I Know How to Get Views. It's Not What I Want

0:00Your YouTube and Leila's YouTube is amazing and so inspiring and you guys recently made a YouTube change to go all in on business content. Do you foresee in the next 30 days, 60 days, quarter, any additional YouTube changes and where are you putting your chips in with YouTube? >> Oh, great question. Um No, I think back to business is going to be the theme for the foreseeable future. Um we did like a quarter-ish, maybe it was like 16 weeks where we just tried we'd experimented with some wider topics. And what was interesting and hopefully you guys saw it is like we got more views on that stuff.

0:28And so I felt confident in saying like, "Oh, I know how to get views." But that doesn't get me what I want. And so I I I was just talking to one of our our our leaders in the company earlier today. As like we just always try to think from the perspective of what increases the likely that what we want to have happen happens. And so what I want to have happen is that we get as many business owners as possible into our world. And so me making Mosey meals, the idea was well maybe entrepreneurs who are kind of like fitness oriented are going to like this stuff. But what really happened is just a bunch of people who watch fitness stuff watch that video and don't care about business.

1:01And so the question then comes back because I had somebody else ask me this. They're like, "I thought a brand was like your personal thumbprint like you the all different aspects like you like dessert, you train your calves, like all this other stuff, right?" And so I think it's fundamentally like What's the main topic? The main topic's business. But if it's business first and then I sprinkle in the fact that I train my calves or whatever.

1:25Um or Uh I'll be here all day. >> [laughter] >> Only only Alex. Anyway, so um if I start with business and then I do that or I start with business and then I talk about dessert or I start with business and then I talk about philosophy stuff cuz I kind of like that stuff. Then it's still business people so everybody in my audience will like it and some of them will like it more. But if I start with food stuff and then business stuff kind of gets sprinkled in, I'm getting the wrong first person and so business content overlaps 100% of my audience. The other stuff just creates a second form of affinity.

2:01So, if you like dessert, fitness, and making money, and philosophy, you're going to [ __ ] love me, right? But, if you just like making money, I don't want that person to not want to watch my stuff because I'm talking about not that. But, if I have a business piece that mentions dessert, they're not going to not watch the video. And so, that's really It's like, what's the main emphasis? And so, for me, knowing that and I have to do the math on this, this doesn't work for everybody, is there's 300 million Americans, 9% of Americans have a business, that's 27 to 30 million depending on where you look at the source. So, 30 million businesses, but that means like solopreneurs, hair stylists, LLCs that exist. Now, of those people, so there's 30 million total.

2:36Okay. Now, how many of those people, like, I would say have like business businesses, like one employee? Well, now we're already at like 10 million. It's like, okay, there's not that many business owners. Like, you get this huge world and all of a sudden it just gets really, really shrunk down. And then from there, that like like this. Like, way smaller, right? And so, I have to be realistic about like, I'm not going to compete with Mr. Beast on views because entertainment is reinforcing for everyone.

3:02Education inherently is harder for some people to consume because it requires work. You have to think, right? And so, making sure that you don't take lessons from entertainment, it took me time to learn this, and apply them to the wrong business context. And so, everybody here, I think, is here to make money. And so, the content that you make costs resources and you expect to get a return on those resources. And so, we have to ask, what content is going to increase the likelihood that we get the desired person? And so, if I make business content, unsurprisingly, more business owners watch it. If I make not business content, more not business owners watch it. And so, as simple as that sounds, it took me 16 weeks to learn. And so, hopefully I passed that on to you. But, it also means if you look at my views now, we're way lower than we were. But, I'm going really deep on business stuff.

3:41I hopefully you guys like the stuff I've been posting lately. Yeah, it's way deeper business stuff. But, like, I get like 100,000 views and my average before was 400. But, I I going wider. But, in terms of all the metrics that I care about, the opt-ins on our site that are for business owners, the percentage of people who say I want to start a business versus I own a business or I want to scale a business, is significantly skewed. It's doubled towards own a business. My book sales have doubled. And so, the metrics I care about have gone up. And so, it's like it's very tough because making content is very reinforcing because you want to get more views, you want to get more likes cuz you get into that game. You have to make sure you're doing it for the right thing. But, as long as we check the box of like this is about business, then by all means I want to generate a [ __ ] out of views and whatnot, as long as it's about the right stuff.

4:24>> From that, do you have any iterations that you'll be making from what you just did? Like forecasting for the next four weeks. >> No. Honestly, it's just like me making business stuff. It's stuff that it's all like as much as I'd love to say we have this really complex strategy. Like we get down and we'll come up with what we want to talk about today. I'm like, "Uh, this." >> [laughter] >> That's That's what I make the video on. Sometimes they have like they'll come with a couple that are pre-prepared and they're like, "We pulled a whole bunch of stuff from your from Twitter and podcasts that we grouped together on this theme and they we think would be really interesting. We've already got some packaging outlines that we think would work well here." And then if I'm like, "I don't feel like making that."

4:59Then we don't make it. But, if I feel like making it, then I make it. So, as much as I'd want to be like, "That's We have this super dialed system." I just make what I want. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly, where they got stuck and how they got past it. And so, we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources and finance. And so, no matter what you're struggling with, someone else has already struggled with it and solved it. And so, I'd like to give you this thing absolutely free. You can go to acquire.com/roadmap, plug in your business information, and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page, you can book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person, live.