EP 82: The Brand Authority Gap No One Is Talking About with Katrina Wagner

Welcome back or welcome to the Scale CEO podcast. Today I'm here with Katrina Wagner, is she is the founder of Social Capital Academy, a brand strategy company helping high caliber entrepreneurs build binge-worthy online presence that matches their offline authority. I love her work and this just makes so much sense and we're going to get into it later. But I wanted to share with you that through her signature offers like Batch Day and Brand Authority, Katrina helps in needing CEOs market themselves through content that doesn't just perform but positions. Her work is editorial elegance meets strategic execution and where highly ambitious entrepreneurs finally reflect the confidence online that they have in real life. Katrina is so thrilled to have you here with us today. Thank you Sally, I'm so delighted to be with you. I cannot wait for our conversation. Meteor, I've been looking forward to our conversation, especially that I've met you in person and we have, it's just like your energy I know I told you before but it's just like bring it into the work and a lot of stuff that sometimes we don't even want to talk about like you know we feel like it's hard but it just makes it so much easier to have the conversation going. So thanks for being here and before we actually jump into the questions can you just tell us a little bit in your own worlds about your work and your the mission of your company for founders and CEOs. What I have found is that we have high performing women who own amazing businesses and they understand and know that they have to participate in the online space. What they are disconnected with is when they go to record or they go to create content. They usually record it, they look at it, they hate the way that they look on camera because it doesn't align with who they are in real life and so they then delete it and they go through that process for years sometimes where they do their best but they're best when they look at it, it doesn't meet who they know they are and so either they don't participate and so they are not visible or as visible as they need to be or what they're putting out is disconnected with the quality of professional that they are and so what I have found is there was a huge gap between what people wanted and people could do on their own and so with batch day and brand authority and my work I'm able to meet my clients I handle all of the visuals all of the audio I have the lights I have the mics I have the everything so they bring their brilliance they bring their knowledge and their excellence they're so good in their work what I do is I translate that to video or to content so as they market themselves they're now marketing on the level that they play in real life and so that's the work that I do is it's not actually it's really fun it's not even hard because for me I'm able to see my client and be like okay I got you I know exactly how to position you let's go and they don't have a lot to prep because their knowledge is here and here what I'm really good at is positioning helping with message and articulation but they've got the experience and so creating content marketing pieces you starting a YouTube channel whatever it is what I've solved is the gap between what they want to be seen as versus what they are personally capable of doing and so my work is creating content marketing pieces brand justifying assets that actually meet who they are in real life but you get to see that visually represented online oh my god okay I love this and thank you for those of you listening and you didn't see my face I have this smile on my face the whole time watching because you not explain that because it resonates with me personally and I know with a lot of my audience because Katrina you may have heard me and I'm sure my audience probably I shared with you before if you're listening that there is this gap that I see in my own brand you know my own business marketing and a lot of the clients that I work with or a lot of entrepreneurs that I'm sensitive you know appears that I kind of like explain it as having two different personas when you're online enough flying right so I always say it's just like in person I am like the life of the party I'm just like go talk to people and I have this energy and then when I do podcasts it feels like that a lot more because there is no camera I'm just me talking it's so me but then I'm coming and I'm trying to record a short video all of a sudden it's like what do I have to cut out from what I'm trying to say to make it look natural because a lot of times by the time it's like 60 and 90's tickets I'm like what is this robot girl saying over the runes she so yeah exactly so that's why I'm like oh my god that feels so it's something that a lot of us entrepreneurs I think at some level we deal with it and your work it comes in I'm like you're explaining it and my mind is blown I'm like yes oh yeah it's so true and it's it's something that a lot of people experience what I have found is when we started our business no matter if you are a nurse injector or a health coach or performance coach no matter what role you are a mortgage lender or realtor no matter what it is that you do you didn't get into business to become an influencer and be on social media however in this day and age there is no better and shorter distance between you and your prospects than using social media it's like a nice handshake or a warm hug when people fall on you online there should not be a disconnect between who you are in real life and who you are online and that the best compliments that I get are when someone who's never met me finally meets me in person and they say gosh you're exactly what I thought you would be I share that because you want to have alignment I am I am goofy and funny and extroverted and I talk with my hands all the time imagine if I were more like and I just try to be someone I wasn't and then you meet me and you're like holding she's bonkers or just her energy shy you would be there would be what's called a micro tear and trust like that wasn't what I expected and so hearing you I've heard so many in the same place I want to give you permission to say there is no version of you that's best you are enough exactly the way you are we just have to we have to capture it in a way that's makes it easy for people to get to know you know what to do and want to know more and can I speak to the point you just said you just said so if I go on for 60 or 90 seconds or whatever the case may be at first when people are creating their visibility online you have to be mindful of your metrics and so I want to also give you a nugget and a permission slip to say you don't have to speak for 90 seconds or 60 seconds especially as you're building you are following here's why from a metrics standpoint if you only have five seven second watch time on any one of your reels on Instagram let's say in a 60 second piece of content if you're only five to seven seconds your metrics are very low your watch time is very low if you went down to like a 15 second B roll or a 15 second high point dynamic verbal real and your watch time was still five seconds or seven seconds out of 15 your watch time then goes up understanding what you are required to do to build visibility helps you then you don't have to you don't have to start at 60 seconds or 90 seconds of of content that's a lot and it's a lot to edit so I want to give you permission to realize you can do a lot more with a lot less and it doesn't require so much of you and so I just want to put that in there to realize when you're starting until you have somebody you know a following who like Sally she posted and like binge watches you immediately like oh my gosh I love everything she puts out until you get to that point girlfriend take it off the table smaller shorter spurts of high value high impact stuff will be far more effective for you and you don't have to go you know you don't have to go to the extreme let's try and to perfect your messaging for long periods of time in fact you can gain a lot more conversion by being high impact and shorter especially on the front end I love that and thanks for explaining that I agree with you it's just when we're working I am a longer content kind of creator you know I'm an email person podcast person when like my even when I create content or my sales pages it's like I know who I'm talking about you know it's like all of that but when you are trying to translate that into a short form there is that disconnection comes in because I feel like as I explain it's just like oh my god I have a lot of to say and then how do I bring it shorter but still bring the personality into it. And still bring my message exactly the way I want it, exactly to who I want it to do that, right? So the challenge comes in and I think it's just regardless of whether you're partying, you know, in online social media or your business or you're doing it for 10 years like for me, you've been doing it forever, it's still that comes and it changes every year. I remember back in 2017, 18, I was on Instagram, I was on Instagram on a daily basis, I was selling and it was very successful. I had a bigger audience and it was so easy for me. I would just show up with stories and there was, you know, just talk and then go live and it would just like, it would happen so easily, so smoothly. And then 2025, 2026 now it's even changing more. And now I'm like, okay, if I go back to that, there's still going to be a little bit of things that I want to look at strategy wise and the metric wise, all the things that you explain to it, right? So my question for you is when you're working with clients, they are making good money, you know, established business owners. They have their own ways to get customers, but now they're like, okay, I want to focus on online social media, whatever platform it is because I know you work in different platforms, you know? And they are coming to their like, okay, I know my messaging is good. I know my offers are good. I know I'm making money making sales, but how can you help me, Katrina? Get myself in front of my audience, new audience, but exactly the ones I'm looking for. How can you help them? Kind of like bring that personality, bring that, I don't know, they're genius in front of their audience. It makes me think of one of my clients. It's a husband and wife team. They own a mortgage company. And their business is very successful. They don't need more business. What they recognized is in every coaching program they've been in, they've been advised, get online, use your social media influence, get out there. What they found the disconnect to be is they're really good at their profession, sitting down to record at it than post, then what to write as your caption, real covers or thumbnails. What? They're mortgage professionals and that is their work and that is their zone of genius. And so for them, what they loved is we meet for two hours every month. We record pre-planned topics in a way that position them beautifully. In addition, we create a B role. And so when they are done with their two hour recording session, they don't have to lift a finger after that. After we meet, my team then gets busy editing all of the reels and positioning them with their B role with high impact statements. They've been seeing me now for 10 months or so every month. And we've been handling the post in. We've been handling all of the automation. So they come in for two hours and they are hands off. They are now seeing waves and waves of direct connection from people who they've never met, people who they haven't spoken to in four years. Even their child's boyfriend said, I didn't know your parents were influencers because of the amount of visibility that they have. It looks like they are recording content constantly, but they're not. They understand the value of leverage in time and talent. If you've not read the book, who, not how? Get it. Immediately read it. Download it. Read it. Apply it. They understand the principle of who, not how. They don't care how to edit. They don't care how to post. They wanted a who to fill that gap. And so your question leads me to think of their circumstance. They're very effective in life. However, they are now seeing waves, droves of response asking, how are you doing this? Haven't seen you in a long time. I loved your your message. There was a call that he got what you didn't have to worry about. We're credit score is just call us because we'll know how to navigate what you need to do next. You don't have to figure it out on your own. They got a call from that specific video from a past client who bought their house six years ago and saw them. What I'm saying to you is sometimes the answer is just being consistent and leveraging who, not how, but leveraging who can fill this need in your business. They did that. And now it is shocking. They are shocked to hear and see what they've been missing. But you can't qualify or calculate what you don't trek. They now are able to trek when we have a consistent visibility with content that that spans every topic and it's not long. They just have enough inputs on a daily basis that people are shocked to see what they can do and wonder, gosh, I wonder if you can help me. And so they are seeing an increase in referral partners reaching out with buyers and sellers who want to buy and then sellers who want to know, can I qualify for the next property? So in their case, they've leveraged to not how and recognize when they spend two hours batch creating pre-planned content. They then can be completely hands off. That for them has solved that issue and they're living proof consistency wins the game every day. I love that. And that's why you're here on this podcast because your philosophy matches my philosophy is basically the who, not how. Because when it comes to scaling and that's what what I'm expert at helping business owners to scale their businesses, removing themselves from the process. And what you do is exactly that when it comes to branding and marketing. Because at some point, it's not about how much more I tend to. It's about how I can have the business scale because yeah, it's not about need. Well, we don't want to stop. We started our businesses. There's no reason to stop unless there is a reason for it, right? So I want to scale. My audience want to scale. So why not make it easier? Remove myself as a bottleneck. I don't know how to edit. Oh my god, it's going to take me two hours. My mind is blown if I wanted to sit down and create a month of amazing content. Oh my god, that would take me two months to create it. It's no joke. But if I positioned you in a way to be ready to handle that two hours, you would just be able to arrive and do what you do best. I'll take care of the rest. And that's the rest, you know, the rest of it is the bottleneck. It's not the knowledge that people don't possess. They have all of it. It's just the, all right. So how do I put it in a container that reflects me well? That's the part that's really hard. And you're absolutely right. I've read the book. I have it right here. Can I show it to you? Of course. You watched 10Xs. Oh yes. Okay. I'm on my like third, but I've listened to it right now. I'm listening and reading it. And your point about, you know, two X mentality is how do I produce double the amount of work? It's all about if I just do double, maybe I'll get double, but pushing towards 10X requires you to think and act differently. And it doesn't require you to think and then pivot. It requires you to think, consult, decide, and then move. I love that about, I love that about this book. If your audience hasn't read it. Oh yes. Please. Can you just say the name of the book for those listening? 10X is easier than two X. It's by Dan Sullivan and Dr. Benjamin Hardy. The first time I listened to it was an audio audible. It infused so much energy. I bought the book just so I could reread it and then I'd like to highlight and things. And then it's, no, I'm audible in it for the third time and reading at the same time. Just because it requires you to think differently. Yes. And I love that book because, again, going back to scaling, it's about simplicity and faster. Like you make the decision, you move fast. Yes. Exactly. It's time for more. I want exactly more with less. Better. Yes. Exactly. And I love that book because this explain is really good different ways and how to do it properly. Also, also, it's when it comes to what you explain is like, I always think about it. For example, I'm an email marketing expert, right? It's just like, I sit down and one of the things that I do with my clients, I sit down with them within an hour or two. We just get 90 days of their emails, newsletters ready to go. Let alone the funnels, everything that is set up automatically. But this 90 days, in like two hours, it's like done. And to me, this is like, yeah, of course, we can do it because I have the strategy I have, you know, the tactics had to do it all of it. And when they come to me, they are mind blown. And I feel like I am that right in front of you right now, like I'm mind blown. Because you have the strategy, you have the tactics, you know, it's like, I mean, you've done it for years and years and years. And it's just like, why would I waste my time? Try to do what you can do, help me to to do it in two hours and they do it in like. whatever amount of time which is normally it's gonna be a month or two to do it. Why would I? That's so true. It is a mind-blowing experience when what you thought was your best can be improved by utilizing the strategy of another person who knows how to do it better. You realize your best wasn't what you were looking for. You were looking actually for someone who knew how to do it better, who could bring you along. I think that's how I've shaved years off of my own at success rate by not thinking that I had to figure it out myself or do it myself. I don't. I would much rather learn from someone who has done it better, faster, can teach me what to do to improve. I'm still making mistakes certainly, but I'm not going to make the mistakes that will cost me time and energy when I don't have to. There's still plenty of room for learning, of course, especially with technology. It shifts all the time. But what I won't do is waste time just because my ego suggests I should be the one to do this. No, thank you. That's no. No. Yes. No. That's a smart move for an entrepreneur because I think as entrepreneurs, when you start our businesses, there's a passion and there's a goal. A lot of times we are solo-carnors. We start ourselves, maybe one adult person to help us. We are the marketing team. We are the CFO. You're the content copywriter, like you're everybody to everything in your business. When you pass certain stage and I think it's the revenue-wise, the growth-wise, it's not exactly the number, but the stage of how many offer services you have, the amount of inquiries that you have, then it comes to the point you're like, "Okay, if I want to scale smarter, definitely, I have to focus on my zone of genius. What is my business? This is it. This is my expertise. This is what I'm doing now bringing the copywriter, bringing the branding expert, bringing the scale expert or whoever else you need. That's how you scale. Otherwise, that's why I call it that we come bottleneck because a lot of times, we think, "Well, I didn't. I made my first seven figures doing everything myself and my one V.A. I can do it. Can I? Probably, but if you did it in first year or two, this time is going to take you four years, probably, to do it because you are going to become the bottleneck and you're going to have this talent that worked out. How are you going to do it? Create extra 24 hours for yourself every day? How do you do it? That's a solid point. I once heard that everybody has the same 24 hours. It's how you use it. If you just have yourself and one other person, then you can't double the amount of time or effort that puts out. But when you put the right people in place, you now have the same 24 hours multiplied by multiple different people moving in one direction. That's how you get forward movement. If you just rely on yourself, you'll never be able to outpace a 24-hour timeframe. You will just burn out. Yes. And eventually, it becomes kind of like trading money for hours. No, I mean, you may charge a little bit more. For your hours, but you're still trading your money for your time for money, which is not a big advantage. You're going to have that right? We want to help people. And at the same time, we can't be the cost. Exactly. Exactly. Well, okay. I love this conversation. I'm like, okay, we can go talk about all of this forever. Tell me about, I know you have there are two things that you mentioned. I mentioned at the beginning of our conversation about your batch day, which you mentioned about it and your brand authority, which I believe you're fine. My wrong is kind of like going back to the messaging and the way that your clients show up in front of their camera. Can you tell us a little bit about that? How do you help your clients with that? So buckle up for this. Imagine if you liked one month of content in two hours, what if I told you we could set your brand up for dynamic messaging for the next year within one day? That's the pulp brand authority. It is a high impact, high proximity, luxury, cinematic experience. Now brand authority came as a result because when people do batch day, that's Reels YouTube videos, podcast Reels and anything like that. That's fine. But there are people who desire to do it better. I'm one of those people. You're one of those people. We're like, okay, I nailed this look, but I want the next level, the next iteration of myself, I want it to be a higher caliber. That's where cinematic quality comes. And so brand authority is a one to two day, depending on what it is that you need, experience where we do things like, have you ever told the story of your brand story, like you were being interviewed and creating a Netflix documentary? When someone sits on a blank stage with a crafted, directed backdrop, totally branded for you with the lights on you and you start telling the challenges you experience. Which led you to the role that you're in now. When you start highlighting the successes that you've achieved and who was a part of that success story, we create a behind the brand interview. It gives me chills to talking about it. This is a different way of storytelling that once you hit a certain level of business, you realize you have to share your story differently and that casual content will not suffice. The brand authority experience is a delicate, crafted day or two days that sets you, your brand, your team up to then draw these digital assets out for a year. It is life impacting a client of mine. She said, "Thank you for seeing me and my brand in a way that I hadn't seen yet." She had been playing here and been very successful. Through brand authority, we raised her up here. Once you see yourself at that level and you become that level of your own genius, you rise to that. So brand authority is a very high-end experience. When I say high-end, the preparation for this experience is intense, but it has to be because we have one day, maybe two depending on what you're doing, to really hit it out of the park. There has to be intentionality. I often say every detail is a big detail. There is room for spontaneity, but there's nothing that is unplanned or winged when it comes to a brand authority experience. That's the same as your styling. So before you even, we have in a style of you, you have to go through a color analysis. Why? Because when you're on your set, and if I'm having a production team year with the greatest cinematic qualities, and you're wearing a version of pink that makes you look like you're sick, waste of time, or whatever. The case, maybe, you know, I find that every detail in helping someone prepare their brand and their look, their messaging is time well spent. So that's what brand authority is. It is a, there was life before, and then there's your brand afterwards. I say that humbly to suggest you've been playing at your best until you get to brand authority. And then when you see yourself reflected, the way you thought you had dreamed of, but it's reality now, man, you rise. It's beautiful. I love that. I think my work is more about transformation than content. But that's okay. Most people, I think I make good content, but I think it's about giving people access to their own transformation. Oh, yes, and oh my God, as you were explaining how it works and kind of like bringing that, because there is no matter how much, I believe, I believe I may be wrong, but I know no matter how much we believe in our own success, expertise, stories, anything. I need to reflect back to us from somebody who understands, who admires, and who cares. There is, it's going to take you to a different level, like you're going to feel different, regardless of who you are, what you do. Yes. Can I tell you a quick story? Yes, please. This past month, I had a client and she'd come a great friend of mine, Don Akin NP. Look her up on Instagram. Look her up Don Akin NP. She's a nurse practitioner, holistic medicine. They're knowledgeable. She helps people heal in ways that most physicians say are you're not healable. That's her work. However, get this. Since she was eight, she's dreamt of climbing Mount Everest. Hand to God. My friend Don Akin is summoning Everest this spring. Now she's very, very talented, well-renowned master of her craft. She's going to the rooftop of the world. She realizes there's inherently risk. She's climbed many different high-level mountains, understood that a fall can mean death. This is very real to her. When I share with you what I'm about to say, this also is a reflection of the work that we do. It's not about content. Dawn reached out to me a few months ago and said, "Before I leave foreverist, I want to come to Brand Authority, and I want to share my life lessons and stories. Because after Everest, I see her on stage, as I see her speaking, doing keynotes, showing the world what's possible. What she wanted to do, Sally, is she wanted to come and record a keynote for an audience of two, her two boys. Like, I could literally cry. It's so beautiful." And they should like a goosebumps. She came. We record. She had trapped this keynote with such intentionality and mother's love, inspiration, everything. And Brand Authority, she went through the whole experience, the stylist, the color analysis, we did the whole thing. She now has her keynote for her audience of two. And what we will be doing is her keynote was about 60 minutes. I'm going to chop it up and shred it into a bunch of different short form reels. And while she's climbing Everest, we're going to start laying the groundwork for when she returns, not if, but when, so that when she gets back, her story will change. Because once you get to the rooftop in the highest point of the world, there will be something that evolves. But up until right now, she had valuable lessons that she wanted her sons to know from their mother's heart, right? So she came to Brand Authority. We did everything. She knew what she wanted to say, but she didn't know how to present it, capture it, put it in a container. And when she does return, she does have the goal of sharing her story. And so she asked, do you think you can help me? Yes, of course I can. And so I share that with you to say, every person has a story. It doesn't have to be the biggest struggle. And we don't have to compare our stories for who had it worse. That's not what sharing our story is about. It's about connection. Every business owner, every person, every author puts themselves out there to be a help and a benefit to someone else, brand authority, positions you in a way where masterfully in one day or two, you can get all of your brand building digital assets executed with precision that you can't do on your own. And our production teams take such care to make sure that every frame, every image, everything that we do is aligned with the goals of what we're trying to achieve. I'll tell you what, Don, when she watched her keynote for the first time, back to herself, she was shocked by how her emotion and authenticity was aligned. But the quality of the production was better than she could have ever dreamed of. And so I say this is a transformational experience, both batch day and brand authority, but on different levels. The transformation is beautiful. It's wonderful. Oh my god, Katrina, what you said, the story, I think there's so much to impact right there. First of all, the work you do is, I think it's at a legacy level, especially the brand authority, right? It's more than, and I think for us entrepreneurs, regardless of where we are starting, established, scaling, I think it's important to have that level of like the quality, bring that quality into our branding and marketing, right? The sooner the better, one of the episodes I actually had in last season, I was talking about how, like, if I wanted to go back in time, I would focus more on my brand authority and the visual of it, right? And this year I'm going to be focusing more, but I've been in business for over 10 years. And I think if I have done it on the first year, that would have, my business would have been like 10 times of what I'm making, probably more, the level of success that I would feel it would be different. And the image and the brand, everything would have been different. So the legacy. What do you think is the value in that? I hear you and I agree with you. What do you see now 10 years being in business? What do you see as being the value of having those high level quality imagery and branding? What do you see as that value? Now I'm interested in your perspective. What is the value? And I don't know if anybody or you or anybody else, if we or not, but I want to tell you what exactly I think. And I'm going to be 100% honest with you, Katrina. I think I think this brand authority to me is at the top of the list. Like as an entrepreneur, wherever you start or wherever you decide you want to get it, the value is, you have the expertise. We all have the expertise. That's why we come, we start our companies, right? Yes, we got it. The expertise is there. But even before you have an offer, even before you launch, even before you think about your next step, I think you should focus on your brand authority. That's my personal opinion. I would have done it. If I have the experience, I have not the knowledge that I have, the things that I learned from you and everybody else that I have been in contact with. Like experts outside of my expertise, when I would have started my business knowing that, okay, this is my expertise I can help business to scale. But before I even have an offer, yes, we all have offer in mind, you know, services in mind. Before I even started launching it, I start working on my brand authority. How do I present my brand? So I grab the attention of aligned clients that I want in my world. Now I know, okay, I have my 10. It doesn't have to be millions of audience. Five of 10 of those aligned people, then I launch my offer. And then from there, I continue, have at the top of like, as I see you in my business, top of the budgeting that I do in my business, is branding and marketing, especially in 2026. That's, I think, the highest value thing in 2026, right now, the highest value thing is the work you do to bring in any business. Yeah, I agree. One thing that, so we talked for a moment about the behind the brand interview, which, which is a beautiful part of brand authority. One other area is we actually do set up podcast reels. So we have a podcast recording area. And one of my clients, Eve, she is a property manager, a real estate investor and a realtor in Maggie, Malia, North Carolina. And the her business was, was great. She is, she's so high level, she's high energy. She has a pixie cut hair cut. And she is known as the cabin ferry. And so coming into the brand authority experience, she already had a brand. And she was operating at her best when we set up her series of her day, when we got to the podcast reels, it was remarkable the transformation that happened within her because we got to see a very serious masterful. Her knowledge was deep and vast. It wasn't, she's a very whimsical person and very, she's so much energy and beautiful. However, the type of positions that you find yourself in to promote yourself, podcast reels being one of them, you can really bring out different parts of your own internal architecture that you can't otherwise capture. Excuse me. And so when I think about how, how there's so many layers of all of us, if we always try to promote ourselves in one energy lane, we miss the depth of who we are and what our experience tells us. And I can't express enough to you and everybody that's listening, allow the variables of your nature, of your energy, of your person, allow that to be expressed. Even as I'm talking about this now, my cadence has gone slower, my voice has gone deeper. The reason is I just want to demonstrate. We all have a variety of levels, but if we only operate at what comes easiest to us, we miss the depth of our potential. And so brand authority is one of those experiences that allows you to capture the depth and the wealth of your knowledge. Just like Eve, it was at those podcast reels where I was like, This woman is brilliant! Because she otherwise has never been able to talk about the mastery of her Airbnb investment business and how she helps investors. Usually, usually she came across as, "Let's go look at probably. " Not that limiting, but very high energy. Her imagery on those podcast reels are like, "Masterful, I know exactly what I'm doing." And it set her up for a completely different feel, which is why having that year long. And I don't say that easily or just fluff, it's not. You have all of this confidence building digital assets that you rely on and pull on so that your marketing and your positioning is always executed at the same high level. You can still pop in and do stories on Instagram any day you want to, yet when you build your brand, you're building it with assets that position you and articulate the varieties of expertise that you have. So I applaud you, I agree with you, Sally, that for anyone who is in business for themselves looking externally first leaves money on the table because what you're trying to do is attract and confirm when people fall on you to say, "I think I found my person." And when they can binge watch your material, you go from a prospect to someone who would like to work with you in whatever way is possible. That was what Eve shared. She said that she used to have to take calls and then convince or overcome objections and why people should work with her. And now people are calling her saying, "I know you, I saw you, I see your billboard, I see your images, I see your videos, I want to work with you. Will you take us on as a client?" They're now asking her, "Will you work with us?" And she said it has shifted how her business is even perceived and how people talk to her. And I love that for her. And the same thing is possible for all of us when we start operating at a different level, people are attracted to that level. Absolutely. I'm not sure if you're familiar with Daniel Presley. He's a marketing expert. And one of the things he was just talking in one of the videos or podcast interviews I was listening, he was saying, "When you want to start, basically if you want to scale your business, one of the things you have to have, there's like a checklist of the things that he says." One of the things on the checklist, which I was going through and like, "Oh, I'm in trouble." It's like, "Do you have nine hours of content around your expertise for people?" If anybody finds you online, nine hours of content, a view that shows your expertise, obviously with a good quality too, and shows your authority. And I was like, "Okay, thank God I have this podcast." But I was thinking, "Well, I want that to be with my face." Yes, podcast does that work because this is how I show my expertise. But still it's different when you show your face as well. If somebody lands on my Instagram, which I have 700 something follow right now, it's going to be different than somebody who lands on my podcast. And they're like, "Oh, she's on season four. This podcast has been going on for four years." It's just like, "Oh my God, they can listen. There's so much going on." But then my Instagram, there's this disconnect still with the way I show, with the way I am here right now with you talking. I still feel like those two personas are kind of not merged yet. And that's one of the things you said. And with everything that you were just saying, just reminding me of that. Because it's so important to work. You do this like brand authority, the quality of the work. At some point in your business, the quality really, really matters. At the beginning, it's about quantity, okay, yes. But at some point it's just like people land on your website or Instagram, social media, whatever it is, they look at the quality of the work. Because if it's professional, they're like, "Ooh, this person, whatever she's doing, she has enough money to spend it or invest it into their branding and marketing." So, you know, they're successful. I know that's not always the case, but this is how we see it in general. I work with so many real estate agents. And what I have found over time is there is a season where you will say yes to anybody who wants to sell or buy a house. Yes, you need help. I'll be that person. Every realtor that I work with gets to a point could be three years. It could be six years. It's different for everybody. I realize I get to say who I work with too. And the first time they do not take a client because it's not aligned with how they know they want to work. They have now reached another level of their business. At that point, when you realize I get to say who I work with and I have a business and I will protect my time and resources as well. And I don't have to work with anybody. When you get to that level, I wish people understood the more you take your brand seriously at that level. It's no longer a proof of concept. Proof of concept got you this far. What you do after that is a proof of branding. And when people choose you, what is the distinguishing factor between why they hire you versus why they'd hire someone else? And I have found when your quality of content does not match your mastery and the qualifications that you say you have when your content doesn't meet that qualification. You're only pushing people towards your competition. Absolutely. Because the quality of content can meet your mastery. It just may not meet the mastery at your level of ability, which again goes back to our confirm principle of who, not how leverage relationship leverage time by not doing your best, but hiring the best to get you to that next level. Absolutely. I love what you said because one of the things like four key different areas that I work with my clients and the thing I talk about is just like one of the things is I call it luxury client delivery because you start your business. You do have delivery. You know, you deliver your offers, your services, the way you connect contact, you know, all of that. And then at some point, your clients come, it comes to the point that if you are one minute late in delivering, you know, one, if they are unboarding is not matching the level. The luxury of the level that your grant is right now, you're going to lose people retention, going to draw. And that's important when it comes to scaling. The same thing you mentioned is it doesn't matter if it's the delivery, if it's the, you know, the systems, if it's the branding, the authority, you show it, it has to match. And when we scale fast, there is always this gap because our systems, our strategies is not going to catch up with where we are. And if it doesn't, that's going to cause us. That's what our call it again. It becomes the bottleneck. So you have to always make sure that everything you do at the level, whether it's your branding and marketing delivery, whatever else. That matches where you are now, not where you started. That's exactly right. When my client came, she came for a two back to back day, she did batch day, where we recorded all of her digital, she wanted to release a digital course. And she had been trying to do this for 10 months on her own. And the quality of her recording was never to her level. So she never got it out right. And so she came for a batch day, day one, and we recorded all of her content plus the materials for her automated funnel. And so when someone bought the course, we recorded the welcome you're inside, what can you expect the delivery emails, we set everything up to be the exact same quality to your point. And once someone is finished with her course, guess what? They already have pre planned follow-ups on how to integrate with various areas of her other services because those internal sales processes are not a happenstance or I hope it works. And so they don't happen automatically. So planning out how you actually have a client experience, I completely agree that has to be at that same level. If someone buys your online something and your automated system isn't automated for immediacy, break and trust are not easily overcomeable. And so that they will never come back. However, we can protect our client experience by being pre planned in a way where the quality of the experience is protected. And one of the ways we can do that is at batch day or I guess for an authority, but batch day for those small planned processes, making sure that your client experience is at the same level as the marketing, the delivery, I think, isn't just like a plus, the delivery has to be protected. I love that. I love that. I love that. I'm 100% agree with you. Katrina, I feel like we can continue this conversation for at least another hour to be honest with you and I wish we could. Maybe with schedule and other time to kind of like, you know, another episode. or maybe something else we do together because I'm truly enjoying this conversation. >> That's true. >> And actually, like, oh my God, we are at the same level when it comes to our philosophies about the scaling and, you know, branding all of it. But before we jump off, please tell us, if there's anything you wanted to share that I didn't ask, I didn't mention so far, is there anything else? >> Sure. I think you're asking. I would say one last thing is, when you build a brand and people join your brand and your business grows, there's a point at which most CEOs realize, while they are the center and the heartbeat of their brand, it's the people within their brand that make it so unique. And I just wanted to talk about Choice Residential. They're a local brokerage here in Raleigh, North Carolina who did brand authority. And the owner recognized that although he is the center and the brand itself, he recognized the power of having the story of Choice Residential told through the experiences and perspectives of his agents. And I want to just pinpoint building a personal brand business, sometimes isn't just you. It involves other people being part of that vision and that legacy that you're building. And even then, protecting the way that your story is shared can be so impactful for the next iteration of your brand. And so, as you go through different chapters of building either a personal individual brand or a brand that includes others, making sure that you protect the way that that brand story is shared is really important. And I want to give permission to people to realize you don't have to meet a certain level to have your story validated. You just have to recognize my goal is to help and impact and serve people in your business. That's your goal, then there's a story behind that and people are social beings and we connect on an emotional level. Oftentimes brands forget that social media is meant to be socials. And so, getting to the heart of the person behind the business, I think is the most important thing to remember. It's not our product or prices or placements, but it's the people. Thank you so much for that Katrina. I'm not going to add anything to it because it was perfect. I really appreciate you being here. I appreciate your time sharing your expertise with us, but the stories I loved hearing them. And I'm going to be sharing where our audience can reach out to you in the show notes. But in your own worlds, if you wanted to kind of let them know where they can find you, please go ahead. Sure. If you're interested to know more about Batch Day, you can find us online at www.ibatchday.com. If you're interested in brand authority, it's brandofthorityday.com and you'll find the landing pages there with all the information. Absolutely. I'm going to also link your Instagram and your LinkedIn pages as well for that. Perfect. That would be wonderful. Yes. I will make sure that they can get all of you easily because I know it's a lot. You can help them with. I thank you. Thank you for being a truth seeker and someone who really wants to instill knowledge and permission for people who who want to do things differently, but may not have seen the example. Thank you for being that example. It's my privilege to be with you today. Thank you so much, Katrina. Thank you. And I hope to have you back here again soon. I wouldn't miss it. Thank you.