STOP 🛑✋🏽 Making Content to Gain Influence! Tell Ya Trainazzz So you spend 60hrsmo on IG to make an extra $200mo... Ep 117

Summary Notes


In a candid conversation, the host criticizes the misplaced focus on gaining social media influence among gym owners and trainers, emphasizing the need for them to concentrate on business fundamentals instead. He argues that true influence stems from providing value and making an impact, as exemplified by successful entrepreneurs like Mark Zuckerberg and Elon Musk, rather than the pursuit of followers. The host advises gym owners to invest their time in generating leads, nurturing customer relationships, and improving their services rather than obsessing over content creation, which often yields little return on investment. He highlights that focusing on business growth will naturally lead to influence and success, rather than the other way around.

Summary Notes

Misunderstanding Influence and Entrepreneurship

  • Speaker A expresses frustration with individuals, particularly trainers at gyms, who prioritize social media content over substantial achievements.
  • The speaker criticizes the focus on gaining followers and likes as a sign of a novice entrepreneur.
  • The misunderstanding lies in attempting to gain influence without having done anything influential.
  • Speaker A contrasts successful entrepreneurs with large followings who first made money and impact before gaining influence.

"And so it's kind of like a telltale sign of like a neophyte entrepreneur, in my opinion, when someone is trying to gain influence but have not done anything that is influential yet."

This quote highlights the speaker's view that inexperienced entrepreneurs often try to gain influence prematurely, without having achieved anything noteworthy.

The Byproduct of Success: Influence

  • Speaker A identifies two categories of successful individuals with massive followings.
  • Category one includes people like Mark Zuckerberg, Warren Buffett, and Elon Musk, who gained influence as a result of their success and impact.
  • Influence is presented as a byproduct of success, not the primary goal.

"You've got Mark Zuckerberg, you've got Warren Buffett, you've got Elon Musk. You've got guys who have 510 million followers or whatever on Instagram. But they didn't gain influence to make money. They made money and made an impact and provided value and then gained influence as a result of that as a byproduct."

This quote exemplifies how significant figures in business and technology gained influence after achieving success and impact in their respective fields, not the other way around.

Societal Commentary on Influence

  • The current generation is criticized for focusing on the appearance of success (the smoke) rather than actual achievements (the fire).
  • There is a societal trend where individuals seek followers instead of mastering the fundamentals of their field.
  • Speaker A points out the issue with individuals having many followers but not making enough money to sustain themselves because they lack business acumen.

"But a lot of the generation that we are growing up with right now, and the societal commentary is talking about everyone's seeing the smoke for the fire. Whatever they have, it flipped."

This quote criticizes the current societal trend where the illusion of success is prioritized over genuine accomplishments and foundational knowledge.

The Reality of Business and Branding

  • Speaker A discusses how individuals in their space focus on branding and content without having a substantial business size or impact.
  • The speaker implies that perception is not as significant as actual business size and success.
  • There is a disconnect between the perceived success on social media and real-world financial stability and business understanding.

"And so there are people right now who are in our space, for example, and we'll talk about their branding and their content and all this stuff, right? And at the end of the day, they're literally 100th of our size."

This quote highlights the discrepancy between how some individuals present themselves online versus the actual size and success of their businesses.

Branding and Content Creation

  • The speaker emphasizes the importance of focusing on customer acquisition and value provision over branding and content creation.
  • They argue that many successful entrepreneurs do not rely on social media followings for their success.
  • The notion that status associated with social media metrics is a waste of time is highlighted.
  • The speaker advises gym owners to divert their efforts from content creation to more profitable activities like working leads or creating ads.
  • The difficulty and time-consuming nature of making good, original content is mentioned.
  • The speaker suggests that average gym owners may not have unique content to offer.
  • Building a business is differentiated from building a following.

"Mark Zuckerberg, doesn't care about how many followers he has because he's a like, there are a lot of entrepreneurs who don't have Instagram followings and make tons and tons and tons of money, right? Because there's just this huge thing associated with status and it's such a waste of time."

This quote highlights that success in business is not necessarily correlated with social media status or follower counts, and that focusing on such metrics can be a waste of time.

"So as us as gym owners, if you were to take the time and attention that you would put towards making content... and were to just work their damn leads or make ten more ads that week, they would make more money and they would reach more people and they would build a business, not a following."

The speaker is advising gym owners to prioritize direct business growth activities, such as lead generation and advertising, over social media content creation, as it is more likely to result in increased revenue and customer reach.

Prioritization in Business

  • The speaker discusses the necessity of prioritizing certain business activities due to limited resources.
  • They mention that there are many potential actions that could improve a business, but it is essential to choose the most impactful ones.
  • The concept of limited resources, including time, attention, money, and human resources, is emphasized.
  • The speaker suggests evaluating the effort required for various tasks, such as writing a blog post, against the potential benefits to the business.

"There's a million things that you should do in your business, right? But what one thing or what two things am I going to take with the limited resources that I have of time, tension and money, right?"

This quote underscores the challenge of resource allocation in business, emphasizing the importance of strategic prioritization to focus on the most critical and impactful tasks.

"You've got so much time, so much money and so many people, human resources that you can allocate to the thousand things that you could probably do to make more money to improve your business, right?"

The speaker is highlighting the constraints of time, money, and personnel in a business setting, suggesting that while many actions could be beneficial, it is vital to allocate resources effectively to the most valuable activities.

Social Media and Business Focus

  • The time and attention required for creating social media content, like Instagram stories, can be significant.
  • Concerns include selecting the right picture, angle, and message for the day.
  • Emotional reactions to the performance of a post and associated comments can be draining.
  • Eliminating these concerns to focus on core business activities such as lead generation, nurturing, selling, and providing service could lead to increased income and enjoyment.

"But how much time does it take you in attention of? Like, is this the right picture? Is this the right angle? Is this what I want to say today? And then how you feel about a post that doesn't do well and the comments that are associated with it and how much that draws?"

This quote emphasizes the mental and emotional investment involved in creating social media content, suggesting that it might detract from other important business activities.

Utilizing Different Media for Content Consumption

  • The podcast offers a video version with additional effects, visuals, and graphs to cater to different learning styles.
  • The video content is available on Dana Dereks' YouTube channel for free.
  • The content in the video format aims to stimulate different brain centers compared to the audio podcast.

"If you ever want to have the video version of this, which usually has more effects, more visuals, more graphs, drawn out stuff, sometimes it can help hit the brain centers in different ways."

Dana Dereks highlights the availability of a video version of the podcast content that can provide a different and potentially more engaging learning experience for the audience.

Content Creation vs. Business Operations

  • The speaker emphasizes the importance of focusing on running a business rather than getting caught up in content creation.
  • They discourage feeling guilty for not making social media content when business operations are the priority.
  • It's suggested that the common perspective on the need for social influence to increase income is backward.
  • Success is measured by the ability to help people and generate income, not by the number of followers.
  • The speaker values the impact of their work over gaining social media influence, citing their success in helping gyms and generating income compared to others with more followers but less impact.

"You don't need to go get influence to make more money. You need to go make more money to help more people. And then by extension, if you gain influence, awesome."

This quote underscores the speaker's belief that the primary goal should be to build a successful business that helps people rather than focusing on growing social media influence as an end goal.

"There are guys who are in our space who have hundreds of thousands of followers on Instagram and YouTube and make less and help less than we do in a year."

Here, the speaker contrasts their business's success in helping people and generating income with others who may have a larger social media following but do not achieve the same level of impact or financial success.

Key Theme: The Importance of Focusing on Core Business Functions

  • Layla's assertion that their dedication to improving their product and service, rather than seeking social media fame, will allow them to serve their industry more effectively.
  • The emphasis on updating and refining their business offerings based on best practices instead of chasing social media engagement.
  • The idea that success and influence come from providing excellent service and products, not from social media presence.
  • The concept of focusing on essential business skills such as sales, advertising, and quality of service instead of non-essential content creation.

f gym launch, and Layla looked at me and she was like, this is why. It didn't come from a place of pride when she said this. She was like, this is why we're going to serve this industry better than everyone, right? She's like, this is why. Because we're doing this and we do not feel like doing this again. I'm making all of the videos again, making them pretty with a nice everything and updating the words and the software and the scripts and all the things based on the best practices that we already know.

This quote highlights Layla's belief that their commitment to continuously improving their business outputs, such as videos and software, will lead to superior service in their industry.

Key Theme: The Futility of Prioritizing Social Media for Business Growth

  • The argument against spending excessive time creating social media content for the sake of influence, which may not translate to tangible business success.
  • The speaker's opinion that time could be better spent on improving business processes and products.
  • The comparison of time investment in social media to the actual financial return, suggesting a poor return on investment (ROI) for the time spent.

You can just go work on your business, provide an excellent service, make a great product, make lots of money, and you don't need that. That's how I feel about it.

This quote encapsulates the speaker's view that focusing on the core aspects of one's business can lead to success without the need for a strong social media presence.

Key Theme: Evaluating the ROI of Social Media Efforts

  • The speaker encourages questioning the actual monetary value derived from time spent on social media.
  • The discussion of specific numbers and time investments to illustrate the potentially low ROI of social media activities.
  • The suggestion to conduct a personal assessment of the value of one's time and attention when it comes to social media involvement.

So you've spent the last two years building up your following to 8000 people. Awesome. How much have you gotten from that? You have two customers. How much do they pay you? $200 a month. Okay. And you spent 3 hours a day thinking about it, refreshing it, commenting back, all of that for $200 a month. If I had 90 more hours per month, 3 hours a day, right? Even 2 hours a day, 60 hours, I got $200 for that. I don't know what the math is. It's not good. It's like $3 an hour. It's nothing.

This quote provides a specific example to illustrate the low ROI of time spent on social media compared to the actual financial gains, suggesting that the effort may not be worth the return.

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