You Need to Prepare Before Social Media Changes Forever — Transcript

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1. 0:00I had a conversation with uh a mega
2. 0:01influencer. I don't think he would mind.
3. 0:03Um with Mr. Beast a few weeks ago.
4. 0:06And we were talking about kind of like
5. 0:08the future of media and content. And so,
6. 0:10one of the things that he was talking
7. 0:11about was
8. 0:12um the soccer game that came up uh that
9. 0:15they do like UK versus US. And I did
10. 0:17I've never watched the game, but you
11. 0:19might have seen some like YouTube videos
12. 0:20about it.
13. 0:21So, what ends up happening is that they
14. 0:23have all these different celebrities or
15. 0:25influencers from different platforms,
16. 0:27right? And so, starting from the lowest
17. 0:30I'm going to use the I'm going to use my
18. 0:31little drawing again.
19. 0:32The lowest people on this little totem
20. 0:34pole, they would walk out in the stadium
21. 0:36and this became the kind of the de facto
22. 0:38like measuring stick for who had who had
23. 0:40the most cool points, right? These are
24. 0:41the A-listers, okay? And so, this is
25. 0:44your typical kind of celebs from like
26. 0:45movies and like '90s and the 2000s or
27. 0:47whatever, right? People like they
28. 0:48recognize cuz they're celebs, but like
29. 0:50they don't have like huge I guess they
30. 0:52have some media presence, but more like
31. 0:53traditional media.
32. 0:54The level of applause for these guys was
33. 0:57almost nothing.
34. 0:59Barely anyone cared.
35. 1:00So, then the next level that came up was
36. 1:04the shorts. The shorts creators. So,
37. 1:07this is your like only TikTokers or
38. 1:09people who only make reels, but like
39. 1:11only short videos, okay?
40. 1:13Um and so, they had a little bit more
41. 1:15applause on the applauso-meter
42. 1:17compared to the A-listers.
43. 1:20Then
44. 1:22then the long-form guys came out. And
45. 1:24this is when the audience got way
46. 1:26rowdier. All right, so this is your
47. 1:28podcasters, your YouTubers, the people
48. 1:31who make long-form pieces of content.
49. 1:33And I'm going to pause here for a second
50. 1:34to kind of like highlight why I think
51. 1:36this is.
52. 1:37So
53. 1:38I don't think there's anything wrong
54. 1:39with shorts. We make tons of shorts. But
55. 1:41I see the purpose of shorts as many
56. 1:44times a way to get someone to watch a
57. 1:45long, right? They watch a couple
58. 1:47a couple shorts and then think, "Okay,
59. 1:49this guy seems legit." Or this gal seems
60. 1:50legit.
61. 1:52I'm going to risk my time cuz that's the
62. 1:53risk. They're making an investment,
63. 1:54right? You're making an investment
64. 1:55today.
65. 1:56I'm going to risk that I'm going to get
66. 1:57a good return on this, right? And so,
67. 1:59shorts then lead to longs. But, let me
68. 2:01show you the difference from an
69. 2:02influence perspective.
70. 2:04How many reinforcing cycles do you think
71. 2:06you can have in 30 seconds compared to 2
72. 2:09hours? It's like not even close, right?
73. 2:12And so, if someone watched two 1-hour
74. 2:14pieces of content from me, period, okay?
75. 2:16Two 1-hour pieces, that's 120 minutes.
76. 2:18For that for me to get that same level
77. 2:20of exposure and kind of cycles of
78. 2:22reinforcing with a prospect, right? And
79. 2:25they were only consuming shorts, right?
80. 2:27Let's say my average short, Michael, do
81. 2:28you know what my average short is
82. 2:29lengthwise? 15 seconds? Let's say 15 for
83. 2:31math's sake. Okay. Let's say it's 15
84. 2:33seconds. So, that means that's four
85. 2:35shorts per minute. So, if I have 120
86. 2:38minutes for longs, I have to do Someone
87. 2:40would have to watch 480
88. 2:42shorts to have the same level of
89. 2:44exposure as watching 2 hours with me.
90. 2:47And think about how how important this
91. 2:49is. Like, what were the things that
92. 2:51people said like this was the quote
93. 2:52podcast election, right? This one that
94. 2:55just happened.
95. 2:56Trump went on and I don't care about the
96. 2:58politics behind it, but I do care about
97. 2:59influence and persuasion. And so, like
98. 3:01why is it that the the I think I think,
99. 3:04my opinion,
100. 3:05the two podcasts that I think really
101. 3:07nudged this election, my opinion,
102. 3:10is the Trump 3-hour plus podcast that he
103. 3:13did with Rogan like a week or whatever
104. 3:15it was before before November. Is it
105. 3:17November 4th? I think it's November 4th.
106. 3:1911th? November 11th?
107. 3:21You guys already know. I'm sure someone
108. 3:22in the comments can correct me, okay?
109. 3:24You've got I think that was a huge
110. 3:26influential event. And I think um I
111. 3:28think Elon getting on uh Tucker Tucker
112. 3:31Carlson and doing that interview. I
113. 3:32think those two interviews were some of
114. 3:34the interviews that really nudged the
115. 3:35election. And again, I don't care who
116. 3:37you voted for. It doesn't matter to me.
117. 3:39Um I just again, I think about this from
118. 3:40marketing persuasion, okay? And so,
119. 3:42because of that,
120. 3:43audiences who were not sure got to spend
121. 3:453 hours with a presidential candidate
122. 3:47and as a result, it just nudged some of
123. 3:49them in the direction to ultimately
124. 3:50vote, okay? Now, back to our little
125. 3:52story.
126. 3:53So,
127. 3:55A-listers have almost no applause,
128. 3:56shorts have slight applause, longs have
129. 3:59legit applause. Then,
130. 4:08the live streamers.
131. 4:12When the live streamers came out, it was
132. 4:14like the entire
133. 4:17auditorium or stadium or arena erupted.
134. 4:20And when I heard that, it was such a
135. 4:23visual example of
136. 4:26of just like
137. 4:27I mean, we have this saying, which is
138. 4:28like butts in seats, right? Like
139. 4:31if you like some some of you guys who
140. 4:32are watching this have have some level
141. 4:34of of of following or you make some sort
142. 4:36of content, whatever. And some of you
143. 4:37guys who who who don't, like you might
144. 4:39as well get started, right? But, if you
145. 4:41just make a bunch of like meme content,
146. 4:42right?
147. 4:44You demonstrate almost none of these
148. 4:46things.
149. 4:47Right? You demonstrate no status.
150. 4:49You you you give no people any
151. 4:50directions on what to do, so they get no
152. 4:52positive results as as as a result in
153. 4:54their life as it relates to whatever
154. 4:55domain they care about. You're not
155. 4:57demonstrating any kind of credibility.
156. 4:58And maybe you have some element of
157. 5:00likeness. That one you might have. Some
158. 5:03element of likeness might come from from
159. 5:04a meme sort of
160. 5:05uh content, right? And so, what happens
161. 5:08is some of you guys are chasing views
162. 5:10when what I think you want is you want
163. 5:12to have prospects who are more likely to
164. 5:15comply with a future request, right? And
165. 5:17so, we need to change our behavior to
166. 5:19maximize the likelihood that occurs,
167. 5:21right? And so, in in looking at this
168. 5:23thing, this is why I'm I'm telling you
169. 5:25like showing my cards. Um I'm going to
170. 5:27be doing more live streams. And I think
171. 5:29it's also, and this is me like outside
172. 5:31of SPCL, but I think like meta themes
173. 5:33overall, is that I think that the
174. 5:35internet will always move towards truth.
175. 5:38And so, I think the A-listers,
176. 5:40everything's super curated, everything's
177. 5:42super polished, it's photoshopped, it's
178. 5:44scripted, right? And as you move closer
179. 5:47this way, it's raw-er, like you have a
180. 5:493-hour podcast, like if they're not
181. 5:51scripted, right? Or most of them aren't,
182. 5:52right? Um streaming, it's like, yeah,
183. 5:55the we're live, right? I can't do
184. 5:56anything, like we're live.
185. 5:57And so,
186. 5:58this idea of of how can we approximate
187. 6:03the rawest reality of you us hanging
188. 6:06out, right? And actually going through
189. 6:07this stuff.
190. 6:09Um
191. 6:11I think that is what will unlock the
192. 6:13most influence as long as you we're
193. 6:15still including these SPCL elements into
194. 6:17it. And I think that's the marriage,
195. 6:19right? How do I do SPCL and do it as
196. 6:22many times as I possibly can?
197. 6:25That's the idea. And so, live streaming
198. 6:27provides that that opportunity. Now,
199. 6:29let's also think about this from a
200. 6:30context of volume, right?
201. 6:32So,
202. 6:33whether you like him or not, Rogan,
203. 6:35tremendous influence, right? To the same
204. 6:36degree, PBD, tremendous influence. Uh
205. 6:39Dave Ramsey, tremendous influence. What
206. 6:41is it that these guys have in common,
207. 6:42right? What is it they have in common?
208. 6:44They're putting out hours of content
209. 6:47every single day. So, you guys want to
210. 6:49hear something a little bit
211. 6:50mind-blowing? So, I said earlier that we
212. 6:52had 35,000 pieces of content, right?
213. 6:54Now, I hear plenty of times there's tons
214. 6:57of, you know, $1 million businesses, $2
215. 6:58million businesses, things like that.
216. 6:59They put out one piece of content a day,
217. 7:01right? And there's nothing wrong with
218. 7:02that. That's 360 65 pieces of content a
219. 7:04year.
220. 7:05And if you think about the size of
221. 7:06acquisition.com in terms of our revenue,
222. 7:08right? Compared to somebody who's doing
223. 7:10one or $2 million a year,
224. 7:11and they're doing 365 pieces of content,
225. 7:14we're just quite literally doing a
226. 7:15hundred times more.
227. 7:18That's it. Like, we're literally just
228. 7:19doing a hundred times the volume. And as
229. 7:22a result of that hundred times the
230. 7:23volume,
231. 7:24what do you think's happening?
232. 7:25We get a hundred times the prospects.
233. 7:27And so, a lot of like
234. 7:30like
235. 7:31people want to try and like outsmart
236. 7:33themselves in thinking that they can
237. 7:34like not do the work that's required,
238. 7:37but it's actually far more linear than
239. 7:39you would expect. So, like we just know
240. 7:41that like one out of 10, you know,
241. 7:42shorts is going to go, you know, is
242. 7:44going to be a two or three X outlier. We
243. 7:45just know what that math looks like.
244. 7:47Same thing for longs, right? And so,
245. 7:48it's like, how do I just jam as much
246. 7:51into that input-output machine as I
247. 7:52possibly can? And as long as I'm
248. 7:54checking these boxes, like I'm making
249. 7:55the right kind of content, then you're
250. 7:58going to get the right kind of
251. 7:59prospects. All right? So, I'll give you
252. 8:01one more nugget and then I'll I'll open
253. 8:02up I'll open up for discussion. And I I
254. 8:05love Dave, by the way, for those of you
255. 8:06like Dave's a G. Dave's been doing it
256. 8:08like I don't care who you are, you have
257. 8:10to respect that man's level of effort.
258. 8:13Like
259. 8:14he's been doing this for, I don't know,
260. 8:1540 years? 40 years
261. 8:18he's been putting out three hours a day
262. 8:20of content.
263. 8:22It's like
264. 8:23I don't care what you think about him.
265. 8:25Like the guy works and he's consistent.
266. 8:28And the thing is is and he'll be the
267. 8:29first to say it, he's like, "I'm it's
268. 8:30not like I'm Superman or I'm not like,
269. 8:32you know, some rocket scientist here."
270. 8:33He's like, "But the guy is consistent."
271. 8:35And like I'm telling you like if you can
272. 8:36unlock consistently consistency, like
273. 8:39you can become an incredibly dangerous
274. 8:40competitor.
275. 8:42It's just it's just it's wildly
276. 8:43underestimated. And so, for those of you
277. 8:44who are like starting right now, like
278. 8:48start. Like like start. You will you
279. 8:50will you will not make less money by
280. 8:52letting more people know about your
281. 8:53stuff. Period. Full stop.