 02

  It's great when they talk to me.

• 10:41Speaker 01

  It's great. Yeah.

• 10:42Speaker 02

  Our toddler's like, hey, guys, what about me?

• 10:44Speaker 01

  Yeah, exactly. Oh, yeah. Okay. So, you know, we're having to find boundaries and set boundaries, especially as the kids are not babies anymore. They are talking and need attention and they want to go wrestle and, you know, after dinner. And it's like, dude, I'm tired. Like, I really just want to turn my brain off and watch a show and pass out. But I can't do that, you know? So now we're having to figure out entrepreneurship with parenthood. And yeah, it's, it's a journey. And I'm sure in a couple of years, it'll be different. And we'll have to not reinvent, but

• 11:13Speaker 00

  Yeah.

• 11:14Speaker 01

  relearn what it means to be a, you know, a couple, both, you know, in business and, and at home.

• 11:23Speaker 00

  So you guys are probably, well, I know you're doing things that you don't even know you're doing, or you do know that you're doing them, that are kind of keeping, obviously, the communication together amongst all of this. And the kind of like, being able to know who's doing what, who's got the kids this day, who's got the business this day. What are the, like, the communication rituals that you guys have to make sure that you're connecting? Like, what do you think are some of the things that are making you feel good about these different seasons that you can, like, spot that you know you have and other couples don't have?

• 11:58Speaker 02

  I think that the first one is understanding the vision, and that takes us communicating about it all the time.

• 12:05Speaker 00

  Is that like, once a week? Is that like, what does that look like when you guys are like, talking about the vision?

• 12:09Speaker 02

  Yeah, no. Right now, we're in a season where life is a little bit chaotic in both our businesses, our dynamic with our kids, in, I mean, everything. We just, we literally just moved yesterday, you know?

• 12:20Speaker 00

  Yeah, literally. You guys, they moved their whole house yesterday. I'm like, how are you guys? They're like, a little hilarious.

• 12:24Speaker 02

  Yeah.

• 12:24Speaker 00

  We moved our entire home and they're here. So, and you're crushing it.

• 12:28Speaker 01

  Kids are with grandma, so.

• 12:29Speaker 02

  Yeah, okay, great. This is great. No, but I, I think that for us in a season like this, it's, it's honestly a day to day thing. And it's, we're kind of in survival. So we're doing a little bit less of that vision casting. But I would say on a more typical, ongoing basis, it's at least once a week, we lived by the orange circle. So we would get the strollers out, we would plop the kids in there, we'd go on our loop. It was like a three mile walk. And every single week, it's like, okay, what are we doing? Where are we going? What's, what's the plan? Because I think when you can move forward with the point being the vision, the point being not just the destination, but kind of why you're on the journey, having that why really communicated well between the both of you.

• 13:11Speaker 02

  It helps to make the hard season worth it. And then also doing a calendar check. This is something that we do a couple of times a week, but at least on the weekend, we look through what we have coming up. And it's like, okay, this day I've got, you know, this interview or this meeting, or I'm going to be in office training the team. I need you to handle this, or I'm going to go to a networking event, so I won't be able to be home that evening. And it's like, you know, he'll, he'll say, no problem. I got the kids. So he'll do pickup. He'll make sure he's home to relieve the nanny. And I also think another piece of it is, and you probably have more thoughts on the communication part, but we aren't shy about acknowledging the help that we have. Right? And, you know, the abundance that we have to be able to have in-home care for our daughter. We have an amazing daycare that we send our son to, that's now preschool.

• 13:55Speaker 02

  And just being able to lean on those people, those systems, and then coordinate with each other about kind of filling in the other gaps. But, but I think we, we talk more than most couples.

• 14:06Speaker 01

  We talk 24/7.

• 14:08Speaker 02

  Yeah.

• 14:09Speaker 01

  All day, every day, like, from the, yeah, it, we get up before the kids get up. So we're working, you know, a few hours before they're up, we're working on the business. Then we go into our day, and then at night, we're working on the, you know, business or, you know, kind of winding down, whatever. But I think the, the main way that we communicate is very direct. And, but we understand when there's, it's direct, but like, don't take it personal.

• 14:38Speaker 00

  Okay. Did you have to have a conversation around that? Were you like, or was it just kind of like, you both understood?

• 14:43Speaker 01

  That was, I think, my, more mine, like, because I like played high school sports. And it was like, hey, coach gets on you, like, don't fucking do that. This, you know, do it this way. Next time you're like, okay, coach, you know?

• 14:52Speaker 00

  Yeah.

• 14:53Speaker 01

  And obviously, in business, you're moving fast and you're stressed and you're trying to figure stuff out. And you're, you've got a million things on your plate. And so my tone is not always whatever, you know, like.

• 15:05Speaker 00

  Trust me, we could go off on this.

• 15:07Speaker 01

  Right?

• 15:08Speaker 02

  It's not what you said, it's how you said it.

• 15:09Speaker 01

  It's how you said it. Exactly. Right? And I think I'm still learning how to not move as fast and can take other, you know, her feelings into consideration. And also, she's moved faster, I think, to be like, giving me shit and like, get over it. You know, like, she doesn't need a tiptoe around me. If we're having business stuff, like, no, this doesn't work. And we also are in alignment. We have so many, not so many, but we, we know so many couples that are in business together. And whether the clients or counterparts, what have you, it seems like if there is not an alignment with a growth mindset,

• 15:50Speaker 01

  it really caps their ability to just continue moving forward. And the North Star, like, what you're aiming, the vision, like, what you're aiming for is really important to have alignment on. But then also, what are the micro steps that you need to get there, that you need to do on the daily basis? Because it's a fucking grind, right? So like, what are we doing together ultimately to end up at this destination? And we've just seen friends of ours, and I'm sure you guys have too, that it's like, if there's one kind of holding back, the work ethic isn't quite there, or let's go this direction instead of that direction, they kind of just are stagnant. And so I feel very blessed that we are, have that line of communication,

• 16:32Speaker 01

  but we also can like pivot and move fast and be like, all right, we're going to go all in on this. Let's go, let's do it together.

• 16:39Speaker 00

  I love that. It's, the vision is so important. I've had so many times throughout the years where I'm like, Chris, I, I'm like, we need to go on a walk and I need to know what we're, what do we want? I need something that I can like, look forward to now because things are really hard. And I also need something I can look forward to out. Like, it's really weird. It's a constant. It is, marriage is a constant, ongoing, daily, ever-changing conversation.

• 17:02Speaker 01

  Yeah.

• 17:02Speaker 00

  And I think that you just summarized that perfectly. Um, I love that you also shared, like, right now, you're in a survival season because I, those are also required. Like, you can't constantly be in growth rocket ship mode at all.

• 17:16Speaker 02

  Right.

• 17:16Speaker 00

  It's like, especially having the conversation, like, hey, we're just in survival. Like, what do you need? What do I need? What does this look like? Like, how do we, what does maintenance even look like? I would love to know for each of you, because you had said something that I recognized right away with Chris and I, like, I got so much more like, bold because of Chris. Like, I, I gained so many great things from him. I want to know from each of you, what was like, one thing from operating together in business or even in marriage, that you've gained in business that's been a game changer from your partner?

• 17:49Speaker 02

  I can go first. I am a recovering perfectionist, you know, type A, Enneagram type three. So I'm a builder more than a perfectionist.

• 17:58Speaker 00

  Yep.

• 17:58Speaker 02

  And I definitely have had to let go of a lot of things in business to be able to scale. I think early on, it's so easy when you, when you are one person doing one thing, you have control over everything, right? You, the quality, the experience, every single thing has your touch on it. And so then growing to having a team member, having multiple team members, having other people do my marketing, having other people do my social, I was getting overwhelmed and just drowning in trying to control everything because I wanted it to be, I wanted it to reflect my, my quality and kind of my, what I expected.

• 18:40Speaker 00

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• 19:24Speaker 00

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• 22:44Speaker 02

  And I think Kyle has been such a gift for me because he's kind of just got this like chill, go with it, like golden retriever energy at times. And I don't know, you've really helped me over time just not sweat the small stuff. And like, look, one saying that you took from real estate early on was, "Don't trip over dimes on the way to dollars." And that has stuck with me. And I think that, you know, he's been kind of my perspective. And I think in really beautiful, like powerful relationships, you have this, right? You can see what the other person can't and communicate it in a way where they can receive it. So Kyle's able to see a situation and help me see maybe where I'm missing something or I'm pushing too hard or pushing on something that doesn't really matter.

• 23:29Speaker 02

  And so I think being able to just like, not give a shit about the things that don't matter. I don't know that I would have been able to develop that skillset and that kind of confidence that it's all going to be working towards the greater good if I didn't have him in my ear, kind of, you know, whispering that I was doing a little too much.

• 23:50Speaker 00

  I love that. How about you?

• 23:52Speaker 01

  One of my favorite things about Danielle is her ADHD, which she talks about a lot because keeps life interesting, right? When we first met, I told my friends, I was like, this girl's a game changer. And like, I don't know what it is, but she's fun and exciting and whatever. And it's, you know, we joke about her ADHD being a superpower. And I still, to this day, make fun of her because every few days she would like rearrange the furniture in the office in like our first clinic and patients would come in like, "Why should we move the couch?" And she's like, "I don't know. I just wanted to."

• 24:25Speaker 01

  Yeah, the energy was just off. So it's over here now. It's like, okay. So that has helped me in this season especially. And there's so many examples of how she's helping. But in this season right now, we've started this, you know, marketing consultancy. We tried to pivot and go this, you know, other direction where we said, hey, we will do services for you and we'll do all of this thing for you and I'll hire all this team. And I said yes to everyone and it was like not, you know, not the right fits. They wanted custom solutions and I just said, yes, yes, yes, yes, yes.

• 24:57Speaker 00

  And it was work, work, work, work, work.

• 24:58Speaker 01

  Exactly. And I just dug this hole that I felt so trapped by. And if it was not for her to give me permission to be like, just rearrange the furniture. Just tell them, can't do it anymore. And it was like, oh, I can do that, you know, like, and I know we've talked about that too a little bit with the group. But it's like, oh, okay, if I'm unhappy and this isn't in alignment with my ultimate why and vision, then I can pivot. And so, yeah, we're kind of just in this recalibrating season of like, trying to figure out what this next phase and chapter is. What do we want? Which is the, you know, I don't know, everyone asks themselves that question.

• 25:42Speaker 01

  But I think just giving me permission to be like, okay, this isn't working. I tried it. I gave it my all. I'm going to come back and pivot over in this direction now and see if this is more the direction I want to go.

• 25:53Speaker 00

  And that is like the million dollar secret of entrepreneurship because we build our own prisons all the time. And that's why it is really powerful to, number one, you guys are in our mastermind, which is I feel so lucky that you guys are in there that we get to like work with you and learn all about you. But also that I love it because I get to learn from everybody's business too and going, oh, we can do that. Oh my God, we have permission to do that. Wait, you just pivoted? Wait, you had this product and you couldn't, like it wasn't working and you were like, screw it. Let's throw it out and try something new.

• 26:24Speaker 01

  Yeah.

• 26:24Speaker 00

  And just the power of having two brains in a business is huge. Don't get me wrong. It gives a lot more room for argument. And, you know, two different opinions and trying to figure that all out. But truly, when you can find that beautiful dance that you guys have found, it's like you get double the skillsets. You get double everything, which is also why it's powerful to work with you guys because you do get double the brain power. I always think that when you decide to work with a couple in business, you, people don't realize that they're, you know, they get Chris, but they get Chris coming home to me, asking me my perspective too. And you're getting double the people within it. So, you know, you guys went from like absolute burnout. So you've experienced this, which if we're talking to, you know, we're talking to an audience who's probably experiencing this right now.

• 27:09Speaker 00

  But you went from burnout to multi-location clinic to building an AI-powered machine that helps brick and mortar owners take their marketing in-house. And so what I want to talk about right now is for the people that you help, how are they feeling like somebody listening right now wants to understand that you get them? Tell me what's going on with them right now.

• 27:32Speaker 02

  So this is, this was me in 2023. So this person has probably experienced success in their business. They are really, really good at what they do and they somehow figured out a way to be successful in monetizing that. Maybe they didn't go to business school, but they learned to be a hairdresser or a chiropractor or, you know, some sort of service provider. And they are busier than they can even fucking handle. Like they have patients or, you know, clients coming in from all directions. They're completely booked. Like I said before, they're wearing all the hats. They're doing all the things, but they're not quite at a place where they can grow their team or buy back their time yet.

• 28:13Speaker 02

  Because as busy as you are, capacity is a freaking lie, right? But at that point, this person is convinced that their capacity is maxed out. There is no more time. There is no more money. They are doing everything that they possibly can. They just cannot figure out a way to predictably get leads into their business every single month, turning into consistent revenue and consistent growth. For us, for me specifically, early on in practice, this looked like hitting the ceiling of $25,000 a month. My ceiling at my first business, which was, you know, a few years prior in Seattle, was $22,000. So that became my capacity, right? My, the internal belief of what I, what was possible. And so I got to this point where I started growing this business again in Southern California.

• 28:58Speaker 02

  And it was like 22,000, 23,000, 23 and a half thousand, you know, just incremental growth. And I'm like, man, I am so.

• 29:06Speaker 00

  But doing all the work.

• 29:07Speaker 02

  Yes. I was getting up at 4:00 AM, Lori. I was doing my reports for the patients that I had coming in that day. I was just giving my son a kiss as he woke up and Kyle took, you know, again, primary parent duty at that time, running out the door, missing breakfast. I was getting in late at night, missing dinner. I was, I didn't know how I possibly, like, how did people over there create more than $25,000 a month? I couldn't hit that ceiling. And again, I had no white space on my calendar. And I think that we had this wake-up call. I, mentorship and working with somebody who's steps ahead of you in business is so crucial because I started working with a business coach at that time who was able to shine some light on areas that I couldn't see. And she's like, well, what about here and what about this?

• 29:50Speaker 02

  And I started questioning my capacity and realizing the limiting beliefs that got me there. And I mean, we skyrocketed at that point. But so this person, like, again, you, you think that you're completely trapped, but it's because you have these limiting beliefs that you haven't been able to examine. And. It's such an exciting person for us to be able to help because once we realized that cap and that capacity lie, we went from $25,000 that month, I think, to $44,000 before I brought in my first associate. And then a year later, the next summer, we were at 100K with one location per month.

• 30:29Speaker 02

  So it's, it's just, you, you get so stuck in doing all the things, being in the weeds and not really understanding how you could possibly get further than you are because of that belief of capacity.

• 30:41Speaker 00

  What was the conversation like between you guys at that time? Like when you were stuck? Like what was happening at home?

• 30:46Speaker 02

  I mean, I think to your question earlier, there, because we weren't necessarily in alignment, we talked about this life that we wanted to build where we had, why build a business, right? It's to have time freedom. It's to be able to enjoy each other. It's to, you know, go on vacation. It's whatever. Like we build a business so that we have freedom and we have control. And I ended up, like you said, building a prison for myself. And so that put us in this position where there was maybe a little bit of resentment and a little bit of questioning, like, why the fuck are we even doing this in the first place?

• 31:16Speaker 00

  Totally. And that's the worst feeling.

• 31:17Speaker 01

  Yeah. But ultimately, I think it also came down, not just eliminating beliefs, but a lack of systems.

• 31:23Speaker 02

  Yeah.

• 31:23Speaker 01

  And that's really what, you know, we continue at each level that we get to when we are really feeling burnt out and overwhelmed. And I just, I call it bees in my head. I got bees buzzing in my head and I just like, you know, I can't get them out. People are reaching out to me, messaging me on Slack and like, just everything is coming at me from all angles. I've realized that it's really a lack of systems and processes to be able to delegate. And it's like, okay, let's map out logistically. And this is also where we kind of complement each other where, you know, she's like CEO visionary. And I'm like, okay, let's map this out operationally, you know, like how are we going to tackle these, these things and what are the action items we're going to do?

• 32:07Speaker 01

  It's like, I literally have written out multiple times, all the things I hate in my business that are driving me crazy, that are keeping me up at night. I, you know, maybe it's an employee name, maybe it's this process, maybe it's this problem, my doctors can't close, you know, whatever. And then seeing it all, I start to kind of group them together of like, okay, well, this is operations, this is marketing, this is systems, this is hiring, this is staffing. Okay. And then I kind of look at it through a few different lenses. It's like, could any of these be automated with AI? Or better technology? Like, is there a software that solves this particular problem? One of them right now, because we're wearing all the hats and we've had some, you know, turnover, our ops manager has left, is we're running payroll for our 15 person thing.

• 32:50Speaker 01

  And it's like such an innocuous thing, but you have to calculate the time sheets and then, oh, they're clocking in a little bit early. Are they trying to get overtime? And it's just like babysitting, right? It's like, I don't have time for this. But, you know, our, our payroll provider now integrates with Claude and it's like, great. I can automate probably 85% of that headache, you know? And so it's like, okay, check that one off the box, you know, or off the list. And so how can we go through this systematically? It's like, do I need to delegate this to someone on my staff? If not, can a software or technology or AI take over this? Do I need to hire someone or contract out? Is there some kind of third party service? Like we hired an HR company. It'd been great, you know?

• 33:35Speaker 01

  Editing, you know, podcast editing took us forever. Now we hire someone. Now it's great. So it's like, how can we buy back our time a little bit, either with technology or leverage or other staff to be able to like, okay, now I can focus on the things that actually light me up, that I can continue to move the business forward and I'm not in this prison anymore. You know, I can see the vision again, because before I was clouded by all the bees.

• 34:01Speaker 00

  Yeah. I think one of the biggest things for business owners is understanding how people are using AI in businesses like this. So tell me, you just gave a pretty like, great list of how it's changing your life, but can you go a little more lengthy into like really understanding, especially for the people that you help? So like the brick and mortars and things like that. Let, let me know what some of the big things that you think people are not seeing, how they're using it.

• 34:28Speaker 01

  It's really around marketing. So I'll, I'll give you an example. For a local business, there's really three areas that you need to diversify or kind of, I don't want to say master, but spend time and energy building these funnels to be able to diversify your lead generation sources. In our world, clinic owner, local business usually relies on word of mouth referrals. That's great when it's great, but when it's not, you're like, okay, I don't have.

• 34:56Speaker 00

  Who's gonna keep talking about me?

• 34:57Speaker 01

  Yeah, exactly.

• 34:59Speaker 00

  Mary, can you tell people about us at the gym?

• 35:01Speaker 01

  Yeah. So there's no system to have that consistent lead gen.

• 35:07Speaker 00

  Yep.

• 35:08Speaker 01

  To be able to grow and scale, hire team. You then have money mindset issues because you're like, oh, it was good this month. Is it going to last? Cause you know, this month was down. So those three areas that we really try to focus on and are implementing AI into are paid ads on Meta, which is Facebook and Instagram and Instagram or organic social as well as the second one. And then Google for SEO ranking, you know, organically, if someone searches chiropractor near me or your service near me, are you in that local map pack and showing up in the top three? Cause if you're not, you're invisible online, right? So that is powerful because people are actively seeking you out. They know the keywords, they have intent for Facebook and Instagram.

• 35:51Speaker 01

  You know, and we don't do too much on TikTok, but we're mostly on Meta. But those algorithms are finding people that have shown an interest or might have a problem that, you know, the algorithm has determined would be interested in your service. So then it comes into the problem of, well, what do I say? And so a lot of clients that come to us say, I feel like I'm doing everything, but I'm not getting any results or I don't know where to start. Those are the two things. And basically both of those scenarios are solved, I think, by taking one or two steps backwards and really getting clear on who it is that you want to speak to.

• 36:32Speaker 01

  We all think we know who we want to target online, right? In the chiropractic world, and one of our clients was like, well, I really like working with women. Like, great. You've narrowed down half the population, right?

• 36:44Speaker 00

  Wonderful.

• 36:44Speaker 01

  Can we take it one step further?

• 36:45Speaker 00

  Are you a lady?

• 36:47Speaker 02

  Welcome.

• 36:49Speaker 01

  Are you near in Huntington Beach or willing to drive? Yes. Come on down, right? I have a service for you.

• 36:59Speaker 01

  And so I said, okay. And I chuckled the same way. I'm like, okay, well, we gotta, we gotta take it a little further than that, right? Because the, the riches are in the niches, right? We grew our clinic very fast because we weren't back pain chiropractor, general clinic. We were focused on, you know, prenatal pregnant moms, babies and young families. And, you know, educating them how chiropractic for that population is very unique and different. And so obviously we speak to them in a very different way. But this client said, okay, I want to work with women. Maybe they have this issue, maybe they have that issue, maybe they have this issue. And I said, okay, let's pick like, who's the highest intent? One, right? There's kind of a marketing phrase of like, who has the bleeding neck? Because they will pay whatever you want.

• 37:41Speaker 00

  Who's in the, literally, who's in the most pain right now?

• 37:43Speaker 01

  Exactly.

• 37:44Speaker 00

  For you guys, literally physically.

• 37:46Speaker 01

  They have the highest intent. They are most motivated. Like who is that? It's not someone with autoimmune issues because, you know, maybe, you know, you're not a functional medicine doctor, right? Like that's maybe a longer stretch. She said, well, I have a couple of case studies and I really like working with women with scoliosis. And my program helps reduce the curvature of their spine and a few patients have been told that the only solution for their pain relief was surgery and I helped them avoid surgery. And I was like, holy shit, there it is. You know, so you have to really think critically and get that narrow on who it is that you even want to target and who might be a good fit. And AI can help narrow this down, right?

• 38:31Speaker 01

  So once we know who we want to target, now we know, now we have to figure out, well, what messaging really moves the needle for them? Every local business says, I own this, I do this service, come on down, you know? And let me tell you five tips about chiropractic, why it's great. No one gives a shit because if it hasn't even. Come across my mind that chiropractic can help me. I'm scrolling right past that. It's not resonating with me. It's not, you know, so we have to speak and use messaging and meet people where they are. So we've developed kind of this framework that we call the Fab Five, which I recently learned the Fab Five was Bravo celebrities.

• 39:17Speaker 01

  Fab Five was also in the early 90s, a college basketball team.

• 39:19Speaker 00

  Yeah, like we can't call it that.

• 39:21Speaker 01

  Yeah, so this is another husband and wife. She's like, where'd you get that name? And I was like, Chris Webber, like University of Michigan.

• 39:27Speaker 00

  I have a very different Fab Five.

• 39:28Speaker 01

  They are in the same.

• 39:30Speaker 00

  It's not what I was thinking.

• 39:31Speaker 01

  I was like, okay, well, whatever. But trying to really understand, if we were to think about our best patients, our best clients, they all have similar characteristics. So for a chiropractic clinic or any health and wellness clinic, they have to have the right condition, scoliosis, right, that we get good results for. They have to have a trigger event that is motivating to them because not everyone with scoliosis is interested in seeking help or care. So maybe they just got news that they need surgery from their surgeon. They have to have the right growth mindset, right? Because we're cash only, we don't take insurance, right? Because we won't get reimbursed very well. So I need someone that is active. They go to Pilates, they eat right, they've tried other things, it's not working, right?

• 40:15Speaker 01

  They're investing in other cash-based services. Another one is kind of the financial mindset or the, you know, financial ability, they have the ability to pay for this program. And then household support, usually health decisions are not made by one person of the family. It's kind of a, you know, collective agreement on this. And if, you know, their husband is thinking all chiropractors are quacks, then it's going to make it very difficult to either convert that patient to care or keep them long term, right? Because they're always going to be thinking, oh, you know, kind of that confirmation bias of what they're hearing. So mapping out those five circles, if we were to look at this like Venn diagram, it's like, okay, well, let's go really deeper of like an AI. And Claude, you know, paints this beautiful picture with this, you know, custom skill that we've developed.

• 41:00Speaker 01

  But I'm talking like a 12-page document of this avatar profile. Now I know who I want to target and now I know her inner monologue. I know the words she's using because I can scrape Reddit and it can scrape different forums and use the exact language and pain points that they're using. And then it also can map out the belief architecture. What are the current limiting beliefs and misconceptions she has about my service, about her problem, about why what she's tried hasn't worked or whatever it is versus my dream patient who has gotten excellent results in my care? What do they believe? And what's the difference between the two? Right? And so now it's like, okay, I can start to build a content plan, whether that's ads

• 41:45Speaker 01

  or social media, and start attacking those limiting beliefs. Instead of saying five tips for chiropractic, right? I can say, here's why massage is not working, right? And I can try to reframe the misconceptions. You're going to massage every week, the pain comes back by Wednesday, here's why that's not working and it will never will work. We've developed a specific program to get to the root cause. Click to learn more. And it's like, oh shit, okay. You know, now we're able to really go deeper and speak to kind of the underlying subconscious beliefs they may not even realize that they have. I think a lot of business owners do not do that research, which is the foundation for them to build all ads and social content from.

• 42:30Speaker 01

  They're just doing surface level stuff, trying to speak to everybody. And at the end of the day, it's not working.

• 42:36Speaker 00

  It's not, it's especially not working anymore.

• 42:39Speaker 01

  Yeah.

• 42:39Speaker 00

  It may be used to, or people would get lucky with some SEO or different things like that, or some messaging.

• 42:45Speaker 01

  Yeah.

• 42:45Speaker 00

  Or maybe they had more money to spend, or maybe the right person got the message, like meaning like just on a certain channel that they went out to, but that will, it like will not work anymore. And we're seeing this a lot with people. And so what you just gave is gold because if your marketing feels really hard, it's because you haven't done that. You're not clear. So you are guessing. You're consistently going, okay, well, now I'm going to try it, even though overall, it's like at first it is kind of a guess, you know, but you're, you're, you're guessing in a way that like you've done a lot of work to have a pretty good idea and now you're just, it's not even guessing anymore, it's testing. Now you're testing within the language that they're using, the type of person that they

• 43:28Speaker 00

  are to go, oh, this works and it's so much more dialed in, your money goes so much further and your content is so much easier, like your, your marketing content, which I know is one of the, it's the biggest struggles for people. It's like, why are they just not, they're not seeing me in any post, they're not seeing me in anything that I do. So it makes you feel like you're a terrible business owner.

• 43:49Speaker 01

  Yeah.

• 43:50Speaker 00

  It makes you feel like you shouldn't be an entrepreneurship. It's like, what do I, you've got this great service or this great thing that you know helps people, but you can't get that message out. So where do people start when they come to you guys? Is that pretty much where they are? Is they're just like, man, this is not literally working? So is that like kind of the baseline of where you start?

• 44:09Speaker 01

  Usually, yes, always with messaging. It's getting clear on who do we want in our office? What are those, you know, five, those Fab Five filters? And then what is the core messaging? And that's, and that's the foundation. From there, we can build the, you know, the ads, the social posts, what have you from there. Every clinic, every business is in a different spot. Some have tried ads, lost money. Some have tried an agency, didn't pan out. Some are getting leads but not booked appointments. Some are getting booked appointments and they're no showing. So there's all of these micro steps in kind of that, you know, new lead to new client funnel, that there's a lot of pitfalls along the way, right? Oh, they're coming in office, but they say they, you know, can't afford care. Okay, well, your messaging sucks. You're getting the wrong people into your funnel, right?

• 44:54Speaker 01

  Garbage in, garbage out. They're just looking for a group on like, you know, single adjustment, single visit, you know, give me a crack and I'm done. And so I think, you know, you mentioned the, the time and being able to test different things. We have to test different angles, right? Not everyone is coming in for scoliosis pain. Some have been recently told that they, you know, surgery is their only option. Some, you know, have this thing, some have that thing. So we try to go deeper and diversify the different angles. And then now Claude connects to all of these like really awesome tools where I don't need to hire a graphic designer or a video editor anymore.

• 45:35Speaker 01

  I literally have raw footage of Danielle just talking in our office with her iPhone, like FaceTiming a friend's style. And I'm able to put in captions, put in a text hook over her. I'm able to, you know, Claude's able to create some AI lifestyle video that looks very realistic of our target person who we want in our audience so they can see themselves visually in this ad or in this post. And it's able to trim the clips when she messes up and says fuck, it takes it out. And, you know, it stitches all this together. Sorry, stitches all this together, add some background music and it can schedule and post it without me ever needing to go on Instagram or Ads Manager.

• 46:17Speaker 01

  So it like, it, it's able to put together the full package now from research to messaging to the creative. All she has to do is give me three videos, you know, a week. And now I can test different, you know, different, different clips, different versions. And it just, we're able to really collapse the time for data analysis to figure out what's working. Before I'd have to hire an editor, it would take a week. That would be expensive or I gotta rely on an agency or, you know, graphic designer. It's like, I could have it in minutes.

• 46:50Speaker 00

  Wow.

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• 50:56Speaker 02

  I think that's a big misconception that people have when they come to us. They're like, I'm doing everything and also AI seems really complex. So there's no way that I could learn it. How could, if I'm already doing everything and getting these results, how could I add one more thing? I already don't have time. But I think that what we've found with how fast AI has progressed over, God, even the past just six months, you know, year, it's crazy. It's insane how good your quality of content can be. And even AI can go in and scrape the content that you've made and figure out which of your organic posts are going to make a good paid ad, you know? So it's, it's really incredible. But I think the through line for most of the people that are coming to work with us is I feel like I'm doing everything and nothing is working consistently.

• 51:39Speaker 00

  And so what does that look like for somebody? Because they're like, okay, this feels like a lot. AI can feel like very overwhelming. What does that look like when you work with someone? Are you working with them for a while? Are you empowering them to do it? Are they staying on your agency for a long time? Are they staying with you guys for a long time? What does that whole process look like?

• 51:56Speaker 01

  Yeah, so we have a digital community where, you know, we have mini courses and trainings and then two weekly calls to be able to help guide support.

• 52:05Speaker 00

  Okay.

• 52:05Speaker 01

  But it, it really depends on the clinic. Some may have an ads agency already and they're like, I want to focus on social and SEO or vice versa, right? So it's really kind of mapping out what is the fastest path to revenue so that you can get butts in seats. Cause ultimately leads don't matter, clicks don't matter, views don't matter. We need clients in the door.

• 52:28Speaker 00

  Yeah. And you guys get it better than anyone.

• 52:30Speaker 01

  Yeah, usually that's through a paid channel, right? If you're running ads and it's not working, okay, we need to fix that funnel. Because we're just paying Zuckerberg's algorithm to go find people that are likely to buy, you know? If we're low on budget, okay, we can focus on SEO and ranking and trying to get up there because people are searching for us. And then also for a local business, I mean, we also have trainings on there that are not AI focused. How do you network with other providers that also work with your audience? Now that we're clear on who you want to target, they are likely going to other businesses in your area. So how are you building relationships effectively instead of just saying, send me all your people, you know? And they're gonna be like, who are you?

• 53:14Speaker 01

  And why would I do that? You know, Danielle has really helped a lot of our clients think about positioning yourself or your business as here's how I can help you get better results with these clients.

• 53:29Speaker 02

  Yeah, definitely. I think a lot of the clinics and clients that we work with come and they're like, yeah, well, I tried reaching out to everyone in my town and nobody wants to collaborate. Like relationship building doesn't work. Referral partners don't work. It's like, cool, what are you saying to them?

• 53:42Speaker 00

  Yeah.

• 53:42Speaker 02

  Right? And most of these business owners are going to other people and they're like, hey, you know, I'm Danielle and I have this chiropractic clinic and I'm really good at adjusting people and you should send me your clients.

• 53:53Speaker 00

  Yeah, you're like, no, why would I do your marketing?

• 53:56Speaker 02

  Why would anybody do that? And like, as a business owner, when somebody comes to me, especially if I'm, let's say I'm in practice, I'm working, I'm busy and they're like, here are my cards, here are things that you can use for me. And I'm like, I'm sorry, like, I'm fucking busy, like, get out of here, you know? And so we coach people on going like, let's say to an OB. And this OB is maybe frustrated because they are dealing with all these patients who are in a ton of pain. And all they can really say is like, rest or maybe, you know, stretch or maybe take Tylenol. And now there's like this question about Tylenol and pregnancy. And so even OBs are like, kind of a little bit conservative with that. And so they want a solution for their pregnant patients. So if you can open a conversation and be like, hey, I see this pain point that you have in your practice, you're probably dealing with a lot of women in pain and you're feeling

• 54:41Speaker 02

  frustrated because you don't have a lot of solutions for them, you know? And like, first of all, I'm looking for an OB that I can potentially send people to. I have women who are coming in every single day who are just finding out that they're pregnant and I would love to have a good provider in the area that I can send my people to.

• 54:55Speaker 00

  Yes.

• 54:55Speaker 02

  Can I meet with you and learn more about your practice? Right? And then once we've built that rapport, once they've let us in and we've learned about them and how we can support their business, then we're able to say like, hey, also this pain point that you have, we really can help with that. What we've seen in our pregnant patients is a reduction in pain by blah, blah, blah, blah, blah, right? So we have that opportunity to, even when we're pitching ourselves, use it as a way to, to benefit them and their business. And this is just something like, nobody teaches people how to run a fucking business. Nobody teaches people how to build relationships, you know? It's

• 55:26Speaker 01

  How to market.

• 55:27Speaker 02

  It's not intuitive, you know? And I, I think, so to answer your question in a very long way around, most people, when they start working with us, are spending about 90 days building the initial system in their business, right? Like 30 to 90 days to get the, the AI system installed, to have their website copy, SEO optimized, to have ads that are bringing in not just leads, but booked appointments, to have organic social that's helping to feed that system. Because it's, it's this engine, right? All three of those things work together. Because if I Google you, I want to then go to your social to see your personality, to see who you are, what you do behind the scenes. If I find you on social, I want to go to your website and read more about you to learn about what you do potentially, right? And if I come upon an ad, I need to be able to see that you have good reviews on Google, that you rank high and that, you know?

• 56:12Speaker 02

  So it's like, it's this ecosystem that works together. And so the first 30 to 90 days, and you can correct me if I'm wrong there, I feel like it's, it takes about that amount of time for people to really get that system established. But Kyle's brilliant with all this stuff and he's such a nerd with AI that he's got it mapped out step by step. So people, whether it's themselves or a member of their team are, are implementing and, and kind of plugging that system into their business. And then most people stay with us longer than that because it's not just that system, right? And it's the strategy. It's like, okay, well, hey, this worked and this didn't. How can I optimize or how could my messaging be different? And AI can help us with that, but it's still a robot at the end of the day. So we have a call where people bring like click by click, get on, share their screen

• 56:56Speaker 02

  and Kyle's able to look over their shoulder and say, I would tweak this here. I would put that there, you know, your pixel, all the technical stuff that I have, I'm just like lying if I try to talk about right now.

• 57:05Speaker 01

  But she's the clinical side.

• 57:07Speaker 02

  So we also have a mastermind call weekly where, where we're talking about the business side of things. So that not just the clinical, like patient care side, but how to have a conversation with another provider, how to hire somebody, how to have a tough conversation when your employees are not meeting the mark, you know? So

• 57:23Speaker 01

  Calling clients dude and babe, that was, that was something we worked on.

• 57:27Speaker 00

  Oh, fine. Yeah. Or bro.

• 57:29Speaker 02

  Yeah. Yeah. But no, I mean, we, yeah, we've got one this week and she, you know, spiraling because she's like, I've got my second, you know, assistant type person in the practice and I have to fire her, you know, 30 days in and she's never had to be a leader before. So it's like, okay, cool. Let's be a little more discerning as we're bringing people in about what we're looking for, what filters we use when we're interviewing. So a lot of our clinics will come for the marketing, but they stay for kind of the ongoing support and business mentorship from that brick and mortar perspective.

• 57:57Speaker 00

  Do you guys think that there's an even bigger opportunity for brick and mortars right now? Cause honestly, I would love your opinion because what I, obviously I'm in brick and mortars all the time, maybe not obvious to you, but like hair, yeah, um, different services, like I have a lot of, I end up making friends with a lot of like hair, hair salon people and people who have services because you sit for hours doing these things. And so I learn a lot of the insides of their business. And what I've learned through the 20 years of getting hair extensions at a million different places through all my moves and sitting for seven to eight hours when you get a full set is that brick and mortars tend to like be a little bit behind of, I'm in the digital world, obviously. So it's like, everybody wants to learn so fast.

• 58:41Speaker 00

  They tend to be a little bit behind everybody else. So I just feel like this opportunity to do exactly what you're saying is mind blowing for them because they're going to be heads and tails above everybody else if they do this. Is this like not super spoken about yet?

• 58:59Speaker 01

  I, I think there's, the, the average local business owner is very hands on. The average chiropractor has a single room and a table and they work with their hands.

• 59:10Speaker 00

  Yep.

• 59:10Speaker 01

  Hair stylists, same thing, right? Nail salons, gyms are a little unique in that they, you know, have some staff and some trainers and things like that. But yeah, for the most part, you know, they're focused so much on client fulfillment. And

• 59:25Speaker 00

  Totally, they're in it.

• 59:26Speaker 01

  They're in it. And, and so the, the time constraint is very painful. It's like, I don't even have time to post on social. How am I going to record? And it's like, Now with AI, you know, it's one, not that technical, but two, it collapses that time. And so, yeah, we're able to kind of bridge that gap a little bit. I think a lot of marketing programs don't focus on, or like tips or strategies or whatever. They don't focus on local. They focus on like econ brands because they're spending $10,000 a day to sell some thing. And it's like, well, that's not, that doesn't really work for someone spending a thousand dollars a month.

• 1:00:05Speaker 00

  Exactly.

• 1:00:05Speaker 01

  Max.

• 1:00:06Speaker 00

  Right.

• 1:00:06Speaker 01

  So how can we make sure that every dollar is spent effectively? And every minute of your time that you do have to post is as impactful as possible. And that, again, coming back to the messaging piece, it's like, if you, if you can only get three videos out a week on social, let's make sure that we're speaking to the right person about the right pain point, you know, and helps them see reality or, you know, their world a little bit differently and how you can help them.

• 1:00:31Speaker 02

  I would invite you to look down your street and identify the hair salon, the chiropractor, that like those service providers. Go look them up. Look at their website. Look at their social. So many of our clients come to us and if they have a website that they own and it's not being rented from another service, they made it themselves on like Wix or Squarespace.

• 1:00:51Speaker 01

  In 2016.

• 1:00:52Speaker 02

  In 2016, it looks like they made it themselves in 2016.

• 1:00:55Speaker 00

  Yep.

• 1:00:55Speaker 02

  So yeah, to your point, 1,000%, they're doing just good enough, right? Because again, nobody taught them how to be an entrepreneur. I think in the digital space, we're constantly surrounded by consuming and interacting with people who are creating new ways to do business. And so it's just this kind of hunger for learning that doesn't necessarily exist. When you're in that brick and mortar, you're kind of confined to your space, to Kyle's point, doing that service day in and day out. You're just not exposed to as much and you don't care about as much. And so, you know, it's, it's just, I think there is so much potential and capacity. And I think if, gosh, if, if these service providers just did like one tenth of this reputation building,

• 1:01:40Speaker 02

  if people know you exist, they would flock to you. You know, there are so many people that are hidden, that are invisible because they don't know how to use this technology and leverage it. And that's why we feel so passionate about, about helping these people in particulars because there are so many good providers that are not being shared with the world because they don't know how to get themselves that exposure.

• 1:02:00Speaker 00

  I mean, from somebody who has moved a lot and this is how I find people is searching them and looking at the three things that you mentioned. It's very real, number one. Number two, if you even look remotely good, because in a sea of bad, I'm like, okay, they look like they have their shit together at least a little bit. And if you really look like you have your shit together, I'm like, great, done. Like it's like a very fast decision-making. If, if the, you know, if the messaging is really on, then I'm like, okay, they get me. But if it looks bad, you're kind of like, okay, well, but the messaging's great. It's kind of like, it has to be, has to kind of be all of it. And I hate to tell people that because, but it's also the best news ever for people who can, you know, take this leap and say,

• 1:02:44Speaker 00

  okay, let's get this all together because you're just going to be, it's, it's not like the digital world. Cause people can now just make anything look good really fast. And I feel like they're not doing that yet at all in the brick and mortar space. And so I think you're just going to be winning like, like crazy if you can implement all this because people like me are gonna, you're gonna make it so easy for me to say yes.

• 1:03:04Speaker 01

  Yeah.

• 1:03:04Speaker 00

  And that's, I think that's the difference. It's so many people, I'm like, what is this website? This is crazy janky.

• 1:03:10Speaker 01

  Yeah, well, and that's the thing, a common pitfall too, is people think like they're, okay, I'm going to do it. I'm going to, I'm going to redo my website and they pick new fonts. And it's like, what did that do? You know, wow, you know, like, like that, that it's not a revenue generating like marketing activity. You know, or I'm going to do a new newsletter. I'm going to spend all day designing an email newsletter to my current, you know, clients. And it's like, cool.

• 1:03:38Speaker 00

  Who opened that?

• 1:03:39Speaker 01

  Who, who opened that? How did that give you an ROI on that?

• 1:03:42Speaker 00

  Yeah.

• 1:03:42Speaker 01

  Right? Like we constantly have to be getting new people in. So instead of choosing new fonts, why don't we do a little bit of keyword research and certain, you know, figure out what people are searching for online and then make sure that that's in our copy on our website. Like that would move your website higher in the rankings, get you more visibility versus different fonts, colors, things like that.

• 1:04:02Speaker 00

  What do you think people are leaving on the table? Like, what do you think, what is something that you want to say to your ideal client?

• 1:04:11Speaker 02

  It's not that hard.

• 1:04:14Speaker 02

  You have enough time or your team can do it. I think that those are the biggest things that we see is like, oh, it's going to be too complex. I, there's no way I'm too busy or my CA makes $20 an hour. I don't think that she's going to be able to learn AI. She's, you know, I just, I think that if you realized how simple it could be with the right systems, you, we, gosh, we look at social and it's like, oh, it's so overwhelming. How could I ever post once a day? And it's like, well, you use Claude to, to not, it wasn't even a talking head. It was a B-roll video of us doing Shockwave. I know Chris has had our Shockwave.

• 1:04:52Speaker 00

  Well, he loves it so much.

• 1:04:54Speaker 02

  It's, we can do it on C-section scars and it helps with the visibility. It helps with the granular tissue. So it's less of that lumpy. It helps reduce the adhesions. People don't know it exists, right? So we had this B-roll video. It was 30 seconds. Claude clipped it, created a script, did the voiceover, everything. And, and it, it popped off and we got a ton of engagement and we had people click through and book. And it doesn't have to be that hard, like a tripod in your office, a little bit of intentionality and potentially a team member, if you have one to help you. It's, it's less than an hour a week and you will have a consistent marketing engine that literally is building your reputation for you while you're able to do the thing you feel passionate about, serving your clients, serving your people.

• 1:05:40Speaker 02

  It, it's just, it's so much easier than you realize.

• 1:05:43Speaker 00

  I love that.

• 1:05:44Speaker 01

  Our community members or, you know, clients will often say, I don't have time. And my response is always, what time do you get up in the morning? And I usually get the same kind of laugh, like, okay.

• 1:05:57Speaker 00

  I know where you're going with this.

• 1:05:59Speaker 01

  I sleep until eight and my first client's at 8:30, you know? And it's like, if you, you know, want to, if you want to gain time back and you want to build the system, then we got to stretch a little bit in this season.

• 1:06:12Speaker 00

  Yep.

• 1:06:13Speaker 01

  Get up at six, work from six to eight. And then you see your first client or you're out the door, whatever that morning routine looks like. But the, the beauty of it is the, once we, you know, kind of install the, the system, it's kind of just managing it. You know, so it's even less time ongoing. Yeah.

• 1:06:32Speaker 00

  It's so much easier than we think.

• 1:06:34Speaker 02

  Yep.

• 1:06:34Speaker 00

  That's the message.

• 1:06:35Speaker 01

  That's the message.

• 1:06:35Speaker 00

  I love that. And that's like for somebody who's in massive burnout right now, I know it feels like you just don't even have another inch left. But this is the work that even if you just, it's, it's like a face off with yourself. I know you guys know this because you're entrepreneurs and it's like, no, I really am so burnt out. I don't know where anything is, else is going to come from. But especially in this amazing time in life that we have with AI that's changing the game. Like you will get time back. Like it's going to change your life. It's going to change your personality because you're probably acting crazy to your partner and your kids and all the things because you're exhausted.

• 1:07:15Speaker 02

  Yeah.

• 1:07:15Speaker 00

  Like you're a different person when you're exhausted. So I know that that is your mission to help people, you know, get their time back and their life back with what you're doing. So do you want to add any last info for people listening?

• 1:07:30Speaker 02

  Yeah, I mean, if you're curious about this system and implementing kind of the marketing AI strategies that we use, you can come find us on Instagram and you can DM the keyword AI machine.

• 1:07:44Speaker 01

  AI machine.

• 1:07:45Speaker 02

  Yep.

• 1:07:46Speaker 00

  AI machine on Instagram. Yes, you can, you guys will help them build it. Give us your handle and we'll also put that all in the show notes too.

• 1:07:54Speaker 01

  It's at the Expanded Collective.

• 1:07:57Speaker 00

  At the Expanded Collective. I'm putting that in show notes and then you're going to DM the word AI machine and you guys can check this all out. So I'm so grateful that you guys came on.

• 1:08:07Speaker 02

  Thanks for having us.

• 1:08:08Speaker 00

  Yes, and you guys, until next time, earn your happy. Bye, everyone.