“If you don’t have content that is irresistible to your customers, content that is valuable to them, content that is going to position yourself as an expert in the industry, people are never going to buy.” (17:27)

“We just don’t create content for the sake of having something posted or having something out there. There needs to be intention with each piece of content that you put out there. And you need to know what the end result is before you really think about posting anything or creating anything. You need to understand what the end result is – what the trajectory is that you want the customer to take. And then from there, you create and you strategize.” (19:33)

“You’re positioning yourself as an expert – as a leader – and then you’re moving them [towards] considering to be your client or customers. So when you’re ready to do a conversion event, when you’re ready to launch a product, they’re going to be waiting in line to get whatever it is that you’re going to offer.” (22:22)