The Commission Code for Success

Why Authenticity Beats Professionalism in Modern Marketing

• The Commission Code For Success from Sims Training and Consulting, LLC • Season 1 • Episode 25

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Ever wonder why traditional networking methods sometimes fall flat? TJ Robertson's journey from frustrated entrepreneur to thriving agency owner reveals a counterintuitive path to client acquisition that's transforming how businesses market themselves.

Despite 16 years of industry experience, TJ found himself struggling to land clients through conventional methods. Calls went unreturned. Referrals fizzled. Personal connections led nowhere. Then something unexpected happened—TJ started posting daily videos on TikTok while walking his dog.

The results were immediate and astonishing. For every video posted, approximately one business owner would reach out directly, eager to work with him. These weren't just casual inquiries—they were qualified leads approaching with their wallets open, often beginning conversations with "I promise I'm not gonna waste your time. I have money I want to pay you."

What makes this approach so powerful is its accessibility. Using just his smartphone camera and spending only 20 minutes daily on content creation, TJ demonstrates that effective marketing doesn't require expensive equipment or hours of production time. The secret lies in authenticity—providing genuine value while speaking naturally, as though in conversation with a friend.

This episode breaks down the exact workflow that makes this possible, from AI-powered video editing with Descript to content distribution across platforms using Cloud. You'll learn why those first three seconds are critical, how to craft hooks that stop viewers from scrolling, and why TikTok's algorithm might be better at finding your ideal clients than LinkedIn.

Beyond video marketing, TJ shares insights about the evolving landscape of search engine optimization. As AI transforms how people discover businesses, success increasingly depends on creating highly specific content that addresses particular use cases and detailed scenarios. The days of competing for generic keywords are fading—replaced by the need to answer the exact questions your ideal clients are asking.

Ready to transform how you acquire clients? Press play and discover why your smartphone might be the most powerful business development tool you're not fully utilizing.

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Speaker 1:

Yeah, I did not expect it. When I started my business, I did what I think everyone should do is I reached out to everyone I know I made sure they knew I had a business. I told them exactly who my ideal client was. I told them how to pitch me. I asked them hey, who do you know that owns a business? I was making calls, I was meeting people, I was having friends reach out to people for me. I got no clients doing that.

Speaker 2:

Welcome to the Commission Code Podcast. We're here to help you overcome the challenges that most of us face in our business. From time to time, you know things like feeling like you're on a plateau and you just can't seem to grow your business. From time to time, you know things like feeling like you're on a plateau and you just can't seem to grow your business. Or maybe feeling overwhelmed, just trying to make ends meet and yet it seems like you're always working. Or maybe you've done quite well for a while, but now nothing seems to be working anymore. Well, we want to help you solve those problems and many more. Our objective is to provide you with practical solutions so you can grow your business and have more time to enjoy the fruits of your labor.

Speaker 2:

My name is Morris Sims and I'm going to be your host for this show. I've spent years okay, decades really in the corporate world teaching business owners how to increase their revenue and use professional sales processes and run their business more effectively and efficiently. I started my own consulting and training business about seven years ago, I guess, and I'm helping my clients do just exactly that Get more revenue, increase their revenue and have more time to enjoy the fruits of their labor, but I got to tell you I'm having more fun than ever helping people build successful businesses. So, with all that said, let's get on with today's episode of the Commission Code for your Success.

Speaker 2:

Tj Robertson is our guest today on the Commission Code for your Success. We're really excited about having TJ with us because this guy knows video and marketing like you would believe, and I'm just dying to hear what kind of practical things he can share with us today that you can use in your business right after you listen to all this stuff and you hear what TJ has to say. So, tj, thanks for being here. Man, tell us a little bit about what you do.

Speaker 1:

Hi, thanks so much for having me. Well, I'm in digital marketing, but I have always loved working for myself or at least earning my own keep. And when I was young, I had some jobs and I learned really early that I didn't like having a boss. I didn't like having someone who had that much control over me in my life. And so when I was young, I did video in high school. That's what me and my friends did. We just make fun videos, and so I'm like man, if I could do this for a living, that would be the dream. And so I started a videography business when I was 21. And and it was. It went well. I started making some money, which was like it was just so cool to be able to not have to rely on, on payroll or a boss and just be able to like I can go, I can make money, Although it wasn't too long before it started feeling like a job again, and I think a lot of people have probably experienced that when you take the thing you love and turn it into work.

Speaker 1:

But I a lot of my clients when I was doing video we're doing this new thing called internet marketing.

Speaker 1:

We didn't call it digital marketing back then and and I was helping them make info products and and I realized that what they were doing sounded a lot more fun to me, and so I just started trying out this thing called SEO to see if I could get some sites ranking on Google. This was in 2009. And it was really easy back then, and so that felt like magic to me, and, all over again, I was obsessed and I just wanted to do that, and, it turns out, other people were willing to pay me to do that, and so, over again, I was obsessed and I just wanted to do that, and it turns out, other people were willing to pay me to do that, and so that was a dream, and so that's what I did until about 2014. I found someone else who was trying to do the same thing, except he was a little bit older, a little bit more organized, a little bit more disciplined. In my 20s I was not as disciplined as I would have liked to be.

Speaker 2:

And that's not unusual for any of us, is it?

Speaker 1:

Yeah, yeah, I was just kind of winging it at that point, and so that was really alluring and so I joined with him and my first stipulation was I promised myself I would never have a boss. And so I told him I'm like I want to join with you, I want to work with you because I like how you have things set up, but I cannot have a boss. And he said I promise I'll never be like a boss. And I was like cool, we're partners, I would get a percentage and I love that, because if we get more clients, I get paid more, and I've always really loved that arrangement. But time went on and I kind of slept, walked into this arrangement where I was an employee again and I had a lot of control over my my day to day job. But I found that the founder of that agency had kind of checked out I was essentially running the agency and and I was getting paid like an employee and I didn't like that. My performance didn't change, how I got paid. And so just a few months ago I decided to go out again, start my own agency, started with zero again and it's been really fun. It's like I'm in my 20s again and it's going really fun. It's like I'm in my 20s again and it's going really well.

Speaker 1:

I want to talk about some of the things that have helped me get clients really quickly. That I didn't expect to work. That I think could help some other people as well. But one of the biggest reasons I went on my own is because AI has changed everything. I couldn't get that last founder to agree with me on that, but I knew we had to kind of reinvent how marketing was going to be done and he was not planning on changing anything, and so that's what I've been really focused on, honestly, for the last two years. But since I started my agency now it's really kind of lit a fire. But yeah, so that's where I am now and I'm excited to talk about what's working.

Speaker 2:

Super. There are a couple of things there that I'd love for us to investigate in the time we have today. One of those is getting clients quickly you mentioned, because that's something that I think all of us out here in the real world who make a living based on finding somebody else who might have a problem we can help them solve All of us in that position are always looking for easier and better ways to find new clients. One of my mantras for those folks, and for me and myself, is don't forget the folks that you've already done business with, because your clients will buy from you again and again and again, and because you already had that trust relationship built up. That's just one of them things, but it's so funny. We build a relationship, we help somebody solve a problem, we exchange service or product for money, and then we stick them off on the side, we never talk to them again, we forget about them, when, in reality, they're probably some of the best prospects for new business that we ever had.

Speaker 2:

I just got off on a rabbit trail, didn't I? The fact is, though, that's still something very important to all of us. So if we can talk about that, and boy, ai is just the topic. I mean, it seems to be. You know, I don't know about everybody else in the world, but when I started looking at it it was like where have I been? I've been hiding in a closet somewhere and look here, all this stuff's happened and I didn't even know about it yet. So let's start with that. Just the practical stuff. Tj is what I think everybody's listening for. How did you go about getting new clients quickly?

Speaker 1:

That was a great comment you made. Yeah, 100%, and I think digital marketing has been more impacted by AI than any industry, but it's definitely coming. If you spend a good amount of your time working on a computer, AI is going to disrupt your job, and so I do think it's important that you're looking at how you could use it to be more efficient. But my clients actually came mostly from TikTok not what I expected at all. Now, like I said, I've always done video. I like recording videos. I know a lot of business owners won't like that, or 1099s as well. Like I try to get my clients to record video and it's painful, so hopefully I can give a few tips on how to make it not painful, because I really do think video is the only way to build trust with someone without that one-on-one interaction. Oh, I think so too. I've talked to a lot of business owners?

Speaker 2:

Oh, go ahead. I was just saying I think so too. I agree with you, because now we've got body language, now we've got, you know, facial expression and stuff, and that's going to help build that trust relationship. So no, I'm with you a hundred percent.

Speaker 1:

Yeah, yeah, I mean, you can look through someone's website, you can see pictures of their work, but you really don't know anything about them. And just video really does something magical. If you can just sit and watch someone talk audio to some extent as well, but just being able to see someone talk for a couple minutes on end, you get to know them and it builds trust like nothing else. And so I knew that to an extent.

Speaker 1:

I'd been making some YouTube videos, but when I was in that situation where I need clients, I just decided I'm going to make one video every day, and maybe they're going to be bad at first, but I'll get feedback quickly, and that's what's great about the algorithms today is they will tell you if your video is bad. They'll tell you by giving you no views, and if your video is good, you'll know really quick. And so you get. Especially on TikTok, you'll get feedback within a couple of minutes, which is just the fastest way to learn. You just try something new every day and eventually you'll find something that's like. That just takes off.

Speaker 2:

Tell me, was TikTok your main platform or did you do other social media platforms?

Speaker 1:

Yeah, tiktok was actually an afterthought, it's. It's funny. I um. I mean, if you're going to record a video, you might as well publish it everywhere you can. All the platforms are pushing short form video right now. Uh, long form video can work well on youtube, but short form video can be posted everywhere. And, um, when I say short form, I mean vertical video, typically recorded on your phone in vertical orientation, usually under three minutes. But TikTok can be 10 minutes. It might even be able to be longer now I'm not sure, but usually a little under that three minute mark. And so you know, if you're going to create the video, publish it to YouTube, instagram, facebook, linkedin, tiktok, x. Like you know, you've done the hard part. You might as well just publish it.

Speaker 1:

And I have an AI set up with some instructions on how to write titles and descriptions and captions for all those platforms. So I use something called Descript when I'm editing. It's an AI video editor. It's like one button. It takes out all the gaps. One button it takes out all the retakes. One button adds captions. So I can edit a video in about five minutes, take the transcript, put it into. I use something called Clod, which is like ChatGBT but better at writing, and it has instructions already on the best practices for writing titles, descriptions, captions. It spits out all of those. I just open all my social medias from a bookmark folder and then, just one at a time, drag the photo in, copy-paste the titles and descriptions in. You can also automate this, but I find that it's fast enough to do without the automation, that. I'd rather just do it and I can review the work a little bit.

Speaker 1:

Tell me again that editor Every video I make ends up being 10 posts.

Speaker 2:

The editor that you mentioned. Let's make sure we get that out there for everybody, because that's one of those really practical things that I think people could use.

Speaker 1:

Yeah, Descript or Descript. They won't comment on the actual pronunciation, but it's. A lot of these video editors are starting to incorporate AI features into them, but Descript has always been on the forefront. I pay $300 a year for it, which is you know about what you pay for most of these editors, and it's it's remarkable how much time it saves.

Speaker 2:

Wow, sounds great, super. We'll definitely make sure that gets out there. That sounds like a wonderful thing to do. Short form video sounds like it's really cool. And I tell you what I've got cameras that I spent thousands of dollars on and I think that dead gum little camera in my Apple iPhone is probably as good, and I think that dead gum little camera in my Apple iPhone is probably as good, if not better, than any of the DSLRs or mirrorless cameras that I've got that I've paid a lot more money for.

Speaker 1:

Would you agree? Yeah, phone cameras have gotten really good, and the thing is, especially with short form, the video quality doesn't matter that much, like as long as they can tell what they're looking at. The audio quality matters more. But even then, I'm not using a microphone. I'm walking around, so I record my videos while I'm walking my dog.

Speaker 1:

My priority is not to make the best video possible. It's to only spend 20 minutes making, editing and distributing my video, because I got work to do, and so the good news is, what works with short form is just authenticity. So I would say authenticity over professionalism. You're not trying to make a high quality looking video, a high production value video. You're trying to provide useful information, and so when you're thinking about the video, the most important thing is going to be what's called the hook Some people have probably heard of. The most important thing is going to be what's called the hook Some people have probably heard of this term.

Speaker 1:

It's going to be the first three seconds of the video, and that's because when people are watching video content, they're swiping every couple seconds. They will not give you more than two or three seconds, and so I don't script my videos. It would take too much time and they come off as sounding fake, so it's all off the cuff, except for that first two or three seconds. I will spend the five minutes it takes me to walk to the place where my neighbors can't hear me yelling at myself into my camera. Those first five minutes I'm just thinking okay, what are those first five to 10 words I'm going to say?

Speaker 1:

And I need to make sure that my audience that I'm trying to target understands that this video is for them and that if they swipe right now, they're going to miss something they wish they had heard. And so you're making some kind of promise to them. And so you know, you might say, like one of my most popular videos on TikTok, I start marketing, marketing. Agencies will be dead as we know them now by 2027. I've said something provocative now. Okay, now I got to know what he's getting at here, right, yeah, something that just promises values coming, and then they'll give you some space. Once you've, you know, kind of uh, proven to them that that you're going to offer something valuable, then you can, then you can just talk.

Speaker 2:

Um cause.

Speaker 1:

You know you should be making videos on things that you are already an expert on, that you know stuff about, and just try to offer a lot of value. Don't hold back and, um, I, I don't sell myself in the videos. I, every once in a while, I'll talk about how I do a free marketing audit for anyone with a marketing budget, but for the most part, I'm just sharing. This is what's going on right now. This is how you rank in ChatGPT. This is how SEO is changing. This is how you get leads online, and for every video I post, I get about one business owner DMing me asking if I can help them with their marketing, which, yeah, I guess TikTok was the afterthought. I thought maybe YouTube would be more popular, and I know other people are doing this and they have more success on YouTube. You never know what platform is going to pick up, but that's like especially with AI. Now it's so easy to just do it once and blast it to every platform.

Speaker 2:

Well, yeah, I'm just really surprised at the TikTok thing as well, because I wouldn't expect that to be the home of business owners. I would look more toward LinkedIn, I guess, and traditionally is the platform to go forward with business owners. But wow, TikTok, huh.

Speaker 1:

Yeah, it's something about the TikTok algorithm. They figured something out that the other platforms are all trying to copy, but TikTok has done the best. So I do post everything to LinkedIn as well. I have an AI that takes my transcript and it turns it into a nice LinkedIn post and I get a few reactions there, but it doesn't spread in the same way. I think on LinkedIn, having a lot of connections is important, and I started with zero across all these platforms.

Speaker 1:

On TikTok and on a lot of the video platforms, the number of followers you have doesn't really matter that much anymore. The algorithm doesn't want to show you it tends not to show you content from people you follow. It shows you whatever content is going to keep you on the platform. Right, these algorithms are tuned to keep you there as long as possible, and so it doesn't care if you're following someone or not. It cares if it's going to resonate with you, and somehow TikTok has just gotten really good at finding the right people for your video, and so it's important to think about when you're making videos. Is this something that my audience would be interested in, because you don't want to confuse the algorithm, but if you keep making content, that's for the same audience. Eventually, tiktok will find that audience, and then it's feeding your content directly to the people that are most interested in it well, I'm taking notes as fast as I possibly can and I know it's recorded.

Speaker 2:

Hell, I'm going to have the damn thing and I'll edit it, but I'm still taking notes as fast as I can.

Speaker 1:

When you talk about an AI, system to post this across the board. How does that work? So right now, I mostly use Cloud. Like I said before, it's like ChatGPT, but it's better at writing, and I've set up what are called projects. So pretty much all the large language models have some kind of project. Chatgpt calls them custom GPTs, and what a project allows you to do is provide instructions and then provide data, and nowadays you can provide a lot of instructions and data, and so once you've provided that so, for example, I have one that's just for taking a transcript and turning it into a LinkedIn post.

Speaker 1:

It has maybe 500 words of instruction talking about best practices for LinkedIn, what to keep from the transcripts. I want it to sound like I wrote the LinkedIn post, but I also want it to be structured in the way that works on LinkedIn what to keep from the transcripts. I want to sound like. I want it to sound like I wrote the LinkedIn post, but I also want it to be structured in the way that works on LinkedIn. Which, on LinkedIn, the most important thing is that first line, because they're only going to see one or two lines of text, and then there's the hit more button. So you want to again. You're trying to hook them with that first line, and then I want to make of that right, yeah, so, yeah. So you'll see all the text and the video will be underneath it. Yeah, and then in the data I'll just provide a lot of LinkedIn posts that I found Like.

Speaker 1:

Here's a bunch of LinkedIn posts that have done really well, that resonate with me, that sound good. So use these as examples. And so I have a project like that for LinkedIn. I have a project for Reddit. I have a project for Reddit. I have for blog posts. We actually have a couple project because those blog posts we're trying to rank in search engines and so we have to do a little bit more work to make sure they're optimized for search and not just for compelling content. But yeah, we just open each of those projects in a new tab Once they're set up. It's just dragging the transcript in. It does all the work, prints out a nice LinkedIn post. I might read it and make a few edits, but most of the time I can just copy paste it and it looks like I wrote it. To date, I've yet to have someone say this looks like it was written by AI. I think, if you do it well, you provided enough examples and because it has that transcript, it really sounds like something you wrote.

Speaker 2:

So you're using Cloud to write the text, the stuff that you're going to post, and then you're manually going in there and putting that into a post with your video.

Speaker 1:

Yeah, and you can automate that. There are programs like N8n or Makecom where you could make it, so all you have to do is drag the video and transcript in and it would go make all the posts for you. In my experience right now, the whole process for me takes 20 minutes and that's recording, editing and distributing, and so I wouldn't save that much time by automating it. And when I'm posting myself, it gives me a chance to look at each of the titles and descriptions. Every once in a while I want to tweak something. You know I didn't quite get it right and so I think eventually I'll automate it.

Speaker 2:

But yeah, right now it's just so fast already Sounds great, and let me get back to the, to the beginning of this discussion real quick. The question was how did you get clients rapidly? Is this the way? I mean using video posts on all these different platforms? Is that where the majority of your new clients came from?

Speaker 1:

Yeah, yeah, I did not expect it. Like I, when I started my business, I did what I think everyone should do is I reached out to everyone I know. I made sure they knew I had a business. I told them exactly who my ideal client was. I told them how to pitch me. I, you know, asked them hey, who do you know that owns a business? I was making calls, I was going, I was meeting people, I was having friends reach out to people for me and I got no clients doing that. I think I identified like oh my God, because that's what I teach people to do Crap.

Speaker 1:

Yeah, it was hard, because I you know I was, even though I have 16 years of experience. I was. You know, I'm a new business and no one wanted to be my first client, but when people find me on YouTube or TikTok, they already see me as an expert because I'm speaking authoritatively, I'm making sense to them, I'm providing real value and so when they come to me, they already trust me. They're not very rarely are they coming to me expecting me to sell them.

Speaker 1:

Most of the time they're trying to sell themselves to me. A lot of the conversations start. I promise I'm not gonna waste your time. I have money I want to pay. You Just please hear me out. And it's, that sounds like a great conversation. Yeah, it's I really.

Speaker 1:

This is why I've become a believer in video and no one wants to do it because they feel awkward, they feel like they're going to be cringier. Yeah, and like to be honest, your first video probably is going to be kind of awkward, but but because it's a skill, you have to do it a few times before you feel natural. But what I tell people is it's a skill you already have. Like, you're already going on Zoom calls. You're probably already FaceTiming with friends. You, you are completely normal on those.

Speaker 1:

I'm talking with clients all the time and they're just. They're just going off about how their business works and why you know their system is the right way and I'm like I could just clip that right there and put it on TikTok and it would blow up. You were talking so naturally. You're providing so much value.

Speaker 1:

It's something about when you're looking at the camera and you see like that countdown or you see the red light go on and you get in your head and you stiffen up and you, you, you, you want to make sure you don't make any mistakes, and so I think the best thing to do is to start recording and then just wait. Wait like 30 seconds, wait a minute, just wait for that like panic to kind of subside and then talk like you'd be talking on a Zoom call or FaceTime with a group of friends. You're a little bit higher energy than you would be with just one person, but you're natural, you're not worried about making mistakes, and, especially with editing, you can edit out. I do multiple takes sometimes, but you can just edit out anything that sounds weird, and it's such because so few people want to do it, are willing to do it. 99% of your competitors are not going to do this. That's what makes it so effective. It's so easy to stand out.

Speaker 2:

Wow, this is really cool and it's really very, very practical, tj. One last question as we wrap up here. You mentioned SEO a couple of times. Can you give me a couple of three practical things that I ought to do, that we all ought to do, to improve our search engine optimization?

Speaker 1:

Yeah, certainly, and I think, when you're thinking about search engine optimization right now, I actually think you should care more about large language models like ChatGPT.

Speaker 1:

Right now, google still gets a lot more traffic than ChatGPT, but even Google is planning on switching over to what they call AI mode which is a large, language model, think by the end of this year, it's going to be more valuable to be getting recommended by large language models than it is by traditional search engines. The good news is, most of the stuff that you would do to rank in search engines is also going to help you with large language models, and so the two pillars of ranking is going to be authority and relevancy, so you need to know what you're trying to rank for right. This is going to be a specific search that someone does in Google, or query that someone types into ChatGPT or Prompt. So, having that in mind, knowing what would someone search for if they were looking for my services and then identify a list Like these are all the different things that they would search for, are all the different things that they would search for, or the different ways that they would search for it, and then for each distinct search meaning a search that's not synonymous with another one you want one page that is very clearly just about that, and so, if you're, if you do, I've worked with a lot of window tinters before and they might do window tinting, but they also apply vinyl wraps to cars. They also do paint protection films, ceramic coating. Each of those services should have its own page. But then to go one step further, what really works now is to segment that down as much as possible. So not just a page about window tinting, but you might want a page just about ceramic window tinting. There's a certain type of window tinting, or window tinting for trucks, or window tinting in this specific neighborhood that we get clients for, and so segmenting to specific areas, to specific use cases, specific subservices of your services, and making a page for each one is the most effective strategy right now in SEO, and it's gonna be even more so when people start using large language models because the searches are way more specific.

Speaker 1:

When you're talking about ChatGPT, you give it way more information. You don't just say window tinting near me, you say hey, I'm thinking about getting window tint on my F-150. I don't really care about privacy, I'm more looking at heat rejection. Oh, and I need it done by Friday. And so then ChatGPT goes out and searches for truck window tinting, heat rejection, five-day turnaround. If you have that information on your website, if you have a page about truck window tinting, you talk about your turnaround time and your competitor doesn't, then you'll get recommended by default, and so that's really the game right now is make sure that you have a page for everything someone would search for and make sure everything that could be known about your company is somewhere on your website, because it is getting crawled. Chatgpt is looking at your website right now. You want to make sure they have everything they possibly could have to sell you to the people that are using ChatGPT.

Speaker 2:

So what you're telling me is and it's something I've never actually done, but folks are going to things like ChatGPT and asking the same kind of questions or looking for the same kind of things that we all used to go to Google for. Right off the bat Number one, we'd go to Google.

Speaker 1:

Yeah, yeah, and right now most people still do go to Google, but chat GPT is growing really quickly. Google's falling very slowly, but pretty soon Google will look a lot more like chat GPT and they don't rank websites the same way. But the same principle applies, in that people are providing a lot more context in their searches. So it used to be that everyone was competing over one or two terms because people were using very you know, people would just type window tint. But now, because there's a lot longer searches and another thing I didn't mention when you search in AI mode, for example, in Google, it'll take your search, it'll take everything it knows about you and it'll perform 12 different specific searches, and so that's just another reason why these searches are becoming longer, more specific, and having that specific information on your website, having a page that targets that specific term, is just the winning strategy right now.

Speaker 2:

TJ, you have given us practical information and practical things we can use. Brother, thank you so very much for being with us on the Commission Code, for your success.

Speaker 1:

Thank you for having me. It's been a blast.

Speaker 2:

We may have to just do this again. Tj, I don't know. We had a good time. I think I had a good time. I hope you did, but I bet there's more that you could share with us. If we do this one more time, so I may be in your inbox asking for another meeting here, brother.

Speaker 1:

Yeah, I would love to. It's a lot more to talk about.

Speaker 2:

TJ. Thanks a lot. We'll see you soon. Take care.

Speaker 1:

Thank you.

Speaker 2:

Well, that does it for this episode of the Commission Code Podcast. This is the place where we want to help you find the commission code to success in your business. Remember, go to MorrisSimscom for more information and in the meantime, hey, have a great week, get out there and meet somebody new, and we'll see you again next time right here on the Commission Code. Best wishes. I'm Morris Sims, you.