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Don't Become A Content Creator, Build A Content Business. — Transcript

by Codie Sanchez · 5,344 words · 779 segments · language en · Watch on YouTube

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0:00If I were starting out on social media
0:01again in 2026, this is exactly what I
0:03would do. Forbes just named me a top 10
0:06creator in the world, but just a few
0:07years ago I had zero followers. Getting
0:09here taught me that building an audience
0:10is not luck. It comes down to a simple,
0:13repeatable framework I call the six C's
0:15that works in any business or niche.
0:17[music] I'm going to break them down for
0:18you live today. Let's get into first C.
0:20I want to make something painfully clear
0:22for you.
0:24So, most people start the dumbest way
0:25possible. They spray and pray, pumping
0:28out 25 average pieces a week across six
0:30platforms, [music]
0:31none of which work, and then they wonder
0:33why nothing hits. You win on the
0:34internet by not being everywhere. You
0:36win by being undeniable in one place.
0:40Pick one platform, win on it, then
0:42expand it. I think about it like we're
0:44here at one of the biggest television
0:45production agencies [music] in the
0:47world. They're really good at TV. They
0:49nail it, so they earn a bunch of Emmys.
0:52So, the question for you is like where
0:53you're going to win your Emmy? Like
0:54which platform should you start on? I've
0:56learned each one is like a different
0:57version of yourself, and you got to
0:59teach them differently. For instance,
1:01each platform has a different style, a
1:03different way you're going to go viral,
1:05and different value to you and your
1:06business. So, here's the breakdown of my
1:08actual strategy on each one in the order
1:09of how much money I make from them.
1:11Starting on the bottom with X. Twitter X
1:14is like the angry middle-aged guy who
1:15hasn't become what he wants yet. He's
1:17cerebral. He wants to be challenged. You
1:19have to be a little smarter and a little
1:21ruder than feels comfortable. And it is
1:23the fastest platform, so content dies in
1:26like a day. Good content looks like
1:28this. Contrarian takes, one-liners,
1:30predictions that invite a little fight
1:33in the comments. Bad content is
1:35feel-good aesthetic trying [music] to be
1:37liked instead of right. Here's what a
1:39good posts look like. My take on how
1:42much money people should spend on their
1:43weddings. My favorite replies, "$5,000
1:46wedding, where do you want to have this
1:47wedding? In a public toilet?" A bad post
1:50for this would be something like a cute
1:52motivational couple content. That would
1:54have done much better on Instagram.
1:56What's also really working for us, when
1:57I look at it, is horizontal videos
2:00clipped from podcasts like this clip
2:02here. Other platforms, they crave
2:03vertical videos. X seems to love
2:05horizontal. But, remember how they pay
2:08you? Well, it sort of matches the short
2:10shelf life of this content. If you have
2:12100,000 followers, an X sponsorship
2:14might be a couple hundred bucks to a
2:16thousand per post. That's the lowest of
2:18the bunch. I don't do that kind of
2:19content on here, but that is what it is.
2:21[music] You can see how much we make
2:22right here, actually, for the last month
2:24on X. Now, for our last event, just over
2:271% of the tickets sold through social
2:29media came through X, which is basically
2:32none. Next, we have TikTok. This is like
2:34your 14-year-old cousin. Funny, a little
2:36lazy, zero patience. You have 2 seconds
2:39or she's gone. The reason is that TikTok
2:41reaches cold audiences that don't know
2:43you more than it reaches your followers
2:45who know and love you. So, you actually
2:47can't rely on credibility or quick
2:49follow-through on your followers. It's
2:50kind of like you're starting with a
2:51brand new audience every time you post.
2:53There's actually this study that found
2:56that on Instagram, the medium reach to
2:58followers is 68% while TikTok is 38%.
3:02So, it's easier to get a ton of views on
3:04TikTok, but because your followers
3:06aren't seeing your content as much as
3:07other platforms, views and followers do
3:10less for your business. The
3:11high-performing TikToks get right into
3:13it. Like this with a contrarian hook in
3:16less than 4 [music] seconds.
3:18It presents a problem. Look at this. It
3:20shows the solution. So, 290,000 views,
3:23441 comments. That's pretty good for me
3:25on TikTok. [music] But, then look at
3:27this low performer here, which has a
3:29hook that's just not as strong, not that
3:32clear like what I'm going to get out of
3:33it. There isn't a valuable framework in
3:36this video. It's just me explaining a
3:37problem and like no solution for it. So,
3:40what does [music] that mean? And I got
3:419,000 views, 14 comments. That's no
3:44bueno for me. What's crushing on TikTok
3:46are super stripped down videos. Think
3:49like zero production yapping videos that
3:52look like you're talking to a phone,
3:54maybe propped up on a water bottle, or
3:56you're casually in the car. On the
3:57monetization side, you can charge
3:59anywhere from 2,000 to 7,000 per
4:01sponsored post if you have 100,000
4:04followers. Actually though, selling
4:06products, depending on what they are,
4:07works really well on TikTok Shop. But
4:10it's hard to get people that to buy off
4:12the platform. To put this in
4:13perspective, I have over 2 million
4:14followers on the platform and I've sold
4:16less than a dozen tickets to my last
4:18event. TikTok is great for awareness,
4:20terrible for sales unless you have a
4:22really viral product that's very easy to
4:24see visually. So, if you have a CPG
4:27product, great. You know, if you're
4:29selling a book, great. BookTok's huge,
4:31actually. But if you're selling
4:32something like an event, much harder.
4:35Next is LinkedIn. [music]
4:36It's a platform full of professionals
4:38trying to get smarter, richer, promoted.
4:40Very high signal-to-noise platform. 80%
4:43of the users on the platform actually
4:44drive business decisions. That's really
4:46good cuz that means they have money and
4:47they can spend it. Now, the way you win
4:49is combining professional aspiration
4:51with tactical education. So, think
4:54business-related quotes, hiring
4:56mistakes, frameworks they can repeat in
4:57a meeting later. Bad [music] content
4:59gives press release energy and complete
5:02aesthetic fluff and corporate jargon
5:04nonsense. Let me give you an example of
5:06bad. This post was purely inspirational,
5:09didn't provide [music] any value or way
5:11for the reader to improve themselves. It
5:14only pushes a product, which is probably
5:16why this didn't get very many views.
5:17Now, check this post out. It opens with
5:20a strong hook and gets into its purpose
5:22right [music] away. How to lose good
5:24employees. This plays into a contrarian
5:26take and it goes to call out [music]
5:28companies like Google and its work
5:30culture. So, it's actually offering a
5:32free product. The hiring matrix is a
5:34solution for hiring the right people.
5:36That's called a lead [music] magnet.
5:37Those do really well when you do them
5:39right. Now, what's crushing for us right
5:41now are professional inspirational
5:42quotes that look like tweets, just like
5:44this example. So, LinkedIn is actually
5:46trying to increase their short-form
5:48video presence to keep up with the other
5:49platforms, and we should know cuz they
5:50reached out to me directly and try
5:53[music] to get us to be a part of this.
5:54I think the best way to get views and
5:56grow are posts with a good quote as a
5:58picture and a value in the caption. And
6:00depending on your niche, LinkedIn can
6:01actually be a sleeper. It could be super
6:03valuable. Like [music] 1,500 to 8,000
6:06per sponsored post at 100k followers.
6:08That's before [music] the deals,
6:09clients, hires it brings in, which, you
6:12know, you're not going to see the cost
6:13of that or the value of [music] that.
6:15And that's what I do. LinkedIn doesn't
6:17really pay you for doing anything on the
6:18platform, though. Also, if you sell
6:20products, only 2.4% of our tickets were
6:23sold through LinkedIn. Again, I don't
6:25see a lot of people having a lot of
6:26success selling products on LinkedIn
6:27unless they're recruiters or something
6:29like that. Now, Instagram wants you to
6:31be the friend with the aesthetic life,
6:32who lets others sort of peek behind the
6:34curtain. It's like relatable,
6:36aspirational. And Instagram prioritizes
6:39shareable content more than any other
6:41platform except maybe X. So, the CEO,
6:43Adam Mosseri, said they're trying to
6:45differentiate themselves from TikTok and
6:47YouTube by making Instagram the most
6:49social platform. So, content that makes
6:51you want to click that little triangle
6:52in the bottom right is gold for them.
6:54Anything that feels like you're
6:55projecting to the audience and it's just
6:57a huge value dump doesn't really work
6:59that much, which makes it sometimes hard
7:01for people like me, who I'm not really
7:02showing my lifestyle and I don't want to
7:05highlight the cars and the planes and
7:07the fancy stuff. I mostly just talk
7:08about how to make [music] more money and
7:09grow your business. For some reasons
7:11like that, Instagram could be tougher.
7:13Now, let's give you examples of what
7:14works. This video looks more like a
7:16lecture. This is not cute, not
7:17aesthetic, and a bomb. However, the
7:20second video plays it differently. It's
7:22like behind-the-scenes look that got
7:23341k views. The reel kind of hits the
7:26nail on the head because it shows the
7:29peek behind the curtain and presents it
7:31in a more casual way. It feels like you
7:33and I are hanging out. Little hot tip,
7:35carousels are super hot right now. A
7:37year ago, the strategy was to use reels
7:38to grow and carousels to engage
7:40followers. You still need reels to grow,
7:42but carousels are getting a lot more
7:44reach now. I think Instagram's overall
7:46organic reach has declined. Lots of
7:49studies show like 28% year over year.
7:51So, it is harder to get views than on
7:53TikTok, but the audience is [music] way
7:55more engaged and I think valuable. At
7:57100k followers on Instagram,
7:59sponsorships run about 2500 to 7500 a
8:02post. Instagram will also pay you,
8:04although not that much. But, we've sold
8:06lots of tickets on Instagram and I'm
8:09focusing just on a events cuz lots of
8:10people could do events. In fact, I think
8:12we've sold 100x the tickets on Instagram
8:15than on TikTok for our last event. Next,
8:17we have YouTube, my favorite, obviously,
8:19you guys. So, this is for the
8:21aspirational mid to 2030s crowd. Tell me
8:23in the comments if that's you. Hi. Who
8:25basically want the tactical playbook.
8:27>> [music]
8:27>> So, this is people who want something to
8:30walk all the way through. That's why
8:32there's all the recipe uh YouTube
8:34videos, you know, all of the framework
8:36videos, or they want to be entertained.
8:38WHY YOU NOT ENTERTAINED? I think it is
8:40the one platform where people will
8:41actually sit with you for 10 to 40
8:43minutes and [music] it's the largest
8:45search engine for information behind
8:46Google. So, content lives super long
8:49there. Trust builds really fast and good
8:52content is actually the is story-driven
8:54education. So, we do case studies,
8:57breakdowns, how they built this, doctor
8:59[music] documentary style lessons. Bad
9:01content looks like this. Sometimes tough
9:03to go back through and look at your cuz
9:05like dang it.
9:06Uh it was how to outwork everyone by
9:08doing 1% better. It's vague. I would say
9:11the value [music] on it isn't as high as
9:13we want to be because it doesn't solve
9:14an immediate problem. So, it's not
9:17helping you immediately and it's not
9:18like massively entertaining. On the
9:20other side, a post like this, do this
9:22every time you get paid, provides a
9:24tactical frame. It applies to everyone
9:27that has a paycheck. It's super signal
9:29to noise. It's fast and it's kind of
9:31creative. Now, I think that's never been
9:33a better time to start a YouTube channel
9:35as the algorithm is actually favoring
9:37smaller channels. And one of the most
9:39underused features on any platform right
9:41now is YouTube community posts. We've
9:43been gaining thousands of subscribers
9:44and selling our events through posts.
9:46Regarding growth, you know, we see a
9:48shift happening where it's coming less
9:51from long-form than it used to and more
9:52from short-form content. Now, this is
9:55mostly for us. It's not the same for
9:56every channel. So, I'm just showing
9:58telling you what we find. I think like
9:59Instagram, the less produced content
10:01performing well for smaller channels on
10:03the platform actually. YouTube pays the
10:05best for sponsorships though, by far.
10:07So, at a 100,000 [music]
10:09subscribers, a single YouTube
10:10sponsorship runs about 5K to 15K. It's a
10:13lot longer though than everything
10:15[music] else. Your audience is also
10:16going to buy a lot more on YouTube. And,
10:18you know, for our recent event, MSM
10:22Live, we sold 27% of our tickets through
10:24YouTube videos. And I think we sold 11%
10:26through YouTube community. Lastly, a
10:28newsletter. So, this one might not sound
10:30like social media, but it's the highest
10:31intent and value audience no one talks
10:34about. If you want to steal our
10:35homework, you should sign up for the
10:36newsletter. You can go to
10:37contrarianthinking.co or you can link
10:39below to do it. A good newsletter will
10:41provide frameworks, business breakdowns,
10:43deal analysis in our world, and a lot of
10:45here's what I do content or here's what
10:48I would do content. Now, if you have a
10:50bad newsletter, it's going to give you
10:52filler and it trains people to stop
10:54opening. So, don't do that. Sponsorship
10:56can be really high, too. It's priced on
10:58engagement, like who opens your
10:59newsletter and clicks around, not just
11:01subscriber count, which means it's
11:03better to have like a small loyal list
11:05than a big checked out one. [music] Let
11:06me give you an example of like one of
11:08our newsletters. It's called the trap of
11:10hot businesses. Businesses that look hot
11:13on the outside but optimized for the
11:14wrong things. Why I love this and why I
11:16think it did so well is it gives you
11:18real frameworks on how to counter them.
11:20What you could do in business or not do.
11:24Here's another one, this time from
11:26TurboTax. It does a great job of
11:28promoting a product, but it actually
11:29gives the reader nothing tactical. So,
11:31this would be a bad example. It doesn't
11:33bridge the gap between customer and
11:35brand except to show off a product. It
11:37feels a little selfish. If you saw this
11:39headline in your inbox, would you even
11:40click it? My answer is no, I wouldn't.
11:42[music] The sponsorship number for
11:45newsletter looks small. It's like 1,500
11:46to 5K per send to 100,000 subs, but
11:49don't be fooled. You actually own this
11:51audience. So, it's the channel you sell
11:53the most through. We sold 30% of our
11:56tickets through newsletter. And a little
11:58trick to [music] grow fast on any of
11:59these platforms, follow high-level
12:02employees working for the platform
12:03you're trying to grow on who are active
12:05on social. Almost everyone is trying to
12:07build a personal brand. So, a lot of
12:08these executives are posting free sauce
12:10about what the company is doing and what
12:12the content they are looking for is. All
12:14right, let's talk credibility. Please,
12:16please, please, first, for the love of
12:17God, this does not mean renting a
12:19studio, putting a podcast mic in front
12:21of yourself with the fake wood paneling
12:23and the up-lighting. You know what I'm
12:24talking about. That can actually hurt
12:26you. Across the board, we found the more
12:28produced we try to make content, the
12:30worse it performs. So, just take a look
12:32at some of my own videos. There was this
12:33one video that was really polished, like
12:36a trending topic, super well edited.
12:38However, I think this one got 47,000
12:40views. Like, it had some good insights,
12:42but it would have benefited from way
12:44less produced look. The other video I
12:47wanted to highlight is this one, which
12:48is me in my kitchen. It got about 100X
12:50the views as the first one. A short
12:52about business breakdowns gave the
12:54viewers a framework, sure, but the
12:57opening hook looks like it was filmed
12:58natively, kind of like we're here
13:00meeting with a bunch of people in
13:01Hollywood talking about TV shows and
13:03content and agents, and it's raw and
13:06authentic, like with airplanes flying
13:08over simultaneously. So, if it's not the
13:10studio or the sound effects, what makes
13:12people trust you? I found it comes down
13:14to things that actually don't cost you
13:16any money at all. Platform native. So,
13:18look like you belong there. Every
13:19platform has its own font, pacing, kind
13:22of editing feel. And you know when you
13:23scroll past something and it just it
13:25feels like it was meant for that
13:26platform. That's it speaking what we
13:29call the local language. So, spend time
13:31consuming content from that platform, so
13:34you know how to tell if it's a native
13:35speaker or not. That's how you get
13:37credibility without even saying a word.
13:40Okay, the second one I want to talk
13:41about is history. So, make content about
13:43what you've actually done. You don't
13:45need to be Warren Buffett, just are you
13:46a few steps ahead of the next person?
13:48Like, I'm not here in front of this
13:50place getting an Emmy, but I actually
13:52have made content about finance and
13:54business and creating content because I
13:56was at Goldman Sachs. We have tens of
13:58millions of followers. I buy a bunch of
13:59companies. So, don't ask what should I
14:01put post, ask what have I earned the
14:04right to explain. I think the way to
14:05think about this is like a dinner test,
14:07you know, if friends grill you on a
14:09topic, could you talk 30 minutes with
14:11zero prep about it?
14:13>> I milked a cow once.
14:14You want to hear a story?
14:16>> Then make content about it. And the last
14:18one, in action. Show yourself doing the
14:20thing. Like, the fastest credibility is
14:23walking into the building where we're
14:24talking about the biggest media in the
14:26world. There's a construction crew I
14:27love who built a huge following just
14:29filming themselves at real projects on
14:30the job sites. You believe them
14:32instantly. Like, there's nothing to
14:33fake. Point at the camera, talk about
14:35the work, do it on the site, have some
14:36fun. Bottom line, skip the studio and
14:39show what you've done. Do it on camera,
14:40make it look native. Now, let's go see
14:42if we can do something with these guys.
14:45Category. [music]
14:46You can't be everything to everyone. The
14:47people who win get known for one thing
14:49and shouted over and over again. Dave
14:51Ramsey, the debt guy. Ali Abdaal, the
14:54productivity guy. [music] Cody, the
14:55small business expert. But before you
14:57choose, realize that not all niches pay
14:59the same. So, YouTube has a metric
15:01called RPM and we pulled a bunch of data
15:03for you,
15:03>> [music]
15:04>> which is how they pay you per thousand
15:06views to run ads. And it swings super
15:09hard by topic. [music] So, finance and
15:10investing sit at the top. You get like
15:12five to 17 bucks per thousand views.
15:15Education and career get about four to
15:1710 bucks. And entertainment, four four
15:20six bucks. Yes, even Mr. Beast money
15:22lives down here. He just does it as at
15:25an insane scale. This is the video I
15:27made about how to invest your paycheck.
15:29So, it sits in the personal finance and
15:30investing space. [music]
15:32The RPM was $12.52
15:35and it got about 800k views generating
15:37just over 10k of revenue. So, choose
15:39your thing partly by how much you want
15:41to make, then repeat it so that it gets
15:44benefited by the algorithm. [music] On
15:46Instagram, a normal post reaches about
15:493.5% of your followers, meaning that if
15:51you have 100,000 followers, less than
15:534,000 [music] are likely to see it. One
15:55post isn't annoying anyone.
15:58>> [screaming and groaning]
15:59>> But, the playbook on YouTube [music] is
16:04that you have to be careful if you keep
16:05doing the exact same thing. You need to
16:07own a category. [music]
16:08So, if it's an idea, use that exact word
16:11or phrase in a ton of content. If I had
16:13a dollar for every time I've said boring
16:14business, I'd have topped that Forbes
16:16list on revenue alone. So, inside each
16:19category, you want to build content
16:20pillars, repeatable formats. Look at Mr.
16:23Beast. He does like $1 versus a million
16:26everything. I survived 7 days in same
16:29formats run again and again and again.
16:31Mine is I break down how the businesses
16:33work, celebrity business frameworks,
16:35money frameworks, interviewing Main
16:37Street millionaires. You can also own a
16:39visual. So, School of Hard Knocks, every
16:41video opens with the same guy walking up
16:43to somebody rich. Kevin O'Leary never
16:45appears without his black suit up top at
16:47least. It's kind of funny though, when I
16:49met him, he didn't have pants on at
16:51Shark Tank, so that was weird for me.
16:53Visual repetition makes you way more
16:55recognizable without you having to say a
16:58word. You do need to pick your word. So,
17:00pick your formats. Repeat past the point
17:03of boredom. [music] That's how you own a
17:05category. Now, I did not get on the
17:07Forbes list because of my AdSense and
17:09that's how you get paid on YouTube,
17:10right? So, for me, it's a tiny slice of
17:13what my content [music] actually earns.
17:14The real money isn't on the platform at
17:17all and I'll show you how to make way
17:18more off of YouTube or whatever platform
17:20you're posting on in this video. Now
17:22we're going to Warner Brothers and I
17:23want to talk to you about what not to
17:26do. I want you to stop pulling content
17:27out of thin air like some sort of
17:29tortured poet. [music]
17:31Like your audience is already telling
17:32you what they want. Go where they are
17:34and listen. This is also how you sell TV
17:37shows and movies and anything else you
17:39want to do. New people will find you
17:40through what they're already watching
17:41because your video gets served next to
17:43the others in your niche. So like go and
17:45study that ecosystem before you add to
17:47it. If you think that I don't know what
17:49every other business content expert
17:51does, you'd be wrong. If you think that
17:53I wouldn't know what all of our service
17:54businesses do, you'd be wrong. I think
17:56there is actually a four-step system
17:58[music]
17:58to never run out of content ideas and
18:00you can steal it.
18:03Step one, you're going to build a swipe
18:05file. [music] So I want you to go to
18:06your search bar, type your niche, filter
18:09to video and save the top 100 posts over
18:11a million views. Then you screenshot the
18:14thumbnail, transcribe the first 30
18:15seconds and log the top comments. And
18:18who's sponsoring them. That's your
18:19future revenue list. After you've done
18:21that, steal the hook, not the content.
18:24You don't want to be a copycat. We
18:25basically take the proven hooks and
18:26topics from those viral videos and pour
18:29your expertise into them. Then you're
18:31going to fill [music] it with the stuff
18:32you can say only. Write 30 scripts
18:35before you film anything. Step three, I
18:37want you to mine the comments. So the
18:39lazy person copies the video on top, but
18:42I think the smart one actually reads the
18:44unanswered questions underneath. Comment
18:46section, subreddits, [music] discords.
18:48If a video on buying a business has a
18:50million views and the comments scream,
18:51"But how do I do this with no money?"
18:53Bam, next video. Step four, build a
18:55problem bank. So I [music] like to do
18:57this in other people's words. Save what
19:00people say in their exact wording. You'd
19:02say capital constraints, okay, but they
19:05would probably say, "I don't have the
19:06money and I'm scared I'll look stupid
19:08asking the seller." Use the listener's
19:10version. Speak it back and they think
19:13you read their mind. And if you want the
19:14exact log that my team uses, click the
19:16link in the description. I'll send it to
19:18you.
19:19And I think the fifth C is the most
19:21important. This is calibration. This is
19:23where you stop posting and praying and
19:25start reading what people actually did.
19:27And remember, the data isn't a judgment
19:29of your worth, it's a map. So, it's
19:31going to show you where the audience
19:32actually leans in, just like ratings do
19:34or number of tickets sold in the box
19:36office. So, [music] at YouTube, you look
19:38at something called CTR, which means
19:40click-through rate and watch time. Watch
19:42time is YouTube's love language. More
19:43watch time, more ads, more money for you
19:46and YouTube. CTR is who sees your
19:49thumbnail and clicks. This should be
19:50like 4 to 7%. It's highest at post when
19:53it hits your subs, then kind of settles
19:55down as it gets colder. Now, on
19:57Instagram, it's totally different. You
19:59should look at the share rate plus the
20:00watch time percentage. Watch time is the
20:02top signal, but shares multiply you,
20:04like a DM share is worth 3 to 5x a like
20:07for reaching non-followers. An excellent
20:10share rate is like 4%. Viral watch time
20:13percentage is over 50% and over 60% on a
20:1615-second clip. Sneaky little tip
20:18though, hide your likes. Nobody wants to
20:20watch a video with 15 likes. So, if a
20:23video hasn't taken off, it doesn't get
20:25punished by low social proof. For X, I
20:28want you to look at replies. Comments
20:30are a signal, but a 1 to 3% reply rate
20:33is excellent. So, it's not going to be
20:34that many people replying. Virality goes
20:37to takes that make people talk, not just
20:39likes. You do want them engaging in the
20:41comments. Now, LinkedIn, you want to
20:44look at engagement rate. So, comments,
20:46they weigh the heaviest. Aim for 4%
20:49plus, hit 6% and you're in the top 5% of
20:52content, which is pretty wild. And
20:54newsletter is open rate, meaning how
20:56many people open your email. Baseline
20:5930%, anything above 40%, you're crushing
21:01it. Let's break down how to go viral
21:03with videos. On any platform, I'm
21:06basically watching three things: the
21:08start, the stay, the signal, [music] the
21:09three S's. No one stops, that means your
21:12hook's weak. They start and bail, it
21:14didn't pay off fast enough. They watch
21:15it all but do nothing, entertaining, not
21:18memorable. And growth is all about
21:19having them come back, right? So, let me
21:21show you how I read this. So, you can
21:23see why a video went viral or not.
21:25Basically, what you're looking at here
21:26is a YouTube video of this video with my
21:28retention graph that shows the first big
21:31drop-off as at this point. This is
21:33actually one of our more viral videos,
21:36breaking down Ryan Reynolds' business.
21:38The hook works twice. [music] It's Ryan,
21:40everybody knows him, he's all over the
21:42news. The hook, this is great, super
21:45counterintuitive,
21:46it opens a loop, and you need to figure
21:48out how to close it, like what happened?
21:50Then comes a beautiful flat retention
21:52line. Look see how it sort of
21:54stabilizes. I explain fast vertising, I
21:56made up that word.
21:58Uh, I tell a story where it played out.
22:00The only dip is the summary at the end.
22:02I didn't need it. I You really never
22:04need to summarize. [music]
22:05But, 80% stayed for it, so I'm happy
22:07with that. Next one, let's look at a bad
22:09version. So, same style, 1% of the
22:12views. The hook way looser, four extra
22:15seconds to reach sort of the main part,
22:17and I don't [music] name a framework
22:19until 22 seconds in, which in YouTube
22:21years is like four years. So, [music]
22:22fewer people get grabbed, and the
22:24retention line slopes down instead of
22:26staying flat. Can't you see that?
22:28[music] What I want you to do is
22:29basically, the hook should be
22:32counterintuitive, promise value, you got
22:34to deliver that value right away, and
22:36don't repeat yourself, keep it tight. I
22:37think one of the more important things
22:39is for you to review the scripts like I
22:41am with you right now, because you want
22:43to look through all these and see if you
22:44can find the issues. And once you get
22:46bigger, you want to have your team do
22:47the exact same thing. Because if you
22:48study your winners and your flops,
22:51you'll actually figure out why something
22:54hits and be able to name topic
22:56specificity, first line, hook. If you
22:58can't name it, you can't repeat it, and
23:00luck is like a very stupid strategy.
23:01We're not stupid here, are we? After
23:03posts, just three notes. Why did they
23:06start watching? Where did they leave?
23:08What line got a reaction? Do that across
23:1050 posts, and you'll probably have my
23:12millions of subscribers soon.
23:15This last C is the most important C
23:17because it actually puts food on the
23:18table. You need to collect. I really
23:20can't say [music] this loud enough. Do
23:22not rely solely on platform ad revenue.
23:24Too many people make content [music] and
23:26do brand deals and think that's it. This
23:28is why I built mine differently. And
23:30some could say it's going pretty well.
23:31So, let me show you how important
23:32organic content is for business. These
23:34are [music] the actual numbers from a
23:36recent campaign we ran from one of my
23:38events. We promoted both paid ads and
23:40organic. 38% of tickets sold came from
23:43paid advertising, which means 62% came
23:46from organic. We were paying for
23:47impressions on one side, and the other
23:49side was converting for free. Paid ads
23:51are just renting your audience, and
23:52organic lets you own it by building the
23:54relationships that actually close the
23:55sale. So, besides sponsorships and ad
23:57revenue, this is my organic content
23:59funnel. First, I make content about
24:01buying and growing small businesses,
24:03[music] and I provide free value around
24:05it. That pulls people into my newsletter
24:07and my entry-level products like my
24:09book. A few people who are really right
24:11for what we are offering go from these
24:13to our academy and boardroom, where we
24:15advise people directly. And then now we
24:17have [music] ultra-select programs
24:18called private client, where we actually
24:20source businesses for individuals. On
24:22top of that, we also have a few virtual
24:25and in-person events and different other
24:26products, and we have a capital and
24:28investment firm for both venture and for
24:31a holding company. And if you want any
24:32more information on this, the link is in
24:34[music] the description. So, here's how
24:35you apply this to your own content. You
24:37build a ladder that solves people's
24:38problems at different depths. [music]
24:40It's not random, like this video did
24:42well, let's sell them a hoodie with a
24:44dog on it. Here's the product ladder.
24:45First rung [music] is free content. That
24:47earns you trust, basically. Second is
24:49zero to 50 bucks in value. This is the
24:52easiest, like a guide, a template, a
24:54book. The third rung is 50 to 500
24:57dollars, and it's like a playbook. This
24:59could be a course. This could be a
25:02low-level product. This could be a
25:04community. This could be an event. The
25:06fourth rung is $500 to $5,000. This is
25:09access [music] and speed, which could be
25:11a cohort. It could be a year-long
25:13membership. And the fifth, anything
25:15above [music] that is hyper-personalized
25:17or big ticket, which might be an
25:18investment in the fund. It might be you
25:20sell your business to us. So, you don't
25:23build all five on day one. I like
25:24starting with free [music] content and
25:26adding one paid step. A free newsletter
25:29that captures the relationship plus a
25:30single low-ticket guide [music] as your
25:32first rung. Then you only add the other
25:35once the one below is full. Ship before
25:37you feel it's perfect at 85% [music] and
25:39the last 15% takes weeks and no one
25:42notices it but you.

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