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Comment il est passé de 0 à +50 000 abonnés en 30 jours sur instagram I Evann Chatraix — Transcript

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0:00We had millions of views and tens of
0:01thousands of videos, you see, we had
0:03such a huge amount that we were able to
0:04test everything. Natural lighting
0:06always gets more views. We always talk
0:08to you about hooks, we talk about
0:09structure, we talk about winning
0:10formats. 82%of the feedback I give is
0:12about oral delivery, something that is
0:13too underestimated. I lived two or
0:15three lives at the same time for 3, 4,
0:165 years. So naturally, after a while,
0:18you develop skills. You get paid three
0:19times more for working four times less.
0:21We're not going to pass that up. So
0:22since I knew virality very well, and I
0:23know how to get views, I had 10, 20,
0:25100, 200, 400,000 views on the first
0:26sale, and on the other hand, my
0:28subscribers: 5, 10, 15, 20,000
0:29subscribers in 3 weeks. My organic
0:31reach allows me to have a ridiculous
0:32cost per call. But when you've cracked
0:34organic and ads, it's easy. Welcome
0:36Evan to this podcast episode. Today, to
0:38get you on, I had to send you a message
0:39responding to one of your videos where
0:41you said that people didn't know how to
0:42approach others. So, I took a slightly
0:45different approach. Your reaction to
0:46that was, "Hi, good approach, what do I
0:48get out of it?" What do you get out of
0:50coming here? Wow! What an intro! Wait,
0:53I have to clarify the video though. I
0:54was just trying to say that I was being
0:56approached all the time, that it wasn't
0:57done very well, and I think that's a
0:58real shame because what allowed me to
1:00get people more qualified than me, who
1:01earn more money, were some rather
1:02unique approaches. So, I tried to say,
1:03"Hey, try to be a bit innovative,
1:05explain to the person what they stand
1:06to gain by replying to you." And so,
1:07this was the materialization of that
1:09advice in the message. What do I get
1:10out of it? Honestly, just a good time.
1:13Really, I enjoy it, I love talking, I
1:14love communicating about my subject, I
1:15love it, having an
1:16entrepreneur-to-entrepreneur discussion
1:17is so cool.
1:18Just that, during the week, it's a nice
1:20little breather. And, well, it's always
1:22cool for visibility too, you know,
1:23having a podcast, being able to have
1:24people hear me talk for longer too,
1:26about other subjects that I might not
1:27have brought up on my YouTube channel
1:28or on my Insta. It's always cool, you
1:30know.
1:30That's the goal. But in any case, if
1:32you want to approach people who seem
1:33interesting to you, follow this advice
1:34to be a bit different, and to have
1:35something to bring to the table as well
1:36. Uh, there are plenty of topics I want
1:39to talk to you about today. Today, you
1:41have quite a broad experience in the
1:43marketing side, from what I understand.
1:45But anyway, you'll be able to do a
1:46recap for everyone who doesn't know you
1:48, even though I think you’ve really
1:49hounded them on Insta with your videos
1:50that went truly viral. Uh, can you give
1:52a recap of who you are, what you do,
1:54what you've done, and so on?
1:55Yeah, of course. Uh, so my name is Evan
1:58, and I'm passionate about the brain,
1:59psychology, marketing, and
2:01entrepreneurship. So, I've always
2:03thought a bit about what I wanted to do
2:05, where I wanted to go, and I kind of
2:07fell in love with marketing because it
2:09corresponded to one of my passions,
2:10psychology, sociology, you know,
2:12knowing how people function. That is
2:14really something that has always
2:15fascinated me. Ever since I was little,
2:17I've loved knowing how people function,
2:19how people interact in general, how
2:20everything works. But with humans, it's
2:22even better. And, uh, I was making my
2:24choices when I was in high school, you
2:25know, for my university studies. And,
2:27uh, I just told myself, well,
2:28psychologist, that's great, you know,
2:29but it doesn't make any money. It’s
2:31not very...you don’t really know
2:32where it leads. Would I be able to be
2:33fulfilled? And I always had a desire to
2:36do a lot, you know, to maybe do
2:37beautiful things, big things. I don’t
2:39know what that meant when I said it
2:40back then, but, you know, it’s a bit
2:41like that. And, uh, so I told myself,
2:43uh, I'm going to zoom in a bit on that.
2:45And then, I discover a course at
2:46university. So, I was in a language
2:48faculty because I was good at languages
2:49, even though I had a scientific
2:50baccalaureate, it has nothing to do
2:51with it. A consumer behavior course.
2:53OK.
2:54And there, I say to myself, wow,
2:55masterclass, it's exceptional. So, how
2:57does people's brain work and how do big
2:59brands, big companies use that to do
3:01marketing? It was presented in a very
3:02positive way, not manipulative or
3:03anything. It was so interesting. It was
3:05the first time I had a class at
3:07university where I was just mesmerized.
3:09At that point, I wanted more, you know.
3:10I said no, that’s it, it’s not
3:11possible, you know. Even though, well,
3:12university, I didn't really care, just
3:14like any other student. I had good
3:15grades, things were going well. There
3:16you go. So, anyway, consumer behavior
3:19led to marketing, then I did a master's
3:21in marketing, worked in marketing
3:22agencies, and at the same time, I fell
3:24in love with entrepreneurship in
3:26general, like many people. I created
3:28lots of startups, I tried to start many
3:30startup projects. Many of them failed,
3:32obviously, because you have to hit a
3:33few walls before you know how it's done
3:35. I had a few small successes, it
3:36started to pick up a little. When you
3:38do it ten times or so, you start to
3:39understand what people want, that you
3:40have to listen to people, that you need
3:41to be good at marketing, good at sales.
3:43And little by little, I steered my own
3:44ship in entrepreneurship, marketing
3:46agency, content creation agency. I also
3:48held positions in companies and all
3:49that. And today, I have a coaching
3:51program to help people make excellent
3:53content to build a personal brand that
3:54brings in clients.
3:55OK. So there was really a discovery of
3:57marketing thanks to university. So for
3:59those who say that school is crap,
4:01there are good points and you can get
4:02something good out of it. Uh, then you
4:05fell in love with it, you did
4:07in fact, your entire entrepreneurial
4:08career is driven by marketing. You've
4:09always had a strong connection to that
4:11and how did you become ultra-competent
4:13in it? Because today, well, I don't
4:14know if it sounds like ego, to master
4:19this skill which is very important?
4:21It’s a question I’m asked all the
4:22time that I find hard to answer. I’ve
4:23also given a lot of classes. I’ve
4:24taught over 300 hours of marketing
4:26courses. And my students, I mean my
4:27clients, no, my students, that’s the
4:28question they were always asking me
4:30because obviously, when you have
4:31someone who does nothing but marketing
4:32all day, well, it’s interesting
4:33because you hear about marketing
4:34everywhere, and I decided to dedicate
4:36my life to it. So there, I think I’m
4:38not bad. Then again, it’s not for me
4:39to say, you know. It’s more up to the
4:40numbers and what it achieves. Yeah.
4:42How did I manage to become so
4:43high-performing, as good as
4:45Yeah, high-performing, competent.
4:47How did I do it? Actually, I think
4:49it’s because I’m deeply passionate
4:51about it. Like, I just love it. It's
4:54really the application of analysis, how
4:56people function, what's going on,
4:57mathematical tests, but at the same
4:59time, there's an artistic and creative
5:01side to marketing. I could just, I
5:03could talk about a funnel for two and a
5:04half hours, I could talk about nothing
5:05but that on the podcast, I love it. And
5:07then, I tried to ask myself, well,
5:08what's the best way to get good?
5:10Apparently, you have to put in 10,000
5:11hours. You have to put in the best
5:13sources of content, information,
5:14expertise on different subjects,
5:16different visions, different theories.
5:18You have to apply, apply, apply, apply,
5:20just grind it out.
5:22Honestly, I did a master's, so an MBA
5:24as a digital marketing expert at a
5:27crappy web school. You pay for your
5:29degree through work-study.
5:30Yeah, it wasn't glorious. I was top of
5:31my class, but those aren't the best
5:33schools where there's the most
5:34competition. I’d say it was a good
5:35school, I have plenty of friends there,
5:36it’s really cool, but it wasn't the
5:38best experience for learning, either.
5:39Yeah.
5:39But you see, for example, I had three
5:41different work-study placements. As
5:42soon as I reached the end of the
5:43mission I had in my work-study, I tried
5:44to find another one. So the first one,
5:46I did 3 months, I was a webmaster,
5:47managing sites and social media. Once I
5:49knew how to build several sites and
5:51considered myself pretty good at social
5:52media, and had reached the stats I
5:54needed for the year. Boom, I was out of
5:56there. I was recruited to be a project
5:58manager for some big, big websites.
6:00That’s why I was really doing
6:01interviews all the time, you see, to
6:02always go get more. I wake up telling
6:04myself I need to do a lot, I need to do
6:06more, you know, and I have to have fun.
6:07It’s been that double parallel. It
6:09never burned me out, I need to do more.
6:11And so there you go, one thing led to
6:12another, I became a project manager, I
6:14became assistant project manager,
6:15junior project manager. I got recruited
6:17for my second year of master's at
6:19another firm that does hackathons with
6:21huge companies like M6, Renault, NOS,
6:22things like that, crazy experience. I
6:25ended up speaking at HEC thanks to that
6:26, you see. Yeah.
6:27So it's really cool, actually, going
6:29through these experiences, and I read a
6:30ton, I try to actually do things above
6:31all. I would spend my 9 to 5 in class,
6:33and my laptop wasn't open to the
6:35coursework, but to my clients,
6:37obviously, and then my second day from
6:395 to 11 PM was for the clients, you see
6:41.
6:41I lived two or three lives at the same
6:43time for 3, 4, 5 years, you know. So,
6:44obviously, after a while, you develop
6:46skills, you start to understand. And
6:47yeah, and especially never try to stay
6:49locked into one reality, because I
6:51always wanted to try to tell myself: "
6:52Okay, it might be that I've been on a
6:54topic, on a project, or a way of doing
6:56things for 3 months. Is it the best one
6:57?" Can't I do other things? Can't I
6:59improve even more? Are my clients
7:01satisfied? Do I have good results? "You
7:03see? And that's it, it's always about
7:05getting off the beaten path, doing
7:06better, reading, learning, seeing,
7:07connecting, and above all, taking
7:08action. I struggled for a long time
7:10because I'm someone who overthinks a
7:12lot. Well, like many people here, you
7:13know, I love to overthink, to make
7:14things complicated for no reason. It
7:16took me 3 years to stop that. It's
7:18probably the best thing I've ever done
7:19in my life. And when you actually have
7:21350 clients, well, the 351st is much
7:23easier to manage than the first one.
7:26And actually, the 75 big marketing
7:28concepts you apply, the 70 industries,
7:30the business issues, you know them, you
7:32see them, you understand them. But it
7:35required a monstrous number of failures
7:36, you see. Of course,
7:37but after a while, I think that by dint
7:39of that, well, it's this mix of
7:40everything I just said, I think that's
7:41why I'm not bad, you know.
7:42Yeah, if I had to summarize it in a
7:44keyword, it's passion plus massive
7:45application plus questioning yourself,
7:47and you have a good cocktail, you push
7:48hard, and it works.
7:49That's it. And I'm not going to lie to
7:51anyone, I'm lucky to have a very good
7:52memory, that also needs to be said
7:53because you never hear it in podcasts.
7:55Yeah, I worked on it. No, I just have
7:56an excellent memory by chance, you see,
7:57I was born with an excellent memory. I
7:59worked on it, too. I learned all the
8:00memorization methods, mental palaces,
8:02memory pegs, to become even more
8:04excellent. I relied on my strengths,
8:05but you have to say it as it is, you
8:06know. I have a very, very good memory,
8:08which means that luckily, I have much
8:09less to compare, you know. I know the
8:10decision we made four years ago for a
8:12client. Yeah, it's a life changer
8:13because I remember I did that and it
8:15didn't turn out well. Well, it's not
8:16quite that precise, but I really have a
8:18good memory. So lots of data, you know,
8:20lots of points. I think I have a good
8:21analytical capacity too, so you mix all
8:23of that together. There you go. There
8:24is also the reality of chance and luck
8:26which means, well, it works well for me
8:28by luck. So all of that mixed: passion,
8:30work, and reflection.
8:31OK. A very, very good cocktail that
8:34ultimately gives you good experience in
8:36marketing; if we want to do a little
8:37chronological order, university, the
8:39start of discovering marketing, etc.,
8:41first marketing agency then.
8:43Then projects in SaaS or as a growth
8:45hacker on the whole marketing
8:47acquisition side, etc. U
8:48Uh, no, there were other things before,
8:50but the, yeah, I can try to do it very,
8:52very quickly. Always a little bit. This
8:54is where people ask for my age every
8:55time. You see, people say," Wait, "
8:57Yeah, basically when I finished
8:58university, I had to work to pay my
9:00rent, you know, because my parents
9:01didn't have much money, you know. So I
9:04was forced to—well, forced, I'm very
9:05happy about it—work in the summer at
9:06the factory, as a mail carrier, well,
9:08like everyone, you know, just trying to
9:09do jobs like that. And the last summer
9:11before starting my master's degree, I
9:12told myself I have to manage to do
9:13something else, you know. I have to
9:15manage to work in marketing since
9:16that's what I want to do, and anyway, I
9:18had to take entrance exams for schools.
9:20The examiners looked at me like," Well,
9:21you did a degree in Applied Foreign
9:23Languages and International Trade, OK,
9:24but not on the marketing side. "
9:25You know, and I just said," Just let me
9:27take the exam. "I'll make it happen.
9:29And I didn't know anything about
9:30marketing, you know, I was just
9:31passionate, but it's good to be
9:32passionate. So, at that point, in May,
9:34so at the end of my 3rd year of
9:36undergrad, it was May. Yeah, May. I
9:38finished my marketing internship just
9:40to understand what it was. From May to
9:41August, I did nothing but marketing. I
9:43would reach out to companies and say,"
9:45I learned this during a 6-week
9:46internship, I can do it for you even
9:48better and for free. "These are the
9:50famous approaches I was telling you
9:51about, actually. When I called 40
9:52people like that, no, I would say for
9:53the price of an internship, 4 € an
9:55hour, you see.
9:55Well, actually, people, when you do it
9:57well with energy, when you try to use
9:58the right words, and you rework your
9:59script, it actually works. You see,
10:01someone told me," Well look, why not,
10:02you just need to have your own company.
10:04"I said," Yeah, of course, I'm in the
10:05process of creating it, "which was a
10:06lie. I didn't have a company, I didn't
10:06even know what a micro-enterprise was,
10:07you see. I said," Let's do it next week
10:09. "I created the paperwork, it was a
10:10nightmare. Plus, there was no Claude
10:11back then. I'm talking to you about a
10:13time when there was no ChatGPT. Well, I
10:14restarted in 2020, 2019, 2020.
10:17And actually, that's where I had my
10:18first experiences, you see. So, I took
10:19the entrance exams for my school. I
10:21passed them by luck because I had just
10:23enough marketing knowledge and very
10:24good English to pass the exam. And from
10:26then on, I only did business creation
10:28projects and worked on my
10:30micro-enterprise. So, I went to every
10:32startup creation event during my two
10:33years of master's in my city of Angers.
10:35And along with that, I did marketing
10:37services for my clients to try to get
10:39better and better and go from 6 € an
10:40hour to 10 € an hour. That's it. I
10:42still have my invoice, I will look at
10:43it all my life, it's 6 € an hour.
10:45Today, I sell my hour, I billed my hour
10:46last week at 1,000 €.
10:48That, I tell myself, damn, it's
10:49exceptional nonetheless. You see the 6
10:50€, 1,000 €, I have both invoices
10:51side by side now, you see. Exceptional.
10:54It's cool.
10:54So there you go. And in that master's,
10:56I did those three work-study programs
10:57and I tried to create a max of startups
10:58because my master really pushed me to
10:59create companies, you know, to be
11:00entrepreneurial. We had times during
11:01the week where we created companies.
11:03That's so great. In the evenings, I had
11:05a micro-business, providing marketing
11:06services, which later grew into an
11:07agency. And during the day, I developed
11:09skills through my work-study programs
11:11to be good at my jobs and tried to
11:12create start-up projects, trying to
11:13understand what makes a good product or
11:14service. So I was doing that all the
11:16time. And actually, in my second year
11:18of my master's, my internship
11:19supervisor, who was my boss, he says to
11:21me:" Listen... "well, I'm the one who
11:22told him:" I have to write a thesis on
11:24an entrepreneurial project, another new
11:26one, so let's create one together,
11:27since I have to do it with the company.
11:29"What can we do?""He says, 'Well listen
11:30, you're passionate about start-ups,
11:32you've been creating them for a year
11:33and a half now.""Your latest one, it's
11:35starting to have a real chance of
11:36working because it's an entertainment
11:38app for public transport."
11:39Okay. Basically, you get on a bus or a
11:41tram, there are QR codes on the floor
11:42and ceiling, and it opens a mobile app
11:44where you can play with the people
11:45around you.
11:46It was so cool. I loved it. And so, you
11:48play short games, long games with
11:49people who are in the same tram as you.
11:51And then there were inter-tram and
11:53inter-line battles, you see, so line 4
11:55against line 8, tram line A against
11:57line B, and the best lines would win
11:58something. The best player of the month
12:01would win their tram pass, it was in
12:03Angers with Irigo. And I was talking
12:05with the company Irigo, we had managed
12:06to get an agreement with the marketing
12:08manager.
12:09The email address was @ratp. So after
12:11that, I knew I could take it to RATP. I
12:12had to go pitch all of that, I had to
12:14develop it. So you see, I was really in
12:15that mindset of wanting to do more, to
12:16go further. And, uh, and then at the
12:18end of my master's, so during that
12:20master's, we created a company with my
12:22former work-study boss who became my
12:24partner, which was a start-up incubator
12:26. And for a year, throughout my entire
12:28work-study year, in addition to doing
12:29these hackathons, I studied every
12:31incubation program in the world, Y
12:32Combinator, everything they were doing
12:34in Lyon, there were many in France and
12:36also some in Asia. Anyway, how do you
12:37build a real company and what was the
12:39best way to explain to entrepreneurs
12:40how to do it? I was a bit in both camps
12:42, so the 10 mistakes I had just made,
12:44well, I knew how to do them better. And
12:45above all, I looked at every program. I
12:47looked at, I think, 75 incubation
12:48programs in schools, public and private
12:50. Which is why we created a startup
12:52incubator during my final year of my
12:53master's degree.
12:54And in the end, that was my adventure.
12:56I teamed up with my former work-study
12:58supervisor and I had that startup
13:00incubator for 6 months, we did it. It
13:02was my first experience outside of
13:04work-study, my agencies, and my
13:06personal projects. We had that company
13:08running for 6 months. We raised, I
13:09don't remember, I think in total the
13:10companies today must have raised, uh,
13:12€ 500,000, half a million, something
13:13like that, you know. Uh, maybe thanks
13:15to our basic advice, but also because
13:16they developed and at some point, well,
13:18it works, they found a market. So I had
13:20my startup incubator and my marketing
13:21agency which grew. For 2 years, I
13:24turned my marketing agency into a
13:25consulting agency because I was tired
13:28of doing the same things over and over
13:30again. Then there was a glass ceiling
13:31that bothered me and I wanted to travel
13:33, I wanted to test other things. So
13:34getting paid three times more while
13:36working four times less, as I was
13:37telling you. Why not go for it? People
13:39wanted my advice, it worked well. So I
13:41said to myself, let's go. Then content
13:43creation agency, and that's about where
13:45we are in these waters, in the timeline
13:46, we're about here.
13:47We're here. OK. It's good to have the
13:49whole backstory, it helps understand
13:51how today you went from 0 to 30k to 50k
13:53subscribers in 30 days, which you've
13:55posted everywhere now, because, well,
13:57you really spammed people in 2026, it
13:59was nice to see that run. We could
14:01watch the subscribers go up live. I was
14:02looking at the account a bit like, damn
14:03, where is he at?
14:05It's moving fast. So it, it helps to
14:07understand all of that. And before,
14:08just a mini digression, uh, what is the
14:10power of the West? Why is it that all
14:12the guys coming from the West, from
14:13Angers, from Rennes, from all over
14:14Brittany, break through—and I mean "
14:15break through" in quotes—and are so
14:16hot in their fields? What is going on
14:18here?
14:18That's a good question.
14:19I’m going to defend Angers because I
14:21was in Angers for 4 years. Oh, okay.
14:23Angers was the city where life was best
14:25in France. For 3 years in a row, it was
14:26ranked number one out of all the cities
14:28in France. I think there’s a cocktail
14:29of things, you know. You just feel good
14:30there, that's all.
14:31And I think that in Brittany, it’s
14:32precisely because you’re so bored, it
14:33rains so much all the time, that all
14:34you have to do is work.
14:35Yeah, I’ve heard that a lot from
14:36Bretons. Yeah, maybe that's why.
14:37I think that's it. OK. So now we're at
14:39the part where you're really focused on
14:41the consulting side. I mean, what do
14:43you call it? Coaching, consulting.
14:45Today, what I do
14:46is basically coaching.
14:48Yeah. I have a coaching program, uh,
14:50just to finish on the content creation
14:51agency, with Robin, whom I mentioned,
14:53who has become an excellent friend. And
14:55we tried together to find a way to use
14:57the virality that he knew about from
14:58the start. He was the one who had that
15:00touch for virality. I was more into
15:01marketing, company building, clients,
15:03relationships, and together we formed
15:05an army of content creators that we
15:06made available to companies and we got
15:08them tens of millions of views. And
15:10that, well, it still took me a year and
15:11a half, you know, it didn't just happen
15:12like that. Uh, I had to have one of the
15:15experts in virality next to me as a
15:17partner, you see, we both managed to
15:19crack that code. It’s practical when
15:21you have Robin with you all the time
15:22too, to be better at virality. And
15:23there you go, after a while we managed
15:25to crack that, to get tens of millions
15:26of views for a lot of clients. So after
15:28, I think, I don't know, 300, 400, 500
15:29million views in the agency, we said to
15:31ourselves: "Wow, wait, we have...we
15:33have...". I was the one on the sales
15:34side, I was the one doing the outreach,
15:36answering, taking the calls, and guys
15:38who wanted to pay us like 10, 15, 20,
15:3925,000 euros—the last quote I sent—
15:41per month.
15:42to have, uh,
15:43access to everything. 25 content
15:44creators with the content strategy we
15:45would have built with Robin.
15:47And so I thought, "Wait, if there are
15:4910 people willing to pay me € 25,000
15:50a month, it means we’re really
15:51providing significant value." And so we
15:53said, "Well, we’re not giving this
15:54value away anymore." We shut down the
15:55agency and said, "Okay, now this engine
15:57, these skills we’ve acquired,
15:58let’s put them to work, we need to
16:02own the value extraction, you see." We
16:03need to be in control of it.
16:05So whether it's through e-commerce, a
16:06company, or whatever else,
16:08and therefore through mobile apps,
16:09because we were zooming in on that;
16:10actually, more and more clients were
16:11focused on apps. Robin had made his app
16:12, and that's why we reached that point
16:14at that time. Robin with Blowup, where
16:17he exploded his visibility, and me,
16:18personally, where I exploded too. But,
16:21just a quick side note, at that moment,
16:24Leo offered for me to be his COO for 5
16:26or 6 months. I told myself, well,
16:28it’s not that I didn’t want to do
16:30it at all. Honestly, I thought, I’ve
16:31been an entrepreneur for a long time
16:33and I actually loved the project, you
16:34know. It’s so interesting, a company
16:36making millions, you see. Trying to
16:37really take it international, trying to
16:39develop other SaaS, to manage
16:40everything, manage everyone, all the
16:42finance, all the teams, all the
16:43marketing, you see, that was it too.
16:45And with a great offer, I said to
16:47myself, "Okay, I’m a strategist,
16:48I’m a guy who reflects, who thinks.
16:51In my agency, what I did was find the
16:53best match between the product idea and
16:55the market idea and build the best
16:57bridges between them so that we’d
16:58have something super smooth. I
17:00rebranded brands, I changed the product
17:02, changed the colors, changed the
17:04product, changed the wording, changed
17:06the positioning, changed the price,
17:07even changed the laboratories to make a
17:09new product that is more in line with
17:11the market, lengthened the alcohol
17:13bottle because it’s more marketable
17:15and works better—marketing moves that
17:17exist, things I used to do—and then
17:19connected that with channels, ads,
17:20organic reach, and all that stuff."
17:22I've always been into that, which means
17:24I'm a thinker, and as Tuganbara says,
17:26thinking isn't well paid, and I knew I
17:28had to move to operations, and that's
17:30when I thought, "Well, look, this is
17:32surely a sign." I see that all the
17:34people around me who are making a lot
17:36of money, it's a mess in terms of
17:37organization. I might as well become an
17:40expert in that so that later on in my
17:41own companies, it actually serves me,
17:42you know.
17:43So, I got a great offer to manage a lot
17:44of people. So that's what I did for 5
17:46or 6 months and it was great, you know.
17:48So, I know exactly how to be an
17:50excellent operations manager, or at
17:52least, I try. I'm still—we're
17:53obviously always improving, you know,
17:54I'm not the best at it, but I have the
17:56keys. And after that, I told myself,
17:57okay, what do we do now? Evan, you've
18:00done a thousand things here and there,
18:01you know, I sell my hour between €
18:03500 and € 1200, you know, about €
18:04800 in reality most of the time. So, I
18:07could just do that, you know, and live
18:08off it. I can continue with major
18:10client operations. Well, not major
18:11operations, sorry, major strategy. So
18:12basically, I tell someone, okay, I'll
18:14give you advice for 6 months and I'll
18:15take a share of the profit or revenue.
18:17That's what I did with the client I
18:18showed you earlier there
18:19who exploded, who made over 100,000
18:20their first month.
18:21Uh, so that's great. And them, you see,
18:23typically, well, I gave them advice so
18:25they could scale like that: 10, 20, 50,
18:26100k, because those are things I've
18:27done many times, that I've done with
18:28many clients, that we were doing here
18:30with Robin. So that's what I did and
18:32now I'm saying, well, what do I do? You
18:33can do a ton of stuff. Now you have to
18:35choose what you want to do. What makes
18:36you happy? Where do you want to go and
18:38how do you map out your direction? For
18:40me, it's really something that has
18:41weighed on me a lot. That's perhaps an
18:42interesting subject to talk about
18:43because no one was talking about it
18:44when I was looking for it, you know.
18:46It's alignment.
18:47Okay,
18:47I can do everything, so what do I do,
18:48you know?
18:49Okay.
18:49Because in truth, I tell myself I have
18:51the motivation to do everything. Maybe
18:52I only have skills in certain areas,
18:54but I knew that if I gave it my all,
18:56I’d be at least average or even good
18:58in just about every field because I
19:00know I’ll put my heart and soul into
19:01it. And so, I told myself, honestly,
19:03when you have so many possibilities in
19:04front of you, it’s hard to choose,
19:05you know. It’s really hard. And so, I
19:07wondered, what do you do? That’s when
19:09I looked into Ikigai, which is a
19:11Japanese concept about the intersection
19:13of what you're good at and what you can
19:14get paid for. There are two others, but
19:17I’m not sharing them. Those who
19:18don’t know will be annoyed that I
19:19didn’t share them. Uh, what the world
19:22needs and
19:24what is good, I think I’m like that.
19:27Look at what makes sense. Yeah.
19:28And I was always trying to find the
19:29perfect thing, the perfect thing. And I
19:31told myself, "Go for it, just go with
19:32what you feel, go for something that
19:33makes sense." And so, I launched a SaaS
19:35and, at the same time, I launched my
19:36personal brand. Since I knew virality
19:38very well and how to get views, I had
19:4010, 20, 100, 200, 400,000 views on the
19:42SaaS, the first sale, and I said, OK,
19:44it’s taking off. And on the other
19:46side, my followers—5, 10, 15, 20,000
19:47subscribers in 3 weeks, you know. So, I
19:49told myself, damn, what do I do? I
19:50can’t have two things going at once.
19:52Yeah.
19:52Plus, my personal brand brought me
19:53three new clients who signed with me
19:55for a lot of money just for me to give
19:56them a few pieces of advice. I said to
19:57myself, damn, what am I doing? I said,
19:59alright, I’m stopping everything.
20:00I’m only doing personal branding
20:01because even if it’s less profitable
20:03in the long run—honestly, a SaaS like
20:05that, if you make 50k in MRR, you can
20:06sell it for a million. Uh, even though
20:08I could have done more—because I’m
20:10lucky to have friends who make 100, 200
20:11, 300, 400k, to know their strategy, to
20:13know a bit about how they do it, to
20:14also pay people who are capable of
20:15doing it—and that would have been the
20:17adventure I would have embarked on, you
20:18know. I could have built it, but I told
20:20myself: "Go with the thing that makes
20:21you the happiest," you know. Because I
20:23worked a lot in anxiety too, like a lot
20:25of people, you know. It’s actually a
20:26living hell. Hm.
20:28My 20s to 25s, I only get them once,
20:30not twice. My 25 to 30, I’ll only
20:31have it once, not twice at 30, right. I
20:33mean,
20:34yeah,
20:34my 18s, my 20s, 25s, you only use them
20:36once in a lifetime. And the grind is
20:37cool, money is cool and all that, but
20:38you still have to enjoy the process, I
20:40think. That’s my vision, you see. So,
20:41I told myself, go for something that
20:42makes you good money where you can
20:43become the best, but at least you enjoy
20:45it.
20:45Hence, personal branding coaching.
20:47OK,
20:48sorry for that long tunnel. I hope I
20:49didn’t lose people.
20:50For me, it’s very, very clear and we
20:52can see the path. And, well, as you
20:53were saying, you weren’t a marketing
20:55expert, which is why you were able to
20:56master the thing. It might have
20:57disgusted you after a while, honestly.
21:00That’s why I thought, yeah.
21:01And I think, well, you have to know how
21:03to handle these kinds of complex
21:04students. And there are many people who
21:06are lost, even those who have a
21:08business that works, actually. You
21:09might say: "Yeah, at first your only
21:10goal is to make some money," when
21:12you’re lost, when you just want to
21:13replace your salary, so to speak.
21:15That's clear.
21:15So you end up doing random things. But
21:17maybe this thing, once you're making 10
21:19, 20, 30, you're good, so to speak. You
21:21can make a living from it. But it just
21:23pisses you off, like.
21:24Oh, but that hasn't happened to me. You
21:26don't want to work on that 8 hours a
21:27day, so you can’t go and reach the
21:29next levels.
21:30For sure.
21:31It pisses you off, and how do you make
21:32the decision to say, "OK, I’m putting
21:34this aside and moving on to that"? What
21:36are your criteria for making that
21:38decision?
21:39Because that’s always what I’ve
21:41done, you see, I tried to leave a
21:42mentor, a partner, anyone as soon as
21:43possible as soon as I had nothing left
21:45to gain, of course, always respectfully
21:46. It’s important. It’s something I
21:48want to do too, that I still need to
21:50re-evaluate. Uh, every time, I tried to
21:52ask myself, "Can I still evolve as fast
21:54as I have over the last two months?"
21:57No. Well then, I change.
21:58OK.
21:59You must never be in an environment
22:00where you are the best, that's what I
22:02tried to do. And there was a point
22:04where I was for too long in a coworking
22:06space in Angers, chill in my city. I
22:08was earning a lot, I was doing well,
22:09you see. I had a good marketing agency.
22:10I started taking clients from other
22:12agencies in my city that had been there
22:13for 10 years. I was getting a bit too
22:14comfortable in that, you see. And as a
22:15result, it doesn't necessarily make you
22:16want to earn more. You often have
22:18people asking you for advice. Oh, how
22:19do you do it? You see? So, you have a
22:20somewhat privileged position. You know,
22:22you’re succeeding in a French
22:23business model, SARL or SAS, where you
22:25pay yourself a salary and you get
22:27hammered by taxes, you see. And in fact
22:29, I asked myself, what are you doing
22:30here? What are you actually doing? Is
22:32that it, you’ve done this your whole
22:33life and now you stop because you're in
22:35your comfort zone, you see. Comfort is
22:36the worst addiction, as Orelsan said.
22:38So, I always tried to look at when I
22:39was in my comfort zone too.
22:40OK.
22:40It's a good trigger, it's a good sign.
22:41Yeah.
22:42And yeah. Always try to jump. Come on,
22:44am I still really learning? Am I still
22:46really transforming? Yes or no? Being
22:49very honest, if it's no, you have to
22:50change, you have to rip off the bandage
22:51, you have to go do more, do different.
22:53That's my vision, at least what I did.
22:55Yeah, but it makes sense because to be
22:56happy, you must be in constant progress
22:58and feel that it changes you. Actually,
22:59if you are too comfortable, you get
23:00bored. Yes. Or
23:01of course. And you shouldn't be afraid
23:03to push yourself too and understand
23:04yourself. Understand yourself. Me, I
23:05know that I wouldn't have been I cannot
23:07not evolve. I cannot be in the I am in
23:09a positive competition. I love
23:11competition, you see. I get a kick out
23:12of it. It makes me smile to be in
23:13competition, you see. Me, I play soccer
23:15there with my brother and friends in a
23:17soccer club. I have a license there
23:19even though I travel a lot, but when I
23:20am there, I try to play. I love winning
23:22, but positively, it makes me happy. I
23:24get happy when you manage to execute
23:26the winning strategy, when you succeed,
23:27it gets me hyped, you see. And that's
23:28actually the parallel I drew with
23:29business. I told myself, actually, it's
23:31not negative, it's positive. I love it.
23:33And so, I need, I need to evolve, you
23:35see. I need to get into the best
23:37circles. I need to meet the best people
23:38, the best entrepreneurs. I need to see
23:40those who are making the most money.
23:42Those who are the happiest, you see,
23:43those who have set up the best systems,
23:44those who are the most at peace, too,
23:46you see, how did they do it? How did
23:47they go about it? I have this quest,
23:49myself, of trying to improve, to always
23:50keep moving forward. Maybe it's
23:51something that will calm down, maybe
23:52it's not healthy, I don't know. And so,
23:53well, you have no choice, you see.
23:54Yeah.
23:55You can't settle if you want to go see
23:56those people and talk to them, because
23:57you don't really have a say if you're
23:59not excellent.
23:59Yeah, it's really like a video game, a
24:01quest, a sport.
24:02Me, my character,
24:03it all goes together.
24:04I, I also thought of one last parallel,
24:06one last metaphor. I don't want to play
24:08a game where I can't explore the whole
24:09map.
24:10Okay. Where the map is hidden and I'm
24:11stuck in one spot, it's impossible.
24:13It's so frustrating. And I feel it
24:14there, I'm not allowed, I have to be
24:16level 20 to go there. How frustrating,
24:17I tell myself, no, that's impossible. I
24:19can't be in a life where I can't see
24:20everything, you see. At least have the
24:22possibility. So, I tell myself, well, I
24:23have to level up the character. You
24:24have to become excellent, do quests,
24:26different things, and there you go.
24:27Okay. Yeah. Yeah, I see what you mean.
24:29And well, the question that many people
24:30ask themselves too, is how did you
24:32manage to build this personal brand so
24:33fast? Now we understand it doesn't just
24:35come from nothing, you had no
24:36experience and boom, 0 to 50k in 30
24:38days. But are there still tips that are
24:40replicable that you can give people
24:41which can still be useful because it
24:42was recent, too?
24:43An excellent question, something
24:44everyone wants to know. The question I
24:46get asked the most,
24:47how did I do it? I turned off my brain
24:50and I did what people wanted to see.
24:51OK. A fundamental of marketing is to
24:53make a product that people want to buy,
24:54because if you make a product you like,
24:55well, that's cool, but you're working
24:56for yourself. And that's the advice I
24:58often give in consulting. Your
25:00marketing is internal; it's about how
25:01your product works, how your SaaS works
25:03, how your software works, how your
25:05service works, and you've broken it
25:06down with a logic internal to what you
25:08know. And so, you present it like that
25:10to people. But that is absolutely not
25:12how people function. That's not how
25:13people think, that's not how people
25:15reflect. It's not their consumption
25:16cycle. They don't have the awareness
25:18stages, the awareness steps, or what's
25:19happening in their week or their month.
25:21So, you have to make a product that
25:22people want to buy and that matches
25:23their thought, purchasing, and adoption
25:25process. Anyway, there are many things.
25:27I told myself, "OK, I'll just transfer
25:29this, transfer this, sorry, to personal
25:30branding." What do people want to see,
25:32you know? Why are they on the platform?
25:34But it's just the basics I had done at
25:35Néos with Robin, you know. We had
25:36always asked ourselves the question of
25:38what makes people stay. Why do people
25:39stay? Because they...because we have a
25:41dopaminergic system that pushes us to
25:43have dopamine hits all day long,
25:44because we're completely crazy with our
25:46phones, and me first, you know. And so,
25:48you just have to understand what
25:49creates this dopamine. So, you discover
25:51the Zeigarnik effect, for example,
25:53which basically means that if you open
25:54a loop, the brain will want to close
25:56that loop. In 3 seconds, I will give
25:58you the best advice I've ever used in
25:59content creation. Well, people want to
26:01listen to what I'm going to say in 3
26:02seconds. You see, I open a breach
26:04because 300,000 years ago. If there was
26:06a bush moving and I didn't go see what
26:08it was, that breach wasn't closed, that
26:10loop wasn't closed, well, I would just
26:11die, actually. So, actually, humans,
26:14homo sapiens have this need to complete
26:16this loop. And when you look into that
26:19—great book, by the way, "300,000
26:20Years of Customer Experience," which I
26:22highly recommend—it talks about how
26:23the brain works, UX, and how to build
26:25excellent products. When you apply that
26:27to personal branding, you start to
26:28understand what makes people stay and
26:29what makes them hit like. I also asked
26:31myself, as a consumer, which is exactly
26:33what I did in my consulting work. When
26:34my business was doing best, I always
26:36did the same thing whenever I got a
26:37client: no computer, nothing, no AI.
26:39Luckily, at the time, I would ask
26:41myself, "How do I usually consume this
26:43product?" What's going on? And if I'm
26:45not the customer, how does my mother
26:46consume the product? What happens when
26:47she buys it? What does she desire? What
26:49went through her head? What does she
26:50have? What kind of knowledge does she
26:52have? You know? And once she hits the
26:53purchase trigger, why? Like, for
26:55example, when my mom shows me a new rug
26:57she bought that's actually a photo of
26:58the dog, I ask, "Where did you see that
27:00rug for the first time?" I'm always
27:02asking questions. "I don't know, I
27:03don't know.""No, try to think.""I don't
27:05know, on Facebook, I think, but I knew
27:06the brand; I had seen it on TV.""Ah,
27:08okay." Multichannel strategy: awareness
27:10on TV, purchase trigger on Facebook ads
27:12. Okay, I put that in my little
27:15notebook for the 49-year-old persona,
27:17and that's how I've always done it. So
27:20I did exactly the same thing. What
27:21happens when I send a TikTok to a
27:23friend? You see, why do I send it?
27:24Actually, you have to try to become
27:25conscious of your own movements and
27:27actions when you're in marketing. "Oh
27:28damn, I want to laugh with him," you
27:29know? I want to share a moment. That's
27:31what we call relatable content, you see
27:33? We relate to the thing.
27:34Ah, okay. Actually, I notice this
27:36account only creates content that is
27:37shareable. It's as if they're trying to
27:40make every scene represent a comical
27:42situation to create a bond. Okay? So,
27:44in virality, there's the act of making
27:46relatable content and setting up scenes
27:47that people have experienced, you see?
27:49And by doing this repeatedly, you know
27:51what makes people comment, what makes
27:53them share, what works, and you're
27:54essentially doing a huge market study.
27:56Yeah.
27:57I looked at everything that was being
27:58done in June, in April, the first half
28:00of 2026. What happened? What worked?
28:02Why did it work? Naturally, it's easier
28:04through my eyes because, well, I see
28:05things, I know marketing, I get it, and
28:07I replicated that in my strategy. And I
28:09also tried to be natural, to be
28:10authentic, to push out volume, to
28:12switch off my brain, and just to make
28:13people enjoy it, like I would have
28:15loved to see an account that talks
28:17about brains, business, strategy,
28:18philosophy, psychology, jokes, and
28:20that’s actually fun.
28:21OK. Over that 30-day period, how much
28:23short-form content did you post?
28:25I posted from three to 15 videos a day.
28:29Yeah. It sounds a bit scary when I say
28:3118 videos at my peak, but they were
28:32variants too. There was a little bug at
28:34one point that I can share now because
28:35it doesn't work as well. It will work
28:36again because that's how Instagram
28:38operates. Actually, at the moment you
28:40exit the Instagram editing app, in fact
28:43...
28:44or even Instagram itself. You see, you
28:46do the edit, you save as a draft.
28:48You go back to your draft, you
28:49duplicate your draft. You see, when
28:51you're on your first reel, you add a
28:54text hook somewhere, you hit publish.
28:56Yeah.
28:56And what happens then is it’s in the
28:58process of being published. You go back
28:59to your drafts, you still have the
29:00second version, you change the text
29:02hook, put something else, and hit
29:03publish. It doesn't flag as duplicate
29:05content because what Instagram does is
29:07it takes the video you're publishing,
29:08checks it against its billion videos to
29:10see if it matches, says no, that's fine
29:11, it's unique, and sends it out. And
29:13when I sent the second one, well, the
29:14first one hadn't been analyzed yet, you
29:15see. So, in fact, it says it's fine,
29:17I'll send it. And when I wanted to go
29:18very fast, I published five like that
29:19with these different hooks, you see. So
29:20, each time I saw which ones worked
29:21best because they were the same videos,
29:23I really didn't change anything. Then I
29:25realized that if you flipped part of
29:27the video, it wasn't really like
29:28duplicating content. So, in reality, I
29:30created between 3 and 5 or 8 unique
29:32pieces a day, I'd say, roughly. So,
29:35you're averaging 5 times 30, maybe 150
29:37videos.
29:37OK. Did you derive a "winning"
29:39structure from that, so to speak? Even
29:40if it's marketing where there are steps
29:42, there isn't necessarily an exact
29:44framework. I don't know what your
29:45opinion is on that, by the way.
29:46I would love to give a magic and sexy
29:48recipe. That people are waiting for and
29:49that people would magically clip.
29:51There is no magic button. There are
29:52still a few, though. There are some
29:53magic tricks, you see, for members of
29:55our coaching program, for example, at
29:57Personna Ascension. 82%of the feedback
29:58I give is on oral delivery.
30:00Something that is too underestimated.
30:02Everyone always talks about hooks,
30:03structures, and winning formats.
30:06Honestly, with Neos, we had millions of
30:08views across tens of thousands of
30:09videos, you know. We had a huge volume
30:11and were able to test everything. One
30:13observation I made, for example, is
30:15that natural light always gets more
30:17views on average. 200 similar pieces of
30:19content, artificial light or at home
30:21without direct light. Natural light
30:23with the sun hitting your face a bit,
30:24or nearby, you always get more views
30:26with natural light.
30:27OK,
30:27that’s crazy. We wouldn't have
30:29thought so.
30:29And it's really the only conclusive
30:30thing.
30:31Whereas hashtags, we don't care about;
30:32time of posting, we don't care about;
30:34the description, we don't care about.
30:35That stuff doesn't work.
30:37Ah, then you said, you mentioned the
30:39voice.
30:39Yeah. Oral delivery. So oral delivery,
30:41or public speaking, involves several
30:43things. When we communicate, for
30:44example, there are three ways to
30:46receive a message. Paraverbal,
30:47nonverbal, and verbal. You see, it’s
30:49usually a bit like that most of the
30:50time. 91%of the message, 7%of the
30:53message, and about 3%of the message. So
30:57it's everything I put into my
30:59intonation when I try to emphasize like
31:00this, speaking louder, softer,
31:02articulating; all that is part of it.
31:04That’s for the nonverbal. The
31:06paraverbal, well, it's everything I do
31:08with my hands, with my eyes, when I
31:09speed up, when I emphasize something in
31:10my body language. When you see me talk,
31:12and the verbal is the actual words that
31:14I use.
31:14Yeah.
31:14This system for conveying a message is
31:16extremely important on Insta because,
31:17in fact, you don't feel the person's
31:19energy. So if you're not good at that
31:20already, it's a lost cause. And also,
31:22we need to understand very clearly
31:23what's happening to know if we're going
31:25to get some dopamine. And to understand
31:26very clearly, you have to speak
31:28distinctly, you have to speak loud
31:29enough, and there shouldn't be any
31:31weird stuff. So it's about oral
31:33delivery; you shouldn't have a
31:34presenter's tone. The "five fitness
31:36coaches" or the "five myths" doesn't
31:38work, you see, because people can hear
31:39it. It's actually hard, you know, when
31:40you have a phone in front of you. I
31:42struggle too. I want to tell people
31:43that too, I have 75,000 followers, I
31:44struggle, and sometimes I listen to
31:46myself and go, "What are you—do you
31:47shoot the videos many times?"
31:48Oh yeah, many times. Yes. I watch, and
31:49I go, "What am I doing?""Nonsense, too.
31:51" I speak fast, you know, I speak quite
31:53fast, so I have to pay attention to
31:54that too. People need to be able to
31:55follow me and I shouldn't just be
31:56rattling things off. So, there you go.
31:59So, there's natural light, oral
32:00delivery, well-articulated, being clear
32:02in what we say—that's important.
32:04Still, speak with a little bit of
32:05rhythm, but not too much. Okay?
32:06These are the tips we give,
32:08and I think one of the best tips would
32:10be to use hooks that are, how should I
32:13put it simply, that allow the human
32:15watching the video to know they will
32:17get some dopamine soon.
32:19Yeah.
32:19You see, there are several ways to do
32:22it, and for example, you can break the
32:24guessing machine. That's something, for
32:26example, that's in a book, I think it's
32:28in a book called "Made to Stick." It's
32:30not an exceptional book, but there's
32:31this principle in there where they say
32:32if you break someone's guessing machine
32:34, they will watch because they don't
32:35know what's going to happen, you see,
32:36and they're obsessed. It's a
32:37psychological fact. The gap is open, so
32:39we want to fill the gap. So you take
32:41the counter-approach. You say something
32:42the person absolutely doesn't expect.
32:44For example, you say, I've been a
32:47dietitian for 15 years. Damn, how do
32:50you say it? Diet.
32:52Dietitian.
32:52Dietitian. Oh man! Yeah, I've been a
32:54dietitian for 25 years and actually, I
32:56wanted to tell you that Coke is good
32:57for your health.
32:58OK. What is this guy talking about?
33:00You're going to listen, you see, at
33:01least for the next sentence, you'll see
33:02where he's going. You see, that's one
33:03of the tricks, being counterintuitive.
33:05But
33:05yeah, counter, it can be
33:06counterintuitive. Yeah, we called it
33:07the counter-approach with Robin because
33:08we loved calling it that at Néos, you
33:10know. But
33:11uh, there you go, you can have that but
33:14also present the curiosity gap,
33:16that means the space between what the
33:18person knows at the start of the video.
33:20And what they could know by the end.
33:21For example, if they understand that
33:23through your video, they'll get the 10
33:24viral formats of the week on their
33:26Instagram and that it's a bridge
33:27they're interested in crossing, they'll
33:29watch the video. So it's in my best
33:30interest to make them understand in my
33:32hook that by the end of the video,
33:33they'll be in that state. I can say it
33:35implicitly or explicitly. Explicit, I
33:37tell you clearly, you're going to
33:38understand it. And implicit, first
33:39viral content of the week and you
33:41understand that there will be more.
33:43That is done implicitly. So, these are
33:44also two methods that allow you to
33:46spike the person's dopamine so they
33:47understand that by the end of the video
33:48, they'll get even more, you see. And
33:50so they'll stay because the door is
33:51open. There you go, those are a few
33:53little tips I'm giving you like that
33:54which are useful and that I use a
33:55little bit. But honestly, the best
33:57advice I could give you is that even
33:59after the hundreds of millions of views
34:01I've gotten, uh even after having
34:02friends who have also gotten hundreds
34:04of millions, or even billions of views,
34:05you shouldn't reinvent the wheel, it's
34:07useless. Actually, there are literally,
34:09I think, 200 million videos released
34:10per week, something like that, I might
34:11be saying something stupid. But all
34:13videos have been made, everything I
34:14could have imagined in its best
34:15manifestation, they've already been
34:17made. All the knowledge I have and that
34:18I could write on a piece of paper to
34:20try to rebuild videos from scratch,
34:21they already exist. Why would I bother
34:23spending 4 hours trying to reinvent the
34:24wheel? Sometimes it's just fun for me,
34:26you know. There are videos that I
34:27rewrite, I like to rewrite, you know, I
34:29had one that went viral, got 250,000
34:30views, and brought me about ten clients
34:32; I wrote it from A to Z, you see. But
34:34actually, I even improvised most of it.
34:35That's great, it's cool. But it's not a
34:37good idea. It's never a good idea
34:39because it's just less efficient than
34:40trying to understand what works for
34:42others. To understand the mechanics,
34:44the dopamine system, uh, the format,
34:46the angle of virality. What made that
34:48specific content outperform the others,
34:49you know? And trying to take that and
34:51apply it to ourselves, and actually, as
34:53humans, fight the same battle against
34:55Instagram, trying to move forward
34:57together to be viral and please people.
34:59We shouldn't fall into the trap of
35:00plagiarism where everyone is doing the
35:01same thing, you see. It's a big problem
35:03that I might have been a detractor of
35:04at one point because everyone was
35:06copying the "wook" style. I'm a bit
35:08ashamed of it, but I have the guts to
35:09own it or I have the guts to say it,
35:10you know. Everyone copied it, so it's
35:11true, and good for them, they were
35:12right, you see, they were right to do
35:14that. But it's true that after a while,
35:15you get tired of it, you know, it's
35:16always the same content on Insta. So
35:17you have to be careful, you see, you
35:19have to do it intelligently. But if you
35:20...I analyzed the content strata of
35:22about 120 personal brands, the biggest
35:25personal brands, 75%of their content
35:27isn't authentic, it already exists, you
35:29see. So that too, you need to know,
35:30it's information you need to have. Even
35:32your...the ones you adore, you know,
35:34the marketing and virality experts,
35:36they also copy.
35:37Of course.
35:37But you have to do it intelligently,
35:39meaning don't copy word-for-word, and
35:40don't resort to plagiarism either.
35:41So that's a bit of all the advice I
35:42have to give for that, and I obviously
35:44have a huge amount of it all listed and
35:45put into my coaching program.
35:46I imagine so. Don't hesitate to go
35:48check it out. In any case, all the
35:49links will be in the description. Ah,
35:50it's Gil.
35:50But uh, okay, very interesting. Anyway,
35:52I think there are many, many people
35:53watching this video who are here for
35:54that, because they're coaches or
35:55whatever on Instagram, and a lot of
35:57them are capped at 1,000 followers. And
35:58there's a question that could be a bit
35:59more, uh, complex and "deep," so to
36:01speak: if you only had one video per
36:02week to make for your Instagram account
36:04to maximize your acquisition and the
36:05cash it brings in—because we'll talk
36:06about the conversion part later, but
36:08that's also very important. Which one
36:09would it be? You have to imagine three
36:13versions of your ICP, your Ideal
36:15Customer Profile. Who would be three
36:18people I could sell something to
36:19tomorrow with my current skills? Okay,
36:21I have them. Okay, what could these
36:24three people, or one or two of them,
36:27pay for impulsively or compulsively
36:29today, between 4 and 15 euros, to get
36:32as data or information? Once you've put
36:36your finger on it, it could be a piece
36:37of advice, a resource, a small action
36:38plan. It could be, uh, a tutorial, a
36:41recipe, I don't know, something like
36:43magic. They say, "Wow, I wish this
36:45existed, I'd pay for this." You make it
36:47for free and you use it as a lead
36:48magnet to attract a prospect, not just
36:50a freebie. Because if someone is
36:52willing to pay for it, they'll be
36:53willing to comment on your video to get
36:54it. You do it well, you deliver value,
36:57because when they receive it for free,
36:58they'll think, "Wow, thanks, this helps
37:00me.""What will this guy give me when I
37:02actually pay him?" That's what you need
37:03to do. Once you've found that resource,
37:05you try to say, "Okay, I have a
37:07resource people will like." Now, I'll
37:09try to connect five different scripts
37:11to it that can lead to it. You see, a
37:14script that works well is: "Before, I
37:16was here, today I am here because I
37:18used this." By the way, if you want the
37:19full version, it's right here, you see.
37:20Yeah.
37:21External transformation: this famous
37:23guy did this. That's what we call an
37:27authority bias, an argument of
37:28authority, or hijacking someone's
37:30notoriety. You use them. There you go.
37:33I don't know, we could take the example
37:35of coaches. Give me a niche. Let's say
37:38a personal trainer, they'll say, "I
37:39don't know, it's Mike, he went from
37:40this physique to this physique thanks
37:42to the lead magnet thing."
37:43A personal trainer, you see. I would
37:45say, for example, um, what's his name,
37:46the boss of Amazon? I...
37:48Jeff Bezos. Jeff Bezos lost 15 kg of
37:51fat and 10 kg of muscle because he used
37:53the method, uh, that no one is talking
37:55about yet in 2026. It's a method that
37:57was secret because it was made by the
37:58boss of the GIGN, who's named like that
38:00, and who actually used it with all
38:01three of his elite units. Look at the
38:03results here. I'm sure everyone will
38:04watch because you're hooked right there
38:06. You want to know where I'm going with
38:07this. The method is very simple and it
38:09can be done by anyone at home, and you
38:11don't really need to change your diet.
38:13I think that in 5 to 8 minutes a day,
38:15it can really have the most drastic
38:16effect possible on your body by the end
38:18of this week. With a script like that,
38:19you see people—and I'm doing this
38:20improv—you take your time, you'll
38:21write it a bit better. The method is
38:24called EVS. Try to find some real
38:25things, though! You still have to bring
38:27people in, and you have to do this,
38:28that, and that, but I've summarized it
38:30for you and applied it to five
38:31different professions so that you can
38:32do it at home. If you happen to work in
38:34an office or as a trader, you just have
38:36to comment EVS and I'll send it to you.
38:38People are going to comment EVS. You
38:40try, if possible, in these five scripts
38:42to find three viral capsules, things
38:43that have proven to work at some point,
38:45and try to find two other things for
38:47yourself that you could build that work
38:48well for your clients, which have been
38:50viral if you like building. And then,
38:52after that, there you go, you send out
38:54these five videos. I'll even give you
38:55five for the price of one. And there,
38:57normally, if you do the work poorly,
38:58you'll have 4, 5, 6, if you're bad (and
39:00it's OK to be bad, you see, I was very
39:01bad at content creation before). If
39:04you're good, you'll get 300, 400. I
39:05have one with a company that has 7,000
39:07comments on the lead magnet, huh,
39:08ManyChat, it can't handle it, it's
39:10exploding. But there you go, and I
39:12think that, like this, it's really a
39:13simple video to make that brings in
39:15clients and with whom you can start a
39:16discussion to say: "Why did you want
39:18this resource in the first place?" What
39:20was your problem, exactly? OK, do you
39:21think this is enough to solve it? Yes.
39:23No? Well, what else would you need?
39:25That works out perfectly, it’s what I
39:26have in my coaching program. Are you
39:27interested in talking about it? There
39:29you go, I'm even giving you a setting
39:30script to do it. You do that, and if
39:32you're not pulling in 1,000 or 2,000
39:33€ by the end of the week, it means
39:34you have a problem with your offer,
39:35your positioning, or your delivery. And
39:37that gets solved by zooming in on it a
39:38bit. Of course, of course. OK. For you,
39:40is the copy less important than the
39:42delivery on Instagram?
39:43Big question. Big question. There too,
39:46it’s the number 2 source of feedback
39:47to be totally honest, at 92%, and the
39:49idea and the script must be 70%of the
39:51feedback, I think. That's tough.
39:56Yeah, you can tell. Actually,
39:57it's complementary. There are examples
39:59where someone who has a very poor
40:00delivery, who speaks poorly, who
40:01stammers, the phone quality is horrible
40:03, the mic is awful, they aren't even
40:05looking at the phone, it works because
40:06the idea is so exceptional that we
40:08listen. Even funny, somewhat comedic
40:09videos we watch and say, "How can he
40:11get a million views, you know? How can
40:13he appeal to so many people?" Because
40:14the content is always what matters most
40:16. So I would still say that the idea
40:18surpasses everything.
40:18The idea. Yeah. OK. But the thing that
40:20works easily, much more easily, is
40:22presenting that idea well. It's almost
40:24equivalent, but no, I'll still say, to
40:26be honest, it really is the idea that
40:28matters. The foundational idea, it
40:29always works.
40:30Yeah, of course.
40:31Idea above the hook, by the way.
40:32OK.
40:32You can have an excellent hook, but if
40:33your idea isn't good, it won't work.
40:34Yeah, of course. Well, actually, your
40:36hook also stems from your idea.
40:37Yeah, often, of course. But for me, I
40:38often have hook ideas and then I find
40:40an idea
40:40because I tell myself, wow, that's
40:41viral. A discussion I have with my
40:43friends who are into virality and
40:44visibility, guys who do content
40:46creation or work for their business. So
40:48, as soon as we see something, we say,
40:49"Viral, that's for sure, that's 100
40:50million views.""That's a thing that's
40:51going to work for 15 content creators,
40:53we'll suggest it to them." And
40:54eventually, you start to see the
40:55pattern. Sometimes we're completely
40:57wrong, but we have this phrase, "It's
40:58funny, that's viral," as soon as we see
41:00someone,
41:01we saw an old lady with a green hat,
41:02you know, her hat was totally over the
41:04top. Then we say that's viral because
41:05it's not totally nonsense so that
41:07people get offended, but at the same
41:08time it's so unusual that it catches
41:10the eye, you see. No, you're just there
41:11like, "What is that?" And that is one
41:13of the 50 viral elements.
41:14OK. Very interesting. OK. Yeah, anyway,
41:16it's complementary. And once we've
41:18gotten views with your method, or we
41:20start having content that works, and we
41:22have leads thanks to our levers, etc.,
41:23how do we clearly convert? Because you
41:26run into your ads, and I think it's
41:28poking a little bit of fun at me, uh,
41:29where you say, "Don't just get views,
41:31make money too." What is the method to
41:34turn views into cash?
41:35There are plenty of methods, actually.
41:36Yeah.
41:37And by the way, it's funny, but for the
41:38first time, I'm in a position where
41:40people tell me, "Oh, but can your
41:41method bring in money?" I come from
41:43marketing, you see. For me, the only
41:44goal has always been to make money, you
41:46see. That's even what I've been doing
41:47in the shadows the whole time, and with
41:49amounts that are widely higher than
41:50what we're doing here, you see. But
41:52because here, these are people to whom
41:53we're going to add € 50,000 a month,
41:55you see, sometimes for the best success
41:57stories. Sometimes some of them do a
41:59fundraising round, it brings them a
42:00partner, so they end up earning a
42:01million. But that has nothing to do
42:02with it, you see. That's not even the
42:03majority, to be honest. Most of the
42:05time, it's people who are going to feed
42:07into coaching, or there are even some
42:08who just come to be visible, you see.
42:10They want to be visible because a
42:11personal brand is a crazy asset, you
42:12see.
42:13We'll talk about the hidden effects
42:14later. But
42:14very well,
42:16excuse me, say your question again.
42:18Turning those views into cash,
42:20obviously, there are many methods, but
42:21the one you used or use most often
42:24for cases like coaching, consultants,
42:26infopreneurs, all those things.
42:29OK. Yeah. Yes. The thing is, it seems
42:30strange to me that people ask me this
42:31question. Just earlier, I was with a
42:32prospect who said to me, "Does it bring
42:34in money or not?" I am stunned every
42:35time by this question. Of course it
42:36brings in money. But hey, I understand
42:38that people ask themselves the question
42:39. It's completely normal and they are
42:40right to ask it because having a
42:42million subscribers is useless if you
42:43don't monetize behind it. How can you
42:45earn money with that? First, you have
42:47to understand what the fundamentals of
42:48value extraction are. Money. Why does a
42:49prospect give you money? It's for value
42:51in exchange. How is someone going to be
42:53able to give money for value? They have
42:55to believe in you, believe in your
42:56mechanism, and think that the mechanism
42:58and you will work for them. A little
43:00triptych, a little framework that you
43:02can use. And this often translates to
43:05intimacy, authenticity, and value.
43:09Often, intimacy is Instagram,
43:10authenticity is YouTube—it's trust—
43:12and value can be shared on both.
43:14Actually, on Instagram, what we do is
43:16that at some point, we add other types
43:17of content, you see, content that will
43:19get far fewer views and is made for
43:20that, by the way, which will provide
43:22elements of value on certain points,
43:23which will allow unlocking situations,
43:25which will allow educating, which will
43:26allow always bringing the right idea,
43:28no matter the system, no matter the
43:29field, and which will also be
43:31counter-positioned. That is a real
43:32strength we have in the coaching, which
43:33is that we often provide value in a
43:35different way. You see, people aren't
43:36very used to seeing that. So, my
43:37clients send me screenshots of people
43:39saying, "Oh, that's great, I hadn't
43:40seen it like that. Oh, that's nice,
43:42you've piqued my interest there. Well
43:44done!" And so, OK, you have a base of
43:45interest. You see, we already have
43:47interest here; we're turning views into
43:48interest, and interest is the most
43:50important thing. That interest needs to
43:52be nurtured. People need to subscribe
43:53to you; they need to trust you. So
43:55we'll create carousels, pinned posts,
43:57story sequence strategies, video
43:59strategies for reels—we'll share
44:01anecdotes, share client case studies,
44:02share—I give them plenty of tips. For
44:05example, I tell them, "Take your best
44:07client, talk about their transformation
44:09, you see, but do it in a viral way,
44:11make sure it gets views with the
44:12broadest possible TAM systematically,
44:14the largest Total Addressable Market
44:16possible." Often, people get this wrong
44:18.
44:18It doesn't mean the idea has to appeal
44:20to 100%of people. It means it has to
44:21appeal to 100%of the people concerned
44:23by the video.
44:24Of course,
44:24because for example, you could make a
44:26video about entrepreneurship and I talk
44:28about marketing. If in my hook I talk
44:29about something very specific, maybe it
44:31won't appeal to 100%of entrepreneurs.
44:33So let's start by speaking to 100%of
44:34entrepreneurs so they deign to listen
44:35to me and are willing to give me their
44:37attention, and then I can talk about my
44:38system, you see. And so there, we're
44:40going to build trust. We'll create
44:41videos that start to be recognizable
44:43and start to stand out like, "Oh yeah,
44:44he's the guy who does that.""Oh yes,
44:46she's the gal who does that." Start
44:47getting subscribers, start getting the
44:49machine running. And the algorithm will
44:50also find the target more easily
44:52because we use methods to get comments,
44:54to get people talking. And then, there
44:56are plenty of ways to do it. Calls to
44:58action, retargeting ads, we can also
45:00use lead magnets, and we can add two or
45:02three things I keep a bit private that
45:04are very effective. But just with that,
45:06you already have a business that easily
45:08makes € 10,000 a month.
45:09Of course. OK. Uh, you talked about a
45:11lot of things, but I would like to come
45:13back to the specific point of ads,
45:14because some people pit ads against
45:15organic. I've seen that you do both,
45:17and honestly, I quite agree with this
45:18system. What do you think about it? At
45:19what point would you say you need to
45:21trigger it? Does it really depend on
45:22the business? Do you have a validation
45:24criterion too?
45:25Yeah, that's a good question. I've done
45:26a lot of ads for my clients, too. I've
45:28never handled them myself. I've always
45:29had ad managers. I'm not very good at
45:31ads, to be honest. There have always
45:32been people better than me at it. H
45:35I'd say it's really complementary. Yeah
45:37, you shouldn't see them as opposing
45:38forces. Actually, for me, my organic
45:40reach allows me to have a cost per call
45:41that's ridiculous because my organic is
45:43excellent, you see. When my competitors
45:45see my cost per call, they lose their
45:47minds. "Damn, a call costs that much?"
45:48Well, yeah, you need good nurturing,
45:50you need all that. I think it's
45:51complementary and, honestly, it depends
45:53on the business, you know. But when
45:54you've cracked the organic code,
45:56cracking ads is easy. You know the
45:57formats that work, you know what's
45:58interesting, you know what drives
45:59engagement. Here's a little secret I
46:01can share with you. When we put up
46:04something that works on TikTok, for
46:05example, we'd turn the best performers
46:07into ads because we knew that was what
46:08worked. Spark Ads kind of came out like
46:10that, and that's how they advised us to
46:11use it. For my first clients, I had
46:12done it several times. And what I
46:14implemented, which skyrocketed client
46:16profitability, was putting the best
46:18engagement into ads, you see. I look at
46:20the view-to-comment ratio, view-to-save
46:22ratio, because saves are great for a
46:24product or service. It means people
46:26want to come back to it and they value
46:27the content, or the view-to-share ratio
46:29. You see, it's not necessarily videos
46:30that blew up, but if you got 4,000
46:31views and you have...
46:33200 replies, 200, yeah. 250 people
46:35sending the video to friends, just the
46:36sharing alone, you know, that's huge.
46:38It's a signal from the market, you see.
46:39And we would put that into ads, for
46:40example. So, these are good indicators;
46:42you can share them, too, it's brilliant
46:45. If you crack ads, it's amazing, it's
46:47a crazy channel, it's predictable, it's
46:49great, but organic is really, really
46:50better because the trust—I see it in
46:52the people who come from organic versus
46:53ads—the trust is insane. Even me, in
46:55the systems I’ve always installed and
46:56what I do now at Personal Ascension,
46:57they tell me, "It's crazy, the people
46:58who come, they have their card ready,
46:59you know, they're on the call, they
47:01have their credit card right there, you
47:02see?" Because they trust you and
47:03because they've actually seen you
47:04plenty of times, you see. They know,
47:05they trust you, they know you're not a
47:07charlatan. "Yeah.
47:08Or at least they think so. After that,
47:09it's up to you to prove it on the call,
47:10it's up to you to prove it through your
47:11resources, your audit, your work, no
47:12matter your sector. But I would say you
47:14shouldn't pit the two against each
47:14other. I’d still say that organic,
47:16honestly, if you know how to do it well
47:17, is always better than ads because you
47:19just have to add the ads, whereas the
47:20opposite isn't true.
47:21Yeah, totally. OK. For me, it’s a
47:23good metric, it’s for message
47:24validation, I find. Organic costs
47:26nothing. And if you manage to crack
47:28organic, to have a good message that
47:30already converts a bit without having
47:31to throw 100 bucks a day into ads, then
47:33you can start putting 100 bucks a day
47:34into ads to add the traction of volume.
47:36OK. That's interesting. You mentioned
47:39the point of trust, which will
47:40obviously impact your closing, your
47:41average collection, all those things.
47:44Is that why you also do YouTube and not
47:46just Instagram Reels?
47:48Yes.
47:49And what effects do you see?
47:51Actually, I do it because I also love
47:52it.
47:53OK.
47:53I mean, I love YouTube. I
47:54am passionate about it, I love it, I'm
47:56a child of YouTube, I’ve watched
47:57an incredible number of YouTube videos,
47:59everything, entertainment,
48:00documentaries, business. I love YouTube
48:02. I dig YouTube. If I hadn't been an
48:04entrepreneur, I would have been a
48:05YouTuber, I think. You see,
48:06it's not the most glorious thing to say
48:08, but I mean, I love it, you see. It's
48:09cool.
48:09I honestly love it, brainstorming
48:11concepts,
48:13you know, doing cool things,
48:14entertaining people, succeeding in
48:15amusing and connecting at the same time
48:16. Yeah, I think it's something I would
48:18have done because I love that principle
48:19, the mechanics of entertainment, the
48:20mechanics of visibility too, something
48:22I love, and having fun with friends
48:23while getting paid for it, that's
48:24exceptional, you see. Uh, I love
48:26YouTube. It gives me pleasure to shoot
48:28YouTube videos and to watch them. You
48:29see, my thumbnails are there, the
48:31videos are getting views, it's
48:32exceptional, you know.
48:33Yeah.
48:33And
48:34I realized that it was bringing me
48:35clients. So it's more like," Oh, that's
48:36great. "Well, I'm not going to act like
48:38," Oh, it brings me clients. "I know it
48:39very well, I advise it to all my
48:40clients. So, I did it, I have a link in
48:42my bio, it brings in clients. But the
48:43clients, the quality of the clients it
48:44brings, it's brilliant. You see, day
48:46before yesterday, I posted a
48:47bottom-of-funnel video where I analyze
48:49my sales funnel, explaining concretely
48:51how I earned € 47,561 last month with
48:53this specific funnel, both for myself
48:55and for clients. I also explain how
48:57this funnel generates money and what it
48:59does. Well, it books three calls and I
49:01sell to those three people. You see, I
49:03sell at a high price to those three
49:04people because they are qualified
49:05individuals who have seen me, who trust
49:06me, and who say," Hey, that's great, I
49:07saw your video, you're competent,
49:08you're human, let's work together. "
49:10That's also why I do it, because as I
49:11told you, YouTube adds authenticity and
49:13trust, but it's not for everyone. Don't
49:16start on YouTube just to start on
49:17YouTube, there's no point. You do
49:19YouTube if you have a lack of trust, or
49:21if you want more qualified leads, or if
49:23your mechanism is too complex to be
49:25understood and believed in a short.
49:27Yeah.
49:28Often the rules.
49:28I quite agree with the fact that,
49:30whether it's ads, YouTube, this type of
49:31video, this thing, you shouldn't just
49:33try to copy what works in someone
49:35else's framework. You have to look
49:36according to the constraints you have
49:37in your
49:37Yeah, of course. Every time you have to
49:39think, be sure it's the right thing,
49:40and it takes time. The time we spend on
49:42YouTube is crazy. Yeah.
49:44When is this podcast coming out?
49:45In 3 days.
49:46Oh yeah,
49:47you guys are working hard, so it comes
49:49out before Sunday.
49:50Yeah, it comes out Saturday.
49:51Exceptional. So tomorrow, the best
49:53YouTube video I've ever made in my life
49:54is coming out. I spent a really long
49:56time writing, filming, and editing it;
49:58it's being edited now. It stresses me
50:00out because I’m afraid it won’t get
50:01released. You know,
50:02can you give us a hint as to the title
50:03or something? It’s a video that will
50:06talk about the new propaganda, how
50:08personal brands have transformed the
50:09world, and how the fundamentals have
50:11actually always been the same regarding
50:12people who had power. And how we get
50:15tricked by that today, and how social
50:17media has shifted power—you see,
50:18power isn't in the same hands anymore.
50:21We see it with influencers, we see it
50:22with brands, we see it with politicians
50:24.
50:24Insanely interesting.
50:25There you go. And a little teaser:
50:26there are political parties for 2027
50:27contacting people who are very, very
50:29viral, you know, behind the scenes, eh?
50:30For sure. There it is,
50:32an agency in the shadows like Neos, for
50:33example, or others that get hundreds of
50:34millions of views—it’s really worth
50:36it to have them for clipping or
50:37creating campaigns.
50:38There are fun edits going around with
50:39David Lisnard in the background.
50:40Obviously,
50:41exactly. So, there you go, there are
50:42also things being pushed, and that’s
50:43a bit of what I’m going to talk about
50:45in a video that is really well edited,
50:46which is—I'm happy. It’s also
50:47partly why I do YouTube. It can also be
50:48the occasion. I’m happy to leave this
50:49behind, you know. Ah, I’m feeling
50:50great. I worked on something, you know,
50:52and my little brothers are going to
50:53watch the video, you see. It really
50:54makes me happy, honestly. What did you
50:55guys think of my video? You see, even
50:56my friends I’ll have watch it.
50:57That’s why I’m happy, you know. I
50:58want to show this because I love
51:00YouTube. So I also want to contribute
51:01my stone to the building, and I find it
51:03creates a little work that I can leave
51:04behind, you know.
51:05Yeah, for sure, it’s more concrete,
51:06it stays in people's minds longer.
51:08Yeah, and it helps people, it
51:09entertains people. It’s cool, you see
51:10. Like, my video on the sales funnel, I
51:12don’t know, maybe 2,000 or 3,000
51:13people will watch it. That’s 3,000
51:15people who will see exactly how I did
51:16it. You see, just like me. Sometimes,
51:18there are niche YouTube videos from
51:19when I was 13 that saved my life, like
51:20a cable that wouldn't plug in or a game
51:22that didn't work. You see, YouTube is
51:23just great for that. And later, when I
51:25had my businesses, I was completely
51:26stuck. I didn't know how to do more.
51:27There was a guy who, at one point,
51:28opened my mind, you know. He told me,"
51:30Well, do upsells, "I discovered upsells
51:31, and I read a book about them. I
51:32thought to myself," Oh yeah, that's it,
51:33"when I was 18, 19, 20, I didn't know
51:35what that was. And I also want to be
51:36able to contribute to that, and so,
51:37there you go.
51:38I totally agree. On a very small scale,
51:39what I say is that books and YouTube
51:41changed my life. Even though it's silly
51:42stuff. It's just an algorithm because I
51:44was pushed toward a type of video that
51:46drew me in more, and I watched longer.
51:47I have an algorithm just for that, and
51:49it's crazy. So I understand your vision
51:51with YouTube very well. OK. And, uh,
51:53let's talk about books, too, since I
51:55think you're someone who reads quite a
51:57bit. I also saw a video of yours
51:58talking about journaling and all those
51:59things.
52:00Yeah.
52:00What is your relationship with reading?
52:01Do you have any books to recommend, too
52:03? Because we never talk about it with
52:04French entrepreneurs, even though it's
52:06something I love and find super
52:07important.
52:08I hate reading.
52:09OK.
52:09And that's something that needs to be
52:10said, too. I loathe it. It annoyed me a
52:13lot, a lot. Actually, my mother used to
52:16punish me with books when I was little,
52:18but they were books with pictures of
52:19animals. I actually had 29 books that
52:21were like that about the whole world,
52:23you know, Egypt, dinosaurs, biology, I
52:25had ones about the brain, the skeleton,
52:26and everything. So it was great. When I
52:28was little, I loved that, you know. I
52:30was in love with it. I hit middle
52:31school just as I had to start reading
52:32novels.
52:33Ah yes, or
52:33it was hell, a real struggle, you know.
52:35Anyway, I was lucky enough to be good
52:37at school, so I got by pretty well. I
52:39would read the stuff quickly, you know.
52:40Did you have to make summary cards for
52:42them? Yeah, pretty much, you know. But
52:45one day, I read a book by force and I
52:46loved it, and I thought, wow, I’ve
52:48actually accessed this pleasure of
52:49reading. I tell myself:" Novels are
52:51exceptional, the stories you make up
52:52for yourself, but I really have to
52:53force myself. I want to say that, it's
52:55not easy for me to read books. I've
52:56read a lot of them, it annoys me, you
52:57know. Honestly, when I was, I don't
52:59know, 20 or 19 years old, I read a ton
53:01to catch up on my lost time, my lack of
53:03financial and entrepreneurial education
53:05, to understand what was going on here
53:06and there. It was hard, you know, to
53:08keep reading those 10 pages every
53:09morning, but I did it because it
53:10changes your life. So I want to say
53:11that too, because we don't say it often
53:12enough, I think. It's always all
53:13sunshine and rainbows. No, it’s
53:14horrible. And right now, I don't read
53:15because it annoys me, you know.
53:16Okay,
53:17but I'm going to start reading again
53:18because it's really important.
53:19It's a huge cheat code, but for you,
53:20it's a drag.
53:21There you go, it's a drag. If it's
53:22novels or interesting books, it can be
53:23fascinating. And I even saw myself
53:25wanting to read a book, you know. I had
53:27a girlfriend for a while who read a lot
53:29, and she had that urge I had, she
53:30wanted to get home just to read the
53:32book.
53:32And I was fascinated by that. I thought
53:34, damn, that's crazy, I had never felt
53:36that way.
53:37And actually, with novels and stories,
53:39it does exist. It's just that reading
53:40super complex business books at 11 p.m.
53:42is annoying. So, I read them in the
53:44morning, but I still read a lot and it
53:46taught me a lot. And Russell Brunson,
53:48when I got into his work, I was turning
53:50the pages thinking
53:51what a masterclass,
53:52it's better than Netflix, right?
53:53Oh yeah, it's exceptional. You see,
53:54especially when you're in the grind,
53:56when you're trying to become better
53:57like I was, you know, I told you I
53:58always wanted to do more, do better. I
53:59see Expert Secrets, I open it, it says
54:02good marketing must always validate
54:04your customers' fears. There's a
54:06sentence like that, that's it, he will
54:08buy from whoever confirms his doubts.
54:10There you go, validates his fears. Yeah
54:11. Encourages, fights, you know, all
54:13that stuff.
54:14Exactly.
54:14Russell Brunson, it’s exceptional.
54:15That, that, I need more of that, a lot.
54:17Plus, I was doing Neos at the time, so
54:18we were testing every possible funnel:
54:20low ticket, ticket, webinars, we were
54:21testing VSLs, everything. So it was
54:22great for that, you see. And I also...
54:24well, I read Rich Dad Poor Dad. Some
54:26people say: "Yeah, come on, everyone
54:27knows that book." Yeah, but I didn't
54:29know it, you see. When I read it, I was
54:30like: "Ah okay, so that's an asset,
54:31that's a liability."
54:32I mean, I'm telling you, I knew nothing
54:33. My parents aren't entrepreneurs at
54:35all. My family didn't have any money,
54:36so I didn't know what an asset or a
54:37liability was, you see. I was starting
54:39in business, so I could see I needed to
54:40learn about...I saw these were
54:41accounting concepts, you see. I started
54:43to grasp it, and I was going to buy a
54:44car at the time, you see. I was going
54:46to buy a car, I had my company, I was
54:47doing my master's. I told myself it
54:49would be cool to buy a little car, you
54:50see. And I realized it was a mistake.
54:52This book, I was going to buy it 3
54:53weeks later when coming back from
54:54vacation, you see. And I told myself
54:55it's completely stupid to tie up 15,000
54:57to 20,000 euros in a car, you see, just
54:58to please myself. Why? I mean, it's
55:00cool to treat yourself, but it made no
55:01sense. It's a financial drain. So, I
55:03can put that 15,000 euros into
55:04something else. People will say, "Oh,
55:05so he discovered the principle of
55:06assets and liabilities.""Well yeah,
55:07honestly, I discovered that stuff in...
55:08"
55:09400 pages, you discover things that
55:10were, in quotes, hidden from you for 18
55:11years of your life just because no one
55:13talks about them. After that, I read
55:14much more advanced books by Seth Godin,
55:16This is Marketing, Purple Cow, which
55:17are, well, if you know nothing about
55:19marketing, they're exceptional. When
55:21you know a little bit...Well, you can
55:22see he's still excellent at explaining
55:24things. Yeah, I've read plenty on
55:26productivity, I've read about investing
55:28, about deep work, about marketing. The
55:30best marketing book that exists, which
55:32is unfortunately not available in print
55:34, is Breakthrough Advertising, which
55:35costs 200 euros.
55:37if you want to have a chance at getting
55:38a physical copy of the Gene Schwartz
55:40masterclass, you know.
55:41Ogilvy too for copywriting, it's
55:43brilliant. There's also Marcus Aurelius
55:46, I recommend it too, it's cool to read
55:48all that. Nietzsche, well, even if
55:50philosophy isn't great to read because
55:52it ties your brain in more knots than
55:54it solves
55:54and puts a headache in your brain so he
55:56tends to go there. That's why I don't
55:58read philosophy, but I've read plenty
56:00of books, 300,000 years of customer
56:01experience, brilliant, Eat That Frog by
56:03Brian Tracy, which is literally the
56:04book that gave rise to The One Thing by
56:06Gary Keller that everyone knows, the
56:08yellow book. By the way, a little
56:10anecdote: one morning, I was reading
56:11before heading to work, you see. I was
56:12reading, uh, Eat That Frog, a book from
56:152006, I think. Gary's, The One Thing,
56:17came out in 2011-13, and I'm reading
56:18the thing, and then I see a sentence, I
56:20say to myself: "But I know this
56:21sentence, you see, I've seen that
56:22somewhere, it's not possible." Like in
56:24a movie, I get up, I go to my bookshelf
56:25, I search like that, it was in The One
56:27Thing, I think, the two books, I open,
56:28same sentence or
56:29and you know, I look at the structure,
56:31I'm like "Oh damn, Gary copied." It's
56:33not his story. And when I tell myself
56:35this book here, which is the number 1
56:36for productivity, it's a book that
56:38exists and you want to reinvent the
56:39world and reinvent the wheel. You see,
56:41I tell myself OK, all right.
56:42Exactly. Same thing when you read
56:43Timothy Ferriss and you see all these
56:45kids who are in ads or whatever and who
56:46say exactly the same things. Clear,
56:48exactly. When I see a course too, at
56:50one point I had access to a big US
56:51course, I look and I say "Ah ok, well
56:52that's why there are all those promises
56:54." You see when you read Hormozi, you
56:55realize that's why people made the same
56:57offer. But yeah. What did you want me
56:59to say about books in particular? No,
57:00but I like what you said, Breakthrough
57:02Advertising first on marketing. Are
57:04there others that really left a mark on
57:06you and that you would recommend to
57:07people? Because I think those are very
57:09good resources. The philosopher who
57:11wasn't wise.
57:11OK,
57:12masterclass, it's a novel so it’s
57:14going to change your business book and
57:15I can assure you that this breathing
57:17space you take regarding business is
57:19beneficial before sleeping. Plus, we
57:20turn off the screens. Well, it's the
57:22discipline we'd all like to have,
57:23honestly. It’s life-changing. Reading
57:25is the activity that lowers cortisol
57:26levels the most. We need cortisol to
57:28drop to fall asleep. I say that, but I
57:29don't do it. Obviously, but "The
57:31Philosopher Who Wasn't Wise" is
57:33brilliant, and "The Alchemist" by Paulo
57:35Coelho. There you go, those are a few
57:37novels. I'm
57:38not a huge one, I say obvious things,
57:40you see, but honestly these two, I
57:41loved them.
57:42OK, very good. Thank you very much.
57:44For those who are scaling and are very,
57:45very high up, The Science of Scaling,
57:47but that's for a level like Break
57:48Advertising, those are a bit advanced
57:50but
57:50OK,
57:51for those who want a bit more, it's
57:53really cool. You
57:54said what? The Science of
57:55Science of Scaling and Break
57:56Advertising, which are the two books
57:58for the more advanced crowd.
57:59Yeah. Actually, what you should do is
58:01ask, what question are they asking
58:02themselves? What would they like me to
58:03answer for them, you see? Try to
58:04provide them with max value there, you
58:06see.
58:06Yeah, plus I know them well. I have a
58:08good knowledge, so to speak, of my
58:10audience. That’s excellent, that is.
58:11Yes, but I actually got lectured on it.
58:13I have an e-com client who only talks
58:14about customer knowledge in the videos
58:15I was editing, and except when I had my
58:16editing business, I edited all his
58:17videos. Man, he talked so much about
58:19knowledge that in all the business I'm
58:20going to do, no matter what I launch
58:22next, I'm first going to send thousands
58:23of DMs and understand, and then sell
58:25something.
58:26Important, an insane question you can
58:27ask your audience is: if next week my
58:29company has to charge you € 1,000,
58:30what would you want me to do for you?
58:33Yeah,
58:33that's an exceptional question. It will
58:35unlock offers for you, unlock things;
58:37ask it to all your clients, to everyone
58:38, or even to prospects, you see. If we
58:41ever have to work together, what would
58:43you want me to do for you? or here you
58:45paid this, if you had to pay twice as
58:46much, what more would you have wanted?
58:48You see, those are crazy good questions
58:50for offers.
58:51So, let's imagine you have a coach in
58:52front of you who is stuck between €
58:545,000 and € 10,000 a month, doing a
58:56bit of organic, a bit of prospecting,
58:57and so on, but who really wants to
58:59break that glass ceiling and reach €
59:0120,000, € 30,000, € 50,000 a month
59:03gradually, of course. What would you
59:05really tell them using your method, uh,
59:07so they can reach those levels? What?
59:10First off, I'd understand what they're
59:11selling. Do you have a more specific
59:12idea of what we could say? Very
59:14specific with something that's quite
59:16common, actually. Can we go back to
59:18that fitness coach or not? Because is
59:19being a fitness coach really that
59:20scalable? Uh, let me think for a second
59:22about who is watching this video
59:24specifically.
59:26Yeah. Let's say they're selling a
59:28coaching offer on
59:30YouTube.
59:31On YouTube, sure,
59:32it exists. There are quite a few people
59:33who want to help you scale on YouTube
59:34and I think it's a service that applies
59:36to everyone, you know.
59:36Yeah.
59:37Yeah. Even if you're in finance, you
59:38can draw inspiration from the answer.
59:39Even if you do fitness coaching, even
59:40if you have an app, even if you have a
59:42marketplace, the answer will be YouTube
59:43.
59:43OK. So the guy is making between 5 and
59:4510 on YouTube, selling marketing
59:47services. So I always ask him the same
59:48thing. In consulting, you know, I'd say
59:49, "What's your average order value? How
59:50many clients do you manage to get per
59:51month? What is your main source of
59:53acquisition?" I'm already looking at
59:54how things are going. Uh, and well, the
59:57easy part here is that I'll immediately
59:59know if I see his offer, his landing
1:00:00page, his content, I'll know exactly
1:00:02what he needs to do. Let's say I don't
1:00:04have access to that and I have to give
1:00:05him new methods, because most of the
1:00:07time the money is hidden in what you're
1:00:08doing wrong, not in what you need to
1:00:09add. Perfection is reached when there
1:00:11is nothing left to take away, not when
1:00:12there is nothing left to add. That's
1:00:14also important to know in marketing.
1:00:15It's made me and my clients much more
1:00:17money to remove things than to add them
1:00:19. So, first off, I would tell him,
1:00:20you're surely focusing on too many
1:00:21things. Where do you spend your days,
1:00:23your last five clients, how did they
1:00:24find you? Call them and ask if they
1:00:26know similar people, why wouldn't they
1:00:28recommend you, were they happy or
1:00:29unhappy? Do you have an offboarding
1:00:32form that really asks them what could
1:00:33have been better in the experience and
1:00:34who they can recommend you to? It seems
1:00:37silly, right, but people don't do it.
1:00:38Speak. If you don't have it, do it.
1:00:40Pause, do it. See, send that over, do
1:00:43it. Or at the end, note it down, you
1:00:44have to do that. An offboarding form.
1:00:46What made you buy from me? What almost
1:00:48made you not buy? Why did you choose me
1:00:51over someone else? You see? And how do
1:00:53you consider this expense? What do you
1:00:54think of the move you just made? Why
1:00:55did you do it? What does it represent
1:00:57for you? You see, these are important
1:00:58marketing words. First thing, I’d say
1:01:00, do you have all that already for this
1:01:01YouTube guy? After that, I’d say
1:01:03YouTube, who are you targeting? Are you
1:01:04targeting guys who are already on
1:01:05YouTube and you want to improve them,
1:01:07or guys on Insta, X, or elsewhere who
1:01:08are coming to YouTube? You see, it’s
1:01:10already a different target, because
1:01:11then, you have to adapt the marketing.
1:01:12So, I would tell him to zoom in on your
1:01:14clients or new prospects to understand
1:01:16their mindset. Do they know YouTube
1:01:18well? Do they have a fairly advanced
1:01:19level of understanding of this platform
1:01:21? In which case, you can't sell them
1:01:22basic stuff. And if you go prospect
1:01:24them by saying, "I can make YouTube an
1:01:25acquisition channel to get you three
1:01:27clients," it’s a dead end. You see,
1:01:28if you prospect me by saying that, I
1:01:30already have 15 or 20 clients from
1:01:31YouTube; I likely know YouTube, I’ve
1:01:32zoomed in on it, I’m not an expert
1:01:34but I have knowledge. So, you
1:01:35shouldn’t talk to me like you talk to
1:01:36everyone else. So we’re going to
1:01:37define a clearer ICP, a clearer target
1:01:39to try and see where we can go. And
1:01:41there, I often say similar things.
1:01:42I’m going to try to see his strengths
1:01:43. So, who can he target? If a guy is 16
1:01:46and hasn't hit puberty yet, for example
1:01:48, you see, I'm not going to tell him to
1:01:50go after people in finance because
1:01:51there will be a mismatch.
1:01:53Founder-Market Fit, that's also very
1:01:54important. Do we feel comfortable with
1:01:56it? And are we the best person to
1:01:57embody it? Even if we aren't, it's not
1:01:59a big deal, but you have to be aware of
1:02:00it. So for a good ICP, I'd say we'll
1:02:02try to zoom in on people who have money
1:02:04, on people you can reach, on where
1:02:05your strengths are, and therefore where
1:02:07you would be best. If a guy is super
1:02:09strong on Twitter, he won't go after
1:02:10the same target as someone who is
1:02:12strong in organic, or strong in ads, or
1:02:13comfortable with cold calling or
1:02:15closing. Actually, it really depends on
1:02:16him and his strengths. You see, that's
1:02:17the first thing we're going to look at,
1:02:18work on, and zoom in on. Once we've
1:02:20defined an ICP that can bring him money
1:02:21, we'll create the offer, and we'll do
1:02:23that based on the level of knowledge
1:02:24the person has. I'll see if his offer
1:02:26is clear to him, you know. I'll ask
1:02:27what the benefit is. Often, I say, what
1:02:29is your value proposition? The guy has
1:02:31no answer, that's already a marketing
1:02:32problem.
1:02:33I mean, you need to have a unique
1:02:34selling proposition. The person must
1:02:35gain something from working with you,
1:02:37something unique. These seem like
1:02:38simple sentences, don't they? If you're
1:02:40not making at least € 10,000 a month,
1:02:41you have to do just that, you can't do
1:02:42anything else. It has to be just that.
1:02:45So, what is the person going to gain?
1:02:46OK, what you're telling me is great.
1:02:48Nobody gives a damn. That's often what
1:02:50happens in my consulting sessions. You
1:02:51should see my consulting, sometimes
1:02:52people who know me pay me for exactly
1:02:53that, you see. They tell me to be as
1:02:55direct as possible, to get straight to
1:02:56the point. Because when you pay € 950
1:02:57and you have an hour and 20 minutes
1:02:59with me, you have to get straight to
1:03:00the point, you see. But I say, yeah,
1:03:02that's good, but that's you, you made
1:03:03something for yourself. What you've
1:03:04done is great. Does it please you? It
1:03:06doesn't please other people. You're
1:03:07being selfish, you're not being
1:03:08altruistic. What does the person want?
1:03:09What is their reality? Put into words
1:03:11the things they have never been able to
1:03:12put into words but would love to see
1:03:14come to life. That is a crazy phrase.
1:03:15You see, I often give it to my clients.
1:03:16Say, put yourself in their reality, and
1:03:18what would they like to see exist? What
1:03:20would they like to believe in for this
1:03:22to work for them? You see, that
1:03:23is full of phrases that will actually
1:03:25allow you to put yourself in their
1:03:26shoes and understand their reality. And
1:03:27when you go to do your marketing and
1:03:28your sales pitch afterwards or your
1:03:29videos, well, you will be talking to
1:03:30people and you will no longer be
1:03:31talking to yourself, because you're not
1:03:32the one buying, they are.
1:03:33Yeah,
1:03:34like I was saying earlier, you
1:03:34shouldn't do it internally, you have to
1:03:36do it externally. So that is what I
1:03:37will often say.
1:03:38And here, we will realize that these
1:03:39are actually ultra-qualified guys who
1:03:41already have a head of content for
1:03:42Instagram, who might have a YouTube
1:03:43strategist or two here, but who are
1:03:44disappointed, and in that case, you
1:03:46will have to try to convince them. So
1:03:47the pitch, we will try to do it for
1:03:49them and we will use an acquisition
1:03:50method. We will tell them, "Hello, I
1:03:52found your next three YouTube videos,
1:03:54here they are. What do you think of
1:03:55them? Does that work directly for the
1:03:56scripts?""There you go, you see, you
1:03:58will make a somewhat identified setting
1:03:59message. We will offer them value
1:04:01because we know they are someone who
1:04:02won't react if there is no value. We
1:04:03will put ourselves on the line by
1:04:04showing our expertise because we are
1:04:05dealing with a service that is too
1:04:06complicated to be sold on the fly. You
1:04:08have to show that you are good first,
1:04:09and you will need to personalize the
1:04:10research a little bit. And I think if
1:04:12you send this message 15 times, you get
1:04:145 or 6 responses, you see. After that,
1:04:15we will work a bit on closing. Well, if
1:04:17it were coaching up to that point,
1:04:18which I don't do, but I would say how
1:04:19to be good at closing. And then, we
1:04:21would do a pricing model. Often, if you
1:04:24aren't hitting your cap, it's because
1:04:25you don't have enough social proof,
1:04:26because when you have a lot of proof,
1:04:27honestly, it runs on its own. So, you
1:04:29need to build some proof. So, you have
1:04:30to lower your price or you need to make
1:04:31an introductory offer. That is also a
1:04:32big piece of advice I give. Do you have
1:04:33an introductory offer? A lead magnet. A
1:04:35lead magnet is something that costs
1:04:37much less, is more desirable, and is
1:04:39easier to buy to get people into your
1:04:40ecosystem. That's where the low ticket
1:04:42to high ticket concept came from.
1:04:43Selling something for 12, 15, 20, or 50
1:04:45euros to then sell something for 2, 3,
1:04:46or 5,000 euros, you see.
1:04:48Same thing with a lead magnet, for
1:04:49example, I can script a video for you,
1:04:51it's cheap, it only costs 150 or 70
1:04:52euros, but at least it's done, you see.
1:04:54So yeah, people tell me," Yeah, but
1:04:56wait, I'll be working for nothing. "Yes
1:04:57.
1:04:57Yeah, except that...
1:04:58Yes, at first, you'll be working for
1:04:59nothing, but if this video blows up,
1:05:01you'll be able to say," I scripted this
1:05:02for him, it got 43,000 views, it's the
1:05:03most-watched video on his channel. "
1:05:04Would you like us to script one
1:05:06together? And that process, where you
1:05:08understand how people work, what they
1:05:09need, which target you're aiming for,
1:05:11adapting your marketing and your offer
1:05:12to them, and adapting your acquisition
1:05:13method to them, that's what will make
1:05:14it work. And then, in my case, if it
1:05:17were for the product I sell, which is
1:05:19personal brand coaching, we'd find a
1:05:21content strategy to promote that. We'd
1:05:25try to talk about everything that works
1:05:26on YouTube for the people in that
1:05:27target audience. So, I wouldn't just
1:05:30talk about my product because that
1:05:31comes off as salesy, but I'd talk about
1:05:33things interesting to those who want to
1:05:34buy my product.
1:05:35So, a guy who wants to get started on
1:05:37YouTube,
1:05:37He's an entrepreneur, he has a business
1:05:39, he likes marketing, he likes his
1:05:41field, he's in e-commerce, you see,
1:05:42it's also...So we'll talk about
1:05:44subjects that bring that together,
1:05:45we'll talk about virality, anyway,
1:05:47we'll talk about the problems he faces.
1:05:49There you go, that's a bit of what I
1:05:50would do with him, to the point of
1:05:50creating a small content strategy for
1:05:51him. We would test as much content as
1:05:52possible to see if it works. We'd build
1:05:54this system with this lead magnet sales
1:05:55funnel, and at the end of a few weeks,
1:05:57he'd have 4 or 5 people coming in, and
1:05:59he'd convert one or two more per month.
1:06:01So he's on the path to going from 10 to
1:06:0325 or 30, and then there will be other
1:06:05things we can scale to do more.
1:06:07Very clear. Thank you very much for
1:06:08this masterclass.
1:06:09Because there are two or three YouTube
1:06:10strategists hiding in this video who
1:06:11are doing very, very well for
1:06:12themselves. They’re going to—it’s
1:06:14adaptable to, yes, as you said,
1:06:15finances and all, all the parallel
1:06:16fields, you just—yes, you have to
1:06:17adapt.
1:06:18The question I’m asking myself is,
1:06:19will these YouTube strats send me a
1:06:21message on Insta like you did, saying"
1:06:22here are the three ideas for your next
1:06:24YouTube videos "? Do it if they’re
1:06:26good. We’ll see it together. And you
1:06:27see, also, if they actually send me
1:06:29that and the YouTube video ideas are
1:06:30great, I have a need.
1:06:31And if that’s the case, that’s also
1:06:32what you have to realize in marketing.
1:06:34If the person has a need, we often talk
1:06:35about a hard, painful, urgent, and
1:06:37recognized problem. Meaning if during
1:06:40the week I felt frustration, a problem,
1:06:41or pain with something and I want to
1:06:43solve it, that means if I have an offer
1:06:45that basically fits, I pay. It’s
1:06:47automatic. That’s how humans work.
1:06:49You see it, that’s all. Find out what
1:06:51your clients 'hard problem is. What did
1:06:53they say to themselves last week,
1:06:54thinking," this is annoying, it’s not
1:06:56working well, I wish this was solved. "
1:06:58What is that? And to do that, you have
1:06:59to understand people, you know, we have
1:07:00to put ourselves in their shoes. Once
1:07:01you have that, build a sales pitch on
1:07:03top of it, it will work. It’s sure to
1:07:05work. Even if you’re bad at it, it
1:07:06will work.
1:07:07Okay, perfect. Thank you very much. Uh,
1:07:09very, very clear, if there are any
1:07:10people who have marketing needs, but
1:07:12especially, you know, wanting help with
1:07:13that, I think you’ve shown a pretty
1:07:15great masterclass. You gave quite a lot
1:07:16, it was very dense, even if you
1:07:18weren't able to take notes, honestly,
1:07:19I’m going to watch the podcast and
1:07:21take notes for myself because it was
1:07:22interesting. Uh, is there one last
1:07:23subject you’d like to bring up,
1:07:25something you want to share with people
1:07:26, whether it’s business, non-business
1:07:27, whatever, that interests you and you
1:07:29want to put out there? That’s,
1:07:30that’s very broad.
1:07:31Yeah, if you’re still here, send me"
1:07:33Clovis "on Instagram and I’ll audit
1:07:35your Insta accounts for free. I’ll
1:07:37send a short voice note to tell you
1:07:39what to improve quickly, what to do,
1:07:40without selling you anything, just to
1:07:41help you do better. And I could end by
1:07:43saying ha that you need to manifest in
1:07:48life.
1:07:49Okay.
1:07:49It’s a piece of advice I give
1:07:51that’s generic.
1:07:52Every great situation I've arrived at,
1:07:53I talked about it in my video on"
1:07:54gending, "I thought about it beforehand
1:07:56and I tried to believe in it with all
1:07:57my might. If right now you feel like
1:07:59there's something better you can do,
1:08:00that you're convinced you'll do better,
1:08:01that you'll do more, that since you
1:08:03were little, you've felt this internal
1:08:04heat, this flame where you say:" Ah,
1:08:05I’m going to make it, I’m different
1:08:07. "Okay, maybe it's the Barnum effect,
1:08:08everyone wants to be different. Yeah,
1:08:09but if you feel it, maybe it's because
1:08:10you are going to be different. You see,
1:08:11if people had stopped at just that
1:08:12feeling, there would never have been
1:08:13anything great. If you feel like you've
1:08:15got that thing, if you've had that
1:08:16impression, if there was that creative
1:08:18energy at some point, do it. It’s
1:08:19because you are and you have it, you
1:08:20see. Go express it, get it done. And
1:08:22above all, you have to believe it’s
1:08:24possible. But me, people told me that a
1:08:25lot, to believe it’s possible. I
1:08:26didn't understand. You really have to
1:08:28tell yourself, I truly believe it’s
1:08:30possible. And as long as you don't
1:08:31really believe it, just do it, tell
1:08:33yourself for real, convince yourself
1:08:34until it’s true, until you say" I can
1:08:36reach this goal, I can be financially
1:08:38free, I can travel. "I don't give a
1:08:39damn what people say about, uh,
1:08:41traveling, about being an employee,
1:08:42about, uh, about Dubai, about, uh,
1:08:44about all that. Live your life for
1:08:45yourself. You're living for you, too.
1:08:47That’s important. People live too
1:08:48much for others. Your family has fears,
1:08:50they have realities that are their own.
1:08:52It’s you, it’s your own life. Who
1:08:54are you with every day? With yourself,
1:08:55not the people you’re living for, you
1:08:57know. So try to tell yourself that
1:08:59every action you take daily, it’s not
1:09:00for others, it’s for the person
1:09:01you’re going to spend the most time
1:09:02with in your life: yourself. That, I
1:09:04think, is really important. That’s
1:09:06why I told myself, I’m going to try
1:09:07to be happy and to be happy, Even has
1:09:09to feel good. You see, it seems a bit
1:09:10silly, you know, but I have to feel
1:09:11good. It's not about the others around
1:09:12me feeling good. I don't need others
1:09:14around me to be impressed, to be happy,
1:09:15or not disappointed, you know. Evan
1:09:16needs to feel good. So what do I do?
1:09:18What do I put into my days so that Evan
1:09:20feels good? And that way, it builds me
1:09:22a life where I am happy, serene, and
1:09:23therefore inevitably I earn money.
1:09:25Inevitably, I earn a lot of money that
1:09:27I manifest, and it goes well, and I do
1:09:28things right. So there, for this
1:09:30podcast outro, the message I have for
1:09:32the people who watched us,
1:09:33it was perfect, frankly.
1:09:34Thank you a lot. I hope you enjoyed the
1:09:36video. All the socials are in the
1:09:37description if you want to see more. Uh
1:09:39, I even think your YouTube must be
1:09:41well-loaded with value from the video
1:09:43that just posted. The video tomorrow is
1:09:45very important on his channel. Go watch
1:09:46it.
1:09:47Comment" clovis "if you come from here
1:09:48on tomorrow's video, by the way.
1:09:50I'm going to flood you everywhere, I
1:09:52hope. And then we'll see you next week
1:09:54for the podcast. Thanks again for
1:09:55stopping by, it was a pleasure.

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