Episode 003

Bobby Tsui

CEO and founder of The Same Circle Method

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About Bobby

Bobby Tsui is Founder and CEO of The Same Circle Method, where he helps interior design professionals and creatives develop influential positioning in their markets so they can grow their businesses profitably while staying in their genius zones.

What You’ll Learn

  • [1:11] Bobby shares the philosophy of The Same Circle Method and how he helps his clients gain visibility and confidence to grow within their niche. 
  • [3:26] The best performing content for Bobby’s business
  • [4:27] Bobby talks about using long form content as a way to relate to his audiences, and the process of making long form content and sharing it on platforms such as Facebook.
  • [10:25] Using Facebook groups as a safe space to build a community and create a stronger bond with your audience 
  • [11:50] The strategy to maintaining and gaining a strong engagement on Facebook groups
  • [13:29] Bobby shares how he founded The Same Circle Method and developed it to cater to interior designers and creatives 
  • [15:24] The biggest pieces of advice that Bobby believes have helped him become a better entrepreneur and content marketer

About Shaina

Shaina Weisinger is the Founder and CEO of Repurpose House, which turns long-form content into optimized videos and images for high engagement social media strategies. Shaina has a background in video production for digital marketing and is on a mission to show content creators the untapped potential and repurposing power of the content that they already have. She has taught about content in many publications including DigitalMarketer, Inc., and Startup Nation, and continuously offers valuable takeaways by interviewing industry experts from world-recognized brands such as GoDaddy, HubSpot, MarketingProfs, and more through her video podcast, Content Karate. She loves to laugh loudly, be obnoxiously competitive on the volleyball court, treat her dogs as her kin, and recover from tripping on or running into almost everything within a five-foot radius. Learn more about Shaina here: ShainaWeisinger.com

Read Episode 003 Transcriptions

Sarah Guidas: Hey everybody. Thanks so much for tuning into another episode of content karate. So we are a marketing show who interviews these amazing, amazing content people who are focusing on repurposing the content they’re creating to drive traffic, to generate leads and to really increase revenue through their business in strategic ways. So my name is Sarah Guidas, I’m the director of operations here at Repurpose House. Today I am so thrilled to be sitting with Bobby Tsui, the founder and CEO of the Same Circle Method, where he helps interior designers specifically, and creatives develop influential positioning in their markets so that they can grow their business profitably while staying in their genius zones. So, Bobby thank you so much for taking the time today, we’re thrilled to have you on.

Bobby Tsui: Thank you for having me, Sarah.

Sarah Guidas: Yes, absolutely. So I would love to just start by learning more about the Same Circle Method in kind of your own words and a lot of the content that you’re creating to make sure you’re getting in front of this specific niche audience.

Bobby Tsui: Sure. Well the Same Circle Method is really a methodology and philosophy that’s predicated on forming the right circle of prospective clients that actually allow you to flex your muscles and let you to take the reins on a design project. And that’s a far departure from, let’s just go with the vanity metric of gaining a lot of followers on social media, and then you find out at the end of that rainbow, when you’re doing it for so long, you will find out that your perspective clients just aren’t online. And that’s what you tell yourself. And you tell yourself, okay, let’s just go back to word-of-mouth referrals and by the way my clients aren’t online.

Bobby Tsui: So that’s just basically what I’ve been hearing a lot and the Same Circle Method is basically the one who’s slaying that monster and saying, look, there is a better way to find your perspective clients with a particular focus, and so a lot of my content that I put out online is largely to meet them where they’re at, to honor what they’re doing currently in marketing, because I don’t want to necessarily convolute the strategies that I teach. Some of them can be a little too high techie techie, and some of them can be a little too advanced, but I definitely just want to honor people where they’re at and then say, well, there is a slight adjustment that you can make here. And here’s what that is. And that’s what I like to do in my content.

Sarah Guidas: Yeah, and that’s great. You’re spending that time kind of debunking that stuck mindset that they might have, adapted. So a lot of your content is that educational side of showing them the XYZ steps that they can take to kind of overcome that challenge. So what types of content would you say you’re creating that really help perform best for you, and sinking in for them and for them to be able to absorb that and for them to learn?

Bobby Tsui: I would say videos are great pieces of content, whether they’re showing my face or just showing us some slides. I think visuals are always performing really well but I favor just being able to turn on the camera and just talk, and doing it structurally so that at least when I’m creatively thinking outside the box I don’t go off on a tangent for ten minutes, but I just love putting out that kind of content and helps me just connect with people on an emotional and human level.

Sarah Guidas: Yeah, absolutely. Especially getting to see that face, getting to know that familiarity of who is Bobby, what is he representing and teaching and coaching me. So kind of speaking of those specific content pieces, have you created one that kind of outperformed all of the others? One that’s been your highest performing piece of content, whether it’s been video or something else?

Bobby Tsui: Really pinpoint one particular kind of a piece of content, but I will say that long form content always performs really well for me when I’m telling a story, sharing some kind of vulnerability and just providing my insights on that piece, because having a gift of hindsight in 2020, I can relay that back to the audience that I’m talking to and say, “Hey look, you might be going through this as well.” And I think that really helps the audience relate to me. And, I always love turning like a long form piece of content into, other pieces of content and other different mediums, but it would always typically start there. And I probably go with that one.

Sarah Guidas: Yeah, that’s great. So in terms of creating that long form content, do you follow like a specific process because it sounds like you take a really interesting approach that not everybody does because you’re pinpointing and talking about struggles. It sounds like too, and just not showcasing, all the positives, all the wins, but like, “Hey, this might be a hurdle. Here’s how you can approach it. Here’s what I’ve done. And I’m human and I’ve been through it too.” Do you have any type of processors that kind of just depend on what’s going on?

Bobby Tsui: Yeah. I definitely do have a process that I follow myself and I also teach my clients as well. And I always tell them to think about it in terms of a problem that they’re solving on a project that they’re doing, or maybe an objection that they have received from a perspective client and just expanding on it because everybody tells stories in a different way. And, we can always provide structure and frameworks to follow. But I think at the end of the day, if you’re just telling your story honestly, then however it comes out on paper, it’s going to be received well. But just make sure that you are able to derive really good meaning from it. And being sure to come from a place of… Yeah, I understand what that was or what I went through, and now I’m able to provide it as a gift to someone else because you don’t want to be stuck in limbo, deriving meaning. Right. Because your audience is going to be left

Sarah Guidas: Yeah. No, that’s great. Learn from people who have already been through it. Yeah. So when you say like long form content, does it usually average a certain length or does it vary for you?

Bobby Tsui: It does vary. I mean, it’s just, however it feels to me naturally, I try to like, have a sensible metric between maybe 300 to 500 words. Unless I’m writing a blog post, which I haven’t done for years, because whenever I’m running a blog post, I always tend to write 750 to 1500 words or more.

Sarah Guidas: Yeah, wow.

Bobby Tsui: Just to appeal to the search engines. But I find that like for social posts, I mean, they’re like mini blog posts and I think 300 to 500, that’s like a sweet spot.

Sarah Guidas: Oh, nice. So you’re talking about for the actual status copy that you’re writing for your social posts. Yeah. That is pretty good. So one thing you were saying too, is you like to be able to kind of take that long form content and turn it into other pieces, when you do that and it’s being repurposed, like where are you sharing it? Like what type of platforms do you post on to make sure it’s getting front of your demographic?

Bobby Tsui: I share it on my Facebook personal profile page. I share it on a Facebook story. So sometimes I’ll, verbalize it after writing it, I’ll verbalize it on a story or sometimes I’ll just create some real quick slides with the Unfold app and get some stock photography where I pull from Unsplash for example, and then I just basically re narrate that with like six to 10 slides. And then I post that as a story on Instagram. I also post to my Facebook group and my IG feed and IGTV is also one that I’ve recently been delving into more of, because of Repurpose House. But yeah, I think those are, those are all the main platforms that I stay on. I try to get really good at one or two and not get overwhelmed.

Sarah Guidas: Yeah. So for focusing on those one or two, have you found that one of the platforms kind of outperforms over another for you based on engagement and the responses, the likes, all of that, that you’re getting from your audience?

Bobby Tsui: I would say Facebook right now, but only because I’ve put a lot more intention behind Facebook and I’m currently growing Instagram, but I’m looking to have Facebook and Instagram meet each other.

Sarah Guidas: Yeah, absolutely. So will you tell me more about your Facebook group? Because I know you’ve got, I think I saw over 900 people in your Facebook group, which is a really great number. Is that like a big lead gen tool for you? Is that clients? What does that kind of structure look like for you?

Bobby Tsui: Facebook group is a place for me to build community in a safe space. So I will, for example, on every Tuesday I will do a series called fixed my niche Tuesdays, and it’s just an audit that I do over Facebook live. And I have designers fill out this form. They’ll give me all their social profile links, and then I’ll go on this Facebook live and I’ll audit their profiles and audit their online presence from my perspective. And it’s a safe space for them to have someone a third party, a third eye not a third eye, second eye, second pair of eyes to look at and give feedback without it being blown all over the place. Yeah. Facebook groups are really good for that.

Sarah Guidas: That’s really, really smart. So how, what are some ways that you kind of keep the engagement high in your Facebook group? Because that’s one thing that a lot of people even we had struggled with is once you have this awesome group, the great community, sometimes it’s the host that’s posting the most or the host that’s kind of contributing the most. What strategies do you have to make sure that other people feel like they can include comments or post type of content for others to see?

Bobby Tsui: That’s a good question. I think I’m still in middle of it. Yeah. I just try to provide as much value as possible. And I definitely want to have a community that is feeling seen and being heard and feeling like it’s okay to volunteer their comments and helping others and all that stuff. I think one of the things that has helped me really inspire more community involvement is running a challenge and that has increased engagement for the group. I ran a challenge called Five Day Design influencer challenge. And basically for five days I went on a live and then provided trainings and resources all with the goal of, becoming a design influencer on social media.

Sarah Guidas: That’s really smart. And was that a complimentary challenge or was it gated, were people able to join it for free to participate?

Bobby Tsui: It was gated as a free opt-in.

Sarah Guidas: Okay, nice. That’s that’s really smart. I think the idea too, of the weekly audits that you’re doing is great because that kind of forces people to engage with you because that’s their very specific content and something that’s extremely personal because you’re opening that door to be able to give that constructive feedback based on kind of what they have currently set up. So that’s, great. Just kind of out of curiosity, have you always been niched in interior design or did same circle method start broader just out of curiosity.

Bobby Tsui: Yeah. The same circle method is relatively new. It’s about, about a year or two old. And before that, I ran an agency that served the built environment for about six years or so. And the built environment is basically the industry of architecture firms, interior design firms, remodeling design build on predominantly residential, a little bit of commercial spaces, and so my agency just has been working with them for a long, long time.

Bobby Tsui: And the same circle method was born out of just pure desire to serve designers on a deeper level because of what I had seen through the agency. And it just felt lighter to do so. And then one other thing is that way before I started the agency, I had been fired from a commercial design firm because I was heading up marketing and I couldn’t figure out how to generate leads and how to find clients for the firm, and this was at a time when social media was still relatively new. Like what is WordPress, barely getting on LinkedIn. So that was, a time when I said, well, if I don’t figure it out now and that’s fine, but eventually I’m going to figure this out. And I think that’s what kind of triggered me to start the agency and then here I am.

Sarah Guidas: Yeah, because you knew from personal experience, this was a pain point in your previous position that that industry was facing. So it’s really cool to hear what that stemmed from and how you’ve grown it. Congrats on I think you said you’re two years into it now. Two years congrats that’s awesome.

Bobby Tsui: Thank you.

Sarah Guidas: So before we kind of wrap up, I would love to know what’s one of your biggest pieces of advice that you can give in general for content marketing? Something that you really believe in that you’d want to pass on to anyone listening in today.

Bobby Tsui: Did you say one piece or two or some?

Sarah Guidas: It can be as many as you want, whatever you feel really strongly about.

Bobby Tsui: Okay. Because I always catch myself in a loop if I don’t have an accurate number. So I think one of the biggest things is definitely having ownership in your attributes that make you uniquely you and sharing the narrative around that as much as you can to stand out in your content. Otherwise you’re not operating from first principles thinking, because you’re just me too marketer who’s doing what everybody else is doing. And even if you follow all the right tactics, like, yes, I need to write long form, copy. I need to do this or do that. Your essence, isn’t going to be there and it’s going to fall flat. So I think that would be the biggest thing.

Sarah Guidas: Yeah. I think that’s great. And that there’s a lot of work that goes into it. People have to really identify themselves their brand, how it is, what they want to communicate, what makes them different, figuring out what that is. So they know how to highlight it too. So that’s a thing that’s a big task, but I agree that it’s completely important in order to really hone it. And that’s what people love to when they’re absorbing content, that unique personality really understanding what’s going to make you stand out. That’s, what’s going to make them want to follow you and continue to learn from you as well.

Bobby Tsui: Absolutely.

Sarah Guidas: Yeah. okay. So for everyone who, whether they’re listening or watching right now, where would you like them to go to learn more about you in the same circle method? If you have a couple URLs or anything that you’d want them to follow?

Bobby Tsui: I would say, add me as a friend, find me on Facebook and just add me as a friend. I would love to just connect with you on Facebook, on the personal page. And then if you would like to join a community of interior designers who are growing their design businesses with social media, then I invite you to join my free Facebook group. It’s called Social Media and Video Marketing for Interior Designers. It’s a very broad name, but yeah. And those are the two places.

Sarah Guidas: That’s awesome. Thank you so much, Bobby. I’m so glad that we got to do this and for everyone tuning in right now, if you’ve got awesome value from this like I did, please be sure to share this with your friends and feel free to check out contentcredit.com. Again, this is audio and visual available. So you can see at that URL kind of where you can watch it or just tune in on Spotify, all of your favorite platforms. And thanks so much again, Bobby, it’s been awesome having you on.

Bobby Tsui: Oh, thanks so much for having me, Sarah. It was fun.

Sarah Guidas: Awesome. Thank you.

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