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Complete Content Strategy to Get Customers In 2027 — Transcript

by Caleb Ralston · 17,555 words · 2,496 segments · language en · Watch on YouTube

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0:00This always pisses some people off. A
0:02lot of times, optimizing your content
0:04for going viral is actually completely
0:06useless for your business. I built a
0:08content system that generated over 2.8
0:11billion views, 11 million plus
0:13followers. But the most important stat
0:15that I want to share is the 650,000
0:17leads that we generated in just 2 and
0:191/2 years. In this video, I'm going to
0:21help you build a content system just
0:24like the top 1%. Now, the first thing
0:26that I want to immediately flag and
0:28qualify is saying that there is a lot of
0:32nuance to this viral verse trust
0:35conversation and debate. Just for the
0:37sake of time, I'm going to make the
0:39assumption that you have a high ticket
0:41offer that you're selling to a very
0:43specific and fairly narrow group of
0:45people. Okay? It's not like you have a
0:47probiotic soda that you're selling or uh
0:49an anti-aging cream, right? For those
0:52kinds of brands, going viral is a lot
0:55more effective. It's actually kind of a
0:57biggie that you really want. But if you
0:59are selling a high ticket offer to a
1:02very narrow group, well, I think it's
1:06probably the case that maybe going viral
1:09is not as useful as some of your local
1:12gurus on Instagram will have you
1:14believe. So, what I want to do is I want
1:16to break down what optimizing for going
1:19viral typically looks like, like how it
1:21actually goes based on my 17 years of
1:23experience. Now, I'm not saying this is
1:25always the case. There are obviously
1:26outliers. And this is to be clear when
1:29it goes well, when you do it really,
1:31really good. When you optimize for going
1:33viral, you start getting more views, a
1:36lot more views, and you start gaining a
1:39lot more followers, which is wonderful.
1:41You're seeing everything move up and to
1:43the right on all the social platforms.
1:45But here's what actually happens when
1:47you do this. When you optimize for
1:49virality, inherently you have to make
1:51content that is wider. Okay? And
1:53typically what this ends up doing is
1:55diluting the message. Think of it like a
1:57shot of whiskey versus a whiskey and
1:59coke. Going viral and optimizing for
2:02virality is like having a whiskey and
2:03coke when you really want the foolproof
2:06whiskey that burns as it goes down.
2:07Right? That's what you are looking for.
2:09Okay? And so in doing this, what you end
2:12up doing is you create wide content that
2:14is vanilla and attracts followers and
2:17viewers off of that content. But what
2:20are they wanting more of? That same [ __ ]
2:22that you brought them in with. It's not
2:25like they're coming in from some really
2:27wide vanilla piece of content and all of
2:29a sudden being like, "Yes, I would love
2:30a very deep breakdown on how I can
2:32conduct my marketing funnel from
2:34Instagram to my email and then convert
2:37on the back end." like they don't give a
2:39[ __ ] about that [ __ ] And so what I have
2:41seen and I have been a part of a team
2:44where the creator wanted to do this.
2:47Okay? And what happens is originally
2:50you're building and optimizing your
2:52audience around solving problems for
2:55them. Taking the painful problems that
2:56they deal with and helping them solve
2:59them. But over time as you go wider, you
3:02no longer serve their need. So what do
3:04they stop doing? Consuming your content.
3:06So, what you're doing is you're bringing
3:08in all these people that are not
3:10interested in the high ticket niche
3:11offer that you have and they're coming
3:14in, but they don't care to buy. They
3:16have no interest in it. Meanwhile, the
3:18people that were buying from you are now
3:20tuning you out because your content no
3:22longer serves them. So, as views and
3:24followers are going up to the right,
3:25guess what sales are doing? Straight
3:27down. It suddenly becomes so clear. You
3:31end up alienating the people that
3:33actually want to buy from you. How dumb,
3:35right? Yet, you are considering doing
3:38this. I've considered doing this. Many
3:40creators that I love and respect and
3:42admire and look up to have considered or
3:45have done this in a season. You don't
3:48have to make that mistake. I'm sharing
3:49the mistake with you right now so you
3:51don't have to go down that road and
3:53learn this lesson the painful way.
3:55Because what I will tell you is it is
3:57extremely painful to wake up one day and
3:59realize the people that were buying from
4:01you no longer give a [ __ ] about what
4:03you're putting out. because what you're
4:04putting out does not serve them. It's
4:06kind of like how I tend to gain weight.
4:09One day I wake up, I'm like, "Oh [ __ ] I
4:10put on 20 pounds." Right? I wasn't
4:12paying attention. I was just going
4:14living my life, doing things, and being
4:17busy. And then one day I'm like, "Oh,
4:18fuck." It's the same in this instance.
4:20You don't realize it as it's happening
4:22until one day your ideal customer, maybe
4:25somebody that you know and previously
4:27had a relationship with or still do,
4:29they tell you something like, "I used to
4:31consume your content. I loved it. I
4:33haven't watched a single video in the
4:34last six months because none of it has
4:35helped me. None of it has been helping
4:38me solve the problems and the painful
4:40problems that I have within my business
4:42or whatever use case you're making
4:44content around. Right? Maybe you were
4:46helping people lose weight and keep
4:48track of their calories and, you know,
4:50get at least 15,000 steps a day,
4:52whatever. And suddenly you're starting
4:54to make videos where you're comparing
4:55candy bars. That's no longer serving
4:58your customers need. And so what's going
5:01to happen is they're going to start to
5:02tune out your content. Now on the other
5:04hand, if you optimize for building
5:06trust, I believe that is going to
5:09provide insane results for your
5:12business. Why is that going to provide
5:14insane results? Well, I think in order
5:16to answer that question, we have to
5:17define what trust is. And I have a very
5:20simple definition that I think will be
5:22very useful for you. I believe that
5:24trust is how much you believe that
5:26someone or something will meet your
5:30expectations in the future based on how
5:34they have behaved in the past. If I go
5:36out to start my Harley-Davidson, okay, I
5:40flip the switch on and then I start it.
5:42If all of a sudden tomorrow I go out
5:45there and I press the ignition button
5:48and it
5:50and it doesn't start, it just peters and
5:52it just dies. Do you believe that the
5:54next day when I go out there, if I do
5:55nothing different that I am going to
5:57trust that it's going to start a little
5:59bit less? Okay, that I believe is a very
6:02simple version of how trust works. So
6:05then how do you optimize your content
6:07around building trust rather than going
6:10viral? Well, I think it's actually very
6:11simple. Do you need to identify what the
6:14painful problems are that you are
6:16solving for your ideal customer? What is
6:18your unique solution to that painful
6:20problem? How do you go about solving it
6:22differently than others? I'm not saying
6:24make [ __ ] up, but just look at what do
6:26you do a little differently than some of
6:27your competitors? And then the third
6:28thing, you need to set expectations of
6:31what the painful problem is that we're
6:33going to solve in this video. The next
6:35step is you need to make it easy for
6:36them to take the actions to go from here
6:39to here. What do they need to do in
6:41order to get the outcome they desire to
6:43solve the problem that they're looking
6:45to solve? And if you do that and repeat
6:47over and over, I believe that your
6:50audience is going to have a strong
6:53belief that you will meet or even exceed
6:56expectations in the future. This is a
6:59beautiful thing. Why? Because it means
7:01that they're going to continue to
7:02believe that you will deliver. And if
7:04they believe that you're going to
7:04continue to deliver, when you suddenly
7:07make them aware of an offer that you
7:09have, the likelihood that they believe
7:11you'll deliver on that offer goes up.
7:14So, the likelihood that they actually
7:16convert goes up. And the reason why they
7:18believe that is because they trust
7:21they're going to get more out of what
7:24you provide in your offer than what they
7:26invest. Why? Because that's what's been
7:28happening for the last 1 2 3 4 5 6 7 8 9
7:3210 12 months, however long you've been
7:34making content. Those actions on repeat
7:38builds that pattern of trust in your
7:40audience. It's incredible what this can
7:42do. And so it takes this like wildly
7:45confusing thing of like how do I build
7:47trust and makes it very simple. These
7:50are the very basic actions that you need
7:51to take in order to increase this trust
7:54with your audience. Now something you'll
7:56hear a lot of people talking about is
7:58who should you be listening to in future
8:01ideation on your content, right? Do you
8:04go to the comment section as your
8:05source? Do you go to your customers?
8:08Which one do I do? Well, it's going to
8:10depend on what your offer is. If your
8:12offer is a mass market, not niche
8:15offering and it's low ticket, well then
8:18yeah, you can look at the comment
8:19section as inspiration. Why? Because you
8:21have more people in the comment section
8:23that are reflective of what your buyer
8:25looks like, acts like, and who they are.
8:28On the flip side, if you're like me and
8:30you have a high ticket offering, well,
8:32maybe the comment section isn't going to
8:34be the best place for you to optimize
8:37off of because maybe those are people
8:38who are consuming your content, engaging
8:41with it. They're awesome. I love them,
8:43but they're not the type that is going
8:44to actually end up buying my offering,
8:47right? My one-on-one service or even
8:49potentially joining one of our group
8:50offering. Whatever group you want more
8:52of, that's what you should optimize for.
8:54If you want more followers, cool. Listen
8:57to your followers. Make the content
8:58they're asking you for. But if you want
9:00more customers, what are your customers
9:03asking for? I want to be clear. I care
9:05about what you, the audience, is saying
9:08in the comment section. That's I don't
9:10want that to get misunderstood. But what
9:12I want to share with you is that the
9:13majority of my content that I put out,
9:16the customers that we end up working
9:18with, they don't, this is not a rule,
9:21it's an observation. Often times they
9:23don't comment publicly on the content.
9:25They will DM, they'll text, they'll
9:27email privately. And so I'm looking at
9:30those conversations and what are those
9:32people finding useful? What are their
9:35follow-up questions that they want more
9:36in-depth information on? This is how I'm
9:39optimizing my content and it's how if
9:42you have a high ticket offer, it's how I
9:43recommend you optimize yours. This is
9:46the source that you want to go to, your
9:48customers, not necessarily your
9:49followers. But the thing is is you're
9:51never going to get to the point of
9:53reaching your ideal customer because
9:54it's not like the first video you put
9:56out, boom, all of a sudden thousands of
9:57people are seeing it. That's not what
9:59usually happens. You have to go through
10:01the painful period of doing this for a
10:04while with very little results. And the
10:06only reason that you're going to stick
10:08with it is if you build a system and a
10:10foundation that is actually sustainable.
10:13Not trying to copy what your favorite
10:14content creator is doing. not trying to
10:17replicate what the guru on your
10:18Instagram feed is telling you you need
10:20to do by being on every single platform
10:22all at once, posting 10 to 20 times a
10:24day. That's ludicrous. I mean, there's a
10:27crazy stat that up to 73% of people who
10:30start making content quit within their
10:32first year. Within their first year, all
10:35the investment that you made, all of the
10:37uncomfy feelings that you went through
10:39and and being public and everything was
10:41for nothing. And so you're watching this
10:43video because you want to build
10:45something that will last. So let's build
10:47a foundation and a content strategy that
10:50will do the same. So what does it mean
10:52to build a sustainable system and
10:54foundation? It means that your content
10:56strategy needs to fit within the
10:58constraints of your business, your life,
11:00and your experience level. Now, I don't
11:03want to sound like I'm like one of those
11:04woo woo people. I'm saying you have
11:08realities based on the business life and
11:10experience that you have. You might only
11:13have one or two hours a week that you
11:14can dedicate to content. Another person
11:16watching this video might have up to 10
11:20hours a week that they can dedicate.
11:22Everybody has different constraints on
11:25their time and bandwidth, right? Like
11:28energy bandwidth, mental bandwidth, not
11:29just the time. You need to reverse
11:31engineer what your work, your life, and
11:34the experience level that you have. And
11:36by that, I mean like how much content
11:39have you filmed on camera? You're gonna
11:40want to build a system that eases you
11:43into it. I didn't start off this year
11:45making content, putting out a video
11:47every single week on YouTube. That would
11:49have been [ __ ] absurd for me. I was
11:51not used to being on camera. I had to
11:53ease my way into it. Okay? And so that's
11:56what I mean by creating a sustainable
11:58system and foundation to work from.
12:01You'll get way greater returns doing
12:0420-minute walks every day for the rest
12:06of your life than six months of Ronnie
12:09Coleman working out. It's the same with
12:12your content strategy. If you post a low
12:15volume but consistently for many years,
12:19you're going to beat the creator that
12:21tried to sprint hard for a year and then
12:24burned out and gave up after 12 months.
12:27And and honestly, this is what kind of
12:28separates you, the business owner, from
12:31the average creator. You have a business
12:33that you are running. And so, your
12:35content strategy and system needs to
12:38complement what your business looks like
12:41and what your day-to-day in the business
12:43looks like, not some round hole that
12:47we're trying to jam a square peg into. I
12:49can't tell you how many different
12:50systems I've had to design based on the
12:52entrepreneur. I've worked with
12:54entrepreneurs who are incredibly busy
12:56and they literally have like at most 60
12:59seconds a week where they can actually
13:01dedicate time to making specific content
13:05for the platform. The rest of their
13:06content is purely documented. It's just
13:09somebody following them around and
13:10filming them. I've also worked with
13:11individuals who allocate up to 12 to 18
13:14hours a week for filming where they'll
13:16sit down for a full 12-h hour session on
13:18a Friday and film all [ __ ] day.
13:21There's all kinds of versions of this
13:24across the spectrum here, but it doesn't
13:26matter what others are doing. You need
13:27to look at what your day-to-day looks
13:29like and then build the system from
13:30there. So, some questions that I would
13:32encourage you to answer in the workbook.
13:35And just a reminder, if you haven't
13:37downloaded it, download the workbook.
13:38There's a link in the description down
13:40below. All you got to do is click the
13:41link, enter your email, check your
13:43email. We sent you the workbook. You can
13:45download it and go through all of these
13:47exercises along with me. And this
13:50exercise has some questions that I want
13:52you to answer. They're going to be like
13:53prompts. They're basically going to help
13:55you develop and understand what does my
13:58actual capacity for content look like?
14:00How many hours a week do you actually
14:02have for content? Or what parts of the
14:05content creation process bring you
14:07energy? What [clears throat] parts drain
14:09you? What time of day are you most on?
14:13Where is your brain the sharpest? Or
14:15where do you communicate the best? I
14:17know for me, I am the sharpest and the
14:19best in the morning. In the morning is
14:21where I am primed. That's where I am my
14:23best. Okay? And so, we try to orient as
14:26much as we can. Today, we've been
14:27filming all day, but we do our best to
14:29orient our film sessions to when I have
14:32the best energy and when I communicate
14:34and verbally process the best. Make sure
14:36that you go through the worksheet,
14:38answer these questions. It's not
14:39anything complex, but it's something
14:41that I guarantee you have not sat down
14:43and done. And so by putting this
14:44together, you are able to then build
14:47your content system, reverse engineering
14:49the amount of time that you have
14:50available rather than trying to keep up
14:54this unsustainable thing that you know
14:56is just a ticking time bomb for you to
14:58give up at any point. Now, the next
15:00thing that we needed to do after that
15:01we've understood like, okay, we have
15:03these foundations on how we're going to
15:04do content, we need to choose our
15:06medium. And this is really, really
15:08simple. There's four different mediums
15:10or ways of making content. There's
15:12video, audio, written, and graphic
15:14content. And instead of picking the
15:16medium that all of your favorite content
15:19creators are doing, or the medium that
15:21everybody online is talking about, pick
15:23the one that is most natural for you. If
15:26you're already writing stuff, if you're
15:28really into the written word, well, then
15:30I would argue maybe the best way for you
15:33to start is with Substack rather than
15:35trying to do long form YouTube videos.
15:37Especially if the idea of being on
15:38camera makes you like shudder, I
15:41wouldn't push you into doing that. I
15:43want you to work your way up to doing
15:46that. On the flip side, if you want to
15:48communicate verbally, but the idea of
15:50being on camera is scary, audio is going
15:52to be a great method for you. No matter
15:55what it is, I want you to pick how are
15:58you going to communicate your ideas and
16:00thoughts and who you are as a human most
16:02authentically. That's the medium that
16:05we're going to go with. Now the clear
16:06and obvious reality here is video is the
16:09best as in you can get the most out of
16:12video. When you film a video you can
16:14then clip a short, you can take the
16:16audio and make it a podcast. You can
16:18take the transcript and write LinkedIn
16:20posts, emails, whatever, right?
16:21Substacks. You are able to pull so much
16:25from video. But again, if that's not
16:27what you [ __ ] with, if that terrifies
16:29you, then you're probably not going to
16:31stick with it. or realistically, you're
16:34probably not going to ever start in the
16:36first place. And so I would tell you,
16:38pick something that you can get momentum
16:40on and allow the momentum to guide you
16:43into the next medium that you choose.
16:46And now once we have our medium, we need
16:48to pick our platform. Oh my god, this is
16:50where I think so many people go wrong
16:52and they misunderstand a lot of messages
16:54that people share online. Everybody
16:57talks about dominating all the
16:59platforms, being everywhere all at once,
17:01being omniresent. And here's the
17:03reality. That is a terrible strategy for
17:06you. You are not Gary Vee. You're not
17:08Gary Vaynerchuk. You're not Cody
17:09Sanchez. Okay? Trying to be everywhere
17:12all at once will cause you more harm
17:16than good. At this stage, you will make
17:19diluted [ __ ] content. I can tell you
17:23with absolute certainty. Rather than
17:24trying to focus on all of them, I think
17:27you want to focus on a very select few.
17:29Like let's say for example, I all of a
17:31sudden tell my girlfriend I'm going to
17:32take up this new hobby of rock climbing.
17:36And all of a sudden, the first time that
17:38I'm going to go rock climbing, I decide
17:42to do the scramble up K2. Now, if you
17:44don't know what K2 is, it's a extreme
17:46mountain that is very difficult to
17:48summit. Um, many people have
17:50unfortunately passed actually in trying
17:52to do it. I'm using an extreme example
17:54here, but that's what a lot of you think
17:56you can do with your content strategy.
17:58You think that you can get into climbing
18:01and suddenly climb one of the most
18:03complex mountains in the [ __ ] world.
18:05You think that you can start making
18:06content and
18:09make content at the volume and cadence
18:11that the best creators in the world that
18:13have been doing this for years that have
18:15teams of 10, 20, 30 people behind them
18:17are doing. And that is ludicrous. And
18:20so, if you're starting off solo just as
18:22yourself, what I want you to do is pick
18:24one primary platform and one secondary
18:26platform. Let's use the example of
18:28YouTube and Instagram. Okay? What you're
18:30going to do is you're going to make
18:31pillar content for your primary
18:33platform. Okay? That's YouTube. That's
18:35the main dish that you are making. A
18:37long form direct to camera video like
18:39this. That could be an example of the
18:40content that you're making as your
18:43primary platform pillar content. And so
18:46this is an example of my pillar content.
18:49It's a long form piece of content that
18:51I'm then going to use this pillar
18:53content from my primary platform in
18:56order to create content for my secondary
18:59platform. In this example, Instagram,
19:02which means you might just take the
19:04direct to camera long- form YouTube
19:06video and you might cut or clip moments
19:10for Instagram reels. Or you might get a
19:12little crazy and saucy and you mine a
19:15moment that you really love, you want to
19:18rewrap it as a carousel for Instagram.
19:20That would be another way of utilizing
19:23this process. See, your primary
19:26platform, that's the one that gets the
19:28energy and the innovation. Your
19:30secondary platform gets repurposed
19:33content. It's not that you don't care
19:34about it, but it's that you're not
19:37putting any of your energy towards
19:38innovation on that platform. You're
19:40reserving that for the primary. Now, if
19:43you're starting out or restarting and
19:46you have a team, I expect more of you.
19:49What I want you to do is I want you to
19:51pick three primary platforms. That's
19:53what we did when we set out to build my
19:55personal brand. And let's use me as an
19:58example. We picked YouTube, Instagram,
20:00and LinkedIn. Okay? And you're going to
20:03follow a very similar flow to the solo
20:06creator. You're going to make pillar
20:07content for one of the primary
20:10platforms. That's what this is. This is
20:11the pillar content on our primary
20:14platform. Then what you're going to do
20:15is you're going to use the pillar
20:16content to inform platform native
20:19content that you create for the two
20:20other platforms. I kind of hinted at
20:23this for the solo creator. This could
20:26look like taking a moment that you clip
20:28and post as an Instagram reel. A moment
20:30from the YouTube long form Instagram
20:32reel. But another version of this is you
20:35find the moment and then you rewrap it
20:37contextual to the platform you're
20:39posting it on. So maybe what that looks
20:40like is you mine a moment from your long
20:43form and instead of just clipping it and
20:45posting that to LinkedIn as a short
20:47vertical video, maybe you take that
20:49moment and you do a written post with
20:51it. You recontextualize the rapper in
20:55order to perform best given what that
20:58platform wants natively. Not every
21:01platform prefers the same kind of
21:02content, not the same style, not the
21:05same way of communicating. There's many
21:07nuances to this. And so this is how you
21:09can behave in a dynamic where you have
21:12three primary platforms. One thing that
21:14I want to call out here is you need to
21:17apply the eye of Sauron approach. I
21:20believe this is the most sustainable way
21:22to actually drive innovation on your
21:24three primary platforms but not all at
21:26once. And that's the key. In Lord of the
21:28Rings, there's you know the eye of
21:30Sauron and he's moving around and
21:32focusing on one area at a time trying to
21:34find the ring. Well, what we are trying
21:36to do is find innovation. And so what we
21:39are going to do is we are going to focus
21:40on one of the three primary platforms at
21:43once. All of the focus there. Everything
21:46else goes on maintenance mode. And so
21:48that's what we've been doing in the
21:49first year of building my personal
21:51brand. We have had the eye on YouTube,
21:54Instagram, and LinkedIn have been on
21:55maintenance mode. What does that mean?
21:57That means that we're still posting on
22:00all three, but YouTube is the only
22:02platform right now that we're putting
22:04our time, attention, and money towards
22:07innovation. The other platforms, we're
22:09making content that we know works in
22:11formats that we know work. They're not
22:14doing exceptionally well. Sometimes we
22:16have a breakout, but we're not
22:18optimizing for that. YouTube is our main
22:20focus right now. And then once we get to
22:23a point where we feel like YouTube is
22:24really dialed, we will turn the eye to
22:27Instagram or to LinkedIn and then we'll
22:30move on to the next one. So you just get
22:31to here's the key. Once you go through
22:34all three, don't stop there. Turn your
22:38eye back to the first one. Let's say you
22:40go YouTube, Instagram, LinkedIn. By the
22:42time you get to LinkedIn and get some
22:44innovation over there, you're going to
22:45need to innovate on YouTube because your
22:47audience has probably gotten fatigued.
22:49The preferences of the audience on the
22:51platform are constantly evolving and
22:53that's why your eye needs to constantly
22:54be shifting. Hey, you're here because
22:57you're investing all of this time,
22:59money, and effort to build your personal
23:01brand and you're not seeing any results.
23:04You might be seeing your views going up,
23:06but often times sales aren't matching.
23:09It reminds me of one of the clients that
23:10we worked with this year. Highle media
23:12team, absolute gangsters, yet they hit a
23:14plateau. See, from a views and
23:16subscribers perspective, they were
23:17growing like crazy. But from a business
23:19perspective, all of this new attention
23:22was not converting into leads. It's
23:25because they thought they were making
23:26educational content when in reality they
23:28were making entertainment content. So,
23:31we walked them through our principles
23:32and tactics of how to make educational
23:34content, not entertainment. Their
23:36previous average per video was 4 to
23:385,000 leads. This video got over 20,000
23:41leads. And even though they weren't
23:43optimizing for this, that video ended up
23:45being their number three video of the
23:47entire year with over a million views.
23:50This is why we created Rson Select.
23:52Click the link in the description below
23:53if you want more information. Now, let's
23:55get back to the video. Now, what
23:57platforms do you pick? Like, how do you
23:58know which ones to go with, right? Like,
24:00how did I determine YouTube, Instagram,
24:02LinkedIn? Here's the first question.
24:04What medium did you pick? If you picked
24:05video, well, what platforms prefer video
24:10the most? If you picked written, for
24:12example, what platforms do really well
24:14with written? I'm gonna say if you chose
24:16written, YouTube might not be the best
24:18strategy for right now. Substack,
24:20LinkedIn, maybe Facebook. These are
24:23platforms that might better serve you
24:25and the medium that you have picked.
24:27Now, the other thing that you can ask
24:29is, where does my ideal customer spend
24:31the most time? And the natural follow-up
24:34question that immediately comes is,
24:35well, how do I figure that out? You just
24:37ask. Okay? You ask around. It's not that
24:40complicated. Whenever you go to a new
24:42city and you're trying to find your
24:44favorite organic market that serves
24:47non-GMO,
24:49you know, healthy [ __ ] you find
24:51somebody who looks like they only eat
24:53granola bars and go on hikes all day and
24:56you ask them. Find somebody who looks
24:58like or acts like or seems like your
25:01ideal customer and ask them where
25:02they're hanging out and go from there.
25:05It's not that complicated. If you are
25:08complicating it, I'm gonna call you out
25:09right now. You are using it as a form of
25:12procrastination and that's some
25:13[ __ ] Just pick a [ __ ] platform
25:15and start. You can always evolve and
25:18iterate from there. You can change what
25:20platforms you do 5 months or 5 days into
25:24this thing. Don't debate. Pick a
25:26platform and let's start posting. Now,
25:28make sure that in this section you
25:30didn't just listen to me share this.
25:32There's actually an exercise in the
25:34workbook that you should have
25:35downloaded. If you haven't, click the
25:36link in the description, enter your
25:38email. We're going to email it to you.
25:39Go to your email, grab the workbook, and
25:41go through the exercise of determining
25:45your platforms. Okay? For the solo
25:47creator, you have an exercise. For the
25:48creator with a team, you have an
25:50exercise. Fill that information in. Now,
25:53even if you are being the most
25:55disciplined Dan out there and you
25:58[laughter] have done a great job of only
26:01picking, if you're a solo creator, one
26:03primary and one secondary platform, or
26:05if you have a team, three primary
26:07platforms that you're going to focus on,
26:09great job. That's amazing. You can still
26:11[ __ ] it up by having an incorrect
26:13cadence, a cadence that you cannot
26:16sustain. Okay? So, just because you're
26:18disciplined on the platforms that you
26:19choose doesn't mean that you have a
26:21winning formula. You need to also be
26:23disciplined on the cadence that you
26:25choose. If you choose an output that
26:28matches your favorite creator with a
26:29team of 30, you are doomed. As cliche
26:33and [ __ ] ridiculously repetitive as
26:35this sounds, because you've heard so
26:37many people say this in so many
26:38different ways, it truly is a marathon,
26:41not a sprint. You can always increase
26:44the volume of content that you post, but
26:46what I have found is creators have a
26:49very tough time stepping back the
26:51volume. very easy to increase, but once
26:53you set an expectation with your
26:55audience, a lot of creators struggle to
26:58walk that back. And so I encourage you
27:01start with something that feels very
27:02realistic now and increase over time.
27:05And in the true sense of this being a
27:06marathon, not a sprint, a great example
27:09of what a sprint looks like on an
27:11extreme level is think of all those
27:13creators in the last, you know, three or
27:15four years that have had their 15
27:17minutes of fame. They went wildly viral
27:19and then they disappeared. how much did
27:21they actually get from that sprint?
27:22Sure, there's a few individuals who were
27:25able to take it and run with it, but I
27:27would uh beg you to find somebody who
27:32had that 15 minutes two years ago and is
27:36still consistently showing up [laughter]
27:39for their audience and is relevant in
27:41any sort of way. I'm sure there's
27:43examples uh and anomalies, but by and
27:47large it ends up being a very short
27:50sprint that is short-lived. If you don't
27:53stick with this for a long time, no
27:54matter how big you get, if it's for a
27:57short period of time, there's not
27:58actually that much value longterm for
28:01you in it. You want to build a system
28:03that allows you to keep reaping the
28:05benefits of building a strong personal
28:07brand and putting out content that
28:09compounds in interest year after year,
28:14not some 15minute moment in the
28:17spotlight. Now, for you who may still be
28:20on the climb of your career, and if
28:21you're watching this, you're probably
28:22that type of person. You you've never
28:24reached your destination, so you're
28:26always climbing. And one thing that I
28:27will note from experience both for
28:29myself and a lot of people that I have
28:31worked for in the past, [ __ ] is going to
28:33get bigger. If you're doing this
28:35correctly and it's working, things are
28:37only going to get crazier. Make sure to
28:40build a system that is sustainable now
28:42so that your future self thanks you.
28:44What I will tell you is when we started
28:46when I released my first how to build a
28:49personal brand course back in April 2025
28:52to now we're filming this December 2025.
28:56My capacity has changed significantly. I
28:59had a whole lot more time dedicated
29:01towards content at the beginning of this
29:03journey than I do right now. But lucky
29:05for us, we didn't build an output
29:08cadence that was optimized around the
29:10time that I had then. We built it in a
29:12way that was optimized around the time
29:14that I was going to have in the future.
29:16I probably had the capacity at the
29:18beginning to do a weekly YouTube video.
29:20But if we would have done that six
29:22months, well actually probably like four
29:23months into putting content out on
29:25YouTube, we wouldn't have been able to
29:27sustain that because I got way too busy
29:30running the actual business. And the
29:33whole reason why we're building this
29:34personal brand is to support the
29:36business. And so all of a sudden, if you
29:38don't do this correctly, you get to this
29:40weird place where your personal brand
29:42and your business are like at odds and
29:44competing with each other when really
29:46they should be complimentary. So if
29:48you're wondering, well, okay, this is
29:49all nice and dandy, but how much should
29:51I [ __ ] post, Caleb? Well, here's what
29:53I would say. I'm not going to give you
29:54an exact amount because you are
29:56different from everybody else seeing
29:58this right now. Start with a cadence
30:00that feels doable. If I say, "I want you
30:02to make a video uh twice a week on
30:05YouTube." Does that sound doable? Are
30:07you like, "Woof, that sounds like a
30:08push." If it sounds like a push, don't
30:10do it. What about weekly? What about
30:12bi-weekly? What about monthly,
30:15quarterly, yearly? Right? Like, you can
30:17chunk up as much as you want. Here's the
30:20key. It has far less to do with what you
30:22start out with and far more to do with
30:25the frequency at which you increase that
30:27cadence. So as long as you know that
30:29you're going to increase the volume
30:31every two weeks, every month, every
30:33quarter, every year, whatever, then you
30:35are set. So even if in the first year of
30:38making content, you only put out one
30:39YouTube video a month, you know, in year
30:41two, you could increase that volume if
30:44you wanted and that wouldn't be a
30:46problem because we are doing a marathon,
30:49not a sprint. And I've got two
30:51frameworks that will really help you in
30:53accomplishing this. First one is the
30:55accordion method and the second one is
30:57the 702010 framework. I recommend using
31:00the accordion method to figure out what
31:01the [ __ ] your audience wants more of
31:04from you. And I recommend utilizing the
31:07702010 framework to help improve the
31:11performance and longevity of your
31:14content. The accordion method works just
31:16like an accordion. You are expanding and
31:19contracting, right? You are going to
31:21expand the accordion when you are making
31:24more content in the beginning. Okay? So
31:27in the beginning you should have your
31:28accordion fully expanded. This is your
31:32high volume content so that you can
31:35learn what your audience wants more of
31:39aka what they call quality. So you're
31:41using quantity
31:43to inform what your audience says is
31:45quality. And then once you have that
31:48information on what your audience says
31:50is quality, you're going to contract it
31:53and not make higher quality content per
31:56se because I believe that quality is not
31:58something that you determine, but your
31:59audience does. But what you're going to
32:01do is you're going to put the same
32:03amount of effort you were putting into
32:04the expanded amount of volume and put
32:07that same effort into less pieces of
32:10content, increasing the odds that your
32:13audience labels it as quality. And this
32:17is a neverending cycle because the
32:20moment that you think you know what your
32:22audience likes and you contract and you
32:24start making more of that, soon you'll
32:27get to a point where your audience is no
32:29longer resonating or responding to that
32:32content the same way they were
32:34previously. Which means we will have to
32:37expand the accordion again to do more
32:39volume to get more data and more
32:41information on what our audience is
32:43calling quality. Now, real quick, how do
32:45you determine when your audience is
32:47calling something quality? Well, if
32:49you've never posted a single thing on
32:51Instagram, let's start with your first
32:5312 posts. If you do 12 posts over the
32:56course of, let's say, four weeks, that's
32:59three posts a week. At the end of that
33:02month, you're going to notice that some
33:05posts did better than others. And in the
33:08beginning, you don't have much you can
33:10go off of. So, I know this is shocking.
33:13coming from me, but you're going to look
33:14at the views. Okay, look at the views,
33:16likes, and comments. What content got
33:19more of those metrics, okay? That is
33:23probably a very good indicator that you
33:26should make more of that because your
33:28audience clearly liked that more than
33:29the other content you made. You want to
33:31continue the expansion until you feel
33:34like you have enough information and
33:36certainty that you know, okay, cool.
33:40Every time that I share, like for me,
33:42like something that Trevor and I have
33:43figured out very clearly on my Instagram
33:45is when I share the brand journey
33:46framework, it seems to work really well.
33:48It does really well on Instagram
33:50specifically. We expanded the accordion
33:52enough to get that information and then
33:54we can contract it and make more content
33:56specifically around that through
33:57Instagram reels, carousels, etc. The
34:00next one is the 702010 framework. It is
34:04extremely simple and wildly useful.
34:06Consistent theme with me. I like things
34:08that are simple and useful. 70% of the
34:11content that you make should be [ __ ]
34:12that you know works from the accordion
34:15method, right? You expanded the
34:16accordion. You got information on what
34:18works. 70% of what you're doing should
34:20be that [ __ ] You should know that this
34:22is going to work. I'm not saying, you
34:24know, it's going to be like uh, you
34:25know, 10x multiplier, as in do 10x your
34:28normal performing content. I'm not
34:30saying it's going to go crazy, but it's
34:3270% should be content that you know is
34:34going to at least perform at benchmark,
34:36if not higher. The next 20% should be
34:39iterations of that 70%. It's still the
34:42content that you know that works, but
34:44you're doing slight tweaks to either the
34:46hook, the setting, the delivery, the
34:48packaging. You're changing one little
34:51variable to try to improve the
34:53performance of what is already working
34:55to get better results. The last 10%,
34:58this is where you are most likely to
35:01[ __ ] up. They hear me say this and they
35:03get excited about the 10%. But in
35:05reality, once you start building a brand
35:06and having content that works and you
35:08have kind of a baseline performance, you
35:11have a high likelihood of falling victim
35:14to the trap of needing to always hit
35:16your benchmark performance and you start
35:19to get scared of trying anything new
35:22that may or may not perform as well as
35:25your standard. This is where people go
35:28wrong. You need that 10%. You need those
35:31big swings in order to figure out what
35:33the next thing is. A lot of people who
35:36make content for more than a year
35:38experience audience fatigue. And what
35:4199.9% of creators do is they get to the
35:44point where their audience is fatigued
35:46on their current style of content and
35:47then they go into scramble mode. They
35:49are suddenly met with the challenging
35:52difficult process of needing to figure
35:53out what does my audience want from me
35:55now when it is needed. If you implement
35:59the 10% in the 702010 framework, what
36:02you actually end up doing is you find
36:04the next version of your content before
36:07your audience tells you they want it.
36:09Thus, you never go into a point where
36:11you're panicking and trying to figure
36:13out what do we do? Suddenly, our content
36:15isn't resonating. We got to figure this
36:16out ASAP. No, you're going to be the
36:19intentional, thoughtful creator who
36:21actually ends up building a system where
36:24you're always trying to put your content
36:26out of business. You're trying to find
36:28the next style, next format, next
36:31version of content that you're going to
36:33make that your audience isn't fatigued
36:35over currently. The crazy thing is is
36:37eventually they will. And that's why you
36:39always want to be prioritizing that 10%.
36:42Now, it's 10%. So, just to be clear, the
36:45majority of your content should not be
36:46these big swings that you have no idea
36:47whether or not they're going to work or
36:49not. You should have some predictability
36:51in your content, and then 10% of it
36:53should be big, big swings. Cool. So, we
36:56have some clarity on how we're going to
36:58make content and how we're going to
37:00operate and all these things, but the
37:02big question is, how do we come up with
37:04ideas? How do you know what to make?
37:06Right? I'm sure you've heard the classic
37:09guru advice, which is something to the
37:11effect of list out your top 10 favorite
37:14creators in your niche. Then, what you
37:16want to do is identify their top 10
37:19videos on YouTube. Then, what you're
37:20going to do is you're going to take the
37:22transcripts from those videos. you're
37:24going to put them into Claude,
37:26Perplexity, ChatgBT, whatever AI tool
37:28you use, and reconfigure the script for
37:31you. [sighs]
37:34It might be the the the little push that
37:37gets you over the barrier of entry of
37:39creating content. And if that's the
37:41case, I'm not here to judge you. I'm not
37:43trying to make you feel bad. But very
37:45quickly, I encourage you to change how
37:50you do this, okay? I am not the guy to
37:52teach you how to rip off other people's
37:54ideas and make them your own. That's not
37:56me. To be fair, it is a strategy that
37:59works as far as generating views and
38:02impressions. But if you're here, you
38:04want to learn how to build a brand
38:05around optimizing for trust, which means
38:09we need to start with the pain that our
38:11customers feel. And so, like I said
38:13earlier in this video, what you need to
38:15do is start with your customers in mind
38:18and the pain that they are feeling. What
38:20problems do they have that you solve?
38:23What are they afraid of? What pisses
38:26them off and makes them frustrated? What
38:28are they doing wrong? Maybe they think
38:30they're doing it right, but what are
38:31they actually doing wrong? Once you have
38:33that painful problem, like we talked
38:35about earlier, you need to take your
38:37unique solution and pair it together. I
38:40like to call this a beautiful gift that
38:42you're giving your audience. Their
38:44painful problem plus your unique
38:46solution equals gift for your audience.
38:49Now this gift gets multiplied by your
38:53credibility. Okay, ideally contextual
38:57credibility. What do I mean by
38:58contextual credibility? Well, for
39:00example, some videos I will give my
39:04credibility as a general credibility
39:06statement, which is something the effect
39:08of I've been scaling personal brands for
39:1017 years to over 30 million followers.
39:12That is a general credibility statement.
39:16Sometimes, however, we will use a
39:18contextual credibility statement
39:20specifically for the video. So, for
39:22example, if we're making a video on
39:24building a media team, I might reference
39:27as my credibility statement building a
39:30media team from 0 to 18 full-time
39:32members while increasing content
39:34performance quarter over quarter rather
39:37than my general 17 years to 30 million
39:40followers credibility statement. It's
39:42contextual to the topic that we're
39:44talking about which increases the odds
39:46that your audience is going to believe
39:48what you are about to say because you
39:50have proven yourself worthy not in the
39:52general space but in the very specific
39:55space in which you are about to speak
39:56to. And so in your workbook again if you
40:00haven't downloaded it click that [ __ ]
40:01link in the description. What are you
40:03doing here? We want to be taking action.
40:05Click the link enter your email. Go to
40:06your email. Grab the workbook and let's
40:08work on this together. What you're going
40:10to notice is in the workbook there's an
40:12formula that's listed out or laid out
40:14for you to be able to look at and
40:16follow. The formula goes as follows. So
40:19the problem that your customer faces
40:22plus your unique solution times the
40:25contextual credibility that you have and
40:29a proven rapper. That is what determines
40:32the success of your content. If
40:34somebody's making a video on how to
40:36start your personal brand and their
40:38credibility is that they've built five
40:40different brands to 5,000 followers
40:42each, that's great. That's impressive.
40:44That's not easy to do, right? I'm I'm
40:46not belittling it. But you're going to
40:49take that information differently than
40:52somebody who has scaled personal brands
40:54to over 30 million followers. Or another
40:56example, someone who has built personal
40:59brands and had millions of followers,
41:01but they've only been doing it for the
41:03last 5 years versus somebody who has
41:05gotten the same amount of total
41:06followers, but they've been doing it for
41:0817 years. And I I know this is sounding
41:10like I'm trying to put myself into this
41:11like wonderful corner. Just roll with me
41:13here. Hear it through a humble tone. You
41:15might hear that person differently
41:17because not only have they gotten a
41:18great result, they've done it through
41:20many different seasons and scenarios.
41:23And so you are more likely to believe
41:26that they're not sharing what worked in
41:28one scenario. They're sharing principles
41:29that you can apply into your specific
41:32scenario. The credibility that you have
41:36is a huge multiplier that determines the
41:39success of your content. Make sure that
41:42the credibility that you're providing in
41:44the piece of content is contextual to
41:47what you're speaking to. The more
41:48contextual it is, the more your audience
41:50will believe what you are about to say.
41:53Now, the exercise that I want you to do
41:54is you're going to list out 10 to 15
41:56painful problems that your ideal
41:58customer faces. Then, for each problem,
42:00you're going to attach your unique
42:03solution to it. For each problem plus
42:05solution, you need to write out what is
42:07your credibility or the contextual
42:10credibility that you are going to share.
42:12Or if this is a video that lends itself
42:14to your general credibility statement,
42:16label it as such. In your workbook, you
42:19can fill this out. you can actually
42:21identify your problems that you solve,
42:23what your unique solution is, and what
42:26the credibility statement is going to be
42:28that you're going to share in that piece
42:30of content. This becomes wildly
42:33effective. Now, the 2.0 version is maybe
42:36you actually identify these things, the
42:38painful problem and the unique solution,
42:40and maybe you write two or three
42:42different versions of what the
42:43contextual credibility is going to be.
42:45Why? Because you're not just going to
42:46make one video about this problem.
42:48You're going to make multiple videos
42:49over the next couple of years about this
42:51painful problem. And so you may want
42:53different versions of a contextual
42:55credibility statement to give for those
42:58individual videos. Now, what I want to
43:01focus on is your delivery. How you
43:04communicate these ideas that we just
43:06worked on coming up with. Right?
43:08Delivery is one of the three levers that
43:10I talk about in helping you stand out.
43:13You have your contrarian belief, your
43:15delivery, and your wrapping paper. I
43:16believe contrarian belief is the
43:18strongest lever you can pull. But I
43:20actually believe that the second
43:22strongest one you can pull is not your
43:24wrapping paper, not the packaging, not
43:26the formats. It's actually your
43:28delivery. It's how you communicate the
43:30information and ideas that you have in a
43:34different way potentially than other
43:36people in your space. I think a lot of
43:39people mess up their delivery because
43:41they think they need to be like this
43:44like content version of themselves. And
43:47I understand that that thinking, right?
43:49Like I understand that there's a lot of
43:50people out there that talked about how
43:51you need to be really animated. You
43:53know, there's the classic old statement
43:55that I remember on old productions that
43:57I used to do telling talent, you know,
44:00whatever you would normally do, turn up
44:02times 10 because it it shows up
44:04differently on camera, whatever.
44:06Essentially, what a lot of the industry
44:08has done is created this perception that
44:11you need to create this alter ego for
44:13your content. Now, if that's your
44:15stickick and that's the brand that
44:16you're creating and you're intentionally
44:18creating this alter ego, by all means,
44:19you do you. But what I recommend is that
44:22your delivery should actually be the
44:25most authentic version of who you
44:27actually are as a human. Delivery is not
44:30about becoming someone else or building
44:33this caricature version of yourself.
44:35Delivery is actually about removing all
44:38the things that keep you and are
44:41stopping you from being fully you.
44:44Delivery isn't this performance or
44:46performative act. And this is where you
44:48can go wrong. You start trying to
44:50perform. You start acting right. You do
44:54things that feel unnatural and not true
44:57to who you are. You start trying to
45:00match energy. This is a big one. You
45:02start trying to match energy of your
45:04favorite creator and you actually just
45:06become like a an off-brand version of
45:08them. You burn out because you've built
45:10a character, not a personal brand. See,
45:14I'm not asking you to perform. I don't
45:16want you to act. I don't want you to
45:17pretend and become somebody that you are
45:20not. I want you to talk the way that you
45:24talk. If you're an extremely calm
45:26individual and that's how you
45:28communicate in real life, be calm in
45:31your content. If you're more intense in
45:33the way that you teach, be intense. If
45:37you're naturally dry and witty, I love
45:39those kinds of people. Bring the dryness
45:41and the witty humor into your content.
45:44It should be a natural reflection of how
45:47you operate and communicate and deliver
45:50information in your everyday life. See,
45:54it's far less about being some
45:57charismatic character on camera, and
45:59it's far more about actually
46:01understanding the points that you're
46:03trying to communicate to your audience.
46:05The better that you understand what
46:06you're trying to say, the better the
46:09delivery becomes. It's not about being
46:12this crazy, charismatic character. It's
46:14about actually understanding what the
46:15[ __ ] are you trying to communicate so
46:17that you can communicate in a way that
46:19they understand. Something that I've
46:21noticed that you might be struggling
46:22with is communicating your points of
46:24view. And sometimes I think this comes
46:26down to communication styles, uh,
46:29experience, confidence, all those
46:31things. But I've also come to realize
46:33that a lot of the times, and it's kind
46:35of embarrassing for for us to admit, but
46:38a lot of the times, the reason why we're
46:40having a tough time communicating
46:41something is maybe we don't fully
46:44understand the point that we're actually
46:45trying to communicate. Now, this might
46:47get a bit heady, um, so I don't want to
46:48get bogged down on it, but I want to
46:50give you something that can be very
46:52useful helping you communicate your
46:54ideas when you're starting off with your
46:56personal brand and trying to get up and
46:57running. Here's how I think about it.
46:59You should be able to explain a concept
47:02to three different people in three
47:05completely different and unique
47:08scenarios. If you are able to do this, I
47:10believe you are at the point where you
47:13understand the concept enough to be able
47:15to communicate it in your content in a
47:18way that your audience is going to
47:20actually understand. And so even if
47:22you're the most dry, sarcastic, monotone
47:25individual, if you understand what
47:27you're communicating and you're
47:29communicating something useful, your
47:31audience is going to [ __ ] with it. You
47:34will build a following. It might not be
47:36the biggest following in the world, but
47:37it's going to be a following of
47:38individuals who trust you deeply. You
47:41don't have to be the most charismatic.
47:44You just need to be the most useful. If
47:47you optimize your personal brand around
47:50usefulness rather than charisma, you
47:53will build a strong personal brand. If
47:56you optimize around charisma over
47:57usefulness, you will build a vanitybased
48:01brand. So the biggest thing that I want
48:03you to take away from this section is
48:04that you don't need to get better at
48:07your delivery. You need to remove
48:10everything that restricts you or makes
48:13you feel unlike yourself when you are
48:16making content. And one way that I've
48:19gone about doing this for myself is
48:22actually implementing game tape reviews.
48:24It's like a quarterback Monday morning
48:26reviewing the game tape footage of how
48:28they performed on Sunday. I like to look
48:30at my content and see what is it that
48:33I'm communicating that was clear and
48:35what are the areas that are not clear.
48:37Trevor and I have been talking about
48:38this a lot lately where I go on podcast
48:41and I'll watch how I answer a question
48:43to see how quickly am I able to
48:46communicate the important points without
48:49going down some crazy rabbit hole. I'm a
48:52verbal processor and so sometimes I can
48:54take a little bit longer than I need to
48:56to communicate a point. And so something
48:58I'm trying to implement with Game Tape
49:00Reviews is every time that I find that
49:02I'm taking a little too long on the
49:04spot, I'll pause the video and figure
49:06out how could I answer this question
49:09more clearly and more concisely. Now
49:11that we understand how we're going to
49:13approach our delivery, trying to remove
49:15all the things that make us feel like we
49:17are not ourselves and not show up as we
49:20are, we want to move on to the third
49:24lever to pull on standing out. The first
49:26two, like I said, are contrarian belief
49:28and delivery, like we just spoke about.
49:30The next one is your wrapping paper.
49:32Okay, this is the third lever that you
49:34can pull on to stand out in your space
49:39or your niche. Something that I hear so
49:41many times is like, man, this was such a
49:45good piece of content. Why did it get no
49:47views? Nobody watched it. I think a lot
49:49of times, not always, cuz some of y'all
49:51are creating some [ __ ] but most of
49:53you are making really good content. And
49:56it's not necessarily that the content
49:58isn't good, it's that it doesn't have a
50:00good wrapping paper or wrapper around it
50:03to make it attractive to the audience
50:05you're trying to reach. Cuz here's the
50:07way that this actually works. When you
50:10make content on YouTube, for example,
50:12sure you have competitors within your
50:15niche or space, but the way that
50:17consumption works is you're not
50:19competing with just your competitors.
50:21You're competing with everybody making
50:23content on YouTube. I'm competing on
50:26your YouTube homepage with whatever
50:29other channels you're subscribed to
50:31along with Mr. beast and a creator
50:34you've never heard of and 10 other
50:36creators that you love and admire and
50:37have watched a ton of videos from. Your
50:39rapping is the only competitive
50:42advantage you have before somebody
50:45clicks. The contrarian belief and the
50:47delivery that we talk about, those are
50:50only able to be shared and communicated
50:52and engaged with after they click. Your
50:56wrapping paper is what causes them to
50:58click so they can find out what your
51:00contrarian belief is. so they can
51:01experience your delivery. So, the way
51:03that you wrap your content determines
51:05how likely or unlikely someone is to
51:09actually consume it. Aka, it's really
51:11[ __ ] important. It's so important.
51:15It's why it's one of the three levers
51:17that you can pull on in order to stand
51:18out. Your packaging, right? So, on
51:20YouTube, this is your title and
51:22thumbnail. It's also your hook. It's
51:24also the format in which you're making
51:27the content. What do I mean by format?
51:28Well, you have like a direct to camera
51:30video here. Uh, we have our in the wild
51:33cinematic videos which on our channel
51:35are if you're struggling with making
51:36content, please watch this. Or if you're
51:38struggling in your creative career,
51:39watch this video. There are two videos
51:41that are wildly different format, right?
51:44And so that is how you can think of your
51:47wrapping paper. It's either your
51:48packaging, your hook, or your format.
51:51It's how you're wrapping the concept or
51:54concepts that you're sharing in the
51:57content. Back to what we were talking
51:58about earlier, how you're taking the
52:00painful problem your customer faces,
52:02your unique solution, that's the gift.
52:04You need to wrap the gift in a way that
52:06your ideal viewer is going to want to
52:09rip open, aka click on. Now, the
52:12exercise that we're going to walk
52:13through in your workbook, again, if you
52:15haven't downloaded it, download it.
52:16Click the link in the description down
52:17below. You're going to build a wrapping
52:20paper library. Okay? I like to think of
52:23this as I really love Christmas time.
52:25I'm obsessed with it. I love Christmas
52:27wrapping paper. I have all different
52:29kinds. If I'm giving them multiple
52:30gifts, each of them should be a unique
52:33wrapper. Okay? And so my vision for my
52:36future is one day I have a home where
52:39there's an entire room [laughter]
52:41dedicated towards wrapping paper. I know
52:42that's absurd, but this is how I like to
52:45think about it. You want to create a
52:46room where you walk in and there's all
52:49these different wrapping paper options
52:50that you can choose from. You know those
52:52screenshots that you take when you're
52:54scrolling through Instagram or you see a
52:55title thumbnail that you like on
52:57YouTube? You take the screenshot and it
52:58just goes off into nowhere in your photo
53:01or your photo album and you never see it
53:04again. Well, this is something where you
53:07can actually house that inspiration and
53:11utilize it in the future. No longer are
53:13those screenshots just going to live on
53:15your phone. They're actually going to be
53:16utilized for the work you're doing. If
53:19we're thinking about just the lens of
53:20the packaging, right, the title,
53:22thumbnail for a YouTube video, for
53:23example, if you're making a YouTube
53:25video, you've already filmed it, you're
53:27in the edit, and you're trying to figure
53:28out how are we going to package it. What
53:30I have found, and what a lot of my
53:32friends in the industry have found, is
53:34when you need packaging, that is when it
53:37is hardest to find. And so what you want
53:39to do is you want to develop this in an
53:41evergreen sense so that when you have a
53:43video that you are wanting to package,
53:46you go into your wrapping paper library
53:48and you see what wrapping paper best
53:50fits this video or this gift that I am
53:54giving my audience. What I recommend you
53:56do is you want to have a habit weekly,
54:00bi-weekly, monthly, whatever cadence you
54:03want. You want a habit of searching and
54:07shopping for wrapping paper. And the two
54:09best sources that I will recommend when
54:11it comes to YouTube are oneof10.com and
54:13YouTube itself. You want to set up a one
54:15of 10 account. And I recommend that on a
54:17weekly, bi-weekly, or monthly basis, you
54:20scroll one of 10. And literally, you're
54:23not searching for anything specific. You
54:25are generally scrolling until something
54:28catches your attention. And when it
54:30catches your attention, you need to
54:31screenshot that and add it to your
54:33wrapping paper library. You can do this
54:35in, you know, Google Docs, in notion, in
54:37whatever project management tool you
54:39use. Wherever you are going to actually
54:41access this and use it on a recurring
54:43basis, that's where you want to store
54:46this inspiration. That's the room that
54:48you want to house all your wrapping
54:49paper in. To be clear, when I say you're
54:52scrolling one of 10 and looking for
54:54things that stand out, I'm talking
54:56things that stand out that it's like,
54:57oh, you clearly immediately know, oh,
54:59this would be a perfect video for me.
55:01But also, I want you to screenshot the
55:03absurd [ __ ] the [ __ ] that you're like,
55:05I don't know how I could ever turn this
55:06into a video of mine or or package a
55:09video of mine with this. You would be
55:11surprised if you were able to see our
55:12wrapping paper library. There are some
55:14wild uh videos in there or packaging
55:18options in there that are absolutely
55:20absurd. There are some crazy things in
55:22there, but I guarantee at some point
55:23over the next 2 years, we're going to
55:25use I'd say probably a good 50 60% of
55:29what we have in there. This becomes
55:31wildly useful and you'll be surprised.
55:33One example that I will share is I
55:34remember we were scrolling through and
55:36we came across a video. It was like
55:38something to the effect of how I attract
55:4010 out of 10 girls every single day.
55:41Trevor called it out and was like, "Wow,
55:43this is a great idea." I'm [laughter]
55:45just kidding.
55:47We were looking and we were like, "Oh,
55:48wow. It caught both of our attention."
55:50And then we were like, "Okay, let's
55:52screenshot it, put it in. I don't know
55:53how we would use this, but maybe one day
55:55we can figure it out." A couple weeks
55:56later, we were talking with one of our
55:58clients. All of a sudden, I realized I
55:59was like, "Holy [ __ ] what we just
56:01discussed with them, we could turn into
56:03a video on how we attract 10 out of 10
56:06clients every single day, week, or
56:07month, whatever." cadence. There's an
56:09example where an absurd piece of
56:10packaging that on the surface would
56:12never make sense for us suddenly made
56:14sense when we had the right problem and
56:16solution combination to meet that
56:18wrapping paper. So develop your wrapping
56:20paper library ideally with some
56:22diversity having all kinds of crazy
56:24different ideas in there. And then the
56:25next thing that you're going to do after
56:27you've built that wrapping paper library
56:28is you're going to wrap the gift.
56:30Remember that beautiful gift that you
56:31developed earlier? You're going to take
56:33that combination, the painful problem
56:34and unique solution, and you scroll
56:36through your library to see what
56:38wrapping paper best wraps this gift.
56:42This is not just for YouTube, by the
56:44way. I have a friend who he has been and
56:46logged into LinkedIn every single day, I
56:49think, for probably at least the last 5
56:51years, if not longer. He has a photo
56:53album on his phone where he has, I think
56:56at this point, it's over five or 600
56:58screenshots of top performing posts on
57:00LinkedIn. What he'll do is he'll put
57:02together his concept, his problem plus
57:05solution, and then he looks at all of
57:08these screenshots of the way various
57:10LinkedIn posts that performed really
57:12well have been formatted. What was the
57:15structure? What was the hook? How could
57:17I reorient this for my problem solution
57:20combination? And then he writes it in
57:22that context. You can also do this for
57:24Instagram, for Tik Tok, for Pinterest,
57:27for Snapchat, for LinkedIn, for any
57:30platform you can imagine. You can
57:32develop your wrapping paper library
57:34because, like I said at the top, you
57:36want to share your contrarian belief and
57:37you want people to experience your
57:39delivery, but they're only going to know
57:40what your contrarian belief is and
57:42experience your delivery if they
57:43actually click on the video or engage
57:46with the post. And they only do that if
57:49you have an appealing rapper that makes
57:52them want to tear it open. If you're
57:54trying to optimize for the short form
57:56platforms, they have a beautiful feature
57:58called save. I'm not recommending that
58:00you just hit the general save button cuz
58:02that is basically like taking a
58:04screenshot and having it drop into your
58:05photo album and never seeing it again.
58:07We've all done that. I do it a million
58:09times to this day. What you do want to
58:11do is you can actually on a lot of these
58:13platforms, Instagram for sure, you can
58:16actually create different folders that
58:18you save posts in. And so I would
58:20recommend you create an inspiration
58:22folder that you can save specific pieces
58:26of content that you really like. And the
58:28cool thing about Instagram is you can
58:29really get that variety or really get
58:31that diversity that I was encouraging
58:33you to do because you can save reals,
58:36you can save carousels, or you can save
58:38singular posts. And so you can develop
58:40this beautiful diverse library of what
58:43good content on Instagram looks like. So
58:45that when you're trying to figure out
58:47how to share your gift, the problem, and
58:50solution with your audience, you can
58:53look at several or potentially hundreds
58:56of different versions of what a top
58:58performing post contextualized for that
59:00platform looks like. Now, in looking at
59:03these, you know, outliers and looking at
59:07packaging from other creators or an
59:09Instagram reel or a Tik Tok or a YouTube
59:12short that somebody made that you really
59:13admire that you're saving for
59:15inspiration for later. Look outside of
59:18your space and niche. Look at creators
59:20that are in completely different worlds.
59:23What's working for them? And then how
59:25can you borrow that from a first
59:28principal way of thinking? What are the
59:29the elements that would work for my
59:32message, my gift, the painful problem
59:35plus unique solution? What could I take
59:38from a gardening YouTube channel that
59:42would work in wrapping my ideas in my
59:46lane? I believe this is the way that you
59:48can stand out even more. The problem
59:50that we are facing right now in all
59:52these different spaces and niches is
59:54everybody's copying each other in their
59:56own space and niche. So you all look the
59:59same. If you want to not look the same,
1:00:01don't do what everybody else is doing,
1:00:03right? It seems obvious, but you are not
1:00:06doing this right now with your own
1:00:07content or the people you admire aren't
1:00:10even doing this. And so if you just look
1:00:12into other niches and spaces, I think
1:00:15you'll be blown away at how much your
1:00:17content stands out from your
1:00:19competitors. You might be sharing
1:00:21similar subject matter, similar advice
1:00:24even. You might not have some strong
1:00:26contrarian belief even. You might not be
1:00:28at that point yet. But if you are
1:00:30borrowing your wrapping paper from other
1:00:33industries, this will help you do things
1:00:36fundamentally different than all the
1:00:38other creators that are looking like
1:00:40each other within your niche or space. I
1:00:42don't know who needs to hear this, but
1:00:44that thing I'm talking about,
1:00:45educational content, it's really hard to
1:00:47learn. See, everybody online is teaching
1:00:49you entertainmentbased tactics and
1:00:51principles. And that's why we created
1:00:53Rollston Select. We designed it
1:00:55specifically to be the one place that
1:00:58you go to learn how to do
1:00:59pre-production, production,
1:01:00post-production, and platform strategy
1:01:03through the lens of educational content.
1:01:05If you want to learn more, click the
1:01:06link in the description. Let's get back
1:01:08to the video. Now, a big debate that
1:01:10you're going to see online around
1:01:11content strategy is, do you make deep
1:01:14content or do you make wide content? And
1:01:16here's the reality. It's not one or the
1:01:18other. See, so many people online are
1:01:21telling you to lean into just one of
1:01:23these. [ __ ] that. That's some [ __ ]
1:01:26It's It's like anything in life. There's
1:01:28nuance to it. You need a strong ratio of
1:01:31both and you need to inject something
1:01:33that's missing from this conversation,
1:01:35which is a personal element. We are
1:01:38after all building a personal brand,
1:01:41aren't we? And so you want to make sure
1:01:42that it's not just deep and wide, it's
1:01:45deep, wide, and personal. And I have a
1:01:47ratio that I roughly loosely follow and
1:01:50recommend that you follow as well. You
1:01:52should be able to give or take 10 points
1:01:54roughly on this. 75% of the content I
1:01:57believe should be deep content. Solving
1:02:02deep problems for your ideal customer.
1:02:0520% is nichewide content. Now, I'm going
1:02:07to explain what nichewide means here in
1:02:10a second. And the remaining 5% is
1:02:13personal. Now again, just a reminder
1:02:15before we break this down and go into
1:02:17what the deep or the niche wide and what
1:02:19the personal content looks like. This is
1:02:21a very rough ratio to follow. It is not
1:02:24a rule. Please do not be one of those
1:02:26people that takes this wildly too
1:02:28literally. You need to eb and flow this
1:02:30and adjust it based on you and it's
1:02:33going to look different monthtomonth.
1:02:34But if you roughly loosely follow 7525,
1:02:39you will be in a really good spot. Now
1:02:41the 75% deep content, this is your
1:02:44educational content. This is the main
1:02:47source of the value from your personal
1:02:49brand. These are the frameworks. These
1:02:52are the painful problems that are
1:02:53solved, right? These are the tactical
1:02:55nuggets that you're giving. These are
1:02:57the belief shifts or the point of view
1:02:59that you have on your industry, niche,
1:03:01or space. This is the content that is
1:03:03going to establish the most trust in
1:03:06your ability to get results
1:03:09and it will reinforce your credibility.
1:03:12This is also the content that I believe
1:03:14is going to get you the most customers,
1:03:17the most highpaying customers because
1:03:20this is the content that increases the
1:03:22odds they believe that you can actually
1:03:24help them solve the problem they are
1:03:26wanting to solve. 20% of the content
1:03:30being nichwide. This is what I like to
1:03:33think of as broad within your niche.
1:03:36These are the subtopics that serve your
1:03:39ideal customer still, but they also
1:03:41serve a broader base of viewers. An
1:03:45example of what nichewide content could
1:03:47look like if you're making content
1:03:49helping business owners leverage the
1:03:51relationships that they already have to
1:03:54create new business rather than trying
1:03:57to go out and acquire new customers. A
1:04:00version of nichewide content within this
1:04:02example that you could make is helping
1:04:06people reconnect with old friends or
1:04:09colleagues in general, right? Not just
1:04:12within the context of business. This is
1:04:14still useful for your ideal customer and
1:04:17the main audience that you are trying to
1:04:19build, but it also serves a broader
1:04:22audience and increases the odds that
1:04:25your content will show up to new people.
1:04:28But here's the key. Unlike making
1:04:31general random wide content, you're
1:04:34still attracting people that are
1:04:36interested in the general topic that you
1:04:39are talking about. This increases the
1:04:42odds that the average person that comes
1:04:44in will have interest in your offer.
1:04:47They're not just a random person that
1:04:48has no relation to the offer that you're
1:04:50actually providing, right? It's somebody
1:04:52that's still going to be at least
1:04:54adjacent to the offer that you have and
1:04:57potentially through nurturing them
1:05:00through your content may get to a point
1:05:02where they do become interested in
1:05:04purchasing the offer that you make
1:05:06available to them. Think of this like
1:05:07your side dishes, okay? your nichewide
1:05:09content, that's the side dish. The deep
1:05:12content, that's 75%. That is your main
1:05:16dish. Okay? And the nichewide content is
1:05:19the sauteed spinach. It's the garlic
1:05:22mashed potatoes. It's your side dishes.
1:05:25And the other thing that you want to
1:05:26definitely not miss out on is the 5%
1:05:29personal content. Okay? Again, you are
1:05:32building a personal brand. I'm not
1:05:34saying do that influencer [ __ ] that you
1:05:38probably are thinking of immediately.
1:05:39I'm not saying make content where it's
1:05:42like look at my lifestyle. Look at how
1:05:44awesome I am. What this is is sharing
1:05:47you the human in that personal brand.
1:05:52And I believe that this is what helps
1:05:53you stand out from the crowd because
1:05:56these are the only things that are truly
1:05:58unique to you. more than likely the
1:06:00subject matter that you've decided to
1:06:02speak to, there's other people that are
1:06:04talking about it. And if we're being
1:06:06honest with ourselves, there are
1:06:08probably other people that are teaching
1:06:10similar principles and even potentially,
1:06:13crazy enough, similar contrarian takes.
1:06:16There probably are. But what they
1:06:18definitely cannot replicate is the
1:06:20unique combination of all of your
1:06:23interests and preferences and hobbies
1:06:25and passions that make up you. the
1:06:29unique human that you are. Okay. So, for
1:06:31me, what I constantly try to inject as
1:06:34much as I can into my content and my
1:06:37brand is my love for Harley-Davidson and
1:06:39the three Harleys that I have and obsess
1:06:42over. My love for metal, right, and all
1:06:44the different subg genres, the black
1:06:45metal, the hardcore, the metal core. I
1:06:48like it all. My roots in the fitness
1:06:50industry. I try to share that a lot.
1:06:51It's the combination of all of these
1:06:54things that create the lens that you
1:06:57view my personal branding advice and
1:06:59information and content through that
1:07:02makes me unique compared to the next
1:07:04person that you see off on the right
1:07:06side of your screen here that is also
1:07:09talking about a similar subject matter.
1:07:10Knowing that your deep content, the 75%
1:07:14is your steak and the nichewide content,
1:07:18the 20% are your side dishes, you can
1:07:20almost think about your personal content
1:07:23like it's the dessert. A quick note here
1:07:26is the 5% personal doesn't mean that 5%
1:07:29of your content should be a singular
1:07:32video or Substack article around your
1:07:35personal passion. I believe that the 5%
1:07:38should be sprinkled in to the other
1:07:41content. You haven't seen me make a
1:07:42video in depth on my Harley-Davidson
1:07:45Roadk special build out, right? Going
1:07:48into detail on that. But what you have
1:07:50seen if you've watched some of my
1:07:52content is you've seen that bike. You've
1:07:54seen one of my other bikes. I'm
1:07:56injecting it. I'm wearing a
1:07:57Harley-Davidson hat right now for God's
1:08:00sake. And so I'm not saying that you
1:08:01need to make specific content around
1:08:04your hobbies, passions, interests, but I
1:08:06do recommend you inject those into both
1:08:08the deep content and your nichewide
1:08:11content. It gives your audience more at
1:08:14bats to connect with you. I wasn't
1:08:16planning on sharing this, but it's
1:08:17really important. The more of the
1:08:20interests and individual unique things
1:08:22that make you unique and and wildly you,
1:08:26the more chances to connect with you.
1:08:29our relationships in our personal life,
1:08:32in our work life, the closer the
1:08:34relationship on the relationship sphere
1:08:36or circle, the closer they get to you,
1:08:39more than likely you have more than one
1:08:42interest in common, right? That's
1:08:45typically an indicator of the closeness
1:08:48of your relationship. And so, if you're
1:08:49wanting to develop a close relationship
1:08:51with your audience, you want to identify
1:08:55more interests that you have in common
1:08:57with them. But if you never share those
1:08:59interests, you never inject that into
1:09:01your content, how are they going to know
1:09:04what they can connect with you on other
1:09:06than the core thing you talk about? It's
1:09:08really important to focus on the 75%,
1:09:10the deep content, that is where you're
1:09:11going to get the greatest returns. The
1:09:13nichewide content, that's how you're
1:09:15going to start to develop a more
1:09:16well-rounded brand and bring more people
1:09:19in and increase the odds that you can
1:09:21reach a newer audience. But the thing
1:09:23that is going to make you actually stand
1:09:26out is the 5% that is personal in your
1:09:30personal brand. Now, let's talk about
1:09:33structuring your content because we now
1:09:35know what we're going to be making, but
1:09:37we need to figure out how we're going to
1:09:40go through it in a sequential order to
1:09:43make it easiest for our audience to
1:09:46actually not only consume all the way
1:09:49through, but learn and take action on
1:09:52what we are saying. There is a ton of
1:09:55[ __ ] out there on content nerds talking
1:09:59about how to keep people watching your
1:10:00content. And this is affectionately
1:10:03referred to as the art of retention.
1:10:06These retention editing hacks, I'd say
1:10:09I'm going to make a bold statement here.
1:10:1298% of them come from the lens of
1:10:14entertainment content, not educational.
1:10:17They have this method where it's like
1:10:19every, you know, 13 seconds or whatever,
1:10:22you need to make sure that there's a
1:10:23graphic or a scene change or some new
1:10:27element on screen that might be
1:10:29effective for entertainment content. Uh,
1:10:31I know I hate watching it personally,
1:10:33but there's a lot of people that like
1:10:34that. I get that. But if you're truly
1:10:36making educational content, your actual
1:10:38goal is for the audience to take action
1:10:40on what you say. But if you're
1:10:42constantly having all these graphics
1:10:44that distract from the actual message,
1:10:47you're inhibiting your audience's
1:10:49ability to be educated and you're
1:10:52actually just making entertainment
1:10:54content. I personally believe that
1:10:56within the world of educational content,
1:10:58the greatest retention hack in the world
1:11:01without competition is your audience
1:11:03learning. The way that we like to
1:11:05structure our intros is actually fairly
1:11:09different than what a lot of people talk
1:11:11about. You've heard a lot of people talk
1:11:13about proof, promise, plan, and I think
1:11:14that is an incredible framework. We have
1:11:16created our own framework for how we
1:11:19structure our intros to our videos and
1:11:22it's called the four C's framework. I I
1:11:23like the letter C. What can I say? The
1:11:25four C's are call out, credibility,
1:11:28compass, and the fourth one, which I've
1:11:31not really heard anyone mention, which
1:11:33is core learning. If we believe the
1:11:35greatest retention hack in educational
1:11:37content is the audience learning, then
1:11:40why would we not try to get to the first
1:11:42learning as quick as possible in the
1:11:44video? And so, we have now wrapped this
1:11:46into how we conduct our intro. Now, real
1:11:49quick, the four C's applies to your
1:11:51wrapping and your intro. We have a call
1:11:54out first. The call out can be in your
1:11:56intro, but the call out can also be
1:11:59addressed in your packaging, in the
1:12:01wrapping of your video, aka on YouTube,
1:12:04your title and thumbnail. You might not
1:12:06need to do a call out in the actual
1:12:09script of your intro because your title
1:12:12and thumbnail already take care of that.
1:12:13The call out basically is addressing who
1:12:15the [ __ ] is this video for? The
1:12:17credibility, as we've talked about, is
1:12:19why would somebody listen to you on this
1:12:22specific subject matter? Sure, you might
1:12:24be successful in general, but are you
1:12:26successful within this subject matter
1:12:28that we're addressing in this piece of
1:12:29content? The compass, give them the
1:12:31overview of how we're going to get from
1:12:33the problem they are currently facing to
1:12:35the solution that they are seeking. What
1:12:37is the road map or the compass that is
1:12:40going to guide us along this journey?
1:12:42You're previewing what you're going to
1:12:44hit in the video. And I believe the most
1:12:46important one, the core learning, you
1:12:49want to start off the video as quick as
1:12:52possible, getting to a valuable, useful
1:12:55nugget. Now, I'm not saying you want to
1:12:58create or take the most important,
1:13:00biggest learning that you're going to
1:13:01share in the video and share it up
1:13:02front. That I'm not saying is the best
1:13:04thing. But you have this thing that a
1:13:06lot of people have been preaching for
1:13:07years now, which is bury the value. It's
1:13:10like put the the value and the learning
1:13:12deeper in the video so that people stay
1:13:15longer to get it. And
1:13:18I think that did work for a long time,
1:13:21but we are at a point now where there is
1:13:23just way too much content out there
1:13:25being produced that people don't have
1:13:27the patience to wait. And that's why I
1:13:29believe you need to get them to a
1:13:31learning as quick as possible. Why?
1:13:33Well, if I learn something in the
1:13:35opening 60 seconds of a video, my belief
1:13:38that I'm going to continue learning
1:13:39throughout the video increases. If I see
1:13:42even a 20-minute video, in that opening
1:13:4560 seconds, if I learn, I'm assuming
1:13:47that's not the only learning I'm going
1:13:49to get and the rest is going to be
1:13:50[ __ ] I'm assuming I'm going to
1:13:52continue learning. That's an assumption
1:13:53that I'm making based on previous
1:13:55behaviors in other pieces of content
1:13:57that I've consumed. So, you need to
1:13:59optimize your introduction in your
1:14:02content, whether it's video or written.
1:14:04A lot of people talk about time to
1:14:05value. You want to deliver value as
1:14:07quick as possible for the person that's
1:14:08paying for your service. Well, think of
1:14:11it the same way with your video. You
1:14:13want to give them value and usefulness
1:14:15as quick as possible. People's attention
1:14:17spans, it's not even their attention
1:14:19span, actually, it's their level of
1:14:20patience. They're less willing to wait
1:14:24for value from you because they know
1:14:26there's another creator that they could
1:14:27get it from quicker. Now, from your
1:14:29intro, you then have the rest of the
1:14:32structure of your content. I could
1:14:34probably make an entire course just on
1:14:36this alone. definitely could talk at
1:14:38least for an hour or two just on how you
1:14:41structure your video, but for the sake
1:14:43of time, I want to give you something
1:14:46valuable that will be a great starting
1:14:48point for you that you can begin to
1:14:50adapt and evolve for yourself. And I
1:14:52recommend that you follow loosely a
1:14:55structure like this. You have your
1:14:56introduction, then you give context on
1:14:59what you're about to speak to. You share
1:15:01a principle, a story about that
1:15:05principle, the tactic or the action that
1:15:08your audience needs to take, and then an
1:15:10example of what it looks like to either
1:15:13do that correctly or incorrectly or both
1:15:15if you're feeling crazy. And then after
1:15:17that, you link to the next video. It's
1:15:20that simple. You can get wildly robust
1:15:22and complex. I have an entire YouTube
1:15:25course framework that I share with
1:15:27people in Rston Select that is like
1:15:29absolutely insane and very deep and
1:15:31robust. It's many pages long. But this
1:15:34will give you a very very good starting
1:15:36point to get you rolling on creating
1:15:39this content. Rather than you sitting
1:15:41there looking at a blank page being
1:15:43like, "What the hell do I do? How do I
1:15:45craft this?" Use this framework to help
1:15:47you get started on making your YouTube
1:15:50content. Now, I'd like to talk about how
1:15:53to go about repurposing your content.
1:15:56And most business owners when they hear
1:15:58repurposing, they think that that means
1:16:00just reposting the same clip everywhere.
1:16:03And that's one part of it. I guess
1:16:05that's a version of repurposing for
1:16:07sure, but that's not the waterfall
1:16:09method. The waterfall method is about
1:16:11taking one really good moment from your
1:16:14pillar piece of content and getting as
1:16:17much as possible out of it. This looks
1:16:18like one long form piece of content
1:16:20leading to many platform native pieces
1:16:24of content, potentially many off of one
1:16:27specific moment. This is not copy and
1:16:30paste. This is not post the same short
1:16:31everywhere, even though that's what we
1:16:33are currently doing right now. We're
1:16:35working on getting towards this point.
1:16:37This is platform native repackaging.
1:16:41Maybe you've heard me actually say in
1:16:43podcast, which is you want to take your
1:16:45long form, mine it for moments,
1:16:48repackage those moments in the way that
1:16:51the platform prefers. So now I want to
1:16:54walk you through how we actually use the
1:16:56waterfall method in our content. We
1:16:59create one long form piece of YouTube
1:17:01content. Right now our cadence is once a
1:17:03month. We will go through and watch it
1:17:06back to mine for the golden moments.
1:17:09Now, these are moments where I'm giving
1:17:12an aha or we're watching it, we're like,
1:17:15damn, that that was a good that was a
1:17:17banger line, right? It's a belief
1:17:19breaker. It's an oh [ __ ] moment. It's
1:17:21it's something where you're sharing a
1:17:23story or a tactic that can change the
1:17:26belief of the viewer or give them the
1:17:28exact steps that they need to take in
1:17:31order to get the outcome they are
1:17:33looking for. These are the moments that
1:17:34get clipped. Not like some random
1:17:36moment, not random timestamps or
1:17:39arbitrary timestamps. Actually, useful
1:17:42moments. Something that you may have
1:17:44experienced before is if you hire a uh a
1:17:48less than ideal editor, they'll go
1:17:50through your long form content and
1:17:52they'll pull 30 clips from it. They'll
1:17:54get you a lot of volume, but half to
1:17:57twothirds of those clips are not useful
1:17:59in any way. They don't exist or they
1:18:02don't work. sorry, on their own. They're
1:18:05not self-contained. They need the
1:18:07context of the moment that they exist
1:18:09within. And so what you're looking for
1:18:10is self-contained clips. Clips and
1:18:13moments that don't need the context of
1:18:15the surrounding conversation in order to
1:18:18make sense. And then number three, what
1:18:20you're going to do is you're going to
1:18:21take those moments, those mind moments
1:18:23that you have, and you're going to turn
1:18:24them into platform native content.
1:18:26That's what we are trying to do more and
1:18:28more. Sometimes what we'll do is we will
1:18:31due to bandwidth we'll clip a moment and
1:18:34then we'll post that short that clip to
1:18:37all the different platforms. Sometimes
1:18:39what we'll do is we'll identify damn
1:18:41this was a really good moment from a
1:18:43podcast for example where I go back and
1:18:45forth with the host and maybe what we're
1:18:47going to do is take that concept and
1:18:49turn it into a written LinkedIn post or
1:18:51maybe we'll turn it into a newsletter
1:18:54that we send to people on our email
1:18:56list. And so what you're looking at is
1:18:58taking a golden moment and then figuring
1:19:00out how do I correctly wrap it using the
1:19:04wrapping paper. What format should I
1:19:07wrap this idea in in order for it to
1:19:10best serve my audience on the platform
1:19:12that I am sharing it to? All of those
1:19:15moments are communicating the same
1:19:17message, right? It's the same source
1:19:20material, but you're using a different
1:19:22rapper to share it with your audience.
1:19:25And again, this is something that you're
1:19:27going to need to work your way up to. We
1:19:29are almost a year into building out my
1:19:32personal brand and posting content
1:19:33publicly. And we're not at the point of
1:19:36consistently doing this to the level
1:19:37that we want. It's Trevor and then half
1:19:40me. Not even half, like maybe like a
1:19:42quarter or a fifth me devoted to the
1:19:44content and the rest I'm I'm running the
1:19:46business. And so as we expand our team,
1:19:49you'll start to see more and more of the
1:19:51content that we're posting on all three
1:19:53of our primary platforms start to look
1:19:55more and more contextual and native to
1:19:58the platform we're distributing on. This
1:20:00is something that you can work your way
1:20:02up to. you don't have to tackle from the
1:20:04very beginning, but I wanted to share it
1:20:06with you because I think it's something
1:20:07that you want to start building towards
1:20:10rather than 2, 3 years, four years down
1:20:13the road figuring out this is a new
1:20:15operation that you have to completely
1:20:17steer a massive ship. Let's course
1:20:20correct while we're still a little
1:20:22speedboat and it's easy to correct and
1:20:24adjust how we're operating. All of this
1:20:26incredible work to understand what kind
1:20:29of content we're going to make, how
1:20:31we're coming up with ideas, all of this
1:20:33amazing work has been done. You've been
1:20:35going through your workbook cuz you
1:20:37downloaded that earlier, right? And
1:20:38you've been filling out the exercises
1:20:41and we have gotten a lot of clarity. We
1:20:44really understand what we're going to be
1:20:46doing. A pretty obvious question that
1:20:48you're going to be asking is what are
1:20:49the first couple of videos that I make?
1:20:51And so what I want to share with you is
1:20:53the first three videos that I recommend
1:20:55you make. Now, there's a million
1:20:58different versions of your first three.
1:21:00I'm mainly sharing what my first three
1:21:03were and how you can go about doing this
1:21:06for yourself, your own version of it. So
1:21:09to be clear, this is not the end- all
1:21:11beall. I'm more just adapting what I did
1:21:14and sharing it with you because I think
1:21:15it was very useful and successful for
1:21:18us. So, the first video that I recommend
1:21:20you make is an introduction video. This
1:21:22is where you're sharing your story
1:21:25paired with lessons that your audience
1:21:27can use immediately. To be very clear,
1:21:30what this video is not, it's not a brag
1:21:33reel. It's not a resume dump. What this
1:21:36video is is it's three to five key
1:21:39moments over your career or life that
1:21:42were pivotal moments. And each one is
1:21:45paired with a lesson that your audience
1:21:49can immediately benefit from. This is
1:21:52what makes the video valuable. It's not
1:21:55just sharing what you have done and
1:21:57giving the credibility that they can
1:21:59view your brand through from then on.
1:22:01It's also providing them useful value in
1:22:05the form of lessons that you have
1:22:07learned along the way, both from doing
1:22:09things correctly and incorrectly. This
1:22:12is exactly how I built my intro video.
1:22:14It was every season or big seasons of my
1:22:18career along with one lesson that you
1:22:20could take away. It was not every single
1:22:22job that I've had and every little tiny
1:22:24thing that's happened. It's the biggest
1:22:26moments in my career that were pivotal
1:22:29turning points that I also had a very
1:22:32strong lesson associated with. That's
1:22:35what I recommend you build. Now, as far
1:22:38as what the flow of this video looks
1:22:40like, well, I think you can start with
1:22:43why are you making content now? Why are
1:22:45you building your personal brand? What
1:22:47is the purpose behind this? And why now?
1:22:49Okay, that's how I started mine. That
1:22:51sets the frame. Then what you want to do
1:22:53is you want to share three to five key
1:22:56moments from your career and life.
1:22:58Again, they're not random moments. It's
1:22:59not like you're doing, you know, a full
1:23:01biography or anything like that. These
1:23:03are three to five turning points in your
1:23:07career or life that shaped how you think
1:23:09and what you believe. And then you're
1:23:11going to pair each of those moments with
1:23:15one clear lesson, a takeaway that your
1:23:19audience can act on. This is what most
1:23:21people miss. People don't want to just
1:23:22hear about the awesome [ __ ] you've done.
1:23:24They want to hear about what you learned
1:23:26in doing the awesome [ __ ] and how it can
1:23:29benefit them. So pair each of these
1:23:31moments with a clear and valuable lesson
1:23:36for your audience. See, ultimately you
1:23:38need to connect it back to the viewer.
1:23:40The video is about you, but it is for
1:23:44your audience. So each lesson needs to
1:23:47speak to their pain, their goals, the
1:23:51stage that they are at, the confusion
1:23:53that they are experiencing, and the
1:23:55clarity that they are looking for.
1:23:57Finally, you need to close with what
1:24:00they can expect from you going forward.
1:24:02What I try to do is share what I am
1:24:05trying to embark on, which is this crazy
1:24:07wild journey of building my personal
1:24:08brand. And you want to set the stage for
1:24:11the kind of content that they can
1:24:13expect, who it is for, what you do to
1:24:16help, and maybe potentially you can
1:24:20start to inject a contrarian belief into
1:24:24this introduction video so that people
1:24:26can start to know what you stand for.
1:24:28This is kind of setting the trajectory
1:24:30or the frame for the relationship that
1:24:33you're going to have with your audience
1:24:35in future content. Now, video number two
1:24:38is a positioning deep dive. This is
1:24:41where you teach the subject that you
1:24:43want to be known for through the lens of
1:24:45that contrarian belief. My version of
1:24:48this was psychotic. It was a 6-h hour
1:24:50and 22minute course that we put out for
1:24:52free on YouTube. This was a really
1:24:55strong and very deep positioning video.
1:24:57I'm not saying that you need to do that,
1:24:59but I'm also not saying that it should
1:25:01be like a a quick little tips and tricks
1:25:02educational video. It's not a highlevel
1:25:05overview of your industry or of your
1:25:08space. And it's definitely not something
1:25:10that's trendy or broad. None of the
1:25:13shallow end [ __ ] We want to go into the
1:25:15deep end of the pool here. And so what
1:25:16this video is is it should be a very
1:25:19deep useful breakdown of the core
1:25:22subject that you want to be known for.
1:25:24Mine was how to build a personal brand.
1:25:26That's what I want to be known for. And
1:25:28so my positioning deep video was that
1:25:32and it needs to be taught through the
1:25:34lens of your contrarian belief. This
1:25:38video what it communicates to your
1:25:40audience is here's how I see this space
1:25:42differently and why it matters to you
1:25:45and then how you can utilize how I view
1:25:48it differently to benefit you in
1:25:51accomplishing the outcome you desire.
1:25:54That is the entire point. That is what
1:25:57my 6 and 1 half hour course was. Now
1:25:59again, it does not need to be that long.
1:26:01Just make sure that you make it wildly
1:26:04useful. It can be 30 minutes. It can be
1:26:0745, 60, 2 hours, whatever duration you
1:26:09want. I will say I would recommend
1:26:12making it at least 25 minutes. And once
1:26:15you start creeping into this like 10 to
1:26:1715 minute masterclass world, it just
1:26:19becomes almost laughable. Like it's not
1:26:22truly that indepth. A 10 to 15 minute
1:26:25video is not going to do what we are
1:26:28trying to accomplish with this deep
1:26:29positioning video. Now the flow that you
1:26:32can take in this video is one I
1:26:33recommend start or at least in the
1:26:36opening you know section start with your
1:26:38contrarian belief. Get this out of the
1:26:40way get this communicated to your
1:26:42audience so they view the rest of the
1:26:44video through that lens. The next thing
1:26:47is is you should probably define the
1:26:49subject that you want to be known for.
1:26:50In my course, I very quickly define what
1:26:53branding and brand is because that's
1:26:55something that I really want to be known
1:26:57for. It's also a wildly different
1:27:00definition of those two terms than the
1:27:02majority of what the industry says. What
1:27:04this does is it creates instant clarity
1:27:07for your audience. Then what you want to
1:27:10do is you want to teach the core belief
1:27:12through a few key breakthroughs. Okay?
1:27:15Not 20 surface level points, just three
1:27:18to five big useful mindset shifting
1:27:22ideas. Looking at my course, it's six
1:27:24and a half hours, but there's four core
1:27:28subjects that I speak to. Brand,
1:27:31content, team, and monetization. I
1:27:34suggest three to five big things that
1:27:37you tackle within the core subject
1:27:39matter that you're addressing. A prompt
1:27:41that may help you is what are the few
1:27:45ideas that if I would have gotten them
1:27:48earlier in my life, earlier in my
1:27:51career, would have changed everything
1:27:52for me. Once you have figured out what
1:27:55those are, teach those. That's what's
1:27:57going to make everything easier for your
1:27:59audience to get to the desired outcome
1:28:02where you're currently at faster than
1:28:05you ever did. And then you need to make
1:28:06it easier for the viewer to take action.
1:28:10Again, this is where trust happens. If
1:28:12you make it easier for them to take
1:28:14action on what you say and they get the
1:28:16outcome they want. If you do that
1:28:18consistently, they're going to start to
1:28:20associate you with them achieving their
1:28:22desired outcomes. What a beautiful brand
1:28:24to build. And then you want to close by
1:28:27setting your point of view as their new
1:28:30lens. This needs to change their belief.
1:28:34Okay? You want them moving forward after
1:28:37this video to view everything that they
1:28:39do through this new lens. You are
1:28:43building the foundation
1:28:45for all the future videos that come. As
1:28:48long as you maintain a high value per
1:28:50minute, the more in-depth you go, the
1:28:52more material source material you have
1:28:55to help you and your team with future
1:29:00ideiation of content. One of the big
1:29:02reasons why I did a six and a half hour
1:29:03course as my second [ __ ] video ever
1:29:05on YouTube within building this personal
1:29:08brand was so that Trevor would have a
1:29:10lot of source material to help him
1:29:12ideulate on future content ideas. And
1:29:14then the third video that I recommend
1:29:16you make is an experimental video. This
1:29:19needs to be completely an experiment
1:29:21trying something wildly different to
1:29:23discover what you enjoy making and what
1:29:25your audience enjoys viewing. The
1:29:27purpose of this video is a creative
1:29:29experiment. you are trying something
1:29:30wildly different as far as the style,
1:29:32the format, and the approach that you
1:29:34take. Even potentially the way that you
1:29:36show up in your delivery might be a
1:29:37little bit different. This exists to
1:29:38help you answer two extremely important
1:29:40questions. What do I enjoy making? And
1:29:42what does my audience want more of? See,
1:29:44if you're going to stick with this whole
1:29:46making content thing, you're going to be
1:29:48doing it for years, you should probably
1:29:50enjoy the formats that you make. Why not
1:29:54try to find multiple formats that you
1:29:57actually enjoy making? So, the flow of
1:30:00your experiment video could be as
1:30:02follows. Pick a format that you've been
1:30:04curious to try. Here are a couple of
1:30:06options. A vlog, a rant, a voiceover
1:30:09with B-roll, a scripted piece, a highly
1:30:11produced creative video, a simple
1:30:13talking head with a twist, a day in the
1:30:15life with an educational tie-in, a
1:30:17walkthrough or a demo, a storybased
1:30:20video. It doesn't really matter what
1:30:21format you choose. It's more what one
1:30:24are you most curious about you trying.
1:30:28Then the next thing is you need to make
1:30:29sure that it is completely different
1:30:30from the first two videos. It should
1:30:32almost feel in my opinion like a
1:30:34completely different YouTube channel.
1:30:36Your average YouTube guru will tell you
1:30:38you need to pick a topic and a format
1:30:40and consistently do that over and over
1:30:41so your audience knows what to expect
1:30:42from you. And sure, that is probably the
1:30:44best way to get the most amount of
1:30:46subscribers and views on YouTube. But
1:30:47that's also a big reason why a lot of
1:30:49YouTubers burn out really quickly. And
1:30:51so what we're building here, like we've
1:30:53talked about, is a sustainable system
1:30:55that you can actually stick with. The
1:30:57next thing that you're going to do is
1:30:58you need to anchor it to one useful
1:31:00idea. So my experimental video that I
1:31:02did, the third video that we put out on
1:31:03YouTube, it's called, if you struggle
1:31:05with making content, please watch this.
1:31:07The whole concept is me talking through
1:31:11the mindset shifts that I had to go
1:31:13through in order to go from being the
1:31:15guy behind the camera to being the
1:31:17character in front of the camera. And
1:31:19what we chose to do is a 100% scripted
1:31:22video where I am delivering scripted
1:31:25written out lines over the course of a
1:31:28motorcycle ride throughout Las Vegas,
1:31:30Nevada. This was quite the experiment to
1:31:33be honest with you. I was just curious
1:31:35if I had the chops to be able to do a
1:31:37video like that. And so again, the
1:31:39format was new, but the value was
1:31:42consistent with the value that we were
1:31:43delivering in the previous two videos.
1:31:45It wasn't an entertainment video that we
1:31:48were making. Though I will say I I think
1:31:50based on the comments, a lot of people
1:31:52would say it was more of an entertaining
1:31:54video than our previous educational
1:31:56content. But still the purpose for the
1:32:00viewer was to educate them on what
1:32:03shifts I was making in order to be
1:32:05somebody in front of the camera. Cuz
1:32:07turns out you and a lot of other people
1:32:09have moments where you struggle with
1:32:12being in front of the camera. Good news.
1:32:14Me too. It's a crazy thing. And so
1:32:16that's how I conducted that experiment.
1:32:18What you want to do next is after you're
1:32:20done making the video, take note of how
1:32:22it felt making it. Did you enjoy it?
1:32:25Like a big thing for Trevor and I was
1:32:27during the course of filming that video,
1:32:28there was a couple of, you know,
1:32:29stressful moments or whatever. We're in
1:32:31public in a gas station trying to film a
1:32:33scene and not piss off the gas uh
1:32:36station attendee and the customers that
1:32:38are in there. But the amount of times
1:32:40that we would both turn to each other
1:32:41and be like, "Man, this is so much fun.
1:32:42We're having a blast." Right? We did
1:32:44another video like this, like the first
1:32:46experimental video in London, and it was
1:32:49so much fun. And so what we learned is
1:32:52like, okay, we walked away with it. Like
1:32:55even if the audience doesn't really
1:32:56resonate with this, we really enjoyed
1:32:59making it. So we're going to continue to
1:33:00make these kinds of videos because we
1:33:02enjoy it. By increasing the amount of
1:33:05content that we make that we like, we
1:33:07increase the odds that we stick with it.
1:33:08The next thing that you want to do is in
1:33:10addition to paying attention to how you
1:33:11resonated with it, look at how your
1:33:13audience resonated. Here is the key.
1:33:16What you just heard me say is even if
1:33:18the audience didn't [ __ ] with it, we
1:33:19would continue to do it. And now I'm
1:33:20saying pay attention to how the audience
1:33:22responds. Seems contradictory, right?
1:33:24No. Here's the reality. If the audience
1:33:26wouldn't have responded well, if you
1:33:28didn't care about that video and didn't
1:33:30show interest in it, but we really liked
1:33:32it, we would still continue to do it,
1:33:33just at a very low frequency, just
1:33:35enough to make sure that we are enjoying
1:33:37making content, but not so much that we,
1:33:39you know, bore the audience. However,
1:33:42what ended up happening is you and a lot
1:33:45of other people that were watching it
1:33:47were like, "Hey, we'd like to see more
1:33:49videos like this." So now we know that
1:33:52we like making it and the audience likes
1:33:54watching it. So we're going to do more
1:33:56of those videos. So within I think it
1:33:59was 7 months later, we released another
1:34:01video in that style. And probably 6
1:34:04months later from that, we'll probably
1:34:06release another one in a similar style
1:34:08because again, we enjoy it and so does
1:34:11the audience. And there's your first
1:34:13three videos. You now have no excuse to
1:34:16not get started on YouTube. You have to
1:34:19take action. I have removed every bit of
1:34:22excuses that you have. So, stop
1:34:23procrastinating. Stop waiting for some
1:34:25perfect idea and get started on the
1:34:27first video, your introduction video.
1:34:30Now that you know how to make content
1:34:31and what content you're going to make,
1:34:33click here for the next

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