Social Media Is About to Change Forever | Alex Hormozi Compilation

0:00I've got a small YouTube channel, like really small, and I I just don't know where to go other than just make more content. >> What do you sell? >> I've watched y'all stuff. I don't have anything to sell. That's >> What do you make YouTube about? >> Should I have a product? >> What was that? >> What do you What's the YouTube about? >> It's uh hunting, fish, outdoors. I'm an outdoorsman. Okay. >> Oh, that's cool. And how many uh subscribers do you have or views do you get a month?

0:30Uh, so I've got 2,000 subscribers, >> okay? >> And I last in the last 28 days, I've gotten almost a quarter of a million views, mostly from shorts. I haven't posted any long yet. >> Okay. All right. >> I post. >> What do you do to make money? >> Yeah. How do you live? >> Uh, I have a job. I work 40 hours a week. >> What do you like? What do you do though?

0:55put the damn. >> I make lawnmower parts. >> Okay. Nice. >> All right. Um Okay. I I think you're early. >> Mhm. >> I think you're early. So, I do think that you should start making some longs because longs is what's going to depen your kind of influence with the audience. You want to you want to demonstrate more expertise around hunting. Um, and if you're like, I don't know how to do that, just take three or four long con, sorry, short concepts that were good and just loop them together. Not not literally loop them together. Just, you know, make a video that covers each of those uh each of those concepts, you know, in tandem and work your way to a five or eight or 10 minute video.

1:39>> Mhm. >> And I would start doing that. I just think I think you're early, dude. >> Okay. So, just basically just do more. >> Yeah. And and do better, too. You know what I mean? Like I think you got you got to learn a little bit more about the content game. Um, >> yeah, >> I would say like what right now are you spending all of your time making content for YouTube outside of work? >> Just about. Yes. >> Yeah. And how long

2:05>> every minute I [clears throat] can spare, I do. >> No, you're good. >> How long have you been doing it? So, I started the channel several years ago and kind of got very very inconsistent and then uh about two months ago I decided to really get after it. >> Okay. Well, okay. I think that we can both tell you this, which is like YouTube is a game of consistency. >> Like that's just that's how the platform works. So, I think the biggest thing that you can do right now is just be consistent. Because if you look at like how to go from just like okay or mediocre to just like good solid, it's consistency. And then if you want to get to like great, it's like continued improvement while being consistent.

2:46>> So I guess the question is how many shorts and how many longs do you commit to making per week. >> So I was at one point I was doing one a day and I was it was great, but I'm kind of back down to like three a week. Three to four a week. You mean for the shorts, right? >> Yes, sir. >> Yeah. I think I mean you do have to do more and you have to do it consistently.

3:11And I would just tell you that like right now you're not multi like just for your own self do not consider yourself having done this for years. You've been doing it for 8 weeks. >> Yes. >> So you're super early, man. >> Yeah. >> You're super early. >> Okay. >> So I just like I wouldn't even think about monetizing it right now. Like you just want to take 5:00 a.m. to 900 a.m. and 5:00 p p.m. to 9:00 p.m. your 5 to 9 beginning a day, end of day. And I put all of that into making sure no matter what I got out I get out one short a day. And then on my weekends, I'm going to make sure that I get at least one long out.

3:46>> Okay. >> What's your goal? >> One more question. >> What's my goal? >> Yeah. >> Do you want to quit your job? Do you want to build a company? >> Yes. I believe if I can just replace my income from my job with this, then I could scale it up. And uh I guess my number would be about 10 grand a month. >> Okay. Can I ask you something to be super honest?

4:13>> Mhm. >> What stops you from making one video a day like you were? Like what what behavior? Um, mostly just life gets in the way or I get to talking and to somebody and then sun goes down and now I'm out of daylight. >> So if you if you want to ask yourself how to be consistent, the question is how do you stop the things from occurring that make you inconsistent?

4:42>> So it's like do you have the right people surrounding you? Do you have yourself in the right environment? Like those are the things that I think you want to be thinking about right now because I know like for myself or for Alex when we were first starting out and like making just trying to get into business, I had to put myself in an environment where it made it easy to achieve my goals, not hard, which also meant surrounding myself with people in a routine that made it easy. >> Okay. >> Do you want to know how how I define commitment?

5:10>> How? >> The elimination of alternatives. You have to get rid of your other options. >> And I don't mean like you need to quit your job. I mean everything else that is not you make if this is what you want and it's [snorts] like you can only know that. But if this is really what you want, then it means that you have to say no to everything else in order to truly say yes to this. >> Because every time you say yes to something else, it's saying no to this thing that you want. And almost always the things that we want to say yes to now are short-term, long-term. We say yes in the moment because it gives us a shortterm short-term good thing, but it prevents us from the long-term uh long-term great thing.

5:50>> Okay. So, I was also thinking, should I post on Instagram, Facebook as well? >> I want you to be consistent with YouTube first, man. >> All right. >> Give me 12 weeks of consistency. You make one long and you make seven shorts 12 weeks in a row. You do that and you're like, you know what? But I got more. So the thing is is right now you have to do that volume so you can become more efficient. Like you have to feel the pain of the inefficiency of being like man this is a lot of work. Cuz when you do that all of a sudden you'll start getting faster, you start getting better and your work output and capacity will go up and then you'll free up the bandwidth because you got more skills, you got more efficient that you can start looking at, you know what, I'm going to repurpose this on Instagram or repurpose this on Tik Tok or whatever.

6:36>> Okay. It's also like just like really thinking about this in order to build a business to replace your income like you want to build that confidence and confidence is an output not an input. The input to confidence is becoming incredibly consistent with something. So you get the experience which makes you competent and then it leads to confidence. And I think like in general if you can't stick with a commitment that you make to yourself then you you degrade the trust you have with yourself every day. And so like anything you do it's not going to come out as good as it could be. It's always going to be harder. it's going to take longer if you don't repair that trust with yourself.

7:09So, I think like right now, if you're just consistent with the posting, like that is going to make you not just better at business and content, but just better person for yourself, a better I would say like partner to yourself in doing this. Mhm. That That's kind of funny because I was watching one of Alex's videos where he was talking about consistency and how it how you get better by doing the thing over and over again. So, I started doing that and I've already noticed that trend.

7:41>> I think right now it's good to steer a little bit. Like I get obsessive over doing things consistently. Alex knows this. Um but I think you can steer a little bit in the obsessive uh direction right now. I think it'd be good for you. And then you can course correct that later. >> And expect the fact like expect people who are normal and around you to not understand. Expect them to think it's weird. Expect it to not look cool. Like everyone goes through a cringe period. Like you're it's going to be lonely because you're trying to do something that's very different. And I make that content where I say like in order to be exceptional, you have to become the exception. You're going to probably be surrounded by the majority of people in your life who don't want this, aren't interested in it, think it's dumb, think it's stupid, think it's you trying to be famous, you thinking more of yourself than you really are, all of that stuff.

8:25And you just have to just put that in on the shelf and get back to work. Cuz like either they'll be right or you will. And you've got a long time to be right. >> That's kind of what I was. All right. Thank you. >> Yeah. Yeah, >> they'll be right for now and you'll be right for good. >> Yes, sir. So, just keep keep on

8:50>> keep posting. >> Keep on, baby. Keep on. [snorts] >> Thank you very much. You guys are awesome. >> You bet. I appreciate you, man. >> I see you. >> 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. So 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 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.

9:58Barely 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.

10:33And 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.

11:04How 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 reinforcement 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? Lengthwise 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.

11:47And 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.

12:21I'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.

12:50Okay, 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.

13:20And 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 of you guys 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.

13:58And 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.

14:38And 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?

15:32So, whether you like them 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. Okay now, I hear plenty of times there's tons of, you know, $1 million businesses, $2 million businesses, things like that.

15:59They 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 that like one out of 10, you know, shorts is going to go, you know, is going to be a two or three outlier. We just know what that math looks like.

16:46Same thing for longs, right? 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 do like I don't care who you are, you have to respect that man's level of effort. Like 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.

17:22It'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 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.

17:54Full stop. 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?

18:33No. 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're 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.

19:22Like the algorithm is so good now. It knows what you're talking about it. 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."

20:36Then 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.

21:08I 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 sounding your 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.

22:14Like 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 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 forcrimmozi. I think it's below this video. Doesn't matter. Point big. 9% is what I'm competing for. Okay. Now there's that means that there's about 32 to 33 million uh business owners in the US.

22:51Okay. 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% So 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?

23:2104%. 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 thousand businesses gets to 100 million a year. this 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?

24:09And 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.

25:28There'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 show 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. >> Has anyone seen that I started something called a highlights channel on YouTube?

25:53>> Yeah. So that channel is run by one guy and a bunch of AI workflows and we post about 20 times a day there and they're all like I call them mids. So they're they call it more than a short and less than a long. So we call them mids. So it could be four minutes, it could be eight minutes, you know, it's just like it's kind of in that range. Sometimes it's longer, but it's they're typically videos that are very valuable to a very small percentage of people. And so it's like if you happen to be a plumber, this video will be really valuable for you.

26:25Um, but if you have a school community, you're struggling to get leads, me talking about like local PPC is probably not going to be as relevant. Now, if I'm talking to a, you know, music school community owner, if you're an AI school community owner, then a lot of that stuff is probably pretty relevant. Um, and so it's kind of degrees of separation um, based on the size of people that that video would be relevant for is more correlated with the view count than the quote quality of the video. Now, if we obviously if you [ __ ] video, nothing matters. But if you've seen the highlight channel, you've seen that it has like

26:58>> 800 view videos, thousand view videos, you know, there's some 20s, some's hundreds, whatever. But we're posting 20 plus times a day. And this is the point that I want to make. That channel has more attributed revenue to ACQ than my main channel. Many of you guys have seen micro accounts, the kinds, you know, 5,000, 10,000, 20,000. Many of you guys may have some of those types of accounts. If you're making valuable content for a specific niche, just like do not beat yourself up about not getting that many views. That was like if I could have one Vegas headlights of what I'm even more doubling down on is giving zero [ __ ] about views. Now, if you are a media business and you sell number of impressions, then you have to care about views. But the vast majority of people conflate or they look at media influencers, entertainers, and say, "Oh, I'm going to use this strategy to grow my business, whatever your business is, whether you're a local plumber or you're a school community, doesn't matter." Um, and that's not I don't think that's the right strategy.

27:57Um, and so it really should be more than ever value per second and then with an extra slice of avatar. And so Andromeda, some of you guys might have known that that came out as an update for Meta. And what Andromeda did was amazing and terrible at the same time. So it was amazing for consumers, it was amazing for advertisers, but is a double-edged sword. And so what Andromeda basically did was how can we make the news feed as valuable as possible, which is always what Meta is going to try and optimize for, right? And so you'll notice that more and more ads are niche specific in general, right? And so it's like it's subsegmented down. So if you have a plumber who's, you know, wearing his plumber stuff, doing plumber things, and you're talking about plumbing stuff, it's going to get shown to plumbers. Right now, the upside is because the targeting gotten so much better, your cost per result is going down. But, and this is the massive butt, when you have significantly more specialized targeting, the pool or the pond of people that are actually that niche is way smaller than when you're running general ads. And so when you have a generalized back in called back in the day, right, you could run an ad that was a quote national campaign and based on kind of the blended CPM of all the different people, you'd get that plumber every so often because it would hit some some part of that puddle that was the really high intent puddle. Right now, Meta knows exactly where the puddle is and knows exactly what your ad's about and then just just drains the puddle and then all of a sudden your cost just skyrockets again. And so the end result of this is that you have to make a shitload more creative because otherwise you burn through the audiences faster. And so I see this as kind of a dual-sided effect on both the ad side and also the creative side which is like you have to completely do away with the idea of like I'm fatiguing my audience.

29:39Your audience doesn't even your follower number is just literally irrelevant. Like it is taking the content AI figures out what the content is about and then it serves as the people that it believes it will have the most relevance for. Period. And so just do not worry about one video getting a thousand views and then another video getting 10,000 if your average is 100,000. So I'll give you a second kind of data point that we looked at. So over the last quarter, so just literally this one uh Q1, we looked at my my YouTube channel, my main channel, not my highlight channel on the main channel, my top six most viewed videos if we ranked uh revenue generated from the video. Now again, is it perfect? No. Do I think it's directional? Yes. Um, of the top six, what percentage of them by views do you think was the highest or rather which of the six do you think was the highest revenue generating video of the six?

30:32I'll give you it's a rhetorical question. It was none of them. When I ranked my videos by highest revenue producing, none of the top six videos were the videos that actually produced the most revenue. Right? The number one video that I had was actually my favorite video that I made for the whole uh the whole quarter which it's I think it's called like the 511 one rule. They made some thumbnail about it but it's basically about the fractal nature of customers which is that if you map a hundred people to represent the United States or really any country from a poverty level perspective I use the US as the as the example and you put a 100 circles on a piece of paper and then you take a hundred dollars to represent all of the wealth scattered across those 100 people. If you draw a line at the 50 yard line and you've got 50 people on this side, they've got about $2 or $3.

31:17And over the next 40, you've got like $30ish dollar, 20ome dollars, and then the next 10% has like $36. And then the top 1% has $32. And so when you're trying to figure out like, man, why can't I make my thing make more money? It's like, well, of all these dots on this map, where are you trying to go? And so anyways, that's the nature of that video, which I loved. And you're like, "Okay, what does this have to do with anything?" Well, that video generated more revenue than any video I've made. But you would imagine that that might be a higher level concept um for people to consume, but the higher level people are my primary customers.

31:51And so I make this to say, I mean, I I just want to hit this like headon for everyone is that you need to completely divorce your ego. And I know it's really hard. You have to not think, "Oh man, I'm changing my content strategy. We're we're sucking." You know, our our content is sucking. Our views are down. Our views are down. should mean nothing to you. And also, conversely, our views are up should also mean nothing to you. If you are making more content and it's serving a specific avatar, then it will get shown to them. And if it's good, they will buy.

32:20>> Hi, >> John. What's up, man? Tell me about the business. >> Yeah, so we help people with scrolling back and satica get painf free with our online program. We're currently using about 9. >> Talk a little slower. Talk a little slower. >> I think our constraint is uh >> talk a little slower. >> Consistency. Can you hear me? >> Oh, yeah. Sure. >> Okay, >> I can >> talk slower. Yeah. Yeah. Talk slower, talk louder. >> Okay. >> Okay. >> Yep. So, we help people with chronic back pain and satica. Um, we have an online program. >> Okay. So, online. >> Okay.

32:46>> Yep. >> And you help with back pain. Got it. >> That's right. >> What's revenue? >> And we're doing n uh 95 grand a month. >> Okay. So, you're doing a million bucks a year roughly. Okay. So, you're doing a million a year. Great. Um, how are you So, I know you're online. Are you selling via checkout page or via sales call? We do a DM to triage call to sales call. >> Okay. So, sell. Okay. Cool. You're doing online sales people. Okay. >> Yep. >> Okay. Got it. And how are you getting leads?

33:13>> Uh it's we have a million followers on Instagram. >> Okay. 1 million on IG. Anything else? >> Uh yeah, like 200 grand on Tik Tok. >> Okay, cool. Well, you've probably already seen the difference of uh the value of 200,000 on Tik Tok versus 1 million on IG. [snorts] >> Yeah. want me to give you a quick hack to turn those uh Tik Tok people into uh more value, >> please? >> Yeah. So, we have found that the best uh call to action for Tik Tok if you want to sell higher ticket stuff is actually make the CTA DM me on Instagram and then put the link to your Instagram.

33:49>> Wow. Okay. >> Yeah. >> So, like on Tik Tok, you get people to DM on Instagram. >> I know, but you already have your whole DM team set up on on Instagram anyway, so like it works great. >> Yeah. Cool. >> All right. So that's thing one. Great. So, uh, what do you want to do? What's the limit? What's what's holding you back? >> Uh, it feels like keeps consistency. So, we have one sales rep and two setters and I want to get more sales reps, but it's just like one week will be filled out weeks in advance and then another week we barely get, you know, enough leads to fill up one and then we just end up pitching on every single post. It just feels fatiguing for the for clients. So, I'm curious, do we start ads? Can we start retargeting or do we need to fix something first?

34:24>> How many posts a day are you putting out? Uh we're putting out one post a day on Instagram. Uh we tested two, but it's just uh like we really focus on we edit it for eight hours, we make it great, so it's one a day. >> Okay. I think you can probably make more. I'll just I'll just put that out there. I would I would 100% not believe in the mythology of like there's a platform limit. There totally isn't. And that's on and I I I pretty much stand by that on every platform.

34:49>> Um like Fox News puts out one I just looked this we were calling up this morning. uh does one long per hour on YouTube. >> Oh wow. >> Right. And they do like 300 million views, >> right? And uh there's a Bollywood account that gets a billion views a month on Instagram and puts out a 100red posts a day on Instagram. >> Jeez. Yeah. >> So you have to think about it like this. So instead So I hear what you're saying with the fatiguing audience. I think more realistically you're fatiguing your editor, not your audience. I think they're not making good enough stuff.

35:18No, I'm being real. I think they're not making good enough stuff. Like your audience has no has an insatiable demand for value. >> Would you like believe that in your core? >> Your audience has an insatiable demand. It will literally never it's an endless pit when it comes to value and has almost no appetite for fluff and waste. >> So if we I don't know if you can see the YouTube, but >> if we have let's imagine that this circle represents a million people. Okay.

35:43>> When you make a post you're getting like 1 to 2% of your audience to actually see it, right? >> Mhm. And so if you make more posts, you'll just have more 1 to 2%s that see it. >> Okay. >> Okay. Now, where your issue comes up is that when you make your call, you know, your direct call to action posts, then it's like goes from like that kind of thicker dot to just like an itty bitty speck because your your reach gets um hammered, right?

36:10>> Uh we actually do a call to action on every post like at the end. That's >> okay. Well, it's it's not it's not the end of the world. Again, all that matters is like how long is the CTA relative to the post, right? So, it's usually like are you doing a mini chat integration? >> Yeah. >> Yeah. So, how long is the CTA? >> Uh, it's like six seconds. >> Is it That's long. Is it pre-recorded or is it like pre-recorded then stapled on or are you making them native every time?

36:37>> It's native but it's the same every time almost. >> Yeah. So, you want to swap out what the lead magnets are constantly. >> Oh, okay. Got it. >> Right. Now, because like why would they respond? They already got it. >> Yeah. >> Yeah. Right. So, all right. So, I'm going to I'm going to write down little nuggets for you. So, number one, we're going to go Tik Tok Tik Tok uh DMs to IG as CTA. Number two, we're going to make more lead magnets so that you can alternate through them. Number three, uh I think more content is a good idea.

37:11>> Okay. Number four is I think you need to lower your time uh your CTA time. So I would probably I would shoot for like 3 seconds or less um for your CTA because the thing is it'll kill the it'll kill the viewthrough rate, >> right? And then that's killing the amount of reach you're getting. >> Mhm. >> Yeah. Okay. And you're doing comment like book or comment whatever and then it DM them the thing. No, we actually do a like for free static assessment and then we just basically say common for an assessment and then we book a call at DMs.

37:41>> Yeah, I mean that's also a really heavy ask. So it might be worth considering like >> a cheat sheet and then a triage question. >> Okay. >> Because I mean like that's like the heaviest right hook you can do. >> Um yeah, >> I'll give you guys a little insight also to the my live stream bros. Um on one hand like when we do ads that are like direct to workshop that's like quote the heaviest ass like hey come out to Vegas right that's pretty you know you got to have a hurdle etc

38:10>> now when we have a scaling road map which you may have seen ads for right the scaling road map um has lower immediate uh rorowaz but over a 60 or 90day window has superior rorowes to direct workshop in addition to that it also has like 10 times the reach because getting somebody who's a little bit like somebody who's like, "Yep, I want to come to a workshop." Like they've already consumed. Like this that's almost like it's almost like uh warm audience retargeting more than it's like an ad and a process that like nurtures, you know, prospects and then, you know, warms them up, provides value, etc.

38:42>> And so I think if you want to >> broaden uh kind of like the net that you're going through, just make the ask that you have a little bit lighter. So, I think one you've got your direct like if you're doing one a day, I would do like maybe two a week of the direct one and then do the remainder of them as posts that are um like lead magnet centered, right? Like seven tips to fix this or whatever, right? And you you can spend I'm sure you could spend a hundred of those things. It's not it's not that hard. And then the triage question is like, "Hey, are you here for free stuff or do you want to solve the problem for good?" And they're going to say, "I want to solve the problem." And you're like, "Great." And then you're you're into a sales conversation.

39:18>> That's great. And then at what point would you start retargeting ads? >> The thing is is okay this is this will be great for everybody. So again I don't know if you can see my thing. Um so if you think about your audience is this pyramid right? >> The people who are buying from you right now are this like tiny tiny little top 1% here. And so there are some things that there's some actions that could get you to to convert just a higher percentage of that 1%. Which means that like we could make the the well or the pyramid larger, which we would do by posting more times and making better content, right? Or we can keep that pyramid the same size, right? And then we can move this line of what percentage we're converting and make that a little bit deeper. When you add a sales team, that converts a higher percentage of the audience. When you add ads, you're going to convert a higher percentage of the audience because you're just going to have your ads shown to a bigger percentage of people. in that sphere, right? And so it's almost like reaching into forward revenue and pulling it forward, which is fine as long as you're filling up the bucket, right? So I would, right, you get what I'm saying with that? So you will absolutely make more money if you have a sales team and run ads, no question. But then you will hit another plateau

40:35>> and you will still be limited by the growth of your organic unless you create a true cold traffic acquisition channel, which is a different monster and beyond the scope of right now. All right? And so my recommendation is um I would want you to double your content and if you want to keep one of your your CTAs as uh because I don't want you to like I don't want your business to go down. Uh keep one CTA as your direct to uh you know book a call and keep the other and make the second CTA for the lead magnet and just do two a day.

41:03>> Sounds good. >> Cool. >> Sounds great. >> All right, rock and roll. Appreciate you, John. >> Awesome. Thank you. >> Yeah, thanks for calling Herozi Highline. I am a YouTuber. I make travel food videos around the world. >> Sweet. >> Uh revenue last year was 4.3 million. And I think what's stopping me is a couple of things. The key man >> what's profit >> issue profit is >> me to ask. It wasn't on the thing. >> 3 roughly over 70%.

41:29>> Great. Love it. Love this for us. >> Yeah. >> Uh I I think the what's stopping me is two things. one key man issue that I need to be involved in so much of production >> and second that we're not putting sponsors on every single video. >> Okay. So, okay. So, said differently, we could make more money if you made more videos, >> right? >> Or you made more per video.

41:55>> Mhm. >> Right. So, right now, um how much more would you make per video? Basically, if you maxed out your sponsorships, how much more would you make? >> I would have to do the math, but let's say about $800,000 >> in total for the year. >> 800,000 extra for the year. Yeah. >> Yeah. Okay. So, 20% lift if you were if you just maxed out your monetization.

42:23So, you're 80% utilized right now. You get a 20% lift if you just sold a few more sponsors. >> Yeah. >> Okay. So, that's not a huge lift. Um, what do you want to have happen? What's the goal? >> Um, well, I would like to make more revenue, but also just have my company run more efficiently so I'm not >> always the bottleneck for everything. >> Yeah. So, you're in the videos, right? >> Yeah, correct. >> Um, what parts of the vid? So, right now, are you involved in everything with the videos or just showing up?

42:57>> A lot. So, it would [clears throat] probably break down to helping with research, doing multiple rounds of feedback on research before we go to a shoot for pre-production, doing the actual shoot, doing voice over, and then reviewing each video sometimes three to four times. >> Yeah. So, it sounds like you just need a YouTube strategist that you'd headunt from somebody else's channel that you'd be able to pay more because you can because you have the cash flow to do it. And that would probably take 50% or more of your workload off your plate and that would buy you just mental bandwidth back. um you would technically make less money because you' pay one more person.

43:28But I think you could make 3.15 instead of 3.3 and probably like live a happier life. >> Sure. [laughter] >> And then if you had that extra time, maybe you could sell those extra sponsorships to get that 20% lift. Um but I think the the real lever would be how many videos a week are you making? >> Um two per week. >> Two per week. Yeah. I think so the business that you're in is so leveraged on quality,

43:52>> right? that. So, I'll give you an analogy, not to not to um pull from the sales, but like if you're in a talent business, which you are, right? Taylor Swift is like not thinking like, how do I get somebody else to sing these damn songs, right? Like at some point you just get tremendous operating leverage from you just being exceptional. Um, and I think there's nothing wrong with that, right? I make YouTube videos. Like, it's it's part of the game. Now, to what degree am I involved in pre-production and post-production? Basically, none.

44:21Mhm. >> Um I show up and I'm like, "What are we talking about?" Um but I think that >> How many people do you have on the team for media? >> About 21. You >> have 21 people on the team for media? >> Yeah, we we're uh based in Vietnam. They're based in Vietnam and I live there, too. [snorts] >> Just so you I'm not here telling them what to do. We're all there. >> Yeah. Yeah. You're in it. You're front line. I get it.

44:46>> Um Yeah. I think I mean I think that you could probably get away with like you probably need a high leverage person who's very good. So I'd be looking at like a $200,000 a year plus person who's who has experience building a channel probably in the travel niche similar to yours that's probably bigger um to take more off your plate. But I think the thing that's going to probably excel because like getting the 20% from extra sponsorship, sure it's like a little extra money fine. But but if the goal was like how do I I mean we started this with I would like to have more of my time. So I think it's a it's a manpower issue um and a willingness to pay thing.

45:24So if you're in Vietnam I'm guessing that you tend to be cheap with labor um which I'm fine with. Uh but some some roles are worth paying more for so you get more out of them. So I took your advice from the scaling videos that you've >> you put out already talking about people in this >> area and hiring that a high level person and so I've just hired someone to function as a COO

45:49>> who has a lot of experience in marketing companies to doing video production >> big media ops. Okay. >> And so I'm hoping he can alleviate some of this. So that's >> that's uh you know he'll be starting in a month and so kind of what you're saying now will play out and we'll see what that does. >> Yeah. One of the things that um Leila talks a lot about which is like not solving the same problem twice. So sometimes solutions to problems take longer than we would like them to take but we've already have solutions in motion and so sometimes we have to give time time which is super frustrating.

46:18But I'm sure someone else here has probably started to solve a problem and then started a second solution for the same problem because the first solution hasn't actually started working yet but it wasn't supposed to start working yet. [snorts] Um and so I would encourage you to just not break it. Um he starts in a month. Is the reason why was there a big delay? >> Um he's finishing his old job, taking a month off and then starting and starting at the same time I'm getting back to Vietnam so we can work together in person at first.

46:45>> Are you in touch like are you talking regularly between now and then? >> Uh we haven't been. >> I would encourage you to for a couple reasons. One is like the right type of person should be obsessed with this stuff and you want this person to be the type of person that you can like >> you want somebody that you can really they should be your intellectual equal or superior in this domain >> and [clears throat] if you feel like this person is not better than you at this you should not hire them.

47:14>> Good call. So, you have this kind of like one-month trial period. And like what I've found out about maniacs in general is that they don't stop being maniacs when they switch jobs. They're just they need something to chew on. And so, I would want to have this person thinking about my stuff for that month so that they come fresh with ideas. And I'd want the dialogue going. So, like all the fun work stuff before the work work stuff starts.

47:37>> Sure. But if the fun work stuff he's not he or she isn't like mentally stimulating you back and like doesn't doesn't seem like they're at the same level then you can probably avoid a mistake if it's not if the person's not good enough. >> Sure. Good call. >> So I would think about that. That's like I would do that today and just start like hey let's like Mark Zuckerberg met with Cheryl Sandberg for a year for dinner every single week before she started as the COO. The higher the level of the person Chiron was friends with us for six years before he came on as president here. And so the higher up the the person is, the more surface area you want with them in different conditions, seeing how they act under different stressors, different scenarios. What if they're sleepd deprived? Like I get a little worried when someone's like, I need to take a month off because I'm like, why?

48:19>> Right. >> Um like so stressful. It's like if you think that was stressful, like you're going to die here. So [snorts] >> uh that that's the only thing that concerns me. If you were like, hey, we're talking every day and we're like he just has to finish his obligations. That I'm like good for somebody who keeps their word. Um, but I want us to start speeding up so that the day you start, you've already started weeks earlier. We're just officially kicking you off. That's how I would approach it. But yeah, clearly a manpower issue. Dash person give you more operational leverage, but the only output that's going to matter for you is quality. So it's like how do you reverse engineer quality and it's going to be talent.

48:54>> Got it. >> Boom. Thank you. Rock and roll. >> Yeah. So as I build a personal brand, is it better to become an authority in a certain skill and then start posting content or is it better to start posting content without being authority in that skill? Great question. So, my perspective on this, and this probably will differ from other people's, but I can only explain what I do, right? And the kind of the thinking process behind it. I I never want someone to question whether I'm legit or not, right? And I I I think that way and maybe it's because I just have like massive insecurity. Who knows? Um, but the the reason that I I tend to always start with proof, right?

49:27And so I would rather like and if you don't have external achievements, right? Then you need the achievements to be effort-based rather than external. Okay. So what does that mean? So instead of saying hey I did $100 million launch that's an external achievement. Everyone can see that great lots of money etc. Right? I could say I made 35,000 pieces of content. You can control that. Now whether you did a good job or not is is a separate thing. But when you do effort based achievements it's kind of like grind or pay, right? And so in the beginning you don't have the the money or the proof to do it. So you have to grind. And so grindwise it's like I'm going to make 35,000 pieces of content and document what you're learning along the way. that's fine. Like that's the game. And so, um, that will be kind of phase one. Phase two is be willing to work with people for free. People spend way too like I'll say this differently.

50:16If you're getting started, every single business to this day, I still start with free stuff because I want to get feedback from people. I want to know what they like, what they didn't like, what their pain points are. I want to figure out how to how to smooth out the process. I want to figure out all these different things. and me trying to guess at that on my first shot and ask people to pay me, I'm like, I don't want to do that. I'm going to have bad reputation. I don't want it. Right? And so, it's going to take you so much more time. Think about this. For you to get 10 customers who pay you with it never giving anything away for free is going to take a long time. You getting 10 people to start working with you for free and then using the 10 testimonials you get there to then get your 11th, 12th, 13, 14, 15, 16, 17, 18, 19, 20th customer is going to take you less time to get that 10 paying customers. if you do 10 for free first of whatever it is that you sell.

51:03So that's my that's my two cents. Um more people knowing about your stuff is not going to make you less money. I do think though that like big big big picture. It also kind of depends what you're going to get into. If you want to be, you know, it's like I want to be a business coach. It's like well dude, just look at the people who have the most who have the most um credibility in in business. They have some big giant thing behind them, right? I would not try and compete there. I would try and compete on a much smaller pond that I can be I can be king of a very itty not even a pond like a puddle. Like just be king of this itty bitty puddle and create proof around that little bitty itty bitty puddle and you will find people who are willing to pay you because you are a specialist and because they have access to you. Okay. Um and I'll give you I'll give you one more tidbit for those you guys who are starting out and then I'll take the next call. So when you're starting out you always have an advantage. All right.

51:56Every every position has an advantage on the board of the game. So if you're if you're a if you're a super baller, right? You're you're you're a G or whatever you want to say, right? My position is to say don't go with Weenie McGee over here. He's in his mom's basement and doesn't know what he's talking about, right? I have been doing this for however many years and look at all this credibility, look at all this proof, right? Cool. Weenie McGee, right? Is be in his mom's basement and he's gonna be like, "Don't don't hang out with Alex. You're never going to talk to Alex. there's no chance, right? You're going to be talking to someone three levels down from him and you're just going to be a number to them. I mean, that's what I would say. Of course, we don't operate that way, but like that's what you would say, right? And so, if that's your position, then you say, "Dude, you're going to get my phone number." And so, it's not, "Am I better than Alex?" Of course, I'm not better than Alex. Like, own that. Of course, I'm not better than Alex, but I am better than the third rung down on his company. And you're going to get my phone number and I care about my reputation. That person doesn't. That's where you compete. And so that's how you can start getting a foothold, which is why there will always be room in the market for people who are new because people who are established are going to have their position to play. Coca-Cola Classic is going to say, "We're the classic. We've been doing this forever." And the people who are new and Upstart is like, "Hey, I'm a young founder. Just try my soda out. If you like it, tell me. Give me feedback.

53:10I'll try and fix it." That's the position. Both can win. And for anyone who's like, "I don't think this will work or something like that." It's like, dude, like I was in the same position. It's not like I'm 50, you know what I mean? like I started at 02 and you just have to outwork, right? And you got to say like I'm willing to do more than those guys are. And in the beginning, people don't want to say it. I'll do it for less until eventually you have proof. And then when we have proof, it becomes a virtuous cycle of charging more. I'll say this. So there's a big difference between education businesses and entertainment businesses. Totally different monsters.

53:41The benefit of education is that there's a gazillion ways to monetize it. The downside is it's much harder to grow education because it's more niched. It's hard to go broad. Entertainment's the exact opposite. It's like so easy to get views, everything's viral, tons of subscribers, ton of awareness, but it's really thin, right? And so if you look at the best people who monetize the large entertainment audiences, like taking to his national extreme, it's the Mr. Beast Logan Paul plays. So then it's looking at like if you look at I'm sure you know um you know Dosos with uh Bert and um Tom Seagura. There's a reason that you know then then there's a bodega cat with moral moral and Mark Normand like they usually go the boost thing because it marries naturally with um it marries naturally with comedy and so it's typically some sort of commoditized consumable that the highest percentage of your audience consumes and if they're like uh well if I'm going to buy one I might as well buy Zach since I like Zach I would definitely lean towards some sort of consumable like there's a reason you know Beast just went a lunch, right?

54:44You just do like, "Okay, well, they're doing they're printing two billion a year with a billion in profits on this product, and here's all the SKs. I have distribution in Walmart. I'm just going to [ __ ] put mine right next to it and immediately go to a billion a year." And so, you have not Mr. Beast recognition, but you have decent recognition. So, the thing is is like short term, you'll have to sell direct to consumer and via affiliates and the other people. So, that's where like the tag team is useful. I would structure a CC Corp and then give uh shares. I'd say like put a 10% pool or something in and then give shares to other creators so they get commissions and some stock because they'll usually like no one wants to just be your affiliate. They want to be a co-owner, but they usually don't need to be huge. They don't need to be partners.

55:28So, it's like just issue some shares, give them their commission on top of that. So, you're getting paid and you're getting a slug at the outside. That'll usually get lots of people to lock in. and uh make the agreements uh that no one who is a part of the CC Corp can compete with customers who would otherwise uh be customers of the CC Corp. And then that'll also lock them because of the shares you gave them to not marketing any other stuff. So it's really like you have two paths at least that I'm hearing. It's like how do I monetize my audience and then how do I monetize my experience monetizing my audience. This one I love a lot. This one I would want to go after some consumable just in terms of talking strategy. And if you had to pick one, which one do you feel like you're better at?

56:10>> If you feel like you've really well monetized every aspect of your brand minus the because they're not even necessarily mutually exclusive because if you have a partner who can do the the physical products, physical products aren't too tough to to figure out. Once you have a good partner, then that can just be another product that you have in the suite that you can get all of the people on the media side to then then promote on the back end because then it's like not only you getting shares and I'm going to get you brand deals, I also have a couple of SKs that you'll get way better commissions on than anything else. The tough part is is like do I want to be Zach the businessman who owns the media thing, which longterm that means you just like depress all the stuff you're doing. Like look at Jay-Z.

56:44It's like he doesn't put that much stuff out now cuz he's got a label and he's got all these other he's got all the horses in the stalls for it. And so it's just I think it's much more not a right path, but which one's the right one for you? Which is like do you love being a creator? You want to do this forever? In which case, be an artist, dude. Just go do your art. If you feel like your art is business, like for me, my art is business. I do this content cuz it's part of the game I'm playing in, but business is my game. So that's where I'd be like, well, I want to just get into being the media mogul. And I I know that to replace my income of my creatorship, I can go 8020, keep 80% of my revenue with 20% of the work, use the other 80% to then build this empire and just have enough that I have proof that I know what I'm doing and that might be enough.

57:24If that's if that's the life, if you look at what my daily activities are, if I like that better, then that's how I pursue it. But if you like making, then make the biggest regret I have in my life is that I have one life. >> There's so many businesses that I want to build that I'm like, "Oh my god, that would be amazing." But it's like once you realize how much work it takes to make anything really work and really go big, you realize you only have like four shots in your life. It's like I got four seven to 10 year cycles. That's it. And so it's like you just like you have the punch card and you're like I got to make sure I'm using it on the best bet. Uh on the short side, I think it I hear classic things here, but like um if you had one metric to optimize towards, so Tik Tok shop has found this uh because they're trying to figure out what are the signals for content that creates sales, right? It's very important for them. And so they did this meta big meta analysis and they've discovered that the the number one metric was saves, not shares, not likes, in terms of purchase intent. So think about that like if you have a funny meme you might send it to 10 people and that might get a ton of views keeps people on platform and that is aligned with the you know platform objective. The question is when you make that funny meme or whatever does the person who shares that meme and you've probably shared a meme are you now more likely to buy from that person who made the meme? Probably not. Realistically probably not. Now if someone gives you like 11 steps to optimize your website is that going to go viral? No. But if you're like, "Fuck, I need to do this."

58:52And you like save it. The likelihood that you're like, "You know what? That guy really knows or that gal really knows what she's talking about. 11 steps to fix your relationship. 11 steps to fix whatever. I'm just making this up." But like the dep again, you only save it if you don't know the 11 steps. So it can be not it can't be obvious. And this is again these like layers underneath. It's like, okay, well, if I were to catch GPT, the first layer, it'll give me that answer. And so I can demonstrate that I've had time with this problem.

59:18I've dealt with a hundred clients or a thousand clients or whatever where it's like, yeah, if this were the answer, people would already have had it. So, why isn't it working? That's the next level. So, if we think about content as removing friction from people's lives, that will be a great lens for you, which is like give the normal advice and then respond to your own advice with why people struggle with that. That's the content.

59:43>> Interesting. Do you guys save products before you buy them on any thing like Amazon or something? >> Why don't you just buy them? >> Not everyone has unlimited school money, Sam. [laughter] >> Is that the reason? [laughter] >> Cuz when you were saying that, I was thinking about how I use Airbnb, which is a little different cuz I'm like trying sometimes trying to explore where are some cool places I could go. I like forest cabins, for example, and I'm always exploring the northern parts of California. Um, but I'm not going to book it right now because I'm not I got to have dates and flights and all kinds of things. So, in that scenario, I click that heart thing. You guys do this on

1:00:27>> Yeah. Okay. So, that context makes sense. But if you're on Amazon, for example, >> so I would say away from everyday purchases and more from like everyone here, people aren't like shopping for who's going to be my relationship coach or my whatever, my AI coach. I think that if you consume a bunch of people's content, the one who's given you the most consistently valuable stuff that you're like, I'm going to save that. I'm going to save that. At some point, you're like, shoot, I got to do something. Who am I going to trust the most? the guy who has given me enough stuff that I feel like I had to collect it. Like I had to hoard this guy's or gal's stuff, that's the one I probably have the most trust with and most likely I'm going to buy from the intangible.

1:01:04>> That's why I'm talking about this is I'm like maybe we should have a save feature on discovery, >> you know, cuz I have seen people ask for it. They want to maybe they can't afford the group right now or maybe >> like a wish list kind of thing. >> Yeah, like what you do on Airbnb. In fact, I'd actually save groups now because I'm always trying to remember what are all the cool groups again and I've got a Google I got a Google doc. [laughter] Um, but do you save content on social platforms?

1:01:30>> Which ones? >> But do you ever look at your saved content [laughter] >> that that's why we don't have a save feature? I was like >> like No, people save [ __ ] but they ne never look back. [laughter] >> Yeah. I uh I I save ads that I like. I'm an ads collector. >> Um and so I I'm like, "Oh, I like this angle." I like just something. And um I'll often Sam said this at the very beginning and I want to like double down on it. You'll get the best insights from people completely in a different niche.

1:02:02And I also encourage you sometimes people like I don't think this is the world that we have in school, but in in different rooms, people will like disregard people who are making less than them. I think that is stupid. Um, and I think you you are stupid if you if you subscribe to that. Um, I the the sometimes the absolute person who makes the least is the one who has to be the scrappiest and most creative.

1:02:26And I learned some of the best tactics from the smallest business owners. And I like I just think you miss a huge opportunity. So I I'll just make that's just a general point for you guys. But yes, I save I save ads and I collect them >> because most people who are buying in this whole world have jobs and they have paydays and a lot of buying cycles are we see spikes after the average payday like you know that's that's how people live. Um so it makes sense I think for saving groups. It also makes sense for posts and [ __ ] too but I the groups one's interesting when you were talking about that. Yeah.

1:03:03>> Well that was a tangent. um [laughter] >> value >> was that was valuable for me. >> Thank you [laughter] everybody. >> So if you guys are like what's Alex's kind of like media strategy for the future I'm I'm I'm focusing on two words you can write this down live interactive those are the two things that's that is describing the uh ACQ you know 3.0 or Mosy Media 3.0 know vision for what's going forward. Like that is what I'm focusing on. And I'll tell you a story of why why I think this is so interesting. So 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.

1:03:44One 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. What ends up happening is that they have all these different celebrities or influencers from different platforms, right? And so starting from the lowest, the lowest people on this little totem pole, they would walk out in the stadium and this became the kind of the def deacto like measuring stick for who had who had the most cool points, right? These are the A-listers. And so this is your typical kind of celebs from like movies and like '9s and the 2000s or whatever, right?

1:04:12People 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. Barely 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. And so they had a little bit more applause on the applause meter compared to the A-listers. 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. And I'm going to pause here for a second to kind of like highlight why I think this is. 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 along, 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 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. How many reinforcing cycles do you think you can have in 30 seconds compared to two hours. It's like not even close. And so if someone watched two 1-hour pieces of content for me, period, okay, two 1 hour pieces, it's 120 minutes for me to get that same level of exposure and kind of cycles of reinforcement with a prospect and they were only consuming shorts, right? Let's say my average short, 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.

1:05:51And think about how how important this is. What were the things that people said like this was the quote podcast election? 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 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, I think that was a huge influential event. 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.

1:06:24I 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. Okay, now back to our little story. 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. And when I heard that, it was such a visual example of I mean, we have this saying which is like butts and seats. If you just make a bunch of like meme content, right, you demonstrate almost none of these things. 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 a future request. And so we need to change our behavior to maximize the likelihood that occurs. And so in in looking at this thing, this is why I'm I'm telling you like showing my cards, 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. I think that the internet will always move towards truth. And so I think the A-listers, everything's super curated, everything's super polished, it's photoshopped, it's scripted. And as you move closer this way, it's rawer.

1:07:46Like 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. This idea of of how can we approximate the rawest reality of you us hanging out, right? and actually going through this stuff. I think that is what will unlock the most influence as long as you are still including these SPCL elements into it.

1:08:10And I think that's the marriage. Do SPCL and do it as many times as I possibly can. That's the idea. 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.