You’re not ready for the next phase of social media. — Transcript

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1. 0:00Some of you guys may have heard this.
2. 0:02And it's a concept of
3. 0:05social media
4. 0:08is now turning into interest media.
5. 0:10Okay? So, what does this mean? Let's
6. 0:11unpack this for a second.
7. 0:13So,
8. 0:14if you make content and you judge it by
9. 0:18views, I think that's dumb and I'll
10. 0:19explain why.
11. 0:21If you If I make a If I If I have a
12. 0:24grandma public come and just do a
13. 0:26running slap and just slap me across the
14. 0:28face, that video will probably get
15. 0:31views.
16. 0:32But does it get the grandma views? No.
17. 0:34Does it get me any any more people who
18. 0:36now believe more in my stuff? No.
19. 0:39But what it will do is it will show it
20. 0:40to people who are interested in humor,
21. 0:42which is a lot of people, right? But
22. 0:44those might not be your customers and
23. 0:45they probably aren't. So, assuming
24. 0:48you're not an entertainer and you are
25. 0:50somebody who's a business person. And if
26. 0:51you're If you're in business, whatever
27. 0:53business you're at, e-commerce, SaaS,
28. 0:55services, brick-and-mortar, doesn't
29. 0:57matter.
30. 0:58If you sell services to anyone, you're
31. 1:00likely going to be an educator, not an
32. 1:02entertainer. Meaning you're you're
33. 1:03you're trying to provide value to people
34. 1:05to change their behavior in some way and
35. 1:06ideally change their behavior that gets
36. 1:07them to walk closer to you and buy
37. 1:09stuff, okay? So, what do I mean by
38. 1:11social versus interest?
39. 1:13If you want to attract the right avatar,
40. 1:16make content for that avatar. That
41. 1:18sounds so obvious and simple and the
42. 1:20thing is that no one does it because
43. 1:22here's the writer data. The content is
44. 1:25the targeting.
45. 1:27Like the algorithm is so good now. It
46. 1:29knows what you're talking about it. It
47. 1:30knows It can It can literally judge your
48. 1:32your background. It judges what you're
49. 1:33wearing. It judges who you are and will
50. 1:35display it to the people that they know
51. 1:37have a history of watching content that
52. 1:40is similar to that, that people find
53. 1:42valuable. And so, if you're making stuff
54. 1:44about how to fix pianos because you're a
55. 1:46piano repair guy,
56. 1:47then you will find people who are trying
57. 1:49to fix their pianos, right? Or they're
58. 1:51making or maybe maybe making a
59. 1:52purchasing decision
60. 1:54uh relative to pianos. Maybe they want
61. 1:55to see which ones break the least or
62. 1:57whatever. But if you're making that type
63. 1:59of content, you might be like, "Man, I'm
64. 1:59only getting, you know, 1,000 views a
65. 2:01video." It's like, yeah, but the market
66. 2:03of people who are buying pianos might be
67. 2:04significantly smaller than the market of
68. 2:06people who just want to be entertained
69. 2:07or distracted. So, you It's not fair to
70. 2:09to compare your views against Mr.
71. 2:11Beast's. It doesn't make any sense,
72. 2:13right? And so, if I were to think to
73. 2:16myself like, I have a room of 1,000
74. 2:17people that are going to watch this, and
75. 2:19all of them are only interested in
76. 2:20fixing pianos, that's a hell of an
77. 2:22opportunity. And so, we have just like
78. 2:25wildly dis- like
79. 2:27I don't want to say not attractive. We
80. 2:28track views, of course, but like
81. 2:31I care so much more about IRL responses.
82. 2:33So, what I mean by that? If I make a
83. 2:35video, and then I get texts from
84. 2:38business owners that I like and that I
85. 2:39respect being like, "Yo, that was fire."
86. 2:41Then, I'm like, "Okay, I'm on the right
87. 2:43track." And so, some of you guys, let me
88. 2:45know in the comments you guys have seen
89. 2:47um a format that we talked about. We
90. 2:48call cash cows, but basically, it's me,
91. 2:51there's a business owner that presents a
92. 2:52little bit about their business, and
93. 2:53they come to this side, and we talk
94. 2:54about how to like how to improve their
95. 2:55business, right? So, let me know in the
96. 2:56comments if you like that style, and if
97. 2:59you do, let me know if you're a business
98. 3:01owner or not. Okay? So, uh like I like
99. 3:03that style, and I'm not a business
100. 3:05owner. I like that style, and I am a
101. 3:06business owner. Or, I don't like that
102. 3:07style, and I'm a business owner. Or, I
103. 3:09don't like that style, and I'm not a
104. 3:10business owner. Let me know in the chat.
105. 3:13I don't I'm at a delay, so I'm going to
106. 3:14just going to guess what the responses
107. 3:16are.
108. 3:17Um
109. 3:18but here's the here's here's here's the
110. 3:20reality of it.
111. 3:22Whenever people are here in person at
112. 3:24our headquarters, right? You were like,
113. 3:25"That style and you're a business
114. 3:26owner." Okay, great. Yes. Okay, yes,
115. 3:28exactly.
116. 3:29So, if if you are a business owner, when
117. 3:32I have people who are here in person,
118. 3:33IRL, in real life, in Vegas, right?
119. 3:35Business owners who fly out.
120. 3:37I ask, I say, "What is your favorite
121. 3:40type of content?" Dollars to donuts,
122. 3:42that's their favorite type of content.
123. 3:44And so, I make more of that, even though
124. 3:46and it would make sense.
125. 3:48Like, it would make sense that there's
126. 3:49fewer of those people, right?
127. 3:52Because just think about math. If you've
128. 3:54got
129. 3:55If you've got the whole population here,
130. 3:57let me I'll I'll I'll show you a little
131. 3:58graph on this.
132. 3:59And you have to like you have to do this
133. 4:00math for yourself, otherwise you're
134. 4:01going to get really frustrated with your
135. 4:03content. So, let's say that 100% of
136. 4:05people, like this represents 100% Let's
137. 4:08just use USA cuz I already know all the
138. 4:09numbers for USA. Okay? So, let's say
139. 4:11this is 100%. All right, you get 100% of
140. 4:13people are interested. Okay. Well, right
141. 4:16now only 9% of people even own a
142. 4:18business.
143. 4:19Like 9%. So, right off the bat I'm going
144. 4:22to have a huge percentage of people that
145. 4:24aren't my ideal audience. Now, of
146. 4:25course, I do have people who are
147. 4:26business interested, and that's why I'm
148. 4:28a co-founder of School, and we give
149. 4:30people, you know, a way to go start a
150. 4:32business online in a in a low-cost way,
151. 4:34right?
152. 4:35Which you can do, it's 9 bucks a month
153. 4:37after a 14-day trial. You guys can check
154. 4:38it out. And there's a bunch of like
155. 4:39training and community and all that good
156. 4:41stuff. All right, but you can go
157. 4:42school.com, I think Point being,
158. 4:479% is what I'm competing for, okay? Now,
159. 4:51there's That means there's there's about
160. 4:5232 to 33 million business owners in the
161. 4:55US, okay? 32 million. That's That's 100%
162. 4:58of all business owners. Now,
163. 5:01within that,
164. 5:0395% of that 9%
165. 5:07is below $1 million
166. 5:08in revenue.
167. 5:1095%.
168. 5:12So, then then I've got 5% of that 9%
169. 5:16that are over a million.
170. 5:19Now, if you want to get If you want to
171. 5:20get weird with it, what percent do you
172. 5:22think is over 10 million?
173. 5:250.4%.
174. 5:281 in 250.
175. 5:300.4%.
176. 5:32And then 100 million, nine figures, is I
177. 5:35think one in roughly 3,000, depending on
178. 5:37like your data source.
179. 5:391 in 3,000 businesses gets to 100
180. 5:41million a year.
181. 5:44This big.
182. 5:45And so, it would make sense then, right?
183. 5:47That that we're given these numbers,
184. 5:49right? 9% is is 32 million. So, out of
185. 5:525% of that is going to be a million and
186. 5:54a half people. There's only a million
187. 5:56and a half people who are business
188. 5:57owners doing over a million. Based on
189. 5:58the math that they that that This is
190. 5:59Census Bureau data. Maybe theirs isn't
191. 6:01correct, but that's the math, right? And
192. 6:03so, if we're looking at that's the
193. 6:04market, then it would make sense that
194. 6:07I'm not going to get all 100% of them to
195. 6:09watch my video, right? If I got 1 and
196. 6:101/2 million views and 100% of them were
197. 6:12business owners, that'd be insane,
198. 6:14right? And so, it would make sense that
199. 6:15like if I get 100,000 views on a video
200. 6:17that has that's really made for that
201. 6:20level business owner, then I'm crushing
202. 6:21it. Right? And it doesn't make sense to
203. 6:23look at, you know, Mr. Beast's video
204. 6:24with 100 million views and be like, "Oh,
205. 6:27man, I suck." It's like, "Dude, we're
206. 6:28we're going after We have different We
207. 6:29have different games, right?" And so,
208. 6:31I'd encourage you
209. 6:33um
210. 6:33to to create accurate expectations of
211. 6:36the size of the market that you're going
212. 6:38after. And also, think about the
213. 6:40translation of these numbers into IRL,
214. 6:42real life. Because when I started out
215. 6:44and I was making YouTube content, like I
216. 6:45started at zero, just like everybody
217. 6:46else did. And I remember saying like I
218. 6:48was like, "Can you believe like Can you
219. 6:50imagine there's going to be a time where
220. 6:51we get 10,000 views on a video?" I
221. 6:52remember saying this. I was like, "Dude,
222. 6:54we're going to get 10,000 views in 24
223. 6:55hours. It's going to be sick."
224. 6:57And and that was because at that time, I
225. 6:59was getting like 1,000 views in 24
226. 7:01hours, right? But for me, I was like,
227. 7:03"1,000? Like I worked in real life. I
228. 7:05had brick and mortar." So, for me to get
229. 7:071,000 people in a room, I was like, "My
230. 7:09god, I would do lunch and learns with 15
231. 7:11people." Right? So, I got 15 views. I
232. 7:13was like, "Hell yeah." I I mean, I would
233. 7:14do this in person and this is just being
234. 7:16convenient for them. So, it's at home,
235. 7:18right? And so, I bring this up so that
236. 7:19you don't judge one, the the number of
237. 7:22views. It's way more important to have
238. 7:24quality of views. I have two businesses
239. 7:25that I looked at in the last year that
240. 7:27were doing over a million dollars a year
241. 7:28with less than 5,000 followers.
242. 7:33There's a another business that's a B2B
243. 7:35insurance company that that I that I
244. 7:37invested in that I don't want to show
245. 7:39the numbers, but
246. 7:42Okay, I won't show I'll just say many
247. 7:43millions on like $10,000. I'll
248. 7:45[laughter] just leave it there. All
249. 7:46right? And so like you absolutely can
250. 7:48make plenty of money with a very small
251. 7:50following as long as you make content
252. 7:52that's directly valuable for that
253. 7:54following.
254. 7:54>> If you're not getting as many leads as
255. 7:55you want and your business is demand
256. 7:57constrained, meaning [music] you could
257. 7:58service more customers than you
258. 8:00currently have, then this is for you. So
259. 8:02marketing is changing and I think
260. 8:04[music] AC Cut tends to be on the
261. 8:04bleeding edge of the stuff. We certainly
262. 8:06spend the money
263. 8:07to do it, but we also build custom
264. 8:09software and we pay amazing vendors and
265. 8:11very expensive people to figure out the
266. 8:12system that we have right now and I want
267. 8:13to share it with you kind of open kimono
268. 8:15style. If you're not getting as many
269. 8:16leads as you want,
270. 8:17boy do I have the thing for you. Click
271. 8:18below, book a call, and
272. 8:21hopefully I'll see you in Vegas.