SAMIA: Hello, Salam, Shalom, Namaste, Sat Sri Akal, Aloha, Holah, Ciao, Bonjour, Buna and Privet!It's very very amazing to be back with you and I'm very very much looking forward to our episode today because I have a very special guest it's Tina Lopez who is the CEO of Tina Lopez Coaching... Welcome Tina...

TINA: Welcome... I'm so happy to be here I'm really excited and I'm so glad that we connected and that we're doing this conversation we got a lot of great content to discuss today I'm really excited...

SAMIA: Indeed... me too me too... And before we dig into the content will you just tell us a little bit more about who you are and what you do...

TINA: Yes... so I am an online coach as well as an individual that you can talk to ask questions I would definitely say I'm someone who is in love with automation which we will talk about today and creating passive income but I guess you can say the elevator statement is you know I help online entrepreneurs create systems for passive income through automation delegation and evergreen content... So if you are that individual who is like I'm tired of you know going that one-shot service where it's one and done and you want to create passive revenue and you want to systematize that than I'm definitely the person that can help you insist that and we're gonna get into this conversation in this series... So I'm really excited to dive in…

SAMIA: Awesome... I love the idea of automation and systems I think that was one of the most important lessons I learned after I got into you know doing business for myself... the idea that I don't want to be in a position where I'm having to trade my time for dollars all the time you know I definitely want to be moving towards a business model where more and more things are automated and systemized and creating some passive income streams so you can have some time freedom and the business can be lifestyle friendly I'm so excited that you'll be sharing more with us about how to make that happen…

TINA: Yeah absolutely... especially like I think everybody strives to have this goal of having a business run for itself but not a lot of people actually know but a lot of people like to talk about it but not a lot of people actually know how to do that and I know we're not discussing this business but I do have three businesses of myself and so I'm very familiar with how to automate delegate create the content so it runs on its own... So I walk what I talk and I'm here to share that with you guys so yup...

SAMIA: Awesome awesome… So tell us more... I think the first thing I would love to learn more about you from is this concept of evergreen content... what is that and why is it important…

TINA: Yeah... So a lot of entrepreneurs they kind of run to this place in their marketing where there's just so many platforms you're like oh my goodness there's twitter there's Facebook there's Instagram there's snapchat... snapchat's doing something with like the spotlight option as well there's tiktok there's a new platform called… like there's just so many platforms where you're just like what do I focus on first and what's gonna give me the highest return of my time and from a person who's quite literally done it all and is tired of doing it all you know I've realized the importance of evergreen content...

So if you're new to the term of what does evergreen mean... evergreen means essentially like it's you know available it's pertinent it's important it can be useful throughout any point in time so forget launch cycles where you're just like oh you can only talk about this content once and then you're done and then it just goes into an abyss a black hole on social media... no… evergreen content is essentially where you know it's relevant and it can be applied to be relevant at any point in time doesn't matter if it's Christmas the holidays valentine's day... So long as people are looking for you know the keywords or the topics that you're talking about on say for example google it's gonna be important to you…
And so here's how this benefits you... it benefits you simply because you only create content once forget the abyss and the black hole of social media of it can only be available for 24 hours like let's not do that let's utilize our time first and foremost and so it not only does that but you don't have to repeat yourself I remember a lot during my time when I was doing you know my mini trainings for the day on Instagram or Facebook and things like that and I was just repeating the same content over and over again and I was just like you know what I'd rather just create an article and like if people ask me questions just send it to you and be like here you go right and then come with me to your questions after you read my article after rather than me explaining myself right... So it's a better use of your time and it also allows you to focus on the things that are like what you truly love to do right and so there's another area in your business at least you can know your marketing efforts are taken care of so that you can drive traffic but also like do what you love which is exactly what you're doing right so that's a little synopsis of it…

SAMIA: I love it... and you know I just had like one question pop into my mind as you were describing the nature of evergreen content... you mentioned the idea of you writing an article that you could just send to people to read first and then come to you to ask questions... Now is that as a strategy something that is most appropriate at a certain point of the marketing funnel or can you like use it even at the very beginning... so what I mean is like you know I've heard a lot of people talk about the idea of you know first you have cold leads then you have they become warm then they become hot and at different stages you treat them differently and you know when they're cold meaning like people still don't know you they're just trying to get to know you... you have to put forth more effort in some ways to sort of allow them to get to know you and so forth...
So from that perspective this idea of okay I'll just send people to an article that they can read and then connect with me does that still work…

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TINA: So I think it does I also think in the belief of full transparency of like you know I don't think it's necessary that you need to pay me to know me right I think well obviously like I think everybody wants to get paid you know things like that but what I'm trying to say is that like it shouldn't cost you anything or an individual anything to get to know you to understand what you're about right… and so I'm all about creating free resources and providing like very great value especially if it's topics that like I get all the time and like I get questions on like I'd rather just create an article and just like meet those needs right but I'm also all about like you know charging what you're worth and like not what you're worth but like not in the sense of because a human is you can't put a price on a human... but what I'm trying to say is like the value of the services you provide they're like absolutely amazing but you know the thing is like I would say that in terms of you were mentioning a little bit about the stages and you know you have to put more effort as you go longer and down into that... I'm taking an approach personally of this is not the popular thing but of being a lazy entrepreneur I actually love being a lazy entrepreneur because what does this mean this means I maximize my time with as little effort as possible and if there's anyone that doesn't want to do that you know carry on your lovely way I hope that it works well for you right... but the thing is is like you want in the beginning phases of entrepreneurship you're putting a lot of time energy and effort right so why not just leverage that time and effort that you're doing it so everything on the front in the beginning is taken care of so then on the back you don't have to work harder you actually work less and so I've noticed that people who are successful they're working less hours that's why you see popular books like the four hour work week... less hours is the goal it's not more hours and that's just a little tidbit since we're kind of talking a little bit about that…

SAMIA: Yeah oh my gosh... and you actually reminded me of something that I was learning while reading the book the four hour work week and because yeah my gosh... okay this is what I remember so it's like if someone has questions and you say okay you know I'm just going to send them to this article you actually have I bet system set up where someone asks you a question and they get an automated response but it's not like cold response where someone thinks like oh someone feels like she doesn't care about me or some robot is answering me… it's like actually structured in a way where that person feels like oh yeah this person is listening to what I'm saying and responding to my question and giving me the relevant answers back... so it's not a problem at all to do that…

TINA: Yeah... And I wanted to say a little bit it's a common misconception that it's bad to use automations bad to use…
and things like that… it's not bad like the tools itself are not bad it's the intention that you use that is bad that you know people become spammy and all those things that you see like it's a bad rep... but the thing at the end of the day is you know when it comes to the free content and you reaching out to me or things like that yeah I will have an automation or something set in place so you can do it so it's accessible to your time right but I also want to make I'll make myself accessible to your time but I'm also going to have boundaries with my time as well right because in order for me to show up in the best way and you know make change fun and easy like I need to really prioritize my mental health and my standing right....

SAMIA: Right

TINA: So... automations just allow you to make it accessible but it's your boundaries that really make it I guess fully integrated if you will…

SAMIA: Yes... oh I love that... oh I could have a whole conversation with you about boundaries because that's one of my favorite subjects to think about especially these days but we won't get distracted... Tell me more about evergreen content…So do you have any wisdom to share with us on how to make it happen at like a practical level…

TINA: Yeah absolutely... I'm here with all the ideas and all the strategies and systems... So Evergreen content… let's talk a little bit about what you should be focusing on... I'm not a big person of oh you need to be popular on Facebook and popular on Instagram popular on tiktok like I don't really care... I just care about how does this all work you're putting this all this effort together and all these different platforms how do you systematize it where you are maximizing your marketing reach with as little effort as possible right… and so the way that you do that is through platforms that are evergreen-able right.... so let's when I say evergreen-able meaning it's always relevant and it can last more than 24 hours right... So Instagram stories not evergreen-able Facebook stories not evergreen-able facebook lives... all these things so as you can see maybe there's nothing wrong with Facebook or Instagram I just want to share that but it may not be your best time in terms of the efforts you focus on first right let's talk about what is evergreen-able... Tiktok is actually evergreen-able because it has that share feature people will constantly share it and things like that so it has an option to go viral right and pinterest as an option because it's searchable people can look at it people can share it right has an option to go viral blogs as well people can search it up and it's shareable it has to go viral right you kind of notice the elements and the things that I'm thinking about... it's searchable shareable and has the potential to go viral right...
So what are the three platforms that you can get started with and use... you can use pinterest YouTube and any type of blogging software or like for example if you want to blog on WordPress... I personally like to write on medium because I don't like I don't know how to code honestly for shit so like I'm not gonna do it… medium it's easy it's really quick right... So you might be thinking to yourself well Tina like damn that sounds like a lot of work I got to do YouTube Pinterest and a blog… no no no no.... let's backtrack here right... Let's focus on one thing so what I recommend personally as a strategy is let's take YouTube for example let's see how we can maximize one video and create so much different content creations right so just a little bit of the steps on like what I like to do... I usually like to record my videos on zoom it's easy all I need is a web camera I don't need this fancy tech great I think I paid like maybe like 100 bucks for my webcam it looks pretty clear I mean you know you can see me so I hope it's clear but you know the thing is like you hook it up to zoom and you can get like a transcription software I'm not sure if zoom actually does this but there's this really great software called otter.ai ... highly recommend it and what it does is it automatically transcribes the words that you're saying right... so say for example you are doing a video and a training on whatever topic you're doing right… you can create the video content you're all presentable you look nice things like that you having the transcription of that video so what can we do with that transcription we can create a blog all we have to do is copy and paste it right maximize time with the least amount of effort that's one thing you can do right… what can we do else with that video we can create a podcast right because we're taking the audio and we're just putting it on podcast apple podcast or whatever platform things like that... So do you see how one thing one thing can create so many different options for content so rather than you sitting behind Campbell for 24 hours like trying to figure out all these templates and all these things it's not worth the time right… and so what that does is you have one YouTube video you create the transcription and just post it on blog maybe you want to do it on medium right and then maybe you want to do an audio okay you can send that out to an audio and then let's just say you're like... well I got two out of the three things what is Pinterest what do I do with Pinterest how does that work... Well here's a great thing because you have your automations person I'm not going to call myself a girl because I don't like that… the person here there is a really great platform that I recommend it's called glitterly.app really great software really great service... but basically what it does is you know say for example you have you want to input something you can connect it to a platform like zapier and this may sound very complicated feel free to connect with me and I have like an interest form in the show notes that you can like if you want to know more information on how to do this... but basically a rough overview is you could connect your say for example your title and maybe the subtitle of the content you're speaking of and you have a template on glitterly for the image you're going to create what it what here does is it connects these two platforms so the trigger is going to be one for example a new record or the title comes in it automatically creates the canva temp or not canva but the graphic template for you in less than a minute you do not have to do anything and here's what else you can do you can repurpose that and with zapier I love zapier if you haven't noticed you can automate that to published on Instagram and all this can be done within less than a minute...

SAMIA: Nice...

TINA: So do you see how one video creates so many different content elements and assets let's let's utilize our time to the best of our ability so that's a lot…

SAMIA: Indeed indeed... no no it's fabulous I actually had heard of zapier but in a very different context and at that time I must say because I'm not a tech person at all I sort of when I tried to utilize it myself I struggled with that but that's the thing it's like you don't have to do what you're not good at don't do what you're not good at get some help and support…

TINA: Yes absolutely... the amount of times that I've reached out to support... Oh I feel like there's a couple of good things that you pick up as skills as an entrepreneur obviously you know your zone genius but you also know how to talk to customer support…

SAMIA: Indeed…

TINA: Talk about the time... but at the end of the day right like let's not over complicate things let's not over complicate your marketing efforts it's just you see like you just saw that example one video can create so many different content assets and you expand it through the use of automation platforms like zapier and things like that it might be called zapier but I call it zapier... and it's already done for you and this is a system so what I implore you to do is think about two things... think about okay how can I systematize this where there's a system set in place and I can just give it to someone else and they know exactly what I'm looking at they know exactly what I'm doing right that's the first thing... the second thing is thinking about what is worth my time right this is the deeper question… a lot of people they get to the point where you know I'm in a different phase maybe but I'm at a point personally in my business where I have a lot of time and I purposely set it that way because I've created systems I have teams behind me and this is not to brag whatsoever this is something that you can reach for that you can look up to to getting this system to empower you when I share this story… but if you need a little bit of insight of the challenges that I'm having now some of the challenges I'm having now is what the heck do I do with my time right because you've been working so much on this business where you're just like you're used to working and I think when you have a system set in place behind you in your business for content creation I know in the next series we're going to talk a little bit about how to link that all together but when you have a system in place you get your time back and that's more important… what I do with my time is you know I walk outside I take a pole dancing class I go dance outside I have fun… like people forget how to have fun in your business and having a system is what's going to allow you to get your time back and have fun... so have fun truly…

SAMIA: Exactly and the systems also make things so much easier once you have an awesome system because you can have a terrible system and you actually might have a terrible system right now that you are stuck in… so you have to first of all make sure the system works that the system is optimized to create ease and optimized to create fun... Awesome... and you know I just had one question that was popping in my mind as you were talking about using some of these sort of automated ways of creating content so for example using the service for creating a transcription out of your video... I've tried a few of those services… for that matter even YouTube will 90% of the time generate automated transcriptions for your videos… but there are mistakes in those automated transcriptions how much time and effort is it wise or smart to put into just sort of you know looking through correcting errors that kind of thing…

TINA: Yeah so I guess the first question that I'll ask you is do you really want to spend your time doing that right and the reason why I say that is this kind of goes into the next level of being a CEO right …let me tell you very honestly I've worked with entrepreneurs who are very high up I'm talking about like the seven figure eight figure mark right and they don't do anything else that's not in their zone a genius right so if you don't want to do it don't do it... hire someone on Upwork fiver or whatever other platform you do and do that… and you may be at a point where you're like Tina like I'm not even at that point financially where I can do that totally understand you might be pleasantly surprised it actually may not cost as much as you think a …but also like create an opportunity where if you're at a place where I can't financially do it then maybe you could do a trade what's your zone in genius and if this is a resulting genius and someone needs that zone ingenious and there's a similar financial position where they're not able to do that... say hey I may need some help with this can you like can we like trade or something like that I know I've done it in the very beginning of my business I don't do it really as often at this point in time but like there is always a way to just focus on...

SAMIA: For sure but is it worth it to make those tweaks to the auto-generated content is my bigger question because like for example I have stopped pretty much you know doing intense reviews I was spending hours doing intense reviews of the auto-generated transcripts and I just had to stop that because you're so right like you have to at some point ask yourself do I really want to do this is it worth doing it... Now I have V.A. who's a wonderful V.A. and she looks through the automated transcriptions she does her corrections they're like over 90% accurate I'm like that's good enough let's put it out there you know… but like personally like for me when I sought the automated transcriptions without having a human eye doing corrections over them I was like... I didn't feel comfortable like I was like what does it say about my brand to put something out there that has a lot of mistakes you know…

TINA: Well the thing is that you can use both I really love that you have like a V.A. do that definitely have that and think about it I want to be very transparent saying having a system doesn't mean it's completely all like by computer and by software… having a system also means you have team members take care of the things that you can't because unfortunately I can't I could I would but I can't... but also like there's this really I think it's not Grammarly but a pro writing aid I think that's what it's called... but I really love that you know why because it's I think the software is just like a one-time fee as opposed to an ongoing service and it's a lifetime thing or at least at this point of time I'm recording when I got it... and essentially what it does is like you can say for example if you want to load the transcription to google docs it has a google docs integration and you just click the button of hey proof reading it do it and it will automatically scan through your document and notice all the grammar mistakes and give you suggestions…

SAMIA: Yeah...

TINA: …what to do and you just click the suggestions…

SAMIA: Right…

TINA: And then you're done…

SAMIA: Yes... we actually do that we do that... that is awesome I love it I just you know I was just wondering in your professional experience if it was even worth the time to do that because I have heard some people who are like no it doesn't matter but I couldn't it that didn't sound right to me I was just curious about your perspective…

TINA: Absolutely and the thing is it's like my perspective and opinion is not above your own right and…

SAMIA: Yeah…

TINA: So what may work well for me may not work well for you and I totally respect that…

SAMIA: Indeed... and you know we do the best we can with what we have and you know like for example if I didn't have my V.A. there to help me and you know I would have just stopped the reviews entirely because it was just such a time suck for me and I have you know as the head of my business as my company there are so many other things that I have to do that are so much more needed and more valuable and that no one else can do you know and so for sure I take your point very well about thinking carefully about where to invest your time…

TINA: Absolutely…

SAMIA: Cool... any last thoughts or words that you would love to share with us about evergreen funnels…

TINA: Yeah... So I think when it comes to this when it comes to creating evergreen content evergreen funnels like you'll meet a lot of people who are experts in it you may meet individuals who are better than me that's completely fine… choose the individual that you want to work with and if you decide you're like hey I love what you talked about today that's great but at the end of the day here's the thing that's most important after when it comes to either investing in coaches or investing in programs… choose the business that you want to model right a lot of people in this industry talk about hey I'm gonna teach you how to do xyz but if you notice and you speak to those individuals and they're living a lifestyle that you don't want to want or live where they're probably you know answering their emails on the weekends or they're working 24x7... or they don't have a team behind them and they're doing all this by themselves like that might not be the thing that you want to do right and so evergreen funnels and evergreen content I could talk all day about the strategy that's my zone of genius I [ __ ] love talking about that right...
But you know it's important for you to decide you know what are you going to do with that time because the goal behind this what evergreen is... is to give you more time and ask yourself what am I investing my time in because that's the one thing we cannot get back so why are we wasting so much of our time on shit we don't want to do... why are we wasting so much of our time on efforts marketing efforts that just are one and done like let's not do it anymore right so I implore you more than anything to think about your time and that's what I wanted to share with you...

SAMIA: Thank you so much Tina... that was like really really helpful and informative... and for sure to you our listener please make sure you check the show notes because we're adding all of Tina's links in there so you can connect with her and I do hope you will and any... any... go ahead...

TINA: Yeah... yeah... So one thing I wanted to share with you guys just as resources to help you out I do have an online entrepreneurs community... so if you're an individual who's like Tina this is just so much like I just need a community I need trainings I need exclusive content and I need it to be free I got you... So we have a really great online entrepreneurs community where you can sign up and basically what this does is once when you sign up you automatically get the option to submit your bio to our online database of our network of entrepreneurs and you get my emails and say for example you're like Tina I need someone in marketing and I'll look in through our database and I will connect you to people so it's like the LinkedIn version specifically for online entrepreneurs in this community… but you'll also get great opportunities to reach other people... and check me out on my blog on medium for really great resources more than likely I'm just going to send them your way…
And one last thing that I wanted to share with you as well is if you're interested in learning more about funnels and how to create content and automation things like that I do have an interest form just to gather a poll of interest to see if people actually really want to do that so I would love to hear your thoughts...that’s it…

SAMIA: Yay! And we'll add all of those links in the show notes... so for sure people check out those links in the show notes...And until we connect next time I just wish you lots and lots of peace and joy...