Expertise Makes Rare Content Valuable

We mention a lot of books on this show and never write them down. Fixed that.
61 books, 39 essays, 88 episodes, free: https://lazy-leverage.saganpassport.com/

Jon can hand a model 35,000 of his own tweets, 250 newsletters he wrote himself, 400 hours of podcast transcripts, and a swipe file of 5,000 hooks he bought for three dollars. Then he can ask it for 50 LinkedIn posts. If you charge him $5,000 a month to write those posts, that is what you are competing with now, and his argument is that you have to beat it noticeably, not narrowly.

Peter has made about twelve short form videos. He started with a DSLR, a teleprompter and scripts written for him, and they were flat enough that Jon told him so. He switched to an iPhone, moved to a different corner of his office, swapped the teleprompter for bullet points on a sheet of paper, and stopped trying to sound like an expert. Now he just does the news. Those ones worked.

In this one: the two advantages every business owner has over a full time creator, and why most of them use neither. Why there are fewer people who can make good plumbing content than there are plumbers who can replace a water heater. The barbell Jon thinks every business should run, and the middle most people land in instead. Why Peter sells the sponsorship before he writes the newsletter. And the person already on your payroll you should put in front of a camera full time.

Chapters:
00:00 - Intro
00:47 - Welcome to Lazy Leverage
02:13 - Why Video Is a Superpower
04:16 - Proof of Human
07:06 - You Already Have the Content and the Customers
09:48 - Hiring Global Talent With Sagan Passport
11:03 - Plumbing Content Is Rarer Than Plumbers
12:33 - Why Talking to a Camera Alone Is So Hard
15:12 - Make the Format Your Own
17:54 - The Only Platform Left With Discovery
21:00 - Do the News
26:15 - Smile With Your Voice
27:55 - Promote the Person Who Likes Filming
30:05 - The Barbell, and the Middle Most People Land In
33:55 - Sell Sponsorships to Force Yourself
37:20 - Done For You Agencies Get Squeezed

References Mentioned in This Episode -

People & Frameworks Cited:
Proof of human, Jon's memo to his team, becoming a newsletter
Smile with your voice, the cold calling habit that fixes a flat take
The camera flattens you by about twenty percent, so overdo it past the point that feels ridiculous
Look through the lens, not at it
Park on the downhill, Peter's habit of stopping mid task so tomorrow starts with momentum
Ray Bradbury, David Ogilvy, Gino Wickman and EOS Level 10 meetings

Tools Mentioned:
Loom, Remotion, RentVine, AppFolio, Zillow, Claude, Fable, ChatGPT voice mode, Grok Bot

Follow Jon: https://www.linkedin.com/in/jonmatzner/ | https://x.com/MatznerJon | https://jonmatzner.com/
Follow Peter: https://www.linkedin.com/in/pslohmann/ | https://x.com/pslohmann | https://www.peterlohmann.com/

👷 Join Crane, Peter's community for property management operators: https://www.joincrane.co/

🌎 Jon built Sagan to bring Lazy Leverage to business owners, and Peter's businesses use it: https://saganpassport.com

Let's identify where global talent and AI can increase your output and cut overhead. Book a free 30-minute call: https://www.saganpassport.com/free-consultation

Watch on YouTube: https://www.youtube.com/@LazyLeverageofficial
Also on Apple Podcasts: https://podcasts.apple.com/us/podcast/lazy-leverage/id1777098486