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Tutto quello che devi sapere per crescere sui social nel 2027 — Transcript

by MiK Cosentino · 11,853 words · 1,705 segments · language en · Watch on YouTube

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0:00complete system. It’s only right that
0:01I show you the complete system. I’ve
0:03tried—obviously, I’ll tell you
0:04clearly what I did, okay? To be able to
0:06put this stuff together, because the
0:08work I’ve done over these months has
0:10been immense. Most of my time, no point
0:13in kidding ourselves, I’ve said it
0:15many times: most of my time over the
0:17last 4, 5 months has gone into this.
0:21Because my goal is to reach 1 million
0:23followers on Instagram, and I’ve had
0:25this goal since I was at 170,000 back
0:27in March, and now I’m hitting 600,000
0:29. Maybe we’re at 599,000 and
0:33something; maybe by the time we finish
0:35this live, it’ll be 600,000. Ah,
0:39there’s still a long way to go, damn,
0:41400,000 more to go, man, and there are
0:43the various challenges, the tests, all
0:44the things. So what I did, I’ll tell
0:50you very clearly, what it was, at a
0:53certain point, is to build a tool to go
0:56and analyze my entire Instagram, all my
0:59videos, all my scripts, my entire tone
1:02of voice, the cuts, the visuals, every
1:06single possible, imaginable thing,
1:09built two weeks ago to do what? To tell
1:14it what I am bringing you today as a
1:17result, to tell it: "Listen, I want to
1:19create a lesson where I can explain
1:22exactly what I did, unconsciously or
1:25consciously, over the last 4-5 months,
1:28for you to find common patterns, to
1:30break down which blocks made certain
1:33videos go viral, those that brought me
1:36the most followers, those that turned
1:39followers into leads, and from leads
1:42into the workshops, and in the
1:45workshops, became clients." And above
1:49all, uh, I need you to help me take the
1:53patterns I used in more than 600—
1:57actually, more than 700 videos.
2:01Calculate an average of 6 videos a day
2:04for 5-6 months. So do the math, I don't
2:09know, but that’s about 190 videos a
2:10month. And it took a lot of work. You
2:15have no idea. I mean, I won't even tell
2:17you how much I spent on AI tokens to do
2:18this stuff. And in the end, what I’m
2:23about to show you came out of it. So
2:26what I want to show you, guys, is
2:28exactly what the complete system is,
2:31that is, how I go from a viral video to
2:35a client, what the entire pipeline is.
2:39Okay? For what reason? Because it’s
2:42fair to say that virality without a
2:44system is absolutely just entertainment
2:46. Now, what is the right pipeline? the
2:50one I have in mind every single time I
2:53create content. The first step is I go
2:56broad and I repeat, guys, I'm telling
2:58you this, you aren't ready to implement
3:01it yet, so it’s at your own risk if
3:03you want to do it tomorrow morning,
3:05unless you already have a business
3:07making tens upon tens of thousands of
3:09euros. But in that case, I’d ask what
3:11the hell are you doing here? Join the
3:13Linear Circle, upgrade, and end of
3:14story, then we can have fun in a
3:16different way. Otherwise, it’s too
3:18soon, okay? But this will stay with you
3:21, and by the way, you are the first to
3:23ever see something like this. The first
3:26step is broad, so I speak to everyone,
3:28not just the niche, and I take a
3:30universal theme connected to my thesis,
3:32which we are going to look at now. The
3:36second step, once I understand this and
3:39with this in mind, I say I have to
3:41generate attention. So, what are they?
3:46Look, in the first 3 seconds, stop
3:48people's scrolling and earn the right
3:50for that video to be heard. After that,
3:55that video must be watched through to
3:57the end by the person and must convert
4:00me from a viewer to a follower. So,
4:03what does this mean? That the content I
4:08cover in step number one must
4:10inevitably be content that primarily
4:12attracts a large number of people who
4:15don't follow me yet, and consequently,
4:18by default, people who already do. But
4:22if I were to go and create videos only
4:24for people who already follow me,
4:25assuming that whoever watches the video
4:28already knows me, I wouldn't grow, I
4:31never would have grown. So, my entire
4:34logic is: nobody knows me. Whoever is
4:38about to watch this video doesn't know
4:40who I am. Notice, I never assume in a
4:45video that anyone knows me, which is
4:48why if I go into my Instagram analytics
4:52, most of my content is viewed by
4:55non-followers. This is the metric, for
4:59example, of This is the views by
5:03content type metric. Okay? If you see
5:06this bar, it’s much larger than the
5:08other one. These are the followers and
5:11these are the non-followers watching my
5:12content. Okay? It's all designed on
5:17purpose. So, I had 160.15 million views
5:21in the last 90 days from people who
5:26didn't follow me, and no wonder 263,000
5:29became new followers and 42 million
5:33from people who were already following
5:34me. Now, from follower, I move to step
5:393, three, awareness, because in-depth
5:42content transforms those who are
5:44curious into those who are convinced.
5:48This is where I have content that
5:51further raises people's awareness,
5:54either of my thesis, or of who I am, or
5:57how much I can help them in a specific
6:00area; it could predispose them to
6:03become more attached to my thesis, my
6:06personal brand, the way I say things,
6:09and my vision, okay? To get them to
6:13take the next step. The next step is,
6:17very sparingly, DMs. What is a DM? In
6:24some videos, and now I'll tell you what
6:27ratio I've achieved, um, I have a call
6:30to action that leads to getting people
6:34to comment. Nothing transcendental,
6:35you've seen it done a thousand times.
6:37Comment with the word "so-and-so." Yeah
6:39, too bad that most of the time you see
6:42it done by others, outside of me, if
6:47you pay attention, those comments are
6:52barely acknowledged. Have you noticed
6:54that? Maybe they have 10 comments,
6:56where their own ManyChat reply is even
6:58counted in those comments. I have 100
7:02comments, but you rarely see 1,000 or
7:061,500 comments, which would equal—
7:09including the ManyChat reply saying "
7:12Hey, I sent you a DM"—about 500-600
7:15leads from one post. What is the ratio
7:21I’ve achieved? What is the number of
7:26videos with a call to action that
7:28I’ve made compared to how many videos
7:29I’ve published? Currently, calculate
7:34that I've published an average of one
7:37video per week with a call to action
7:41out of 35 videos per week. So, you do
7:45the math for a second. Out of 180
7:48pieces of content per month, I have
7:51four videos with a call to action, so
7:53four videos are promotional, but they
7:56are only promotional at the end. Then
7:58we'll also see how it's broken down.
8:00The cool thing is that I’ve taken and
8:05broken down the best videos for each of
8:06these dynamics to show what I’ve done
8:08unconsciously, or sometimes consciously
8:10, and then repeated that same pattern.
8:14Um, to generate this, let’s move to
8:17step number 7, which is the client. So,
8:22once I—uh, sorry, lead—step number
8:256, lead, so from DM I need to get
8:27people to somehow leave me their
8:30contact information, okay? To do this,
8:33I have to offer them something in
8:35return. It could be a video. As you
8:38will see very often, I offer a video
8:41that is on YouTube, either unlisted or
8:44even public, but I make them give me
8:47their contact info so I can direct them
8:50to the content I promised. What is the
8:57goal from Lead? To make them a client;
9:00otherwise, they will only remain a lead
9:01that I’m paying for inside the CRM.
9:05What is the conversion mechanism within
9:07infobusiness.com to transform a lead
9:09into a paying client? For us, by choice
9:13, it is solely and exclusively one
9:15webinar per month or one workshop, one
9:17live event per month. So everything I
9:22do leading up to that webinar is lead
9:24generation until the moment of the
9:26webinar, the live event, the workshop
9:28—call it what you want—where I draw
9:31the line and see what I’ve caught in
9:33the net, excuse the metaphorical term,
9:35okay? And every single link, every link
9:40in this chain that breaks, guys, is
9:42lost revenue. Okay? And as I told you,
9:46viral content is just the first link in
9:48the chain, the one people see
9:50externally. Okay? Now everything starts
9:54with a thesis, guys, which is the
9:57foundation I mentioned to you. So, what
9:59is the thesis? We said it in the first
10:02step, right? You speak to everyone, not
10:06just the niche, a universal theme
10:07connected to your thesis. Okay? So I
10:11speak to everyone, not just the niche,
10:13a universal theme connected to your
10:15thesis. Step number one, fantastic.
10:18What is this thesis? By thesis, what do
10:21I mean? What do I stand for? What am I
10:23fighting against? For what reason?
10:26Because if I don't have a thesis at the
10:33core of everything I think about before
10:35making a video, I just have a video
10:37that is absolutely useless. So the
10:42thesis is literally your clear stance
10:44on your client's world. The thesis,
10:47mind you, is not your product and
10:49it’s not my slogan or your slogan
10:51either. It is what I repeat in some way
10:55in every piece of content in different
10:57forms, every time from a different
10:59angle to reach the same result. If you
11:05pay attention, what people don't
11:08understand is, "Oh, I’m just having
11:10fun, a guy who talks about everything,"
11:13but what is the common thread in all my
11:16content? Whether I’m talking about
11:21politics, immigration issues,
11:23uncontrolled immigration, money
11:26management problems, politicians,
11:30mayors who don't do certain jobs or
11:33certain things. If you go and study not
11:39just a sporadic video—because the
11:41cool thing, the thing I enjoy so much
11:44is confusing people; and you have no
11:46idea how many forums my name comes up
11:49in now, and I enjoy reading what people
11:52think I’m doing without knowing a
11:54damn thing. But I wasn't born yesterday
11:58. First and second of all, I don't like
12:00wasting my time, guys. I mean, I love
12:03doing what I do, I absolutely love
12:05teaching. I think that shows. We are
12:09even going beyond that. We'll go over
12:11time, so I assume you don't mind
12:13exceeding the time limit, and it's
12:14already 11:30 PM here, which is two
12:16hours ahead. Um, but above all, I like
12:19making money, so I have to combine
12:22these things. If one of these things is
12:24missing, what do I do in the long run?
12:25A hobby? Oh no, for a hobby, guys, I go
12:28to the gym, I go play, I don't know,
12:31Tetris. So if you go and look at what
12:35the common thread of every single one
12:38of my videos is, who am I always poking
12:40? The bureaucracy that affects VAT
12:45holders. I am always picking at the
12:52wallets of VAT holders. The problems
12:56that VAT holders have, those who manage
13:00money and there is this extraordinary
13:05common thread and the cool thing is
13:10that I have new facts every single day
13:12to constantly reinforce my thesis from
13:13different angles. So, how do I find my
13:18thesis? How could you find your thesis?
13:22The three questions. What do I believe
13:24others in my industry aren't saying, or
13:26are saying incorrectly? What mistake do
13:29I see my clients repeating every single
13:31day? And what am I willing to discuss
13:34publicly, data in hand? These are the
13:37first three questions I asked myself—
13:39I have to be honest, subconsciously—
13:41so I had to reverse-engineer everything
13:43I've done. Second step, take my example
13:48. VAT holders; my example is that
13:50Italian VAT holders are strangled by
13:52taxes, bureaucracy, and a system that
13:54constantly works against those who
13:56produce. Every piece of content I
13:59produce, whether it's news, data, or a
14:02reaction, becomes an opportunity to
14:04demonstrate this with a fact to the
14:06people listening. Think about it now—
14:12all the content you've seen, that you
14:14will see, or that you might not
14:16remember, but that will come to mind
14:18now. Third point, the acid test. The
14:22right thesis generates infinite content
14:25. People ask me, "How the hell do you
14:28create infinite content?" The problem I
14:30had before, guys, when I only talked
14:32about business and marketing, was that
14:34the content was finite. Imagine a
14:38person like me, guys, who has been
14:40talking about info-business,
14:42direct-response marketing, sales, and
14:43copywriting for 12 years with more than
14:491,000 videos on YouTube. What the hell
14:54else do I have to come up with in 2-
14:57minute videos for Reels? Not much. So
15:01at a certain point, I stopped posting a
15:03damn thing because I wasn't having fun,
15:06and I had nothing left to post. I was
15:07saying, fine, go to the YouTube channel
15:09for 2 minutes, but what the hell am I
15:10supposed to tell you? What can I teach
15:11you about marketing in 2 minutes?
15:12Let’s not kid ourselves. Until I came
15:16to this realization, how did I get
15:18there? Because when the war broke out
15:22in Dubai—I mean US-Iran, and
15:24therefore indirectly or directly here
15:26in Dubai too—I simply wanted to
15:29reassure the people who had children
15:31here and parents back home, because the
15:34parents were scared by all the [ __ ]
15:36they were reading in the papers. Dubai
15:41in flames, Burj Khalifa in flames. It
15:43wasn't true. And I would go and show,
15:48damn it, with video proof, that it
15:50wasn't true where the news, TG4 or
15:53SkyTG24, had shown the night before:
15:55the Burj Al Arab, which is in front of
15:58my house, on fire, with big headlines
16:01saying "Burj Al Arab"—the palm, the
16:03one you see, the sail, the famous Dubai
16:06sail on fire. I go there, I go to the
16:12gym there. The next morning I went
16:15there and said: "Guys, I don’t know
16:17about you, but there isn't even a
16:19scratch here and everything is open, I
16:21went to the gym inside," so everything
16:23started from there, because I said, "
16:25Damn, I'm making content." And I saw
16:27that I was starting to grow, people
16:28were like, "Ah, damn, there's a need
16:30for content like this." As it happens,
16:32after video after video, video after
16:35video, I still continued my, um, my way
16:38of carrying on the infobusiness, so I
16:41had the workshop at the end of the
16:43month, as always, to open the class for
16:46the following month. I ran a few ad
16:51campaigns, also picking up some
16:53retargeting audiences from the people
16:55who had watched my videos, and during
16:57the workshop I had a thousand people,
16:59right? A little less, 500-600 qualified
17:03people for three, it was four evenings,
17:06I did four evenings of the workshop,
17:08and there I asked, "Guys, how many of
17:11you is this your first time seeing me
17:13live in a workshop?" Me, me, me, me, 70
17:16%of the people had never seen me before
17:18. Where did you discover me? "On
17:21Instagram, you were talking about Dubai
17:22, you were talking about Trump, you
17:24were talking about the Strait of Hormuz
17:25, you were talking about this?" I just
17:27stood there like this. Damn, maybe I
17:32discovered something. I finish the
17:35workshop, I had opened 30 spots there
17:39too. Sold out in 3 days. I go look at
17:45the people who had bought. 80%of them
17:48had discovered me less than 15 days ago
17:51on Instagram from that content. We have
17:54software that tracks where people come
17:57from, and I say, "Damn, maybe I can
17:59talk about stuff that isn't marketing,
18:02but has a much broader common thread""
18:07and still attract people interested in
18:09what I do!" And so I kept going, and
18:12that's how it started, right? Then you
18:14talked about the war, but nobody cared
18:16anymore because it was ending anyway. I
18:19say, "Okay, let's talk about everything
18:21else I talk about with my friends at
18:24the bar—a figure of speech—or at
18:26dinner, like geopolitics, Italian
18:28politics, everything happening, and so
18:30on." And so, I started going "boom boom
18:33boom boom boom" all in. Okay, so it all
18:37started from there, and from that
18:39moment on, I had infinite content, damn
18:41. Why? Because content, content ideas,
18:44are essentially what is happening. My
18:47task is: how can I find my own
18:49interpretation to support my thesis?
18:54Next, what needs to be found—the
18:56second step of the foundations—is the
18:58broad pain point. So, what is the broad
19:02pain point? But if the niche pain point
19:05is, "I don't know how to attract leads,
19:08" I can't create content that's 2
19:12minutes long on Instagram to explain
19:14how to attract leads; it would be a
19:15joke. Go to my YouTube channel, and
19:17I'll make you an hour-long video. So,
19:21what is the broad pain point that I can
19:25use? The broad pain point is a problem
19:35everyone feels firsthand. Money, time,
19:39health, security, injustice. Even
19:43injustice is a human pain point that
19:50your thesis explains better than anyone
19:52else's. So the broad pain point is a
19:55problem everyone feels firsthand, like
19:57money, time, health, security,
19:59injustice. Every business has these
20:02pain points. Every niche—tell me I'm
20:05wrong—has these pains that my thesis
20:09explains better than anyone else's. And
20:12it's the bridge; it's literally the
20:14bridge between the news everyone
20:16follows and the expertise only I have.
20:20That's how I arrived at creating
20:22certain content. For example, let's
20:24take the niche: Entrepreneur training.
20:27My case. The broad pain point is: "I
20:32work so hard and I'm still stuck.""The
20:35system is against me." How many times
20:41in my videos, whatever I'm covering—
20:44be it the 80 vials of Fentanyl that
20:47went missing from the Israelite
20:49Hospital in Rome, for God's sake, or
20:52Silvia Salis just fixing the damn grass
20:55while crack dealers are running wild—
20:58what’s the underlying message? The
21:03system is against me. I'm here busting
21:05my ass and paying taxes to a system
21:07that’s against me. Starting to get it
21:11? Do you find this amusing? Now you
21:14know why I create certain content. An
21:19accountant, let's take an accountant as
21:21an example. The broad pain point is: I
21:24pay taxes I don't understand and no one
21:26explains why. How much endless content
21:31can you create around this stuff? A ton
21:36. Let's take a personal trainer as an
21:39example. I've been training for months
21:41and don't see results. Very simple. Or,
21:46uh I train, I do everything, but then I
21:50get sick and my health is against me.
21:53Or let’s take it even broader. I’ve
21:58been training for months, see no
22:00results, and everywhere I turn in this
22:02damn country, I only have temptations
22:05that go against my goal. Why? Because
22:09in Italy, I don’t know why, but
22:11everywhere you turn there are carbs and
22:14fats. Carbs and fats, carbs and fats.
22:16It’s hard to find protein at a bar
22:23and so I have to look for what's broad
22:26that touches everyone. It hinders my
22:30thesis. Me, the personal trainer, going
22:34against my thesis, and I look for
22:37everything happening in X, Y, Z. A
22:39lawyer, all the shitty things, the
22:44[ __ ] that happens, guys. With the
22:47justice system, you have plenty to talk
22:48about. Justice doesn’t protect those
22:50who follow the rules. Do we agree? Not
22:56always, but in the vast majority of
22:58cases, that’s what we’re seeing and
22:59what the market gives us today. It’s
23:04a broad pain point. So when someone
23:07asks me, "I’m a lawyer, I don’t
23:08know what the hell to talk about," what
23:09are you saying? What the hell are you
23:12saying? Open the paper and look at
23:14everything that’s happening and how
23:16the justice system isn't working. News
23:22from two days ago. A 13-year-old girl
23:25walks in with € 3 to buy juice at the
23:29corner store. She ends up alone with
23:33the owner and gets raped. She leaves
23:37crying. They catch him, the police
23:42catch this foreign shopkeeper—nothing
23:45against him, but he is foreign—which
23:48bolsters certain theories we're about
23:50to mention. When they catch him, they
23:56check the cameras and see that 40
23:58minutes before raping the 13-year-old
24:00girl, who could be our daughter, he had
24:05raped an adult woman 40 minutes earlier
24:07. The preliminary investigation judge
24:14lets him go free in 48 hours because he
24:17seemed a bit remorseful while awaiting
24:19trial. Damn, but if you're a lawyer,
24:23this is your territory. How viral could
24:28a piece of content like this go with
24:30your legal expertise? If it goes viral
24:32for me, and I'm not a lawyer, and I
24:34approach it from my angle, you get it,
24:36guys? And finally, there's the broad
24:39test. Does my grandmother understand it
24:41in 5 seconds? My grandmother is
24:42unfortunately no longer with us, but I
24:43always keep her in mind. Would my
24:45grandmother understand it in 5 seconds?
24:46If yes, it's broad. In fact, the
24:49language I use is exactly the language
24:51they use on the news, even simpler,
24:53because grandmothers understand the
24:55news. And if a technical premise is
25:00needed, it's niche, so it doesn't work.
25:03And the niche doesn't stop the scroll.
25:06So what I did, I repeat, is reverse
25:08engineering what Mick did over 700
25:10pieces of content in the last 4-5
25:12months. Fourth point, every strong
25:16thesis has an enemy, find them and give
25:18them a face, which is what I do in
25:20every piece of content. Without an
25:22antagonist, there is no story, and
25:23without a story, there is no virality.
25:25The enemy, guys, is whoever or whatever
25:27refutes your thesis every single day or
25:29tries to refute it. So it can be a
25:31behavior, an institution, a widespread
25:34belief, or a person. And the content
25:39that goes against your thesis that you
25:42see, read, or listen to is your raw
25:44material, damn it, because you can make
25:47reels, reactions, and fact-checks out
25:49of it, and every fact that refutes them
25:52with your thesis works for you. The
25:58important thing is to be specific: a
26:01name, an act, a fact. Never "the system
26:05" without proof. I mean, that's why—I
26:09have never used generality in my videos
26:12, if you notice, it kills credibility
26:15and distribution. So I am very specific
26:18, that's why I call certain politicians
26:21by their first and last names too. Then
26:25we get to the actual political
26:27discourse, which is verifiable with
26:30public sources. If I can't prove it, if
26:34I can't prove it with documents that
26:36are worth more than me, worth more than
26:39my word, the data, or the video, it's
26:41not an enemy, but a recurring opinion.
26:45It produces facts every single week: I
26:47mean, an enemy that generates news
26:49continuously is a goldmine of infinite
26:51content. I mean, when I don't know what
26:57the hell—before, I didn't know what
27:00the hell to create, because I was
27:02preparing this lesson for you and I
27:04said, wow, who do I attack today? Then
27:11they tell me, "But do you always attack
27:12the Left?" No, it’s not that I’m
27:14attacking, I attack the right too, but
27:16if the left does more screw-ups than
27:17the right, my friends, that’s not my
27:19fault, is it? I mean, I attack the
27:22right too, I mean, but here it’s a
27:23game of incredible and I didn't know
27:32what video to make and I made this
27:34video that already got 150,000 views.
27:37You
27:37they said,
27:38please, look at what Elly Schlein has
27:40to tell us. Look
27:41Italians finally have an alternative.
27:43I didn't understand
27:45and 3 years ago, when I was elected
27:46secretary, it didn't exist because the
27:47center-left was gone, because these
27:48political forces weren't talking to
27:50each other anymore.
27:51I didn't understand.
27:52We are already governing well together
27:54in cities like here in Genoa and in
27:56many other cities and regions of Italy.
27:58The
28:00in what sense?
28:01The guarantee is that it’s been seen
28:03that the interest we serve is only one,
28:05the collective one.
28:06Don’t get smart with me or I’ll
28:08give you homework. I’ll give you a
28:10hard time, eh.
28:10that of improving the lives of Italians
28:12. There’s Meloni who is locked up in
28:14the palace, she has no contact with the
28:16real country, gas is over € 2 just
28:17like diesel and they’ve only put
28:19temporary measures on this. I ask the
28:22government when it will have the
28:23courage to tax the extra profits of
28:25energy companies to give breathing room
28:26to families and businesses. We will go
28:29united to the next elections. We have
28:31worked a lot as we have done with the
28:33splendid work here in Genoa.
28:34I can't I can't keep things inside. I
28:40have to say them and when there is
28:45something wrong I say it.
28:50I didn't I didn't know what the hell to
28:51create and I didn't even talk except
28:53for the first frame to say it. No, it
28:58got me 150,000 views in 3 hours and new
29:02followers. No, I mean you see how it is
29:08, what I'm telling you is exactly what
29:12I do. Useful to attack it. You have to
29:15prove your thesis. Not just make noise.
29:17The enemy is a means, not the end. Ok?
29:22My example excessive taxes, excessive
29:24taxes, absurd bureaucracy, poorly
29:25designed incentives. every piece of
29:28news that confirms them becomes content
29:30for me. Also, I like to go against the
29:34grain, um, which is one of the reasons
29:39why I say what I think, I mean people,
29:41for example, say "But are you partisan?
29:43With the caveat that I will never say
29:45who I vote for". But for now I attack
29:56the enemy, I don't the enemy of my
29:58thesis, I don't care if they come from
30:00the right, from the left, from the
30:02center, from above, or from below. I
30:05attack the enemy of my thesis, which is
30:07why people tell me, "Oh, but you only
30:10attack the left, so you're a
30:11right-winger, a Nazi, a fascist." Well,
30:14I find it funny and I say, "Excuse me,
30:16can I ask a question?" Uh, can I. Did
30:19you not see the video where I tore
30:21Giorgia Meloni apart on certain figures
30:23? Didn't you see the video where I
30:25dismantled the first part of the
30:26National Future program? Didn't you see
30:28the video against Silvia Sardone who
30:30doesn't know a damn thing about Islam?
30:33And I live in an Islamic country and
30:34she doesn't know a damn thing, she
30:36doesn't know the difference between
30:38polygamy out of lust and polygamy for,
30:39you know, so I mean, I go, I don't care
30:41, it's not me, I go after anything that
30:43is against my thesis. That's why I
30:47always have arguments every time. Um,
30:52surgical attention. You hit conduct and
30:56responsibilities, never categories of
30:58people. If you think about it, I'm
31:02always very careful about what I say,
31:05bearing in mind that some witty mayor
31:07tried to say, "Now I'm going to sue the
31:10influencers who talk bad about Jesolo,"
31:13and I said, "Sue me." Yes. And Michele
31:21had prepared 1,500 comments from locals
31:23who agreed with me because it sucked.
31:26So I said, "Sue me, no problem. I have
31:291,000 printed comments from locals,
31:31let's see what he does." In fact, if
31:34you sue me, do you have any idea what
31:36viral content I'll make out of it? I
31:39was like, sue me, damn it. It's not
31:41like I lack the money to go to court,
31:43so what the hell do I care? Uh, I enjoy
31:46it, for me it's content, I'll get
31:47another 10,000 followers, so what the
31:49hell do I care. Um, but despite this, I
31:55am always very careful. Conduct and
31:57responsibility, never categories of
31:59people, because credibility is the
32:01asset that makes you, uh, that makes
32:04you sell in 6 months, in a year. Okay,
32:06is everything clear, guys? Now, the
32:10number one mistake, guys: coherent
32:12broad vs. causal and casual broad,
32:14which is one of the mistakes that I
32:16obviously see a lot of people make who
32:18try to copy me. Okay, I've seen a ton
32:21of them; many have already stopped,
32:23many started from scratch, and they all
32:25end up quitting eventually because it
32:27doesn't work for them, but that's
32:28because they don't know what I'm
32:30telling you right now. If those who
32:34copy me saw what I do, it would
32:36probably start working for them too. Um
32:39, what is the casual broad? If you
32:42chase the current trend, whatever it
32:45may be, the audience comes for the
32:47video and not for you. So if, if you
32:51only take things that are trending
32:54right now and the video is the main
33:00focus rather than your thesis, your
33:02argument, it doesn't bring followers, I
33:05mean people came for the video, they
33:07don't follow you because it makes no
33:09sense to follow you; or, if it does
33:11bring them, it might bring followers
33:13who will never buy because the pain
33:15point is wrong and, furthermore, the
33:17algorithm gets confused because it
33:19doesn't know who you are or who to show
33:21you to, since every time you follow
33:23something completely different. For
33:27example, an accountant doing dance
33:29trends has nothing to do with it. For
33:32example, a coherent broad topic is a
33:34universal theme filtered through your
33:36thesis. The audience therefore arrives
33:39for the video and stays for your thesis
33:41, which is the reason why every video I
33:42make brings followers. Because people
33:46might arrive for the video, but then
33:48they stay for my thesis and hit follow
33:50for my thesis; and it brings, oops,
33:53sorry, and it brings targeted followers
33:55because the pain is theirs and the
33:57solution is mine. Plus, the algorithm
34:02starts to label you correctly because
34:04it pushes you to the right audience.
34:05The reason why I have grown and
34:07continue to grow so much is also
34:09because the algorithm knows me today
34:12and helps me, otherwise it would be
34:14impossible. For example, an accountant
34:19commenting on tax news is perfect. Okay
34:24, the consistency test is this. Is
34:26someone who shares this video
34:28implicitly accepting my thesis? If yes,
34:31publish it. If no, let it go. Even if
34:35you know that video would get views.
34:38This is the important concept. Even
34:41this video I showed you is very funny
34:44and entertaining, but at its core is my
34:47thesis, especially at the end, and that
34:52is the reason why it brought me 50
34:54followers. Paradoxically, by showing my
34:56face only for the first 3 seconds
34:58because at its core is my thesis. Ah,
35:03let's get to production, the five
35:07formats I use that turn the events of
35:10the day into content. My first format
35:15is the commented news, so how a
35:18verified fact of the day works plus my
35:21thesis as an analytical lens. Many of
35:26my videos are these. I use AI for this,
35:31meaning I set up an agent that scrapes
35:34for me every morning at 7:30 AM, Dubai
35:37time, which is 5:30 AM for you, so
35:40I’m playing way ahead of the game. I
35:46have the press review of the 10 of the
35:5210 hottest news stories. that will
35:56perform well, because they’ve already
35:58performed well based on the first reads
36:00, the first clicks of the first minutes
36:02of the morning. So, even before that, I
36:06know which news story will be the most
36:09read in the papers, because I’ve
36:11trained people to scrape everything for
36:14me, complete with subscriptions to all
36:17the newspapers, and things like papers,
36:20Reddit, YouTube, TikTok, Instagram,
36:23Facebook, everything to see what’s
36:26trending on the topics I feel confident
36:29talking about. Okay, so verified fact
36:33of the day, plus my thesis as a key to
36:35interpretation. One of the videos, for
36:38example, that blew up for me and has
36:39nothing to do, for example, with with
36:43with politics, right? Eh, news event of
36:47the day: I had gone to see the Michael
36:50Jackson movie. I came out of the movie,
36:52in the morning, and said: "I’ll make
36:54a video because what’s the verified
36:56fact of the day that everyone had seen?
36:59" So many people had seen the Michael
37:00Jackson movie and there was a thesis.
37:02Okay, I want to give my own thesis. The
37:06video about Michael Jackson got 5
37:08million views and brought me more than
37:0910,000 followers in a day and a half
37:14because it had my thesis. That was a
37:18piece of content I repeated three or
37:21four more times from a different angle,
37:23first about the movie I had just seen,
37:25then about the sequel that might come
37:28out in 2027-202...Then the sister who
37:30declares and no one here asked me a
37:32damn thing about x y z and that's it.
37:37No, I made three pieces of content out
37:38of it. Same exact thing, verified fact
37:41of the day plus thesis as a key to
37:43interpretation. Eh, why does it work in
37:48the system? Because it builds
37:50identification. So the audience
37:52recognizes themselves in the fact and
37:54stays for the thesis. What I was
37:55telling you before. Point number two,
37:57the data that flips things. So a
37:58statistic, how does it work? I take an
38:01official statistic that contradicts
38:03common sense with a memorable number.
38:05Immediately. I often use this thing
38:08here, eh, it can be the number, it can
38:12be the city, it can be the location. Um
38:16, and this obviously works because it
38:24gives authority and shareability,
38:25because people say "I didn't know that.
38:27" Let me send this video to Grandma,
38:30let me send this video to my uncle, let
38:32me send this video to my WhatsApp group
38:35of friends. I have my own videos. Think
38:39that the other day my lawyer wrote to
38:41me and and told me "Mick, I’m in
38:47Canada." He goes "Mick, I’m in Canada
38:52, you can see I’m in Canada." He says
38:54, "Look where I am. I got on the bus."
38:59I got on the bus in front of someone I
39:02don't even know. Look at what they're
39:05watching. They were watching me. He's
39:15in Canada. Holy crap, on a bus in
39:18Canada. What are the odds that my
39:21lawyer gets on a bus in Canada and the
39:23person in front is watching one of my
39:25reels? Funny. No, reaction. This is
39:33another type of content. This helps me
39:36a lot because I often scroll and think,
39:38"Well, listen, doing reactions is one
39:40of the easiest ways to make videos, but
39:42I always have to balance them; I can't
39:44do five reaction videos in a day
39:46because after a while it gets annoying.
39:49" Eh, so what do I do here? I comment
39:51on someone else's clip that touches on
39:54my thesis with original analysis. So
39:56here I ride the existing attention and
40:00redirect it towards me. So when I do a
40:04reaction, I make sure to say something
40:08in that reaction that counters my own
40:11thesis. Step number one. Step number
40:16two, I ask, has this content already
40:19received a lot of views? Yes. Good, I
40:24take content that's already working on
40:26social media, take apart the thesis,
40:28attach my own, and create the video.
40:31It’s bound to crush it, and that’s
40:35why it works. It also works the other
40:37way around, in the sense that I want to
40:39praise something positive. The other
40:41day, yesterday actually, I saw the
40:43video of the President of the United
40:46Arab Emirates who made a statement—I
40:48don't know if you saw it on Instagram
40:50—he made a message about, um...
40:55he gave a beautiful, touching message
40:57to all the children starting school
41:00again, with well wishes and so on.
41:03Please, watch this video of the
41:04President of the United Arab Emirates
41:06addressed to the children who have just
41:07started school. Watch.
41:12So I took a good message and emphasized
41:14it, but by bringing in my own thesis. I
41:17mean, this is the country I’m proud
41:19to live in. And as an Italian, I’m
41:22sorry because I wish I could say the
41:23same thing in Italy. I go and reinforce
41:25the thesis. How many tell me? Damn,
41:27you're right.
41:28Please, watch this video of the
41:30President of the United Arab Emirates
41:31addressed to the children who have just
41:33started school. It
41:34went slightly viral too, and it brought
41:37me 257,000 views and 128 new followers.
41:41Just this video.
41:43Please, watch.
41:44To say, right? Um, then identity, how
41:47does the thesis work when stated
41:49clearly without the news, meaning those
41:51who think like that recognize
41:53themselves. So this is where I do most
41:57of my videos, many are like this, so I
42:01start, like today's video on ADHD, okay
42:04? And they told you that ADHD blah blah
42:07blah.
42:07They told you that ADHD is a disease,
42:09they are literally
42:10uh, it’s my thesis, I’m not taking
42:14a news story. These are good because
42:18they are evergreen. So much so that I
42:21had already made this video a month and
42:23a half ago. I published it, and it went
42:25viral. I said, "I'm running out of
42:28content, I was thinking about preparing
42:30this unexpected lesson for you, but um,
42:32I wanted to prepare it and and I said,"
42:37Oh well, let's fill a gap with one of
42:39the evergreen videos, "and I reposted
42:41it, it went viral again. So, the beauty
42:44is that. I can reuse this type of
42:47content. I'm lucky that by publishing
42:50180-plus pieces of content a month, if
42:52I reuse a few, people don't even notice
42:55. They say," Damn, this video is great.
42:56"I think," Wow, it's already the third
42:58time I've posted it in 4 months. "But
43:01oh well, it's fine, considering that in
43:033 months I get, I mean, I pick up 60,
43:0570, 80, 100,000 new followers a month,
43:08it's normal that there are 100,000 new
43:10people who might not have seen that
43:12video, right? Uh, and finally, the
43:16solution. How does it work? That from
43:21the broad problem, I move to the three
43:23practical steps with a visible daily
43:24cost. This is where I, uh, create
43:30awareness and tell people to write a
43:33word in the comments so I can DM you X,
43:37Y, Z. Now, what I do, guys, uh, this is
43:42the rule of my engine, is this. Again,
43:44it doesn't have to be this way for
43:46everyone. I repeat, I pulled this from
43:48everything I've done consciously and
43:50unconsciously over these months. I have
43:53three flagship pieces of content a day
43:55on formats 1, 2, and 3. Only one of
43:59these is an experiment, and every
44:01format I make feeds into the next, and
44:04no topic is repeated without a new fact
44:07. I mean, if there's no new fact, it's
44:09not like the next day I keep repeating
44:11the exact same thing just because it
44:13did well. There must be a new fact, an
44:15event. Does a sequel make sense? Yes.
44:17No, if it doesn't make sense, I don't
44:18do it. I move on to the next one. Is
44:21everything clear? Now, the selection.
44:26Here I do five checks before producing,
44:28which is my anti-flop filter. Again,
44:31let me tell you, I didn't even know I
44:33was doing this. My profile analysis
44:37brought this up, it pulled out this
44:39thing and it’s interesting, I left it
44:41because it’s interesting, and if one
44:43element is missing, the algorithm
44:45always discards it. So, control number
44:50one is this. Novelty, meaning is there
44:53a new fact or a new factor compared to
44:54the last 7 days? Without novelty, there
44:57is no distribution, meaning if I am
44:58repeating that content, it makes no
45:02sense. Okay? It is specific. So, who
45:09did what, where, with what consequence,
45:12with what consequence? No vague systems
45:17, no deeds and facts that aren't
45:19verifiable. The third anti-flop filter.
45:25So I have to make sure, my video
45:27basically ensures that these five steps
45:30are okay, that I have the green light
45:36on these five filters. The third is the
45:39share trigger, so why would someone
45:41send it privately? This is one of the
45:43things that made me grow a lot, and
45:45I’ve analyzed it quite a bit. I have
45:48thousands of private shares of my
45:50videos to other people, and this is
45:51something that gets you discovered by
45:53people who don't know you. So every one
45:56of my videos is this video. Would a new
45:59person watching it send it to a friend,
46:00would they put it in a WhatsApp group?
46:02Yes. No, if it’s No, I have to review
46:06it a moment, I have to rethink it a
46:09moment, I have to make it more And if
46:11you notice, I never say" share this
46:13video, "" send this video, "" follow me
46:15for more videos. "I never say these
46:18things, I haven't said them even once
46:20in all these months. So, why would
46:24someone send it privately to someone
46:25else? You need at least one among
46:29utility, identity, surprise, and visual
46:31proof. If my video has utility,
46:37identity, surprise, or some visual
46:40proof, we’ve seen that it triggers
46:43sending it to a friend. Fourth filter,
46:49dominant emotion. So there must be only
46:52one. I only have one dominant emotion.
46:54I didn't even know this, meaning I was
46:57doing it unconsciously, honestly. But
47:00out of all 600-700 pieces of content
47:02analyzed—those that did well, those
47:05that went so-so, etc.—we realized
47:07that I always have a dominant emotion
47:10in my video. It could be anger, hope,
47:14pride, indignation. If the tone is flat
47:18, the video won't get any traction at
47:19all, even if it's perfect. Which is the
47:22reason why, given the same thing I’m
47:25saying, if someone else says it with
47:27the wrong tone, it doesn't work, and
47:31everyone has their own. Okay? Now I see
47:35a lot of people who have started
47:36talking fast like I do. What the hell
47:39are you doing? Your tone is your tone.
47:42Not even my brother talks as fast as I
47:44do. I do it on purpose because that's
47:48how it started, but mostly because my
47:51videos have so many words. We've seen
47:54that by transcribing my videos, each
47:57one has roughly between 2,500 and 3,000
48:02characters. Characters, not words. I
48:08mean, to fit 2,500 to 3,000 characters
48:11under 3 minutes, because Instagram
48:14content distribution gets throttled if
48:17you go over 3 minutes. So I have to
48:21stay at 2 minutes and 59 seconds to be
48:23seen by people who don't follow me. If
48:26I go over 3 minutes, Instagram asks,"
48:28Do you want to post it anyway? Know
48:30that only your followers will see it. "
48:33Okay? Um, the" forwardable phrase, "the
48:40fifth anti-flop strategy, excuse me,
48:42the forwardable phrase. So there is a
48:45sentence that a person would send to a
48:47friend," Write it before filming
48:48because it's the engine of my shares. "
48:52And this is literally something I
48:53didn't know I was including, I mean I
48:55was doing it subconsciously while
48:56recording, but obviously, I have it.
49:00Eighth step, the construction. This is
49:03how these are the three reel frames I
49:07actually use. Okay? I found out when
49:10someone analyzed how I make reels. Most
49:13of my reels don't have a call to action
49:16, so I don't invite people to do
49:19anything, I just close with my thesis,
49:21except for maybe four pieces of content
49:24a month. So, the first reel frame is
49:28current events without a CTA. So what
49:32do I do? I have the fact, I bring out
49:34the contradiction, I bring out my
49:36thesis, and I bring out the punchline.
49:38The punchline is the final blow. Have
49:40you noticed? Write in the chat, have
49:44you noticed that every one of my videos
49:45ends with a big punch to the stomach,
49:47like, really boom. There, that is the
49:51final punchline. Ah, the Schengen and
49:54Ceuta example, for instance, he took
49:56one of my videos to analyze. News from
50:00Ceuta. I take the raw news, there's a
50:03fixed headline at the top, the location
50:05, and the subject immediately. I bring
50:08out the paradox, so I show the
50:10inconsistency and who is responsible. I
50:14make a concession, so I acknowledge
50:16what is true, but then I refute
50:18everything else. I present my thesis
50:23with a clear principle, with a metaphor
50:25, and I close with a final punchline.
50:29Stop. This is one of my pieces of
50:32content. What is my frame? He also
50:36tells me this is where you use a
50:37talking head, so I speak directly into
50:39the camera. Jump cuts, so it's heavily
50:42edited. Um, the pauses are cut, so they
50:46give rhythm. Dynamic subtitles. I do
50:50everything with CapCut myself. I
50:52don’t have anyone doing this for me
50:54because with my publishing pace, I
50:56can’t film a video, send it to an
50:57editor, wait for them to send it back,
51:00and then post it. By the time they send
51:02it back and I post it, a day has
51:04already passed, so I have to do these
51:06things myself, and honestly, any of you
51:08could do it. Even Mick starts cutting
51:10things on CapCut. The ending has to be
51:13a mic drop. I mean, if you notice,
51:17every one of my endings is like, I do
51:19this gesture, it’s as if I’m saying
51:22," I’ve said it all. "And this is a
51:27pattern. Then step number two, sorry,
51:31excuse me, frame number two, broad
51:33story without the call to action. This
51:36is where I tell a story about something
51:38. And I did this for example, as a test
51:42, because people were telling me," Yeah
51:45, right, "they wouldn't have the guts
51:48to say it to my face. They reported
51:52that people were saying," Ah, it's easy
51:54. "" You just need to cause outrage,
51:57you just need to talk about politics. "
51:59I said, do it. If it’s so easy, go
52:02ahead and do it. If you want, I’ll
52:05even write what you should say; just do
52:06it. Let’s see if it works. So I said,
52:09" Now I’ll show you. "I’ll make a
52:12video about a watch. I am a huge watch
52:15enthusiast, a collector. I said," I
52:18have the Vacheron Constantin in Italy,
52:21let's make a video about the Vacheron
52:23Constantin and I'll describe it
52:25technically. "" How many people could
52:28possibly be interested in a Vacheron
52:29Constantin? "Who knows. That video
52:35surprised me, I’m being honest. I
52:38made it knowing it would perform well
52:41anyway, because it’s not really about
52:46the topic I cover, but the way I cover
52:48it.
52:49This watch has 271 years of history,
52:51it’s not a Rolex, it’s not a Patek,
52:53but it’s something 95%of people have
52:54never heard of. So, my friends, I’m
52:56taking you inside my passion. This one
52:58specifically is a Vacheron Constantin
53:00Overseas, reference 4520V 40 blue. From
53:03my point of view,
53:03it’s a technical video. It’s a
53:06technical video made with the exact
53:09same frame as how I treat a news story
53:12or how I do anything else.
53:14A blue dial.
53:15I’ll pull up the analytics. Look at
53:21the analytics for this video. 814,000
53:27views, half a million unique viewers,
53:344,500 saves, meaning 4,500 people saved
53:39it. Average retention 41 seconds, 1,407
53:46new followers. from this video
53:53in the world of
53:56he wrote to me I'll tell you right now,
54:12forgive me, but I have to remember the
54:14name. How embarrassing. this gentleman
54:22wrote to me he wrote to me" It's an
54:35honor that your first video off-topic
54:39about watches was to mention our
54:42company. Thank you very much for the
54:45compliments, and I congratulate you on
54:46your extraordinary work on Instagram. "
54:50CEO of Vacheron Constantin Italy and
54:53Greece. I mean, just saying. Uh, how is
55:03the frame structured? Here I use a
55:05talking head plus b-roll plus clips and
55:07screenshots. So this is where I show it
55:09. I did the exact same thing. Now, I
55:12showed you Vacheron, but I did the
55:14exact same thing with a Gerald Charles,
55:16I did it with the Rolex Daytona the
55:17other day, which he analyzed for me, so
55:19let's take the Rolex Daytona John Mayer
55:21, the one with the green dial, as an
55:23example. I start with the Curiosity Gap
55:26, so object in hand and an impossible
55:28contrast. Conflict detail. If you
55:33notice, the Vacheron video starts, this
55:35is a watch with 175 years of—with 275
55:38years of history, it's not a Patek,
55:40it's not one of the...there's the
55:42contrast. Uh, on the John Mayer I made
55:46the video, until a few years ago nobody
55:48wanted this Rolex, today boom, it's
55:50become super famous thanks to a single
55:53person, that's where I started. So
55:57object in hand and impossible contrast
56:00and story, detail, conflict, and the
56:03reason why nobody wanted it. The
56:07turning point, the character or event
56:08that changes everything else with
56:10visual proof, and here I basically
56:12extract the lesson that applies to
56:13everyone. So what is the moral of the
56:16story? Stop. Then I have the third
56:20content frame which is acquisition with
56:23a call to action. This is where I do
56:27lead generation. Example posted the
56:30other day, free mindset course, that
56:33was what I wanted to give people, which
56:35is my video that's on YouTube for 8
56:37hours, the 8-hour mindset course. The
56:41video was structured more or less the
56:42same way. Strong promise, so clear
56:45benefit plus mechanism or proof,
56:47complete value, so I really teach, for
56:49example, in three points, I create a
56:51bridge, so I anticipate an objection
56:53and introduce the free solution and
56:55then I say" comment with the word
56:57mindset and I'll send it to you in DM "
56:59and reinforce with value. Here the CTA
57:02comes only after building need and
57:04trust, and so it's not an addition, but
57:06it's literally the last part of the
57:08frame. Let me see. So I can tell you
57:12live how many uh mindset...this
57:23science, I've proven it
57:24is the content
57:25I’ve shown you guys that believing in
57:27yourself predicts success better than
57:28talent, better than intelligence, and
57:30this isn't some cheesy motivational
57:32quote, it's neuroscience. Now I'll
57:33explain why with three reasons that
57:35probably no one has ever told you.
57:36Reason number one, performance. The
57:38moment you truly believe you can do
57:40something, your brain activates your
57:41motor cortex in a completely different
57:43way. So it's not philosophy, but it's
57:46about the analytics. From this video I
57:50got 2,900 likes, 1,900 comments, half
57:57of which are mine, so I have 1,000 DM
58:01requests, roughly 950 leads from one
58:05video. 1,600 saves. I mean, under this
58:15video there are 1,900 comments,
58:18so it didn't go super viral, but it
58:20worked, it did its job. In fact, it got
58:2396,000 views but 2,000 comments, which
58:26means with my automatic ManyChat reply
58:29comment saying" I sent you the video in
58:32DMs, "it means 1,000 people requested
58:36it. What happens in the DMs? Whoever
58:39writes to me, uh, writes the word"
58:41mindset, "the ManyChat bot says," I've
58:44sent you the video you requested in DMs
58:47. "What happens in the DMs? I say," Hey
58:49, thanks Marco for requesting the
58:51mindset course. "" Can you confirm it's
58:54you? "" Yes. "" Okay, send me your
58:58email address so I can send you the
59:00link to watch the 8-hour course as a
59:02gift. "" Can I have your name? ""
59:06Confirmed. "" Mario. "" Yes, perfect. "
59:11I got their data in the CRM, they
59:14entered the CRM follow-up flow, which
59:17one day will lead to a workshop and
59:19webinar invite. In the meantime, there
59:24are emails sent to people every 2 days
59:27with ad hoc YouTube videos, so they get
59:31educated, and I've turned a visitor
59:34into a lead, a lead into someone who
59:37spends many hours with me in videos,
59:40who then comes live, submits an
59:43application, and buys. Clear? Um, here
59:51we go, frame 1, b-roll of a physical
59:56product. The product enters through the
59:58eyes and stays for what it represents.
1:00:01Here it broke it down for me; I told it
1:00:05to break it down as if I had to
1:00:07replicate it, as if I had to replicate
1:00:10this video to perfection or have
1:00:13someone else do it. It found three
1:00:16rules for me. So, show the product
1:00:19immediately. For every technical point,
1:00:22I associate an image with a gesture,
1:00:23which is what I did. Close on an
1:00:26identity and a meaning, not on the
1:00:28purchase. From 0 to 6 seconds I have an
1:00:37impossible contrast. I state the
1:00:40massive fact: this watch has 275 years
1:00:43of history and it isn't Patek, it isn't
1:00:46Audemars Piguet, and almost no one
1:00:48knows it. That was spot on. So there is
1:00:53a massive fact. Plus the removal of
1:00:55obvious names, plus almost no one knows
1:00:57it. From second 6 to second 17 I make a
1:01:01pact plus a reveal. I say, my friends,
1:01:03I'm taking you inside one of my
1:01:05passions, plus a macro of the product,
1:01:07so the curiosity is rewarded
1:01:09immediately because I'm telling them,
1:01:11I'm taking you inside one of my
1:01:13passions, so it's a very personal thing
1:01:16, right? From second 17 to second 41 I
1:01:20tell the epic story, so the technical
1:01:22date becomes broad with a comparison
1:01:25that everyone understands. I think I
1:01:28said even before even before America,
1:01:34something like that, this company was
1:01:36already producing watches, so I didn't
1:01:39say the date, but I made a comparison,
1:01:41I said the date and then I simplified
1:01:44it. I mean, I'll give you an example.
1:01:48Boom, then from second 41 to 1 minute
1:01:50and 18 seconds, genealogy plus detail,
1:01:52so there's an origin, scarcity, and
1:01:54invisible signature. The viewer here
1:01:57learns to look like an insider because
1:01:59I provide value, I explain certain
1:02:01things. Then there is the technique
1:02:04with proof, and I say that every
1:02:05technical detail is translated into a
1:02:06benefit, into status, or visual
1:02:08demonstration. From minute 1:50 to 2:18
1:02:13there is the second bit of magic,
1:02:15because I say the most surprising
1:02:17feature is kept for the final third and
1:02:19it is shown in action. Here I show it
1:02:21at the end. Ah, as if that weren't
1:02:24enough, the moment you turn the watch,
1:02:26the magic happens because you start to
1:02:28see the 24-karat gold rotor, and not
1:02:30only that. One of the things I love so
1:02:33much is that you can change the straps
1:02:35and decide for yourself if you want to
1:02:38be elegant with the leather one, sporty
1:02:40with the rubber one, or steel to
1:02:42obviously have a full bracelet. So, and
1:02:45that's the reason why this is one of
1:02:47the watches I prefer most in absolute
1:02:50terms, and from my point of view it
1:02:52doesn't just represent, it's not just a
1:02:54watch, I said it's not just a watch,
1:02:57but it represents Western civilization
1:02:59ticking on my wrist. Pam. Finished.
1:03:04This was an incredible video. It has a
1:03:06million views and it's in Italian, and
1:03:09I think it's not just in Italian, it's
1:03:11the most viewed video on Instagram of a
1:03:13Vacheron Constantin. And I don't have,
1:03:18I didn't have an audience. built on
1:03:24watches, yet I destroyed all the watch
1:03:26influencers, the ones who get invited
1:03:29to Watches and Wonders by by by the
1:03:31brands and so on, which is why a ton of
1:03:34brands contacted me. Eh, we’re
1:03:40talking to some who even say," Look,
1:03:42small brands, look, I’ll send you the
1:03:44watch, can you review it for me, and so
1:03:46on. "Let me make a little confession to
1:03:49you. To all of this, a new business
1:03:52unit has also been added for me. This
1:03:55new business unit is advertising.
1:03:59Because when you have hundreds of
1:04:01millions of views and numbers like
1:04:03these, even when you talk about
1:04:04technical products, it means—I
1:04:06don’t like to say it, I wouldn't want
1:04:08to say it—but that you are an
1:04:10influencer. But I know I am an
1:04:13influencer who truly influences
1:04:15purchasing, because that’s where I
1:04:18come from. Which is why, as I did my
1:04:22first ad videos, for example, for some
1:04:25energy companies, another AI company,
1:04:28eh, for America...we are in contact
1:04:31with two banks because they want me to
1:04:35review the bank, and so on. Guys, that
1:04:40is a business unit. that I won’t tell
1:04:43you today’s numbers, when I had
1:04:50350,000 followers and 40 million views,
1:04:53eh, for a reel—try to write how much,
1:04:59how much they paid me for a reel.
1:05:04Let’s see if you can guess it. Tell
1:05:08me, read it to me because I can't see
1:05:09the chat. Unknown.
1:05:15No, oh my god, I’m not exactly Chiara
1:05:17Ferragni. I look a bit like her.
1:05:22Consider that a reel lasts 2 minutes. 2
1:05:24minutes and 15 seconds.
1:05:265K.
1:05:28Exactly, that was the figure. So a
1:05:31world opened up for me, because I say,"
1:05:33Damn it, I mean, when in these years I
1:05:37say an hour of consulting with me costs
1:05:39€ 5,000 people say: 'Eh, you're crazy
1:05:43'. "And then, for a reel of 2 and a
1:05:48half minutes, just for my views and my
1:05:51interactions and the audience I have,
1:05:53they told me:" We'll pay you this
1:05:56amount, is that okay with you? "I say,"
1:06:02Damn, I didn’t understand anything
1:06:03then. "I mean, it’s true that
1:06:05there’s a massive amount of work
1:06:07upstream that then channels into this
1:06:10too, but just to say, right, and I had
1:06:14350,000 followers then, now I have
1:06:17600,000 with double the views, so the
1:06:19figures have changed. But when I
1:06:26started I wasn’t aware because I said
1:06:29," I don’t know. "I mean, I’ve
1:06:31always had reservations, so much so
1:06:33that, just think, the first company
1:06:35that contacted me, energy, so on on the
1:06:40bills, uh, it was the first one I
1:06:46signed my first contract with for €
1:06:495,000: a reel with ADV rights for 15
1:06:52days, so they could run that reel with
1:06:55ads. Since he's someone I care about a
1:07:00lot, while we were eating, he works
1:07:02with influencers, while we were eating
1:07:05one day he goes" Mick, damn, you're
1:07:07killing it? "" How much do you want for
1:07:10a reel? "And I told him:" Clearly, I'll
1:07:12tell you, I told him: look, my friend,
1:07:15I don't know, I have no idea, it's not
1:07:17my job, I mean. "And I literally said:"
1:07:20Look, I'll show you my analytics; you
1:07:22select all the influencers, you work
1:07:24with the best influencers in Italy. "He
1:07:28has them all, I mean from Giacomo
1:07:30Poretti, Enrico Papi, everyone, so he
1:07:32has access to everyone's analytics. I
1:07:36said here's my Instagram, look at my
1:07:38analytics, you tell me. And he goes,"
1:07:41Damn, you actually have the perfect
1:07:43audience for this. "" You're in the
1:07:46range between "" 3,000 and 5,000 ""
1:07:52500. "" You choose. "not to mention
1:07:57that there are also rights which are
1:08:00usually 20%on top of what you ask, and
1:08:02in the end, we agreed on a figure. But
1:08:07there I said" Oh, holy [ __ ]! "I told
1:08:11him," My friend, it's fine that you're
1:08:13paying me for this, but can I make a
1:08:16reel without you paying me? "" No, come
1:08:18on, what the hell are you talking about
1:08:19? "" But seriously, please, because the
1:08:22last thing I want is for you to pay me
1:08:255,000—well, 4,500 exactly for this
1:08:28reel—and then I don't convert a damn
1:08:31thing. "He goes," Oh well, but damn, do
1:08:33you know how many times I've wasted
1:08:35money and then discovered later that
1:08:36these people didn't sell a damn thing,
1:08:37like comedians don't sell a damn thing,
1:08:39eh. "And I said:" No, no, let's do a
1:08:42test, let's do a trial, because since I
1:08:45know that if it goes well we'll then
1:08:48make a long-term contract where you
1:08:50lock me in at this figure now, before I
1:08:53grow, and I'm happy about this because
1:08:56obviously I love you—I mean, I really
1:08:59care about him deeply. "He is a very
1:09:02dear friend of mine who is on the board
1:09:03of this company. Uh, I don't want to
1:09:08blow this opportunity with a reel that
1:09:10might suck, so since I don't know, let
1:09:12me try. I tried, it went great, put in
1:09:17ads, it was costing € 2 per app
1:09:19download, and then he goes:" Damn,
1:09:22didn't I tell you you were killing it?
1:09:25"And I said:" Okay. "The reel comes out
1:09:28. After the second one came out, the
1:09:32contract one, he tells me" Okay, I want
1:09:35to lock you in for all of 2026, let’s
1:09:38do six reels for 2026 and early 2027, "
1:09:42so we locked in all the other six reels
1:09:45under contract from here until
1:09:48February-March 2027. Then, oh well,
1:09:52other companies came along, other
1:09:53higher figures, et cetera, et cetera.
1:09:55But just to say, I hadn't imagined this
1:09:58kind of income, but this is another
1:10:00side business that for me is just fun,
1:10:03because I make videos, man, and I
1:10:05didn't think about it in this sense.
1:10:09But this is something that in 2026,
1:10:11most likely, this is my goal, will make
1:10:14a million net just from ads with x
1:10:16number of videos, with x number of
1:10:18brands, and that is the reason why I
1:10:20test these watch things. Why do you
1:10:24think I made a video about watches? Yes
1:10:26, because I like them. I didn't do it
1:10:27to flex, I don't give a damn about that
1:10:29. I did it because, damn, I want watch
1:10:31companies to call me. Because, hell, at
1:10:37least they’ll let me buy them without
1:10:40making me wait 3 years for certain
1:10:42pieces, or maybe someone gives them to
1:10:44me as a gift, damn, I’ll do the—I
1:10:46mean, why, for what reason did I make
1:10:48the fitness video the other day? These
1:10:52are things that I even tell you in the
1:10:54recordings, they are private, but it's
1:10:57my strategy because I am not an
1:10:59influencer, I am an entrepreneur, so I
1:11:01adopt this as a strategy too. Before I
1:11:05was even contacted by banks, I won't
1:11:07name names, but a very big bank, I said
1:11:12, which are the brands I want to work
1:11:15with? I went to look at the brands and
1:11:19I looked at banks, I looked at
1:11:21nutrition, so the top influencers and
1:11:24the supplement companies that pay the
1:11:26most. Which are the companies? And I
1:11:32made some hook videos. I created two,
1:11:35three videos, if you pay attention, go
1:11:37back in time where I explain how banks
1:11:38screw you out of money. Why did I do it
1:11:41? Because my agent who manages these
1:11:47things for me, after I made that video
1:11:49and that video went viral, I told him"
1:11:51Listen my friend, show them this video
1:11:53because this video is a perfect ad for
1:11:56a bank. "It just needed me to put a CTA
1:11:59at the end and it would be perfect, and
1:12:01look at how viral it went. And he goes:
1:12:04" Damn, this is a bombshell. "Because I
1:12:06went to see who the influencers are who
1:12:09uh, were sponsoring this stuff here.
1:12:13And from there I worked backward; I
1:12:16said:" Let me see how many views they
1:12:18get, how many interactions, and so on,
1:12:21"so I have this benchmark to beat. And
1:12:24I beat it, and after I beat it, I said:
1:12:26" Hey, since you're paying this for
1:12:28these views and these things, here is
1:12:32the video I prepared, "and so I am
1:12:33setting the stage for what I told you
1:12:35for 2027. Anyway, I digressed. Um,
1:12:39frame number two, broad current events;
1:12:42a fact goes viral when it becomes a
1:12:44daily injustice. What video is this? Ah
1:12:46, Albania and Puglia. It's one of those
1:12:50videos that, wow, it exploded, and I
1:12:51had mentioned a geographical paradox:
1:12:53there they protest, here the same thing
1:12:55happens and nobody says a damn thing.
1:12:57Immediate location and conflict, us
1:12:59versus them plus news, so courage
1:13:01versus passivity, plus location,
1:13:02subjects, numbers, and consequences.
1:13:05Then there's the second case, so
1:13:07another episode prevents dismissing
1:13:08everything as an exception, so the
1:13:10viewer rightly says," Damn, so it's not
1:13:11an exception, this stuff keeps
1:13:13repeating. "Then there is the return to
1:13:15the frame, so we revisit the initial
1:13:17comparison to close the first narrative
1:13:19arc. Then I have the David vs. Goliath
1:13:22technique; the farmer and the wall make
1:13:24the injustice of the little guy against
1:13:26the big guy visible. Preventive shield,
1:13:31so here I'm covering my ass against an
1:13:33objection. Attention, I'm not saying
1:13:36I'm against tourism, I'm against
1:13:38selling out. So the dominant objection
1:13:43is basically narrowed down immediately,
1:13:44and then there's thesis, connection,
1:13:46and final punchline; the fact rises to
1:13:48a principle, the personal connection
1:13:49legitimizes the emotion, and mic drop.
1:13:52This video did huge numbers. I think it
1:13:54got like 4 million views and brought me
1:13:56more than 10,000 followers. And the
1:14:00formula is paradox turned pattern,
1:14:02daily example, objection dismantled,
1:14:04thesis, personal reason, punchline, no
1:14:07algorithmic city. Eh, look, it even
1:14:11tells me what visual grammar you used.
1:14:13Walking selfie, so a video while I'm
1:14:15walking, fixed hook at the top. Dynamic
1:14:19subtitles, no b-roll, the strength is
1:14:21in the specificity of the spoken word.
1:14:23Names, numbers, and documents must be
1:14:25verified before recording, even if they
1:14:26don't appear on screen. Then this is
1:14:29the video I was telling you about
1:14:31regarding mindset. The CTA converts, no
1:14:33wait, the CTA converts because it comes
1:14:35after you've kept your promise. So here
1:14:38is how it's unpacked: promise plus
1:14:40authority, complete value, personal
1:14:42proof, alibi destroyed, bridge plus
1:14:43keyword. Eh, and in fact, in fact, then
1:14:47I close it out. I know, guys, that it's
1:14:49easier said than done. Exactly for this
1:14:51reason, I created a free 8-hour course.
1:14:52If you write the word mindset, I’ll
1:14:54send it to you in DM for free. And, in
1:14:59fact, it says here, a surgical point to
1:15:01respect. For the first 2 minutes and 13
1:15:04seconds, the reel asks the person for
1:15:06absolutely nothing. First, I deliver
1:15:09competence, utility, identification,
1:15:12proof, and urgency, and then I make the
1:15:15call to action. So the formula in this
1:15:18case, see here, there are the precise
1:15:20formulas. The formula is: promise,
1:15:23structure, value, personal proof,
1:15:26objection, empathetic bridge, resource.
1:15:29Write the word in DM and I’ll go
1:15:31reinforce it. Is everything clear? Then
1:15:37there’s the monetization. The bridge:
1:15:40how a viewer becomes a contact in DM.
1:15:42I’ve already explained this to you,
1:15:45but just to do a quick recap. Views
1:15:47don't pay for conversions. Yes, a small
1:15:50spoiler, views do pay. Well, Instagram
1:15:54doesn't, Instagram doesn't get paid for
1:15:56views. If you want to know how much I
1:15:59earn from Facebook views, which is the
1:16:01only social that pays me for views,
1:16:07last month I got 4,000, excuse me,
1:16:20it’s half-past midnight here. Last
1:16:23month I got $ 4,200 doll. This month I
1:16:29will take, because they pay on the 23rd
1:16:33, $ 4,058. It's not exactly a fortune,
1:16:38but hey, almost € 4,000, don't throw
1:16:41that away, that's just for video views.
1:16:46So Facebook pays for video views, it
1:16:49pays for video views, a pittance, so I
1:16:52don't even take it into account.
1:16:55Instagram does not pay for video views.
1:17:00Ah, I repeat, on Facebook, to give you
1:17:03a comparison, this $ 4,000 is against
1:17:06—because it’s right to say—
1:17:08against how many views? Against 40
1:17:16million views. It doesn't pay a ton,
1:17:20but it's the one that pays the most.
1:17:24Anyway, uh, how a viewer becomes a
1:17:27contact. The CTA, guys, must always be
1:17:30unique, so only one invitation per
1:17:31video, the keyword in DM, only one CTA
1:17:33in every—every video has only one CTA
1:17:35. Uh, systematic response, well, you'll
1:17:39see this within the course, we explain
1:17:41how to hook up ManyChat, etcetera,
1:17:43etcetera. Uh, do the qualification, two
1:17:46or three questions, who, what they need
1:17:47, for what reason, now the lead
1:17:49qualifies, you don't just collect them,
1:17:50and boom. And then you obviously bring
1:17:52them to a call. Um, and finally the
1:17:56same identical system. How can you
1:17:59transplant this model to yourselves as
1:18:02well? The method doesn't change, the
1:18:05theses change, the pain changes, and
1:18:06the enemy changes. So we have the same
1:18:09system for six different sample niches.
1:18:12For example, excuse the pun, niche,
1:18:15lawyer. What is the thesis? Those who
1:18:18follow the rules are not protected, the
1:18:20thesis I might want to hold as a lawyer
1:18:21. What is the pain point? Injustice
1:18:24suffered and left unpunished. The enemy
1:18:28, bureaucracy and absurd court rulings.
1:18:31The key creative format I could use is
1:18:34commented news. Very simple, I rely on
1:18:37stuff that already exists. Accountant,
1:18:41the thesis could be taxes are managed,
1:18:44not suffered. It's a nice thesis, right
1:18:47? Ah, the people's pain point is I pay
1:18:52and I don't know why. How many of you
1:18:56think that? Damn, why the hell am I
1:18:58paying this? But why do I pay like this
1:18:59? Who is the enemy? Absurd compliance
1:19:02requirements and Revenue Agency errors.
1:19:05The key format here could be data that
1:19:07flips things, so you completely flip
1:19:09the data every single time. Coach niche
1:19:12, the problem isn't motivation, it's
1:19:14the method. That could be the thesis.
1:19:17The pain point is damn, I try hard, but
1:19:18nothing changes. The enemy could be
1:19:21motivational gurus and clichés. And
1:19:23the key format, various reactions.
1:19:27Consultants niche, companies die from
1:19:30chaos, not from the market. They die
1:19:32because there's a mess, not because of
1:19:34the market, or rather, not because of
1:19:36competition. The pain point is, damn, I
1:19:38work 12 hours a day, but I can't do it,
1:19:40I don't grow. The enemy might be
1:19:43management fads and totally useless
1:19:45tools. The key format, data plus
1:19:48solution. Personal trainer, the thesis
1:19:51could be the physique is built with a
1:19:53system and not with sacrifice. Nice
1:19:55thesis, right? Everyone is used to
1:19:57struggling and seeing no results, I
1:19:59make sacrifices and see no results. The
1:20:02enemy is copied workout routines and
1:20:04fitness fads, and the key format could
1:20:06be news plus the data of everything
1:20:08happening around that goes against my
1:20:10thesis. Nutritionist. Another example,
1:20:15the thesis diets fail because they
1:20:17ignore real life. Wonderful thesis.
1:20:20Here we have given some examples of, uh
1:20:22, attention, that you guys have. The
1:20:25pain point, on a diet for years and I'm
1:20:28still the same. Who is the enemy?
1:20:31Detoxes and dietary fads. Uh, what
1:20:36better key format than reacting to all
1:20:40the phenomena that do paleo, that do
1:20:43this, that do fasting, there's infinite
1:20:46material, right? The sequence is always
1:20:50the same, guys. Thesis,
1:20:53pain-agitation-solution, common enemy,
1:20:56five-filter check, bridge to DMs when
1:20:58using calls to action; the rest is just
1:21:00disciplined repetition. And with that,
1:21:07my friends, we have seen exactly the
1:21:09system I have used these past few
1:21:12months to grow exponentially on social
1:21:15media and beyond. We generated leads
1:21:19and we made, uh, sales.

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