WEBVTT 1 00:00:00.000 --> 00:00:01.760 Let's go number four in terms of the things 2 00:00:01.760 --> 00:00:03.760 we're doubling down on. 3 00:00:03.760 --> 00:00:05.400 So before this, we used to track views. 4 00:00:05.400 --> 00:00:06.840 This is another big one. 5 00:00:06.840 --> 00:00:08.160 Man, all six of these are big. 6 00:00:08.160 --> 00:00:10.320 Man, glad I made a presentation about it. 7 00:00:10.320 --> 00:00:12.320 So before this, we used to track views 8 00:00:12.320 --> 00:00:13.720 as our primary metric. 9 00:00:13.720 --> 00:00:15.680 So I'll take a second here. 10 00:00:15.680 --> 00:00:18.160 Who uses, be honest, be honest. 11 00:00:18.160 --> 00:00:19.400 Everybody's like, likes don't. 12 00:00:19.400 --> 00:00:21.480 You can't trade likes for paying rent. 13 00:00:21.480 --> 00:00:23.000 You can't pay payroll with views. 14 00:00:23.000 --> 00:00:24.400 Okay, got it. 15 00:00:24.400 --> 00:00:26.840 Who makes views the most important metric you track? 16 00:00:27.840 --> 00:00:30.480 All right, right, a lot of you. 17 00:00:30.480 --> 00:00:31.880 That's okay, me too. 18 00:00:31.880 --> 00:00:33.880 But I'm going to give you a good metric that you can track. 19 00:00:33.880 --> 00:00:35.280 And this was after pouring through, believe me, 20 00:00:35.280 --> 00:00:37.840 I'm a big data guy. 21 00:00:37.840 --> 00:00:40.720 A metric that you might not expect. 22 00:00:40.720 --> 00:00:44.320 So the main reason is that I had a six to 12-month 23 00:00:44.320 --> 00:00:44.840 deal cycle. 24 00:00:44.840 --> 00:00:46.920 So I started by using views because I really 25 00:00:46.920 --> 00:00:48.800 had no other metric because for those you don't know 26 00:00:48.800 --> 00:00:50.640 what I do, well, I'll explain in a second. 27 00:00:50.640 --> 00:00:53.800 But we had no idea what it would do besides driving awareness 28 00:00:53.800 --> 00:00:56.200 and I didn't really have any other objective, right? 29 00:00:56.280 --> 00:00:58.960 But in that time period of doing a deal in every six to 12 months 30 00:00:58.960 --> 00:01:01.280 because we buy companies, that's more or less what we do. 31 00:01:01.280 --> 00:01:03.720 We begin seeing a much closer correlation 32 00:01:03.720 --> 00:01:05.040 with faster feedback metrics. 33 00:01:05.040 --> 00:01:07.920 And ideally, in any business, you want as little latency 34 00:01:07.920 --> 00:01:11.040 between the metrics you track and the behavior you want to change. 35 00:01:11.040 --> 00:01:13.760 And so if you want to get people to change something 36 00:01:13.760 --> 00:01:15.400 and you want to look at something that takes a year 37 00:01:15.400 --> 00:01:17.760 to get feedback, really tough to change behavior. 38 00:01:17.760 --> 00:01:20.960 But if you can have a metric that you can see daily changes 39 00:01:20.960 --> 00:01:23.320 or hourly changes, then those are things that are going 40 00:01:23.320 --> 00:01:24.920 to much more quickly change behavior 41 00:01:24.960 --> 00:01:27.040 so that you can have 100 feedback loops in terms 42 00:01:27.040 --> 00:01:30.640 of changing and getting better than one every year. 43 00:01:31.880 --> 00:01:35.040 And so besides book sales, opt-ins and applications, 44 00:01:35.040 --> 00:01:39.280 there was a metric that stood out as fastest and most measurable. 45 00:01:39.280 --> 00:01:40.760 It was ad revenue. 46 00:01:40.760 --> 00:01:43.200 And this is really surprising to me. 47 00:01:43.200 --> 00:01:45.240 So, and this is the point I want to make real quick, 48 00:01:45.240 --> 00:01:47.400 is that to be clear, for those of you who don't know who I am, 49 00:01:47.400 --> 00:01:50.920 ad revenue is not how I make my money, just very clearly. 50 00:01:50.920 --> 00:01:52.400 For those of you who don't know, my wife and I exit, 51 00:01:52.400 --> 00:01:56.360 our first big company, for $46.2 million in December of 2021, 52 00:01:56.360 --> 00:01:57.360 you can Google it. 53 00:01:57.360 --> 00:01:59.200 American Pacific Group was the private equity firm, 54 00:01:59.200 --> 00:02:01.840 Jim Mantra, prestigious option, two of those companies. 55 00:02:01.840 --> 00:02:03.760 And since then, we invested in about a number of companies 56 00:02:03.760 --> 00:02:05.920 that have grown a lot and do over $200 million a year. 57 00:02:05.920 --> 00:02:09.520 So, I do media to feed a lot of different things, 58 00:02:09.520 --> 00:02:11.400 but I don't directly monetize the media 59 00:02:11.400 --> 00:02:14.960 and ad revenue is, I'll explain why in a second, 60 00:02:14.960 --> 00:02:18.360 is an important metric that we can use for everything else. 61 00:02:18.360 --> 00:02:20.200 Okay, so these are companies that we own. 62 00:02:20.200 --> 00:02:21.000 Great. 63 00:02:21.000 --> 00:02:23.480 So, for me, I pretty much always ignored ad revenue 64 00:02:23.480 --> 00:02:24.880 and just saw it as something that could offset 65 00:02:24.880 --> 00:02:26.000 some of the cost of the media team. 66 00:02:26.000 --> 00:02:28.000 There's really nothing else. 67 00:02:28.000 --> 00:02:30.480 But I was wrong, it's actually so much more. 68 00:02:30.480 --> 00:02:32.520 So, let's dive into a little bit for a second 69 00:02:32.520 --> 00:02:34.920 of like, how does ad revenue come to be? 70 00:02:34.920 --> 00:02:36.000 So, it comes from two things. 71 00:02:36.000 --> 00:02:38.360 This number of views, times revenue per views. 72 00:02:38.360 --> 00:02:40.640 Now, the actual term is RPM, which is revenue per meal, 73 00:02:40.640 --> 00:02:41.840 which is French for a thousand, 74 00:02:41.840 --> 00:02:45.520 but it's number of views times the revenue that you get. 75 00:02:45.520 --> 00:02:47.120 Okay, per view, fantastic. 76 00:02:47.120 --> 00:02:49.280 So, it takes into account, and this is why this is important, 77 00:02:49.280 --> 00:02:52.080 because we thought views, and that was the only metric we had, 78 00:02:52.080 --> 00:02:54.080 but we had to have something to counter it. 79 00:02:54.080 --> 00:02:56.160 Because otherwise, then you get views for views sake, 80 00:02:56.160 --> 00:02:59.360 but we needed a quality metric with a quantity metric, 81 00:02:59.360 --> 00:03:00.840 which by the way, paired metrics, 82 00:03:00.840 --> 00:03:02.640 if you're ever tracking something for a department, 83 00:03:02.640 --> 00:03:04.360 having like number of tickets resolved 84 00:03:04.360 --> 00:03:08.000 with rating against the resolution of how well 85 00:03:08.000 --> 00:03:10.440 those customer service reps resolved, paired metrics, 86 00:03:10.440 --> 00:03:13.800 allow you to get to the best or most effective throughput 87 00:03:13.800 --> 00:03:14.920 for any department. 88 00:03:14.920 --> 00:03:16.880 And I just didn't know enough about media 89 00:03:16.880 --> 00:03:18.640 to find out what our paired metric was. 90 00:03:18.720 --> 00:03:22.400 And this happens to be a single metric that pairs both. 91 00:03:22.400 --> 00:03:25.120 And so it takes account the quality of the audience, 92 00:03:25.120 --> 00:03:26.560 which for me was business owners, 93 00:03:26.560 --> 00:03:28.560 who have amongst the highest spending power, 94 00:03:28.560 --> 00:03:29.720 and so RPMs are the highest. 95 00:03:29.720 --> 00:03:31.880 Now, so for me, the RPMs go up. 96 00:03:31.880 --> 00:03:35.120 It means I'm getting more of the quality people that I want. 97 00:03:35.120 --> 00:03:37.840 And so this gave me and my team something that we could shoot 98 00:03:37.840 --> 00:03:40.640 for that bounce making videos for the right people who wanted to watch. 99 00:03:40.640 --> 00:03:43.080 So, I mean, ideally, we absolutely want to crank views 100 00:03:43.080 --> 00:03:44.760 with the right people. 101 00:03:44.760 --> 00:03:47.320 And that's what that was able to track for us. 102 00:03:48.320 --> 00:03:51.480 In looking backwards, the month with the highest RPMs 103 00:03:51.480 --> 00:03:54.880 and ad revenue also created the most book sales, 104 00:03:54.880 --> 00:03:57.200 the most opt-ins, and the most business applications. 105 00:03:58.200 --> 00:04:00.520 And this had nothing to do with how many views we got. 106 00:04:01.480 --> 00:04:03.600 In fact, we did it kind of an experiment lately 107 00:04:03.600 --> 00:04:05.960 where we did 90 days of almost no business stuff. 108 00:04:05.960 --> 00:04:10.960 We just did more edutainment and entertainment style content 109 00:04:11.320 --> 00:04:14.160 and our views went through the roof like way up, 110 00:04:14.160 --> 00:04:16.440 two, three, X, what we're accustomed to. 111 00:04:16.480 --> 00:04:19.360 But even with the increase in views, 112 00:04:19.360 --> 00:04:21.280 our ad revenue dropped by half. 113 00:04:22.720 --> 00:04:24.600 So we're actually getting the wrong people. 114 00:04:24.600 --> 00:04:27.520 And I share this with you so you don't have to. 115 00:04:27.520 --> 00:04:30.280 And so the nice thing about this from a team perspective 116 00:04:30.280 --> 00:04:31.560 for those who do have larger teams 117 00:04:31.560 --> 00:04:33.640 and want to translate this over is that my team now 118 00:04:33.640 --> 00:04:35.440 has real time access to this. 119 00:04:35.440 --> 00:04:38.120 So they can see every single piece of content 120 00:04:38.120 --> 00:04:39.320 in the ad revenue that it generates. 121 00:04:39.320 --> 00:04:41.160 And they can quickly generate baselines in their mind 122 00:04:41.160 --> 00:04:43.280 of what's good and what's bad on an objective metric 123 00:04:43.280 --> 00:04:45.680 that really is good and bad rather than just like, 124 00:04:45.720 --> 00:04:47.280 hey, this video cranked. 125 00:04:47.280 --> 00:04:49.440 Yeah, but it didn't bring any of the right people. 126 00:04:49.440 --> 00:04:50.880 We got this thing that had 10 million views. 127 00:04:50.880 --> 00:04:53.160 Okay, but it drove nothing. 128 00:04:53.160 --> 00:04:56.000 Versus we had this video that had whatever, 129 00:04:56.000 --> 00:04:58.480 100,000 views and it made more ad revenue 130 00:04:58.480 --> 00:05:00.200 than the one that had 10 million. 131 00:05:00.200 --> 00:05:02.080 And we saw the corresponding increase 132 00:05:02.080 --> 00:05:03.640 in the metrics that mattered to us. 133 00:05:05.160 --> 00:05:07.880 And so that's why we switched from views 134 00:05:07.880 --> 00:05:10.160 being the metric that we're optimizing for to ad revenue 135 00:05:10.160 --> 00:05:12.720 because it's a leading performance indicator. 136 00:05:12.720 --> 00:05:14.480 It happens almost in real time 137 00:05:14.480 --> 00:05:16.520 rather than something that happens in a big, 138 00:05:16.520 --> 00:05:18.640 in a rears to give a fancy word later. 139 00:05:19.520 --> 00:05:21.160 So that's number four in terms of the things 140 00:05:21.160 --> 00:05:22.400 that we're doubling down on. 141 00:05:23.840 --> 00:05:25.640 So let's talk about the fifth one. 142 00:05:25.640 --> 00:05:26.840 Shorts to logs. 143 00:05:26.840 --> 00:05:28.920 All right, this is yet another big one 144 00:05:28.920 --> 00:05:30.760 that's gonna ruffle some feathers. 145 00:05:30.760 --> 00:05:32.320 So for a long time, the prevailing 146 00:05:32.320 --> 00:05:35.200 ad content marketing was again a funnel. 147 00:05:35.200 --> 00:05:37.080 It's like everything's a funnel, all right. 148 00:05:37.080 --> 00:05:40.840 And it was believed that shorts viewers got more people 149 00:05:40.840 --> 00:05:45.120 to then watch logs and then those long viewers 150 00:05:45.120 --> 00:05:47.280 would then translate into becoming customers, right. 151 00:05:47.280 --> 00:05:50.400 So people watch shorts and then they watch longs 152 00:05:50.400 --> 00:05:51.640 and they give you money, right. 153 00:05:51.640 --> 00:05:54.040 That was kind of the prevailing thought. 154 00:05:54.040 --> 00:05:56.080 But again, when we looked at the data, 155 00:05:56.080 --> 00:05:57.880 it looked more like this. 156 00:05:57.880 --> 00:06:01.360 Shorts viewers, watch more shorts. 157 00:06:01.360 --> 00:06:04.280 And long viewers, watch more longs 158 00:06:04.280 --> 00:06:06.400 and customers buy more content. 159 00:06:07.400 --> 00:06:10.000 And so the point is that these are different audiences 160 00:06:10.000 --> 00:06:14.200 and I will make a note here that this can change 161 00:06:14.200 --> 00:06:15.400 by platform. 162 00:06:15.400 --> 00:06:18.480 So I might be a long viewer on one platform 163 00:06:18.480 --> 00:06:20.000 and a shorts viewer on another. 164 00:06:21.200 --> 00:06:23.080 And where I do think the magic happens 165 00:06:23.080 --> 00:06:25.600 is where you can have shorts in one thing 166 00:06:25.600 --> 00:06:28.640 and so someone finds you on TikTok, 167 00:06:28.640 --> 00:06:31.080 but then they are a longs viewer on YouTube 168 00:06:31.080 --> 00:06:33.440 and then they watch your longs there. 169 00:06:33.440 --> 00:06:35.200 So I do think there's an element there, 170 00:06:35.200 --> 00:06:37.600 but not the way the narrative goes. 171 00:06:37.600 --> 00:06:40.360 And so for us, longs drive a lot more conversions 172 00:06:40.360 --> 00:06:43.320 than shorts, conversions being book sales, opt-ins, 173 00:06:43.320 --> 00:06:44.640 applications, all right. 174 00:06:44.640 --> 00:06:46.920 And business-related content unsurprisingly 175 00:06:46.920 --> 00:06:50.200 brings more business owners than not business-related content. 176 00:06:50.200 --> 00:06:52.920 And so we are going to double down on 177 00:06:52.920 --> 00:06:54.720 more longs about that stuff 178 00:06:56.120 --> 00:06:58.360 and change our short strategy to keep the volume 179 00:06:58.360 --> 00:07:00.560 the same but focus more on business overall. 180 00:07:01.440 --> 00:07:04.280 And again, people watch differently in different platforms. 181 00:07:05.200 --> 00:07:08.360 So making shorts in order for people to 182 00:07:08.360 --> 00:07:09.600 on a different platform watch longs 183 00:07:09.600 --> 00:07:11.720 still carries as far as we know. 184 00:07:11.720 --> 00:07:14.080 So despite the mega obsession with shorts 185 00:07:14.080 --> 00:07:15.520 that has kind of prevailed for the last few years 186 00:07:15.520 --> 00:07:17.960 because it was a new format of content, 187 00:07:17.960 --> 00:07:21.000 we're putting now more emphasis on longs overall. 188 00:07:21.000 --> 00:07:23.520 For now, as far as we have data. 189 00:07:24.680 --> 00:07:25.800 So that's number five. 190 00:07:27.760 --> 00:07:29.160 Now let's talk about the sixth one 191 00:07:29.160 --> 00:07:30.760 that I'm going all in on. 192 00:07:30.760 --> 00:07:33.000 Assume more to assume nothing. 193 00:07:33.880 --> 00:07:35.600 All right, so what does this mean? 194 00:07:35.600 --> 00:07:36.800 So let's start with assume more 195 00:07:36.800 --> 00:07:39.040 and what that really means broken down. 196 00:07:39.040 --> 00:07:41.120 So assume more means I made content 197 00:07:41.120 --> 00:07:42.840 assuming people already knew me. 198 00:07:44.560 --> 00:07:46.200 Okay. 199 00:07:46.200 --> 00:07:48.320 So here's an example. 200 00:07:48.320 --> 00:07:50.480 The Alex Ramozi guide to haters. 201 00:07:50.480 --> 00:07:52.720 I might be like, if I don't know who Alex Ramozi is 202 00:07:52.720 --> 00:07:56.680 or have never seen that face before, why do I care? 203 00:07:56.680 --> 00:07:59.280 If I see the day in the life of Alex Ramozi yet again, 204 00:07:59.280 --> 00:08:01.320 I assume everyone knows me in this. 205 00:08:01.320 --> 00:08:03.240 I'm sharing these mistakes with you 206 00:08:03.240 --> 00:08:05.280 as far as I'm concerned for getting new people 207 00:08:05.280 --> 00:08:06.320 into my world. 208 00:08:06.320 --> 00:08:09.920 It wasn't made, I assumed, like everybody's gonna know me. 209 00:08:09.920 --> 00:08:13.000 The Alex Ramozi diet, everyone knows me. 210 00:08:13.000 --> 00:08:15.000 No, they're like, who is this guy? 211 00:08:15.000 --> 00:08:16.040 Right, and here's why this matters. 212 00:08:16.040 --> 00:08:17.520 If you want your content to bring people who don't know you 213 00:08:17.520 --> 00:08:20.000 which is why many of you guys make content, 214 00:08:20.000 --> 00:08:22.120 then you can't assume they do. 215 00:08:22.120 --> 00:08:24.080 And so this is what this looks like tactically. 216 00:08:24.080 --> 00:08:25.320 From a headlines perspective, 217 00:08:25.320 --> 00:08:26.920 if I were to remake these today, 218 00:08:26.920 --> 00:08:29.800 I might try a first crack at business influencer crushers' 219 00:08:29.800 --> 00:08:32.080 haters, and show us how you can too. 220 00:08:32.080 --> 00:08:33.920 Okay, so now if I'm clicking, 221 00:08:33.920 --> 00:08:36.160 I would understand at least that this guy 222 00:08:36.160 --> 00:08:37.800 is a business influencer of some sort 223 00:08:37.800 --> 00:08:38.640 and he crushes haters. 224 00:08:38.640 --> 00:08:41.240 Okay, why might I wanna see haters get crushed? 225 00:08:41.240 --> 00:08:42.960 Day in the life of $200 million per year CEO. 226 00:08:42.960 --> 00:08:45.920 Okay, now the jet tells this to me that this Alex Ramozi 227 00:08:45.920 --> 00:08:48.280 from the first one before Alex Ramozi may be rich 228 00:08:48.280 --> 00:08:49.720 or maybe he can afford a private jet, 229 00:08:49.720 --> 00:08:51.160 but now I know he's a CEO, 230 00:08:51.160 --> 00:08:53.760 because I could be a rapper, I could be more realistically 231 00:08:53.760 --> 00:08:55.640 when I walk around in a place that I live, 232 00:08:55.640 --> 00:08:57.480 all the people that in my community 233 00:08:57.480 --> 00:08:59.320 assume that I'm a football player. 234 00:08:59.320 --> 00:09:00.320 It's the number one thing I'd be like, 235 00:09:00.320 --> 00:09:02.400 so you play football, you're the hockey team? 236 00:09:02.400 --> 00:09:05.960 And I say, no, I can, nope, nothing wrong with that, 237 00:09:05.960 --> 00:09:07.720 but no, that's not what I do. 238 00:09:07.720 --> 00:09:09.160 And then the third one there, 239 00:09:09.160 --> 00:09:10.840 Alex Ramozi diet, 60-hour work day, 240 00:09:10.840 --> 00:09:13.200 six-pack diet for business owners, whatever. 241 00:09:13.200 --> 00:09:16.880 The point is that we actually make it welcoming to everyone. 242 00:09:18.680 --> 00:09:19.880 And so here's what we do this tactically 243 00:09:19.880 --> 00:09:21.840 within the content itself. 244 00:09:21.840 --> 00:09:26.680 So we go from they know me to introducing yourself every time. 245 00:09:26.760 --> 00:09:28.280 So earlier, I was like, I'm Alex Ramozi, 246 00:09:28.280 --> 00:09:31.320 this is what I do, this is the surprise I've gotten, whatever. 247 00:09:31.320 --> 00:09:32.480 We introduce ourselves. 248 00:09:33.480 --> 00:09:37.160 Two, they know why they should listen to me, 249 00:09:37.160 --> 00:09:39.760 tell people why they should listen to you every time. 250 00:09:40.720 --> 00:09:42.880 Three, the inside jokes, you know how I get? 251 00:09:42.880 --> 00:09:44.120 No, I don't know how you get, 252 00:09:44.120 --> 00:09:45.280 please fully explain the reference, 253 00:09:45.280 --> 00:09:47.240 because that references another piece of content 254 00:09:47.240 --> 00:09:48.080 that I haven't seen, 255 00:09:48.080 --> 00:09:49.520 because this is the first video I've seen from you. 256 00:09:49.520 --> 00:09:52.200 And if you tell an inside joke, 257 00:09:52.200 --> 00:09:54.080 and someone doesn't understand the inside joke, 258 00:09:54.080 --> 00:09:56.360 guess where they are on the outside. 259 00:09:56.400 --> 00:09:59.320 And guess where people don't want to be on the outside. 260 00:09:59.320 --> 00:10:02.040 And guess where people spend money on the inside. 261 00:10:03.760 --> 00:10:06.520 And number four, going from acting like you're already friends 262 00:10:06.520 --> 00:10:08.880 to pretending everything goes to people 263 00:10:08.880 --> 00:10:10.360 who have no idea who you are. 264 00:10:12.160 --> 00:10:13.600 And when you make content so people 265 00:10:13.600 --> 00:10:16.640 who don't know you can enjoy it, more do. 266 00:10:18.400 --> 00:10:19.520 And for those of you who are worried, 267 00:10:19.520 --> 00:10:21.160 because I can already hear the thoughts that are coming up. 268 00:10:21.160 --> 00:10:22.760 So let me just address those right now. 269 00:10:22.760 --> 00:10:23.600 I see you. 270 00:10:24.520 --> 00:10:28.000 I'm gonna lose retention if I introduce myself. 271 00:10:28.000 --> 00:10:29.760 Okay, well let's play the equal opposite. 272 00:10:29.760 --> 00:10:32.080 Would you rather fewer people know who you are? 273 00:10:32.080 --> 00:10:34.160 Or more people who have no clue? 274 00:10:35.480 --> 00:10:38.280 Because on one hand, we have some people who know you. 275 00:10:38.280 --> 00:10:39.600 And on the other hand, we have lots of people 276 00:10:39.600 --> 00:10:41.120 who also don't know you. 277 00:10:41.120 --> 00:10:43.840 So you're in the exact same position you were before. 278 00:10:44.840 --> 00:10:47.760 Two, well aren't people gonna get sick of this? 279 00:10:47.760 --> 00:10:49.760 You're gonna keep saying you're in aim every time 280 00:10:49.760 --> 00:10:51.640 or keep introducing yourself? 281 00:10:51.680 --> 00:10:53.880 Well, from what I can tell, 282 00:10:53.880 --> 00:10:55.440 warn people like the reminders 283 00:10:55.440 --> 00:10:57.440 and cold people need the introduction. 284 00:10:58.600 --> 00:10:59.880 And as a total side note, 285 00:11:01.280 --> 00:11:03.120 this is a fun little experiment for everyone here. 286 00:11:03.120 --> 00:11:04.880 You can run this when you leave here. 287 00:11:06.880 --> 00:11:10.120 Who here actually has posted content in the last year? 288 00:11:10.120 --> 00:11:12.120 Okay, good, okay, for a second, 289 00:11:12.120 --> 00:11:13.160 I was like this would have been really bad 290 00:11:13.160 --> 00:11:14.640 if no one had raised their head, fantastic. 291 00:11:14.640 --> 00:11:17.760 Okay, I want you to look at last year 292 00:11:17.760 --> 00:11:20.240 and I want you to look at your number one piece of content. 293 00:11:20.240 --> 00:11:22.240 And this is what I want you to do. 294 00:11:22.240 --> 00:11:27.240 Just post it again and then let me know how it does. 295 00:11:27.440 --> 00:11:31.000 And I will bet you that it does just as well 296 00:11:31.000 --> 00:11:34.120 or better than the stuff that you're posting right now. 297 00:11:34.120 --> 00:11:37.040 And let me tell you one reason why I believe that to be true. 298 00:11:37.040 --> 00:11:38.960 Because if you have been posting consistently, 299 00:11:38.960 --> 00:11:40.720 guess what's also happened? 300 00:11:40.720 --> 00:11:42.920 More people have entered your audience. 301 00:11:42.920 --> 00:11:44.480 And guess what they haven't seen? 302 00:11:44.480 --> 00:11:47.120 That amazing piece of content that everyone from last year 303 00:11:47.120 --> 00:11:49.720 said was the number one best thing you ever made. 304 00:11:49.800 --> 00:11:50.880 And you know what you said? 305 00:11:50.880 --> 00:11:52.600 New people, you don't get that. 306 00:11:52.600 --> 00:11:55.320 That was only for my old folks, my OGs, they only get that. 307 00:11:55.320 --> 00:11:57.000 No, you got to reintroduce some of the stuff 308 00:11:57.000 --> 00:11:59.200 your greatest hits, you got to bring that stuff in 309 00:11:59.200 --> 00:12:01.720 so that the new people also know what your greatest hits are. 310 00:12:01.720 --> 00:12:03.880 So that the lore continues to compound and grow. 311 00:12:05.080 --> 00:12:09.760 So number three, and this one are a subpoint. 312 00:12:09.760 --> 00:12:11.400 And this is one for me personally. 313 00:12:11.400 --> 00:12:13.240 I follow a bunch of quote accounts. 314 00:12:13.240 --> 00:12:16.080 I like comedy and philosophy and like fighting. 315 00:12:16.080 --> 00:12:17.920 There's like kind of a category that I follow 316 00:12:17.920 --> 00:12:19.480 and gym equipment. 317 00:12:19.480 --> 00:12:22.160 And so I get quotes a lot on my newsfeed. 318 00:12:22.160 --> 00:12:25.600 But you know what happens when I see a quote from 319 00:12:25.600 --> 00:12:28.240 Sophocles or Epic Titus yet again, 320 00:12:28.240 --> 00:12:30.640 that reminds me that I should just toughen up 321 00:12:30.640 --> 00:12:31.920 and keep going. 322 00:12:31.920 --> 00:12:34.880 I like the reminder, I'm not like Epic Titus God. 323 00:12:34.880 --> 00:12:38.320 You lived 4,000 years ago, like get over yourself. 324 00:12:38.320 --> 00:12:39.640 No, he's not making new content, 325 00:12:39.640 --> 00:12:40.480 but guess what? 326 00:12:40.480 --> 00:12:42.800 People still post it and people still read it 327 00:12:42.800 --> 00:12:45.880 because we need to be reminded more than we need to be taught. 328 00:12:45.880 --> 00:12:46.720 At least I do. 329 00:12:47.720 --> 00:12:51.240 To give a little tactical one on this from mainstream, 330 00:12:51.240 --> 00:12:52.960 because this might resonate for some of the older people 331 00:12:52.960 --> 00:12:55.120 in the crowd, there was this thing called television. 332 00:12:55.120 --> 00:12:56.280 A wall back used to be big. 333 00:12:56.280 --> 00:12:58.120 Anyways, instead of having it on your phone, 334 00:12:58.120 --> 00:12:59.760 it was like this big screen on a wall, 335 00:12:59.760 --> 00:13:00.920 it was a whole thing. 336 00:13:00.920 --> 00:13:02.240 Anyways, I don't get into it. 337 00:13:02.240 --> 00:13:03.440 It's like floppy disk. 338 00:13:03.440 --> 00:13:05.360 Regardless, floppy disk was, okay, anyways. 339 00:13:05.360 --> 00:13:07.960 So there used to be this thing 340 00:13:07.960 --> 00:13:09.120 where at the beginning of every show, 341 00:13:09.120 --> 00:13:10.720 there was a theme song, right? 342 00:13:10.720 --> 00:13:13.000 So they'd be like, cheers, everybody knows your names. 343 00:13:13.000 --> 00:13:14.160 And there's always a little introduction. 344 00:13:14.160 --> 00:13:15.960 It says, produce by and all that stuff. 345 00:13:16.000 --> 00:13:20.120 And if those shows that's been gazillions of dollars 346 00:13:20.120 --> 00:13:23.600 on testing chose to think that despite selling 347 00:13:23.600 --> 00:13:26.600 more advertising space, it was worth having 348 00:13:26.600 --> 00:13:30.720 the same exact theme song introduction for the show, 349 00:13:30.720 --> 00:13:33.560 don't you think it might be worth that for us too? 350 00:13:33.560 --> 00:13:35.000 And here's an interesting thing, the last thing, 351 00:13:35.000 --> 00:13:36.800 positive associations and six. 352 00:13:36.800 --> 00:13:40.080 If you actually get sing song about how you introduce yourself 353 00:13:40.080 --> 00:13:41.640 or the things that you relate to you, 354 00:13:41.640 --> 00:13:43.520 it starts to become something that people expect 355 00:13:43.520 --> 00:13:44.640 and then they start associating it 356 00:13:44.760 --> 00:13:47.440 with all the positive other experiences they had with you. 357 00:13:47.440 --> 00:13:49.320 So if I always introduce something a certain way 358 00:13:49.320 --> 00:13:50.920 and then I deliver value afterwards, 359 00:13:50.920 --> 00:13:53.560 they associate the introduction with the value. 360 00:13:53.560 --> 00:13:55.400 And guess who else did they associate that with? 361 00:13:55.400 --> 00:13:56.240 You. 362 00:14:00.240 --> 00:14:03.400 And so for those of you who are concerned, 363 00:14:03.400 --> 00:14:04.880 you can't add variety to this. 364 00:14:04.880 --> 00:14:06.960 And I wanna show you a cool little real world example 365 00:14:06.960 --> 00:14:07.800 of this. 366 00:14:08.600 --> 00:14:12.280 So the Simpsons has the longest standing show to my knowledge 367 00:14:12.280 --> 00:14:14.560 that has existed on television. 368 00:14:14.640 --> 00:14:16.320 And the introduction is the same. 369 00:14:16.320 --> 00:14:18.160 Now Bart would be like 17 by now 370 00:14:18.160 --> 00:14:19.760 or whatever his actual age would be 371 00:14:19.760 --> 00:14:20.920 if it was actual humans. 372 00:14:20.920 --> 00:14:22.720 But it isn't, right? 373 00:14:22.720 --> 00:14:25.080 And every introduction has Bart at some point 374 00:14:25.080 --> 00:14:28.000 in detention writing something on the board. 375 00:14:28.000 --> 00:14:29.840 For those of you who don't know the Simpsons, 376 00:14:29.840 --> 00:14:33.200 every one of the introductions actually changes. 377 00:14:36.400 --> 00:14:37.400 Every one of them. 378 00:14:38.400 --> 00:14:41.040 And so they still have the introduction 379 00:14:41.040 --> 00:14:42.880 that has all the positive associations 380 00:14:42.880 --> 00:14:45.160 with the funny times and the humor 381 00:14:45.160 --> 00:14:47.560 and the last that you've had with the show. 382 00:14:47.560 --> 00:14:50.760 But they introduce a tiny bit of variety 383 00:14:50.760 --> 00:14:52.160 into them to keep it interesting. 384 00:14:52.160 --> 00:14:54.520 And then what happens is people look forward 385 00:14:54.520 --> 00:14:55.680 to these introductions 386 00:14:55.680 --> 00:14:57.400 because they wanna find the Easter egg. 387 00:14:57.400 --> 00:15:00.120 The real fans now get catered to 388 00:15:00.120 --> 00:15:03.520 and the new fans don't know about it yet, but they will. 389 00:15:03.520 --> 00:15:06.240 And so now you actually serve both sides of the audience, 390 00:15:06.240 --> 00:15:07.280 the people who know you 391 00:15:07.280 --> 00:15:09.480 and the people who are just coming cold. 392 00:15:10.320 --> 00:15:12.680 And so that's it. 393 00:15:12.680 --> 00:15:15.040 Small variation, same introduction, 394 00:15:15.040 --> 00:15:16.440 you let the new people in 395 00:15:16.440 --> 00:15:19.760 and you give something to the people who already know you. 396 00:15:19.760 --> 00:15:24.280 So, title it like they don't know you, introduce yourself, 397 00:15:24.280 --> 00:15:25.760 say why they should listen, 398 00:15:25.760 --> 00:15:28.280 prioritize the content that makes sense for strangers, 399 00:15:28.280 --> 00:15:30.320 deprioritizing the vlogs, the hot-sakes, the opinions, 400 00:15:30.320 --> 00:15:35.120 because if you can serve both audiences, serve both. 401 00:15:35.120 --> 00:15:36.400 Let the new people in, 402 00:15:36.400 --> 00:15:38.400 rather than have a wall they have to jump over. 403 00:15:38.440 --> 00:15:39.960 Let them in on the joke, 404 00:15:39.960 --> 00:15:41.960 fully explain the references that you make, 405 00:15:41.960 --> 00:15:45.160 make all jokes inside jokes for everyone. 406 00:15:46.480 --> 00:15:48.760 And then finally, mentally act as though 407 00:15:48.760 --> 00:15:50.320 you're always talking to a stranger 408 00:15:50.320 --> 00:15:53.600 because if the content does well, you are. 409 00:15:56.000 --> 00:15:58.760 At least, that's what I'm gonna be doing. 410 00:15:58.760 --> 00:16:00.000 And so that's the six big change 411 00:16:00.000 --> 00:16:02.000 that we're doubling down on. 412 00:16:02.000 --> 00:16:03.760 And so now that we cover those changes in my strategy, 413 00:16:03.760 --> 00:16:05.920 I just wanna get real for a second. 414 00:16:05.920 --> 00:16:07.840 Everything has a cost 415 00:16:07.840 --> 00:16:09.640 and it's not that other types of media 416 00:16:09.640 --> 00:16:12.400 or other topics or other formats don't work. 417 00:16:12.400 --> 00:16:13.960 Obviously, we had a smorgasbord, 418 00:16:13.960 --> 00:16:15.840 we had a huge variety, a cornucopia, 419 00:16:15.840 --> 00:16:20.840 myriad content types that we did over the last 40-ish months. 420 00:16:21.240 --> 00:16:23.760 And obviously, we had 7.8 million subscribers 421 00:16:23.760 --> 00:16:25.720 and two billion views during that time period 422 00:16:25.720 --> 00:16:28.360 in a niche audience of business owners, pretty good. 423 00:16:28.360 --> 00:16:30.960 And so it's not to say that other things don't work. 424 00:16:33.200 --> 00:16:34.640 I'd even say that my mess ups also work 425 00:16:34.640 --> 00:16:36.280 to a small degree. 426 00:16:36.280 --> 00:16:37.680 It's just that they didn't work as well 427 00:16:37.680 --> 00:16:39.880 as something else might have. 428 00:16:39.880 --> 00:16:43.120 And so the game, at least as I see an entrepreneurship, 429 00:16:43.120 --> 00:16:46.080 is figuring out what's my biggest bang for buck? 430 00:16:46.080 --> 00:16:48.160 What's the content that gets me the most of everything? 431 00:16:48.160 --> 00:16:49.920 Because you only have limited resources. 432 00:16:49.920 --> 00:16:52.360 You have time, money, energy, you put it into your team 433 00:16:52.360 --> 00:16:53.560 and that goes onto the social media 434 00:16:53.560 --> 00:16:55.160 or the media that you market on. 435 00:16:55.160 --> 00:16:56.640 And then that has output. 436 00:16:56.640 --> 00:16:58.560 And so if you can become more efficient 437 00:16:58.560 --> 00:17:00.680 with the inputs you get, you get more output 438 00:17:00.680 --> 00:17:02.040 on the other side. 439 00:17:02.040 --> 00:17:05.120 And so the question becomes, with the resources I have, 440 00:17:05.160 --> 00:17:07.680 how can I maximize the number of the right people 441 00:17:07.680 --> 00:17:09.080 who find out about my stuff? 442 00:17:10.040 --> 00:17:12.600 And so this is something that I live by. 443 00:17:12.600 --> 00:17:14.120 Anything works better than nothing. 444 00:17:14.120 --> 00:17:15.160 So raise your hand right now 445 00:17:15.160 --> 00:17:17.560 if you haven't made a piece of content in 90 days. 446 00:17:17.560 --> 00:17:19.800 Okay, just do something. 447 00:17:19.800 --> 00:17:21.520 Because if you do something, 448 00:17:21.520 --> 00:17:23.880 you will do better than what you're currently doing. 449 00:17:26.160 --> 00:17:29.240 Two, some things work better than others. 450 00:17:30.240 --> 00:17:32.520 And three, nothing works forever. 451 00:17:35.560 --> 00:17:37.080 And so the requirement of the entrepreneur 452 00:17:37.080 --> 00:17:40.560 is to start doing something, see what works better 453 00:17:40.560 --> 00:17:43.400 and then do as much of that as they possibly can 454 00:17:43.400 --> 00:17:46.400 for as long as they can until it slows down 455 00:17:46.400 --> 00:17:49.600 and then figure out what the next thing to do is. 456 00:17:49.600 --> 00:17:51.000 And then do as much as they can at that.