How to Grow on Social Media — Alex Hormozi (1 Hour Compilation)

0:00The next sales concept I want to talk about is how do you sell without giving away all your secrets right a lot of people are afraid when they make content well what if I give away all the secrets like no one will have anything to buy from me which is the exact opposite because 99% of people are never going to buy from you but they will judge you based on the quality of your free content and so the idea is like give away all the information and then sell the implementation so many of you guys sell um information education media related stuff um where people make mistakes where they're like how much do I teach versus how much do I pitch right the issue is not understanding what kind of information you should teach at each stage. And so there's two types of education. There's declarative knowledge and there's procedural knowledge. This I didn't invent this. It's just education system last 100 years, but people just don't talk about it. So um uh declarative knowledge is knowledge about something. This is what you use to sell.

0:49Procedural knowledge is about how to do something. This is what you sell. If you use this to try and sell stuff, people will walk away with a shitload of to-dos and they're like, "I'm good." >> What you want to talk about is all the things about how it works, about the outcomes, about what is possible. Teach how how it works conceptually, not so if I say, I'll give you an example. Hey, you have a business, you're doing $2 million a year. If you go from 2 million to 5 million, you cross over the institutional threshold. At that point, your multiple goes from three to seven.

1:21And so you go from having something that might be worth $4 million to something that might be worth $35 million just by adding another $3 million in revenue. And here's why that is because institutional buyers blah blah blah blah blah. Me explaining that people are like, "Whoa, that is really interesting. I didn't know how all that worked." I didn't teach how to do it. I teach about how it works. >> That still is incredibly valuable because the what's really nice about declarative knowledge is that everyone gets value from it because you just have to be there to get the value. When you teach tactics, you have to do the tactics to get the value, which means they can't do it with you. They have to go and then do it and then they would extract the value, right? So, it's at a delay, which means they don't want to buy right now. And so, whatever you're teaching, you want to be predominantly declarative in nature. Let me teach you about this stuff that you aren't aware of. This is where breaking beliefs around specific uh I think like this is the old model. This is the new model.

2:11I'm not teaching you here's how you set up a domain. Here's how you warm it up. Enzo, right? Here's how you have an AI agent. Here's how you personalize the F. Like, we're not teaching that. We're saying, did you know that if you go from not personalized to personalized, this is the increase? Whoa. I'm not going to I'm going to show you that's how it works. And then I will sell you how to do it. >> That's what you separate. Again, secrets implementation. I had a conversation with a mega influencer. I don't think you would mind um with Mr. Beast a few weeks ago, and we were talking about kind of like the future of media and content. And so one of the things that he was just talking about was um this soccer game that came up uh that they do like UK versus US. And I I've never watched the game, but you might have seen some like YouTube videos about it.

2:56So what ends up happening is that they have all these different celebrities or influencers from different platforms, right? And so starting from the lowest, I'm going to use I'm going to use my little drawing again. the lowest people on this little tote totem pole. They would walk out in the stadium and this became the kind of the def de facto like measuring stick for who had who had the most cool points, right? These are the A-listers, okay? And so this is your typical kind of celebs from like movies and like 90s and the 2000s or whatever, right? People like they recognize because they're celebs, but like they don't have like huge I guess they have some media presence, but it's more like traditional media. The level of applause for these guys was almost nothing.

3:33Barely anyone cared. So then the next level that came up was the shorts, the shorts creators. So this is your like only Tik Tockers or people who only make reals but like only short videos. Okay. Um and so they had a little bit more applause on the applause meter compared to the A-listers. Then then the long form guys came out and this is when the audience got way rowdier. All right. So this is your podcasters, your YouTubers, the people who make long form pieces of content.

4:07And I'm going to pause here for a second to kind of like highlight why I think this is. So I don't think there's anything wrong with shorts. We make tons of shorts. But I see the purpose of shorts as many times a way to get someone to watch a long, right? They watch a couple a couple shorts and then think, "Okay, this guy seems legit or this gal seems legit. I'm going to risk my time because that's the risk. They're making an investment, right? You're making an investment today. I'm going to risk that I'm going to get a good return on this, right? And so shorts then lead to longs. But let me show you the difference from an influence perspective.

4:38How many reinforcing cycles do you think you can have in 30 seconds compared to two hours? It's like not even close, right? And so if someone watched two 1-hour pieces of content for me, period. Okay, two 1 hour pieces, 120 minutes for them for me to get that same level of exposure and kind of cycles of reinforcing with a prospect, right? and they were only consuming shorts, right? Let's say my average short, Michael, do you know what my average short is?

5:04Lengthwise 15 seconds. Let's say 15 for math sake. Okay, let's say it's 15 seconds. So that means it's four shorts per minute. So if I have 120 minutes for longs, I have to do someone would have to watch 480 shorts to have the same level of exposure as watching two hours with me. And think about how how important this is. like what were the things that people said like this was the quote podcast election right this one that just happened Trump went on and I don't care about the politics behind it but I do care about influence and persuasion and so like why is it that the the I think I think my opinion the two podcasts that I think really nudged this election my opinion is the Trump three-hour plus podcast that he did with Rogan like a week or whatever it was before before November is it November 4th I think it's November 4th 11th November 11th. You guys already know.

5:56I'm sure someone in the comments can correct me. Okay, you've got I think that was a huge influential event and I think um I think Elon getting on uh Tucker Tucker Carlson and doing that interview. I think those two interviews were some of the interviews that really nudged the election. And again, I don't care who you voted for. It doesn't matter to me. Um I just again I think about this from marketing persuasion, okay? And so because of that, audiences who were not sure got to spend three hours with a presidential candidate and as a result, it just nudged some of them in the direction to ultimately vote.

6:25Okay, now back to our little story. So A-listers have almost no applause, shorts have slight applause, longs have legit applause, then the live streamers When the live streamers came out, it was like the entire auditorium or stadium or arena erupted.

6:55And when I heard that, it was such a visual example of of just like I mean we have this saying which is like butts and seats, right? Like if you like some some of you guys who are watching this have have some level of of of following or you make some sort of content, whatever. And some guys you who who don't like you might as well get started, right? But if you just make a bunch of like meme content, right? You demonstrate almost none of these things, right? You demonstrate no status. You you you give no people any directions on what to do. So they get no positive results as as as a result in their life as it relates to whatever domain they care about. You're not demonstrating any kind of credibility.

7:33And maybe you have some element of likeness. that one. You might have some element of likeness that might come from from a meme sort of uh uh content, right? And so what happens is some of you guys are chasing views when what I think you want is you want to have prospects who are more likely to comply with the future request, right? And so we need to change our behavior to maximize the likelihood that occurs, right? And so in in looking at this thing, this is why I'm I'm telling you like showing my cards. Um I'm going to be doing more live streams. And I think it's also, and this is me like outside of SPCL, but I think like meta themes overall, is that I think that the internet will always move towards truth.

8:13And so I think the A-listers, everything's super curated, everything's super polished, it's photoshopped, it's scripted, right? And as you move closer this way, it's rawer. Like you have a three-hour podcast, like they're not scripted, right? Or most of them aren't, right? Um streaming, it's like, yeah, we're live, right? I can't do anything. Like we're live. And so this idea of of how can we approximate the rawest reality of you us hanging out right and actually going through this stuff um I think that is what will unlock the most influence as long as you are still including these SPCL elements into it and I think that's the marriage right how do I do SPCL and do it as many times as I possibly can that's the idea and so live streaming provides that that opportunity. Now, let's also think about this from a context of volume, right?

9:07So, whether you like him or not, Rogan, tremendous influence, right? To the same degree, PBD, tremendous influence. Uh Dave Ramsey, tremendous influence. What is it that these guys have in common? Right? What is it they have in common? They're putting out hours of content every single day. So, you guys want to hear something a little bit mind-blowing? So, I said earlier that we had 35,000 pieces of content. Right now, I hear plenty of times there's tons of, you know, $1 million businesses, $2 million businesses, things like that.

9:34They put out one piece of content a day, right? And there's nothing wrong with that. That's 365 pieces of content a year. And if you think about the size of acquisition.com in terms of our revenue, right? Compared to somebody who's doing one or $2 million a year and they're doing 365 pieces of content, we're just quite literally doing a hundred times more. That's it. Like, we're literally just doing a hundred times the volume. And as a result of that 100 times the volume, what do you think's happening? We get a hundred times the prospect. And so a lot of like like people want to try and like outsmart themselves and thinking that they can like not do the work that's required, but it's actually far more linear than you would expect. So like we just know like one out of 10, you know, shorts is going to go, you know, is going to be a two or 3x outlier. We just know what that math looks like. Same thing for longs, right? And so it's like, how do I just jam as much into that input output machine as I possibly can? And as long as I'm checking these boxes, like I'm making the right kind of content, then you're going to get the right kind of prospects. All right. So, I'll give you one more nugget and then I'll I'll open up I'll open up uh for discussion. And I I love Dave, by the way, for those of you like Dave's a G. Dave's been doing like I don't care who you are, you have to respect that man's level of effort.

10:47Like he's been doing this for I don't know 40 years. 40 years he's been putting out three hours a day of content. It's like I don't care what you think about him. Like the guy works and he's consistent. And the thing is is and he'll be the first to say he's like I'm it's not like I'm Superman or I'm not like you know some rocket scientist here. He's like but the guy is consistent. And like I'm telling you like if you can unlock consistently consistency like you can become an incredibly dangerous competitor. It's just it's just it's wildly underestimated. And so for those of you who are like starting right now, like start like like start you you will you will not make less money by letting more people know about your stuff. Period.

11:28Full stop. Rock and roll. >> Hey, uh my name is Gabriel. Uh sell solar. Also have a personal brand that helps Christian men be better. >> I have no plan to monetize this at this point. Just simply help people find Jesus. And the goal is to gain a following at this time. Um question is on organic content. That's our biggest constraint. We are putting out 350 to 400 pieces of content a month >> for solar. >> For also for solar, this is about the personal brand.

11:56>> Okay. >> Um for solar with paid ads, it's easy. We just run the 10 hooks we run. >> Did you do this framework? >> Yeah. So the question is how do you split test organic content for different platforms? Meta, Tik Tok, etc. >> How do you split test organic content? >> Yeah, like you would for the ads where you do the 10 hooks, three bodies, different CTAs, let the algorithm tell you what's up and spent money behind it.

12:23How do you implement that into organic? >> Uh you you you don't uh you just make 10 pieces of content and if you think something was really good and it bombed, you can re-edit it with a new hook. Um, but it would be weird if imagine if you had a page and you saw 10 hooks for the same piece of content. It would be kind of odd. And so, um, obviously you, uh, not YouTube, Instagram has the trial reels and whatnot, which is an interesting new function, but every person up to this point in human history of social media has not had that function. And so, um, it's usually just a a gross and disgusting amount of volume for an unending period of time.

13:05I'm being super real. I guess that was the answer genuinely. >> Yeah, that is the answer. And um that disgusting amount of volume, the learning process is this. We make called 100 pieces of content and then we look back at which ones did well and we try and point out what was different about those compared to the ones that didn't do well. Then the next hundred we say let's add two points to our checklist and do these extra two points for the next hundred videos. And fundamentally that is how we've continued to make content. So like our long form YouTube videos have massive checklists of just like okay we have to do this like whenever Alex's about to enter a story this is what we have to do visually. Uh you know this like obviously the intro is super super important for long form.

13:48Um, but I just like we're saying better and and more that accordion I would see say is a consistent theme across all content creators that I've met which is like in the beginning you just do a ton and then you're like okay this if I just like this video got 100,000 and the other 10 videos got like 500 vid views. Yeah. and you're like, "Okay, if I just spent a little bit more time, instead of making 10, made three, I'll bet you I could get like 10,000 views per." And then you start doing that and you get good at that and you're like, "I could probably go from three to 10 of these."

14:23And then you do 10 of those. And then as you do 10, you're like, "You know what, man? These ones popped off. I'll bet you if I spend a little bit more time, right?" And so you just keep going back and forth between better and more. And it's a very normal cadence. I will give you one um final thing because I know that you're not the only content creator here. Um, there's a lot of mythology around content and volume, which is like Instagram can only take two posts a day or Tik Tok maxes out at four or at 2:00 and six. Like, don't worry about it. Don't worry about it. One of the biggest Instagram accounts right now is a Bollywood account. They post a hundred times a day. They get 9 billion views a month.

15:02100 posts a day. You're just not doing enough. And so now I used to like be so like, okay, let's make sure they're, you know, 12 hours spaced out. Like I'll post one and 30 minutes later I'll have something else and I'll post it again. I it doesn't matter. Thing is just 1% of your audience is seeing it anyways. So they'll just push it to somebody else. The content is incentivized to distribute your content. Sorry, the platform is incentivized to distribute the content to people who find it valuable. So just give them more stuff to distribute.

15:26>> Just go crazy on the input. >> Yes. Cool. >> Just real. I've ran ads for my biz for two years and 8xed their business. Oh, for a biz, not your biz. 8x their business. I learned everything about the business, but I'm not sure if it's enough proof to talk about and get new clients on the niche. I mean, some proof is better than no proof for sure. Um, but I would say like can you like can you work for more customers for free or at a discount? Like I'm telling you everybody like you will you will shortcut your path to success by getting 10 testimonials more than just about anything else because that's like if you look at a conversion page, you look at a VSSL, you look at a sales process, if you show 10 testimonials, it's about all you really need because once you have 500 or 5,000 like like I do, um there's actually not a lot of incremental benefit. There's not a ton, right? Like if the you know the offers book is 27,000 five stars at a thousand five stars, people are like this book is probably good, right? And there's there's very there's very diminishing returns uh when it comes to getting testimonials, but those first 10 matter.

16:33So like the amount that you can charge, the amount of experience that you're going to earn, uh the amount that you'll be able to convert from a sales process, the amount of people who will respond to your advertising, your outreach, huge difference. So it's like it will take you less time to get 10 paying customers by getting 10 free customers first and then and flipping some of them to paid and then using their testimonials to get 10 more than to start from scratch and try to get 10. So that is my TLDDR. I do think you can lead with your very compelling example. Uh but I still want like you just need to do more volume in partnered with my wife on our business.

17:02We sell jewelry with purposes. Um let's see here. Partner with my Okay, we partnered with my wife on our business. We sell jewelry with purpose. Uh natural stones. What would be the best content to post for advertising? We use Tik Tok. All right, bro. What are we Bro, what are we talking about here? This is super visual. All right. What are we What are we talking about? All right. So, number one, you should be on uh uh I mean, Tik Tok Tik Tok shop for sure. Like, if you're not doing that, you should be doing that. Number two, I'll bet you with jewelry probably have very good margins with it. Um, and you can probably pay really aggressive uh affiliate commissions to any other Tik Tockers who will repost your stuff.

17:44And so, I would look at, are there small things that I can give out for free? I know that's heavy, but people will be willing to do it. I don't know what revenue is right now, by the way, Junior. Um, but I would also double this on Instagram. And I would want to do like as many collab posts as I can with other influencers with them trying on different things. And I think the the big thing that I would want to do is I want to tell the narrative. I want to tell the story behind the the the jewelry. All right. So, I'll give you an I'll give you an idea. So, or I'll give you an example. So, if you think about like selling merch, right? Everyone has t-shirts. There's nothing sexy about a t-shirt. And if a t-shirt just has a logo on it, again, it doesn't really matter. But if you say, "Let me tell you the story behind why this logo, why this saying is meaningful." And so what we have to do is basically pair this commodity of jewelry with the meaning that you then ascribe to it or the narrative or the story that you put on top of it. And so two years ago, I did my book launch for the leads book. And some of you guys might have been there.

18:42Um, and I sold like millions of dollars of hats. All right? Um, and people were willing to pay $100 essentially for a hat. Now, obviously they got two other books and the hat was free, but like fundamentally that was what happened, right? And so what's really interesting about that specific event is that I then spent like four or five minutes just saying like, let me tell you about why I wear this hat, what this hat means to me. And so after explaining the meaning behind the hat, then way more people were willing to buy it versus like, hey, do you guys just want to buy a hat? And so I think to the same degree, you need to do that within your content. And you're like, what kind of content should I do? like show the jewelry, show people unboxing the jewelry, show people picking out between different kinds of jewelry and then you telling the narrative behind each of them in terms of where was the stone sourced, why did you design it that way? What is what does this chain do versus this chain?

19:23What do these metals do? Like there's so much to talk about um with your content. And don't be afraid to repeat stuff. Just don't be afraid to repeat stuff. And one of the really interesting things with content is that I'm going to give a Dave Ramsey example, but like you need significantly less variety in your content than you think you do. So, think about what Dave Ramsey has done for the last 35, 40 years, however many years it's been. He has told people to spend less than they make.

19:50That is that has been his core message. Don't go into debt. Spend less than you make. Cut up your credit cards. Pay off your loans. That's more like obviously is the seven baby steps and that's awesome. But my point is this is that people still tune in every day when they know what the message is because they're like, I wonder how this will apply to a stripper. I wonder how this will apply to somebody who won the lottery. I wonder how this will apply to somebody who's got a kid who's going to college now and it's a good college or it's a bad college, right? And so the thing is is that you can have a single framework or single core product or concept and the variety will just come from the examples that you use.

20:26Cool. All right. And so when you're providing value in any domain and like I want to build my personal brand like your personal brand will be built on the amount of value you can provide other people. like just help other people like Zig Ziggler said this old school personal development guy. He said you can you can get whatever you want in life as long as you help enough other people get what they want. And I think it's so true. So I would just think how can I help other people get what they want? And if you're like if you don't have enough proof and like everyone misses this, start for free.

20:58Work for free. Get experience. Go get 10 free clients. Go do the work for them. Make it a free trial plus penalty, right? It's a great way to get started. I talk about this in the first chapter or one of the first chapters in the leads book. Your first five clients. It literally outlines the entire offer structure, when to start charging. All of this is inside of the leads book. I think I have it. I'll tell you what page it's on. Uh it's page 51. So, I explain my first business and how I did it, how the outreach worked, how I started for free, and then when uh how to do the out like literally like what messages to send, how to send them, and then the actual process of doing this. And I give you 11 ways of showing proof. Uh it's on page 61, this guy.

21:39Sorry, that probably like popped some of your drums. Um page 61, uh it's all 11 ways to show proof so that you don't look like a newbie. Okay, rock and roll. >> Uh my name is Jonathan. I sell dating services to single men and help them get their dating life together. Uh revenue we range between 250 to 900. Um I would like my revenue to be at 1.2 million because I like to net 100,000 a month ideally. What I believe is stopping me is that the metrics on all of my social media have gone down and my fans have been telling me you're shadowbanned.

22:12You're shadowbanned. I'm not getting notifications. Yeah. >> So >> how do you do anything political? I mean, I was endorsing Trump, so maybe that's probably it. [laughter] >> I mean, might be it, honestly, >> but like passively, not like a whole stream on like why >> not like why you should vote for him. >> Yeah. >> Um, well, is that when it stopped? >> No. When >> Okay. Well, then >> I have a theory. It was like when Andrew Tate went to jail in 2022 December, I noticed like a a big change in

22:43>> my viewership. And I I don't know if my fans just really like me and they're like just lying to me like you've been shadowbanned. >> Yeah. >> But um I don't know. I just This is a problem because I like my >> Do you have some videos that do better than others still? >> So I just I don't do videos. I do live streams. But >> Oh, >> yeah. I consistently live stream. That's how I do everything leading up to launches. All I >> You don't make like videos? >> Not really. They just it's just the live stream is kind of like you're in my personal theory like live streaming is like to a degree indoctrinating your uh following and then lowering resistance and then eventually they buy in. So like I said I've been able to do all my business has been organic. My best launch was like quarter mill in 5 days

23:24>> um which is like you know 90 85% profit but >> nothing has really changed in what I do but I'm seeing all metrics shrink and it's like >> I'm freaking out. Yeah. No, I hear you. So, um I mean basically at the simplest level, one of two things changed. Either you changed something unknowingly, which is the content is not as good or it's not, you know, as compelling or whatever, or something else changed, which is either the environment changed, so like maybe it sounds tonedeaf now, or uh the algorithm changed in terms of how it's uh pushing out lives, which not I don't know. You're the actually the only person that I know that does lives as their primary organic strategy.

24:07>> Yeah. >> I've yet to meet somebody replicate my numbers. I'm also one man business. >> Yeah. No, no, but there's tons of people who do your numbers are bigger with one man business. No, not with live streaming, but with making content on a regular basis. >> And so I think I think it's like we just need to >> you just need more views, man. Like that's all it really comes down to. And so it's like I I I'll say this. If you keep doing what you're doing, it will continue to stop working and get worse.

24:32So let's not do that. I think you're gonna have to do kind of the um that gentleman I was talking to earlier uh with pest control. He's like, I've got this agency and it's working. Well, it's like let's do the live streams. Can we also clip that and make that into content like the best moments at least? So yeah, my my shorts are like my largest uh traffic source back then doing like 16 15 millions and so on. >> Do you not do shorts anymore?

24:57>> The hit has been pretty big. They've gone down to like 8 900 sometimes. I I'm happy if it gets to a thousand >> views. >> Yes. Per short. >> Yeah. So um I mean maybe you did get shadowbanned. I don't know. Um >> question just how to fix it if I am theoretically shadowbanned or how do I address >> if you are shadowbanned? It's like you probably need to start a new account. >> Okay,

25:21>> that's like and you'll and the good news about about quote shadow banning is this. If you start a new account because of how social media has changed, it has been largely democratized especially for short term uh short short form content. So somebody who has a brand new account that has zero followers can make a clip that gets 10 million views. So like I would it's not nearly the death sentence that it used to be because it's based on interest graphs now far more than it is followership. So you can keep doing your lives on one channel and I think that's like again that's the big if here is like are you shadowbanned? I don't know.

25:57Do you have a rep that you can reach out to? Because usually they'll tell you. >> No, they just like it's just some guy in Paraguay who doesn't give a [ __ ] [laughter] >> Um I I don't like I don't like pointing to things that I can't control. So, I'm like, is there anything that I can do to make these shorts better? It feels unlikely that you went from, you know, 5 million a clip to a,000 a clip. That feels like a pretty tremendous drop. >> 15.

26:22>> Yeah. Or 15 million a clip. Sure. Uh, a big drop regardless. And so, if I were you, I probably like I would be in hyperactive mode right now, which is I'd be trying to find a new a new way to promote. And so you keep the thing because you have to keep the lights on. But I would strongly consider um is it but are you only YouTube? >> I'm I mean I have 58,000 on Instagram and uh

26:46>> does it happen there? >> Uh no it does not happen there. >> Okay. So can we double down on Instagram in the short term and then like create a new account on YouTube? >> I'm here to do what you say. >> Okay. Um do you monetize Instagram at all? >> No. Well, dude, I mean, Instagram is one of the easiest ones to monet of all platforms. Instagram is like the most monetizable >> uh because you can directly message your customers like every person who follows you. You could you can DM. Are you um you're selling to webinars, right?

27:17>> No, no webinars. >> Well, you sell to lives, whatever. >> I'm sorry. >> You sell to you sell via live? Yes. Right. And you do that how often? >> The um my show I've been running it. >> How often do you pitch? >> Uh once a quarter. >> Okay. Um, so it might be advantageous to Okay, I mean is leaning more towards that you might have gotten shadowbanned. Um, and if that's the case, let's walk through this, shall we? All right. So, so for Instagram, I think you do a mini chat integration and then DM new followers.

28:01and uh replies and then send them to lives. When you go live on YouTube, also go live on Instagram. Very easy. Just get a second phone if you need to go live on both. >> I do that. >> Okay. So, you do go live on Instagram. >> I get like four or five people watching. >> Okay.

28:24So, when we have this, you can add them to the broadcast and then let them know when you're going live because you should get more than four or five. Um, nasty. It's just because we have this big question mark of are you bad at content now or did you have the gods of social media tell you that you were not allowed to promote anymore?

28:52Um, there's a group of people I kind of like >> Instagram does tell you if you're shadowbanned, though, so you can look at it in your client settings, so I would check that. And if they haven't, then it just might like I would so much prefer to know that like the content is just not that good because that's super fixable. >> There's a group of people I'm associated with and they've all kind of been throttled as well. like the Fresh and Fit podcast and some of these people, they're all like we've all kind of been uniformly kind of flatlined. Yeah. From 23ish, you know, because like they have a huge podcast and they've been stuck at 1.5 mil fresh and fit.

29:26>> You mean on Instagram? >> On uh YouTube. >> Okay. And they just don't get views there either. >> No, they get views, but we're all like our subscribership and whatnot is not necessarily growing. And their views have massively taken a hit. They used to do like three 400. Now they're like oneish >> oneish thousand. >> 100. >> Oh, 100. >> Yeah. >> That doesn't sound like shadow painting. >> Okay.

29:50>> Going from like 300 to 100 just sounds like YouTube has shifted over time. >> Okay. >> And like we just need to adapt to what's what's working now. >> The crazy part about my views is like my views have usually typically ranged between on the live streams 1,000 to 5,000 and then the money just kept growing. So, I was like, "Great, I have a [ __ ] money printer." Yeah. >> But now the views are still same.

30:14>> Maybe slightly dropped, >> but the sales have just like it's just like abysmal. It's so terrifying. [laughter] >> Yeah. >> Um, >> that's why I'm here. >> There may No, I hear you. Um, it's like you have this one trick that worked and so I think you might just need to learn another trick. >> Okay. >> At least you have second platform. So, it's like you've just only done live streams and that's how you've done it.

30:40It's like you might be able to just like push people to a phone call. You could push people to a webinar. Like you could probably do more than once every 12 weeks do a pitch. Like there's there's plenty of levers that we can look at. >> And I have high ticket inver immersion stuff that's like 10k and those are easy to sell, but I just need more eyes and views. >> That when you teach a guy how to date, he doesn't come back because he's outdating. outdating. Yeah. I mean, to be fair, it's education and like there's no continuity program on Harvard. You just graduate and that's that. Um, and then they get you in the endowment and there's all that, but like [laughter] um I think we have to focus on the controllables, which is that the content needs to improve and you probably need to make more content and make more diverse content. Probably need to start using tools like oneof10.com. If you're not familiar with that, you know what that is?

31:32>> Oneof10.com. Mhm. So, one of 10.com is basically the it's like YouTube repository where you can just search for topics and it will show you the highest outperformers in terms of headline packaging and thumbnails across all channels on YouTube. And then from there, you can basically create ideiations of, okay, how can I apply this to my niche? And so, I'm guessing that like the fact that the other guys went from like 300 to 100, like to me, that's not shadow betting. and it's just like their content wasn't as good as it used to be or it's just like it's not as relevant it used to be. Like people aren't like bitching about Red Pill as much as they were before. And so it's like maybe part of it needs like your content might have to adapt. So I would honestly prefer it just be that which is the content's not good enough. Fine. Then like let's look at topics and let's look at headlines and let's fix it. Let's let's make it something that people want. We've had to change our stuff all the time. And I think it's just like you learned a trick, it worked. It was a great ride.

32:26Now you have to change again. >> Okay. Thank started the world's first AI certified consultant program back in early 2023. Um, my business partner Valentine and I who uh got here today. Um, we have the world's largest Facebook group for AI. 3.6 million. >> Do you really? Wild. It's a lot. >> Yeah. Actually, uh, Facebook shut us down one day. Uh, shout out to everybody else who got shut down that day.

32:51>> School won't. >> Yeah. Well, that was funny story. We we moved a thousand people to our school group that day. So, >> and the engagement skyh high. >> Yeah. It's been great. Um, so what we do obviously is teach uh people how to use AI specifically for business and marketing. >> Y >> um one of the challenges that we have, we have uh a couple product lines actually Daniel Gardo, another business partner, he just recently acquired a software company that I have. Um but we all serve the same verticals which is business owners and people who want to use AI to make money.

33:25>> Yeah. So, um, we have a course that is $1,500. We have an AI certification program that's a 5K that's a recurring revenue offer. We did not have a >> Yes. annual. We did not have a low ticket offer um until this year when we just couldn't figure out why we couldn't get our giant Facebook group to buy anything. Um, we started doing a little research on that. Uh, and it looks like we have out of 3.6 6 million. We have about 1 million that live in a western country

33:58>> and we think that probably has something to do with it. >> Sure. >> So we this year started launching $5 offers that has been 17 27 $37 upselles and then now we're moving people to our school group which is a $49 >> a month. So we have 3,000 people in our school group. >> We have about 500 members in our AI persona method course which is a education on how to use AI. and we have 170 um people going through our AI certified consultant program.

34:26>> Okay. >> Um the problem that we're trying to figure out here is we have 3.6 million people. >> Yeah. >> We're trying to figure out what our attention we're trying to figure out what the best content strategy is to um kind of or maybe you would know best maybe we're trying to cast too wide of a net um but we're trying to obviously maximize and monetize uh the massive audience that we've built. So, I think that's our main our main issue right now.

34:53>> So, do you feel like you're undermonetizing that 3.6 million person audience? >> Absolutely. Yeah. I mean, we probably monetize like 01%, you know, or less. >> Yeah. Well, it I don't think it's as bad as you think it is. Um because 2.6 are not even US. So, I I will just generally just like cast it out for the purpose of our like discussion. And so you've got a million people in the US who are the higher likelihood people who are going to buy or spend more material amounts of money. Of the 1 million people that are in the group, how many of those million are active would be like the next subset, which probably be like a significant amount, probably less than a million.

35:30>> Yeah, we I would say on a month-to-month basis, we probably have maybe what Valentine would know the numbers better, but probably 100,000 or so people that are active. >> Yeah, that's still great. [clears throat] I mean, that's still awesome. So you have 100,000 people are active. So, I would use that as my number because literally basically everyone else either can't afford it or isn't paying attention. And so, you have 100,000 people that are kind of like on your pseudo email list if you think about it like that. Um, and so we need them to engage and so we need and that community. What do you do? You just put in like AI trainings and stuff or like what do you

36:02>> Yeah, so we have AI trainings. Um, we have we have definitely started moving all of our courses into the school platform as well so we can see the the upsell opportunity. >> Can I give you the content strategy that I would do? >> I'd love it. >> Yeah. So, when I talk about declarative versus procedural, >> you want to be demonstrating two things. You want to show what AI can do, not how to do it. >> Let me show you this cool thing I built. Here's a screenshot of the thing. Now, let me show you what it does. Not like all the boring stuff that like no one's going to watch and feels guilty about not watching it. Um, but you want to show like this is what you can do if you learn the skill. And they're like, how do I learn that skill? And you're like, go over here.

36:39>> And so the nice thing is that that stuff people will engage with because it's cool. Like in and of itself, it's cool. And so that content will do better and we'll engage more people in my opinion. And so that's where your CTAs can be like, hey, if you want to try all of our thing, that'll like this is just one of a hundred different automations that we have inside of our school community that will show you how to build. And so basically each of the builds that you do becomes a lead magnet for a different avatar and you're showing what happens when you do it right. It's the ultimate proof and then you can sprinkle in the testimonial stuff. But I think by and large if you just show what someone can do and the zillion use cases that AI can handle that will give you like gazillions. And so I would think about it like a matrix of on like the vertical I would have all the different functions that you guys know how to build and then on the vertical I would have uh the different business use cases that it would apply to. So it's like I'm going to do an answering service for lawn care, an answering service for a spa, answering service for right. So like most of the times this goes for everybody. We assume that we need significantly more variety than our avatars think like then you think you need to reinvent the wheel. You need to show a wheel going through mud and then a wheel going through water and then a wheel going through hard gravel and then a wheel going through concrete. Like you just need to show the same thing over and over again in slightly different settings. And I'll give you the most natural extreme of this. So think about Dave Ramsey, right? Dave Ramsey has a show where people call in and he says, "Spend less money,

38:07>> right? Spend less than you make." And that's that's the show. And he's been doing it for 45 years. Three hours a day. Ring ring. Hello. I wonder what he's going to say. [laughter] I wonder if the spend less than you make applies to somebody who just won the lottery. I wonder if spend less than you make applies to someone who just got divorced. I wonder if the spend less than you make applies to you know what I'm saying here. Like people have no ingenuity. Like the vast majority of the market has zero creativity. They cannot imagine anything. And so we assume that they know everything that we know. And so of course you can apply this framework to all these different scenarios. The reason that in the webinar on money models I had to be like we work with [snorts] brick and mortar like [laughter] I did that whole laundry list is because people will wait and they'll be like oh that one's me okay good so this applies to me and I'm like for [ __ ] sake right of course it'll do you does cash flow improve your business tell me one that doesn't improve the business but I had to say every single type of business and some of you guys may have caught this or may have not but I actually did it two different ways so one was I listed the names of the portfolio companies I obviously provided proof in case That's like the one way of doing it. The other way of doing it was I did a reverse label. And so some of you guys may have caught this, but I said, "Hey, there's only four ways to sell, right? You can sell in person with a salesperson. You can sell online with a salesperson. You can do selfch checkckout in person or selfch checkckout online. There's only four ways to sell and money models work in all four."

39:36>> And before I introduced each one, I was like, "Who's the number one?" Everyone raised their hand. I'm like, "Great. This works for you." And by the end, everyone has said they're one of the four. And so then it works for everyone. But that's what I had to I had to create a framework to be like, "Oh, no. This one is me." It's like, "Yeah, of course." Right? >> And so you want to create like two is too few, but four is enough that it feels like [laughter] there's there's more there. And so I think from a marketing perspective for you, I would go I would my goal would be to siphon everything from Facebook into school.

40:04Not because I mean I don't care. Like we have we have a lot of us. >> You're not biased at all. No. >> Um >> we have a lot of users. I'm not worried about it. >> Um but the marketing strategy would be just show them what you do. apply it into a new setting. Don't show how to build the whole thing. >> Or if you do, make it like super fast, like 60 seconds of like, so all we did was we connected this to this to this to this and we had it trained on this and then this is the voice that came out. Let me show you what it looks like in action. And then they're like, [ __ ] I want to learn.

40:31>> I think you're absolutely right because looking back on the webinar that we have, we do teach a lot of procedural stuff that we probably should just strip out. Um, and we did a survey. We we have been very good at doing surveys and we found that like 88% of the people that actually bought our programs when we asked them like why did you join the program literally 88% said they want to learn how to make money with AI. Oh >> yeah. >> So I'm thinking about just redoing our webinar content saying here's five ways you can use AI to make money. Which one of these is a way that will work for you?

41:02>> Yeah. And I think if you make it a choose your own adventure then they'll be like whoa this is so cool. >> Sweet. Yeah. Thanks Alex. >> [applause] >> You talk a lot about reminding people who you are and assuming people don't know you. How often do you do this reminder? How often do you position with your content? Dude, I do it at every every single piece. I'd say long form. Short form, you don't really have time to do it. But um in long form and I think the profile is kind of like your way of saying who you are. So if people click the thing in a short, they click the thing or say they watch it, they think it's good, they click over to your profile, that gives you a little bit of the bio of who I am, and then you can kind of watch everything else. If you think about a user journey or a click journey, um, within a long form piece of content, you're going to you're going to introduce yourself within the first 30 seconds or so. Um, and your introduction should be like I would say memorize it and get it tight. Get very tight. And ideally, if it's education, try and relate your history to credibility that is related to the subject matter. So like [snorts] if I'm making a sales video, I'm going to talk about my experience selling. If I'm making a marketing video, I'm going explain about my mark my experience running paid ads.

42:15I'm talking about making content, I'm going to talk about my audience following. So each of those kind of show you different sides of me. Um but it's still going to be related to the core subject. So you can kind of like check two boxes with one step which is like I'm going to introduce myself and give credibility related to the topic at the same time. But yes um uh and I don't to your point of like the point is to be repetitive avoid being repetitive all the time. I actually don't think there's I don't think you really have any fear around telling people who you are. It just I wouldn't give a I wouldn't give a two-minute life story every video. I would say make it like 10 seconds maybe.

42:51Right. My name is Austin Mosie. I own acquisition.com which portfolio of companies. I've made more money than I need to and I'm going to help you do some of the things that are some of the principles that we've learned. Like it doesn't have to it doesn't have to be long. Now again, if you look underneath my videos, I actually put my whole life story in in the description. Uh, which as a side note for everybody, um, I think one of the biggest hacks you can do is if you if you do make any kind of written content, that that description of my YouTube, which maybe Kirby is pulling up, um, that description is actually the number one highest performing LinkedIn post of all time for me. And so it's actually not like untested content like that like how I got here. Um, that is the that's basically the hook for the best performing piece of content I've ever had all the way down to my name signing out my name, Alex. Like that whole thing, all of that is my highest performing LinkedIn piece. So, it's like, okay, well, I know that people like that piece of content and it also helps them know who I am. And so, if you can do something like that, I think that gives you a little bit of two birds when stone. Uh, but great question.

44:02>> All right. to start an automation business for finance departments of companies of 200 20 to 200 people. What kind of LinkedIn content should I make? Um, just talk about what you know. So talk like I mean if you're if you're making these kind of automations for finest departments like talk about one at a time the automations that you do and what they what happens as a result. Like there's probably 150 like repeated tasks that finance departments do. So I would probably like first off make myself a list of every single micro task that somebody in a finance department would do and then one by one that would probably be my content schedule and I would say I'm going to make uh 150 pieces of content. Each one is going to explain how to automate each one of these specific portions. People who will read that and watch that will be the types of people who will buy your stuff.

44:54And don't be afraid talking and eating tough. Don't be afraid of uh giving away the secrets. Like no one in finance is gonna want to learn your tech stuff. They just want to know that it works. Especially if you can show like a mini like like a 5-second or 10-second thing of like a process running in the background or how it's happening automatically that's showing the result. I think that will be super valuable. We sell language courses to people in Lapia and uh do around a million revenue and about a year ago we um that was mostly through one-on-one private lessons with our team and now for the past year it's also digital products and we've seen great success with those. And my question actually and that's kind of constrained but u um what's your um in order to put out good stuff and quality stuff what's your writing hygiene or protocol like

45:43>> where's Jay? There's Jay. Can you wave, Jay? So Jay's taking notes on this whole thing. And so the next time we film, he's going to be like, "All right, you draw this circle thing. Can you talk about that? Hey, you talked about uh the best way to do an event on a funnel for a webinar, and then you talked about the best way to do an event for an inerson thing." Um, and then before that, you talked about whether international should go to US, when it's the right time or not to expand. Like that's how I create my content. But also when it comes back to your books and stuff like when you go into your cave uh how much of that is like rereading then putting it aside like what's your best uh way like that did you found about yourself?

46:20>> Real real answer is that I actually try and reason from ground zero how something works. I start as though I know nothing and then try and like what are the only statements that I know for sure are true and then I just try and only reason up from first principles in terms of like I know that if something is fast it is better than it if it is slow. I know that if it requires many steps for someone to do versus few more people want the few steps. If something is very high risk versus low risk more people want the low-risk thing. And so from thinking about like what other components are there that would increase the likelihood that someone makes a purchasing decision, right? And so I just think about it from that perspective and then I just throw out almost all the mythology associated with it. Like most of the cool conclusions I start with are like who here has said emotional versus um logical buyers, right? Everyone raised their hands. But the thing is is like I heard that and I used to parrot it because other people said it before me, but I never really thought about it. And I was like well how the [ __ ] do you know if someone's an emotional or logical buyer? You just know if they bought. Okay. Well, do they know why they bought? No. [laughter] Like, why do you do anything? No one knows. Like, how did they like if they don't know why they did something, how am I gonna know, right? And so, I just think, okay, well, I do know that the more information someone consumes, the more likely are there to make they are to buy. Okay, so then it's actually a continuum, not a binary. And we can just move people along. Okay, that makes sense. That also syncs with how branding works. Okay, and then that kind of leveling up from there. And so what I'll start with is all of my like anecdotal findings of all the things that I've learned that like tend to work and then I try and find through lines that unify them into principles that apply across time. And so for me I retroactively test stuff to make sure that it's true.

48:00That's why the leads book was so hard because media changes so much. Leadeds was by far the hardest book I've ever written. It was unbelievable. It was impossible. >> Okay. >> That's it was 19 drafts. It's horrendous. I will never do it. So you would be coming back to these and criticizing yourself again and again. >> I want to break it. How can I break this model like every time it's like okay any So you saw the Logan Paul thing, right? And so he's like okay discipline is action or not action? And I was like okay well I mean does it take discipline to have sex with somebody you like? No.

48:28Okay. Well then that's an action. So how is that that's not discipline? Okay. So I used your definition and found something that's clearly not discipline. So that breaks the definition. And so in thinking about it from that perspective, I just think like how can I create a definition around something that doesn't break it? What is influence? The likelihood someone complies with the request, I feel like it's pretty strong. Is there something that's not that that's not influenced? I don't know. That feels pretty good to me. And until I find something that breaks that definition, that'll be my working definition. And so almost every one of the books I have starts with what is this? What's an offer? What's a money model? What are leads? What is an engaged lead? What's advertising? What is selling? And so I start with what is this thing? And the reason that I think the content that I have disproportionately performs is that I act as though I'm speaking to an autist.

49:17And so the idea is that an an autist can only observe what they can see, right? They're not going to um uh interpret uh you know sarcasm or additional meaning reading between the lines. They're absolutists. They're objectivists. But that also means that you can teach everyone when you boil it down to only things that are observable because there's nothing you can question about it. So if I'm a court reporter or if I'm explaining this to an alien, I can't say it kind of feels like it's like that's not helpful. So I have to define things in terms of things that are observable.

49:48And when you do that, way more people get it because everyone can agree on what they can observe, not on what they feel. And most of the stuff that's out there in terms of education, especially in the business space, I know you're in the language space, but especially in the business space, um, does a lot of woo woo and mysticism and mythology and superstition. Um, and the reason for that is because it's so quickly reinforced. And so like if I'm a sales guy and I sneeze right before I make an offer and then the person buys, I'm going to be like, "Oh my god, I got to sneeze every time." Right? Whenever you have a fast reinforcement loop, that's where superstition occurs. And so like when you have a baseball player, he steps up to the plate, they have their little dance they do and they get ready because right after that they hit the ball, they don't hit the ball. So it's a very fast uh feedback loop. If you're a basketball player, they have their whole, you know, thing they do before they do their foul shots. And it's because there's a fast feedback loop.

50:37And so fast feedback loops means very good for learning, but you don't always learn the right thing. And so for me, I have to think what things can I observe to be true and then only talk about those things. And then when I describe sales in that way, it makes it cuts through the [ __ ] And so if I write a sales book, like anybody have the um sales handbook, has anyone read the sales handbook? Who has their hand up? It's good, right? Savage. I mean, it's it's it's [ __ ] good. [laughter] And that's just like the first 70 pages if I write a full one. But part of what I had to tackle in that book was um that I hadn't tackled was tonality. So a lot of people talk about tone. we know that it's important but like what is it and I used to hear my guys be like hey more curious tone and I was like what is that define curious tone so then I had to go to what are the things you a human being can do with their voice and so you can go up go down you can go faster go slower you can pause right so it's like okay what are all the things I can do with a voice then I separated okay what are the things that need to be constant and what are the things that variable. And so it turns out that for me I define tone as there's three constants and there's two variables. So the constants is that you have to speak loud enough that someone can hear you. You have to articulate clearly enough they can understand you and you have to speak slow enough that they can understand you. So those are things that are constant. If you speak too fast, too quiet or you don't articulate, you lose comprehension which by extension you lose persuasion. The only two things that change in a sale are going to be how high or low you make your voice and when you pause. And [snorts] when you make your voice high, it solicits a response. When you pause, it solicits attention. And so it would make sense that the point in the sale where you solicit the most attention and a response is where you ask a question and shut the [ __ ] up.

52:27And so in thinking about that, I was able to relook that even our own scripts and say, "Okay, let's take all this trash out and just say these three things are constant. So you will always talk this way." And you achieve those things by knowing the script. Great. And here's how you memorize a script. Now you know that. So the only two things that I have to have on this script to get tone right is where you stop talking and where you raise your voice. That's it. That is how I operationalize sales. And so to answer the original question, how do I go about making content? I act as if I know nothing and act as if I cannot perceive or understand anything that I cannot define. And people will stop learning the moment they get to a word they don't get.

53:08>> Okay? >> And so I try to speak at a third grade reading level or fifth grade reading level or below and I run all my stuff through that uh in order to do it. And if I do have a word that's above, I define it and I define it in those in that way. >> All right. Thank you. >> YEAH. >> [laughter] [applause]

53:30>> SOME OF YOU GUYS MAY HAVE HEARD THIS. And it's a concept of social media is now turning into interest media. Okay. So, what does this mean? Let's unpack this for a second. So, if you make content and you judge it by views, I think that's dumb. And I'll explain why. If you if I make a if I if I have a a grandma in public come and just do a running slap and just slaps me across the face, that video will probably get views. But does it get the grandma views? No. Does it get me any any more people who now believe more in my stuff?

54:08No. But what it will do is it will show it to people who are interested in humor, which is a lot of people, right? But those might not be your customers, and they probably aren't. So, assuming you're not an entertainer and you are somebody who's a business person, and if you're if you're in business, whatever business you at, e-commerce, SAS, services, brickandmortar, doesn't matter. If you sell services to anyone, you're likely going to be an educator, not an entertainer. Meaning, you're you're you're trying to provide value to people to change their behavior in some way. And ideally, changing behavior that gets them to walk closer to you and buy stuff. Okay. So, what do I mean by social versus interest? If you want to attract the right avatar, make content for that avatar. That sounds so obvious and simple. And the thing is that no one does it because here's the right or downer. The content is the targeting.

54:57Like the algorithm is so good now. It knows what you're talking about. It knows it can it can literally judge your your background. It judges what you're wearing. It judges who you are and will display it to the people that they know have a history of watching content that is similar to that that people find valuable. And so if you're making stuff about how to fix pianos because you're a piano repair guy, then you will have people who are trying to fix their pianos, right? Or they're making or maybe they're making a purchasing decision uh relative to pianos and maybe they want to see which ones break the least or whatever. But if you're making that type of content, you might be like, man, I'm only getting, you know, a thousand views a video. It's like, yeah, but the market of people who are buying pianos might be significantly smaller than the market of people who just want to be entertained or distracted. So, it's not fair to to compare your views against Mr. Beasts. It doesn't make any sense, right? And so, if I were to think to myself like, I have a room of a thousand people that are going to watch this and all of them are only interested in fixing pianos, that's a hell of an opportunity. And so, we have just like wildly dis like uh I don't want to say not tracked. We track views of course, but like I care so much more about IRL responses. So what I mean by that, if I make a video and then I get texts from business owners that I like and that I respect being like, "Yo, that was fire."

56:12Then I'm like, "Okay, I'm on the right track." And so some of you guys, let me know in the comments you guys have seen um a format that we've talked about. We call it cash cows, but basically it's me, there's a business owner that presents a little bit about their business and they come to this side and we talk about how to like how to improve their business, right? So, let me know in the comments if you like that style. And if you do, let me know if you're a business owner or not. Okay? So, uh like I like that style and I'm not a business owner. I like that style and I am a business owner or I don't like that style and I'm a business owner or I don't like that style and I'm not a business owner. Let me know in the chat.

56:43I don't I'm at a delay so I'm just going to guess what the responses are. Um but here's the here's here's here's the reality of it. Whenever people are here in person at our headquarters, right, you were like, "That's down. You're a business owner." Okay, great. Yes. Okay. Yes. Exactly. So, if if you are a business owner, when I have people who are here in person, IRL, in real life in Vegas, right? Business owners who fly out, I ask I say, "What is your favorite type of content?" Dollars to donuts. That's their favorite type of content. And so, I make more of that. Even though, and it would make sense, like it would make sense that there's fewer of those people, right? Because just think about math. If you've got uh if you got the whole population here, let me I'll show you a little graph on this. And you have to like you have to do this math for yourself otherwise you're going to get really frustrated with your content. So let's say that 100% of people like this represents 100% uh let's just use USA because I already know all the numbers for USA. Okay. So let's say this is 100%. All right. You get 100% of people are interested. Okay. Well, right now only 9% of people even own a business.

57:49Like 9%. So, right off the bat, I'm going to have a huge percentage of people that aren't my ideal audience. Now, of course, I do have people who are business interested and that's why I'm a co-founder of school and we give people, you know, a way to go uh start a business online in in a lowcost way, right? Um, which you can do. It's nine bucks a month after a 14-day trial. You guys can check it out and there's a bunch of like training and community and all that good stuff. All right? But you can go school.com I think. I think it's below this video. Doesn't matter. Point big. 9% is what I'm competing for. Okay.

58:20Now there's that means there's about 32 to 33 million uh business owners in the US. Okay, 32 million that's that's 100% of all business owners. Now within that 95% of that 9% is below $1 million in revenue. 95%.

58:42So then then I've got 5% of that 9% that are over a million. Now if you want to get if you want to get weird with it, what percent do you think is over 10 million? 04%. One in 250 point 4%. And then a 100red million nine figures is I think one in roughly 3,000 depending on like your data source. one in three,000 businesses gets to 100 million a year.

59:14this big and so it would make sense then right that that we've given these numbers right 9% is is 32 million so I know 5% of that is only be a million and a half people there's only a million and a half people who are business owners doing over a million based on the math that they that that this is census bureau data maybe theirs isn't correct but that's the math right and so if we're looking at that's the market then it would make sense that I'm not going to get all 100% of them to watch my video right if I got one and a half million views and 100% of them were business owners that'd be insane Right?

59:44And so it would make sense that like if I get 100,000 views on a video that has that's really made for that level business owner that I'm crushing it, right? And it doesn't make sense to look at, you know, Mr. Beast video with 100 million views and be like, "Oh man, I suck." It's like, dude, we're going after we have different we have different games, right? And so I'd encourage you um to to create accurate expectations of the size of the market that you're going after and also think about the translation of these numbers into IRL real life. Because when I started out and I was making YouTube content like I started zero just like everybody else did. And I remember saying like I was like can you believe like can you imagine there's going to be a time where we get 10,000 views on a video. I remember saying this. I was like dude we're going to get 10,000 views in 24 hours. It's going to be sick. And and that was because at that time I was getting like a thousand views in 24 hours, right? But for me I was like a thousand like I worked in real life. I had brick and mortar. So for me to get a thousand people in a room I was like my god I would do lunch and learns with 15 people, right? So I got 15 views. I was like hell yeah I I mean I would do this in person and this is just being convenient for them. So it's at home, right? And so I bring this up so that you don't judge one the the the number of views. It's way more important to have quality of views. I have two businesses that I looked at in the last year that were doing over a million dollars a year with less than 5,000 followers.

1:01:03There's another business that's a B2B uh insurance company that that I uh that I invested in that I don't want to share the numbers, but okay, I won't share I'll just say many millions on like $10,000. I'll just leave it there. All right. And so like you absolutely can make plenty of money with a very small following as long as you make content that's directly valuable for that following. >> Advice to my younger self, document your life more. Otherwise, you'll forget the details. And the details are what make it worth remembering.

1:01:35That's powerful. I always tell my friends, we got to we got to take more pictures, more videos. Whatever the amount that you take, it's not enough. Like always take more. Not because you want to show anybody, but just because when I have those from the years past, I'm always so grateful I do. So, what role has that played in your life? And how do you have you done that? >> Well, I was notorious for not documenting anything for most of my life. And I think I have a different tweet that says, "The biggest regret I have is not documenting the failures."

1:02:05>> Is like not documenting the low points. Because everyone wants to document the success story, but the only way you have success story is if you show where you came from. And where you came from is the shitty part. And so like I did 30 something launches of gyms. I only made one recording and it's like two minutes. Damn. >> And that one recording made me like $10 million because I ran it as an ad. Wow.

1:02:28>> Imagine if I had 30 other ones. But it was me in some random gym being like, "Look at this random gym I'm in in the middle of nowhere." You know, like and I'm like, "Isn't this weird?" I was like, "I just sold 200 people into this thing. Look at the stack of contracts." And I was actually not making it as an ad. I was sending it to a group that I had just joined to try and show that I was cool. That like they were all these internet people and I was like I do cool stuff too, you know? I was like I I I do stuff. Look look at these contracts. It was me flexing to a group. It wasn't even an ad. And then I ran it as an ad.

1:02:58Then it murdered. Like people in the gym world were like I remember that ad, right? Because it was so crazy because it was real. And so I think that the biggest mistake that I made from a marketing perspective, maybe a life perspective, biggest is strong. One of the mistakes I made um is that I didn't document the low points. >> And so like I have a screenshot in my first book that's my when I had $1,000 in my bank account. Um and for the audience who's listening, the $1,000 my bank account for me um I had had you know six locations before that. So going from six gyms to $1,000 in a matter of like 90 days was very hard for me. And but it was hard enough that I do remember screenshotting it and being like [ __ ] remember this. Like don't make this mistake again. And it was a little bit of like at the time like self-punishment of being like you will not forget this. But as I've gained a little bit more grace than my younger self, I have those screenshots and I I've used that one screenshot of $1,000 in my bank account, probably more than any any screenshot I've had from my past. And I've used the I took one picture of me sleeping on the floor at the gym. one and I just sent it to my dad being like first night here, you know, and I'm so grateful that I took the picture because if I hadn't, I would and I have so many other crazy things that happened that I have no documentation of it. And so it's easy to say, "Hey, document." But the thing is is that documenting is a local cost for a global benefit.

1:04:24>> It costs you now, but it benefits you long term, which is why most people don't do it. And so what I've tried to do with what we've or how we've oriented our life is that I give myself local benefit and global benefit. >> So I get fast feedback loops for documenting what we do. Now so we document everything, but I also get really fast feedback because I post it. Now the problem is if you're not posting things, then you have no feedback cycle for remembering them, especially if they're tough.

1:04:55And so I think that one of the one of the the genius concepts of capture don't create etc is that it actually gives you a feedback loop on something that otherwise has no benefit because in the moment you remember it it just happened in some in some ways you're trying to forget it. >> Yeah. >> Right. But like when you think about the human experience when I think about my 85-year-old self like what makes the human experience in its entirety the human experience is the highs and the lows. Mhm.

1:05:20>> So, uh my question is uh we already know that you guys have an insane machine of organic content, but how do you manage internally manage that entire content? I mean, how many times a day do you record yourself? Do you have how many editors? How many managers? How do you manage this entire content machine? >> So, right now, I record once a week. Um, and I just go live for basically like three or four hours. And I just do backto-back YouTube videos while I'm live and I interact with people in the chat in between. Um, and then I take open Q&A um, at the end after I've done those videos and that becomes clips. And so that's been really efficient for me.

1:06:00It's live, it's interactive, um, and I can do it in one sitting. And I think for me, my energy stays up way higher when I feel like I'm talking to people versus my three 20-year-old guys behind the camera that I'm staring at while I'm talking about a video, which makes me want to kill myself. Um, yes, I stand by that. Um, and so how does like to answer your question, you probably just need more headcount in order to do what you want to do. So, it's like I have a, you know, a YouTube shorts guy. I have a YouTube long guy. I have a YouTube long strategist and I have a YouTube long editor. I've got an Instagram guy. I have a um a LinkedIn guy, a Facebook guy. And so, each one of them is in charge of that platform. And they're in charge of sourcing the content from the oodles and oodles of videos that I've recorded over however long and clipping that moment. And if it's written word, they can take any words that I've said and then just write it down. if it's like a LinkedIn post or something like or Facebook, they need to put copy on it. Um, but functionally it's just like in the beginning you'll have one or two guys that can do multiple and then over time specialization becomes important. Many of you probably do like shorts and you're like, "Okay, I'm going to put this on YouTube shorts, Instagram, and Tik Tok." But for anyone who's like done this long enough, you realize that all three platforms are very different. Like my YouTube shorts do not perform on Instagram. My Instagram does not perform on Tik Tok. they have kind of fragmented and kind of like the zeitgeist of the platform becomes increasingly important.

1:07:27Um, and so that's why we have people per platform. So I think you should just think about it in terms of pre and postp production. So you have pre-production which is where you're going to get the highest leverage in return on time which is like what's the idea? What's the idea? What's the packaging? What research do we have? What are the key points that we're going to talk about? The stories, the narratives, etc. Visuals, all that's pre-production. the parro production, like the actual production itself, that's pretty straightforward. I would just say like do the thing that you feel like you are most energized by. Um Sam and I have had plenty of conversations about this, but like I have I have a pretty high pain tolerance uh for doing stuff that I hate doing for long periods of time. Um I would recommend trying to not hate stuff that you do for long periods of time. Uh and so that's why I'm shifting more towards this live format. I also think it's better for the future anyways. And then there's post-production, which that can be far more decentralized and typically cheaper because if you nail if you nail the pre-production and you're in the right state of mind during the actual like capturing of the content, the post, I don't want to say takes care of itself, but there's significantly less work. So basically the an ounce of pre is worth a pound of post. And so all of the leverage is up here. And I would say that if I were to do an analysis of everyone's content strategy, that's where all most of you guys are missing it, right? it's just like ah, you know, I just like when the spirit strikes me, that's when I like go live.

1:08:43I think there's there's a time and a place for feeling inspired and you should totally capture those. But if you want to hit like volume of content, then you need a little bit more structure um in terms of like we're planning this stuff out. We're going to think about what we're going to say. Um because I don't know about most of you guys, but like when someone leaves you a voice memo or a voice note and you're like, "Wow, this could have not been four minutes and could have been 30 seconds if they'd actually thought about what they were going to say." Most of y'all's content is the four-minute voice memo and if you just think about what you're going to say, you tend to say better stuff,

1:09:14>> right? Perfect. I just one followup question. Uh, so do you have like a daily quote of content or a monthly quot >> the guys? So each of the the guys or gals has what they're expected to post and, you know, produce from the recorded content uh for that week. And so it's like we have this big chunk of content. We also have oodles [clears throat] and oodles. like there's 30 hours they could take from the from the live uh from the the launch, right? It's like well any moment from that 30 hours you can take and clip into 30 seconds. So I think having the most natural way for you to capture is important so that there's stuff to work with and then once you have volume of content then it's okay, how do I increase the quality of that which is where the pre comes in.

1:09:55>> Right. Thank you. And it sounds like you're trying to do one thing that does everything. >> Yeah. which I think is the only way to be saying these days because there's too many things. >> Yeah. >> Like there's shorts, there's so many platforms. Oh my god. >> If you just do one thing and it can be reproduced for many things. >> It's it's more it's a great it's a great point. Um like the maximized version of content production for most people will just kill you. Eventually you'll end up having to have a production house or media house which is basically what we're doing. Um, but the idea is like for the creator or whoever the talent is, whoever is getting captured on camera, it's like you want them to be in a good state of mind, otherwise the content tends to suck. Um, but the the kind of the the personalization of the content is going to happen in post.

1:10:44So, we know that this moment will probably do well on Tik Tok, but it won't do well on YouTube. So, that's where like the specialization of the people who are per platform comes into play. So, I'm going to say whatever I'm going to say during my live, but the Tik Tok guy knows that this piece is going to do well there. Sometimes it's the same part that that all three guys thinks is going to do well and they post them all three. But, >> my name is Jazz. I run Winnipeg Digest. It's a local newsletter/media company

1:11:09>> with an audience of 110,000 people in Winnipeg. >> Sweet. >> Um, so that's about 70,000 on socials, 40,000 newsletter list in the last 18 months. >> That's awesome. >> We right now do Yeah, thank you. We do about $10,000 in revenue right now. 6,000 profit through local advertising. >> Okay. >> Is that per month or per year? >> That's per month. Yeah. >> Okay.

1:11:33>> And then and then six, we currently have six annual advertisers mostly paying about 1,000 per month with two paying 2,000 per month. >> And then the rest of the revenue comes from single one-off ads. >> My question is a little two-part. So the first one is how do I scale to a million without running out of local advertisers in the future which I'm afraid of or running into a supply constraint because we only send out 12 newsletters per month. Um so basic

1:12:03>> No, we send out 12 newsletters per month. So it's three per week. Okay. Got >> every Monday, Wednesday, and >> these are digital, right? >> Yeah. These are these are digital email newsletters. >> Yeah. Got it. Got it. Got it. Got it. Okay. >> Yeah. And are you I mean >> so that's my question. >> Yeah. So I would not be worried about running out of advertisers. There's 110,000 people in the city. There's you can for sure get enough advertisers. That's not an issue. So put that one away. Um you running out of ad space is more uh more possible.

1:12:33>> So you have how many people on your list? >> Yeah. So [clears throat] yeah. So we have 40,000 on the list. The city is a million people. >> Oh, the city is a million. >> 110 thou. >> Yeah. So the city is a million people. The 110,000 is what our audience size is. So it's 70,000 on social media. >> Oh, dude. You have so much room. You have so much room. So much room. >> Yeah. So that's kind of So okay. So if I have room then kind of from a growing perspective, then I'm afraid that we'll run out of ad space. So we'll run run into a supply.

1:13:04>> No, you're not going to run out of ad space. You're going to have to make sure that you're pricing your CPMs appropriately. So said differently, if you have, you know, 250,000 of the people out of the million in the city on your newsletter, you could charge a TR I mean every ad would be you'd be, you know, $100,000. Like it would be a lot. >> Mhm. >> You know what I'm saying? So yeah, so the space itself obviously have limited you don't want you don't want to send your entire newsletter is just all ads, right? That's not going to work. The way that media scales is via impressions and and and quality of impressions. And so you can charge more for the same space.

1:13:40That's that's what you have to do. So it's like how do I scale this business? You get more eyeballs. >> But it's like there's not that or like with I don't know if there's enough businesses that can pay me 200 like $100,000 per ad. You know, >> there are for sure businesses Well, again, you're you're selling 12 ads a month. $1,000 a month in in advertising is not like many businesses can char can do that. Many businesses can do five or 10. >> Mhm.

1:14:06>> Dude, like my dad used to run My dad's local business owner, right? He used to spend 10 or $15,000 to be in like Baltimore Digest or something or Baltimore's whatever. Like one Yeah. >> one magazine per month went out and you'd spend $15,000 to be in that thing for like a half page, right? >> Mhm. >> So, >> Okay. Yeah. So that kind of that kind of semi I guess that kind of answers my second question too which was like it was either okay should I expand to new cities stay in the current one but niche down so let's say go start another one but say Winnipeg Real Estate Digest or something right or just keep

1:14:44>> I want you to keep scaling this one I do not think it's worth you >> uh splitting splitting your attention right now I think you have way more way more impressions to capture the other piece that you want to consider here there is like you're sending a a newsletter. It's like are there other places you can like you have 70k on social. It's like we can charge for posts. We can charge for stories. We can charge for YouTube video integrations. We can charge for newsletter. Like I would rather you do all that stuff first

1:15:11>> before even considering niching down for now. >> Okay. But what you would say the next step would be to niche down after like certain >> No. I I don't even want you to think about niching down. I want you to just do more. You need way more. >> Okay. Okay. And then >> Okay. And from a acquisition standpoint of subscribers, we are currently running Facebook ads and acquiring subscribers at like a $140, right? So that's kind

1:15:37>> So my question then is do we continue to fa scale Facebook ads because right now it takes about like three months to break even on a subscriber. >> Okay. So you already know that. Yeah. I mean that's fine, man. >> Yes. >> Okay. Yeah. And scaling Facebook ads and social. Yeah, you can also sell people longer, you know, periods of time on the front end.

1:16:02>> And is there and is there like a front-end offer like because I know a lot of people in the space try and try try and achieve like negative costs for acquiring a subscriber, right? So, um having some sort of a front-end offer, would you say I should still continue to just push B2B advertising or >> you can push B2B advertising as you do your Facebook ads where people opt in for the newsletter. just have something called an SLO, which is selfquidating offer on the thank you page.

1:16:29>> Okay. >> Do you have anything on the thank you page that you sell them? >> No, nothing right now. I made >> I'm about to change your life. >> I'm about to change your life. You ready? >> Yeah. >> I want you to offer a a 10 pack of Guide to Winnipeg's best restaurants, guide to Winnipeg's best new uh spots, guide to Winnipeg's best skis, best dessert. Like literally just put a put 10 different kind of like magazines. Do it once.

1:16:57>> Uh make that 10 pack like $37. Put it on the thank you page. If you can get one out of 37 people to buy it, your cost of acquisition is zero. And then you can scale this thing to the [ __ ] mill. >> So those would be physical like physical things or >> you can make it digital. You can make it digital. It's fine. >> Okay. Yeah. I was literally about to offer that for free in our welcome sequence. So >> there we go. [snorts] >> Okay. And yeah. Okay. No, I think that kind of answers

1:17:23>> I feel like I feel like that was pretty good. >> Yeah. I mean, no, that that's crazy. [laughter] Thank you. >> No, like I mean I've been I've been like going back and forth with like, oh, should I start a Christmas holiday lights company on top of this? >> No, that sounds [ __ ] awful. >> No, it sounds horrible. Do more of this. All you had to do is add a selfquidating offer on the front end. You'll be able to grow the hell out of your media. You can charge more, you can get more advertisers in. Done and done. You can also, if to your concern, you can also parse your list, right? [snorts] So, let's say you triple your list size. If for some reason you can't find advertisers, you can pay more, which I wholeheartedly reject. But just to show you that you can still be creative here, you can say, I'm going to send uh 12 emails to these people, 12 emails to these people, and 12 emails to these people. List A, B, and C because you made the list three times as big, and you can charge that many more times.

1:18:15>> Uh-huh. Okay. Got it. That answers, I think, all my questions. Thank you. >> All right, rock and roll, man. Appreciate you. >> Thank you so much. Bye-bye. >> Goodbye. >> If you like this video and you're a business owner who wants to break through your current revenue ceiling, I distilled every lesson from scaling 10 businesses past 10 million and three businesses past 100 million into a completely free scaling road map that I've used to go from 0 to 1, 0 to 10, and 0 to 100 plus. And so, you can click here and you can check it out. Again, absolutely free. And since you're a business owner, appreciate you. And uh enjoy.