Yvonne Heimann [00:00:01]:
In today's episode, I'm sitting down with Amy Landino, and you might know her from her best selling books or her YouTube channel, where she has been sharing content for nearly 20 years now. And Amy opens up in this episode of She Is A Leader about how she has evolved her brand through marriage, children, multiple house moves and business pivots, all while maintaining her core message. She reveals the sneaky secret behind how she's managed to stay true to her niche despite all the changes that have happened in her life. You'll hear us talk about what she calls model and modify, her approach to taking proven systems and making them your own. Plus we also get into a conversation about something I first learned from Amy years ago that completely changed my own business and that might just shift yours too and how you look at growing your company. But there's a suprising twist midway through our chat that I think will make you smile and maybe even make you rethink what you believe about successful online entrepreneurs, whether you are starting your business or you're looking to sale to 7 figures. This conversation is packed with practical wisdom from somebody who has actually done it, and not just talked about it. So grab your coffee or whatever your drink of choice is today, get comfortable and come join us for a conversation that might just change how you think about your business systems, forever.
Yvonne Heimann [00:01:57]:
And with that I would love to introduce you actually to one of my VIPs. I've been one to be behind the scenes and following Amy for quite a while now. As we just realized not mentioning any years for anybody that has not met Amy yet. It is time you meet her and to introduce her. Amy Landino is a high performance personal brand coach turning personality led businesses into sales seven figure thought leaders. She is a three times best selling author best known for her book Good morning, good life as well as the five simple habits to master your mornings and upgrade your life. If you see lemons anywhere, you know it's Amy. And she travels the globe educating audiences on how to capture attention and build brand leverage.
On her Award winning YouTube channel, Amy is dedicated to sharing high performance mindset strategies for women to increase confidence, motivation and productivity. Girl, I am so happy to have you on the podcast. Welcome to
Amy Landino [00:03:08]:
I am happy to be on. Thank you so much. It's like so fun hearing that you know so much about my history. These are the conversations that are the most fun to have have.
Yvonne Heimann [00:03:20]:
So the question is, are the bangs ever going to come back?
Amy Landino [00:03:23]:
They came back literally during pregnancy, I lost so much hair. I went to my hair stylist and I was like, fix this. Because I had so many short ones growing back, we had to like give them an assignment. So the bangs come in, they come out today, they're just swooping. I'm trying to grow it back right now. If Yvonne has seen me on YouTube for almost 20 years, okay, we're just. Gonna call it out
Yvonne Heimann [00:03:46]:
For, for anybody, for anybody that doesn't know what we're talking about. Back in the day, little, little YouTube. Amy, before she even hit the first 100K, had the straight long hair with the bangs. And it's like it took me a while to lose that picture and be like, yeah, that's not how she looks anymore. But that was kind of like that was that picture in my head for the longest time when somebody said Amy Schmidt hour at that point.
Amy Landino [00:04:18]:
Yep. Yeah, it's been, you know, you, you know, someone's been around a long time when they can pronounce my maiden name.
Yvonne Heimann [00:04:24]:
So you got it. You got a German over here.
Amy Landino [00:02:29]:
Now you've got, you've got it easy. But to even know what it is and be able to say it is like an anomaly in my world. But yeah, this is such a good example, by the way, of anyone who's afraid to pivot. I hope that they can use me as a case study that Yvonne has literally been in my world since before I got married, before my channel had almost 500,000 subscribers. Like a long time ago. And I was consistently uploading. And you know what you're probably asking yourself today? Like, is what I'm doing the right thing? Do people resonate with this? And I just was so sure that if I just stuck with it and was always excited about what I was talking about, it would evolve appropriately. So since then, my hair has changed, the content has changed, who I've talked to has changed because my target audience has evolved.
With me, it's okay to change over time, especially your hair, but definitely the subject matter that you are an expert in.
Yvonne Heimann [00:05:24]:
And that's where I'm, that's where one of my questions actually comes in. There is a lot, especially for us female leaders of you've changed locations, you've changed your niche and not, not really the target market. But yes, you changed the target market. The brand has evolved. How was that journey of you personally and evolving? You got married, you grew a family, you have two beautiful children, you changed location, you changed all of this. How, how did you deal with that in the branding aspect? Because you teach women how to build really that personality led business, that personal branding and use it to grow. And we are always told them like SEO and target and one niche and this one thing. Yet you prove everybody wrong.
Amy Landino [00:06:15]:
Well, here's the sneaky secret. I am doing all of those things right. Like I have the niche, I have this. It's just how you need to apply it in the moment and what all the context around it is. The like you said, my target market hasn't actually changed that much. It's just how I've been serving them and continuing to evolve that I, I'm glad you called that out too. Not just multiple hairstyles and multiple content. I've moved a number of times and listen was not the most fun process for me all the time.
But the good thing about that is trying things and seeing how I felt about them. I, I don't think a lot of people do that. They're like, I need to stay exactly this way and do this and follow this and stay here and don't move and you don't actually find out more about what you like and don't like when that's the case. And then you just have questions that go unanswered. So if anything, I think the systems that you have, to me, success follows systems. When you have systems that can keep you kind in alignment, you are more likely to be able to deal with volatility changes, economic changes, changes in your lifestyle, especially when your personal brand is such a big aspect of the business. So when I moved from, you know, this house to the next house and then that house to a house out of state, and then I didn't like that house in that state anymore because I had a baby, and so I moved to another house in another state, there's continuity in how I handled the business, how I handled my content, that even if my background was changing, that you could still come to expect the same level of value in the same way and serving you for a specific purpose. So the systems are how I'm able to keep life more interesting without completely losing myself.
And then sometimes you do lose yourself, but you find your way back.
Yvonne Heimann [00:08:10]:
And I love that you brought up the do it and feel it out, because I think often enough, we can get. We can get stuck in analysis paralysis. Right? I'm. I'm a freaking over planner, guilty of this myself. Fortunately, I have an assistant that. She's like, girl, you're doing it again. Go, go, do. And being able to get to a point of stop listening to.
To external noise and be like, okay, let's just sit in this for a moment. Does this feel right? Does this not feel right? And listen to us. Because I think especially us as female leaders, we often we. When we start out with a business, we. We are trying to do the things that everybody else has done, right? There is a proven system. Cool. Awesome. It worked for somebody else.
And at some point, we reach the ceiling with what's possible with that and need to learn and come back to us. So it's like when you said, do it, test it out, feel it out, I'm like, yes, please.
Amy Landino [00:09:21]:
I'm glad you brought that up. My business coach says this. He says, model and then modify. We pay for a coach or we buy a course or we take some kind of a training because we want to know what are the rules, what are the guidelines, what are the guardrails, what are the bumpers to stay within. Got it. Follow it perfectly. Don't follow it a little bit and then be like, it doesn't work. Follow it perfectly to the greatest of your ability and then prove, okay, good.
I bought a model that works. That's great. However, my life is different because of this. My business, we found nuances that are slightly different here. What can we do about X and y and Z? And then when you've really dialed in the model and you're like, it works. But here's how we can improve it. Here's how we can pivot it a little bit so it's more accustomed to us. This is why I think we live in this really toxic world that you can't rip people off, right? I don't think you should rip people off.
I don't think you should steal people's work. But if you're genuinely being taught how to do something, your job, if you actually want it to work, is to do it exactly the same. It's not ripping someone off when they're telling you to take it when they're telling you to buy. This is what I say to my clients every week. Steal everything from me. I don't have any credit that I need. I don't have any licensing matters here. Steal everything.
Because if you bought into this program to learn something, you better learn it as fast as possible so that we can evolve it, but prove it works first. So I think that's so important. If I see something I like that somebody else is doing, I want to know the model. I'm going to buy the model as fast as I can so I can move, skip some steps, take the shortcut and like it, and then go, cool, I love it. Except this. And then I'm going to pivot it to the way I need it. But you're not going to know how to pivot it the way you need it unless you're actually doing it. You can't judge something before it's begun.
Everybody wants everyone's end result, but then when they find out what it takes to actually get to that end result, they don't want to do it. Shocking.
Yvonne Heimann [00:11:40]:
Guess what? You actually got to work for it. Guess what? You actually got to work for it.
Amy Landino [00:11:45]:
Yeah. And that's it. It's finding out what is what is the work. It's really easy to sit outside of someone's world and say, well, if I want to make this amount of money, that it's going to be really hard, grueling work. But, like, what? You don't even know what that means yet. You haven't even tried to do the thing that it's like you have to actually be in it and learn. Because the point is not for you to be doing manual hard labor if it's not manual hard labor. The goal is that you find the model that works so that you can take the fewest steps possible.
This is my favorite quote in the history of the world. I was telling my clients about this yesterday because I think it's amazing that I highlighted this in a book I probably read 10 years ago, and there's no way I knew the first thing about what he was saying. But now when I hear it, I'm like, oh, my gosh. And it was from Four Hour Work Week. And by the way, the first time I read Four Hour Work Week, I didn't have a Kindle to be able to highlight because they didn't exist yet. So I think it's funny that I highlighted it whenever I did. So the quote was something along the lines of that massive action is measured by outputs.
Not inputs. So sit that, sit that, sit in that. Like, massive action is measured by outputs, not inputs. If what is the rest of it? Increased outputs necessitates decreased inputs. So if you are actually taking massive action, your outputs have been throttled up by. By the few inputs you've dialed in. And that's what we're talking about when we talk about mastery. And that's what we're talking about when we talk about branding.
The entire reason that you would want to have a personal brand, whether you work with me or somebody else, or you're thinking, I'm going to make content so people know who my face is. The only reason why you would do that is so that instead of let me make a sales call and tell somebody that I can help them, you're saying, let me share the value that I would have put in that context and make it a YouTube video that could be distributed to thousands, maybe millions of people or a TikTok or whatever podcast. You're now bottling up the outputs with the scale of communicating your message, which.
Yvonne Heimann [00:14:15]:
For everybody listening and still struggling a little bit to wrap your head around it, if you're in the beginning of this phase, pretty much means stop reading all the damn books and start implementing, start doing. And with that, you. You tapped personally right back into a personal branding and showing up and doing the YouTube video. Now, when women start, or people in general, entrepreneurs in general, to. To step into this and to go public, I often see it in combination too, with stepping into a leadership role, going more public, stepping into a leadership role. And there's often the hesitation, the who would listen to me? Who am I? The imposter syndrome? The fear of showing up, the fear of being wrong. How. How do you help your clients to.
To step into this? And God, I'm freaking own your awesomeness. No matter where on that path and in that journey you are at the moment.
Amy Landino [00:15:20]:
A couple of things. First of all, is my Number one rule of personal branding and secondly is what's the system? As soon as you can see what to execute within a system and what is a system that works? How can I model and then modify? That's going to help somebody get out of their head pretty quickly because they want to execute, they want to prove they're enough so they are willing to do the work if they are given those, you know, those instructions. So I have an idea on that in terms of YouTube, I'll get to that in a second. But I like to start this off with the number one rule of personal branding. And that is people care about who you are, they don't care about you. What does that mean? People don't care what my babies look like? They're cute. The consensus is they're cute. Okay, but people don't care what they look like.
They care that I am a successful entrepreneur running a seven figure business from home while balancing those babies. So when you see my babies or my children in my content, it's meant to be this character layer of who my brand is, that I can have this family life, I can have a very strong parenting role with my kids and how they think as they grow up. And I also have figured out a way to make that life make sense with how to run the business. There was a time where I loved my craft so much. I Woke up at 5 o' clock in the morning to start working on my craft so that I could keep working on it until 9 o' clock at night. I loved it so much and I thought I was gonna love it like that forever. Guess what? I don't. It's the coolest thing ever that I put the time in for such a long period of time that has set me up to this moment.
Amy Landino [00:17:11]:
But what's the point if I don't leverage that leverage? So by having a very strong presence and putting the time in and getting the reps and building reputation, and I have people like Yvonne that have been here for years and years and years and they're like, this girl knows what she's talking about. She's worth my audience's time. So we're going to have a conversation. I now can leverage that to go spend an afternoon with my kids if that's what I want to do. Instead of having them be in school or I want to take a vacation or I don't want to work at 5 o' clock in the morning, I want to take my sweet time until about 10am I definitely don't get on phone calls. Until the afternoon because I don't want to talk to anybody in the morning. If you haven't heard, I'm pretty, I'm pretty possessive of my mornings.
That leverage comes from putting in the work. People want to know that they're like the fact that she has a family and has cracked the code on how to modify the model in that way. Now someone's qualifying being in my audience, being in my world, but posting pictures of my kids, what I ate for lunch, look at my fancy vacation without context of how that is applicable to my audience doesn't matter. So you don't have to be in your head about whether you're enough. There is a former version of who you are now that needs to know what you know now. So you always go to the camera, to the podcast mic, to the blog post, to the newsletter, to the places you go there to talk to that person. Because people care about who you are. They care about what you want to be known for.
They care about how they can articulate really well what the heck you do to their friends who, when they know somebody else should be in your world who you are and being able to explain that that's brand. So once you lock that in and it has to do with a lot of clarity of your person and speaking to it changes everything about your insecurities and branding.
Yvonne Heimann [00:19:13]:
Now I'm curious, taking the branding knowledge, taking the security and literally right now going through a phase of re clarifying what do I stand for, what do I do, who am I talking about? And you are there some, some common mindset barriers you see preventing women entrepreneurs and, and female leaders to turning that into their seven figure business? In that scaling phase, do you see common issues and common barriers that tend to kind of like come up a pattern potentially that keeps them from scaling to that seven figure business and how do you help them overcome that?
Amy Landino [00:19:57]:
Yeah, I mean plain and simple, you just aren't increasing your price as you increase your wisdom and experience. When you are so used to grinding and doing so much of the nitty gritty work, especially at the beginning, you still consider yourself at that pay grade. This is why I always tell people they need an assistant. We are not ready to offload. We are not ready.
Yvonne Heimann [00:20:25]:
I'm completely, I'm completely jumping in here because we talked behind the scenes and Amy was actually back in the day the trigger. Let's, let's bring Kenneth in here. And yes, I literally in the green room.
While Amy is texting, I'm gonna explain to you what I'm talking about. And if you look at her Instagram, the reel is actually pinned to the top of your reels. Amy, back in the day. And this has been a. A repeated story, which also shows you. You can repeat your stories because there's enough people that haven't heard it yet. When Amy and I talked about getting her on the podcast, she is like, hey, yeah, I'm gonna send this over to my assistant, Kenneth. And my first reaction was, is he real? Because Amy was the one that I heard this the first time about.
She was talking and still is talking about, when you are in the beginning, get yourself a fake assistant. And for me, it was. It was a mindset shift of having a fake assistant, because I felt like I can talk differently than when it's me in the email. I suddenly felt. Felt more in a position of being like, you know what? I'm gonna pop the price double what I feel confident with, because guess what? I'm not pitching myself. My assistant is pitching me. And you can just have different conversations. You can show up differently.
Now. I would love for you to tell your story with your fake assistant. And yes, Kenneth, her current assistant, actually does it.
Amy Landino [00:22:13]:
I know I just texted him and he's on lunch, but if I can get him in here because I want to prove Kenneth is real, here's. Here's the deal. Fake assistant is not what everybody thinks it is at the beginning. But people get very excited about it at the start because if they don't think it's out of integrity, which I can understand why some people think that it's a method to start incorporating an assistant into your life. So very easy. Just come over to my Instagram to get the full briefing on it. If you send me, make sure you're following me, because it won't work if you're not. And message me the word 'playbook'.
Just tell me that Yvonne sent you. We'll send you the full fake assistant playbook. It has canned emails for you to use, like, the whole thing. The bottom line of it is you are not ready to hire an assistant yet. You're not ready to offload that responsibility. But you need to level up your presentation to the world, and you need to level up how much you value yourself. So you create a separate inbox for a fake assistant. You're going to give them a name and everything so that when you are speaking with somebody, Yvonne wants Amy on the podcast.
Oh, thank you so much for having me. That's fantastic. I need you to email Kenneth for me. And here is, I'm going to say Olivia for these purposes, I need you to email Olivia for me. It's this email address right here. So shoot an email and we'll get it all set up. Now, whenever you're setting up appointments, having invoices sent to you, everything goes to the administrative assistant's inbox. By doing that, you get into a routine of asking for help to do those things.
Now, for now, you're going to go put your fake assistant hat on, or for me, it was the Olivia hat, and go and sort through your administrative inbox to schedule the meetings, confirm receipt, make invoice payments, confirm all of that. And what you're going to notice over time is a couple of things. First of all, how much time you spending in that inbox?
Yvonne Heimann [00:24:15]:
Oh, my God, yes. Which also allows you, by the way, having that secondary inbox to not have it on your phone and start setting boundaries.
Amy Landino [00:24:22]:
Ah, I love that, that. See, that's, that's like a 301 tip. They're not ready for that email on. But yes, 100%. But no, totally, you should not have notifications on for email at all. But this will be a help, a helping hand to help you get there. You've got so much time you spend in administrative stuff because the nature of it, it is a lot of details, so you spend more time on it. Time is just time.
Time doesn't have a dollar amount. What you do with it is where it is quantifiable. So just the nature of admin work, it takes time. So when you clock it and say, okay, I'm doing admin tasks now stay focused, everybody. Whether you've got ADHD or not, do your admin tasks, time it and find out, wow, I'm spending 20 hours a week in my admin inbox. Now imagine if you got that 20 hours back to do higher level work, only talent level work, $500 an hour work, not $25 an hour work. Imagine that. And if you got that time back to not only make that money, it would make a whole lot more sense for you to be making that money.
Especially when you knew exactly what needed to be done by somebody else for a far more competitive price that would absolutely be offloadable. Sometimes you need to see it to believe it. And when you keep all your emails together, I don't want my admin checking my email. Fine. This is why we create a separate inbox. I don't know if an admin can manage my calendar. I know it's brain surgery. It's crazy that somebody else would handle your.
But the more you sit, how much time it takes you. And then you wonder, why am I barely sustaining six figures? This is why.
Yvonne Heimann [00:26:08]:
Because you're spending your time on low, no revenue tasks. I'm like, let's be honest, the actual working in an email inbox is, is no revenue. Yes, it can turn into revenue because your assistant is actually going to follow up within 24 to 48 hours rather than you having that email sit in there for the last two months.
Amy Landino [00:26:33]:
And imagine this. I've already given you a shortcut to a standard operating procedure for this. By you coming to Instagram, messaging me playbook. Right? You got that? There's no email opt in, by the way. It's like literally just, It's a Google Doc. Check it out. Imagine you've been doing this for months and then you go, I'm sick of this. I'm better.
I'm better than this. I'm not better than my assistant. Me and my assistant are partners. I will go to bat for them all day long. But the day you hire them, instead of stressing out about all the training you have to do, you've got a little bit of a feeling of relief because you still have to train. You still have to teach them how to work together. You still have to give a ton of context, you still have to build the people. But the fact that they can go into that inbox on day one and see all of your labels and see how you've written emails in the past and see the context of how you've typically dealt with things in the past to better understand and get that training off and running without any extra time from you.
Now you still got to do some training, but you've given them a way to figure out success immediately. They can literally see how you would have written the email because you wrote the email. Everyone's ready to fire their assistant on day one because they don't get it right away.
Yvonne Heimann [00:27:52]:
I'm like it. And it, it doesn't matter how you hire and what position you hire for. It never matters. Even if you are hiring the most established, high paid expert, what's going to happen is, yeah, those experts, hopefully if you hire a big coach, are going to ask you the right questions to give you what you need. And if you are hiring on a simple team position, how are they gonna know? They're not gonna know. How are they gonna know? It's like, Literally, I have Instagram in My head right now, where it's like, how. How are they gonna know how you want something run? I'm like, just look out there. And we've talked about this earlier.
The systems work. The systems work. It doesn't matter if it's behind the scenes system, if it's branding systems, if it's outreach, it doesn't matter. These systems work. That's why you see people out there running those systems and being fine. However, then suddenly you bring somebody in and they don't know your system, they don't know your flavor. And with that, I am so freaking excited right now. Let me see if I actually can get him in.
We hold on. We hold on. Guys, if you are only listening to the podcast, you need to hop over to YouTube right now, because I am on the fly. On the fly. How do I get in here? Where's my camera? There we go. I'm somewhere in the middle. There we go. Let's take this one off.
Kenneth is real. Kenneth is real. He exists.
Kenneth [00:29:40]:
I am, in fact, real.
Amy Landino [00:29:45]:
We talk about the fake assistant a lot on these podcasts, and I want everyone to know because Kenneth does sound like a very fake assistant name, by the way.
Yvonne Heimann [00:29:48]:
It is such a proper name where it's like, okay, this is such a proper name.
Kenneth [00:29:57]:
I'm like, yeah, I had a feeling that's what this is about. And honestly, this feels good to me because sometimes I think people think they're talking to Amy, and I want to be like, I'm actually a real person here. I am real. I'm not a fake.
Amy Landino [00:30:08]:
We're gonna have to resort to Kenneth selfies in emails because people are like, whatever. Amy has a fake assistant. It's like, well, this is why you do it. Because everyone will just never know when they become real or when they're not.
Yvonne Heimann [00:30:21]:
And I'm like, Kenneth. The part of the conversation, I don't know if Amy told you in the quick chat message of getting you in here. I followed Amy since back in the day, right when she started. So I had a fake assistant back in the day based on the conversation she had on her YouTube channel about the fake assistant. So the moment we had talked on Instagram, and she's like, yeah, Kenneth is gonna contact you. I'm like, does he exist, though? Like, considering it's been a few years now, I assume he exists. But this was just a perfect setup.
Kenneth [00:30:58]:
I am, in fact, real.
Yvonne Heimann [00:31:08]:
Yes, I think you are probably seeing right now just our recording.
I'll send that over to you on Instagram because we are. We are snuggling Kenneth in between us right now. It is too much fun to actually prove, yes, he is exists.
Amy Landino [00:31:25]:
I love it. You guys heard it here first. You heard it here. Well, you saw it here first. I mean, I've been trying to say it, but here on She Is A Leader. You get to see Kenneth as the realist.
Yvonne Heimann [00:31:35]:
And I love it that we were able to. To kind of, like, take it. This feels like live streaming again. I haven't done live streaming in a while where it's like you just flow with the punches and you just have fun.
Kenneth [00:31:48]:
Awesome. It was nice seeing you two
Amy Landino [00:31:50]:
Get back to work.
Kenneth [00:31:53]:
Absolutely. Yes, ma' am. Have a good one.
Yvonne Heimann [00:31:55]:
Thanks, Kenneth.
That was way too much fun.
Amy Landino [00:32:01]:
I wanted that epic moment for you. You have earned it.
Yvonne Heimann [00:32:05]:
That's the fun thing about it, where when you are secure in yourself, when you are secure in your business and what you deliver, you can just roll with the punches. And, like, don't get me wrong, the question of, is Kenneth real or not is a little punch. It's a fun story. It's something to play with, but it represents perfectly how you can deal with life, because life is going to be lifing.
And let's be honest, things are going to happen. Having. Working on our own, working on ourself, working on our strength, personal development, what makes us us. And continuously evolving and building that personal brand, I think, is that that core security where I'm like, oh, yeah, I'm gonna have Amy on. I don't need the form filled out, because I know she has. She knows how to talk. She knows how to show up. She knows how to run with the punches, because I know you've done the work.
Amy Landino [00:33:03]:
You didn't even watch every single thing like that. That is literally brand. You can trust people when they put themselves out there more. It doesn't mean you have to put out every detail of your life. It just means you have to put. Put Yourself out there.
Yvonne Heimann [00:33:17]:
Now, one question. Because we also like future pacing and sending the audience off with something. So if my listeners really want to. To get to that point of having bigger impact and be more productive and show up as the leader and the personal brand they want to be, what would you say they should implement right now? What is that one high performance strategy to implement now? And no, you don't get to say, implement a fake assistant.
Amy Landino [00:33:52]:
I love this question. No, I mean, everyone's already so busy making their fake assistant right now, they're like, no, there's no way we could have something even better. So if you are having a really hard time figuring out what is. What is my brand? How do I define it? What are the colors? How do I figure this out? Just like, stop. Just stop with all of that. I don't even care what your niche is yet. I don't. I genuinely don't.
I think people haven't figured out what their niche is because they haven't actually figured out what other people want to learn. Everyone's like, what? What do people want from me? They want to know what you know. So right now I want you to make a list of the 10 most asked questions that you get. I don't care what they're about. If you're already pretty dialed in on what your business is and what people typically ask, or the mindset issues that hold them up from taking a step further, that's fine. Fantastic. You, you're already ahead of the game. If you're like, I know how to bake a great souffle.
Cool. Awesome. I don't even know if you bake souffles. I just, like, said that. So just if you have something that someone asks you, I want that recipe. I need to know how you got to that level. How did you find your first assistant? I don't care what the question is. I want you to write down the 10 you get the most frequently.
As a matter of fact, if I would have followed this advice to a T 20 years ago, or, well, let's say 15 years ago, when people had no idea that content creation was a thing and I was doing it and people thought it was weird, I would have made a video called here's how to fix your printer. I don't know. Stop asking me. Just because I know how to use the Internet doesn't mean I know how to fix your printer, because nobody understood me at that time. But anyway, you get the point. What are the questions you get the most often? The most often. And then answer them. I just challenge you.
Amy Landino [00:35:45]:
My favorite thing ever is I worked with a real estate agent, one of my first clients, and all we did was sit down and film a video answering each of their most frequently asked questions. I want you to imagine that your real estate agent probably gets the question a lot. Should we, should we lowball or should we go high or should you know. And we live in a different real estate world compared to back then. But you are able to answer that question to the best of your ability as thoroughly as possible in an amazing way. A video. At the worst case scenario, the next time your client asks you that question, you say, Yvonne, I love that you asked me that question. I get that question so much.
I wanted to make sure you got the best possible answer from me because I know you just fired this off to me in an email, but I wanted to give you a thoughtful answer. Here's a video on it. I want you to watch this video and let me know what questions you have after you watch it. You have shown that you're so good at what you do. You already planned on them asking you that question, that you have a piece of content to share with them. That's one to one. Meanwhile, that video is already one to many. It's one to many because you posted it to YouTube and you tagged it appropriately.
It's one to many because you put it on TikTok. It's one to many because you put it everywhere and now people are going, oh, I didn't even know she was a real estate agent. Well that's really. And now we're starting to build brand. Just answer the most frequently questions that you get if you want to know if you're valuable. Find out what people need to learn and how they can associate you with that information.
Yvonne Heimann [00:37:32]:
Ah, yeah. Personal brand is not about the logo and the colors and everything that comes afterwards. That comes afterwards. That's right. What's in the future for Amy?
Amy Landino [00:37:46]:
I don't know.
Yvonne Heimann [00:37:50]:
Rolling with the punches right now, living, going.
Amy Landino [00:37:51]:
It's not even like rolling with the punches. It's just like I know what my goals are. I want to give my family a good life and I want to be wildly successful. And every day I decide what that looks like for me. I start the day by looking at my long term goals and I look at the annual milestones that are contributing to that and I hope it all works out. But the worst case scenario is none of it comes true. But I got way further along in my life because I tried. I'm not worried about what the future holds.
I really just want to be appreciative of this moment.
Yvonne Heimann [00:38:23]:
And I have a feeling where. Where that might also be rooted into, which means I might just have to have Amy back on a another episode. I'm not gonna tell you what I think where this is coming from. You're just gonna have to find Amy online and dig a little bit deeper because it's been a few years since then. Amy, where can people find you? Where can people in a nice and appropriate way online stalk you?
Amy Landino [00:38:50]:
Oh, gosh, I love nice and appropriate stalking. It's my favorite YouTube.com/amytv and of course, find me on Instagram. Just look for Amy Landino. It's the verified account. You can't miss it.
Yvonne Heimann [00:39:01]:
And as you always know, all of the links are going to be in the description, including linking to Amy's books and all the things. If you haven't met Amy yet and you are still here, you know, it is worth digging into and connecting with her. Thanks so much, Amy. I just thank you. Just thank you for the good laughs. Thank you for the years of lessons, leadership, and you. Thank you.
Amy Landino [00:39:25]:
Thank you so much. I can't tell you what it means to me that you've been in my world for that long and the fact that you still hang out and appreciate all of fills my cup. So, Yvonne, thank you for having me on the show. It's a great pleasure.
Yvonne Heimann [00:39:38]:
And bye, everybody.