Content Is Profit

Latest Episodes:

The Outcome Era: How to Use AI Without Losing the Human Part Oct 07, 2026

Show notes

Everybody can build with AI now. So why does every follow-up email in your inbox sound exactly the same? Fonzi and I recorded this one live at HubSpot's UNBOUND conference, right after the morning keynote. The big theme? Trust. We're moving fast with AI... but do we actually trust what it gives us? We break down what HubSpot showed (including a CRM that updates itself), the three pieces you need to get real outcomes from AI, and the risks nobody's saying out loud. Fonzie explains why AI gets you to a 6 and a skilled human gets it to a 10. I share why I think you have to adopt this now... and the one friction point I'd start with this week. Plus: why Fonzi deletes almost every AI email he gets, and why our "not so formal" English is actually an asset. 👉 Grab the free Context Document Starter Kit (and every other lead magnet) inside the Value Vault: www.businesscreator.club

Chapters: 00:00 Live from UNBOUND
00:24 The real theme: can we trust AI?
01:25 Context is the base layer
03:23 Stop stitching tools together
05:35 AI slop: how do we stay human?
06:10 Trust is the new differentiator
08:30 One tool vs. a million tools
11:24 The gym membership lesson
12:56 From execution to outcome
13:15 The risks nobody mentioned
14:18 Why you still need people who know the craft
16:01 Why you have to adopt now
18:42 Get the output right first
19:09 "I hate slop in my inbox"
20:05 Pick one friction point
21:03 Close

One Sentence That Makes People Buy Sep 09, 2026

Show notes

There's one sentence that explains why people buy from some creators... and completely ignore others.

It's not a funnel. It's not a hook formula. It's one sentence, and it's been sitting in a book since way before any of us started posting.

Fonzi brought it to me on a Friday afternoon and would not tell me what it was ahead of time (which, if you know him, is not normal).

Five parts. We're breaking down every single one.

And by the end you're going to know exactly what's missing from your messaging... and why people keep saying "this is great" and then never buying.

Let's go.

👉 Come build with us: www.businesscreator.club

Chapters: 00:00 The one sentence nobody taught you 00:22 Fonzie's surprise topic (he never does this) 00:56 Unbound Boston + what we're bringing 01:22 Praxis update and the Australia result 02:46 Going back to the roots (the Russell Brunson audiobook) 04:06 The One Sentence Persuasion and where it actually came from 05:02 Meeting Russell and the fatherly advice question 05:32 Years of resistance to investing in ourselves 06:39 Reminded vs taught 08:06 What persuasion actually means 09:00 The full sentence, read out loud 09:44 Part 1 - Encourage their dreams 10:35 The drill, the hole, and the photograph 11:54 The wedding on a cruise (the OTF story) 13:05 Why we finally spent the money 13:34 Jess at the studio and the 40 minute conversation 14:35 How to find the dream (the questions to ask) 15:13 Part 2 - Justify their failures 15:16 The Steve Larsen event and the new opportunity 16:44 Empathy is the whole thing 17:29 The door to door friend 18:26 Where tough love still belongs 18:56 Part 3 - Allay their fears 19:27 Proof is how you calm a fear 19:45 Use stories, not statements 20:46 Fears and desires vs wants and frustrations 21:52 Part 4 - Confirm their suspicions 22:33 Build your objection list 23:47 Part 5 - Throw rocks at their enemies 24:44 The Yap Challenge and the AI slop enemy 25:22 What ClickFunnels was actually rebelling against 26:11 Our enemies (Content Momentum and the studio) 26:53 The Football Show experiment and Alexi Lalas 27:56 The exercise you should do this week 29:00 Bringing this into Business Creator Club 29:27 What Part 2 looks like (copy work and breakdowns) 30:16 Close

The 3 Jobs You Should Never Give AI Aug 31, 2026

Show notes

Lindsay Rosenthal has 50,000 followers on LinkedIn and makes content alongside OpenAI, HubSpot, Atlassian, Descript, and LinkedIn itself. So when she told us she currently uses zero AI for her ideas... and stopped using it for her scripts and copy entirely... we stopped the conversation and made her explain. What she said next is the whole episode. There's a specific reason AI can make you competent and almost never makes you the best, and once you hear it you can't unhear it. We also got into the exact 30-day plan for someone sitting at 500 followers right now, why commenting is the most underrated sales activity on the internet, whether you should tell people you used AI, and the story of a guy who built a business on AI avatars and shut it down after a conference. Oh, and Fonzie's back. He brought the Waffle House rule. 👉 Grab your free context document at www.businesscreator.club

Chapters: 00:00 What's coming in this episode 00:52 Fonzie's back and the LinkedIn queen is here 01:58 Boston, Unbound, and the AI talk we're doing together 02:25 Why LinkedIn is the platform nobody's posting on 03:39 Going all in on video before anyone else was 04:24 The six months before it worked 05:33 The system behind posting every single day 06:47 The content bank and the once-a-week film day 07:44 How she tells a good idea from a bad one 09:06 Fonzie's $5 filter 09:56 Creating content is a skill... and it's embarrassing at first 10:49 Our 45 days of Facebook Lives (we made it 15) 12:08 What changed when she started working with the AI companies 12:59 She uses zero AI for ideas 13:25 The exact way she uses AI on scripts and copy 15:02 Where AI actually belongs in ideation 16:00 Talking your way to ideas 16:33 MCP and why context is the real unlock 17:51 Fonzie's gap analysis for YouTube 20:23 The right way to use AI (and the laziest way) 21:00 The hot take: the jobs marketers gave AI 21:33 The fully AI episode we published 23:35 The junior editor experiment 25:19 The Football Show: 30 episodes, Claude, and Descript 26:28 Why Fonzie uninstalled it in one day 28:11 Should you disclose that you used AI? 29:11 The trust question nobody wants to answer 31:22 The handmade scarf 32:40 The AI avatar story that ended a business 34:32 AI is trained on the average of the entire internet 35:55 Fonzie's cooking rabbit hole 38:46 Why your skill level changes what "good" means 40:33 Case study: 500 followers, 30 days, go 41:08 Three pillars... content, comments, connections 43:02 Is all that commenting actually worth it? 43:43 The reframe: comments are outreach, not growth 44:37 The Waffle House rule 45:52 The soccer comment that got 200,000 views 48:13 Don't think about it as selling 48:38 Brand deals versus agency work 50:03 Inbound or outbound? 50:57 Boston, part two, and where to find Lindsay 53:19 Close

Why Your Profile Isn't Making Money (And How To Fix It) Aug 21, 2026

Show notes

Your content is working. Your profile is not. Somebody watches your video. They like what you said. They tap your name... and then they decide in about three seconds whether you are worth their time. Most experts never find out what happens in those three seconds. This week Fonzie got on a call with a guy who is genuinely good at what he does. Real students. Real sales. Real proof behind him. His profile said almost none of it, and he had no idea he was losing people because of it. He has been leaking buyers for years without knowing. So we broke the whole thing down on the show. What a prospect is actually looking for when they land on you. Why most profiles fail that test without the owner ever noticing. And how long it really takes to fix (a lot less than you think). There is a 30 second exercise in the middle of this one. Grab your phone before you hit play. 👉 www.businesscreator.club

From Cold To Sold With This 3-Step Content Principle Aug 14, 2026

Show notes

Fonzi sent me a text on his drive home. One line. "The reason we create content is to create trust. Trust generates demand." And that text turned into this whole episode. Because here's what most people get wrong... they think their content isn't working because the hook was weak. Or the framework was off. Or the template didn't convert. It's not that. There are three things underneath every piece of content that actually decides whether someone believes you. Miss one and it doesn't matter how good your edit is. Hit all three consistently and people show up to the call already ready to work with you. We break down all three in this one, plus how to run your existing content through it like a filter and see exactly where you're leaking trust. Also in this episode: the oil change story that explains niching better than any course, and the answer to "what if I don't have any proof yet." 👉 Free context document download + Golden Boulder Sessions: www.businesscreator.club

Chapters: 00:00 Hooks and frameworks won't save you 00:35 Praxis — buyer conversations in 120 days 02:11 Welcome back... Friday Hangouts 02:25 The text message that started this episode 03:30 Business Creator Club + Golden Boulder Sessions 05:00 The reason we create content is to create trust 05:11 How do you speed up trust? 06:15 The asterisk — it has to be genuine 08:53 The three circles 10:01 How the circles map to your sales funnel 10:55 Empathy — top of funnel 11:56 Describe the problem, they assume you have the solution 12:49 Knowing your who (and why we learned it late) 13:49 The Take 5 oil change story 15:51 Knowledge — middle of funnel 16:32 Catch Me If You Can — stay one step ahead 18:04 Knowledge is implementation, not information 19:35 Careful — the trap of chasing every opportunity 21:41 Your niche is the who and the what 22:37 The studio conversation that became a partnership 24:13 Competence — bottom of funnel 24:35 No proof yet? You are the proof 25:36 The beta results 26:37 Live demonstration as proof 27:57 What Amazon reviews teach you about buying 28:55 Do the work for free... then document it 30:06 How to use all three as a lens 32:03 Recap and close 32:17 Free context document + Golden Boulder Sessions 33:30 Boston, Unbound, and see you next episode

We are back! Are You a Slave to Your Own Content? Aug 05, 2026

Show notes

Fonzie is back. And he came back with the thing every creator feels but nobody says out loud... "I already posted about this." You wake up. You know you have to publish. The idea shows up. And then that voice: wait, I said this already. It's an exhausting loop, and it's the reason most people quit before the content ever works. Here's what we get into: it started with a guitar lesson. Fonzie told his teacher he keeps falling into the same riff. The answer he got flipped the whole thing, and it connects straight back to one of the first phrases we ever coined on this show. Then we break down three ways to deliver the same message without burning out. Customer journey. Angles. Formats. Plus the real client ad we reviewed this week, the one metric that actually matters (it is not views), and the part nobody talks about... whether you and your team actually enjoy any of this. Pick one. Run it 30 days. 👉 Free context documents and office hours: www.businesscreator.club

Chapters 00:00 Fonzie is back 00:52 45 days of daily episodes almost broke me 01:52 Do you feel like a slave to your content? 02:28 The guitar lesson with Dan Lopez 03:39 The pass you practiced a thousand times 04:19 You're the only one who hears 100% of your message 05:40 The three ways, previewed 06:07 Find the path with the least friction 08:19 One avatar, four entry points 10:18 The ad we reviewed yesterday (two ways to highlight one line) 13:11 Way 1: the customer journey 14:44 Break the journey into milestones 15:28 Why smaller problems build trust faster 16:19 The context document episodes (and what happened) 18:11 The decision tree: why, why, how 18:58 Way 2: angles 19:38 Contrarian, comparison, and everything between 20:46 Show and tell (the chef and the publishing pyramid) 22:18 Way 3: formats 22:55 Talking head is the hardest one to win with 23:27 The man on the street version of this episode 24:02 The experimentation bucket (1 out of every 5) 24:57 10,000 views and an empty inbox mean nothing 25:06 Nobody talks about this: you have to enjoy it 26:24 Let's have fun with this 26:52 What needs to be true for this to happen? 27:55 Recap: pick one, run it 30 days 28:24 Fonzie's case study group (5 spots) 31:07 The beta results: 500+ leads, 84 signups 33:30 Unbound by HubSpot, Boston, September 34:02 Friday office hours and the email I actually type myself 34:36 Interviews are coming back 35:00 Close

The Gap Between Your Idea and the Finished Thing Just Disappeared Jul 10, 2026

Show notes

Not that long ago, if you wanted to experience something creative... a song, a video, a piece of art... you had to wait for someone else to make it. You were a consumer. Today, that flipped. If you can imagine it, you can create it.

In this one I share the moment it clicked for me... a song that made my in-laws cry at their kitchen table, an affirmation track my kids now beg for in the car every single morning, and a soccer song my boys dreamed up in about five minutes. Then I get into what this actually means for your business... why creativity matters more now than it ever has, how the gap between "I have an idea" and "I made the thing" basically disappeared, and the 70% rule that changes the math on content forever.

And stick around till the very end. Because there's a surprise buried in this episode that could save you thousands of dollars... and honestly, you're not going to believe it until you hear it.

👉 Start here: www.businesscreator.club

The Comments You're Scared Of Are Growing Your Business Jul 03, 2026

Show notes

This morning I woke up to a flood of comments on our Football Show. Some were laughing with us. Some were insulting my accent, my English, my opinion on a soccer game.

And here's the part that doesn't make sense... that same show just crossed 100,000 views in 30 days.

The algorithm doesn't know the difference between love and hate. It only sees engagement.

For 400-plus episodes of Content Is Profit, I played it safe. Stayed in the middle. Meshed with everybody. This episode is about what happened when I stopped... and the fear that keeps most people from ever hitting publish.

I break down the two kinds of comments (and why your fear can't tell them apart), three reasons the hate is actually good for your business, and five things you can do to keep creating true to your message... even when your stomach drops.

Be you. Put it out there. The negative always comes... but so does the good.

👉 www.businesscreator.club

Chapters:

00:00 The fear that stops people from publishing 00:37 Why this is the #1 reason people never start 01:14 What I woke up to on the Football Show 02:22 100K views in 30 days... love vs hate is the same to the algorithm 03:02 400+ safe episodes, and why the middle never stands out 04:08 If you have a strong message, share it 04:48 The two kinds of comments (and why fear can't sort them) 05:54 They insulted my accent and my English 06:31 Belief 1 — reactions are the map 07:11 Belief 2 — if a comment shakes you, you didn't fully believe it 08:16 Belief 3 — staying true is a magnet AND a repellent 08:56 The fitness studio story (the angry ones were the cheaters) 10:37 How to actually do it... 5 moves 10:55 Move 1 — desensitize by reps, not by thinking 12:24 Move 2 — decide what you stand for before you publish 12:36 "It's called soccer." "No... it's football." 14:16 Move 3 — stop trying to be liked by everybody 15:18 Move 4 — read comments as data, not verdicts 16:52 Move 5 — don't take the hits alone 18:08 What's possible — stop watering down your message 19:06 The AI example — talk to the people you actually want 19:54 Found through the noise... they become superfans 20:44 Tied to your mission (something big we haven't announced) 21:18 Be you. Put it out there.

Can You Actually Grow a Podcast Without Ads? (What 10 Days of Daily Episodes Taught Us) Jun 26, 2026

Show notes

We ran a daily podcast for 12 days straight... and the numbers genuinely surprised me.

In this behind-the-scenes solo, I open up the actual dashboard on our newest passion project (a daily soccer show) and walk through what 12 days of high-volume content really did... on YouTube, with a budget most people would laugh at.

Then I get to the question everybody keeps asking me: can you grow a show fast without spending a fortune on ads?

The answer is yes. But there are two ways to pay for it... and most creators only ever try one.

I break down the paid move we tested first (it costs way less than you think), the four organic plays that have quietly grown this show for years, and the one mindset shift that changes how you look at every piece of content you publish.

If you've ever felt like you're posting into the void... this one's for you.

👉 Come build with us at www.businesscreator.club. Open Q&A every Friday at 12:30 ET.

Tune in and enjoy!

Chapters:

00:00 A behind-the-scenes episode

00:30 The daily podcast passion project

00:52 What we make every day (episode + 10 clips + 7 graphics)

01:19 The production rule: 1 hour in, 4 hours out

01:40 Why do a daily podcast at all?

03:46 The system: Descript + a Claude agent

04:25 The real question: can you grow without ads?

06:04 The numbers (12 days, YouTube only)

07:22 Move 1: YouTube Promotions (the $10 tactic)

10:03 "Vanity metrics?" Why subscriber count opens doors

10:58 The soccer franchise partnership story

12:17 Booking pro players because the channel grew

13:20 Recap + why retention is climbing

14:25 Why we wait to run ads (and what makes them flop)

15:43 The organic path (if you'd rather not spend)

17:00 Move 2: shout-outs, cross-promos + feed swaps

18:39 Move 3: network promos (build the relationship)

19:26 Move 4: newsletter placements (research what they consume)

20:20 Move 5: live events (plug your show)

21:46 Content is also product... put it in front of people

22:37 Close + join us at Business Creator Club

We Cut Our Content Production From 6 Hours to 40 Minutes (Here's the System) Jun 19, 2026

Show notes

This week I did something I've been telling people to do for years but had been too comfortable to try myself. I pushed for volume. A daily podcast. Ten clips a day. Twenty pieces of content across every platform. The kind of output that used to take my team six hours and three people.

So we ran an audit, rebuilt the entire thing with AI, and got it down to something I can run from the sideline of my kid's soccer practice.

In this episode I get into why we did it, the system we built, the tools we actually use, the problem we hit (one of them involves Messi and Ronaldo), and the early numbers that genuinely surprised me.

If you've been creating and not getting the results you want... this is the audit conversation you've been avoiding.

Build your context documents and join us inside Business Creator Club: www.businesscreator.club

Chapters:

00:00 Almost said the wrong show name

00:25 The Jenny Hoyos episode that started this

01:18 Selling "multipurposing" before clipping existed

02:24 The panel argument about posting volume

02:59 Why "it depends" is the real frequency answer

04:34 Why most people play it safe (capacity, not strategy)

05:11 It's not the content... it's the ecosystem

05:42 Where we've been dropping the ball (email)

06:37 Quick intro for new listeners

07:26 The case study: relaunching The Football Show

08:08 Going volume... daily podcast, 10 clips, 7 graphics

08:59 The audit: 6 hours, 2-3 people

09:06 Reverse engineering it with AI (Claude + Descript)

10:07 Recording to clips distributed in 40 minutes

10:44 The Messi and Ronaldo graphics problem

11:04 Find what excites you (or it won't work)

11:42 The room with billionaires

12:22 Audit yourself and your team

14:14 Inside the workflow... research to outline

15:37 Why we record directly in Descript

16:18 The QC and design handoff

17:09 Why we told an editor not to improvise (this time)

17:58 The publishing pyramid and the Six Levers

18:12 Distribution... $10 ad tests and the early numbers

19:04 TikTok clips hitting 16K-20K views

19:29 Audit your resources, then double your output

20:39 The math... $6K of production for $400

20:46 Close, office hours, and CTA

Tune in and enjoy!

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