Build Your Lighthouse and See Its Magic

We have 20,000 people in the Facebook group, digital marketing with Dennis Yu. I post jobs here and hire a bunch of people.

Recently, I got a new client, Zach Reese, a roofer in Atlanta, and for that, I hired three people, including a content person, a video person, and an ads person. And they get hired by looking at the different job postings, making a one-minute video of their understanding of the job, and posting that in the Facebook group.

If they qualify, we hire them. I have hired a bunch of people for Zach.

They’re only making $500 a month, but that’s okay. $500 a month for six weeks will cost us $4,000, which is fine.

I want to help people for the mission to create a million jobs. I lived in Pakistan. So I understand it better. Feel free to use me.

We hire people and get them trained, and it is not something where we’re charging some premium price, paying just a few dollars, and pocketing all the money. We’re paying out every dollar that’s coming in.

I’m not making any money. I’m doing this to create jobs. 

Building lighthouses and demonstrating how we do the stuff attracts more people who want to work with us. We can then reliably deliver because we can scale as we have these large audiences of people.

It’s not like one guy selling; all he does is sell. Just like this guy Aaron Gobidas. He’s a one-person show. All he does is sell and have no delivery.

You should focus on your SOPs and how everything’s being done and put them together in actual courses.

Build a lighthouse/relationship

I had a call from a guy on Fiverr who lives in Israel and is responsible for the seller community. He reached out and said, I’m in charge of the seller community of all the freelancers. Do you think maybe we could collaborate and do a webinar? And I said I would love to do it.

I want to meet him in Israel, and we will make a holy land trip. I sent the recording to my VAs and said, “Hey, send him some socks.”

Notice the theme here is the “lighthouses” I’m maintaining each of the relationships, running them through the same process, and not doing it in a cookie-cutter way. It’s still thoughtful, but it’s still the same process.

So there is my friend Rehan Allahwala from Pakistan. He has 12 million followers. Any time I get a shout-out from him, I get another 3000 followers. We’re both talking about the same thing– how do you earn a hundred thousand rupees a month, which is $500? 

lighthouse
Me with Rehan Allahwala

He said, “Dennis, my objective is to grow roots. I’ll give you a couple hundred thousand people in your group to follow you. And that way, you will be tied in with this group”. I said, Yes. Bring them on. I would love to do it.

So you can see the lighthouse strategy requires having connections on the client side, attracting the demand and also on the supply side– – which is getting the work done.

We need people to process these stages in the content factory;

  • In the first stage, content production, we all need to make our content or co-create content with others. 
  • And then asset production –editing, repurposing, posting on multiple places, distribution, and amplification, a dollar a day.

So this creates jobs. The more content we produce, the more clients and channels we have. 

The lighthouse can create tons of inbound sales, leads, and authority. But if you also abuse this and hurt other people like this Aaron Goda guy, a lighthouse will burn you just as well. It’s like a magnifying glass. It can cook the steak, but it can also burn you. 

If somebody is transparent with you and shows you the things that nobody else does, you never leave that person’s side. It is such a privilege. 

I want to say that nobody has that overnight success. You do blow up in the eyes of the public, but it is never an overnight success. 

You should leverage your blue check, get all the right people to feature the good stories, pitch significant publications, build authority, and can elevate other people along the way. And in preparation for that, assemble your topic wheel, which is the six topics.

I understand with PR, there’s a lot of outreach and pitching going on, but why not leverage your publications? Why not leverage the authorship, contribute your current accounts, and put content out there?

Here comes a question;

Can we leverage off of partners and vendors that we work with on significant outages and make good relationships?

Absolutely. Yes. Interview them as part of your podcast. 80% of these guys will say yes. 

It’s a slam dunk. It’s a no-brainer.

Dennis Yu

About the Author

Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads.  He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.

You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.

You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.