From Stuck to Unstoppable Shifting to Success with Ryan Ettridge (Episode 194)

video marketing podcast Oct 21, 2024

Struggling to stand out in a crowded digital space? Learn how Ryan Ettridge, founder of Becoming Unstuckable, transformed his career using AI and DIY video to build a standout personal brand. If you’re an entrepreneur, coach, or content creator, this episode offers real, actionable strategies to elevate your online presence and connect with your audience.

In this episode, Ryan reveals the challenges he faced leaving behind his corporate career as a PwC partner and how he successfully rebranded himself to break through the noise and reach new clients. With a focus on leveraging AI and mastering video content, Ryan’s journey provides key insights on creating meaningful, lasting impact in your business.

What You’ll Take Away:

  • How to pivot your brand to stand out in a competitive market
  • The role of AI and DIY video in building a powerful online presence
  • Storytelling techniques to engage and grow your audience
  • Real-world advice on turning burnout into a thriving business

Whether you’re trying to redefine your brand or make deeper connections with your clients, this episode will give you the tools to shift from feeling stuck to unstoppable.

 Connect with Ryan Ettridge: Reach out to Ryan on LinkedIn and explore how Becoming Unstuckable can unleash your leadership power.

Follow Chris Schwager: Stay updated with Chris’s insights by connecting with him on LinkedIn.

Explore Our Video Training Programs: Unlock your business’s potential with our expert-led video production training.

DIY Video ProgramCreate professional-quality videos effortlessly with our easy-to-use DIY Video Program.

Convince Your Boss: Download our guide to help decision-makers see the value of video marketing.

Watch on Ridge Films YouTubeCatch new episodes of DIY Video for Professionals on YouTube. Like, comment, and subscribe!

Video Transcription:

[00:00:00] Chris Schwager: Welcome to DIY Video for Professionals. I'm with my very dear friend, DIY client, absolute gun of a coach, Ryan Ettridge. G'day Ryan. Welcome brother. Hello

[00:00:16] Ryan Ettridge: Swags. Thanks for hosting and the invitation.

[00:00:19] Chris Schwager: And it's, and I'm so grateful for your time to, to come on and talk all things video and self help and AI help us get this bloody thing off the ground.

[00:00:31] Chris Schwager: So I really do appreciate it. Look, just so everybody's very familiar with who you are because you're becoming the up and rising guru. In Australia and also prolific AI video user on LinkedIn, tell us a little bit about you and the experience that you've had.

[00:00:50] Ryan Ettridge: Experience with you or? Everything, just lets us

[00:00:53] Chris Schwager: go

[00:00:53] Ryan Ettridge: everywhere.

[00:00:55] Ryan Ettridge: So founder of Becoming Unstuckable and have been on a journey of rebranding. Let's start with that. So a journey of rebranding from the cyber security expert, which I was a leader in for 18 years. So people knew me as the cyber security expert. I was a partner at PricewaterhouseCoopers for seven years before I started becoming unstuckable.

[00:01:18] Ryan Ettridge: The process for me was, very high performer, young executive, and was trying to balance all the work y stuff with all the not work y stuff. So very high performing business, all the dashboard lights were green at work, but they were amber and red outside of work. So relationships and health and energy levels really outside of work was struggling.

[00:01:45] Ryan Ettridge: And so that was my tipping point where I needed to ask for help because nothing I was familiar with in terms of working harder or taking holidays or anything like that was working to deal with that burnout or disconnection that I had between successful work, not successful life. So I asked for help and met an executive coach and then got familiar with this process and thought, why?

[00:02:09] Ryan Ettridge: Could no one tell me that? How come I couldn't get help through this process where I didn't know what questions to ask and I didn't know really how to get the help. So when I learned this process of mental clarity and really working on the inner game, not the external performance, I thought I've really got to work out how to bring this back into the corporate environment, especially for techies and professionals.

[00:02:34] Ryan Ettridge: So my journey was learning that process and then, you could say fell in love with it, but it was really this, just this sense of clarity that this is what I have to do. So I transitioned from well known PWC cyber partner to this entrepreneur, this solopreneur initially at the beginning of last year, the beginning of 23.

[00:02:56] Ryan Ettridge: And so the journey since then has been how to rebrand me, how to rebrand the business, how to share what I'm offering and going through personally and professionally with the world. And that's a very different process to when you've got a big brand behind you. So we met Schwaggs. At the end of last year, when I was looking to pimp up my online presence and pimp up the way that I express and present and engage with people online and yeah, I'm still on that journey, the AI stuff, the social posts, it's a real different game to try and stand out in a sea of.

[00:03:42] Ryan Ettridge: Probably a billion other good coaches out there, even though I'm the best, but it's really how do you stand out in a crowd so that people who are really ready for this stuff, they go, that's the dude. That's the process. That's the business I want. And so that's where I'm at the moment is experimentation.

[00:03:59] Ryan Ettridge: What are the core ways of using your DIY kit every day? For client engagement. So I use the DIY kit for online coaching. So 90 percent of my work is online at this point for international clients, for even brizzy clients where I'm based, it just allows me to engage with them in the comfort of their own home.

[00:04:16] Ryan Ettridge: But it. It gives them the quality that they're, there's no issues. There's no techie issues that are getting in the way of what did he say? Or what's that face look like? So it's a real nice experience for them that just takes all the interference and clutter out the way. So for clients, of course, online course creation social media, content creation, really anything that's now online and engaging with From a sales or delivery process is why I invested in the DIY stuff.

[00:04:42] Chris Schwager: What unexpected benefits or uses have you discovered with the DIY? I'm going to be careful of using DIY now. Cause I'm scraping back on it because it's like, Oh, the first part of the whole engagement is not DIY. Oh, fuck. Don't get me [00:05:00] started, mate. It's just one of the many, it's just one of the many things that we're going to fix.

[00:05:04] Chris Schwager: So

[00:05:05] Ryan Ettridge: yeah, unexpected benefits. I actually had some pretty high expectations of the kit and it delivered. Wanted to look good, sound good express well. But actually, you know what? It's not the kit itself. It was the support and the coaching that you gave. That's what it is. It was not that the tech was like, Oh this is way better.

[00:05:28] Ryan Ettridge: Actually, it was probably a little bit better than I expected. Just kick ass. Everyone thinks it's AI. Actually being able to hold yourself and not still sound boring with a monotonous tone. That was really helpful.

[00:05:38] Chris Schwager: And what specifically were the With the areas, obviously we got along really well, and that's how I've got you on this show as well.

[00:05:44] Chris Schwager: I wouldn't be, you wouldn't be here. I wouldn't be here if I was a dick, right? Just, but just tell me more about what specifically in the coaching really razzed you and got you paying attention.

[00:05:56] Ryan Ettridge: One of the intentions for this kit was, as I said, in the intro to get the brand out there.

[00:06:03] Ryan Ettridge: When we're engaging with people, we don't know. That first impression really counts, right? So for cold outreach and for people to come across our content for the first time. So it was really helpful, the coaching that you gave, even just for the social posts, right? Specifically, tonality, how to write scripts that you could read to help you with inflections and body language, and even just to hold, facial expressions in a different way to allow it to be a little bit more engaging than just the plain old, Hey, I'm Ryan Etridge and welcome to Becoming Unstuckable.

[00:06:37] Ryan Ettridge: And you can get, and so all of that was helpful. So then we did an online course together and that really landed it for me because we spent a many hours together practicing that it was actual practice. It wasn't just here's a little coaching, go away and do it. We were in the trenches together with that.

[00:06:54] Ryan Ettridge: So it's then resonates and it continues or expands beyond just the recording, the live recordings. It's, you can actually present better with different tones and so on actually in front of a live audience. So

[00:07:07] Chris Schwager: I hear it every day through your videos that you're pumping out. Do you have examples of videos produced using the kit and with all of the coaching that you've had that has directly led to a client or a sale or a significant opportunity?

[00:07:22] Ryan Ettridge: One of the things I'm missing at the moment is some pretty detailed analytics and tracking, but you could only assume yes, because I get lots of new clients and inquiries from the online presence. And of course I have videos uploaded to the website. There's example videos on the site for the online course posts going out every day in terms of social media.

[00:07:45] Ryan Ettridge: So you'd have to say yes. Was it coming in before? I can't really compare it because I didn't have any video and the video that I had was shit. So I wasn't posting it anyway.

[00:07:54] Chris Schwager: Okay. And what about an increase? If you notice an increase in client engagement, acquisition or retention since using the solution?

[00:08:02] Ryan Ettridge: I couldn't say it's one to one for the video kit because I've been doing lots of different stuff. But what I can say is the confidence and presence that this enables and activates has allowed me to not even worry about that stuff. It's just get the recording out there, do it yourself, have a crack, put it out onto the socials and into the into the interwebs.

[00:08:21] Ryan Ettridge: So again, you'd have to say yes but There were so many things happening at the same time that this was just one of the really important things that I needed to have because my whole business at that point was online.

[00:08:34] Chris Schwager: Other than improving the video presence, what do you think your core reasons were behind delivering video more effectively?

[00:08:41] Ryan Ettridge: Probably two things came up then. One of them is there's so much boring shit out there. There's so much like flick through predictable crappy video out there that not just crappy messaging or crappy ways to express it. Just ugly to look at, and not an ugly person, but necessarily, but it's like It's just distracting.

[00:09:09] Ryan Ettridge: To present a very clean, crisp way that you can then add your B rolls and your editing or whatever else on there that in the first instance was how it was standing out. People would see the video that I would produce, even if it wasn't properly edited and they would go, holy shit, that looks amazing.

[00:09:30] Ryan Ettridge: Is that a real, what are you doing with the background there? How are you? And I'm like, that's just lighting, dude. That's lighting and good camera and good quality mic. So that's the first thing. The second thing is for delivery, for engagement with paying clients, they would immediately comment like you're coming across as someone with confidence and clarity and authenticity and authority.

[00:09:53] Ryan Ettridge: That could give them the comfort that they're in the right place.

[00:09:57] Chris Schwager: Very good. The video [00:10:00] content created. How do you believe it's improving your overall brand and online presence? And, it's strong, like it's from what I see.

[00:10:09] Ryan Ettridge: So my primary client, let's say 35 to 45 year old CEO, executive of A high performing business who is ready to shift into that next level of self and presence and performance.

[00:10:28] Ryan Ettridge: And there is a sense of stuckness. It's I can't keep doing what I'm doing or I will stay stuck and something's going to break and so on. But they're at the top of their game. Like top 1%, even top 10 percent of the 1%. The quality, not necessarily that they're expecting, but the quality has to match them.

[00:10:47] Ryan Ettridge: It has to be of the level that you go, I get it. And even though I have the executive background and the experience and so on, it's you still have to present something that they go. Wow. That's at the level. So this kit is the top 1 percent for sure.

[00:11:02] Chris Schwager: Okay. And in what ways has DIY helped you stand out or differentiate your services or products?

[00:11:11] Chris Schwager: Image is a really high on your agenda in terms of the reason you were wanting to invest in this. Obviously simplicity and things like that, but it sounds like Looking and sounding the part like better than, cause like we, we interviewed another guy coaching in Brisbane Greg Gladman. He talked about jumping on these calls and CEO saying, you're making me look less than, and he goes less than what he is like I look like shit and you look like shit.

[00:11:41] Chris Schwager: Look right. These were the types of conversations that he was having with people. And there's so many now documents on that being the case, like being the best person in that meeting, like always showing up, looking and sounding far superior to, to anybody else, other than.

[00:12:01] Chris Schwager: Looking at sounding amazing what and the coaching I would love to delve into I guess what we did to reverse a little bit of that course you know starting really from a blank sheet of paper almost you know we had ideas of structure but we really started at the start on those courses question is what were the other things that were.

[00:12:25] Chris Schwager: Beneficial beyond looking and sounding amazing.

[00:12:28] Ryan Ettridge: I'm going to come back to the coaching, right? And no matter how, let's say, clear or present or unstuckable someone is, it doesn't mean you immediately have the skill to be able to do everything. You can be an unstuckable, fearless, authentic leader and still have shit presentation skills.

[00:12:50] Ryan Ettridge: Unstuckable is go and learn the presentation skills, dude. You need to, you still need to ground that and practice that and go and do it. And working together with the kit as the enabler, right? The tech is the enabler, not the solution, right? It gives the opportunity to be really good. by applying the skills and the coaching and removing any of the doubt that comes like, I can't do this.

[00:13:16] Ryan Ettridge: If it wasn't for the coaching and the support, I would still have to work out how to write a good script and then how to read it and then how to record it. And then what tech to use to edit it and whatever else. It is it really is the package of DIY the package of quality delivery that it, that allows this to work when it's not there.

[00:13:37] Ryan Ettridge: Even when I'm outside of this office where it's all set up and looks cool, I still know how to write a script. I still know how to shoot it in a way that's not super shit. And so it's again, it the, it becomes a video presence beyond the kit.

[00:13:56] Chris Schwager: Let's talk about your controversial AI generated videos that you're publishing.

[00:14:01] Chris Schwager: I think all over the social media platforms at the moment, what is, what's been the feedback on those videos so far?

[00:14:08] Ryan Ettridge: Yeah. You, you would have just seen the body language and face just change in the recording then because It's still learning mode. That's what I can say.

[00:14:18] Ryan Ettridge: And there was all, there's all this excitement about it initially because it's new and it really is different and out there. And people are like, Oh, fuck, is he going to do a hundred percent AI or and in some platforms it's working really well. YouTube is all video. So subscribers are increasing significantly on the day on the daily meta, not quite as good, but still pretty good.

[00:14:48] Ryan Ettridge: Yeah, LinkedIn, not as good, LinkedIn really spiked and then it was like predictable. Yeah, even though the content is super helpful, [00:15:00] different types of content are working really well for that LinkedIn audience. Now, of course, it's because, Most of my connections are of a certain profile, so it's still now about how do you learn what's going to be most resonant with that audience.

[00:15:16] Ryan Ettridge: But here's what I can say, it's not turning people off the views, the interactions, the growth is way more than what it was before when just doing one post per week. That was me.

[00:15:33] Chris Schwager: Yeah.

[00:15:33] Ryan Ettridge: So as long as it's authentic content. It's actually really helpful for the profile. Then it has huge benefit. The question mark I have is it going to stay all AI or does there still need to be a strategy of let's say live content recording of Ryan delivering a session so people can relate to Ryan, not AI Ryan.

[00:15:59] Ryan Ettridge: Yeah. So is it going to be the. Be all and end all. I don't think so. I still think it's an and again depends on what the intention is of getting the posts out there. Because for me, the primary intention is scale and impact. In a sea of coaches and content that 99 percent is crap. How do you grab the attention of the people and then how do you give them something of value?

[00:16:30] Ryan Ettridge: And then how do you, ultimately, as someone who is the coach and the, organizational coach, I want to engage them. I want them to take the quiz and take advantage of the freebies. And if they're ready, then come and engage come join the community, actually come and experience this stuff in a paid way that you can then take it out to your business.

[00:16:55] Ryan Ettridge: So it's not just followers. It's not just content for the sake of content. There is an intention behind it and it is to create value. a bigger impact and grow the business. It's not there yet,

[00:17:04] Chris Schwager: ignoring the comments and whatnot, like the written comments from the interactions that you've had with people online.

[00:17:11] Chris Schwager: What are people saying about it? Have you spoken with people about the quality of the videos and the messages and the frequency and all that type of stuff?

[00:17:19] Ryan Ettridge: Yeah, I would say 90 percent of folks. Know that it's AI, so don't care about the American twang that creeps in every now and then. The funny thing about that is the system has already learned and as of like next week or the following even that's already fixed.

[00:17:37] Ryan Ettridge: The little let's say compromises that you can tell it's computer generated are overlooked because it's not intended to replace me. It's to be like, two times, four times, five times Ryan, not instead of. Yeah, but it's getting a bit predictable. Yes that's the main thing. It's Ryan, you already look good on camera.

[00:18:01] Ryan Ettridge: You're doing this good stuff. We don't want it to be instead of the

[00:18:04] Chris Schwager: same format.

[00:18:06] Ryan Ettridge: Yeah, that's right. And it's oh, there's another Ryan. There's another, so I don't know, I don't think the AI quality is the problem. I actually think it's just, this is a gut sense because I'm not the marketing expert, but I think it's about generating the right things that they want to see.

[00:18:25] Ryan Ettridge: Not just too much of it or at the wrong times or for the wrong audience. Exactly. Yeah. Yeah. I did it. I don't really know.

[00:18:31] Chris Schwager: I was coaching someone the other day and we were talking about documenting, not creating. Cause you're in a creation space really. That's exactly what's happening here.

[00:18:38] Chris Schwager: Yeah. You feed it all your data and all and out pops a video. That was probably the biggest thing is diversifying the content. Cause I've, And so every time I'm hitting LinkedIn, And it just, every year looks pretty much the same. So that, that's going to be the thing that like, like ads, you run ads to a fucking audience for as long as they give a shit and then it's gone.

[00:19:01] Chris Schwager: Like you, you all. I don't know about depleting any level of trust there, but it becomes saturated. And that's like that is ultimately the bug bear I have with all sales and marketing right now. Like it is driving me fucking nuts that, it's just becoming more and more difficult to get through to people, even when they've inquired fuck, wrong numbers, different emails, people just.

[00:19:25] Chris Schwager: Testing out our process, all this sort of shit's going on, it's very slow. And I, Monday I was just going, what would life be like if we just did away with the phone and the email and the fucking SMS and some, somehow you're back in in a space that getting high amounts of cut through on this new innovation.

[00:19:40] Chris Schwager: And it's called Don't give a shit about all the rest of the stuff and just do this and people will buy. It's probably about having an attractive enough offer that is like the panty dropper. Like everybody, Oh, fuck it. I'm in, shut up and take my money. But, we're not there yet.

[00:19:54] Ryan Ettridge: So I'm doing three posts per day on five platforms. There's no [00:20:00] way, unless I did two days a week of shooting and editing that I could actually scale like that. So to be able to, there's no doubt in my mind, this is. 100% a big part of the picture.

[00:20:15] Chris Schwager: Yeah,

[00:20:16] Ryan Ettridge: but not yet. Instead of now I couldn't get enough data before simply by putting it out once a week.

[00:20:26] Ryan Ettridge: Yeah. So you just, so what this at least tells us is who's engaging with it? What sort of content do they wanna see? Is at the bottom of the funnel, is at the top of the funnel stuff. What's the stuff. Do I need to be more provocative and just say, fuck it, let's come on, let's stop talking about the silly, how do you communicate in a meeting thing if, cause there's 4 billion other versions of that, but really what's underneath that is the fear that's holding you back.

[00:20:48] Chris Schwager: Yes. Yes. Come

[00:20:49] Ryan Ettridge: on. Let's talk about that. I don't

[00:20:51] Chris Schwager: know that and that's right. And I think one of the biggest problems and this, the last two posts I've done on LinkedIn have been quite significant in my changing my attitude. Obviously I'm big on, I'm very bullish on LinkedIn by the way, but running ads across other platforms, which is exciting too at the moment.

[00:21:09] Chris Schwager: But yeah the thing I was going to say earlier was I was coaching a client and we were talking about documenting. And as an example, what I did is I recorded a minute or two in that meeting and I talked about sorry, not sorry. And sorry, the different language that we use in society and how ridiculous it is.

[00:21:28] Chris Schwager: We're fucking apologizing all the time or, to be honest, I'm not going to lie to you. All of these types of statements that are just fucking ridiculous. As bad as I'm an ass. Anyway I banged together. This little video was like 45 seconds long and it was the highest.

[00:21:43] Chris Schwager: Engagement on LinkedIn, I think ever from a single video. And I think part of that, I think it was because it's a universal issue. And I think maybe the other part was like, it's just fucking Chris, right? It's just Chris fucking being Chris, not the version of the ads at the moment is still like the presenter, Chris that's coming out and Byron.

[00:22:06] Chris Schwager: You know is the one that's really brought to my attention is like the stuff that he's saying from a branding perspective is not Chris it's like the vanilla Chris it's the conservative Chris and it's so we're on the cusp of taking a leap and going you know what fuck this we're going to tell you how it is and we're going to use the tactics that I already know in video marketing to change it up take it to the next level in terms of the attitude behind the video and that's the thing that.

[00:22:35] Chris Schwager: I still say it will be a long time before the, that, that really comes through. Yes. You'll get little improvements like dropping the American twang and all this stuff, but diversifying the content. So there's different styles and looks and types of videos, because at the moment it's here's the takeaway video for Ryan.

[00:22:51] Chris Schwager: Like it's the same format. But then yeah the long scalable. Version of what you're currently doing now is can't pick it as diverse so that it's interesting and it's holding attention and people aren't likely to fade out as a result of watching, repeatable a day or whatever and also the character, the Ryan character is coming out.

[00:23:20] Chris Schwager: Like never before, that's going to be how this will progress and the adoption will come. Now I've seen technology like do its thing right over the years with 3d video and all sorts of shit. And it, and just because it's there, it doesn't mean it's adopted. It's automatically adopted.

[00:23:37] Chris Schwager: Oh, it's the latest thing. But when you look at something like Chachapiti solves a universal crisis, all these AI function, they're all features. They're all they still have, they're all doing the similar thing, but in, in slightly different ways. And some will work and take off and others will crash.

[00:23:55] Chris Schwager: And it'll be because of almost the user experience and saying, can I work with this? Is it value to my business? Is it something that is going to be ROI friendly for me?

[00:24:06] Ryan Ettridge: That's a good point, right? Again, different intentions for using. AI to generate that sort of video. Yeah. Because ultimately people are buying Ryan, not AI.

[00:24:20] Ryan Ettridge: If they're going to engage in, in becoming unstuckable programs, it's Ryan leading that. So at some point there has to be real video if they're going to get on a call. At some point there has to be enough. Experience of actual me to go, that's the dude and then read the testimonials and then see the live speaking event where, you're holding a crowd of a hundred people, all of that and go, okay, that's the dude.

[00:24:48] Ryan Ettridge: But some of the other people who are already in the network, they already know me say they're loving the content because it's really helpful to them. But they're not those that are going to engage in [00:25:00] becoming unstuckable programs. They are part of a valuable social community that will like and share and subscribe and whatever else.

[00:25:09] Ryan Ettridge: And that's all they need for now. So again, it's the end. It's let's use, maybe let's use it for that sort of thing. But you're not going to have an AI generated Ryan on a stage talking to AI generated people enough so that people can get on a call and then say, yeah, that's the dude who wasn't even the dude,

[00:25:27] Chris Schwager: right?

[00:25:28] Chris Schwager: I didn't install yesterday and I, I'm pretty flat, right? Like it's been a demoralizing hurtful week where I've been quite emotional about the lack of response and different things, different activities. So I did this installation on a kit. Yesterday and for a client that bought 12 months ago, but just didn't have their premises organized and they were trying to get this fit out and it took them a year to get organized.

[00:25:53] Chris Schwager: Anyway, it was great day to finally get this resolved for them. And I'm walking in and I'm saying they're a digital agency and I'm saying like the massive photography psych. I'm saying like a full podcast like corner where they facilitate all this for their clients.

[00:26:09] Chris Schwager: So you want to come and do a podcast? Hey. Come in into our podcast, which looks like a fucking bar, right? Three months. It looks like it looked amazing. And then all the different white backdrops down here I am trudging through with my head down with my little pissy kit. And I get into the room and they're like, We can't wait to get this up and running. It's just going to save me so many hours and this, that and the other. And the guy that I was dealing with was a videographer, internal videographer, that's basically servicing all their clients, right? But he gets bombarded with all these fucking people inside asking him to set up a, a little Do a little set up so they can do it to camera piece.

[00:26:48] Chris Schwager: This completely solves that problem. So it was really sweet that they were just so pumped about it and that they had this kind of dedicated, basically an office that, that I set this up and it was all cause it was a new fit out. It was just looking fantastic. But then at some point he, he drops in.

[00:27:03] Chris Schwager: And another thing we want to just be doing those personalized videos like you gave to us when you first engage with us, like the video you told me the videos that we don't do anymore because it would just become so hard to keep up with it and we're at the time we were doing like a lot of Facebook outreach and, do 40 of these videos and get no fucking meetings and and I was like, you know what, as much as you look at the world and think, fuck you.

[00:27:30] Chris Schwager: It's not working. There's someone out there that still laps it up and still loves it. And that's the toughest thing with sales and marketing when the chips are down, when you're down and you just think that it's all to go on to shit is the realize that persistence and patience is such a hard thing to grapple when you've got an expectation of X amount of leads and it doesn't work out that way.

[00:27:52] Chris Schwager: It's the hardest thing to just go. Nah. Be patient, let it let the engine do its thing

[00:27:57] Ryan Ettridge: and consistency. It's funny because, someone shared something similar with me last night. And I always used to say exactly those three things. Patience, persistence, and consistency with even in a B2B sense, when you're starting your own business in business to business, you still have to Test it out, discount some stuff, give some stuff away to show people how good this stuff is, and keep going, until people go, wow, this shit actually works, and keep going, and someone reminded me of that last night, even in the B2C space it is working, but it's maybe not as quick as you want it to, but it's working.

[00:28:33] Ryan Ettridge: Keep doing, keep tweaking, keep whatever, stop pivoting and turning around every day.

[00:28:38] Chris Schwager: Yeah. Yeah. That's right. Yeah. I did, I had, I showed up to a meeting with Byron a couple of weeks back and I'd done 10 calls and I all went to, they all went nowhere. And so I got in the car and I was like, oh, good day mate.

[00:28:50] Chris Schwager: Yeah. It's nothing's going right. And he goes. How many times are you calling these people and I'll say here's my, here's my sales process. It's pretty comprehensive. But he goes, initially to try and get through to them, how many calls are you making? I'm like, a one. And then it goes voicemail, SMS and email and he's try phoning them three times.

[00:29:06] Chris Schwager: And he goes phone, hang up, phone, hang up, phone, leave a message. Or going they pick up at some, somewhere along that chain. Do you know, like now getting through to them is it's funny, but on the third is when they actually pick up the phone. Cause they think it's an emergency call or something's going wrong.

[00:29:20] Chris Schwager: And I'm like, what is this fucking world getting to? Is this what I got to do every time to respond to someone that's. Made an inquiry with me and

[00:29:31] Ryan Ettridge: I

[00:29:33] Chris Schwager: know, I know. And it's holy fucking shit. So anyway, that, that's been, that, that's working funnily enough. It's working. But then I go, wow, where do we go from here?

[00:29:41] Chris Schwager: Is it, fucking 10 calls, it's a

[00:29:45] Ryan Ettridge: sense for my stuff, because it really is awareness. And, as I said at the beginning, I didn't know what questions to ask when I was stuck, right? So I just have to get the helpful questions [00:30:00] and awareness and quizzes and books and examples and so for me the What seems to be coming up more and more, obviously, is to do more speaking events, to have people who have nominated themselves to come along to this event, to hear about it, to run through the process, to get an experience of Ryan and Becoming Unstuckable and say, that's the stuff, or it isn't, and if it isn't perfect, you can still stay in the community and get benefit from the posts and whatever, but really, if it's about Engaging and adding value straight up.

[00:30:34] Ryan Ettridge: So I'm going to look for way more of them, way more speaking events and record that stuff and then edit that stuff, and weave that into the AI stuff and the DIY videos and so on.

[00:30:46] Chris Schwager: I've got to say just from personal experience, when we started putting these testimonials up on the site, like everything changed.

[00:30:52] Chris Schwager: We didn't realize how much of an impact they would make. But when I'm on these calls or in a sales meeting with somebody, I'm surprised that they're on there and they review the fucking lot of them. Like they're only say three to four, like two to three, four minutes each, but they rip through them.

[00:31:09] Chris Schwager: They go right through them. They, obviously there needs to be a lot of validation and. Reasons to believe in their decision, because it's not, as many people have said to me, it's the price of a secondhand car, right? Like it's a decent investment, but capturing the moments like we're having right now, it's just been so good to have that document and for me to also relay that as well.

[00:31:33] Chris Schwager: So I don't necessarily need you to say it. I can say this is what Ryan said, and if you want more information, go and check out the video because he's actually saying it, in, in that video. But for us to be, because, our business is going to be going more into the ROI, lots of the questions I was asking you today around ROI related stuff, because that's the missing value thing.

[00:31:54] Chris Schwager: That's the, okay, how am I going to get my bang for buck?

[00:31:56] Ryan Ettridge: Something that's come up and this is DIY. We've alluded to it this whole chat, DIY is beyond. The office space to be able to give someone that confidence, not just in front of this kick ass video screen. That's what I think the real power is.

[00:32:16] Ryan Ettridge: You're giving them a skill and a gift and a presence that goes beyond just, of course you step into here and you've got this confidence in front of this cool screen, but if you're practicing it, you can take it outside of the office. Yeah. And. Yeah, that's the real value of this stuff for me.

[00:32:33] Chris Schwager: We talked a little bit about the course content creation, but when we started from scratch, how did you find what were the things out of that experience that you've, you paid well for it. And I really appreciate it. And I do believe that it was such a great experience for us to both be part of, because I'm not writing scripts for the sake of it.

[00:32:52] Chris Schwager: I do understand a little bit about the personal development space.

[00:32:56] Ryan Ettridge: What was it for you? So give everyone a. A bit of insight of the process. So I came to you with a, let's call it a drafty draft online course script. I knew what the intention was for each of the modules and the flow. Let's call it that the process flow and what I wanted to get to.

[00:33:13] Ryan Ettridge: But the script was too scripted, and it was too professional to come in almost chat GPT style. And so what you helped. Us get to was this really relatable human content that could be delivered in a way that even though it looks professional could still come across as something that people would want to engage in.

[00:33:38] Ryan Ettridge: And so without we actually really rewrote the script for every one of those modules. In the few hours that we had together on that. And of course, your wisdom and skill allowed us to get through that. Even though you had no idea what I, what that script was before I brought it into you for that first time, what the intention was, what the course even was.

[00:34:04] Ryan Ettridge: So you were able to listen and sense into what the intent of each of those modules were and help us get to something that was.

[00:34:13] Chris Schwager: I'm bullish on stories at the moment and I, we worked on your story, I don't think that there was any real mention of that in the AI version, and so what was the experience of me listening and unpacking your story and trying to get that balance of what's too little, what's too much, how did you think the story really impacted the course?

[00:34:34] Ryan Ettridge: Yeah, like you couldn't even imagine the module without the story in there. Yeah.

[00:34:38] Ryan Ettridge: It's something that in a program that is so personal without personal stories of the teacher. Yeah. Then it really just becomes theory. So we weaved in personal stories, but also stories of my coachees or, [00:35:00] aliases of them so that we could demonstrate Through the power of story, what the intention of each of the modules were, and you helped us get to that, like again, in the same amount of time, little time, really, that we had for each of the modules, you were able to extract that from me through, it was just like this, A, you got a structure, B, you got the experience to be able to do that.

[00:35:23] Ryan Ettridge: And. We got through we got through 40 minutes of course content, right? Fully recorded. I think we, what did we do it in 16 hours or something of actual time together, working through eight modules, 40 odd minutes of content that then, was B rolled and edited and whatever. But that. That's pretty quick, really, to do it, to do a top to bottom course, of course, you needed, I needed to know what the hell I was doing, but, it went from something that anyone could have chat GPT to something that was really powerful.

[00:35:58] Chris Schwager: What do you think, the experience of working with somebody else to make that possible?

[00:36:03] Ryan Ettridge: It's essential. I'm going to cut, I'll let you finish the question just so that you got it on the podcast and then I'll answer.

[00:36:08] Chris Schwager: Don't worry about it. I think people get the idea.

[00:36:11] Ryan Ettridge: You can't do this on your own.

[00:36:13] Ryan Ettridge: There's so many things out there where you go download this 27 course and it'll teach you how to write a course and whatever else. And you'll get a 27 result. You will. But if you want, if you, again, I'm going for top 1 percent and the people that the top 1 percent has worked for, and even if you're not going for the top 1%, this is going to be something that should last quite a long time.

[00:36:35] Ryan Ettridge: Return on investment, you're going to get Proportionally what you pay for, right? You pay 27 bucks, you'll get 27 bucks.

[00:36:41] Chris Schwager: Pay 12, 700. It's the Ferrari, Toyota thing. I got to keep bringing it back to that. You want a Toyota? Go into Ted's camera, camera house.

[00:36:52] Ryan Ettridge: But also, but it's not, and again, for you can just buy the Ferrari, right?

[00:36:58] Ryan Ettridge: And you can go and learn how to drive it yourself and do some skids and whatever. But And you need your insurance and, you'll probably learn how to get from zero to a hundred real quick, but that's the end of it. You still, if you really want to make the most of video stuff, then engage with someone who knows what they're doing.

[00:37:14] Ryan Ettridge: And that's the package. I, if people really want to get good at this stuff then they've got to engage you and your team, not just have the tools to be able to do it and think that they're. I think that they're done, but if they're, if that's all they want, then if I can take the Ferrari and do a skid.

[00:37:32] Chris Schwager: Those conversations, that's what's been hard because all these conversations have been like about equipment lately and it just stringing me out, it's like fucking hell. Anyway,

[00:37:44] Ryan Ettridge: it's probably why Byron and whatever has said, look, they need to see you because. Because they need to buy you too, not

[00:37:51] Ryan Ettridge: That's right.

[00:37:52] Ryan Ettridge: Optionally, right? He's going to love that, by the way.

[00:37:54] Chris Schwager: Because this will be transcribed and sent straight to him so he can pick at it. But that's going to be gold.

[00:37:59] Ryan Ettridge: Because you don't need to, you don't need to book a call to buy the kit. Just fucking buy the kit, you're not going to book a call to go, Oh, tell me about the Ferrari.

[00:38:08] Ryan Ettridge: And I'm just, I'm not really sure if you do you want it or not?

[00:38:13] Chris Schwager: I love it. Any more to add before we wrap this beautiful show longer than usual show up.

[00:38:21] Ryan Ettridge: No, the puppy is waking up. So

[00:38:27] Chris Schwager: And look, if you want to connect with Ryan Ettridge, go to his website becoming unstuckable. Wow. What a great looking site. He's really worked so hard and him and his team to be the almost the pinup boy for us. Of personal branding and the stuff that he's doing out on social checkout. Ryan Ries, check him out on all the various social cha channels and have a look at some of those AI videos that he's generated using the desktop studio, but di digitizing himself and and abundantly getting himself out, out and scaling up that way.

[00:39:03] Chris Schwager: Give us your thoughts. I'd love to learn more about what you think about this new world of scaling Ryan. Thank you so much. It's really fun having you on. And I love our candid chats. And I know that this is going to be really great for ongoing marketing content for us.

[00:39:18] Ryan Ettridge: Love it.

[00:39:18] Ryan Ettridge: Thanks for the invite Swags and catch up soon.