WEBVTT

1
00:00:00.000 --> 00:00:07.040
What's going everyone? Welcome back to the game. We talk about getting mo customers making mo profits and making mo impact

2
00:00:08.040 --> 00:00:13.560
I guess I don't I think I think that's what we talk about and so today is a special audio first edition

3
00:00:13.560 --> 00:00:18.080
So I hope you guys enjoy it. I want to talk about a concept that I've been thinking a lot about

4
00:00:18.720 --> 00:00:24.120
It's it's related to content. So I'm gonna call this the accordion of content all right

5
00:00:24.120 --> 00:00:28.080
And so I get I'd say one of the most frequently asked questions

6
00:00:28.080 --> 00:00:34.320
I get and I would say about a third of the people who listen to this podcast is me estimating but about a third of the people listen to this podcast

7
00:00:35.040 --> 00:00:39.920
Generate their leads from inbound content. So they're either doing SEO. They're doing

8
00:00:40.400 --> 00:00:43.760
They're making content on social media. They're making YouTube videos. They're making shorts

9
00:00:44.800 --> 00:00:48.800
They're basically they use organic stuff to attract customers, right?

10
00:00:49.680 --> 00:00:52.400
And one of the most common questions that I get about that

11
00:00:53.360 --> 00:00:56.720
Is quantity versus quality and no versus broad?

12
00:00:57.360 --> 00:01:00.800
All right, so that's and I do think that I have some pretty

13
00:01:01.360 --> 00:01:08.000
Develop thoughts on this as I've gone through a lot of iterations for how we create content and this is especially

14
00:01:08.000 --> 00:01:08.560
I don't know

15
00:01:08.560 --> 00:01:11.520
I feel like I have a lot of context on this because I come as somebody who didn't

16
00:01:12.080 --> 00:01:19.040
This isn't the only way that I get customers and my experience before you know acquisition.com and starting the the YouTube worlds

17
00:01:19.680 --> 00:01:21.680
that I did

18
00:01:22.640 --> 00:01:26.640
Not this at all. It was almost the majority direct response. I just kind of like paid ads

19
00:01:27.280 --> 00:01:30.080
And so adding in content and kind of branding

20
00:01:30.880 --> 00:01:36.320
Has been something that I've had to take very like scientifically and what I mean by that is like it didn't come natural to me

21
00:01:36.800 --> 00:01:42.000
I wasn't like oh, I just want to make content. I'd like first off. I'm not somebody who I don't wake up every day thinking like man

22
00:01:42.000 --> 00:01:44.480
I want to make content that's not that's not me some people are like that

23
00:01:44.880 --> 00:01:50.560
Um, I'm also not somebody who's like man. I love attention. I would say that once a month. I'm like I don't even know if I want to keep doing this

24
00:01:50.960 --> 00:01:55.840
Um, and so but the the many notes that I get from you guys honestly do keep me going

25
00:01:56.240 --> 00:01:57.760
um

26
00:01:58.800 --> 00:02:00.160
You know, it's it's funny because like

27
00:02:01.200 --> 00:02:03.200
I get I get so much I get so much

28
00:02:04.080 --> 00:02:08.560
Pushback and sometimes hate publicly for like sharing the stuff that I do

29
00:02:09.280 --> 00:02:14.960
Um, and people were like you're faking your numbers or like this guys, you know some guru and I'm like I just

30
00:02:15.920 --> 00:02:22.880
I I just share the stuff because this is what helped me out and if it doesn't help you then don't use it, you know

31
00:02:23.680 --> 00:02:29.120
And so I I'm definitely not somebody who like you know enjoys the spotlight and you know for the vast majority of my career

32
00:02:29.280 --> 00:02:31.360
You know, now it's in the last five years

33
00:02:31.920 --> 00:02:35.040
Uh, my entire attention was to be rich and unknown

34
00:02:35.600 --> 00:02:39.200
Uh, and so it's only the last five years that that has changed anyways

35
00:02:39.840 --> 00:02:41.200
The accordion of content

36
00:02:41.200 --> 00:02:45.840
So I think what might be helpful is kind of walk you through the different seasons of content creation that I've gone through

37
00:02:46.320 --> 00:02:49.440
And then kind of explain kind of the concept of the accordion of content

38
00:02:50.080 --> 00:02:55.600
So uh in the very beginning I started making content by making Facebook lives when though those were like a thing

39
00:02:56.000 --> 00:02:58.080
Um into a group that was for gym owners

40
00:02:58.080 --> 00:03:02.480
That was basically the first thing that I did and that was what started the gym secrets podcast

41
00:03:02.960 --> 00:03:07.920
Um, I would do these lives and then we rip off the audio and then put them on this podcast, right?

42
00:03:08.240 --> 00:03:13.600
And that was July of 17 so kind of cool because that was 90 days after I lost everything which till to this day

43
00:03:13.600 --> 00:03:18.960
I think it's like the coolest thing um is that like basically from zero all the way to here is documented

44
00:03:19.600 --> 00:03:23.360
Not not always you know, the prettiest dog of mentation, but it's it's out there

45
00:03:24.240 --> 00:03:30.160
So that was kind of that was honestly I did that for like two and a half three years um before I did anything else

46
00:03:30.880 --> 00:03:31.840
um

47
00:03:31.840 --> 00:03:34.560
Then I want to say in 2020

48
00:03:35.520 --> 00:03:38.160
20 is either very late 2019 or 2020

49
00:03:38.720 --> 00:03:44.720
Uh, nope is 2020 is 2020 almost positive 2020 uh, I decided that I thought youtube uh was a good idea

50
00:03:45.120 --> 00:03:49.600
And so I went to a vendor and uh, he said just do your normal podcasts

51
00:03:50.160 --> 00:03:53.680
But I'll just post them on youtube and so he would just trim them

52
00:03:54.160 --> 00:03:57.760
Uh, which I found out what the difference between trimming and editing was much later

53
00:03:57.760 --> 00:04:03.440
But I thought he was editing because he was actually just trimming them which just means taking out the ooze and Oz and whatever craziness that I say

54
00:04:03.920 --> 00:04:04.960
um

55
00:04:04.960 --> 00:04:10.000
And so the reason that the first videos are like me and my closet or whatever is because I was doing

56
00:04:10.400 --> 00:04:13.760
You know like the aesthetics didn't really matter for a podcast or you know, Facebook lives

57
00:04:13.760 --> 00:04:20.080
They didn't it didn't really matter so I would just talk to my webcam and just record probably pretty terrible quality audio

58
00:04:20.400 --> 00:04:24.080
But that's what I did and so I committed to three times a week and that's and it worked

59
00:04:24.480 --> 00:04:27.360
And I think I went from zero to like 400,000 subscribers

60
00:04:27.360 --> 00:04:30.480
I think in that period of time just trimming and posting

61
00:04:30.960 --> 00:04:32.480
um

62
00:04:32.560 --> 00:04:37.600
So then after that and so at this point just to give you like a recap here. I was just doing

63
00:04:38.800 --> 00:04:43.680
Basically only long forms. I was just doing youtube's uh and podcasts and that was basically it

64
00:04:44.240 --> 00:04:46.880
So then I had a guy who reached out to me and said hey um

65
00:04:47.840 --> 00:04:51.680
I can do these new things called reels for you and there's writers reels

66
00:04:52.240 --> 00:04:58.080
Uh and tiktok and stuff was coming out and I really didn't want to get into that. I was like uh, you know

67
00:04:58.240 --> 00:05:01.840
Sure, you can't say anything in 60 seconds all these kids with their short

68
00:05:01.920 --> 00:05:04.480
You know short time you know attention spans whatever

69
00:05:04.560 --> 00:05:07.280
But he said he would do it for no extra work for me

70
00:05:07.360 --> 00:05:08.800
He said you already have enough stuff out there

71
00:05:08.800 --> 00:05:10.880
I'll just clip stuff that already exists and I was like all right

72
00:05:10.880 --> 00:05:13.040
That's pretty compelling I don't have to do anything you can just like

73
00:05:13.280 --> 00:05:15.040
Basically advertise me for free

74
00:05:15.040 --> 00:05:16.800
And he said I'll even post it and I was like great

75
00:05:16.880 --> 00:05:20.480
And so he just started doing that and they started really doing well

76
00:05:20.480 --> 00:05:22.480
And I was like wow that's pretty cool

77
00:05:22.720 --> 00:05:27.760
After a quarter or two he said you know what work even better is if we just like flew out and just did like one dedicated day

78
00:05:28.720 --> 00:05:32.480
To get clips and so uh, that was kind of the next iteration is we would do

79
00:05:33.040 --> 00:05:38.880
A hundred clips in one day every 90 days. So that's what I would do. I'd sit down. I'd do 100 100 100 shorts in one sitting

80
00:05:39.360 --> 00:05:44.400
Once every quarter and then that basically created my clips for the the whole time period

81
00:05:44.400 --> 00:05:47.040
So I'd have one new one and then one repurpose. I'd have like two a day

82
00:05:47.760 --> 00:05:54.160
Um, so we did that for a while then I had uh a really good uh editor reach out and say hey, you know you don't

83
00:05:54.720 --> 00:05:58.960
Edit your videos like if you edited them they do better than if you just trim out the ooze and us

84
00:05:59.520 --> 00:06:04.720
And so he started editing the videos and then uh by editing them and like actually ordering them and you know

85
00:06:04.720 --> 00:06:10.080
Maybe having some sort of sequence in mind the videos did significantly better in this time period and you're like

86
00:06:10.080 --> 00:06:12.080
Okay, where's you going with this?

87
00:06:12.080 --> 00:06:16.400
What happened is I would have these moments where I would say okay. I need to make more content

88
00:06:16.400 --> 00:06:19.600
So this was quantity I'd be like okay. I'm gonna make more

89
00:06:19.600 --> 00:06:22.880
I made three a week. Let's see what five a week does and one five when I would do it five a week

90
00:06:22.880 --> 00:06:26.720
All of a sudden I make you know I would have 60% more views and I was like wow

91
00:06:26.720 --> 00:06:28.480
What do you know volume works it works everywhere?

92
00:06:28.480 --> 00:06:32.240
You know I'd go from making two you know two shorts a day to five shorts a day or eight shorts a day

93
00:06:32.240 --> 00:06:36.240
By doing that we got more views and we got more people who kind of came into our world

94
00:06:36.240 --> 00:06:37.520
And so that was beneficial

95
00:06:37.520 --> 00:06:40.000
But what happens is at some point you're like man

96
00:06:41.680 --> 00:06:45.440
When I look at the distribution of where views go from these eight shorts a day

97
00:06:45.440 --> 00:06:47.680
It's like well every like 50 shorts

98
00:06:47.680 --> 00:06:50.640
I've got one that does like a hundred times the views

99
00:06:50.720 --> 00:06:53.520
And so then you ask yourself like man if we just try it a little harder

100
00:06:54.160 --> 00:06:56.720
On these and made a you know a little bit fewer

101
00:06:57.760 --> 00:07:03.600
Would we get you know maybe even more views and so then you accordion in from quantity to quality

102
00:07:04.000 --> 00:07:09.040
And so you start making you know fewer fewer better things and then maybe you get close to matching

103
00:07:09.440 --> 00:07:10.800
The views that you were making before

104
00:07:11.760 --> 00:07:16.400
And then you start to get used to that let's say it's two times a week instead of instead of five times a week

105
00:07:16.720 --> 00:07:20.080
And then you're like huh and you do that for you know a few months and you're like

106
00:07:20.240 --> 00:07:22.320
You know, I feel like we could go from two to four now

107
00:07:22.320 --> 00:07:23.920
I feel like we really got this down

108
00:07:23.920 --> 00:07:27.920
And so you go from two to four and then you accordion out your your quantity and then you do that

109
00:07:27.920 --> 00:07:29.760
You do the four a week for a while and you're like man

110
00:07:29.760 --> 00:07:34.720
But these you know these formats do really really well if we just focused on doing these even more

111
00:07:35.200 --> 00:07:38.000
Then we could probably cut our volume in half and hit the same total views

112
00:07:38.000 --> 00:07:42.480
But it'd be higher quality and so then you go back to quality and so quantity and quality is this accordion

113
00:07:42.720 --> 00:07:46.080
And so a lot of times I get the question of like what's the optimal amount to post

114
00:07:46.720 --> 00:07:52.240
The the true theoretical answer is that you would want to post as much as seemingly possible

115
00:07:52.240 --> 00:07:55.680
That's the highest quality stuff now. This sounds obvious duh

116
00:07:56.160 --> 00:08:00.080
But the thing is is that people think that there's some specific cadence or like oh Instagram

117
00:08:00.080 --> 00:08:03.200
There's a lot of mysticism a lot of like mythology around this like oh

118
00:08:03.760 --> 00:08:09.040
You know Instagram could only do two a day and take stock and only handle three a day and to tweeting you'd only do ten a day or whatever like

119
00:08:09.680 --> 00:08:14.960
I genuinely believe and the people who write the algorithms have come out and said this most area on Instagram

120
00:08:15.040 --> 00:08:18.800
Elon on Twitter their platform is incentivized to distribute good content

121
00:08:19.360 --> 00:08:22.800
So the more good content you have the more they will distribute it period

122
00:08:23.120 --> 00:08:26.640
Miserie even on Instagram said when you have a good post you should post again

123
00:08:26.960 --> 00:08:31.520
Fastress you can ride the benefit of the one before which kind of goes contrary to how a lot of people they're like

124
00:08:31.520 --> 00:08:33.200
Oh, no, I don't want to I don't want to mess with it

125
00:08:33.200 --> 00:08:35.040
It's like do that one's already on its own rocket ship

126
00:08:35.040 --> 00:08:38.240
It's like but you're getting views to your page so put more stuff out to give you an example on this

127
00:08:38.560 --> 00:08:40.560
I think one of the top Instagram pages

128
00:08:40.560 --> 00:08:43.840
Post a hundred times a day. It's an Indian account in in Bollywood

129
00:08:44.240 --> 00:08:47.440
A hundred posts a day they get nine billion views a month

130
00:08:48.000 --> 00:08:50.880
billion with a bee. It's like one for every person on earth

131
00:08:51.680 --> 00:08:53.280
That's right. That's math

132
00:08:53.280 --> 00:08:57.680
Anyways, the the answer to how much content you should make is as much

133
00:08:58.080 --> 00:08:59.760
Amazing stuff as possible

134
00:08:59.760 --> 00:09:05.440
But the here's the here's the kicker. Everyone has limited resources you've limited time you've limited bandwidth you've limited money

135
00:09:06.320 --> 00:09:09.040
For both recording editing and manpower etc

136
00:09:09.040 --> 00:09:10.320
So

137
00:09:10.400 --> 00:09:14.640
What do you do? I think you basically think about this as the two factors you've got call it

138
00:09:15.280 --> 00:09:22.480
Q1 is quantity and Q2 is is quality is if you want Q1 times Q2 to be the highest absolute number

139
00:09:23.120 --> 00:09:23.840
That's it

140
00:09:23.840 --> 00:09:28.720
And so if you think that you can dramatically ramp up quality if you cut quantity in half

141
00:09:28.720 --> 00:09:33.120
So basically if you can more than double quality by cutting volume in half then you should do it

142
00:09:33.760 --> 00:09:37.280
If you can keep quality more or less the same and double quantity

143
00:09:37.920 --> 00:09:39.280
You should do it

144
00:09:39.280 --> 00:09:41.440
Now I will say this on a personal note is that

145
00:09:42.160 --> 00:09:44.240
In general when you increase quantity

146
00:09:45.280 --> 00:09:49.440
You almost always grow and that's usually because when you know how to do something at a certain level

147
00:09:49.440 --> 00:09:51.440
Just doing it more is typically easier than doing it better

148
00:09:52.160 --> 00:09:54.320
Because usually you're like I don't know but I'll just do more now

149
00:09:54.320 --> 00:09:57.600
But here's the crazy part is that the more you do it the better you get at it

150
00:09:57.680 --> 00:09:59.680
And so it is a virtuous cycle between

151
00:10:00.480 --> 00:10:02.000
More and better

152
00:10:02.000 --> 00:10:03.760
And so there is no answer

153
00:10:03.760 --> 00:10:05.680
It is it is not a problem to be solved

154
00:10:05.680 --> 00:10:07.680
Is the dichotomy to be managed

155
00:10:09.280 --> 00:10:12.000
So that's the accordion on quality and quantity

156
00:10:12.560 --> 00:10:17.200
Now the next one that I get really a lot of questions about is the topics themselves

157
00:10:17.200 --> 00:10:23.040
What do I talk about right what what what what blog post do I make what emails do I send what shorts do I make what longs do I make

158
00:10:24.400 --> 00:10:26.400
And as someone who's experimented with this a lot

159
00:10:26.400 --> 00:10:28.320
I feel like I have a decent amount to say on the subject

160
00:10:29.120 --> 00:10:34.720
So obviously I am first and foremost for business owners right that's that you guys are my people

161
00:10:34.800 --> 00:10:36.480
That's why I do this from a financial perspective

162
00:10:37.040 --> 00:10:44.480
But I am not immune to the fact that if I make a meals video or if I make just kind of a generic life advice video

163
00:10:45.040 --> 00:10:50.080
It will almost always do significantly better asterisk if we measure it by views

164
00:10:51.040 --> 00:10:57.760
Now does that necessarily translate to more sales in the data that I've collected the answers know

165
00:10:59.040 --> 00:11:00.560
asterisk again

166
00:11:00.640 --> 00:11:05.680
But there is some nuance which I want to explain and so I said this is the accordion of content

167
00:11:06.080 --> 00:11:09.360
But the second accordion is the narrow versus broad

168
00:11:09.920 --> 00:11:16.800
Which is I have gone super broad for periods of time being like okay, I want to you know get as basically the theory is

169
00:11:16.960 --> 00:11:20.160
If I just talk about everything that's really big and affects everyone if I talk about health

170
00:11:20.160 --> 00:11:24.400
I talk about relationships. Maybe I talk about just personal finance. Those are very broad topics

171
00:11:24.960 --> 00:11:28.400
I talk about careers jobs things like that. Those are broad topics that affect almost everybody

172
00:11:28.800 --> 00:11:30.400
And so when I do that

173
00:11:30.400 --> 00:11:34.000
The theory would state that if I got the whole world in my audience using that stuff

174
00:11:34.640 --> 00:11:40.160
Then I'll have a smaller percentage of people as relative percent of my audience that are you know business owners

175
00:11:40.240 --> 00:11:43.440
But I will have a higher absolute amount now when we did this in practice

176
00:11:43.440 --> 00:11:46.800
It didn't actually work out that way and that's because branding doesn't work that way

177
00:11:47.280 --> 00:11:48.800
And I'll give you a simple example in this

178
00:11:48.800 --> 00:11:52.400
So I don't know if you know Kim Kardashian started a fund for private equity

179
00:11:53.280 --> 00:11:56.480
And she recently had to close down the fund and I actually don't think it got a lot of press

180
00:11:56.480 --> 00:11:59.120
I don't know why maybe it didn't maybe got a maybe they had a five day new cycle

181
00:11:59.120 --> 00:12:03.360
Anyways, I noticed that they had to shut it down or or didn't it wasn't performing the way they had expected

182
00:12:03.840 --> 00:12:07.280
And so you would you think well wait everybody knows who Kim Kardashian is and so

183
00:12:07.920 --> 00:12:11.680
She should be able to raise one monster money and to be able to like you know crush things

184
00:12:11.680 --> 00:12:16.960
But the thing is is that her influence is not of a business person think about that for a second

185
00:12:17.200 --> 00:12:20.640
Do you trust Kim for beauty? Sure. Do you trust her for fashion? Sure

186
00:12:21.040 --> 00:12:24.640
Why because she's demonstrated that she's got you know 20 plus years

187
00:12:25.280 --> 00:12:28.240
Or 30 plus years that man has been a while anyways a while

188
00:12:29.040 --> 00:12:32.960
That she's been kind of like a fashion icon. I think she's she's wanted that now

189
00:12:32.960 --> 00:12:36.560
I think she's tried to shift towards business tycoon or business woman

190
00:12:36.960 --> 00:12:39.360
But it takes a long time to quote undo

191
00:12:40.240 --> 00:12:46.560
You know 20 30 years of branding right and so she doesn't have the same influence in business as say somebody who's

192
00:12:46.720 --> 00:12:50.560
Maybe a much smaller creator, but it's provided significant value. So I want to explain the difference here

193
00:12:50.560 --> 00:12:51.360
All right

194
00:12:51.440 --> 00:12:55.760
There are elements of persuasion one of them is power so I'm explaining what that is so power

195
00:12:56.480 --> 00:13:00.320
In different contexts could mean different things, but for the purpose of what we're talking about we want

196
00:13:01.200 --> 00:13:03.200
Say do correspondence

197
00:13:03.360 --> 00:13:05.360
Which means if I say hey

198
00:13:06.160 --> 00:13:09.680
Raise your price in this way and then you end up raising your price in that way and it works

199
00:13:10.240 --> 00:13:14.080
You will like me more and that likeness will be specific to the domain

200
00:13:14.800 --> 00:13:16.080
under which

201
00:13:16.080 --> 00:13:20.560
The context of the deliverable occurred all right that hopefully sounded like a little bit of

202
00:13:21.040 --> 00:13:23.920
Mountain, you know wordy, but you know well follow along with me

203
00:13:24.640 --> 00:13:31.360
If I then go and say hey, here's fashion advice that probably wouldn't be on brand for me, right?

204
00:13:32.080 --> 00:13:39.360
I'm not known as a fashion icon probably laughably so right and so it would be very weird for me to start a fashion line

205
00:13:40.080 --> 00:13:47.520
And so to the same degree, you know, Kim doesn't talk about business not much and even if she does she doesn't talk about stuff that are

206
00:13:47.600 --> 00:13:51.440
You know provide value to business owners now she might talk about wealth in general

207
00:13:51.440 --> 00:13:56.320
But not something that she says do this and this other, you know, valuable thing occurs now

208
00:13:56.320 --> 00:13:57.920
I'll give you a different example so Martha Stewart

209
00:13:57.920 --> 00:13:59.520
I think became one of the most influential people

210
00:14:00.400 --> 00:14:05.680
Because she literally gave out instructions she gave out recipes and people would follow the recipes

211
00:14:05.680 --> 00:14:08.560
And they get a good outcome, which is the cookies were great the cake was great

212
00:14:08.720 --> 00:14:15.360
I did this key, and it was amazing whatever they followed the steps got the good outcome and then as a result liked Martha Moore

213
00:14:16.160 --> 00:14:20.000
And here's the cool part about this people don't need to follow all of your instructions

214
00:14:20.400 --> 00:14:22.560
For them to to have the positive liking towards you

215
00:14:22.560 --> 00:14:25.120
And so if you're worried about like one repeating content or two

216
00:14:25.680 --> 00:14:29.920
Well, what if people don't follow most of my stuff? That's that's one normal to fine

217
00:14:30.320 --> 00:14:36.240
Because it only takes one good experience for someone to have positive affinity towards you and your brand

218
00:14:36.960 --> 00:14:38.800
And so you might be like wait a second houses

219
00:14:39.360 --> 00:14:42.720
How's this relating back to the you know the accordion content thing? All right, so let me bring it back in

220
00:14:43.440 --> 00:14:44.800
When I was

221
00:14:44.800 --> 00:14:51.440
Making all the broad stuff what I found was my book sales actually went down the number of companies that were planning to become portfolio companies went down

222
00:14:51.440 --> 00:14:55.520
All my views metrics went up, but all the matter the metrics that mattered to me actually went down

223
00:14:56.160 --> 00:15:01.440
And so then I was like oh gosh complete pivot and so I went from you know super super broad to

224
00:15:02.160 --> 00:15:04.640
Back to business and so I've actually been in the back to business

225
00:15:05.440 --> 00:15:08.720
Kind of vain. I would say for for a while now. It's probably been

226
00:15:09.520 --> 00:15:12.320
At least nine months at this point maybe longer

227
00:15:13.280 --> 00:15:17.920
Probably not I think about nine months in this time period all of the metrics that matter to me have gone back up

228
00:15:18.000 --> 00:15:25.440
Which I care a lot about now within the context of business the objective is still to be or within the context or whatever your narrow thing is that the

229
00:15:25.440 --> 00:15:27.440
Object is still to be

230
00:15:27.520 --> 00:15:31.760
Get as many views as you can within that pond right and so if I can make

231
00:15:32.240 --> 00:15:39.440
Business content accessible to more people so that it's both narrow and wide. So here let me explain what I mean by that before we pre-couple on

232
00:15:40.400 --> 00:15:45.600
So I would define wide content as content that is only valuable to a beginner

233
00:15:46.160 --> 00:15:51.200
I define narrow content as content that is only valuable to someone who's advanced

234
00:15:51.280 --> 00:15:55.680
So for example if I said how to get your first five customers that will be only valuable to someone who's a beginner

235
00:15:55.760 --> 00:15:59.040
Somebody's advanced already knows how to get their first five customers. They're not that interested in that

236
00:15:59.520 --> 00:16:06.560
On the flip side if I say how to sell a company that is not going to be valuable to a beginner and will only be valuable to somebody's advanced

237
00:16:06.960 --> 00:16:13.840
Now here's the cross-section if I talk about strategy where I talk about leverage or I talk about pricing

238
00:16:14.400 --> 00:16:17.920
These are things that are valuable for both beginners and advanced people

239
00:16:19.200 --> 00:16:25.440
And so that's that's to me as I think as I've kind of evolved in my content is like how do I make stuff that's valuable for everyone

240
00:16:25.600 --> 00:16:28.800
But still gets me the people that I want which is business owners, right?

241
00:16:29.360 --> 00:16:34.400
You're like again, how does this go to the according? I'm gonna get there as my content has gone from you know

242
00:16:35.040 --> 00:16:40.400
Supernitch to what I want to talk about to super broad to now what I try to aspire to do is both narrow and

243
00:16:41.040 --> 00:16:44.480
Wide together content which within a business theme I

244
00:16:44.960 --> 00:16:49.760
Over this last nine months have had people who I really like a lot who are in my life who said you know what's interesting?

245
00:16:50.320 --> 00:16:55.760
I actually came to your stuff because I saw some short of you wearing a chef hat and making

246
00:16:56.480 --> 00:17:01.520
Some meal right um and I got that from both YouTube and on on shorts

247
00:17:02.480 --> 00:17:08.640
And I thought that was so interesting and other people were say hey, you know, I actually found you from this really broad podcast that you did with

248
00:17:08.720 --> 00:17:10.320
Lewis House or

249
00:17:10.320 --> 00:17:13.120
With Ed my let and you know, I talk about business

250
00:17:13.120 --> 00:17:17.360
But I talk about a lot of philosophical stuff because that's something that I'm interested in and so people are like

251
00:17:17.360 --> 00:17:18.640
You know, it actually really resonated with me

252
00:17:18.640 --> 00:17:23.120
But they're business owners, but they're like your philosophy is what ranked true to me like it wasn't sugar coated

253
00:17:23.120 --> 00:17:26.320
It wasn't fluffy and you know, you didn't seem like a complete asshole

254
00:17:27.200 --> 00:17:31.280
Notice I didn't say you know nice guy said complete not 100% right

255
00:17:32.000 --> 00:17:35.200
Or at least I try not to be anyways point is by me hearing this though

256
00:17:35.360 --> 00:17:43.520
It has shifted my perspective yet again. I'm going to explain my current thesis for the quote perfect thing to be managed

257
00:17:43.520 --> 00:17:46.000
I already give you the perfect algorithm for quantity quality which is

258
00:17:46.640 --> 00:17:54.880
Maximum quantity maximum quality is the goal right now. What is the goal with content for topics?

259
00:17:55.440 --> 00:18:00.080
You want max wide and max narrow so that's the obvious one, but here's the here's the little special ticker

260
00:18:00.080 --> 00:18:03.600
Here's the specials the sauce the flakes that we sprinkle on top

261
00:18:04.480 --> 00:18:09.200
Is that I believe that the content should reflect who you are

262
00:18:10.480 --> 00:18:12.880
Hold on it should reflect

263
00:18:14.080 --> 00:18:15.680
Your thumbprint

264
00:18:15.680 --> 00:18:22.400
Basically, it should be an accurate representation of the proportionality of your time or interests

265
00:18:23.280 --> 00:18:26.000
And so for me business is the vast majority of my life

266
00:18:26.800 --> 00:18:28.800
Philosophy is a portion of my life

267
00:18:29.600 --> 00:18:31.600
Fitness is a portion of my life

268
00:18:32.160 --> 00:18:38.160
My relationship with my wife and partner business partner from that perspective wife otherwise is a portion of my life

269
00:18:39.040 --> 00:18:40.960
Now if you don't want to be public about something that's different

270
00:18:41.120 --> 00:18:44.080
But if you want to be public and you want the perception of match reality

271
00:18:44.080 --> 00:18:46.960
Then you'd want that those proportion to be as close as possible to one another

272
00:18:47.520 --> 00:18:49.600
And so I think that if you just go

273
00:18:50.480 --> 00:18:54.880
Narrow and white on your topic I think you'll build a super super super loyal following from that thing

274
00:18:55.280 --> 00:19:04.400
But I think having the little sprinkles the little elements the occasional pure philosophy video the occasional pure meals video

275
00:19:05.040 --> 00:19:10.640
Does more benefit than it does harm now if you get obsessed with that game and then get into the the views game then you then you lose

276
00:19:10.880 --> 00:19:15.760
Right, but it's that little bit it's like it's like in a in a brand when you have like you know

277
00:19:16.080 --> 00:19:18.880
Primary color secondary color tertiary color and then there's like accent color

278
00:19:19.840 --> 00:19:27.200
It's the accent color. It's that little bit that just shows a little bit more depth a little bit more texture to you your brand your personal brand

279
00:19:27.920 --> 00:19:35.360
That also allows in my opinion because we live in a world of algorithms allows the algorithm to go fishing outside of the the normal pool

280
00:19:36.240 --> 00:19:40.320
And then drag people in who otherwise wouldn't be again some of the people that I love the most in my life

281
00:19:40.320 --> 00:19:46.160
Actually came from stuff that wasn't really business centric. I would say that my my adaptation here

282
00:19:46.960 --> 00:19:49.440
Is probably to follow the the Google algorithm

283
00:19:50.480 --> 00:19:55.680
For how they do strategic business planning. So they have the 70-2010 rule which I've talked about before

284
00:19:55.680 --> 00:19:58.160
But basically 70% of activities go to the core business

285
00:19:58.640 --> 00:20:02.320
So for me so for them it's you know, obviously, you know Google ads for me

286
00:20:03.360 --> 00:20:08.160
It's business content that is both Narrow and white to me that's that right there is the is the core

287
00:20:08.320 --> 00:20:10.880
That's the meat that's the mean potatoes of what I'm going to put out

288
00:20:11.760 --> 00:20:14.000
20% is probably going to be

289
00:20:14.640 --> 00:20:16.640
Business as it applies to

290
00:20:16.640 --> 00:20:21.440
X thing right so it's still going to be business flavored, but it's adjacent that's going to be the 20%

291
00:20:22.160 --> 00:20:24.160
And then the 10% is moonshots

292
00:20:24.960 --> 00:20:30.000
Right, so one out of 10 videos should be something that's just like something I'm just really passionate about or something

293
00:20:30.000 --> 00:20:32.400
I'm really interested in and so for me it's like I'm probably going to do

294
00:20:33.200 --> 00:20:35.440
a video of my office gym

295
00:20:36.320 --> 00:20:39.600
Sometime in the next month or so and so you guys will be able to see the actual

296
00:20:39.840 --> 00:20:43.280
You know gym that I work out and then I built that I I could talk about it length

297
00:20:43.520 --> 00:20:48.000
I just don't and you'll probably get to see a difference out of me because a lot of you forget that like I come from the gym world

298
00:20:48.320 --> 00:20:54.160
I actually am probably the ideal equipment collector because I'm both bodybuilder and incredibly wealthy

299
00:20:54.240 --> 00:20:57.120
I'm kidding. I will not about the wealth but kidding about stating it

300
00:20:57.200 --> 00:21:03.120
And so I can buy the best stuff and have the knowledge of how to act not just be some generic

301
00:21:03.360 --> 00:21:06.240
Dude who has dollars and says hey, just build me a sick gym

302
00:21:07.040 --> 00:21:08.960
I can tell you why I have every single piece in there

303
00:21:09.840 --> 00:21:14.640
What making model it was the other ones I was considering why like this one and it'll be a really fun video

304
00:21:14.960 --> 00:21:16.960
And so you'll you'll be able to see depth

305
00:21:17.680 --> 00:21:21.360
Of expertise in a different domain and I think that'll be interesting for some people for other people you won't care

306
00:21:21.360 --> 00:21:22.080
And that's fine

307
00:21:22.080 --> 00:21:24.880
But the thing is is there'll be people who are outside of my normal world

308
00:21:25.360 --> 00:21:27.360
Who will see that and then be like oh?

309
00:21:27.760 --> 00:21:31.040
I thought this guy was just some you know money guru and he's not so bad

310
00:21:31.920 --> 00:21:34.560
And so I think that that 70 2010 kind of

311
00:21:35.440 --> 00:21:40.880
Split is the quote answer to the accordion of wide versus narrow

312
00:21:41.840 --> 00:21:45.440
In content and so those are the two accordions that I consider on a regular basis

313
00:21:45.440 --> 00:21:49.360
Which is we're always going to make more quantity and then we're going to trim it down and make

314
00:21:49.760 --> 00:21:53.520
Bet make it better and then when we do better we're going to say can we do better and more and then we're going to do more

315
00:21:53.520 --> 00:21:57.440
And then we're going to say hey man if we could just do this better we do you do better and we just accordion back and forth

316
00:21:57.840 --> 00:22:02.080
And here we're going to have wide and narrow and sometimes we're going to have some broad content

317
00:22:02.080 --> 00:22:06.640
But it's going to be less so and then we're going to focus for the most part on the narrow stuff that is core

318
00:22:07.600 --> 00:22:10.160
To our audience and so for those of you who make content

319
00:22:10.160 --> 00:22:12.160
I hope this provided some insight

320
00:22:12.640 --> 00:22:13.760
For you

321
00:22:13.760 --> 00:22:18.640
In terms of like answering the eternal questions of like am I making enough content is my content good enough

322
00:22:18.880 --> 00:22:24.560
What topic should I be making it on and I think the answer is there is no one answer and it is also dynamic over time

323
00:22:24.720 --> 00:22:26.720
You may find yourself

324
00:22:26.720 --> 00:22:31.360
Leaning more towards some of this type of you know x type of content for a while and I think the key to making this

325
00:22:31.920 --> 00:22:33.280
Sustainable

326
00:22:33.280 --> 00:22:35.280
And I speak this first hand here

327
00:22:35.840 --> 00:22:40.400
Because I'm definitely somebody who it has to be something that I want to do. I won't do it

328
00:22:40.960 --> 00:22:45.440
If you can't make content for 10 years you shouldn't make content and so solving for a decade

329
00:22:46.320 --> 00:22:48.320
Is probably how it reverses into your my day