The Purpose Academy Podcast, Episode 003: How Often Should I Update Content?

Resources:

Michael's Website
Purpose Academy
The Content Crew Community

Transcription:

Hey ya’ll. Welcome to the Purpose Academy Podcast. This is Michael Tatonetti, your host and you are now tuned into Episode 3 of The Purpose Academy Podcast.

On tonight’s episode, I'm answering a question from The Content Crew, which is my free Facebook community and you can find it on Facebook. Just search for “The Content Crew” with Michael Tatonetti or you can find it on my website michaeltatonetti.com. But I had one of my Crew members ask a great question yesterday and this wasn't even submitted as a podcast episode, but it was just such a great question that I wanted to use it specifically for the podcast this evening because it's a question that I don't think many people think of to ask, but it's one that they should be asking and it's one that we should be intentionally thinking about.

This Crew member asked, “How often should I be going back to review my evergreen content in my sales funnel?” So this person in particular had some eBooks that she had created and she was basically asking, “It's been a few years. I haven't looked at them. I haven't touched them really. I know they're outdated. But what should the process be? What should I actively be doing when it comes to updating my old stuff?” So I want to answer that on tonight's podcast episode because I actually have a systematic approach that I've always used with my corporate clients and in my own business and I think it's just a great practice for everybody to have in their own business. Of course you can take this and tweak it to whatever works best for you, but I definitely think that there needs to be some type of a system in place.

What I recommend to all my content creators is an annual review of your big stuff. So what I specifically do is I block out one week every year where I go through all of my evergreen content that are big things. I'm talking like masterclasses, courses, major things that I'm selling that are big income streams for my business. I recommend taking that week and going through all of the material yourself, and yes, that can be a little bit boring because you're really listening to yourself and we're our own worst critic and we don't like listening to our voice and on and on and on. But at the end of the day, if you can't listen to it and find the value in it and find value in it and find room for improvement or ways that you can expand even upon it maybe the content as you're viewing it is still good, but maybe you need to add a module or maybe you need to add some worksheets or an addendum to it. Maybe you need to completely revamp that model or the entire course or whatever the project, whatever the content is that you're reviewing. So I recommend blocking out time.

Now how much time and how frequently will depend. Again, I recommend for the big stuff one week per year that you just kind of block out, you know that you're not doing client work or creating anything new that week. What you're doing is you're reviewing your old stuff. You're going back through it. You're checking for anything that you need to add on so that the total bundle stays fresh or you're making notes of what you need to completely redo. And then you can go and work on it in the following weeks and update and refresh things as time permits.

Now for little things like opt-ins or low-level tripwires, your really basic stuff, you can review that annually as well or sometimes what I'll do is really every six months you could do every quarter, but like every three to six months our view those and I'll go, “Okay, how’s this opt-in looking? How is the free masterclass looking? Are people still registering?” Also, I look at conversions like, “Is it still converting people or moving them deeper into my funnel.” Because if people are registering but then they're not signing up for the next step, that tells me that there's a disconnect. So not only is it a great time to review the content and make sure that it's still good and it's still valid, but it's also a great time to analyze your funnel and how are people walking through it to get to the higher end products or services that you're offering. So I tend to check my lower level stuff quarterly if not every six months and then I always check my big stuff annually. And again even for my corporate clients, I check their stuff annually and I say, okay, let's do an audit. What's missing? What's new in the industry? What else do people need to learn to make sure that we're filling any gaps that may exist because information is constantly changing and as an infopreneur as someone who is selling a message and communicating like knowledge, things will change within whatever it is that you're even teaching, so you need to make sure that it's current, that it's fresh. You're also checking for the technology like, is the technology that you recorded with still good? So for example there have been some masterclasses that I've recorded and then I look at them later when I do an audit and I'm like, the video quality is no longer that great. Video quality has come further in the last year or two, it’s time to re-record this. For one of my corporate clients right now, I literally have one of their faculty members redoing four classes and it's about 12 hours’ worth of content because each class is a three hour class. This is for like a professional development that they offer and they're redoing all 12 hours this year because the audio quality and the PowerPoint deck and all of that is just so outdated now, that it really needs to be revamped if they're going to sell it at the price that they're still selling it at.

So when it comes to evergreen content it's not necessarily that you're going to make something and then it's going to sit there for 10 years and sell with you not lifting a finger outside of the customer service. You also have to do upkeep in making sure that it's current with technology, it's current with information and that it's optimally moving people through your funnel onto the next step. If any of those are not the case, then you want to be reviewing it annually, if not quarterly or semi-annually for your lower level stuff that's really quick to check. And then you want to make any necessary adjustments as needed. That's also a great time if you do launch cycles to check your stuff before you do another launch.

So let's say that you have a signature course and you launch it once per year in September and enrollment opens up let's say in September. You're marketing it all summer long and then they'll say that the class actually begins October 1st. So people can sign up for one month and then they get into the class and it's like an eight week class that your goal is that they would complete before the holidays come around. Then you may want to take the time in June or May to go through the course yourself, check what's going on to see are there any videos that you need add or anything else that you need to contribute to the cause, so that before you're even selling it again and you get to that launch cycle, you make sure that everything is correct on point.

So I love the question. Again I don't think it's a question that entrepreneurs ask enough as far as how often should they be checking their stuff. I think with most entrepreneurs what happens is they'll make something and then they want to change all the time, so they don't really give things a lifecycle or they make something and then they just kind of leave it there and they never really think about, okay, how is this selling? What is the volume? Is it something that should even still be active in my catalogue or does it just need tweaking? Does it need to be taken down? So I highly recommend that you come up with some kind of a cycle for yourself where you're checking your things on some sort of cycle over a 12-month period to make sure that it's fresh, that it’s good before you go making a ton of other programs that what you're currently offering is always up to date, always relevant.

So that is going to be it for tonight's episode, Episode 3 of The Purpose Academy Podcast. I appreciate you all tuning in and don't forget to join The Content Crew which is our free Facebook group where you can be with a like-minded community that is building sales funnel content and that is all about making impact and income. Search Facebook for The Content Crew or you can go to michaeltatonetti.com to get the link or it will be in the show notes.

Y’all have a great day. Bless.

The Purpose Academy Podcast, Episode 002: What is this KLT Factor?

Resources:

Michael's Website
Purpose Academy
The Content Crew Community

Transcription:

Welcome to the Purpose Academy podcast. My name is Michel Tatonetti and you are now tuned in to Episode 2. Welcome, welcome everybody.

All right. So on today's episode, I'm getting a question from The Content Crew, which is my free Facebook group for those who are building out digital content and digital empires using their knowledge and their expertise – their genius as I like to call it. And tonight’s question is coming in from Shamaria. And Shamaria asked me if I could do a mini-KLT Factor session, because I've been talking a lot lately about the “know, like, trust” factor in our Facebook group, especially when we're talking about sales funnels, and I realized that a lot of people in my group did not fully know what the “know, like, trust” factor is. And so I wanted to go live and chat with you all about it just a little bit and specifically how I use it in my own business, how I use it for the Michael Tatonetti team, for Purpose Academy, for everything it is that we're doing here.

So the “know, like, trust” is a term that's basically used as a step before opt-ins. So this is specifically something that you need to consider as a part of your funnel. When I'm listening to a lot of people teach about sales funnels and digital empires and content, what I'm hearing them talk about frequently is kind of starting with your opt-in, like, building out your email list and having this solid opt-in that everybody is going to go crazy over and want to be a part of and then you move them into the tripwire and etc. throughout your sales funnel. But I have to tell you that the “know, like, trust” factor is actually the very first step when it comes to your sales funnel. So the “know, like, trust” factor is pretty clear in what it is, right?” The “know, like, trust” factor means that your people need to know you, they need to like you, and they need to trust you. So let's kind of dive into how do we make that happen. So the “know, like, trust” factor is going to start with things that are going to get you exposure because the first step is people have to know who you are. They have to know that you exist. It's not enough to say I'm really passionate about my area of expertise and I really want to start a business in this area and there's a market for it and people are just going to flock to me naturally. That may actually not happen. Sometimes people don't just automatically find you and start purchasing from you. It can take a little bit of time. And so the “know” factor is that you have to put yourself out there that people can find you.

So how do you do that? How do you get people to know who you are? Well, first, “old school” and I'm using air quotes for those watching the video that are not that are listening to the podcast version, but old school is blogging. Blogging is a huge way that you can specifically get people to know who you are and the beautiful thing about blogging is that it actually also gets people to find you through search engines. So if you're writing your blogs correctly and you're using keywords for your industry that people might be searching for that can help them define your blog and therefore your website so much more easily and therefore you might garner some new traffic that you haven't thought of before.

Another great way for you to actually get people to know who you are is through podcasting, so you can operate your own podcast and you can actually share valuable information and then people can search for you on Soundcloud, iTunes or wherever it is that they may be searching for specific content.

Another way which is my favorite way to build up the know factor is live streaming. I'm a huge proponent of live streaming. I absolutely love it. I intend to go live multiple times per week because it allows people to really get to know your personality and see you in the moment and then they can ask questions. They can make comments. They can give feedback and you can actually reply to them in real time. So it's almost like doing this big massive group session where you have all of these people that did not have to fly into one city or sign up for a webinar at the same time. But if they happen to be free and they happen to have your liver alerts set up where they get notified when you go live, then they can just pop right out or maybe they're just scrolling through their timeline and they happen to see you on and they decide, “You know what, I'm going to hang out and see what this person is talking about.”

So those are just some of the ways that you can build up you “know” factor. Other things can be your book. If you’ve published a book and have it on Amazon, that's huge. Everybody goes to Amazon to search for knowledge. YouTube is another huge source of you post videos. If they don’t Google, they tend to go to YouTube a lot of times especially for how-to’s, for tutorials, so that's a way that you can actually throw your genius out there and allow people to see what it is that you're talking about. So those are just a couple of the ways that you could build up the “know” factor.

Now the “like” factor is where a lot of people get hung up. Because once someone is exposed to any of those avenues or other ways, it could be somebody resharing your content. “Know” factor can also be found on social media. You just making post on Facebook, Instagram, Twitter, LinkedIn, etc. So as people get to know you and they're exposed to you, then they're going to make a decision, “Do I like this person?” And this is where a lot of people can get caught up is, they want everybody to like them. But honestly and truly this saying is beat up to me, but it's the God honest truth that not everybody is your ideal client. Not everybody is your audience. It's just like high school, right? We’re all grown now, but in high school we wanted everybody to like us and we wanted to fit in. We need to know now as grown folks that not everybody is going to like you and it's the same thing. If you can go back to high school and tell yourself, “You know what, I don't care if they like me or not. I'm going to be me. I'm going to do me and the people who like who I am are going to be drawn to that.” That's the same mentality that you need to take in the KLT factor because you need to understand not everybody is going to like you. So people are going to see your videos and they're going to leave angry faces or they're going to leave rude comments or they're going to read your blog and l eave some rude comments. People are going to be mean at times, right? But at the end of the day that's okay. Not everybody is your audience, not everybody is your tribe. But what I will tell you is this, that when you are authentic in the free content that you're putting out there for people to know who you are, then those who connect with it naturally and are drawn to your authentic self, are going to stick around. So for me, I know one of my biggest things is I like to share my faith and I have to share my genius with training content. But I also really –people know I get down and I'll share about Jesus in my stuff and I'm not ashamed of that and I don't apologize for that. At the end of the day, some people are drawn to that and some people are not, but what I do know is those who are drawn are going to have a similar bend that are probably more likely to be my ideal client and have a similar thought process as I have. Other people may not and I don't discriminate, anybody can be my client, but at the end of the day you're going to kind of know where I stand on things. For you it may be that you have some quirky hair or the way that you talk is a little bit different or you may dress a little bit differently or your thoughts may be different in your field than other people's thoughts. I tend to break convention at a lot on what other experts in this arena say. I tend to kind of share some different points of view because I have a more corporate background. And so, some of my thoughts and some of my methodologies are a little bit different. That's okay too. Not everybody is going to like who you are, but you need to embrace who you are and the biggest takeaway I can give you is be authentic in who you are. Do not try to act like someone that you're not. Don't try to act like the next person who is doing well because at the end of the day chances are what's going to happen is that those who are drawn to it are going to tell that you're fake. And then the people who really would actually like you if you put yourself out there are not going to get the opportunity to even know who you are.

The last part of the KLT factor – so it’s know, like and then it’s trust. It’s trust. So when someone decides “Okay, like you” the next step is they need to hang around for a while because they're not going to purchase. They're not even necessarily going to opt in immediately. They may opt in once they decide they like you, but they're not going to be ready to purchase something. They're not going to be ready for that tripwire, they're definitely not going to be ready for some low, mid and high level products. They have to decide that they trust you. They trust your content. They trust what you're talking about. They trust the results that you say that you can get for your tribe. They have to determine that you are consistent in your authenticity and who you are because “Yeah, I like you. But is that really who you are?” “Are you that person through and through?” So they want to follow you for a couple of weeks or maybe even months depending on the investment that your products or services asked for before they make that purchase. So you have to kind of look at it like a funnel. Again, it literally is a sales funnel but like an actual funnel in that people are going to take time to move their way down into the base of the funnel. Not everybody is going to jump right in and spend $1,000 dollars or $5,000 with you. Some people are going to hang around for a year or a month or six months before they actually take the leap and make that purchase and that’s okay. It discourages my new entrepreneurs because they go, “I want the sale now.” And they want to I start making their money now. But what you have to understand is you have to take the long view of it. So yes those people who are coming around now that aren’t purchasing may not purchase today. They may not purchase next month but in the next year, God willing, they're going to purchase from. And guess what, in the next year you're going to see other people who are just entering that “know, like, trust” factor and they may purchase a year later and what will happen is over time you're building up more and more people and you hit a critical mass. Because people who “know, like and trust” you will tell other people about you. And when they tell other people about you, those other people are going to be much quicker to agree and align in the “know, like and trust” factor because someone else is co-signing for you. So they're going to say, “You know what, my friend bought something and loved what they got. So I'm going to check them out. I'm going to quickly know who they are and then like them” and the trust factor is going to come in even quicker because I know somebody who got results or I know somebody who speaks highly of this person. So some people are going to move much quicker through that pipeline, right? But you have to take the time and massage your audience to work through that “know, like and trust” factor.

So again for me, live streaming is a huge thing for me, but that's why I'm also podcasting. I'm going on YouTube. I'm blogging, I'm spreading out my tentacles and repurposing my content in multiple ways so that people can know who I am, and that they could determine if they like me, and then they can determine if they trust what I say I actually know as an expert. And from there, they’ll move on into my funnel and if they don't, that's okay. You keep going through.

So that is the “know, like and trust” factor and it is the first step in your sales funnel. Do not let somebody else teach you that the first step is your email opt in and that email – email does matter, do not get me wrong, but it is not the first step. No one is signing up for that opt in unless they “know, like and trust” who you are at the end of the day. So focus on the “know, like and trust” factor. Focus on getting people to know who you are and like you for your authentic self and be willing to put aside any haters that don't like you and then allow people to have time to trust you. And at that point, they're ready to not only opt into an email but to start spending some money with you. Then at that point, that's when we need to talk about how solid your content is, so if they actually want to continue to move to your funnel because if they purchase something and it's whack they're not coming back. Then you just basically duped them, like you have mascot and you pull it off and they're like “What is this?” Okay?

So we're going to talk about that more in Content Builders, which is my membership, so shameless plug for that if you're not a member of The Content Builders. You can go to purposeacademy.co and join us there. It is my membership program. You could sign up for monthly or annual membership. You will get access of my master classes and I actually walk you through these things that I'm teaching lightly in the podcast in a much deeper way, so that you can build up your sales funnel content, otherwise until next week's episode. I want to thank you all for tuning in and I look forward to talking to you next week. If you want to submit your question for the Purpose Academy Podcast, make sure you go join my free Facebook group, The Content Crew with Michael Tatonetti on Facebook. Just search for “The Content Crew” or you can go to michaeltatonetti.com or purposeacademy.co and click on the link for my free Facebook group. Every Tuesday I ask for a question to record the next day, so your question can be picked. Have a great day y’all. Bye.

The Purpose Academy Podcast, Episode 001: How Many Steps Should I Have In My Funnel?

Resources:

Michael's Website
Purpose Academy
The Content Crew Community

Transcription:

Hey, hey, hey everybody and welcome to the Purpose Academy Podcast Episode 1.

I'm Michael Tatonetti and I and super excited to have you all here with me today for the very first episode of the Purpose Academy Podcast.

So tonight I'm going to be taking my very first question from two of my steadfast members of The Content Crew Facebook group. The first one is Terassah and the second is Candace and they both asked the same question, so I wanted to hit that up and answer it very clearly for y’all so that I can serve you well.

So tonight's question is simply this, “How many steps should I have in my sales funnel?”

So this is a great question because a lot of times people who are just figuring out their sales funnel, especially for the first time, can struggle with what should I do, like, how do I keep this or that it isn't too complicated and then at the same time keep it moving along so that it's active for my audience, for my tribe, right?

So here's what I want to recommend when it comes to steps in your sales funnel. The very first thing is you need to be able to determine what is the end goal? You need to know how are you best serving your people because it may or may not make sense for you to have a five- or a ten- or even twelve-step sales funnel. What may make the most sense for your specifically is to have just two or three or four steps to keep it very simple at first and keep you moving along on the right path, the right trajectory.

The next thing that I want to share specifically with you all, is that it depends also on how new you are or how far out you are from starting out with your sales funnel. So when you're first starting up with your sales funnel, you actually don't want it to get too complicated and I really recommend that it's pretty simple and straight to the point. The way that I would do that is I would define what is your current end goal for your audience. So what do you currently want them to sign up for or do that is going to make the most impact and make the most sense with your time. So if right now your biggest goal is to do more one-on-one work, which can be tiring, but everybody says, “Oh go courses.” But when you're first starting out, a course may not make sense. It may make sense to focus more on clients or on doing some one-on-one work or even some group coaching work. So if you find that that is kind of your end goal to start out for the next quarter or two, then I would start with that as end game and figure out how do I get people into consultations or into this group coaching program. If your end goal to startup is that you want to launch, let’s say, a Mastermind, how can you move people towards that? If your end goal is, how can I move people towards maybe a workshop or a live event that I'm doing, how can you move them towards that? What I would do is I would at least set up a three-step sales funnel at first. So the first one would be to go out with the current end goal is. Again, this is not going to be your end goal forever, you can change, you can switch it up. But for that first end goal, what do you need to do to get people there and you need to put yourself in the shoes of your ideal client and you need to be able to say, “Okay, if someone comes to me and they are brand new, what should be the first step?” And here's how you do that, I would take whatever the end game is and I would actually extract some of that information. So let’s say that the end game includes a four-week coaching program and you want people to sign up for one month of coaching with you.

If you have a four-week program and you cover ABCD in there over those four weeks, I would give a teaser for A or B or C or D and make that kind of a tripwire, so that people get to know and get comfortable with you. The other thing that I would consider is if you’re doing, let's say, if you're doing a coaching then it would have to be like a Masterclass or something in live, so that they can actually see you. Basically you want to mimic the environment that you're going to be creating anyways for them in the end goal. So if the angle is a course, then it can just be like a masterclass or an e-book because it's not as personable. But if it's something where they're actually working directly with you, then let that work with you throughout the funnel to the best of your ability. Scale back your time but give them some kind of access where they can see and hear you simultaneously and not just read something from you. And then from there, always have an opt in.

So like step one is always going to be an opt in. Step two would be some kind of a tripwire. Step three is going to be end game. So you can start with this simple enough funnel like that and work people through it. Now as time goes on, you're not going to want to invest a ton of your time into working on one-on-one with clients. Your goal is going to be that you build up your lower level offerings in a way that can meet the masses, so that you can hit your audience and hit the majority of your audience who's going to pay this lower level price because not everybody is going to move up and pay VIP pricing. For you if you're high end offering is $10,000 and your low end is $1,000 you're going to have the majority of your people at the $1,000 level and then less and less are going to move up towards that $10,000 benchmark. If your low end is $100 dollars and your high end is $1,000 It's the same principle.

So you want to be able to eventually make it where your lower level stuff is going to hit the masses and maybe it's something that you've recorded and then you walk away and you're done and you don't really have to touch too much. This way they're getting great value and you're done doing the heavy lifting, right? And you're going to want to save your heavy lifting for your high-end VIP clients. But when you're first starting out, you might start with just a simple three- or maybe even four-step sales funnel. Now, when you get advanced, I want to go to my advanced folks because I don't just want to focus on entry level beginners because we're all moving towards advanced practitioners. So as you advance and you get more complex with what you're doing in your sales funnel, to me that's what I can see a five or six or even more level sales funnel. What I would recommend is not going over eight or nine steps in your sales funnel. What I actually recommend is diversifying your sales funnel, not just adding tiers just to add tiers.

So what do I mean by that? Let's say that your sales funnel has an opt-in, let's say that it has a tripwire, a $100 product and then a $500 product – let's just go low-end, okay? What I would do is instead of then saying, “Okay, now I'm gonna have $1,000 and then a $5,000, and then a $10,000” and scaling it where it’s huge because then people will feel like “when do I stop?” or “when do I actually get my full value from you?” So if your goal is to be a lower level like, $500 or $1,000 and less sales funnel and you want to reach more people by doing that, great. Instead of adding on the $5,000 and the $10,000 offering what I would recommend is have your high level, so if it's $500 or $1,000 dollars have that kind of be like a signature offering and then at your lower levels like your $100, your $50 or whatever diversify there and add multiple options.

Because here's the other thing that you have to consider with your sales funnel. Some people will opt in, some people will buy a tripwire and then they will stop. Because even though it's good and they want to advance to the next thing, maybe it’s not the right time, maybe they don't have the money, maybe for them they haven't bought in enough yet, so they may need a little bit more pushing. And that's where if you have a second trip wire or third like priced in that tier, they might be able to come back a month or two later and you can nurture that lead through your email marketing and say, “Okay, I know you bought this and I want to introduce this to you.” If they have not bitten the next step, like the next higher cost item, then you can send them an email without saying, “Hey, you're cheap” and like, “You're not buying the next thing.” What you could do is say, “Hey, I noticed that you're stagnant and I want to continue to serve you. So I have this other masterclass for $97. If you're interested, I would love to have you in. Here are the benefits of the class. Here's what you're going to learn. Come on and join.” And then they may take that second one and go, okay cool. Now I'm ready for the $500 product or the $1,000 product. So what I would recommend in a huge sales funnel, and again this like a quick answer, but what I would recommend in a huge sales funnel of multiple steps is beef up your opt in, tripwire and low level offerings. So look at how many offerings you have as a pyramid, like, less offerings as they become more expensive and you have more at the low level end. The other nice thing about that is as you update your opt-ins and your tripwires frequently, that's going to help with lead nurturing because some people of course if they come to you and they've never seen this opt-in before, cool, but again for those people who are stuck by having a variety, some people may stay at that low level but eventually they're going to start moving up. Some of them will move through your funnel and therefore get to be your VIP clients. And that's really the goal of a funnel, is a natural progression to working with you one-on-one or in a very small group setting at a higher cost. So you want to find out who your tribe is and if they can financially afford to move up and attract that ideal client, but you want a variety of offerings at the base of your sales funnel, not to confuse them – you don't want to give them so many options that they never move up, but you also want to give enough because one may not be enough. One tripwire, one opt-in may not be enough to move them and progress them through.

So that's what I would recommend as far as how many steps and I've even included a bit of diversity. Of course I'm always recording the podcast live, so if anybody has any questions, feel free to drop them in the comments here in our Facebook group. As I wait for any questions before we wrap up, I do want to share of course that tonight's episode is sponsored by The Content Crew. The Content Crew is my free Facebook group. You can go to facebook.com/groups/thecontentcrew or you can just simply search “The Content Crew” in Facebook and it'll pull up The Content Crew with Michael Tatonetti or you can go to michaeltatonetti.com or look at the show notes for the link to the Facebook group.

I want to thank you guys for tuning into the first episode. I know it's only going to go up from here and I look forward to working with you all and seeing you all in The Content Crew Facebook group.

The Purpose Academy Podcast, Episode 000: Welcome!

Resources:

Michael's Website
Purpose Academy
The Content Crew Community

Transcription:

Welcome to the Purpose Academy Podcast Episode 0

Hey y’all and welcome to the Purpose Academy Podcast. This is your host, Michael Tatonetti. I am so excited to have you on this very first episode of The Purpose Academy Podcast.

The Purpose Academy Podcast is going to be a place where creatives are here to make impact and income. We are a tribe that was birthed out of The Content Crew, which is my free Facebook community. And in The Content Crew we are specifically always talking about sales funnel content, branding, and marketing. We have a lot of people in there who are self-publishing books, and they're basically all people who have a message or something that they want to share. And they're basically infopreneurs and they're getting that message out there to their tribes and we are a supportive community.

The way that the Purpose Academy Podcast was birthed, was I would constantly get some really great questions that I thought, “Man, I need to capture this and bottle it up” because I was answering these questions and yet it would sometimes get lost in the group. And so, we decided to start the Purpose Academy Podcast and it's not named after The Content Crew. It's actually named after my online school, which is called Purpose Academy and you can find it at purposeacademy.co and in Purpose Academy that’s where I house my membership program and all of my online courses. But really, we wanted to name the podcast after Purpose Academy because we believe that everything that we do is with purpose and intention and that it's for something that's a greater good than just making income. That's why we say it's all about making impact and income.

So I wanted to introduce myself in this episode because you're probably like, “Okay cool. All of that's great, but who are you?” My name is Michael Tatonetti. I am a speaker, I'm a best-selling author, and I'm a training guru. And basically, I have a strong professional background in education and training and development. So I started out working in Higher Ed, and then in K12 as a teacher and I worked my way up to being a principal of a K8 school. I'm a former educator and had these responsibilities over curriculum and assessment and it was basically all instructional design. I slowly pivoted from the education realm over to the training and development realm and became basically an executive of a global association, where I was managing online courses and sales funnels for them and managing large corporate accounts where they're signing up for our training, and running conferences on multiple continents and therefore multiple countries throughout the year, and picking these speakers and just all of this good training sales funnel-type of content. So it's all online, it's speaking at conferences, it’s publications, and I basically took all that knowledge and I found this little online world of people who were trying to package up their purpose and their message and run their own business as a successful entrepreneur.

What I found when I came to the online space, originally I was not going to teach the sales funnel training stuff that I do teach. Originally, I was going to come in with my own brand, my own kind of service and product line that was not related to training and development, but what I found as I started to work on my own business, which was more focused on professional development and career, was that a lot of my peers, as I began networking, they weren’t making great content and there was a lot of conflicting information out there and it was lacking. And so, I slowly started to give advice like, “Okay well, you know, this is how I'm doing my sales funnel or how I'm doing my thing” and I just kind of brought that corporate and educational background in, and adult learning theory, and just different things. So it wasn't just like, “Oh, go sell course because it's the hot thing to do” or “go sell an e-book” or whatever. I really brought in this solid background and what happened was they started asking to pay me to do it. And so, my original business was there and it was making a little bit of money, but nothing great. And slowly but surely, I actually started to make some really great money by helping other entrepreneurs with their sales funnel content.

And so, that's kind of how my business was birthed and I tied it into this whole alignment of purpose and doing meaningful work, which was my book that I wrote – Do Meaningful Work – and I have Purpose Academy, which was already the name of my academy since I was focused on finding your purpose within your work. I translated that over to The Content Crew, which is the Facebook group, and Content Builders which is my membership program and everything I do under The Michael Tatonetti Team. Because what I realized is I really like to work with purpose-driven entrepreneurs who truly believe that they have a specific message, and a lot of them are faith-based, but it's not required, but a lot of them have a very strong conviction that they have a solid message to bring and they want to get it out in a way that that's done with excellence and professionally.

And so, that's kind of how I transitioned into this entrepreneurial world. So basically the premise now for Purpose Academy Podcast is every single week in The Content Crew, which again is my free Facebook group, every week on Tuesday I will ask my tribe what questions do you have like, “throw me some questions,” and I pick one of those questions and I was always answering. And so now basically what we're doing is I'm answering them on Wednesdays live in the group while I record this podcast. And then the following week the podcast will come out on iTunes and on my blog and YouTube and I'm going to transcribe it for LinkedIn. So it will come out in other places as well. But to catch it live and to catch it first, you have to be in The Content Crew. But basically I was like “I can't just keep answering these great questions” but then it just stays here. I thought this is a great way to get my brand out there but to serve and to help other people, so if you are someone who is making digital products and content, writing a book or speaking any of those infopreneur-type things, then I think this is a great podcast for you and I'm glad that you found it and I'm definitely looking forward to serving through this mechanism of a podcast. It's been on my heart for a while to do one, so I'm so excited that we are here and we are on iTunes and we are published.

So definitely, if you like to get in touch with me, my website is michaeltatonetti.com. You can also go to purposeacademy.co for my digital products or you could follow me across social media, my handle – I'm most active on Facebook and Instagram – and my handle is @mtatonetti, or you can join The Content Crew and that is where I am most active is my free Facebook group and that is at facebook.com/groups/thecontentcrew or you can just go on Facebook and type in “The Content Crew” and it will pull up as The Content Crew with Michael Tatonetti.

I look forward to getting to know ya'll and working with ya'll and serving ya'll as we're trying to do some amazing things where we are simply creatives that are here to make impact and income.