WEBVTT 1 00:00:00.000 --> 00:00:01.000 What's going on, Mosination? 2 00:00:01.000 --> 00:00:04.320 I'm super pumped for the podcast you guys are about to listen to. 3 00:00:04.320 --> 00:00:06.000 This is one of my favorite talks. 4 00:00:06.000 --> 00:00:09.480 If not, my favorite talk that I was able to give this year's fortune out to give at 5 00:00:09.480 --> 00:00:10.480 Grow With Video Live. 6 00:00:10.480 --> 00:00:11.480 This was my keynote. 7 00:00:11.480 --> 00:00:18.480 I made a very custom presentation for this and it centers around content and brand, which 8 00:00:18.480 --> 00:00:20.240 is something that I really love a lot. 9 00:00:20.240 --> 00:00:24.280 If you guys are enjoying the stuff that you've seen across all the platforms, it actually breaks 10 00:00:24.280 --> 00:00:29.000 down every tactic that we have done to grow over a million person active audience within 11 00:00:29.000 --> 00:00:30.640 six months. 12 00:00:30.640 --> 00:00:35.960 It's everything we do from how we structure tweets to how we make videos and really the 13 00:00:35.960 --> 00:00:39.640 heart of the message you'll hear the second half, which is what I really think is the 14 00:00:39.640 --> 00:00:42.160 heart and soul of how you build the brand. 15 00:00:42.160 --> 00:00:47.040 I think this is the biggest mistakes that I think most people, especially the aspiring 16 00:00:47.040 --> 00:00:50.400 entrepreneurs, the people who are starting their businesses, the people who are just 17 00:00:50.400 --> 00:00:54.560 getting going, who are making content and not getting it to hit what they are missing. 18 00:00:54.560 --> 00:00:56.560 I just can't wait for you guys to listen to it. 19 00:00:56.560 --> 00:01:01.360 This is part one of the two part series, buckle up and enjoy. 20 00:01:01.360 --> 00:01:04.040 Welcome to the game where we talk about how to get more customers, how to make more 21 00:01:04.040 --> 00:01:07.280 per customer and how to keep them longer in the many failures and lessons we have learned 22 00:01:07.280 --> 00:01:08.280 along the way. 23 00:01:08.280 --> 00:01:11.600 I hope you enjoy and subscribe. 24 00:01:11.600 --> 00:01:15.600 So I was telling Sean Backstage that my promise to you is that this will be the worst 25 00:01:15.600 --> 00:01:19.480 presentation you have ever heard, the best presentation you have ever heard or somewhere 26 00:01:19.480 --> 00:01:20.480 in between. 27 00:01:20.480 --> 00:01:22.320 So that is my promise for you guys today. 28 00:01:22.320 --> 00:01:25.480 So let's kick some butt, cool. 29 00:01:25.480 --> 00:01:30.640 So Bret and Sean asked me to talk about a topic that is not my expertise, I'm being 30 00:01:30.640 --> 00:01:31.640 super real. 31 00:01:31.640 --> 00:01:34.920 I'm mostly known not for this stuff. 32 00:01:34.920 --> 00:01:37.400 So we're going to be in for a ride together. 33 00:01:37.400 --> 00:01:40.160 So I'll just kind of share with you some of the things that I've learned over the last 34 00:01:40.160 --> 00:01:41.160 six months. 35 00:01:41.160 --> 00:01:45.360 So how I built a million plus organic following in the last six months. 36 00:01:45.360 --> 00:01:49.160 Good news is if you can do it like this, anybody can do it. 37 00:01:49.160 --> 00:01:55.120 So just transparency on this, like I built all my companies off paid ads, affiliates, 38 00:01:55.120 --> 00:01:59.480 cold outbound teams or referrals, and that is usually what I'm asked to speak about. 39 00:01:59.480 --> 00:02:01.680 I have never built an organic brand. 40 00:02:01.680 --> 00:02:03.360 This is my first time. 41 00:02:03.360 --> 00:02:07.200 So I just like to get those disclaimers out ahead of time. 42 00:02:07.200 --> 00:02:13.000 And so what I have to share may not work for everyone or in fact be true at all, but 43 00:02:13.000 --> 00:02:15.040 it worked for me this time. 44 00:02:15.040 --> 00:02:16.760 So that's what I'm going to share, okay? 45 00:02:16.760 --> 00:02:21.960 So just take everything with a gigantic grain of salt that I say, all right? 46 00:02:21.960 --> 00:02:24.360 Because a lot of you guys are probably better at this stuff than I am. 47 00:02:24.360 --> 00:02:26.520 So that's probably you guys here. 48 00:02:26.520 --> 00:02:31.480 There's me on the side watching you guys be much better than me at video. 49 00:02:31.480 --> 00:02:36.960 And so without further ado, one million fans six months in 60 minutes or less. 50 00:02:36.960 --> 00:02:41.560 So this morning, I don't know if you guys do this, but like morning of I redo, it's 51 00:02:41.560 --> 00:02:42.560 not cold. 52 00:02:42.640 --> 00:02:46.880 I redo everything again, because I'm like, oh, this is shit, I have to redo it all. 53 00:02:46.880 --> 00:02:50.000 And so I broke it into three sections to make more sense. 54 00:02:50.000 --> 00:02:55.760 So section one is why did I do this to begin with and why you might think it's a good 55 00:02:55.760 --> 00:03:02.240 idea to to what and how and how much like what do we do to actually create that. 56 00:03:02.240 --> 00:03:07.200 And then third is observations because I had no other better heading for it than that. 57 00:03:07.200 --> 00:03:08.200 So that's what it is. 58 00:03:08.200 --> 00:03:09.840 Okay, so let's rock and roll. 59 00:03:09.840 --> 00:03:10.840 So quick back story. 60 00:03:10.840 --> 00:03:12.720 I'm going to go through this as fast as possible. 61 00:03:12.720 --> 00:03:14.960 This is me when I started my business career, sleep on the floor. 62 00:03:14.960 --> 00:03:19.400 I signed my first lease, slept on that floor for the first nine months, was able to get 63 00:03:19.400 --> 00:03:23.800 it to that picture on the left in a year that I opened a new location every six months 64 00:03:23.800 --> 00:03:25.600 after that. 65 00:03:25.600 --> 00:03:29.560 And then over the next 18 months, I met Layla and we did gym turnaround. 66 00:03:29.560 --> 00:03:33.600 So we basically fly from place to place to place and filled gyms up. 67 00:03:33.600 --> 00:03:35.520 And it was a hands on sales model. 68 00:03:35.520 --> 00:03:39.560 I had at our peak eight sales guy turn around eight gyms every month. 69 00:03:39.560 --> 00:03:44.560 That became tenuous logistically and we're like, I wonder if there's a better way. 70 00:03:44.560 --> 00:03:49.000 And so from there, we packaged our IP for a better gym model into a licensing business. 71 00:03:49.000 --> 00:03:52.840 And so we were able to grow gym launch, which was a B2B business to two and a half million 72 00:03:52.840 --> 00:03:56.360 bucks a month, prestige to 1.7 a month, which is B2B to see. 73 00:03:56.360 --> 00:03:59.320 That was an affiliate based business and it was weight loss and supplements. 74 00:03:59.320 --> 00:04:04.440 So e-commerce, we scaled L into 1.6 million a month, which was B2B to see. 75 00:04:04.440 --> 00:04:08.520 And we just recently sold that for 46.2 and we just sold that one last year as well, 76 00:04:08.520 --> 00:04:11.960 which I'm not allowed to say the number, but there you go. 77 00:04:11.960 --> 00:04:16.000 And then we started acquisition.com, which right now is about 13 million a month, which 78 00:04:16.000 --> 00:04:17.680 is cool. 79 00:04:17.680 --> 00:04:22.800 And I appreciate it. 80 00:04:22.800 --> 00:04:25.800 So that's how it would. 81 00:04:25.800 --> 00:04:29.600 So right now we grow $3 million plus internet businesses into $30 million plus sellable 82 00:04:29.600 --> 00:04:30.600 businesses. 83 00:04:30.600 --> 00:04:31.680 That's kind of what we do now. 84 00:04:31.680 --> 00:04:34.760 And so hopefully you're probably asking this question, which is like, what does this 85 00:04:34.760 --> 00:04:37.720 have to do with growing video or growing with video? 86 00:04:37.720 --> 00:04:39.520 Jack shit. 87 00:04:39.520 --> 00:04:45.160 But I started making video content with three goals. 88 00:04:45.160 --> 00:04:49.920 So number one was to attract internet business owners doing $3 million or more who align 89 00:04:49.920 --> 00:04:51.520 with our values. 90 00:04:51.520 --> 00:04:56.520 Number two is to help all businesses below our minimum deal size to just grow to the 91 00:04:56.520 --> 00:04:57.520 deal size. 92 00:04:57.520 --> 00:04:58.520 That was kind of the idea. 93 00:04:58.520 --> 00:05:02.360 Like, how do I just get everybody's at a million to 3 million or 100 K to 3 million, 94 00:05:02.360 --> 00:05:06.600 whatever, just get everybody up above that level so we can hopefully work with them. 95 00:05:06.600 --> 00:05:10.320 And then three to create a place where I could document your the best practices of building 96 00:05:10.320 --> 00:05:12.720 world class companies from my experience. 97 00:05:12.720 --> 00:05:19.080 And like, we're not the Elon Musk's and the bases and all that, but I wish that those 98 00:05:19.080 --> 00:05:21.080 guys had documented what they had done. 99 00:05:21.080 --> 00:05:26.280 Like how cool would it have been to see like the vlog of Amazon in 1996, right? 100 00:05:26.280 --> 00:05:27.280 How sick would that have been? 101 00:05:27.280 --> 00:05:34.640 Like every day is like, yep, almost lost the company today, like six months later, almost 102 00:05:34.640 --> 00:05:37.040 lost the company again. 103 00:05:37.040 --> 00:05:38.400 I thought that would have been awesome. 104 00:05:38.400 --> 00:05:42.040 So I thought, you know, I didn't, I did a really poor job of documenting everything 105 00:05:42.040 --> 00:05:43.040 up to this point. 106 00:05:43.040 --> 00:05:47.080 So I was really committed to like, all right, for this next phase, I really want to do 107 00:05:47.080 --> 00:05:48.200 a better job of it. 108 00:05:48.200 --> 00:05:49.880 So that's the idea. 109 00:05:49.880 --> 00:05:50.880 All right. 110 00:05:50.880 --> 00:05:51.880 Oops. 111 00:05:51.880 --> 00:05:55.840 And ironically, when we started doing that, lo and behold, businesses doing $3 million 112 00:05:55.840 --> 00:05:59.560 and more started reaching out to us, which was awesome, right? 113 00:05:59.560 --> 00:06:00.560 Success. 114 00:06:00.560 --> 00:06:03.840 So I guess this might have something to do with video, but believe me, when I say that 115 00:06:03.840 --> 00:06:09.040 no one is surprised as me about this kind of organic stuff in general, because I've never 116 00:06:09.040 --> 00:06:10.040 done it before. 117 00:06:10.040 --> 00:06:11.040 So we're on the shred together. 118 00:06:11.040 --> 00:06:12.040 All right. 119 00:06:12.040 --> 00:06:13.040 So here's the goal for the presentation. 120 00:06:13.040 --> 00:06:17.000 Give you a few lessons that I've learned to take you from wherever you are to a little 121 00:06:17.000 --> 00:06:19.960 closer to wherever you want to go with this presentation. 122 00:06:19.960 --> 00:06:21.560 I'm so good at content. 123 00:06:21.560 --> 00:06:22.560 There's the little man. 124 00:06:22.560 --> 00:06:23.560 Okay. 125 00:06:23.560 --> 00:06:24.560 Great. 126 00:06:24.560 --> 00:06:25.560 We're done this. 127 00:06:25.560 --> 00:06:28.640 I also didn't want to be famous or known for a very long time. 128 00:06:28.640 --> 00:06:31.960 There's me saying, I want to be rich, not famous. 129 00:06:31.960 --> 00:06:33.400 But several experiences changed my mind. 130 00:06:33.400 --> 00:06:34.800 So I'll walk you through this real quickly. 131 00:06:34.800 --> 00:06:38.680 So when Kylie, do you remember this one Kylie was announced that she was a billionaire? 132 00:06:38.680 --> 00:06:41.880 Well, that's what I felt like that day. 133 00:06:41.880 --> 00:06:46.760 I was like, what am I doing wrong? 134 00:06:46.760 --> 00:06:48.680 And then the rock, you know, killing it. 135 00:06:48.680 --> 00:06:53.880 And then boom, he's got a $2 billion plus tequila brand that he was able to launch off 136 00:06:53.880 --> 00:06:58.360 his organic audience, Conor McGregor, $600 million with proper 12 has probably grown 137 00:06:58.360 --> 00:07:03.280 by since now, Huda, now's a billion dollar brand. 138 00:07:03.280 --> 00:07:08.360 And so I can be a little slow sometimes, but I can kind of read the writing on the wall. 139 00:07:08.360 --> 00:07:11.880 So there's the writing on the wall. 140 00:07:11.880 --> 00:07:14.960 But I didn't want to build any commerce, because all those really commerce physical products 141 00:07:14.960 --> 00:07:15.960 brands. 142 00:07:15.960 --> 00:07:16.960 And I was like, it's not my vibe. 143 00:07:16.960 --> 00:07:17.960 I already did that once. 144 00:07:17.960 --> 00:07:20.040 It's not like, it's not my favorite of the businesses that we've done. 145 00:07:20.040 --> 00:07:22.680 So I still kind of like dragged my feet a little bit. 146 00:07:22.680 --> 00:07:23.680 And that's what I heard this guy. 147 00:07:23.680 --> 00:07:26.560 No made capitalists who like teaches people to not be US citizens. 148 00:07:26.560 --> 00:07:30.800 That's not the point, but so you can not pay taxes. 149 00:07:30.800 --> 00:07:34.360 But anyways, that's when I heard a podcast with this guy. 150 00:07:34.360 --> 00:07:37.000 And he was like, oh, yeah, I get about 3,000 applications a month. 151 00:07:37.000 --> 00:07:41.160 I was like, holy can only, I was like, well, I had 3,000 applications a month. 152 00:07:41.160 --> 00:07:44.440 I would make at least one dollar if that were my life. 153 00:07:44.440 --> 00:07:48.960 And so I realized it could work for B2B, not just e-commerce stuff. 154 00:07:48.960 --> 00:07:50.520 I was like, that's neat. 155 00:07:50.520 --> 00:07:54.360 And then I heard Neil Patel was doing $100 million a year doing a B2B agency services, 156 00:07:54.360 --> 00:07:55.360 all off inbound. 157 00:07:55.360 --> 00:07:58.840 I was like, okay, this might make sense. 158 00:07:58.840 --> 00:08:02.960 And so again, I still was like, all right, so it does work for B2B, organic stuff works. 159 00:08:02.960 --> 00:08:05.800 But I still didn't really want to be famous that was not my vibe. 160 00:08:05.800 --> 00:08:09.880 And so I met up with dear friends of ours, Lisa and Dean Grassy O.C. 161 00:08:09.880 --> 00:08:12.200 And we had a conversation that was kind of the last straw here. 162 00:08:12.200 --> 00:08:14.280 So I was like, dude, being famous sounds terrible. 163 00:08:14.280 --> 00:08:16.800 He was just telling us about like somebody like shut up his house and threaten his kids. 164 00:08:16.800 --> 00:08:18.400 And I was like, that sounds fucking awful. 165 00:08:18.400 --> 00:08:19.400 Like why? 166 00:08:19.400 --> 00:08:20.400 No. 167 00:08:20.400 --> 00:08:21.400 I'm good. 168 00:08:21.400 --> 00:08:22.640 I will just pass on grass. 169 00:08:22.640 --> 00:08:27.760 And so he was like, if getting harassed and attacked is the price I have to pay for the, 170 00:08:27.760 --> 00:08:36.280 it was supposed to say impact. 171 00:08:36.280 --> 00:08:38.800 That was perfect. 172 00:08:38.800 --> 00:08:42.720 For the impact that I want to have, then I pay that price every time, which totally takes 173 00:08:42.720 --> 00:08:48.040 away from the impact of that message. 174 00:08:48.040 --> 00:08:49.960 But I was like, shit, he's right. 175 00:08:49.960 --> 00:08:50.960 You know what I mean? 176 00:08:50.960 --> 00:08:54.080 Like he said, if that's the price I have to pay to make the impact I want to have, 177 00:08:54.080 --> 00:08:58.640 and I pay that price every time, I'm like, fuck, all right, I need to, I need to stop 178 00:08:58.640 --> 00:08:59.640 being a bitch. 179 00:08:59.640 --> 00:09:01.640 All right. 180 00:09:01.640 --> 00:09:05.000 So 18 months ago, I started a YouTube channel. 181 00:09:05.000 --> 00:09:08.360 Some of you guys may have seen anybody seen this, the YouTube channel. 182 00:09:08.360 --> 00:09:11.520 No, it was a nation. 183 00:09:11.520 --> 00:09:14.840 And so I built two expensive studios to launch this thing. 184 00:09:14.840 --> 00:09:19.320 I started making three videos a week, side note important lesson that I learned on a vacation. 185 00:09:19.320 --> 00:09:23.720 That really shitty one did better than my really fancy one, which then taught me that 186 00:09:23.720 --> 00:09:26.760 what's inside the content matters more than the wrapper. 187 00:09:26.760 --> 00:09:31.440 So for anybody who's like worried about getting started about making a look right, I don't 188 00:09:31.440 --> 00:09:32.600 think it matters. 189 00:09:32.600 --> 00:09:35.480 I mean, I think it matters a little bit, but it's 80, 20. 190 00:09:35.480 --> 00:09:37.320 So folks on the 80. 191 00:09:37.320 --> 00:09:38.320 All right. 192 00:09:38.800 --> 00:09:48.360 And so I continued my very steady growth for that period of time, which is great, recommend. 193 00:09:48.360 --> 00:09:52.840 But you know, the first 12 months we went from 600 to 70,000 to travel, which was cool. 194 00:09:52.840 --> 00:09:54.360 And so things were going smoothly. 195 00:09:54.360 --> 00:09:57.080 Until one day, I had a chat with Grant Cardone about branding. 196 00:09:57.080 --> 00:10:00.160 And it reminded me that all the lessons that I learned in business applied to all this 197 00:10:00.160 --> 00:10:01.880 organic stuff. 198 00:10:01.880 --> 00:10:05.720 And so I was on this call with him, and I have the full video on my YouTube channel if 199 00:10:05.720 --> 00:10:08.720 you want to check it out. 200 00:10:08.720 --> 00:10:09.720 Yeah. 201 00:10:09.720 --> 00:10:15.520 He was like, bro, I'm not even going to try. 202 00:10:15.520 --> 00:10:17.960 He was like, bro, pull up your Instagram, and I was like, okay, he's like, pull up my 203 00:10:17.960 --> 00:10:18.960 Instagram. 204 00:10:18.960 --> 00:10:22.640 He's like, I got 10 times the content is you, 10 times. 205 00:10:22.640 --> 00:10:25.920 He's like, bro, it's volume, bro, volume. 206 00:10:25.920 --> 00:10:33.960 And I was like, that's deep. 207 00:10:33.960 --> 00:10:37.880 And so I was like, you know, I should probably do more, which is a lesson that I have learned 208 00:10:37.880 --> 00:10:39.080 over and over and over again in business. 209 00:10:39.080 --> 00:10:40.600 And I'll tell you a more story about later. 210 00:10:40.600 --> 00:10:45.720 But like so many times we're doing the right stuff, we're just doing way, way too little 211 00:10:45.720 --> 00:10:46.720 of it. 212 00:10:46.720 --> 00:10:49.120 Like I'll tell you a quick story, which is not on this presentation. 213 00:10:49.120 --> 00:10:54.000 But when I started my first gym, I was told that I should put flyers out. 214 00:10:54.000 --> 00:10:57.120 And so I went, you know, I'm like, really, you know, full of piss and vinegar. 215 00:10:57.120 --> 00:10:58.640 I'm going to go do it. 216 00:10:58.640 --> 00:11:02.400 So the business owner told me it was more successful than me, et cetera. 217 00:11:02.400 --> 00:11:06.640 And so I went, I put the flyers out and then, like, nothing really happened. 218 00:11:06.640 --> 00:11:09.480 So I met back up with him a few weeks later and he was like, hey, how the flyers work? 219 00:11:09.480 --> 00:11:16.000 And I was like, ah, you know, I got one guy who called me and said, I fucked up his car. 220 00:11:16.000 --> 00:11:17.000 That was it. 221 00:11:17.000 --> 00:11:18.840 He's like, what was your test size? 222 00:11:18.840 --> 00:11:26.640 And I was like, hmm, I was like, well, I mean, I put 300 out and he's like, dude, our 223 00:11:26.640 --> 00:11:27.640 test size, 5,000. 224 00:11:27.640 --> 00:11:29.640 He's like, that's what we test with. 225 00:11:29.800 --> 00:11:32.400 He's like, and then we do 5,000 a day. 226 00:11:32.400 --> 00:11:36.120 I was like, oh, noted. 227 00:11:36.120 --> 00:11:41.000 And so it was just a really good lesson and that happens with phone calls. 228 00:11:41.000 --> 00:11:43.480 Like, yeah, I'm doing, I'm going to start doing call calls. 229 00:11:43.480 --> 00:11:47.440 You make 10 calls every three days when you're feeling motivated rather than 200 miles 230 00:11:47.440 --> 00:11:50.480 every day, like it's clockwork before lunch. 231 00:11:50.480 --> 00:11:54.560 You know, I mean, the level of effort difference is not like 2X or 4X. 232 00:11:54.560 --> 00:11:56.320 It's like 50X. 233 00:11:56.320 --> 00:11:57.440 It's a lot bigger. 234 00:11:57.440 --> 00:12:01.080 And most people dramatically underestimate the amount of volume and effort that is required 235 00:12:01.080 --> 00:12:04.320 to get to where you want to go, like dramatically. 236 00:12:04.320 --> 00:12:08.920 And so there was so many lessons that this repeated and I was taught yet again in a different 237 00:12:08.920 --> 00:12:15.640 sphere that I'm not familiar with that this was true, I'm also wearing the same shirt. 238 00:12:15.640 --> 00:12:18.920 So I decided to take his vice and dramatically increase the amount of content that we created 239 00:12:18.920 --> 00:12:20.760 and how many places we displayed it, right? 240 00:12:20.760 --> 00:12:25.520 And so before I tell you, who wants to guess how many pieces of content we started putting 241 00:12:25.560 --> 00:12:31.480 out weekly after that call, 25, 10,000 less than that. 242 00:12:31.480 --> 00:12:34.360 I would be so much more famous if I put 10,000 out. 243 00:12:34.360 --> 00:12:35.360 What was that? 244 00:12:35.360 --> 00:12:36.360 A hundred? 245 00:12:36.360 --> 00:12:37.760 Good, good, yes. 246 00:12:37.760 --> 00:12:42.520 Real quick, guys, you guys already know that I don't run any ads on this and I don't 247 00:12:42.520 --> 00:12:43.520 sell anything. 248 00:12:43.520 --> 00:12:46.440 And so the only ask that I can ever have are you guys that you help me spread the words 249 00:12:46.440 --> 00:12:50.080 so we can have more entrepreneurs, make more money, feed their families, make better 250 00:12:50.080 --> 00:12:53.760 products and have better experiences for their employees and customers. 251 00:12:53.760 --> 00:12:58.200 The only way we do that is if you can rate and review and share this podcast. 252 00:12:58.200 --> 00:13:02.200 So the single thing that I have to do is leave review, take 10 seconds or one type of 253 00:13:02.200 --> 00:13:05.840 thumb, it means the absolute world to me and more importantly, it may change the world 254 00:13:05.840 --> 00:13:08.600 of someone else. 255 00:13:08.600 --> 00:13:12.520 So we went from seven pieces of content a week, I did three on YouTube and I just repurposed 256 00:13:12.520 --> 00:13:17.520 the same three on the podcast to 80, 80 content pieces a week. 257 00:13:17.520 --> 00:13:21.400 And for scale, if you remember the first line that I showed you way before, the top of 258 00:13:21.400 --> 00:13:23.720 that is that purple line. 259 00:13:23.720 --> 00:13:25.600 I'm the first graph I showed you. 260 00:13:25.600 --> 00:13:27.520 And so this is what happened in those six months. 261 00:13:27.520 --> 00:13:32.800 We added 300,000 subscribers on YouTube, 7,000 followers on Instagram, still haven't 262 00:13:32.800 --> 00:13:41.120 really cracked that one, 350,000 on TikTok, 150,000 buyers on Amazon for the book, 350,000 263 00:13:41.120 --> 00:13:49.520 followers on Instagram, 100,000 on Twitter and 400,000 downloads a month on the podcast. 264 00:13:49.520 --> 00:13:51.040 Cool, right? 265 00:13:51.040 --> 00:13:55.080 So basically a million-person audience within that six months. 266 00:13:55.080 --> 00:13:59.880 And because I'm more of a business guy than I am a, quote, influencer creator, this was 267 00:13:59.880 --> 00:14:00.880 what I cared about. 268 00:14:00.880 --> 00:14:05.040 So the net traffic result for us was, web traffic went from basically non-existent to about 269 00:14:05.040 --> 00:14:09.720 100,000 unique clicks a month to the site, just organically, pretty cool. 270 00:14:09.720 --> 00:14:12.880 Number two is the subscribers, I told you before. 271 00:14:12.880 --> 00:14:15.880 And then this is one that's really cool for who here runs paid ads. 272 00:14:15.880 --> 00:14:17.880 And I go to, okay, some of you, cool. 273 00:14:17.880 --> 00:14:20.040 So this will resonate with you. 274 00:14:20.040 --> 00:14:25.720 So in the businesses that I had at a $25 CPM, we were getting $2 million a month in exposure 275 00:14:25.720 --> 00:14:26.720 for free. 276 00:14:26.720 --> 00:14:29.440 Not only not free, we're getting paid to do it. 277 00:14:29.440 --> 00:14:30.440 Shit's crazy. 278 00:14:30.440 --> 00:14:33.400 Like I'm beside myself still because I think it's insane. 279 00:14:33.400 --> 00:14:37.680 So the fact that this opportunity exists right now is literal insanity to me. 280 00:14:37.680 --> 00:14:44.000 Like we're getting paid now to market, like what a world, right? 281 00:14:44.000 --> 00:14:47.160 And so the business result from that is we get about 400 companies a month that apply 282 00:14:47.160 --> 00:14:50.720 for acquisition.com so we can help them scale. 283 00:14:50.720 --> 00:14:54.840 And in that time period, we grew from $7 million a month to $13 million a month. 284 00:14:54.840 --> 00:14:59.320 And disclaimer on that is that part of that was just the companies themselves grew, wasn't 285 00:14:59.320 --> 00:15:03.240 like new companies, but still a lot in six months. 286 00:15:03.240 --> 00:15:05.680 And so if you're anything like me, you're probably thinking, well, that's really great 287 00:15:05.680 --> 00:15:06.680 for you, Alex. 288 00:15:06.680 --> 00:15:07.680 But what about me? 289 00:15:07.680 --> 00:15:09.480 Which is how and how much, all right? 290 00:15:09.480 --> 00:15:10.480 So here's where you come in. 291 00:15:10.480 --> 00:15:11.480 All right. 292 00:15:11.480 --> 00:15:12.480 So let's start with how much. 293 00:15:12.480 --> 00:15:16.040 So just a reminder here in terms of time, I'm not like a creator full time. 294 00:15:16.040 --> 00:15:20.080 So it's like 93.7 is probably the amount of time that allocates towards this. 295 00:15:20.080 --> 00:15:23.480 And so money wise, this costs me $20,000 a month to do, all right? 296 00:15:23.480 --> 00:15:24.920 You can scale this down however you want. 297 00:15:24.920 --> 00:15:27.400 I also don't have a tremendous amount of time that I allocate towards it. 298 00:15:27.400 --> 00:15:29.480 So I have to compensate with that with money. 299 00:15:29.480 --> 00:15:31.080 You could probably do this on your own. 300 00:15:31.080 --> 00:15:33.280 I just, I, this is how I do it. 301 00:15:33.280 --> 00:15:36.920 So we have a Twitter editor, a YouTube editor, a LinkedIn editor, a pocket, a setter, 302 00:15:36.920 --> 00:15:40.120 and an IG and TikTok editor, all right? 303 00:15:40.120 --> 00:15:41.120 And there's two of us. 304 00:15:41.120 --> 00:15:42.120 So times two. 305 00:15:42.120 --> 00:15:44.560 So it's actually 40,000 a month for the both of us, okay? 306 00:15:44.560 --> 00:15:49.800 The amount of time that it takes me is two days per month and four hours per week. 307 00:15:49.800 --> 00:15:53.600 And that is, that is what I dedicate towards this. 308 00:15:53.600 --> 00:15:58.040 And so quick recap, I have a daily mind dump, which I'll show you how I do it in a second, 309 00:15:58.040 --> 00:16:00.400 because we're going to show you, I'm going to show you the whole model. 310 00:16:00.400 --> 00:16:01.400 I do a weekly Twitter review. 311 00:16:01.400 --> 00:16:04.440 It took me like four hours because Twitter is actually really important now. 312 00:16:04.440 --> 00:16:06.000 I do all the stuff, which I'll explain later. 313 00:16:06.000 --> 00:16:10.560 And if you guys are on Twitter, I actually, it's my favorite platform, but we do one day 314 00:16:10.560 --> 00:16:15.240 a month of recording, and then for shorts, and then one day a month, it's usually like 315 00:16:15.240 --> 00:16:16.240 a half day. 316 00:16:16.240 --> 00:16:18.480 I'll do like 48 YouTube videos, the ones that are direct to camera. 317 00:16:18.480 --> 00:16:19.480 And that's it. 318 00:16:19.480 --> 00:16:20.560 That's the, that's the jam. 319 00:16:20.560 --> 00:16:24.680 So that's the how much, that's what, that's my investment, that's my cost to do this. 320 00:16:24.680 --> 00:16:26.640 And so here's the how. 321 00:16:26.640 --> 00:16:29.760 And so this is the content creation model, all right? 322 00:16:29.760 --> 00:16:32.240 That's the big visual, and those are the bold bullets. 323 00:16:32.240 --> 00:16:33.240 Fantastic. 324 00:16:33.240 --> 00:16:34.640 Let's start with the first one. 325 00:16:34.640 --> 00:16:38.240 So test, record, inject, contextualize, distribute. 326 00:16:38.240 --> 00:16:42.080 So the old way that I used to do content was I would just have this ongoing email thread 327 00:16:42.080 --> 00:16:43.080 to myself. 328 00:16:43.080 --> 00:16:46.400 Only you guys have like notes or like a chain to yourself, because you probably get ideas 329 00:16:46.400 --> 00:16:47.400 you're in a conversation. 330 00:16:47.400 --> 00:16:49.000 I should make a piece of content on that, right? 331 00:16:49.000 --> 00:16:50.000 And then you email it to yourself. 332 00:16:50.000 --> 00:16:51.880 That's how I did it for a long time. 333 00:16:51.880 --> 00:16:56.840 And the new way is the Twitter way, which is being blocked by the thing as a formatted 334 00:16:56.840 --> 00:16:57.840 word. 335 00:16:57.840 --> 00:17:02.120 But I post all of those ideas as tweets on Twitter rather than just sending them to myself. 336 00:17:02.120 --> 00:17:05.880 And so all of a sudden what used to be my inbox is actually just my like tweet thread. 337 00:17:05.880 --> 00:17:06.880 All right. 338 00:17:06.880 --> 00:17:10.240 So I tweet about five times a day, ish. 339 00:17:10.240 --> 00:17:14.480 And the nice thing is that Twitter is a very forgiving platform. 340 00:17:14.480 --> 00:17:18.000 So it's just like stream of consciousness and it takes notes, you don't have to pick videos 341 00:17:18.000 --> 00:17:21.240 or captions or I like it because it's just thoughts. 342 00:17:21.240 --> 00:17:23.720 I like that's I love Twitter so much for that reason. 343 00:17:23.720 --> 00:17:27.480 And so I'll post this stuff and I'll be like, okay, those are the ones that people thought 344 00:17:27.480 --> 00:17:29.200 were interesting. 345 00:17:29.200 --> 00:17:33.400 And then the threads become long format and the tweets become short format. 346 00:17:33.400 --> 00:17:34.400 Pretty simple. 347 00:17:34.400 --> 00:17:36.160 Step one. 348 00:17:36.160 --> 00:17:37.600 This step is recording, right? 349 00:17:37.600 --> 00:17:38.960 Why am I doing both? 350 00:17:38.960 --> 00:17:42.000 I realized that because you're like, why are you do short stuff? 351 00:17:42.000 --> 00:17:45.680 I was kind of against shorts and then I realized that I've never actually consumed anything 352 00:17:45.680 --> 00:17:46.680 from Gary V. 353 00:17:46.680 --> 00:17:47.680 That's long. 354 00:17:47.680 --> 00:17:48.680 But I like Gary V. 355 00:17:48.680 --> 00:17:49.680 A lot. 356 00:17:49.680 --> 00:17:51.320 And I was like, oh, I guess that work. 357 00:17:51.320 --> 00:17:54.520 So that's why I do both. 358 00:17:54.520 --> 00:17:55.520 Right. 359 00:17:55.520 --> 00:17:56.880 And so I think it's a width and depth thing. 360 00:17:56.880 --> 00:17:58.880 I think the shorts give you a lot of breath. 361 00:17:58.880 --> 00:18:01.600 I think the longs give you a lot of depth, right? 362 00:18:01.600 --> 00:18:06.800 So this is everything that I know about, about how to make content that quote goes viral. 363 00:18:06.800 --> 00:18:11.280 I watched a long like interview with Mr. Beast, my big practice of trying to learn stuff 364 00:18:11.280 --> 00:18:13.840 is go to the person who's the best at it and listen to them because they've already reorganized 365 00:18:13.840 --> 00:18:16.400 the information for you, pack. 366 00:18:16.400 --> 00:18:18.920 And so he's like, listen, all these guys make this all comp them with their tags and the 367 00:18:18.920 --> 00:18:19.920 hashtags. 368 00:18:19.920 --> 00:18:22.440 And if you guys sell that, this is not me if ending you, I have no idea what I'm talking 369 00:18:22.440 --> 00:18:23.440 about. 370 00:18:23.440 --> 00:18:24.440 Remember the grain of salt. 371 00:18:24.440 --> 00:18:27.880 But he said, it's just CTR times watch time. 372 00:18:27.880 --> 00:18:28.880 That's it. 373 00:18:28.880 --> 00:18:30.880 You got to get people to click and you got to get people to watch. 374 00:18:31.360 --> 00:18:33.120 I was like, OK, that makes sense. 375 00:18:33.120 --> 00:18:34.240 He's like, and that's what YouTube wants. 376 00:18:34.240 --> 00:18:37.280 They want people to be interested in the content to get the click and they make sure 377 00:18:37.280 --> 00:18:40.600 that the content fulfills the promise of the thumbnail. 378 00:18:40.600 --> 00:18:41.600 Cool. 379 00:18:41.600 --> 00:18:42.800 I was like, I can do that. 380 00:18:42.800 --> 00:18:46.320 And so this is the general format that I've used for the longs, which is like a hooker 381 00:18:46.320 --> 00:18:50.160 or a question that I'm answering, usually a story that's relevant to answer the question, 382 00:18:50.160 --> 00:18:54.600 a framework that I've applied to repeat that process and then an explanation of why I think 383 00:18:54.600 --> 00:18:55.600 it works. 384 00:18:55.600 --> 00:18:56.600 That's it. 385 00:18:56.600 --> 00:19:00.360 And if I want to make longer stuff, it's just that process with multiple stories repeating 386 00:19:00.360 --> 00:19:02.080 that over and over again. 387 00:19:02.080 --> 00:19:06.480 The short is a hooker question, a hammer, which for me is my tweet. 388 00:19:06.480 --> 00:19:10.480 I put the tweet is the next thing I say because I already know it converts. 389 00:19:10.480 --> 00:19:12.400 And then I have an example and an explanation. 390 00:19:12.400 --> 00:19:13.400 And so this is an example. 391 00:19:13.400 --> 00:19:17.280 So it was like 20 ways to guarantee poverty or 28 ways to stay poor, right? 392 00:19:17.280 --> 00:19:19.280 So I mean, this thread got a lot of shares. 393 00:19:19.280 --> 00:19:20.280 Cool. 394 00:19:20.280 --> 00:19:21.280 28 rules reprogrammed to be rich in 22 minutes. 395 00:19:21.280 --> 00:19:24.880 So I have to change the headline and stuff. 396 00:19:24.880 --> 00:19:26.280 But the content was identical. 397 00:19:26.280 --> 00:19:28.440 I just did it in a video, right? 398 00:19:28.440 --> 00:19:31.360 And then the short ones that do well, it's like, all right, over here from an ABCO, 399 00:19:31.360 --> 00:19:32.360 blah, blah. 400 00:19:32.360 --> 00:19:34.160 Authenticity is just a fancy word. 401 00:19:34.160 --> 00:19:39.360 Boom, I just make a short version of the same thing just saying the tweet. 402 00:19:39.360 --> 00:19:40.360 Next one is inject. 403 00:19:40.360 --> 00:19:46.160 So we grew the podcast actually recently from like 20,000 a month to 400,000 a month. 404 00:19:46.160 --> 00:19:49.480 And a big part of that was just having called actions, sounds really dumb, but I wasn't 405 00:19:49.480 --> 00:19:50.480 doing it. 406 00:19:50.480 --> 00:19:52.600 So do it. 407 00:19:52.600 --> 00:19:56.760 And so the way that we did it was we recorded two versions of each of the called actions. 408 00:19:56.760 --> 00:19:59.800 So like called actions, other channels, lead medics, share or tag. 409 00:19:59.800 --> 00:20:02.360 If you have a lower ticket product, I don't, but like, or you've, you know, for me, I 410 00:20:02.360 --> 00:20:05.520 guess I have a book that's not even in a sense, you know, leave a review. 411 00:20:05.520 --> 00:20:08.520 If you want to ask for clients or, you know, send a question. 412 00:20:08.520 --> 00:20:12.080 So I would just report two different CTAs for that. 413 00:20:12.080 --> 00:20:13.760 And then I just inject them into the content. 414 00:20:13.760 --> 00:20:15.280 So this is what it, what it might look like. 415 00:20:15.280 --> 00:20:20.600 So it's like, you have your CTA one content, mid-roll content, uh, end off. 416 00:20:20.600 --> 00:20:21.600 Does that make sense? 417 00:20:21.600 --> 00:20:24.320 So we started doing that with the podcast and it started to grow a lot. 418 00:20:24.320 --> 00:20:27.080 And now we're actually doing it in the rest of the forms of content. 419 00:20:27.080 --> 00:20:29.840 So you'll see that from me, uh, because this has been working. 420 00:20:29.840 --> 00:20:35.040 Uh, so this is me doing this, walking the talk, all right, the point directions, et 421 00:20:35.040 --> 00:20:36.040 cetera. 422 00:20:36.040 --> 00:20:37.040 Okay. 423 00:20:37.040 --> 00:20:38.200 Contextualize. 424 00:20:38.200 --> 00:20:39.200 So anyone seen this one before? 425 00:20:39.200 --> 00:20:41.800 Everyone see this like me, though, in viral. 426 00:20:41.800 --> 00:20:45.120 So it's like everybody kind of appears somewhat differently, even though it's the same person, 427 00:20:45.120 --> 00:20:47.000 depending on the setting that you're in, right? 428 00:20:47.000 --> 00:20:49.840 I'll Facebook you look a certain way, LinkedIn you look a certain way, Tinder you look a 429 00:20:49.840 --> 00:20:50.840 certain way. 430 00:20:50.840 --> 00:20:56.840 This sales guy who was on Tinder and, uh, and he would close every one of his dates on 431 00:20:56.840 --> 00:21:02.200 buying our supplements so that he could get, he was like, it always covered dinner. 432 00:21:02.200 --> 00:21:03.200 Savage. 433 00:21:03.200 --> 00:21:04.200 Anyways. 434 00:21:04.200 --> 00:21:05.200 So you have to make the stuff contextual. 435 00:21:05.200 --> 00:21:06.200 And so this is what we do. 436 00:21:06.200 --> 00:21:07.200 So this is the same video, right? 437 00:21:07.200 --> 00:21:10.280 Is that same, uh, Navy seal video I made earlier, right? 438 00:21:10.280 --> 00:21:13.240 So that's a real, that's a TikTok. 439 00:21:13.240 --> 00:21:14.880 And then that's the YouTube short. 440 00:21:14.880 --> 00:21:17.680 So it's the same thing you just, you just make it match the platform. 441 00:21:17.680 --> 00:21:21.560 Same way you would make your Facebook look different than your Instagram look different 442 00:21:21.560 --> 00:21:25.640 than your LinkedIn, et cetera, as long as you just make it contextual, I think it, it 443 00:21:25.640 --> 00:21:29.440 does a lot better because have you guys seen people just like take literally the exact 444 00:21:29.440 --> 00:21:31.840 same thing and post it on the wrong platform? 445 00:21:31.840 --> 00:21:33.440 I just think it just hurts it. 446 00:21:33.440 --> 00:21:36.040 And it's just not that much effort to, to make it contextual. 447 00:21:36.040 --> 00:21:37.040 All right. 448 00:21:37.040 --> 00:21:38.040 Last one, distribute. 449 00:21:38.040 --> 00:21:39.040 Then we distribute them. 450 00:21:39.040 --> 00:21:40.040 All right. 451 00:21:40.040 --> 00:21:43.840 So we went from seven times a week to 80 times a week in distribution. 452 00:21:43.840 --> 00:21:49.000 That was the result over that six month period, which was a lot of growth, awesome. 453 00:21:49.000 --> 00:21:53.280 And so we 10x the inputs and we got 10x the outputs, surprising. 454 00:21:53.280 --> 00:21:59.200 So quick recap, all right, content creation model, test. 455 00:21:59.200 --> 00:22:02.960 First thing you do, make your brain dump into something that's actually rendering content. 456 00:22:02.960 --> 00:22:04.800 So this is net zero time for me. 457 00:22:04.800 --> 00:22:07.840 I was doing it and I just started doing it publicly. 458 00:22:07.840 --> 00:22:11.720 Number two is that once I have the stuff that's winning, I record it, I record the threads 459 00:22:11.720 --> 00:22:15.040 as long as I record the tweets of shorts. 460 00:22:15.040 --> 00:22:18.720 From there, the team injects the call to action so that I can direct the traffic whatever 461 00:22:18.720 --> 00:22:21.640 way I want to direct it, right? 462 00:22:21.640 --> 00:22:26.800 Four and big one on this last injection thing, like if you don't do this because I wasn't, 463 00:22:26.800 --> 00:22:30.040 you get all of these impressions and like eyeballs and stuff and you'll get followers, 464 00:22:30.040 --> 00:22:34.240 but like you don't drive a result, which again sounds silly that I wasn't doing this, 465 00:22:34.240 --> 00:22:37.840 but I told you at the beginning, you guys are better than I am at this. 466 00:22:37.840 --> 00:22:39.040 Number four was contextualize it. 467 00:22:39.040 --> 00:22:40.880 I just think it works a lot better. 468 00:22:40.880 --> 00:22:43.160 And then finally, you cut it and increase the volume. 469 00:22:43.160 --> 00:22:44.160 Cool. 470 00:22:44.160 --> 00:22:45.160 That makes sense so far. 471 00:22:45.160 --> 00:22:46.160 Great. 472 00:22:46.160 --> 00:22:47.160 Fantastic. 473 00:22:47.160 --> 00:22:48.160 So was that helpful? 474 00:22:48.160 --> 00:22:49.160 Yeah. 475 00:22:49.160 --> 00:22:50.160 Okay. 476 00:22:50.160 --> 00:22:51.160 Cool. 477 00:22:51.160 --> 00:22:53.400 So that concludes section two. 478 00:22:53.400 --> 00:22:55.920 How much and how? 479 00:22:55.920 --> 00:22:57.400 Fantastic. 480 00:22:57.400 --> 00:22:58.400 Observations. 481 00:22:58.400 --> 00:23:02.480 I was going to call it musings, but then I thought no one would know what that meant. 482 00:23:02.480 --> 00:23:10.840 So I just gave you the like traditional lip service on a content generation model. 483 00:23:10.960 --> 00:23:15.200 It's kind of boring and I don't think it's that interesting, which is why I try to get 484 00:23:15.200 --> 00:23:19.600 through it quickly because a lot of people will describe that as the reason that we grew 485 00:23:19.600 --> 00:23:20.600 a lot. 486 00:23:20.600 --> 00:23:24.280 And I don't think that's why, but I'm presenting it because I would end up getting 487 00:23:24.280 --> 00:23:25.480 a zillion questions about it. 488 00:23:25.480 --> 00:23:26.960 And so that's why it's there. 489 00:23:26.960 --> 00:23:30.320 I think the real reason that we were able to grow, so I'm going to put like my real hat 490 00:23:30.320 --> 00:23:34.040 on for a minute, is that there's an unspoken question in every person's mind that has 491 00:23:34.040 --> 00:23:38.080 to first be answered, which is why should I listen to you? 492 00:23:38.080 --> 00:23:40.160 And I think it's one of the most profound questions. 493 00:23:40.160 --> 00:23:45.560 And I think it influences how people share, how people take your content, everything. 494 00:23:45.560 --> 00:23:48.200 It's the frame that the content is consumed in. 495 00:23:48.200 --> 00:23:49.600 So I'll give you a real word example. 496 00:23:49.600 --> 00:23:53.080 Imagine you're talking to a guy, you don't know anything, and you're just like talking 497 00:23:53.080 --> 00:23:55.240 about business and you're like, oh, it's cool. 498 00:23:55.240 --> 00:23:58.880 And then like two seconds later, it's like, do that guy's a billionaire. 499 00:23:58.880 --> 00:24:01.440 All of a sudden, you're like, right? 500 00:24:01.440 --> 00:24:04.760 The frame matters a lot. 501 00:24:04.760 --> 00:24:07.800 Elon must make a tweet that's like, I'm on the toilet. 502 00:24:07.800 --> 00:24:10.680 He gets like 500 million shares, right? 503 00:24:10.680 --> 00:24:12.000 This guy is hilarious. 504 00:24:12.000 --> 00:24:13.000 Right? 505 00:24:13.000 --> 00:24:14.000 It's because it's Elon, right? 506 00:24:14.000 --> 00:24:18.200 And he has a brand that he's established, and there's context there. 507 00:24:18.200 --> 00:24:23.240 And so I think that we should have this question answered for ourselves and our prospects 508 00:24:23.240 --> 00:24:25.680 before creating content, all right? 509 00:24:25.680 --> 00:24:30.840 And so imagine for a moment that I had done this whole presentation up to this point, 510 00:24:30.840 --> 00:24:35.600 and I had a 1,000-person total audience between all of those platforms. 511 00:24:35.600 --> 00:24:37.320 Same presentation. 512 00:24:37.320 --> 00:24:40.240 How different would that feel, right? 513 00:24:40.240 --> 00:24:45.360 Just imagine, you don't stage, you don't know me, and I have 1,000 people on Instagram 514 00:24:45.360 --> 00:24:47.520 and that's it. 515 00:24:47.520 --> 00:24:49.200 Same presentation. 516 00:24:49.200 --> 00:24:50.600 You would receive it differently, right? 517 00:24:50.600 --> 00:24:51.600 Right. 518 00:24:51.600 --> 00:24:57.080 I would, because I would think it was stupid, pointless, preachy, better than now, full 519 00:24:57.080 --> 00:24:59.720 of shit, and if you're so good, why don't you do it? 520 00:24:59.720 --> 00:25:03.640 And so we have to answer the question, why should I listen to you? 521 00:25:03.640 --> 00:25:06.760 And I think a lot of you are making content from a weak frame. 522 00:25:06.760 --> 00:25:08.520 And that's just what I see. 523 00:25:08.520 --> 00:25:10.040 That's just me witnessing it. 524 00:25:10.040 --> 00:25:17.480 Like, you know, it's like the 18-year-old relationship coaches, you know what I mean? 525 00:25:17.480 --> 00:25:18.480 They're real. 526 00:25:18.480 --> 00:25:19.480 You know what I'm saying? 527 00:25:19.480 --> 00:25:20.480 They're out there. 528 00:25:20.480 --> 00:25:22.480 Some of you are here. 529 00:25:22.480 --> 00:25:26.080 You can be real, right? 530 00:25:26.080 --> 00:25:29.920 You know, or it's like the business coaches that are doing $5,000 a month. 531 00:25:29.920 --> 00:25:33.280 So besides all the stuff that we shared earlier, the real reason that I think our audience 532 00:25:33.280 --> 00:25:35.960 is growing is that we're talking about stuff that we have evidence to support. 533 00:25:36.360 --> 00:25:37.760 Like, that's the real, right? 534 00:25:37.760 --> 00:25:41.600 So all the shit I said earlier, sure, you can do that. 535 00:25:41.600 --> 00:25:43.400 That worked for me. 536 00:25:43.400 --> 00:25:44.680 You might not like Twitter. 537 00:25:44.680 --> 00:25:46.520 I like Twitter because it's easy for me. 538 00:25:46.520 --> 00:25:48.200 If it's not easy for you, don't do it, right? 539 00:25:48.200 --> 00:25:50.880 Which is why this worked for me this time, right? 540 00:25:50.880 --> 00:25:52.040 That's the context. 541 00:25:52.040 --> 00:25:55.200 But I think this stuff is the more kind of eternal stuff, and that's why I was kind of like 542 00:25:55.200 --> 00:25:57.360 excited to get to part three. 543 00:25:57.360 --> 00:26:01.960 And so I think it's about having the evidence for your others and most importantly for yourself, 544 00:26:01.960 --> 00:26:02.960 right? 545 00:26:02.960 --> 00:26:06.840 So let's talk about how to build companies first before ever talking about how to build 546 00:26:06.840 --> 00:26:07.840 companies. 547 00:26:07.840 --> 00:26:08.840 All right, guys. 548 00:26:08.840 --> 00:26:10.640 I hope you enjoyed part one of the keynote. 549 00:26:10.640 --> 00:26:12.040 It's very special to me. 550 00:26:12.040 --> 00:26:14.400 I hope you guys got some tactics that you can immediately use in your business in terms 551 00:26:14.400 --> 00:26:20.400 of how to operationalize content in a way that is sustainable for you to build your business 552 00:26:20.400 --> 00:26:24.840 and start generating inbound leads to sell the stuff that you have. 553 00:26:24.840 --> 00:26:25.840 All right. 554 00:26:25.840 --> 00:26:28.040 Next up is part two of this. 555 00:26:28.040 --> 00:26:30.200 And this one is really from the soul. 556 00:26:30.200 --> 00:26:35.040 So I kind of actually transitioned the talk at this point going into part two from what 557 00:26:35.040 --> 00:26:38.640 I heard part two is the thing that everyone, I mean, it was the thing that everyone kept 558 00:26:38.640 --> 00:26:39.720 quoting at me. 559 00:26:39.720 --> 00:26:43.200 And you can see my tone shift because you'll see that everything that I just talked about 560 00:26:43.200 --> 00:26:47.360 in terms of the operations, that's the day to day, that's the execution, that's the implementation. 561 00:26:47.360 --> 00:26:51.440 But if you have the wrong heart behind it, if you have the wrong fuel that's making it, 562 00:26:51.440 --> 00:26:52.920 no one will listen. 563 00:26:52.920 --> 00:26:58.400 And so be stay tuned for part two that's coming out ASAP for you guys. 564 00:26:58.400 --> 00:26:59.720 And I can't wait for you to listen to it.