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How to Make $1,000,000 from Social Media in 12 Months — Transcript

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0:00How do I make a million dollars in one
0:01year from zero? You don't have to get
0:03more than 25,000 views a video. You
0:04don't need a huge following. You just
0:06need to monetize [music] a different
0:07way. Callaway is a creator with billions
0:09of views and founder of Sandcastle, a
0:11content strategy tool that has [music]
0:13printed him millions. The way to make
0:14money with content is to have
0:16expert-level skills. Content is a
0:18vehicle to amplify [music] attention on
0:20those skills and monetize around it.
0:21Callaway shares his screen and live
0:24[music] on the podcast built out a
0:26winning content strategy from scratch.
0:28>> honest, this is the whole game. People
0:30pay like 10 grand to a strategist for
0:32weeks of working and we just did this in
0:3330 minutes.
0:42>> He's got three separate seven-figure
0:44businesses. Stay till the end and we're
0:46going to go through how to stand out on
0:48social media.
0:49His AI machine and ultimately how he
0:51makes millions.
0:52Uh so you were on about a year ago and
0:54you said social media has completely
0:56changed. Where are we at right now?
0:58>> Yeah, so I feel like the environment is
1:01bifurcating or diversifying depending on
1:03what game you're playing. And so last
1:05time, I think the first thing we talked
1:07about was like the five content games,
1:08right? So if you're trying to go for
1:10mainstream fame, you're trying to go for
1:11category fandom, like you're trying to
1:13get brand deals and AI kind of like my
1:14first stuff was, you're trying to sell
1:16products, whether it's a commodity
1:18product or an explanatory product, or
1:19you're trying to accrue authority. It's
1:21like the games are
1:23the strategies are different. They're
1:25separating. And so you really have to be
1:26clear on like what is your intention,
1:29what is the goal you're actually going
1:30for, what is your offer, what game
1:32you're playing. Does it matter if
1:33authority accrues to you or not? Are you
1:35trying to go faceless or face? Like the
1:37basically the instead of one strategy or
1:39two, there's like hundreds now. And you
1:41you can win with any, but you have to
1:42pick and like align the right strategy
1:44to what you're doing. So maybe we can
1:45talk through like based on a scenario
1:48how you should attack social media.
1:49>> I remember very vividly that you were
1:51talking about just the media game as a
1:53whole, unless you are selling product is
1:56not a good game to play.
1:57>> Yeah.
1:58>> Has that changed?
1:59>> Well, it's a good game to play if the
2:00goal is like if I want to be famous
2:02because of all the things that come with
2:04fame. It's a great game to play. But if
2:06you're trying to build like an empire,
2:07you can't play just the media game. You
2:09have to have your own products, your own
2:11services. You want to build a world
2:12outside of just like relying on the
2:14brand deal stuff. So, I'm I'm I'm more
2:16nuanced now. It's not like good or bad.
2:18It's like everything is winnable,
2:19everything is good, everything is bad
2:21depending on what you actually want. So,
2:23you have to get very clear on like your
2:24end goal and work backwards on the
2:26strategy.
2:27>> How has these kind of AI avatars and
2:30these fake accounts and that kind of AI
2:32slop? That was something that, you know,
2:33we thought a year ago was going to be
2:35the downfall of creators given that it
2:38would be just so hard to break through.
2:40How do you think that has affected the
2:41marketplace, you know, currently?
2:42>> I do think it's it's getting harder to
2:44break through in certain niches, but
2:46it's actually a combination of the AI
2:48avatar stuff, but also just like we'll
2:51call it the the the human avatar stuff.
2:53So, maybe we could talk about that cuz
2:55I'm actually shocked at how hard the
2:58platforms are cracking down on the AI
3:00content. Like we're seeing YouTube if
3:02they understand you're using AI content,
3:04it's like immediate ban, immediate
3:05throttle. Meta's doing the same thing.
3:07So, all these platforms are like they're
3:09holding the line, interestingly. I
3:10thought they were going to be like, "Yo,
3:11any content is good content. If people
3:13want it, they want it and like we'll let
3:15everything like open platform." It's not
3:16really looking like that. The platforms
3:18are kind of cracking down. So, there are
3:19some AI avatar driven like
3:22flows happening, but a lot of people are
3:24getting insta flagged and banned and so
3:26there's less of that. What's actually
3:27happening more, which I'm shocked at, is
3:29like there are so many actual humans
3:32that are just ripping people's stuff
3:33word for word and literally just
3:35performing it word for word in every
3:37niche. Like you see this in social media
3:38growth obviously the most, but like most
3:40of the big niches, there are people just
3:42ripping and copying. That has the same
3:44kind of effect as like the AI slop. It's
3:46this slop layer at the bottom. So, maybe
3:48we can talk about this like I can
3:50explain how you get around that and like
3:52why people's content is not really
3:54working anymore because of that, but
3:55like that's kind of what I'm seeing
3:56these two buckets where it's slop on
3:58both ends, basically.
3:59>> Let's dive right into that right now
4:00because I feel like I see so many videos
4:03on Instagram of someone saying, "Hey,
4:06look at these 15 people that have copied
4:08me literally word for word for word."
4:10So, what are those? What are those kind
4:11of Why is content not working for
4:13people?
4:14>> Yeah, so here's the framework I kind of
4:16have is I call it the format pyramid.
4:18So, there's four levels. So, the bottom
4:21level is called facts. I'll come back
4:23and explain these. So, the bottom level
4:24is facts, then you have explanation,
4:27then you have application, and then you
4:28have stories. These are like the
4:31different types of content, different
4:32types of formats. And within those,
4:34there's a bunch of formats for each. So,
4:36if you think about a niche, if your
4:38niche is relatively open, like there's
4:40not that many people that make content
4:41in it, any of those four levels work
4:44fine. Like, the most people live at the
4:46bottom, like a base of a pyramid, the
4:48base is the biggest. So, like if you
4:49just make fact-based content, so things
4:51like I'm listing out [ __ ] I'm ranking
4:54things one to five. I'm not really
4:56adding a bunch of expertise or opinion,
4:57I'm just like listing. That's like
4:58fact-based content. That works when the
5:00niche is open.
5:01>> From a bottom-up perspective, we're
5:02talking about probably the least amount
5:04of talent living at living at the
5:06bottom.
5:06>> like you could you could go into ChatGPT
5:08or Claude, ask it for like a list of 10
5:10things, and then say the 10 with no
5:12extra stuff on it, and it will work if
5:14the niche is open. So, that's like layer
5:15one. Layer two is explanation. So, this
5:18is you say facts, but then you also
5:21explain or break down like your opinion,
5:22your insight on it. That's like level
5:24two. So, that would be things like
5:25breakdowns, tutorials, how-to, stuff
5:27like that. A lot of the stuff I make is
5:28kind of in this second bucket. The third
5:30bucket, which I think is like the
5:31biggest opportunity right now and we'll
5:33circle back to that, is application. So,
5:35this is not only are you saying stuff
5:36and giving your opinion, but you're
5:37showing or proving how you can apply
5:40that to actually get a result. These are
5:41like case studies or scenarios or
5:43hypotheticals, like if I had to grow a
5:45plastic surgeon from zero to a million
5:47followers, here's how I would do it. You
5:48can't fake that [ __ ] You have to have
5:50real sauce to apply your own insight.
5:53And then the last at the top of the
5:54pyramid would be stories. So, these are
5:55like one-of-one you storytelling, actual
5:57experiences, actual things that you did,
6:00whether it's in your job or your life.
6:02Those are hard to make at scale, but
6:03like those are the most defendable,
6:05we'll say. So, this pyramid is like from
6:08easy to hard and from the most people
6:10that will watch to the least. Like,
6:12storytelling can work, but if I make an
6:14individual story on myself and you don't
6:15know who I am, you're going to have the
6:16smallest denominator of people that will
6:19watch. So, why is content not working
6:21now? Well, when the niche gets
6:22saturated, imagine there's like a red
6:25line that starts at the bottom and like
6:26slowly starts rising up that pyramid. If
6:29you're below the line, you're [ __ ]
6:31because that means there's way too many
6:33people making these like generic
6:34commoditized formats. What we're seeing
6:36now with this like human slop machine
6:39and like the AI slop machine fits in
6:40this as well, there's a lot of people in
6:42many niches making this like fact-based,
6:45list-based stuff with that has no
6:47insight. And so, new people come in and
6:49they they think that's the way to do it.
6:51So, they make those formats. They're
6:53below the red line, they're flopping.
6:54What you need to do is get above that
6:56red line. So, as things get competitive,
6:58that red line will slowly increase where
7:00it's going to eat all the fact-based
7:02formats so there'll be no alpha, then it
7:04will eat all the explanation or like the
7:06breakdown formats, and it will leave you
7:07with only application and stories. And
7:09so, one of my big DCs or whatever
7:12takes about how to actually cut through
7:15a niche, you just want to go straight to
7:17application content. Like, if you're
7:18entering and you're like, "How do I
7:19actually dominate a crowded niche?" The
7:21first thing you want to do is start
7:22making content that can show you have
7:24expertise and apply it to to prove that
7:27fact. So, when people watch one video,
7:29they're like, "Oh, [ __ ] this person
7:30actually knows what they're talking
7:31about." right away. It's not like
7:33Monday, Tuesday, Wednesday, or like
7:34you're listing these formats out. This
7:36is kind of like base tier the pyramid.
7:37That's all junk food. And so, you're
7:39seeing like some niches are open, so you
7:42can still get away with the fact-based
7:43stuff if you're in like a an open niche,
7:45but
7:46markets are efficient. Like, arbs close,
7:48and so most big niches where there's a
7:50lot of money, that bottom of the pyramid
7:51is not working.
7:52>> I think that these big pockets, let's
7:53just call it like content marketing,
7:55content strategy, I would argue that
7:57those bottom two tiers are basically
7:59done for at this point. I think people
8:00are just starting to see that it's just
8:02>> completely regurgitated. Yeah.
8:04>> Yeah. As you can see, like I started my
8:05Cali Marketing account on Instagram like
8:074 months ago and I the goal was like can
8:10I speed run this to 100k without going
8:13viral cuz I want to prove to people like
8:15hey if you're a business owner and
8:16you're you don't think you can go viral,
8:17you don't need to. So I grew it pretty
8:19fast using this like second tier of
8:20content, mostly explanation. I'm pretty
8:23dialed with like my non-obvious [ __ ] and
8:26so even my stuff sometimes works,
8:28sometimes doesn't in that second tier.
8:30So you can see like in the social media
8:31growth niche
8:32that first thing is completely cooked
8:34and the second thing is almost fully
8:35cooked. So now I'm like going back to
8:37the drawing board where I'm like all
8:38right, I'm going to have to start going
8:39out on the risk curve to some of these
8:40like application and story-based formats
8:42because I'm seeing the the the base
8:45commoditization of this like junk food
8:47content is just nuking everyone's brain.
8:50Like they see anything about social
8:51media growth and if it's not like I did
8:54this, I can prove this, I have this
8:55result, they're gone and it's because of
8:57this like slopification.
8:59>> So in short, you would just recommend
9:00for anybody just to start at those top
9:02two tiers and obviously layer in three
9:04and four in conjunction with one and
9:05two.
9:06>> Exactly. So you you want to skip one
9:07altogether unless you're in an open
9:09niche. You want to start with two and
9:10three. Stories are really hard to like
9:13figure out how to make like the the ramp
9:14to go from zero to I have a good story
9:16if you have no idea how to do content is
9:17like pretty tough.
9:18>> Can't fake that either.
9:19>> Yeah, so I would I would try to it all
9:21goes back to like what is your unique
9:22expertise, what is your proof, what is
9:24your authority? Like have you actually
9:25done this [ __ ] or you kind of a beginner
9:27accelerating? If you've actually done
9:28stuff, you want to lead with the stuff
9:30you've done to get that application
9:32content flywheel spinning. Like again, I
9:34go back to the plastic surgeon example
9:35cuz I made a YouTube video that's coming
9:37out this week where I was like imagine I
9:39was a plastic surgeon, like how would I
9:41actually dominate this category? First
9:43it's like what have I actually done?
9:45Have I done a bunch of surgeries with
9:46like legit people that I can show in the
9:48content and like talk about all the
9:49cases I've done or am I like just
9:51starting my career and I'm or I'm in
9:53medical school and I like haven't really
9:54done it. Like based on that, you would
9:56decide to make certain formats.
9:58>> Yeah, I would argue too on the story
9:59side is almost like a 1A and a 1B and I
10:02think on the 1B side would would be to
10:04use kind of stories from third parties.
10:06I.E. if you're talking about
10:07entrepreneurs, you could just talk about
10:09like Steve Jobs and Elon Musk, but I
10:11think the ultimate differentiator is the
10:13one A, your own personal your own
10:15personal experiences cuz that's
10:16literally one of one content that no
10:19other people can talk about.
10:19>> final moat.
10:20>> Yeah.
10:20>> Final moat is just like I did this. This
10:23is how I did it. I can do it for
10:25depending on the offer like I can do it
10:26for you as well, right? That's the final
10:27moat.
10:28>> Guys, we're going to get into that all
10:29things proof. I want to dive into You
10:31said there's four ways left to stay
10:33competitive once this kind of floor
10:36keeps flooding up. Let's just dive into
10:37that each one of those. I guess the
10:38first one let's start with with better
10:40ideas. Added simplest form, we know what
10:42better ideas means, but how would you
10:43kind of break that down?
10:44>> Yeah, so the the 80/20, 90/10, 95/5 of
10:48content like the the 800-lb gorilla is
10:50ideas. Like really that is the
10:52separator. Mr. Beast has always said
10:54that for YouTube, on social media for
10:55whatever reason like people always think
10:57edits and formats and hooks like that
10:59matters. They matter, but like ideas is
11:01the by far the most important. And so
11:03when I say ideas, it's the topic and the
11:05angle. So the topic is like what am I
11:08talking about? And you could say like
11:09the bucket of topics and the specific
11:11topic like there's two levels. The angle
11:13is like what what is my unique
11:14perspective on that? That is it. Like
11:16that is the most important thing in
11:18content. The reason why topics matter so
11:20much is because counterintuitively in
11:23almost every niche, there are certain
11:24topics that do better always than the
11:27rest. And the reason why if you think
11:28about it is like the average viewer has
11:31the same psychology as the other average
11:33viewer. So if let's just take social
11:34media growth which like I've been
11:35obsessing over lately.
11:37If I'm making content, I could I could
11:39cover storytelling or hooks or ideas or
11:42recording or delivery or strategy or
11:43systems. Like there's all these
11:45different topic buckets I could cover.
11:46If I didn't know what I was doing and I
11:48made a few videos across all of them,
11:49what I would see is that consistently
11:52storytelling, hooks, AI workflows, and
11:55strategy do well and consistently things
11:58like ideas,
11:59recording, delivery don't do well. And
12:02it's like why is that? No matter what I
12:03say, if I have like the craziest sauce
12:05on recording and I have nothing new to
12:06say on hooks, still hooks will
12:08outperform. Like why is that? Well, it's
12:09because the average viewer is sitting
12:11there thinking, my problems are hook,
12:14storytelling, AI workflows." Like that's
12:15embedded in their psychology from all
12:17the things they've seen on social media
12:19up to this point. They do not think
12:21their ideas, their way of speaking,
12:23their delivery is a problem. So, in
12:25aggregate, like there's a few topic
12:28buckets that just always crush. That
12:30Pareto 80/20 applies to every niche. So,
12:33in your niche, your first job is to find
12:35out like what are the topic buckets that
12:37the viewer prioritizes as important.
12:39Based on that, you then want to be like,
12:41"Okay, what do I know about certain
12:42things in those buckets that's different
12:44than everyone else?" That's your
12:45contrarian take. That's what you make
12:46content about. That is like how you
12:48separate people that don't actually have
12:51the ability to find those topics or
12:52unique expertise within those topics
12:55will not be able to separate.
12:56>> So, it's about topic TAM. We kind of
12:57talked about this off the record. It's
12:58just find those big topics that you know
13:01people are already talking about and
13:02then just your iterative different
13:04opinion on that.
13:05>> Topic TAM, but it's also like the shock
13:07score of your take within that topic.
13:08Those two things go together. Like topic
13:10TAM matters, obviously. Like if I was
13:12going to make a sports video, if I made
13:13a video about American football versus
13:15badminton, obviously more people would
13:17watch American football. But if I don't
13:19have a unique take on something in
13:20American football, I'm just going to get
13:21drowned out in the sea of other people
13:23making the American football. So,
13:24there's levels to this. Like you need to
13:26understand like what is your unique
13:28insight, your unique expertise, some
13:30non-obvious truth that you know to be
13:32true. Ideally, that's also in the big
13:34topic TAM thing. Those two things
13:36combined, topic angle, that's how you
13:38win.
13:38>> So, do you think it's a poor strategy to
13:40almost talk about a topic too early? Do
13:43you want kind of it already to be
13:45spoken about at mass and then just add
13:47on the
13:48>> this is where it comes down to like
13:51how much do you want to experiment
13:52versus like how how fast do you want to
13:54win and how much do you want to de-risk?
13:56Like
13:57if you said you have to get this
13:58objective in 100 days, which most agency
14:00owners like are on a time crunch, you
14:02don't really have time to like dick
14:03around with like experimentation. But
14:06the real huge one-of-one like insane
14:09outcomes, they come from like somebody
14:11went out and found a topic bucket that
14:13no one had talked about. They made a
14:14video on it and it turned out that that
14:16actually was the most important thing to
14:18viewers. Someone has to discover that,
14:20obviously. So, you can kind of play it.
14:21You can be like, I'm going to be an
14:22explorer and find these new things and
14:23go against the grain. 99% of the time
14:25you'll be wrong, but the 1% will be
14:27huge. Or, you can just say, "You know
14:28what? I'm just going to find the winners
14:30and just double down right there for the
14:31first 6 months, then I'll be I'll earn
14:33the right to like experiment." So, you
14:35kind of have to pick. I recommend almost
14:36all business owners that don't want to
14:37be a full-time content person
14:39>> to do the 99%.
14:40>> do the 99%.
14:41>> I think right now, given the the gap
14:43from idea to execution keeps closing,
14:46the fact that, you know, formally, if
14:48you found that 1% outlier, you would
14:50kind of have this window where you can
14:51squeeze a lot of juice out of it and
14:53kind of take credit for it. But now,
14:54given the fact that just people are
14:56copying so fast, I don't even think the
14:58juice is worth the squeeze to to invest
15:00the time to find the 1% under the notion
15:02that everyone's going to copy it so
15:03fast.
15:04>> Yeah, I like to innovate on the angle
15:05and just let the topics let the data
15:08tell me what the topics I should make.
15:09Like, I have this kind of DCT framework.
15:11Like, D is data, so I let the data tell
15:13me on the topics. C is creativity. I let
15:15I let my creativity go on the angle. So,
15:17like, I come up with some crazy [ __ ]
15:18about a topic that's validated. T is
15:20transpositioning on formats. If my
15:23formats are not working in the niche,
15:24cuz they're too saturated, I'll go
15:26outside the niche and transpose some
15:27other format, like the vintage hat
15:30making space. There's like some crazy
15:31guy that has this top-down shot. I'll go
15:33take that format and bring it in. This
15:35like DCT is kind of what I like to do.
15:37>> Guys, we're going to go super deep on
15:39his software called Sankey House. So,
15:40make sure you stay till the end. All of
15:42this stuff is is in your software, which
15:44I love. I want to go into the second
15:45one, which is more advanced.
15:48Break down like what you actually mean
15:49by that.
15:50>> So, more advanced can apply to really
15:53like the sophistication of the angle.
15:55So,
15:56if you're selling to like a rich,
15:57sophisticated customer, I guess let me
15:59let me back up. Most people want to
16:01print money from content. And and the
16:03way to print money is to have
16:04high-ticket, high-margin offers that you
16:06sell to rich customers. You can play the
16:07low-ticket game, that can work as well,
16:09but like the easiest way is just
16:10high-ticket, high-margin. Rich customers
16:12are sophisticated. They're not at a
16:14level one, they're at a level the four,
16:16five out of 10. So, one way to separate
16:18from everyone else is just skip all the
16:20beginner [ __ ] at level one or two and
16:22just go straight to like the four, five,
16:24six out of 10 stuff. This is what I've
16:26tried to do recently on my marketing
16:28Instagram channel.
16:29>> Very advanced. It's very advanced.
16:30>> pretty advanced. Like if if you're a
16:31beginner and you watch it, you're like,
16:33I have no idea what he's saying. And
16:34it's kind of by design because I don't
16:35want beginners that are broke and don't
16:37have money to come down the funnel
16:38because they're not going to buy. I only
16:40want people that like actually sit on
16:42this [ __ ] all day. They're like, I'm
16:43willing to spend five grand right now
16:45because this guy thinks in my mode. And
16:47so that's another way to separate is
16:48like if you actually know like the
16:50advanced level expertise, just start
16:52drifting your content like the angle and
16:54the substance you say, start drifting
16:55that up. You will decrease views cuz the
16:58TAM will get smaller, but you'll
16:59increase conversion a lot. So that'll be
17:00like a second way to kind of like own a
17:02niche.
17:03>> I wouldn't even say increase conversion.
17:04It would you're going to increase the
17:05value of your ICP.
17:07>> Exactly. I think a lot of people are
17:09afraid to turn the view dial down in
17:11exchange for getting a higher quality or
17:13like a higher value ICP. And the reason
17:16why is cuz it's so many of us are
17:17trained A like just number big number
17:19theory. Like we want to see the numbers
17:20go up, but a lot of us are trained on
17:21like Mr. Beast, Logan Paul, these like
17:23massive massive views, 30 million views.
17:26That's actually not the way most people
17:27should play the game. Most people
17:28actually want like 10,000 views, 5,000
17:31views, but you want those people to be
17:32extremely dialed, extremely high value
17:35customer that aligns with whatever your
17:36ICP is. So, to do that, you almost have
17:39to like check the ego because if you're
17:41posting like right now on my channel,
17:42I'm posting videos that are consistently
17:44like 10K views. And before I got 400K
17:46cuz I wanted to rip the channel up to
17:48prove I could do it. But now I'm like
17:49turning it way down. I'm like going only
17:50advanced narrow. If you're a business
17:52owner doing content and you hear my
17:53stuff immediately after one video,
17:55you're like, this guy knows what he's
17:56talking about. That's who I want. I
17:57don't really want a beginner. And so I
17:59have to be willing to like trade off the
18:01growth. The slope of the line has to
18:03flatten because there's just less people
18:05in the world to see that stuff.
18:06>> Yeah, going back to what you mentioned
18:08in the beginning on your first video,
18:09those five games, I truly do believe
18:12that that first bucket with the view
18:13maximize game, first off, I think given
18:16all of kind of the AI stuff, it's going
18:17to become harder and harder. Eventually,
18:19I feel like these platforms are going to
18:20cross the chasm where the AI stuff, if
18:22it's printing money, they're going to
18:23allow it in some sense. They might flag
18:25it, but they'll they'll still allow it.
18:27But,
18:28if you play that view game, you're
18:29almost always playing the CPM game where
18:33just your base is so wide that
18:35ultimately you really don't have the
18:38ability to sell to the end customer
18:39anything. Like, if you play the view
18:40game, it is a losing proposition. You
18:42will not
18:43>> It takes you playing the view game first
18:46to realize that typically. Like, this is
18:47why I feel like I'm uniquely qualified
18:49to talk about content because I have
18:51I've played both and am playing both. I
18:53have the tech stuff, which is category
18:55view based. I'm trying to hit home runs
18:57every video. I I just hit a million on
18:59this Elon thing like 2 days ago. Like,
19:00I'm in the trenches on that over here.
19:02>> For context, you guys will pop up.
19:04That's @callaway and then Callaway
19:05Marketing is the one that's more deep,
19:07yeah.
19:08>> And Callaway Marketing is like no viral
19:09videos, none over a million, designed
19:11only for conversion, only for like this
19:13deep ICP. I'm literally playing both
19:15games at the same time. A, I wanted to
19:16show that they're different and I have
19:18both strategies in the pocket, but also
19:20like you can literally see I am not
19:22going viral on purpose on the marketing
19:24one. I'm going viral every like as much
19:26as I possibly can on the tech one.
19:28Different games. Usually, people have to
19:30play the view game for a little bit to
19:32like realize, "Oh [ __ ] the conversion's
19:33not there." And then they recoil and
19:35they're like, "Uh-oh, I'm playing this
19:37wrong." They end up finding something
19:38like my stuff which talks about this
19:40lead gen path. Then they go down that
19:41path. It's much easier for most business
19:43owners.
19:43>> And ultimately, we're going to get into
19:44it, but I feel like on the Callaway
19:45game, among other things, people are
19:47really paying on a CPM basis, meaning
19:49they really care about the view maxing.
19:51And then the Callaway Marketing, I know
19:52you're still early in the game, but I
19:53feel like with that, like you could
19:55catch a fish with a guy that wants to
19:57pay you a million dollars to consult
19:59>> Yeah, yeah.
19:59>> on their marketing for the company. So,
20:00I feel like
20:01>> we have a lot of like huge huge value
20:02CEOs in the DMs. Like, they're like,
20:04"I'll pay you anything. Like, can you
20:05please like help my
20:06cuz I'm like I have these offers that
20:07are more designed for like scale." And
20:08they're like, "I don't want that. Like,
20:09I just want you one on one on one like
20:11in the trenches with me and my team."
20:13So, it's like they're already coming in
20:14inbound. I don't even have anything to
20:15sell them. Like, and that just shows
20:16when you narrow down It it it's funny
20:19like
20:20the paid ads algorithms on Meta are so
20:22targeted that if you run paid ads you
20:24can find who you want. So why would the
20:25same algorithms on the organic not be as
20:27good? Like they're just as good. They're
20:28the same thing. So like if you post
20:30narrow, it'll find the people you need.
20:32You just have to do it for a while.
20:33>> It's so funny man cuz I I checked this
20:35morning
20:36people mutual followers that are
20:38following your Callaway marketing versus
20:39the Callaway and you just see man
20:41>> It's completely different.
20:42>> It's 25 of I'm just going to say my more
20:45advanced friends versus 116 of kind of
20:48my more wider
20:50>> Yeah, people that are just
20:51>> beginners. It's so crazy like everything
20:53points to what you're saying is actually
20:55factual. So number three is better
20:57proof. What does that actually look
20:58like? Proof inside of a post?
21:00>> This is this is the ultimate, right? So
21:01I think Hormozi his his latest
21:03Hormozi-ism is like the proof is the
21:05pudding. He's like not the proof is not
21:07in the pudding, it is the pudding. So
21:08good. And
21:09yeah, it's like everything comes down to
21:11proof.
21:12Again, it depends on the games you're
21:13playing. Like if you're playing if you
21:15sell a soda, like Greg's Lab is so dope.
21:17Like you've had him on here. He's
21:19they're playing the Bloom game. You
21:20don't really need to like trust Greg's
21:22Lab's like taste in soda to buy the
21:25soda, right? So you don't need to really
21:27you can like
21:28>> Crisp apple does rip though guys.
21:29>> Yeah, yeah, and I think that I've seen
21:30him I've seen his videos like the
21:31Shirley Temple how he bangs. But like
21:34you don't need to trust that he's a
21:35flavor scientist, right? You just trust
21:37that like I like his vibe. The operation
21:39is legit. There's real flavor scientists
21:40behind the and then you try the product,
21:41right? That's a commodity product game.
21:43But if you're doing like a personal
21:44brand driven authority play where like
21:46they need to trust you in order to buy
21:48proof is the ultimate separator. Like
21:51when people go to buy, all they're doing
21:52is they're saying I'm going to risk X
21:54dollars to try to get X plus Y back or
21:582X 3X back. If you show me you've done
22:01that a bunch of times with people just
22:02like me, I have a higher confidence that
22:05you will do it for me and therefore will
22:06buy easier, right? That it's just a risk
22:08game. So like if you don't have proof or
22:10you don't have a way to show proof, then
22:12you have to demonstrate your ability
22:14without the proof and your ability has
22:16to be so good that they're like they've
22:18never really done it but like they
22:19really sound like they know they're
22:20talking about but I'm willing to try.
22:21But it's all this like it's just a risk
22:23game, right? You're just trying to proof
22:24de-risks the purchase decision. So,
22:26proof is the ultimate separator.
22:28>> I'm going to do a hot take right now is
22:29I was for so long for people out there
22:31listening, you might not even know that
22:32I own a company called Iconic. It's an
22:33eight-figure art company. I was not
22:35flexing at all. And people had no
22:38[ __ ] idea who I was and what I was
22:40doing. So, now I'm like I you know, we
22:42just talked about it off camera the last
22:43like 5-6 days. Just like minimal subtle
22:46flexing just to give people
22:49proof
22:49>> Yeah, yeah.
22:50>> an understanding you know that I've
22:50actually done stuff. And like what you
22:53know, what we talked about off camera
22:54when I mentioned that the first $6
22:55million in revenue I was
22:57[email protected]. I was customer
22:58service. What did you think in your
23:00brain when I said that?
23:01>> Yeah, yeah. So, this is something I want
23:02people to understand is like
23:03when you're what like me as the viewer
23:06when I'm watching stories or I'm
23:07watching reels
23:09I see it come across. I see certain
23:11things. I hear certain things. I see
23:12certain words. And it causes my brain to
23:15react in a certain way. So, like when I
23:16see your story that's like I did the
23:17first 6 million customer service. In my
23:19head I was like, "Oh, Iconic's doing
23:21more revenue than I thought. And oh,
23:23this guy's really in the trenches. He
23:24really knows his shit." That's my like
23:27subconscious take. What I want people to
23:29do and what I do is I then pause. I
23:31close the app and I I I re I zoom out.
23:33And I'm like, "Okay, if seeing the
23:35number of revenue he posted made me
23:37think a way of him. Why don't I then
23:40show the number of revenue like how much
23:41revenue I've made to have people think
23:43that way?" Like psychology works the
23:44same way. Most people will be
23:46influenced, but they don't zoom out to
23:47think how can I influence others
23:49similarly? So, like that's a really
23:51great case study of like
23:53you need to be saying what you're doing,
23:55showing the proof of what you've done in
23:57order to get people to be influenced
23:59subconsciously. And like this kind of
24:01counter counterbalances with a lot of
24:02people always say like don't be too
24:04salesy. Never talk about your numbers.
24:05>> I'm done with that [ __ ] man.
24:07>> that performed so well. And something
24:08that Greg said on his episode which I
24:10thought was
24:12an even deeper layer to this is you want
24:14to do the proof, but you want it to be
24:15again going back to the 1A versus 1B on
24:17story. What can you say from a proof
24:19perspective that's uniquely you? Like
24:21for him to say we're number one on
24:22Amazon with this drink. I'm [ __ ]
24:25interested.
24:26>> He's only one that can [ __ ] say that.
24:27>> Exactly. The reason why Hormozi did the
24:29Guinness World Record thing, like other
24:31than if he just wanted to say that, was
24:33because he knew there's only one number
24:36one in that category. And so, as until
24:38he gets usurped by someone else that's
24:40crazy enough to try to take that record
24:42of like most non-fiction sales in 24
24:44hours or whatever it was, he owns that
24:46record. So, he can then say that one of
24:48one proof line that nobody else can
24:50beat. That immediately accrues so much
24:52more value to him. I think I think what
24:54what people This is like a slight
24:55tangent, but I think what people
24:56misunderstand is
24:58the number one in the category is not
25:00just like a little bit better than
25:01number two. Often, they're way, way
25:03better. And so, if you can win in a
25:06proof area that cannot be beaten, that
25:08proof serves you for a long time. So,
25:10you you you want to like accumulate the
25:12proof moments, right? You want to
25:13accumulate those stats.
25:14>> And I think by any means possible, it
25:16could be super, super granular. You
25:19could be the number one in X category in
25:22one store. And that is enough that you
25:24should be grabbing that and utilizing
25:25that and communicating with your
25:27audience about that.
25:28>> Yeah. Anything, especially if it could
25:30be a one of one, you should communicate.
25:31>> If you have proof and you're bearing it,
25:33you're just doing yourself a disservice,
25:34right? If you don't have proof, you need
25:36to get some right away. And that proof
25:38needs to be differentiated relative to
25:40the bar in your niche. So, for example,
25:42like if I help business owners with
25:43content, I have 2 million followers,
25:46billions of views, I've done three
25:48businesses in seven figures in three
25:49years, yada yada, like these proof
25:51points. If you're trying to compete with
25:52me on the same positioning track, and
25:55you don't have better proof, you lose.
25:57Unless they don't know of me and they
25:59know of you, right? Which could be true,
26:01but like over time that gap will get
26:02closed. You can't rely on that. So, you
26:03have to be like, all right, I'm either
26:05going to compete in a different sub lane
26:08or I'm going to get proof that's better
26:09than his. That's it. So, you have to you
26:11have to canvas your niche and be like,
26:13who is serving the customer today and
26:14what proof do they have? Can I beat
26:16their proof? Okay, can I go do it? If I
26:18can't do it, how can I position
26:20differently where I'm now in a new lane
26:22where there's nobody that has proof
26:23above me? This is like the game of of
26:25influence basically.
26:26>> Yeah, we're going to get into it deeper
26:27in this conversation, but the fact that
26:29you have three separate companies doing
26:31seven figures plus like that in itself,
26:34I mean there's people that are doing
26:35$800 a year and I'm not saying it's
26:37better or worse them doing that than
26:39these three companies, but like they
26:40can't make that claim. That's something
26:41unique to you. So I think just finding
26:44anything that you can kind of point your
26:45finger to.
26:46>> Yeah, and to be to be clear the reason I
26:47did that is because again like if you if
26:49you look at I love I love looking at
26:51Hormozi as a proxy because he really has
26:53thought through a lot of the stuff
26:54really well.
26:54>> I think Hormozi is a [ __ ] goat.
26:55>> goat. He's a goat.
26:57>> Yeah.
26:57>> He He has four or like when he was doing
26:59the book launches he had four kind of
27:00different business models that he
27:02promotes he has proof for, right? So he
27:04has like the main gym launch which you
27:06could say is like a info / services
27:08business. He had the supplement company
27:10which is e-com. He had the Allen which
27:12is the software company and then now he
27:14has like the pure media business play.
27:16He also has like the Deloitte equivalent
27:18consulting thing for like mid-tier
27:20businesses which is like what they go to
27:21acquisition.com for. So what he's done
27:23is he's getting the Infinity Stones of
27:25business models basically, right? So
27:27when when you then are a business owner
27:28of any one of those categories he can be
27:30like, well I obviously I obviously have
27:32the proof of having done that myself
27:34here here and here. So that's what I try
27:35to do. Like I have three business
27:37models. I have media, I have the info
27:39coaching, and then I have software. And
27:40I was like, I want to run it up on all
27:42three and now I have two different media
27:45plays. I have YouTube of course, but
27:46then on short form I have the media
27:49brand deal side with the tech and now I
27:50have the conversion side with the
27:51marketing. So like I'm also trying to
27:53accumulate the Infinity Stones within
27:55the content space so that when you come
27:57in as a business owner trying to learn
27:58content you're like, well that guy's
28:00done exactly what I'm trying to do. And
28:02that and that applies for software, that
28:03applies for coaching, that applies for
28:04media that Like you see what I'm saying?
28:06Like that I'm trying to build up the
28:07portfolio of proof across every
28:10every nook and cranny I want to be the
28:11best proof-wise. So there's no reason
28:13why you wouldn't buy.
28:14>> I think what's really good about that
28:15too is just like the optionality and
28:16going back to kind of that content
28:18pyramid, you know, maybe one of these
28:20buckets that you're in is gets flooded
28:22tomorrow. And there's there's it's
28:24harder to make money in that bucket. You
28:25have kind of all these other places that
28:27you can do.
28:27>> Let's go to the fourth one.
28:28>> one better storytelling. Why do you
28:30think story kind of lands per what we
28:32kind of talked about earlier better than
28:34the other three.
28:34>> Yeah, like story is just a way of
28:36sequencing words to trigger emotion,
28:38right? That's all it really is. And so,
28:40when you deliver facts at a machine gun
28:43cadence, it delivers almost zero
28:45emotion. Emotion typically drives
28:48purchase, it typically drives action,
28:50intent. People get moved emotionally or
28:53they see a transformation they want and
28:55subconsciously their emotion is like, I
28:56want that and therefore they go down the
28:57funnel. Storytelling is just the the
28:59pinnacle of triggering emotion with
29:01words, right? That's all it is. And so,
29:03if you're great at storytelling, you can
29:05drive more emotion from more people more
29:08often. That's all that means. And so, I
29:10just think like
29:12the easiest way to create an emotional
29:13connection or like signal that you know
29:15what you're talking about is through
29:16your own personal first-person POV
29:18story. So, you can say like, I had this
29:21problem or complication I was facing, I
29:23took this action, I got this result.
29:25Someone can see themself in you, they
29:27get that emotional transfer and they
29:28want to take action. That's kind of what
29:30like storytelling is the peak for that
29:31reason.
29:32If you take away the storytelling, what
29:35you're left with is just like facts.
29:37And so, your goal is to go from facts to
29:39stories and like try to add more of that
29:41emotional resonance as you go.
29:43>> Yeah, I completely agree. Top of the
29:44pyramid on the content side is
29:45storytelling. Guys, if you want to apply
29:47these four ways to stay competitive with
29:49your content, we put together a free PDF
29:51down below. Click the link at the top of
29:53the description. And stick around
29:54because Callaway shares his screen and
29:56live on the podcast builds a winning
29:59content strategy from scratch. Enjoy the
30:02rest of the episode.
30:03>> Big claim, I agree.
30:05Distribution is the only real moat left
30:08for the next, let's just call it three
30:09to five years.
30:11Make that case.
30:12>> I think distribution and product still,
30:13but like
30:14effectively, if you reduce business down
30:17to like the core atomic elements, it's
30:20just can I get traffic? Can I get
30:23someone's attention? Can I put that
30:24attention somewhere? Funnels? And then
30:26can I have them buy a thing? Offers or
30:28product, that's it. There's three
30:30things. So, like funnels can be very
30:32simply
30:34they see a video, they press a button,
30:35they're on the product. Like funnels can
30:37be up page. So like funnels, let's
30:38abstract away. Like that's pretty
30:39simple. It's literally just distribution
30:42and product. So, as AI makes it easier
30:45for you to build digital things, the
30:48barrier for great products, in theory,
30:50goes down. So basically like the moat
30:52around product is going down. Now, you
30:55could also say the moat around
30:56distribution is also going down as as it
30:58becomes easier to make more content
31:00better, faster, which is what I'm trying
31:01to do with Sandcastles, that moat will
31:03slowly come down where more and more
31:05people can get reach with less skills,
31:07less time, like time on task, time spent
31:10learning the skill. So in theory like
31:13over the next 3 years, the only two
31:14moats are distribution and product.
31:16Right now, a lot of people are vibe
31:17coding a thing that could be sold, but
31:19they don't have distribution. So that's
31:20why I mean like distribution is the
31:22final moat, but you could argue like
31:23both of those moats are coming to zero.
31:25So it's kind of like today both are
31:27moats,
31:28in 5 years, both are zero moat. You want
31:30to kind of like take advantage right
31:32now.
31:32>> I love the cipher between distribution
31:34and own distribution, i.e. followers
31:36versus let's just call it like emails or
31:38first-party data.
31:39>> Yeah, yeah.
31:39>> Would would you just argue it's all
31:40about own distribution, or do you still
31:42think kind of followers is an important
31:44thing?
31:44>> So, today,
31:47to like frame this, you have rented
31:48platforms and you have owned. So rented
31:50would be anything where it's feed-based.
31:52So this could be Twitter, this could be
31:53Instagram, it could be YouTube, anything
31:55where you post, you can get millions of
31:57reach, but like they could also cancel
31:58your account tomorrow and the reach goes
32:00away. You have an audience, they ban
32:02you, it's zero. Those are rented.
32:03They're allowing you to post for free in
32:06exchange for they take your content, run
32:07ads between it, they monetize. It's a
32:09great ecosystem today. But that's
32:11temporary, it's fleeting. Then there's
32:12owned. So these are things where even if
32:14the provider goes down, you can have the
32:16relationship with the customer. So this
32:18is like an email list. Like in Beehiiv,
32:20you can export the email list out. If
32:21Beehiiv goes down tomorrow, you can take
32:23that email list, put it up on a
32:24competitor, and you can still reach
32:25those people. A private community,
32:27anything where you're building like
32:29something inside your own walls, like
32:32more or less. So what you want to do is
32:33like ramp people from rented to owned as
32:37fast as you can. because what happens is
32:39if AI content emerges,
32:42the rented platforms will get noisy. You
32:44will lose the ability to reach on
32:45rented.
32:46Now, in theory, like may- maybe AI cold
32:48email agents are coming and like that
32:50will ruin the the inboxes as well. Like
32:52that's possible, but like at least there
32:54will be tagging where like if somebody
32:56actually wants to see your stuff, there
32:57will be no intermediary between them and
32:59you in the inbox. So, that at least is
33:01more protectable. So, that's kind of
33:03like the delineation between those. You
33:05want to get as many people from rented
33:07to owned as possible as fast as you can.
33:08>> I feel like email and phone numbers are
33:10the last boss, and per what you just
33:11said, like for us, our two biggest
33:13initiatives are YouTube and owned list,
33:16and we utilize YouTube to get people on
33:18our own list. And a big thing for that
33:20is giving away free lead magnets, and
33:24then getting them on our email list. And
33:25then the B had MCP, I don't know how
33:26deep you are on that, but like just
33:28the first-party data that you can get
33:30out of that, and this kind of all
33:31circles back in this flywheel that
33:33talking about those five games, if
33:36you're playing that second media game
33:37where you're going Callaway marketing
33:39style and going super super deep on a
33:40specific cohort, if you can own them via
33:43email and then understand that
33:45first-party data and really really
33:47really know who your end consumer is,
33:50I think that's where you get all the
33:52asymmetric cash through high ticket,
33:54whether it be a digital course, a
33:55product, a sponsorship on a podcast. I
33:58think all of the money is going to go to
34:00there before anything catastrophic
34:02potentially happens.
34:03>> Yeah, yeah. There To be fair, there's a
34:04there's a good-sized window, 3 to 5
34:07years, let's say, 3 years on the front
34:08end, 5 6 years, where there's still a
34:11huge moat for distribution, and there's
34:13still a huge moat on product taste. Like
34:15there's a bunch of people that launch
34:16[ __ ] that's horrible today. Like has no
34:18taste. There's no product market fit.
34:19They don't understand how the customer
34:20actually uses it. They don't understand
34:21consumer psychology. There's a huge moat
34:23on both, but those moats are coming
34:25down. So, like
34:26if I were anyone focused on content, I
34:29would try to build systems and
34:31infrastructure that drives as many
34:33people from the rented platform to my
34:35owned email list or communities as as
34:38fast as you can, as big as you can. We
34:40can talk about like how I do that, but
34:42that's like a priority number one right
34:43now.
34:44>> Let's talk a little bit about that. I
34:45mean, I mentioned very, very briefly
34:46that guys on a bunch of these kind of
34:48{quote} lead magnets where we give you
34:50free information in the description,
34:52obviously we collect your email in
34:54exchange for
34:56>> Yeah.
34:56>> that information. Any other big ones
34:58that we want to fight We don't have to
34:59get too deep into it, but anything else?
35:00I mean, I guess for me a big one was how
35:02are you utilizing short form to get
35:03people's information outside of
35:04ManyChat? Anything else big that you're
35:06doing?
35:06>> So, right now I'm I'm doing like 10 to
35:0915k emails a month net just from short
35:11form and literally the play is I post
35:14one time a day like we talked about on
35:16the marketing channel, deep stuff,
35:18advanced stuff that like the type of
35:20person I want wants.
35:21I make a lead magnet that's aligned to
35:23that video. So, this is really important
35:25for people is like
35:27if you were to make a video and at the
35:28end just be like, "Hey guys, give me
35:29your email." No one would do it. How do
35:30you actually get them to give you your
35:31email? You aggravate a pain point in the
35:34video and then you offer a solution to
35:37that pain point, which is if you give me
35:39your email, I'll give you the solution
35:40in the lead magnet, which is could be a
35:42PDF, could be a guide, could be a claw
35:43skill, could be a video. Aggravate pain
35:45point, hand them like, you know,
35:48cut them, give them the band-aid like to
35:49be crude about it. Like that's what you
35:50want to do. Every single video you want
35:52the lead magnet to be as closely aligned
35:54to that pain point as possible. If I
35:56aggravate a storytelling pain point and
35:58I'm like, "Here's my Here's my editors.
36:00If you want, give me your email." Those
36:01are kind of like incongruent. But if I
36:03say, "Here's the eight principles to
36:04make your stories better." and I just
36:06aggravated the fact that you're bad at
36:07storytelling, you're going to take that.
36:09And so, by aligning those lead magnets,
36:11I'm just people going to ManyChat, they
36:12comment story, they give me their email,
36:14I give them the doc, they're happy and I
36:16keep doing that. Now, once I have them
36:18on the email, the job's not done. I have
36:20to then still send them more value on
36:22the list and not bother them. I think
36:24that's the that's the thing people get
36:25wrong is like just cuz you have their
36:27email, doesn't mean you own them,
36:28doesn't mean that they're going to give
36:30you money. Like you have to continue to
36:31give them value, continue to nurture
36:33them, but the idea is like if they're
36:35lurking around your pain point sphere
36:38and you get their email, over time you
36:40will chip away at the walls of them
36:42either doubting that you can deliver the
36:43service or maybe they don't have the
36:45problem they they would pay you for yet.
36:47You're chipping that away. Eventually
36:48they will buy.
36:49>> To read between the lines there, too,
36:50for people out there listening, in most
36:52cases the harder something is, the
36:54better the outcome is just cuz people
36:55are inherently lazy. And what you just
36:57said right there is kind of a a top-down
36:59versus a bottom-up approach as far as a
37:01narrow topic or a broad topic. You know,
37:03for us, a lot of our lead magnets were
37:04very, very broad. And maybe within that
37:07there was four separate topics. So, when
37:08we're kind of scarcing all of our data,
37:10we don't know which of those four Yeah,
37:13which of how they came in. So, for you,
37:15with these individual posts, it's so
37:17granular that you have such an
37:19understanding of like at a very, very
37:22granular level, like what is their
37:24actual pain point? And then stuff that's
37:26kind of adjacent topic-wise, you can
37:27kind of cross-sell them into other
37:29things.
37:29>> And you could you could imagine, like we
37:30don't have this fully set up yet, but
37:32it's it's a priority for this Q4 is like
37:35if I make a storytelling video and then
37:37I have a storytelling lead magnet and I
37:38know they come in for storytelling, I
37:39then try to sell them on a low-ticket
37:41product that's storytelling related. I
37:42then upsell them into my high-ticket
37:44program based on a storytelling driven
37:46page. Like, as long as it's aligned,
37:47you're good, right? And so, it's like,
37:49what are those It goes back to those
37:50buckets. What are the core problems a
37:51lot of people think they have? Can you
37:53make content on those? Can you then
37:55go straight down the funnel of like the
37:56content's aligned, the lead magnet's
37:58aligned, the page is aligned, the low
37:59ticket's aligned, the high ticket I
38:00serve them, the whole thing's aligned.
38:02So, it's like they because the problem
38:04doesn't change. If they have
38:05storytelling as an issue, they still
38:06have it as an issue as they're watching
38:08and reading and watching your VSL and
38:09reading the copies. Like, it's all
38:10storytelling. So, as long as you
38:12customize those, and it's obviously work
38:14to like build out those funnels, that's
38:15how you That That's what the real pros
38:17are doing.
38:19>> Yeah, uh we are definitely a bit too
38:21macro. We're going way more granular for
38:23us.
38:23>> What one other thing on that, too, and
38:24this this applies to you guys as well,
38:25is like
38:26once I watch a 3-hour video or as I'm
38:28watching it, I don't want more work. I
38:31want the answer. So, if you're like
38:34you we covered this crazy thing and then
38:35you're like, in the description we have
38:36this like 10-page thing, as a viewer I'm
38:38like, ah, I have to then read 10 more
38:40pages to get the answer. What I'd rather
38:41that you say is like, I have this thing,
38:43if you click one button I get the
38:44answer. So, that that's a classic
38:45psychology of like
38:47more is not better in getting them to
38:49take it, right?
38:50>> Ironically, uh we were doing that wrong.
38:52We were going to change that.
38:53>> I usually I usually flex on the length
38:55>> Yeah, yeah.
38:55>> of the PDF and they're just like, "Fuck
38:57it. Give me the answer in as few words
38:58>> words.
38:59>> as few words as possible." That was a
39:00nice little change. I'm being very, very
39:02descriptive
39:04in what is in
39:05the lead magnet is very, very important.
39:08Like for us, formerly, I would be very,
39:10very macro, but now we're If you look in
39:12the description below, all of the lead
39:13magnets for for this episode is going to
39:15be very, very descriptive.
39:16>> Yeah. It's all about power words, just
39:17like copywriting. It's funny cuz people
39:19doing paid ads do this, right? They run
39:20a paid ad with a messaging angle. They
39:22try to get someone to click and they
39:23have a custom landing page that matches
39:24that messaging angle. Like that's very
39:26universally understood for paid ads.
39:27Organic is the exact same way. It's just
39:28instead of a paid ad, you have a free
39:29video. And instead of a landing page,
39:31you have a lead magnet. And then that
39:32lead magnet could go to a landing page.
39:34If those are aligned, you're you're
39:35you're golden. Like it's just Yeah, it's
39:37just copywriting.
39:37>> Dopamine Casino's back. Free game right
39:39here. Talked a lot about proof. I think
39:41the number one most important word in
39:44all of this is trust. Yeah. I think
39:46ultimately, if the consumer doesn't
39:48trust you, they'll never transact,
39:49obviously. So, if you don't have proof
39:53yet, how do you get that trust? Like how
39:54how do you see the relationship between
39:55between proof and trust?
39:56>> Yeah. So, there's like a I have this
39:58framework called the trust ladder.
39:59There's like eight levels. There's no
40:00way I'm going to be able to rattle it
40:01off off the dome. But basically, like at
40:03the very top of the trust ladder, number
40:05one is like a warm endorsement from
40:06someone you already trust. So, like if
40:08if someone really respects you and you
40:10cosign me, they're going to pay me
40:12immediately cuz they trust you a lot.
40:14So, that's like always number one,
40:15right? Proof of result is like number
40:17two or three. So, it's like, "I've done
40:18the thing you want me to do exactly with
40:20someone just like you. I have the
40:21results. I'm not lying. You know if you
40:23pay, you have a good chance of getting
40:24that result, right?" So, they As you go
40:26down the ladder, it's like harder and
40:27harder to establish this this trust. So,
40:30the way to the way I like to do it is
40:31demonstration of ability through like
40:33non-obvious insight. So, typically, like
40:35when someone's watching content,
40:38I I call these like dopamine hits or
40:39like the light bulb moment. What I
40:41really want if I don't have any proof is
40:43I want you to watch the video and you
40:45have a light bulb moment to be like,
40:46"Ah, wow. I never thought of that
40:47before. That's kind of smart. That right
40:49there is a form of trust accruing. It's
40:52a small bit, but if I can get those
40:54light bulb moments to happen, ideally
40:55twice per video, and then in several
40:57videos in a row, I will have just as
40:59much trust accumulated as if I had given
41:02you the proof. So, it's like
41:03demonstration, this is like that
41:05application of ability, right?
41:06Demonstration of ability is worse than
41:08proof, but it can still
41:10get trust if you do it enough. Proof is
41:12then next, and then obviously warm
41:14endorsement, which comes from proof from
41:16that person would be at top. That's like
41:17the simplified version of the trust
41:18ladder. This is why copying makes no
41:21sense, because
41:22if I've heard something before, and then
41:24I hear it from you again, zero
41:26additional trust goes to you, cuz I'm
41:28like, all right, that's not novel. Trust
41:29comes from hearing novel things over and
41:31over, and you're like, that person is a
41:33source of info that I need to pay to
41:35learn more from, cuz they keep saying
41:36[ __ ] I haven't heard before that makes
41:39sense. It's like the this is kind of the
41:40Goldilocks of trust accumulation is
41:42like, what can you say that is
41:44non-obvious, but as soon as they hear
41:46it, it sounds obvious. That's the that's
41:48the that's the best place to be. Because
41:50then it's like, oh, obviously it was
41:51non-obvious, they hadn't thought of it.
41:52As soon as you say it, they're clear,
41:54and they're like, that person's smart,
41:55right? That that's how trust kind of
41:56builds when you don't have proof.
41:57>> So, all roads lead to being in the
41:59quote-unquote kind of like gold standard
42:01in your space. And is there anything
42:03that we haven't talked about that you
42:04think is very, very important to just
42:06cement yourself as the number one in the
42:07space?
42:08>> Yeah, I think the most important place
42:10to start is with the skill acquisition,
42:12not the content. Like and and this is
42:14the hard thing to hear, cuz if you're
42:15like 21 and you have no skills, and
42:16you're like, I just want to make money,
42:17and like, everyone's making money with
42:19content, I just want to make content,
42:20it's like, hold on a second. Zoom out.
42:23The way to make money with content is to
42:25have expert-level skills.
42:27Content is just a vehicle to amplify
42:29attention on those skills and monetize
42:30around it. You have to first have the
42:32skills. So, like,
42:34really, if you're listening to this, you
42:35want to gut check. Do I have top 10%
42:38level skills, ideally top 1% in my area?
42:40If you do, all you are is just content
42:43frameworks and like a workflow away from
42:45like just printing. If you don't have
42:47skills, you should first obsess over a
42:49skill, and then come and make content.
42:51Like, most people don't realize all I
42:53did for 18 months was just make
42:55short-form video, did nothing else.
42:57Like, I made a short-form video every
42:58single day. I spent 8 hours per video
43:01all the way down the Like, all I did was
43:03that because I wanted to become
43:04world-class at short-form. Now, was that
43:06the right skill to pick from the
43:07beginning? I don't know. It's working
43:09out decently well. Maybe Maybe YouTube
43:10would have been better, but like, it was
43:11a pretty valuable skill, I thought. All
43:14I did was that. I became top 1%. Then, I
43:17started making content about how I
43:19learned that those skills and what those
43:20skills were. I didn't start on YouTube
43:22being like, here's how to make content
43:23about content about content about
43:24content all the way down. I actually
43:25built the skill. Now, you could say
43:27like,
43:28well, it's kind of like, you know,
43:30pyramidal where like, the thing I
43:31learned was how to make content, then I
43:32made content about content. You could
43:33say that, but like, I had world-class
43:35level skills on a thing first. Whether
43:37that's paid ads or copywriting or sales
43:40or building product, like, you need a
43:42skill, ideally more than one, but like,
43:45one core skill you're world-class at
43:46before you can build
43:48expertise or authority in content. And
43:50the reason why is cuz you don't have
43:52non-obvious takes if you haven't done
43:54the thing to a level beyond where most
43:56people have gone. Like, by definition,
43:58everything you If everything you've done
43:59is obvious, you will have no non-obvious
44:01perspective. So like, So like, you have
44:03to start with the skill.
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45:24Guys, this is something that I use every
45:26single day non-negotiable. Give it a
45:28try.
45:30I want to dive into Sandcastles. I'd
45:31love to just know what is it, how big is
45:33it now? Why don't you just walk us
45:34through like what it is first?
45:35>> Yeah, so Sandcastles will be my kind of
45:38like magnum opus for this season of my
45:42life around the content workflow piece.
45:45So, like I said, I have a co-founder. We
45:46built the whole thing together. The goal
45:48of Sandcastles is to take my content
45:50brain and put it into software so that
45:53everyone can use it. And so, that comes
45:54from
45:55how do we look at psychology, how do I
45:57build systems to like deep analyze my
46:00videos, what am I seeing? When I look at
46:01a profile from mine or anyone I'm
46:03working with, what am I seeing? What
46:05patterns are there? What formats,
46:06topics, hooks, like how am I diagnosing
46:08what's working? Can we put that into
46:10software so that anyone without me can
46:12have me like on their shoulder. That's
46:13basically like the vision for it. So, I
46:15wanted to create like a workflow, a
46:16content factory basically, where you
46:18come in, you answer a few questions
46:20about yourself, it pumps out videos. Not
46:23AI avatar recorded, but it pumps out
46:24scripts that are in your voice about
46:26your stuff with your takes ready to go.
46:28Those are just there for you. All you
46:29have to do is like weigh in on your
46:31perspective, and then you can go record
46:32those and edit. Basically, compressing
46:34the content workflow from like 4 hours
46:36per video to like
46:38as long as it takes you to record and
46:39edit. If you're a business owner, you
46:41record 10 in 1 hour, send them off to
46:43the editing team, you don't have to do
46:44anything. That was like my initial
46:45vision for what I wanted it to be. Short
46:47form only right now. We'll definitely be
46:49expanding to take over other things in
46:51the future, but right now I want to have
46:53like I just want to build the best
46:54product ever built for short form
46:56content first, and we can expand from
46:58there. And so, basically what this what
47:00we what we can now do is
47:01for your channel,
47:03for any competitor channel, for your
47:04whole niche, for a single video, we can
47:06deep analyze that video, we can get
47:08everything about it. The transcript, we
47:10apply a bunch of like the deep analysis
47:12that I would do in my brain, right?
47:13Like, what is the topic? What is the
47:14contrarian take? What is the idea? What
47:16is the hook? What is the format? How is
47:18it laid out? Like, I'm looking at My
47:19brain is a computer with content. Like,
47:21I'm we're just looking at these things.
47:22So, when you deep analyze, you get that.
47:24The real value is you can then take all
47:26of that data and aggregate hundreds of
47:28videos off your channel, hundreds across
47:29your niche, put it into the MC like the
47:32MCP is just a bridge into Claude. Inside
47:34of Claude or inside of ChatGPT, you can
47:36then say, "Run a bulk analysis on this
47:38and tell me what I'm missing. What
47:40topics are working? What should I make
47:41more of? What hooks are working? What
47:43should I make more of?" We have the
47:44actual transcript, so it's like, "What
47:46power phrases are hitting that I'm
47:48missing? What format should I do? What's
47:50working for this guy in the niche that
47:51I'm not doing? Compare our two
47:53channels." Like, literally anything from
47:55a research and workflow perspective,
47:57from topic research, hook, and script,
48:00you can now do because you have all this
48:01data. So, what we're trying to do is
48:03build like the social data layer or the
48:05data layer for social media. And so,
48:07that's kind of where we're at now. What
48:08platforms besides Instagram?
48:10>> Instagram, TikTok, and YouTube Shorts.
48:12>> And I know you've been profitable since
48:14day one, no paid ads. When are you going
48:15to turn on the gas?
48:16>> So,
48:17we have
48:19one really impressive thing that's
48:20coming in the next month or two, which
48:22will solve a lot of the like "What do I
48:25make next and how do I make it?" kind of
48:26reducing the time from like 2 hours to 2
48:29minutes. Once that's out and it's it's
48:32viable, like people are like, "Yo, this
48:33is the shit."
48:35Turbo mode from there. But, until then,
48:38we we could run the gas, but like ba-
48:40basically, and again, like I could be
48:41naive to this, but I believe you need a
48:44great product
48:45before you apply gasoline. Like, you got
48:48to lay the tender first. So, we've been
48:50like iterating, boom, now we have
48:52product market fit, now we're scaling.
48:54We're still missing a couple things,
48:56we're going to close those gaps, and
48:57boom.
48:58So, that's that's kind of it's coming.
49:00We have a very clear line of sight. We
49:02know exactly what to do. We're doing it
49:03now. We've We've I mean I've been
49:06answering to your point on the customer
49:07support. Like me and my co-founder have
49:09been answering every customer support
49:10email from day one. Like I've probably
49:11answered thousands and thousands of
49:13these emails. And so, I have very clear
49:15visibility into like exactly what's
49:17breaking, what's not clear, where people
49:18are unsure, all of this.
49:20>> All right, what you guys all been
49:21waiting for. We're going to put it up on
49:23the screen. Blank idea to posted video
49:26via Sand Castles.
49:27>> Let's get it.
49:28>> So, basically how it works is
49:29the goal is to figure out what is
49:31working best on your channel and your
49:33niche. If you don't have videos on your
49:35own channel, you want to first canvas
49:37the niche and be like what topics are
49:38working, what hooks are working. And the
49:40goal is not to copy. It's what I call
49:41data-enabled creativity. I want to learn
49:44what's working with the data so that I
49:45can be creative in the areas that make
49:46the most sense. So, when you come to
49:48Sand Castles, you go to the channels tab
49:50and you can basically build a watch list
49:52of the best performing people in your
49:53niche. So, you can see on the right side
49:55I have a watch list. This is my social
49:56media growth workspace. I have one for
49:58tech. I have one for Mark. We're going
50:00to go through the pod in a second. So,
50:02I've got Briar. I've got a bunch of
50:03these people who are pretty dope in the
50:05niche. If you already know who you want
50:07to add to the workspace, you can just
50:08search them here. And if they don't come
50:10up, you can add anyone you want from
50:12Instagram, TikTok, YouTube Shorts. This
50:14suggests people in the niche. So, I can
50:15go to describe and I can say like social
50:17media growth strategies. These are the
50:20types of people I want to follow and I
50:21want to say on Instagram and only
50:23between 10K and 1 million followers. And
50:26I can press search.
50:28This will then pull up the best fit
50:30people that are not already in my space
50:32across three different buckets: social
50:33media strategies, social media growth,
50:36or paid social media growth.
50:37>> And what happens if you don't know?
50:40>> If you don't know
50:42that you should be looking for social
50:43media strategies. Like is there like a
50:44way to audit what you currently have to
50:45kind of know which topics you should be
50:48going for?
50:48>> So, social media growth strategies would
50:50be like how I frame the niche. So, you
50:51just It's like what niche are you in?
50:53So, you'd be like we make It's like
50:55business breakdowns or like we do
50:57operator like basically the keywords of
50:59how you would describe your niche. You
51:00can just try a bunch.
51:01>> So, this is step one right here.
51:02>> This is step one. And so, in the
51:03onboarding, we we just ask you like what
51:04are you making content about? And we
51:05will actually build a list for you
51:07automatically, but if you don't like the
51:08people in there, you can clear it out.
51:09This is just how you would do it
51:10yourself. So, if you have someone you
51:12really want, you can click the double
51:13arrows on them, and we will resort the
51:15list based on the closest proximity to
51:17them. So, the first step when you're
51:18really trying to canvas a niche is like
51:20who is doing well in my space?
51:22Who's talking about the stuff I want to
51:23talk about? Who's talking to the people
51:25I want to attract, right? So, here I've
51:27got like let's say 10 people or so.
51:30The next step is you go to the videos
51:31tab, and this is like really
51:33insane that this exists. Basically, what
51:34you have here is all the best videos
51:36from my channel and all of the channels
51:38in the list are in one place. So, what I
51:40like to do is I say posted in the last 3
51:43months
51:44with above a 2% engagement. This just
51:46screens out the brand deals in case
51:47someone paid juice the videos to
51:49artificially inflate. And then I sort
51:51them by outlier score. So, what you've
51:53got here is these are the best
51:54performing videos in the last 3 months
51:56from just these channels that are right
51:58here.
51:59>> Just to give full context as well to
52:00outlier is just
52:02videos that on their channel performed
52:04better than the average video.
52:05>> Yeah, so to to make that clear, on this
52:07outlier score right here that's 75.6,
52:09what this means is these 710,000 views
52:13were divided by their rolling 3-month
52:15average before this video was posted.
52:17And so, this gives like a relative
52:19score. The reason why outlier score is
52:20helpful is cuz if someone's super small
52:22versus someone super big, this is like
52:24an apples-to-apples metric, so you can
52:25compare them evenly.
52:26>> Yeah, like like like Sky Tan, his
52:28probably his average video is let's just
52:29make it even numbers, it's probably
52:3010,000, and it's 75x it does 710,000.
52:33>> So, what this means is like he's a
52:34smaller channel, yet this video really
52:36kicked ass, so you want to study this
52:38disproportionately more because it broke
52:40out for him. He doesn't have a bunch of
52:41like credibility on his face, so it's
52:43the idea that actually worked really
52:45well. Now, if you want to sort by views,
52:46you can also sort by views here, and
52:48this will skew it slightly differently.
52:49Typically, bigger people get more views,
52:51and so this loses the apples-to-apples
52:53comparison. You can see there are
52:54different videos up here. So, let's just
52:56go back to outlier score. So, what you
52:58essentially have here is like at the
53:00simplest level, a hit list of the best
53:02performing topics in your niche. So,
53:05there's a few ways you can do this. The
53:06simplest way is literally to just click
53:09into each one and when you deep I'll go
53:11back to the deep analysis. So, each one
53:13of these has a green button at the top.
53:15These have been analyzed. If I scroll
53:16down to find one that hasn't been
53:17analyzed like let's say this one, you
53:19can scroll over it and press the analyze
53:21button. This takes about 60 seconds.
53:23When you deep analyze, what you get is
53:25everything that you would want on the
53:26video. So, you get the full transcript.
53:29If you click this button right here, you
53:30can get the sections breaking out the
53:32different kind of like story sections
53:34within the transcript. You get the idea
53:36analysis. So, what is the topic? What is
53:38the kind This is kind of like the unique
53:39angle. What is the contrarian take on
53:41this topic? What are the core facts that
53:43they gave in the video? You get the
53:45hook. What is the exact formula of the
53:47hook? The hook word for word. The
53:49analysis of why that hook worked. You
53:51get the format, the category, what the
53:53format is, and the visual layout. So,
53:56on individual video, this is like holy
53:57[ __ ] it's crazy you can get all this
53:58information.
54:00This alone is not that valuable on one
54:02video. What's valuable is when you take
54:03all of the top 50 or all of the top 100
54:06with all of this data and you pipe it
54:08into Claude at the same time. Then you
54:09can run analysis in batch and it gives
54:11you like really non-obvious insights.
54:13>> Does it like it's like an export CSV or
54:15Are you saying oh it's an MCP, correct?
54:16>> Yeah, so you can do both. So, the
54:18easiest way if you don't know what an
54:19MCP is, you can just come up to this
54:20little cloud icon right here and you can
54:22export CSV or JSON and literally drag
54:25that into Claude. If you have the Claude
54:26MCP, which all you have to do is go to
54:28settings, you go to connectors, and then
54:31the MCP's right here. We give
54:32instructions right here you can follow.
54:34The MCP is just a bridge that allows you
54:35to kind of pipe this data automatically.
54:37You don't have to export anything. You
54:38just say like give me the top 50 videos
54:40from my watch list in the last 3 months
54:42and it would just pull in all the data.
54:43So, the point is Sandcastle's is this
54:46data layer. It allows you to get deep
54:47analysis on any video on any channel.
54:50So, what I like to do first and maybe
54:52this is where we'll start. First, I go
54:53to the videos tab and I go to my
54:55channel. So, these are my two channels.
54:57You got my TikTok one at 14k and the
54:59marketing one on Instagram at 80. So, I
55:01click on this.
55:02Now I've got These are all my videos.
55:04So, I'm going to sort this by outlier
55:06score.
55:07Now I have all my best performing videos
55:09in order. So you can see like 730k
55:11views, 414, 315, and so on. So what I
55:14want to do is I want to export all this
55:15or use the MCP to get everything into
55:17Claude so I can be like, "What is
55:19working? What is not working?" etc. Now
55:22before I do that, I just want to show
55:23you guys the dashboard. The dashboard is
55:25a centralized HQ for your channels only.
55:28And so this top half is like my total
55:30following, the growth, etc. But what's
55:32really sick is
55:34down here, I get a report on the best
55:37performing topics, hooks, formats, and
55:39script writing tactics for my channel
55:41and it runs auto every 7 days. So I can
55:43see my last 7 days
55:45hook writing frameworks have done the
55:46best. And if I go down, this explains
55:49these are what hook writing frameworks
55:50mean, these are the exact videos, here's
55:51what's working best, here's what you
55:52should change. So I can do this for
55:54topics, I can do this for hooks. These
55:56are my best performing hooks. You can
55:57see there's like not much of a
55:58difference.
55:58>> And like for an example these hooks,
56:00like these kind of selections like is
56:01this the Callaway brain where you're
56:03like there's 20 types of hooks?
56:05>> Exactly.
56:05>> And they and they fall under one of the
56:06buckets?
56:06>> Yeah. So everything's been codified. So
56:08in this dashboard everything's been
56:09codified by me and bucketed. But in the
56:11MCP, if you don't like my buckets, you
56:12can go into Claude and just have it look
56:14at the actual transcript. So like for
56:15example, tutorial hooks are doing the
56:17best. So what does that mean? Here are
56:18the Here's the explanation for the
56:19tutorial hooks. These are all the ones
56:21that use tutorial hooks. And then here's
56:22some examples of my best performing ones
56:24right here. So I've got hooks there,
56:25I've got formats, and then I've got
56:27script writing tactics. This is actually
56:28low-key the sickest. These are specific
56:30tactics I use in the script that are
56:32working super well. So like tool
56:34tutorial script that has numbered steps,
56:35that works really well. If we go down to
56:37the bottom, live demonstration of the
56:38technique mid-script did not work super
56:40well. So like what is that? I did that
56:42twice. So I would then say, "Okay, well
56:43why is that not working?" This kind of
56:45explains why. So this is like this
56:47dashboard is meant to be a shortcut
56:49version to get the insights that you can
56:51get in the MCP, just like a a quick hit.
56:54Now what's cool is this report in the
56:56dashboard, if you go to the reports tab,
56:58you can actually talk to this report in
57:00Claude. So you can just press this
57:02little button, continue with MCP, copy
57:04this prompt, and then if you have the
57:06MCP installed in Claude, you can now
57:07have a conversation with this data. So
57:08you can be like, "Hey, you said that the
57:10tutorial hooks are working the best and
57:12these were the three videos. I tried
57:13something very similar that was bucketed
57:15as like something else. Why did that one
57:17not work? What's the difference?" Now,
57:18it has the context of that report that
57:20can kind of talk back and forth. So,
57:22>> And it's going to speak to you in the
57:23Codify language that you
57:24>> Exactly. So, this is like everything I
57:26know about content is built into this
57:27and so, even if this existed somewhere
57:29else, it's not going to have my brain in
57:31it, which is is super helpful. So, I'm
57:33going to switch to Claude now to show
57:35you like a bunch of the things you can
57:36do with this data. But, just so
57:37everyone's seeing, like all you have to
57:39do is build your channel list and this
57:42could just be your Like, you if you just
57:44want to do your own channel, you don't
57:45have to build a full list. You know, you
57:46just for you, it's easy to do, but like
57:47build a list,
57:49go to the videos tab, you've got all the
57:51videos in here.
57:52I would go last 3 months or last 6
57:54months, 2%, sort by outlier score, deep
57:58analyze the top 50 or 100. You can click
58:01this little lightning bolt if you just
58:02want to type in 50, it'll just do the
58:03top 50 or you can click them
58:05individually. And there you go. So,
58:07that's like step one.
58:08>> And what you can also do here is like
58:10based on the whole entire kind of
58:12episode that we did today as well, too.
58:14You can use this data in conjunction
58:17with telling Claude, "Hey, this is my
58:20social proofing. This is my story. Where
58:22can you weave in my specific story and
58:24social proofing into this?"
58:25>> and we we have some stuff coming on that
58:26that'll be sick soon.
58:27>> Amazing.
58:28>> couple other things really quick is just
58:29the hooks tab is all of the hooks from
58:31every video you've analyzed in here in
58:33one place. So, if I search my channel,
58:37I can flip between the format of the
58:38hook and the actual word for word and
58:40then I can sort it by outlier score. So,
58:41what this shows me is these are all my
58:43best performing hooks, just the first
58:45word in order.
58:46You can export just this, as well. So,
58:48if you want to export this to a CSV, you
58:49can say, "Hey, Claude, here's my top 137
58:52hooks that I've made." You can see the
58:54performance,
58:55what's what's working. I'll show you
58:56like I actually ran that analysis for my
58:57own channel, so I'll show you in Claude.
58:59Last thing I want to show here and then
59:00we'll move to Claude is this
59:01collections. So, we've actually built
59:04105 different collections of the top
59:06formats, editing styles, signature
59:09series, and visual hooks.
59:10>> Jesus.
59:11>> you go to formats, these are the top 22
59:13formats like about me, A vs. B,
59:15breakdown, case study. Some of these are
59:16not rendering well cuz it's zoomed in,
59:18but like you can see these are the top
59:1922 formats. And if you click into any of
59:21them, you have a bunch of video examples
59:23across all niches that we've already
59:25paid to analyze for you, so you don't
59:26have to you don't have to run credits.
59:27All the information's here. So, this is
59:29like the best library of reference
59:31videos that you could possibly see. So,
59:33if you're like, "Oh, I want to try a new
59:34editing style." Boom, here are all the
59:36editing styles that work. You can click,
59:38there's examples in here. So, it's
59:39pretty sick like pretty helpful
59:40resource. And we add we add new stuff to
59:42that all the time.
59:44Okay, so I'm going to go into the into
59:45Claude and show you like the sauce.
59:47But any any questions on the
59:48>> No, no, no. That's super super clear.
59:50>> sick.
59:51Okay, so
59:53Claude is like the magic machine that
59:55takes the data and makes it amazing. So,
59:57you actually don't need to spend that
59:58much time in the Sandcastle's app once
59:59you set it up. The goal is in Claude,
1:00:01you just say "What are my top videos
1:00:03this week? What are my top 100 videos?
1:00:04Analyze the videos from my competitors."
1:00:06And it would just do it can just do it
1:00:07magically with Claude. So, I've ran
1:00:09three different types of workflows to
1:00:11show you different stuff you can do with
1:00:13the MCP. So, all right, you you dealer's
1:00:16choice, you pick. We either do your
1:00:17channel, my channel, or the plastic
1:00:19surgery one. Which one should we do
1:00:20first?
1:00:20>> Let's start with your channel just so
1:00:22the whole audience could get the most
1:00:23amount of value cuz obviously you know
1:00:24better than anybody.
1:00:25>> All right, sick. So, the very first
1:00:27thing I did was
1:00:28>> Four straight months with a monster.
1:00:30>> Then August. So, so I messed up in
1:00:32August. So, so this is this is actually
1:00:34super helpful, right? So, what I started
1:00:35with is I said
1:00:37"Pull in all the videos from the Cali
1:00:38Marketing channel. They should already
1:00:40be all deep analyzed already. I want you
1:00:42to build a super visual report breaking
1:00:43down the best performing topics, the
1:00:46best performing hooks, the best
1:00:47performing formats, the best script
1:00:48writing tactics, and any non-obvious
1:00:50patterns I might be missing. Give me the
1:00:52full breakdown of all videos organized
1:00:53in whatever you think would be most
1:00:54important for me. And then tell me
1:00:56exactly what I should be doing on my
1:00:57next batch." Like this is something that
1:00:59someone would actually ask, right? Like
1:01:00a a realistic thing. And then this is a
1:01:02a pro tip for anyone in Claude, just
1:01:04write "Build in dynamic HTML" and that's
1:01:06how you get this like sick visual thing
1:01:07on the side, which I'll show. So, just
1:01:09always write that on your prompts.
1:01:11So,
1:01:12what it did, first it pulled my last 50
1:01:14videos. and it was like, "Yo, something
1:01:17happened where in August your your stuff
1:01:19is not working relative to July and
1:01:21June." And so, first it did like the
1:01:24first the first 50. So, I'll show like
1:01:25this report. So, so here it's like,
1:01:27"Okay, in July you were crushing." So,
1:01:29it mapped out all the performance of my
1:01:30videos and like you can see the orange
1:01:32spikes were crushed like videos that
1:01:33crushed. Here's August and like the
1:01:36stuff has fallen off. So, I'm like, "All
1:01:37right, what's going on?" So, it's like
1:01:38five things the data says that the feed
1:01:41won't show you.
1:01:42I've got all these takeaways that are
1:01:43like, "Yo, you're overrunning this
1:01:45specific asset." So, like turn cloud
1:01:47into a machine. I had a video that
1:01:48murdered on that and I kept running it
1:01:50over and over and it's like, "Yo, you
1:01:51overcooked it. Like it's not working."
1:01:52So, it's like, "Stop doing that." This
1:01:54is like, "You've drove a bunch of CTAs
1:01:56to sand castles in July. It worked
1:01:58really well, but now you're doing too
1:01:59many in August. You need to back off and
1:02:01drive drive CTAs to other stuff." So,
1:02:03like these are I'll show you the full
1:02:04analysis of my channel, but like this is
1:02:06super helpful to have like a basically
1:02:07me on your shoulders, a content coach,
1:02:09set telling you what to do and not to
1:02:10do. Here it's saying these are the topic
1:02:13buckets. So, the majority of my views
1:02:14are coming from the AI sand castles
1:02:16workflows.
1:02:17Then storytelling, then hooks, and then
1:02:19like strategies not really doing that
1:02:21well.
1:02:22It's saying, "What what what does this
1:02:23mean?" So, it's like telling me in
1:02:25layman's terms like what this actually
1:02:26means.
1:02:27It also does this for hooks. It also
1:02:29does this for formats, and then the
1:02:31script writing tactics, which I think is
1:02:32super helpful. So, it's like anytime you
1:02:33name the mechanism, it works super well.
1:02:35So, like whenever I name my framework,
1:02:36it works super well. And I don't need to
1:02:38get into like all of it, but these are
1:02:39the 49 videos like sorted in order super
1:02:41clean for you. Now, what I wanted to do
1:02:43is I wanted to actually run my entire
1:02:45channel, not just the top 49, like the
1:02:47most recent 49. So, I just said, "Hey, I
1:02:49think you're missing some. Go back even
1:02:51further and grab everything." So, it's
1:02:53like, "Okay, cool. Grabbed everything."
1:02:54So, now the report was this.
1:02:57And I think this is even more
1:02:58illuminating.
1:02:59Four straight months with a monster than
1:03:00August. So, basically it's saying each
1:03:02month I had at least one video that was
1:03:04crushing. And and most of them were
1:03:06these like psychology breakdowns of
1:03:08storytelling.
1:03:10In August I didn't have one of those and
1:03:11it didn't work. And so, that alone is
1:03:13like helpful cuz I didn't realize that,
1:03:15but it's also telling me like,
1:03:17"Yo, you need to stop making these
1:03:18mistakes and start doing this instead.
1:03:20You were doing this before, you stopped
1:03:21doing it." And so and I and I was like I
1:03:23basically was like, "Yo, tell me exactly
1:03:24what to do in September so this doesn't
1:03:26happen again." Like this is what I was
1:03:27saying right here. And it just it just
1:03:29broke it down for me. The only way it's
1:03:30able to do this is actually have your
1:03:32data in detail and like also have my
1:03:35brain in it to be like, "Oh, I know what
1:03:36to look for." Right? So, this is just
1:03:39like
1:03:40if you're not running a strategy audit
1:03:42on your own channel,
1:03:43like I don't know what to tell you. Like
1:03:44you definitely should be. And so, at the
1:03:46minimum you want to run this like once
1:03:48every couple weeks. And so, the beauty
1:03:49is you can you can download, deep
1:03:51analyze all your videos, get this data
1:03:53in, run it the first time, and you can
1:03:54just set up a recurring scheduled task
1:03:56in Claude to be like, "Yo, every 2 weeks
1:03:58just run this again." And then ping me
1:04:00in Slack or send me a message when it's
1:04:01done so that I know like how things are
1:04:03changing. So, at the very minimum people
1:04:05should be doing that.
1:04:06>> How prescriptive can it get? Like is it
1:04:08is it going to suggest ideas for you?
1:04:11>> Yeah, so so here's So, what I really
1:04:12asked it for is like "In my next batch
1:04:15of seven,
1:04:16what should I do differently?" Right? Or
1:04:18give me topics based on all the things
1:04:20you know about me
1:04:21in theory all the context you have on
1:04:23all of my other stuff like my YouTube
1:04:25videos as well as what this data is
1:04:26saying. And it's saying, "Okay, cool.
1:04:28You should make a video analyzing streak
1:04:30psychology." So, like talk about the
1:04:32psychology of like if you have multiple
1:04:33videos in a row, how that streaking
1:04:35helps. That's like kind of a decent idea
1:04:36actually.
1:04:37It has "Make another video about the
1:04:39story arc." Which is something that I
1:04:41did that worked before. And it's pulling
1:04:42that because it has my data. It says
1:04:44"The five desire hook templates." This
1:04:46is something that I've never made a
1:04:47video on, but it's like pulling from the
1:04:48from somewhere else. Like it it has all
1:04:50my YouTube context, all my YouTube
1:04:51scripts, so it's pulling from that. And
1:04:53so, you could see it's like pitching me
1:04:54other ideas. It's really hard for it to
1:04:57pitch you ideas unless it knows what's
1:04:58worked for you. It It's also canvassed
1:05:00the niche. It also has context on what
1:05:02you're trying to do. And so, as you add
1:05:04that stuff into Claude and you port this
1:05:06data over from Sandcastles, this can
1:05:07actually become like a proactive agent.
1:05:09>> Just so I know as well, too. Like
1:05:11obviously there's an MCP or you exported
1:05:13the CSV from Sandcastles to Claude, is
1:05:15there
1:05:16additional like MD files giving context
1:05:18within Claude in this folder so they
1:05:20have more context.
1:05:21>> do that when you set up Claude. So like
1:05:23I've I've given Claude context on me
1:05:25like separately. I've like uploaded all
1:05:26my YouTube scripts separately and I'm
1:05:28like, "Yo, save this to the memory." But
1:05:29then when this pipes in
1:05:31>> Then it's on top.
1:05:32>> the tables just cracked cuz it's like,
1:05:33"Okay, let's go look at what he's done
1:05:34elsewhere and like bring it in and now
1:05:35we have all this data plus what he's
1:05:37done. We can just pitch him ideas."
1:05:38>> For people out there listening, I think
1:05:39that's very important because it could
1:05:40give context like maybe you don't care
1:05:42about views. Maybe you do care like
1:05:43knowing what your goals are.
1:05:45>> The more you talk to it and tell it
1:05:46like, "Yo, interview me about what I
1:05:48care about. Save all this context and
1:05:50then when I ask you to do anything, use
1:05:51that as a layer." Like a context layer
1:05:52is super helpful.
1:05:54So this is like the first example of
1:05:55just like analyzing your channel. Then I
1:05:57wanted to do like, "Okay, well what if
1:05:58what if I'm newer to content and like I
1:06:00don't have a lot of videos on my
1:06:01channel?" Well, the first place you
1:06:03should start is like analyzing your
1:06:05niche. So that list I made of other
1:06:07people, let's just take the top 50
1:06:09videos from them and just see what it
1:06:10says in terms of what topics and hooks
1:06:12are working best. That's what I did
1:06:13here, right? So
1:06:15first I said, "Any of the 100 that I
1:06:17analyzed, get rid of anything that's
1:06:18like about their life or about like
1:06:19nonsense that's not related to me." So
1:06:21it screened out 15. So I've got 85 left.
1:06:25These are the 15 that it screened out.
1:06:26Then it goes through, "Okay, topic
1:06:28performance on these people.
1:06:29Scriptwriting and storytelling is doing
1:06:30the best." So right away it's like,
1:06:32"Okay, that's like let's say I didn't
1:06:33know anything about the niche." That's
1:06:34actually helpful. Scriptwriting is doing
1:06:35the best. Craft and resources, I'm not
1:06:37sure what that means so we'll find out
1:06:39more. Hooks, content strategy, AI
1:06:41content. There's a reason why the videos
1:06:44that are doing the best for them are the
1:06:45same videos I'm doing on my channel, the
1:06:46topics, and that's because I ran this.
1:06:48Like I looked at what's working for
1:06:49others. I then use the topic buckets and
1:06:52find my own angles and my own subtopics.
1:06:54So if there's no better example of like
1:06:56me eating my own dog food, it's this
1:06:57right here. Cuz this is a pull off of
1:06:59everyone except me, right? And so
1:07:02it also breaks down formats in the same
1:07:04way. It breaks down hooks in the same
1:07:05way.
1:07:06>> Jesus.
1:07:07>> Here it's breaking down like specific
1:07:08hook formulas.
1:07:10These are the script structures that are
1:07:11working like how this struct the script
1:07:13is actually organized. Like the levels
1:07:15ladder, for example. And you can ask it
1:07:16any questions. Like the beauty of this
1:07:18isn't a static data report. Once you see
1:07:19this you can be like, "Yo, what is the
1:07:21levels ladder? Like give me an actual
1:07:22example from the transcript. And here's
1:07:24my context. Like can you write me a
1:07:25levels ladder ladder script? And you can
1:07:26just talk to it back and forth, which is
1:07:28sick. Then this is like the leaderboard
1:07:30of all the videos kind of broken out in
1:07:32order. So, what's cool about this is
1:07:34like if you want to make new topics, the
1:07:36easiest way is just you get this in
1:07:38order and you just open each one and you
1:07:40just watch it and you ask yourself, do I
1:07:42have something unique to say about this
1:07:44or not? And if not, skip it. And if yes,
1:07:46there you go. Like there's a good video
1:07:47that's been validated. So, for example,
1:07:49like this one from Sky 10.
1:07:51The video scripting architecture. So, I
1:07:53think if I close this, I can open this.
1:07:57Yeah, so this goes straight to the
1:07:58Instagram. So, I'm not going to open it
1:08:00cuz I don't want to mess up the screen
1:08:01share, but basically, what he did is he
1:08:02went through He's like, this is the best
1:08:04script writing format for short form.
1:08:05And he like hook da da da da da and he
1:08:08like went through it. So, I asked
1:08:09myself, like do I disagree with what he
1:08:10said? Do I have my own take? Of course.
1:08:12So, then I'm like, cool. I'm going to
1:08:13make a video. This is the best short
1:08:15form script, but I'm going with my own
1:08:17[ __ ] and I'm explaining it my own way.
1:08:19>> Just because you're copying the just the
1:08:20topic, basically.
1:08:21>> Exactly. All I'm doing is saying like he
1:08:23made a video about script writing
1:08:24talking about the structure and I was
1:08:26like, cool. That's That's cool. I
1:08:27disagree. Like I have a different take.
1:08:28I'm going to make my own. So, it's not
1:08:30copying because everything is different.
1:08:32Like the angle's different, the
1:08:32substance is different, the way we edit
1:08:34is different, the stuff I say. Only
1:08:35thing that's the same is like he made a
1:08:37video about the script writing
1:08:38structure. So, it's like, is that
1:08:39copying? I don't think so. It's just
1:08:41like aiming my creativity towards
1:08:43something that
1:08:43>> think at all.
1:08:44>> So, this is really helpful if you want
1:08:46to like canvas your niche. I would
1:08:48probably do this like once a month, once
1:08:49every 3 weeks. You don't need to do this
1:08:51every single day because, you know, as
1:08:53people post new videos, not everyone is
1:08:54going to be an outlier. So, this is just
1:08:56like the best 85 videos from that whole
1:08:58list over the last 3 months is right
1:09:00here. So, that's kind of fire that you
1:09:01can do that as well.
1:09:03Next, I want to go to the hook analysis.
1:09:05So, I showed you guys
1:09:08all of the like top 137 hooks that I
1:09:10have written across these videos or
1:09:12however many it was, 139 hooks.
1:09:14>> Wow.
1:09:14>> And I exported that into a CSV. So, now
1:09:16this analysis is just on hooks. So, it's
1:09:19basically like
1:09:21here's my kind of like average
1:09:22performance of hooks. This is the
1:09:24psychology that actually works.
1:09:26If I have a transformation object, you
1:09:28take one thing to another, that seems to
1:09:29work well in my hooks. If I have an
1:09:31impossibility clause, so like I say this
1:09:33is impossible to skip, impossible to
1:09:34ignore, impossible that does really
1:09:36well.
1:09:37If I talk about addiction in any way,
1:09:38that does really well. If I have a shock
1:09:40around like some new thing exists and
1:09:42it's shocking that it that works really
1:09:43well. So these are like high-level
1:09:45takeaways on the hooks, pretty helpful.
1:09:47What I think is more helpful though is
1:09:48if as you keep going down,
1:09:50this tells me patterns that don't work.
1:09:52So it's like stop using if you
1:09:54conditional logic. So if I say like, if
1:09:56you want to grow on social media, you
1:09:57should do this, those never work. The if
1:09:59you. So it's like don't do if you. I
1:10:01would never know that unless this told
1:10:03me.
1:10:03>> I mean, yeah, this is insane.
1:10:05>> Fear and mistake framing, anytime you
1:10:06frame fear like this will never work for
1:10:08you if you do this, that doesn't work as
1:10:10well. So lean to lean to optimism is
1:10:12what the data is saying. If I do any any
1:10:14hooks that require multiple sentence, it
1:10:15doesn't do well. And so this is so
1:10:18helpful to have this data to be able to
1:10:19then talk to to say like, yo, in the
1:10:21last 2 weeks I made 14 videos, only two
1:10:23of them worked. What did I do wrong on
1:10:25the hooks for the other 12? And it will
1:10:26then compare it to this.
1:10:28The cool thing is this also built a hook
1:10:30generator for me right inside. So if I
1:10:32let's say like
1:10:33what's the topic we can make a a video
1:10:35about? Let's say like
1:10:36>> I'm mind-blown right now.
1:10:37>> social media script structure
1:10:40Uh and I'll say just like we'll call it
1:10:42the
1:10:433-2-1
1:10:44structure. Let's just Let's just make
1:10:45something up. Let's just see what the
1:10:47hook would be.
1:10:48So now it's going to generate four hooks
1:10:49based on all of my own hooks for me
1:10:51right here.
1:10:53Right in here. So this is how you turn a
1:10:54blank page into a storytelling machine.
1:10:56Here's how to make your scripts Here's
1:10:58how to make your scripts so structured
1:10:59it's scientifically impossible to skip.
1:11:00Here's how to get people addicted to
1:11:01your structure before they realize what
1:11:03hit them. These are all like threads on
1:11:05what worked best for me on other hooks.
1:11:06And if I want to just like I say like,
1:11:08ah, I like this one but it's a little
1:11:09archaic or it's a little it's a little
1:11:11rigid, I'll just press riff four and it
1:11:13will give me four variations of that and
1:11:15you can just go and go and go. And so
1:11:17instead of like having Claude with a
1:11:19chat like feeding it with a chat, this
1:11:20is just built directly into the data
1:11:22like in this dynamic HTML. So I find
1:11:24that to be like pretty sick. So the more
1:11:26data you feed it, the better it is. So
1:11:28if you don't have any videos, you can
1:11:29obviously take people's hooks from other
1:11:30You can take hooks from the niche and
1:11:32then feed them in and then start to riff
1:11:34from here. So, this would be like the
1:11:37specific hook workflow, for example.
1:11:40And so, I just want to like before I
1:11:41keep going, I just want to emphasize
1:11:42like
1:11:44when you have the data layer
1:11:46in one of these AI magic machines, you
1:11:49can solve anything. Like you can ask it
1:11:50anything, you can have a conversation
1:11:51with it, you can say what works, what
1:11:53doesn't. Just wait till I show you what
1:11:54I what I did for your channel, it's
1:11:55pretty crazy.
1:11:56>> I already know. We're we're not good.
1:11:58>> Well, I think there's ones that worked
1:11:59and there's ones that didn't work, so
1:12:00it'll tell you, but So, that's what I
1:12:02wanted to cover on my channel. Like I
1:12:03did my channel recap, I did the hook
1:12:06part, I did the niche analysis. If you
1:12:08want to get ideas, you just like pull up
1:12:10the top 100 and you open them up and you
1:12:12kind of react. So, next, should we do
1:12:14your channel or the plastic surgeon?
1:12:16>> Let's go plastic surgeon.
1:12:17>> All right, so
1:12:19this one I'm very proud of. This is like
1:12:20the most complex. You can You can see,
1:12:22this is the most complex build I've ever
1:12:23done. So, what was I trying to do here?
1:12:25So, I was basically like
1:12:27if I am a plastic surgeon that's new to
1:12:29content and I've never done it before
1:12:31and I want to build a workflow, what can
1:12:33I like put into Claude and get the
1:12:34answers for? How do I use Sandcastles to
1:12:36like give me the answers?
1:12:37>> What happens if this is net new? Like is
1:12:39any plastic surgeon
1:12:41like winning on Instagram right now?
1:12:42Like when you
1:12:43>> yeah, there's a [ __ ] there's a lot.
1:12:44>> Oh, there is. There is. Okay.
1:12:45>> And so, if it's net new, it'll it'll
1:12:46tell you like we haven't found that many
1:12:48good matches, but it'll tell you who's a
1:12:49good match, who who we think we can
1:12:50find.
1:12:51So, okay, so this is this this is the
1:12:53exercise of like, what if I had to
1:12:54string the whole thing in Claude and you
1:12:56never touch Sandcastles, what would it
1:12:57look like? This is this is it, it's
1:12:58pretty fire. So, the very first thing it
1:13:01does it runs the niche interviewer
1:13:03skill. So, this will ask the client six
1:13:05questions that help codify who they are,
1:13:08who their ideal avatar is, what their
1:13:09offer is, and like what they're doing,
1:13:11just to get context. So,
1:13:13the first question was like, what do you
1:13:15actually sell and who pays you? So, in
1:13:16this case it's like, I'm a
1:13:17board-certified plastic surgeon, I have
1:13:19a practice in LA and Beverly Hills, I do
1:13:21about 150 surgeries per year, I only do
1:13:24facelifts, etc., etc. Each facelift runs
1:13:27about 95K to 140. Like Claude helped me
1:13:29write these answers cuz I'm obviously
1:13:30not a plastic surgeon, but I was like I
1:13:31want something specific like a plastic
1:13:33surgeon could answer. So he answers
1:13:35this.
1:13:36Then it says, "Imagine you had the
1:13:37perfect person, the perfect viewer in
1:13:39the chair in a chair in front of you,
1:13:40the Frankenstein test. Who would they
1:13:42be?
1:13:43Like define them." So it's like, "Okay,
1:13:44cool. She's 52. She lives in Brentwood.
1:13:46Uh you know, her name's whatever, Emily.
1:13:48She's spent 100k on Botox, filler,
1:13:51whatever. She wants to do plastic
1:13:52surgery, but she's afraid of it looking
1:13:53whatever." So like
1:13:55>> 30 lbs on GLP-1. Okay.
1:13:56>> Yeah, yeah. So there's that. So her
1:13:57name's Elizabeth. So then it's like,
1:13:58"What's her dream outcome?" Okay, cool.
1:14:00"What are her biggest pain points?" This
1:14:01is actually extremely important. Like
1:14:03these are all the things that she's
1:14:04worried about. This is what you've heard
1:14:05in client conversations, right? And then
1:14:07the last one is like "What is your
1:14:09unique differentiation?" So like as a
1:14:10plastic surgeon, what's your unfair
1:14:12advantage? So here in this like
1:14:14fictional scenario, it's like
1:14:16a few things. One, I only do faces. Most
1:14:18guys in LA do everything, but I only do
1:14:20faces. Two, a third of my practice is
1:14:22revision, so I'm fixing other plastic
1:14:25like other facelifts that didn't work.
1:14:27And three, whatever. So like the point
1:14:28is you would have some differentiation
1:14:30that you would fill in. So step one is
1:14:31you just answer those questions.
1:14:33Okay, now step two,
1:14:35these are the seven things I was saying
1:14:36earlier in the episode that are like the
1:14:38unique positioning angle ways to craft
1:14:40your own lane. So the one I missed, I
1:14:42guess, was uh unique stories. So like
1:14:44remember I said topic selection, you're
1:14:45making topics that are different.
1:14:47Substance depth, you talk about
1:14:48different different level of depth.
1:14:50Unique stories, you've done something
1:14:51different like you did Kris Jenner's
1:14:53face facelift, right? For example, etc.
1:14:56So first it just does a quick swag at
1:14:57like do we think there's some white
1:14:59space without even looking at the
1:15:00competition, do we think like we have
1:15:02something unique here? So just as a
1:15:04swag.
1:15:05It is going to get second a second. So
1:15:06then what it does is it automatically
1:15:08builds that channel watch list for you
1:15:09based on the questions you answered
1:15:11before. So these are all plastic
1:15:12surgeons that only do facelifts that are
1:15:14succeeding on Instagram and TikTok
1:15:16already. So it pulls these channels for
1:15:18you straight from Sandcastle. You don't
1:15:19even have to go to Sandcastle. So it's
1:15:21like we got Dr. Kevin, Dr. Kassir, Dr.
1:15:24uh Rodier Rabon, like whoever these
1:15:26people are. Like these are these are
1:15:27real accounts. And so
1:15:29it says, "These top eight are like great
1:15:32fits for you. These are like tier B
1:15:34where like they're plastic surgeons but
1:15:36they don't only do facelifts so like
1:15:37some of their stuff might be relevant,
1:15:38some of it not. It's like we recommend
1:15:41you adding the top eight and then like
1:15:43three of these.
1:15:43>> And those are adjacent but there's
1:15:44probably pieces of the puzzle that you
1:15:46should take from.
1:15:47>> Exactly. So I'm like cool. Okay, cool. I
1:15:48take your recommendation and to it will
1:15:49automatically build a work a workspace
1:15:51in Sandcastle, automatically build a
1:15:52watch list for you. You don't even have
1:15:53to enter the app. So that's super
1:15:55helpful now because so far we have
1:15:57defined who we are and then we've now
1:15:59started to map the competition. Now from
1:16:01here, what I asked it to do is
1:16:04I want it to analyze the top couple
1:16:06videos from each of those people and I
1:16:07want it to build a mapping of what the
1:16:09position what what the niche looks like.
1:16:12Like where is there white space in the
1:16:13niche across those seven components? And
1:16:15so what it ends up doing is it builds
1:16:16what's called a positioning wheel. So
1:16:19this positioning wheel is each of those
1:16:22seven slices and it's mapping each of
1:16:24the people on the slices. So it's like
1:16:26for viral format this guy does this,
1:16:28this guy does this. Where is there white
1:16:30space? And so it's it pitches if you
1:16:32click into the each slice, it'll be like
1:16:34yo for visual format, it's contested but
1:16:37there is some white space. Like here's
1:16:39kind of what people are doing, here's
1:16:40what we recommend. The white space for
1:16:42format will be drawing anatomy on a
1:16:43mirror or glass. There's nobody doing
1:16:46that. It's literally what you already do
1:16:47in the consults cuz that was like part
1:16:48of whatever the answer was like he we we
1:16:51said that. And then it's like caveat,
1:16:53there's zero like provenness on this.
1:16:55Like no one's ever done this format but
1:16:57there's white space.
1:16:57>> So it's potentially that 1% of 90 that's
1:16:59the 1% of 100.
1:17:00>> But that just like pitching it on its
1:17:02own like off is insane. So then you can
1:17:04go around and you can be like okay topic
1:17:06selection. So here it's like this is
1:17:07pretty crowded. There's a ton of people
1:17:08in the niche. They all talk about
1:17:11procedure explainers whatever whatever.
1:17:12So it's like the white space. You could
1:17:14talk about how you do revisions of other
1:17:16people's facelifts as a series. Nobody's
1:17:17done that. But a lot of these other ones
1:17:19people are making so you're not going to
1:17:21differentiate on this. So the point is
1:17:22like you can go around this wheel
1:17:24without me talking to you on a consult
1:17:26and be like oh [ __ ] Okay, I think
1:17:27there's like some white space for me in
1:17:29some of these areas. This is more meant
1:17:31to be just like a reference exercise
1:17:32like more of a personal branding like
1:17:33positioning exercise but I find this to
1:17:35be like there's nothing on the internet
1:17:37like this so where you can just like
1:17:38>> Insane, dude.
1:17:39>> Yeah, so so that's so that's that. Then
1:17:40then what I think is really helpful is
1:17:43it builds out what I call the audience
1:17:45bullseye. So a big question most
1:17:47business owners have when they make
1:17:48content is like should I go broad to get
1:17:50a [ __ ] ton of views or should I go
1:17:52narrow but give up the views to try to
1:17:54get conversion and like what is my mix?
1:17:56So my my take on this is called the
1:17:58audience bullseye. So I'll I'll pull up
1:18:00this visual which is pretty sick.
1:18:03So the audience bullseye is very simple.
1:18:05It's like at the middle of the bullseye
1:18:06is your ICP. So this is like Elizabeth.
1:18:09It's literally if you click on it it's
1:18:10like
1:18:11affluent LA women 48 to 58 they makes
1:18:14they've spent six figures on injectables
1:18:16they've secretly researched a facelift
1:18:18they're terrified of it looking over
1:18:19done. That's like a bullseye, right? One
1:18:21level out from there would be
1:18:23any woman 45 to 65 who has been on
1:18:25filler Botox and are wondering about
1:18:27surgery. They're like kind of passively
1:18:29looking. That's pretty targeted but like
1:18:30still one rung out. Yellow the third one
1:18:33would be any woman 40 to 65 considering
1:18:36any facials any surgery. It could be
1:18:38neck could be nose could be facelift,
1:18:39right? So we're getting broader. The
1:18:41blue the light blue would be any woman
1:18:4335 plus who cares about their face aging
1:18:45and needs to learn about it. So that's
1:18:46like pretty broad and then the furthest
1:18:48one is like super broad all all beauty
1:18:50all skin care. So as a as a plastic
1:18:52surgeon you want to know like what
1:18:54should my mix be? So this is where like
1:18:57the best strategy is what's called a 321
1:18:59content strategy. So you want one bucket
1:19:01to be in this light blue
1:19:03ring number four.
1:19:05You want two of your buckets to be in
1:19:07the yellow or the orange. Those are like
1:19:08more narrow and then you want one chaos
1:19:10agent that could be anything from red to
1:19:12light blue. You never want to go in dark
1:19:14blue. Dark blue is way too broad. If you
1:19:16made a video about skin care like Selena
1:19:18Gomez's new
1:19:20you know, cosmetic launch. That is so
1:19:22far away from you as a plastic surgeon
1:19:24any that's going to go viral but like
1:19:25anyone who comes in is not going to buy
1:19:27a facelift from you. So it's it's it's
1:19:28completely going to ruin the algorithm
1:19:29targeting. So what I find is really
1:19:31helpful is if you run this skill it will
1:19:34go ahead and just based on your
1:19:35interview it'll build out the five
1:19:37levels, right? So, that's step one.
1:19:39Then, it'll start pitching you on topic
1:19:42buckets that are narrow, broad, and the
1:19:44chaos agent. So, for example, you can
1:19:46see right here,
1:19:47the first one it pitched me for narrow
1:19:48was the filler reckoning. Make videos
1:19:51showing what years of injectables
1:19:53actually did to your face. And so, this
1:19:55is kind of like in this orange bucket
1:19:56where it's speaking directly to someone
1:19:58who has used filler a lot. So, a bunch
1:20:00of topics in there, you know, you could
1:20:01start having a conversation with this to
1:20:02be like, "Well, what could I
1:20:03specifically say?" I'd be like, "Well,
1:20:04talk about which fillers to use, why
1:20:06filler's not good, why after you take
1:20:08filler out your face drags." Like what
1:20:10it whatever it would be, right? This is
1:20:11a topic bucket. It's pitching me five of
1:20:13these different buckets for narrow.
1:20:15Then, it pitches me five buckets for or
1:20:17four buckets for broad. So, this one is
1:20:19like, "How faces actually age." This
1:20:21will be this light blue. So, it's
1:20:22talking about like just talk about aging
1:20:24in faces. Doesn't have to be facelift,
1:20:25doesn't have to be about filler, it's
1:20:26just broad. Then, it pitches me, which I
1:20:29think this is like the sickest part, it
1:20:30pitches me these chaos agent ideas. So,
1:20:32it pitched me this this this first idea
1:20:34is fire. It's the $200,000 face. Walk
1:20:37through an anonymized composite of what
1:20:38Elizabeth's 15 years of injectables and
1:20:40devices actually cost item by item and
1:20:43the benefit it brought her. Like that's
1:20:44[ __ ] fire that it can do that
1:20:45automatically. So, it pitches you some
1:20:47ideas, right? And the goal is
1:20:49you just want to pick one narrow or two
1:20:52narrow, one broad, one chaos agent to
1:20:54fill out like a set of seven videos. And
1:20:56this is like your first set of seven,
1:20:57let's call it. And so,
1:20:59what we it's like which ones do you want
1:21:01on this list? So, I'm like, "Cool, I'll
1:21:02I'll take what you recommended." So, it
1:21:03sequences out what the next 7 days of
1:21:05content could look like. And then, it
1:21:08layers those buckets onto the map so I
1:21:10can see like
1:21:12am I properly doing one broad, one
1:21:13narrow? So, here you can like swap in
1:21:16different ideas. Like if you like, "Oh,
1:21:17how to vet a surgeon? Cool, I'm going to
1:21:18click click that one instead." It'll
1:21:20show you like it'll just swap them in.
1:21:21So, this is almost like a content
1:21:23calendar for you for 1 week, which is
1:21:24kind of sick. So,
1:21:27before I keep going cuz I've been just
1:21:29Is Is this make sense?
1:21:30>> nuclear right now.
1:21:31>> crazy. It's crazy. So, so this So, up to
1:21:33this point, this is a lot of this is
1:21:34like the strategy and the positioning,
1:21:35but to be honest, this is the whole
1:21:37game. When you actually have expertise,
1:21:38it's just finding like what is your
1:21:40lane, what topic buckets do you make?
1:21:42What your series could be. So so far we
1:21:43haven't even gotten into the actual
1:21:45video part yet. This is just like
1:21:46strategy, but people pay like 10 grand
1:21:49to a strategist for like weeks of work
1:21:51and we just did this in like 30 minutes.
1:21:53So so so there's that so far. So let's
1:21:55keep going. So now once you've picked
1:21:57the topic buckets,
1:21:59what it does is it goes out and it
1:22:00scans, in this case the top 400 videos
1:22:03from those chan those competitors. Now
1:22:05we're going granular, like what actual
1:22:07videos have they made and which ones fit
1:22:08into our buckets. So it in this case it
1:22:11went through it scanned the top 130, 73
1:22:13of them qualify and 57 of them are
1:22:16excluded because they talk about like
1:22:18boob jobs, which is not a fit for us, or
1:22:19like lifestyle stuff, or like the guys
1:22:21in the Ferrari driving up the coast.
1:22:22Like we don't want any of that, that's
1:22:23not going to help us. So now it's got
1:22:25like 73 actually qualified videos.
1:22:28And if you go to the list,
1:22:30let me go to the topic scanner.
1:22:33It has
1:22:34First, these are the buckets of the
1:22:36different videos that it pulled from the
1:22:37different people. It has like the format
1:22:40comparison as well. And then you can see
1:22:42like for every one of these people,
1:22:43where did it fit on the bull's-eye,
1:22:44right? So this is another just helpful
1:22:46way of being like, who's making broad,
1:22:47who's making narrow. You can see almost
1:22:49none of them have super broad videos
1:22:51because they either know what they're
1:22:52doing or they figured this out over
1:22:53time.
1:22:54And then what it does is it takes the
1:22:56top 50 videos for you right here.
1:22:58And it says,
1:23:00should you make this, yes or no? Or
1:23:01like, is this viable for you with a
1:23:02check or an X? You can open this video,
1:23:05but if you look at the topic buckets,
1:23:07it'll like mark with a star the ones
1:23:09that map to the buckets that we made. So
1:23:10like, we said the filler reckoning, we
1:23:12should make this bucket. So this video,
1:23:14why I prefer hyal- hyaluronic acid-based
1:23:16fillers over Sculptra for facial
1:23:18rejuvenation, this is like a bull's-eye
1:23:20fit for that topic. So what you could do
1:23:21is you could just open this video, watch
1:23:23it, and just ask yourself as a plastic
1:23:25surgeon like, do I have anything other
1:23:27anything else to say that's like not
1:23:28obvious about this particular thing? Now
1:23:31all of a sudden you don't have to find
1:23:32topics. This will just point you to
1:23:33where to make the videos. And because
1:23:35these like I find it helpful to align on
1:23:37the buckets first, so you can see like
1:23:39see all these buck like rhinoplasty. We
1:23:40didn't really greenlight a rhinoplasty
1:23:42cuz that's a nose job. That's that's not
1:23:43going to fit for us. So, any of those
1:23:45you would just skip. But, all the ones
1:23:46with the stars, these map to the exact
1:23:48buckets that we approved. So, now I'm
1:23:50like, "Yo, I hand this to my plastic
1:23:52surgeon and I'm like, look at the 50
1:23:53videos, anyone with the star, tell me if
1:23:55you have a unique take on it or not. If
1:23:57if yes, mark it. If no, don't." Now,
1:23:59he's got a short list of videos that he
1:24:01can actually make straight off the rip.
1:24:02And so far like he has not touched sand
1:24:04castles, he hasn't gone into sand
1:24:05castles, he hasn't done anything but
1:24:06like press go on this Claude workflow.
1:24:09Which is crazy. Yeah, and just answer.
1:24:10All he did really was just give his give
1:24:12his answers to the first six questions
1:24:13and then the rest he was just like go
1:24:14yes, yes, yes, yes.
1:24:16>> And this is really just back-end
1:24:17strategy and then you're backing into
1:24:19getting the topics in conjunction with
1:24:21the video as a reference point.
1:24:22>> to make sure that when he makes videos,
1:24:24they're on topics that have already
1:24:25worked so that his unique expertise
1:24:28actually resonates with the problems we
1:24:29know the viewer has. Cuz he could just
1:24:31guess, right? He could just guess.
1:24:32>> Jesus.
1:24:33>> Yeah, it's sick. It's sick.
1:24:34>> This is insane.
1:24:35>> guess. He could say like, "Oh, I think
1:24:37they care about like the upper bleph or
1:24:39what I I'm like out of my depth on
1:24:40plastic surgery, but like I think I care
1:24:41about the upper bleph thing, but they
1:24:43might not care about that." And you only
1:24:44know that if you see videos that have
1:24:46been about that before or you want to go
1:24:47out on the on the risk curve and just
1:24:49guess. So, that This gets you to the
1:24:51topic part. Now, on the format, this is
1:24:53another sick thing I made, which is the
1:24:55the format matrix. So, this this is
1:24:58fire, too. So, this is
1:25:00every one of those top 73 videos, we
1:25:02took the format and we mapped it across
1:25:05On the left side is the storytelling
1:25:07structure, so like case study, Q&A,
1:25:09problem solution. And on the top is the
1:25:11visual layout. Talking head, surgeon
1:25:13plus patient on the screen, marking it
1:25:15on the face. This is mapping the outlier
1:25:17score across the formats. Now, what what
1:25:19I why this is sick I think is
1:25:21this shows you all the white space. So,
1:25:23you can either say, "Well, all the best
1:25:24performers are like talking head problem
1:25:27solution."
1:25:27>> just smash in that with a different
1:25:29angle and work to go net new.
1:25:30>> or you're like mirror drawing is wide
1:25:32open, no one's doing mirror drawing,
1:25:33let's go here. So, that's kind of fire.
1:25:35So, so this is like again, these so far
1:25:37these are all just like helpful
1:25:38resources for you to be like, where can
1:25:40we play?
1:25:41>> Kate, I'm [ __ ] up. I'm [ __ ] up,
1:25:42brain.
1:25:43>> is sick. It's sick.
1:25:44>> insane. for so then so I the first those
1:25:46first five things that we went through,
1:25:47those are kind of like the strategy. Now
1:25:48Now you get into the actual tactics, and
1:25:50this is where
1:25:51you have to actually like iterate
1:25:53through. So, if I were to take one of
1:25:55those topics and I wanted to make it, I
1:25:57would open a new chat. I would brain
1:25:58dump my context. We have like a
1:26:00researcher skill that will research for
1:26:01it, but most most plastic surgeons are
1:26:03like, "I don't want external research.
1:26:04Like just take my opinion." Then you got
1:26:06to actually write the script and and
1:26:07write the hook. So,
1:26:09what we then did is we built a hook
1:26:11engine where
1:26:13I think it's here.
1:26:15This is This is a spoken hook database.
1:26:17So, we took all the best-performing
1:26:18hooks from those videos. We extracted
1:26:20all the best like the power phrases from
1:26:22those hooks and all the best frameworks,
1:26:24and we tried to build an engine where if
1:26:25you just feed it a topic, it'll write a
1:26:27hook for you. This needs to be iterated
1:26:29through. Like you need to make it if the
1:26:31hook works, if you like it's in your
1:26:33voice, tell it. If not, if not, you have
1:26:35to kind of like iterate the writing.
1:26:37I'll be honest, like the the writing
1:26:38part of the hook and script is not
1:26:41automatic the way the first five things
1:26:42were.
1:26:43>> I think you've done enough here.
1:26:44>> Yeah, I mean, well.
1:26:44>> [laughter]
1:26:45>> So, that So, yeah, this is what I call
1:26:46the growth system. This is like
1:26:48a full end-to-end
1:26:51Like basically up to the format thing,
1:26:53all the person had to do is answer the
1:26:54questions about themselves and press go,
1:26:56and it would basically gave you the
1:26:57recipe for how to
1:26:59win in your niche, which topics work,
1:27:00which formats work, etc.
1:27:02>> Guys, when Kane texted me and gave me
1:27:03free credits,
1:27:05I didn't value them enough. I did I did
1:27:06not value them enough. Let's go to Let's
1:27:08go to your channel.
1:27:09>> Oh boy. Oh no.
1:27:10>> Okay, so so I I did I did pretty light
1:27:12work on this. I did two two pulls, but I
1:27:14just want to go over them.
1:27:15The first thing I said is this. I said,
1:27:17"I want you to look at the Mark Brazil
1:27:18workspace." Also, it's I think it's
1:27:20spelled your name incorrectly, but that
1:27:21was that was a talk-to-text.
1:27:22>> Mark with a K, Brazil with a Z.
1:27:24>> That was Whisper flow, not not me. So, I
1:27:26said, "I want you to analyze this
1:27:27workspace. There are 260 videos that
1:27:29have already been analyzed, and when I
1:27:30say already been analyzed, what I did is
1:27:34all I did is I I went here.
1:27:36I made a new workspace.
1:27:39I went to the channels tab. I searched
1:27:41for your channel
1:27:42just right here. And like if I wanted to
1:27:44do Open Residency, I would search
1:27:45Open Residency like this,
1:27:48and it would just come up. So, it's all
1:27:50here. Like, you only need to do one at a
1:27:51time, but I would just press the plus
1:27:52and boom, it's in here. So, I'm just
1:27:53going to I didn't want to duplicate, so
1:27:55I just kept one in here. I went to the
1:27:56videos tab.
1:27:58So, it's just you, obviously. These are
1:27:59all yours.
1:28:00I sorted by outliers or I think I just
1:28:02did newest. And then I literally just
1:28:04analyzed all of them. So, I pressed the
1:28:06lightning bolt. I pressed 100 cuz you
1:28:07can only do 100 at a time. And then I
1:28:09went down and I analyzed the rest. So,
1:28:11this gave this gave me all of your
1:28:12videos. Can you go LR?
1:28:14>> Can you sort by LR?
1:28:15>> Yeah, yeah, for sure.
1:28:17And let's do
1:28:18>> Wow, look at that OG video from 6 years
1:28:20ago.
1:28:21>> So, the thing with outlier score from
1:28:23the old ones is like your channel's
1:28:24probably so small. So, like nine 9K on
1:28:26like, you know, your average of like
1:28:27>> Yeah.
1:28:28>> 50 views.
1:28:28>> was like the first video I ever did.
1:28:29>> So, a better way to do it would be you
1:28:30can set an outlier ceiling of like,
1:28:32let's just say
1:28:33>> Could I have that?
1:28:33>> 200X. And then we can do last 12 months
1:28:36if you want, but like So, this this
1:28:37Caleb video, is this Caleb?
1:28:39>> Yeah. So, that was the first one that
1:28:40went nuclear.
1:28:41>> So, yeah. So, this is the biggest
1:28:42outlier you've had. So, in theory, like
1:28:44without even using Claude, you would
1:28:45just say, "Okay, what Let's dissect like
1:28:48this. What about this worked?" Okay, it
1:28:50was about trial reels. Well, can we make
1:28:51another one about trial reels? And it's
1:28:53not as hot now. So, that goes away. So,
1:28:54then
1:28:55>> So, that was big big on topic. Like, it
1:28:56was topic and timely then. I should have
1:28:58doubled down on trial reels.
1:28:59>> Yeah. So, now that's gone. But what But
1:29:00at least that insight tells you what is
1:29:02the next trial reels that we can double
1:29:03down on with the next person who's on.
1:29:05So, it's like always That now should be
1:29:07a question in your guys's prep of like
1:29:08when the guest is coming on, is there
1:29:10anything timely that's related to this
1:29:12person's niche that we can like bring up
1:29:13in the conversation? That's like a
1:29:15pretty helpful insight on its own.
1:29:16>> For sure.
1:29:16>> Also, you can just see like how did he
1:29:18frame what he said? You're not going to
1:29:20be able to like coax that out of him per
1:29:21se, but
1:29:22>> good like you see trial reels is the
1:29:23most insane thing and this goes back to
1:29:24kind of those root hooks that you were
1:29:26talking about before.
1:29:28>> You got George Heaton here. You have
1:29:29Robert Greene
1:29:30>> Really quick, when you go up really
1:29:31quick, scroll up really quick. So, like
1:29:32an example is like that got 1.9 million
1:29:34versus the 984 on Caleb. Is that just
1:29:36because my my my
1:29:38>> Your average had gone up.
1:29:39>> my average had gone up there. Cool.
1:29:40>> Cuz we do we do rolling last 3 months
1:29:42average cuz if if we did it on the whole
1:29:43channel, it would completely warp the
1:29:45like
1:29:46Basically, if you were super early, the
1:29:47numbers would be huge. And if you were
1:29:48super late, it wouldn't. So, So to like
1:29:50make it apples to apples. So, now you've
1:29:52got all the videos here now. Like just
1:29:53clicking in and watching them in order I
1:29:55do think is kind of helpful. But what's
1:29:57more helpful is
1:29:58what I did here. So I was like there are
1:30:00260 clips and I want you to analyze them
1:30:02all.
1:30:03First you're going to build this dynamic
1:30:04HTML thing and I want you to break down
1:30:06the best performing topics, hooks, and
1:30:07messaging. Obviously formats is not
1:30:09going to change. Everything is kind of
1:30:10the same format so like we don't care
1:30:11about that. Script writing tactics
1:30:13doesn't matter cuz you're not writing
1:30:14the script. These are people saying
1:30:15this. But like are there any themes
1:30:17around the messages? Like things you
1:30:19say, things they say. Like what's what's
1:30:20what's what's hidden that we don't see?
1:30:23And then so so we did this, right? So
1:30:25the first poll was
1:30:27the whole channel, which is this.
1:30:29So you can just see the headline. 258
1:30:31clips went out, 25 carried the channel.
1:30:33So first it ranked them all by
1:30:35performance, which you could obviously
1:30:36see on the Sand Castles app. So that's
1:30:37not that this chart alone is not worth
1:30:39seeing. But then it starts breaking down
1:30:41like, "Oh [ __ ] the topics that did the
1:30:43best were about psychology or power."
1:30:45Obviously Robert Greene's was super
1:30:47helpful.
1:30:48If you found this report to be like
1:30:49slanting Robert Greene too much, you
1:30:50could just run it again but say get rid
1:30:52of him. And so then you run it again and
1:30:53again and again. So you've got like the
1:30:55hit rate on topics is here, which is
1:30:57kind of interesting.
1:30:59I find the the takeaways on this are
1:31:01crazy. Let me let me go to the
1:31:02takeaways. So here's like the hook
1:31:03piece, although you're not really doing
1:31:05that on purpose. So here we go. The five
1:31:07ingredients of winning hooks for these
1:31:09clips. Number one, a violent number.
1:31:11Anytime you say a number and you say a
1:31:13tran- transformation of a number like 7
1:31:15million to 70, it crushes. So like
1:31:17that's something that you should try to
1:31:18drive in more in the episode. Naming a
1:31:20famous person obviously works really
1:31:22well.
1:31:23Negation rhythm. I don't this one feels
1:31:25like pretty niche.
1:31:26Second person confrontation. This was
1:31:28Robert Greene I think. If you can't
1:31:29control your own mouth then what can you
1:31:30control? He's like speaking directly to
1:31:32the person. Like that's tends to work
1:31:33well.
1:31:34So you've got some of this.
1:31:36And again like you can have a
1:31:37conversation with this, which I think
1:31:38Jake should be doing for like an hour.
1:31:40Just like talking back and forth. Like
1:31:41what do you think about this about this
1:31:42about this? And so
1:31:44>> got us [ __ ] up right now. This is
1:31:45about to change.
1:31:46>> So here's here's winners make the viewer
1:31:48the subject, losers make the guest the
1:31:50subject. That's kind of an interesting
1:31:51insight. So you have this. Then it's
1:31:53like the winning clip shape. And I
1:31:54didn't even ask it to do any of this.
1:31:55It's just Fable being crazy. You could
1:31:57you could specifically ask for certain
1:31:58things. So, so then I was like as I was
1:32:00watching this, I was like, "Okay, Robert
1:32:02Greene kind of carried this. So, I
1:32:04really wanted to run again, but I wanted
1:32:05to break it out per guest. So, I want to
1:32:08see like is there something some
1:32:09commonality per guest?" I think it said
1:32:11right here, I asked for the summary and
1:32:13it was like
1:32:15Let me see what
1:32:16>> That's interesting. Guests set the
1:32:17floor, clips set the ceiling.
1:32:20>> So, I did it on Oh, yeah, here we go.
1:32:22Here we go. So, I was like
1:32:24"I want you to go a level deeper on both
1:32:25topics and specific messaging. Ignore
1:32:27the hook type. Let's just focus on the
1:32:28actual words. Specifically, if I were
1:32:29advising this podcast on what to do
1:32:31differently so they could manufacture
1:32:32better clips, what are the exact things
1:32:34I should tell them tactically to do?"
1:32:36So, they go, "Number one, not all
1:32:38numbers work. Transformation numbers
1:32:40win, credential numbers die. So, anytime
1:32:42you say like 7 million to 95, 1.5
1:32:45million to 150, like you're creating
1:32:46that works really well. But, if you just
1:32:48say like we've done 13, it doesn't work
1:32:50well. So, that means when you tee it up,
1:32:51you should be doing this. Again, it's
1:32:53like winning vocabulary, there's a
1:32:55there's there's something about that.
1:32:57Winners speak in named laws and
1:32:58absolutes, losers speak in hedge theses.
1:33:00So, you're like, you know, being
1:33:02declarative about it. So, and then I was
1:33:04like
1:33:05"Just run it per person." And so, I
1:33:07think the other report is here.
1:33:10>> I don't want to offend anybody on that.
1:33:11>> No, no, it's it's it's I mean, I think
1:33:13it's fair to say like like even mine,
1:33:15like that average outlier score on my
1:33:16episode didn't do that well for the
1:33:17clips, but that doesn't mean that it was
1:33:20a shitty episode. It just means like the
1:33:21clips didn't do well. So, it's like why
1:33:22didn't the clips do well? And it's And
1:33:24then you can break this down and you can
1:33:25go by any individual person. So, if we
1:33:26go by like George Heaton, it was like,
1:33:28"All right, there were nine clips.
1:33:29Here's how they did. Here's the order."
1:33:31And then it breaks down what didn't
1:33:33work. This, this, the pattern for this
1:33:35guest. The clearest volcano in the data
1:33:37set is that So, like you cuz cuz then
1:33:39you could say if I'm having someone
1:33:40similar to like if you're having Ross,
1:33:42all right, you had Ross McKeon already.
1:33:44But, if you were having him on and you
1:33:45you looked at George, you're like
1:33:46they're kind of similar. What worked for
1:33:48George now I can kind of guide the
1:33:49decision discussion. So, this is like
1:33:52being able to have a conversation with
1:33:53this and then run this on a recurring
1:33:54basis every couple weeks is like pretty
1:33:56cracked.
1:33:58So, yeah, just for everyone, I know we
1:33:59like went deep on this, but for everyone
1:34:01watching,
1:34:02there is no great way, other than
1:34:04Sandcastles, to get the social media
1:34:06data into Claude. And without the data,
1:34:09Claude is trash at like helping you with
1:34:11content. With the data, it's very
1:34:13helpful.
1:34:13>> Yeah, and I think it goes without
1:34:15saying, like, this is just data and
1:34:19>> questions.
1:34:20>> Questions and direction. Like, you
1:34:21obviously have to put the human layer on
1:34:23top of this, for sure.
1:34:24>> So, I I know to say, "I don't care about
1:34:26hooks. I just want to know about the
1:34:27power words, the messaging." For
1:34:28example, like, I can say that because I
1:34:29know, but if you've now watched this
1:34:31episode, you you can kind of repeat the
1:34:32words I'm saying here on your own. And
1:34:35if you set up Sandcastles, it'll give
1:34:36you a lot of non-obvious insights.
1:34:38>> Guys, link below to get Sandcastles.
1:34:40This will put your content on crack. We
1:34:42have not used it
1:34:43enough at all. Enough.
1:34:46>> I'm telling you, I'm out here I'm out
1:34:47here in the deep, deep trenches, just
1:34:49giving people magic tools.
1:34:51>> I appreciate you.
1:34:52>> I use WhisperFlow for hours every single
1:34:55day. [music] I think way faster than I
1:34:57type. I speak about 220 words a minute
1:35:00and type only 45. WhisperFlow closes
1:35:03that gap. It's a voice-to-text tool that
1:35:06works anywhere on [music] your computer
1:35:07or phone. You talk and clean formatted
1:35:10text shows up wherever your cursor is.
1:35:12All right, let me show you. I'm going to
1:35:14answer a real email right now without
1:35:15typing. You can see here, Tyga's asking
1:35:18for feedback on our intro video for the
1:35:20next episode. Watch how I respond.
1:35:22If you could just make a few changes, uh
1:35:24make the red a little bit brighter,
1:35:25[music]
1:35:26the typography a little bit smaller. Uh
1:35:28for the music, if you can just give me
1:35:29some other options. And that first
1:35:31photo, some more options as well. Uh
1:35:33please give [music] me three options for
1:35:34each, and uh make sure you send it to me
1:35:36by end of day Friday. Thanks.
1:35:39So, as you can tell, the text is [music]
1:35:41way cleaner. I kind of speak in half
1:35:43sentences and sometimes mumble on. This
1:35:45makes it very clean, formatted [music]
1:35:47perfectly, and avoids all the small
1:35:49mistakes. This is a product that I
1:35:51cannot live [music] without. I promise
1:35:53you that you will love it. If you guys
1:35:55want to get 1 month free of WhisperFlow
1:35:57Pro, click the link below and use code
1:35:59Open Residency.
1:36:02All right, guys. So, if you guys didn't
1:36:03know, Kane was on last year. We'll pop
1:36:04it up. We'll put it down in the
1:36:05description. But, we are going to
1:36:08basically put a scoreboard together with
1:36:10all the calls that you made a year ago.
1:36:11So, I think first Nice.
1:36:13Attention is the new oil. You said that.
1:36:14I think
1:36:14>> fair. I think anybody who's listened to
1:36:16this pod agrees on that.
1:36:17>> Yeah. You called me the media game a
1:36:19dumb game to start, and you would lose
1:36:21to Mr. Beast, Netflix, and the NFL. Do
1:36:23you still stand by that?
1:36:24>> I think it's a dumb game to start today
1:36:26still.
1:36:27I think the category fandom, so like
1:36:29mainstream fame but in a category, can
1:36:31still be viable in new categories. Like,
1:36:33for example, if you wanted to become the
1:36:34robotics guy
1:36:36or the robotics girl, great time to do
1:36:38it cuz robotics is still super early.
1:36:40Nobody's really There's really nothing
1:36:41to cover. So, if you want to like build
1:36:43the groundswell now, when all the AI
1:36:46goes into humanoids and like that's
1:36:47going to be the next wave, that still
1:36:49could be something that's viable. Like,
1:36:502 years from now you could print.
1:36:51>> Basically, back to the content pyramid.
1:36:53It's untapped.
1:36:53>> Exactly. It has to be untapped. So, I
1:36:55would not enter a crowded category
1:36:56design for
1:36:58try to brand deal game today. I wouldn't
1:36:59do it.
1:37:00>> Yeah, me I mean me and Jake were
1:37:01talking. I think it was yesterday where
1:37:02it's like
1:37:04I don't even know now if I would start a
1:37:05podcast.
1:37:06>> Yeah, be telling
1:37:07>> I'm not saying me I'm not saying me
1:37:08personally.
1:37:08>> have an existing personal brand.
1:37:10>> to have an existing
1:37:11or leverage right now because it's it's
1:37:12it's already getting cloudy to scale.
1:37:14It's tough. It's it's super super
1:37:15saturated. And you can't be view maxing.
1:37:17I think view maxing Let's just make that
1:37:19very very clear. View maxing is [ __ ]
1:37:20done.
1:37:21>> Yeah, views are user cooked. I I I think
1:37:22most people who are starting from Like,
1:37:24what we're not saying is you shouldn't
1:37:26start a channel from scratch. You can
1:37:28start a channel from scratch based
1:37:29around you if you want. But like, don't
1:37:31go for views and don't expect brand
1:37:32deals. Right? You need to You need to
1:37:33monetize a different way. You either do
1:37:34it for funzies or you have stuff in the
1:37:36back end and you're building a content
1:37:38strategy designed to funnel people to
1:37:40that.
1:37:41>> AI content is basically
1:37:43indistinguishable in 2 years on short
1:37:45form, 5 on long form. So, basically 1
1:37:48year on short form, 4 years on long
1:37:50form. Ahead of that timeline or behind?
1:37:52What do you think?
1:37:52>> So, some of the latest like seed dance
1:37:54and seed dream models are insane. Like,
1:37:56Dork is a is a homie of the our
1:37:59management agency and like
1:38:00>> He's coming on. I can't wait.
1:38:01>> He makes crazy stuff like very realistic
1:38:03looking. So I think it's accurate in
1:38:05that it's getting better and like in a
1:38:07year it's going to be indistinguishable
1:38:08but also as we mentioned before the
1:38:10platforms are kind of cracking down on
1:38:12it in a way that I wasn't expecting. I
1:38:13expected the humans to like revolt
1:38:15against it but I wasn't expecting the
1:38:16platforms to like bend the knee. They're
1:38:18kind of bending the knee. So in two
1:38:20years will that be indistinguishable and
1:38:23cause content to go to zero? No. If I if
1:38:25I said that before I'm recanting that
1:38:27but will it be indistinguishable in two
1:38:28in one year? Yes.
1:38:30In five What what did I say about long
1:38:31form? Five years?
1:38:32>> So yeah four years.
1:38:33>> I mean four years is an eternity so I I
1:38:35have no idea. I think we're still on
1:38:36track for that but it's tough to tell.
1:38:38>> I don't know if it's a forever thing or
1:38:40a barbell thing where it's going to go
1:38:41up and then it's going to go down where
1:38:45the non-AI content like for me like I'm
1:38:47not scared about that at all. I think
1:38:48people
1:38:50are not going to trust the AI content.
1:38:52Yeah. And for me it's just all about
1:38:53building brand and trust. I think that
1:38:55this show has its place for the the
1:38:56foreseeable future and then I think even
1:38:58past that if you build brand and trust
1:39:00like we can license out my IP and the
1:39:03Open Residency IP for an AI version of
1:39:05this podcast.
1:39:06>> So there there will always be
1:39:08a desire for human-made stuff always.
1:39:10The question is will that be niche or
1:39:12will that be mainstream? Right? Like
1:39:14Etsy there's a bunch of like Etsy stores
1:39:16where people make like handmade clothes.
1:39:18Those are small stores relative to like
1:39:20H&M. So it's like will the human-made
1:39:22stuff be
1:39:23niche and novel? Like like a little
1:39:25novelty thing? Or will it still stay
1:39:27mainstream? Who knows. The thing is I
1:39:29think what we've been proving or saying
1:39:30over this whole show is like you can be
1:39:31niche and novel and still print. Like
1:39:33that which is we kind of like the game I
1:39:35recommend most people play is like you
1:39:37have authentic expertise. You go for an
1:39:39audience just based around that. You
1:39:41have an offer that's aligned to that.
1:39:43You don't have to get more than 25,000
1:39:45views a video. You don't need a huge
1:39:46following and you just grow a mid seven
1:39:48figure business and you can scale that
1:39:49accordingly. That's the playbook.
1:39:51>> With high margins. Let's make that very
1:39:53very clear. Yeah yeah. Different game.
1:39:55You said free distribution basically
1:39:56closes around 2028. Is that still your
1:39:59number?
1:40:02>> I made a video breaking down like the
1:40:03four scenarios that I think platforms
1:40:05will take
1:40:07with respect to AI.
1:40:09Tough to know. I think
1:40:11I'm finding things are evolving slower
1:40:14than I thought. I think the
1:40:17the like trickle-down adoption of these
1:40:20AI tools is
1:40:23a lot slower than I thought. I think Sam
1:40:25Altman was just on Sendra and he said
1:40:26something I was listening to like the
1:40:27first part. He said something very
1:40:28interesting which I think is like a
1:40:29great like a brilliant insight. He was
1:40:31like
1:40:33He's like I have this insane machine
1:40:35that can do everything for me. But for
1:40:36the last 30 years I've gotten used to
1:40:39like clicking the buttons on my keyboard
1:40:41and like using a computer this way. And
1:40:43he's like even though I have this insane
1:40:45machine I still kind of am finding
1:40:47myself not using it fully. And so like
1:40:50he's the guy like he he founded OpenAI
1:40:52and still he's like slowly I'm like
1:40:54shifting certain things over but it's it
1:40:55wasn't like this switch flipping that he
1:40:58thought it would be because he has these
1:41:00embedded biases towards using the
1:41:03computers the way he was he was trained
1:41:05over this time to use. So I I'm finding
1:41:07the same thing with myself and I think a
1:41:09lot of people who are like even less on
1:41:10the edges they're just not shifting over
1:41:13despite having this like magic wand.
1:41:15They're just like it's like yo here's a
1:41:16magic wand they're just like yeah I'm
1:41:17good. And they just like play with
1:41:18whatever they're flying with. So yeah I
1:41:20think it's going to be slower. I don't
1:41:22really like to speak in absolute so I
1:41:23don't think it's like distribution goes
1:41:25to zero right? That's like a good clip
1:41:27but I think over time it's going to get
1:41:29harder and any arb in the world closes
1:41:32over time with efficient markets. So
1:41:33it's just going to it's going to close
1:41:34over time.
1:41:35>> Yeah like for context we were in the
1:41:37middle of nowhere in Kentucky and we
1:41:39were in an airport and I was just
1:41:40walking up to random people and asking
1:41:41them if they've used Claude or ChatGPT
1:41:44in the last 24 hours and like 20% of
1:41:46them had even used it. So obviously the
1:41:48usage in middle of America maybe
1:41:50international is still super low or
1:41:52obviously in a major market in LA and
1:41:53New York City.
1:41:54>> a long way to go.
1:41:55>> Um you predicted businesses would build
1:41:57content in-house in 2026.
1:42:01Did they build teams or they buying
1:42:02tools just like Sandcastles?
1:42:03>> I think I think we're seeing this a lot.
1:42:05So we have a lot of people buying
1:42:06Sandcastles that are like marketing
1:42:07teams, like the heads of marketing or
1:42:08the person who's actually doing the
1:42:09content strategy in startups, in
1:42:11medium-sized businesses, buying
1:42:13SandCastle and like that's their
1:42:14operating system. We're also seeing a
1:42:17lot of these like bigger bigger
1:42:18companies with roles for like head of
1:42:20clipping or like the head of content and
1:42:22like
1:42:23>> salaries as well.
1:42:23>> Exactly. Multi six figure salaries. I
1:42:24think 2026 what We're It feels so late,
1:42:27but like 2026 was the first year where
1:42:28these big brands were like, "Oh [ __ ] a
1:42:31lot of the attention and the buying
1:42:32intent is going to creators instead of
1:42:35traditional long form, you know, TV or
1:42:37like traditional media." So, now they're
1:42:39all like, "Uh-oh, somebody must be
1:42:40coaching these guys up to like who they
1:42:42need, how to build the teams." I don't
1:42:43know who it is, but and probably Gary is
1:42:45involved in that a lot cuz he has a lot
1:42:47of these Fortune 500 clients, but like
1:42:49we're starting to see that shift now. I
1:42:50think it's going to a transition period
1:42:52over the next two to three years where
1:42:53like
1:42:54probably by 2030 almost every company
1:42:56will have to have like a content pod
1:42:58where they go inside out. Their entire
1:43:00marketing team is based around this
1:43:01content pod and then all of the
1:43:03flywheels around everything else comes
1:43:05off that.
1:43:06>> Yeah, I didn't go to Can. I've never
1:43:07gone. I'm going to go next year, but I
1:43:08feel like that's the best place to like
1:43:10see kind of the macro sentiment and for
1:43:12when you know, Samir told me who's
1:43:14obviously YouTube OG and has been in the
1:43:16space for I don't even know like a
1:43:17decade, he said that it was like it was
1:43:19different this time around. Like people
1:43:21are starting to put like real dollars
1:43:23towards it and and see the value of
1:43:24creators.
1:43:24>> Yeah. I think the hard part before was
1:43:26that you couldn't measure direct ROI to
1:43:28a single creator very well cuz the like
1:43:29code the code redemptions and stuff like
1:43:31it it's not clean. Most brands don't
1:43:33stay away from stuff that's not clean
1:43:35until it's inevitable and they have to
1:43:37adopt. So, because of that I think
1:43:39they're all starting They're like, "Yo,
1:43:40it's inevitable. We have to We have to
1:43:41shift now."
1:43:43>> Your two worlds, AI and content,
1:43:45merging. You said you'd own the
1:43:47intersection a year ago. Are you owning
1:43:49it?
1:43:49>> I'm I'm owning it. I don't own it in
1:43:51terms of like nobody else is allowed,
1:43:53but I'm definitely becoming
1:43:55I would say I'm probably
1:43:57top 10 in the world for organic content
1:44:00strategy and I'm probably
1:44:03I don't know, top 100 in the world at
1:44:05like AI storytelling. And so, at that
1:44:07intersection I'm I'm getting there. I
1:44:09think having Sand Castles as the
1:44:11operating system, that's like this is
1:44:13the most data-driven way to do content
1:44:15and it's directly connected with Claude
1:44:17and ChatGPT. We mostly use Claude for
1:44:19it. And I'm just like hammering what I'm
1:44:21doing with that. That is the thing
1:44:23that's like the beachhead for owning
1:44:25this space. So, nobody else is really
1:44:27making content on
1:44:29how to use AI workflows for content
1:44:30creation that other than like, yeah, I
1:44:33scraped with Appify and like I have a
1:44:35little script thing. It's like that's
1:44:36nowhere near as sophisticated as what
1:44:37I'm kind of covering now. So, I'm still
1:44:40I think 2027, 2028, I'll be continuing
1:44:42to double down on this lane and we'll
1:44:44probably be there. But it's it's not
1:44:45winner take all.
1:44:47>> I don't know anybody. Obviously, you're
1:44:49an entrepreneur and operator with Sand
1:44:50Castles and in your past life.
1:44:52Obviously, you're a content creator as
1:44:53well. I don't know any other content
1:44:55creators. I think Mark Manson, he's a
1:44:57guest. He's building something as well,
1:44:59too. Kind of this like AI that taps into
1:45:01his brain. I don't know many content
1:45:03creators that also have this kind of
1:45:04software in conjunction with what
1:45:06they're doing. I feel like that's unique
1:45:07to you.
1:45:07>> difficult cuz they're completely
1:45:08different games. That's the only way I
1:45:10was able to do this is to have a partner
1:45:12who is a savage on the product side and
1:45:14he built everything. So, it's like me
1:45:15and him
1:45:16I drive unlimited customers and he
1:45:19builds. And the beauty is like the in
1:45:21between is like my product brain for
1:45:22what would work for content is like the
1:45:24overlap. So, that's But like I couldn't
1:45:26do it. The reason people don't do both
1:45:27is because it's so hard to have both the
1:45:29content muscle and the product muscle.
1:45:32These are like completely different
1:45:33worlds. So, if you're at the
1:45:35intersection, it can be very powerful.
1:45:39>> Guys, we're going to show you a little
1:45:40personal side of Cain now. He's not a
1:45:42robot. You've got a kid coming in 6
1:45:44weeks. 4 weeks? 4 weeks.
1:45:47It's going to be It's going to be out by
1:45:48the time this comes out.
1:45:49How does the whole entire kind of
1:45:50machine and business survive that you're
1:45:52going to probably take a little bit of a
1:45:53step back?
1:45:54>> That's the million-dollar question. This
1:45:55is the Achilles' heel of not having a
1:45:57ton of employees or any really anyone on
1:45:59the team is that
1:46:00it's kind of all on me.
1:46:02So,
1:46:03yeah, it'll be a fun fun challenge.
1:46:05>> Don't you think you should be proactive
1:46:07in nature and just sign a couple
1:46:09employees?
1:46:09>> I've tried. We've we've a bunch of
1:46:11people over the over the years, but
1:46:14my attention to detail is so high and my
1:46:16like demand for perfection is so high
1:46:17that
1:46:19I'm either bad at It's probably I'm bad
1:46:21at hiring or training. It's It's always
1:46:23on me, right? It's like my fault. But
1:46:24like the people we've hired that I've
1:46:26tried to train up are not replacements
1:46:28at the quality I need. They're augments,
1:46:30but like I still have to fix and adapt
1:46:33on top of what they do. So it's It's
1:46:35just a evolution. Like I obviously have
1:46:36holes in my game. I'm not like
1:46:38bulletproof from a 360 entrepreneur
1:46:40perspective. Like I'm dialed on the
1:46:41content, but like maybe on the hiring is
1:46:43something I need to close the gap on. So
1:46:45I'm aware of that, but
1:46:47the beauty is like
1:46:48environmental change is force you to
1:46:51adapt. So
1:46:53once my kid is born, I'll have to I'll
1:46:54just have less less cycles. I'll just
1:46:56have less hours. So like I
1:46:58I don't have much to cut from right now.
1:46:59Like I'm I'm very efficient and I'm
1:47:01working 12-15 hour days. So
1:47:04we'll see how that goes.
1:47:05>> Guys, we're going to pop up the episode
1:47:06with Roman. It's a masterclass on
1:47:08hiring. The guy's an absolute
1:47:10micromanaging savage. One of my favorite
1:47:11episodes. You should watch that. It
1:47:13comes out tomorrow. Insane.
1:47:15>> Yeah. And also if you're watching this
1:47:16and you want to be my number two, you
1:47:17want to be my head of content, that
1:47:19would be you can reach out.
1:47:20>> They don't They don't exist, bro.
1:47:22There's like
1:47:23We talked about Briar, Caleb, Sam Sam on
1:47:25Dan Martell's team. It's just like bro,
1:47:27there's
1:47:27>> Yeah, they don't exist.
1:47:28>> They don't exist. There's literally like
1:47:30They're doing it.
1:47:31>> They don't exist. Dan Martell having Sam
1:47:32is so huge cuz Sam said he's like I'm
1:47:34not going anywhere. He's like this guy
1:47:35could be He could be like one of his He
1:47:38could be his own personal brand, right?
1:47:39Like he could be
1:47:39>> he is. He is right now.
1:47:40>> Yeah. Yeah. That must be the way you
1:47:42have to do it. These like savages that
1:47:45are on your team, you have also have to
1:47:46let them run on their own, too.
1:47:48>> Yeah, 100%. Let's get a prediction on
1:47:49the record that I can hold you for
1:47:51eventual part three post baby. By the
1:47:53end of 2027 in the content game,
1:47:57what is one thing that's going to
1:47:58change?
1:47:59>> So well, selfishly I will have
1:48:02Sandcastle's to the point where someone
1:48:05who's a business owner can come in with
1:48:07zero understanding of content, answer a
1:48:09few questions,
1:48:11connect all their [ __ ]
1:48:13and then print winning content. I will
1:48:15have that by the end of 2027.
1:48:17Probably not the AI I have it. I I just
1:48:18don't really like AI avatars. I don't
1:48:20think most people do either. So like
1:48:21those probably still have to record
1:48:23themselves in the phone, but like
1:48:24everything else will be solved for them
1:48:25by 2027. So full workflow machine social
1:48:28media done.
1:48:30Now I'm trying Let me come up with
1:48:31something that's like pretty radical
1:48:32that's not related to my stuff.
1:48:34>> Take your time.
1:48:37>> I think by the end of 2027 there will be
1:48:40either a new platform or a new medium
1:48:43for making content that emerges
1:48:46that is not the short-form scroll or the
1:48:50long-form YouTube. I don't know what it
1:48:52is.
1:48:53I don't think it's going to be glasses
1:48:54like consuming on the glasses. It's very
1:48:57fatiguing to be honest.
1:48:59I just think people are ready for
1:49:00something else and
1:49:04in the past we've seen like every 3 to 4
1:49:06years something emerges that's like
1:49:08paradigm shifting. The last one we had I
1:49:10think was like TikTok doing the
1:49:11short-form feed and then Reels copied
1:49:13that in 2021 or 2.
1:49:15So we're kind of due for like something
1:49:17new.
1:49:18Now it's really hard to build network
1:49:20effects around these new things
1:49:21especially now that the platforms like
1:49:23Meta got caught on on Reels. They
1:49:24weren't ready. They're not going to get
1:49:26caught again. So
1:49:28we'll see like how much sticking power
1:49:30it actually has, but
1:49:32I think there's going to be something
1:49:33else. I don't know what it is, but
1:49:35people's brains are just getting
1:49:37cooked. Like it's the mushy era. Like
1:49:40people's brains are absolute mush. So
1:49:43I think that
1:49:44most of the other predictions are
1:49:45incremental for now. Like
1:49:47I think a lot more people are going to
1:49:48go narrow. A lot more people are going
1:49:50to give up views. They're going to build
1:49:51these little pockets, these little
1:49:52kingdoms that nobody knows about. Like
1:49:54if you don't know them, you don't know
1:49:55them. And if you know them, you love
1:49:56them. Like that kind of thing. Way more
1:49:58of those. Way more people with expertise
1:50:00are going to make content. Like way more
1:50:01doctors, way more lawyers. They're just
1:50:03going to realize that like the old way
1:50:05of doing business is very very tough,
1:50:07very costly to a pay to acquire leads is
1:50:09very costly. So I think we're going to
1:50:11see a lot more that. I'm like trying to
1:50:13train that army. That's like
1:50:15who I work with on the academy side is
1:50:16like business owners that want to drive
1:50:18leads and sales with content. So I think
1:50:20we're going to see a lot more of those.
1:50:22>> I agree on the latter and I think it's
1:50:24brain rot, but I think live shopping, if
1:50:27it's not out yet, spoiler alert, Gary
1:50:29Vaynerchuk is coming on. I'm he's super
1:50:31super bullish.
1:50:31>> Live shopping.
1:50:32>> On live shopping. Just live in general.
1:50:34>> He's been hammering live shopping for a
1:50:35while.
1:50:35>> For a long time. I do think it's semi
1:50:37brain rot, but I think it's from a
1:50:39economics perspective on creator and
1:50:41brand, I think it's it's brilliant. It's
1:50:43like the CAC arbitrage. So
1:50:45>> One other thing to y'all add is I
1:50:46predict I I made a video about this
1:50:48where I was predicting this a while ago.
1:50:51I think we're going to see a lot of like
1:50:52B2B live stream stuff. So you could say
1:50:55Hormozi's kind of doing that, but not
1:50:56really. Like he's mostly doing like
1:50:57mindset and like sharing his frameworks
1:50:59just live. But I think we're going to
1:51:01see like live build content. So like
1:51:04once the agent loops get fast enough
1:51:06where you can actually watch them on the
1:51:07screen do stuff and it's not boring,
1:51:09you're going to see like the Kai Cenat
1:51:11equivalent of like let's say it's me, I
1:51:13wire in for 8 hours and like you watch
1:51:15me live build product or live build
1:51:17stuff in like a dynamic way. I don't
1:51:19think anyone's figured that out yet.
1:51:21That'll be pretty dope.
1:51:22>> Interesting hot take. I like that and I
1:51:24agree with that.
1:51:25Um let's hit quick strike. A [ __ ] ton of
1:51:28random questions. Let's get it.
1:51:31Thumbnail or title for YouTube, which
1:51:32matters more?
1:51:34>> That's tough.
1:51:36I want to say thumbnail
1:51:38because there's just more service area,
1:51:40more pixels, people's are inherently
1:51:42visual.
1:51:43The thumbnail alone could drive a click.
1:51:46I don't know if that if you just saw a
1:51:47sea of titles with no thumbnail, I don't
1:51:49think that would be as visceral. So I'm
1:51:51going to say thumbnail, but I I do think
1:51:52they go together.
1:51:55>> Outside of Sandcastle's best AI tool
1:51:58you'd pay 10 times more for.
1:52:00>> Claude for sure.
1:52:02>> TikTok, Reels, or Shorts in 2026?
1:52:05>> Oh, Reels for sure. I mean, by a mile.
1:52:07Instagram is so much more valuable than
1:52:08TikTok and YouTube Shorts.
1:52:10>> First thing you cut when a video runs
1:52:12too long on Shorts.
1:52:14>> First thing I'll do is go to the middle
1:52:16and usually there's fluff and
1:52:18unnecessary context that doesn't need to
1:52:20be there, so I'll cut it. Speed to value
1:52:22is like a thing I tell the people in SFA
1:52:23a lot is like
1:52:24you want to signal value's coming as
1:52:26soon as possible and then get to the
1:52:27value as soon as you can. If the video
1:52:29has to be 45 seconds, make it 45
1:52:31seconds. It doesn't need to be a minute
1:52:32and a half if it can be done in 45
1:52:34seconds. So like ruthlessly cut. Usually
1:52:36the middle there's extra fluff.
1:52:39>> Hook off the dome or from the data?
1:52:42>> So like when I was writing rap songs,
1:52:44the way I would do it is I would play a
1:52:46beat and I would just like let it play
1:52:48and then whatever came to mind I would
1:52:49write that down as like the first line
1:52:51and then I would say it over and over
1:52:52and I would tweak it and tweak it, tweak
1:52:54it, tweak it. And if I didn't like where
1:52:55it was I would start over. I kind of do
1:52:57hooks similar to that. So like I think
1:52:58about the topic and I just write down
1:52:59what came to mind. Then I look at the
1:53:01data. So I kind of like I don't go data
1:53:04idea, I go or like data hook, I go
1:53:06written hook, data,
1:53:08tweak. It's kind of how I do it. So
1:53:11if you just go on the data and you just
1:53:12copy everything, it becomes very cloney
1:53:15very fast and you just you miss the like
1:53:18I try to like what are the power words
1:53:19or phrases that pop in my head about
1:53:21this topic and I'm trying to get those
1:53:22down straight from my head not from the
1:53:24data and then I use the data to
1:53:25validate.
1:53:27>> A content metric that's totally
1:53:29overrated.
1:53:31>> Oh, most of them to be honest. I think
1:53:35the only things that matter really are
1:53:36you either track on views, followers
1:53:38gained or conversions. Those are the
1:53:40only thing that matters. So like
1:53:42people will look at the hook rate and
1:53:43the skip rate and like all this my
1:53:46minutia, but like
1:53:48if the video flopped, the hook rate's
1:53:49going to be low. If the video did well,
1:53:51the hook rate will be high. And people
1:53:52could say like, well, the hook rate was
1:53:53low, but the rest was good. So that
1:53:55means it was a hook problem. Okay, well,
1:53:56then now what? It's like cool, well, if
1:53:58you were working in order, you'd be
1:53:59like, is the topic validated? Do I have
1:54:01an non-obvious angle? Is the hook good?
1:54:03Like that's the order you're going to go
1:54:04every time. So I kind of I don't
1:54:07overanalyze. Like oh, at minute at at
1:54:10second 35, there's a slight blip up of
1:54:12like 10 viewers cuz the data's usually
1:54:14immaterial anyway. There's like a slight
1:54:15blip up. We should say that word again.
1:54:18All of that is like icing not cake. The
1:54:20cake is either are the views higher or
1:54:22lower if you care about the traffic,
1:54:24what are the are the followers gained
1:54:25higher or lower, are the conversions
1:54:27through ManyChat higher or lower, and
1:54:28then you just base it off that.
1:54:31Long form or short form, keep only one.
1:54:34Uh this is brutal. This is brutal.
1:54:37If I was
1:54:37>> Short form is the cash cow right now,
1:54:38but long form who knows.
1:54:40>> Yeah, if I wasn't if I wasn't building
1:54:41sandcastles for social media, I would
1:54:43just go all in on long form, but
1:54:45they both have their place, right? The
1:54:46modern content stack is short form, long
1:54:48form, email. Each one pipes into email
1:54:51separately. You can cross across short
1:54:53and long, but it's not the best to
1:54:55cross, so you kind of want both. You
1:54:56have like
1:54:58super broad
1:54:59eager to learn more viewers on short,
1:55:01way more email sign-ups cuz you can't
1:55:03drive as much value in the actual
1:55:04content, so you can get way more people
1:55:06to email. Long form obviously those the
1:55:08goat, so
1:55:09I think
1:55:11if I had to pick one and I had the
1:55:13budget to keep my team, I would do long
1:55:15form, but if I had to go on my own, I
1:55:16would do short form.
1:55:19I see you can't do long form on your
1:55:20own. It's it's too hard.
1:55:22>> Ship at 80% or polish to 100%?
1:55:25>> Tough. I'm I'm I'm a big I'm pretty like
1:55:28Zag where everyone zigs on the like
1:55:30premium. I kind of believe that
1:55:32like if you believe in asymmetric
1:55:34returns where like one video is
1:55:36responsible for 99% of the traffic,
1:55:39then what you want to do is polish the
1:55:42one up to 100% quality if you think your
1:55:45skills can reach can like
1:55:47clearly
1:55:48>> Get the benefit get the benefit of it.
1:55:50>> The problem is most people will be like
1:55:51I want to spend 100% but their skills
1:55:53aren't good enough, so that 100% wasted
1:55:54time. But I'm like, yo, if I spend
1:55:56another 3 hours, I think I can engineer
1:55:57a banger, and the banger has asymmetric
1:55:59returns on everything else. So,
1:56:01I like my my brain for what people are
1:56:04listening wants to say ship at 80%, but
1:56:06like my gut is like, yo, just spend the
1:56:10whole day in the lab. Like that So,
1:56:12yeah,
1:56:12>> Kane will be the only person that ever
1:56:13comes on this podcast that says and he's
1:56:15doing fairly well, so I don't know.
1:56:16That's it's good that he comes out.
1:56:17>> I think when you're when you're starting
1:56:19out, you want to go at 80% to get the
1:56:21reps under your belt.
1:56:22If you're only doing this one thing and
1:56:24you're trying to hit hit bombs, if
1:56:25you're trying to hit home runs, you got
1:56:27to send it almost all the way up. Maybe
1:56:28the extra like
1:56:31instead of 20 minutes spent on that
1:56:32video, maybe you spend 4 hours, but you
1:56:34don't spend 40 hours. So, like there's a
1:56:35there's a line, right?
1:56:38>> You said you're 100% confident that you
1:56:39could take any person with real
1:56:41expertise and build them a content
1:56:42engine that prints a million dollars in
1:56:45profit in 12 months.
1:56:46>> Yeah. Well, to be fair, a million
1:56:48dollars in profit a lot based on the
1:56:49offer and the and the margin profile.
1:56:51So, like tell me give me the give me
1:56:52what the offer is, and then tell me if
1:56:54the person has the expertise and I I I
1:56:55can I'll tell you if I can do it.
1:56:56>> Is this an actual offer or a flex? Would
1:56:58you ever do this?
1:56:59>> I could easily do it. I just don't have
1:57:00a lot of time. I mean, I'm doing it with
1:57:01myself many many times over. I would
1:57:03definitely So, like for example, we have
1:57:04a guy in SFA, shout out Dr. Fan. He's
1:57:07he's a plastic surgeon in LA. And this
1:57:10is why I like to keep saying the plastic
1:57:11surgeon, cuz I was thinking I was like,
1:57:12if I was working one-on-one with Dr.
1:57:13Fan, and like all I did was like be his
1:57:15creative director, how would I just how
1:57:17would I do this? How would I make him a
1:57:18million in in 1 year from zero?
1:57:21And I start and I will show this on the
1:57:23I have a bunch of sandcastles flows or
1:57:24like cloud flows that I can share my
1:57:25screen of like
1:57:27what is the positioning that I did for
1:57:28him?
1:57:29Or what I would do for him. And if he
1:57:31has a if he has a plastic surgery
1:57:33business
1:57:34where each surgery, let's say it's like
1:57:36a facelift, and he's charging 60 grand,
1:57:3870 grand, 100 grand, and let's say it's
1:57:40What do you think the margins are on
1:57:41that? Like he keeps 40?
1:57:42>> I was just going to say, yeah, probably.
1:57:44To him, probably 30 or 40 points.
1:57:46>> 50 for clean numbers. So, all he has to
1:57:48do is sell 20 incremental clients over a
1:57:50year to make a million net.
1:57:52>> No, dude.
1:57:52>> That's so easy. Like I I would literally
1:57:54just I'll tell you exactly what I would
1:57:55do. First, I would look at the plastic
1:57:57surgery space and I would be like, where
1:57:58is it open? Then I would look at his
1:58:00expertise and be like, is there a combo
1:58:02of where it's open and where he kind of
1:58:04like what his unique counter position
1:58:06would be. Like like we go back to the
1:58:07>> Brain trust thing, yeah.
1:58:09>> Then I'd be like, okay, cool. What topic
1:58:10buckets work in plastic surgery? Okay,
1:58:13cool. I'm going to run the 3-2-1 content
1:58:15strategy. We didn't even talk about
1:58:16this, which this is like my best content
1:58:17strategy for business owners. You make
1:58:19three buckets of content, two videos
1:58:20each per week. One is broad, two are
1:58:22narrow. So, two videos broad, four
1:58:24videos narrow, one chaos agent, you can
1:58:26do anything. And I would just run this.
1:58:29I would I would scan the entire niche,
1:58:30look at all the plastic surgeons in his
1:58:32area, let's say facelifts, and I'd be
1:58:34like,
1:58:35"Okay, this bucket is what we do broad.
1:58:36These we're doing narrow. This
1:58:38I have a random bet that I think could
1:58:40work. Like let's say he has like a glass
1:58:42door on his office, and I'm like, "Cool,
1:58:44we're going to put up like Sydney
1:58:45Sweeney's face, and you're going to draw
1:58:46over it like how you do a facelift for
1:58:48her or something." Like let's just say
1:58:49that's a random bet. And I would just
1:58:51run that. I'd have a super targeted lead
1:58:52magnet for every video. It would
1:58:54probably just be like
1:58:56something about facelifts to drive to a
1:58:58consult. And then
1:59:00I mean, how many consults does he need
1:59:01to do to book 20? It's like That'd be so
1:59:03easy. You could probably do it in 3
1:59:04months. It All All it is is you need to
1:59:06go to his office physically probably and
1:59:08shoot it for him to de-risk all of the
1:59:10manual work. But
1:59:12yeah, like pretty straightforward. If
1:59:14you have a If you have a high-ticket
1:59:14offer with high margin, I could easily
1:59:16do that for you. It's harder when it's
1:59:17like a non-differentiated offer, lower
1:59:20ticket, lower margin, you don't have any
1:59:22expertise, there is no clear counter
1:59:23position, you can't articulate yourself
1:59:26on camera. Like I could probably get you
1:59:27there, but it would be I'd be dragging
1:59:29you uphill, which I, you know, don't
1:59:32have time for.
1:59:33>> I'm sold.
1:59:35Um what's the last thing you bought from
1:59:36a brand?
1:59:39>> Mm.
1:59:41This is my own This is my own. Just
1:59:42curious. I buy a lot of rep Rep and Kith
1:59:44I mostly wear like black black stuff. I
1:59:46bought a lot from them.
1:59:48What have I bought from a brand? Well, a
1:59:50lot of babies. A lot of baby [ __ ]
1:59:52Shoutout [laughter] UppaBaby. Where
1:59:54Where
1:59:54>> just going to say, what's the premium
1:59:55baby brand?
1:59:56>> UppaBaby. We're UppaBaby now. We have
1:59:57the stroller, we have the bassinet. I
1:59:58just installed the car seat. We have
2:00:00like all the organic natural cotton
2:00:02stuff.
2:00:03Like we got pastel [ __ ] all over my
2:00:05house. Like just binkies and bottles and
2:00:07like
2:00:08all of it. The We bought the Nanit, the
2:00:11like the camera thing that goes over the
2:00:12crib so you watch it. Shoutout Nestig.
2:00:15We got the crib from Nestig, so
2:00:17yeah.
2:00:17>> Cain's going to be doing baby deals now,
2:00:19baby brand deals.
2:00:20>> yeah, if the money's there.
2:00:21>> [laughter]
2:00:22[gasps]
2:00:23>> All right, we're going to do something
2:00:23different. You're You're You're the uh
2:00:24the first person we've had on a second
2:00:26time. So, we're going to do something a
2:00:27little bit different at the end. We've
2:00:28we've of briefly touched on it, but
2:00:31again, I look at you as one of like the
2:00:32leaders in this kind of hybrid marketer
2:00:34/ operator / content guy. I'd love for
2:00:37you to just pick two, three, four max
2:00:39creators and just tell us why you
2:00:42respect each one. So, for people out
2:00:43there listening, like maybe this is the
2:00:45creator and I would study them or follow
2:00:47them for X.
2:00:48>> Yeah, yeah. So,
2:00:51Roberto's obviously the homie, number
2:00:53one, best visuals, best like cinematic
2:00:55storytelling by far. Like, he and I have
2:00:58the same management company, so like
2:00:59we're we're like brothers in this. He's
2:01:02also a product builder. He like built
2:01:03apps and designed [ __ ] but like
2:01:05storytelling,
2:01:06deep with the tools, cinematic video,
2:01:09that triangle, insane. So, he
2:01:11>> And speed, too.
2:01:12>> Yeah, and he's he's he's super fast. So,
2:01:13he he's he's the goat for tech content,
2:01:16number one.
2:01:17Breyer's obviously the the boy. I've
2:01:19been saying that many times on this
2:01:21episode. Very, very underrated. He kind
2:01:23of makes like pretty much like raw yap
2:01:25style, but the way he articulates in a
2:01:27yap format while still accruing trust, I
2:01:30think is a rare intersection.
2:01:32>> Do you know what's really interesting is
2:01:33I was talking to him, you know, when
2:01:35working together. I was like, "Oh, do
2:01:36you guys do thumbnails or do we need to
2:01:37do the thumbnails?" Cuz I was like cuz
2:01:39we were talking. I was like, "Cuz I'm
2:01:40looking at your profile." And I was
2:01:41like, "Bro, this looks like a [ __ ]
2:01:43trailer park, your profile." And he said
2:01:44something that I thought was pretty
2:01:46smart. He's like,
2:01:48"You know, I've thought about that about
2:01:49kind of touching it up more." He's like,
2:01:51"But I left it as is cuz that's kind of
2:01:52my brand my brand identity." I was like,
2:01:55"Wow."
2:01:55>> He's very self-aware.
2:01:56>> Yeah, very, very self-aware.
2:01:57>> Yeah. So, he's he's the obviously Oren.
2:01:59Oren's the goat for I mean, Oren's
2:02:01becoming like almost like an
2:02:02anthropologist at this point. Like, he's
2:02:04he's he's commenting on like societal
2:02:06[snorts] things, but he does it in a
2:02:07dope way. It's funny. It's like skit
2:02:09mixed with like actual take.
2:02:11>> He's coming on again, too.
2:02:12>> It's sick. I love Oren so much.
2:02:13>> He he is the best guy. Like, I need a
2:02:16new book bag. So, I'm like I text Oren.
2:02:18I'm like, "Yo, what book bag is it?" And
2:02:20he just sends me like the most detailed
2:02:22breakdown of all the [ __ ] book bags.
2:02:24>> He's he has the most deep like deep bags
2:02:27in every area I've ever seen. Like, he
2:02:28just knows everything about everything.
2:02:30Yeah, he's sick.
2:02:30>> Dude, he's also starting to do content
2:02:32soon. I joked at him. I was at a a
2:02:34dinner with him and I was like, "Yo,
2:02:36when are you going to bring the kid
2:02:37out?" Because the kid's like he he's
2:02:38young swag. And he's going to start
2:02:39doing content with his kid. That's going
2:02:41to be good.
2:02:41>> so his kid wants to do a YouTube?
2:02:43>> Bro, that's going to be good.
2:02:44>> to be sick.
2:02:44>> Yeah.
2:02:45>> So, Oren I love. Garcia I also love.
2:02:46He's building a brand now.
2:02:48Very he he's I love how So, Garcia I
2:02:50think deep down always wanted to do the
2:02:52like super cinematic, build like a brand
2:02:54in like performance and fitness and like
2:02:56health. That was always his MO. He like
2:02:59went roundabout where he was doing like
2:03:00the marketing newsletter and then he
2:03:02started doing the cinematic shorts for
2:03:03those brands and now he's building his
2:03:04own brand, which is like makes so much
2:03:06sense. Like I feel like from a world
2:03:08building perspective, he's somebody
2:03:10who's actually has the deep social media
2:03:12content bag and executing the world
2:03:14building for their own brand. Very worth
2:03:17very worth following.
2:03:18>> Amazing. Dude, I had an amazing time. Uh
2:03:20for everybody out there, make sure you
2:03:21follow the new channel, Callaway
2:03:23Marketing. I know we probably have a
2:03:24more advanced audience listening. I
2:03:26[ __ ] love this channel. Every single
2:03:28post he's speed running it fast. What is
2:03:29it? 0 to 75,000 followers and how long?
2:03:31>> Yeah, I think I think it's at like 80
2:03:32now and 4 months in. Yeah. And I and I'm
2:03:35to be fair, I'm I'm like not ramping the
2:03:38follower growth anymore. Like I'm going
2:03:40to get it to 100k quickly and then I'm
2:03:41just going to focus on niching down to
2:03:43like serve. Basically, it's like if
2:03:46you're a business owner with between a
2:03:48three and an eight out of 10 in terms of
2:03:50like content understanding, I want to be
2:03:51the best person to follow and then
2:03:53ideally you come down the funnel if you
2:03:55want to grow your business leads and
2:03:57sales via content.
2:03:58>> Amazing. And make sure you guys check
2:03:59out Sand Castles down below.
2:04:01>> Follow him on YouTube and I'm sure we'll
2:04:03do a part three eventually. Good luck
2:04:05with the baby. Good luck with the baby,
2:04:06bro.
2:04:06>> Thank you.
2:04:07>> See you out there.
2:04:07>> When you see this, I'll have it already.
2:04:09>> Hey.
2:04:10>> Thank you guys so much for watching. If
2:04:12you got value out of this episode, every
2:04:13[music] single principle, framework,
2:04:15tactic is in one free playbook linked at
2:04:18the top of the description. Grab it, hit
2:04:20subscribe, and we'll see you in the next
2:04:21one.

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