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The 30-60-90 Day Authority System
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In this AI marketing podcast episode, Dan Sanchez and Ken Freire conclude the "Own the Show" series by laying out a definitive 90-day plan to build authority in the age of AI. Whether you are a student just starting out or an established expert looking to scale, Dan and Ken provide two distinct, actionable tracks to follow. They cover everything from how to niche down and "learn in the light" to the "two-channel rule" for aggressive growth, ensuring you have a step-by-step roadmap to becoming a trusted voice in your industry.
My Favorite AI Tools
- Tella (AI screen recording app I record all my solo episodes with) - https://danchez.com/tella
- High Level (My all in one marketing platform) - https://danchez.com/highlevel
- Zencastr (Best AI podcast tool) - https://danchez.com/podtools
- n8n (my favorite AI automation tool) - https://danchez.com/n8n
Resources Mentioned
- Podcast Assessment - https://aidrivermarketer.com/pod
- InstaPost (Custom GPT for LinkedIn) - https://go.danchez.com/instapost
Timestamps
- 00:00 - The Finale of "The Book Experiment"
- 02:40 - The 90-Day Authority Plan: Two Tracks Overview
- 03:37 - Track 1 (The Student): Days 1-30 (Niching & Reading)
- 13:50 - Track 1: Days 31-60 (The Connection Phase & Podcasting)
- 22:33 - Track 1: Days 61-90 (The Output Phase & Synthesizing FAQs)
- 30:40 - Track 2 (The Expert): Days 1-30 (The Packaging Phase & Idea Portfolios)
- 38:26 - Track 2: Days 31-60 (The Growth Phase & The Two-Channel Rule)
- 45:50 - Track 2: Days 61-90 (The Retention Phase & Lead Magnets)
- 50:45 - Final Thoughts on Taking Imperfect Action
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Transcript
Intro
00:00:05
Dan Sanchez
This is the final episode in our podcast, The Book Experiment. We'll see if it goes well.
00:00:10
Ken Freire
We did it.
00:00:11
Dan Sanchez
I've actually saved all the transcripts and I'm actually saving them all till the end here. And we will be documenting how that whole process goes later. But this is the last episode of the book, Ken, where we're talking about how to become an authority in the age of AI as AI erodes trust. How do we actually build that trust so we become the service provider or the product of choice to our buyers if we're selling with our expertise? That series probably hasn't been for everybody. Not everybody sells with their expertise.
00:00:40
Dan Sanchez
But it's been exciting, nonetheless, to kind of do back-to-back episodes and overwhelm you all with content over November. Downloads have certainly gone down as a result of releasing almost daily content, but it's still worth the experiment. So today we're actually wrapping up.
00:00:59
Dan Sanchez
with a 90-day plan for how to become an authority and stringing it together a lot of the things we've talked about in this book to make it very applicable and actionable. This is the last chapter of the book, and we're here to roll it up. Again, this is the AI-Driven Marketer, and this is the Own the Show series, which was going to become the book.
00:01:21
Dan Sanchez
And I am Dan Sanchez, and I'm joined by my co-host, Ken Freire.
00:01:26
Ken Freire
Dan, we finally did it, man. The last episode.
00:01:30
Dan Sanchez
The last one. Oh man. I'm kind of like anxious to get back to just AI content, but this is important content.
00:01:33
Ken Freire
not Not of the show, but of the series.
00:01:39
Dan Sanchez
And just for fun for the podcast listeners, cause we ain't putting this in the book or maybe at the beginning of the book anyway. Dude, I've become super nervous for marketers.
00:01:49
Dan Sanchez
I think a lot of marketers are going to be, i think our mark, you know how big the marketing profession is? It's somewhere between like a half million to like a million jobs out there. And I think that's gonna start going down over the next year.
00:01:58
Ken Freire
Wow.
00:02:14
Dan Sanchez
It's why we're putting this book out there to help people stand out, not just to keep their job as a marketer, but also because I think a lot of marketers will push themselves into entrepreneurial endeavors, you know, be solopreneurs, consult coaches, consultants,
00:02:27
Dan Sanchez
boutique agencies and all kinds of things. So I'm excited to be putting out this out there because I think this is this is the plan. This is the path. This is the way to stay competitive. And I think is what's going to become an increasingly competitive field.
00:02:41
Dan Sanchez
But let's break it down step by step. 90 days to authority. Now, we're goingnna have two tracks here because some of y'all are starting at the very beginning or somewhere in the beginning.
00:02:52
Dan Sanchez
And some of y'all are starting off and you already you' already got you're already going. you know You're already posting regularly. You already have a little bit of an audience. but you want more. You know there's more to be had when it comes to gaining authority, but you're you're you know you're somewhere in the middle, the messy middle. So we have a 90-day path for you.
00:03:12
Dan Sanchez
Luckily, these two dovetail really closely together. So if you really want to hustle, you could do a 90-day hustle and then do the next 90-day hustle, and they kind of go pretty well together. So let's cover the first 90-day hustle.
00:03:22
Dan Sanchez
This is assuming that you're essentially already a professional.
00:03:23
Ken Freire
Yeah.
00:03:25
Dan Sanchez
And if you're not, you could do this as a student, Like if you're actually a student in college, even though we call it the student path, it assumes you're already professional. And we're gonna take this for the first, let's see, days one through 30 here.
00:03:39
Dan Sanchez
The first one is you need to take our podcast assessment. If you haven't already, make sure it's right for you because we're go to be recommending a podcast a lot. So again, go to AIDriverMarketer.com slash pod, take the assessment, kind of see if it's a good fit for you because we're gonna be recommending it a lot. So do that day one. But day week one, essentially, you need to pick your niche.
00:03:59
Dan Sanchez
This is worth wrestling over a lot and I think is a hard part.
00:04:02
Ken Freire
Yeah.
00:04:02
Dan Sanchez
making decisions is hard. It can be crippling because you're like, what if I make the wrong choice? And it is hard because you know putting 90 days of serious effort into this is going to be a lot. This is why I recommend most people are professionals first because they kind of tasted a bunch of different things. And chances are you're a generalist. Most of us are.
00:04:20
Dan Sanchez
But you need to double down to something. You need to niche down to something small, small enough that there's no more than 30 books published on the topic. If there's one more book than 30, You're too big. Go down. It's okay. There's got to be at least five books, but no more than 30. 30 is the max books because you're going need to read them all. You've probably read a few, hopefully, already. But you need to niche down into a topic. If we're talking about marketing, then you're talking about niching down into email marketing or you're niching down into nonprofit marketing or maybe both. But generally, you're picking you're picking a channel. You're picking a lane because being a general marketer,
00:04:58
Dan Sanchez
is really hard to sell. Believe me, I've tried. It's it's just really hard. So, but that's that's probably one of the hardest parts is this first part is actually just making a choice.
00:05:10
Ken Freire
Yeah, and and I actually have found that once you make the choice, everything else becomes a whole lot easier, right? And you can move faster.
00:05:18
Dan Sanchez
Yep.
00:05:19
Ken Freire
And I'm pretty sure we talked about this early on when we talked about niches, but just in case some people need a reminder, because the month of November, a lot has happened.
00:05:30
Ken Freire
Like sometimes, and what's been helpful for me is to know that like I'm niching down now and it doesn't mean I'm niching down forever. It's just for now. And, but you need to do that in order to figure out exactly where you're going to angle everything.
00:05:45
Ken Freire
So making sure that you do that is going
00:05:48
Dan Sanchez
Once you've made that hard choice, then essentially day eight, you know, week two through the end of the month, you have a lot of reading to do.
00:06:00
Dan Sanchez
And that's okay. This, in my opinion, this is the fun part. I'm a learner.
00:06:05
Ken Freire
to be huge.
00:06:05
Dan Sanchez
I like to read. i can read aggressively and I will list, I will download. And I do, I usually do audio books. I don't know about you, but I tend to, I use audio to preview. And then if I really liked the book, like it's really good.
00:06:17
Dan Sanchez
I like, I, I was taking, trying to take notes while listening to the audio book. That's how I know it's good. If I'm wanting to write things down as I'm listening to it, uh, then I go and buy the paperback. And then because I've already listened to it, it's easy to skim through and go and find the parts that I want to remember. That's kind of my reading system of how I consume information fast. Because I'm listening to books at 2x while I'm running and laundry and driving or something. Do you have a different system for piling through like a ton of information?
00:06:43
Ken Freire
I think you and I have worked so for so long. I think it's pretty similar.
00:06:47
Dan Sanchez
We have a similar one?
00:06:47
Ken Freire
Like...
00:06:48
Dan Sanchez
Okay.
00:06:48
Ken Freire
Yeah, because I listen to it in 2X. The other thing I will do is if I'm listening to it and I don't have like my notebook in hand, I have a notepad like on my phone, like a notes, and I just like dictate the thought that I have.
00:07:05
Ken Freire
And then what insight or things that I want to implement because of that insight. So i'm trying to take quick action on it right away.
00:07:14
Dan Sanchez
Yeah.
00:07:15
Ken Freire
But other than that, it's pretty similar.
00:07:17
Dan Sanchez
You know what I often do too, if I'm going through this 30, 30, 30 plan, which I've done multiple times because dang it, I've picked wrong a few times and I'm a learner. So like I've had no problem doing deep dives on multiple topics now.
00:07:31
Dan Sanchez
is I often buy the audio books, like all the audio books and all the paperback books. Even if I don't really plan on like doing more than skimming the paperback books, I do it for a couple of reasons.
00:07:41
Dan Sanchez
One, I like having them all on my bookshelf, especially if it's a topic that I'm going to be in a long time. Because if you know if I'm like making a podcast episode, like if there's been a few times I've done it already in the series where I go back and just pick it off off the shelf and then I show people the physical copy, it almost becomes a prop, but it also becomes proof.
00:07:54
Ken Freire
Yep.
00:08:00
Dan Sanchez
that you've read it, especially when you can go through and be flip open a student page and show the camera. It's also great for social content to have an actual copy of the book. to make a remark about and then turn to a page and actually pull open a quote. I don't know what it is, but a lot of times people are faking it so much that they actually have this stack of books as you're reviewing it, reviewing one at a time, and then being like making a roundup of like, here's all the books that I've read. but And it's you next to all the books.
00:08:27
Dan Sanchez
And it's not AI, it's like a literal photo. There's something about it that I just find helps increase that believability that you're actually reading it all. Because a lot of people won't believe that you're reading 30 books in like 30 days here.
00:08:40
Dan Sanchez
And of course, this is a condensed timeline. This is assuming that you're like hustling. But again, even though we sent it in the the other chapter, we mentioned that reading, I'm sure a lot of you are like, this, I'm out. I can't read 30 books. Yes, you can.
00:08:56
Dan Sanchez
Yes, you can. Especially if they're all on the same freaking topic. Like I did this, the first time I did this was on nonprofit marketing back when I was starting that podcast. And there was about 15 books on this topic that I could find nonprofit marketing books at the time.
00:09:10
Dan Sanchez
And after the first five books, it just got so easy because most of it was like the same repeated information, the same, here's how you get your donor list. Here's how you send your appeal letter. Here's the followup sequence. it's like, oh my gosh, everybody's ripping off this one original OG from the eighties.
00:09:25
Dan Sanchez
That's when I realized nonprofit marketing is so broken. because I read all the books and found out they all reference the same studies. But it becomes easier and easier to get through them.
00:09:35
Dan Sanchez
You're pretty much just skimming and looking for new content. So reading 30 or even 15 felt more like reading five, which you can totally get done in a month.
00:09:38
Ken Freire
Yeah.
00:09:43
Dan Sanchez
A book a week is a lot, but not not when you're listening to it and on audio at 2x and then skimming through it, finding all the information. Plus, if that's just scary to you, then thought leadership might not be your topic.
00:09:56
Dan Sanchez
this may be a proving point to the beginning. If you can't knock out that many books, maybe this is not for you.
00:10:01
Ken Freire
Yeah. And you're not saying that you can knock out those books in this timeline. that You're saying you can knock out those books, period. Like if you don't want to read dirty books.
00:10:08
Dan Sanchez
Period. Yeah, yeah, yeah. Yeah. Maybe you don't get it done in 30 days, but I don't know. I guess I just like to hit it hard over 30 days. That's why we've pretty much come up with a whole book's worth of information.
00:10:19
Dan Sanchez
I mean, I've had a lot of this on files and files of files of information in Notion for a long time.
00:10:19
Ken Freire
Yeah.
00:10:26
Dan Sanchez
So it's not like we're making up all this information for this book in 30 days, but we've been recording it all for 30 days. I'm like, let's just do one a freaking day for the month of November. And we're a little bit in December, but like, I don't know.
00:10:37
Dan Sanchez
I just go hard and then I stop and then I move on to something else and go hard. That's kind of how i roll.
00:10:41
Ken Freire
sure If I had not gotten sick, we would have done we would have been done the end of December or at the end of November.
00:10:44
Dan Sanchez
Yeah.
00:10:48
Dan Sanchez
The key part is while you're doing the reading, you can't just do the reading alone. From day one, before you even start reading the first book, you want to start talking about this on that first, that, that, that, remember two channel rule. What's your short form channel? We're not starting the podcast yet, but we are starting the short form channel, whether it's LinkedIn or Twitter or Facebook, Instagram, one of those short form ones.
00:11:13
Dan Sanchez
And you're talking about your experience as you're reading them. And you need to share at least one post a day, at least one, if not three. Three would be great. But at least once a day, what you're reading and what you're learning from it.
00:11:26
Dan Sanchez
That's it. Bam. Just share what you're learning. And maybe even because you're a professional, you're actually doing this for your day job. Start implementing it at work. What are you learning and trying and implementing at work and then finding, oh oh, this worked. This didn't work. Doesn't matter if it worked or not.
00:11:40
Dan Sanchez
What did you learn? Post about it. Talk about to your experiments. If you're doing this and you're learning in the light on social media, it's beginning the process of authority. It's the early days, but this these are the seeds you're sowing in people's minds that you're really getting into this one topic.
00:11:56
Dan Sanchez
Like if you were a generalist marketer and you're going into email marketing and you're reading all these books about email and you're trying it out in your day job because email is one of the things you get to touch and you're experimenting and posting your finds about it, people are going to start picking up the information the trail you're putting down real fast. It becomes really obvious. It doesn't take long either.
00:12:15
Ken Freire
Yeah. And and that's that's the fun part is because kind of what we were talking about in the chapter before too, people start to reach out to you. And then you' the depth of your connections, your relationships, right? All of that just starts to make sense because they know. They're like, oh, yeah, Dan's the AI marketing guy.
00:12:33
Dan Sanchez
Yeah.
00:12:33
Ken Freire
I'm going to ask him. He might know something.
00:12:36
Dan Sanchez
There's something about it too. that helps reinforce the learning and actually helps you develop develop true expertise just by you trying to explain it in a way that's helpful to others, what you're learning.
00:12:51
Ken Freire
Oh yeah.
00:12:51
Dan Sanchez
It's why colleges make you write papers, because as soon as you have to actually explain what you read, it reinforces the knowledge. So you might as well put that to work. In college, unfortunately, your college papers count for nothing other than your prof understanding that you learned. But in real life, it's kind of cool because you can learn in the light and gain authority while you're learning.
00:13:13
Dan Sanchez
So not only is it becoming like a way to reinforce what you know and actually solidify the under understanding truly by teaching it and sharing what you learn, but you're actually building authority in the process. So I'm like, f freaking win.
00:13:29
Ken Freire
its a great It's a great way to learn.
00:13:29
Dan Sanchez
So that's day one through 30. The next phase is day 31 through 60, you know, the next month of the 90 day plan. And that's the connection phase. This is where if you've read through most of the book and you don't even have to have finished all the books, but I recommend before you start this connection phase, you want to have read at least three to four books, like the initial bulk of them, the most well-known books have read those. Okay. And then you could spin up your podcast. Okay.
00:13:58
Dan Sanchez
The podcast is a critical thing. We've talked about it a lot in this book because it's it's just, it's it's the best tool for building authority.
00:14:03
Ken Freire
Cheers. Yeah.
00:14:09
Dan Sanchez
There's no way around it. I can't, there's many ways to build authority, but we just find over and over again that podcast accomplishes so many different parts, so many different factors of it. And building relationships is one of those.
00:14:20
Dan Sanchez
So you want to start sching reaching out to and scheduling appointments to rick interview people. people in the industry. it doesn't It can be the authors you're reading. It can be people you're seeing on social that are big into this topic too, and that's what they're known for. You can go after small players you want. You know you can go after big players. Some of the really big players might say no now, but they'll say yes later.
00:14:43
Dan Sanchez
But start reaching out. I rarely have people say no.
00:14:47
Ken Freire
Yeah, that I mean, just to give you a good example, I did a outreach to like several people on LinkedIn today that I was like, man, I really want to get to know them. I should have them on the podcast.
00:14:58
Dan Sanchez
Yeah.
00:14:59
Ken Freire
I reached out to them and they're like, absolutely, bro, let's do it. Every single one of them. So then it's just following up with them and going through a process.
00:15:08
Dan Sanchez
The amount of people that DM me and are like, Hey, can I get 15 minutes of your time to show you my tool? I'm like, no, no, no, no. Every time someone DMs me, it's like, Hey, I'd love to have you on my podcast. Talk about AI marketing.
00:15:21
Dan Sanchez
I don't even care if I'm episode one. I say f freaking yes. I'm also kind of a podcast guy, so I get it. Uh, But there's something valuable even in being on a being asked to be on a show, even if there's no audience, because the value of being asked questions is valuable in and of itself.
00:15:39
Dan Sanchez
There are many times where I've hatched new ideas because someone worded a question in some way and it like unleashed an idea in my head. I'm like, oh, the answer to that is bleh. And I'm like, did I just freaking say that? What the heck happened? Experts know this.
00:15:52
Dan Sanchez
And so they like being on podcasts unless they're so busy that they can't say yes to another podcast because they've entered the third phase of authority, right? And they're being they're being hit up all the time for opportunities and then they have to be selective. That's where you want to be. But, you know, we have to get there.
00:16:06
Dan Sanchez
So you want to start interviewing these. You want to start working that knowledge and asking them the questions that you still have after reading said books or while you're reading the books. Best to always have the book read if you're interviewing a particular author on the book. That's why you need to have a few read. You sound more knowledgeable after reading a few books too. You'll be able to ask better questions.
00:16:24
Dan Sanchez
But this is another part of the learning phase. Because you're actually learning Socratically. You're learning by having a dialogue about the conversation. You're working up your confidence to be able to talk to these kinds of people and be able to speak while on camera. And it takes that takes reps.
00:16:39
Dan Sanchez
So the best way to do it is by interviewing people who have the expertise and just asking good questions, having good follow-up questions, listening, repeating, and just doing it over and over and over again.
00:16:50
Ken Freire
Yeah. And as you're doing these interviews, here's just a reminder of a couple simple principles to take in mind. Number one, right? Use a simple tech stack.
00:17:02
Ken Freire
like Don't overcomplicate it. don't like And this is what stops a lot of people from podcasting. I even got it this morning. Someone messaged me this morning on LinkedIn. they're like, hey, bro, what mic should I use?
00:17:17
Ken Freire
I was like,
00:17:17
Dan Sanchez
every time.
00:17:19
Ken Freire
I was like, wow, I never thought I'd get that question asked this many times, but it does. And it's funny because I said, hey, man, you shouldn't even worry about that. And like just kind of helping them step by step process of just use this as your tech stack because it's simple, it's quick.
00:17:37
Ken Freire
That's what I was sharing with him. And that's what we've been sharing in this book. you know We use Zencaster because we like it It's simple. it It does all of the the hosting. It does all the distribution for us.
00:17:47
Dan Sanchez
Yep.
00:17:47
Ken Freire
Making sure you capture video and audio is gonna be huge in this.
00:17:51
Dan Sanchez
Yep.
00:17:53
Dan Sanchez
If you could do a Zoom call, you could make a podcast.
00:17:56
Ken Freire
Yeah. Yeah. Yep.
00:17:58
Dan Sanchez
And tell your past episode seven, screw the mic. but You don't need a mic to podcast. If you can do a Zoom call or Google Meet, you can make a podcast. It's the same thing. It's that simple. It doesn't even have to be good. It doesn't matter. The first, third like your first of anything is never good anyway.
00:18:14
Dan Sanchez
But people come off thinking they have to be really polished in the beginning. This is hard too for executives, I've noticed, who want to start a podcast. They don't really have an authority, but they're already playing at a pretty high level. You know what i'm saying?
00:18:25
Ken Freire
Yeah. Yeah.
00:18:26
Dan Sanchez
But it's hard. They think they have to be so polished in order to launch out. They even judge other executives. I've had somebody tell me this. That's why I know. they're like, oh, he came out rough. I want to come out out of the gate polished. I'm like, dude, that's just pride.
00:18:39
Dan Sanchez
Go back to being a student, eat dirt for a while, and then get good. even Even say in the beginning, hey, I'm starting rough because I don't know if this is something I want to invest in quite yet, but I'm going at it to see if this is something I want to continue doing so it's an experiment. Just call call an experiment and then it buys it it buys you time. Call it beta.
00:18:57
Dan Sanchez
Beta is like the magic word that makes that gives you so much latitude, right?
00:18:57
Ken Freire
For sure.
00:19:01
Ken Freire
For sure. and And it's like people always expect, and here's what happens what and what I find that stops people from podcasting right now, especially in this action plan, is that people expect the 300-episode expertise and professionalism that you get from that in episode one of your podcast.
00:19:23
Dan Sanchez
Goodness.
00:19:23
Ken Freire
And it's a myth. That's not true. and never It's never like that. you know If it's just episode one, people get it.
00:19:26
Dan Sanchez
Let's get started.
00:19:29
Ken Freire
And I mean, dude, I was listening to a podcast the other day. i think I mentioned this 800 subscribers and it was like, I think they did this via zoom. Yeah.
00:19:36
Dan Sanchez
Yeah. A lot to do. Dude, I just was a guest on a podcast that was via Zoom, and I was surprised. It was a slightly more prominent podcast. It was probably not not 800 subscribers, but probably a few hundred subscribers.
00:19:50
Dan Sanchez
But I was like, oh, OK.
00:19:52
Ken Freire
yeah
00:19:52
Dan Sanchez
But you know you could even do it for free. I think Zoom, if you have a Zoom subscription, you could record by Zoom. But whatever you can read do it on, I highly recommend just starting with Zencaster because it's just easier.
00:20:04
Ken Freire
Yeah.
00:20:04
Dan Sanchez
That's why we plug that all the time because it just makes everything easier, in my opinion. Because then you don't have to worry with multiple tools. You just deal with one and done. you're You can record, edit, and publish in the same place.
00:20:15
Ken Freire
And if you can.
00:20:15
Dan Sanchez
So remember, there's a few objectives for this phase.
00:20:15
Ken Freire
Yep.
00:20:18
Dan Sanchez
One, you're still learning. Two, you're still learning in the light. You're sharing these things as they come out. Of course, you're publishing the episodes as they go, but you're sharing that on social. You're like, oh, look, take a screenshot of you and so-and-so side by side, giving a thumbs up or a peace sign or something. I've seen people do this. It's fine. I haven't done that particular thing, but I've seen people do it it works. Take a screenshot of you and so-and-so. Be like, oh, just talk to so-and-so who wrote the book or who is the expert on and blah, blah, blah. Again, people are going start taking notice. They're like, oh, look at that. He's interviewing so-and-so. He's rubbing shoulders with the people that are the influencers.
00:20:50
Dan Sanchez
And so that's going to start rubbing off on you. It works, especially when you start concentrating it on that niche.
00:20:53
Ken Freire
Yeah.
00:20:56
Dan Sanchez
People are going to start taking notice of that. Even if you still don't know what you're talking about, they're going start assuming you know what you're talking about because they're seeing you side by side with the people who do. But of course, you're doing the reading, so you are starting to learn some things.
00:21:07
Dan Sanchez
And then the third thing is you're starting to build relationships. You're not just interviewing them to learn. You're not just interviewing them to like like get some of the brand affinity of being associated with them.
00:21:19
Dan Sanchez
You're also interviewing them so you can get to know them genuinely. And so you want to actually stay in touch with them. Of course, when they when the episode goes live, you share the link with them, you email them. Maybe you follow up later if there was something that reminds you of them. This is advanced, but like actually the follow-up game in this is really important if you want to actually build deeper relationships. This is something I actually need to do better at because i interview a lot of people and some of them I stay up to date with in LinkedIn and some of them I don't.
00:21:47
Dan Sanchez
but that's that's my place where I need to grow. you're You're really good at this, Ken. James Carberry is the f freaking master of this. So that's why he's the relationship guy.
00:21:55
Ken Freire
Thank
00:21:57
Dan Sanchez
and But that's the third major objective, is we want to be able to grow strong relationships with these people because they are the gatekeepers, they are the influencers of the community, and you want to be with them, one of them, a peer level with them.
00:22:10
Dan Sanchez
So in days 61 90 of the student phase of this 90 day plan, you want to start with the output phase.
00:22:21
Dan Sanchez
This is where you're taking your learning and you're solidifying your learning now by either creating long form blog posts, could be a newsletter, but it's a long form piece of content that answers the most basic questions. This isn't new and novel ideas yet.
00:22:36
Dan Sanchez
You're just synthesizing your own point of view on some of the most basic, like most frequently asked questions in your industry. I used to do this with SEO and answer the most frequently Googled things.
00:22:47
Dan Sanchez
I don't think it needs to be written anymore, Ken.
00:22:47
Ken Freire
you
00:22:49
Dan Sanchez
I think people could just do this as solo episodes. But you do have to take the question that people have and then produce a whole episode around it and try to answer it better than anybody else has.
00:23:01
Dan Sanchez
You can't do this well until you've read all the books that figure out everybody else's answers. and And to a general degree, you're at the actually synthesizing everything you've heard from others and then laying out. And a sort you can source them and be like, oh, so-and-so sends this, but I find that I would add this, and then I layer in this person's expertise to make this holistic answer, right?
00:23:22
Dan Sanchez
All you're doing is synthesizing everything you learned to answer the 30 most frequently asked questions, hence the 30-30-30 plan. 30 books, 30 interviews, 30 blogs or long form podcast episodes.
00:23:35
Dan Sanchez
What would you add to that, Ken?
00:23:37
Ken Freire
You know, I think the the one thing I would add is that, man, sometimes people would feel nervous that, well, couldn't AI just do all this for me? Or isn't AI just going replace me?
00:23:50
Ken Freire
Well, remember, the whole point is that you're becoming the authority that AI is going actually use if you start writing about this.
00:23:55
Dan Sanchez
Yeah. That's right.
00:23:58
Ken Freire
So if you record all this information, then you could take that information and use AI to make it into a blog or a newsletter or threads or clips, whatever it is.
00:24:10
Ken Freire
That's the beauty of this whole this whole thing. So don't be afraid that AI is going to come and like take away your authority or your capacity to be an authority.
00:24:23
Ken Freire
It can enable you if you use it the right way.
00:24:26
Dan Sanchez
You definitely want to use AI to repurpose content, but you still have to start with original content. You still need to get in front of the camera and give your spiel on how something works. And this part takes time. you know We're talking about 30 episodes in 30 days here, and it doesn't necessarily have to be 30. The 30 number isn't magical. I just picked 30 because I noticed that a lot of niches, if you go down deep enough, don't have more than 30 bucks because I've done this a number of times and I've just noticed they range between five and 30. And if there's more, then it's too big. You have to niche down again.
00:24:57
Dan Sanchez
So that's where the 30 comes up. Also, 30 is a nice just round number.
00:25:02
Dan Sanchez
But you want to start answering the most frequently asked questions. And if you do 30 interviews and then 30 posts or 30 episodes where you're answering the most basic answers questions, and it might just be a 10-minute episode, it might be a 20-minute episode, depends. Generally, when I do solos, they're about 10 to 12 minutes.
00:25:20
Dan Sanchez
And that's me explaining explaining concept or answering a question. So you wanna do those. It starts to get you in front of the camera, not sharing it, but actually getting you in front of your audience. And remember, most of your audience hasn't heard all the best information because they haven't read all the books. That's right. Now you have, and you you you probably discovered some pain points that you maybe you had before, you're like, oh, now that I've read all the books, I've found some of the answers.
00:25:46
Dan Sanchez
Fantastic. Share that with your audience. Share it where you found it, how you wrestled with it, how it was an answer to it. Share the story behind All of it. If you have backstory on all any of these things, like that's part of the episode.
00:25:57
Dan Sanchez
That's what makes it fun. That's what makes you unique and original and something people can actually relate with because you've been there.
00:26:04
Ken Freire
Yeah.
00:26:05
Dan Sanchez
You've felt the pain.
00:26:06
Ken Freire
Yeah, I'll give you a great example of how this is super powerful. i I'm getting ready to teach a class at church on discovering your God-given purpose.
00:26:18
Ken Freire
And it was fascinating because I just forgot how much of, I've read so many books on that topic and and haven't taught this this series in a few years. So I'm like looking through my notes again and looking through everything. And I was like, oh my gosh, I don't think there's been that many people who have read this many books on this topic.
00:26:37
Ken Freire
Like anytime a new book comes out on it, I've read it. I'm like, I can devour it. And I can start seeing people with different people's worldview and or how they interpret things. And I'm like, oh, this is powerful to know when you are able to synthesize people's thoughts and actually bring more clarity to people, you are going to become way more stronger in authority because people can find a solution faster because of you. And that's what they want.
00:27:06
Dan Sanchez
So true to you. it's To be an authority, you do need to eventually come up with unique and helpful ideas. That's in the next next phase. But to the the platform that you need to build first is being known for that level of expertise. You have to be known as an expert before you can begin become a thought leader for unique ideas.
00:27:27
Dan Sanchez
You kind of have to build the base of understanding of people knowing. That's why I'm like, even if you're already an expert, literally you have a PhD in the field, but nobody you've posted zero to social, you should probably still do the 30-30 plan.
00:27:39
Dan Sanchez
Yep, go dust off all the books on your books bookshelf and go back through reading them and sharing what you've learned through them. Go and interview all the people that you maybe be or you've read before, but you probably haven't actually had conversations with them. You need to go through the 30-30 plan. You're already an expert. Doesn't matter. Go low, be humble, be a student. Because again, if you just come out swinging because you're already the expert, no one's gonna believe you.
00:28:01
Dan Sanchez
That's why you wanna go low, be a student, earn the light, go be humble and just share what you're learning again. And people will figure it out in a more easy, like an easy to approach way.
00:28:13
Dan Sanchez
One last thought I had on this, as you were talking about like going through the material and having seen people like light up based on like basic truths, you know, you're like, dude, this is like so beginner.
00:28:22
Ken Freire
Yeah.
00:28:23
Dan Sanchez
Dude, that happened to me recently. Amy was hanging out with a mutual friend. He's like, I shared some information with somebody. when, uh, it was in like a youth ministry situation, a teen was having a hard time and he shared like some advice with her.
00:28:39
Dan Sanchez
And he turned to Amy, my wife, and was like, you know where I heard that from Dan Sanchez. I'm like, what the heck? He's like, yeah, he shared it at a men's retreat as a, as a training a long time ago. it was like that, that concept of like, don't focus on the gap, you know, like gap thinking kind of like from Dan Sullivan and,
00:28:54
Ken Freire
yeah. Yeah.
00:28:57
Dan Sanchez
Benjamin Hardy. I essentially shared that and then it put like the biblical spit on it.
00:28:58
Ken Freire
Yeah.
00:29:01
Dan Sanchez
But I'm like, oh yeah, that was so basic. But you forget that the basic things that you know and use all the time are as new to somebody. Somebody hasn't been introduced to that trick, that method, that tactic you learned long ago, or that you picked up recently through all the reading.
00:29:16
Dan Sanchez
Somebody hasn't learned it. Well, you have to cover the basics over and over again. So you might as well teach it now.
00:29:21
Ken Freire
Yeah, and and with that, don't be afraid to share those basics. People might be like, oh, I need to share something unique.
00:29:28
Dan Sanchez
all the time.
00:29:30
Ken Freire
Man, I can't tell you how many times i feel the same way where I'm like, oh, I got to share some massive expert thought advice that like it's going to blow everybody's mind. Man, if I go too deep, no one's going to read it. It's like sometimes the things that hits hits the hardest for people are the simple, profound truths that I post.
00:29:47
Ken Freire
And they're like, oh, my gosh, I didn't even think about it that way. Like even when I talk about podcasting, sometimes I write like, here are the top 10 ways i've I've used podcasting. It blows people's minds. They're like, oh, I thought it was just one way to use it.
00:30:00
Ken Freire
I'm like, no, man, there's it's so versatile.
00:30:02
Dan Sanchez
Swiss Army Knife.
00:30:03
Ken Freire
Yeah.
00:30:04
Dan Sanchez
So that's the 90-day plan. You read 30 books, you interview 30 influencers, and then you publish about 30 pieces of content to synthesize your ideas on the most frequently asked questions. It doesn't have to be unique.
00:30:21
Dan Sanchez
But in doing that process, you've laid an amazing foundation for becoming a thought leader, but you're not one yet. And that's when we're going to go to track two. For those who are kind of like already in that motion, they're already creating, that maybe they have a few thousand followers on LinkedIn and they've been at it for a year or two, maybe longer. Maybe you've been at it for a long time.
00:30:41
Dan Sanchez
But you've already got some influence. You already have some cachet. Maybe you already even have a podcast. You've been doing this for a while. you probably need to start with track two. But I highly encourage you, if you haven't if the 30-30 plan seems like, oh, I haven't quite done it that way, well, maybe just start there and do it.
00:30:56
Dan Sanchez
It won't hurt. And it'll probably make it easier to hit track two than you would ever think. So with track two, we're kind of leaving off with where we ended and track one.
00:31:08
Dan Sanchez
Because track two assumes you already have read all the books and you know all the stuff and you know it inside and out. And there's hardly a new concept there. that you that you that somebody else has published that you haven't heard before. If you're at that point, then maybe you should be at track two. So the day one through 30 for track two here is to start the packaging phase.
00:31:26
Dan Sanchez
The packaging phase. This is where you need to do an audit of what I call the idea portfolio, which we covered in the packaging chapter. You want to actually start looking at all your different unique ideas.
00:31:38
Dan Sanchez
If you don't know if you have any unique ideas, go into ChatGPT and ask it. Hey, based on all our conversations, are there any ideas i've we've talked about that are unique, that is unique to the how I approach it a weak way based on the way I say it?
00:31:42
Ken Freire
Yeah.
00:31:53
Dan Sanchez
And chat's actually really good at finding them and bringing them to your attention. So you probably have something there. You might have Gemini go and search your Google Drive or your, I think, ChatGPT, you can hook it up to your Notion database if you've got stuff there. You can take all your LinkedIn posts, export it. Yes, just Google how to export LinkedIn posts. There's a way to do it.
00:32:12
Dan Sanchez
You have to take it as a CSV, drop it in Gemini, and have it analyze it and see if you've got any unique ideas there. It's probably the fastest way to take inventory is to find out where you've been publishing stuff and then take inventory and try to start finding your best ideas.
00:32:28
Dan Sanchez
You probably know what they are already. There's a few, but there's probably more. But we need to create a list. You need to start listing out the ideas. It doesn't have to be any formal process. Just start listing them out. Give them fake names or just holding names for now.
00:32:41
Dan Sanchez
But that's step one, is just take inventory write them all down.
00:32:45
Ken Freire
Yeah, and you can do that with other, I believe you can do it with like X and Facebook, whichever platform you use, you can export your your content.
00:32:55
Dan Sanchez
Yeah. I think by law, they have to give you a way to do that now.
00:32:58
Ken Freire
Yeah, it might be buried like 10, you know, 20 clicks.
00:32:58
Dan Sanchez
They all do. Yeah. Yeah. Just Google it. You'll find a YouTube video to walk you through it. I wouldn't, I won't tell you what it is here because it'll change, you know?
00:33:04
Ken Freire
Yeah.
00:33:06
Dan Sanchez
So just look it up. Maybe have AI tell you how to do it. It'll, it'll walk you through it.
00:33:12
Ken Freire
Yeah.
00:33:13
Dan Sanchez
The next thing you need to do is you need to actually start organizing them. combining some of them you might need to go together, but you need to start creating like piles and clustering them. You get them all laid out and you start arranging them in like groups, you know start to notice they, some of them belong together in packages and you start to notice a portfolio take shape of ideas.
00:33:32
Dan Sanchez
Once you kind of have them organized and arranged, and it could be as simple as a bulleted list and then you indent, you know, big idea, all the small ideas that fit underneath that. It's as simple as that in a Word doc or a Google doc or something. but then you need to actually start going and making a page or so per one.
00:33:48
Dan Sanchez
And for each one, you need to actually start packaging it, you know giving it a name, giving it a short description, like a few sentences, a long description, almost like an article. You can give it a story and a metaphor and a visual.
00:34:00
Dan Sanchez
The cool thing is, like this part used to take time. It's actually pretty easy with AI now because ChatGPT, I will just go into ChatGPT and be like, here's the general idea. If it's brand new, then I have it pick it up apart and make it better. And then I post it and get feedback. And then I try it myself. And then I try it with other people. So like that's the process of making the ideas good. But if you already have an idea that you work out with clients and you know it works over and over again, well, throw it into AI. Have it clean it up for you and make it more memorable.
00:34:28
Dan Sanchez
Maybe make it an acrostic or give it alliteration. make it Give it a name. you know like Tighten it up a little bit. some Some of the, it's not just how strong the idea is, but how strong it is for people to share the ideas is the game.
00:34:41
Dan Sanchez
So you actually need to tighten it up and make it more easy for people to share and by name. So people can like, oh, have you tried the have you tried the challenger sale method yet? That's somebody who's intellectual property. That's somebody's thought leadership, the challenger sale, which is actually a collection of ideas on how to do challenger sale, right? For salespeople.
00:34:59
Dan Sanchez
And so they wrote a whole book on it and they've been leveraging that sucker for like 15 years now. Still going strong, Challenger Sale.
00:35:05
Ken Freire
Every Texas company has been milking it. There is a little pro tip for for people here that as they're trying to use ChatGPT, all this stuff.
00:35:18
Ken Freire
but We've mentioned this before. Sometimes ChatGPT and Gemini, they they don't come up with the best alliterations or the best titles, right? But yeah, they they it's a good first phase.
00:35:27
Dan Sanchez
I got it.
00:35:31
Ken Freire
So this is the pro tip. Once you have the first phase, do a little bit of editing and then ask some of your marketing friends, right, who might be able to give some insight.
00:35:41
Ken Freire
Be like, okay, hey, reword this, tweak this here and there, right?
00:35:44
Dan Sanchez
Yeah.
00:35:45
Ken Freire
That has the human touch element, especially if you don't have a huge marketing eye. think a lot of people listening to this podcast might have it, but I'm also thinking about people who might read the book afterwards or listen to this who may not be the best marketer or copywriter.
00:36:02
Ken Freire
This is going to be a huge tip for you. Use ChatGPT, then ask a friend to to kind of proof it.
00:36:11
Dan Sanchez
Once you've done all that work and you've started packaging ideas and categorizing them, after you package them, you might find that, oh, some of these go to different together. Once you've packaged quite a few of them and you start arranging them in groups, start naming the groups even, you might find that there is a general through line for a lot of them.
00:36:27
Dan Sanchez
Again, this is something you can ask in chat GPT. What's the general through line for all my ideas that's unique about me? And it will give you some ideas to go off of. But you need to find something that's something unique about a bunch of these ideas. It doesn't have to be all of the ideas, but generally a lot of your work as a thinker.
00:36:44
Dan Sanchez
What's a common thread through all of them?
00:36:47
Dan Sanchez
whatever that common thread is, you want to take that and some of the bigger bigger ideas that you have that you want to lean with and start with. This idea of even of authority is becoming a big one for this show, the AI-driven marketer, because this is the missing piece. You need to be AI-driven, but you also need to double down on the things that AI can't do.
00:37:07
Dan Sanchez
the human edge, I've called it. Now I'm just starting to just call it building authority. These are the two things that to make you a superpower marketer because it's the things that AI can do and things that AI can't do. So these are becoming major pillars. It's the AI-driven human first coming together.
00:37:24
Dan Sanchez
And then you want to look at all of your brand profiles, your personal website, your LinkedIn profile for sure, but all your other brand profiles and start rewriting them. and start repositioning yourself around these ideas across all these profiles. This part's hard too, because it's one of those things where it's it's probably easier to have somebody else work with you on it because they have fresh eyes and it's it's a little harder to work on your own stuff, but it is possible. You can probably push it to a certain degree and then run with it for a while and then have somebody else look at it and you know make it better.
00:37:57
Dan Sanchez
The next part is day 31 through 60, and that's the growth phase. This is where you need to like double down on content. You're probably already doing content, but this is where I recommend commit to the two-channel rule. Go all in on a podcast and LinkedIn or some kind of long-form and short-form channel and just commit. We're going all in on these two channels, and we're going to publish at least weekly on the long-form, if not a couple times a week, and daily, if not a couple times a day.
00:38:25
Dan Sanchez
That's what we're committing to with the two channels. And you need to do that for 30 days in a row. It's really hard. But I promise, if you there's nothing quite like setting yourself a goal posting every single day multiple times a day.
00:38:40
Dan Sanchez
It's hard at first. It gets easier and easier and easier. Like working out is hard at first. And then your muscles get stronger. And then now it's easy. Right now, i've I finally hit like a new point in rowing.
00:38:51
Dan Sanchez
I started rowing at the beginning of the year, January. It's December now. And I started, like 15 minutes of rowing for me was a lot. And then I worked my way up to 20 minutes. And now I'm up to 30 minutes. And i I feel like I could easily go to 40, 45 minutes.
00:39:04
Dan Sanchez
I'm like, man, it took a long time. longer than I thought. But if you're doing it regularly, then it just gets easier and easier. Because now 30 minutes is like nothing. I'm like, oh, it's 30 minutes gone? Okay.
00:39:17
Ken Freire
Yeah, it it is.
00:39:17
Dan Sanchez
That's how it is with content.
00:39:19
Ken Freire
I mean, I'll give you a great example. I think that this last month in November when we did this podcast challenge, I was posting two times a day LinkedIn. And that's the most I've ever done. i mean, normally I've done like one post for five days or four days, you know, but not like...
00:39:35
Ken Freire
Hey, every day, two times a day, except for Thanksgiving Day through Sunday because I got sick.
00:39:42
Dan Sanchez
Yeah.
00:39:42
Ken Freire
hum But man, it it reveals a lot. And when you commit to it, you start to grow quite a bit. And people start asking, people will start coming out of the woodworks. when you start doing it and you start do following all the tips that we shared about and how to grow on LinkedIn. So don't be afraid to to do that.
00:40:01
Ken Freire
This is where daily we would encourage you to execute the engagement strategy we talked about in the previous chapters. This is a heavy lift, but man, if you comment, right 20 to 50 posts a day this is gonna be huge very practical tip block this out on your calendar right uh the way i i think about this i block out like sales or revenue generating actions the first thing in the morning i just do all these then i do my social media content right i block out another two hours and i'm like here's what i'm gonna be posting here's where i'm commenting on people and i'm just going around on linkedin commenting commenting commenting right
00:40:40
Dan Sanchez
Yep.
00:40:41
Ken Freire
Make sure you're doing this so people don't all of a sudden miss out or that you miss out. This is going to be huge. If you don't engage and you just post, you it's going to feel like a, i I don't know what the good analogy is, but it's almost like you're shooting in the dark a little bit.
00:40:58
Dan Sanchez
I don't know it is, but there's something, especially for LinkedIn, but this is also true pretty true for X. If you're not cranking the engagement wheel, it's kind of like you're putting content into a feed and they're just kind of like, they're just falling flat. But if you're cranking that engagement wheel, man, like they just, they get distribution, man, because people are interacting you, they're going to your profile and LinkedIn's like, oh, look, so someone's, these people are interested, but it's like by manually doing hand-to-hand combat and engaging with like 20, 30, 40, 50 people a day, Bam, bam, bam, bam, bam. And people are starting to show up. People are starting to recognize you because you keep commenting, you know? They keep seeing you in all the other influencers posts. You're like, okay, like this guy means business. And that's that's just how it is in the beginning. You have to put in a ton of manual effort in order to begin getting the traction to where you can let off a little bit.
00:41:46
Dan Sanchez
This is just a temporary thing, but the longer you can hold it, the farther you'll be able to go. i also, i can't, I go through periods and where I'm like engaging heavily.
00:41:56
Dan Sanchez
for like a month, two months at a time. And then I wind down and sometimes I go dark for a little while and then I come back and start engaging heavily again. i will say that it's, I found that the people who can stay pretty consistent do better, but I don't know how they do it.
00:42:08
Dan Sanchez
They're like, yeah well, if you didn't go so hard, you wouldn't burn out.
00:42:09
Ken Freire
yeah they're just
00:42:12
Dan Sanchez
But I'm like, I don't know. I i just prefer it that way. So pick your lane.
00:42:15
Ken Freire
and And there's like, there's things that people could do. Like I am definitely more of a consistent, like every morning, here's when I do things, I'm i' more regimented in that stuff.
00:42:24
Dan Sanchez
Yeah.
00:42:24
Ken Freire
But man, sir sometimes it's okay. Like when I think about consistency and creating content, i Or the difference between consistency and creating content is that I would rather you be creating content than focus on consistency.
00:42:41
Ken Freire
And what I mean by that is that sometimes people like, because they don't have a framework of like, oh my gosh, I'm not being consistent. They just don't create content at all.
00:42:50
Dan Sanchez
Yeah.
00:42:50
Ken Freire
And it just kills them. And I'm like, just create content. If so if an idea comes into your head and you got five minutes to post it go post it, right? Like go take the time to do it. And this is what this action plan is all about. It's like you legitimately just taking action on all of the thoughts that come to your mind.
00:43:08
Ken Freire
And now you don't have any excuse. You have ChatGPT. Dan has built an InstaPost with LinkedIn. It's a custom GPT that you can get for free.
00:43:19
Ken Freire
You can put that in the show notes, right? Where you can legitimately just be like, I have an idea. Here's my idea. And it fleshes out your LinkedIn post. You literally have no excuse to not go do this and make this happen.
00:43:32
Dan Sanchez
You notice everything we've talked about in both of these plans are things you control.
00:43:37
Ken Freire
Yeah.
00:43:37
Dan Sanchez
There's a reason for it. It's because I've seen action plans for authority before, but they're thing, oftentimes they're loaded with like lagging metrics, things you have no control over. Land client, get big deal, get speaking event. You're like, dude, like,
00:43:53
Dan Sanchez
If I knew how to do that, I would do it. But everything we've given you, you have 100% control over. You can send pitches and get people to speak on your podcast. You just have to DM enough people. you know like All these things you actually have control over. And these are the leading indicators for all the lagging metrics we want, which are authority, which are leads, which are revenue and profit. like These are all the things you have to do on the front end in order to get all the things that we actually want on the back end.
00:44:17
Dan Sanchez
I think the last thing in the growth phase, is that you're still doing all the things that we've talked about in this whole podcast episode. If you've read all the books, then you're continuing to buy new books that come out on your topic to stay fresh.
00:44:32
Dan Sanchez
Every time I get a chance to read a book or a big podcast series on AI, is even general AI, but especially AI marketing, I'm buying it, I'm reading it, I'm taking notes, and I'm posting about it.
00:44:42
Dan Sanchez
I continue to interview people. I interview less people now because I'm doing more of my solo episodes, but I still interview people and get to know them. In fact, I'm going be doing a whole lot more soon. So I'll answer that later. But I'm going to be doing a lot more interviews just to stay fresh myself and build more relationships with people in the game.
00:44:59
Dan Sanchez
Like none of those things stop. You don't stop being a student. You continue learning because other people are putting out out ideas and you need to know what their ideas are in order to make sure yours are actually unique. And they probably have some great ideas. You need to share their ideas too because they'll you want them to share your ideas, right? We're all in this together.
00:45:14
Dan Sanchez
So we need to continue doing those activities as well. But let's finish off with the last Last phase of track two, which is day 61 through 90, which I'm calling the retention phase.
00:45:25
Dan Sanchez
There's a lot of things you can do, but this is one of the ones that I find really helps. There's a few critical things you can do in order to overcome the audience growth ceiling, which we covered in the book, where you're starting to plateau because your growth rate is being eaten away by your churn rate.
00:45:41
Dan Sanchez
Something all product marketers measure, but we never measure it as thought leaders and and creators when it comes to our audience growth. But it totally counts here as well. So a few things you want to do is day 61 through 75, you need to build a lead magnet.
00:45:57
Dan Sanchez
Not a whole book, just a small piece of content that delivers a quick win that you can give your audience. Remember, put in an email, subscribe to a newsletter or or your podcast or subscribe to something where you can gate it and then give it to them. And then not only give them a quick win with the lead magnet, but also introduce them to the general mission and who you are and what you're about.
00:46:17
Dan Sanchez
That way you can actually start creating depth with your audience. I create a lot of lead magnets. I probably created too many lead magnets. Can I probably have like a dozen and a half lead magnets floating out there? Probably need to double down on just one. I think it's the scorecard we talked about yesterday. Actually, I think that's going to be the one I push harder and harder.
00:46:35
Ken Freire
Yeah, it's a good one. I know I'm going to do it or push it. But yeah I'll say this for a lot of people. When you build start building lead magnets, you know you're going to build in this action plan one lead magnet.
00:46:49
Ken Freire
But if you're trying to grow a business, you're going to be testing out multiple different lead magnets you know throughout a given month or two. right you're You're testing out which one's going to work, right especially if you haven't had if you you haven't had a lead magnet.
00:47:04
Ken Freire
it's gonna take a lot of time, right? But once you do, you you'll still need a good five or six lead magnets that you can rotate through that people are going to wanna engage with. And I'm pretty sure we talked about this, but one of them is gonna be a lead magnet to your newsletter or a lead magnet to something that you're selling or you know lead magnet magnet could be a micro problem or problem to the overall solution that you're going to offer later.
00:47:32
Ken Freire
Right. So there's just a lot of different ways to think about lead magnets and what they do. But just making sure that you start building lead magnets is going to be huge.
00:47:43
Dan Sanchez
So after you do that, the best way to increase retention with your audience is by, act that's, we're doing the lead magnet essentially to activate them, onboard them and your way of thinking, give them a quick win to really endear them to your brand and what you all, all the other things you have going on with your podcast, your social and all that kind of stuff. So once we do that, we have an activation method, but then we want to do more. We actually want to create more depth.
00:48:07
Dan Sanchez
And we do that by creating what we call a depth asset. which is something like a book, a course, a workshop, something that they can really sink their teeth into.
00:48:18
Dan Sanchez
I highly recommend starting with the course because it's easier, even if it's like a smaller sprint course, a five-day course, five videos, over five days kind of a thing. It's a good place to start. That's what I was leaning on for a long time with the AI fundamentals course. But now we're kind of eating our own dog food, and that's why we're putting out Own the Show.
00:48:35
Dan Sanchez
We're building this book podcast with via podcast episodes in order to create more depth for the audience of the AI-driven marketer. Because it's no longer going to be enough just to be AI-driven. We need to have build our authority as well in order to stand out and have essentially put humanity back into AI. Otherwise, AI is just going to be creating slop and mess.
00:48:58
Dan Sanchez
It's the authority and your expertise and your actual experience and all this stuff that we're talking about in this book that can actually run like this with AI is unstoppable, which is why we're doing this.
00:49:07
Ken Freire
Yeah.
00:49:09
Dan Sanchez
But we're creating depth by creating the book and we'll be giving the book away for free and the audio book. But of course, it'll be people will be able to buy the paperback and the the Audible book and all that kind of stuff too. And then we'll be talking about it throughout the whole year. But the reason why we're doing it is because we want to add depth to the edge of a marketer. You need to think about how to do the same. And maybe you do it by a podcast or maybe you use it to create a course or whatever you do. You need eventually, once you're farther on, this is more towards the end, you want to start creating these larger assets, starting with one.
00:49:40
Dan Sanchez
then eventually two. That's why like the OGs of like the authorities out there, they usually have written multiple books. Gary Vee, multiple books. Pat Flynn, multiple books at the rhythm of like one every other year or so.
00:49:54
Dan Sanchez
It's kind of the rhythm I've noticed people, the the big OG thought leaders do in this space anyway. So you kind of want to start thinking along those lines. What big piece can I do once a year or every other year?
00:50:07
Ken Freire
Yeah. And as we wrap up this conversation about this action plan, we want you to take this, the 90 day authority plan and say, OK, I'm going to make it my own.
00:50:21
Ken Freire
We've given you a template. And with this template, we couldn't add everything that we've talked about in the book. right like We didn't talk about core values. And we didn't talk about like and like the ideation process or the niching.
00:50:33
Dan Sanchez
Yep.
00:50:33
Ken Freire
like We talked a little bit about the niching process. But there's so much more that we talked about in this book. My encouragement to you would be Go listen to more of it if you want to. Go re-listen to it or when the book comes out, right if depending on when you're listening to this, go check out the book and highlight the parts that you want. And the you're like, this is going a part of my action plan.
00:50:54
Ken Freire
What we're doing here is giving you the big pieces that really are going to solidify you to grow grow your authority, to get you to a place where people can start listening to you and say, yes I resonate with you, i hear you, and I want to follow you.
00:51:11
Ken Freire
That's when you know you become an authority, when people say, I want to follow you for what you believe in and what you're talking about because that's what I want. And if you think about it, that's why we follow all the people we follow. There's something about that individual that we care about. And we're like, they're part of my values. They're part of who I am.
00:51:30
Ken Freire
And I want to do that with that individual. And that's what we want to do with you. right So if you're listening to this, we and you've walked through this whole series with us, man, thank you, first of all.
00:51:41
Ken Freire
right? But second of all, don't just like listen to this passively. Take action on it. And you may not do it perfectly. You know what? Imperfect action is always going to be way better than no action at all.
00:51:57
Ken Freire
So like just start taking action. Go start making a podcast. Do whatever you got to do to start growing your authority.
00:52:05
Dan Sanchez
At the end of the day, we're just trying to help people to know, like, and trust us. And we're trying to do it in a genuine way, a human way, in a way that works best with AI so that we can actually stand out and be the most helpful that we can be.