Nick Cavuoto

On this episode, Nick Cavuoto shares the 7 lessons that he learned building - then reinventing and blowing up - his 7-figure business.

Nick is a business coach, paid media expert and storyteller who specializes in personal branding, content production, and social media marketing.

He has more than 10 years of experience generating billions of impressions, hundreds of thousands of leads and driving millions in new revenue and has built a 7-figure business.

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Topics Discussed In This Episode:

  • How growing up in an entrepreneurial family influenced Nick
  • The journey growing a business to 7-figure and why he wasn't happy
  • The 13 types of content proven to boost audience engagement

Resources Discussed In This Episode:

  • NickCavuoto.com

On today’s episode, my guest is gonna share the 7 lessons that he learned blowing up his 7-figure business. He is a business coach, paid media expert and storyteller who specializes in personal branding, content production, and social media marketing.

He has more than 10 years of experience generating billions of impressions, hundreds of thousands of leads and driving millions in new revenue and has built a 7-figure business, so I’m excited to have him on the show to chat about the lessons that he has learned growing his business, both the good and the bad.

Here’s my guest, Nick Cavuoto. Nick, welcome to the show.

Thank you so much pumped to be here. Thank you. It's weird. It's funny when you're reading my bio, I feel like you're talking about somebody else.

Right? When I go on podcast, people are reading about me and I'm just like, "Who is that person? I don't even recognize that person." All right man, let's jump right in. Let's talk about your entrepreneur story. So I know that you grew up in an entrepreneurial family, your dad and your grandfather, they were business owners, right? So can you just kind of share more about the journey to becoming who you are today?

Yeah, you bet. Absolutely. So my dad actually was a drug dealer. So he was like the OG of entrepreneurship. And I say that, but like, I'm really serious.

At 13 years old. He had an older brother and at 13 years old, they gave him pills to take, cuz they thought it'd be funny. And so my dad is a hilarious person. So at that time, he was just like afraid to actually take whatever they gave him so he faked it, and then he took it and sold it somebody else because he didn't want it of course, because he was too afraid to take it. And that's how he ended up becoming a drug dealer.

His last run at that was basically a semi truck full of marijuana in like the 70s or 80s at that point, which he said, I can't do this, and he had to make a choice in his life to really end that style of his life. So as crazy as that story is, is also very true. He did it for 20 years. I mean, he has an eighth grade education, he dropped out of school to do it, truest form of an entrepreneur, but the amount of lessons and the quality of character he ended up changing his life around completely, has lived very, very integral life, never seen the backseat of a police car.

I just celebrate everything that he's been able to accomplish in his life, with certain disadvantages against him of course, like not finishing school. And, you know, like always feeling like he had to use some other method or some other way to get to where he wanted to go. He's just an incredible, incredible person. He's taught me everything that I know today, so it's amazing.

But yeah, so my grandfather actually moved here. He was an immigrant from Italy and he was five years old. He moved here and as he started his career and started really investing into entrepreneurship, he did everything that you could imagine that had to do with sales. He's just your truest like, people person, right?

He ended up having convenience stores here in New York where I grew up. My dad, when he decided to make an exit from his criminal career, he had a conversation with my grandfather.

And he said, listen, I can't do this anymore. My mom had just gotten pregnant with my first brother and it's like, I can't do this anymore. So my grandpa was like, okay, well, number one, you don't have a respect for money because you don't understand what it is. My dad had over 20 cars by the time he was in his mid 30s. Like that's like serious stuff, right?

So he said, you don't respect money, you don't understand it. So what's going to happen is if you want to work for me, you can you'll work for $1 an hour and you have to work 90 hours a week. Talk about that contrast from like living the life, getting into prize early 30s living the life doing it, to making like less than a kid who is probably selling you lemonade on a weekend.

He took it. He took it, he changed his life.

Changed his life.

So what did you learn from that? That experience of your dad selling drugs and eventually changing his life and changing everything, basically, and your grandfather having an honest business, having all these stores, what did you take from from them? And how did that apply to your own life?

Yeah, I mean, honestly, at the end of the day, I think integrity always wins. There's so many people out there, so many gurus and they're hustling, they're showboating. They're getting super fancy and they're not really thinking about the process.

And my dad ended up going from several hundreds of thousands of dollars a year to like nothing. Yu know, we grew up very modest because of that. My dad had a high level of respect for money, because by the time I was born several years later, he had to be shrewd, he had to cut corners where he could and we ended up going to private school as kids because my dad knew it is worth investing into our future and into our education because he never have that.

So he's like true white knuckle like blue collar, like make things happen. At 10 years old, I was emptying trash cans in corporate buildings because that was my dad's side hustle to put us through private school. Everything about that decision that my father made changed the course of the direction of all of our lives. Myself, my two brothers.

One brother is a CIO of a huge company down in Florida. My other brother, he lives in New York. I'm an entrepreneur, I live in Denver. We all ended up doing our own thing, which is amazing. But it was those values that were instilled in that moment, that decision of I'm gonna choose integrity over everything else really was the thing that changed the game.

And so that was your dad's and your granddad's journey. So let's talk about how you got to starting your own business. So after I'm assuming you went to college. After you left college, what did you do after you left college and eventually got to start your own business?

Yeah, so it's funny as I actually fell out of college twice. Of course, right, because I know I turned 1890 and I went to a college where girl guy ratio was like 10 to one. So I was off having fun, and being crazy and party and whatever.

I just was kind of at that position in my life where I really didn't know what I wanted to do. And I took for granted all the investment that my parents had made in my life at that point. But, I really knew that I wanted to do something special. So, after I kind of fell out of school twice, I said, All right, I'm going to go work for a nonprofit because I might as well do well for humanity.

Like, let's start there. That's probably a good thing. Let me give back instead of taking I made that decision. And that's why I got spotted, it was a smaller organization, but they were really on the up and up like they were growing really quickly.

This guy bumped into me and he just said, hey, man, like, would you like to come help me out with some podcasting? Actually, it's like, what, what he was doing? He's like, so uploading the podcasts and editing them and stuff. He's like, if you want to come help out and volunteer, I'd love that. So I was like, cool, man. No joke.

He actually works for me now, that's the crazy part of the story. And this was 13 years ago, and he works for me now and we've been collaborative ever since. But that was the first opportunity as an invitation from somebody to say, hey, is this something you'd be willing to invest into? And I think like, saying yes especially early on, I knew in my 20s, I was going to learn in my 30s I was going to earn.

And so I just like went all in on learning in my 20s, through osmosis, through experiences for getting around the right people. And after I started doing that, within two years as a full intern at the organization, I was making some money, but not a lot, and then went to an executive assistant.

And by the time I was 24 years old, I was running the eight figure budget. I mean, it was instantaneous as far as the growth. That's why the whole five people you spend the most time around that's why that matters so much. I would have never had that opportunity off of the CV or resume. Never. It happened through showing up consistently and do an amazing job. And yeah, so that's like where it started.

So fast forwarding into like any into my own business after I left that place, which is a whole story in of itself, but after I made a decision to move on from there, I didn't have a degree because I spent all my time focusing on that organization.

I swear to you, I never thought that I would ever leave. I'm like, I want to be here forever, like they put me in a high position. We went from 1000 to 10,000 members in five years. I mean, it was like insane momentum. I never thought I would leave. But I was faced with that decision.

And I made that decision. When I did, my buddy got me a job at a startup in marketing. And so I had a two year degree at that point, just like general business. And from that point forward, I put my head to the nose grind, and I was like, I'm gonna go back to school, I'm gonna get this done. I'm gonna get this done, get this done.

And I did, a year and a half later. My daughter was nine months at the time and I graduated from college and crushed it at the startup, which we can talk about the results. From there, I went to Fortune 500. Started my business consulted with startups in New York and Boston. And God that sounds like a lot. That was only two and a half year time span.

So yeah, let's talk about that. Because I know you specialize in personal branding. You're specialized in content production and social media. So how did you end up specializing in all these different areas?

Yeah, that's a great question. What happened was I was in event marketing at the nonprofit that I was working for.

For five years, I've hosted over 1000 live events, which is very rare for someone especially at my age. And I had done that by the time I was 26. So that's very, very unique circumstances to be in that position.

So when you're when you're leveraging nonprofit, number one, so everything's based off of inspiration, not necessarily information. And on the opposite side, it's event based. So now you're like managing systems and volunteers and processes and billboards and you start getting the advertising. Again, this is like early 2000s, mid 2000s, rather.

And so now you're starting to look at this whole sequence go and you're like, Okay, now I haven't seen how all these parts are connected. So I was very familiar with all of the practical things about marketing. I started doing my first Facebook ad in 2009 for this nonprofit.

For me, it was like, understanding some of those practical elements, not necessarily the textbook elements. They gave me a crazy unfair advantage. So the moment that I walked into a startup, I got hired at this startup. And everyone had been there for either they've been there for five or seven years at the startup or they came from an industry where they're like, it been in the dental industry for 25 years. So straight laced, like, very, very, like no risk personality.

And here I am, like Mr. Tornado coming in, going like, as you're doing everything, and that's exactly what happened. Honestly, they were spending $10,000... guys listen to this. They were spending $10,000 a month in print advertising to get leads, and people would have to physically fill out a bubble sheet and mail it in. Okay, seriously, this is how this whole thing works.

This is in 2013. They would have to physically fill it out and mail it in. They got about five leads a month on a $10,000 spent.

And when I asked the question of why are we doing this, they were like well because we have to. Like, why do you have to? Like, well, because it's a big magazine, so we just have to be present.

By the way, this is the number two competitor to Invisalign. That's how big this company was as far as growth. So I said, alright, so here's the deal. We're never doing that again, because I'm never going to spend $10,000 on something that only gets us that result.

I'm like, two months into the job without a degree right? Audacious, totally audacious, but it was just intuition. I just knew. So I was like, I need 100 grand to spend on social media. And they're like, what? Again, 2013, 2014.

I'm like, Yeah, I need 100 grand. So let's just take this one thing, kill it. Give me all the money and I'm going to give you guys more leads.

No, like, hell, no, it's never gonna happen. So I said, Okay. So it took me nine months and basically, my CMO wouldn't listen. So I went to the CEO, I shut the door behind me. I was like, I'm literally not leaving this room and you will not see your family until we resolve this right now. I'm dead serious. I wish I could have had a camera like that.

And so he's like, wow, well, you're really compelling. I'm like, yeah, dude, because I'm not doing this anymore. You guys need results. I'm getting choked out for results. And here's what we need to do in order to get the result and you're not giving it. Give me the money and I swear to God, you'll see a huge result.

In the nine months that I was begging for it, I built an entire infrastructure through HubSpot. So slowly, like chipping away, chipping away, chipping away. Then as soon as we launched our first ad, we started getting 600 leads a month on a $10,000 spend. And that carried for, I think, four years, because even after I left, people said they were still getting about five to 600 leads a month and the company within the next nine months because I was there for 18 months within the next nine months.

They grew by $5 million off of $100,000 then. That's where confidence and competence matched. At that point. I knew now I have something special. So I graduated college right at the time that I left that job and I went to Fortune 500 because when I did ask them for more responsibility.

They told me Well, you can do some email marketing. Like y'all just don't get it. Number one I'm already doing the email marketing. Number two, if that's what you think that my level of capability is after what I just showed you, then we have significant misalignment in our values.

So how did you go from there to starting your own business?

Yeah. So I watched Gary V on Monday, March 2015. And that was right around the time when I was starting to really make some huge progress at the start up. And I said, I'm not working here forever that's for sure. With this stinky coffee, and this nasty room with these dirty carpets, and this button factory, I'm not doing it.

I watched that video, and it changed my perspective on everything, because it told me like, you could have been a rock. Your parents could have been together two minutes later, and you wouldn't even exist.

And it just got me to a level of understanding from a willful state to an intuitive state of how I need to operate and give my best gift to the world. It wasn't going to happen at that place, I can tell you that.

So at that point, that gave me the confidence to start my own business. By September of that year, I had an LLC and I just slowly start having private clients while I was working full time at other places,

And now, who do you work with?

Oh, yeah. I went through fortune 500, I went through startups. So I was coaching executives, at the highest level of like multibillion dollar brands, I was consulting with them and teaching them how to leverage social in order to drive higher results.

And so now I'm working with entrepreneurs, because it's kind of like, we're always trying to help a previous version of ourselves in a way. And so, I did build a seven figure business.

I built it in a year, and it almost destroyed everything in my entire life. So I'm very passionate about making sure that people are building things that they love, not just that solve a problem in the world.

And so any entrepreneur, it doesn't matter if you're anywhere between six to eight figures. Those who are online or coaches, consultants, who care about consciousness, who care about making a really huge impact in the world. Those are the people that I work with, and I rattle them in a really cool way.

So if you come into my world, just kind of expect a little bit of a vortex of growth and also disruption because I think that's where growth is.

Dude, that was interesting. You told me before our call that you had build it up to seven figures, and then you burn it all down. So I thought that was really interesting. So let's talk about that. First, let's talk about how did you even build it up to seven figures? I think a lot of people are like, seven figures. I'm not even at six figures yet. So let's talk about how, what did you do consistently day in day out for a long time to eventually get to seven figures?

I executed at the highest level of client delivery and built the best relationships that you could ever imagine with people that I knew.

What did you do specifically to to create such amazing relationships?

So I think that the fundamental value and this became the reason why I left when I was in nonprofit. When I was in nonprofit, I had a panic attack under my desk the last day that I was there.

This is a hard story to tell, but it's the truth. People had become a commodity to the organization.

So what I mean by that is if someone couldn't solve it, it was like mechanical. Like when something breaks in your car, you just like throw the other one in the garbage. You get a new one. That's how it was.

And that crushed me because I'm a people person. I love people. I grew up on the counter of my grandfather's store. I love people. That violation for me was a violation that was at the highest level of my value system, my belief system.

When I got into business for myself, I realized that it had gone back to like the 50s, like spit shakes. You do well by people, you show up. If it's their birthday, you call them. I started calling people on every Friday, I would call them, hey, just want to tell you have a great weekend.

This was not about how can I extract funds from you? This is how can I help you. How can I serve you? How can I be a part of what you're doing? How can I show up?

I had one client, I found out his son wanted an Xbox. I sent him my own Xbox. I just sent it because I operated in intuitive state to listen to the things that were happening in their world to actually give a crap about their family's circumstances.

I was consulting people in their marriage when I was like 23, 24 years old. I wasn't even married and in their relationships, so people just like come to me with these things. I listen, I go like, okay, yeah, well, here's what I've learned. Here's what I've done. Just showed up in a capacity where I'm just a super connector.

This is gonna sound like probably the worst answer that people want to hear. But it's really honest, I just showed up. There was not anything complicated about it, which is why it works. I was 100% who I am.

And I focus on the fundamentals, just like Michael Jordan. Why was he the best player of all time? Because he did more free throws than everybody else. It was the fundamentals that if you do them right, everything else is easy to how always solves itself as entrepreneur, but you've got to do the basic things correctly. So I built great relationships. The referral engine from that was insane. Absolutely insane.

So you build it up to some figures, and then you burn it all down. What happened? What made you burn it all down?

I was doing shit that I hated for people who didn't give a fuck. That's what happened. I cared and it got to a point where it wasn't reciprocated. And that was a really hard challenge. Because again, what was the biggest violation for me? It was violations within relationship. People not caring about other people. That was the hardest thing,

And I was warned the industry that I went into, they were like in every other industry, in every other industry, this whole idea that like when you circle the wagons is like the old like wild west. You circle the wagon, and the guns go out to protect the wagon.

Well in this industry they go in.

So it's almost like this total opposite push that like the minute that someone makes a decision on something they don't like, or I have people getting like five, six x results, and that wasn't good enough because their Facebook ads feed said that they get 100 x ROI from somebody else.

Little do they know, they went and tried those things and of course they fail miserably. But like there's a certain level of a violation of like, when you're showing up and you're in community and you're trying to do well for others. I was not prepared for the right hook of people who did not have the same values that I have.

And they just heard we were the best, they wanted to work with us but they had no desire to build more of a relationship. So it became a well if I don't get what I want from you then I'm going to discard you. So what the organization I was talking about previously, the nonprofit did to other people, I ended up feeling like I was on the receiving end of that.

So what happened, you decide to just close down your business.

At the end of it, I was working 100 hours a week, my best friend at 25 years was working with me. He ended up leaving the company because I hired some of the button to manage the company because they ran an agency before.

They ran a business that was multi seven figure, my buddy worked at a book publishing company in analytics. He didn't have the experience to have that position. So he got really upset about that and hasn't talked to me in a year. It ruined everything in my life, because there was a level of concurrency for me.

That's not what I'm called here to do. I'm not here to run ads for people. And to have that level of like interaction that I was having with people in an agency model... For entrepreneurs, for all of you listening, being misaligned and not doing the thing that you're called here to do is the highest sin and you will absolutely feel the right hook of that.

Because for those of you who have a big calling and you have a big passion, you want to make a huge impact and have huge influence. That's the way that you get realigned into what it is that you're supposed to do. You get right hooked so hard over the over the course of life that we built that within about a year.

And over the next six months, I was slowly letting clients go. I was really trying to know what the hell am I going to do? The private school I sent my kids to didn't change, my million dollar house mortgage payment didn't change. That's the things that have you have to be careful on as you're building.

So basically, I ended up going 120k into debt because I was holding on to my team when I shouldn't have because they had kids. It got ugly. I'm still working off that $15,000 a month in debt payments. Let that sink in for a second. For some of you are building six and seven figure businesses right now, and you're like, I'm only doing 20k a month. Yep. How about I take 15 of that from your past mistakes?

So what happened after that? So you stop, you burn it all down? And now you are a coach. So how did you move from that this moment in your life where you're just like I'm gonna just stop doing this nonsensical stuff, burn it down and start this new chapter in my life?

Yeah. So in September, I made a decision where I fired out all my clients, I fired all them. This is last year, September, I fired all my clients.

I rehired a few and said, I'm gonna charge you double. because number one, your results are amazing. Number two, this is what I need to do. And they're like, Okay, cool. They didn't care. They were getting amazing results and the support was there and we had been working together for years. So yeah, I made that decision.

And then I got a mastermind group with one of my friends I've known for a long time, I just kind of was my place of rest.

Here's the interesting thing and community, you can't hide from yourself, because people see you and they see your gifting and they see really special things about you. And they see that you have a great calling, all the things that we when we get into that imposter syndrome and we get out of those I'm not good enough and why am I even here.

You have to have people around you who actually care and really want to see us succeed, and that was the first step that I made.

And by the way, this guy's group was 500 bucks a month, which is like nothing in comparison to what he should charge at the level of expertise that he's at, but he got it. It was about community. And it was about supporting other people and making sure they're successful. It was more about his mission than it was his pocket. He got it.

So in that group, I just was like, I don't know, guys, here's my past. Here's what I've done. I mean, at one point, I was running $3 million a month in ads for Fortune 500 companies. I mean, it's like, so much experience. But here I am, I don't even know what the heck I'm doing my life.

There was a moment in that group of where I realized the only way that I'm going to move forward is by going back. Because here's the thing that happens. Our stories define the way that we see the world our belief system, and our belief system determines our values. And our values determine our actions, and I knew this.

So I said, in my head, I've got to go back to the stories that are broken in my life, the loose ends, and I've got to go back to them and reassign new meaning. So I said, well, when was I happiest? Because I felt like shit 120k in debt, after I just fired all my clients and had to fire all my employees.

And so I'm like, where was I happiest? And I was like, when I was like, 10, I would stay up till 3am losing time and space, setting up video editing software and shooting videos with my brothers.

So I was like, hey, dude, you got an event in two weeks? Can I come out with my camera and just film it for you? And he's like, sure, dude. Sounds good. Crazy, guys, it sounds so simple.

And so I paid my own way with literally the last two grand out of my pocket to get a hotel and to go out there and film them. And no joke, I closed 110 deals from that one event. It's awesome.

And I said, oh, wow, okay, that's weird. When I show up in this capacity, there's an immediate shift. And then from somebody who I met, who then I got as a client, I went to there about a month later and did another 50 clients.

Misalignment is the ultimate sin and you don't know it until you get punched so hard, and this is the thing that no one talks about. You think gurus want to tell you how much they've screwed up, how they almost lost maybe their kids, their wives, simply because they were so absent trying to build this thing? They completely lost all sense of what mattered most.

Mm hmm. I find that a lot of people when they start online businesses, they always go for the easy way to make money, right? Like the fastest way, right? Like the whole thing right now, I don't know about you, Nick. But when I go online, it's always make 10,000, make six figures in 30 days, right? It's always that thing. They call it out. You know what I mean?

Oh, yeah, disaster. It's such a disaster. And it's really sad because we're all part of the same community. So when people do that, that really creates a false narrative for people who just want to actually do well and they really do think that that's possible.

And for some people, it is great. I mean, my first client was $250 a month, I created a 40 page marketing strategy. I didn't know, I was just following the trend and doing what I felt like I was supposed to do.

So those of us who maybe got started in this space a little bit earlier and not the current present mode, which is filled with just a bunch of garbage in a lot of ways. People have to be very careful who they listen to, the influences that they allow into their lives.

There are six levels of consciousness that people operate at. And the sad part is the primary brain, the monkey brain, then you go one step up into reactive mode. That's where 87% of people live. That's why like mainstream media pushes certain types of content, they get a ton of clicks and a ton of attention, because everyone's reacting to the thing, right? They're reacting, they're not responding. They're not listening. It's like, Oh, crap, they're reacting.

So someone says, oh, wow, 100k in 30 days, or 10k in 30 days, let's go, let's do the reacting. And so I've completely just broken through all those.

The next thing is willful, which is like Gary Vee's content of do whatever it takes.

After that's intellectual - the methods, the processes, the steps above that it's intuitive. That's where I live. I live in intuitive state. So what it's about for me is working 25 hours a week, coaching people who I know I can help. 99% of people who work with me say, I don't know exactly yet what we're going to create, but I know I'm supposed to work with you. Or I don't even know how I got into your space, but I know that I'm supposed to be coached by you.

Those are the people who I collaborate with, and I don't I don't convince anyone of anything. People who know that they need the processes and the steps because I have all of those intellectual thing. But the intuitive state is the sense of alignment. It's the sense of like greater divine knowing. And it's just a totally different level of operation, which is actually opposite of the reactive state.

So for people who are building online businesses that where they want congruency, they want sustainability. They want scale. Scale is process, but you've got to make sure you're scaling the right thing.

I scaled fast, and it was the wrong thing. And the faster you scale, or you have the ability to, the quicker it's going to come down if it's not the right thing, especially if you're the type of person who operates from a heart and gut centered place, not just that, like, how can I make money and logic, just put on all the numbers in the digits and just make it work.

To get those people it takes longer, because that's the way that their risk threshold is. My risk threshold is 100 out of one out of a 10. Those are the people that I've been collaborating with now. And just to give you an idea, we grew our code coaching program.

So I ended up launching it in December, after those two events, kind of got some cash flow, then which I do the same thing that I just did. So I got people in your group for 500 bucks a month and coach them, which my level of capability is ridiculous. Like that doesn't make sense to do that way. I had so many coaches hitting me up like, dude, you cannot charge that much like you should have a 30 to 50k mastermind, you're going to destroy your influence in the market.

And I'm like fuck you, I don't want what you want. That's the level of audacity that you need to have when you have a really strong calling, you're called to serve. And I just did that 35 people in a demographic or in a avatar, whatever niche that I had zero influence in. I was working with medical practitioners. Because dentistry, right?

So it's like that whole connection of like medical practitioners and multiple different formats. That's what I was working with. And I went to the online entrepreneurs, but I love the story. So I understood them. 35 people in five weeks.

Walk me through the things that you teach and this mastermind or you call it mentormind, right?What do you teach them? What are some of the problems that they typically have when they join? And what do you do with them to resolve that problem?

For sure. So the number one issue that most people have, there's five stages to business, but I focus on typically the second and third.

There's the startup mode, which is like you have an idea, maybe you sold a couple times, but like, you don't really have a product yet. I can't necessarily help people because they don't have a continual revenue stream yet. So to invest in product that's a retainer doesn't make sense for them.

So the people who are in a ramp up stage typically are looking for more consistency in their sales and marketing. And then people who are in a buildup stage typically have relatively good sales and marketing, but they are the ones doing all the work on their own. So they're kind of like the solopreneur, who's kind of like hitting a glass ceiling. They know they need to break through to the next level. And everybody wants to get to the one level ahead.

So people who are in startup want to get to ramp up. People who are in ramp up want to get to build up. After build up is scale up, then it's leader up, which has really been like an industry leader.

So for me, I'm helping people in kind of stages two and three. So they're typically coming to they want more money, okay, bottom line, they want more money, they want more impact, they want more influence in their market.

So what I realize is that the best way to help these people succeed is by matching up to big ideas. A whole mastermind, the whole idea of a mastermind is where you have two minds, you have a third, that's the mastermind. It's kind of the collective consciousness of the group or the brainstorming of the group that allows this other thing to operate. That's kind of above everyone, which is this collective of brainstorming ideas.

The other side is mentorship, and mentorship is where I grew. That's how I got access to an eight figure budget at 24 years old and I was running it. That was because I had someone who was mentoring me, someone who believed in me, someone who saw me and would call me on my crap and when I needed it, and would also realign me to the things that I knew that were most valuable in my life.

So I've taken those two big ideas around this kind of collective approach of having the smartest people in the room kind of the collective in a way, and then the opposite side of having this mentor ability and relationship with people and put it into another 90 day program.

And the number one reason why people come to me is because I've gotten over a billion views online. So they want to figure out how can I create better content, more online content.

My sister used to work for Gary Vee and she's on my team. There's so many elements around all of that, where people are like, holy cow, like. So that's the big thing is people come to me for my intuitive content framework.

And I help conscious coaches and entrepreneurs, digital entrepreneurs, online businesses, online business owners, create content that's more aligned to them. Because I believe that if you create the right content, you're using a magnet, not a megaphone, and when you can attract the right people.

That's how I grew a coaching program to 35 people in five weeks with zero experience, like with that group of people at all, was just by creating the right type of content that spoke to them on a psychographic level, not a demographic level. I tapped into their values, their beliefs in their emotions, their worldview, not into the make 100 or make 10k in 30 days. I don't even speak that way. That's the difference.

And that's where actually the market is moving. Gurus are dead. They just don't know it yet, because they've lost trust. So the people who are gaining trust are actually like the deep layers underneath the gurus who probably used to do the work for the gurus, they were just not known. Those are the people right now who are getting the most amount of clout. And they have the most amount of trust, and they don't need to keep up the mansions and the Ferrari, so they also have planned their businesses better.

So there's this whole shift that's happening in the market, and it's meeting right at the center. So that's what I help people do. Number one, I give them a framework that has earned other influencers and all the biggest people out there, over a billion views online. So that's number one. And people come for that, because the price to get into the program versus the price of that actual product. There's such a huge value differentiation, that they're like, well, heck, I'll just join your group just to get access to it. So that's a huge thing.

And also, we have a meetup, so we do a live event. I believe relationships are rocket ships. And so if you get around the right people, everything you're Like is going to change. There's a high level of vulnerability that happens when everyone's coming to the room, the container that I'm able to create.

I don't even know how I do it, honestly. But it's just I just show up. The container that's created allows people to be like, I actually really hate what I'm doing. What do you guys think I'm good at? What can I do different? What can I do better? And they get that feedback, and it can be soul crushing for them.

So I've been doing this for five years. Then I had a guy, literally two stories. One guy $500 a month in December, he came into the group went through the mastermind program for the first 30 days starting to create the right type of content, did 10k in a week in January, because I'm like, jump on my Facebook, live sell to my community. I don't care. It's not about me. I'm here to create and facilitate opportunity and relationship for you. I'm just getting out of the way.

The next guy, last month self sabotaged. His brother had passed away a few years ago and he's in his early 40s. And his brother started with drug addiction and all these other things. This is a real stuff about entrepreneurs. Everyone has gone through so much stuff, and so he's really goes through all this and over life over his lifetime. So he would always hide his greatest ability, because he felt like if he did better than his brother, he would feel worse about himself.

These are the conversations that we have. So I'm like, dude, you need to let that go. Here's what you can do to do. That work at the nonprofit, it was in a spiritual capacity. So I know how to coach people really, really, really well.

So I coached him through that. He gets breakthrough and calls me yesterday and says, do you have close 40k in sales this month, he was doing maybe six to seven k a month. For entrepreneurs and especially personal brands, your life is a mirror to your business. Want to fix your marketing, fix your marriage. This is how this whole thing works.

If you want money and you go chase it like a cat, it's gonna run away. You can't grab that thing, no chance in hell, you have to attract it to you, which requires asking for feedback, not money.

So these are the elements that have to be experienced, and they have to be done in the right setting. I have some people in that group. We're doing $15 million, and some people who literally have generated 1500 dollars this month and that's it. The other cool thing is you get a mixture of different people doing different things. And it's my unique ability to attract both types of people and have them all in the same room.

I want to go back to the content part, what you're talking about earlier, where you talked about how you attract these people to your mastermind. So kind of walk us through the overview of your framework, and what do people kind of need to know about the type of content they should be creating versus what they are currently creating?

Yes, no one gives a shit about you. Number one, that's like, that's the best advice. They don't care.

And there's 13 types of entrepreneurial content. And I can actually give this to you, you can send it out or put it in the show notes.

There's 13 types of entrepreneurial content that should be created. Every entrepreneur should create these 13 types of content. And the biggest mistake that most people make is they start at number 13, not number one.

So they go for the call to action, the right hook, right? They go in for the kill. The analogy I use is like you walk into a bar, you see someone attractive and you walk up to them and like immediately try to go into the game. That's going to be a problem.

How often is that going to work? One out of 100? If I'm building a business, I don't want to be on miracles, I want it to be on like something that's predictable.

So what is predictable? Building relationship. Content creates relationships. Relationships build trust, trust drives revenue. So that's what I coach on that process.

And the 13 types of entrepreneurial content focus very specifically on building a relationship first. I remember this girl... I never told the story before. I remember this girl who I was dating, she had gone through like this really traumatic experience, and she told me like the second time we hung out about it.

And it was her father had committed suicide. It is horrible. But there was something where her ability to be that vulnerable with me that early latched my heart and totally crazy way, I was like, Oh my god, like I feel for you so deeply, like compassion, not just empathy, like deeper, serious compassion.

That's what happens when, as online marketers when we share stories that we would probably otherwise not tell people, when we share levels of vulnerability of being misunderstood, something that someone else can can accurate.

So number one thing like being misunderstood is what destroys relationships. If you have a story about when you felt misunderstood, we all do. And if we have the courage to share those things, it allows our audience to come to us. Because you know what, when you tell that story, they're placing themselves in your shoes. That's the trick of empathy.

You actually move people into your space, I have to be very careful about who I give this to. Because either people can use it for bad or they can use it for good. That's how powerful it is. It can do both things.

When we focus on a personal story that provides a level of vulnerability to our community, and allows them to see themselves in us or allows the defense to come down, that's when people trust you. And when they trust you, they buy from you, right?

So that's the thing is the content should build a relationship and the relationship develops that trust which drives revenue. Now, there's 12 more steps before you even ask for anything from someone for like call to action. So again, that's the undergirding strain of how I've helped people get over a million views and help people generate over $30 million in revenue. It's been specifically from those types of ninja moves, those types of hacks that are really actually just going back to proper relationships with the people that we care about.

All right, guys, I'm gonna put that link to the 13 steps in the show notes. But before we end this episode, Nick, I want you to share what is the biggest lesson that you've learned as an entrepreneur?

The biggest lesson that I've learned as an entrepreneur is that every single day, I'm forced to choose the best version of myself. This is the hardest, most difficult journey that anyone could ever choose. And by the way, you're choosing to do it.

I just feel really proud of the people who are doing this, because every aspect of your life has to be improved every day. That's what it's taught me is that if it was easy, everyone would do it. A lot of people try, a lot of people fail, if we really looked at the statistics of how many of us will be successful, it's like 3%. But I think the very cool thing about it is that we're choosing the highest version of who we are. And I think that's the most noble, most amazing gift to humanity that you could ever get.

That's amazing Nick. And guys, if you want to learn more about Nick or learn more about working with him, if you resonate well with what he said today on the show, then I want you to go check out nickcavuoto.com after today's show.

Thanks For Listening, My Friend!

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