WEBVTT 1 00:00:00.000 --> 00:00:02.560 So you guys wanna hear something absolutely insane? 2 00:00:02.560 --> 00:00:05.000 Well, in the last 40 months, 3 00:00:05.000 --> 00:00:10.000 my YouTube grew from zero to 2.23 million subscribers. 4 00:00:10.320 --> 00:00:14.640 My Instagram grew from 7,000 to 2.5 million subscribers. 5 00:00:14.640 --> 00:00:16.240 Followers, you get the idea. 6 00:00:16.240 --> 00:00:19.640 My LinkedIn went from zero to 324,000 followers. 7 00:00:19.640 --> 00:00:24.200 My TikTok went from zero to 856,000 followers. 8 00:00:24.200 --> 00:00:28.080 My Twitter slash X, the artist formerly known as Twitter, 9 00:00:28.080 --> 00:00:31.720 went from zero to 617,000. 10 00:00:31.720 --> 00:00:33.360 My Facebook, which we just started, 11 00:00:33.360 --> 00:00:35.040 went from zero to 25, there we go. 12 00:00:35.040 --> 00:00:37.160 Going in big Facebook. 13 00:00:37.160 --> 00:00:41.280 My podcast went from 3,000 to 25 million downloads. 14 00:00:41.280 --> 00:00:44.720 And my email subscribers went from zero to 700,000 15 00:00:44.720 --> 00:00:48.840 for a grand total of two billion impressions 16 00:00:48.840 --> 00:00:53.840 over that time period, and 7.8 million new subscribers. 17 00:00:54.840 --> 00:00:59.640 And for a grand total of a million copies sold of my book, 18 00:00:59.640 --> 00:01:00.400 for those of you who are like, 19 00:01:00.400 --> 00:01:01.240 what does that mean? 20 00:01:01.240 --> 00:01:03.200 And I'll get to that in a second. 21 00:01:03.200 --> 00:01:06.440 So in 40-ish months, all of that happened. 22 00:01:06.440 --> 00:01:09.440 And I show all of this as proof to start this, 23 00:01:10.440 --> 00:01:15.440 to show one thing, is that this actually works. 24 00:01:16.760 --> 00:01:20.480 And you can build a brand without babes, 25 00:01:20.480 --> 00:01:23.240 without stunts, or kittens. 26 00:01:24.480 --> 00:01:26.520 And I start this proof because lots of people talk 27 00:01:26.520 --> 00:01:28.600 about stuff that they haven't done, 28 00:01:28.600 --> 00:01:31.200 and teach a lot of sucky fluff as a result. 29 00:01:31.200 --> 00:01:33.720 And so before we got the two billion impressions 30 00:01:33.720 --> 00:01:37.120 in the 7.8 million subscribers, it wasn't like this. 31 00:01:38.320 --> 00:01:41.160 Because 40 months ago, I started with zero subscribers, 32 00:01:41.160 --> 00:01:43.400 and a big, quote, fancy plan. 33 00:01:44.400 --> 00:01:47.480 And my fancy plan had three steps. 34 00:01:47.480 --> 00:01:50.320 Step one, make as much good stuff as I could, 35 00:01:50.320 --> 00:01:53.160 step two, post it everywhere I could, 36 00:01:53.160 --> 00:01:56.680 and step three, learn as much as I could. 37 00:01:56.680 --> 00:02:01.680 And after 40-ish months, $4 million in team, 38 00:02:02.440 --> 00:02:06.280 equipment, vendors, studios, and software, 39 00:02:07.160 --> 00:02:10.400 a thousand hours of me on camera recording, 40 00:02:10.400 --> 00:02:12.880 and 35,000 pieces of content. 41 00:02:12.880 --> 00:02:17.360 Let me say that again, 35,000, as in count to a thousand, 42 00:02:17.360 --> 00:02:19.880 and then do that 35 times in a row. 43 00:02:21.240 --> 00:02:23.360 I learned a lot of what not to do. 44 00:02:24.600 --> 00:02:26.560 But I did learn things that made money 45 00:02:26.560 --> 00:02:29.560 and grew my brand that you can use today. 46 00:02:30.880 --> 00:02:35.000 Now, what I'd like to do is for the remainder of the presentation, 47 00:02:35.000 --> 00:02:39.000 save you the three and a half years, and $4 million, 48 00:02:39.000 --> 00:02:41.720 so you can just get the lessons without the scars. 49 00:02:41.720 --> 00:02:44.920 So that little box is our box of six lessons. 50 00:02:44.920 --> 00:02:46.520 Cool? 51 00:02:46.520 --> 00:02:48.680 All right, let's rock. 52 00:02:48.680 --> 00:02:50.880 So here are the changes that we observed 53 00:02:50.880 --> 00:02:55.360 over the last four 40-ish months that actually worked. 54 00:02:55.360 --> 00:02:56.800 So let's start with the first one, 55 00:02:56.800 --> 00:02:58.800 edutainment to education. 56 00:02:59.960 --> 00:03:02.560 So I see content in three buckets. 57 00:03:02.560 --> 00:03:05.480 On one extreme, you've got entertainment, 58 00:03:05.480 --> 00:03:08.040 which is the entire point of entertainment 59 00:03:08.040 --> 00:03:11.040 just to define the term, is to get people to watch. 60 00:03:11.040 --> 00:03:13.040 The only point of the entertainment 61 00:03:13.040 --> 00:03:15.200 is to just get people to consume it. 62 00:03:15.200 --> 00:03:16.040 That's it. 63 00:03:16.040 --> 00:03:17.960 If it accomplishes that, it has succeeded. 64 00:03:18.800 --> 00:03:21.280 On the other side, you have education. 65 00:03:21.280 --> 00:03:25.000 Where the point of education is to get someone to change what they do. 66 00:03:25.000 --> 00:03:27.480 If you try and teach someone how to answer a phone, 67 00:03:27.480 --> 00:03:29.800 and then in the same situation, the phone rings, 68 00:03:29.800 --> 00:03:30.920 and they don't do something, 69 00:03:30.920 --> 00:03:32.680 and then after they watch you do something, 70 00:03:32.680 --> 00:03:35.400 they then change what they do in the phone rings the second time. 71 00:03:35.400 --> 00:03:36.240 They have learned. 72 00:03:36.240 --> 00:03:38.280 So the point is to change their behavior. 73 00:03:38.280 --> 00:03:40.920 If the video or the content does that, 74 00:03:40.920 --> 00:03:43.560 then you've succeeded at educating them. 75 00:03:43.560 --> 00:03:45.800 And lastly, you have edutainment, 76 00:03:45.800 --> 00:03:48.880 which has the point of both trying to teach 77 00:03:48.880 --> 00:03:51.760 and entertaining at the same time. 78 00:03:51.760 --> 00:03:54.920 And to be clear, it's less that you make entertaining content 79 00:03:54.920 --> 00:03:57.240 or that you make educational content. 80 00:03:57.240 --> 00:03:58.800 It's more that you make content 81 00:03:58.800 --> 00:04:01.840 and people are either entertained 82 00:04:01.840 --> 00:04:04.840 or educated as a result. 83 00:04:04.840 --> 00:04:10.080 And so you can mix one thing that entertains some people, 84 00:04:10.080 --> 00:04:13.640 and then that same thing educates other people. 85 00:04:13.640 --> 00:04:15.480 And so I just want to make this very clear 86 00:04:15.480 --> 00:04:17.520 that you don't control the audience. 87 00:04:17.520 --> 00:04:21.920 You make something and then education or entertainment occurs. 88 00:04:21.920 --> 00:04:24.760 But for our purposes, I'll define the content category 89 00:04:24.760 --> 00:04:27.120 as the most common outcome of your content. 90 00:04:27.120 --> 00:04:29.400 And so if a lot of people are entertained, 91 00:04:29.400 --> 00:04:31.400 then you've made entertaining content 92 00:04:31.400 --> 00:04:32.920 for the purposes of this presentation, 93 00:04:32.920 --> 00:04:34.960 even if one or two people learned something. 94 00:04:34.960 --> 00:04:37.240 So for example, some creators might learn stuff 95 00:04:37.240 --> 00:04:38.400 for Mr. Beast videos. 96 00:04:38.400 --> 00:04:40.080 Well, I learned how to make videos, 97 00:04:40.080 --> 00:04:42.040 but the vast majority of people are entertained. 98 00:04:42.040 --> 00:04:44.240 They watch just to watch. 99 00:04:44.240 --> 00:04:45.600 On the other hand, Walla, who's 100 00:04:45.600 --> 00:04:47.760 one of the number one educators on YouTube, 101 00:04:47.760 --> 00:04:49.240 you can even see the different looking fields 102 00:04:49.240 --> 00:04:51.200 and don't worry I'm going to get into that. 103 00:04:51.200 --> 00:04:55.560 He may entertain some enthusiasts around that subject. 104 00:04:55.560 --> 00:04:59.240 But mostly, he educates students. 105 00:04:59.240 --> 00:05:01.680 And until recently, I've been trying to figure this out. 106 00:05:01.680 --> 00:05:04.680 I've spent a lot of time really working through this. 107 00:05:04.680 --> 00:05:07.400 And so I actually have videos in all three buckets. 108 00:05:07.400 --> 00:05:09.040 I have entertainment videos where the point is 109 00:05:09.040 --> 00:05:10.200 to get people to watch. 110 00:05:10.200 --> 00:05:12.440 I have entertainment videos where we're trying to teach 111 00:05:12.440 --> 00:05:14.080 and entertain at the same time. 112 00:05:14.080 --> 00:05:16.240 And then we have education videos where we just want 113 00:05:16.240 --> 00:05:17.120 to change people's behavior. 114 00:05:17.120 --> 00:05:19.160 We just want to teach them something. 115 00:05:19.160 --> 00:05:22.320 And so the first change, number one that we see over lots 116 00:05:22.320 --> 00:05:23.880 of the data, I'll support in a second, 117 00:05:23.880 --> 00:05:28.720 is that I'm going all in on education for three reasons. 118 00:05:28.720 --> 00:05:30.880 Number one is that when we looked at all of our data, 119 00:05:30.880 --> 00:05:32.160 all views are not created equal. 120 00:05:32.160 --> 00:05:33.560 I'll dive into that in a second. 121 00:05:33.560 --> 00:05:36.640 Number two is I like educational videos. 122 00:05:36.640 --> 00:05:40.200 And number three is I like people who like educational videos 123 00:05:40.600 --> 00:05:42.600 and or people who educate themselves, 124 00:05:42.600 --> 00:05:44.680 people who want to learn. 125 00:05:44.680 --> 00:05:46.280 And so let me explain these. 126 00:05:46.280 --> 00:05:48.400 So all views are not created equal. 127 00:05:48.400 --> 00:05:50.560 So there's this theory, and this will be one 128 00:05:50.560 --> 00:05:53.560 that's going to rattle some cages. 129 00:05:53.560 --> 00:05:56.160 There's a theory that media works like a funnel. 130 00:05:56.160 --> 00:05:58.480 In fact, the vast majority of marketing, 131 00:05:58.480 --> 00:05:59.800 infographics and things like that, 132 00:05:59.800 --> 00:06:01.160 almost all are funnels. 133 00:06:02.560 --> 00:06:04.680 And the theory goes like this. 134 00:06:04.680 --> 00:06:06.480 You make entertaining content. 135 00:06:07.440 --> 00:06:11.600 And then the theory states that people who watch that content 136 00:06:11.600 --> 00:06:14.680 then will go to more educational content, okay? 137 00:06:14.680 --> 00:06:16.280 Sounds simple enough, we've got something wide, 138 00:06:16.280 --> 00:06:18.560 we've got something narrow, fantastic. 139 00:06:18.560 --> 00:06:21.680 But in our experience, in my experience, 140 00:06:21.680 --> 00:06:25.960 and based on our book sales, based on our email options, 141 00:06:25.960 --> 00:06:28.360 and based on the applications we receive at acquisition.com 142 00:06:28.360 --> 00:06:29.920 to become portfolio companies, 143 00:06:29.920 --> 00:06:32.160 it works much more like this, 144 00:06:32.240 --> 00:06:34.840 which is that entertainment people 145 00:06:34.840 --> 00:06:37.400 want more entertainment content. 146 00:06:37.400 --> 00:06:40.640 And education people want more, say with me, 147 00:06:40.640 --> 00:06:41.880 education content. 148 00:06:41.880 --> 00:06:42.960 And so that's the first reason 149 00:06:42.960 --> 00:06:44.640 that I'm doubling down on education. 150 00:06:44.640 --> 00:06:46.400 All views are not created equal. 151 00:06:46.400 --> 00:06:49.800 Number two, the next is that I simply like doing it. 152 00:06:49.800 --> 00:06:51.880 All right, so I do believe that you should try 153 00:06:51.880 --> 00:06:53.080 and do stuff that you like doing. 154 00:06:53.080 --> 00:06:55.360 And if it happens to also be in line with your girls, 155 00:06:55.360 --> 00:06:57.360 awesome, it's much tougher when the thing you like doing 156 00:06:57.360 --> 00:06:58.200 isn't in line with your girls. 157 00:06:58.200 --> 00:07:00.400 But in this instance, when I got that first piece of data, 158 00:07:00.400 --> 00:07:01.280 I was like, thank God, 159 00:07:01.280 --> 00:07:03.320 is this the stuff I like making most? 160 00:07:03.320 --> 00:07:06.080 All right, and so when I talk to ideal customers, 161 00:07:06.080 --> 00:07:07.800 in my mind, they are business owners 162 00:07:07.800 --> 00:07:09.200 and business interested people. 163 00:07:09.200 --> 00:07:12.320 Because if you know me, and anybody who is as close to me, 164 00:07:12.320 --> 00:07:14.480 would probably attest to this, is that like, 165 00:07:14.480 --> 00:07:16.720 if you hang out with me for any amount of time, 166 00:07:16.720 --> 00:07:18.120 we will probably talk about business. 167 00:07:18.120 --> 00:07:19.520 Because it's what I love talking about. 168 00:07:19.520 --> 00:07:21.320 I eat it, I sleep it, I drink it, 169 00:07:21.320 --> 00:07:24.200 I work seven days on it, and I skip holidays for it, 170 00:07:24.200 --> 00:07:26.120 because for me, it is the holiday. 171 00:07:26.120 --> 00:07:28.320 So this is what I like doing. 172 00:07:28.320 --> 00:07:31.880 And this is what the people that I like serving also like. 173 00:07:32.880 --> 00:07:34.520 And so they like it better too. 174 00:07:36.040 --> 00:07:38.320 And this is where it got confusing for me, 175 00:07:38.320 --> 00:07:41.320 leading up to this, and why this is so important, 176 00:07:41.320 --> 00:07:43.120 is that it got very confusing 177 00:07:43.120 --> 00:07:44.680 when you have so many people saying, 178 00:07:44.680 --> 00:07:46.840 man, I really like the entertaining content. 179 00:07:46.840 --> 00:07:48.200 And this is where it gets difficult. 180 00:07:48.200 --> 00:07:50.840 This is where you have to read between the lines 181 00:07:50.840 --> 00:07:52.680 of the comments, rather than just reading the comments 182 00:07:52.680 --> 00:07:54.600 themselves, right? 183 00:07:54.600 --> 00:07:57.720 Because the thing is, is for us, at least for me, 184 00:07:57.720 --> 00:07:59.920 they weren't necessarily who I was trying to attract. 185 00:07:59.920 --> 00:08:01.640 Again, there's nothing wrong with that. 186 00:08:01.640 --> 00:08:03.760 I mean, hey, if I could serve the whole world, I will. 187 00:08:03.760 --> 00:08:06.280 But I know that I tend to do better, 188 00:08:06.280 --> 00:08:08.480 serving people who want to educate themselves, 189 00:08:08.480 --> 00:08:10.600 than people who just want to watch or consume 190 00:08:10.600 --> 00:08:11.720 just for the sake of it. 191 00:08:12.800 --> 00:08:14.520 And so that's why I'm deadbling down 192 00:08:14.520 --> 00:08:19.520 on going from some entertainment to education. 193 00:08:20.680 --> 00:08:22.160 So that's number one. 194 00:08:22.160 --> 00:08:24.320 So let's talk about change number two that we saw. 195 00:08:25.280 --> 00:08:26.960 Going from for us to for you, 196 00:08:26.960 --> 00:08:28.160 and you're like, what does that mean? 197 00:08:28.160 --> 00:08:29.240 Let me explain. 198 00:08:29.240 --> 00:08:31.880 So recently a mutual friend came to the headquarters, 199 00:08:31.880 --> 00:08:34.640 and he said, hey, I've been consuming your stuff for years. 200 00:08:34.640 --> 00:08:36.360 But recently, I just haven't been watching as much. 201 00:08:36.360 --> 00:08:39.480 And he said it offhandedly, wasn't like trying to smash 202 00:08:39.480 --> 00:08:42.640 my ego into bits, and he failed at that. 203 00:08:42.640 --> 00:08:46.720 But when he said it, I really took it to heart. 204 00:08:46.720 --> 00:08:47.680 It was very gut-wrenching. 205 00:08:47.680 --> 00:08:49.480 He said it just doesn't resonate as much. 206 00:08:49.480 --> 00:08:50.880 I was like, okay, got it. 207 00:08:50.880 --> 00:08:51.920 It felt like it got punched, 208 00:08:51.920 --> 00:08:54.160 since he's literally the person I could help most. 209 00:08:54.160 --> 00:08:56.320 This is a business owner doing 10 million plus a year. 210 00:08:56.320 --> 00:08:58.560 And I was like, man, well, that sucks. 211 00:08:59.520 --> 00:09:01.720 And that's when I realized that reading the comments 212 00:09:01.720 --> 00:09:03.760 actually led me a little bit astray. 213 00:09:03.760 --> 00:09:05.920 And for you, it might be leading you astray. 214 00:09:05.920 --> 00:09:07.840 And I'll give you some data to support that. 215 00:09:07.840 --> 00:09:10.280 And so some people loved our different styles, 216 00:09:10.280 --> 00:09:12.640 but not the people that I ultimately wanted to help, 217 00:09:12.640 --> 00:09:14.520 or ambassute to deserve. 218 00:09:14.520 --> 00:09:17.400 And so we realized that we were serving the wrong who, 219 00:09:17.400 --> 00:09:20.880 and that had some very significant downstream impacts 220 00:09:20.880 --> 00:09:23.760 on what we made and how we made it. 221 00:09:23.760 --> 00:09:26.880 So what is making for them, 222 00:09:26.880 --> 00:09:29.040 or for business owners, content really mean? 223 00:09:29.040 --> 00:09:30.840 Let me break this down into tactics. 224 00:09:30.840 --> 00:09:33.000 All right, so tactically, I meant five things. 225 00:09:34.640 --> 00:09:37.520 Number one, different packaging. 226 00:09:37.520 --> 00:09:40.240 Number two, different introductions. 227 00:09:40.240 --> 00:09:42.680 Number three, different meat. 228 00:09:42.680 --> 00:09:44.720 Number four, different visuals, 229 00:09:44.720 --> 00:09:47.960 and number five, different, what I'll call pre-work. 230 00:09:47.960 --> 00:09:50.160 All right, so let's start with number one. 231 00:09:50.160 --> 00:09:52.880 So the difference between these two thumbnails 232 00:09:52.880 --> 00:09:54.880 is going from vague to clear. 233 00:09:54.880 --> 00:09:56.040 All right, so if I looked at all the stuff 234 00:09:56.040 --> 00:09:57.160 that we did in the past, 235 00:09:57.160 --> 00:09:59.200 if I said, what is the video on the left about, 236 00:09:59.200 --> 00:10:02.800 you'd probably be like, I, a rule of some sort 237 00:10:02.800 --> 00:10:04.240 that might have to do with money. 238 00:10:04.240 --> 00:10:05.440 Not sure. 239 00:10:05.440 --> 00:10:08.040 If I said, what's the video on the right, 240 00:10:08.040 --> 00:10:09.600 the yellow background video? 241 00:10:09.600 --> 00:10:12.840 If I were to describe it, I'd probably say a map, 242 00:10:12.840 --> 00:10:15.440 or a blueprint, or schematics of some sort, 243 00:10:15.440 --> 00:10:17.000 that go from zero to a million. 244 00:10:17.000 --> 00:10:18.880 Okay, well guess what? 245 00:10:19.880 --> 00:10:22.960 The one on the right, it's exactly that. 246 00:10:22.960 --> 00:10:25.640 The one on the left actually has nothing to do 247 00:10:25.640 --> 00:10:26.880 with what that thumbnail looks like. 248 00:10:26.880 --> 00:10:28.080 And what do you know? 249 00:10:28.080 --> 00:10:29.800 When people click on something that they don't know 250 00:10:29.800 --> 00:10:32.000 what it's about, they have a smaller percentage 251 00:10:32.000 --> 00:10:33.520 of getting something they actually want, 252 00:10:33.520 --> 00:10:35.200 then if you say, this is what this is about, 253 00:10:35.200 --> 00:10:38.480 and then they get exactly what they think it's about. 254 00:10:38.480 --> 00:10:40.520 So we're going from vague to clear 255 00:10:40.520 --> 00:10:43.160 in both what it looks like, the thumbnails, 256 00:10:43.160 --> 00:10:45.120 and what we say about it, the headlines. 257 00:10:46.120 --> 00:10:47.640 And so that's number one, 258 00:10:47.640 --> 00:10:49.960 from a packaging perspective that we will be changing, 259 00:10:49.960 --> 00:10:52.560 and or going more all in on. 260 00:10:52.560 --> 00:10:55.280 And I want to take a pause here for a second about this. 261 00:10:55.280 --> 00:10:57.480 There was also kind of a pervasive narrative 262 00:10:57.480 --> 00:10:59.120 in the kind of marketing world. 263 00:10:59.120 --> 00:11:00.720 It's like, you gotta have curiosity. 264 00:11:00.720 --> 00:11:02.400 You gotta like, you don't want to tell them everything. 265 00:11:02.400 --> 00:11:04.200 You want them to be able to get, no. 266 00:11:04.200 --> 00:11:07.680 Like, if they want that thing, they will click on that thing, 267 00:11:07.680 --> 00:11:09.800 and then you just give them that thing. 268 00:11:09.800 --> 00:11:11.880 And that has been a very hard lesson for me to learn. 269 00:11:11.880 --> 00:11:13.960 And so I show it with you now. 270 00:11:14.040 --> 00:11:16.320 So the second is different introductions. 271 00:11:16.320 --> 00:11:17.240 You guys feel on this? 272 00:11:17.240 --> 00:11:19.120 Okay, good. 273 00:11:19.120 --> 00:11:21.040 Okay, different introductions. 274 00:11:21.040 --> 00:11:23.200 Now this one is really big. 275 00:11:23.200 --> 00:11:26.480 So going from confirming the thumbnail 276 00:11:26.480 --> 00:11:29.080 or confirming the headline to proof, 277 00:11:29.080 --> 00:11:31.480 and this is super important to explain the difference. 278 00:11:31.480 --> 00:11:34.120 So a lot of the things that I learned like many of you, 279 00:11:34.120 --> 00:11:36.120 if you are trying to get into content creation 280 00:11:36.120 --> 00:11:38.400 of any sort or media, is that you look at the people 281 00:11:38.400 --> 00:11:40.640 who are the biggest, right? 282 00:11:40.640 --> 00:11:43.440 And so oftentimes the biggest people in media 283 00:11:43.440 --> 00:11:44.760 are entertainers. 284 00:11:44.760 --> 00:11:46.000 Now why is that? 285 00:11:46.000 --> 00:11:49.080 Because everyone gets value from entertainment. 286 00:11:49.080 --> 00:11:52.200 But there is no one thing from an education perspective 287 00:11:52.200 --> 00:11:53.520 that can provide value to everyone. 288 00:11:53.520 --> 00:11:54.360 Why? 289 00:11:54.360 --> 00:11:56.760 Because everyone already knows different stuff. 290 00:11:56.760 --> 00:11:59.360 So if I educate a wide slice of people, 291 00:11:59.360 --> 00:12:01.360 there's still already people who know that thing, 292 00:12:01.360 --> 00:12:02.680 and then do not get value. 293 00:12:02.680 --> 00:12:05.400 So entertainment by definition will always be greater 294 00:12:05.400 --> 00:12:07.960 or larger, the followings for those people, 295 00:12:07.960 --> 00:12:09.240 than people who educate. 296 00:12:09.240 --> 00:12:12.280 There is no bones about it, like it is that way. 297 00:12:12.480 --> 00:12:16.280 And so a lot of the lessons that entertainment teaches 298 00:12:16.280 --> 00:12:19.360 everyone listens to because they have the biggest followings. 299 00:12:19.360 --> 00:12:22.640 But I don't think the actual tactics they subscribe 300 00:12:22.640 --> 00:12:26.560 or espouse are correct at a tactical level, 301 00:12:26.560 --> 00:12:28.680 at a principle level, yes. 302 00:12:28.680 --> 00:12:31.920 And so let me just say a second about what that principle is. 303 00:12:31.920 --> 00:12:35.520 Is that the person who's going to consume the content, 304 00:12:35.520 --> 00:12:38.080 we want to increase their perceived likelihood 305 00:12:38.080 --> 00:12:40.080 that they will get what they clicked. 306 00:12:40.080 --> 00:12:42.720 So just like the headline and just like the thumbnails, 307 00:12:42.720 --> 00:12:45.440 now when they said in entertainment, you want to confirm it, 308 00:12:45.440 --> 00:12:48.880 well, that's because most of the sensational entertainment 309 00:12:48.880 --> 00:12:50.240 is something crazy. 310 00:12:50.240 --> 00:12:53.080 And so the likelihood that someone just got the click 311 00:12:53.080 --> 00:12:55.720 so that they could not do that crazy thing is pretty high. 312 00:12:55.720 --> 00:12:57.360 And so if you want people to watch, 313 00:12:57.360 --> 00:12:58.840 you smash a Lamborghini, 314 00:12:58.840 --> 00:13:00.760 then you better have the Lamborghini next to you 315 00:13:00.760 --> 00:13:02.080 or people are going to believe that you're actually 316 00:13:02.080 --> 00:13:03.720 going to smash it. 317 00:13:03.720 --> 00:13:07.240 Now, let's switch to education for a second. 318 00:13:08.240 --> 00:13:11.840 If I say I'm going to teach you a physics thing, 319 00:13:11.840 --> 00:13:13.600 I'm going to teach you about the law of, 320 00:13:13.600 --> 00:13:15.200 I don't even know what the first law physics is, 321 00:13:15.200 --> 00:13:17.720 but if you push it, it will move, something like that. 322 00:13:17.720 --> 00:13:24.560 Anyways, if I want to have proof or increase the perceived 323 00:13:24.560 --> 00:13:28.120 likelihood that they're going to be well taught, 324 00:13:28.120 --> 00:13:31.360 then what I actually have to do is edify the person. 325 00:13:31.360 --> 00:13:32.640 Why should I listen to you? 326 00:13:32.640 --> 00:13:35.040 If I'm the viewer, there's a zillion people 327 00:13:35.040 --> 00:13:36.800 that could write something on a board. 328 00:13:36.880 --> 00:13:39.240 But if you're a PhD physicist, 329 00:13:39.240 --> 00:13:40.720 then the likelihood that I will listen to you 330 00:13:40.720 --> 00:13:43.000 and that I will get what I want is much higher. 331 00:13:43.000 --> 00:13:45.080 And so in both of these examples, 332 00:13:45.080 --> 00:13:47.040 we are actually doing the same thing, 333 00:13:47.040 --> 00:13:49.640 but we do it differently if you want to educate. 334 00:13:49.640 --> 00:13:50.960 And for me, when I looked at my videos 335 00:13:50.960 --> 00:13:52.440 and I'll explain the data in a second, 336 00:13:52.440 --> 00:13:53.840 it became really clear. 337 00:13:54.640 --> 00:13:58.160 And so in entertainment, it's say the title again, 338 00:13:58.160 --> 00:14:01.240 and then literally show them what was on the thumbnail. 339 00:14:01.240 --> 00:14:03.640 In education, it's show them that you can do 340 00:14:03.640 --> 00:14:05.520 what you promise them in the thumbnail. 341 00:14:05.520 --> 00:14:06.840 And that's the difference. 342 00:14:07.840 --> 00:14:11.440 And to figure out what made intros for our videos work, 343 00:14:11.440 --> 00:14:15.360 I actually re-watched my top 35 educational videos. 344 00:14:15.360 --> 00:14:16.760 This actually took some time. 345 00:14:16.760 --> 00:14:19.400 And so let me just save you like a lot of hours 346 00:14:19.400 --> 00:14:20.840 and just give you the nugget. 347 00:14:21.640 --> 00:14:24.160 And so I actually developed a new moniker around 348 00:14:24.160 --> 00:14:26.640 how to think about introductions for ourselves 349 00:14:26.640 --> 00:14:27.960 that I'm spreading throughout my whole team 350 00:14:27.960 --> 00:14:29.080 and you can just steal it. 351 00:14:30.920 --> 00:14:33.640 Proof, promise, plan. 352 00:14:33.640 --> 00:14:35.880 So I'll break down all three of these. 353 00:14:35.880 --> 00:14:40.200 So all of the introductions of the best education videos 354 00:14:40.200 --> 00:14:42.880 that we had had these three characteristics. 355 00:14:42.880 --> 00:14:45.680 And I want to make one point about the order of these 356 00:14:45.680 --> 00:14:50.360 is that you can have these three mixed in any order you want. 357 00:14:50.360 --> 00:14:52.680 I would emphasize the one that is the most important 358 00:14:52.680 --> 00:14:54.360 for that particular piece of content. 359 00:14:54.360 --> 00:14:56.000 So if you have something that you're making 360 00:14:56.000 --> 00:14:58.560 that you think the proof is going to be really important, 361 00:14:58.560 --> 00:14:59.680 then lead with that. 362 00:14:59.680 --> 00:15:01.680 If you have a promise that's incredibly important 363 00:15:01.680 --> 00:15:03.240 for the audience, then lead with that. 364 00:15:03.240 --> 00:15:05.520 If you have a plan that for some reason is going to be 365 00:15:05.520 --> 00:15:07.240 more emphasized than lead with that. 366 00:15:07.240 --> 00:15:09.560 But I would say that for our content for the most 367 00:15:09.560 --> 00:15:11.000 because I'm a business educator 368 00:15:11.000 --> 00:15:14.040 about making money in general, most people 369 00:15:14.040 --> 00:15:15.840 have this big glaring sign above their head 370 00:15:15.840 --> 00:15:18.320 before they can even turn on the volume of their brain 371 00:15:18.320 --> 00:15:20.000 which is why should I listen to you? 372 00:15:20.000 --> 00:15:21.800 And so I tend to lead with proof. 373 00:15:22.800 --> 00:15:25.360 And so proof is that you prove that you know 374 00:15:25.360 --> 00:15:26.360 what you're talking about. 375 00:15:26.360 --> 00:15:29.040 You give people a reason to believe you. 376 00:15:29.040 --> 00:15:31.240 The promise is to tell them what they're gonna get 377 00:15:31.240 --> 00:15:32.640 or learn from the video. 378 00:15:32.800 --> 00:15:34.560 And the plan sets the expectations 379 00:15:34.560 --> 00:15:36.760 of what will happen next. 380 00:15:36.760 --> 00:15:39.400 So let me give you a real word example of this. 381 00:15:39.400 --> 00:15:40.840 I started this presentation with data 382 00:15:40.840 --> 00:15:43.000 that shows that I've done what I'm talking about. 383 00:15:43.000 --> 00:15:45.920 If I went up here and just skipped this part, 384 00:15:45.920 --> 00:15:48.000 you might be like, okay, all of this up to this point, 385 00:15:48.000 --> 00:15:48.960 why should I listen to you? 386 00:15:48.960 --> 00:15:50.480 And you'd be right in thinking that 387 00:15:50.480 --> 00:15:51.760 because you have no idea who I am. 388 00:15:51.760 --> 00:15:52.920 I could just be some random dude. 389 00:15:52.920 --> 00:15:56.960 It looks like a Birkenstock slightly lumberjack-y-ish, 390 00:15:56.960 --> 00:15:59.520 weirdly dressed man like why would you listen? 391 00:15:59.520 --> 00:16:01.840 And you'd be reasonable to believe that, right? 392 00:16:01.840 --> 00:16:02.960 But if you start with that, then you're like, 393 00:16:02.960 --> 00:16:04.400 okay, well, he knows something. 394 00:16:06.040 --> 00:16:08.960 The promise was what I said you would get at the beginning. 395 00:16:08.960 --> 00:16:10.800 I said, I learned six things that made money 396 00:16:10.800 --> 00:16:12.560 and grew my brain that you can use today. 397 00:16:12.560 --> 00:16:14.760 And I'm gonna save you $4 million and three and a half years 398 00:16:14.760 --> 00:16:16.720 and you'll just get all the lessons that I learned. 399 00:16:16.720 --> 00:16:18.280 That was the promise. 400 00:16:18.280 --> 00:16:19.360 Making sense? 401 00:16:19.360 --> 00:16:20.440 Okay. 402 00:16:20.440 --> 00:16:21.680 And then finally, I had the plan. 403 00:16:21.680 --> 00:16:22.720 I said, how are we gonna get there? 404 00:16:22.720 --> 00:16:24.280 How am I gonna complete that promise? 405 00:16:24.280 --> 00:16:26.520 I said, well, there's six changes and I'm gonna walk through them. 406 00:16:26.520 --> 00:16:27.480 That's the plan. 407 00:16:27.480 --> 00:16:29.360 And so leading with those things, 408 00:16:29.360 --> 00:16:32.840 we found, got business owners or the people that I'm interested in 409 00:16:32.840 --> 00:16:35.680 to actually better frame and perceive 410 00:16:35.680 --> 00:16:39.040 and get educated on the content that we're talking about. 411 00:16:39.040 --> 00:16:42.080 And so that's what we're changing out of our introductions. 412 00:16:42.080 --> 00:16:44.680 Third, now let's talk about how this strategy 413 00:16:44.680 --> 00:16:46.360 changes the meat of the content. 414 00:16:46.360 --> 00:16:50.320 What we're actually like the real bones, the potatoes, all right? 415 00:16:50.320 --> 00:16:52.880 Is that going from be real slash vlog stuff 416 00:16:52.880 --> 00:16:56.880 because we have made that to list steps and stories. 417 00:16:56.920 --> 00:16:59.480 When we looked at the educational content and did the best, 418 00:16:59.480 --> 00:17:02.000 they had more of the right and less of the left. 419 00:17:03.160 --> 00:17:05.120 From razzle, I would love to say to dazzle 420 00:17:05.120 --> 00:17:07.320 but really it's just razzle on the left. 421 00:17:07.320 --> 00:17:09.400 And so I actually wanted to show a different type of content. 422 00:17:09.400 --> 00:17:11.120 So I don't wanna make this seem like this is all YouTube. 423 00:17:11.120 --> 00:17:14.600 I just have like long form video there has all of the elements 424 00:17:14.600 --> 00:17:16.040 and some platforms don't have all of them. 425 00:17:16.040 --> 00:17:19.840 So YouTube's a very easy platform to base this off of. 426 00:17:19.840 --> 00:17:23.560 But this is from Instagram and TikTok would function the same way, et cetera. 427 00:17:23.560 --> 00:17:26.440 So if you look at the squares here, 428 00:17:26.440 --> 00:17:29.400 I just pulled the last 30 days of content that we made. 429 00:17:29.400 --> 00:17:31.040 And I looked at our bottom performing 430 00:17:31.040 --> 00:17:33.880 over the last 30 days that we posted that were reals. 431 00:17:33.880 --> 00:17:35.760 And then I looked at the top. 432 00:17:35.760 --> 00:17:40.040 Now interestingly, it was almost a perfect reversal. 433 00:17:40.040 --> 00:17:45.040 So the bottom 12 videos that we made, 434 00:17:45.040 --> 00:17:48.600 eight out of 12, I would say had more razzle emphasized. 435 00:17:48.600 --> 00:17:51.640 It was more about effects, a little bit higher production. 436 00:17:51.640 --> 00:17:54.800 And on the flip side, and this is what was crazy. 437 00:17:54.800 --> 00:17:56.680 And this is why I'm sharing this stuff with you because like I would, 438 00:17:56.680 --> 00:17:58.240 I would literally never have guessed it. 439 00:17:58.240 --> 00:18:01.360 And that's why we look nine out of 12, 440 00:18:01.360 --> 00:18:06.520 75% of the best videos we had emphasized language, 441 00:18:06.520 --> 00:18:10.080 emphasized the actual message more than the production. 442 00:18:10.080 --> 00:18:13.760 And so it was about emphasizing the language rather than the razzle. 443 00:18:13.760 --> 00:18:14.840 I find this very fascinating. 444 00:18:14.840 --> 00:18:17.600 Now to be really clear, you can have really bad language. 445 00:18:17.600 --> 00:18:21.320 You're like poor, vague, unclear language and it won't do well. 446 00:18:21.320 --> 00:18:23.880 And you might have razzle that just absolutely crushes. 447 00:18:23.880 --> 00:18:27.280 I just look at the trends of 75% on this side. 448 00:18:27.280 --> 00:18:29.400 Were this style or this type? 449 00:18:29.400 --> 00:18:32.160 And 75% that weren't as good were this style. 450 00:18:32.160 --> 00:18:35.000 Well then let's do more of this unless of that. 451 00:18:36.320 --> 00:18:37.960 And so those are the main meat changes 452 00:18:37.960 --> 00:18:38.800 that we're doing in the videos. 453 00:18:38.800 --> 00:18:40.720 We're emphasizing language. 454 00:18:40.720 --> 00:18:42.560 This also was true with longs as well. 455 00:18:42.560 --> 00:18:45.480 So if I go and show you this real quick, language, 456 00:18:45.480 --> 00:18:46.600 that's on the screen. 457 00:18:46.600 --> 00:18:48.160 And that's from one of our best videos ever. 458 00:18:48.160 --> 00:18:50.400 And that takes up 70, 80% of the video 459 00:18:50.480 --> 00:18:52.200 is actually just words. 460 00:18:52.200 --> 00:18:53.800 Interesting, for me at least. 461 00:18:53.800 --> 00:18:55.120 I mean, I was a little offended 462 00:18:55.120 --> 00:18:56.680 because I thought I had a good face, 463 00:18:56.680 --> 00:18:58.160 but apparently no one cares. 464 00:18:59.840 --> 00:19:01.880 So that's over changing about the meat. 465 00:19:02.880 --> 00:19:03.760 So let's talk about visuals. 466 00:19:03.760 --> 00:19:04.800 This one's a big one. 467 00:19:04.800 --> 00:19:08.120 All right, so going from overproduction 468 00:19:08.120 --> 00:19:11.040 and I want to be clear, not overproduction, 469 00:19:11.040 --> 00:19:13.280 overproduction for the objective. 470 00:19:13.280 --> 00:19:15.080 So it's not like we did, 471 00:19:15.080 --> 00:19:17.040 my team did anything wrong or anything like that. 472 00:19:17.040 --> 00:19:18.960 It's just that if we want to educate 473 00:19:18.960 --> 00:19:21.840 sometimes production distracts from the objective 474 00:19:21.840 --> 00:19:23.160 of education. 475 00:19:23.160 --> 00:19:25.600 If the point for entertainment is to get someone to watch, 476 00:19:25.600 --> 00:19:28.360 then adding lots of things can be a good thing. 477 00:19:28.360 --> 00:19:30.680 But if you're trying to learn physics 478 00:19:30.680 --> 00:19:33.000 and there's whiz bangs and pop-ups 479 00:19:33.000 --> 00:19:36.360 and changing backgrounds, it's really hard to learn. 480 00:19:36.360 --> 00:19:37.640 And if that's the throughput 481 00:19:37.640 --> 00:19:39.280 or that's the point of the video 482 00:19:39.280 --> 00:19:42.000 that it actually detracts rather than ads. 483 00:19:42.000 --> 00:19:44.360 And so the difference that I put in this example here 484 00:19:44.360 --> 00:19:46.520 is we have a background that changes colors 485 00:19:46.600 --> 00:19:47.600 while I'm teaching something. 486 00:19:47.600 --> 00:19:49.160 It does not help someone understand 487 00:19:49.160 --> 00:19:51.160 the subject matter better fundamentally. 488 00:19:51.160 --> 00:19:53.640 Changing background color will not help anyone learn more. 489 00:19:53.640 --> 00:19:57.280 On the flip side, clarifying what words on a screener 490 00:19:57.280 --> 00:19:59.280 because maybe my handwriting's not that good 491 00:19:59.280 --> 00:20:01.520 would help people understand. 492 00:20:01.520 --> 00:20:02.480 That's the difference. 493 00:20:02.480 --> 00:20:05.160 So overproduction to effective production, 494 00:20:06.440 --> 00:20:08.840 from distracting to enhancing, 495 00:20:10.320 --> 00:20:13.560 from visual effects to visualizing data. 496 00:20:13.560 --> 00:20:16.080 So instead of having flames behind me, 497 00:20:16.640 --> 00:20:18.120 what does this look like on a chart 498 00:20:18.120 --> 00:20:19.400 so we can give relative scale? 499 00:20:19.400 --> 00:20:21.800 So we can have scopes so we can show changes over time. 500 00:20:23.800 --> 00:20:28.160 And so that's how the visuals that did the best looked like. 501 00:20:29.560 --> 00:20:33.160 And then number five, let's talk about pre-work for a second. 502 00:20:33.160 --> 00:20:37.240 So going from post-production to pre-search. 503 00:20:37.240 --> 00:20:39.560 So instead of saying, hey, let's just record something 504 00:20:39.560 --> 00:20:41.360 and then fix it in post, 505 00:20:41.360 --> 00:20:43.640 anybody's in the media side knows what I'm talking about. 506 00:20:43.640 --> 00:20:48.640 Four weeks of editing after almost no prep to get a video out. 507 00:20:48.640 --> 00:20:50.760 Well, what if we did four weeks of research 508 00:20:50.760 --> 00:20:52.160 and then we have almost no editing 509 00:20:52.160 --> 00:20:54.520 because we thought of everything ahead of time? 510 00:20:54.520 --> 00:20:55.920 Well, guess what? 511 00:20:55.920 --> 00:20:57.840 The videos where we spent, I mean, 512 00:20:57.840 --> 00:21:00.760 we're like the hour to hour ratio is stupid 513 00:21:00.760 --> 00:21:02.200 and I'll get to that in a second. 514 00:21:02.200 --> 00:21:05.480 But if we spend a quarter of the time 515 00:21:05.480 --> 00:21:08.080 that we used to spend on post in pre, 516 00:21:08.080 --> 00:21:11.480 we eliminate 90%, 90. 517 00:21:11.480 --> 00:21:16.360 Maybe 95% of our post edit work and man hours. 518 00:21:16.360 --> 00:21:18.080 And for the business owners in the room, 519 00:21:18.080 --> 00:21:21.080 that's real cost, that's real savings. 520 00:21:21.080 --> 00:21:23.440 And for the also business owners in the room, 521 00:21:23.440 --> 00:21:25.360 that also means increased production. 522 00:21:25.360 --> 00:21:27.280 So if I can take the quarter of the time 523 00:21:27.280 --> 00:21:29.920 and I can get almost zero time on the back end, 524 00:21:29.920 --> 00:21:31.760 that's four times the videos. 525 00:21:31.760 --> 00:21:33.840 But not only is it four times the output, 526 00:21:33.840 --> 00:21:38.520 it's also higher quality for your goal and your audience. 527 00:21:38.520 --> 00:21:40.240 So this is a big thing that we noticed, 528 00:21:40.240 --> 00:21:42.040 the videos that we spent the most time on the front end, 529 00:21:42.040 --> 00:21:44.320 we spent less time on the back and they did better. 530 00:21:46.080 --> 00:21:48.680 And so we want to spend more time before than after. 531 00:21:48.680 --> 00:21:50.200 And so this is my little quote, 532 00:21:50.200 --> 00:21:52.280 if you want to write something down, 533 00:21:52.280 --> 00:21:55.320 an ounce of pre work is worth a pound of post. 534 00:21:55.320 --> 00:21:57.720 So that was my little take on this. 535 00:21:57.720 --> 00:22:00.120 And so by focusing more on what educates 536 00:22:00.120 --> 00:22:02.120 and what it means, we do great 537 00:22:02.120 --> 00:22:04.320 and everything else distracts from that goal. 538 00:22:06.120 --> 00:22:07.680 And so those are the five things 539 00:22:07.680 --> 00:22:09.280 that we're changing tactically 540 00:22:09.280 --> 00:22:10.640 and that we're doubling down on, 541 00:22:10.640 --> 00:22:12.440 Decatur to business owners. 542 00:22:12.440 --> 00:22:15.360 This at least for my audience is what they cared about. 543 00:22:16.480 --> 00:22:17.720 And I happen to be in that audience 544 00:22:17.720 --> 00:22:20.320 and I feel that way too, so I'm happy about it. 545 00:22:20.320 --> 00:22:23.200 So that's how we went from for us, 546 00:22:23.200 --> 00:22:24.720 as media people to a degree, 547 00:22:24.720 --> 00:22:26.320 because I've gotten into this now, 548 00:22:26.320 --> 00:22:28.200 to for you or for your audience. 549 00:22:28.200 --> 00:22:30.200 And for me, that means for business owners. 550 00:22:31.200 --> 00:22:32.840 So now let's talk about why Da Nero. 551 00:22:32.840 --> 00:22:35.600 All right, and this will also ruffle some feathers 552 00:22:35.600 --> 00:22:37.640 and rattle some cages. 553 00:22:37.640 --> 00:22:40.440 So instead of talking about relationships 554 00:22:40.440 --> 00:22:44.280 and college and food and lifestyle, 555 00:22:45.280 --> 00:22:46.840 I'm going to be narrowing down 556 00:22:46.840 --> 00:22:49.040 or doubling down on, if you will. 557 00:22:49.040 --> 00:22:52.280 Business, business models, 558 00:22:52.280 --> 00:22:55.920 business leverage and selling in a business. 559 00:22:55.920 --> 00:22:58.840 Notice business being in all of these videos 560 00:22:58.840 --> 00:23:00.680 and all these topics. 561 00:23:00.680 --> 00:23:03.360 And so that's how I'm going narrower, very simple. 562 00:23:04.480 --> 00:23:07.400 Now that I'm going to go back a slide 563 00:23:07.520 --> 00:23:09.560 because I want to head on this for a second. 564 00:23:11.280 --> 00:23:12.360 Just like I said earlier, 565 00:23:12.360 --> 00:23:14.000 that people who like entertainment 566 00:23:14.000 --> 00:23:15.840 also just want more entertainment, 567 00:23:15.840 --> 00:23:19.120 what we also found is that people who, I'll go back, 568 00:23:19.120 --> 00:23:22.240 will quick, people who watch relationship stuff 569 00:23:22.240 --> 00:23:24.000 want more relationship stuff. 570 00:23:24.000 --> 00:23:26.600 And as they should, that's what they clicked on. 571 00:23:26.600 --> 00:23:28.480 That's what they want, that makes sense. 572 00:23:28.480 --> 00:23:30.080 And people who want to learn about college 573 00:23:30.080 --> 00:23:31.840 are people trying to make a decision about college, 574 00:23:31.840 --> 00:23:34.720 gets what those people probably aren't, business owners. 575 00:23:35.720 --> 00:23:37.640 And people who want to learn about food, 576 00:23:37.640 --> 00:23:39.280 they watch other food videos. 577 00:23:39.280 --> 00:23:40.480 And people want to about lifestyle, 578 00:23:40.480 --> 00:23:42.520 probably watch other lifestyle videos. 579 00:23:42.520 --> 00:23:45.240 But for me, those were not necessarily the people 580 00:23:45.240 --> 00:23:49.000 that vibed the most with my stuff. 581 00:23:49.000 --> 00:23:50.120 And that makes sense because to be fair, 582 00:23:50.120 --> 00:23:51.600 this is a little bit more foreign to me. 583 00:23:51.600 --> 00:23:53.120 When I talk about business, I feel very comfortable. 584 00:23:53.120 --> 00:23:54.800 When I talk about these things, 585 00:23:54.800 --> 00:23:56.480 I just give what I would consider hot takes. 586 00:23:56.480 --> 00:23:57.520 This is my perspective. 587 00:23:59.280 --> 00:24:02.640 So that is what we're doubling down on in terms of the topics 588 00:24:02.640 --> 00:24:05.200 that we're choosing for the content we make.