Today, the Google News I'm really excited today. I've got a buddy here to chat with us about some really high level stuff. Joining me is Henry Kaminski, the brand doctor. Henry, thanks for being here, man. What's going on guys? Man, so great to see you again. I love talking to you, man. Dude, I love talking to you too. And some background just for anybody watching you and I met at Steve Sims event. You were the very first dude to speak. that's an intimidating room to be the first speaker in. Steve knows, like, he's gonna definitely put his best foot forward. that alone impressed me. And then you just shut the whole room down with your talk. It was amazing. I really loved it. Aw, thank you man. I appreciate that. no really, like, it was a big deal and you know, I mean it's, obviously Steve isn't gonna throw any, he isn't gonna throw a slouch up there, but like in a room of the top 1%, I think you exceeded that threshold even too. So I took a ton away from it. What I'd love to talk to you about today, everybody listening, just so you know, they're here for traffic. I'm a Google Ads agency, I'd say it's 50% business owners and 50% agencies, and there is a pervasive disease in my world. And you've probably seen this maybe as often as I have, but people drive traffic to. Absolute dog shit. and they continue. Like, they don't learn the lesson, you know what I mean? And I think we're to blame the educators, the marketing educators, we have this whole like test first mantra. And so a lot of folks have taken that as like, oh, I don't have to do any work. I'm just gonna drive traffic and see what happens. you're watching this, I wanna explain the reason we've got Henry here. Henry is a world authority. Global authority in the brand space. I don't personally know anybody better. I know some really amazing brand people, but I don't think I've ever seen anybody speak as tactically as you speak, Henry. And I'd love to talk to some of these traffic drivers about not just the importance of brand, because we know it's important, but also like the nitty gritty how to, let's get, because it's, really easy to jump up there and be like, oh, a brand is the connection you make. All right, fine. How do I do it? soup to nuts dot I crossing ts. How do we build this brand if I've never invested in this before and I wanna start now? Wow. Well, it, starts with a tremendous amount of discovery, and that is, you let's just take this doctor that just, we onboarded from Sacramento, not literally today, literally today. She came to me in January. And she was gungho to really take her practice to the next level. Okay. She's been in practice now for 15 years she came to me in January and she literally just googled, get this branding for doctors. She got the brand doctor and the brand doctor just happened to show up. Go. Yeah. Right. So she starts diving into my stuff. It took her a little bit, but then she reached out and then she booked an assessment. I'm just giving you the real tactical stuff here, because this is how you build a brand, especially around yourself. So she booked this assessment. We get on the call, and I think scared her away with how much I charge. Quite frankly cuz I am not cheap, you know, you're, paying for 15 years worth of experience from a branding expert and professional who started off as a freelance designer and, built his agency to what it is today. with multiple two Com club awards and things like that. So she ran away and typical. She comes back two months later, which is Yesterday. So she went and tried the cheap version, already came back cuz that didn't work because she sent me an email and she goes, cuz when she bowed out in January I said, what happened? Because you were ready to pull the trigger on the, you know, you, we were ready to go and there was some family. Situations going on and, listen, life gets in the way and I totally get it. but she did show me some new stuff, so I'm thinking to myself, yeah, she went and tried, Cheap. We're out and now she's back. And I don't say that cocky, I say that as I do it too. we've all done this. Oh dude. I think it's almost a prerequisite. I encourage people, if they're scared off by my pricing, this is me being petulant, I'm just like, Hey, go try somebody else for 90 days and then you'll come back and understand my value better. And maybe that's a bad sales pitch, but it's worked for us pretty well. That's it. she's back and so we had a real informed conversation today and she said, listen, I know I have to do this right. This is the second chapter of my professional career and I wanna make sure that I do it right. And so she made the investment and we're started. so here's a couple of takeaways. One is she would've never came back. Had I not have a tremendous amount of content online. Mm-hmm. Because the conversation today was, I keep watching your YouTube videos and the things that you say, like you had mentioned, who do you want to serve? Do you wanna be the Nordstrom's brand or do you wanna be the Walmart brand? again, this is very elementary, but she made me think, she said, that got me thinking. And she says, I kind of wanna be somewhere in the middle. And I said, that's a tough space to play in. It's not impossible, but for you being that time is the most valuable asset and that you want to start to decrease the time you spend at your practice physically, and you want a more virtual experience with your clients and patients, You might want to go for the higher end type of client who can afford you pay, have them pay a premium for you, and now you're working with less people making more money. I don't know about you, but that sounds pretty good to me. And she said, yes, I wouldn't, abort my physical practice a hundred percent. I'm not saying that. What I'm saying is, do you wanna make more? With less. Yes I do. Do you wanna make more with more versatility? Yes. Cuz she does a lot of speaking and she goes, I wouldn't mind doing a speaking tour and still serving patients virtually because that gives me the flexibility. Well, we can make that happen for you. Right. So she was seeing all the benefits to this, but a couple things had she not, between January and today, see all that content that I put out? How do I separate myself from the other brand guy who's claiming he's an expert or she's an expert, right? So she really got down in 30 with me and then re-invited the conversation. And so there's a lot in between there. Mm-hmm. So one of the big takeaways that I want you to get is putting yourself out there as a content creator, as a subject matter expert these days. Is really how you're going to separate yourself from everybody else that does what you do. And if you're not taking that seriously, then why should somebody take you seriously as a potential vendor? it's so important and it's such a good note for everybody if cuz creating content really means giving value. Right. And there's different ways to do that. Yeah. there's a lot of ways to do that. And one of the things I had to learn the hard way, and I think we all do as agency owners or business owners, is we gotta figure out what doesn't work first. And that could be costly, that could be very time consuming. And we've all gone through it, we've all put out content that gets no love, and then we're sitting here scratching our heads going, why isn't this working? Why, why don't my ads convert? Well, easy answer to that is, well, how well do you know your audience? Mm-hmm. And you know them better than they know themselves. Because if you can point out their issues more articulate than they can to you, they're gonna be waving their credit card at you. And so that's right there. That's a golden nugget. If you can point out their issues more articulate than they can, that's the line of demarcation. That's how well you need to know your business and your avatar.