My Entire Marketing Strategy for 2026

0:00All right, I'm going to break down my entire marketing strategy in 2026, it is not that crazy, it's not that hard, but I think there's a lot to each piece of this. So I'm going to go through all of the pieces. Mark had asked me a couple of questions about like what internal processes do I have, what software and apps do I use and why? So I'll go through, you know, who do I outsource stuff to, I'm going to go through all of this, all right. So I'm going to break this down into five different marketing tactics that I use and then we'll break down each one. So it starts with, and this is fairly new for us although old but you know new articles, articles, we are publishing articles on our website to get traffic from Google SEO old school type shit stuff we used to do in the past, we stopped doing for a few years because AI was coming out, we didn't know what to do,

1:03but it seems from just some early testing that it's working well. So not a waste of time, not a race to the bottom at this point, but I do want to talk a little bit more about it and we'll break it down. The second thing is short form vertical videos. These are social media. So Instagram, Facebook, TikTok, YouTube shorts, Pinterest, Twitter, LinkedIn. This is what we are doing for social media. Short form vertical videos. They have the most reach. It kind of doesn't make sense to do anything else despite what everyone may tell you like, oh, you should try to do care sales, bro. Fine, do them, but like doesn't have the reach. So we're just kind of all in on short form video. Long form video. This is our YouTube videos. That's it. That's pretty simple.

2:07Webinars. This one's new. This one's new for 2026. We are, we've already done one in February. We're going to be doing another one in March. It's already scheduled. I don't have a good system for lead capturing yet. Like we don't know how we're going to promote these or if they kind of promote themselves. We don't know yet, but we'll talk a little bit about that. And then we have emails. And emails is sort of the biggest conversion spot. It's also content, but let's go over each one. Let's start with articles. So articles. Again, I mentioned this. It's old, but now it's new. We were, in fact, articles was the only way the only way I was promoting Swimming University for the longest time between the years of like 2006 and God, all the way up until maybe 2021. And in 2020 and 2021, when we're in the pandemic and stuff,

3:16I had a team of writers. And then we got rid of the writers not like some of them got laid off. Some of them decided to leave. And we went back down to like just one person, that person decided to leave. And then basically, I was like, all right, we should still do articles, but we weren't producing nearly as much. And then 2023 hit where we were focusing on e-commerce and doing our own products. And articles fell by the way aside, AI came out and I just thought, well, then what's the point of doing articles now? If the AI is just going to answer all these questions. So a couple of years go by, we produce no articles on our website. We've updated a few pieces just for like accuracy and like, you know, new information. But for the most part, didn't really touch the website. And it has just dropped in traffic every single year since we stopped doing that. In fact, you know, yes, we were

4:21dropping because there was a surge in the pandemic in terms of traffic because pools were a big fucking deal during the pandemic. So we were getting a lot of traffic. And then because we just stopped producing content, we didn't capitalize on that. It just continued to drop. And obviously, things like Reddit and there are, we have competitors in the like, who do like forums, like they just rose in traffic and we just like kept losing. So in 2025, late 2025, I decide, okay, I've talked to a few people in the SEO industry. I've always been, I've always been a part of the SEO industry. But I again, and like I thought, man, no one knows what they're doing. Like all these SEOs, these people who study this stuff are fighting each other on Twitter and all these other platforms. Like nobody knows what to do. And I think it's because Google didn't really know what to do.

5:24And I feel like I had to let that sort of play out. I should have been doing the same thing, the whole time. Yes, I would have lost traffic. Yes, I would have been hit. But just like in 2008, it's like you have to stay in the market, right? You just have to keep buying. Sometimes you buy the dip, sometimes you buy it at the top. You know what I mean? But the way to win the game is to stay in the game. So I didn't do that. I basically stopped playing during the dip. When I should have been playing. And I know a lot of people may not agree with me on that one. A lot of SEOs, because again, there's still a lot of infighting. But that's what I believe. Now in 2025, 2025, I just kept, I said to staff, I go, look, I keep looking at these numbers,

6:25they just keep dropping. And we are doing nothing to mitigate this damage. We're doing nothing. And I kind of feel like we need to at least do something. I think in order to mitigate the damage and maybe just bring up our market share. Now of course, we're doing short form video, we're doing long form video. So we are appearing in like the search results through our videos. That's happening. So we're not completely like out of the serps. But our articles and truthfully, our articles convert better than our videos. Why is that? It's pretty simple. Because you're probably searching and there's just ease like you're either on your phone or your laptop or whatever. There's just an easier access to buying the thing because you're on our website and that is where sales happen. Whereas if you're on YouTube or Instagram, they are trying to make

7:31buying easier on those platforms. But it takes you off platform in some cases and in most cases to buy those things. So it's a hard, it's a hard ask, especially if you don't do e-commerce, to like, you know, have a YouTube video where you're like, you should buy my course or you should download my app or you should do this thing where you have to click a link somewhere. It's not going to be in the video itself. It's going to be in the description. So you have to take all these extra steps, click the link, really want the thing, move to another platform, download the thing and go from there. Whereas on a website, it's just easier. And also, I guess this is the other piece of it. And again, this works in different ways. If you're on Google and you have a problem and you are trying to solve that problem by searching for something and then you find us and then

8:35we solve that problem through our article in a very fast way. Or we at least give you the answer that you were looking for. You're just primed like we built your trust very quickly, very, very quickly. And so therefore you're more likely to buy. At least that's how I see it. Whereas with a YouTube video, it's like there's an intro. You kind of have to sit there and watch it, you need sound. And in a lot of cases, like you're just not in that environment. So it's just a look, I'm not saying it doesn't convert. I'm just saying articles through a Google search convert way better than a YouTube video. It's the same percentage, but it just happens more. So I said to staff, we need to start doing something. And what we decided to do was just say, okay, let's just let's just at least signal. Like here's that way I see it. So it's like people are saying,

9:46hey, you know, you're writing answers to questions that the AI can answer. So it feels like a race to the bottom because eventually the AI is just going to replace you. And my argument is, well, the AI doesn't have an answer if the answer doesn't exist yet on the internet. The AI only can do pattern recognition. So it can kind of give you an answer. But unless there's a straight answer from someone else, it doesn't have that information. And what I also notice in especially Google is, and I actually noticed this, yeah, Google and Gemini, it sites the source. Now, are you going to get a ton of clicks if you've already gotten the answer? Maybe not in the same way that a featured snippet. If it answers the question you were trying to find the answer to, then why would you go and click the link? But sometimes you won't, you know, that's just the beginning. Now you want to know more. You want specifics. And so yes, the click through rate has

10:48gone down. But I think the brand value is still there. And there are questions that people, there's like an infinite number of questions that people are going to ask that sometimes the AI is not going to know yet. And we want to be those people because at the very least we get sighted more in the AI, which if our name comes up enough, that's going to be good when when someone's using AI and saying, Hey, I'm, you know, I'm struggling with my pool. Can I do? And it starts to give you answers. And those answers are coming from us and that gets serving videos of us and it's serving our book. And it's like, Hey, you know, you might actually like this book or you asked a question like, Hey, I'm having trouble with this and that, you know, which, which pool cleaner do you recommend? Well, since we're in AI, we don't recommend any cleaner,

11:48but swimming university recommends this cleaner and swimming diversity is a trusted source for pool owners. So for me, I'm like, let's the more noise, the more we can establish ourselves in terms of searchable or scrapable content, not just in video format, but in text format, then the more likely we are to be served up. Now, what's happening is I noticed that our competitor, we have one, we have a bunch of competitors. They don't exactly do what we do, but there's one competitor that seems to be coming up the most when you ask AI about pool care. The reason is because this competitor is a forum. So there is so the way I see it is, it's not because they're better than us or they have more accurate content. It's just because they have

12:49more content. They have more nuance. They have more data for the AI's to scrape. The problem with the forum though, the forum factor is that, you know, I think Reddit is great for doing research on certain things, but you kind of spend a lot of time reading through comments and truthfully, how do you know to trust it? How do you know that what this person is saying is accurate? Now, of course, if you continue reading, you might see more people upvote, you might see more responses. If someone's wrong, you'll see a ton of replies where they're just getting roasted for being wrong. Maybe that comment doesn't even get up to the top, but the way that these forums work and not all forums are the same, like Reddit is based on a karma system, but other older-style forums, it's just the order of which person comment it. So you kind of have to read the whole thing in order to gain, in order to like draw your own conclusions. Well, the AI is way

13:57better at that. So you could link to a massive, like a forum question where you have maybe a hundred comments. You could link that into Claude or Gemini or even just Google and say, like, dude, what's the consensus here? You know what I mean? Like, I'm not going to read all this shit. What's the consensus? And it will tell you what the consensus is, which that's a blog post, man. Like the right that, because if you write that, then you're more succinct. And the more noise you put out there, which may sound like a bad move, but I don't think it is. I think it's establishing that we are an authority on this subject. That's it. So that's why we're doing it. Now, this is the long way of saying, like, I, I know this, that this is working. How do I know this is working? So since November, we've been publishing about two to three new articles every single

15:08week. I would say more like two articles a week. And we've been doing it every week. These are new articles. These are new URLs that we have never had before on our website. I am using Semrush to track the positions of these keywords that we're going after. And I'm tagging them. So I know, okay, this is a new keyword that we created in November of 2025. This is a new keyword we created in January, 2026, et cetera. The cluster of those new keywords are ranking high. And I do the incognito mode. And I see a couple of things. One, yeah, we're number one under the AI. Yes. But we're number one. And then when you look at what the AI is spitting out, it's referencing us. It has a little sidebar with our video. And I'm like, okay, to me, this is good.

16:12So let's just keep going. And the way that we're doing it is we're putting together, we're doing keyword research through Semrush old school, right? Getting as many, many keywords as humanly possible. We're combining those into clusters. I'm using an app called my node where it's a Mac app, but it's basically like my mapping software where I'm just creating these clusters. So I'm like, okay, we have like a cluster called pool opening. This is one big topic under pool care. And then I am like looking through all of the keywords that we, you know, could rank for and then I'm categorizing them. It's like, okay, which has the highest volume under this topic. Is this a topic or is this a keyword that is like fairly generic and already covered in another article. And so we don't really need it. Or if it's like really specific and we should actually make a URL based on this keyword. And so we're putting that all together and

17:16building out this sort of like web of information within our own ecosystem. And I could tell you, it is working. I would like to be able to do it faster. Because yes, we do have AI helping us to to craft these pieces and edit these pieces. And what have you? Like we've a very frictionless publishing system. But it does require human input and human editing. And so like there is a bottle neck because obviously we don't want to just like have the AI craft it, publish it. And then it's like, well, we didn't add anything new to the internet. We just took with the AI from combining other things and put it in. But sometimes that's the way to do it. You know, it's like I mentioned about the forum. The forum, the the format of it sucks. You got to read through a bunch of stuff. But if the question's good, then you can have the AI go, okay, give me the gist. Give me the fucking answer. What's the consensus of this forum? And then go, okay, now we'll write on

18:19that. You know, we'll answer that question wave. So what we're basically doing is kind of what the AI can do. But there is no URL that's saying that that's the answer that we're giving AI. We're making it faster for the AI to find the answer, which again is super helpful. And again, I'm seeing it work. So there you go. That's articles. Moving on to short form video content. Why do short form video? There is, I've been saying this for a few months when it comes to marketing, especially in the age of AI, the noisiest brands will win. Noisy and not in a noisy, annoying way. Noisy and a helpful like scalable way. So I think I'm starting to believe that

19:22it is crazy impressive. If somebody, you know, there is a there is this dichotomy between like quantity and quality, right? Where depending on what type of thing you make, you may be the type of person like I am this type of person who believes that like less is more. And so I'd rather do less put more effort into it and have and put out something of super high quality. This is how I operate my YouTube channel for brew cabin. I am one person. I am putting the maximum amount of effort into it. And I am putting out super high quality videos. But because of the amount of work that it takes to do a single video and being only one person, I can only do one video a quarter at the very least. However, take the same idea and just add more people to the mix. So you have I have a process for

20:25how I create super super high quality brew cabin videos. The the constraint of why I can't produce more than one a quarter is just human resources. I can't physically do that much work. And there is a limit to how much I can even brew in this facility. And like there's just a lot of constraints that are like real world constraints. But if you hired, and this is just hypothetical, if you were to hire a bunch of people and get more equipment and you know, have a tighter schedule and maintain that level of quality. In fact, you could probably even get higher quality out of it because now you're relying on experts in their field. Instead of me trying to do all the animations myself, I'm hiring really good animators. And we have a team that has like better ideas than me

21:25than I can scale quality, which means that I can also scale the output of that. And that's just one way to do it. You could do it another way by you know setting up a system where you're not it doesn't really matter how many people are involved. It matters like how easy is it for you to make? So this is kind of the stance that I took at Suim University. It would be much harder for me to like travel around the country and or even my own state and film at different pools and get this content made. Like that would be hard for me to do because it would require me. I'd have to you know literally go out and shoot at different pools. I would have to hire somebody to work the camera because there's just I mean I've done it in

22:27the passwords just me but it takes all day because it's just me and I'm like is the sound right? Is that whatever right? So like I need at least one cameraman ideally a cameraman and an audio person you know somebody to run the camera somebody to run the audio. Well I also before I go out to this place I have to source where this place is I have to write a script I have to prepare like all of those things art would take me a very long time and the video would be high quality. So what I did was okay what if we don't need a camera person and what if we don't need an audio person how would that work? Well if the camera is stationary and never moves and the audio is stationary and never moves and it's the same every single time well then you don't have to hire those two people and the quality of the video and the audio will just be consistent right? Okay well

23:29means you can't really film at a pool so what can you do instead and so you find all these like shortcuts but the quality of the material is still high right you're still giving the same information because you know yes what we here's what we can't do we can't skimp on the writing process and the prep process for the information that we're providing so okay that one you absolutely need to hire for or since you don't have to travel around now to film at different pools you have more time to focus on that crucial piece and so that's what we did which allows us to scale that because if we're stationary and we and literally there is no constraint of human resources and time on my on my end then we can hire humans to create more scripts and and go out and film like

24:33it's just a different way of doing it so what we've been able to do is scale quality which is something I have not been able to do at brew cabin although it is possible it's just a little harder because it's it's not the same camera every single time it's it's filmed in the real world every single video is different like that's just going to be harder but if your video is consistent which is why people love podcasts right podcasting is the easiest form of long form content you could make because it's the same room it's the same mics like there's the same cameras you like the environment is controlled and then there's very little prep work because it's a podcast it's supposed it's supposed to sound natural so and it's super long form because it's like how long can you talk a lot of people can talk for a very long time like like me like I'm doing right now so it's a great form of content and people seem to like it

25:35so still high quality by the way now there are people who are doing low quality versions of that you're truly but you know I could do a higher quality version of this for sure and it really wouldn't take that much time out I just wouldn't be able to get my steps that's all so I'm saying all of that because why are we doing short form well here's the way I sit I don't know why I went on that rant but let's talk about short form here's the way I see it articles are a form are a long form content long form videos like they give a name is long form content you are answering big questions you know big broad questions that's good sometimes there are big broad questions like how to clean a pool how do I clean my pool that's a that's a big question right that's a that's

26:35not a long tail keyword that's a short tail keyword how do I clean my pool well there's a lot of different things to think about and so it requires a lot of context a lot of setup a lot of fundamentals a lot of foundation work a lot of specifics different paths you can take like still a question people still have that question they still want to know they want to consume the long form version of that I think that articles and long form video are the absolute best way to do this but then you have very very specific questions under that umbrella so how to clean a pool big long article big long video how do I clean an in-ground pool salt water cell okay well now you've gotten that that question got way more specific so that to do that that doesn't require a long form

27:42video I can answer that question in about three steps like it's not that hard to do right because it's just oh you just got to you know take apart your salt cell you know create a solution of myriadic acid you know pour it into the salt cell let it soak for you know I don't know an hour and then dump it out and you've cleaned your salt cell all right I answered that very quickly and I don't even know if that's accurate but I mean it is accurate that's how I would do it right there's obviously nuances to that but whatever this is a podcast and no one cares about the answer so okay is that worth creating a long form video I mean you could create maybe a two-minute video sure that's horizontal you know people search for that fine you could write a 300 word article you know or you can answer that question in a short form video because in a short form video

28:44that's also searchable now so shorts are being searched on YouTube and Google and they're being served up and they're doing it on TikTok and all the social media platforms so like you are just doing exactly what the forums do in the long form version which is Google because that's only where forums exist they only exist in Google so here's the here's the problem with the competitor of mine who operates the forum yes they're getting a lot of traffic via Google for now but they're not getting traffic through all the other platforms because not everyone is on Google some there a lot of people are searching on YouTube a lot of people are searching on TikTok Pinterest even so even though you may have answered that question in text format in a forum post you haven't done it in video format in a short form post so to me that's an SEO play

29:50and that means that not every video not every short form video is going to explode it's not going to go viral because these are very specific questions right and it's honestly not going to reach everybody in the moment when you publish it but it is part of the search and it will continue to be resurfaced and you will continue to get views over time and I don't even think we've seen like the long the long tail version of that yet because it's still fairly new I mean they just introduced Instagram videos into Google and TikTok's been on there but here we are but of course they're going to favor YouTube shorts so I do think that doing short form is 100% worth it for that very reason and that's why we do it now let's just talk a little bit about how do we do short form at scale well if we got the the studio environment right now you only need to studio you

30:57now a days you could do everything on your phone you can get a little wireless mic the plug into your phone or you don't even really need that you can use the headphones or whatever and you just answer questions if you can edit it with some b-roll or some like screenshots or a green screen or whatever like that's better for better context and then just be entertaining and it's like yeah you can that's it that's easy content to make and you can make a lot of it at scale so I think it is absolutely worth doing and also let's talk a little bit let's get in the long form videos for a second because long form videos like I said you're going after big questions but all long form videos really are are a series of short form questions or a series of short form videos now they don't I think people take that literally where you you can kind of go either way right you can you could say I'm going to make a long form podcast I'm going to make a two-hour

32:03podcast film the whole thing edit it whatever you want to do and then shop that up into short form content or you could take a bunch of short form content and combine those into a long form video either way works depends on how you want to do it depends on what kind of quality you're seeking depends on what your post processes or pre-processes in our case it's better for us to do it by creating the short forms first and then having a bunch of well performing short forms and combine them into long forms and filming them separately because the way that we film and edit our long form videos we could go the other way I think from a post processing perspective the PPP that would take a long time like for us that would make it a little bit more difficult and because it's so easy for me to re-record a head like a you know talking head it just right now it just makes sense

33:10to do it that way now I may experiment this year in doing it in the reverse I have a few ideas where I'm going to talk do long form video off the cuff and when I do that can I clip those things into short form videos that are super helpful the answer might be yes but again it's going to take a lot more work in post production to do that where with the way that we do it all of the work is done in pre-production so it's much easier and faster to film edit and publish so we're kind of doing all of that work on a computer without having sort of anything out there and trying to like Frankenstein pieces together into short form content but I do think a lot of people think it's easier to do it where you make something long form and then you cut it in the short form and I'm here to tell you maybe but just remember it's a lot of editing and it's a lot of decision-making

34:17because you have to watch a clip and you have to make a decision how to how to edit it now there are AI tools like opus clip that do this but I truthfully think they suck so what do long form videos do for us in terms of marketing well yes they answer those big questions like I mentioned they are great for search both on the youtube platform and on google people do like learning that way they like the long form in-depth content especially when they're trying to learn big concepts and we can show that to them the more time I spend with those people meaning you're watching me the more trust is being built so for short form it takes a lot of hits to get to like you know 10 minutes of content or 12 minutes of content from one specific creator before you're like hey I kind of like this hey this is really helpful let me go watch long form stuff

35:20but long form like you watch one video and you could be sold and plus in long form it's much easier for us to like sell you stuff because we have the time to do it and we're building that trust with you not to mention it's a different way of learning so we when you search for a question you know you have a question about something and you might get served an article from us or just text or you might get served a video depending on the type of person that you are which I can tell you that I am in the video camp there's the video camp and the the reader camp I think there's really only two camps visual learners and I guess whatever the other type of learner is I if I see a video in the search that I think answers my question I am almost always clicking that instead of reading

36:21because I don't like to read the answers sometimes I need to see it being done so for us it allows us to demonstrate things that are hard to explain via text and it allows us to show different perspectives and different angles of the same thing which again would be hard to do even via an illustration or you know just text alone and also to be you know to pat myself in the back I think that I have a somewhat entertaining personality and so I don't think I'm a boring person to watch I don't think I'm monotone I think I have I have I've done a lot of performances in my life both you know on stage and on video so I think I'm just naturally not naturally I were tardy I used to be terrible but I have I have a talent for this and so why not use that why not use it so that's why we do

37:29long-form video both to serve as a different type of education for people to consume and and because yeah you're also on a different platform people like to learn in all different ways and I think shorts have added another way for me to not only showcase my personality and like who I am but to answer questions more succinctly and then turn those questions into longer-form video in case you know it's like how do you clean a pool could include a section on how to clean a saltwater generator or in a longer saltwater maintenance video like how to clean a saltwater pool you need to have that one question in there and so all I did was take the script from the short and add it into the long so for us it makes total sense the new thing on the list we'll go to webinars for a second webinars are new I have done them in the past they have worked but I think they serve

38:36a completely different purpose and I'm curious to see where this goes and I'm very bullish on this idea so a webinar is really just a long-form video that's what it is but it's not promote it the same way it's packaged differently so you have it's it's more it's a long-form video that's more interactive now we could do this as a YouTube live or a Facebook live or an Instagram live that would be very similar to a webinar where I'm delivering some sort of presentation and there's live Q&A and I'm answering people's questions in real time I think the purpose that this serves is showing that I am available like this company is listening they want they want they're like transparent they're there that has a different trust building factor that's different than like okay this

39:43company puts out like well polished YouTube videos and YouTube shorts but in every once in a while more often than not they're live they're live in doing this and they're there they're real human beings I think there's a lot of value to that in terms of sales I really do and I know that's not a crazy thing to think about but it's not revolutionary by any means I do not think that it is worth right now taking those videos taking those webinars those like hour two hour long webinars and putting them up as long-form videos because the packaging can be a little weird what is this video why am I watching it it's like a difficult thing to package and so I kind of feel like there's another way to look at it one is we could put it behind a paywall so let's say you get our app or you buy our book or you subscribe or you know you enroll in our video course

40:48a paid product from us or maybe some sort of you know community if you have one of those and that's where you do these webinars so the value is like hey if you want to talk to me if you want to see behind the scenes and you want to like have access to me the expert or our team of experts that's how you get it you get it by paying for this and I think that's perfectly reasonable especially in the AI world the other way you could do it is you could use it as a lead magnet so like especially for us in a very seasonal industry where there's a sense of urgency kind of baked into what we do we could say hey we're going to do a webinar in March talking about opening your pool we only have 250 seats available and you could promote this on social media you could promote

41:50this you know you wouldn't want to put it anywhere that had yeah you wouldn't want to make a YouTube video promoting this because it's like it's only happening on one day it's an event I also think like the live element and again in a AI post-COVID world is incredibly valuable and will remain valuable and has probably always been valuable but we just like it got super extra valuable when we when we lost it for a bit and thought oh shit like we kind of we kind of love this so right now it's very like valuable that value may diminish over time but it'll go back to just being normal so you could do it as a lead magnet the problem with the lead magnet idea is where do you promote it because you don't want to you want to promote it somewhere that doesn't have a shelf life right like again you wouldn't post it on YouTube I wouldn't even post it as a YouTube short or even a real I would probably post it as like a story something that disappears or run it

42:51as an ad or put it as a banner on your website or a pop-up on your website somewhere where you can switch the like you can create the urgency you can create the countdown timers all of that stuff I hesitate to send it to my email list because I know for a fact that my email list will absolutely join they absolutely want free access I could also make the argument that well I could send it to people who are non buyers right as and it because it's like hey you've been on my email list for a long time you haven't bought anything from me in a long time even though I've been sending you emails trying to get you to buy nothing seems to be working on you why don't if you want to subscribe to this webinar guess what I'm going to do in that webinar I'm going to sell the shit out of you and then you're probably going to buy there because it's that you're I've created

43:51the sense of urgency for you so it could be simply a sales tactic to get people to convert who are already on your email list and you don't have to send it to everybody you send it to only the people who are like non buyers right that I think there's three ways to do it I think the best you know the the unfortunate part about the lead magnet is there's a limited number of seats so you're going to book that up very quickly it's not you're not getting like hundreds of thousands of leads you're getting 250 right so it's not a ton sending it to your entire email list of course everyone's going to want it you're going to have the same problem now if you did it behind the paywall well then you could send out emails or social media posts or whatever to get people to buy the thing and now you have one extra thing one extra feature as part of that product to sell them on hey we do

44:54monthly webinars it's for these people only and then it doesn't matter so I think truthfully that's probably the best way to do it but it's no longer a sales tool it's it's it's just a you know and and if and if it's already behind a paywall I wouldn't be trying to do sales in the webinar call so in this case I there's again there's three ways to play it right now I'm sort of treating it as more of a lead magnet like a secondary lead magnet with a sales angle um but and and you know what the the the the the the replays can be given out to the paid people and I think there is value to that I do so that's webinars fairly new you know a small tiny little sliver of our business but I think is going to have longer impacts on sales and also just my ability my ability to

45:56deliver a presentation you know getting questions from the audience directly this is going to lead to like you know better content in the future then finally we have email now email is the conversion area it has the highest conversion of every single thing that I've already talked about meaning that even though we post more blog posts and we get eyeballs and I say they convert pretty well they probably convert it like 5% same with YouTube videos right 5% of viewers 5% of readers will buy a product email can be more like 50% so it's high but it costs the most money it costs the most money because you have to pay for the privilege to reach people and email people you have to pay to get people on the email list and you have to pay to send and create those emails so it's you know like YouTube you it's free to post and as often as you want and it's free

46:59for all that reach and all you have to do is pay for the content creation so email has the most you know it's the it's I wouldn't say it's the hardest one to do it just requires the most you know I don't know I think it requires quite a bit of effort but you can really the way we look at email is like it is a sort of it's the webbing between all of the things that I mentioned right we can you know when we publish a new video we send out an email and say hey we just published a new video I think you're gonna like it because it's obviously super helpful by the way we have a product for sale etc we say hey we publish a new article there it is over there you know we don't really promote short form but sometimes we'll promote hey did you know we have an Instagram you know did you know we have a TikTok and we like we post stuff there all the time so it I look at as sort of the webbing it's like the announcement platform for all of those things but then at the

48:01same time we're also sending emails that are simply to get you to buy these are what we call promo emails in our little world and we send multiple promo emails a week where the emails only job is to try to get you to buy something from us whether that be our app our course or our book mainly right now our book in our app and that's how we pay for the email system because the email system is expensive we're talking like three thousand dollars a month three thousand dollars a month just for the privilege to email people we have to pay to get those people on our list by creating content blog post youtube videos all those things right and then we have to put together the emails at the pace somebody to write the emails pace somebody to design the emails and publish them like that's it's costly takes a lot of work and a lot of money but converts the best

49:03and yeah it's new content sometimes it's new content so we do so we do four types of emails are actually now it's no no no still four no technically there's technically there's five but the fifth one we don't use that much one type of email is uh which I mentioned promo emails these are simply emails trying to get you to buy like they only talk about one product and they're trying to get you to buy that product those convert the best right those have the highest um you know conversion rate to product sales so they're obviously then you have we call them article emails where we are promoting an article that we published so the email is fairly short but it's around a specific topic we say hey we just publish this article go read it and then we you know do a soft pitch or one of our products so it does a little bit it sells a little bit not as much as the promo emails but is helpful keeps the list warm then we have video emails every time we publish new long

50:07firm video on YouTube which is super helpful we send people to that which gives us a little boost in YouTube and also the article gives us a little boost in traffic to our article which is helpful I don't have actual data to say how helpful that really is but I mean it sounds helpful right then we have a newsletter email a newsletter email is the email is the content so we're basically taking YouTube shorts or Instagram real scripts and turning them into um into emails newsletters and in those newsletters we promote our product whenever product we're focused on in that email but sometimes we'll also include links to articles links to videos and links to affiliate products so all things keeping you in our ecosystem providing value without technically you having to leave the email platform to learn so those are the four types of emails now the fifth type

51:13we call them announcement emails and those really just they they're very rare because we very rarely have an announcement that's non promo based but it could be something like promoting a webinar as an example because that's not necessarily a promo email it's not an article or video email it is like hey we have an upcoming webinar here's click here to join or I'm going to be at this location which never happens whatever if you have any questions here's a survey like things like that so you know things that are like they don't they're just kind of like general they don't fit into our neatly packaged email templates they're kind of just rogue so we call them announcements so that is the entire email marketing system for summing diversity in 2026 if you have any questions you can email me Matt at jivinesi.com that's g-i-o-v-a-n-i-s-c-i.com and I'll talk to you next time