How Guest Speaking Paved the Way to $276,000 for Atiba de Souza

Jennie Wright [00:00:02]:

 

Hi. This is the Acquire podcast from the Odd Phonic Podcast Network, and I’m Jenny Wright. This is the podcast that delves deep into the world of list building and online events, and it’s designed to empower entrepreneurs and marketers with the knowledge and strategies to master these essential growth tactics. Today, we have a really special guest and somebody who I think is amazing. He’s no stranger to the world of video content and digital marketing. Meet Atiba D’Souza, the video content Superman, and he is wearing all the gear today. Atiba is not just any content creator, he’s a visionary who is mastering SEO before the term even existed. With over 15 years experience, he’s not just ranked regional and national brands on page 1 on Google, he’s actually changed the game, The whole landscape of how this looks.

 

Jennie Wright [00:00:49]:

 

Ativa is a multi award winning marketer featured on prestigious platforms such as traffic and conversion summit, affiliate meet mark market, digital marketing blog, Fox, and even USA Today. Those are prestigious sort of platforms to be on. And he’s been the voice of some top tier marketing podcast sharing his wealth of knowledge. But Atiba is more than just a marketing genius. He’s also a devoted family man, a connoisseur of all things delicious, an IG food influencer, and he’s in the Washington DC area. And we just found out we may actually have over in Florida in January, and I’m excited. Thank you so much, Ativa. I’m so glad you’re here.

 

Atiba de Souza [00:01:29]:

 

Well, thank you, and I’ll be even more excited if we could actually Florida work? That would be Amazeballs.

 

Jennie Wright [00:01:36]:

 

It would be great. It would be really cool to meet in person Along with all the other people I get to meet in person in January when, I get to speak on a really cool stage that I’ll be talking about more. I’m really excited about that. So

 

Atiba de Souza [00:01:48]:

 

And congratulations to you for that.

 

Jennie Wright [00:01:50]:

 

Thank you. I really appreciate that. Thank you.

 

Atiba de Souza [00:01:52]:

 

Yes.

 

Jennie Wright [00:01:53]:

 

You and I have met And we work together on multiple projects, like summits and and podcasts, and we’ve been, you know, we’ve just crossed paths quite a few times. And you’ve done some incredible things in terms of podcasting in 2023 with guests speaking and all sorts of, you know, content creation and things like that in summits. Yeah. Talk to me about what you’ve done in 2023 and the results you’ve kinda created from that in terms of List building, lead generation, sales revenue, all of that good stuff.

 

Atiba de Souza [00:02:24]:

 

Absolutely. And and so first, let’s just start there. I’m telling you the end of the story. I wanna be clear. This is not how the story started. Okay? Or even where I was thinking it was going. But We’re sitting here in the beginning of the Q4 of 2023.

 

Jennie Wright [00:02:44]:

 

Mhmm.

 

Atiba de Souza [00:02:45]:

 

And at this moment, due to podcasting, so we’re gonna be talking about being a guest on podcast and even having your own show a bit as well. Both sides of this, but definitely being a guest on other people’s podcast. Okay? From that this year alone, I have been on and invited to be on 6 stages, physical stages

 

Jennie Wright [00:03:11]:

 

Mhmm.

 

Atiba de Souza [00:03:12]:

 

And generated $276,000 in the first three quarters of this year. But that’s not even the fun part. I I don’t know. That sounds like a

 

Jennie Wright [00:03:25]:

 

huge number. What? That’s not even the fun part? That’s pretty fun.

 

Atiba de Souza [00:03:29]:

 

The fun part. That’s not even the fun part. We have over $300,000 worth of proposals out for 2024 Already.

 

Jennie Wright [00:03:39]:

 

What the crap? Oh my gosh. It’s amazing. Congratulations.

 

Atiba de Souza [00:03:43]:

 

Thank you. And It’s all because of the correct approach Mhmm. To podcasting.

 

Jennie Wright [00:03:50]:

 

Absolutely. Guest guest speaking is massive. And in Acquire, we’re talking about lead generation, list building launches, all that good stuff. And having a podcast, this is a little meta because we’re on my podcast. But hosting a podcast and guest speaking is always been one of the strategies that I’ve been employing to grow my list and create lead generation and so on and so forth. This is huge for you in 2023. And if you were to compare it to, like, 2022, What would be the the biggest differentiator for you?

 

Atiba de Souza [00:04:22]:

 

It’s a great question. And that’s that’s this is the thing that I hope everybody Don’t get stuck on the sexy numbers.

 

Jennie Wright [00:04:29]:

 

Mhmm.

 

Atiba de Souza [00:04:30]:

 

Okay? Hear this because this is what’s important. So in 2022, I was on podcasts.

 

Jennie Wright [00:04:37]:

 

Yep. I was

 

Atiba de Souza [00:04:38]:

 

on a lot of podcasts in 2022. However, I was on podcasts for the wrong Reason.

 

Jennie Wright [00:04:45]:

 

Okay.

 

Atiba de Souza [00:04:45]:

 

We were booking shows, and we were booking shows left and right, and people wanted to hear me speak. And I wanted to go on those shows because I was attempting to perfect my voice. I was on there for very selfish reasons.

 

Jennie Wright [00:05:01]:

 

Okay.

 

Atiba de Souza [00:05:02]:

 

Okay. Some other people that I know in 2022 as well who are having great success in 2023 with podcasting were on shows last year because They thought that they would get clients from it, so they went on trying to sell people. Yep. Right? Or they wanted the host of the podcast to become their new client, so they were trying to sell the host.

 

Jennie Wright [00:05:25]:

 

Yeah. They were.

 

Atiba de Souza [00:05:26]:

 

The bottom line is we were all approaching From an extremely selfish perspective.

 

Jennie Wright [00:05:31]:

 

Mhmm.

 

Atiba de Souza [00:05:32]:

 

It was all about what we could gain. That’s when I when I looked back at 2022, that’s what I realized. Okay? It was very, very selfish. And so early this year, We changed I changed my focus, and it became on okay. Who is the audience? What does this host want this audience to know and would be viable to this audience, and how can I overdeliver on that? How can I make this host feel like, oh my gosh? You were the best guest ever because you just gave so much value

 

Jennie Wright [00:06:11]:

 

Mhmm.

 

Atiba de Souza [00:06:11]:

 

To Everybody for free? You’re like the greatest thing ever.

 

Jennie Wright [00:06:18]:

 

I’d say with confidence that you’ve done that. I’ve had you I had you on my, summit in this past June in 2023 and a previous one and also on the podcast that I had previously as well. You do do that. You make

 

Atiba de Souza [00:06:33]:

 

Thank you.

 

Jennie Wright [00:06:34]:

 

You make the host feel like, hey. This was super easy to book. Like, you’re quick at filling out the form. You’re quick to book the interview and so on and so forth, which is fabulous when you want to get into guest speaking and just making it easy. And then you do absolutely over deliver. I wanna break it down, though. I wanna go a little bit deeper than just, like, the superficial, hey. I want to change from 2022 to 2023.

 

Jennie Wright [00:06:55]:

 

How did you realize you were being selfish? How did you justify or rationalize in your head this shift?

 

Atiba de Souza [00:07:04]:

 

Mhmm. And

 

Jennie Wright [00:07:07]:

 

what was the biggest like, other than the monetary because that’s monetary. It’s great. But other than the monetary, what’s the biggest gain that you’ve seen?

 

Atiba de Souza [00:07:15]:

 

Yeah. So let’s be clear. I didn’t do it for the monetary gain. No. K? I didn’t make the shift at all. That that wasn’t even the thought when we made the shift.

 

Jennie Wright [00:07:23]:

 

Yeah. It’s just a good result.

 

Atiba de Souza [00:07:24]:

 

It’s it’s great result. Here’s what happened, In in all honesty, and this was January, I had a guy on my show whose name I’m not gonna call, and I’m embarrassed to say this, but I I had him on my show, and I did not remember doing his show. And what was worse was I’ve done his show 10 days prior.

 

Jennie Wright [00:07:47]:

 

Oh, no.

 

Atiba de Souza [00:07:49]:

 

Because I got on his show, and it was all about me. And I was I didn’t care a thing about him. I didn’t remember his name or what he looked like.

 

Jennie Wright [00:07:56]:

 

Mhmm.

 

Atiba de Souza [00:07:57]:

 

Right? It was all about me practicing and rehearsing My my bit

 

Jennie Wright [00:08:02]:

 

Yeah.

 

Atiba de Souza [00:08:03]:

 

If you will. Right? And how I present, if you will. Right? And then he gets on, and he’s He’s talking to me, and he obviously knows me. And I’m like, I don’t know who this guy is. And I was so embarrassed in that moment that I realized I was being selfish. Mhmm. You see? And it’s it’s it’s a very fundamental principle In business, the closed hand has no money.

 

Jennie Wright [00:08:34]:

 

Very true.

 

Atiba de Souza [00:08:35]:

 

Okay? And when you’re selfish, It’s because you’re trying to hold on tight and you have closed hands. Yep.

 

Jennie Wright [00:08:43]:

 

And so I was desperation.

 

Atiba de Souza [00:08:45]:

 

Yes. I was smacked by that In January?

 

Jennie Wright [00:08:50]:

 

Mhmm.

 

Atiba de Souza [00:08:51]:

 

Right? And realized that I needed to be giving more than I was because, you know Let me let me be even more real with you.

 

Jennie Wright [00:09:03]:

 

Okay. Okay?

 

Atiba de Souza [00:09:03]:

 

If if I can’t can can we go a little bit deeper? Can I be a little bit more real too?

 

Jennie Wright [00:09:07]:

 

Hey. Let’s go deeper. Let’s go all the levels deep. I love this stuff.

 

Atiba de Souza [00:09:12]:

 

So in my history, and I’m not sure you know this, but in my history, I have the The pleasure of being a tour guide at the US Holocaust Memorial Museum Museum in Washington, DC.

 

Jennie Wright [00:09:21]:

 

I know.

 

Atiba de Souza [00:09:21]:

 

I did that for many years when I was younger. I’m talking 16 through 21. Okay? Okay. And I’ve toured heads of state, dignitaries I mean, people that, yeah, you see on the evening news, I’ve toured them through the museum. I’ve toured big people, big names through. And my coach At the at the time in the museum, okay, who was ahead of me and and teach me this stuff, after several years looked at me, and she said to me she said She pulled me aside in the middle of a tour. Okay? Miss Williams. She pulled me aside and she said I was 19 years old.

 

Atiba de Souza [00:09:57]:

 

She said, listen. It needs to be more about the content and less about you. She said you’re fantastic as a showman. Mhmm. But they’re here for the content, not the

 

Jennie Wright [00:10:13]:

 

show. Oh, miss Williams. Yes.

 

Atiba de Souza [00:10:16]:

 

Yes. And so in January, I realized I was being a showman. I was getting on podcast, and it was all about the show.

 

Jennie Wright [00:10:24]:

 

Yes. Okay.

 

Atiba de Souza [00:10:26]:

 

Right? And I was practicing the show instead of being all about the content And overdelivering on that.

 

Jennie Wright [00:10:35]:

 

Okay.

 

Atiba de Souza [00:10:36]:

 

So that was a conversion still. Like, when I when I realized that with that gentleman on that podcast and then I’m remembering the blue years old lessons from musical Williams. Yep. Right? Smacking me in the face like, dude, It’s not about the show.

 

Jennie Wright [00:10:55]:

 

Yeah.

 

Atiba de Souza [00:10:57]:

 

So that that was the the the moment, The precipice moment for me.

 

Jennie Wright [00:11:03]:

 

How did you so that would have brought up for me. That would have brought up feelings. That would have brought up some junk. And even though the show isn’t about the feelings, I will say because, you know, we are we are content creators. We are all about that stuff. But I I I actually spoke on stage last week, and I had a conversation at the time that we’re recording this. I spoke on stage last week. And I remember saying, look.

 

Jennie Wright [00:11:27]:

 

I’m all about the thing, like the technicals, the creation, but there is not a client that I don’t have that I have to do the feelings with because they mesh.

 

Atiba de Souza [00:11:38]:

 

Mhmm.

 

Jennie Wright [00:11:38]:

 

Right? So you’ve had this realization. Thank you, miss Williams, in the memory from this, like, long time ago. And you realize that you’ve made it about the show versus the content, so you’re changing that up. How did you, like, again, look at that and go, I forgive myself for having done this, and I’m gonna pour myself into this new way of doing it. Like, Was that a blip? Was that a moment? Was that a week? What did that feel like?

 

Atiba de Souza [00:12:05]:

 

Well so, fortunately, it wasn’t the 1st time in my life had gone through that. Mhmm. Right? And It’s not the 1st time in in my life that the showman was too much, and I had to pull back. And so that side of it was okay.

 

Jennie Wright [00:12:18]:

 

Okay.

 

Atiba de Souza [00:12:18]:

 

Okay? Because when she pulled me aside when I was 19 years old, yeah, I was in my feelings then. Right. But I remember those feelings till this day and and how to to deal and and progress through it.

 

Jennie Wright [00:12:33]:

 

Mhmm.

 

Atiba de Souza [00:12:34]:

 

Right. The the challenge was okay. So then who am I? What what is it that I am actually Delivering.

 

Jennie Wright [00:12:42]:

 

Yes.

 

Atiba de Souza [00:12:43]:

 

Right? It it’s it’s interesting because in that time frame, what we also did is we went back, and we took My speaker kit, we rewrote the entire speaker kit. We threw it out. We rewrote the whole thing.

 

Jennie Wright [00:12:53]:

 

Mhmm.

 

Atiba de Souza [00:12:55]:

 

Right? And we we re Crafted my presentations, even just my stage presentations and podcast of what what we were talking about. We recrafted how we were presenting ourselves to even hosts. Okay. So that it was more authentic.

 

Jennie Wright [00:13:12]:

 

And are you are you, like sorry to interrupt. Go ahead.

 

Atiba de Souza [00:13:15]:

 

No. No. Go ahead. I was

 

Jennie Wright [00:13:16]:

 

just gonna say, are you now remembering the names of the podcast that you’re on more like other people and things like that? Is that easier for you because you’re focusing more on the delivery side.

 

Atiba de Souza [00:13:27]:

 

Yeah. And it’s more see so for you who are listening to understand Why this was such a big smack as well is because I’m a huge systems guy. Mhmm. K? So my staff prepares a dossier of every show I’m gonna be on. So guess what y’all? I had all the information.

 

Jennie Wright [00:13:48]:

 

Oh. I had it all.

 

Atiba de Souza [00:13:52]:

 

I had it all.

 

Jennie Wright [00:13:53]:

 

Okay.

 

Atiba de Souza [00:13:54]:

 

And that’s why the smack was even harder, but it was like, okay. Come on, man. We’re better than this.

 

Jennie Wright [00:14:01]:

 

Mhmm. Mhmm.

 

Atiba de Souza [00:14:03]:

 

Right? We’re better than this. We can we can be better than we need to show better than this.

 

Jennie Wright [00:14:08]:

 

Mhmm.

 

Atiba de Souza [00:14:09]:

 

Okay. And so so that was a lot of of that there. And so yes. So now one of the things that we we did was I’ve Slow down how many podcasts we were on, because I was doing 4 a week too.

 

Jennie Wright [00:14:20]:

 

Oh, that’s a lot. It was

 

Atiba de Souza [00:14:22]:

 

a lot. It was a ton. And I and I so we deliberately slowed down Yeah. So that we could pay better attention Mhmm. So we can remember. Right? So we can remember. Right? So we can remember. Okay? Super important.

 

Atiba de Souza [00:14:41]:

 

Yeah. And the other side because here’s this, and we’re gonna get into this, I’m sure. But what makes this work? Mhmm. And what helps you build your list and build your business through podcasting is actually the follow-up. Yeah.

 

Jennie Wright [00:14:57]:

 

I really wanna talk about that too.

 

Atiba de Souza [00:14:59]:

 

Okay. And so when we’re on 4 a week and I’m just practicing the show, we’re caring less about the follow-up. Now we have a follow-up system in place. Mhmm. It’s a good one, but it’s just that. It’s it’s just there. Right. There is no real deliberate and real caring behind the follow-up.

 

Atiba de Souza [00:15:24]:

 

Okay. So let’s talk about follow-up. Actually, before we talk about follow-up, let’s let’s take a step back. Let’s take a step back. Okay? So you get a you you get booked on a show. You’re a guest on a show. What do you do? Well, you study their audience. You understand what is it that they’re trying to deliver to their audience, and where do you fit In that equation.

 

Atiba de Souza [00:15:52]:

 

Okay? Where do you fit in that equation? And that’s where you wanna focus on what you deliver now. Be open to the conversation going wherever it goes.

 

Jennie Wright [00:16:02]:

 

Of course.

 

Atiba de Souza [00:16:03]:

 

Okay? Be open to that. Talk directly to the audience. You see, most most I I I I think this goes without saying, but so many people don’t do it. Most hosts want you to talk to their audience.

 

Jennie Wright [00:16:20]:

 

Yes. But it ends up being a conversation between the 2 people Bull and not directly to the audience or

 

Atiba de Souza [00:16:28]:

 

Yes.

 

Jennie Wright [00:16:29]:

 

Lip service to the audience itself. Yeah.

 

Atiba de Souza [00:16:31]:

 

Exactly. But If you remember to pull in the audience Mhmm. Right, like I did with you guys earlier. I said, for some of you who are listening right now Yeah. Right? Remember to pull in the audience. Hosts love that. What you’re doing here is working to build relationship with this hostess. Show this host that you care about what they care about.

 

Atiba de Souza [00:16:55]:

 

Nobody cares about what you care about until they know you care about them.

 

Jennie Wright [00:16:59]:

 

Got it.

 

Atiba de Souza [00:17:00]:

 

Period.

 

Jennie Wright [00:17:02]:

 

I have questions. I have questions.

 

Atiba de Souza [00:17:04]:

 

Okay. I’m just gonna get the follow-up. So, yes, let’s go.

 

Jennie Wright [00:17:06]:

 

Okay. So let’s finish follow-up, and then the I I wanna make a shift. So talk to me about what follow-up is, and I guess that’s a lot of, like, where your results came out in 2024 so far.

 

Atiba de Souza [00:17:20]:

 

Yes. Okay. So the deal here is you create the show. You have the show. You’re on the show. You guest on the show. You create connection. If you have your own show, you’re looking for Points of connection where maybe the host can be a guest on your show and you can invite them, and then it becomes this really fun thing going back and forth.

 

Atiba de Souza [00:17:37]:

 

Okay. Which is very important. It’s very important because for meaningful connection to happen, you have to create 2 pieces of content with someone. So if you’re on my show and I’m on your show, we’ve created 2 pieces of content, we have a meaningful relationship, which is why I felt so bad about that guy Because he was on my show, I had no nothing meaningful with him.

 

Jennie Wright [00:18:00]:

 

Got it.

 

Atiba de Souza [00:18:00]:

 

And I’m failing. Okay? So now we’ve done that. Now follow-up. Your follow-up comes into 1 out of 2 buckets. Okay. The first1 is extremely traditional, And there’s nothing wrong with it. As a matter of fact, you should do it. Matter of fact, I should do it, and I suck at it.

 

Atiba de Souza [00:18:19]:

 

Still, With my results, I suck at it. That is email marketing. I was

 

Jennie Wright [00:18:24]:

 

just gonna say email marketing.

 

Atiba de Souza [00:18:26]:

 

Yes. I You know, when was the last time you got an email from me that wasn’t you know, just that’s part of my marketing? You you haven’t.

 

Jennie Wright [00:18:34]:

 

No. Not no. And I’ve been on your show.

 

Atiba de Souza [00:18:37]:

 

Yes. You have. You I suck at it. Okay?

 

Jennie Wright [00:18:40]:

 

And this is probably why you need me because I could come in there and make that better and not sucky. But, anyways, continue.

 

Atiba de Souza [00:18:46]:

 

Exactly. And so I I suck at that and for a whole host of reasons, But you shouldn’t. Yeah. You shouldn’t. Okay? Create that email sequence because what it does is it keeps you in front of People and people remembering you. Yes. But now here’s the thing that we do and we do well, and I suggest that you do too, Especially if you’ve had them on your show. So you did the 2 show thing.

 

Atiba de Souza [00:19:16]:

 

You’ve had them on your show. If somebody’s on my show today, I will use pieces of that content for the next year on my social media.

 

Jennie Wright [00:19:26]:

 

Mhmm.

 

Atiba de Souza [00:19:27]:

 

And I will tag them for the next year on my social media.

 

Jennie Wright [00:19:32]:

 

Smart.

 

Atiba de Souza [00:19:35]:

 

Why? Because we’re creating more Content together. And I’m shining a spotlight on them saying they’re super smart. Oh, let me let me back up. That’s a real important point there. When I create those cutups of content that we we put, I’m shining a light on them, not on me. It’s not like I was on their show and I said something smart.

 

Jennie Wright [00:20:01]:

 

Okay.

 

Atiba de Souza [00:20:01]:

 

Oh, it’s what they said that was great.

 

Jennie Wright [00:20:04]:

 

Nice. That’s a good move.

 

Atiba de Souza [00:20:08]:

 

K. Mhmm. Stop being selfish. Oh, but I don’t want other people on my feed. Yeah. You do.

 

Jennie Wright [00:20:16]:

 

Yeah. Yeah. Actually, you do. All the time, actually.

 

Atiba de Souza [00:20:19]:

 

Yeah. You do. Yeah. You do. Yeah. Right? But that follow-up is what has kept me in front of people that didn’t have allowed so what’s happened is I’ve done the podcast. Mhmm. And they branch into 1 out of 2 areas.

 

Atiba de Souza [00:20:35]:

 

So either I did a podcast with someone and they had a mastermind type group that they coach, and they wanted me to come in and do a special session for that group. And then I’ll do that special session, and clients would come out of it.

 

Jennie Wright [00:20:50]:

 

Okay?

 

Atiba de Souza [00:20:51]:

 

Or they’d say, hey. I have an event. Would you come speak at my summit? Would you come speak on my stage? Absolutely, I will. And the list grows. That’s all it takes, my friends.

 

Jennie Wright [00:21:11]:

 

I I keep saying this. It’s simple.

 

Atiba de Souza [00:21:15]:

 

Yeah.

 

Jennie Wright [00:21:15]:

 

It’s just sometimes not easy to like, it’s it’s it’s so simple to do. It just it grabs people. And this is why this is why I have a job. That’s why I talk about it so much, like list building and lead generation and launches and, you know, email marketing and stuff like that. These these things aren’t hard common sets, and they The concepts have been the same slight tweaks for years or even decades, And we’re just slightly refining them for the audience of the time or the feeling and the mode of the time.

 

Atiba de Souza [00:21:46]:

 

Yeah.

 

Jennie Wright [00:21:46]:

 

So You kind of partially answered what are this, like, shift in the question that I wanted to go to, which was, obviously, follow-up is where you’re getting Some clientele, obviously, people are checking you out from the podcast, and you’re using the content for the whole year, and you’re getting some good stuff coming from that. The majority of the figures that you dropped at the beginning where you talked about the end before this

 

Atiba de Souza [00:22:09]:

 

Yes.

 

Jennie Wright [00:22:10]:

 

You talked about the money. Where did the majority of that those sales come from? Were they coming as a direct result of the podcast? Were they coming as like like, where did those figures come from?

 

Atiba de Souza [00:22:19]:

 

No. So that’s one of the the fun things. Right? People always say, oh, you know, someone who’s gonna be listening to this podcast is going to become my next client. And My ex now I have a friend, okay, who we’re both on this journey together. And for her, she is crushing it. She’s on podcast, and the guests are becoming her clients left, right, and center. She’s crushing it. Hasn’t been my experience.

 

Atiba de Souza [00:22:44]:

 

Okay. It doesn’t mean my experience is right and her experience is wrong. We’re different Mhmm. And we’re both doing well. For me, it’s become in that moment where the podcast host says, hey. I’ve got a different network that I wanna introduce you to.

 

Jennie Wright [00:23:00]:

 

Mhmm.

 

Atiba de Souza [00:23:03]:

 

Would you be willing To come and speak and teach to this other network. Yep. Whether it’s the mastermind, like, matter of fact, tomorrow, I’m going to a mastermind in California for the next 2 days of someone whose podcast I was on, And I’m gonna be teaching at his mastermind. His entire audience that he has in that room are my ideal customers.

 

Jennie Wright [00:23:32]:

 

No doubt.

 

Atiba de Souza [00:23:33]:

 

And and I am there with his blessing, and he’s going to introduce me and say, you guys need to hire him. Here’s why. Listen.

 

Jennie Wright [00:23:43]:

 

I would I mean, I would kill for a room like that. Totally.

 

Atiba de Souza [00:23:47]:

 

All for podcasting.

 

Jennie Wright [00:23:49]:

 

Yep. Exactly. I actually talked about this, recently where I basically, there’s 2 ways of of lead gen, list building, selling. You either work it for yourself, hosting your own events, hosting your own content, creating your own thing, or or and or you get on other people’s platforms.

 

Atiba de Souza [00:24:12]:

 

Yes.

 

Jennie Wright [00:24:12]:

 

And if you can’t create your own, get on somebody else’s. Right? So if creating your own summit or your own podcast or YouTube show feels really daunting and you don’t have the team or you don’t have this, you know, whatever it is, This is where you get on somebody else’s platform.

 

Atiba de Souza [00:24:28]:

 

Yes.

 

Jennie Wright [00:24:28]:

 

I’ve been really busy this whole 2023 with a lot of background stuff that I’ve been working on. And other than the summit I hosted in June, I haven’t been able to host any other sort of, like, content Heavy list build, heavy events. So I focused on getting on other people’s platforms

 

Atiba de Souza [00:24:47]:

 

Yes.

 

Jennie Wright [00:24:48]:

 

And adding the leads and things like that. There was a A giveaway that I was on recently, really great giveaway. I think I got about 500 leads from that.

 

Atiba de Souza [00:24:55]:

 

Wow.

 

Jennie Wright [00:24:56]:

 

Right? And now it’s all the follow-up. And getting, you know, the calls booked and things like that. I’ve already closed 2 clients from that, by the way. So there’s like the yeah. I know. Right? It’s, we’re we’re a little air clapping, so we don’t get it on the mic. But It’s all in the follow-up like you’re talking about. I wanna I wanna talk a little bit about how you’re using content over time.

 

Jennie Wright [00:25:19]:

 

You mentioned earlier that you appear on a podcast. You take that content. You Break it up over a year. You’re staying front of mind for the host, but are you also I mean, I’m imagining they may, like, repost it or something, and the algo is showing it to their people too. Is that how it like, the SEO would work with that?

 

Atiba de Souza [00:25:41]:

 

So there’s a lot of there’s a lot of benefits.

 

Jennie Wright [00:25:44]:

 

Okay.

 

Atiba de Souza [00:25:44]:

 

Okay? And, unfortunately, it’s not quantifiable, which is why a lot of people won’t do it.

 

Jennie Wright [00:25:50]:

 

Okay?

 

Atiba de Souza [00:25:51]:

 

But let me just be clear here on this. Okay? Number 1, The really good podcast hosts, when you apply to be on their stage, they’re gonna go check you out. Mhmm. And when they go check you out, they wanna know where else you’ve been.

 

Jennie Wright [00:26:07]:

 

Mhmm.

 

Atiba de Souza [00:26:08]:

 

K? And if they see you’ve not been anywhere, maybe they don’t want you. If they say you’ve been placed, it’s okay. Nice. You posted that that you were somewhere. If they come and I I hear people say this all the time. If they come to My feed, and they say, oh, man. You are on these shows, and, man, I see how you’re promoting other people. They know I’m gonna do that for them too.

 

Jennie Wright [00:26:31]:

 

Exactly.

 

Atiba de Souza [00:26:32]:

 

Right? And so that gets me more shows that I don’t even know about because they’re checking me out. They’re seeing what I’m about. Okay? They know that, hey. He went out of his way to promote Social Profit Lab, One of the things that we did together.

 

Jennie Wright [00:26:51]:

 

Yes.

 

Atiba de Souza [00:26:51]:

 

Right? And and I actually had another event. It was like, you know, we know that you’re gonna promote for us. We saw what you did there. Mhmm. Yeah. I got another stage because they saw how I was promoting another stage. So that’s one side. Now to answer your question as well because that that just feeds on top of it.

 

Atiba de Souza [00:27:09]:

 

Mhmm. So now I put out a post That tags you. You might share it on your story. Right? If it’s on Instagram, then everybody on your story see it, Etcetera, etcetera. And it grows and it grows and it grows. The other thing that it does, especially on the meta platforms, is it keeps my post in front of you. So not just the one that I created with you, but all my other ones too. Yeah.

 

Atiba de Souza [00:27:39]:

 

Okay. I get people all the time saying, oh, man. You’re traveling everywhere. I see you everywhere. Yeah. That’s because because I’m doing all of this work in the background, The algorithm is showing you more of my stuff.

 

Jennie Wright [00:27:51]:

 

Yep. Absolutely. I got that last week. Somebody said, oh my god. You’re I see you’re, Like, you’re everywhere. You must be killing it. And I’m like, Teehee, I’m I’m just working the the algo. I’m just making sure content’s showing up it’s relevant and all those kinds of things.

 

Jennie Wright [00:28:07]:

 

Yeah. It’s Yeah. It’s really important. What would you go ahead. Go ahead.

 

Atiba de Souza [00:28:11]:

 

No. No. Ladies first.

 

Jennie Wright [00:28:13]:

 

Why thank you. What would you talk about or what could you say to something I talk about a lot, which is consistency? Because you can create all this content. But if you are inconsistent with it, does it work still or no? Do you have to create a lot of consistency? Can you talk to that?

 

Atiba de Souza [00:28:30]:

 

You have to be consistent. There isn’t an algorithm out there on an organic scale, and, you know, organic marketing is my background. That’s what I do.

 

Jennie Wright [00:28:39]:

 

Mhmm.

 

Atiba de Souza [00:28:40]:

 

Right. That’s what I do for people, organic marketing. And the reality is it doesn’t matter what the network is. Every single algorithm craves consistency in the organic realm.

 

Jennie Wright [00:28:53]:

 

Yes.

 

Atiba de Souza [00:28:54]:

 

Okay? Now That doesn’t mean that you have to post every day. It doesn’t mean you have to post 5 times a day. It doesn’t mean you have to post 2 times a day. It could mean that you are posting 3 times a week, and you do it consistently.

 

Jennie Wright [00:29:09]:

 

Mhmm.

 

Atiba de Souza [00:29:10]:

 

It could mean that you only have time for 1 a week, But you do it consistently. Okay? That’s the key because the thing The thing that’s frustrating about the algorithms is this. Let’s say you post for 3 months every Monday. Okay? And then in that 4th month, you get sick and you miss 2 Mondays. And then you come back on the 3rd Monday, the album like, I don’t know if I know you. Do we know each other? Hold on. That you? Oh, that nah. I don’t know if that’s you.

 

Atiba de Souza [00:29:51]:

 

And they’re gonna make you start over, And that’s not what you want. That is not what you want. So you want consistency. And so you you need to look at How much content are you realistically creating, and how much content can you realistically commit to doing consistently? That’s the key.

 

Jennie Wright [00:30:16]:

 

We are gonna soundbite that particular part of this. It this is That was the funniest thing ever. I we are gonna totally soundbite that. Who are you? That was awesome.

 

Atiba de Souza [00:30:29]:

 

Well, please do, and please send it to me too so we can use it because I just completely made that up on the spot. One of the things that this is a complete aside. I hope you don’t mind. Go ahead. Complete aside. So, one of the things we’re doing right now is we’re in the middle of a rebrand. Okay.

 

Jennie Wright [00:30:44]:

 

Okay.

 

Atiba de Souza [00:30:45]:

 

And we’re in the middle of a rebrand because my brand and me have been one forever.

 

Jennie Wright [00:30:51]:

 

Okay. And

 

Atiba de Souza [00:30:51]:

 

we’re splitting them. Okay. And splitting them into 2 distinct personalities. And I realized that my Internal personality is that of the jester. Right.

 

Jennie Wright [00:31:05]:

 

Okay. Alright. So we’re gonna see a little bit more stand up, and we’re gonna see a little bit more yeah. Okay.

 

Atiba de Souza [00:31:10]:

 

Well, there you have.

 

Jennie Wright [00:31:12]:

 

I totally get it. I get it. I am very sardonic. I’m very sarcastic sometimes, and I’m also a little bit, like, Suck it up and make it happen. And Yeah. You know, sweet, super, saccharin Jenny just doesn’t cut it.

 

Atiba de Souza [00:31:28]:

 

Mhmm.

 

Jennie Wright [00:31:29]:

 

You gotta I’ve gotta be absolutely real. And, when I’m not interviewing guests, I’m doing solo episodes. And I find those very difficult sometimes to do because I kinda wanna be, like, a little bit more Edgy sometimes. And you know what? You you’ve gotta separate you’ve gotta be that true person. So if you’re the jester Yeah. Bring the jester. It’s great.

 

Atiba de Souza [00:31:52]:

 

Yeah.

 

Jennie Wright [00:31:52]:

 

Alright. Before we wrap up with this, because unfortunately, I don’t have 5 hours with you today, which I probably could fill, and we’ll have to have you back on for sure because I actually wanna have a completely Separate conversation all about SEO and how that can affect your launches and your lead generation and so on. That’s a conversation. Yeah.

 

Atiba de Souza [00:32:10]:

 

That’s 5 hours by itself.

 

Jennie Wright [00:32:11]:

 

Yeah. I wanna go really deep with that. I really wanna get into the nitty gritty. Can you talk a little bit about How organic marketing is evolving or changing right now? And then just sort of wrap it up with what you’re seeing coming, you know, into the next quarter, into the, you know, the Q1 of 2024.

 

Atiba de Souza [00:32:31]:

 

Yeah. So, you know, the the beauty of where organic marketing is going is, number 1, it’s about video.

 

Jennie Wright [00:32:36]:

 

Mhmm.

 

Atiba de Souza [00:32:37]:

 

K. If you haven’t heard, video is here, and it’s here to stay. It’s just the way it is. Okay? We love video. Humans love video, and the algorithms are catching up to that. Yes. Before the pandemic, We had TikTok. We had Instagram coming out with reels, wanting more videos going away from just the pictures on Instagram, so on and so forth.

 

Atiba de Souza [00:33:00]:

 

But where we are now is at a place where TikTok is trying to to allow you to search more of their video content to find what you’re looking for. Google is trying to put More videos on on page 1. LinkedIn wants more for everybody Yeah. Wants more video. And there’s even the platform, and and I’ll be honest, I’ve slept on this one forever. Pinterest and video on Pinterest and Its effect on organic marketing in certain industries is going to be absolutely Huge. A huge, huge play.

 

Jennie Wright [00:33:39]:

 

Totally.

 

Atiba de Souza [00:33:39]:

 

Huge play. So what you’re going to see coming up to To further succinctly answer your question is organic marketing is no longer just going to be about, hey. Where am I on this platform or this platform or that platform? The platforms that that your landscape is going to start to merge together. Okay? And In that merging, you’re going to be able to create a really strong web of what you look like organically online.

 

Jennie Wright [00:34:13]:

 

That’s amazing. That’s amazing. And I I see the same trends happening too with Avideo. And I see the same trends also happening in email marketing with email marketing is not going anywhere. Everybody was like, email marketing is dead. No. It is no. Absolutely not dead.

 

Jennie Wright [00:34:32]:

 

We actually see a resurgence of the newsletter. You know? That thing that we’re like at right?

 

Atiba de Souza [00:34:37]:

 

Hold on. Yeah. You wanna know about a researcher’s newsletter? Get this. Get this. There are very few business models right now in the tech and marketing world that have a higher multiple Then newsletter businesses. Newsletter businesses are hitting 11 and 12 x multiples in valuation. That is insane.

 

Jennie Wright [00:35:00]:

 

Yeah. And nobody knows it. They think it’s dead. They think it’s, like, they think it’s boring. And you know what? I was part of one of those people, my partner. He was building his website a couple years ago, and he was or a year ago or something, he was doing some updates, and he’s like, yeah, I’m just gonna put a newsletter box. And I’m like, oh my god. Nobody’s gonna sign up for a newsletter box.

 

Jennie Wright [00:35:18]:

 

He’s like, yeah, they are. And I I completely fought him on this. I thought this is ridiculous. You to offer a lead magnet. You gotta offer a lead magnet. And he’s like, no. I’m putting a newsletter box. I was like, okay.

 

Jennie Wright [00:35:28]:

 

You be you. I was like, I’m gonna prove you wrong. Well, he proved me wrong. And so I will publicly admit that my partner is right and I’m wrong. That newsletters he needs that he needs to know that. And newsletters are back, and they’re strong, and they’re not going anywhere in email marketing. I’m loving I’m loving email marketing for what it’s gonna look like towards the end of this quarter and also continuing in 2024. I think it’s only gonna get stronger.

 

Jennie Wright [00:35:54]:

 

So I love that. Ativa, This has been amazing. We could keep going. We’re gonna have to have you back, obviously, because we have more conversations to have. Lead us out a little bit here with How people can find you, get to know you, see what you do, and also potentially even figure out how you can help them.

 

Atiba de Souza [00:36:12]:

 

So I’ve got some news for y’all. Y’all ready for this? She doesn’t even know I’m gonna say this. Don’t tell her I told you this. Okay? So number 1, you can always reach me on meet ativa.com. That’s a t I, b as in boy, a.com. That will take you to my LinkedIn. There, send me a message. Let’s talk.

 

Atiba de Souza [00:36:33]:

 

Let’s connect. I wanna connect with you. But I am actually because so many people have asked me about this podcasting system, and because as you heard a little bit Earlier, I’m big into systems. We actually have all the SOPs and all of the processes of how we’ve done this. We’re actually gonna be packaging that up nice and neat so that you can have it and duplicate it for your So we’re gonna be launching that in probably the next couple of months. Okay. So stay tuned. Hit me on LinkedIn.

 

Atiba de Souza [00:37:07]:

 

I’ll make sure that you you’ll find out when that’s coming so that you too can have success building your list through podcasting.

 

Jennie Wright [00:37:15]:

 

I’m can I be on the list when it comes out, please? I’d like to get that.

 

Atiba de Souza [00:37:19]:

 

For sure.

 

Jennie Wright [00:37:21]:

 

Awesome. Thank you so much, Ativa. You’re amazing. I appreciate it. Again, you delivered so much good value, and I’m sure we will cross paths continuously as we have for the past couple years. Thanks again for being on the Acquire podcast. And if you’re listening to podcast and you enjoyed this, make sure you hit that subscribe button, leave a comment or a review. Let me know what you think and what you wanna hear.

 

Jennie Wright [00:37:43]:

 

And then also make sure you’re checking and connecting with me on my social platforms. So go ahead and connect with me on Instagram. That’s where you’re gonna find me, And let’s have a conversation about your list building, your lead generation, and your next upcoming launch. Thanks so much. We’ll talk to