Theresa Depasquale - CEO at Capture Social Group LLC | 10x Your Social Media Engagement

CEO of Bikini Boss Fitness, the best-selling author, Tari said, Deepas Wally. I know a couple of years ago, like, traffic convergence before COVID, and the data said that it takes an average of 24 touches with where somebody likes you and trusts you enough to buy from you. That was three years ago. We imagine what that is now. I have no idea. Dude, that's a lot. What are some things that business owner, entrepreneur, that are just things to think about for Instagram right now in 2023? Okay, that's a loaded question. What's happening on Twitter right now is Elon's actually getting rid of legacy verification. So even if you work legacy verified and notable unless you're government, he's just making it so if you don't pay for Twitter blue, you're not verified, which is silly. It's like Kanye or whatever wouldn't be verified unless you're paying for Twitter blue. You look at Gary Vee. I mentioned this all the time. The business is he launches. He just launches them against his audience and you immediately have a million people, two million people, ten million people to look at this new product. He has eyeballs. How to reduce aging in both the mind and the body. Welcome to success story. I'm your host, Scott Clary. The success story podcast is part of the HubSpot podcast network. They've been supporting this show for over two years now and when it comes to running an incredible business, HubSpots got your back. Now, if you're an entrepreneur, you know that nothing matters more than generating revenue, but sales people aren't just closing deals. They're tracking down leads. They're forecasting growth. They're whipping up reports, managing contacts, creating content, crunching numbers. The list of tasks goes on and on with Q4 around the corner. There's a better way to win it all starts with the new HubSpot sales hub. Now, with the HubSpot sales hub, your data, tools and teams are fully linked inside a smart and highly customizable platform that feels good to use. It's easy. Turn prospects into pipeline and close your deals all in one place. Plus, sequences and smooth workflows help reps, streamline tasks, and spend more time on what they do best connecting with customers. With sales hub, closing big deals is simple. Try it for yourself at hubspot.com slash sales. Yeah, I mean, there's so many to choose from. I think if I'm thinking about the most relevant one right now, I don't know if you know my backstory, but I made a huge career change about four and a half five years ago. I started my entrepreneurial career in the health and wellness space. I own gyms, and then I went into the online space that for many, many years, almost 15 years. I ended up obviously doing it really well at organic social media marketing and personal branding online. That's how I started this agency. But before that, I was doing an online fitness business, and I decided that I wanted to be a big girl and learn online marketing, and so I joined this mastermind. And in the mastermind, I was just doing a lot of consulting with organic marketing and personal branding and all these things. And so my mentor, who's one of my really good friends, JG Vergeum, she came to me and she was kind of like, hey, you're so good at this. Why are you doing that? You should just do this. And I was like, oh, okay. And I was like, wow, okay, I'm 35 years old. I don't want to be showing my abs in my butt and wearing bikini for the rest of my life on social media. So tired of this. I've always loved the business side of what I do anyways. And I was like, okay, why not? So I ended up selling my fitness business and like starting an entirely new career at 35 or so old. That's scary as hell too, by the way. It's wild. It was definitely a huge leap, but it's like the best thing I've ever done. I absolutely love what I do. I wake up every day stoked. It's been really, really one of the best things I've ever made. So I think that's definitely a huge reflection point for my journey was just totally pivoting. I mean, I don't think 35 is old, but I think for careers, you know, people think that's crazy to start a career that late, but for me, it was like, let's do it. It's not old at all, but it is scary as hell, because people get so comfortable. And if you had a business that you actually sold, that means it was doing some level of success, right? It was a successful business. It wasn't like you were just just making ends me as like a personal trainer and competing on the other side of it. Like you had an actual business. If somebody's at that point in their life and they're sort of having this, I don't want to call it a midlife crisis, but they they're having some sort of, I need to do something else. I'm not happy with where I'm at, because it's something that plagues a lot of people, but then they just carry on for the next 20, 30 years and they never make that pivot. What allowed you to make that pivot? What, what did you do to make sure that pivot was successful? How did you mentally go through that process so that you didn't sabotage yourself? Yeah, I mean, I, I think a lot of entrepreneurs are like this, and I am just a very like, if you want to take the island, you have to burn the boats. And so I was like, it's once you get rid of it and you have no income coming in, you have to figure out a way to make things work. And so it's kind of like a do-or-die, you know, like so there was no option for me. I didn't do the whole like, oh, let me work my job and like fiddle panel on the side. I literally was like, sell it and I'm going all fucking in on this, you know, like this is what I'm doing. And so like that's how I made it work. And there was months, the first couple months, I didn't make any money because when you're first starting into something to really need you have to prove yourself. So I had to take clients for free to get results. And then I started taking clients for really cheap, you know what I mean? Just to show, like I had to get a portfolio of work that I could do. So I did not make a lot of money the first year. It was like very little money. So it was really like yours two, three, four, though. It started taking off. But yeah, you got to be willing to, you had to be willing to sacrifice for the longer, you know, like for the longer term. So I knew that that was not going to be like, you know, you're going to be bawling, but it was worth it for me in the long run to each shit to be able to now have this career. Are you happy that you you burn the boats? Is that the thing you think that was like that was the thing that got you to do it and make a switch and I think there's like also for me, I know like with my former business, even though it was like a successful model that I could have done, if I once I start checking out a mouth. And so that's just how I operate, like I can start already feel, you know, like, you know, I think it's pretty standard on to your entrepreneurial world that like around the five year mark, people either start like looking to sell their business or like doing something else because we get bored because that's what we do is entrepreneurs were very ADHD. Yeah. And I could feel like really just not wanting, I was getting like very like that resistance towards that business. And so if I'm super invested in something, it will be successful. I have to be like in it. And so I knew that this would be successful because I was excited about it. So for me, I knew it was going to work. I believed it. I just had to put the time in. I wish more people would trust themselves to that degree because I genuinely believe that if somebody does anything for you said five years, I even gave people 10 years. If you actually put 10 years into some shit, like it's going to work. There'll be some, it may not be the same thing that you got day one, but it's going to be some version of it that's going to work to some degree. You're going to make some money doing it. But even like, wait, it's interesting because you picked an industry like social media marketing, like you couldn't have picked a more crowded industry. I don't know what year this was, but this is a pretty damn crowded industry and an agency operating in the industry. How do you, how do you really stand out? How do you differentiate yourself? Because agencies are a dime a dozen for social at least. I think, I don't think agencies are. I think that social media managers are. And this is where like, I have to do a lot of educating. And I'm not for everybody because I'm not. Okay, educate me. I don't know then. Maybe I don't know what you do. I'm sorry. So there's like a lot of differences. Like I am a social media strategist. So I run an agency. I think most agencies have some kind of like a higher level strategist that runs them. And then like my team would be social media managers that work underneath me, but I do all like the strategy. So like what I'm doing is more integrated brand marketing. So even though we're focusing on social media, it's like understanding like the messaging and the branding and like all those components, how to drive traffic is like marketing across all platforms. So we're like, blending them together. So I talk about Instagram mainly because I love Instagram, but we do Facebook. We do TikTok. We do LinkedIn. We do all the other ones too, except for Twitter. I don't like Twitter. Um, and so it's really like understanding that like I'm expensive because you're not just going to social media managers. Social media managers like know how to use the platforms. They know the nuances. They come up with like cute little clever ideas. They do not understand marketing. They don't understand branding for the most part. And they don't understand the nuances. Like they're not strategists as far as like that integrating brand marketing piece. And so I'm really different because I work with like a very specific kind of business. So like for me, my real house is expert personal brands that are enterprise businesses. So it has to be making over at least seven figures to be able to make sense to work with my agency. Um, it's people that are like New York's time best sellers are like, you know, the famous doctors are like motivational speakers. Like that's who I work with. So like I've got a niche audience. So then you're, yeah, so you're making, you're making people famous, but they already have they they're famous, but they already have done something incredible. So they've built a big business. So they're operating at a high level. They're successful in real life. And we take that to translate that onto their social media and then start leveraging their social media drive more traffic to the business. So that's a hard thing to do. And you're right. So that is a little bit more niche down than just social media. Yeah. So when you when you started out though, I'm curious, is that the first version of of building your company that you wanted to build? Yeah, because that's what I was the reason that I evolved into this is because I was so good at it for myself. Like I basically built a personal brand organically out of nothing built a high six figure fitness business out of nothing. I basically had a very, very successful book launch from my organic social media following. So like most of my people want to launch a book like, you know, like this is like it's the path that I took that I was good at. And I'm really good at understanding how to create systems to teach people how to do what I'm doing, which is what I do at my agency. So it's like that. I just naturally evolved into that. And then by being in these groups, I'm surrounding myself with people like that, right? So I'm in the pools with them. So that's how I kind of like evolved into this. And then to answer your question, like I grew the agency because I got results. So like I've never done any paid marketing ever for my agency ever. Not really. It's all word about. That's really impressive. Very, very impressive. The only thing that I do is we'll put up Instagram posts organically, but I've never paid for nothing once, not once. So I mean, that this is actually going to dovetail into sort of my next question and point. When people think about, I love, listen, I mean, I'm sort of preaching to the choir because I and you're preaching to the choir as well because we both love building personal brands is something that I'm heavily invested in. But it's interesting because I see a lot of people that don't have a business building a personal brand, building a personal brand. And I see a lot of people that should be building it, not building it. So I feel like the people, so let me explain what I mean by that. A lot of fake gurus, a lot of bullshit coaches, a lot of people that have never done anything actually impressive in real life seem to leverage social and they seem to be the ones that are most focused on gaining exposure and getting press and getting, you know, blue checks on social, even though that's going to probably change a little bit given recent announcements. But those are the people that seem to be really great at marketing. And you see some really smart CEOs that have not built a personal brand that are so focused on their business that it's like an afterthought or it's a distraction. And those are the people that I would actually love to see because I, and, and I deal with this only because I get pitched on my show all the time. So I see the wide range. I see somebody that has several million followers that is like the rudimentary and their knowledge of the actual thing they should be proficient in versus a CEO that has no followers that is the most articulate insightful conversation I've ever had. And it's a shame because more people should be learning from that person. I agree. So how do you convince the CEO that thinks it's a distraction to actually understand the benefit? Because you're doing it. Your brand has led you clients, no paid. So you built a brand, people come to you, they pay you. So that makes a lot of sense. But a lot of people don't get it. So I mean, you just have to realize that it's like I try to explain really like social media is it's not going to wait. It's only going to get bigger. And it's becoming the new business card like my little slogan I always talk about in service new business card because every time I'm out, do you use business cards? No, not anymore. No, what do you do? Hey, are you an Instagram? Let's connect, right? You pick a phone. And so it's like it's where people are going to look you up. I don't care what you're doing. If you are a doctor, if you're an attorney, if you're a CEO, if you are a coach, the first thing I do when I want to work somebody with somebody is go look at their Instagram profile. And it's going to dictate whether I decide to move forward to that next step in the customer journey or not because I'm going to look, I'm going to look at their content. Are they putting up expert content that like builds trust and makes me like them, right? And like positions them as the expert. And so like it's so important. Not only that, like these companies that are running a lot of paid traffic. Like this is what I try to explain is like, we're getting social media is basically a front end nurture campaign because I don't even know what the data is now. I know a couple of years ago, like two or three years ago, I went to traffic conversions before COVID. And the data said that it's an average, it takes an average of 24 touches before somebody likes you and trusts you enough to buy from you. That was three years ago. Can we imagine what that is now? I have no idea. That's wild. That's 24. Dude, where are you going to do that? Like where are they doing that at? Do you have social media? Because it's the best place for them to do that. Are you on YouTube with any watcher videos? Can they read your blog? They've got to consume content of yours a minimum of 24 times. So that's where it's like social media is a front end nurture campaign. It's nurturing that relationship, giving them an opportunity to do that. And it's like you, it's essential to have that now. Even if you're doing paid traffic because what we're doing is building so much value, like we see the return of ads fed, the Roas for our clients ads skyrocket when they're doing a strong organic social media. Because we're building so much like trust and rapport relationship with our audience. So this is it is integral now for the for the executive or even the doctor or the lawyer that says they don't have time because I'm sure that's like the number one concern. I don't have time. Right? I'm already working 24 hours a day. Where do I spend the time or where do I find the time to do this? So it isn't for everybody, but I can tell you like it's just really about being efficient and like you know we've got a lot of processes or agency where like our clients don't really do shit. We do everything for them, but they need to have assets for us to do that. So like do they have podcasts or videos or recordings or courses or blogs or books that we can transcribe? You know what I'm saying? So like there's ways to be smart about it. You know or like what we would do is script that videos and have them do one video and then use it in a lot of different ways, right? So like there's ways to be really efficient with it, but it just totally depends on each client, you know? But I just think that if you're looking at the best use of your time, like again if it's essential, then you should absolutely be dedicating at least an hour or week to doing video. That's because it's no, no, it's not. But it's not it's not day one a performance. So I think the difference that a lot of people or the people have a hard time understanding how it could be a performance marketing tool. Like you said over time it can increase your row as, but day one it's not like you light up an ad set on Facebook or on Google and immediately you see the traffic coming in. So it's a nurture campaign. Yeah, totally. Yeah. So you have to build it up over time. So I think like, you know, the best time to start is always yesterday, right? And this is where you got it. This is where you got to start building. I mean, you built your personal brand for fitness category for a fitness business. And then it's interesting and it's it echoes what I'm experiencing right now. I built a personal brand for actually no reason at all. But now that I've moved between companies and move between different things that I'm working on in my life, like the eyeballs follow and even if not 100% of the people that cared about your personal brand when you were in fitness, care about what you're doing now with social, some of them do. And then you build a community and then they sort of follow you throughout your career. And I think that this compounding effect is really lost on people. They don't understand like you look at you look at Gary. I mentioned this all the time. And this is obviously like an OG personal brand builder, right? You see the businesses he launches. He launches businesses like it's going at a style like empathy wines, Vayner Media, Vayner Sports, V friends, whatever the hell other business he does now, he just launches them against his audience and you you immediately have a million people, two million people, 10 million people to look at this new product. Yep. He has eyeballs. He has eyeballs. So more people should do this. So I totally agree with everything that you're saying. And I think that like one of the things also about when you're saying like starting and then pivoting, people will follow you because also it's really inspirational for them. I've had so many people that are like I just you're so inspiring, like I can't believe you did that. It's like making me think about what can I do and like they love being part of that journey. They love it. So I think people think they get scared that they might not have that and you're going to lose some people. I mean shoot, I probably lost you 10,000 perverted men when I stop posting fitness stuff, which is fine. That's also okay. So I'm not a big deal. I stopped so get off my page, but I'm just saying I probably lost more. I think I at one point I had like 260,000 followers. So I'm at like I probably lost like 40,000 followers when I stopped posting fitness stuff. But it doesn't matter to me because like they were never going to buy my stuff to begin with or just perverts on the page. Exactly. You know what I mean? So now it's like I have genuine people who actually care about my stuff. So so sort of like a beginner's playbook for thinking through personal brand content. You mentioned one sort of tactic, which is batch producing and then content repurposing, which is a really smart tactic. Maybe just walk through what that process would look like because then I also want to understand the message that somebody would deliver when they're actually creating. What should that message be? We spoke about authenticity, which is the buzzword that's thrown around like a lot a lot. So we'll get into that in a second. But yeah, first that that's sort of like that tactical thing to make it less stressful. Okay, this is such a big topic, but I mean I think the first thing you really need to understand when you're going to do this and this is where I'm this is what I'm great at is like looking at your personal brand being like what is my message? Like what are my core brand topics? Like what am I going? What is my expertise? And I think a lot of personal brands like make the mistake and they just talk about too many different things so their message gets drowned out and lost. And so it's really being clear on like what are those core brand topics? Like what is your marketing content because your marketing content is different than your core brand topics, right? Core brand topics are what's going to position you as an expert and build that trust relationship with your audience. And the marketing content is what's going to drive people to take an action. They're going to subscribe or sell, right? It's overcoming objections. So it's like having that marketing strategy from the top is what will help outline what you should be talking about, getting really clear on that content. Like here's what we need for you. We need these videos. And then you can depending on what platforms you like, you know, like we've got clients that love TikTok and I have clients that just despise it. You have to understand I just did a blog about this. Reels versus TikTok. We just broke down everything because there's a both platforms are great, but it's like really understanding me as a personal brand is my audience on there. Do I even do I like doing content like that? Right? TikTok's more trendy. It's fun. It's going to be a lot more like, you know, they've danced challenges and like videos and do you have to that on their no? But TikTokers like that, right? So is that are you do your personality like that? No, I like more of like a serious thing, right? So for me, I'd prefer Reels. It's like understanding where you can leverage your time. So that's an important component of building personal content too. I don't agree. Like this drives me insane with Gary Vee that, you know, when he's like, you should be omnipresent Grand Cardone too, right? You should have his own every platform everywhere and you should be putting out content five times a day everywhere. I don't agree with that. Because what that's doing is it's totally like discouraging people that don't have a 40% content team following them around because they can produce that kind of content because they literally have a team of people traveling with them on their private jets, filming them at every angle, editing all their videos. Most entrepreneurs and personal brands don't have that. Like they cannot. It's overwhelming, too. It's overwhelming. It's like stop. Stop saying that because what you're doing is people are going to do nothing because they're so overwhelmed. So just pick one platform that you love, start mastering that one. Can you put content other places? Yes, take the videos like we talked about repurposing, take one video, put it on YouTube and then you can cut up and make it real EM saying reels or tiktoks or whatever you want. You can turn, transcribe, enter into captions. There's so many things you can do with content. But just pick one platform to start that you love master that platform. When you master that, then you can go to the next platform, mess the next one. But like I don't agree with them when you're building personal brand to like focus on everything all the time. I think you should really like crush one and then move to the next one. And and I guess yes, so that that just depends on what you're comfortable with really. Like there's no right or wrong answer to that. It's what do you love doing? Do you love doing long form YouTube videos? Do you love doing short form entertaining tiktok videos? Do you like writing blog sound captions? Because that could be Facebook or Instagram. Like what do you like doing? Do you like taking pretty pictures? You want to be more influencer? You know, like it's it's really going to be like what suits your personality? I saw a post on your social and I just pulled it up when you were just giving that that sort of rundown. And I thought it was a really interesting post. It was the old social versus the new social media. And it was like a couple, I don't know March 10th. It was like earlier this month. And it was like preaching instead of story, old social was preaching buying followers, reposting content, self-absorbed captions and constantly promoting. And then the new social is storytelling, creating an engaged and loyal tribe, creating meaningful content, captions that provide value for your ideal audience and constantly providing infotainment. And infotainment is something you speak about a lot. So maybe this could be a segue into that, but can we before we go into infotainment as a concept, what does explain this diagram that I'm looking at? And I just read it through, maybe I'll try and find a way to post it on the video, but walk through what this means. So basically I've been on Instagram for a long time. And we didn't talk about how I got started this. But I started back and up like when the app literally, it must have been like barely a year old. So I've seen the Apple Movedin. When I started Instagram, it was so easy to grow because it was like share for share, share repost content. I had a share page that I sold marketing on. Chloe Kardashian followed my page. It was a big fitness, it was squat for that booty. It was a fitness page. It is so great. So I made so much money on that page because I would basically, I grew this huge page and then I would like have a girl pay me or I would say, hey, share my page and then I'll push you on my page. And so I grew to like 400,000 followers like this. And that was just such a different time in Instagram. Like things were just different. It wasn't about what it is. It was a different landscape. It also was like more about like just numbers, numbers, Vini, Mess, Drexia, like everyone just wanted big followings. But now it's with algorithm and like with so much more competition of people on the platform, you've got to really stand out. You've got to provide value. And like I always talk about with personal brands, unless you're freaking Kanye West, Beyonce, the rock or whatever, you cannot post whatever he won. You have to post stuff for your followers. Your social media is not for you, it's for your followers. If you want to grow a large engage tribe. So it's really that's where the infotainment piece comes in. It's like, how are you providing value for your followers? Number one, they want to be entertained. Most people come on social media to be entertained. Then they may want to learn something they like to be inspired to. So infotainment is like every time you post, you should be either motivating or inspiring, educating, right, giving them practical info or entertaining them. It's best if you can always include all three in your social strategy. And and has your love for Instagram changed that all over the years? I mean, you just mentioned something that's very important. Like Instagram is now there's more creators than consumers of content on Instagram. And you still love it as much as you did. Oh, no, that's true. Is that true? I don't know. I think it's true. I'm making up data. Here's a really big differentiator that we need to discuss when you're talking about personal brands because you're as influencer creators, right? You can have a strategy for that where there's expert brands. It's two totally different strategies. So when you come to the fork in the room, which way are you going? Because influencer creators are going to have a very different model. They want to get as many eyeballs as they can in their page and they typically make money by ads or sponsored or ambassadors or affiliates or something of that nature. If you're an expert personal brand, you want to get people who are liking you and your stuff and you want to get a direct response. So you want to obviously grow in numbers, but you want the right kind of people on your page that are going to be interested in your product so that you can leverage up your business. And so that's two totally different strategies. And so when we're looking at the expert model strategy, there's actually not. I mean, I want to say, again, I have to go look at the most recent research, but probably about nine months ago, we did a post on my capture. It's at your social butterfly is my business page. But basically, I talked about how there's only out of like, you know, a couple billion, like what is it? Almost two billion people now on Instagram. It's like two million marketers. It's not a lot. So creators are different. Creators are different. It's a different model. But marketers, not it's still you might think you're like behind, but you're actually it's still there's still a lot of people still doing what you're doing, which is like if you haven't decided yet, they're still sitting on the bench. And so it's like you said, if there's a time to get in, it should be yesterday. Yeah, I always believe that. And I'm I kind of played Devils advocate in some of these interviews to just to sort of bring out the counterpoint because I'm actually, you know, we're like the exact same in terms of like our view of social. So, but I try and bring up like all the arguments because I actually have heard, I have heard that there are more creators than consumers, but I don't have a day to point to back that out. I think it's wrong. I don't know. But it's the organic reach is always a concern, right? That's what everyone speaks of it. Organic reach. So you have to have the right strategy. And like that's one thing we're really good at. You know, like that's that's why I've built my agents like through word of mouth because I'm amazing at organic reach. And yeah, they do stupid stuff that changes and it, you know, affects us. But if at the end of the day, if you have a great content strategy, you are going to get organic reach because you know how to make a content. And it's always like, like Scott, you could have the best content around your ear vex pretties and so could I, but if I don't understand how to turn that into Instagram content, people want to engage in it soon with, it won't go anywhere. That's the key. I think that's where a lot of businesses get confused because, you know, I also live on Instagram and in social and I find it very hard to translate a business message into Instagram. I find it easier. A funny you said you don't like Twitter. I find that there's more business like B2B activity on Twitter and definitely LinkedIn obviously. And even on YouTube, then I've ever found on Instagram. I find that Instagram is a place for like influencers and people with like visually engaging content. So when I, if we want to circle back to Twitter, it's not that I don't like Twitter. I don't personally use it because I'm too verbose. I can't get my freaking thoughts out in a hundred 40 characters. It's like impossible. I just, I'm just too long-winded. But at the agency, it doesn't make sense for agency because what we do, like Twitter is like the purse, it's a thought leader. You need to be yourself. And so like for us doing it for our clients, it doesn't make sense because most, there's like maybe one that we could have done it with our clients, Lisa Nichols. Like maybe we could have done it for her, but like most of them don't have that content for us to do it. So it doesn't make sense. I'm not against Twitter. It's just, I don't personally love using it and we don't, it doesn't make sense for the agency. No, that makes it okay, fair. No, but the point is still Instagram seems to be the hardest platform for business content. And from my perspective, it's always seen that. But obviously you solved for that. I'm not saying it. I was like not, I mean, not for me. But again, it's really knowing the nuances of like how to take that content and turn it into that Instagram or the engagement or the content. And if you were going to recommend a business start on social and you said like you have to pick your lane, you have to figure out what you're good at. And maybe they can do everything. Like maybe they do, they can write and they can record video and they can, you know, use some sort of graphic design software to put something up on Instagram. And maybe they can, you know, take their thoughts and put them into 240 characters. You would still think that Instagram is like a bullish option for somebody that's just sort of weighing out all their different options. Here's where I like it. Because of two main reasons, the three main reasons. So the first one is you can still get organic reach. We do it all the time. Like it's really, people think it's dead. It's compared to other platforms. Facebook, you are not getting organic reach because you have to play. Unless, if you're a personal account, you can only have so many whatever followers now. But if you're on a business page, you have to pay to get reached. You're not going to get a lot of organic reach. TikTok, you can get a lot of reach. But you were going to go through everybody on TikTok. It's a lot harder to attract your ideal audience. On Instagram, if you're a business, you want your ideal people on the page, right? If you're an expert, not a creator or an influencer, but if you're a business or a personal brand, trying to leverage Instagram. And through hashtags. So Instagram's being used more and more like a search engine now. And people are using things like hashtags to actually seek out different types of account and content. They want like our account and content that they want to follow. And so they're putting a lot of different features in that makes it really easy for them to do that. So it's really easy to attract your ideal audience and get your content in front of them. And also like the way they have this share feature set up. You know, if you have your ideal client on the page and you put something up that resonates with them and they share it, it's likely they have a lot of other people that are their followers that are also your ideal people. And so it's like a trickle effect. So as a business, I'd rather like for me, I want more direct response than brand awareness. So I want more of the right people on my page than just numbers. So like I love TikTok, but like that's more brand awareness, right? That's going to be just people. Instagram is going to be better for direct response for me. So I actually do think it's great for business. And the third reason I like is because it's almost like a bunch of apps in one because you have like the wall, you have stories, you have reels, right? You have all these different places to put out content. Yeah. Yeah. This is just like one or two ways of content. As you all know, the success story podcast is part of the HubSpot podcast network, which has incredible podcasts for entrepreneurs, business leaders, people just wanting to upscale themselves. One of my favorites, that you need to go check out is my first million hosted by Sam Parr and Sean Perry. They have incredible guests, Alex Ramosi, Sophia Amaruso, Hassan Minhash, all sharing their secrets, how they made their first million and how to apply their learnings to capitalize on today's business trends and opportunity. Go listen to my first million wherever you get your podcasts. And one thing that you you mentioned that if you find the right audience, this is the this they will convert and that's really the objective of a business putting out content. Obviously I also find that TikTok is is brand awareness, but there's like a trust factor that I feel isn't built on TikTok for some reason. I feel like TikTok is a very low trust building platform with your audience. That's because anybody a house mom from New Jersey can all of the sudden become an expert on you know what I'm saying? Yeah, it's like people don't carry over like. There's no way anybody could be famous. Exactly. So you have somebody with five million followers on TikTok. They have like nothing anywhere else. The audience isn't carry and it shouldn't be about audience, but it's a it's a leading indicator that your audience doesn't trust you or care about you that much if your audience only sees you on TikTok and then doesn't go anywhere else. And you look at YouTube for example, you every YouTuber where you're talking to somebody for 10, 20 an hour long and have a big audience, their audience cares about them, their audience follows them other places. Instagram, Facebook, correct. Yeah. Yeah. Yeah. Okay, so without without doing a full full strategy because other things I want to talk to you about outside of just Instagram, what are some what are some things that you want to leave a business owner entrepreneur with that are just things to think about for Instagram right now in 2023. Okay, that's a load of question. I know it is. You have to pick the things at our top of mind. I know it's a load of questions. I think, you know, I think this might sound funny to you because you're doing it, but like if you're not leaning into the short form video trend, you got to start and you can really do it to what makes sense with your brand and like your personality. It doesn't have to be silly, you know, whatever trending real with like lip-syncing audios. I think a lot of extra brands get like really intimidated by reels, but if you're not on the Instagram or even TikTok or whatever, even YouTube, sure, it's now like some kind of short form video, that should be part of your strategy. It doesn't need to be a whole thing, but like if you're not leaning into it, you really need to start like just leaning into more video content and like learning the nuances of it. There's so much nuance with video content, like the editing, the lengths, the scripting, like there's a lot that goes into it. That would be number one. Number two is like really not being cavalier with it because it's such a powerful tool, organic social media, like I was talking about, it can benefit your business in so many ways. Long-term, look at it as a long-term plan. It's not a short-term plan, it's a long-term plan, so like really getting Siri doubling down on it because what I've learned is like, say I'm doing Facebook ads, you could be crushing it. And this has happened to me personally with my ex-excellent business. We were literally crushing, crushing, crushing, crushing from Facebook, we own Regina Medicine clinics, and they changed, they basically de-platformed us off of Google overnight, so we couldn't advertise Regina Medicine because it's scientifically unsound. They changed the Facebook insights, it became very oversaturated, and so like in a matter of months our entire eight-figure business almost dried up. And the lesson that was learned from that a couple years ago was don't have all your excellent basketball. And so as a business owner like this, well, organic social is owned media, it's never going to go away. So like you could, you know what I'm saying? Like yes, the platform could close down, you should be getting people on your email list, things like that, but I'm saying it's your content, you can save the post, it's just content you create, and it's such a good long-term plan to support all these other things, and God forbid one of them goes away, at least you have this foundation built. Yeah, you're like de-risking yourself one level further than just paid because yeah, it's very smart, very, very smart, and you have that audience again to always tap into. One thing that you mentioned, you mentioned a few times is being very purposeful about the type of content you put out which is understood, but then you also mentioned authenticity, and I think authenticity is key to your strategy, but it's also a buzzword that's really thrown around a lot that I think loses value because people don't understand what it really means, like does it mean I'm Gary Vee and I'm swearing all over my Instagram or what does it actually mean in terms of like content creation? So for me, when I would like coach somebody on being authentic, it would be more of like what I'm looking at a personal brand, there's like the business side of the personal brand, which is like my master content, my expertise, but then I'm also a person, right? So like one of the things I teach about personal branding is like you are a person in your business is one thing that you do, so you should also be sharing with your audience like things about your personal life, and like that's where the authenticity comes in because like who are you and what do you do? You don't have to try to be anything, just be yourself, like I've had so many doctors that are like, you know, I'm afraid to let not professional and like they're doing all this really cool like dancing or like whatever and I'm like put it out there, like let's show your audience, they're so scared than what they do with like the audience loves it because it's just like that's who they really are, and so I think a lot of experts are worried about not liking professional or whatever, and it's like showing people who you are and being authentic isn't gonna you know, sway people away, and at the end of the day if it does, they're not your people anyways, they're never gonna buy your stuff, not everyone's gonna like you in social media, so like just don't be afraid to be yourself, I think is what that means to me. I love that, and that's just I feel like I notice is sometimes when I even do podcasts it's like when people are recording something they like a different person comes on, it's like the person that comes on when you're in front of a mic in a camera, it's like it's like this alternate ego persona, whatever, and then the second the camera shuts off, then the person becomes real, and the person actually is like a human being, and then the conversation you have when somebody you want to have the conversation on social that you would normally have off camera for most people, that's the best way to put it. Like you're talking to a friend at a coffee shop, that's always something cool, stop writing like you're writing a dissertation and write. Yeah, it's like there's real value in your brain, it's so fucking talk about it, and don't just think you need like this like manicured perfect, because it's, but you know you see it, I'm sure you'll see this. Oh my gosh, yeah, I mean I think that people are so tired of that, they don't want fake perfect people, they want real, that's why oh my gosh, look at so many of the Facebook ads, it's literally people taking their cell phone out and they're like putting it up, you can see them pushing the button in the ad, they don't even edit that out anymore, because it's like they want that unpollished, like they're just hanging out with a friend feel, that's what people want is authentic. Okay, let's talk about, let's just do like rapid fire of other social things that I'm interested in your opinion, and only because I was complaining about features on social and you're like no, Scott, you're an idiot, it's not a stupid fucking feature, this is actually a very useful feature, I'm like okay, whatever, we'll talk about it. So I was just curious about your your view on a couple different things. So let's just go through the list, you already mentioned TikTok, you don't necessarily double down on it, do you have any opinions about TikTok in terms of like data privacy, do you have any care about that, do you think it's going to stick around, do you concern? I think that's interesting too, because if you're going to put out all this work and effort into a platform that's so volatile, like it's abandoned, yeah, it's banned in a couple of other countries, so like we don't know what's going to happen here, so there is that chance who knows, it could be totally non-existent, but yeah, I don't worry too much about it, but that's definitely something to think about and consider. Meta, metaverse, virtual anything, do you care about that at all? You know, I know I should, because it's coming and I'm trying, I actually have one of our clients, he's one of my good friends, she's like one of the biggest experts in crypto NFT space, and so I'm learning a lot from her, her name's Lee Richter. I know Lee, oh that, I know Lee, yeah, yeah, I know Lee, so we have a couple of mutual friends. I'm learning so much from her, but it's just like I'm not resonating with it yet, like the whole virtual reality metaverse, like it doesn't do it for me personally, but I'm learning because I don't want to be behind the curve, you know, like I'm trying to learn more about all these things, and like she's, we do her social, but I believe she's one of the best people teaching people, like breaking it down to make it understandable, like she's the only person that I've understood it from, because I read it and like it's like Chinese, yeah, she's doing a really good job of like breaking down all this stuff and making it like also like how to apply that to your business and branding, so like losing NFTs and smart contracts for your business, and like really cool things that people are doing, so like I'm learning a lot from her, so I'm trying, but I haven't, I haven't done anything with it yet. You know, it's funny, her whole business is about making it more accessible, that's that's her whole like the whole NFT pay business is about making it like super accessible to everyone, she's very, we had dinner like a month ago. That's so cool, yeah, she's one of our very good friends. Yeah, yeah. What about influencer, like what about badges paid badges on Twitter, paid badges on Instagram? We don't know what's going to happen with that. I mean, as someone that's verified that earned my verification, it's a little frustrating for me. Yeah. I got it because I'm like a published author that actually wrote a serious book, you know what I mean? So I got verification that way. I think that it's great what they're doing, but I'm hoping we don't know because they haven't commented on it, but I'm hoping maybe the people that have verification will have a different color or something to signify something different. Like I think it's great what they're doing because you know, anyone should have, I do think on social media you should have some kind of verification anyways, it should be like the initial step, but I'm curious to see how this works when they roll out on Instagram. Like if people like me are going to have a different color or we don't know yet, we have no idea or or if because what's happening on Twitter right now is Elon's actually getting rid of legacy verification. So even if you were legacy verified and notable, unless your government or or there's maybe there's some categories, he's just making it so if you don't pay for Twitter blue, you're not verified, which is silly. I mean like that means like personally, I mean like Kanye or you know, Kim or whatever, wouldn't be verified unless they're paying for Twitter blue. Interesting, whatever. It is interesting. Useful features, new features. I was complaining. What was that feature in Instagram was complaining about? The notes is the one that you put the most, like this feature is so stupid. I don't get it. So I don't understand it. So the reason I said it's useful is because one of the main things I should do about Instagram is engagement is a currency of Instagram if you want to go organic. So you've got to have engagement in your content. The more you can get people engaging, the more that's assigned to Instagram, that you're keeping people on the platform and they like that because it's a business, they want to sell ads to people on the platform, right? So it's like that's the signal, engagement metrics signals that algorithm that they should be pushing your content to more people. So anything that is a new feature that could foster engagement is good. So like, no, if you use it smart, people will DM you and reply to the note. Do you see them saying, so you can put things in there to foster DMs, which is engagement. So that's like a smart thing if you learn how to use it, right? And that would potentially help engagement across your entire account. Your entire profile. That's not much of a hard sell to be honest. That'll get me to do it for sure. But it's not like you have to put up things that are going to foster engagement. Don't just put up like, I love my dog. Well, I see people. I see people just putting the city that they're in a lot. People use it differently. I mean, but like, that's where I'm saying like, for me, it's a stride. Everything is strategic for me. I don't think about it. So give an example, like, give a, like, what would be a good, I can probably try and think of something. But like, what have you? I don't know. The last one I replied to that I was laughing is my friend Elizabeth went to South Beach and she put South Beach almost killed me. And so I've messaged her sort of, and I put a let me out. I mean, I laughed because I was like, I know South Beach will kill you. Well, spring break too. So yeah, for sure. Yeah, so I'm here. I don't even go down there. I don't even, I don't even, I don't think I've been to South Beach once in the past two years. I've been in Florida. So like, that, like, that resident, I mean, because it's almost killed me also. So like, thinking about your ideal audience, what would resonate with them to get them to reply to you? Do you see what little comments like, if there's like a controversial timely thing happening, ask them a question. And that's a good. That is a smart thing to think about just like the, the new features coming up on social, like use them, like find a way to use them and explore them. Because that's obviously what they want. I know about building a relationship and like a dialogue with your audience. I always say conversations lead to conversions. So the more you connect with them, the more that it will work. niche social sites, like be real good reads, weird stuff like that, that I haven't really used, but I know they exist. You see them having, no, okay. I know that people use them. I don't know who I, my girlfriend has all these like, she's obsessed. She reads more than anybody have ever met my entire life. So she has actually it's a really cool news app. It's not social, but it's kind of like a Facebook for news. Have you seen it's like the new one that Instagram launched? No, it's called, it's an app that has like a news feed, but it's like news that you can pick and like show in your feed the news that you want. Oh, I don't know this. No social media for news. It's cool. I don't see that stuff. I don't, I just don't my thing. I spend so much time on Instagram and social media that I can't, I need to turn my brain off. Well, no, listen, you're living, you're living your advice. And I think it's smart advice. I mean, like make money doing one thing that works really, really well. And once that thing works really, really well. Yeah, you can explore and test other things. It's good to, to future proof yourself. But I mean, you gotta, you gotta be so, so wildly obsessed with the one thing that you know works. That's how you become successful. AI. Do you, any thoughts on AI for content generation? I mean, it's doing everything now. All mine. Yeah, I think it's going to be amazing. And I think if you want my thoughts on AI in general, I think it's going to replace the middle class. I think we're going to have a back like in the old days where it was like the poor and the frickin. Yeah, super rich. Yeah. Yeah. Yeah, that's, I am coming up with right now like a course that's going to teach people how to use AI for social media. Because I think that's the next thing is like the thing with AI is you have to understand how to get the information out of what you want. You can't just like write a social video post that's very nuanced of like how you have to like prompt it like tone. You know, I'm saying like how do you get the content that you want? And so like that's what I was good. I'm going to be teaching people about it. It's, it's absolutely awesome what you can do with it. And I think that this is going to turn. So everyone that I work with, I'm just trying to get them to, and I think Alex Ramose originally did this, but across the organization like find a way to replace parts of your job with AI and just find a way to get rid of that piece and just turn everyone into, you know, where they were at pre AI. Now they have like a 10x output compared to before. It's, it's fastening what you can do. Okay, I don't think I have many other trending social media topics. I know that what was interesting to me is your backgrounds and fitness and health. Oh, there's so much and we don't have a ton of time. So let's focus on things that are the most important because I know that you obviously you have anybody who's focused on their health and well-being has like hacks and strategies to operate at a very high level. I know because I do them and I know that you do them and I know there's probably dietary things and there's there's mindset things and I know that you I know that you're a big practitioner of meditation and I think that you follow, I think it's Dr. Joe D'Spenza and and there's all these different things because obviously somebody who spent so much of their time being aware of what their body is doing, you can't get rid of it. And then you realize how you leverage it for like a like an intellectual and intellectual capacity to just operate at like the highest levels, right? You know how to make your mind right, how to operate, how to sleep better, how to do whatever, do all the things. So coming from a background because I know that you've done this at a degree that most people have not even explored yet, being from a fitness background and competing, which is absolutely while the people go through. What are some things that you've picked up, some habits that you've that have stuck with you from that life that you still use to operate at your peak? Oh, so many things. Obviously, I don't have a desire to be a beast anymore like I did when I was competing for five years. When I was a pro athlete, oh gosh, that was a lot. But fitness is still such a big part of my life and nutrition because of how I feel. So like I tell people a lot, it's really not for me about how I look anymore. It's like I know what it feels like to feel well and I don't ever want to not feel well. So it's still like I've been struggling actually at this moment. I can't work out to even my capacity because I had a big car accident last year that I'm not allowed to talk about because I'm going to lawsuit. I hope you're okay. But yeah, I hope you're okay. It was rough. I had six rainy discs on my neck. Shit. Yeah, so but I can tell you just like even my morning routine. So one thing that I do that I will always do is I don't ever take calls before 10th or earlier. It's usually even 11 because like even on the days I've taken my kids off the back, I need that two and a half hour window for like meditation, exercise, whatever it is reading, walking outside in the sun, like I need that personal time. I call it my magic morning time because if I don't, I can't function optimally. Like it's so important for me. I don't care what I have to do, like unless it's literally the most urgent call in the world, I will not take a call before 1030. It's not happening. So like that's just something that stuck with me because my wellness is so important to me. Obviously like nutrition is huge, but again, not like eating to be a bodybuilder, but like just eating really well. I'm I would consider myself a biohacker. So it sounds like you were saying what I am, but that's what they call like how do you use food nutrition supplements, lifestyles, like hacker biology and like feel better, make your brain work smarter. So I do a lot of that kind of stuff like red light therapy, sauna meditation. So you do I didn't know you went all into it. You do all of it then. I do all the things. I'm obsessed. Cryotherapy. Yeah. I don't do coal pun just because I actually. I was going to say what works though. Like so you're talking about red light cry out there like all these different things. So what what are these things actually do because I personally stopped at the nutrition and like maybe like trying to mess around with some new tropics and trying to just have like an elevated concentration or focus. Yeah. I never go on it. That's right. But not a lot. They all basically work to so I do a lot of intermittent fasting also. Yeah. And intermittent fasting is basically going to do like autophagy. So it turns you into basically when like your your dead mitochondria, which is like the powerhouses of ourselves, they basically killed themselves, right? And so you're left with only hyper forming mitochondria. For someone like me, I went through a big mold toxicity issue. A lot of like toxins get stuck on those. And so like that's a great way to detox and things as well. So like I do intermittent fasting. This sawdust sweating is huge. I do infrared song. My girlfriend hasn't really a nice double. It's a heat and infrared. So it's a lot of signs that goes behind. Number one, the detoxing sweat part, but also the heat. If you have like a certain heat threshold over a time, you activate what's called heat check proteins. So there's like it's it's really good for your biology, your mitochondria, your fricking longevity, like senescence of the cell. There's a lot of like signs that's behind it. But basically it's optimizing. It's optimizing your biology. So you're healthy and you perform better. Your cells metabolize things better. You're not as inflamed. You get rib inflammation, right? And and when you when you so even in your day to day, like when you don't do these things, just give me like a number. Like you if you don't do these things, you're out of what versus when you do these things, you're out of what? If I don't do them, I'm like a three or four. Wow. Yeah. And if I do them, I'm like a nine or ten. Yeah. Significant change in my I actually laugh. I'm like I turn my brain on it. Whether it's exercise or sauna, like I my girlfriend has a peloton. I just started doing the peloton. Even though I won't stay on your bikes. But like I just love I need to do some kind of physical activity. Like the peloton's been good for me because I can't lift a lot right now because my injuries. Yeah. But like I need to move somehow. And have you noticed like your your recovery from injuries as well? Is that expedited because of the regime? Yeah. I mean I didn't necessarily do that kind of protocol for the neck. I actually did stem cell therapy for my neck, which has been dramatically amazing. So I do regenerative medicine. Obviously, my husband I did that for my neck injury. It's a lot better. I'm not in pain anymore. Like my injuries were so bad. I felt like you know those bobby lads. Yeah. Yeah. The ability to do my neck because I had a I had a severe front and side whip lash injury. But yeah. Yeah. The stem cell helped a lot. But it just helps overall. I mean they say the infrared is really good for healing like infrared light. Yeah. So I haven't used it for that. But yeah, for sure. It's amazing. They're amazing tools. It's tools in the toolbox to help you perform better and feel better. No, I know. And I like to dabble in the ship. But I'm not as deep down the rabbit hole as you are. But it's fascinating. But if you were going to pick one. So I intermittent fast. Dabble with new tropics, cold plunges, suck. I hate them. Never done red light or cryo or stem cells or anything like that. I know they all exist. But it's like how much time do I have in a day to start to explore this? Which I, you know, I should I was more into it when I was lifting because I was like so focused on my body and the science around the body and what it can do. And I'm sure you were too. And you competed at a much higher level than I ever got to. It doesn't matter what I did. But the point is when you're in it, you're in it. And then like a lot of people, you fall victim to just like way too busy later on. I'll figure it out. I hear these things. So I like to bring these things to the forefront of the conversation because I truly do believe that everybody who's successful has some sort of regime or regiment or thing they do that is they have to hack the way they perform because it's hard. Exercise number one. Yeah. Exercise. So exercise is literally like it turns my brain on. And if you look, one of my best friends is Dr. Gabrielle Lyon. She just did a post on this. Exercise is released myocons. And these myocons are like these messengers that do a lot of things in the body. But one of the things they do is they, um, they release it's BDNF, which is a type of myocon apparently. I just learned from her posts because she's so smart. But BDNF is a brain drive neurotropic factor. And so it's like miracle go for your brain. And so exercise stimulates BDNF. And that's why for me, like I literally feel like a different brain when I exercise consistently. Like that's the biggest one for me. If I had to pick one thing out of all that to do, the second would be sauna. So I was like changing it for me. The sauna over intermittent fasting. Yep. Oh, that's, that's pretty, that's, wow, that's compelling. Then I got to try because for me, intermittent fasting is, is, is, is incredible. I mean, the folks are very, I love intermittent fasting. But the sauna is like, I see a dramatic difference in how my brain operates after I get out of the sauna. What do you, what is it? What do you do for the sauna? What is it? There's a couple of ones. You're going to do a bunch of research on it. And I'm not a sauna expert. But I know like hers is both, there's like the high tea temperature saunas, like dry saunas, and then there's infrared. So you're getting red light on you in the sauna because the red light apparently penetrates your cells. It's like a different way of heating the body, whereas like the dry saunas from the external. And again, I'm not a sauna expert, but this is just from the anecdotal stuff I've read. So it's like two different ways. I know that like at any rate, really, it's like three days a week for 30 minutes in like a certain heat temperature is like the best benefit for like the heat shock proteins. But for me, it's all also just about detoxing. I don't know if I'm just a poor detoxer or something, but when I get this on, I feel like exponentially, like I'm just like sweating, like detoxing and I feel much better. That's wild. What do you, what do you eat? Like what's your diet like now? Oh, I'm really, I'm gluten free. I don't eat a lot of dairy. I'm neurotic about no chemicals, preservatives, non-GMO stuff. Not good. Not that it's very good. I mean, a lot of protein, high protein diet, a lot of grass fed while like, like meat. But you're not, you're not like pure keto. You're just, I naturally eat lower carb, I don't eat a ton of carbs, but I'm not keto. I never have been keto. Oh, okay. And then last, last thing, meditation, you meditate a lot, Dr. Joe dispens, I know him. I don't actually know his work that well though. So, it's been the most life-changing I've ever done. What is, what is he, what does he teach? And what is that, what does that actually do for you and how do you implement it in your life? I'm going to try to keep his release to sync, but it's hard to get it into even like a five-minute thing. But it's not, when you think of meditation, when I first started meditating, I went to headspace and I put the things on, I was like, hey, don't think of anything to shut your brain up. Most people do that. That's what, that's like step one, right? It's step one, and I think it did help me a little bit. I would put on like theta music, and it was good. This is game changing. It's totally different because you're not just sitting there doing nothing. It's like, actually, he teaches a technique of meditation that you're actively using your brain to access these higher states and higher dimensions. And so, by doing these meditation techniques for me at work, because I'm not just sitting there not thinking, I'm actively sensing and like doing this whole technique of raising my energy, and you're able to access these really like theta states and like super high dimensions. So, what he's doing is he's taking like, he's demystifying the mystical woo stuff, right? So, it's like science meets mystical energy stuff, but the results are profound. Like, I went from dreading meditation to like, being in there for, I'll be in there. We did a five-hour period of meditation is that night didn't want to come out. I was like, I don't even want to come out of here. It's, it's the most life-changing experience. I've manifested my dream girl. I manifested my dream life. Like, I've manifested everything doing his work. Because basically, what you're doing is through these meditative, meditative states are going into these, it's basically like a dimension with there's no time or space, right? So, if I'm in this space energetically with my frequency, and I'm creating in this space, there's no time or space. So, everything I create is everywhere all the time. So, I'm already, it's already done. So, it's like this really interesting process of healing yourself, like creating, generating abundance. Like, it's like, it's amazing. It's amazing. I highly recommend everybody look at his work. It's, it's not, his free stuff is not great. You've got to go to an event. His seven-day event is where your life will be changed. Is, um, is the stuff that he works on, like, documented? Like, there's, like, an answer behind this? Oh, oh my gosh, yeah. He's got a researcher, PhD at, um, University of San Diego, California, that when we, I actually went to his event at the end of COVID and none of us masked 1400 of us and the thing none of us were masked because we all, like, advanced meditators do not get COVID. They actually have research studies showing that COVID cannot enter the cell of us as advanced meditators in his because our frequency is so high and also apparently, like, when we're accessing these high states, you know that, like, 99% of our DNA is, like, junk DNA. Yeah, yeah, I know that. Yeah. Well, us advanced meditators are releasing a protein that they've never identified. So, they're studying this protein in the University of San Diego because we believe that could be possibly why when people go to his event, they're curing cancer, they're walking again, they're freaking can't get COVID. Get out of here. Seriously. It's insane. Your immune system is, like, mm-hmm. By the way, this sounds absolutely wild. I'm just going to, it sounds wild if you've never been into it. So, this is something that you have, like, has absolutely changed your life. And you've tried all the, all the physical, like, biohacky things. You've already tried those, and then still, as somebody who goes into science, goes into research, I'm sure, thoroughly for the stuff that you incorporate into your own life and your own body. This has been that impactful in your life. Totally. I mean, it's one of the best decisions I've ever made. And I will tell you, if you were like me, I was terrified to go to this event, I was terrified. I was like, there's no effing way I can sit in a meditation thing for, like, 40 hours or 50 hours a week. It's absolutely not happening. And then I was like, you know what? Like, why do I have so much resistance to this? The way that I've always operated, why I started competing in fitness is because if I'm scared to do something, I should lean into it more and do it. I'm like, why am I so scared of doing this? That means I need to lean into it more. So after like a lot of my friends going and doing what I'm doing to you and raving about it, I was like, all right, eff it. And I like bought the ticket. And I was like, I'm like, oh my god, okay, I just bought this ticket. I'm going to do this meditation retreat. I don't know how this is going to go. I'm going to survive. I might not make it. And then I went and I was like obsessed. Normally, when I go to a conference, I'm like, oh, skip sessions, whatever. I was like, I couldn't wait to go back. I was like, every session, I didn't miss one thing. I was obsessed. And I'm actually going to his events follow up in May and Denver. I'm so excited. That's amazing. I know there's a lot of science-based meditation. I spoke to Steven Kotler and he writes a lot of books on how to reduce aging in both the mind and the body. And a lot of it has to do with the purposeful meditation. So I know there's a lot of science behind it, but I know that what you're describing is like, taking it to the next level. It's a long, beautiful podcast just on this. Yeah, maybe one day. Maybe I'll go. I'll check it out and then I'll. I mean, I'm telling you, just like, put yourself out there because it's really, I've never heard one person come back that says it wasn't the most amazing experience of their life. And that's what people think it's like a cult. And it's not, it's just like chiropractic. Chiropractor's a cult leader. It's once you know what it feels like to feel amazing, you don't want to not feel amazing. So you go back. It's just like, it's an amazing experience. I love that. Okay. We'll do something else in the future about meditation. It's obviously a really big topic to go into. So I just wanted to touch on it briefly. But let's wrap soon. Before I end this, I'm just going to leave it with you. Is there anything that we didn't go into any last pieces of advice for entrepreneurs, business leaders, high-performing people that you wanted to leave them with? And then I'll get your social and then we'll close it out. No, I mean, I think I just want to say kudos to you for listening to these kind of podcasts because you're just like, you're expanding your hood. It's like the best free platforms we have to learn, right? So listen and take one thing from each thing and go execute. I love that. Okay. Where are two people connected with you? Instagram. What's my favorite platform? Obviously, it's my name at Tari Saddi Pasquale. There's a T-H-E-R-E-S-A. My website is Capture Social Group. That's where you can find a lot of my business stuff. And that's pretty much it. Yeah, I spend a lot of my time on Instagram. Perfect. Okay. And I asked this question to everyone before we cut out. You've had an incredible career. You've had almost two seasons to your career in your life and you've been successful in both of them. At this point in your life, what does success mean to you? Freedom. Not freedom. Freedom to be able to choose what I want to do every day. Like, I feel successful now because I have a great business, but I can wake up and choose to do it. I wake up, you know, I have that option to do it. And that's just a really big thing for me.