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"Why Does My Content Get No Views?" | 1 Hour of Alex Hormozi — Transcript

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0:00What everyone here needs to solve for is
0:03the thing that was the most valuable
0:05that Jim Launch had and continues to
0:08have, which is you want consumable
0:12media.
0:14Now, what does that mean?
0:17If I teach you how to do math,
0:20the day before you learn how to do math,
0:22it is infinitely valuable. The day
0:24after, the value is approximately zero
0:26because you already know how to do it.
0:28This is the fundamental issue with
0:30education as a product. There's a reason
0:32that people graduate from school, right?
0:35Is because they have graduated, they
0:37learn the stuff. And that's what you
0:39want. The point of Tinder is for this
0:41app to get deleted. The point is for
0:42people to get in a relationship, right?
0:44And so you shouldn't feel like you
0:46failed if you actually educated someone
0:48and taught them. Now there that does
0:51create uh business constraints. So what
0:54did what did the education system do?
0:55They just invented infinite education.
0:57You can get multiple degrees. You can
0:58get a PhD. You can get a masters. You
0:59can get a PhD. You can get a double PhD.
1:01Right? They they just keep selling more
1:03stuff. Fine. But
1:06for us, I'll give you two examples or
1:08actually give you three examples of of
1:13groups that created consumable media.
1:16Right. Jim Launch's most valuable
1:19product that happened or occurred that
1:22we were able to give was that we would
1:24run ads. We would spend money. So, I'd
1:27spend 50 grand putting, you know,
1:30renting, this is going to sound silly,
1:31renting models, uh, who looked good in
1:34gym clothing. Then, we would do a shoot.
1:39Then, we would take those ads, we would
1:41edit them, cut them, produce them, and
1:42then we would test them in 10 to 20
1:45representative markets. And so for us,
1:47we had, you know, 700 plus locations,
1:49uh, live and active and cycled over, you
1:51know, thousands thousands over the
1:52years. Um, but we would say, okay, we
1:54want this to be in a Hispanic market, a
1:56black market, a white market, a Canadian
1:57market, a Mexican market, whatever,
1:58right? And so, and we'd also skew this
2:00by uh quality of operator, right? So, if
2:02you have really strong operators, really
2:04weak operators, we want to see if it's
2:05representative, right?
2:07And so then what we would do is let's
2:09say we tested a hundred ads. We would
2:11find the top five winners and then we
2:14would hand them to the community who
2:16already knew how to run ads and they
2:18would run them in their local areas. And
2:20so every month you could have a choice.
2:23You could make your own ads and see if
2:26they worked and spend money behind them.
2:30Or you could just get the ads that you
2:32already knew worked that had already
2:34been tested and then just cash them in.
2:37Which one would you rather do? Why would
2:39a if you knew every ad you had was going
2:42to be a winner, you would just only run
2:44winners. How nice would that be? Well,
2:45that's exactly what we did and do for
2:48gyms. And so the value of what they pay
2:51us is an approximation of two things.
2:55One is how much money they would lose
2:58trying to test to find ads that worked.
3:01And notwithstanding the effort of
3:04scripting, recording, editing, making
3:06their own, but on top of that, how much
3:09money they would directly make from our
3:12ads in general. And so you have both of
3:14those things. Now, let's run it through
3:16the original litmus test that we had
3:18around value creation. So, the closest
3:21thing that I mean, the perfect thing I
3:23could do is literally just hand them
3:24customers, right? That's the closest
3:25thing I could do. Now, we looked at
3:27that. We were like, should we run ads
3:28and just sell them for them and then
3:29just send them the gym? We It was
3:30something we considered, right? But we
3:33decided that was a little bit outside of
3:34scope. And so, we're like, well, what's
3:36one degree less than that? Well, if we
3:37made the pages and we tested the pages
3:39and then we made the ads and we tested
3:41the ads, then all we would do is hand
3:43them a winning scratchoff ticket to put
3:45into the machine we had them pay for one
3:47time. And so this is the point. If you
3:51have a system, right, you have a system
3:54that you sell one time, right? This is
3:56the education component. This is the
3:58model. Some of you, this is B2B, right?
4:00But this works the same B to C. Same
4:02concept, but you're just the the thing.
4:05You have some core curriculum that you
4:06want to take someone through to change
4:08their behavior. Fine. Now they
4:09understand how to sell, whatever. They
4:10understand how to run ads. Now they need
4:13the inputs into that machine. You want
4:15to be the supplier of those inputs
4:20because that's something they're going
4:21to need this month, next month, the
4:22month after, and has tremendously high
4:26and demonstrable value.
4:28So the second uh business had uh he did
4:33um wholesaling. He like taught people to
4:35wholesaling. And so what he would do is
4:38he had his team go find properties and
4:42then sort them, list them, rate them,
4:45and then every month he delivers a a PDF
4:49to his community of wholesalers with
4:52prevetted properties and that meet all
4:55their deal specifications.
4:57And then all his students or people in
4:58the membership community would have to
5:00do is just go to just walk it, right?
5:04That's all they have to do is just go to
5:05the address. And so by doing that, he
5:09was able to take all the friction
5:11associated if they get one deal, it pays
5:12for the whole thing for the year, right?
5:14And so again, there's this common theme
5:17of okay, how can I do the work for them?
5:20And the 2011 version is how can I take
5:22the risk for them, right? So like Jim
5:25Launch did the work and took the risk.
5:28So I fronted the cash, right? He fronted
5:31the labor. And so you want to think how
5:35and think about the net the net gain
5:38here. Did we make their lives easier
5:39without having them incur more cost?
5:41Absolutely.
5:43Same thing with the wholesaler.
5:45Absolutely. And so there was another guy
5:48that teaches people um uh how to do
5:51print on demand. So that was his thing
5:53like printing print stuff, right? And so
5:56he has like 2% churn in his community
5:59and what his consumable media was is
6:03that every week or every every I can't
6:05remember if it's every week or every
6:06month, whatever, he would go in and he
6:08would show with his tool how he was
6:11finding the trending uh products or
6:15logos or whatever that were printed and
6:18showing them how to sort for them. And
6:20then he would make that into a list and
6:22then he would put it into the community.
6:24And so the idea there is yet again, how
6:27can I chew the food for them and then
6:29spit it into their mouths.
6:32Disgusting,
6:33Danielle. Disgusting. I don't know why
6:35you would say that, right? Of course.
6:38Like little baby birds. Baby birds,
6:40John. Exactly. And so if you're like,
6:43"Alex, can you tell me what mine is?"
6:45No. Fundamentally, you're going to get
6:46paid a tremendous amount of money for
6:48answering that question.
6:51But what you need to zero in on is what
6:53is this consumable value? And I would
6:55maybe even make the argument that's
6:56maybe the most important thing that you
6:58can do for a membership. I think I'm
7:00going to say it. I think it's the most
7:02important if you want to drive down
7:04churn in your membership. You want to
7:07have something that they use and consume
7:09on a monthly basis because you want them
7:11to use and consume the community on a
7:13monthly basis.
7:16And so you just have to think about what
7:18that thing is for you. Like are you guys
7:20getting this? Like you can always
7:23pre-chew the food. Like there's always
7:25more work that you can do which is
7:27typically in the form of research
7:29analysis and then distillation of that
7:32information repackaged into something
7:34that is very easily usable.
7:36And so that is a net gain of time that
7:39they get for the value that they'll
7:41ultimately be able to trade that for in
7:42the future when they use the thing based
7:44on the education that they got from you
7:47that they paid you for one time upfront
7:50that was probably more valuable. So it's
7:53like you want to get them to pay you one
7:56time to have a system and then many
7:58times for the inputs to that system to
8:00make the system work. This is
8:02fundamentally the idea of like you sell
8:04an ink, you know, an ink printer and
8:06then you sell them the ink every month,
8:08right? You you teach them how to do hair
8:10extensions and then they buy your hair
8:11extensions every month when they need to
8:13use those for their customers. You teach
8:15them how to sell supplements and then
8:17they sell your supplements to their new
8:19customers every single month. Each your
8:22customers complexity like that is the
8:23work. Like that's what we get paid for.
8:26If you're like, "Man, this sounds hard."
8:28Or, "Man, this sounds like work." You
8:29know what's even more work? being poor.
8:32Like, you know what? It's even more work
8:35finding new customers. Way more work
8:39than keeping the ones you've got. I'll
8:41I'll tell you this from having sold a
8:42lot of weight loss in my life. We used
8:45to sell fitness nutrition
8:46accountability. By far, 75% of the
8:49weight was on accountability because it
8:50was the thing that everyone felt like
8:51they needed. Most people know they need
8:53to stop eating cookies and they need to
8:54move. They already know that. The
8:56problem is they're not doing it. And so
8:58it was basically like we just said like
8:59we will generically keep you accountable
9:01and we had these you know five ways that
9:02we keep people accountable and we walk
9:04through it was mostly explain like we
9:06mostly sold an accountability system
9:08which is what I did at my gyms more than
9:10a fitness system. It was like these are
9:11the ways that we did it and we had three
9:13levels of accountability. You have
9:14peerto-peer accountability, alumni
9:15accountability and expert
9:16accountability. You guys want to pitch
9:17this is what it is. And so peer-to-p
9:19peer accountability is that you want to
9:20be you want to know you're going through
9:22something with somebody else
9:23shoulder-to-shoulder so that you don't
9:24feel alone. they're going through the
9:25same step at the same stage as you.
9:27They're suffering, they're sore, they
9:28feel, you know, nauseous, whatever. It's
9:31nice to have somebody doing so you don't
9:32feel alone. The second type of
9:34accountability, it's nice if somebody's
9:35one step ahead. That's the alumni.
9:36That's the person at the end of the
9:37racetrack being like, "You got it. You
9:39can make it. They're cheering you on."
9:41Right? So, we have a whole group of
9:42alumni who've been there, they've lost
9:4320, they lost the second 20, lost the
9:45third 20, and now they're on their, you
9:46know, on their on their journey to get
9:47their dream body uh from uh, you know,
9:50from skinny to toad, right? That's where
9:51they're at now. And then there's the
9:53third type of accountability, which you
9:54want expert accountability. You want
9:56somebody who's helped thousands of
9:57people just like you get to where you're
9:58trying to go. So that when you run into
10:00trouble, they've already solved this
10:02problem a hundred times before this and
10:04they know exactly what to do. So that
10:06you can break through the plateau and it
10:09doesn't feel like a plateau because it's
10:10only one week of lack progress. You got
10:12feedback and then boom, you keep going.
10:15And so it doesn't you don't hit plateaus
10:17per se if you have a long enough time
10:19horizon that you're doing the
10:20measurements on because you have an
10:21expert who's there who can measure
10:22progress in multiple ways. And so for us
10:25if you we know that this plan will get
10:27you to your goal. And so everything else
10:29that we have is around making sure that
10:31you just stick with it. And so if you
10:34heard that from me as a sales pitch for
10:36accountability, you'd probably be ra
10:38relatively compelled by that. And you
10:39guys, by the way, can use literally all
10:41three of those because you have all
10:43three of those. You have other people in
10:44the community. You have people who've
10:45hopefully finished or gotten some sort
10:46of ideal that are inside that are your
10:48testimonials. And then you've got you.
10:50You are the expert. You have done this
10:51with hundreds of people just like them
10:53going to where they're trying to go. And
10:54when they get stuck, you know how to
10:55debottleneck them. And so you just need
10:57to package it in a way that they see the
10:59value, which I think if you use the
11:00pitch, you can literally just download
11:02this and just repeat it because it works
11:04just fine. My encouragement to you is to
11:07think through what the consumable
11:09portions of your stuff are. So I'll give
11:12you an example. Community is consumable.
11:15You use it and then next like you can't
11:17say, "Oh, I' I've communied up. I am I'm
11:20filled to the brim on community."
11:22Doesn't work that way. It's consumable.
11:23Friendship is consumable, right? These
11:25are things that you go back for, right?
11:27And so the idea is now the the question
11:29is how valuable is it? What are people
11:33willing to pay for it?
11:35Right? That's the that's the the real
11:38measure is h how willing to pay are
11:40people for community. I think they're
11:43willing to pay something. It might not
11:45be as much as you want. And so that's
11:47why we add these other components into
11:48it. But again, just adding more stuff
11:51that people don't use doesn't make
11:53something more valuable. This is what I
11:55like. If I if that's the theme of this
11:56call is like if you have one thing that
11:58people use and then you add four things
12:00that they don't use, it's not more
12:01valuable. In a lot of ways, it's less
12:03valuable. So we want to make it easy for
12:05them. We want to pre-chew their food. We
12:08want to find the complexity and we want
12:10to do that work in the background. So
12:12one of my one of my friends is a very
12:13good product uh m he's a he's a he's a
12:16product guy from software and he calls
12:19them magical products or magical
12:20experiences and he he talks about this
12:24as though he said it has to happen in
12:26the background. It has to feel magical
12:28and he obsesses about this $250 million
12:31very good product guy, right? And so the
12:34idea that that that I'm talking to you
12:35guys about is like, okay, what would be
12:37magical if you just got an ad, you
12:39pressed go, and then money came out,
12:40you'd be like, that was magical, right?
12:42If you just said like, oh, here's the
12:44list of homes that are already
12:45prevetted. I just need to get in my car,
12:47be there in 20 minutes, and say, yes,
12:48this looks like the pictures I'm in.
12:50That's a pretty magical experience. Many
12:53of you are giving like the cookbook and
12:56saying, make a cake. But they're like,
12:59well, I don't have flour. I don't have
13:00eggs. I don't have I don't have an oven
13:02and I don't have pots and I don't have
13:04pans. And you're like just figure it
13:05out. But that figuring it out is where
13:08the fortune is made is when you figure
13:10it out for them. Level one. Figuring out
13:13for them at scale. Level two. Just
13:16actually take the next four minutes and
13:18try and brainstorm ideas for what is
13:21consumable valuable for your community
13:23because there is a version of it and
13:25there's probably multiple things you can
13:27do. If you just do that, it may be the
13:30one big thing that's the unlock that you
13:32need to get customers to retain. I've
13:36written a best-selling novel, but I took
13:38the writing lessons that I have that
13:39apply to both books and ads and outbound
13:41and everything and put it into nine
13:43lessons that if you use them, I think it
13:45will make your writing better. Enjoy.
13:46Alex's guidelines for writing. As soon
13:48as you see all of these, you'll see it
13:50in all my writing. Cuz the thing is is a
13:51lot of people when they try and like
13:53pretend to sound like me, they think I
13:55sound smart. And so then they put lots
13:57of really complex words and sentence
13:58structures. It sounds smart because it's
14:00simple. Like you interpret it as it
14:02sounds smart, but because it's actually
14:04simpler, which takes more effort. It's
14:06present voice. Like you'll mix your
14:08tenses up all over the place. I just try
14:10and do present tense whenever I can.
14:13It's active, not passive. Iron doesn't
14:15get the strength beaten [music] out of
14:17it. We beat iron. Like the body was
14:19carried out of the room. We carried the
14:21body. Active. So, it's present [music]
14:24whenever I can or it's simple tenses. No
14:27adverbs. Usually, adverbs are
14:29placeholders for shitty verbs. We shut
14:31the door really hard. We slam the door.
14:34Short sentences almost always max one
14:36comma. And whenever you have like two
14:37comma, like it's like blah blah blah,
14:39comma, comma, and then a thing. Usually,
14:41you can just rip it out or reframe it so
14:43it's just one sentence or make it two
14:45sentences. And then again, the vocab is
14:47under third grade. Ideally, fifth grade
14:49toss, positive language. And I mean that
14:51not like upbeat, but like don't stop.
14:54Keep going. Because people can't
14:55perceive negatives. Like don't think of
14:57a pink elephant, then people think of
14:59the pink elephant. So if you're trying
15:00to communicate clearly, then don't say
15:01what they shouldn't do. Say what they
15:03should do. If I say don't stop versus
15:05go, [music] different or keep going.
15:07When there's really common sayings like
15:09don't stop, that's so common that we've
15:11already shorthanded it in our brain as
15:13what it [music] means. But if you do
15:14with an a like a a more atypical
15:17statement, don't leave the facility is
15:19different than stay inside. [music] It's
15:21just it's just it's easier to
15:22understand. Like remove redundant words.
15:24We simultaneously walked out the big
15:26door at the same time. We walked
15:28outside. [music] And then I always
15:29eliminate anything from a sentence, then
15:32if I read the sentence afterwards, it
15:34still means more or less the same thing.
15:36I just cut it. But it's just like video
15:37editing. If I watch the video and I cut
15:41out a part and then I watch it again and
15:42I don't miss it, it's killing darlings.
15:44You know what I mean? But that goes for
15:46words, too. Like, if I have a couple
15:48words in a sentence that I cut it out
15:49and it still means the same thing, I go
15:52with it. Hemingway has like six of those
15:54built into it. So, Hemingway, I
15:56literally think is the greatest writing
15:58tool that's ever been like created. It
16:00gives you fast feedback cycles cuz as
16:03you're typing, it changes the color. So,
16:04in terms of immediiacy of like feedback
16:07and it shows you because it's color
16:08based what mistake you made mistake, you
16:10know, just not Hemingway and these are
16:12not like Alex's rules for writing.
16:13They're more just like rules for good
16:15writing. This is how I do it. And so,
16:17like you put all those things together
16:18and that's like
16:20>> let's do it.
16:20>> All right. So, I sell Yeah. sell tax
16:22strategy and tax filings to people
16:24overpaying in taxes. Uh, currently make
16:264 million now. Would maybe like to exit
16:28for 100 mil.
16:29>> And what's stopping me is not having
16:31like a massive brand. So people don't
16:33really know us when they think tax. We
16:35want to be first of mind.
16:36>> Um we make videos but barely get any
16:38views but brand will unlock us you know
16:41hit that premium and have demand gen
16:43>> and you know if we can't build brand um
16:45business is over. AI will start taking
16:47our lunches
16:48>> and you know people um won't be willing
16:50to pay for a premium relationship
16:51>> you know but ultimately no one will know
16:53care about our business and we will not
16:55be able to hit our revenue goals. So
16:56just you know how do we build a brand?
16:58Been making videos for four years on all
17:00social platforms for you know posting
17:02five times a week and still can't get
17:03views.
17:04>> Okay. So I'm gonna rewind a second. How
17:07are you getting customers right now?
17:09>> Um word of mouth referrals um from our
17:12existing clients. That's our biggest
17:14one. And then some trickle in from
17:16Facebook groups. And then we also have
17:18we run some paid ads um but not really
17:20haven't done really well in that in that
17:22space.
17:22>> Are you supply constrained right now?
17:24Like can you handle more customers?
17:26Yeah, we can handle more customers.
17:27>> Okay, got it. What's the pricing model
17:29and who's the avatar?
17:31>> Pricing model is 3,000 bucks. Come in,
17:34get the tax saving strategy. So, it's a
17:36full money back guarantee if we don't
17:37find 3K for you.
17:38>> And then after that, you get enrolled
17:40into the membership. You can apply that
17:423K as a credit over the next 12 months.
17:44>> And then the membership, it's where you
17:46do your filing, the accounting, the, you
17:48know, bookkeeping, couple calls, the
17:50whole enchilado. Uh that's it ranges
17:52from complexity anywhere from 300 to
17:543,000 bucks every four weeks. On average
17:56though it's like 500 bucks every four
17:58weeks. And then we sell to a triangle of
18:00people. It's business owners, real
18:03estate investors, and high W2. I'm in
18:05San Francisco, so a lot of high W2
18:06folks. Yeah.
18:07>> So anyone that just has that feeling
18:08where usually we're their next stop
18:10after their Turboax or they're down the
18:13street or mom a mom and dad's accountant
18:14that doesn't do any tax strategy, we're
18:16usually their first stop for tax
18:17strategy.
18:19>> Got it. Got it. Okay. Um All right. So,
18:33>> why do you think the content hasn't
18:35worked?
18:38>> Not that interesting of a guy. Um maybe
18:40the value isn't there. Um so, like we've
18:43gone from like the education side of
18:45like, hey, here's all the tax strategies
18:46you can do. Come talk about the strategy
18:47itself. Um, I know my personal belief
18:50talking with my wife and stuff is like I
18:51think tax is just a very dry industry.
18:53Maybe no one no one cares because people
18:55barely file their taxes now. Like we run
18:57around people who don't file their taxes
18:59even. So yeah. Um might be just a dry
19:02ass industry. Yeah.
19:03>> I I I would reject that. Um
19:05>> yeah.
19:06>> So I think uh if you look at um Erica
19:10Taught Me, she has a Have you Do you
19:13know who she is? She's got like she's a
19:14lawyer. She does
19:15>> Oh yeah. Yeah. Uhhuh. Yeah. Yeah. I
19:17mean, I think legal is more boring than
19:19taxes. And she's got like five and a
19:22half million followers on just like
19:23Instagram.
19:25>> So, I don't think tax is boring. I think
19:28you might make tax boring. And I say
19:29that not in a harsh way. Um
19:31>> Oh, yeah.
19:32>> Also,
19:33>> I probably do.
19:33>> Yeah. I'd also look at um Viven 2. She
19:37does uh some financial stuff that I
19:40think is more like tactically personal
19:43financey.
19:45I think there's also like you look at
19:46Dave Ramsey obviously he's personal
19:48finance as well but in a different kind
19:50of flavor more on the savings side but I
19:52think absolutely if you did like live
19:54like hey well I got two things you can
19:56do right now like you demonstrating the
19:58expertise I mean look at what I'm doing
20:01right business advice could be you know
20:04perceived as boring so it's like I mean
20:06at the end of the day people like making
20:08money and people like saving money and
20:09so I don't in some ways if you think
20:11it's tax then it's boring if it's like
20:13let me let me show tell you how I saved
20:15this guy $100,000 in his pocket in 20
20:18minutes. That is far more interesting.
20:23>> Mhm.
20:23>> And so I think demonstration of
20:25expertise in a world of AI is super
20:26super important. Um and will be
20:29something that AI will not be able to
20:30fake. So I would say do that as a
20:32content strategy demonstration
20:34demonstrating the expertise. In terms of
20:36your um where are you where are you
20:40posting right now? Um, Instagram, Tik
20:43Tok, Facebook. Facebook's been getting
20:44some traction lately, actually.
20:46>> Facebook has the most users out of any
20:48social media platform. Yeah, totally.
20:50Yeah. Also,
20:51>> buyers on Facebook, dude. Like, like the
20:54older demographics there. And guess
20:56what? They have the money. Uh, so I
20:59think you should totally double down on
21:00Facebook. It's it's actually like people
21:02are not using it enough. Like we we grow
21:04disproportionately quickly on Facebook
21:05as well. Um, okay. So, the content
21:09you're making, you were making tax
21:10stuff. You shifted to making something
21:12else. What is that?
21:14>> Oh, no. It's all tax stuff, too. We
21:15We've just been making more tax.
21:17>> What's the process?
21:18>> You just say like, "Here's a tax like
21:20here's a tax code you didn't know
21:21about."
21:22>> Um, usually like, "Yeah, they here's a
21:25tax like strategy paying your kids,
21:27Augusta rule, rent."
21:28>> Go real stories, man.
21:31>> Uh-huh.
21:31>> You have how many clients you got?
21:34>> Uh, near 800.
21:36>> Okay. So imagine as part of the value ad
21:38that you have, you also do a personal
21:40call with them like what I'm doing right
21:42now
21:43>> and then you and then you do the fastest
21:45diagnosis of their business and you cut
21:47it down and you start clipping it.
21:48>> So now it's a value ad and it's
21:50marketing
21:52>> because you just it's not interesting
21:54because it's hypothetical.
21:56>> So what makes content interesting is
21:57stakes,
21:58>> right? You have to have stakes. Yes.
22:00>> Yeah.
22:01>> And so there's ways of making stakes
22:03which is the artificial way which is
22:04like you just create a hook. A hook
22:06creates artificial stakes, which is
22:07curiosity. What if I basically I wasted
22:10my time if I don't hear the rest of
22:11this? That's the stake with a good hook.
22:13Right now, if we want to create real
22:15stakes, it's like uh you know, if
22:17someone starts a call and says, um, I'm
22:18on the edge of a cliff. I'm about to
22:20jump off. Um, and if people actually
22:22believe that, the stakes on the call are
22:24life or death, right? And so, you will
22:26get watch time. Now, of course, you want
22:28to do this ethically and what not, but I
22:29use it as an example. And so for you,
22:32you need to are you studying anyone in
22:33the space that you like admire that you
22:36think is doing a good job?
22:40>> Not not studying game tape. Yeah.
22:42>> Yeah, dude. Like look at what the people
22:44who are in like I just gave you two, but
22:46like you should have like a list of 10
22:48who are doing better than you. Look at
22:52the hooks that they're using and then
22:53say, "Okay, can I use this hook and then
22:55solve it a different way?" So my I don't
22:57I'm not a big believer in copying
22:58people's content. I think it's a bad
22:59idea. But if you want to use a hook, I
23:01think that's whatever. If you had, you
23:02know, you want to reuse five or 10 words
23:04and then you have a very different
23:05delivery on that hook, I'm all for that.
23:07And so I think a combination of studying
23:09the people who are in the space,
23:10modeling the structure, because you have
23:12to hook, retain, reward is the is
23:13literally how content works, right? I'm
23:16going to bet that your hooks aren't that
23:17good, and that the content itself is
23:19generic rather than specific. And so
23:22people like, think about how silly I use
23:25this example a lot, but I think it
23:26drives it home. Like Dave Ramsey
23:28literally tells people 3 hours a day, 5
23:30days a week for 40 years,
23:33spend less than you make. That's the
23:35concept. I could make an argument that
23:36that is drier than tax, right? But when
23:40you get into the story of it and it's
23:42like, oh, my husband's cheating on me
23:44and he did this thing now. It's like
23:45Phil, you know, it's there's drama
23:47there, right? So, you can use the
23:48stories because at the end of the day,
23:50you're just going to give him a couple
23:51pieces of advice and you're like, well,
23:52shoot, there's only so many tax codes.
23:53It's like, dude, he literally tells
23:55people to spend less. like it could the
23:57the the advice couldn't be simpler,
24:00>> but it's the situation. It's the context
24:02that makes it interesting. And the
24:04stakes is what did you spend last year?
24:05And imagine the one where it's like I
24:07have a $500,000 tax bill and I don't
24:09have the cash
24:11>> stakes. And I bet you have you had that
24:13situation come happen.
24:16>> Oh, yeah. Uhhuh.
24:17>> Right. You have amazingly high stakes in
24:19this business and you're just not using
24:20it.
24:22>> Oh, okay. So using clients, confirm it's
24:26cool with them, chop it up, mix it up in
24:28terms of demonstration of expertise.
24:30>> Yeah.
24:30>> Is that just like a like a like a show?
24:33>> No. No. Like I'm saying, demonstrate
24:35your expertise. I'm demonstrating my
24:37expertise right now.
24:38>> Mhm.
24:39>> Right. You do what I'm doing.
24:41>> Show you helping someone save money on
24:44taxes.
24:45>> Oh, okay. And use a medium through
24:48through a client.
24:49>> Yeah. Are you do you have any you have
24:52because you're local, right?
24:54>> Um I wouldn't invite me that
24:56>> as in like you have inerson business.
24:57You said San Francisco so a lot of
24:58people you're in the Bay Area
25:00>> it's fully remote actually. Yeah.
25:01>> Okay. Well worst case if they're all if
25:03they're all geographically located you
25:04can invite them in to do some stuff.
25:07>> Oh okay. Okay. So do it IRL. Don't do a
25:09Zoom call type.
25:10>> Yeah. I think IRL will work a lot
25:11better.
25:12>> Oh okay.
25:13>> If you have that ability which you do do
25:15it. You know what I mean?
25:17>> Got Oh, okay. That's a key part.
25:19>> Yeah. I'm saying like,
25:20>> okay,
25:20>> Dave Ramsey's remote, so I'm not I don't
25:22want you to get this belief that it
25:23doesn't work the other way, but I'm
25:24like, if it's your first shot, you'll
25:26have better you'll have it'll be easier
25:27to get it to work in person than it will
25:29be remote.
25:31>> Oh, okay. Yeah.
25:33>> So, let me give you the TLDDR on this.
25:36You need to build in to your delivery
25:38model a mechanism that on a monthly
25:41basis you are going to talk to 20 to 50
25:44clients
25:45and you're going to talk to them in
25:46person or remote and you're going to
25:48record that so you can add them give
25:50them more value and you're going to
25:53structure the call in a way so that you
25:55can start with the stakes that they're
25:56going through their last year's bill
25:58versus this year's bill or maybe how
26:00they started and what they're you know
26:01the bill that's upcoming and how we're
26:02going to try and pay it down whatever it
26:04is. And then you're going to go through
26:05one to three tactics that are going to
26:07help them. That's it. And you do that
26:09over and over and over again.
26:12>> Gold. Okay. Nice. Oh, that's solid
26:15there. And then fill down. And then are
26:17they in that clip or no?
26:19>> Yeah, of course they're clip.
26:20>> Get their consent.
26:21>> Yeah.
26:21>> Okay. Okay. Get this. Get just get
26:22consent.
26:23>> Yeah. And you can also just blur out the
26:25like this is where this is where a phone
26:27works well because you don't see the
26:28faces. It's John from whatever. Like no
26:30one knows, right? So you could just do
26:32face and they could deal all the
26:33financials. But if you if you have no
26:35face and it's just John, who knows,
26:36right? So you can do it that way or if
26:38they're in person, you can blur out the
26:40face. Either way works, man.
26:42>> Okay. And then generally our meetings
26:44right now are about an hour. Like would
26:45it be that long or no?
26:47>> No. I mean our meeting right now is 10
26:48minutes and we're about to end.
26:50>> All right. So just Okay. Quick things.
26:52>> Yeah, dude. It's just like you're you're
26:54you're good at this stuff. You're doing
26:554 million bucks a year, right? So you
26:56don't suck at it.
26:57>> So just just give them one or two things
26:59that you can that that they can that
27:00they can take away. And also, you can
27:02just consider calling like you have
27:04followers, right?
27:05>> Even though you've been posting for a
27:06while, DM some of your followers.
27:08>> Just say, "Hey, want to do a free free
27:10tax?" No pitch. I'm just doing it for
27:12content. Your lucky day.
27:16>> Nice. Uh-huh.
27:17>> Cool.
27:19>> Dude, so solid, man. Thank you so much.
27:21>> Appreciate you, dude.
27:22>> All right.
27:22>> You mentioned that a lot of creators
27:23start with one thing, then they
27:24eventually burn out. And how do you
27:25build a scalability? Like Graham
27:27Stefan's a good mutual friend of ours
27:29>> and Graham has openly talked about how
27:30he is getting really tired
27:33>> on his like 3 years ago.
27:35>> Yeah. I've noticed Graham every year
27:38talks about and even when I met him he
27:40was doing like three videos a week and
27:42you just run out of topics and to your
27:43point you just become a news reactor and
27:45that's not something he enjoys as much
27:46as doing. And
27:47>> in a way he's found a lot of success now
27:49with his podcast channel for a while
27:50like he spun up a coffee business.
27:52>> Yeah.
27:52>> And he's also talked about how the
27:54coffee business didn't work.
27:56And so I think it's interesting because
27:58on the one hand everybody's like well
28:00acquisition is one of the most important
28:01things to a business. If you're a
28:02creator you're going to succeed. On the
28:04other hand, hey Graham did the coffee
28:05business didn't necessarily work. Emma
28:07Chamberlain's talked about how
28:08Chamberlain coffee line also doesn't
28:10apparently make money. There are many
28:12creators who go to the business path and
28:14it seems like well maybe that was not
28:16the right play.
28:17>> So two really interesting things about
28:18this uh well Graham specifically and
28:21then also in general. So um I think we
28:24need to be very careful about what
28:26audience we want to gather.
28:28>> And so Graham's audience has been
28:30predominantly people who don't want to
28:32spend money.
28:33>> Yes. Frugal.
28:34>> And so he gathered everybody together
28:37who don't want to spend money
28:38>> and then was like, "Hey, spend some
28:40money." [laughter]
28:40>> And so I think there's I think it in
28:42some ways it's hard it's almost harder
28:44for him to sell something than almost
28:45anybody else,
28:46>> right?
28:46>> Uh because of the nature of his brand
28:48specifically. That's why I think like
28:50for him it's like doing media stuff in
28:52some ways is probably an easier he can
28:53sell to advertisers and he can they can
28:55have the the good luck you know but I
28:57think for him like something that would
28:59have been on brand would have been like
29:00honey
29:01>> right before the the the l before the
29:03scandal right but pre-candle honey I
29:04think would have been very on brand for
29:05him to offer saves you money
29:06>> yeah and he could have made a lot of
29:07money on that and so I think all
29:09discount related things or discount
29:10related financial services probably
29:11would have been good angles for him so
29:13that's thing one thing two is uh so I
29:14guess that sorry I was getting into
29:15thing two which is uh picking the right
29:17product right
29:18>> uh so you have right audience right And
29:19so I think that having the saving money
29:21audience, you can make money from it,
29:22but getting them to buy something that
29:23would be considered frivolous, which is
29:25just like coffee. Now you can try and
29:26position it as like, okay, it's not
29:27Starbucks, fine. But now you're
29:28literally dealing with a commodity. Like
29:30it's tra like coffee beans are traded as
29:31a commodity. Like very hard to be to
29:34have alpha from a brand perspective when
29:36the whole brand has been built on don't
29:38buy. Like this stuff comes off the same
29:40factory floor as this stuff and they
29:41just put a markup on it, right? And so
29:43from a product perspective, I actually
29:44think creators are horrendously bad at
29:47picking products. M
29:48>> like the amount of conversations I've
29:50had with creators who are like hey I'm
29:51thinking about launching an X and I'm
29:54like what? So on one hand I like these
29:56are real conversations I've had where
29:58they're like yeah you know I read Peter
29:59the 0ero to1 and I think I have to
30:01create like a totally new category.
30:02>> Yeah. Monopolizing.
30:03>> Yeah. And I'm like dude you already your
30:05your monopoly is the attention.
30:07>> You can sell a commodity and as long as
30:09it's on brand you know like with with
30:11with you you'll probably be able to do
30:13really well. The followup question is,
30:14will you do as well as you could have
30:15otherwise done if you picked a better
30:16product? Which then goes into kind of
30:18like circling all the way back to
30:20acquisition.com in terms of what we do
30:22is we I only really solve for revenue
30:25retention.
30:26>> It's like really the only thing I care
30:27about because on a long enough time
30:28horizon, anything that retains customers
30:30becomes huge.
30:31>> Mhm.
30:32>> If you know how to advertise at all,
30:34which if you're a creator, you do
30:35>> and if you can keep the customers, then
30:37on a long enough time horizon, you
30:39become you you build a massive company.
30:40>> Right. It's surprising you said
30:41retention instead of growth actually.
30:42Well, at bas like level one like keep
30:45customers, level two, grow those
30:46customers too and get them to bring
30:48more. But yes, uh and so from a product
30:50perspective though, I don't think enough
30:52of them are thinking about reoccurring
30:54and recurring revenue. And my two cents
30:57for anybody who's a creator who's
30:58listening to this, do not try and solve
31:02churn.
31:04Try and find products that people
31:05already don't churn out of and then make
31:07it your own. I spent a huge amount of my
31:09career banging my head against the wall
31:11>> trying to figure out how to make
31:12something that people inherently leave
31:15like a gym membership uh something
31:17that's sticky
31:18>> and I've learned a ton and so there's
31:20lots of what I would consider like
31:21blocking and tackling tactics that I
31:22have learned that will will that will
31:24that will improve churn
31:26>> but to conquer churn like how many of
31:28you have turned out of your internet
31:29lately how many of you have turned out
31:31of your cell phone bill how many of you
31:32have turned out of your insurance bank
31:33>> account for that matter and you're still
31:35with them
31:36>> of course and so you think about these
31:37products and so I would rather find
31:39products that people already don't leave
31:41and have no affinity for and then try
31:43and just shift them over. Now you're
31:45like, "Wait, how can Well, aren't they
31:46technically turning out of them?" Yeah,
31:48but I'm being laser targeted in how
31:50like, yes, that's the point. That's the
31:52advantage that you have as a creator is
31:53that you can bring those people over
31:54from what is otherwise a commoditized
31:56product that they don't care much about
31:57but still pay for rather than trying
31:59getting people to care about your
32:00product in order to buy it.
32:01>> You might remember 2021, everyone is
32:03really excited about the creator
32:05economy. Everyone thought it's going to
32:06be the biggest thing in the world. one
32:07because co everyone's at home they're
32:08watching online videos and two because
32:10Tik Tok short forms going on the scene
32:12everyone's getting millions of followers
32:13and then 2022 2023 there actually was a
32:16bust where a lot of people were like oh
32:18creator economy is not going to be a
32:20thing and it's because people weren't
32:21able to monetize they have all these
32:22short form followers they didn't really
32:23see
32:24>> I had really strong views on this
32:25>> oh
32:26>> what are you thinking
32:27>> so I think it's because the people who
32:29are allocating money didn't understand
32:30media
32:31>> at this level like I I would I would
32:34wager that you and I probably understand
32:36the creator
32:38better than most. And I I think that
32:41fortunately unfortunately I think short
32:43form content does not build tremendous
32:46influence,
32:46>> right?
32:47>> I think you can bring awareness. Uh but
32:49if we think about influence in terms of
32:51like what percentage likelihood can we
32:53get the audience of this person to
32:55purchase something? Um you just need
33:00Okay, so four elements for influence. So
33:05you've got likeness. So is does this
33:08person look the way that I look? So
33:10because of that I will trust them more
33:11and be more likely to follow their
33:12directions.
33:13>> The second is credibility which is say
33:16do correspondence which is basically
33:18does this person have evidence or proof
33:19that what they say is true.
33:22Uh third is you have uh power uh and
33:26power comes from someone doing some
33:29directive that you have stated
33:31>> uh and then yielding a positive
33:33consequence from it. And so I'll give
33:34you an example of this. So, uh, Huberman
33:37made a short about if you have hiccups,
33:40how to stop having hiccups,
33:41>> right?
33:42>> And I remember watching it and being
33:43like, well, I don't have hiccups right
33:44now, but I'll try to remember this when
33:45I have hiccups. And about a month later,
33:47I had the hiccup.
33:47>> And you followed it. There's power in
33:48what you said.
33:49>> And then I did the thing
33:50>> and the hiccups stopped.
33:52>> And so in that moment, Huberman gained
33:55influence over me. I am more likely to
33:57follow a directive in the future. M
34:00>> and so status is the is the fourth thing
34:02that gives you influence which is
34:04relative control over over uh
34:05reinforcers meaning uh if I am a
34:09bartender and I control a scarce
34:11resource which is alcohol I have status
34:12in this setting
34:14>> uh because I control the things that
34:15reinforce
34:16>> doesn't matter how rich or powerful you
34:17are the bartender
34:18>> in this setting I control what's scarce
34:20right and so uh if you were a
34:22billionaire you control money and so you
34:24gain status just from that presidents
34:26and politicians also have status because
34:27they control resources of the Right. But
34:30they still control resources. And so um
34:33women have status because they control a
34:35scarce resource for men.
34:38>> Just being real.
34:38>> Y
34:39>> and so they can influence behavior.
34:40>> Mhm.
34:41>> And so all of those things um increase
34:44likelihood that you get adherence uh
34:45from or or compliance from a request.
34:48>> And so if you have all four, then you
34:50are incredibly influential,
34:51>> right? And big picture, our goal
34:56as creators is to gain actual influence
34:59so that we can influence uh the behavior
35:03of a large group of people,
35:04>> right? And the way to do that most
35:07powerfully is to give them something,
35:10some sort of directive that they follow
35:12and their life gets better
35:13>> and then they're more likely to adhere
35:14to a you know following request. That
35:16makes sense. So if that's the case, it's
35:19very difficult for you to do that well
35:24with very short content.
35:26>> And so to put this in context, let's say
35:28that somebody has consumed 20 YouTube
35:31videos of mine. And let's say that that
35:33those videos on average were 30 minutes.
35:35All right? So that's 10 hours of of
35:37content that they've consumed for me.
35:39Okay? Right? Let's do the math here. If
35:40the average short that I put out is
35:42let's say 20 seconds. Okay? So if we
35:44have 20 seconds for a short, that means
35:47it's three shorts per minute. So 10
35:50hours time 60, we have 600 minutes is
35:52what my longs were.
35:53>> Y
35:53>> and we'd have to triple that. So they
35:55would have to consume 1,800 shorts of
35:57mine.
35:57>> God,
35:59>> right?
36:00>> And so I think that what's happened is
36:02that people have wildly overleveraged
36:05followership and views for influence. M
36:09>> what's interesting is that like small
36:11businesses I remember uh Michael showed
36:13me this actually he saw this little Q
36:14card. He took a picture of it from like
36:16a car detailing business or something
36:18and they said uh for 400,000 views on
36:23Tik Tok or 10,000 views on YouTube
36:27>> Mhm.
36:28>> $500. So any creator who wants to make
36:30something about their car car detailing
36:32organically, they'll pay them $500 if
36:34they get 10,000 views on YouTube or
36:36400,000 views on TikTok. So they had
36:38they had already basically appropriated
36:39that as 40x is the equivalent uh amount
36:43of influence. And if it were me, I still
36:45would probably rather have the 10,000
36:47views on YouTube. If we're looking at
36:48this um what's her name? The the dancing
36:51girl Charlie uh Deilia, right? So I
36:53think she's had a couple of things that
36:54didn't work as well that like and again
36:57it's if I make a brand built around
37:00slapping strangers in public right as a
37:03complete extreme
37:04>> and then I launch a credit card does
37:07that really carry there's no SEU
37:09correspondence I have no proof right so
37:11I have no proof that
37:12>> she actually did partner with a credit
37:14card company by the way
37:14>> right and I think she had a popcorn and
37:16to be clear I'm I' i'm there's no shade
37:18here that's not my not my my point here
37:20my point is to help creators monetize
37:22eyes. And so I see the point of short
37:26form as one thing, which is to drive
37:29them to long form or if you can
37:30obviously deliver some sort of value
37:31like I got from Huberman in that in that
37:33short clip. But the thing is is that the
37:35likelihood that that occurs is really
37:36really low. I have a pretty decent
37:37memory and I remembered a short from a
37:40month earlier and then actually did it
37:42and got a result. Super unlikely. Now,
37:46if you listen to Huberman on a daily
37:48basis, for example, he probably gives 80
37:50directives over his every podcast and
37:54all all you have to do if you're a long
37:55form listener is listen to one of them
37:57over a month and your life gets better
38:00and he gains influence.
38:01>> And so when he then makes a product
38:03recommendation, I'll bet you that the
38:04Huberman collabs have probably crushed
38:07>> Athletic Greens if you want.
38:08>> And he's got broke he's got the
38:09sunglasses thing. Um I think he's
38:11promoting David Bars uh which is
38:13actually high protein.
38:14>> Yeah. So like uh and those collabs I
38:17think have probably gone pretty well,
38:18right? And Rogan also to the same degree
38:20like when he makes when he makes
38:22recommendations like a huge amount of
38:23people like including presidential
38:25recommendations, a huge amount of people
38:27follow and this is where it gets really
38:28[ __ ] interesting. So again it's all
38:31of those elements. So, if you have a,
38:33let's say, somebody who's a long form
38:35host, doesn't talk about politics at
38:36all, shows no knowledge of the stuff,
38:39has a big audience, brings uh brings
38:41somebody on, their endorsement
38:44probably matters little. If their
38:46audience pays attention to a political
38:48candidate, then that's basically just
38:50functions as an ad and the political
38:51candidate is doing the influencing on
38:53their behalf. But for their endorsement
38:55to matter, not just their distribution,
38:58they have to have demonstrated some
38:59credibility around the topic so that
39:02people say, "This guy is informed.
39:03>> The value to be other than you've
39:04reached a million people or whatever,
39:06>> right?"
39:06>> Joe has done a ton of political stuff
39:08>> and like it, don't like it, whatever.
39:10He's demonstrated that he's at least
39:11spent a lot of time trying to research
39:13the topics with the intention of just
39:15trying to find truth from an independent
39:16perspective. I'm not getting into like
39:18the the weeds on either side here, but
39:19just that that has been the intention.
39:21And so he is tremendous influence
39:24because most people think at least I
39:25think most consumers think this way. Uh
39:27I don't want to do all that work.
39:29>> Uh I'll just trust him.
39:30>> See what's fascinating you describe the
39:32primary function of short form to drive
39:33to long form because you go to a broader
39:35point. You're saying that people had
39:36followers but they didn't have influence
39:38because influence comes from the four
39:40things you just described likeness,
39:41credibility, power, status. Initially
39:44what was going through my mind was yes
39:462022 2023 saw a bust because a lot of
39:48investors confused influence with
39:50followers. Yes,
39:51>> because there were more followers
39:52brought to the eos
39:54but nothing else.
39:56>> The initial premise I was operating was
39:57in 2025 which now I'm rethinking oh but
40:01now people have figured out how to use
40:03short form to upsell to products and
40:06services whether on school or
40:09>> or
40:10>> or these other 15 different monetization
40:13methods where these short form units are
40:15just becoming really marketing
40:17>> school is the best one. Yeah,
40:18>> I mean it is the best one. Well said.
40:22Well said.
40:23>> The premise for me was, oh, now short
40:25form, it's actually just marketing. Like
40:27they're just like commercials. Yes. And
40:28so the monetization is coming back. The
40:31short form is not really successful in
40:32growing your influence, but it is
40:34successful just from a distribution POV.
40:36>> Think of it as like awareness ads.
40:38>> Yep. And so what happens is the
40:41objective in my opinion. So like the
40:42ones you like school for example if
40:44you're a short form person it's like how
40:45can I just get them to take the tiniest
40:47amount of action which is to go into a
40:50community where I can get way more
40:52interactions with them on a much faster
40:54feedback loop so that I can gain the
40:55other three or four more like harder
40:58right. Um but what's interesting is like
41:01the people who I think are doing really
41:02well on monetization right now for Tik
41:03Tok are doing Tik Tok shop plus lives.
41:06Yes. and what's alive long.
41:09>> I think there were some creators that
41:11were still wildly undervalued.
41:13>> Yeah.
41:13>> And many that were wildly overvalued.
41:16>> And this is the uh you know the classic
41:19story of like I had two people that I
41:20paid 100,000 you know had 100,000 uh
41:23followers on Instagram and I had both of
41:26them do a shout out for my thing and one
41:28guy drove 10,000 customers and one guy
41:30drove zero. How is now assuming it's not
41:33bots, but like there's definitely
41:35legitimate creator accounts that have
41:36100,000 followers.
41:37>> I sell genetic reports and supplements
41:41>> and we've done 51 million going to be 51
41:44million this year
41:45>> and every year is growing. So about 22%
41:48growth this year about 22%.
41:51>> Um a lot of our systems are in place.
41:54The place the system that needs most
41:56work is our marketing and funnels. Our
42:00retail is by far I wouldn't say by far
42:03we do about 22% retail 40% wholesale and
42:06the rest on Amazon.
42:08>> Okay.
42:08>> And I would say the biggest thing
42:10holding us back is
42:13probably me. Um because I have a headful
42:17I'm a doctor and I have all this
42:20information and I have all this genetic
42:22stuff and I have all these different
42:24types of people coming to me and saying
42:26I have this problem. Can you apply this
42:28genetic solution? you know, I have these
42:30genetics. Can you evaluate the problem
42:32and give me a a guide? Yes, here it is.
42:35So, I deal with infertility, pregnancy,
42:37neurotropic issues, depression, anxiety,
42:40ADHD. I mean, all that and I can solve
42:41it with my systems.
42:43>> Okay.
42:44>> And I've got tremendous outcomes, right?
42:46>> And that's why we grow naturally word of
42:48mouth as fast as we have been.
42:50>> Only word of mouth.
42:51>> Yeah. Word of mouth literally
42:52>> this whole time.
42:53>> Yes.
42:54>> Wow.
42:54>> We we do have
42:56>> Google and beta. Um, but
42:59>> what are you spending it as?
43:01>> Maybe 60,000 a month. Okay. 50,000 a
43:04month.
43:05>> Yeah.
43:05>> Um, and they don't they convert, but
43:07they're not
43:07>> No, I will agree with your claim. It's
43:08worth
43:09>> Yeah. Um, so I would like to establish
43:13clarity for myself so I can go to my
43:16team and say, [clears throat] look, this
43:18is the one thing that we're going to be
43:19working on.
43:20>> Yeah.
43:20>> And we're going to be dealing with, say,
43:22infertility or pregnancy or what have
43:24you. And then we we build the funnels
43:26and the systems and the director of
43:28marketing or whatever the title that's
43:29going to be guides the team and we can
43:33then grow and keep going and the next
43:35dollar figure I don't really care. I
43:37don't think I'm going to sell. I'm not
43:38sure. I got three three sons.
43:40>> Yeah.
43:41>> Um you know, extremely profitable. I'm
43:43happy my CEO and I are both we love the
43:46business. As long as we're having fun,
43:47we're keep going
43:49>> and um you know,
43:50[clears throat and cough] I'm
43:51comfortable. I've got all the money I
43:52want. I could retire now, but I I I have
43:55this knowledge in my head.
43:57>> Got to get it out. I want to help more
43:58people.
43:58>> Why do you So, why do you want to,
44:02>> Unless I misunderstood, why do you want
44:04to niche down?
44:05>> I want to not niche down necessarily.
44:08>> Yeah.
44:08>> I want to establish clarity.
44:10>> Yeah. You want a unified message.
44:12>> I want to get a unified message. And how
44:14do you unify a message when it's whole
44:16body and you have all these people? I
44:17mean, I used to go to
44:18>> Well, I think you chunk up. I mean being
44:20like to me the message you have is
44:21really clear which is that the problems
44:23that you have come from your genetics.
44:25>> Well they come from your genetic
44:27vulnerabilities but they they truly come
44:29from your environment and your
44:30lifestyle.
44:31>> Okay.
44:31>> So
44:32>> so it's like your problems come from one
44:34of three places and we will help you
44:36with this one or like I think this is I
44:39don't I don't think your messaging is
44:40that as confusing as you feel like it
44:41is.
44:42>> Well let me let me give you this.
44:43>> I feel like I understand what you do.
44:44>> Yeah. So I wrote a book called Dirty
44:46Jeans. Not these but genetics. Right. So
44:49>> that would have been a turn. Yeah.
44:52>> So I didn't used to do landscape
44:54construction but um so with dirty jeans
44:57the concept is we all have genetic
44:59vulnerabilities. The majority of the
45:00genetic variations that we all inherit
45:02we all have
45:03>> predispose us to various risks high
45:05blood pressure anxiety certain
45:07situations what have you. I can look at
45:09your genetic report and say look you
45:10have generic vulnerabilities here. If
45:12you apply this lifestyle that clean up
45:14your environment, eat these foods, avoid
45:16these foods, supply these nutrients,
45:17evaluate these labs, you can bypass all
45:19those genetic variations.
45:21>> That's that's the concept.
45:23>> Yeah.
45:24>> So, optimization of genetic
45:25vulnerabilities improving outcomes.
45:28>> I feel like this is so clear.
45:30>> I'm trying to I don't understand what's
45:32wrong. What's wrong is is well possibly
45:36I've been talking about
45:37>> is the site super confusing like like
45:38with this like people do people come in
45:40confused
45:41>> customers will come in well there's a
45:43lot of influencers out there which I
45:45don't name names but MT Jafar who's
45:48heard of the genetic variation MTJR
45:52okay so MT Jafar it's it's a common
45:55genetic variation which
45:56>> I thought you were naming names no
45:59>> I was like this guy just came out
46:00swinging he's like let me tell you about
46:02Joe Rogan I'm going to name names.
46:04>> Yeah. Yeah. Go ahead.
46:05>> Well, yeah, that [laughter] that All
46:07right,
46:09>> you're good. Okay, so MT Jafar.
46:11>> Okay.
46:11>> Sounds like Aladdin. Anyways,
46:13>> yes. Yes.
46:14>> So, I am I would say the world's
46:17foremost expert in this area.
46:19>> And so, these influencers have hacked on
46:21to this.
46:22>> Yeah.
46:22>> And they're using fear
46:24>> to sell supplements if you have the
46:26genetic variation.
46:27>> Yeah,
46:28>> that is incorrect. Okay. So, I got to
46:30get back on social media, even though I
46:32was on social media in 2011 and 12 and
46:35speaking all around the world on this.
46:37Now, I feel that I have to get back on
46:38social media
46:39>> and talk about this.
46:42>> You think you can go recruit those
46:43influencers and like teach them the
46:44light?
46:45>> Well, what's funny is the influencer
46:48that you're talking about, uh, he read
46:51my book and said I was a major influence
46:52on him. I was like, "Dude, you need to
46:53read the book again."
46:54>> Yeah.
46:55>> Okay. [laughter]
46:57So regardless.
46:59>> Yeah.
46:59>> Uh he's a fan. [laughter]
47:03>> Yeah.
47:03>> Well, I'll say this. Like I think that
47:06um
47:08to me I'll say this. I think that
47:09probably I think I speak for everyone
47:11here. I speak for all of us. Um I
47:14actually think that what you have is
47:14really clear. Like I wasn't really
47:16confused by anything you said besides
47:17MTFAR. Um but but the actual like what
47:21you do it's like you have genes. We test
47:23genes. Three things influence them.
47:25these things you control. This one we
47:26add in and we sell it.
47:28>> That makes a lot of sense to me.
47:30>> Yeah. We sell it but also we we just
47:32have tools that help you understand.
47:34Yeah. Because even if we don't sell it
47:35and I actually
47:36>> You still help people. Yeah.
47:37>> Yeah. And I don't want people to buy a
47:38supplement if it's the wrong one. And
47:40that is actually a huge problem. You
47:42know, our sub is really strong and
47:43effective if if a mother buys something
47:46for herself.
47:46>> You're making the best sales pitch. It's
47:48awesome.
47:48>> Yeah. Well, it's true though.
47:50>> If an erection lasts longer than four
47:51hours, like call guys, be careful. I
47:54don't want you to take too much. You
47:56know, you're crushing the pitch.
47:58[laughter]
47:59>> So, so how do you design a a marketing
48:02funnel that would convert a confused
48:05mother who's
48:06>> or you know, an infertile dad?
48:08>> This is a quiz funnel.
48:09>> Yeah, I figured you were going to say
48:12that.
48:12>> Yeah, for sure. I mean, this is like I
48:14just figured you already had one.
48:16>> Well, I need a team that will build it
48:18for me.
48:19>> Yeah. Um this is this is super like you
48:22just don't know anybody in the marketing
48:24world. But what you need here um what
48:27you what you need though is like you
48:28need one guy who like this is not this
48:31is it's just somebody who lives outside
48:33of your world but in the marketing world
48:35who here is in the marketing world who's
48:36like considers himself what is he what
48:38he's asking on a scale from one to raise
48:40your hand is it hard to build
48:42>> right this is super easy to build like
48:44you can build this as an afternoon. This
48:45is like a jaw form that has that has
48:49quizbased questions that then just
48:50decision trees into 10 different videos
48:53based on the 10 most common issues that
48:55people come in with.
48:55>> Yeah, fair enough.
48:56>> It's literally it. And then after that
48:58makes recommendation to physical
48:59products like super easy.
49:01>> Yeah.
49:01>> So my plan is to make a bunch of videos
49:04for YouTube longer formish and then cut
49:08them short on you know whatever and put
49:10some on LinkedIn for B2B. I would do
49:14this if I were you. I would recruit as
49:17many influencers who are science
49:18scientistic. I'll say that not
49:20scientific scientistic about health and
49:23wellness and things like that. I would
49:24recruit them after I build my uh
49:27quizbased funnel. And then I would have
49:29my kind of low ticket or low barrier
49:31offer be the genetic test. So they take
49:34this and it's like great, you could be
49:36disposed of these things but take our
49:37test. Great. And then they get their
49:39test results, which I'm assuming gives
49:40them recommendations on supplements that
49:42they would.
49:42>> It does not because I don't I don't I
49:45think we're the only ones that create a
49:47genetic report which don't then sell our
49:49own supplements because I don't want
49:50people to go with supplements [snorts]
49:51first. Okay.
49:52>> I want them to do lifestyle first.
49:54>> Yeah.
49:56I had to like shake my own head. I be
49:57like, "Yes, rest." That's good. Yes.
49:59Healthy.
50:00[laughter]
50:01>> Be a good person.
50:05>> Well, it's true though. No, I mean, I
50:07know it's true, too. We all know that
50:09you you want to help people. [laughter]
50:12>> You're eating, you know, absolute [ __ ]
50:14right? And there's like, stop eating the
50:16crap and you might not feel so bad.
50:18>> Yeah. Yeah. And buy my supplements, but
50:20um
50:22you feel 10% better. 90% comes from
50:24Novvic Flurries, 10% comes from my
50:26supplements. Um but but do both. Um, but
50:29anyways, so uh on the way in, this is
50:32this is influencers to me, influencer
50:34traffic on the front end, literally just
50:35preaching your gospel. Have them read
50:37the book, take out the snippets, you
50:39know, promote that to their audiences.
50:40We have to have some front-end offer
50:42that they'd be driving towards. I'm
50:44guessing the genetic testing would be
50:45the thing. Do you sell via phone or
50:47people just it's follow-up sequences
50:48that then get them to buy the products
50:50after?
50:50>> Followup sequences.
50:51>> Okay. Right. So then if then that makes
50:53it even easier because if you're willing
50:56to do affiliate how much does the
50:57genetic test cost?
50:59>> Well, we stopped offering it and I just
51:01emailed today uh whole genome company
51:04that we have good report with to white
51:07label it.
51:08>> Um we couldn't control the quality of
51:10our genetic.
51:10>> What's the cost?
51:11>> Uh it'll be $400 whole genome now $45
51:14$500.
51:15>> Great. So this is what's the margin on
51:17that?
51:17>> Uh it's going to be low I would imagine.
51:19>> Okay. So
51:20>> I don't care.
51:21>> Yeah.
51:21>> [laughter]
51:24>> I believe you.
51:28So, this is what I would do if I were
51:29you and I wanted to grow this and help
51:31more people. I would recruit the
51:33influencers. I would say, "I'll give you
51:34100% of the profit on the front end test
51:35because I want as many people as
51:36possible to get tested." And then I
51:38would give them all of that profit. So,
51:40you make zero on that, which you'll
51:41love. Um, [laughter]
51:44>> I did work with Mother Teresa for a
51:46while.
51:46>> I believe I believe all of this.
51:49[laughter]
51:50And then after that, I would have all my
51:51segmentation sequences where I can
51:53maximize profit. And you're going to get
51:55so much ancillary because people are
51:56going to hear about it. They'll still go
51:57to the site and buy and then the people
51:59who go through the test, they'll be
52:00happy to push it because they're going
52:01to make decent money on if you give them
52:02all the profit, but it costs you
52:03nothing. So great. And that way that
52:06would be my that would be my process to
52:08really
52:08>> So as I build a personal brand, is it
52:09better to become an authority in a
52:10certain skill and then start posting
52:12content or is it better to start posting
52:13content without being authority in that
52:15skill? Great question. So, my
52:18perspective on this, and this probably
52:20will differ from other people's, but I
52:21can only explain what I do, right? And
52:24the kind of the thinking process behind
52:25it. I I never want someone to question
52:28whether I'm legit or not, right? And I I
52:31I think that way, and maybe it's because
52:33I just have like massive insecurity. Who
52:34knows? Um, but the the reason that I I
52:37tend to always start with proof, right?
52:39And so, I would rather like and if you
52:42don't have external achievements, right?
52:44Then you need the achievements to be
52:45effort-based rather than external. Okay?
52:47So what does that mean? So instead of
52:49saying, "Hey, I did $100 million launch,
52:50that's an external achievement. Everyone
52:52can see that, great, lots of money,
52:53etc." Right? I could say, "I made 35,000
52:56pieces of content." You can control
52:57that. Now, whether you did a good job or
52:59not is is a separate thing. But when you
53:01do effort-based achievements, it's kind
53:03of like grind or pay, right? And so in
53:05the beginning, you don't have the the
53:06money or the proof to do it. So you have
53:07to grind. And so grind-wise, it's like,
53:09I'm going to make 35,000 pieces of
53:11content and document what you're
53:12learning along the way. that's fine.
53:15Like that's the game. And so, um, that
53:19will be kind of phase one. Phase two is
53:22be willing to work with people for free.
53:24People spend way too like I'll say this
53:27differently. If you're getting started,
53:30every single business to this day, I
53:32still start with free stuff because I
53:35want to get feedback from people. I want
53:36to know what they like, what they didn't
53:37like, what their pain points are. I want
53:38to figure out how to how to smooth out
53:40the process. I want to figure out all
53:41these different things. And me trying to
53:42guess at that on my first shot and ask
53:44people to pay me, I'm like, I don't want
53:46to do that. I'm going to have bad
53:47reputation. I don't want it. Right? And
53:49so, it's going to take you so much more
53:50time. Think about this. For you to get
53:5210 customers who pay you with it never
53:55giving anything away for free is going
53:57to take a long time. You getting 10
53:59people to start working with you for
54:01free and then using the 10 testimonials
54:03you get there to then get your 11th,
54:0512th, 13, 14, 15, 16, 17, 18, 19, 20th
54:07customer is going to take you less time
54:09to get that 10 paying customers if you
54:11do 10 for free first of whatever it is
54:13that you sell.
54:15So that's my that's my two cents. Um,
54:19more people knowing about your stuff is
54:20not going to make you less money. I do
54:22think though that like big big big
54:23picture, it also kind of depends what
54:25you're going to get into. If you want to
54:27be
54:28you know, it's like I want to be a
54:29business coach. It's like, well, dude,
54:31just look at the people who have the
54:32most who have the most um credibility in
54:34in business. They have some big giant
54:36thing behind them, right? I would not
54:39try and compete there. I would try and
54:42compete on a much smaller pond that I
54:45can be I can be king of a very itty not
54:47even a pond, like a puddle. Like just be
54:49king of this itty bitty puddle and
54:51create proof around that little bitty
54:52itty bitty puddle and you will find
54:54people who are willing to pay you
54:55because you are a specialist and because
54:56they have access to you. Okay. Um, and
55:00I'll give you I'll give you one more
55:01tidbit for those you guys who are
55:02starting out and then I'll take the next
55:02call. So, when you're starting out, you
55:06always have an advantage. All right.
55:08Every every position has an advantage on
55:09the board of the game. So, if you're if
55:12you're if you're a Super Bowler, right?
55:14You're you're you're a G or whatever you
55:15want to say, right?
55:17My position is to say don't go with
55:20Weenie McGee over here. He's in his
55:22mom's basement and doesn't know what
55:23he's talking about, right? I have been
55:25doing this for however many years and
55:26looked at all his credibility. looks all
55:27has proof, right? Cool. Weenie McGee,
55:30right? Is be in his mom's basement and
55:32he's going to be like, "Don't don't hang
55:34out with Alex. You're never going to
55:35talk to Alex. There's no chance, right?
55:37You're going to be talking to someone
55:38three levels down from him and you're
55:40just going to be a number to them." I
55:41mean, that's what I would say. Of
55:42course, we don't operate that way, but
55:43like that's what you would say, right?
55:45And so, if that's your position, then
55:48you say, "Dude, you're going to get my
55:49phone number." And so, it's not, "Am I
55:51better than Alex?" Of course I'm not
55:52better than Alex. Like, own that. Of
55:54course I'm not better than Alex. but I
55:57am better than the third rung down on
55:59his company and you're going to get my
56:01phone number and I care about my
56:02reputation and that person doesn't.
56:04That's where you compete. And so that's
56:06how you can start getting a foothold,
56:07which is why there will always be room
56:09in the market for people who are new
56:10because people who are established are
56:12going to have their position to play.
56:13Cool Cola Classic is going to say,
56:15"We're the classic. We've been doing
56:16this forever." And the people who are
56:17new and Upstart is like, "Hey, I'm a
56:19young founder. Just try my soda out. If
56:21you like it, tell me. Give me feedback.
56:22I'll try and fix it." That's the
56:24position. Both can win. And for anyone
56:26who's like, "I don't think this will
56:27work." Or something like that. It's
56:28like, dude, like I was in the same
56:30position. It's not like I'm 50. You know
56:32what I mean? like I started at 02 and
56:34you just have to outwork, right? And you
56:36got to say like I'm willing to do more
56:37than those guys are and in the beginning
56:39people don't want to say it. I'll do it
56:40for less until eventually you have proof
56:42and then we have proof it becomes a
56:44virtuous cycle of charging more. Hi
56:45>> John. What's up man? Tell me about the
56:47business.
56:49>> Yeah. So we help people with scrolling
56:50back get pain free with our online
56:52program. We're currently doing about
56:54>> talk a little slower. Talk a little
56:54slower.
56:55>> I think our constraint is uh
56:56>> talk a little slower.
56:57>> Consistency. Can you hear me?
56:58>> Oh yeah, sure.
56:59>> Okay,
57:00>> I can
57:00>> talk slower. Yeah. Yeah. Talk slower.
57:02Talk louder. Okay.
57:03>> Okay.
57:04>> Yep. So, we help people with chronic
57:05back pain and satica. Um, we have an
57:07online program.
57:08>> Okay. So, online.
57:10>> Okay.
57:10>> Yep.
57:11>> And you help with back pain. Got it.
57:14>> That's correct.
57:15>> What's revenue?
57:15>> And we're doing n uh 95 grand a month.
57:18>> Okay. So, you're doing a million bucks a
57:19year roughly. Okay. So, you're doing a
57:21million a year. Great. Um, how are So, I
57:24know you're online. Are you selling via
57:25checkout page or via sales call?
57:28>> We do a DM to triage call to sales call.
57:31>> Okay. So, sell. Okay. Cool. You're doing
57:32online sales people. Okay.
57:34>> Yep.
57:35>> Okay. Got it. And how are you getting
57:36leads?
57:38>> Uh it's we have a million followers on
57:39Instagram.
57:40>> Okay. 1 million on IG. Anything else?
57:44>> Uh yeah, like 200 grand on Tik Tok.
57:46>> Okay, cool. Well, you've probably
57:48already seen the difference of uh the
57:49value of 200,000 on Tik Tok versus 1
57:51million on IG.
57:53>> Yeah.
57:54>> Want me to give you a quick hack to turn
57:55those uh Tik Tok people into uh more
57:58value,
58:00>> please?
58:01>> Yeah. So, we have found that the best uh
58:04call to action for Tik Tok if you want
58:05to sell higher ticket stuff is actually
58:07make the CTA DM me on Instagram and then
58:11put the link to your Instagram.
58:13>> Wow. Okay.
58:14>> Yeah.
58:14>> So, like on Tik Tok, you get people to
58:16DM on Instagram.
58:17>> I know. But you already have your whole
58:18DM team set up on on Instagram anyway.
58:20So, like it works great.
58:22>> Yeah. Cool.
58:23>> All right. So, that's thing one. Great.
58:25So, uh what do you want to do? What's
58:26the limit? What's what's holding you
58:27back?
58:29>> Uh it feels like he consistency. So, we
58:31have one sales rep and two setters and I
58:33want to get more sales reps, but it's
58:34just like one week we'll be filled out
58:36weeks in advance and then another week
58:37we barely get, you know, enough leads to
58:39fill up one and then we just end up
58:41pitching on every single post. So, it
58:42just feels fatiguing for the for
58:44clients. So, I'm curious, do we start
58:45ads? Can we start retargeting or do we
58:47need to fix something first?
58:48>> How many posts a day are you putting
58:50out?
58:51>> Uh, we're putting out one post a day on
58:53Instagram. Uh, we tested two, but it's
58:55just uh like we really focus on we edit
58:57it for eight hours, we make it great, so
58:58it's one a day. Okay. I think you can
59:01probably make more. I'll just I'll just
59:03put that out there. I would I would 100%
59:05not believe in the mythology of like
59:07there's a platform limit. There totally
59:08isn't.
59:09>> And that's on and I I I pretty much
59:11stand by that on every platform.
59:13>> Um like Fox News puts out one I just
59:16looked this we were we were calling up
59:18this morning. Uh does one long per hour
59:21on YouTube.
59:22>> Oh wow.
59:23>> Right. And they do like 300 million
59:25views.
59:25>> Right. And uh there's a Bollywood
59:27account that gets a billion views a
59:28month on Instagram and puts out a 100
59:31posts a day on Instagram.
59:33>> Jeez. Yeah.
59:34>> So you have to think about it like this.
59:35So instead So I hear what you're saying
59:37with the fatiguing audience. I think
59:38more realistically you're fatiguing your
59:39editor, not your audience. I think
59:41they're not making good enough stuff.
59:43No, I'm being real. I think they're not
59:44making good enough stuff. Like your
59:46audience has no has an insatiable demand
59:48for value.
59:49>> Would you like believe that in your
59:51core?
59:51>> Your audience has an insatiable demand.
59:53It will literally never it's an endless
59:54pit when it comes to value and has
59:56almost no appetite for fluff and waste.
1:00:00So if we I don't know if you can see the
1:00:02YouTube but if we have let's imagine
1:00:04that this circle represents a million
1:00:06people. Okay.
1:00:07>> When you make a post you're getting like
1:00:091 to 2% of your audience to actually see
1:00:11it
1:00:12>> right?
1:00:13>> Mhm.
1:00:14>> And so if you make more posts you'll
1:00:15just have more one to two% that see it.
1:00:19>> Okay.
1:00:20>> Okay. Now, where your issue comes up is
1:00:23that when you make your call, you know,
1:00:24your direct call to action posts, then
1:00:26it's like goes from like that kind of
1:00:27thicker dot to just like an itty bitty
1:00:29speck because your your reach gets um
1:00:32hammered, right?
1:00:34>> Uh we actually do a call to action on
1:00:36every post like at the end. That's fat.
1:00:39>> Well, it's it's not it's not the end of
1:00:40the world. Again, all that matters is
1:00:42like how long is the CTA relative to the
1:00:44post, right? So, it's usually like are
1:00:46you doing a mini chat integration?
1:00:49>> Yeah.
1:00:49>> Yeah. So, how long is the CTA?
1:00:53>> Uh, it's like six seconds.
1:00:54>> Is it That's long. Is it pre-recorded or
1:00:57is it like pre-recorded then stapled on
1:00:58or are you making them native every
1:01:00time?
1:01:01>> It's native but it's the same every time
1:01:03almost.
1:01:03>> Yeah. So, you want to swap out what the
1:01:05lead magnets are constantly?
1:01:08>> Oh, okay. Got it.
1:01:09>> Right now, because like why would they
1:01:10respond? They already got it.
1:01:12>> Yeah. [laughter]
1:01:14>> Right. So, all right. So, I'm going to
1:01:16I'm going to write down little nuggets
1:01:17for you. So, number one, we're going to
1:01:19go Tik Tok Tik Tok uh DMs to IG as CTA.
1:01:24Number two, we're going to make more
1:01:27lead magnets so that you can alternate
1:01:30through them. Number three, uh I think
1:01:33more content is a good idea.
1:01:35>> Okay.
1:01:36>> Number four is I think you need to lower
1:01:39your time uh your CTA time. So, I would
1:01:42probably I would shoot for like 3
1:01:43seconds or less um for your CTA. The
1:01:46thing is it'll kill the it'll kill the
1:01:47view through rate,
1:01:49>> right? And then that's killing the
1:01:50amount of reach you're getting.
1:01:52>> Mhm.
1:01:53>> Yeah. Okay. And you're doing comment
1:01:55like book or comment whatever and then
1:01:56it DM them the thing.
1:01:59>> No, we actually do a like for free
1:02:00static assessment and then we just
1:02:02basically say comment for an assessment
1:02:04and then we book a call at DMs.
1:02:06>> Yeah. I mean that's also a really heavy
1:02:07ask. So it might be worth considering
1:02:10like
1:02:11>> a cheat sheet and then a triage
1:02:13question.
1:02:15Okay.
1:02:16>> Because I mean like that's like the
1:02:17heaviest right hook you can do. Um yeah,
1:02:20I'll give you guys a little insight also
1:02:21to the my live stream bros. Um
1:02:25>> on one hand like when we do ads that are
1:02:27like direct to workshop that's like
1:02:29quote the heaviest ass like hey come out
1:02:31to Vegas right that's pretty you know
1:02:32it's got it's got to have a hurdle etc.
1:02:34Now when we have a scaling road map
1:02:36which you may have seen ads for right
1:02:37the scaling road map um has lower
1:02:41immediate uh rorowaz but over a 60 or
1:02:4590day window has superior ro to direct
1:02:48workshop in addition to that it also has
1:02:50like 10 times the reach because getting
1:02:52somebody who's a little bit like
1:02:53somebody who's like yep I want to come
1:02:54to a workshop like they've already
1:02:56consumed like this that's almost like
1:02:57it's almost like uh worm audience
1:02:58retargeting more than it's like an ad
1:03:01and a process that like nurtures you
1:03:03know prospects and and you know warms
1:03:04them up, provides value, etc.
1:03:07>> And so I think if you want to
1:03:09>> broaden uh kind of like the net that
1:03:11you're going through, just make the ask
1:03:13that you have a little bit lighter. So I
1:03:14think one, you've got your direct like
1:03:17if you're doing one a day, I would do
1:03:18like maybe two a week of the direct one
1:03:21and then do the remainder of them as
1:03:23posts that are um like lead magnet
1:03:27centered, right? Like seven tips to fix
1:03:29this or whatever, right? And you you can
1:03:31spin I'm sure you can spin a hundred of
1:03:32those things. It's not it's not that
1:03:33hard. And then the triage question is
1:03:35like, "Hey, are you here for free stuff
1:03:36or do you want to solve the problem for
1:03:37good?"
1:03:38>> And they're gonna say, "I want to solve
1:03:38the problem." Then you're like, "Great."
1:03:39And then you're you're into a sales
1:03:40conversation.
1:03:43>> That's great. And then at what point
1:03:44would you start retargeting ads?
1:03:47>> The thing is is okay, this is this will
1:03:48be great for everybody. So again, I
1:03:51don't know if you can see my thing. Um,
1:03:52so if you think about
1:03:55your audience as this pyramid, right?
1:03:59the people who are buying from you right
1:04:00now are this like tiny tiny little top
1:04:031% here. And so there are some things
1:04:06that there are some actions that could
1:04:08get you to to convert just a higher
1:04:10percentage of that 1%. Which means that
1:04:12like we could make the the well or the
1:04:13pyramid
1:04:14>> larger which we would do by posting more
1:04:16times and making better content, right?
1:04:19Or we can keep that pyramid the same
1:04:21size, right? And then we can move this
1:04:23line of what percentage we're converting
1:04:25and make that a little bit deeper. When
1:04:28you add a sales team, that converts a
1:04:31higher percentage of the audience. When
1:04:33you add ads, you're going to convert a
1:04:35higher percentage of the audience
1:04:36because you're just going to have your
1:04:37ads shown to a bigger percentage of
1:04:40people in that sphere, right? And so
1:04:43it's almost like reaching into forward
1:04:45revenue and pulling it forward, which is
1:04:47fine as long as you're filling up the
1:04:48bucket, right?
1:04:50>> So I would Right. You get what I'm
1:04:52saying with that? So, you will
1:04:54absolutely make more money if you have a
1:04:56sales team and run ads. No question. But
1:04:58then you will hit another plateau
1:04:59>> and you will still be limited by the
1:05:00growth of your organic unless you create
1:05:02a true cold traffic acquisition channel,
1:05:05which is a different monster and beyond
1:05:06the scope of right now. All right? And
1:05:08so my recommendation is um I would want
1:05:11you to double your content and if you
1:05:14want to keep one of your your CTAs as uh
1:05:17because I don't want you to like I don't
1:05:18want your business to go down. Uh, keep
1:05:20one CTA as your direct to, uh, you know,
1:05:23book a call and keep the other and make
1:05:25the second CTA for the lead magnet and
1:05:27just do two a day.
1:05:28>> Sounds good.
1:05:28>> Cool.
1:05:30>> Sounds great.
1:05:30>> All right, rock and roll. Appreciate
1:05:32you, John.
1:05:32>> Awesome. Thank you.
1:05:33>> Yeah, thanks for calling Herozi
1:05:35Highline. So, I see content in three
1:05:37buckets. On one extreme, you've got
1:05:39entertainment,
1:05:41which is the entire point of
1:05:43entertainment, just to define the term,
1:05:45is to get people to watch. The only
1:05:47point of the entertainment is to just
1:05:50get people to consume it. That's it. If
1:05:52it accomplishes that, it has succeeded.
1:05:54On the other side, you have education
1:05:57where the point of education is to get
1:05:59someone to change what they do. Right?
1:06:01If you try and teach someone how to
1:06:02answer a phone and then in the same
1:06:04situation, the phone rings and they
1:06:06don't do something and then after they
1:06:07watch you do something, they then change
1:06:09what they do when the phone rings the
1:06:11second time, they have learned. So the
1:06:12point is to change their behavior. If
1:06:14educa- if the video or the content does
1:06:16that, then you've succeeded at educating
1:06:18them. And lastly, you have edutainment,
1:06:22which has the point of both trying to
1:06:24teach and entertaining at the same time.
1:06:27And to be clear, it's less that you make
1:06:29entertaining content or that you make
1:06:32educational content. It's more that you
1:06:34make content and people are either
1:06:36entertained or educated as a result.
1:06:41And so you can mix one thing that
1:06:44entertains some people and then that
1:06:47same thing educates other people. And so
1:06:50I just want to make this very clear that
1:06:51you don't control the audience. You make
1:06:54something and then education or
1:06:55entertainment occurs.
1:06:58But for our purposes, I'll define the
1:07:00content category as the most common
1:07:01outcome of your content. And so if a lot
1:07:04of people are entertained, then you've
1:07:06made entertaining content for the
1:07:07purpose of this presentation, even if
1:07:09one or two people learn something. So
1:07:11for example, some creators might learn
1:07:13stuff from Mr. Beast videos. Wow, I
1:07:15learned how to make videos. But the vast
1:07:16majority of people are entertained. They
1:07:18watch just to watch. On the other hand,
1:07:21Walla, who's one of the number one
1:07:22educators on YouTube, you can even see
1:07:24the different look and feels. And don't
1:07:25worry, I'm going to get into that. He
1:07:27may entertain some enthusiasts around
1:07:29that subject,
1:07:31but mostly he educates students.
1:07:35And until recently, I've been trying to
1:07:37figure this out. I've spent a lot of
1:07:38time really working through this. And
1:07:41so, I actually have videos in all three
1:07:42buckets. I have entertainment videos
1:07:44where the point is to get people to
1:07:45watch. I have edutainment videos where
1:07:47we try and teach and entertain at the
1:07:49same time. And then we have education
1:07:51videos where we just want to change
1:07:52people's behavior. We just want to teach
1:07:54them something. And so the first change
1:07:56number one that we see over lots of the
1:07:58data I'll support in a second is that
1:08:00I'm going allin on education for three
1:08:03reasons. Number one is that when we
1:08:06looked at all of our data all views are
1:08:07not created equal. I'll dive into that
1:08:09in a second. Number two is I like
1:08:11educational videos and number three is I
1:08:14like people who like educational videos
1:08:16too andor people who educate themselves,
1:08:18people who want to learn. And so let me
1:08:21explain these. So all views are not
1:08:23created equal. So there's this theory
1:08:25and this is going to this will be one
1:08:26that's going to rattle some cages.
1:08:29There's a theory that media works like a
1:08:31funnel. In fact, the vast majority of
1:08:33marketing infographics and things like
1:08:35that almost all are funnels.
1:08:38And the theory goes like this. You make
1:08:41entertaining content
1:08:43and then the theory states that people
1:08:46who watch that content then will go to
1:08:48more educational content. Okay, sounds
1:08:51simple enough. We've got something wide,
1:08:52we got something narrow. Fantastic. But
1:08:54in our experience, in my experience, and
1:08:58based on our book sales, based on our
1:09:01email opt-ins, and based on the
1:09:02applications we receive at
1:09:03acquisition.com to become portfolio
1:09:05companies, it works much more like this,
1:09:08which is that entertainment people want
1:09:11more entertainment content and education
1:09:14people want more, say it with me,
1:09:16education content.
1:09:20And so in other words, these people do
1:09:22not become these people, not in any
1:09:25appreciable rate that we would build a
1:09:27business around. And they certainly
1:09:29don't read the books, join the email
1:09:31list, or apply to become portfolio
1:09:33businesses.
1:09:35So if I want more of these people,
1:09:39then they deserve the stuff that they
1:09:40value.
1:09:43And so that's the first reason that I'm
1:09:44doubling down on education. All views
1:09:46are not created equal. Number two, the
1:09:49next is that I simply like doing it. All
1:09:51right? So, you know, I do believe that
1:09:52you should try and do stuff that you
1:09:53like doing. And if it happens to also be
1:09:56in line with your goals, awesome. It's
1:09:57much tougher when the thing you like
1:09:58doing isn't aligned with your goals. But
1:09:59in this instance, when I got that first
1:10:01piece of data, I was like, "Thank God
1:10:02because this is the stuff I like making
1:10:03most." All right? And so, when I talk to
1:10:06ideal customers, in my mind, they are
1:10:08business owners and business interested
1:10:10people. Because if you know me and
1:10:11anybody who who's close to me would
1:10:14probably attest to this is that like if
1:10:16you hang out with me for any amount of
1:10:17time, we will probably talk about
1:10:19business because it's what I love
1:10:20talking about. I I eat it, I sleep it, I
1:10:22drink it, I work seven days on it and
1:10:24like I skip holidays for it because for
1:10:26me it is the holiday. So this is what I
1:10:29like doing and this is what the people
1:10:30that I like serving also like
1:10:34and so they like it better too.
1:10:37And this is where it got confusing for
1:10:39me leading up to this and why this is so
1:10:42important is that it got very confusing
1:10:44when you have so many people saying,
1:10:46"Man, I really like the entertaining
1:10:47content." And this is where it gets
1:10:49difficult. This is where you have to
1:10:51read between the lines of the comments
1:10:52rather than just reading the comments
1:10:54themselves. Right? Because the thing is
1:10:56is for us, or at least for me, they
1:10:59weren't necessarily who I was trying to
1:11:00attract. Again, there's nothing wrong
1:11:02with that. I mean, hey, if I could serve
1:11:04the whole world, I will. But I know that
1:11:06I tend to do better serving people who
1:11:08want to educate themselves than people
1:11:10who just want to watch or consume just
1:11:12for the sake of it. And so that's why
1:11:14I'm doubling down on going from
1:11:17edutainment some entertainment some
1:11:19entertainment to education. So that's
1:11:22number one. So let's talk about change
1:11:24number two that we saw going from for us
1:11:27to for you. You're like what does that
1:11:29mean? Let me explain. So recently a
1:11:31mutual friend came to the headquarters
1:11:33and he said, "Hey, I've been consuming
1:11:34your stuff for years, but recently I
1:11:36just haven't been watching as much." And
1:11:37he said it off-handedly. He wasn't like
1:11:39trying to smash my ego into bits. Um,
1:11:42and he failed at that. Uh, [laughter]
1:11:45but when he said it, I really took it to
1:11:47heart, right? It was very gut-wrenching.
1:11:49He said, "It just doesn't resonate as
1:11:50much." I was like, "Okay, got it." It
1:11:52felt like a gut punch since he's
1:11:54literally the person I could help most.
1:11:55This is a business owner doing 10
1:11:56million plus a year. I was like, "Man,
1:11:58well, that sucks.
1:12:00And that's when I realized that reading
1:12:02the comments actually led me a little
1:12:04bit astray and for you might be leading
1:12:06you astray. And I'll give you some data
1:12:08to support that. And so some people
1:12:10loved our different styles but not the
1:12:12people that I ultimately wanted to help
1:12:14or am best suited to serve. And so we
1:12:16realized that we were serving the wrong
1:12:17who and that had some very significant
1:12:21downstream impacts on what we made and
1:12:23how we made it. So what is making for
1:12:27them or for business owners content
1:12:29really mean? Let me break this down into
1:12:31tactics. All right, so tactically it
1:12:33meant five things.
1:12:36Number one, different packaging.
1:12:38Number two, different introductions.
1:12:41Number three, different meat. Number
1:12:44four, different visuals. And number
1:12:46five, different what I'll call pre-work.
1:12:49All right, so let's start with number
1:12:50one.
1:12:51So, the difference between these two
1:12:53thumbnails is going from vague to clear.
1:12:56All right. So, if I looked at all the
1:12:57stuff that we did in the past, if I
1:12:58said, "What is the video on the left
1:13:00about?" You'd probably be like, "I a
1:13:02rule of some sort that might have to do
1:13:04with money." Not sure. If I said,
1:13:07"What's the what's the video on the
1:13:09right, the yellow background video?" If
1:13:11I were to describe it, I'd probably say
1:13:13a map or a blueprint or schematics of
1:13:16some sort that go from zero to a
1:13:17million. Okay. Well, guess what?
1:13:21The one on the right, this is exactly
1:13:23that. The one on the left actually has
1:13:26nothing to do with what that thumbnail
1:13:27looks like. And what do you know? When
1:13:29people click on something that they
1:13:31don't know what it's about, they have a
1:13:32smaller percentage of getting something
1:13:34they actually want than if you say this
1:13:35is what this is about, and then they get
1:13:37exactly what they think it's about.
1:13:39So, we're going from vague to clear in
1:13:42both what it looks like, the thumbnails,
1:13:44and what we say about it, the headlines.
1:13:47And so that's number one from a
1:13:49packaging perspective that we will be
1:13:50changing andor going more allin on. And
1:13:54I want to take a pause here for a second
1:13:55about this. There was also kind of a
1:13:57pervasive narrative in in the kind of
1:14:00marketing world. It's like you got to
1:14:01have curiosity. You got to like you
1:14:02don't want to tell them everything. You
1:14:04want them to to be able to get no like
1:14:06if they want that thing they will click
1:14:08on that thing and then you just give
1:14:10them that thing. And that has been a
1:14:11very hard lesson for me to learn and so
1:14:13I share it with you now. So the second
1:14:16is different introductions. You guys
1:14:18feeling this? Okay, good. Okay,
1:14:21different introductions. Now this one is
1:14:23really big. So going from confirming the
1:14:27thumbnail or confirming the headline to
1:14:30proof and this is super important. I'll
1:14:31explain the difference. So a lot of the
1:14:34things that I learned like many of you
1:14:35if you are trying to get into content
1:14:37creation of any sort or media is that
1:14:39you look at the people who are who are
1:14:40the biggest, right? And so oftentimes
1:14:43the biggest people in media are
1:14:45entertainers. Now why is that? Because
1:14:48everyone gets value from entertainment.
1:14:50But there is no one thing from an
1:14:52education perspective that can provide
1:14:54value to everyone. Why? Because everyone
1:14:56already knows different stuff. So if I
1:14:59educate a wide slice of people, there's
1:15:01still already people who know that thing
1:15:02and then do not get value. So
1:15:04entertainment by definition will always
1:15:06be greater or larger the followings for
1:15:08those people than people who educate.
1:15:10there is no no bones about it like it is
1:15:12that way and so a lot of the lessons
1:15:15that entertainment teaches everyone
1:15:18listens to because they have the biggest
1:15:20followings but I don't think the actual
1:15:22tactics they subscribe or espouse are
1:15:26correct at a tactical level at a
1:15:28principal level yes and so let me just
1:15:30say a second about what that principle
1:15:32is is that the person who's going to
1:15:35consume the content we want to increase
1:15:38their perceived likelihood that they
1:15:39will get what they clicked. So, just
1:15:42like the headline and just like the
1:15:43thumbnails, now when they said in
1:15:45entertainment, you want to confirm it.
1:15:46Well, that's because most of the
1:15:48sensational entertainment is something
1:15:51crazy. And so, the likelihood that
1:15:53someone just got the click so that they
1:15:55could not do that crazy thing is pretty
1:15:56high. And so, if you want people to
1:15:58watch you smash a Lamborghini, then you
1:16:00better have the Lamborghini next to you
1:16:02or people aren't going to believe that
1:16:03you're actually going to smash it.
1:16:06Now, let's flip to entertainment for a
1:16:08second. Sorry, let's slip let's let's
1:16:10switch to education for a second. If I
1:16:13say I'm going to teach you a physics
1:16:15thing, I'm going to teach you about the
1:16:17law of I don't even know what the first
1:16:19law of physics is, but if you push it,
1:16:21it will move. Something like that.
1:16:22Anyways,
1:16:25if I want to have proof or increase the
1:16:28perceived likelihood that they're going
1:16:31to be well taught, then what I actually
1:16:33have to do is edify the person. Why
1:16:36should I listen to you? If I'm the
1:16:38viewer, there's a zillion people that
1:16:39could write something on a board. But if
1:16:41you're a PhD physicist, then the
1:16:44likelihood that I will listen to you and
1:16:45that I will get what I want is much
1:16:47higher. And so in both of these
1:16:49examples, we are actually doing the same
1:16:51thing, but we do it differently if you
1:16:53want to educate. And for me, when I
1:16:54looked at my videos, and I'll explain
1:16:55the data in a second, it became really
1:16:57clear.
1:16:59And so in entertainment, it's say the
1:17:02title again and then literally show them
1:17:04what was on the thumbnail. In education,
1:17:06it's show them that you can do what you
1:17:08promised them in the thumbnail. And
1:17:10that's the difference.
1:17:12And to figure out what made intros for
1:17:15our videos work, I actually rewatched my
1:17:17top 35 educational videos. This actually
1:17:20took some time. And so let me just save
1:17:22you like a lot of hours and just give
1:17:24you the nugget. And so I actually
1:17:27developed a new moniker around how to
1:17:29think about introductions for ourselves
1:17:31that I'm spreading throughout my whole
1:17:32team and you can just steal it.
1:17:35Proof, promise, plan. So I'll break down
1:17:39all three of these. So all of the
1:17:42introductions of the best education
1:17:44videos that we had had these three
1:17:46characteristics. And I want to make one
1:17:48point about the order of these is that
1:17:51you can have these three mixed in any
1:17:54order you want. I would emphasize the
1:17:56one that is the most important for that
1:17:57particular piece of content. So if you
1:17:59have something that you're making that
1:18:01you think the proof is going to be
1:18:02really important, then lead with that.
1:18:04If you have a promise that's incredibly
1:18:06important for the audience, then lead
1:18:07with that. If you have a plan that for
1:18:09some reason is going to be more
1:18:10emphasized, then lead with that. But I
1:18:12would say that for our content, for the
1:18:14most because I'm a business educator
1:18:15about making money in general, most
1:18:18people have this big glaring sign above
1:18:20their head before they can even turn on
1:18:21the volume of their brain, which is why
1:18:23should I listen to you? And so I tend to
1:18:25lead with proof. And so proof is that
1:18:29you prove that you know what you're
1:18:30talking about. You give people a reason
1:18:32to believe you. The promise is to tell
1:18:35them what they're going to get or learn
1:18:36from the video. And the plan sets the
1:18:38expectations of what will happen next.
1:18:41So, let me give you a real world example
1:18:42of this. I started this presentation
1:18:45with data that shows that I've done what
1:18:46I'm talking about. If I went up here and
1:18:48just skipped this part, you might be
1:18:51like, "Okay, all of this up to this
1:18:52point, why should I listen to you?" And
1:18:53you'd be right in thinking that because
1:18:55you have no idea who I am. I could just
1:18:56be some random dude that looks like a
1:18:58Birkenstock slightly lumberjacky-ish
1:19:01weirdly dressed man. Like, why would you
1:19:03[laughter] listen? And you'd be
1:19:04reasonable to believe that, right? But
1:19:06if you start with that, then you're
1:19:07like, "Okay, well, he knows something."
1:19:10The promise was what I said you would
1:19:12get at the beginning. I said, "I learned
1:19:14six things that made money and grew my
1:19:15brain that you can use today, and I'm
1:19:17going to save you $4 million in three
1:19:18and a half years, and you'll just get
1:19:20all the lessons that I learned." That
1:19:21was the promise. Making sense? Okay. And
1:19:25then finally, we had the plan. I said,
1:19:26"How are we going to get there? How am I
1:19:27going to complete that promise?" I said,
1:19:28"Well, there's six changes and I'm going
1:19:30to walk through them." That's the plan.
1:19:32And so leading with those things, we
1:19:34found got business owners or the people
1:19:36that I'm interested in to actually
1:19:38better frame and perceive and get
1:19:40educated on the content that we're
1:19:42talking about.
1:19:43And so that's what we're changing out of
1:19:45our introductions.
1:19:46Third, now let's talk about how this
1:19:48strategy changes the meat of the
1:19:50content. What we're actually like the
1:19:51the real bones, the potatoes. All right?
1:19:54is that going from be realvlog stuff
1:19:57because we have made that to list steps
1:20:00and stories when we looked at the
1:20:02educational content that did the best
1:20:04they had more of the right and less of
1:20:05the left
1:20:07from razle I would I would love to say
1:20:09to dazzle but it really is it's just
1:20:10razle on the left and so I actually
1:20:12wanted to show a different type of
1:20:13content so I don't want to make this
1:20:14seem like this is all youtuby I just
1:20:16have like long form video there has all
1:20:18of the elements and some platforms don't
1:20:20have all of them so you YouTube's a very
1:20:22easy platform to to base this off of But
1:20:24this is from Instagram and Tik Tok would
1:20:26function the same way etc. So if you
1:20:29look at the squares here, I just pulled
1:20:31the last 30 days of content that we made
1:20:33and I looked at our bottom performing
1:20:35over the last 30 days that we posted
1:20:37that were reals and then I looked at the
1:20:39top. Now interestingly it was a almost a
1:20:43perfect reversal. So the bottom
1:20:4712 videos that we made, eight out of 12
1:20:50I would say had more razle emphasized.
1:20:53It was more about effects, a little bit
1:20:54higher production. And on the flip side,
1:20:58and this is what was crazy, and this is
1:20:59why I'm sharing this stuff with you,
1:21:00because like I would I would literally
1:21:02never have guessed it. And that's why we
1:21:03look
1:21:05nine out of 12, 75% of the best videos
1:21:08we had emphasized language, emphasized
1:21:11the actual message more than the
1:21:13production. And so it was about
1:21:15emphasizing the language rather than the
1:21:17razle. I find this very fascinating.
1:21:19Now, to be really clear, you can have
1:21:21really bad language. you're like poor
1:21:23vague unclear language and it won't do
1:21:25well and you might have razle that just
1:21:27absolutely crushes. I just look at the
1:21:29trends of 75% on this side were this
1:21:32style or this type and 75% that weren't
1:21:35as good were this style. Well then let's
1:21:37do more of this and less of that.
1:21:40And so those are the main meat changers
1:21:42that we're doing in the videos. We're
1:21:43emphasizing language. This also is true
1:21:46with longs as well. So, if I go and show
1:21:48you this real quick, language that's on
1:21:50the screen and that's from one of our
1:21:51best videos ever. And that takes up 70
1:21:5480% of the video is actually just words.
1:21:56Interesting for me at least. I mean, I
1:21:59was a little offended because I thought
1:22:00I had a, you know, good face, but
1:22:01apparently no one cares.
1:22:04[laughter] So, that's what we're
1:22:05changing about the meat. So, let's talk
1:22:07about visuals. This one's a big one. All
1:22:09right. So going from overp production
1:22:12and I want to be clear not overp
1:22:14production over production for the
1:22:16objective. So it's not like we did like
1:22:19my team did anything wrong or anything
1:22:21like that. It's just that if we want to
1:22:23educate sometimes production distracts
1:22:25from the objective of education. If the
1:22:28point for entertainment is to get
1:22:29someone to watch, then adding lots of
1:22:31things can be a good thing. But if
1:22:33you're trying to learn physics and
1:22:35there's whisbangs and popups and
1:22:38changing backgrounds, it's really hard
1:22:40to learn. And if that's the throughput
1:22:42or that's the point of the video that it
1:22:44actually detracts rather than adds. And
1:22:47so the difference that I put in this
1:22:48example here is we have a background
1:22:50that changes colors while I'm teaching
1:22:51something. It does not help someone
1:22:53understand the subject matter better.
1:22:55Fundamentally, changing background color
1:22:56will not help anyone learn more. On the
1:22:58flip side, clarifying what words on a
1:23:01screen are because maybe my handwriting
1:23:02is not that good, would help people
1:23:04understand that's the difference. So
1:23:07overproduction to effective production
1:23:11from distracting to enhancing
1:23:14from visual effects to visualizing data.
1:23:18So instead of having flames behind me,
1:23:20it's what does this look like on a
1:23:22chart? So we can give relative scale, so
1:23:24we have scope so we can show changes
1:23:25over time.
1:23:28And so that's how the visuals that did
1:23:31the best looked like.
1:23:34And then number five, let's talk about
1:23:36pre-work for a second. So going from
1:23:39postp production to pre-search. So
1:23:42instead of saying, "Hey, let's just
1:23:43record something and then fix it in
1:23:45post." Anybody who's in the media side
1:23:46knows what I'm talking about. Four weeks
1:23:48of editing after, you know, almost no
1:23:51prep to get a video out. Well, what if
1:23:53we did four weeks of research and then
1:23:55we have almost no editing because we
1:23:57thought of everything ahead of time.
1:23:59Well, guess what? The videos where we
1:24:01spent I mean, we're like the the the
1:24:03hour to hour ratio is stupid. And I'll
1:24:05get to that in a second. But if we spend
1:24:08a quarter of the time that we used to
1:24:10spend on post in pre, we eliminate 90%
1:24:1590 maybe 95% of our post edit work and
1:24:20manh hours. And for the business owners
1:24:22in the room, that's real cost. That's
1:24:24real savings. And for the also business
1:24:27owners in the room, that also means
1:24:28increased production. So if I can take a
1:24:30quarter of the time and I can get almost
1:24:33zero time on the back end, that's four
1:24:35times the videos. But not only is it
1:24:37four times the output, it's also higher
1:24:39quality for your goal and your audience.
1:24:43So this was a big thing that we noticed.
1:24:44The videos that we spent the most time
1:24:46on the front end, we spent less time on
1:24:47the back and they did better.
1:24:50And so we want to spend more time before
1:24:52than after. And so this is my little
1:24:54quote if you want to write something
1:24:55down. Uh an ounce of pre-work is worth a
1:24:58pound of post. So that was my little my
1:25:00little take on this. And so by focusing
1:25:03more on what educates and what it means,
1:25:05we do great. And everything else
1:25:07distracts from that goal.
1:25:10And so those are the five things that
1:25:12we're changing tactically and that we're
1:25:14doubling down on to cater to business
1:25:16owners. this, at least for my audience,
1:25:18is what they cared about. And I happen
1:25:21to be in that audience, and I feel that
1:25:22way, too. So, I'm happy about it. So,
1:25:25that's how we went from for us as media
1:25:28people to a degree because I've gotten
1:25:29into this now, uh, to for you or for
1:25:32your audience. And for me, that means
1:25:33for business owners.
1:25:35So, now let's talk about wide deno. All
1:25:37right. And this will also ruffle some
1:25:39feathers and, uh, rattle some cages. So,
1:25:42instead of talking about relationships
1:25:44and college and food and lifestyle,
1:25:49I'm going to be narrowing down or
1:25:51doubling down on, if you will, business,
1:25:54business models,
1:25:56business leverage,
1:25:58and selling in a business. Notice
1:26:00business being in all of these videos
1:26:03and all these topics. And so, that's how
1:26:05I'm going narrower. Very simple.
1:26:09Now that I'm going to go back a slide
1:26:12cuz I want to I want to hit on this for
1:26:13a second.
1:26:15Just like I said earlier that people who
1:26:17like entertainment also just want more
1:26:19entertainment. What we also found is
1:26:21that people who I'll go back real quick.
1:26:24People who watch relationship stuff want
1:26:27more relationship stuff. And as they
1:26:30should, that's what they clicked on.
1:26:31That's what they want. That makes sense.
1:26:33And people who want to learn about
1:26:34college are people trying to make a
1:26:35decision about college. Guess what?
1:26:37people probably aren't business owners
1:26:40and people who want to learn about food,
1:26:42they watch other food videos and people
1:26:44wonder about lifestyle probably watch
1:26:45other lifestyle videos. But for me,
1:26:48those were not necessarily the people
1:26:49that vibe the most with my stuff. And
1:26:53that makes sense because to be fair,
1:26:54this is a little bit more foreign to me.
1:26:56When I talk about business, I feel very
1:26:57comfortable. When I talk about these
1:26:58things, I just give what I would
1:27:00consider hot takes. This is my
1:27:01perspective.
1:27:04So that is what we're doubling down on
1:27:06in terms of the topics that we're
1:27:07choosing for the content we make.
1:27:11So that's number three. Let's go number
1:27:13four in terms of the the things we're
1:27:14doubling down on. So before this, we
1:27:17used to track views. This is another big
1:27:19one, man. All six of these are big, man.
1:27:21I'm glad I made a presentation about. So
1:27:23before this, we used to track views as
1:27:25our primary metric. So I'll take a
1:27:27second here. Who uses be honest? Be
1:27:30honest. Everybody's like likes don't you
1:27:32can't trade likes for for paying rent.
1:27:34You can't pay payroll with views. Sure.
1:27:36Okay, got it. Who here actually tracks
1:27:38something besides views?
1:27:41Let me say it again. Who makes views the
1:27:43most important metric you track?
1:27:46All right. Right. A lot of you. That's
1:27:48okay. Me, too. But I'm going to give you
1:27:50a good metric that you can track. And
1:27:52this is after pouring through. Believe
1:27:53me, I'm a big data guy. Um, a metric
1:27:56that you might not expect.
1:27:58So the main reason is that I had a six
1:28:01to 12 month deal cycle. So, I started by
1:28:04using views because I really had no
1:28:05other metric because for those who don't
1:28:06know what I do, well, I'll explain in a
1:28:08second. But we had no idea what what it
1:28:10would do besides driving awareness and I
1:28:12didn't really have any other objective,
1:28:13right? But in that time period of doing
1:28:15a deal in every six to 12 months because
1:28:17we buy companies, that's more or less
1:28:18what we do. Um, we began seeing a much
1:28:20closer correlation with faster feedback
1:28:22metrics. And ideally, in any business,
1:28:24you want as little latency between the
1:28:26metrics you track and the behavior you
1:28:28want to change. And so if you want to
1:28:30get people to change something and you
1:28:32want to look at something that takes a
1:28:33year to get feedback, really tough to
1:28:35change behavior. But if you can have a
1:28:36metric that you can see daily changes or
1:28:39hourly changes, then those are things
1:28:41that are going to much more quickly
1:28:42change behavior. So that you can have a
1:28:43hundred feedback loops in terms of
1:28:45changing and getting better than one
1:28:47every year.
1:28:50And so besides book sales, optins, and
1:28:52applications, there was a metric that
1:28:54stood out as fastest and most
1:28:56measurable. It was ad revenue. And this
1:28:59is really surprising to me. So, and I
1:29:02this is the point I want to make real
1:29:03quick is that to be clear, for those of
1:29:04you who don't know who I am, ad revenue
1:29:06is not how I make my money. All right,
1:29:07just very clearly. Um, for those who
1:29:09don't know, my wife and I exited our
1:29:10first big company uh for $46.2 million
1:29:13in December of 2021. You can Google it.
1:29:15American Pacific Group was the private
1:29:16equity firm. Jim Launcher, Prestige Labs
1:29:18are two of those companies. Um, and
1:29:20since then, we invested and bought a
1:29:21number of companies that have grown a
1:29:22lot and do over $200 million a year. So,
1:29:24I do media to feed a lot of different
1:29:27things, but I don't directly monetize
1:29:28the media and like ad revenue is I'll
1:29:31explain why in a second is an important
1:29:33metric that we can use for everything
1:29:35else. Okay, so these are companies that
1:29:38we own. Great. So, for me, I pretty much
1:29:40always ignored ad revenue and just saw
1:29:42it as something that could offset some
1:29:43of the cost of my media team. There was
1:29:44really nothing else. But I was wrong.
1:29:46It's actually so much more. So, let's
1:29:49let's dive into a little bit for a
1:29:50second like how does ad revenue come to
1:29:52be? So it comes from two things. This
1:29:54number of views times revenue per views.
1:29:56Now the actual term is RPMs which is
1:29:58revenue per meal which is French for
1:29:59thousand. But it's number of views times
1:30:02the revenue that you get. Okay. Per
1:30:04view. Fantastic. So it takes into
1:30:06account and this is why this is
1:30:07important because we thought views and
1:30:08that was the only metric we had. But we
1:30:10had to have something to counter it
1:30:12because otherwise then you get views for
1:30:13view's sake. But we needed a quality
1:30:15metric with a quantity metric, which by
1:30:17the way, paired metrics, if you're ever
1:30:19tracking something for a department,
1:30:20having like number of tickets resolved
1:30:22with rating against the the the
1:30:25resolution of how well those customer
1:30:26service reps resolve, paired metrics
1:30:28allow you to get to the best or most
1:30:30effective throughput for any department.
1:30:33And I just didn't know enough about
1:30:34media to find out what our paired metric
1:30:36was. And this happens to be a single
1:30:39metric that pairs both. And so it takes
1:30:41account the quality of the audience
1:30:43which for me was business owners who
1:30:44have amongst the highest spending power.
1:30:46And so RPMs are the highest. Now for so
1:30:48for me the RPMs go up. It means I'm
1:30:50getting more of the quality people that
1:30:51I want. And so this gave me and my team
1:30:55something that we could shoot for that
1:30:56bounced making videos for the right
1:30:57people who wanted to watch. So I mean
1:30:59ideally we absolutely want to crank
1:31:00views with the right people. And that's
1:31:03what that was able to track for us. And
1:31:06looking backwards, the month with the
1:31:08highest RPMs and ad revenue also created
1:31:12the most book sales, the most opt-ins,
1:31:13and the most business applications.
1:31:16And this had nothing to do with how many
1:31:18views we got. In fact, we did kind of an
1:31:20experiment lately where we did 90 days
1:31:22of almost no business stuff. We just did
1:31:24more uh more edutainment and
1:31:27entertainment style uh content and our
1:31:29views went through the roof. Like way
1:31:31up, two 3x what we're accustomed to. But
1:31:35even with the increase in views, our ad
1:31:37revenue dropped by half.
1:31:40So, we're actually getting the wrong
1:31:41people. And I share this with you so you
1:31:43don't have to. Real quick, I'm going to
1:31:45show you the exact 10stage road map from
1:31:47zero to 100 million plus that less than
1:31:501% of companies finish. I've now done
1:31:52multiple times. And so, I can say with a
1:31:53lot of confidence that these are the
1:31:54stages as headcount increases that you
1:31:57need to get through. And I broke each of
1:31:59these down by eight different functions
1:32:01of the business. what the constraint
1:32:02feels like, like what are the symptoms
1:32:04of it when you're going through it, and
1:32:05then what steps we actually took to
1:32:07graduate. And we've done this across
1:32:08software, physical products, uh,
1:32:11service, businesses, brickandmortar, all
1:32:13of this, and it works. And it's my gift
1:32:15to you. It's absolutely free. And so,
1:32:16the link's in the description, but you
1:32:18just go acquisition.comroadmap,
1:32:20just enter your info, and it'll spit it
1:32:21right back to you. All free.
1:32:23And so the nice thing about this from a
1:32:25team perspective for those who do have
1:32:27larger teams and want to translate this
1:32:28over is that my team now has real-time
1:32:30access to this. So they can see every
1:32:33single piece of content and the ad
1:32:34revenue that it generates. And they can
1:32:36quickly generate baselines in their mind
1:32:37of what's good and what's bad on an
1:32:38objective metric that really is good and
1:32:40bad rather than just like, hey, this
1:32:42video cranked. Yeah, but it didn't it
1:32:44didn't bring any of the right people. We
1:32:45got this thing that had 10 million
1:32:46views. Okay, but it drove nothing.
1:32:49Versus we had this video that had what?
1:32:52100,000 views and it made more ad
1:32:54revenue than one that had 10 million and
1:32:56we saw the corresponding increase in the
1:32:58metrics that matter to us.
1:33:01And so that's why we switched from views
1:33:03being the metric that we're optimizing
1:33:05for to ad revenue because it's a leading
1:33:07performance indicator. It happens almost
1:33:09in real time rather than something that
1:33:11happens in a big in a rears to give a
1:33:13fancy word later. So that's number four
1:33:16in terms of the things that we're
1:33:17doubling down on.
1:33:19So, let's talk about the fifth one,
1:33:21shorts to longs. All right, this is yet
1:33:23again, another big one that's going to
1:33:25ruffle some feathers. So, for a long
1:33:27time, the prevailing idea in content
1:33:29marketing was again a funnel. It's like
1:33:31everything's a funnel. All right, and it
1:33:33was believed that shorts viewers got
1:33:36more people to then watch longs and then
1:33:40those long viewers would then translate
1:33:42into becoming customers, right? So,
1:33:44people watch shorts and then they watch
1:33:46longs and they give you money, right?
1:33:47That was kind of the prevailing thought.
1:33:50But again, when we looked at the data,
1:33:52it looked more like this. Shorts viewers
1:33:55watch more shorts and long viewers watch
1:33:59more longs and customers buy more.
1:34:02[laughter]
1:34:04And so the point is that that these are
1:34:05different audiences. And I will make a
1:34:06note here that
1:34:09this can change my platform. So I might
1:34:13be a long viewer on one platform and a
1:34:14shorts viewer on another.
1:34:17And where I do think the magic happens
1:34:19is where you can have shorts in one
1:34:21thing and so someone finds you on Tik
1:34:23Tok, but then they are a longs viewer on
1:34:26YouTube and then they watch your longs
1:34:28there. So I do think there's an element
1:34:30there, but not the way the narrative
1:34:32goes. And so for us, longs drive a lot
1:34:35more conversions than shorts.
1:34:37Conversions being book sales, opt-ins,
1:34:39applications, right? And business
1:34:41related content, unsurprisingly brings
1:34:43more business owners than not business
1:34:45related content. And so we are going to
1:34:48double down on more longs about that
1:34:50stuff
1:34:52and change our short strategy to keep
1:34:54the volume the same but focus more on
1:34:55business overall.
1:34:57And again, people watch differently on
1:34:59different platforms.
1:35:01So making shorts in order for people to
1:35:04on a different platform watch long still
1:35:06carries as far as we know. So despite
1:35:08the mega obsession with shorts that has
1:35:10kind of prevailed for the last few years
1:35:11because it was a new, you know, format
1:35:13of content, we're putting now more
1:35:15emphasis on longs overall for now as far
1:35:18as we have data. So that's number five.
1:35:23Now let's talk about the sixth one that
1:35:25I'm going all in on. Assume more to
1:35:28assume nothing. All right. So what does
1:35:30this mean? So let's start with assume
1:35:32more and what that what that really
1:35:34means broken down. to assume more means
1:35:36I made content assuming people already
1:35:38knew me.
1:35:40Okay,
1:35:42so here's an example. The Alexi guide to
1:35:45haters. I might be like, if I don't know
1:35:47who Alexi is or have never seen that
1:35:49face before, why do I care if I see the
1:35:53day in the life of Alexi? Yet again, I
1:35:55assume everyone knows me in this. I'm
1:35:57I'm sharing these mistakes with you as
1:35:59far as I'm concerned for getting new
1:36:01people into my world. It wasn't made. I
1:36:03assumed like everybody's going to know
1:36:05me. The Alex Ramosi diet, everyone knows
1:36:08me. No, they're like, who is this guy?
1:36:11Right? And here's why this matters. If
1:36:12you want your content to bring people
1:36:13who don't know you, which is why many of
1:36:14you guys make content, then you can't
1:36:16assume they do.
1:36:18And so this is what this looks like
1:36:20tactically from a headlines perspective.
1:36:22If I were to remake these today, I might
1:36:24try a first crack at business influencer
1:36:26crushes haters and shows how you can
1:36:28too. Okay. So now if I'm clicking I
1:36:31would understand at least that this guy
1:36:33is a business influencer of some sort
1:36:34and he crushes haters. Okay. Why I might
1:36:35want to see haters get crushed. Uh day
1:36:38in the life of $200 million per year
1:36:39CEO. Okay. Now the jet tells this me
1:36:41that this Alex Ramosi from the the first
1:36:43one before Alexi is maybe rich or maybe
1:36:45he can afford a private jet. But now I
1:36:47know he's a CEO because I could be a
1:36:48rapper. I could be more realistically
1:36:50when I walk around the place that I live
1:36:52all the people that in my community
1:36:54assume that I'm a football player. It's
1:36:56the number one thing I like. So you uh
1:36:57play football. on the hockey team. And
1:36:59uh I I say no, I can. Nope. Nothing
1:37:02wrong with that, but no, that's not what
1:37:03I do. Um and then the third one there,
1:37:06Alexi diet, 16 hour workday, six-pack
1:37:08diet for business owners, whatever. The
1:37:10point is is that we actually make it
1:37:12welcoming to everyone.
1:37:15And so here's how we do this tactically
1:37:16within the content itself. So we go from
1:37:20they know me to introducing yourself
1:37:22every time. So earlier I was like, I'm
1:37:24Alex Mosie. This is what I do. This is
1:37:26the the the survivors have gotten
1:37:27whatever we introduce ourselves.
1:37:30Two, they know why they should listen to
1:37:33me. Tell people why they should listen
1:37:35to you every time. Three, the inside
1:37:38jokes. You know how I get. No, I don't
1:37:40know how you get. Please fully explain
1:37:41the reference because that reference is
1:37:43another piece of content that I haven't
1:37:44seen because it's the first video I've
1:37:45seen from you. And if you tell an inside
1:37:48joke and someone doesn't understand the
1:37:50inside joke, guess where they are? On
1:37:52the outside. And guess where people
1:37:54don't want to be? on the outside. And
1:37:56guess where people spend money? On the
1:37:58inside.
1:38:00And number four, going from acting like
1:38:02you're already friends to pretending
1:38:04everything goes to people who have no
1:38:06idea who you are.
1:38:09And when you make content, so people who
1:38:10don't know you can enjoy it. More do.
1:38:15And for those of you who are worried,
1:38:16because I can already hear the thoughts
1:38:17that are coming up. So let me just
1:38:18address those right now. I see you.
1:38:22I'm gonna lose retention if I introduce
1:38:24myself. Okay. Well, let's play the equal
1:38:26opposite. Would you rather fewer people
1:38:28know who you are or more people who have
1:38:30no clue?
1:38:32Because on one hand, we have some people
1:38:34who know you and on the other hand, we
1:38:35have lots of people who also don't know
1:38:37you. So, you're in the exact same
1:38:39position you were before.
1:38:41Two, well, aren't people going to get
1:38:44sick of this? You're going to keep
1:38:45saying your name every time or keep
1:38:47introducing yourself. Well, from what I
1:38:49can tell, if you like this video and
1:38:51you're a business owner who wants to
1:38:52break through your current revenue
1:38:53ceiling, I distilled every lesson from
1:38:54scaling 10 businesses past 10 million
1:38:56and three businesses past 100 million
1:38:58into a completely free scaling road map
1:39:00that I've used to go from 0 to 1, 0 to
1:39:0210, and 0 to 100 plus. And so, you can
1:39:04click here and you can check it out.
1:39:06Again, absolutely free. And since you're
1:39:07a business owner, appreciate you. And uh
1:39:09enjoy.

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