How to Turn Short Viewers Into Long-Form Fans — Transcript

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1. 0:00I had a conversation with a mega
2. 0:01influencer. I don't think you would
3. 0:02mind.
4. 0:03With Mr. Beast a few weeks ago
5. 0:06and we were talking about kind of like
6. 0:08the future of media and content. And so,
7. 0:10one of the things that he was talking
8. 0:11about was
9. 0:12the soccer game that came up that they
10. 0:15do like UK versus US. And I did I've
11. 0:17never watched the game, but you might
12. 0:19have seen some like YouTube videos about
13. 0:20it.
14. 0:21So, what ends up happening is that they
15. 0:23have all these different celebrities or
16. 0:25influencers from different platforms,
17. 0:27right? And so, starting from the lowest
18. 0:30I'm going to use the I'm going to use my
19. 0:31little drawing again.
20. 0:32The lowest people on this little totem
21. 0:34pole, they would walk out in the stadium
22. 0:36and this became the kind of the de facto
23. 0:38like measuring stick for who had who had
24. 0:40the most cool points, right? These are
25. 0:41the A-listers, okay? And so, this is
26. 0:43your typical kind of celebs from like
27. 0:45movies and like '90s and the 2000s or
28. 0:47whatever, right? People like they
29. 0:48recognize cuz they're celebs, but like
30. 0:50they don't have like huge I guess they
31. 0:51have some media presence, but more like
32. 0:53traditional media.
33. 0:54The level of applause for these guys was
34. 0:57almost nothing.
35. 0:59Barely anyone cared.
36. 1:00So, then the next level that came up was
37. 1:04the shorts. The shorts creators. So,
38. 1:07this is your like only TikTokers or
39. 1:09people who only make Reels, but like
40. 1:10only short videos, okay?
41. 1:13Um and so, they had a little bit more
42. 1:15applause on the applauso-meter
43. 1:17compared to the A-listers.
44. 1:20Then
45. 1:22then the long-form guys came out. And
46. 1:24this is when the audience got way
47. 1:26rowdier. All right, so this is your
48. 1:28podcasters, your YouTubers, the people
49. 1:31who make long-form pieces of content.
50. 1:33And I'm going to pause here for a second
51. 1:34to kind of like highlight why I think
52. 1:36this is.
53. 1:37So
54. 1:38I don't think there's anything wrong
55. 1:39with shorts. We make tons of shorts. But
56. 1:41I see the purpose of shorts as many
57. 1:44times a way to get someone to watch a
58. 1:45long, right? They watch a couple
59. 1:47a couple shorts and then think, "Okay,
60. 1:49this guy seems legit or this gal seems
61. 1:50legit.
62. 1:52I'm going to risk my time cuz that's the
63. 1:53risk. They're making investment, right?
64. 1:54You're making investment today.
65. 1:56I will risk that I'm going to get return
66. 1:57on this, right? And so, shorts then lead
67. 2:00to longs. But, let me show you the
68. 2:01difference from an influence
69. 2:02perspective.
70. 2:04How many reinforcing cycles do you think
71. 2:06you can have in 30 seconds compared to 2
72. 2:09hours? It's like not even close, right?
73. 2:12And so, if someone watched two 1-hour
74. 2:14pieces of content from me, period, okay?
75. 2:16Two 1-hour pieces, it's 120 minutes.
76. 2:18For that for me to get that same level
77. 2:20of exposure and kind of cycles of
78. 2:22reinforcement with a prospect, right?
79. 2:25And they were only consuming shorts,
80. 2:26right? Let's say my average short,
81. 2:28Michael, do you know what my average
82. 2:29short is lengthwise? 15 seconds? Let's
83. 2:31say 15 for math's sake. Okay. Let's say
84. 2:33it's 15 seconds. So, that means it's
85. 2:35four shorts per minute. So, if I have
86. 2:38120 minutes for longs, I have to do
87. 2:39Someone would have to watch 480
88. 2:42shorts to have the same level of
89. 2:44exposure as watching 2 hours with me.
90. 2:47And think about how how important this
91. 2:49is. Like, what were the things that
92. 2:51people said like this was the quote
93. 2:52podcast election, right? This one that
94. 2:54just happened.
95. 2:56Trump went on and I don't care about the
96. 2:57politics behind it, but I do care about
97. 2:59influence and persuasion. And so, like
98. 3:01why is it that the the I think I think,
99. 3:03my opinion,
100. 3:05the two podcasts that I think really
101. 3:07nudged this election, my opinion,
102. 3:10is the Trump 3-hour plus podcast that he
103. 3:13did with Rogan like a week or whatever
104. 3:15it was before before November. Is it
105. 3:17November 4th? I think it's November 4th.
106. 3:1911th? November 11th?
107. 3:21You guys already know. I'm sure someone
108. 3:22in the comments can correct me, okay?
109. 3:24You've got I think that was a huge
110. 3:26influential event. And I think um I
111. 3:28think Elon getting on uh Tucker Tucker
112. 3:31Carlson and doing that interview. I
113. 3:32think those two interviews were some of
114. 3:34the interviews that really nudged the
115. 3:35election. And again, I don't care who
116. 3:37you voted for. It doesn't matter to me.
117. 3:39Um I just again, I think about this from
118. 3:40marketing persuasion, okay? And so,
119. 3:42because of that, audiences who were not
120. 3:44sure got to spend 3 hours with a
121. 3:46presidential candidate, and as a result,
122. 3:48it just nudged some of them in the
123. 3:49direction to ultimately vote, okay? Now,
124. 3:51back to our little story.
125. 3:53So,
126. 3:54A-listers have almost no applause,
127. 3:56shorts have slight applause, longs have
128. 3:59legit applause, then
129. 4:08the live streamers.
130. 4:12When the live streamers came out, it was
131. 4:14like the entire
132. 4:17auditorium or stadium or arena erupted.
133. 4:20And
134. 4:21when I heard that, it was such a visual
135. 4:23example of
136. 4:26of just like
137. 4:27I mean, we have this saying which is
138. 4:28like butts and seats, right? Like
139. 4:31if you like some some of you guys who
140. 4:32are watching this have have some level
141. 4:34of of of following or you make some sort
142. 4:36of content, whatever. And some of you
143. 4:37guys who who who don't, like you might
144. 4:39as well get started, right? But, if you
145. 4:41just make a bunch of like meme content,
146. 4:42right?
147. 4:44You demonstrate almost none of these
148. 4:46things,
149. 4:47right? You demonstrate no status.
150. 4:49You you you you give no people any
151. 4:50directions on what to do, so they get no
152. 4:52positive results as as as as a result in
153. 4:54their life as it relates to whatever
154. 4:55domain they care about.
155. 4:57You're not demonstrating any kind of
156. 4:58credibility, and maybe you have some
157. 5:00element of likeness. That one you might
158. 5:02have. Some element of likeness might
159. 5:03come from from a meme sort of uh
160. 5:05uh content, right? And so, what happens
161. 5:08is some of you guys are chasing views
162. 5:10when what I think you want is you want
163. 5:12to have prospects who are more likely to
164. 5:15comply with the future request, right?
165. 5:17And so, we need to change our behavior
166. 5:19to maximize the likelihood that occurs,
167. 5:21right? And so, in in looking at this
168. 5:23thing, this is why I'm I'm telling you
169. 5:25like showing my cards, um I'm going to
170. 5:27be doing more live streams. And I think
171. 5:29it's also, and this is me like outside
172. 5:31of SPCL, but I think like meta themes
173. 5:33overall, is that
174. 5:35I think that the internet will always
175. 5:36move towards truth.
176. 5:38And so, I think the A-listers,
177. 5:40everything's super curated, everything's
178. 5:42super polished, it's photoshopped, it's
179. 5:44scripted, right? And as you move closer
180. 5:47this way, it's raw-er, like you have a
181. 5:493-hour podcast, like if they're not
182. 5:51scripted, right? Or most of them aren't,
183. 5:52right? Um streaming, it's like, yeah,
184. 5:55the we're live, right? I can't do
185. 5:56anything, like we're live.
186. 5:57And so, this idea of of how can we
187. 6:02approximate the rawest reality of you us
188. 6:06hanging out, right? And actually going
189. 6:07through this stuff, um
190. 6:11I think that is what will unlock the
191. 6:13most influence as long as you were still
192. 6:15including these SPCL elements into it.
193. 6:17And I think that's the marriage, right?
194. 6:19How do I do SPCL and do it as many times
195. 6:23as I possibly can.
196. 6:25That's the idea. And so, live streaming
197. 6:27provides that that opportunity. Now,
198. 6:29let's also think about this from a
199. 6:30context of volume, right?
200. 6:32So,
201. 6:33whether you like him or not, Rogan,
202. 6:35tremendous influence, right? To the same
203. 6:36degree, PBD, tremendous influence. Uh
204. 6:39Dave Ramsey, tremendous influence. What
205. 6:41is it that these guys have in common,
206. 6:42right? What is it they have in common?
207. 6:44They're putting out hours of content
208. 6:47every single day. So, you guys want to
209. 6:49hear something a little bit
210. 6:50mind-blowing? So, I said it earlier that
211. 6:52we had 35,000 pieces of content, right?
212. 6:54Now, I hear plenty of times there's tons
213. 6:57of, you know, $1 million businesses, $2
214. 6:58million businesses, things like that.
215. 6:59They put out one piece of content a day,
216. 7:01right? And there's nothing wrong with
217. 7:02that. That's 360 uh 65 pieces of content
218. 7:04a year.
219. 7:05And if you think about the size of
220. 7:06acquisition.com in terms of our revenue,
221. 7:08right? Compared to somebody who's doing
222. 7:10one or $2 million a year,
223. 7:11and they're doing 365 pieces of content,
224. 7:14we're just quite literally doing a
225. 7:15hundred times more.
226. 7:18That's it. Like, we're literally just
227. 7:19doing a hundred times the volume. And as
228. 7:22a result of that hundred times the
229. 7:23volume,
230. 7:24what do you think's happening?
231. 7:25We get a hundred times the prospects.
232. 7:27And so, a lot of like
233. 7:30like
234. 7:31people want to try and like outsmart
235. 7:33themselves in thinking that they can
236. 7:34like not do the work that's required,
237. 7:37but it's actually far more linear than
238. 7:39you would expect. So, like we just know
239. 7:41that like one out of ten, you know,
240. 7:42shorts is going to go, you know, is
241. 7:44going to be a two or three x outlier. We
242. 7:45just know what that math looks like.
243. 7:47Same thing for longs, right? And so,
244. 7:48it's like, how do I just jam as much
245. 7:51into that input-output machine as I
246. 7:52possibly can? And as long as I'm
247. 7:54checking these boxes, like I'm making
248. 7:55the right kind of content, then you're
249. 7:58going to get the right kind of
250. 7:59prospects, all right? So, I'll give you
251. 8:01one more nugget and then I'll I'll open
252. 8:02up I'll open up for discussion. And I I
253. 8:05love Dave, by the way. For those of you
254. 8:06like, Dave's a G. Dave's been doing it.
255. 8:08Like I don't care who you are, you have
256. 8:10to respect that man's level of effort.
257. 8:13Like
258. 8:14he's been doing this for, I don't know,
259. 8:1540 years? 40 years
260. 8:18he's been putting out three hours a day
261. 8:20of content.
262. 8:22It's like
263. 8:23I don't care what you think about him.
264. 8:25Like the guy works and he's consistent.
265. 8:28And the thing is is and he'll be the
266. 8:29first to say it. He's like, I'm it's not
267. 8:30like I'm Superman or I'm not like, you
268. 8:32know, some rocket scientist here. He's
269. 8:33like, but the guy is consistent. And
270. 8:35like I'm telling you, like if you can
271. 8:36unlock consistently consistency, like
272. 8:39you can become an incredibly dangerous
273. 8:40competitor.
274. 8:42It's just It's just It's wildly
275. 8:43underestimated. And so, for those of you
276. 8:44who are like starting right now, like
277. 8:47start. Like like start. You will You
278. 8:50will You will not make less money by
279. 8:52letting more people know about your
280. 8:52stuff. Period. Full stop. If you're not
281. 8:55getting as many leads as you want and
282. 8:57your business is demand [music]
283. 8:58constrained, meaning you could service
284. 8:59more customers than you currently have,
285. 9:01then this is for you. So, marketing is
286. 9:03changing and I think ACQ [music] tends
287. 9:05to be on the bleeding edge of the stuff.
288. 9:06We certainly spend the money
289. 9:08to do it, but we also built some
290. 9:10software and we pay amazing vendors and
291. 9:12very expensive people to figure out the
292. 9:13system that we have right now and I want
293. 9:14to share it with you kind of open kimono
294. 9:16style. If you're not getting as many
295. 9:17leads as you want
296. 9:18boy, do I have the thing for you. Click
297. 9:19below, book call and uh
298. 9:21hopefully I'll see you in Vegas.