Digital Social Hour - Moving 24 Times, Orangetheory & Going Viral on Social Media I Giana Cambria DSH #382

Episode Date: March 30, 2024

Giana Cambria comes to the show to talk about Orangetheory and going viral. APPLY TO BE ON THE PODCAST: https://forms.gle/qXvENTeurx7Xn8Ci9 BUSINESS INQUIRIES/SPONSORS: [e-mail] SPONSORS: Opus Pro: https://www.opus.pro/?via=DSH Deposyt Payment Processing: https://www.deposyt.com/seankelly LISTEN ON: Apple Podcasts: https://podcasts.apple.com/us/podcast/digital-social-hour/id1676846015 Spotify: https://open.spotify.com/show/5Jn7LXarRlI8Hc0GtTn759 Sean Kelly Instagram: https://www.instagram.com/seanmikekelly/ Digital Social Hour works with participants in sponsored media and stays compliant with Federal Communications Commission (FCC) regulations regarding sponsored media. #ad Learn more about your ad choices. Visit megaphone.fm/adchoices Learn more about your ad choices. Visit podcastchoices.com/adchoices

okay yeah yeah philippines they're hard workers man they're they're amazing yeah yeah some of them speak good english too yeah yeah well and i think like when people think hiring overseas they kind of write it off as like all right we're gonna have to have a low level task or something for this person but the talent over there is is it's incredible wow agreed yeah because some people cheap out and they hire like three dollars an hour or whatever but there's probably some better quality people wherever you guys are watching this show i would truly appreciate it if you follow or subscribe it helps a lot with the algorithm it helps us get bigger and better guests and it helps us grow the team truly means a lot thank you guys for supporting and here's the episode

all right guys here with gianna camber all the way from orlando thanks for flying in today thanks for having me. Absolutely. You got a crazy journey moving 24 times growing up. Yeah, last time I counted, 24 times in 27 or 28 years, something like that. That is pretty much once a year. Once a year, yeah. Growing up, there were maybe two places that we stayed for two years. Wow.

Yeah, it's always in and out. So psychologically, do you think that kind of played a role on you? You know, I get that question a lot, and i think it was one of those things that i just maybe compartmentalized like i don't really think about it i loved it it was great growing up i got to see a ton of stuff that most people don't get to see right um so i'm sure like i'm sure somewhere it's it's had its effects but you blocked it out yeah i can relate to that yeah any favorite cities out of those 24 yeah i, I was very fortunate. Hawaii and Puerto Rico were probably top two.

Damn, that's pretty dope. I haven't been to either. Not necessarily cities, but. Yeah, I haven't been to either, but heard great things. Especially Puerto Rico with the tax savings. Yeah, I mean, I was in middle school, so not a big deal then, but it was beautiful. Yeah, and were your parents in entrepreneurship as well?

No, my parents were military. So that's why we moved around so much. Yeah, both of them Army growing up. And did they want you to pursue that? To pursue the military? Yeah. They actually talked me out of it. Really?

Yeah, yeah. So growing up, it's like, and anybody coming from an Army family gets this, but we always made fun of the Air Force growing up. It was like, you know, we called it the chair force. Yeah. And the running joke was like anywhere Air Force bases, they would build the golf course first and then build the base around it wow um and so when i decided i wanted to go in the military i wanted to do like intelligence or something like that and they were like you do realize that you're

gonna be you you don't even know where you're gonna be in the middle of a desert it's not what you think it is if you do anything go air force they were like don't don't go army go air force it'll set you up better when you're done and i wow i just never pursued it so that makes sense bobby and i who my friend in the military we were just in the sauna before this and someone in there was in the air force yeah and everyone made fun of him so now that this is starting to make sense to me now yeah i wonder why the air force gets picked on it's just different like they're they're um in the army you call it an mos right like your specialty what you're doing your jobs it's just different they do different stuff okay wow so did you go to college for business i went to college for economics economics yeah wow the first year i was actually a theater major and then i switched

over to economics that's a big change yeah theater so theater didn't work out i guess yeah i think um i think that's ultimately what led me to entrepreneurship yeah like coming from an acting background i knew that it was going to be a long road. And everyone in acting at that time, at least, I'm sure it's different now, but everybody was, you know, waiting tables, whatever they could to financially get through that. And I just never wanted to do that.

I never wanted to be on somebody else's time. That was a big thing for me. I never wanted to like have to move things around if an audition or something came up. And I never wanted to have to worry about money. So that journey kind of led me through like, okay, what can I start doing where I can own my time and own my money?

And that's, I think ultimately how I got into entrepreneurship. I love that. Yeah, acting just seems like a lot of stuff isn't in your control. It seems like a lot about connections and being at the right place. It seems like even if you're skilled enough,

it's hard to make it in acting. Yeah, definitely. Definitely. And I think that was one of the things that like I started to kind of pick up on is i was always i was always like runner up or overlooked you know and i was quiet so a lot of times that that just didn't yeah didn't didn't work out in my favor so you were super shy growing up yeah i would say so yeah definitely introverted quiet yeah huge introvert i had to took me probably years to break out of that yeah

i'm still an introvert but being a host is definitely different yeah being interviewed and like talking to people for a living now it's kind of ironic right right um so how'd you get involved with orange theory yeah so orange theory uh was right out of college and i hate working out like absolutely hate it but i played sports growing up knew i needed to do it and orange Theory was like the only thing where, you know, I could show up, not have to worry about anything. You knew you were going to get a good workout in and then you leave, right? And it was perfect. It was the only thing that kept me going to the gym. And out of college, I couldn't afford a membership.

So I was like, all right, let me look into working the front desk. What is the minimal amount of time I can be here to get a free membership? Smart. I like the way you think. So that's how it started, yeah. Yeah, a lot of people just think arbitrarily, but you're more creative thinking outside the box, right? Yeah. Some people want to go to music festivals. They can't afford it, but you could actually work at the music festival, get the $500 ticket for free. Yeah.

So from there you worked your way up, right? Yeah. Yeah. So I started working the front desk, I think maybe really like two days a week. And at the time I was, I think I was doing network marketing, like trying to make that work. I had made the switch from acting into, okay, I'm going to go all in on business. And I was doing network marketing. And so I would go to Orange Theory in the mornings and every day was like, you know, blocked out. And if I wasn't at Orange Theory, I was prospecting at the mall, right? Like, you know, network marketing where you go hand out your product and try to make that work. So after probably about eight months of working the front desk at Orange Theory, I started getting into coaching. So I got

certified as a personal trainer, started making my way to coaching. Same thing there. As soon as I said like, hey, what do I have to do? I've been working for them for eight months. What do I have to do to become a coach? And everyone was kind of like, you're so quiet. You're going to be a coach. And so just going down that journey and it kind of snowballed from there. Wow. And you hated coaching. I hated working out. I hated working out. Yeah. Sorry. You became a coach. Yeah. That is funny, man. So was it mainly for the money or was it just like challenging yourself? Uh, I mean, the money was great. I don't think it was, I don't actually think that was ever a driver. I think it was just like, honestly, probably falling in love with the workout itself. Like,

even though I hated doing it, it was the one thing that kept me consistent. And I, you know, just seeing that and then seeing all the members and the transformation they had. Plus it was way more fun on the coaching side, right? Like they just put the mic on, you know, coached their three classes and they were out versus like at the front desk, you know, you had sales and numbers and things like that to hit. So, yeah. Interesting. So what goes down at Orange Theory? Is it like all cardio?

I've never seen a workout there. Yeah. So it's different every day, but usually like half the class is cardio. So they may do treadmills and it's going to be different between like, you know, some days you're doing sprints. Other days you're doing like a 23 minute run for endurance. Right. So it's like, it just depends. and then the other half is usually more strength based so weight floor and water rowers kind of thing so the best of both yeah that's what i need

man because i only do cardio right now yeah i gotta start lifting yeah it's bulk season and and is that where you learn about the team building stuff learning how to build a team and all that yeah so kind of similar like every promotion I had at Orange Theory, I said no at least once every time it was offered to me. And it wasn't even like a conscious thing. I just think, you know, at that point, my priority was how am I going to get, you know, grow my business? And management always just seemed like this trap, right?

It was like, okay, you're going to get in this situation. You're going to have a good salary and you're never going to want to leave. And there go all your dreams of having your own business, right? You're on somebody else's timeline, you're on somebody else's, you know, salary cap, all the things that I didn't want for myself. And so every time I would get promoted or offered a promotion, I said no. And ultimately, I got moved to a regional. So I had a great boss. I think everybody has like that one person that can see through the quietness or see through the shyness and see the potential that I had no idea was there. So I had no idea that I had the capability of, you know, leadership or managing a team. Never done anything like that before.

And so he was like, hey, we want to take these two roles. They were essentially two general management roles. It was like sales and ops side. And then I was running the fitness side. They wanted to combine these two roles they were essentially two um general management roles there was like sales and upside and then i was running the fitness side they wanted to combine the two um and i was like that sounds like a great way to save on payroll i'm gonna pass yeah and plus the sales and upside was you know chicken with no head always running around working 80 hour weeks seemed stressed out of their mind wanted nothing to do with that yeah um so luckily he was super relentless said no three times offered me almost double my salary at the time still said no um and finally he showed up he made a four-hour drive from uh hq showed up at the studio and um just said hey follow me around for a little bit you know i i get why you don't want to do this you see the sales and upside is

this crazy thing and always stressed out that's not what it's supposed to be. So on day two, we're walking into one of the studios and he looks at me and goes, if you do this right, you should get yourself out of the weeds and build the team. And that was kind of like, honestly, a catalyst for me and I ended up taking the job, but a catalyst for me and going all in on that philosophy,

not just at Orange Theory, but also in my business. And that was really, I'd say, the pivot point where things just started to click. Wow. And that was really, I'd say, like the pivot point where things just started to click. Wow. And that's a scary step for most people, especially introverts, right?

Building their own team, being responsible for other people. So that must have been kind of a scary transition for you. Yeah. Especially since everybody that I was, you know, quote unquote, going to be leading or overseeing had years of experience on me, right? I was like brand new. Yeah.

I mean, I wouldn't even say there was, I'm sure, but like, you know, I had a really great group of experience on me. Right. I was like brand new. Yeah. Yeah. I mean, I wouldn't even say there was, I'm sure, but like, you know, I had a really great group of people around me and I just knew that for me to do this well, I can't,

I can't have all the answers. Hey, there's no way that I can catch up to the expertise that they have from the experience that they have. I'm brand new to this. Right. But B like for us to really come together as a team and do something great, I'm going to have to put the right people in the right spots and let them do their thing.

And that's what worked for us. That's cool. And is this when you started getting into organic content, posting a lot on social media? Yeah. Yeah. And, you know, it's funny. It's actually through Orange Theory with this as well. Right.

So up until that point. Are you interested in coming on the Digital Social Hour podcast as a guest? Well, click the application link below in the description of this video. We are always looking for cool stories, cool entrepreneurs to talk to you about business and life. Click the application link below and here's the episode, guys. Griff, the boss that I was reporting to at the time

that gave me that position, he was probably the only one that saw it. Everybody else, too quiet, too this, too that, right? And I was always overlooked for a lot of those things. So I got invited to be on a panel through Griff at Orange Theory, and I found myself on stage in front of probably 2,500 people, all of the owners, the operators from all of the Orange Theories across the globe.

And that was your first talk ever. Yeah, pretty much. And I had been in management for maybe like eight months. Yeah, I would have been freaking out. But here's the thing. It's me and three other people on the stage for this panel. One of them is the founder of Orange Theory. The other one is an ex-NFL player that owns probably one of the most profitable divisions in Orange Theory. And the other one was like

the original fitness instructor. And here I am like knowing absolutely nothing. But the crazy thing is after that panel, I got off stage and I went from like nobody having any idea who I was to people coming up to me and seeking out my advice. Wow. And I was like, wow. Okay, so just by having a little bit of visibility, getting my way in the door there, all of this happened. And it was kind of simultaneous with my business too,

like constantly chasing leads and trying to fit. We were doing like everything that everybody does when they try to grow a business, right? Cold email and LinkedIn automation, all this stuff just wasn't working. Right. Cause we would get on the few calls that we would book, right? You spend 20 minutes trying to explain who you are and why you're worth it. Right. And it was like, if I could apply what just happened on this orange theory panel to what I'm doing in business and do it in a way that doesn't take, you know, a lot of my time, there's something to it. Right. So yeah, that's, that's kind of when it all started. Yeah. And making good content is an art, right? It's not just about selling or pitching. That's what people don't realize. They just post their products and people

expect them to like it or whatever, but your content was different, right? It was more viral. Yeah, for sure. And I think it's about, um, value, you know, like, and you can do that in so many different ways. But a lot of times, I think when people get started with content, they do get so hung up and well, how am I going to sell or how am I going to monetize this? And it's like, if you just focus on giving value and focus on what your audience actually, you know, has questions around or wants to learn or what their pain points are. Yeah, that's all you have to do. Absolutely. So what were those first few viral videos about mainly yeah i mean the first videos were terrible you know and i probably couldn't even tell you um what they were about some some sort of business growth or something but the crazy thing is

you know i sucked at creating video at first but i kept going and i posted one i i couldn't even tell you what it was and i went from like struggling to sell at the time we were doing a subscription model and it was like maybe 400 bucks a month struggling to get 400 from people and in one video i got a three thousand dollar pay in full for consulting wow but that's the power of of video content right it's visibility yeah and so when you do it right and you can give value like people automatically it's the same thing as being on stage right people automatically just see you and go okay there's a there's there's an authority there there's there's a credibility credibility you know yeah the previous guest uh christopher speaks on the biggest stages and people offer him absurd amounts of money for coaching and

consulting it's pretty crazy exactly i mean you could really make a living just off coaching these days yeah absolutely yeah look at andy ellozy. I mean, these guys are getting God knows how much per hour, but it's pretty crazy. Yeah. And that's the thing. And it doesn't take like, I know you said viral, but it doesn't take millions of views to get that effect. Like my first few videos, 30 views, you know, and one of the ones that we got that $3,000 pay in full was one of those 30. Yeah. Wow. Yeah. So it's really not about the views or the engagement of the followers half the time when you when you have like you know an expertise or a coaching or or some sort of service that you're selling so it's about the quality yeah so are you mainly focused on coaching these days uh we kind of have a hybrid it's more like coaching

slash agency with how we we do it so we um it's all of your content done in four hours or less per month is what we do so we do the the strategy, the systems, and then the recruiting and the placement of what we call content specialists to take care of everything. And how much content are you advising people to post per day, per month? The main thing is consistency. Right. Right. Like what we're seeing, especially Instagram in particular,

they're kind of looking at it almost like a TV series. So if you can come on and be super consistent, even if it's once or twice a week, but you're posting on the same days and same times and you're doing it over time, the algorithm goes, okay, they're worth it. Like they're going to be consistent with this content. We can trust them. Yeah. So it's really just like, what can you stick with in the beginning and be consistent with and then build from there? Yeah.

I actually think Instagram's coming back because TikTok kind of had them for a bit, but now I feel like I like Reels more than TikToks. Yeah. Personally. Yeah. them for a bit but now i feel like i like reels more than tiktoks yeah personally yeah and i think like they're all you know every platform has its has its rise and has its fall or quote unquote fall but i mean at the end of the day it's just it's attention yep right how can you get in front of people in any way you can by producing good content that's giving them value yeah yeah and ig just uh announced monetization right i think i just got mine it's actually not paying that much i don't know how it works do you know how it works is it we don't focus a lot on announced monetization, right? I think I just got mine. It's actually not paying that much. I don't know how it works.

Do you know how it works? Is it? We don't focus a lot on the monetization because exactly what you just said, right? Like you're so much better off selling your own products on the other side of it from your audience. And because if Instagram or TikTok

or whoever goes down or they decide to shut you down because they don't like something you said, you lose everything overnight. Yeah. Dealing with that on YouTube right now. I just got my first strike. Yeah.

Pretty crazy. Gotta censor certain words from now on. Yeah, exactly. They're super sensitive. Yeah, dealing with that on YouTube right now. I just got my first strike. Yeah. Pretty crazy. Got to censor certain words from now on. Yeah, exactly. They're super sensitive. Yeah, we're at their mercy. Is there any platform you focus on or do you kind of spread them all out evenly? Yeah, I think, again,

because we work more with like the coaches and the info space. And so the whole thing there is building a machine of trust, right? Because trust is what's going to accelerate that sale for them. And we're in a world now where person-to-person trust is lower than it's ever been, right? And so one of the

fastest ways to put that at scale, whether you're running paid ads, whether you're, you know, whatever you're doing to get clients, organic content fuels all of that because it accelerates the speed of trust, which is going to shorten your sales cycle. So for us, there's not necessarily a specific platform we focus on, but it's a combination of the strategy. So it's not all in on short form. It's not all in on long form. It's a little bit of both, right? And kind of thinking of short form as like getting the attention at the top of the funnel and then pushing people back to long form content. Because the whole goal is to get them as much exposure with you as possible to accelerate towards that sale. Yeah. It's all about building trust. That's why I think podcasts are so good because it's like just a conversation absolutely no one's putting on a show yeah you're

just talking yeah and you have 30 to 45 minutes in their ear you know with usually not not a lot of distractions whereas if you're scrolling through instagram right you're quick you're you're going through short form and the minute that something doesn't hold your attention you're off to the non-stop i mean it's it's unhealthy how quick i scroll if I'm not interested. It's probably under a second these days. Exactly. The human attention span is now shorter than a goldfish. Did you see that? Yeah, I believe it.

I mean, that is nuts. Three seconds? Yeah, it used to be what? Like seven or eight seconds? Seven or eight when we were in school. Yeah, which is still bad. But imagine being a teacher now with these kids growing up with iPads.

I mean, it's gotta be stressful, right? Yeah. And then I can only imagine like the long-term effects on the brain you know staring at the screens and for us too right yeah I didn't have a phone till I was in high school same yeah and that was late for me honestly but I'm glad looking back that I didn't yeah because I got to go outside and play I know I'm glad that I did not grow up with social media the way that these kids have it oh man these kids be getting cyber bullied they be getting

weird photos. I mean, there's a lot you got to dodge. Yeah. I mean, the mistakes you make when you're a kid and now they're out there forever. Publicized. Yeah. People get canceled over their tweets from 10 years ago. Yeah, exactly.

And it's scary. Yeah. I mean, times change. Yeah. Words we said 10 years ago were normal. Yeah. Yeah. Especially at that age, right?

Yeah. You're learning. You're growing. Absolutely. Yeah. You have kids yet? I don't. Nice. I don't know if I want them. We're growing. Absolutely. You have kids yet? I don't.

Nice. I don't know if I want them. We'll see. Yeah. Was that a choice for you too? I think for me, it's more about like a freedom thing. Right. You know, I just like to be able to pick up and go and travel and, you know, that sort of thing.

And I think I've just been so focused on career and growth, you know, that it just, I wouldn't say it was a conscious choice. It just was a byproduct of it. I feel that. Yeah. Traveling yeah traveling's important though i mean you really learn a lot traveling any any places you went that really stood out to you yeah good question um it's on the there's a lot of places i want to go you know to really just kind of experience like different cultures and different way of life and different speed of life i think is really it yeah um i've been traveling a lot within the u.S. lately, though. Okay. And hidden gem, Greenville, South Carolina. Never would have expected that answer.

Okay, let me hear why. Yeah, super random. But yeah, but it's just like, I don't know. As soon as I was there, it felt comfortable, felt like home. But we met randomly a bunch of entrepreneurs. I don't know that it's necessarily an entrepreneur hub. I don't know that everyone is going there to build their business,

but there's just something about the people there. It's super community driven and really also like forward thinking. Wow. Like some really cool spots, really cool restaurants, really cool gyms. Okay.

I'll add it to the list. I like weirder towns. I just got invited to a wedding in Montana. Oh, nice. And I'm actually super pumped about it. Yeah. Because I like interesting, I like small communities. My dad grew up in like a small town in Pennsylvania called Quaker Town. Okay. And I just like that aspect. Yeah. Because when you're in a city, man, it feels kind of fake sometimes. I don't know how to describe it. You know what I

mean? There's no like local community aspect. Yeah. Yeah. And I think that's like the hardest thing, you know, and talking about social media, making it that way too, we're more disconnected than we've ever been. So when you can find somewhere where it's exactly that, just like authentic people and not, you know, there's no agenda. I think like, I think that's probably the places that I love the most. That's what I'm picking up on in some form or another. Absolutely. When it comes to hiring any specific regions, countries that you kind of gravitate towards? Yeah. So we have a, like, probably majority of our team in the Philippines. But we've started kind of expanding that a lot now. So we've got South America and a little bit in like Eastern Europe as well. Okay. Yeah. Yeah. Philippines, they're hard workers, man. They're, they're amazing. Yeah. Some of them speak good English too. Yeah. Yeah. Well, and I think like when people think hiring overseas, they kind of write it off as like, all right, we're going to have to have a low level task or something for this person.

But the talent over there is, it's incredible. Wow. And you just have to know how to vet that. Right. So like testing, and that's always a big concern. Well, what's communication going to be like? And you just have to know exactly what you're looking for and find ways to vet that out in the hiring process.

Agreed. Yeah. Cause some people cheap out and they hire like $3 an hour or whatever, but there's probably some better quality people. Yeah. And there's a drastic difference between hiring, you know, three to $5 an hour versus 10 to $15 an hour over there. Yeah. And don't get me wrong. $3 an hour over there is still, it's, it's, they're doing very well. I heard that's livable over there actually. It's very livable. Yeah. Which is crazy which is crazy their median or minimum wage is like less than a dollar yeah so it's not so i remember i went to jamaica when i was like 19 or 20 and i was a millionaire there yeah exactly yeah it's the same for us if we went

over there with our u.s dollar it'd be the same thing it's just purchasing power and geographic arbitrage right that's all it is it's pretty crazy because you can really travel almost anywhere and just be balling yeah other than europe and I don't know about Asia, but yeah, certain countries in it. Bali, super cheap, I heard. Yeah, I've heard that's amazing. Yeah. All right. Peak performance and productivity hacks.

What kind of biohacking are you doing? Yeah, I'm getting more. This is the year of really systemizing the personal life. So I just hired a chef, which is probably the best investment I've ever made. Oh, yeah? Yeah, just being able to walk in knowing that clean food is there so I can structure whatever I need to with dietary needs.

Nice. And I know exactly what's in the fridge. So those are the two biggest things for me. And then I'm big on time efficiency. So one thing for me is a feedback loop. So I try to get as much data as I can and then translate that into what I'm doing on the day-to-day. So the biggest game changer for me was a feedback loop so i try to get as much data as i can and then translate that into you know what i'm doing on the day-to-day so the biggest like game changer for me was uh this whoop

so it measures everything yeah i've heard of those yeah from like heart rate variability to sleep and i think when i first got it like i didn't realize that i was you know i'd be in bed for like eight or nine hours but i was not getting that amount of sleep wow um and the biggest thing was rem sleep he was getting like 20 or 30 minutes and that's sleep. Yeah. You're supposed to get like an hour or two at least. Wow. Yeah. So what was causing that? You know, I still haven't really like pinpointed exactly what it is, but the best I've got is routine. Okay. And for me, one of the biggest impactors, especially like, you know, growing a business or working from home, it's so easy to work, be on a laptop, be on a screen till like

seven, eight, nine o'clock at night. Um, and even though if I'm wearing blue light blocking glasses or whatever, like it still has such an impact on my sleep because if I don't shut my brain off by a certain time, I think that's really the underlying cause of. Interesting. I might have to get one of those. Okay. So the founders coming on the show, that's why I've heard of them. Oh, nice. Yeah. They're a big company, right? Yeah. Yeah. So I was a pretty early adopter. I think I've had this for like four years now. Damn.

All right. I really got to get that. And you've inspired me to get a chef now. Yeah. Learning a lot today. Yeah. So how do you structure the chef? They cook in your house every day? So she actually shows up once a week.

She comes on Monday. She sends a menu. And then right now, because we just kind of are figuring out the system to this. But eventually, my executive assistant will take the grocery list and Instacart everything that we need. And, you know, there'll be like specifications for what those groceries can be. But she'll send the menu. We approve. And then she just shows up, makes all the food, cleans the kitchen, puts everything in there, and then comes back.

Wow. So you don't even know she's there. Yeah. It's amazing. Life is good. Yeah. And how did you find this chef google good old google yeah google we try to go the route of like having my executive assistant do that but i think there's such a difference in specialization and having somebody that understands like cooking and preparing food yeah so yeah it's i love that i'm definitely gonna look into that What are the best things you've outsourced other than that?

Yeah. Man, that's a good question. I think, man, that's probably the biggest one. Planning vacations, good research. Yeah, that's a big one too, where I can just like, I recently got a, here's a good one, recently got an Airbnb as like Airbnb, what do you call it? Arbitrage, I guess, where you're the renter, right? But then you put it up on Airbnb.

So that process has been really like tough figuring that out while you're remote. So it's in Arizona. I live in Florida. Right. So being able to outsource that stuff and just have somebody that can own that process and say, okay, we need X, Y, Z, go look through these, find the best cleaners in Arizona and schedule them out for this day. And this is what needs to be done. That part of it has been,

has been good as well. Yeah. That sounds tedious, right? Plus like the customer service part of Airbnb, you don't want to deal with that. Exactly. Yeah. And I think having an EA, I know you've said you have one that was probably the best hire I've made. Yeah, absolutely. Yeah. Hours. Yeah, exactly. We have, um, like a ticket submission. So I can literally just from my phone or computer, whatever I need, I just put it in there and it's like my own maintenance portal for everything, right? Hey, XYZ needs to happen this week and she'll go do the research or whatever and then say, okay, you know, we need your approval on this, pick one and it's done.

That's sick. Yeah. So I know you're all about organic. Do you run any paid ads? We do. Oh, you do? We we actually our thing is really how organic plays with paid ads um so we do a lot with paid ads but i think the reason that the first thing that really started working for us was cold email and linkedin but the only reason it started working was because of the organic content yeah right and it's the same thing with paid ads um because i think we're getting to this point and google just did a well not just it's it's been around for a few years but they came out with this study of the customer journey and it's called like the 7-4-11 or something like that right but they're essentially finding that before they call it like the zero trust point

before a customer makes a decision to buy they go through their own research process where they're essentially spending about seven hours researching you and your company and your product and your service damn four different locations. So whether that's like social media or different platforms or, you know, a pod, different mediums, right.

But, and 11 touch points. Wow. I did not know that. Yeah. So if you're running paid ads, now your cost goes up so much higher to get those additional touch points. And there's just something about a paid ad now that everybody's a little more savvy about it.

And we're used to it and we're used to being sold to, that it doesn't stand out as much. And you kind of instantly know, like, oh, this is a paid ad. Agreed. And sales resistance goes up. Yeah. It's very tough to sell me on a paid ad, I will say. Yeah. TikTok shop got me a couple times because they sell some interesting products.

Yeah. But, yeah, the courses and stuff. It's also high ticket, too. So it's a tougher sale. Yeah. And it's even more important for high ticket to have that blend of organic and uh and paid yeah because of that trust factor like the days where you could just put up a vsl and and or a webinar right and run people right to it that was the first exposure they got and then they would hand you five grand yeah i think we're really seeing

that decline and the biggest brands you have right now like look at like even god z right or even um russell brunson has announced that his strategy is changing that guy spends two million dollars a month on paid ads damn and he has publicly said we're going all in on organic content they're seeing where this trend is headed um and i just think you're gonna have to have a way to build trust at scale to get around this yeah it's all about building trust now yeah i think the fake lambo days are over right yeah exactly i used to get ads of 20 year olds standing in front of Lambos every single day. You still do that? I still do. That's funny. Yeah. That worked like six years ago. I feel like Tai Lopez started it. Oh yeah. Yeah. But yeah, it's changed. Trust

is important. Don't sleep on cold email though. A hundred percent. I've closed a lot of deals on cold email and it's so good. Cause I send like a couple hundred a day and the networking is really good too. Yeah. Yeah, absolutely. But with that, if you can have some sort of link in the cold email, this is what we started doing that started working. We went from like getting, you know, F off and all kinds of crazy, crazy messages back, right? And pretty much death threats to like having people go, this is one of the best cold emails I've seen.

And it's not because that's their only exposure. They'll click on a link, but then once they do that, they're getting targeted with all of our social content. Or the feed will just pick up on it while they're scrolling. And they're like, I see you everywhere. So they're in your pixel. Exactly.

If you can get them once and just even the way social media works, if they consume anything from you, even a little bit, they're going to pop up in your feed again. That's so smart. I didn't even think about that. So the link is to your site,

but you're collecting the exact landing page? Yeah, so I think initially we had a link to the video sales letter page. Got it. So directly to that video, but then once you hit that, it's retargeting. You're everywhere.

Yeah, there's certain people, I go on their site once and I get their ads for, oh my God, years. Adleric Heck, Jeremy Lee Minor. Yes, yep. Get those ads daily. Yeah, yeah, yeah. It's so funny.

And Jeremy Lee Minor is going all in on content. Yeah. He's coming on the show. Yeah. Oh, nice. I feel like podcasts are like, some of them are getting acquired. I don't know if you're seeing this, but like Joe Rogan just got acquired last week for 250 million. There's a show called Smart List that just got acquired. It seems like that's the next big thing. Yeah. Well, the philosophy is the same, right? We're seeing that with newsletters too. Yeah. Newsletters. It's because the attention that you've garnered and like the loyalty that they have and coming back,

you have a spot where, you know, no matter what you put there, you know you've got attention and you know exactly who's watching, right? Because you have the analytics behind podcasts too. And the trust, I think. Yeah. People trust newsletters and podcasts right now

and we'll see over time, probably there'll be some bad actors that tarnish it, but it happens with everything, right? Yeah, it's a cycle. Absolutely. Gianna, it's been fun. Where can people find you? And do you have anything to promote?

Yeah, Instagram is going to be the best place. Gianna Cambria 91, or you can find me on YouTube as well. Awesome. We'll link it down below. Thanks for coming on. Awesome. Thanks for having me.

Yeah. Thanks for watching guys as always. See you next time.