"Where Do I Even Start With Advertising?" — Transcript

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1. 0:00You have to let more more people know
2. 0:01about your stuff. And so the way that we
3. 0:03do this is we do the rule of 100. All
4. 0:06right. And so by method, that means
5. 0:08that's page 164, you either do 100 reach
6. 0:11outs a day, cold or warm, you do 100
7. 0:13minutes of making content and post
8. 0:15something, which for some reason I
9. 0:16didn't put that in the book. Um no, I
10. 0:18said release it one per day. Thank god.
11. 0:20All right, but some people hear that
12. 0:21first line and they're like, I'm making
13. 0:23100 minutes of content a day and I'm
14. 0:24like, I haven't seen you post. They're
15. 0:25like, well, I'm still working on it. I'm
16. 0:26like, what are you doing? Post. All
17. 0:28right.
18. 0:29And then
19. 0:29And then um
20. 0:30paid ads is 100 minutes a day of making
21. 0:33paid ads. So that's doing the research,
22. 0:34looking at other hooks, recording,
23. 0:35editing, cutting it, and spending money.
24. 0:38Right? You got to spend money. And the
25. 0:39amount of money you spend, I would say
26. 0:41per month, should be relative to what
27. 0:42you're willing to pay per customer.
28. 0:44Okay? Now, I have an update to this that
29. 0:46I'll share with you, which we learned
30. 0:47from the school games, cuz I help a lot
31. 0:49of people who are starting out. Now, it
32. 0:50doesn't matter whether you're brand new
33. 0:51or you're an experienced business owner,
34. 0:52if you start a new channel, you're still
35. 0:53starting at zero, right? And one of the
36. 0:56things that we added in for at least the
37. 0:57content side was most of the time you'll
38. 1:00be limited by, you know, the amount that
39. 1:01you can make and sometimes even the
40. 1:02amount of DMs that you can do on a
41. 1:04social platform, but one thing that's
42. 1:05not really limited or less limited is
43. 1:07the amount of comments that you can
44. 1:09leave on other people's posts. And so
45. 1:12you want to do the goal is to have the
46. 1:13best comment on a post that is relevant
47. 1:17to your avatar. So basically, it's like
48. 1:19all of these posts exist, they're almost
49. 1:20like free ads that you think are
50. 1:22attracting the attention of your avatar.
51. 1:24And so what you want to do is have the
52. 1:24most thoughtful response to that post
53. 1:28and then you basically get to like hitch
54. 1:30a ride on somebody else's views and it's
55. 1:32totally legal.
56. 1:34So like do that on top of this. And this
57. 1:37is for those of you who are like, I just
58. 1:38don't know what to do. This is what you
59. 1:39do. You reach out to people, you make
60. 1:41content, you run ads. Pick one. And to
61. 1:43be clear, this is Alex's two cents, so
62. 1:45this is this is a personal opinion. Um I
63. 1:48don't really tear people down. That's
64. 1:49just I just don't do that. Um some
65. 1:52people like make their whole brands on
66. 1:53dunking on other people. I just don't
67. 1:55like that kind of negativity personally,
68. 1:56like in my life or otherwise.
69. 1:59Um you're welcome to do whatever you
70. 2:00want. My recommendation would be to give
71. 2:01people flowers and, you know, basically
72. 2:03give them props, which is what I think
73. 2:05millennials say,
74. 2:07uh for when they do a good job.
75. 2:09So, I'm dating myself here. Uh flowers,
76. 2:11right? Uh tell them they did a good job
77. 2:13and basically break down or add to it.
78. 2:15Say like, "I love all this and
79. 2:18uh and I think it's a great way." So,
80. 2:19instead of saying basically this is and
81. 2:21thinking instead of or thinking. So, my
82. 2:23first piece of homework is
83. 2:26write what your advantage is in your
84. 2:28current position. So, if your if you're
85. 2:31Nike, and Nike, if you do want to
86. 2:32respond to this video, I'm totally okay
87. 2:34with it. Uh but if you're not Nike,
88. 2:36right? Talk about the unique angle that
89. 2:39you have compared to the leader in your
90. 2:41marketplace. Cuz let's be real, the vast
91. 2:43majority of people who are watching this
92. 2:44are not the leader. There's only one
93. 2:45leader and everybody else who's not the
94. 2:46leader is more people than the one. So,
95. 2:48the likelihood that you're not the
96. 2:49leader is high. So, talk about how
97. 2:51you're different than they are in a way
98. 2:53that is factually correct that they
99. 2:55cannot argue with. And drop it in the
100. 2:56comments. I'd love to see them. And
101. 2:58everything that I just talked to you
102. 2:59about, those positions is what I would
103. 3:01weave into my sales and my marketing.
104. 3:03Cuz the nice thing there is is also it's
105. 3:05not like claims-based. It's just like
106. 3:07these are the facts and this is the
107. 3:09reality of it. And if you ever want to
108. 3:10make more compelling marketing, the
109. 3:12thought that I would give you is just
110. 3:13drill one level deeper. At the surface
111. 3:15level, it's like it's David and Goliath.
112. 3:17But like when you actually drill down,
113. 3:18it's an unfair advantage because David
114. 3:20isn't really competing against Goliath,
115. 3:22it's competing against Goliath's like
116. 3:23kneecap. Right? It's like it's the piece
117. 3:26of the larger thing. There's this
118. 3:27amorphous idea of Nike, but really all
119. 3:30you're competing against is the person
120. 3:32who's six levels down who got to hired
121. 3:34out of college to make their social
122. 3:36media posts for one specific, you know,
123. 3:38person or whatever. That's who you have
124. 3:40to beat. And so, like the way that you
125. 3:42beat the Roman Empire isn't by taking
126. 3:44the Roman Empire on head-on. It's by
127. 3:47tiny little nibbles on the edge of their
128. 3:50kind of perimeter and just working your
129. 3:51way in. And fundamentally, that's how
130. 3:52the barbarians over time, you know,
131. 3:54crunched down on Rome. And so, in this
132. 3:56instance, we are the barbarians.