WEBVTT 1 00:00:00.000 --> 00:00:02.680 I was talking to Mr. Beast about this concept and I was like, 2 00:00:02.680 --> 00:00:04.640 yeah, I know we need to work on our headlines. 3 00:00:04.640 --> 00:00:05.760 They're a little bit too clickbaiting. 4 00:00:05.760 --> 00:00:09.080 I remember he stopped and he was like, absolutely not. 5 00:00:09.080 --> 00:00:09.960 And I was like, what do you mean? 6 00:00:09.960 --> 00:00:12.840 He was like, you should absolutely have clickbait headlines. 7 00:00:12.840 --> 00:00:14.960 He's like, they should just be trip. 8 00:00:14.960 --> 00:00:16.320 They should be baiting the click. 9 00:00:16.320 --> 00:00:17.840 But then when the person gets in, 10 00:00:17.840 --> 00:00:20.280 it's exactly what they thought it was going to be. 11 00:00:20.280 --> 00:00:22.280 The deception comes from when someone thinks 12 00:00:22.280 --> 00:00:24.280 it's something and it ends up being something different. 13 00:00:26.280 --> 00:00:29.360 The big question is, should you focus on getting more traffic? 14 00:00:29.440 --> 00:00:31.880 And for most businesses, the answer is yes. 15 00:00:31.880 --> 00:00:36.080 Because the return on investments on increments 16 00:00:36.080 --> 00:00:38.000 are by definition incremental. 17 00:00:38.000 --> 00:00:41.480 Whereas if you can increase inputs 100 fold, 18 00:00:41.480 --> 00:00:43.320 they are orders of magnitude difference. 19 00:00:43.320 --> 00:00:44.560 If you have a conversion rate, 20 00:00:44.560 --> 00:00:47.560 let's call it a 2% on your about page. 21 00:00:47.560 --> 00:00:49.880 And that would be a benchmark, right? 22 00:00:49.880 --> 00:00:51.240 That would be about normal. 23 00:00:51.240 --> 00:00:54.200 4% is the one for everything on school. 24 00:00:54.200 --> 00:00:56.560 But let's just say, let's just say 4% fine. 25 00:00:56.560 --> 00:00:57.680 So your average there. 26 00:00:57.680 --> 00:00:59.560 OK, fine. 27 00:00:59.560 --> 00:01:01.040 Now, you can tweak a lot of things 28 00:01:01.040 --> 00:01:02.480 to try and go from 4% to 5%. 29 00:01:02.480 --> 00:01:04.600 That would be a 20% improvement. 30 00:01:04.600 --> 00:01:07.280 But most times, if you were to take your income 31 00:01:07.280 --> 00:01:09.680 and raise it by 20%, you'd probably be happy. 32 00:01:09.680 --> 00:01:11.480 But especially if you're earlier on, 33 00:01:11.480 --> 00:01:13.760 you want to increase it order of magnitudes. 34 00:01:13.760 --> 00:01:15.080 And to be clear, if you're later on, 35 00:01:15.080 --> 00:01:16.920 you want to increase it order of magnitudes as well. 36 00:01:16.920 --> 00:01:19.280 Because it will relatively be the same to you. 37 00:01:19.280 --> 00:01:21.440 And so going from $1,000 to $1,200 38 00:01:21.440 --> 00:01:25.240 is the same as going from $1,000,000 to $1.2 million. 39 00:01:25.240 --> 00:01:31.760 But much more fun to go from $1,000,000 to $10,000 or more. 40 00:01:31.760 --> 00:01:34.760 And so most of the large increases in revenue 41 00:01:34.760 --> 00:01:39.240 that occur come from order of magnitude implementations, 42 00:01:39.240 --> 00:01:42.240 things that change the dynamics of the game. 43 00:01:42.240 --> 00:01:45.240 And so one of the obvious ways of doing this 44 00:01:45.240 --> 00:01:48.560 is building traffic or increasing traffic 45 00:01:48.560 --> 00:01:50.160 through making content. 46 00:01:50.160 --> 00:01:53.680 Big picture, a lot of the content that's out there 47 00:01:53.680 --> 00:01:58.080 has what I would consider too little pre and too little post. 48 00:01:58.080 --> 00:02:03.720 Meaning basically no preparation and no post production. 49 00:02:03.720 --> 00:02:06.360 Meaning it's just shit. 50 00:02:06.360 --> 00:02:08.960 On top of that, the actual content itself 51 00:02:08.960 --> 00:02:11.200 isn't really based on anything besides someone having 52 00:02:11.200 --> 00:02:13.520 some verbal commitment to themselves 53 00:02:13.520 --> 00:02:15.160 that they're going to quote make content 54 00:02:15.160 --> 00:02:17.360 rather than solve problems for their audience 55 00:02:17.360 --> 00:02:18.960 or their customers, OK? 56 00:02:18.960 --> 00:02:22.320 Big thing number one that I'll state outright, which 57 00:02:22.320 --> 00:02:26.360 is that if you have customers, when you make content, 58 00:02:26.360 --> 00:02:27.960 if they get value from that content, 59 00:02:27.960 --> 00:02:30.920 they will still ascribe it to the thing they bought from you. 60 00:02:30.920 --> 00:02:33.080 So fun fact is that you can retain customers 61 00:02:33.080 --> 00:02:36.120 on a purchased product by providing more free content 62 00:02:36.120 --> 00:02:38.000 because your brain is not going to delineate 63 00:02:38.000 --> 00:02:41.280 where you receive value from, only that you receive value. 64 00:02:41.280 --> 00:02:43.200 So basically you continue to reinforce 65 00:02:43.200 --> 00:02:45.840 the positive-positive association that someone in your audience 66 00:02:45.840 --> 00:02:48.840 has customer or otherwise when you make positive content. 67 00:02:48.840 --> 00:02:50.840 So that's reason number one, right? 68 00:02:50.840 --> 00:02:52.560 Reason number two is that it increases the likelihood 69 00:02:52.560 --> 00:02:54.280 that people who have not bought from you 70 00:02:54.280 --> 00:02:56.080 will buy from you in the future, whether they come from ads, 71 00:02:56.080 --> 00:02:57.720 they come from outbound or they just come from the content 72 00:02:57.720 --> 00:03:00.360 itself because they will consume other pieces of content. 73 00:03:00.360 --> 00:03:01.840 Probably one of my largest changes 74 00:03:01.840 --> 00:03:03.880 in how I've seen business overall 75 00:03:03.880 --> 00:03:07.200 is my understanding of marketing to quote logical 76 00:03:07.200 --> 00:03:09.160 and emotional buyers. 77 00:03:09.160 --> 00:03:11.000 And so if you were to listen to my stuff years ago, 78 00:03:11.000 --> 00:03:12.840 I would have talked about logic and emotional buyers. 79 00:03:12.840 --> 00:03:15.160 And I think for the most part, that was because I hadn't 80 00:03:15.160 --> 00:03:17.960 spent a lot of time really diving into it. 81 00:03:17.960 --> 00:03:20.600 I kind of just heard that sounded smart enough inside. 82 00:03:20.600 --> 00:03:22.760 Just kind of repeated and that's kind of how I went. 83 00:03:22.760 --> 00:03:24.640 The more I've looked into it, the more I think 84 00:03:24.640 --> 00:03:27.400 that it's actually a question of how much information 85 00:03:27.400 --> 00:03:29.120 is required to make a decision. 86 00:03:29.120 --> 00:03:31.560 And so instead of being two people on either side, 87 00:03:31.560 --> 00:03:33.520 logical buyers and emotional buyers, 88 00:03:33.520 --> 00:03:35.360 it's actually a dollar sign on one side, 89 00:03:35.360 --> 00:03:38.640 which means that they've learned enough information 90 00:03:38.640 --> 00:03:39.600 to make a decision. 91 00:03:39.600 --> 00:03:41.920 And then where they sit on this continuum, right? 92 00:03:41.920 --> 00:03:44.240 So on all the way furthest away from the dollar, 93 00:03:44.240 --> 00:03:46.840 some people require a tremendous amount of information. 94 00:03:46.840 --> 00:03:49.080 Some people require very little information. 95 00:03:49.080 --> 00:03:51.040 Now, the reason that the information space, 96 00:03:51.040 --> 00:03:52.760 oftentimes is very incestuous. 97 00:03:52.760 --> 00:03:54.920 People buy thing after thing after thing 98 00:03:54.920 --> 00:03:55.920 from different people. 99 00:03:55.920 --> 00:03:59.440 So there's a lot smaller pool of multiple purchased buyers 100 00:03:59.440 --> 00:04:01.720 for multiple potential vendors. 101 00:04:01.720 --> 00:04:03.800 And I think the reason for this is that most 102 00:04:03.800 --> 00:04:06.640 of the information education space doesn't know 103 00:04:06.640 --> 00:04:08.640 how to advertise to anyone beyond 104 00:04:08.640 --> 00:04:10.040 low information buyers. 105 00:04:10.040 --> 00:04:13.360 And oftentimes, this is also entrepreneurs. 106 00:04:13.360 --> 00:04:16.600 And so entrepreneurs tend to be a little bit more risk-friendly, 107 00:04:16.600 --> 00:04:19.840 like we are risk-fillic, if you will, rather than risk-phobic. 108 00:04:19.840 --> 00:04:21.600 So we are okay with risk. 109 00:04:21.600 --> 00:04:22.720 And so we're willing to make a decision 110 00:04:22.720 --> 00:04:23.560 with less information. 111 00:04:23.560 --> 00:04:26.440 So this is the type of person who makes a decision 112 00:04:26.440 --> 00:04:27.960 after five minutes of watching a video. 113 00:04:27.960 --> 00:04:29.760 It says, sure, I'll spend $10,000. 114 00:04:29.760 --> 00:04:31.440 Where somebody else might say, hey, 115 00:04:31.440 --> 00:04:32.640 I need to check with my insurance. 116 00:04:32.640 --> 00:04:34.000 I got to check with my spouse. 117 00:04:34.000 --> 00:04:35.520 I need to consume 10 pieces. 118 00:04:35.520 --> 00:04:37.800 I need to look at Google, Google consumer affairs. 119 00:04:37.800 --> 00:04:39.840 I need to do a whole bunch of research, right? 120 00:04:39.840 --> 00:04:42.040 Here's the thing that I think everyone misses out on. 121 00:04:42.040 --> 00:04:45.880 It's that the reason that most digital direct response, 122 00:04:45.880 --> 00:04:48.880 info, type businesses, they small, 123 00:04:48.880 --> 00:04:52.200 is because they don't know how to sell 124 00:04:52.200 --> 00:04:53.600 to high information buyers. 125 00:04:53.600 --> 00:04:55.920 And there are significantly more high information buyers 126 00:04:55.920 --> 00:04:57.400 than there are low information buyers. 127 00:04:57.400 --> 00:04:59.160 And so this is why most of them, in general, 128 00:04:59.160 --> 00:05:00.960 can't pass a certain revenue level. 129 00:05:00.960 --> 00:05:02.480 It's because they basically sucked up 130 00:05:02.480 --> 00:05:04.440 all of the immediate six-inch puts, 131 00:05:04.440 --> 00:05:06.160 the little tip ins that they can make, 132 00:05:06.160 --> 00:05:08.080 and actually haven't been able to take the ball 133 00:05:08.080 --> 00:05:10.160 from zero all the way to the end zone, right? 134 00:05:10.160 --> 00:05:12.600 They can just do five yard, ten yard runs, 135 00:05:12.600 --> 00:05:13.680 and that's about it. 136 00:05:13.680 --> 00:05:15.840 And so typically, that's because the nature of the marketing, 137 00:05:15.880 --> 00:05:17.360 the nature of the content that they put out 138 00:05:17.360 --> 00:05:18.600 is very offer-driven. 139 00:05:18.600 --> 00:05:20.400 Now, as the person who wrote the book on offers, 140 00:05:20.400 --> 00:05:22.400 I feel like disproportionately qualified 141 00:05:22.400 --> 00:05:26.200 to talk about this, which is that it is the fastest way 142 00:05:26.200 --> 00:05:29.040 to make money, which is make better offers. 143 00:05:29.040 --> 00:05:30.640 Now, when you're making those better offers, 144 00:05:30.640 --> 00:05:32.520 you will immediately tip in the people 145 00:05:32.520 --> 00:05:33.720 who are on the fence or ready 146 00:05:33.720 --> 00:05:35.520 or looking for something like this. 147 00:05:35.520 --> 00:05:37.520 So these are the most aware customers. 148 00:05:37.520 --> 00:05:39.600 So Eugene Swartz talks about this in his book, 149 00:05:39.600 --> 00:05:41.480 Breakthrough Advertising, 150 00:05:41.480 --> 00:05:44.800 or he states that there's these levels of awareness, right? 151 00:05:44.800 --> 00:05:46.000 That's the top of unaware. 152 00:05:46.000 --> 00:05:47.440 So somebody has no idea you exist 153 00:05:47.440 --> 00:05:48.760 or the problem, whatever. 154 00:05:48.760 --> 00:05:49.920 Then you have problem aware. 155 00:05:49.920 --> 00:05:51.120 So they just know they have a problem. 156 00:05:51.120 --> 00:05:51.960 They don't know what's out there, 157 00:05:51.960 --> 00:05:52.800 but they just know they've problem. 158 00:05:52.800 --> 00:05:55.280 So if you're here, like, do you get up to pee three times a night? 159 00:05:55.280 --> 00:05:57.240 Or like, are you, like, it's playing with your kids, 160 00:05:57.240 --> 00:05:58.480 you know, making you ashamed of your, 161 00:05:58.480 --> 00:06:00.840 if you're being out of shape, that's problem aware. 162 00:06:00.840 --> 00:06:02.760 Now, each of those hooks could lead me down 163 00:06:02.760 --> 00:06:04.280 to buying Osir Gondaroot 164 00:06:04.280 --> 00:06:06.320 or buying supplements or buying a gym membership. 165 00:06:06.320 --> 00:06:07.360 But it's problem. 166 00:06:07.360 --> 00:06:08.960 The next is solution aware. 167 00:06:08.960 --> 00:06:11.200 All right, so this is the different types of solutions 168 00:06:11.200 --> 00:06:12.360 that exist. 169 00:06:12.360 --> 00:06:14.080 Underneath of that, you have product aware. 170 00:06:14.080 --> 00:06:16.520 So now you're comparing your product to somebody else's product. 171 00:06:16.520 --> 00:06:18.200 And then finally, you have most aware, 172 00:06:18.200 --> 00:06:20.840 which are typically people who are existing customers 173 00:06:20.840 --> 00:06:22.280 or viewers who have purchased in the past 174 00:06:22.280 --> 00:06:23.960 that you try to get them to buy again. 175 00:06:23.960 --> 00:06:26.000 The last one is where most people stay 176 00:06:26.000 --> 00:06:27.480 in most aware and product aware 177 00:06:27.480 --> 00:06:28.920 and what you need to do is make promotions, 178 00:06:28.920 --> 00:06:31.920 you make offers and this ultimately gets people to buy stuff. 179 00:06:31.920 --> 00:06:35.960 For us, with our content, we want to be able to make hooks 180 00:06:35.960 --> 00:06:39.160 to people further out in the awareness scale. 181 00:06:39.160 --> 00:06:40.800 And so the hooks should be, 182 00:06:40.800 --> 00:06:42.560 if you want to go after a larger market 183 00:06:42.560 --> 00:06:44.040 rather than what I see a lot of content 184 00:06:44.040 --> 00:06:46.120 is basically people just making an offer as their content, 185 00:06:46.120 --> 00:06:47.840 which is not content, right? 186 00:06:47.840 --> 00:06:48.840 Is that you want to make hooks 187 00:06:48.840 --> 00:06:52.000 relative specifically to solutions that already exist. 188 00:06:52.000 --> 00:06:53.360 That's a little bit bigger. 189 00:06:53.360 --> 00:06:55.520 Problems, which is going to be the biggest bucket. 190 00:06:55.520 --> 00:06:56.360 And then if you're like, 191 00:06:56.360 --> 00:06:58.000 how do you make a hook for the unaware people? 192 00:06:58.000 --> 00:06:59.960 It's usually based on curiosity. 193 00:06:59.960 --> 00:07:01.960 And so it's literally one of those, 194 00:07:01.960 --> 00:07:03.320 if you ever see those, the easiest place 195 00:07:03.320 --> 00:07:05.120 to look at this is like Google display 196 00:07:05.120 --> 00:07:08.240 because that's usually where the oceans of traffic exist. 197 00:07:08.240 --> 00:07:10.280 When you see those crazy clickbait headlines 198 00:07:10.280 --> 00:07:13.200 that are like Nevada homeowners, something, something. 199 00:07:13.200 --> 00:07:15.000 Like you won't believe this. 200 00:07:15.000 --> 00:07:17.400 It could be something for, it could be selling solar. 201 00:07:17.400 --> 00:07:18.320 It could be selling insurance. 202 00:07:18.320 --> 00:07:21.080 Like you have no idea, but it's just the curiosity 203 00:07:21.080 --> 00:07:23.720 which gets you to take down and go down that funnel. 204 00:07:23.720 --> 00:07:25.480 And there's typically a lot more education 205 00:07:25.480 --> 00:07:27.040 that has to occur to get someone 206 00:07:27.040 --> 00:07:28.920 from not even knowing this industry exists 207 00:07:28.920 --> 00:07:30.400 to me and want to make a purchasing decision 208 00:07:30.400 --> 00:07:31.760 and call it 60 minutes. 209 00:07:31.760 --> 00:07:32.880 I will loop around to like, 210 00:07:32.880 --> 00:07:34.280 but okay, I'm getting this. 211 00:07:34.280 --> 00:07:35.480 How does this relate to content? 212 00:07:35.480 --> 00:07:36.920 Well, hopefully this is relating to content. 213 00:07:36.920 --> 00:07:39.840 But beyond that, if you're hearing this and thinking, 214 00:07:39.840 --> 00:07:42.800 okay, well, what do I do about this? 215 00:07:42.800 --> 00:07:46.240 Well, one is that the pre, the pre-search, 216 00:07:46.240 --> 00:07:49.040 the research you do prior to making your content, 217 00:07:49.040 --> 00:07:52.440 in my opinion, should one be clear 218 00:07:52.440 --> 00:07:53.920 as to what stage of awareness you're going after. 219 00:07:53.920 --> 00:07:55.160 You're trying to go after a problem 220 00:07:55.160 --> 00:07:57.280 and those are the wider hooks for most people. 221 00:07:57.280 --> 00:07:59.280 And I would recommend if you're gonna do stuff, 222 00:07:59.280 --> 00:08:01.760 that's a good place to be or just solution to where stuff. 223 00:08:01.760 --> 00:08:03.720 Those are good places for you to make content around 224 00:08:03.720 --> 00:08:04.560 because it's a little bit wider 225 00:08:04.560 --> 00:08:05.680 when you get more reach on it, all right? 226 00:08:05.680 --> 00:08:07.240 Now, you still wanna make it about your stuff 227 00:08:07.240 --> 00:08:08.800 or something at least adjacent to your stuff. 228 00:08:08.800 --> 00:08:10.360 Otherwise, you'll have a meme account 229 00:08:10.360 --> 00:08:11.440 that just has a whole bunch of views 230 00:08:11.440 --> 00:08:12.880 and no one cares about, all right? 231 00:08:12.880 --> 00:08:14.920 Cause the point here is still to build a brand. 232 00:08:14.920 --> 00:08:16.680 Here we are, we're catching up. 233 00:08:16.680 --> 00:08:18.240 If the question here and the reason 234 00:08:18.240 --> 00:08:19.240 that we're even talking about this is, 235 00:08:19.240 --> 00:08:22.440 cause we wanna 10x the traffic to our about page to our site 236 00:08:22.440 --> 00:08:24.400 rather than thinking it increments, 237 00:08:24.400 --> 00:08:27.880 then there are basically two positions that I posit, 238 00:08:27.880 --> 00:08:31.400 create the best brand loops, all right? 239 00:08:31.400 --> 00:08:33.720 The most reinforcement for a brand. 240 00:08:33.720 --> 00:08:37.520 So one is aspirational outcomes. 241 00:08:37.520 --> 00:08:40.560 The second is aspirational effort, which is inputs. 242 00:08:40.560 --> 00:08:43.080 So basically, you want a type of outcome 243 00:08:43.080 --> 00:08:44.800 that not many people in your space 244 00:08:44.800 --> 00:08:47.120 or that people who are your customers 245 00:08:47.120 --> 00:08:50.040 more specifically aspire to have. 246 00:08:50.040 --> 00:08:52.160 And this works both B2B and B2C. 247 00:08:52.160 --> 00:08:53.760 So I'll give you a couple examples. 248 00:08:53.760 --> 00:08:56.320 Jim Shark signed up C-Bum and C-Bum, 249 00:08:56.320 --> 00:08:57.160 if you don't know who he is, 250 00:08:57.160 --> 00:08:58.920 he's the best bodybuilder in the world right now. 251 00:08:58.920 --> 00:09:01.120 And he just retired, but like he was basically 252 00:09:01.120 --> 00:09:04.000 the goat of the industry for the last six or seven years. 253 00:09:04.000 --> 00:09:06.440 He is aspirational for fitness people. 254 00:09:06.440 --> 00:09:11.200 They make an association with C-Bum in making content. 255 00:09:11.200 --> 00:09:13.360 Now, they can obviously afford C-Bum. 256 00:09:13.360 --> 00:09:15.120 You can still make an association with somebody 257 00:09:15.120 --> 00:09:16.880 by making content up out C-Bum. 258 00:09:16.880 --> 00:09:18.880 And so that's obviously not as strong, 259 00:09:18.880 --> 00:09:20.600 but it's still directly correct. 260 00:09:20.600 --> 00:09:22.640 Now, the aspirational outcome though, 261 00:09:22.640 --> 00:09:24.200 if you are the authority, 262 00:09:24.200 --> 00:09:26.600 is that you wanna be the person who does it, obviously. 263 00:09:26.600 --> 00:09:27.960 Now, if you know the person who does it, 264 00:09:27.960 --> 00:09:29.440 that gives you some degree of transfer, 265 00:09:29.440 --> 00:09:30.880 instant out of 100%. 266 00:09:30.880 --> 00:09:33.120 Now, for example, imagine I get, you know, 267 00:09:33.120 --> 00:09:36.760 my podcast only has Elon, Zuck, Jeff Bezos, 268 00:09:36.760 --> 00:09:37.840 whatever, and no one else. 269 00:09:37.840 --> 00:09:39.280 It's like, well, you probably make very strong 270 00:09:39.280 --> 00:09:40.680 billionaire associations with me 271 00:09:40.680 --> 00:09:42.680 because they are all ultra wealthy billionaires 272 00:09:42.680 --> 00:09:43.960 or sent to billionaires at this point. 273 00:09:43.960 --> 00:09:45.480 That's the outcomes part. 274 00:09:45.480 --> 00:09:47.560 And I think that this is actually 275 00:09:47.560 --> 00:09:49.160 to buy you to be real real. 276 00:09:49.160 --> 00:09:51.280 Most of you guys are missing this, right? 277 00:09:51.280 --> 00:09:52.880 Which is that you haven't done anything yet. 278 00:09:52.880 --> 00:09:54.680 You want people to respect you. 279 00:09:54.680 --> 00:09:56.240 You want people to listen to your authority, 280 00:09:56.240 --> 00:09:58.840 but you can't actually answer the question, why should they? 281 00:09:59.920 --> 00:10:02.480 And I think if you can simply answer that question, 282 00:10:02.480 --> 00:10:04.640 which is why should I listen to you? 283 00:10:04.640 --> 00:10:07.280 In your content and reminds people on a regular basis 284 00:10:07.280 --> 00:10:09.320 of whatever that aspirational outcome is, 285 00:10:09.320 --> 00:10:10.600 they're more likely to listen. 286 00:10:10.600 --> 00:10:12.480 Warren Buffett gives very simple 287 00:10:12.480 --> 00:10:14.240 personal finance advice to people. 288 00:10:14.240 --> 00:10:15.920 Are there other people who are qualified 289 00:10:15.920 --> 00:10:16.920 to give personal finance advice? 290 00:10:16.920 --> 00:10:18.040 And maybe even be better at it. 291 00:10:18.040 --> 00:10:19.240 I'll bet you Dave Ramsey's better 292 00:10:19.240 --> 00:10:21.840 at giving personal finance advice than Warren Buffett. 293 00:10:21.840 --> 00:10:22.680 Why? 294 00:10:22.680 --> 00:10:23.520 Because it's so business. 295 00:10:23.520 --> 00:10:24.360 So he knows what people struggle 296 00:10:24.360 --> 00:10:26.360 with probably more intimately than Warren Buffett does. 297 00:10:26.360 --> 00:10:28.360 But we will still listen to Warren Buffett 298 00:10:28.360 --> 00:10:29.840 because he's a hundred billion dollars. 299 00:10:29.840 --> 00:10:32.320 And so we figure if it works to get to 100 billion, 300 00:10:32.320 --> 00:10:35.560 I'm sure it can help me save up to pay my mortgage off. 301 00:10:35.560 --> 00:10:38.800 This is an important link that I'm trying to make here. 302 00:10:38.800 --> 00:10:41.640 North Face, if we know that their jackets 303 00:10:41.640 --> 00:10:45.600 can have someone stay warm at the tip top of Everest, 304 00:10:45.600 --> 00:10:48.160 then we can reasonably stay, 305 00:10:48.160 --> 00:10:50.080 that it'll keep us warm on our way to work 306 00:10:50.080 --> 00:10:51.960 while we're going from the house to the car 307 00:10:51.960 --> 00:10:54.680 and then the car to the place they're eating or whatever. 308 00:10:54.680 --> 00:10:58.360 These aspirational outcomes basically serve 309 00:10:58.360 --> 00:11:02.640 as risk mitigation for your potential audience and customers. 310 00:11:02.640 --> 00:11:05.120 It worked at this super extreme level. 311 00:11:05.120 --> 00:11:06.600 It'll probably work for me 312 00:11:06.600 --> 00:11:08.640 at my not nearly as extreme level. 313 00:11:09.760 --> 00:11:11.320 So that's from the outcome perspective. 314 00:11:11.320 --> 00:11:14.640 And I think many of you need to double down on that part, 315 00:11:14.640 --> 00:11:17.800 which is what can you say that no one else can say? 316 00:11:17.800 --> 00:11:20.760 What can you show that no one else can show? 317 00:11:20.760 --> 00:11:22.560 These are the aspirational outcomes 318 00:11:22.560 --> 00:11:25.800 that people will then listen to your very basic content about. 319 00:11:25.800 --> 00:11:27.720 I can make content about personal finance 320 00:11:27.720 --> 00:11:29.320 because people like he's rich. 321 00:11:29.320 --> 00:11:32.680 Okay, he can probably help me save some money. 322 00:11:32.680 --> 00:11:35.800 I only get to say this very basic content sometimes 323 00:11:35.800 --> 00:11:38.960 because of the authority I have from this big outcome. 324 00:11:38.960 --> 00:11:42.040 And so a lot of people spend too much time in my opinion 325 00:11:42.040 --> 00:11:44.640 trying to work around facts. 326 00:11:44.640 --> 00:11:49.120 Instead of trying to warp reality and lie or posture 327 00:11:49.120 --> 00:11:50.920 or misrepresent yourself, 328 00:11:50.920 --> 00:11:52.360 just date the facts until the truth 329 00:11:52.360 --> 00:11:54.400 and if the truth and the facts aren't that compelling, 330 00:11:54.400 --> 00:11:57.640 change the truth and the facts, meaning change reality. 331 00:11:57.640 --> 00:12:00.400 Don't warp it, change it, make reality different 332 00:12:00.400 --> 00:12:01.840 and then state the facts and tell the truth 333 00:12:01.840 --> 00:12:04.040 about this new, much better reality. 334 00:12:04.040 --> 00:12:05.200 And I'll give you a story that I had. 335 00:12:05.200 --> 00:12:07.040 So I don't think you'd be mind me sharing this. 336 00:12:07.040 --> 00:12:10.840 So I was talking to Mr. Beast about this concept. 337 00:12:10.840 --> 00:12:13.720 And I was like, yeah, I know we need to work on our headlines. 338 00:12:13.720 --> 00:12:15.120 They're a little bit too clickbaiting. 339 00:12:15.120 --> 00:12:17.840 And he just, I remember he stopped and he was like, 340 00:12:17.840 --> 00:12:18.920 absolutely not. 341 00:12:18.920 --> 00:12:19.840 And I was like, what do you mean? 342 00:12:19.840 --> 00:12:23.120 He was like, you should absolutely have clickbait headlines. 343 00:12:23.120 --> 00:12:25.640 He's like, they should just be true. 344 00:12:25.680 --> 00:12:27.320 Which is that they shouldn't, 345 00:12:27.320 --> 00:12:28.720 they should be baiting the click. 346 00:12:28.720 --> 00:12:30.200 But then when the person gets in, 347 00:12:30.200 --> 00:12:32.640 it's exactly what they thought it was going to be. 348 00:12:32.640 --> 00:12:34.640 The deception comes from when someone thinks 349 00:12:34.640 --> 00:12:36.760 it's something and it ends up being something different. 350 00:12:36.760 --> 00:12:39.600 That's where you have the conflict, right? 351 00:12:39.600 --> 00:12:41.400 And I think a lot of you do this. 352 00:12:41.400 --> 00:12:43.280 And part of the problem is, 353 00:12:43.280 --> 00:12:45.080 when you make these outlandish claims, 354 00:12:45.080 --> 00:12:47.160 you actually decrease the audience's trust 355 00:12:47.160 --> 00:12:49.200 of you every time you make a claim 356 00:12:49.200 --> 00:12:50.080 and then you don't support it. 357 00:12:50.080 --> 00:12:52.520 So then why should they believe you the 27th time 358 00:12:52.520 --> 00:12:54.800 you have an outlandish headline for a short 359 00:12:54.960 --> 00:12:56.840 or a long that you make in your content 360 00:12:56.840 --> 00:12:58.880 when the other 26 times they didn't believe 361 00:12:58.880 --> 00:12:59.720 because as soon as they clicked, 362 00:12:59.720 --> 00:13:00.840 they found out you were lying, right? 363 00:13:00.840 --> 00:13:01.880 We're fudging. 364 00:13:01.880 --> 00:13:03.360 Either way, not good. 365 00:13:03.360 --> 00:13:04.840 Now if you're like, well, Alex, 366 00:13:04.840 --> 00:13:06.320 I don't have an aspirational outcome. 367 00:13:06.320 --> 00:13:10.360 Well, big thing is almost everyone has an aspirational outcome. 368 00:13:10.360 --> 00:13:12.200 You just need to get narrower on it. 369 00:13:12.200 --> 00:13:13.280 All right, so let me explain 370 00:13:13.280 --> 00:13:14.360 and then I'll explain the second half 371 00:13:14.360 --> 00:13:15.240 which is aspirational effort. 372 00:13:15.240 --> 00:13:17.120 But let's just focus on outcomes right now. 373 00:13:17.120 --> 00:13:20.800 Aspirational outcomes, you can be like, 374 00:13:20.800 --> 00:13:23.800 I am probably, I am the fastest reader 375 00:13:23.800 --> 00:13:27.000 in all of Nevada in the second story 376 00:13:27.000 --> 00:13:30.600 of the acquisition.com building on the left way. 377 00:13:30.600 --> 00:13:32.360 I'm probably the fastest reader. 378 00:13:32.360 --> 00:13:33.840 That's a world champ thing. 379 00:13:33.840 --> 00:13:35.960 So all we have to do is get narrower 380 00:13:35.960 --> 00:13:39.800 or more specific with our outcomes 381 00:13:39.800 --> 00:13:41.720 to make them more compelling. 382 00:13:41.720 --> 00:13:43.720 So we are still stating the facts and telling truth. 383 00:13:43.720 --> 00:13:45.680 We're just leaning into our advantages. 384 00:13:45.680 --> 00:13:48.120 So if you happen to be like, 385 00:13:48.120 --> 00:13:50.840 I think Layla and I together are probably more unique 386 00:13:50.840 --> 00:13:52.680 than either of us apart, right? 387 00:13:52.680 --> 00:13:55.000 Otherwise, I'm just a 35-year-old white guy. 388 00:13:55.000 --> 00:13:57.000 I have basically nothing going for me 389 00:13:57.000 --> 00:13:58.040 in terms of being unique. 390 00:13:58.040 --> 00:14:00.480 There's plenty of 35-year-old rich white guys. 391 00:14:00.480 --> 00:14:03.400 But how many of them work with their wives, okay? 392 00:14:03.400 --> 00:14:04.760 How many of them are Persian? 393 00:14:04.760 --> 00:14:05.800 Probably fewer. 394 00:14:05.800 --> 00:14:07.160 How many of them are first generation? 395 00:14:07.160 --> 00:14:08.000 Probably fewer. 396 00:14:08.000 --> 00:14:09.640 How many of them were self-made? 397 00:14:09.640 --> 00:14:10.680 Probably fewer. 398 00:14:10.680 --> 00:14:12.080 How many of them came from one space 399 00:14:12.080 --> 00:14:13.480 and did it in multiple spaces 400 00:14:13.480 --> 00:14:16.520 in physical products and software and services? 401 00:14:16.520 --> 00:14:18.200 How many of them had brick and mortar experience? 402 00:14:18.200 --> 00:14:19.320 Not many, right? 403 00:14:19.320 --> 00:14:22.400 So I can say things that no one else can say 404 00:14:22.440 --> 00:14:24.840 by just narrowing down and basically adding more color 405 00:14:24.840 --> 00:14:28.720 or nuance to the aspirational outcomes. 406 00:14:28.720 --> 00:14:31.480 What many of you will be relegated to doing 407 00:14:31.480 --> 00:14:33.360 is first off, you need to talk about 408 00:14:33.360 --> 00:14:34.680 whatever that aspirational outcome is. 409 00:14:34.680 --> 00:14:36.120 And again, you want to be, 410 00:14:36.120 --> 00:14:38.560 you can still be mayor of a very small town. 411 00:14:38.560 --> 00:14:40.200 You seem to make the town small. 412 00:14:40.200 --> 00:14:41.000 So instead of trying to say 413 00:14:41.000 --> 00:14:42.480 that you make the best business content in the world, 414 00:14:42.480 --> 00:14:43.640 you're just not, you're not going to do it 415 00:14:43.640 --> 00:14:44.640 because no one's going to believe you, right? 416 00:14:44.640 --> 00:14:45.960 You've got to be the best business guy in the world 417 00:14:45.960 --> 00:14:48.600 or top hundred, whatever, to make that kind of stuff. 418 00:14:48.600 --> 00:14:50.080 Now, most of the guys who aren't top business guys 419 00:14:50.080 --> 00:14:51.520 in the world, this is B2B obviously. 420 00:14:51.520 --> 00:14:52.960 They're just actually independently famous 421 00:14:52.960 --> 00:14:55.440 because purely, and this is what I'm trying to, 422 00:14:55.440 --> 00:14:58.320 I'm sure this is what I'm trying to like get across here. 423 00:14:58.320 --> 00:15:01.560 They are famous because of the outcome. 424 00:15:01.560 --> 00:15:04.000 Based on his famous, not because of his content, 425 00:15:04.000 --> 00:15:06.560 his content is famous because of what he's done. 426 00:15:06.560 --> 00:15:08.640 Jensen Wang is not famous because of his content 427 00:15:08.640 --> 00:15:11.160 and his clips, he's famous because of what he's done 428 00:15:11.160 --> 00:15:14.360 outside of social media, inside of the real world. 429 00:15:14.360 --> 00:15:16.080 Then people want to listen to you. 430 00:15:16.080 --> 00:15:17.680 And so the outcomes still matter. 431 00:15:17.680 --> 00:15:19.120 I don't care what other people tell you. 432 00:15:19.120 --> 00:15:20.440 The outcomes matter. 433 00:15:20.440 --> 00:15:21.640 They are the proof. 434 00:15:21.640 --> 00:15:22.720 They are the pudding. 435 00:15:24.240 --> 00:15:27.360 And so you have to double down on just niching down, 436 00:15:27.360 --> 00:15:29.760 just being narrower about what you can be exceptional at. 437 00:15:29.760 --> 00:15:30.800 Everyone can. 438 00:15:30.800 --> 00:15:33.000 It's just most people try to claim their exceptional 439 00:15:33.000 --> 00:15:35.760 at too broad of a scope and it makes it unbelievable. 440 00:15:35.760 --> 00:15:38.280 Now, the more successful you become 441 00:15:38.280 --> 00:15:40.000 in whatever your particular endeavor is, 442 00:15:40.000 --> 00:15:43.800 the more general your fiefdom, your kingdom 443 00:15:43.800 --> 00:15:46.640 that you're in charge of can be. 444 00:15:46.640 --> 00:15:49.560 And so if you look at my evolution from like, 445 00:15:49.560 --> 00:15:53.280 local fitness celebrity, or rather, 446 00:15:53.280 --> 00:15:57.000 local fitness authority, known to Jim, right? 447 00:15:57.000 --> 00:16:00.640 To then Jim authority, okay? 448 00:16:00.640 --> 00:16:05.160 To a national education authority, right? 449 00:16:05.160 --> 00:16:07.560 To probably now international business, right? 450 00:16:07.560 --> 00:16:09.320 These are things that evolved in time 451 00:16:09.320 --> 00:16:10.640 and they're stair steps. 452 00:16:10.640 --> 00:16:12.000 One has to come before the next. 453 00:16:12.000 --> 00:16:13.080 They are contingencies. 454 00:16:13.080 --> 00:16:15.040 One cannot happen without the other. 455 00:16:15.040 --> 00:16:17.120 And so if you're going to come into whatever space 456 00:16:17.120 --> 00:16:19.080 you're getting into and you want to make content 457 00:16:19.080 --> 00:16:21.800 and be seen or perceived as an authority, 458 00:16:21.800 --> 00:16:24.080 the biggest way of doing that is accomplishing something. 459 00:16:24.080 --> 00:16:25.760 And then the next one, and this is now 460 00:16:25.760 --> 00:16:27.840 we can transition to aspirational effort, 461 00:16:27.840 --> 00:16:30.280 is going to be demonstration of expertise. 462 00:16:30.280 --> 00:16:31.960 What is the function of authority? 463 00:16:31.960 --> 00:16:33.000 Let's think about this for a second. 464 00:16:33.000 --> 00:16:34.720 What is the function of authority? 465 00:16:34.720 --> 00:16:37.280 The function of authority is to decrease the amount 466 00:16:37.280 --> 00:16:38.840 of effort that someone needs to think about 467 00:16:38.840 --> 00:16:40.320 before they make a decision. 468 00:16:40.320 --> 00:16:43.360 So if I have a doctor who I'm listening to 469 00:16:43.360 --> 00:16:44.760 and they tell me to do something, 470 00:16:44.760 --> 00:16:47.160 I can take it as fast because they're an authority. 471 00:16:47.160 --> 00:16:48.400 I will assume that I'm not going to, 472 00:16:48.400 --> 00:16:49.520 now I don't recommend doing that, 473 00:16:49.520 --> 00:16:51.480 but this is how people think. 474 00:16:51.480 --> 00:16:53.880 And so I'm going to not go through all the work 475 00:16:53.880 --> 00:16:55.560 of eight years of education or whatever it is 476 00:16:55.560 --> 00:16:57.800 and the sub-specialty in order to figure out 477 00:16:57.800 --> 00:16:59.080 what to do. 478 00:16:59.080 --> 00:17:01.080 Instead, I'm going to listen to an authority. 479 00:17:01.080 --> 00:17:04.000 So it's basically just a little clickware brain hijack 480 00:17:04.000 --> 00:17:05.360 of, oh, I don't need to think anymore, 481 00:17:05.360 --> 00:17:07.040 which by the way you totally should think. 482 00:17:07.040 --> 00:17:08.840 You should still think about what Warren Buffett says 483 00:17:08.840 --> 00:17:10.560 and say, do I believe what he says? 484 00:17:10.560 --> 00:17:11.760 Does it really apply to me? 485 00:17:11.760 --> 00:17:13.600 But most people want and we're talking 486 00:17:13.600 --> 00:17:14.440 about making money. 487 00:17:14.440 --> 00:17:16.000 So we don't fight with reality. 488 00:17:16.000 --> 00:17:17.240 If we want that, 489 00:17:17.240 --> 00:17:18.920 like wouldn't it be nice if everyone just immediately 490 00:17:18.920 --> 00:17:19.760 did what you said? 491 00:17:19.760 --> 00:17:21.680 That would increase people's compliance with your requests. 492 00:17:21.680 --> 00:17:23.680 This means that you'll be more persuasive. 493 00:17:23.680 --> 00:17:25.760 Means a higher percentage people do what you say, 494 00:17:25.760 --> 00:17:26.600 which is good. 495 00:17:26.600 --> 00:17:28.320 It tends to be very functional for making money. 496 00:17:28.320 --> 00:17:30.040 If we want to have authority, 497 00:17:30.040 --> 00:17:31.480 we can do the big thing. 498 00:17:31.480 --> 00:17:33.320 We can go build Berkshire Hathaway 499 00:17:33.320 --> 00:17:37.400 or we can demonstrate it by how in depth 500 00:17:37.400 --> 00:17:39.200 we understand a topic. 501 00:17:39.200 --> 00:17:42.520 Now that can be demonstrated without as much, 502 00:17:42.520 --> 00:17:44.160 it would make sense though that if you're very good 503 00:17:44.200 --> 00:17:46.720 at something that you would have some aspiration outcome. 504 00:17:46.720 --> 00:17:50.960 But it does serve as a proxy for expertise. 505 00:17:50.960 --> 00:17:52.960 You are obviously pretty good at this. 506 00:17:52.960 --> 00:17:54.280 Have you ever heard somebody like get really, 507 00:17:54.280 --> 00:17:55.680 I'm sure there's somebody you know, maybe it's you, 508 00:17:55.680 --> 00:17:58.040 like if you get talking about some specific topic, 509 00:17:58.040 --> 00:18:00.120 people are like, geez, okay, I get it, I get it. 510 00:18:00.120 --> 00:18:01.160 Is at that point they literally 511 00:18:01.160 --> 00:18:02.800 have told you I think you're an authority, 512 00:18:02.800 --> 00:18:04.600 you can just tell me what you think bottom line. 513 00:18:04.600 --> 00:18:06.120 They've literally elevated you 514 00:18:06.120 --> 00:18:07.760 within that tiny domain that you just 515 00:18:07.760 --> 00:18:10.160 demonstrated authority in or expertise in, 516 00:18:10.160 --> 00:18:11.600 that they will listen to what you say. 517 00:18:11.600 --> 00:18:15.920 So then around aspirational effort can be the inputs you do. 518 00:18:15.920 --> 00:18:17.320 So let me explain this. 519 00:18:17.320 --> 00:18:20.200 So you have the expertise that you can demonstrate. 520 00:18:20.200 --> 00:18:21.880 Now you want to demonstrate that expertise 521 00:18:21.880 --> 00:18:24.120 because it also serves as an approximation 522 00:18:24.120 --> 00:18:26.440 of the results or experience that someone would get 523 00:18:26.440 --> 00:18:27.880 after they buy your products. 524 00:18:27.880 --> 00:18:29.800 So people might read my book and be like, 525 00:18:29.800 --> 00:18:31.760 wow, that was the demonstration of expertise. 526 00:18:31.760 --> 00:18:34.360 I'll bet this guy can help me with my offers or whatever. 527 00:18:34.360 --> 00:18:36.560 And so then they would come into my rabbit hole 528 00:18:36.560 --> 00:18:38.240 and then maybe we'd invest in them or whatever, right? 529 00:18:38.240 --> 00:18:39.440 But that's the idea. 530 00:18:39.440 --> 00:18:41.560 Now if that book on offers was mediocre, 531 00:18:41.600 --> 00:18:43.480 then they might have a much lower likelihood 532 00:18:43.480 --> 00:18:45.320 of thinking that whatever I could do could help them 533 00:18:45.320 --> 00:18:47.600 because they're like, oh, maybe a lot of stuff is obvious. 534 00:18:47.600 --> 00:18:49.760 And this is the second big problem. 535 00:18:49.760 --> 00:18:51.920 Is that many of your content is obvious. 536 00:18:51.920 --> 00:18:54.680 Like if you had, here's three ways to save money on groceries. 537 00:18:54.680 --> 00:18:56.200 If I can immediately guess what they are 538 00:18:56.200 --> 00:18:58.680 without hearing from you, then they're not going to be interesting. 539 00:18:58.680 --> 00:19:01.560 They're not going to be unique and they don't show nuance. 540 00:19:01.560 --> 00:19:03.480 All right, what makes content interesting 541 00:19:03.480 --> 00:19:05.760 is that someone can't guess what you're going to say. 542 00:19:05.760 --> 00:19:08.480 And if you're going to use lists, steps, or stories, 543 00:19:08.480 --> 00:19:09.560 you want to begin with the thing 544 00:19:09.560 --> 00:19:13.040 that is contrary to what they expect, 545 00:19:13.040 --> 00:19:15.120 which doesn't mean that you have to subvert the audience 546 00:19:15.120 --> 00:19:17.680 or like deceive them, but it should be something 547 00:19:17.680 --> 00:19:19.080 that they didn't expect you to say, 548 00:19:19.080 --> 00:19:20.960 which then should still be valuable, 549 00:19:20.960 --> 00:19:23.080 which makes it net new information. 550 00:19:23.080 --> 00:19:25.040 And one of the easiest ways to make net new information 551 00:19:25.040 --> 00:19:27.040 is to go deeper, not broader. 552 00:19:27.040 --> 00:19:29.000 So basically the broader you go, 553 00:19:29.000 --> 00:19:31.800 the more we rely on your aspirational outcome 554 00:19:31.800 --> 00:19:34.280 that you have, that people will then take what you say 555 00:19:34.280 --> 00:19:35.920 as factor truth. 556 00:19:35.920 --> 00:19:37.440 If you don't have that, 557 00:19:37.440 --> 00:19:40.040 the deeper you will need to go with your content 558 00:19:40.040 --> 00:19:41.960 so that people believe that you have expertise. 559 00:19:41.960 --> 00:19:43.480 If you look at some of the, 560 00:19:43.480 --> 00:19:45.600 I make, I specifically make deep videos 561 00:19:45.600 --> 00:19:48.000 and wide videos on purpose. 562 00:19:48.000 --> 00:19:50.680 And I will tell you the Nirvana between the two, 563 00:19:50.680 --> 00:19:52.480 which this is a side quest bonus 564 00:19:52.480 --> 00:19:53.880 for everyone who's listening, 565 00:19:53.880 --> 00:19:57.360 is that you can have videos that are both deep and wide. 566 00:19:57.360 --> 00:19:58.840 So let me explain this. 567 00:19:58.840 --> 00:20:02.920 So a wide video by my definition only serves 568 00:20:02.920 --> 00:20:06.080 novices or beginners in a particular field. 569 00:20:06.080 --> 00:20:10.080 A deep video only serves advanced people 570 00:20:10.080 --> 00:20:12.520 within a particular domain or field. 571 00:20:12.520 --> 00:20:16.520 Now a deep and wide video provides value to both, 572 00:20:16.520 --> 00:20:17.600 more difficult. 573 00:20:17.600 --> 00:20:21.040 Now if I talk about allocation of resources and strategy, 574 00:20:21.040 --> 00:20:22.720 that is something that will likely benefit 575 00:20:22.720 --> 00:20:24.560 someone who's a beginner because they have resources 576 00:20:24.560 --> 00:20:25.760 and they need to allocate them, 577 00:20:25.760 --> 00:20:27.800 the same way who someone who's advanced is. 578 00:20:27.800 --> 00:20:28.760 If I talk about town, 579 00:20:28.760 --> 00:20:29.920 that'd be something that someone who's a beginner 580 00:20:29.920 --> 00:20:32.560 and advanced would need to navigate. 581 00:20:32.560 --> 00:20:34.600 If I talk about scaling from 10 million a year 582 00:20:34.600 --> 00:20:36.640 and had spent 200 million a year and had spent, 583 00:20:36.640 --> 00:20:40.080 that for sure will only apply to an advanced person. 584 00:20:40.080 --> 00:20:41.760 It is a demonstration of expertise, 585 00:20:41.760 --> 00:20:43.400 but the likelihood that someone even watches 586 00:20:43.400 --> 00:20:45.960 or defines it is they're not gonna find it relevant to them. 587 00:20:45.960 --> 00:20:47.640 On the flip side, if I talk about getting 588 00:20:47.640 --> 00:20:48.760 your first five customers, 589 00:20:48.760 --> 00:20:51.040 somebody already has a business and has 100 customers, 590 00:20:51.040 --> 00:20:53.080 they're probably not gonna be as interested in that. 591 00:20:53.080 --> 00:20:54.880 Unless I can try and frame it in 592 00:20:54.880 --> 00:20:56.240 how to get your next five customers 593 00:20:56.240 --> 00:20:59.120 for any new division, new product line, or launch. 594 00:20:59.120 --> 00:21:02.080 Now that would then allow me to maybe bridge some of that gap, 595 00:21:02.080 --> 00:21:04.440 but by and large it still probably be a wide topic. 596 00:21:04.480 --> 00:21:05.280 And so the idea is, 597 00:21:05.280 --> 00:21:08.480 how can I be both deep and wide within my respective business? 598 00:21:08.480 --> 00:21:10.600 And in that, back to the main point. 599 00:21:10.600 --> 00:21:13.040 So if aspirational effort, 600 00:21:13.040 --> 00:21:15.240 which is demonstration of expertise, 601 00:21:15.240 --> 00:21:17.120 is something that can build our brands 602 00:21:17.120 --> 00:21:19.080 and can serve as a proxy, 603 00:21:19.080 --> 00:21:22.760 even if we don't have as many of those big aspirational outcomes, 604 00:21:22.760 --> 00:21:24.600 then one of the other things that we can do 605 00:21:24.600 --> 00:21:27.520 is literally demonstrate the effort we've put into it. 606 00:21:27.520 --> 00:21:31.000 For example, you talk about how you develop the expertise. 607 00:21:31.000 --> 00:21:32.880 And again, state the facts until the truth. 608 00:21:32.880 --> 00:21:34.120 If you are good at something, 609 00:21:34.120 --> 00:21:36.160 there's probably a reason you're good at it. 610 00:21:36.160 --> 00:21:40.880 And so most of you have a lot of really big marketing nuggets 611 00:21:40.880 --> 00:21:42.880 in your past and you don't talk about them. 612 00:21:42.880 --> 00:21:45.640 It's actually a really common thing that I've noticed 613 00:21:45.640 --> 00:21:47.440 in talking to entrepreneurs that they have. 614 00:21:47.440 --> 00:21:49.960 There's this great scene in Mad Men 615 00:21:49.960 --> 00:21:54.080 where Don Draper is talking to the tobacco company. 616 00:21:54.080 --> 00:21:56.600 And he asked them to what, 617 00:21:56.600 --> 00:21:59.280 they had some big campaign and he thought it sucked 618 00:21:59.280 --> 00:22:00.800 and so he wanted to reinvent it. 619 00:22:00.960 --> 00:22:03.800 And so we asked them nuanced questions, 620 00:22:03.800 --> 00:22:06.560 step by step, how do you make your tobacco? 621 00:22:06.560 --> 00:22:08.880 Is how is it different than anyone else's? 622 00:22:08.880 --> 00:22:09.880 And so as they go through, 623 00:22:09.880 --> 00:22:11.520 they're like, we pretty much do it the same way as everyone else. 624 00:22:11.520 --> 00:22:12.560 He keeps digging, he keeps digging. 625 00:22:12.560 --> 00:22:14.760 And then finally say, okay, so we dry it out 626 00:22:14.760 --> 00:22:18.360 and then we put it in the sun and we toast it. 627 00:22:18.360 --> 00:22:21.280 And he's like, oh, it's toasted. 628 00:22:21.280 --> 00:22:24.040 And so it being toasted, that unique moment 629 00:22:24.040 --> 00:22:26.600 in their process was a differentiator. 630 00:22:26.600 --> 00:22:30.000 And so many of you have and it's toasted in your past. 631 00:22:30.080 --> 00:22:33.160 You might be the only black belt in your local area, right? 632 00:22:33.160 --> 00:22:34.680 Now there might be many black belts, 633 00:22:34.680 --> 00:22:37.720 but within your little fiefdom of men over 40 634 00:22:37.720 --> 00:22:40.200 or of people in in St. Louis, Missouri, 635 00:22:40.200 --> 00:22:41.760 you might be only one of three. 636 00:22:41.760 --> 00:22:44.560 It's a much smaller space to compete in. 637 00:22:44.560 --> 00:22:47.240 Now we have this tiny mini outcome as outcome. 638 00:22:47.240 --> 00:22:48.760 What do we do to get there? 639 00:22:48.760 --> 00:22:50.600 Well, it's like, oh well, you know, 640 00:22:50.600 --> 00:22:51.600 I studied for 10 years. 641 00:22:51.600 --> 00:22:53.040 It's like, do tell people. 642 00:22:53.040 --> 00:22:55.320 Tell people the aspirational effort, 643 00:22:55.320 --> 00:22:57.640 the price you paid for the information, 644 00:22:57.640 --> 00:23:00.520 the learning education and expertise that you have. 645 00:23:00.520 --> 00:23:03.480 And so right now, like this is the takeaway here, 646 00:23:03.480 --> 00:23:05.360 or probably the biggest one for most of you guys, 647 00:23:05.360 --> 00:23:08.880 is right through or write down all the things 648 00:23:08.880 --> 00:23:12.480 that you went through to develop the expertise you have. 649 00:23:12.480 --> 00:23:16.600 And so if you've worked with 100 customers, talk about it. 650 00:23:16.600 --> 00:23:19.960 If you did, you know, five years of studying, 651 00:23:19.960 --> 00:23:22.720 talk about what you studied and the nuances 652 00:23:22.720 --> 00:23:24.800 of what you learned, because guess what? 653 00:23:24.800 --> 00:23:28.040 No one else is, and you certainly are. 654 00:23:28.040 --> 00:23:30.160 And that would then demonstrate, okay, 655 00:23:30.160 --> 00:23:31.720 maybe they haven't had this thing happen, 656 00:23:31.720 --> 00:23:34.000 but they've done a lot of work around this, right? 657 00:23:34.000 --> 00:23:37.680 And so if you think about what content provides people, 658 00:23:37.680 --> 00:23:39.480 it's typically compressed time. 659 00:23:39.480 --> 00:23:41.200 All right, now this is from an education perspective, 660 00:23:41.200 --> 00:23:43.560 not entertainment, entertainment different. 661 00:23:43.560 --> 00:23:46.360 But education wise, we want to compress time. 662 00:23:46.360 --> 00:23:49.120 Like the reason humanity exists 663 00:23:49.120 --> 00:23:52.040 and that we pass generation and generation is that we learn stuff 664 00:23:52.040 --> 00:23:53.880 and we pass on that knowledge so people can start 665 00:23:53.880 --> 00:23:56.840 where we left off, fundamentally it's how education works. 666 00:23:56.840 --> 00:23:58.240 The first guy who figured out, you know, 667 00:23:58.240 --> 00:24:00.160 Pythagoras figured out this theorem. 668 00:24:00.160 --> 00:24:01.720 We don't read-arrive the theorem. 669 00:24:01.720 --> 00:24:04.280 We just learn the answer and then using that theorem, 670 00:24:04.280 --> 00:24:05.920 we find out more information. 671 00:24:05.920 --> 00:24:08.040 And so it is so valuable because of how hard 672 00:24:08.040 --> 00:24:10.400 and how long it was to figure it out. 673 00:24:10.400 --> 00:24:13.640 But then we give the kernel that tiny little negative wisdom 674 00:24:13.640 --> 00:24:15.000 and that becomes significant more valuable 675 00:24:15.000 --> 00:24:19.440 because of the time and effort we save our audience. 676 00:24:19.440 --> 00:24:23.240 And so when we make these aspirational pieces of content 677 00:24:23.240 --> 00:24:24.600 from an effort perspective, 678 00:24:24.600 --> 00:24:26.920 we want to demonstrate the cost 679 00:24:26.920 --> 00:24:30.080 that we are saving them in effort and time. 680 00:24:30.080 --> 00:24:32.360 Now the authority piece becomes the third component 681 00:24:32.360 --> 00:24:34.760 if you're noticing common themes of the value equation here 682 00:24:34.760 --> 00:24:36.520 because that's what makes things valuable. 683 00:24:36.520 --> 00:24:38.800 Things can be valuable that are also free. 684 00:24:38.800 --> 00:24:40.200 Duh. 685 00:24:40.200 --> 00:24:41.960 Actually, let me highlight that really quickly. 686 00:24:41.960 --> 00:24:44.720 The value equation applies to content. 687 00:24:45.800 --> 00:24:47.240 How do I get something valuable? 688 00:24:47.240 --> 00:24:48.120 They have a dream outcome. 689 00:24:48.120 --> 00:24:49.880 They have something they're trying to achieve. 690 00:24:49.880 --> 00:24:50.840 I decrease their risk. 691 00:24:50.840 --> 00:24:53.880 How do I decrease the risk by demonstrating expertise 692 00:24:53.880 --> 00:24:55.600 by having an outcome that they say, 693 00:24:55.600 --> 00:24:56.520 oh, that's aspirational. 694 00:24:56.520 --> 00:24:57.800 If it worked at that 10X level, 695 00:24:57.800 --> 00:25:00.080 it'll work at one X level for me, right? 696 00:25:00.080 --> 00:25:01.440 They have other people who are like me 697 00:25:01.440 --> 00:25:03.040 that they tell stories about that are relevant to me. 698 00:25:03.040 --> 00:25:04.320 So this applies. 699 00:25:04.320 --> 00:25:06.440 These are all things that increase perceived like that. 700 00:25:06.440 --> 00:25:07.760 Then we've got time delay. 701 00:25:07.760 --> 00:25:09.240 How long did it take him to learn this? 702 00:25:09.240 --> 00:25:10.400 How many different customers? 703 00:25:10.400 --> 00:25:12.680 How long would it take me to learn this on my own? 704 00:25:12.680 --> 00:25:14.200 Time that we're giving them. 705 00:25:14.200 --> 00:25:15.280 Fast. 706 00:25:15.280 --> 00:25:18.080 And then we've got easy, which is how difficult 707 00:25:18.080 --> 00:25:20.080 do you make it for someone to comprehend? 708 00:25:20.080 --> 00:25:22.040 Now, I'm gonna give you two versions of this, 709 00:25:22.040 --> 00:25:23.440 a little bit more advanced. 710 00:25:23.440 --> 00:25:27.240 Well, if you want people like you will be more persuasive 711 00:25:27.240 --> 00:25:31.720 based on how well your target audience can understand you. 712 00:25:31.720 --> 00:25:33.200 There's a reason that I speak 713 00:25:33.200 --> 00:25:36.360 in a third grade reading level to the greatest degree possible. 714 00:25:36.360 --> 00:25:38.360 It's because I can be more persuasive 715 00:25:38.360 --> 00:25:40.520 because a higher percentage of the population 716 00:25:40.520 --> 00:25:42.160 understands what I'm saying. 717 00:25:42.160 --> 00:25:47.160 Now, if you speak to an audience of, let's say, 718 00:25:47.560 --> 00:25:49.520 crochet people who knit, 719 00:25:49.520 --> 00:25:53.080 I may use analogies that would be about knitting 720 00:25:53.080 --> 00:25:56.400 to illustrate a point because it's something they understand. 721 00:25:56.400 --> 00:25:58.480 And so the more we can pre-digest the food, 722 00:25:58.480 --> 00:25:59.760 the more we can chew it up for them 723 00:25:59.760 --> 00:26:03.080 and then just give them just the just the nugs. 724 00:26:03.080 --> 00:26:05.440 We can pan the gold, we can pan the sand for the gold 725 00:26:05.440 --> 00:26:06.640 and then just give them the gold. 726 00:26:06.640 --> 00:26:10.320 The more we can pre-digest it, the more valuable it becomes. 727 00:26:10.440 --> 00:26:14.480 And so many of you have zero aspirational outcomes, 728 00:26:14.480 --> 00:26:15.440 not because you haven't done it 729 00:26:15.440 --> 00:26:16.680 because you don't talk about it. 730 00:26:16.680 --> 00:26:18.200 And you have zero aspirational effort, 731 00:26:18.200 --> 00:26:19.240 not because you aren't working on it 732 00:26:19.240 --> 00:26:21.280 because no one knows. 733 00:26:21.280 --> 00:26:23.880 It's about the perception of your audience. 734 00:26:23.880 --> 00:26:25.880 So until they perceive it to be true, 735 00:26:25.880 --> 00:26:27.920 it's just as good as if it weren't. 736 00:26:27.920 --> 00:26:31.800 And so I hear this is this continuous talk track 737 00:26:31.800 --> 00:26:33.360 when I do the school days and things like that. 738 00:26:33.360 --> 00:26:36.280 Like people don't respect all this work that I put in. 739 00:26:36.280 --> 00:26:39.280 And I'm like, you didn't tell them how would they know? 740 00:26:39.280 --> 00:26:41.280 And so we want to integrate that stuff in. 741 00:26:41.280 --> 00:26:44.720 You weave it into either what you're talking about 742 00:26:44.720 --> 00:26:47.040 inside the content or what you have around the content. 743 00:26:47.040 --> 00:26:49.200 So there's a reason that my origin story is in 744 00:26:49.200 --> 00:26:50.760 the YouTube description of every video 745 00:26:50.760 --> 00:26:53.320 because people are actually asking, who is this guy? 746 00:26:53.320 --> 00:26:54.720 And so I just give my life story. 747 00:26:54.720 --> 00:26:56.680 Now, the reason I give it exactly like that 748 00:26:56.680 --> 00:26:58.720 is because it was the number one performing LinkedIn post 749 00:26:58.720 --> 00:27:00.240 that I had over the last year. 750 00:27:00.240 --> 00:27:01.680 And I said, well, if it worked on LinkedIn, 751 00:27:01.680 --> 00:27:03.600 I might as well put it in my YouTube description, right? 752 00:27:03.600 --> 00:27:05.800 It also doubles as about autobiography. 753 00:27:05.800 --> 00:27:08.400 It gave people a fast track of relevance for me 754 00:27:08.400 --> 00:27:11.440 and why I might be an authority within particular space. 755 00:27:11.440 --> 00:27:13.160 Now, we covered aspirational outcomes, 756 00:27:13.160 --> 00:27:14.520 we covered aspirational effort. 757 00:27:14.520 --> 00:27:16.960 We talked about increments versus order of magnitude. 758 00:27:16.960 --> 00:27:18.960 This is a way to increase the order of magnitude 759 00:27:18.960 --> 00:27:21.560 way more traffic that would come to you 760 00:27:21.560 --> 00:27:22.400 based on the content. 761 00:27:22.400 --> 00:27:24.960 Okay, so the next one is pre versus post. 762 00:27:24.960 --> 00:27:27.800 So with this contextual foundation that we just laid 763 00:27:27.800 --> 00:27:31.000 is we have to talk about stuff, we have to make it valuable, 764 00:27:31.000 --> 00:27:32.440 we have to make the value happen 765 00:27:32.440 --> 00:27:34.320 in the way that I just outlined. 766 00:27:34.320 --> 00:27:36.840 Then what we need to do is make sure that we have basically 767 00:27:36.840 --> 00:27:40.000 as little of everything else inside the content as possible 768 00:27:40.000 --> 00:27:42.360 and clearly state that at the beginning. 769 00:27:42.360 --> 00:27:43.760 And the only way that you're gonna do this 770 00:27:43.760 --> 00:27:46.200 is if you work more before you start a video 771 00:27:46.200 --> 00:27:49.960 or before you make a post on LinkedIn or X or whatever, 772 00:27:49.960 --> 00:27:52.440 the easiest way to do this is look at other types 773 00:27:52.440 --> 00:27:54.760 of high performing content that exists on that platform 774 00:27:54.760 --> 00:27:56.280 and say is there are versions of this 775 00:27:56.280 --> 00:27:58.360 that I can model using my story 776 00:27:58.360 --> 00:28:00.240 because there are going to be formats, 777 00:28:00.240 --> 00:28:02.680 there are going to be packaging concepts 778 00:28:02.680 --> 00:28:04.600 that tend to perform better. 779 00:28:04.600 --> 00:28:09.120 And so all we do is we take that packaging or structure 780 00:28:09.120 --> 00:28:11.840 and we apply it to our truth, our reality, 781 00:28:11.840 --> 00:28:14.520 our history, our demonstration of expertise. 782 00:28:14.520 --> 00:28:17.800 And then that's what merges you outside of the platform 783 00:28:17.800 --> 00:28:19.840 with what works inside of the platform. 784 00:28:19.840 --> 00:28:21.880 And then you'll get more views, more shares, 785 00:28:21.880 --> 00:28:23.160 more leads, more traffic. 786 00:28:23.160 --> 00:28:26.960 The final question that I will lead you or leave you with 787 00:28:26.960 --> 00:28:29.040 is what would it take? 788 00:28:30.080 --> 00:28:32.440 It's probably my single favorite question of all time, 789 00:28:32.440 --> 00:28:33.760 which is pretty bold thing to say, 790 00:28:33.760 --> 00:28:35.880 but it's probably my favorite question of all time 791 00:28:35.880 --> 00:28:40.280 because what would it take assumes success? 792 00:28:40.280 --> 00:28:43.480 So if I said what would it take for you to 10x your audience? 793 00:28:43.480 --> 00:28:45.680 You will then start answering that question 794 00:28:45.680 --> 00:28:48.480 and then you get to see if the resources required 795 00:28:48.480 --> 00:28:51.440 to answer that question are under your control. 796 00:28:51.440 --> 00:28:53.840 And if you have access to those resources, 797 00:28:53.840 --> 00:28:56.080 then the question is there anything that you could do 798 00:28:56.080 --> 00:28:59.320 that would more than 10x your business given those resources? 799 00:28:59.320 --> 00:29:00.560 And if the answer is no, 800 00:29:00.560 --> 00:29:03.600 then you should redeploy those resources towards 10xing 801 00:29:03.600 --> 00:29:06.880 your business and using it in the way that you just solved. 802 00:29:06.880 --> 00:29:09.200 And so many of you have these micro titles, 803 00:29:09.200 --> 00:29:12.880 these things that can happen that are under your control 804 00:29:12.880 --> 00:29:14.360 that you're choosing not to, 805 00:29:14.360 --> 00:29:18.040 because you just haven't actually tabulated what it would take. 806 00:29:18.040 --> 00:29:20.040 And you might find that what it would take 807 00:29:20.040 --> 00:29:22.240 is actually very much in your control. 808 00:29:22.240 --> 00:29:24.040 And I will share this with you, 809 00:29:24.040 --> 00:29:27.640 which is that a lot of very successful entrepreneurs 810 00:29:27.640 --> 00:29:29.320 started with the exact same amount of stuff 811 00:29:29.320 --> 00:29:31.520 that you have right now, which may be nothing. 812 00:29:31.520 --> 00:29:33.520 And so the only thing that they had that you might lack 813 00:29:33.520 --> 00:29:36.040 is resourcefulness more than resources. 814 00:29:36.040 --> 00:29:39.120 They were willing to look at whatever they could 815 00:29:39.120 --> 00:29:42.400 to assemble the resources to then do what it took. 816 00:29:42.400 --> 00:29:44.920 If you think about content from this perspective, 817 00:29:44.920 --> 00:29:47.600 I think that you will make far better stuff 818 00:29:47.600 --> 00:29:49.400 and people will believe you, 819 00:29:49.400 --> 00:29:52.040 the better stuff is going to come from using the value equation. 820 00:29:52.040 --> 00:29:54.240 How do I link to the dream outcome? 821 00:29:54.240 --> 00:29:55.920 How do I make this risk-free for them to consume 822 00:29:55.920 --> 00:29:57.000 or execute this content? 823 00:29:57.000 --> 00:29:58.720 How do I make their outcome happen faster? 824 00:29:58.720 --> 00:29:59.880 How do I make it easier? 825 00:29:59.880 --> 00:30:02.160 If you think about that with each form of content that you make, 826 00:30:02.160 --> 00:30:03.200 you can put the little four box. 827 00:30:03.200 --> 00:30:04.720 Think about each four of them, right? 828 00:30:04.720 --> 00:30:06.120 And if you're like, man, that sounds like work. 829 00:30:06.120 --> 00:30:07.520 Welcome to winning. 830 00:30:07.520 --> 00:30:09.400 I'm sure Kirby, because he was making YouTube videos 831 00:30:09.400 --> 00:30:11.600 before this, like the amount of time 832 00:30:11.600 --> 00:30:13.560 that it takes to make a banger-banger video 833 00:30:13.560 --> 00:30:16.560 that's a million-view video compared to 100K video, 834 00:30:16.560 --> 00:30:17.880 might not be 10x. 835 00:30:17.880 --> 00:30:20.040 It might be 100x the time. 836 00:30:20.040 --> 00:30:21.440 And you have to be okay with that. 837 00:30:21.440 --> 00:30:24.400 Oftentimes, though, it's more like it takes three times 838 00:30:24.400 --> 00:30:27.640 as long to make a million-view video than 100K video. 839 00:30:27.640 --> 00:30:29.480 And so you actually get a very big arbitrage 840 00:30:29.480 --> 00:30:32.520 on working a little bit harder on making it that much better. 841 00:30:32.560 --> 00:30:36.040 Because a video that gets 10% more clicks 842 00:30:36.040 --> 00:30:39.560 and 10% longer watch time isn't just gonna be, you know, 843 00:30:39.560 --> 00:30:41.960 1.1 times 1.1 bigger. 844 00:30:41.960 --> 00:30:45.520 It's probably gonna be closer to like double the size. 845 00:30:45.520 --> 00:30:47.040 In the beginning, you need to do a lot of reps 846 00:30:47.040 --> 00:30:48.400 because you probably suck. 847 00:30:48.400 --> 00:30:49.560 But once you understand it, 848 00:30:49.560 --> 00:30:51.400 almost all of them follow this path, 849 00:30:51.400 --> 00:30:53.040 which is like they start making some, 850 00:30:53.040 --> 00:30:55.120 they start making more, they make even more. 851 00:30:55.120 --> 00:30:56.840 And it happens as this accordion. 852 00:30:56.840 --> 00:31:00.320 So it's like, man, I got to 10 pieces of content a week. 853 00:31:00.320 --> 00:31:03.200 And these two, I performed my other eight entirely. 854 00:31:03.200 --> 00:31:05.120 Well, I'll bet you I could make four pieces 855 00:31:05.120 --> 00:31:06.560 that good if I didn't have to make 10. 856 00:31:06.560 --> 00:31:07.560 So then you drop to four. 857 00:31:07.560 --> 00:31:08.560 And then all four of those are good. 858 00:31:08.560 --> 00:31:09.400 And then you're like, man, 859 00:31:09.400 --> 00:31:10.960 if I went from four back to 10 at this level, 860 00:31:10.960 --> 00:31:12.640 I would double my views. 861 00:31:12.640 --> 00:31:13.480 And then you do. 862 00:31:13.480 --> 00:31:14.320 And then you're at 10. 863 00:31:14.320 --> 00:31:15.800 And then two of those ones are the best ones. 864 00:31:15.800 --> 00:31:17.800 You're like, man, if I only made things like that. 865 00:31:17.800 --> 00:31:21.040 So you basically accordion in and out over your career. 866 00:31:21.040 --> 00:31:22.800 So this is a very common thing that happens. 867 00:31:22.800 --> 00:31:23.960 I'm setting this as a precedent 868 00:31:23.960 --> 00:31:25.120 that you're not doing anything wrong. 869 00:31:25.120 --> 00:31:28.320 And that there is no perfect ratio of content 870 00:31:28.320 --> 00:31:29.240 that you're gonna make. 871 00:31:29.240 --> 00:31:31.120 It just comes down to how good it is. 872 00:31:31.120 --> 00:31:32.920 And most of it being good comes down 873 00:31:32.920 --> 00:31:34.760 to giving away your best stuff, 874 00:31:34.760 --> 00:31:36.720 which is giving away the secrets, 875 00:31:36.720 --> 00:31:39.280 the nuances that you know make a big difference 876 00:31:39.280 --> 00:31:42.200 in a customer's life and just showing them. 877 00:31:42.200 --> 00:31:44.120 This is where you demonstrate expertise. 878 00:31:44.120 --> 00:31:46.120 What most people do is give away fluff 879 00:31:46.120 --> 00:31:48.320 and are surprised they get fluff back. 880 00:31:48.320 --> 00:31:51.160 If you give away meat, you'll get meat back. 881 00:31:51.160 --> 00:31:53.920 You'll get real contacts that are actually interested. 882 00:31:53.920 --> 00:31:56.160 And then it forces you to continue to level up 883 00:31:56.160 --> 00:31:57.680 how you can provide value. 884 00:31:57.680 --> 00:31:59.280 Because if that's the only value you can provide, 885 00:31:59.280 --> 00:32:00.480 guess what you need to do. 886 00:32:00.480 --> 00:32:02.000 Figure out how to provide more value. 887 00:32:02.000 --> 00:32:03.280 Because whenever you solve one problem, 888 00:32:03.280 --> 00:32:04.800 another problem will always emerge. 889 00:32:04.800 --> 00:32:06.360 That's the one fact that I can give you 890 00:32:06.360 --> 00:32:07.200 when it comes to capitalism, 891 00:32:07.200 --> 00:32:08.960 is that customers will never be satisfied. 892 00:32:08.960 --> 00:32:11.320 That's when we'll always happily want you to solve 893 00:32:11.320 --> 00:32:12.160 their next problem. 894 00:32:12.160 --> 00:32:13.440 If you just solved their last one, 895 00:32:13.440 --> 00:32:15.720 the way they wanted to be solved at a price, 896 00:32:15.720 --> 00:32:16.880 they found valuable.