WEBVTT

1
00:00:00.000 --> 00:00:08.440
On today's 100 Million R leads collab podcast, I've got post-free content, the cornerstone

2
00:00:08.440 --> 00:00:13.560
of how we built all of the free personal branding stuff that we do across LinkedIn, Twitter,

3
00:00:13.560 --> 00:00:19.880
TikTok, Instagram, this podcast itself, YouTube and my email list, all of those come from

4
00:00:19.880 --> 00:00:22.960
the core concepts that I explained in the next 47 minutes.

5
00:00:22.960 --> 00:00:27.160
This one is a heater, this is how we built a 5 million person audience in 24 months

6
00:00:27.160 --> 00:00:32.320
on a budget only recording two days per month and doing our real job acquisition.com in

7
00:00:32.320 --> 00:00:38.600
the meantime, you're not going to want to miss this one, so enjoy this.

8
00:00:38.600 --> 00:00:40.680
Post-free content part one.

9
00:00:40.680 --> 00:00:43.440
How to build an audience to get engaged leads.

10
00:00:43.440 --> 00:00:46.720
No one's ever complained about getting too much value.

11
00:00:46.720 --> 00:00:47.720
January 2020.

12
00:00:47.720 --> 00:00:50.240
Did you ever hear about Kylie Jenner?

13
00:00:50.240 --> 00:00:51.240
Play last?

14
00:00:51.240 --> 00:00:52.240
No, why?

15
00:00:52.240 --> 00:00:53.240
I replied.

16
00:00:53.240 --> 00:00:55.840
She's now the youngest female self-made billionaire.

17
00:00:55.840 --> 00:00:56.840
Wait, what?

18
00:00:56.920 --> 00:00:59.480
Yeah, she's 20, Forbes just put her on the cover.

19
00:00:59.480 --> 00:01:02.200
I was 10 years older than her and not a billionaire.

20
00:01:02.200 --> 00:01:03.760
Why do I suck so much?

21
00:01:03.760 --> 00:01:05.360
How could she make so much more than me?

22
00:01:05.360 --> 00:01:06.600
I thought I was pretty good at business.

23
00:01:06.600 --> 00:01:09.440
We took home 13 million in personal income the year before.

24
00:01:09.440 --> 00:01:13.520
But I was clearly missing something and I felt horrible about it.

25
00:01:13.520 --> 00:01:14.560
My ego protected me.

26
00:01:14.560 --> 00:01:17.280
Well, Kris Jenner was her mother and she must have organized all this.

27
00:01:17.280 --> 00:01:19.680
I wrote it off as rich parents and moved on.

28
00:01:19.680 --> 00:01:23.840
A few months later, Laila looked up from her computer.

29
00:01:23.840 --> 00:01:26.080
Dude, Buddha just sold a minority stake in her company

30
00:01:26.080 --> 00:01:28.200
at a $600 million valuation.

31
00:01:28.200 --> 00:01:30.160
Who did the makeup girl I replied?

32
00:01:30.160 --> 00:01:32.360
Yeah, holy cow.

33
00:01:32.360 --> 00:01:34.840
Again, how could I have been screwing up so bad?

34
00:01:34.840 --> 00:01:37.040
How was someone so young making so much more than me?

35
00:01:37.040 --> 00:01:37.880
She's in beauty.

36
00:01:37.880 --> 00:01:38.720
She can do that.

37
00:01:38.720 --> 00:01:39.560
I can't.

38
00:01:39.560 --> 00:01:41.480
I told myself than carried on.

39
00:01:41.480 --> 00:01:44.440
A few months later, a headline caught my eye.

40
00:01:44.440 --> 00:01:47.760
Conor McGregor's proper 12 whiskey hits a $600 million valuation

41
00:01:47.760 --> 00:01:49.080
within 12 months of launching.

42
00:01:49.080 --> 00:01:51.640
Seriously, another person making gobs of money

43
00:01:51.640 --> 00:01:53.240
in what followed seconds.

44
00:01:53.240 --> 00:01:55.520
A few months later, I saw another headline.

45
00:01:55.520 --> 00:01:58.240
With an insane 3.5 billion worth,

46
00:01:58.240 --> 00:02:00.360
Dwayne Johnson's teramana sweeps the floor

47
00:02:00.360 --> 00:02:02.520
with Conor McGregor's proper 12.

48
00:02:02.520 --> 00:02:05.320
Dwayne, the rock Johnson, is now a multibillionaire.

49
00:02:05.320 --> 00:02:07.080
And he never even talked about business.

50
00:02:07.080 --> 00:02:08.880
What am I doing wrong?

51
00:02:08.880 --> 00:02:10.400
If someone makes more money than you,

52
00:02:10.400 --> 00:02:12.400
they are better at the game business in some way.

53
00:02:12.400 --> 00:02:14.480
Quiet the ego, look for the lesson.

54
00:02:15.480 --> 00:02:17.960
A few months later, at a famous friend's house.

55
00:02:18.920 --> 00:02:21.560
Up to this point, I stayed behind the scenes for the most part.

56
00:02:21.560 --> 00:02:22.880
I didn't want to become famous.

57
00:02:22.880 --> 00:02:25.560
I wanted to be rich, and I succeeded at that.

58
00:02:25.560 --> 00:02:28.440
But seeing these successes chipped away at my beliefs,

59
00:02:28.440 --> 00:02:30.720
could building a personal brand be that powerful?

60
00:02:30.720 --> 00:02:32.680
Simple answer, yes.

61
00:02:32.680 --> 00:02:34.400
But I wanted my privacy.

62
00:02:34.400 --> 00:02:36.880
We sat around his kitchen table and I asked him,

63
00:02:36.880 --> 00:02:38.800
you get all these weird messages from strangers.

64
00:02:38.800 --> 00:02:40.240
People threaten your family.

65
00:02:40.240 --> 00:02:42.080
Are you still happy you became famous?

66
00:02:42.080 --> 00:02:44.640
He replied with something that changed my life forever.

67
00:02:44.640 --> 00:02:46.800
If getting weird messages and hate from people

68
00:02:46.800 --> 00:02:48.480
I don't know is the price I have to pay

69
00:02:48.480 --> 00:02:50.120
to make the impact I want to have,

70
00:02:50.120 --> 00:02:51.760
I pay that price any day of the week.

71
00:02:52.680 --> 00:02:55.120
I thought exposed, I was being a pansy.

72
00:02:55.120 --> 00:02:56.680
I claimed I wanted to make an impact,

73
00:02:56.680 --> 00:02:58.520
but wasn't willing to pay the price for it.

74
00:02:58.520 --> 00:02:59.560
After that conversation,

75
00:02:59.560 --> 00:03:02.600
Leyla and I went all in on building personal brands.

76
00:03:02.600 --> 00:03:05.000
I have a core belief I'd like to transfer to you.

77
00:03:05.000 --> 00:03:06.480
If someone is making more money than you,

78
00:03:06.480 --> 00:03:08.840
they are better at the game of business in some way.

79
00:03:08.840 --> 00:03:11.320
Take it as good news, it means you can learn from them.

80
00:03:11.320 --> 00:03:12.560
Don't think they had it easy.

81
00:03:12.560 --> 00:03:13.880
Don't think they had a shortcut.

82
00:03:13.880 --> 00:03:15.680
Don't tell yourself they broke some moral code.

83
00:03:15.680 --> 00:03:18.480
Even if it's true, none of those beliefs serve you.

84
00:03:18.480 --> 00:03:20.280
None of those beliefs make you better.

85
00:03:21.240 --> 00:03:23.760
Years ago, I was vocal about making content.

86
00:03:23.760 --> 00:03:24.880
I didn't see the point.

87
00:03:24.880 --> 00:03:26.320
While I waste my time making something

88
00:03:26.320 --> 00:03:27.960
that would disappear in a few days,

89
00:03:27.960 --> 00:03:29.280
I thought it was a stupid waste of time

90
00:03:29.280 --> 00:03:31.400
and let everyone know I was wrong.

91
00:03:31.400 --> 00:03:33.280
It really wasn't about the content at all.

92
00:03:33.280 --> 00:03:34.560
It was about the audience,

93
00:03:34.560 --> 00:03:36.640
but I didn't understand what the content you create

94
00:03:36.640 --> 00:03:39.400
isn't the compounding asset, the audiences.

95
00:03:39.400 --> 00:03:41.640
So even though the content may disappear in time,

96
00:03:41.640 --> 00:03:43.360
your audience keeps growing.

97
00:03:43.360 --> 00:03:44.920
This was a lesson my ego prevented me

98
00:03:44.920 --> 00:03:46.400
from learning for too long.

99
00:03:46.400 --> 00:03:48.400
It took an entire year of getting hit in the face

100
00:03:48.400 --> 00:03:50.760
with solid evidence before I changed my ways.

101
00:03:50.760 --> 00:03:53.840
Building an audience is the most valuable thing I've ever done.

102
00:03:53.840 --> 00:03:55.560
I saw Kylie Jenner, Huda Katan,

103
00:03:55.560 --> 00:03:58.120
Conor McGregor and the Rock become billionaires overnight.

104
00:03:58.120 --> 00:03:59.760
My famous friend said a massive audience

105
00:03:59.760 --> 00:04:01.320
was crucial to his success.

106
00:04:01.320 --> 00:04:03.000
The overwhelming evidence broke my belief

107
00:04:03.000 --> 00:04:04.120
so I rewrote them.

108
00:04:04.120 --> 00:04:06.040
I now saw the power of having an audience,

109
00:04:06.040 --> 00:04:07.640
but I didn't know where to start.

110
00:04:07.640 --> 00:04:08.800
So I did what I always do.

111
00:04:08.800 --> 00:04:11.000
I pay for knowledge, buying someone else's experience

112
00:04:11.000 --> 00:04:11.920
saves the time it would take

113
00:04:11.920 --> 00:04:13.800
to figure everything out yourself.

114
00:04:13.800 --> 00:04:16.000
Laila bought me four calls with a big influencer

115
00:04:16.000 --> 00:04:17.760
who had the type of audience I wanted to build.

116
00:04:17.800 --> 00:04:19.600
She paid 120 grand.

117
00:04:19.600 --> 00:04:22.000
On my first call, he told me to post regularly

118
00:04:22.000 --> 00:04:22.880
on every platform.

119
00:04:22.880 --> 00:04:23.960
So that's what I did.

120
00:04:23.960 --> 00:04:27.520
12 months later, my audience grew by more than 200,000 people.

121
00:04:27.520 --> 00:04:30.800
On my second call, he noted the progress, but I wanted more.

122
00:04:30.800 --> 00:04:32.640
Do you have a blueprint for your personal branding?

123
00:04:32.640 --> 00:04:34.240
How do you put out all that content?

124
00:04:34.240 --> 00:04:35.800
He said, bro, anyone telling you

125
00:04:35.800 --> 00:04:37.800
there's some secret is trying to sell you something.

126
00:04:37.800 --> 00:04:39.480
We just put out as much as we possibly can.

127
00:04:39.480 --> 00:04:41.080
Pull up your Instagram and pull up my Instagram.

128
00:04:41.080 --> 00:04:42.960
Look, you've posted only once today.

129
00:04:42.960 --> 00:04:44.480
I posted three times.

130
00:04:44.480 --> 00:04:45.320
Pull up your LinkedIn.

131
00:04:45.320 --> 00:04:46.600
Look, you posted once this week.

132
00:04:46.600 --> 00:04:48.320
I posted five times today.

133
00:04:48.320 --> 00:04:49.800
He went platform by platform.

134
00:04:49.800 --> 00:04:52.120
I grew more embarrassed with each comparison.

135
00:04:52.120 --> 00:04:53.920
You just got to do more, bro.

136
00:04:53.920 --> 00:04:55.760
Simple, not easy.

137
00:04:55.760 --> 00:04:58.360
Over the next six months, I put out 10 times the content.

138
00:04:58.360 --> 00:04:59.360
And over the next six months,

139
00:04:59.360 --> 00:05:01.800
I added 1.2 million people to my audience.

140
00:05:01.800 --> 00:05:04.120
Also, when I put out 10 times the content,

141
00:05:04.120 --> 00:05:07.040
my audience grew 10 times as fast.

142
00:05:07.040 --> 00:05:09.280
Volume works, content works.

143
00:05:09.280 --> 00:05:11.080
A growing audience is the result.

144
00:05:11.080 --> 00:05:12.960
And in this chapter, I'll break down how I did it

145
00:05:12.960 --> 00:05:14.760
so you can do it too.

146
00:05:14.760 --> 00:05:16.680
How building an audience works?

147
00:05:16.680 --> 00:05:18.680
You post great free content.

148
00:05:19.680 --> 00:05:21.680
Warm reachouts don't get a lot of engaged leads

149
00:05:21.680 --> 00:05:23.040
for the time we invest.

150
00:05:23.040 --> 00:05:24.120
If we want to reach 10 people,

151
00:05:24.120 --> 00:05:25.760
we have to repeat ourselves 10 times.

152
00:05:25.760 --> 00:05:26.720
Lots of effort.

153
00:05:26.720 --> 00:05:28.040
By posting free content,

154
00:05:28.040 --> 00:05:29.960
we can say it once and reach all 10.

155
00:05:29.960 --> 00:05:32.400
So posting content get us a lot more engaged leads

156
00:05:32.400 --> 00:05:34.320
for the time we invest, correct?

157
00:05:34.320 --> 00:05:35.560
The people who think it's valuable

158
00:05:35.560 --> 00:05:36.840
become a part of your warm audience.

159
00:05:36.840 --> 00:05:39.160
If they think other people find it valuable, they share it.

160
00:05:39.160 --> 00:05:41.160
And if the people they share it with like it,

161
00:05:41.160 --> 00:05:43.560
they become a part of your warm audience too.

162
00:05:43.560 --> 00:05:46.920
Grints and repeat, the sharing can go on indefinitely.

163
00:05:46.920 --> 00:05:48.200
The more they share your stuff,

164
00:05:48.200 --> 00:05:49.720
the larger your warm audience gets.

165
00:05:49.720 --> 00:05:52.240
And once in a while, you'll make them an offer.

166
00:05:52.240 --> 00:05:54.280
If you offer as enough value, they'll take it.

167
00:05:54.280 --> 00:05:56.320
When they do, you make money.

168
00:05:56.320 --> 00:05:59.280
And the bigger your audience, the more money you make.

169
00:05:59.280 --> 00:06:00.760
Look at it this way.

170
00:06:00.760 --> 00:06:02.720
Posting free content grows your warm audience.

171
00:06:02.720 --> 00:06:04.400
So constantly posting free content

172
00:06:04.400 --> 00:06:06.080
means you'll have a constantly growing audience

173
00:06:06.080 --> 00:06:08.240
of people more likely to buy your stuff.

174
00:06:08.240 --> 00:06:11.320
Free content makes all other advertising more effective.

175
00:06:11.320 --> 00:06:12.480
If you reach out to someone

176
00:06:12.480 --> 00:06:14.720
and they can't find content related to your services,

177
00:06:14.720 --> 00:06:16.120
they're less likely to buy.

178
00:06:16.120 --> 00:06:18.720
On the other hand, if they find lots of valuable content,

179
00:06:18.720 --> 00:06:20.320
they are more likely to buy.

180
00:06:20.320 --> 00:06:22.720
This is what my ego prevented me from learning.

181
00:06:22.720 --> 00:06:24.840
Now the headlines with Jennifer Huda McGregor

182
00:06:24.840 --> 00:06:27.000
and the rock all made perfect sense.

183
00:06:27.000 --> 00:06:29.880
But posting free content isn't all sunshine and rabos.

184
00:06:29.880 --> 00:06:31.240
It has trade-offs.

185
00:06:31.240 --> 00:06:33.960
First, it's more difficult to personalize your message

186
00:06:33.960 --> 00:06:35.640
so fewer people respond.

187
00:06:35.640 --> 00:06:38.400
Second, you compete with everyone else posting free content.

188
00:06:38.400 --> 00:06:40.160
This makes it harder to stand out.

189
00:06:40.160 --> 00:06:42.960
Third, if you do stand out, people will copy you.

190
00:06:42.960 --> 00:06:44.920
This means you need to constantly innovate.

191
00:06:44.920 --> 00:06:48.120
That being said, a bigger audience means more engaged leads.

192
00:06:48.120 --> 00:06:50.040
More engaged leads means more money.

193
00:06:50.040 --> 00:06:52.040
More money means you more happy.

194
00:06:52.040 --> 00:06:53.240
Just kidding, it won't do that.

195
00:06:53.240 --> 00:06:54.880
But it'll give you all the resources

196
00:06:54.880 --> 00:06:56.280
to remove the stuff you hate.

197
00:06:56.280 --> 00:06:59.400
Anyways, this chapter covers only two topics.

198
00:06:59.400 --> 00:07:01.760
First, we demystify audience growing content

199
00:07:01.760 --> 00:07:04.320
by showing it's all made of the same basic units.

200
00:07:04.320 --> 00:07:06.200
A content unit has three components.

201
00:07:06.200 --> 00:07:07.840
Hook, retain, reward.

202
00:07:07.840 --> 00:07:10.680
Second, how linking basic units together

203
00:07:10.680 --> 00:07:12.280
will make audience growing content

204
00:07:12.280 --> 00:07:14.640
for any platform or media type.

205
00:07:14.640 --> 00:07:17.480
The next chapter, post-free content part two,

206
00:07:17.480 --> 00:07:20.040
shows you how to weaponize this content to make money.

207
00:07:20.040 --> 00:07:22.120
But for now, you can't monetize content

208
00:07:22.120 --> 00:07:23.600
until you know how to make it.

209
00:07:23.600 --> 00:07:26.600
The content unit, three components.

210
00:07:26.600 --> 00:07:28.640
All audience growing content does one thing.

211
00:07:28.640 --> 00:07:30.880
It rewards people for consuming it.

212
00:07:30.880 --> 00:07:33.120
And a person can only get rewarded by the content

213
00:07:33.120 --> 00:07:35.560
if they, one, have a reason to consume it,

214
00:07:35.560 --> 00:07:37.480
two, pay attention long enough, two,

215
00:07:37.480 --> 00:07:39.680
three, get that reason satisfied.

216
00:07:39.680 --> 00:07:41.840
Thankfully, we can reverse those three outcomes

217
00:07:41.840 --> 00:07:43.280
into the three things we have to do

218
00:07:43.280 --> 00:07:44.880
to make audience growing content.

219
00:07:44.880 --> 00:07:47.680
This means we have to, A, hook attention,

220
00:07:47.680 --> 00:07:49.280
get them to notice your content.

221
00:07:49.280 --> 00:07:52.120
B, retain attention, get them to consume it.

222
00:07:52.120 --> 00:07:53.800
C, reward attention.

223
00:07:53.800 --> 00:07:56.120
Satisfied the reason they consume it to begin with.

224
00:07:56.120 --> 00:07:58.400
The smallest amount of material it takes to hook,

225
00:07:58.400 --> 00:08:01.120
retain and reward attention is a content unit.

226
00:08:01.120 --> 00:08:03.760
It could be as little as an image, a meme or sentence.

227
00:08:03.760 --> 00:08:07.720
Meaning, you can hook, retain and reward at the same time.

228
00:08:07.720 --> 00:08:09.920
This is how short tweets, meme images,

229
00:08:09.920 --> 00:08:11.800
or even a jingle can go viral.

230
00:08:11.800 --> 00:08:12.960
They do all three.

231
00:08:12.960 --> 00:08:15.560
I separate them so we can discuss them more clearly,

232
00:08:15.560 --> 00:08:17.320
but they all happen at once.

233
00:08:17.320 --> 00:08:18.720
Let's dive into each of the things

234
00:08:18.720 --> 00:08:20.440
we do to create a content unit.

235
00:08:20.440 --> 00:08:22.320
This way, you can create effective content units

236
00:08:22.320 --> 00:08:24.040
that grow your audience.

237
00:08:24.040 --> 00:08:25.560
One, hook.

238
00:08:25.560 --> 00:08:29.080
They cannot be rewarded unless we first get their attention.

239
00:08:29.080 --> 00:08:31.160
The objective, we give them a reason

240
00:08:31.160 --> 00:08:34.040
to redirect their attention from whatever they're doing towards us.

241
00:08:34.040 --> 00:08:35.840
If we do that, we've hooked them.

242
00:08:35.840 --> 00:08:37.680
The effectiveness of your hook is measured

243
00:08:37.680 --> 00:08:38.680
by the percentage of people

244
00:08:38.680 --> 00:08:40.360
who start consuming your content.

245
00:08:40.360 --> 00:08:41.960
So if you hook attention well,

246
00:08:41.960 --> 00:08:44.320
many people will have a reason to consume your content.

247
00:08:44.320 --> 00:08:46.960
If you do a poor job, few people will have a reason

248
00:08:46.960 --> 00:08:48.120
to consume your content.

249
00:08:48.120 --> 00:08:50.440
Remember, this is a competition for attention.

250
00:08:50.440 --> 00:08:53.720
We have to be every alternative they have to win theirs.

251
00:08:53.720 --> 00:08:55.640
Make yourself the best option.

252
00:08:55.640 --> 00:08:56.960
We increase the percentage of people

253
00:08:56.960 --> 00:09:00.360
who pick our content by picking topics they find interesting.

254
00:09:00.360 --> 00:09:02.040
Headlines that give them a reason

255
00:09:02.040 --> 00:09:04.680
and matching the format of other stuff they like.

256
00:09:04.680 --> 00:09:06.440
Let's dive into each.

257
00:09:06.440 --> 00:09:07.280
Topics.

258
00:09:07.280 --> 00:09:09.680
Topics are the things you make your content about.

259
00:09:09.680 --> 00:09:11.440
I prefer to use personal experiences.

260
00:09:11.440 --> 00:09:13.640
Here's why there's only one of you.

261
00:09:13.640 --> 00:09:15.640
The easiest way to differentiate is to say something

262
00:09:15.640 --> 00:09:18.120
no one else can say and no one else has lived your life.

263
00:09:18.120 --> 00:09:21.080
But you, I divide topics into five categories.

264
00:09:21.080 --> 00:09:23.000
Far past, recent past, present,

265
00:09:23.000 --> 00:09:25.720
trending, manufactured, far past.

266
00:09:25.720 --> 00:09:27.960
The important past lessons of your life

267
00:09:27.960 --> 00:09:30.480
connect that wisdom to your product or service

268
00:09:30.480 --> 00:09:32.440
to provide huge value to your audience.

269
00:09:32.440 --> 00:09:34.320
Give them the story without the scar.

270
00:09:34.320 --> 00:09:36.120
It's why I write these books.

271
00:09:36.120 --> 00:09:38.920
Example, a personal lesson where I broke my belief

272
00:09:38.920 --> 00:09:40.720
that I don't have enough time.

273
00:09:40.720 --> 00:09:42.480
Hook, I complained to a friend

274
00:09:42.480 --> 00:09:43.960
that I didn't have enough time to do something

275
00:09:43.960 --> 00:09:45.440
while glued to my phone.

276
00:09:45.440 --> 00:09:47.480
Retain, they yanked it out of my hands

277
00:09:47.480 --> 00:09:48.720
and looked at its usage.

278
00:09:48.720 --> 00:09:50.960
It showed I spent three hours per day on social media.

279
00:09:50.960 --> 00:09:53.080
Reward, they looked back to me and said,

280
00:09:53.080 --> 00:09:55.080
hey, I found you some time.

281
00:09:55.080 --> 00:09:57.320
It's a simple story other people can relate to.

282
00:09:57.320 --> 00:09:59.800
This makes it an interesting topic to more people.

283
00:09:59.800 --> 00:10:01.600
And it connects what I do growing businesses

284
00:10:01.600 --> 00:10:03.000
to a struggle many people experience

285
00:10:03.000 --> 00:10:04.360
not having enough time.

286
00:10:04.360 --> 00:10:06.280
The epiphany I give away makes us less invaluable

287
00:10:06.280 --> 00:10:07.320
for my audience.

288
00:10:07.320 --> 00:10:09.920
People starting growing and selling their businesses.

289
00:10:09.920 --> 00:10:13.560
Recent past, do stuff, then talk about what you did

290
00:10:13.560 --> 00:10:14.960
or what happened.

291
00:10:14.960 --> 00:10:16.360
Anytime you speak with somebody,

292
00:10:16.360 --> 00:10:18.680
there's a chance your audience could give value from it.

293
00:10:18.680 --> 00:10:20.560
Look at your calendar for the last week.

294
00:10:20.560 --> 00:10:21.760
Look at all your meetings.

295
00:10:21.760 --> 00:10:23.320
Look at all your social interactions.

296
00:10:23.320 --> 00:10:25.600
Look at all your conversations with warm reach outs.

297
00:10:25.600 --> 00:10:27.800
There's gold in these conversations.

298
00:10:27.800 --> 00:10:30.640
Tell stories from them that would serve your audience.

299
00:10:30.640 --> 00:10:32.880
For example, this is me reading a tweet.

300
00:10:32.880 --> 00:10:35.480
As a marketing rule of thumb, if everyone else is doing it,

301
00:10:35.480 --> 00:10:36.320
don't do it.

302
00:10:36.320 --> 00:10:38.920
This tweet came from a meeting I had with a portfolio CEO

303
00:10:38.920 --> 00:10:40.520
that was just copying the same off

304
00:10:40.520 --> 00:10:42.200
for everyone else in this market was making

305
00:10:42.200 --> 00:10:44.240
and was getting subpar results.

306
00:10:44.240 --> 00:10:46.880
This means taking notes, recordings, and other records

307
00:10:46.880 --> 00:10:49.400
to make that stuff easy to access.

308
00:10:49.400 --> 00:10:51.800
But it also means a free, easy, and valuable

309
00:10:51.800 --> 00:10:53.280
stash of content.

310
00:10:53.280 --> 00:10:55.880
Testimonials and case studies fall in this category.

311
00:10:55.880 --> 00:10:57.520
If you can tell a cool client story

312
00:10:57.520 --> 00:10:59.480
in a way that provides value to your audience,

313
00:10:59.480 --> 00:11:02.360
you'll both promote your services and provide value.

314
00:11:02.360 --> 00:11:05.200
When, when, present, write down ideas

315
00:11:05.200 --> 00:11:07.080
at the exact time they come to you.

316
00:11:07.080 --> 00:11:09.960
Always have a way to record your ideas in arms reach.

317
00:11:09.960 --> 00:11:12.200
I'll even pause meetings to make a note of text

318
00:11:12.200 --> 00:11:14.000
or email ideas to myself.

319
00:11:14.000 --> 00:11:15.800
People don't mind when you ask to take notes anyway,

320
00:11:15.800 --> 00:11:16.920
so it's not weird.

321
00:11:16.920 --> 00:11:18.800
Then, when you make content, you have a bucket

322
00:11:18.800 --> 00:11:20.360
of fresh stories to work with.

323
00:11:20.360 --> 00:11:21.920
I note my ideas publicly.

324
00:11:21.920 --> 00:11:23.360
I used to keep ideas to myself.

325
00:11:23.360 --> 00:11:25.360
Now I tweet them publicly as they happen.

326
00:11:25.360 --> 00:11:27.000
If a post does better than normal,

327
00:11:27.000 --> 00:11:28.520
I know it's something people find interesting.

328
00:11:28.520 --> 00:11:31.520
Then, I make more stuff on that topic, trending.

329
00:11:31.520 --> 00:11:33.080
Go where the attention is.

330
00:11:33.080 --> 00:11:34.360
Look at what's trending right now

331
00:11:34.360 --> 00:11:35.560
and make stuff about it.

332
00:11:35.560 --> 00:11:37.400
Apply your own experiences to it.

333
00:11:37.400 --> 00:11:38.760
If you have relevant commentary

334
00:11:38.760 --> 00:11:41.560
or touches your expertise in some way, talk about it.

335
00:11:41.560 --> 00:11:43.360
Talking about trendy stuff is very effective

336
00:11:43.360 --> 00:11:46.200
for gaining the attention of a broader audience.

337
00:11:46.200 --> 00:11:47.600
Manufactured.

338
00:11:47.600 --> 00:11:49.240
Turn your ideas into reality.

339
00:11:49.240 --> 00:11:50.880
Pick a topic people find interesting.

340
00:11:50.880 --> 00:11:53.800
Then, learn more about it, make it or do it.

341
00:11:53.800 --> 00:11:55.280
Then, show it to the world.

342
00:11:55.280 --> 00:11:56.640
This costs the most time and effort

343
00:11:56.640 --> 00:11:58.120
since you have to create the experience

344
00:11:58.120 --> 00:11:59.920
versus talking about the one you already had,

345
00:11:59.920 --> 00:12:02.000
but it can have the biggest payouts.

346
00:12:02.000 --> 00:12:03.920
Example, manufactured experience.

347
00:12:03.920 --> 00:12:05.560
I lived on $100 for a month.

348
00:12:05.560 --> 00:12:06.680
Here's how.

349
00:12:06.680 --> 00:12:08.000
Now, I don't live that way,

350
00:12:08.000 --> 00:12:09.520
but I could manufacture that experience

351
00:12:09.520 --> 00:12:11.040
then make content about it.

352
00:12:11.040 --> 00:12:12.120
Author note.

353
00:12:12.120 --> 00:12:13.920
Manufactured versus documenting.

354
00:12:14.880 --> 00:12:17.360
Manufactured content has the most potential to grow

355
00:12:17.360 --> 00:12:19.800
and monetize an audience by far.

356
00:12:19.800 --> 00:12:21.480
This is because skilled content creators

357
00:12:21.480 --> 00:12:24.440
can engineer the maximum reward for every content unit.

358
00:12:24.440 --> 00:12:26.040
To give you an idea as of this writing,

359
00:12:26.040 --> 00:12:28.400
the top 10 videos in the most popular video platform

360
00:12:28.400 --> 00:12:30.000
are all music videos.

361
00:12:30.000 --> 00:12:32.840
And they've racked up about 60 billion views.

362
00:12:32.840 --> 00:12:35.720
Watching or listening, that's a lot of attention.

363
00:12:35.720 --> 00:12:37.760
But for us mortals, the lower cost

364
00:12:37.760 --> 00:12:40.880
of documenting our experiences versus manufacturing them

365
00:12:40.880 --> 00:12:42.600
lets us keep the volume high.

366
00:12:42.600 --> 00:12:45.480
And I believe it's more sustainable over a lifetime.

367
00:12:45.480 --> 00:12:47.880
A quote I heard from a famous content creator.

368
00:12:47.880 --> 00:12:49.920
I don't want to be filling my living room with sand

369
00:12:49.920 --> 00:12:50.960
when I'm 50.

370
00:12:50.960 --> 00:12:53.120
And personally, I'd rather see entrepreneurs

371
00:12:53.120 --> 00:12:54.520
put out more content more often

372
00:12:54.520 --> 00:12:56.680
in more places, just one man's two cents.

373
00:12:57.560 --> 00:12:58.600
Action step.

374
00:12:58.600 --> 00:13:01.520
Life happens, profit by sharing yours.

375
00:13:01.520 --> 00:13:02.720
Headlines.

376
00:13:02.720 --> 00:13:04.520
A headline is a short phrase or sentence

377
00:13:04.520 --> 00:13:06.560
used to grab the audience's attention.

378
00:13:06.560 --> 00:13:09.520
It communicates the reason they should consume the content.

379
00:13:09.520 --> 00:13:11.120
They use it to weigh the likelihood

380
00:13:11.120 --> 00:13:12.520
they will get a reward for consuming

381
00:13:12.520 --> 00:13:14.320
your content versus another.

382
00:13:14.320 --> 00:13:15.840
Rather than give you a bunch of templates,

383
00:13:15.840 --> 00:13:17.320
I'd rather give you the timeless principles

384
00:13:17.320 --> 00:13:18.480
that make great headlines.

385
00:13:18.480 --> 00:13:21.120
And there's no greater headline creator than the news.

386
00:13:21.120 --> 00:13:22.560
So let's study them.

387
00:13:22.560 --> 00:13:24.800
A meta analysis of news revealed headline components

388
00:13:24.800 --> 00:13:26.760
that drove the most interest in stories.

389
00:13:26.760 --> 00:13:28.040
They are as follows.

390
00:13:28.040 --> 00:13:30.360
Try and include at least two in your headline.

391
00:13:30.360 --> 00:13:31.840
A, recency.

392
00:13:31.840 --> 00:13:34.720
As a reason is possible, quite literally, the news.

393
00:13:35.840 --> 00:13:38.080
Example, people pay attention to something

394
00:13:38.080 --> 00:13:41.040
that happened an hour ago more than a year ago.

395
00:13:41.040 --> 00:13:42.760
B, relevancy.

396
00:13:42.760 --> 00:13:44.080
Personally meaningful.

397
00:13:44.080 --> 00:13:46.800
Example, nurses pay more attention to stuff

398
00:13:46.800 --> 00:13:49.400
that affects nurses compared to stuff that affects accounts.

399
00:13:50.400 --> 00:13:52.480
C, celebrity.

400
00:13:52.480 --> 00:13:55.960
Including prominent people, celebrities, authorities, et cetera.

401
00:13:55.960 --> 00:13:57.960
Example, normally we wouldn't care

402
00:13:57.960 --> 00:13:59.960
about what another human has for breakfast every day.

403
00:13:59.960 --> 00:14:02.280
But if it's Jeff Bezos's, we do.

404
00:14:02.280 --> 00:14:05.000
Since he's celebrity, many people care.

405
00:14:05.000 --> 00:14:06.720
D, proximity.

406
00:14:06.720 --> 00:14:08.840
Close to home geographically.

407
00:14:08.840 --> 00:14:11.320
Example, a house on fire across the country

408
00:14:11.320 --> 00:14:12.480
doesn't get your attention.

409
00:14:12.480 --> 00:14:14.600
If it's your neighbor, it sure does.

410
00:14:14.600 --> 00:14:16.920
Make it as close to home as possible.

411
00:14:16.920 --> 00:14:22.320
E, conflict of opposing ideas, opposing people, nature, et cetera.

412
00:14:22.320 --> 00:14:26.080
Example, pineapple versus no pineapple on pizza.

413
00:14:26.080 --> 00:14:27.640
Conflict.

414
00:14:27.640 --> 00:14:29.840
Example two, good versus evil.

415
00:14:29.840 --> 00:14:32.440
Hero versus villain, laugh versus right.

416
00:14:32.440 --> 00:14:34.800
Example three, free and a versus security.

417
00:14:34.800 --> 00:14:37.400
Justice versus mercy, you get the idea.

418
00:14:37.400 --> 00:14:41.360
F, unusual, odd, unique, rare bizarre.

419
00:14:41.360 --> 00:14:43.680
Example, think of a six-fingered man

420
00:14:43.680 --> 00:14:45.080
at the old time circuses.

421
00:14:45.080 --> 00:14:48.520
If it's outside of the norm, people pay more attention.

422
00:14:48.520 --> 00:14:50.600
G, ongoing.

423
00:14:50.600 --> 00:14:52.560
Stories still in progress are dynamic,

424
00:14:52.560 --> 00:14:54.240
evolving and have plot twists.

425
00:14:54.240 --> 00:14:56.640
Example, if someone goes into labor,

426
00:14:56.640 --> 00:14:58.320
people want updates every 10 minutes

427
00:14:58.320 --> 00:15:00.560
because anything could happen.

428
00:15:00.560 --> 00:15:03.600
Action step, include one or more of those components

429
00:15:03.600 --> 00:15:06.760
to give yourself meteor attention-grabbing headlines.

430
00:15:06.760 --> 00:15:08.040
Format.

431
00:15:08.040 --> 00:15:09.680
Once we have a good topic and communicate it

432
00:15:09.680 --> 00:15:12.440
with the headline, using one or more components,

433
00:15:12.440 --> 00:15:14.600
we need to match our format to the best content

434
00:15:14.600 --> 00:15:15.640
on the platform.

435
00:15:15.640 --> 00:15:17.680
People consume content because it's similar stuff

436
00:15:17.680 --> 00:15:18.880
they've liked in the past.

437
00:15:18.880 --> 00:15:20.760
And matching the popular format of the platform

438
00:15:20.760 --> 00:15:22.680
gets the most people to interact with it.

439
00:15:22.680 --> 00:15:24.080
So we want to make our content look

440
00:15:24.080 --> 00:15:26.160
like the stuff they've liked before.

441
00:15:26.160 --> 00:15:27.800
Format example.

442
00:15:27.800 --> 00:15:28.880
Since you're listening on audio,

443
00:15:28.880 --> 00:15:31.520
I display a meme that when viral a few years ago

444
00:15:31.520 --> 00:15:33.640
with LinkedIn, Facebook, Instagram, Tinder,

445
00:15:33.640 --> 00:15:36.680
all images of the same people formatted in different ways

446
00:15:36.680 --> 00:15:38.120
contextual to the platform.

447
00:15:38.120 --> 00:15:39.920
And it showed how different people display themselves

448
00:15:39.920 --> 00:15:41.600
on each platform.

449
00:15:41.600 --> 00:15:43.280
Back to the text.

450
00:15:43.280 --> 00:15:44.480
This meme communicates the point

451
00:15:44.480 --> 00:15:46.080
better than I can with words.

452
00:15:46.080 --> 00:15:48.480
All four images above are well images,

453
00:15:48.480 --> 00:15:50.240
but they have a different look and feel.

454
00:15:50.240 --> 00:15:52.360
This is because formatting depends on the audience you want

455
00:15:52.360 --> 00:15:54.800
to hook and the platform your audience is on.

456
00:15:54.800 --> 00:15:57.360
Bottom line, you've got to make your content look

457
00:15:57.360 --> 00:15:59.240
like what they expect, reward them.

458
00:15:59.240 --> 00:16:01.080
Otherwise, no matter how good it is,

459
00:16:01.080 --> 00:16:02.360
better looking content will hook them

460
00:16:02.360 --> 00:16:04.600
before yours even has a chance.

461
00:16:04.600 --> 00:16:05.960
Action step.

462
00:16:05.960 --> 00:16:08.040
Format your content for the platform first,

463
00:16:08.040 --> 00:16:10.800
then tweak it so it hooks your ideal audience.

464
00:16:10.800 --> 00:16:12.280
Use the best content on the platform

465
00:16:12.280 --> 00:16:14.400
that targets your market as your guide.

466
00:16:14.400 --> 00:16:17.120
This concludes the hook step of our content unit.

467
00:16:17.120 --> 00:16:19.240
Always following these basics will already put you

468
00:16:19.240 --> 00:16:21.480
in the top 1%, at least it has for me.

469
00:16:22.480 --> 00:16:24.680
Two, retain.

470
00:16:24.680 --> 00:16:27.080
My favorite driver of retention is curiosity.

471
00:16:27.080 --> 00:16:28.840
It's my favorite because if done correctly,

472
00:16:28.840 --> 00:16:30.560
people will wait years.

473
00:16:30.560 --> 00:16:32.800
People want to know what happens next.

474
00:16:32.800 --> 00:16:35.840
For example, I get messages daily for years

475
00:16:35.840 --> 00:16:38.600
about when I will release my next book on sales.

476
00:16:38.600 --> 00:16:40.920
My favorite way to get the audience curious

477
00:16:40.920 --> 00:16:42.880
is to embed questions in their mind.

478
00:16:42.880 --> 00:16:45.600
Unresolved questions can be explicit or implicit.

479
00:16:45.600 --> 00:16:47.040
You can directly ask the question

480
00:16:47.040 --> 00:16:48.880
or the question can be implied.

481
00:16:48.880 --> 00:16:50.520
My three favorite ways to embed questions

482
00:16:50.520 --> 00:16:52.720
are lists, steps, and stories.

483
00:16:53.720 --> 00:16:55.440
A, lists.

484
00:16:55.440 --> 00:16:59.800
List are things, facts, tips, opinions, ideas, et cetera,

485
00:16:59.800 --> 00:17:01.720
presented one after the other.

486
00:17:01.720 --> 00:17:04.800
Good lists in free content also follow a theme.

487
00:17:04.800 --> 00:17:08.400
Think top 10 mistakes or five biggest money makers

488
00:17:08.400 --> 00:17:09.400
and so on.

489
00:17:09.400 --> 00:17:11.560
Giving the number of listed items in your headline

490
00:17:11.560 --> 00:17:13.400
or in the first few seconds of your content

491
00:17:13.400 --> 00:17:14.920
tells people what to expect.

492
00:17:14.920 --> 00:17:16.520
And in my experience, this retains

493
00:17:16.520 --> 00:17:18.560
more of the audience's attention for longer.

494
00:17:18.560 --> 00:17:21.480
Example, seven ways I invest $1,000 in my 20s

495
00:17:21.480 --> 00:17:22.680
that paid off big.

496
00:17:22.680 --> 00:17:24.920
Example, 28 ways to stay poor.

497
00:17:24.920 --> 00:17:28.000
Example, a content unit has three pieces.

498
00:17:28.000 --> 00:17:29.640
B, steps.

499
00:17:29.640 --> 00:17:31.440
Steps are actions that occur in order

500
00:17:31.440 --> 00:17:33.200
and accomplish a goal when completed.

501
00:17:33.200 --> 00:17:35.320
Provided that early steps were clear and valuable,

502
00:17:35.320 --> 00:17:37.160
the person will want to know how to do them all

503
00:17:37.160 --> 00:17:39.000
to accomplish their overall goal.

504
00:17:39.000 --> 00:17:41.880
Example, three steps to creating a great hook.

505
00:17:41.880 --> 00:17:44.840
Example, how I create a headline in seven steps.

506
00:17:44.840 --> 00:17:48.120
Example, the morning routine that boosts my productivity.

507
00:17:48.120 --> 00:17:51.120
Note, here's the difference between steps and lists.

508
00:17:51.120 --> 00:17:52.920
Steps are actions that must be done

509
00:17:52.920 --> 00:17:54.760
in a specific order to get a result.

510
00:17:54.760 --> 00:17:56.320
So steps are less flexible,

511
00:17:56.320 --> 00:17:58.240
but have a bit more explicit reward.

512
00:17:58.240 --> 00:17:59.880
List can have just about anything on them

513
00:17:59.880 --> 00:18:01.160
in any order you want.

514
00:18:01.160 --> 00:18:03.800
So lists are more flexible, but have less explicit reward.

515
00:18:04.800 --> 00:18:06.720
C, stories.

516
00:18:06.720 --> 00:18:09.320
Stories describe events real or imaginary,

517
00:18:09.320 --> 00:18:11.400
and stories worth telling often have some lesson

518
00:18:11.400 --> 00:18:12.880
or takeaway for the listener.

519
00:18:12.880 --> 00:18:15.320
You can tell stories about things that have happened,

520
00:18:15.320 --> 00:18:17.360
might happen, or will never happen.

521
00:18:17.360 --> 00:18:18.800
All three drive curiosity

522
00:18:18.800 --> 00:18:21.280
because people want to know what happens next.

523
00:18:21.280 --> 00:18:24.480
Example, almost every chapter in this book has a story.

524
00:18:24.480 --> 00:18:27.600
Example, my editor made me do 19 drafts of this book.

525
00:18:27.600 --> 00:18:29.600
Here's what I did to him.

526
00:18:29.600 --> 00:18:34.000
Ha, example, my journey from sleeping on the bottom floor

527
00:18:34.000 --> 00:18:36.520
of a gym to this top floor of five star hotel.

528
00:18:37.760 --> 00:18:40.400
You can use lists, steps, and stories on their own

529
00:18:40.400 --> 00:18:41.240
or interweave them.

530
00:18:41.240 --> 00:18:43.360
For example, you can have lists within steps

531
00:18:43.360 --> 00:18:44.920
in a store about each list item.

532
00:18:44.920 --> 00:18:47.280
You can have stories to reinforce the value of a step.

533
00:18:47.280 --> 00:18:48.720
You can have a list of stories

534
00:18:48.720 --> 00:18:51.000
or many ongoing storyline, et cetera.

535
00:18:51.000 --> 00:18:52.960
Your creativity is the only limit here.

536
00:18:52.960 --> 00:18:54.600
That's why people who make a lot of content

537
00:18:54.600 --> 00:18:56.680
call themselves creators.

538
00:18:56.680 --> 00:19:00.000
This chapter, for example, has lists within steps

539
00:19:00.000 --> 00:19:01.960
and stories interweaving them.

540
00:19:01.960 --> 00:19:05.360
Action step, use lists, steps, and stories

541
00:19:05.360 --> 00:19:07.000
to keep your audience curious.

542
00:19:07.000 --> 00:19:08.640
Embed questions in their minds

543
00:19:08.640 --> 00:19:11.360
to make them want to know what happens next.

544
00:19:11.360 --> 00:19:13.400
Three, reward.

545
00:19:13.400 --> 00:19:14.920
Anyone can think of cool hooks

546
00:19:14.920 --> 00:19:17.640
and organize their content using lists or stories,

547
00:19:17.640 --> 00:19:19.960
but the real question is, is it good?

548
00:19:19.960 --> 00:19:22.280
Does it satisfy the reason they watch to begin with?

549
00:19:22.280 --> 00:19:24.200
Does it make people want to share it?

550
00:19:24.200 --> 00:19:26.080
How good your content is depends on how often

551
00:19:26.080 --> 00:19:28.640
it rewards your audience in the time it takes them to consume it.

552
00:19:28.640 --> 00:19:30.520
Think value per second.

553
00:19:30.560 --> 00:19:33.160
For example, the same person who gets bored three seconds

554
00:19:33.160 --> 00:19:36.600
and do a 10 second video may also binge a 900 page book.

555
00:19:36.600 --> 00:19:39.400
And that same person may binge a television series

556
00:19:39.400 --> 00:19:40.560
for eight hours straight.

557
00:19:40.560 --> 00:19:43.160
So there's no such thing as too long, only too boring.

558
00:19:44.160 --> 00:19:46.440
Now, we can't guarantee a specific reward,

559
00:19:46.440 --> 00:19:48.680
but we can increase the chance where word happens

560
00:19:48.680 --> 00:19:51.560
by hooking the right audience with proper topics,

561
00:19:51.560 --> 00:19:53.000
headlines, and formatting,

562
00:19:53.000 --> 00:19:55.280
retaining them with lists, steps, and stories

563
00:19:55.280 --> 00:19:57.200
to get them curious and wanting more,

564
00:19:57.200 --> 00:19:58.920
clearly satisfying the reason

565
00:19:58.920 --> 00:20:00.760
the content hook them to begin with.

566
00:20:00.760 --> 00:20:03.720
Example, if your hook promises seven ways to make up

567
00:20:03.720 --> 00:20:06.800
with your spouse and you give a four ways,

568
00:20:06.800 --> 00:20:09.640
b seven ways that's dunk or that they've heard before,

569
00:20:09.640 --> 00:20:11.640
or c, you're talking to a room full of single guys

570
00:20:11.640 --> 00:20:14.880
who don't have spouses, you did a bad job rewarding.

571
00:20:14.880 --> 00:20:16.360
People will not want to watch again

572
00:20:16.360 --> 00:20:17.960
and certainly won't share it.

573
00:20:17.960 --> 00:20:20.880
Example, if your hook promises four marketing strategies

574
00:20:20.880 --> 00:20:23.240
dentists can use and they can't use them,

575
00:20:23.240 --> 00:20:25.960
they will not share it or watch your content in the future.

576
00:20:25.960 --> 00:20:27.880
You did a bad job rewarding.

577
00:20:27.880 --> 00:20:29.800
Bottom line, I've had tons of content

578
00:20:29.800 --> 00:20:31.480
I thought would smash records with the audience

579
00:20:31.480 --> 00:20:33.280
smash the next button instead.

580
00:20:33.280 --> 00:20:35.400
So no matter how good you think your content is,

581
00:20:35.400 --> 00:20:36.880
the audience decides.

582
00:20:36.880 --> 00:20:39.160
Rewarding your audience means matching or exceeding

583
00:20:39.160 --> 00:20:42.040
their expectations when they decided to consume your content.

584
00:20:42.040 --> 00:20:45.680
Here's how you know if you succeeded, your audience grows.

585
00:20:45.680 --> 00:20:48.320
If it's not growing, your stuff isn't that good.

586
00:20:48.320 --> 00:20:50.320
Practice and you'll get better.

587
00:20:50.320 --> 00:20:53.360
Action step, provide more value than anyone else.

588
00:20:53.360 --> 00:20:54.880
Make good on your promises,

589
00:20:54.880 --> 00:20:57.800
clearly satisfy the hook you use to get their attention.

590
00:20:57.800 --> 00:21:00.800
In other words, completely answer the unresolved questions

591
00:21:00.800 --> 00:21:02.640
you embedded in their minds.

592
00:21:02.640 --> 00:21:05.280
So what's the difference in short and long form content?

593
00:21:05.280 --> 00:21:06.880
Answer, not much.

594
00:21:06.880 --> 00:21:09.160
If you recall from earlier, the smallest amount of material

595
00:21:09.160 --> 00:21:10.800
it takes to hook, retain, and reward attention

596
00:21:10.800 --> 00:21:12.040
is a content unit.

597
00:21:12.040 --> 00:21:13.840
So to create a longer piece of content,

598
00:21:13.840 --> 00:21:16.120
we simply link content units together.

599
00:21:16.120 --> 00:21:19.080
For example, a single step in a five step list

600
00:21:19.080 --> 00:21:20.480
might be a content unit.

601
00:21:20.480 --> 00:21:22.000
When we link all five together,

602
00:21:22.000 --> 00:21:23.560
we have a longer piece of content.

603
00:21:23.560 --> 00:21:25.280
Here's a visual to drive at home.

604
00:21:25.280 --> 00:21:26.400
For everyone who's listening,

605
00:21:26.400 --> 00:21:27.960
it's just hook, retain, reward,

606
00:21:27.960 --> 00:21:30.280
cycled over and over and over again.

607
00:21:30.280 --> 00:21:33.680
Shorter content hooks retains rewards fewer times.

608
00:21:33.680 --> 00:21:35.480
Longer content does it more times,

609
00:21:35.480 --> 00:21:37.080
and doing it more times takes more skill

610
00:21:37.080 --> 00:21:40.040
because you have to string more good content units in a row.

611
00:21:40.040 --> 00:21:42.320
For example, a new comedian will typically only get

612
00:21:42.320 --> 00:21:44.880
a few minutes on stage to perform their bit.

613
00:21:44.880 --> 00:21:46.880
Only a master comic gets an hour.

614
00:21:46.880 --> 00:21:48.480
It takes practice, reward attention,

615
00:21:48.480 --> 00:21:50.600
just off enough to keep it for that long.

616
00:21:50.600 --> 00:21:52.920
So start small than build from there.

617
00:21:52.920 --> 00:21:55.120
Even if you start with longer content, which is fine,

618
00:21:55.160 --> 00:21:57.240
I suggest starting with shorter versions.

619
00:21:57.240 --> 00:21:58.840
You'll have an easier go of it.

620
00:21:58.840 --> 00:22:01.440
Many successful authors with epic length novels

621
00:22:01.440 --> 00:22:04.080
started by writing, you guessed it, short stories.

622
00:22:04.880 --> 00:22:07.720
Pro tip, make all your content for strangers.

623
00:22:07.720 --> 00:22:10.360
This is important, pay attention.

624
00:22:10.360 --> 00:22:12.240
If you want to grow your warm audience,

625
00:22:12.240 --> 00:22:13.280
then you need to make content

626
00:22:13.280 --> 00:22:14.520
assuming that people consuming it

627
00:22:14.520 --> 00:22:16.080
have never heard of you before.

628
00:22:16.080 --> 00:22:17.240
If you make it for strangers,

629
00:22:17.240 --> 00:22:19.760
then strangers will like it because you made it for them.

630
00:22:19.760 --> 00:22:20.760
And they'll share it,

631
00:22:20.760 --> 00:22:23.560
and your audience will grow that much faster.

632
00:22:23.560 --> 00:22:25.240
And consider the alternative.

633
00:22:25.240 --> 00:22:27.040
You litter your content with inside jokes

634
00:22:27.040 --> 00:22:29.120
that no one gets besides your audience.

635
00:22:29.120 --> 00:22:31.680
Cool for you guys, but no one else will feel welcome.

636
00:22:31.680 --> 00:22:33.720
And your audience growth will slow down.

637
00:22:33.720 --> 00:22:35.160
This is one of the most common mistakes

638
00:22:35.160 --> 00:22:37.520
I see content creators make, so don't make it.

639
00:22:37.520 --> 00:22:38.800
So make every piece of content

640
00:22:38.800 --> 00:22:41.200
assuming the person has never heard of you before.

641
00:22:41.200 --> 00:22:43.000
And everyone already knows you won't mind.

642
00:22:43.000 --> 00:22:44.760
They'll appreciate the reminders.

643
00:22:44.760 --> 00:22:46.920
Once you understand how to make a content unit,

644
00:22:46.920 --> 00:22:48.680
all you have to do is more.

645
00:22:48.680 --> 00:22:50.600
Then your audience will grow.

646
00:22:50.600 --> 00:22:52.320
And once your audience grows big enough,

647
00:22:52.320 --> 00:22:53.640
you may want to monetize it.

648
00:22:54.840 --> 00:22:56.760
I had too much to say to fit in one chapter.

649
00:22:56.760 --> 00:22:58.320
So talk about how to monetize the audience

650
00:22:58.320 --> 00:22:59.160
in the next one.

651
00:22:59.160 --> 00:23:00.000
I'll see you there.

652
00:23:02.640 --> 00:23:04.560
Hey, I hope you're enjoying the book right now.

653
00:23:04.560 --> 00:23:05.440
If you don't know this,

654
00:23:05.440 --> 00:23:06.960
the mission of acquisition.com is to make

655
00:23:06.960 --> 00:23:09.240
real business education accessible to everyone.

656
00:23:09.240 --> 00:23:10.520
And the only way we can reach everyone

657
00:23:10.520 --> 00:23:11.960
is if you choose to share this.

658
00:23:11.960 --> 00:23:13.120
And so if you've been enjoying this,

659
00:23:13.120 --> 00:23:14.840
you've been getting value from this chapter

660
00:23:14.840 --> 00:23:16.680
on any of the rest of the podcast episodes.

661
00:23:16.680 --> 00:23:19.720
If you could just take a second and ship this to a friend,

662
00:23:19.720 --> 00:23:21.680
just click the one button and send it to somebody

663
00:23:21.680 --> 00:23:22.800
or share it on your stories.

664
00:23:22.800 --> 00:23:23.640
It would mean the world to me.

665
00:23:23.640 --> 00:23:25.800
And it would ultimately send this message to more people.

666
00:23:25.800 --> 00:23:27.960
So if you could do that now, it would mean a lot.

667
00:23:29.480 --> 00:23:32.400
Post-free content part two, monetize your audience.

668
00:23:32.400 --> 00:23:35.280
Give, give, give, give, give, until they ask.

669
00:23:36.480 --> 00:23:37.640
The point of this chapter is to show you

670
00:23:37.640 --> 00:23:39.320
how to monetize your room audience.

671
00:23:39.320 --> 00:23:41.400
First, we talk about how we can make offers

672
00:23:41.400 --> 00:23:42.880
and not be a spam monster,

673
00:23:42.880 --> 00:23:44.880
mastering the gift to ask, ratio.

674
00:23:44.880 --> 00:23:46.640
Then we'll talk about the two offer strategies

675
00:23:46.640 --> 00:23:48.200
to monetize the audience.

676
00:23:48.200 --> 00:23:50.240
After that, I'll talk about how to scale your outputs.

677
00:23:50.240 --> 00:23:51.640
You can grow a bigger audience faster

678
00:23:51.640 --> 00:23:53.120
and make even more money.

679
00:23:53.120 --> 00:23:54.760
Then I'll share a bunch of lessons I've learned

680
00:23:54.760 --> 00:23:57.160
in building my own audience that I wish I had known sooner.

681
00:23:57.160 --> 00:23:59.360
Finally, I'll wrap this up with how you can take action

682
00:23:59.360 --> 00:24:00.360
on everything today.

683
00:24:01.320 --> 00:24:03.680
Mastering the gift to ask, ratio.

684
00:24:03.680 --> 00:24:06.400
Gary Vanishing, popularized jab jab jab right hook.

685
00:24:06.400 --> 00:24:08.240
It simplifies the idea of giving to your audience

686
00:24:08.240 --> 00:24:10.080
many times before making an ask.

687
00:24:10.080 --> 00:24:11.800
You deposit goodwill with rewarding content,

688
00:24:11.800 --> 00:24:13.880
then withdraw from it by making offers.

689
00:24:13.880 --> 00:24:16.360
When you deposit goodwill, your audience pays more attention.

690
00:24:16.360 --> 00:24:18.200
When you deposit goodwill, your audience is more likely

691
00:24:18.200 --> 00:24:19.560
to do what you ask.

692
00:24:19.560 --> 00:24:21.440
So I try to under ask my audience

693
00:24:21.440 --> 00:24:23.400
and build as much goodwill as possible.

694
00:24:23.400 --> 00:24:26.040
Thankfully, the gift to ask, ratio has been well studied.

695
00:24:26.040 --> 00:24:28.160
Television advertises 13 minutes of advertising

696
00:24:28.160 --> 00:24:29.640
per 60 minutes of airtime.

697
00:24:29.640 --> 00:24:31.720
That means 47 minutes are dedicated to quote giving

698
00:24:31.720 --> 00:24:34.160
and 13 minutes are dedicated to quote asking.

699
00:24:34.160 --> 00:24:36.120
That's roughly a three and a half to one ratio

700
00:24:36.120 --> 00:24:37.320
of giving to asking.

701
00:24:37.320 --> 00:24:39.360
On Facebook, it's roughly four content posts

702
00:24:39.360 --> 00:24:41.160
for every one add on the newsfeed.

703
00:24:41.160 --> 00:24:42.760
This gives us an idea of the minimum gift

704
00:24:42.760 --> 00:24:44.400
to ask, ratio we can sustain.

705
00:24:44.400 --> 00:24:47.520
After all, television and Facebook are mature platforms.

706
00:24:47.520 --> 00:24:49.120
They care less about growing their audiences

707
00:24:49.200 --> 00:24:51.120
and care more about making more money from them.

708
00:24:51.120 --> 00:24:54.560
So they give less and ask more, which means give, give, give,

709
00:24:54.560 --> 00:24:57.880
ask is the ratio that gets us closer to maximally monetizing

710
00:24:57.880 --> 00:24:59.520
an audience without shrinking it.

711
00:24:59.520 --> 00:25:02.600
But most of us want to grow so we shouldn't model them.

712
00:25:02.600 --> 00:25:04.640
We should model growing platforms.

713
00:25:04.640 --> 00:25:06.840
So what do growing platforms do?

714
00:25:06.840 --> 00:25:09.920
They display lots of content without many advertisements at all.

715
00:25:09.920 --> 00:25:12.720
In short, they give, give, give, give, give,

716
00:25:12.720 --> 00:25:15.920
give, give, give, give, give, give, give, maybe ask.

717
00:25:15.920 --> 00:25:17.960
They dramatically over give and under ask.

718
00:25:17.960 --> 00:25:18.640
Why?

719
00:25:18.640 --> 00:25:21.040
Because the more you reward your audience, the bigger it gets.

720
00:25:21.040 --> 00:25:22.240
So if you want to grow an audience,

721
00:25:22.240 --> 00:25:23.640
give far more than you ask.

722
00:25:24.840 --> 00:25:26.000
Most people don't make money

723
00:25:26.000 --> 00:25:27.600
because they can't wait 12 months.

724
00:25:28.680 --> 00:25:30.200
And now that I have some experience with it,

725
00:25:30.200 --> 00:25:31.760
I've got a slight tweak on the traditional

726
00:25:31.760 --> 00:25:34.160
give-ass strategy that puts it on steroids.

727
00:25:34.160 --> 00:25:35.960
Give until they ask.

728
00:25:37.080 --> 00:25:40.040
People are always waiting for you to ask for money.

729
00:25:40.040 --> 00:25:41.800
And when you don't, they trust you more.

730
00:25:41.800 --> 00:25:45.120
They share your stuff more, you grow faster, et cetera.

731
00:25:45.120 --> 00:25:46.480
But I'm not some altruistic saint.

732
00:25:46.480 --> 00:25:47.360
I'm here to make money.

733
00:25:47.360 --> 00:25:49.160
After all, I wouldn't be a very good businessman

734
00:25:49.160 --> 00:25:50.400
if I were making any.

735
00:25:50.400 --> 00:25:51.400
So it's simple.

736
00:25:51.400 --> 00:25:54.200
If you give enough, people start asking you.

737
00:25:54.200 --> 00:25:56.200
It makes people uncomfortable to continue to receive

738
00:25:56.200 --> 00:25:57.240
without giving back.

739
00:25:57.240 --> 00:25:59.520
It's core to our culture and DNA.

740
00:25:59.520 --> 00:26:02.160
They'll go to your website, DM you, email you, et cetera,

741
00:26:02.160 --> 00:26:03.320
to ask for more.

742
00:26:03.320 --> 00:26:05.160
Not only that, when you use this strategy,

743
00:26:05.160 --> 00:26:07.120
you get the best customers.

744
00:26:07.120 --> 00:26:09.000
They are the ones who are the biggest givers.

745
00:26:09.000 --> 00:26:11.200
They are the ones who, even as paying customers,

746
00:26:11.200 --> 00:26:13.040
still feel they get the better end of the deal.

747
00:26:13.040 --> 00:26:16.040
And best of all, if you advertise this way,

748
00:26:16.040 --> 00:26:17.800
your growth never slows.

749
00:26:17.800 --> 00:26:20.000
When you use the strategy, you give in public,

750
00:26:20.000 --> 00:26:21.200
ask in private.

751
00:26:21.200 --> 00:26:22.800
You let the audience self-select

752
00:26:22.800 --> 00:26:24.200
when they're ready to give you money.

753
00:26:24.200 --> 00:26:26.840
That's why, in my opinion, give until they ask

754
00:26:26.840 --> 00:26:28.400
is the best strategy.

755
00:26:28.400 --> 00:26:30.240
But if you feel like asking, I get it.

756
00:26:30.240 --> 00:26:31.840
So let's talk about how to ask.

757
00:26:31.840 --> 00:26:34.200
Because if you're gonna do it, it might as well do it well.

758
00:26:34.200 --> 00:26:35.200
Bottom line.

759
00:26:35.200 --> 00:26:36.680
The moment you start asking for money

760
00:26:36.680 --> 00:26:38.640
is the moment you decide to slow down your growth.

761
00:26:38.640 --> 00:26:40.720
So the more patient you are, the more you will get

762
00:26:40.720 --> 00:26:42.320
when you finally make your ask.

763
00:26:42.320 --> 00:26:43.280
Action step.

764
00:26:43.280 --> 00:26:46.280
Give, give, give, give, give, until they ask.

765
00:26:46.280 --> 00:26:49.000
Pro tip, give in public, ask in private.

766
00:26:49.000 --> 00:26:50.400
If you continue to give in public,

767
00:26:50.400 --> 00:26:53.040
people will ask you for stuff privately, bank on it.

768
00:26:53.040 --> 00:26:55.600
The best of both worlds is to never stop giving in public

769
00:26:55.600 --> 00:26:57.600
and continue to get an increasing number of people

770
00:26:57.600 --> 00:27:01.000
to ask you privately to sell them stuff.

771
00:27:01.000 --> 00:27:02.360
Give, give, give, and you will get

772
00:27:02.360 --> 00:27:05.520
without losing goodwill or slowing down your audience growth.

773
00:27:05.520 --> 00:27:08.120
How to make money from content, ask.

774
00:27:08.120 --> 00:27:09.800
To be clear, I think you should use the give

775
00:27:09.800 --> 00:27:10.920
until they ask strategy.

776
00:27:10.920 --> 00:27:13.080
But if you need to pay rent, feed your family,

777
00:27:13.080 --> 00:27:14.200
et cetera, I get it.

778
00:27:14.200 --> 00:27:15.680
Sometimes you got to ask.

779
00:27:15.680 --> 00:27:17.440
So let's talk about how to do that without sounding

780
00:27:17.440 --> 00:27:19.360
like an in-compute.

781
00:27:19.360 --> 00:27:21.280
Think of asks as commercials.

782
00:27:21.280 --> 00:27:23.440
You interrupt this program with a very important message.

783
00:27:23.440 --> 00:27:24.960
Since you are the one providing the value,

784
00:27:24.960 --> 00:27:26.560
you interrupt your own content with commercials

785
00:27:26.560 --> 00:27:27.640
about the stuff you sell.

786
00:27:27.640 --> 00:27:28.800
But since it's your audience,

787
00:27:28.800 --> 00:27:30.680
you pay the cost of potential loss of trust,

788
00:27:30.680 --> 00:27:31.880
slowing growth, and of course,

789
00:27:31.880 --> 00:27:33.120
the time it took you to gather the audience

790
00:27:33.120 --> 00:27:34.000
the first place.

791
00:27:34.000 --> 00:27:35.640
But money wise, it's free.

792
00:27:35.640 --> 00:27:38.160
Now, I use two strategies to weave promotions

793
00:27:38.160 --> 00:27:39.240
into content.

794
00:27:39.240 --> 00:27:41.360
Integrated offers and intermittent offers.

795
00:27:41.360 --> 00:27:42.920
Let's cover both.

796
00:27:42.960 --> 00:27:44.000
Integrated.

797
00:27:44.000 --> 00:27:45.880
You can advertise in every piece of content

798
00:27:45.880 --> 00:27:48.400
so long as you keep your give to ask ratio high.

799
00:27:48.400 --> 00:27:49.800
You will continue to grow your audience

800
00:27:49.800 --> 00:27:51.520
and get engaged leads when win.

801
00:27:51.520 --> 00:27:54.280
For example, if I make an hour-long podcast

802
00:27:54.280 --> 00:27:56.680
having three 32nd ads,

803
00:27:56.680 --> 00:27:59.080
means I have 58 and a half minutes of giving

804
00:27:59.080 --> 00:28:00.280
to one and a half minutes of asking

805
00:28:00.280 --> 00:28:02.320
well above the three to one ratio.

806
00:28:02.320 --> 00:28:05.000
On the flip side, I had a friend who had a podcast

807
00:28:05.000 --> 00:28:06.280
that blew up quickly.

808
00:28:06.280 --> 00:28:07.920
Eager to monetize his new audience,

809
00:28:07.920 --> 00:28:10.040
he started making offers asking

810
00:28:10.040 --> 00:28:12.320
too frequently in the content.

811
00:28:12.320 --> 00:28:13.800
His podcast only stopped growing.

812
00:28:13.800 --> 00:28:15.000
It actually shrank.

813
00:28:15.000 --> 00:28:15.840
Don't be like that.

814
00:28:15.840 --> 00:28:17.120
Don't kill your golden goose.

815
00:28:17.120 --> 00:28:18.480
It's a balancing act.

816
00:28:18.480 --> 00:28:20.520
Overgift to protect your most valuable asset,

817
00:28:20.520 --> 00:28:22.120
the goodwill of your audience.

818
00:28:22.120 --> 00:28:23.200
Action step.

819
00:28:23.200 --> 00:28:24.920
I most commonly integrate asks,

820
00:28:24.920 --> 00:28:27.320
aka CTAs after a valuable moment

821
00:28:27.320 --> 00:28:29.080
or at the end of a content piece.

822
00:28:29.080 --> 00:28:30.920
Consider trying one of those places first

823
00:28:30.920 --> 00:28:32.920
and make sure audience growth doesn't slow,

824
00:28:32.920 --> 00:28:35.280
then add in the second and so forth.

825
00:28:35.280 --> 00:28:37.400
Pro tip, PS statements.

826
00:28:37.400 --> 00:28:40.000
PS statement is one of the most red parts of any content.

827
00:28:40.000 --> 00:28:41.760
Often, because it summarizes the main thing

828
00:28:41.760 --> 00:28:43.400
the author wants the audience to do.

829
00:28:43.400 --> 00:28:45.440
So I try to include them in everything I write,

830
00:28:45.440 --> 00:28:47.640
also one of my favorite places to make asks.

831
00:28:47.640 --> 00:28:50.320
PS, C, everyone reads these.

832
00:28:50.320 --> 00:28:51.240
Interminate.

833
00:28:51.240 --> 00:28:53.920
The second way you can monetize is through intermittent asks.

834
00:28:53.920 --> 00:28:55.200
Here's how it works.

835
00:28:55.200 --> 00:28:57.320
You make many pieces of content of pure gifts

836
00:28:57.320 --> 00:28:59.280
that occasionally make an ask piece.

837
00:28:59.280 --> 00:29:02.080
Example, you make 10 give posts and on the 11th

838
00:29:02.080 --> 00:29:03.600
you promote your stuff.

839
00:29:03.600 --> 00:29:05.120
The difference between the first way and the second

840
00:29:05.120 --> 00:29:06.040
depends on the platform.

841
00:29:06.040 --> 00:29:08.640
On short platforms, the intermittent way will dominate.

842
00:29:08.640 --> 00:29:11.640
On long platforms, integrations are often your best bet.

843
00:29:11.640 --> 00:29:14.120
When you make your asks, you either advertise your core offer

844
00:29:14.120 --> 00:29:15.520
or advertise your lead magnet.

845
00:29:15.520 --> 00:29:18.040
That's it, don't overcomplicate this.

846
00:29:18.040 --> 00:29:19.880
Lead magnet example.

847
00:29:19.880 --> 00:29:21.800
If I just talked about a way to get more leads

848
00:29:21.800 --> 00:29:23.760
on a post, video, podcasts, et cetera,

849
00:29:23.760 --> 00:29:25.520
I would then say, I have 11 more tips

850
00:29:25.520 --> 00:29:26.760
that have helped me do this.

851
00:29:26.760 --> 00:29:29.040
Go to my site to grab a pretty visual of them.

852
00:29:29.040 --> 00:29:31.560
And as long as I have an audience that wants to get more leads,

853
00:29:31.560 --> 00:29:33.720
this will get some of them to engage.

854
00:29:33.720 --> 00:29:36.000
Then the thank you page after the opt-in page

855
00:29:36.000 --> 00:29:37.960
for my lead magnet would display my paid offer

856
00:29:37.960 --> 00:29:39.840
with some video explaining how it works.

857
00:29:39.840 --> 00:29:41.640
Bonus points if your lead magnet is relevant

858
00:29:41.640 --> 00:29:44.080
to your content advertising it.

859
00:29:44.080 --> 00:29:45.280
Offer example.

860
00:29:45.280 --> 00:29:47.320
You can also go for the jugular with your core offer

861
00:29:47.320 --> 00:29:50.040
and go straight for the sale, the direct path to money.

862
00:29:50.040 --> 00:29:52.560
We model our offer from the last chapter.

863
00:29:52.560 --> 00:29:54.760
I'm looking for five specific avatar

864
00:29:54.760 --> 00:29:57.440
to help achieve dream outcome in time delay.

865
00:29:57.440 --> 00:30:00.240
The best part is you don't have to effort and sacrifice.

866
00:30:00.240 --> 00:30:02.160
And if you don't get dream outcome,

867
00:30:02.160 --> 00:30:04.240
I will do two things, increased perceived

868
00:30:04.240 --> 00:30:05.520
likelihood of achievement.

869
00:30:05.520 --> 00:30:07.360
One, I will hand you your money back.

870
00:30:07.360 --> 00:30:09.520
Two, I work with you until you do.

871
00:30:09.520 --> 00:30:10.880
I do this because I want everyone

872
00:30:10.880 --> 00:30:12.240
to have an amazing experience with us.

873
00:30:12.240 --> 00:30:14.160
And because I'm confident I can deliver on my promise.

874
00:30:14.160 --> 00:30:16.280
If that sounds fair, DM me slash book,

875
00:30:16.280 --> 00:30:19.120
call slash comment below, slash reply to this email, et cetera.

876
00:30:19.120 --> 00:30:22.200
After you make your ask, get back to providing value.

877
00:30:22.200 --> 00:30:24.560
Pro tip, $100 million offers.

878
00:30:24.560 --> 00:30:26.440
My first book, $100 million offers,

879
00:30:26.440 --> 00:30:29.280
breaks down the offer creation process step by step.

880
00:30:29.280 --> 00:30:31.200
If you want to know how to create a valuable offer

881
00:30:31.200 --> 00:30:33.600
that the right person would feel stupid saying no to,

882
00:30:33.600 --> 00:30:34.760
go check out that book.

883
00:30:34.760 --> 00:30:36.640
The digital version is available for sale

884
00:30:36.640 --> 00:30:38.920
at the cheapest price that the platform would let me make it

885
00:30:38.920 --> 00:30:41.120
and still listed as a book.

886
00:30:41.120 --> 00:30:42.400
If it helps you feel more comfortable,

887
00:30:42.400 --> 00:30:44.640
more than 10,000 people left it a five-star review

888
00:30:44.640 --> 00:30:47.320
in the first 15 months since it was published.

889
00:30:47.320 --> 00:30:49.240
And it has status top, the number one best seller

890
00:30:49.240 --> 00:30:50.760
in marketing advertising sales list

891
00:30:50.760 --> 00:30:52.920
for the past 100 plus weeks and counting.

892
00:30:52.920 --> 00:30:54.440
If you don't know what to sell,

893
00:30:54.440 --> 00:30:57.360
read that book to get it right the first time.

894
00:30:57.360 --> 00:30:59.520
That was an example of an integration.

895
00:31:00.680 --> 00:31:02.240
Action step.

896
00:31:02.240 --> 00:31:05.640
Pick whether you integrate or make an intermittent ask.

897
00:31:05.640 --> 00:31:07.880
Then pick whether you'll advertise your core offer

898
00:31:07.960 --> 00:31:08.920
or lead magnet.

899
00:31:08.920 --> 00:31:10.760
If you're not sure, do the lead magnet.

900
00:31:10.760 --> 00:31:11.640
It's lower risk.

901
00:31:12.880 --> 00:31:13.760
How to scale it.

902
00:31:15.360 --> 00:31:18.760
Depth and width or width and depth.

903
00:31:18.760 --> 00:31:19.920
After you start asking,

904
00:31:19.920 --> 00:31:21.960
you're gonna start getting leads and making money.

905
00:31:21.960 --> 00:31:23.720
But you don't wanna stop there, do you?

906
00:31:23.720 --> 00:31:24.560
Didn't think so.

907
00:31:24.560 --> 00:31:26.480
Cool, so let's talk about scale.

908
00:31:26.480 --> 00:31:28.960
There are two opposing strategies to scale your warm audience.

909
00:31:28.960 --> 00:31:31.000
They both follow progressive steps.

910
00:31:31.000 --> 00:31:33.200
First, you have the depth and width approach.

911
00:31:33.200 --> 00:31:35.480
Then you have the width and depth approach.

912
00:31:35.480 --> 00:31:37.840
Both are right, here's how they work.

913
00:31:37.840 --> 00:31:40.480
Step then width, maximize a platform,

914
00:31:40.480 --> 00:31:42.400
then move on to the next platform.

915
00:31:42.400 --> 00:31:45.360
Step one, post content on a relevant platform.

916
00:31:45.360 --> 00:31:48.480
Step two, post content regularly on that platform.

917
00:31:48.480 --> 00:31:51.200
Step three, maximize quality and quantity

918
00:31:51.200 --> 00:31:53.040
of the content on that platform.

919
00:31:53.040 --> 00:31:55.200
Short form, you may sometimes be able to get up

920
00:31:55.200 --> 00:31:57.120
to 10 times per day per platform.

921
00:31:57.120 --> 00:31:59.600
Long form, you may have to get up to five days per week,

922
00:31:59.600 --> 00:32:01.200
see soap operas.

923
00:32:01.200 --> 00:32:03.640
Step four, add another platform while maintaining

924
00:32:03.640 --> 00:32:05.720
the quality and quantity on the first platform.

925
00:32:05.720 --> 00:32:07.880
Step five, repeat steps one through four

926
00:32:07.880 --> 00:32:10.160
until all relevant platforms are maximized.

927
00:32:10.160 --> 00:32:12.560
Advantage is, once you figure out one platform,

928
00:32:12.560 --> 00:32:14.440
you maximize your return on that effort.

929
00:32:14.440 --> 00:32:16.320
Audiences compound faster the more you do.

930
00:32:16.320 --> 00:32:18.000
You take advantage of this compounding.

931
00:32:18.000 --> 00:32:20.280
Few resources are required to make this work.

932
00:32:20.280 --> 00:32:22.680
Disadvantages, you have less low-hanging fruit

933
00:32:22.680 --> 00:32:24.240
of new platforms and new audiences.

934
00:32:24.240 --> 00:32:26.880
You don't accomplish the feeling of, quote, omnipresence.

935
00:32:26.880 --> 00:32:28.240
In the beginning, you risk your business

936
00:32:28.240 --> 00:32:29.840
being reliant on a single channel.

937
00:32:29.840 --> 00:32:31.880
This is a risk because platforms can change all the time

938
00:32:31.880 --> 00:32:33.600
and sometimes ban you for no reason.

939
00:32:33.600 --> 00:32:35.400
If you only have one way to get customers,

940
00:32:35.400 --> 00:32:38.320
you can kill your business if you get shut down.

941
00:32:38.320 --> 00:32:41.360
With and depth, get on every platform early,

942
00:32:41.360 --> 00:32:43.480
then maximize them together.

943
00:32:43.480 --> 00:32:46.000
Step one, post content on a relevant platform.

944
00:32:46.000 --> 00:32:48.760
Step two, post content regularly on that platform.

945
00:32:48.760 --> 00:32:51.360
Step three, here's where this strategy differs

946
00:32:51.360 --> 00:32:52.720
from the one before.

947
00:32:52.720 --> 00:32:55.200
Instead of maximizing your first platform,

948
00:32:55.200 --> 00:32:56.960
move on to the next relevant platform

949
00:32:56.960 --> 00:32:58.920
while maintaining the previous.

950
00:32:58.920 --> 00:33:02.720
Step four, continue until you are on all relevant platforms.

951
00:33:02.720 --> 00:33:05.760
Step five, now maximize your content creation

952
00:33:05.760 --> 00:33:07.520
on all platforms at once.

953
00:33:07.520 --> 00:33:10.680
Advances, you reach a broader audience faster

954
00:33:10.680 --> 00:33:12.600
and you can repurpose your content.

955
00:33:12.600 --> 00:33:16.320
So with a little extra work, you can capture tons of efficiency.

956
00:33:16.320 --> 00:33:17.800
With minimal changes to the format,

957
00:33:17.800 --> 00:33:19.960
you can make the same content fit multiple platforms.

958
00:33:19.960 --> 00:33:22.080
For example, it takes a little extra effort

959
00:33:22.080 --> 00:33:23.320
to format a single short video

960
00:33:23.320 --> 00:33:26.240
across all platforms, distributing short video content.

961
00:33:26.240 --> 00:33:28.640
Disadvantages, it costs more labor,

962
00:33:28.640 --> 00:33:30.840
attention, and time to do this well.

963
00:33:30.840 --> 00:33:34.120
Oftentimes, people end up with lots of bad content everywhere.

964
00:33:34.120 --> 00:33:36.280
Sucky fluff, no bueno.

965
00:33:36.280 --> 00:33:38.240
If you already have a sizable business,

966
00:33:38.240 --> 00:33:40.360
scale up faster and read the words of an asset

967
00:33:40.360 --> 00:33:41.960
that only gets better with time.

968
00:33:41.960 --> 00:33:43.720
I said it before and I'll say it again.

969
00:33:43.720 --> 00:33:45.320
The best day to start posting content

970
00:33:45.320 --> 00:33:46.520
was the day you were born.

971
00:33:46.520 --> 00:33:48.480
The second best day is today.

972
00:33:48.480 --> 00:33:50.160
Don't wait like I did.

973
00:33:50.160 --> 00:33:52.680
Pro tip, how I get it done.

974
00:33:52.680 --> 00:33:54.440
I am not a full time content creator.

975
00:33:54.440 --> 00:33:56.120
I run businesses.

976
00:33:56.120 --> 00:33:58.960
But content creation is a part of my responsibility.

977
00:33:58.960 --> 00:34:01.200
Here's my simple process for recording.

978
00:34:01.200 --> 00:34:03.640
One, I find topics using the five ways

979
00:34:03.640 --> 00:34:06.240
from the topic section of part one of this chapter.

980
00:34:06.240 --> 00:34:07.760
This takes me about an hour.

981
00:34:07.760 --> 00:34:09.400
Two, I sit down twice every month

982
00:34:09.400 --> 00:34:12.760
and record 30 or so short clips based on step one.

983
00:34:12.760 --> 00:34:15.920
Three, on the same day, I record two to four longer videos

984
00:34:15.920 --> 00:34:17.560
unpacking tweets that had more stories

985
00:34:17.560 --> 00:34:18.960
or relevant examples.

986
00:34:18.960 --> 00:34:20.880
This creates my longer form content.

987
00:34:20.880 --> 00:34:23.080
If that sounds simplistic, it's because it is.

988
00:34:23.080 --> 00:34:25.040
Just start, you can add volume over time.

989
00:34:26.000 --> 00:34:28.920
Action step, pick an approach, start posting,

990
00:34:28.920 --> 00:34:31.280
then go up the scaling steps over time.

991
00:34:32.160 --> 00:34:35.200
Pro tip, only one call to action at a time.

992
00:34:35.200 --> 00:34:36.640
A confused mind doesn't buy

993
00:34:36.640 --> 00:34:39.000
is a common saying in the sales and marketing world.

994
00:34:39.000 --> 00:34:40.680
To increase how many people do what you want,

995
00:34:40.680 --> 00:34:43.000
only ask them to do one thing per call to action.

996
00:34:43.000 --> 00:34:44.800
For example, don't ask people to share,

997
00:34:44.800 --> 00:34:46.880
like, subscribe and comment at the same time.

998
00:34:46.880 --> 00:34:49.080
Because instead of doing them all, they'll do none.

999
00:34:49.080 --> 00:34:52.240
Instead, if you want them to share, only ask them to share.

1000
00:34:52.240 --> 00:34:54.880
And if you want them to buy, only ask them to buy.

1001
00:34:54.880 --> 00:34:56.800
Make up your mind so they don't have to.

1002
00:34:56.800 --> 00:34:57.920
Why you should make content?

1003
00:34:57.920 --> 00:35:00.800
Even if it's not your primary advertising strategy.

1004
00:35:00.800 --> 00:35:02.520
January, 2020.

1005
00:35:02.520 --> 00:35:04.640
I called all the major departments into a meeting

1006
00:35:04.640 --> 00:35:06.520
to answer an important question.

1007
00:35:06.520 --> 00:35:08.840
Why isn't our paid advertising working like it used to?

1008
00:35:08.840 --> 00:35:10.440
Opinions flooded the room.

1009
00:35:10.440 --> 00:35:12.600
The creative, the copy, the offer, our pages,

1010
00:35:12.600 --> 00:35:14.240
our sales process, our price.

1011
00:35:14.240 --> 00:35:15.800
They shop back and forth at each other.

1012
00:35:15.800 --> 00:35:17.280
Every bit is invested as I was,

1013
00:35:17.280 --> 00:35:18.800
solving the problem.

1014
00:35:18.800 --> 00:35:21.240
Laila and I sat quietly as the team debated.

1015
00:35:21.240 --> 00:35:23.760
After the din died down, Laila in her wise fashion

1016
00:35:23.760 --> 00:35:25.320
asked the different question.

1017
00:35:25.320 --> 00:35:28.360
What did we stop doing in the months before the decline?

1018
00:35:28.360 --> 00:35:31.560
A new debate arose and a unanimous answer surface.

1019
00:35:31.560 --> 00:35:33.040
Alex stopped making gym content

1020
00:35:33.040 --> 00:35:35.440
and started talking about general business.

1021
00:35:35.440 --> 00:35:37.400
Now, I didn't know how important this was,

1022
00:35:37.400 --> 00:35:38.320
but I had to find out.

1023
00:35:38.320 --> 00:35:40.200
So I set out a survey to our gym owners.

1024
00:35:40.200 --> 00:35:41.920
I asked them if they had consumed any content in mind

1025
00:35:41.920 --> 00:35:43.520
before they booked a call.

1026
00:35:43.520 --> 00:35:45.080
The results astounded me.

1027
00:35:45.080 --> 00:35:48.520
78% of all clients had consumed at least two long form

1028
00:35:48.520 --> 00:35:51.120
pieces of content prior to booking a call.

1029
00:35:51.120 --> 00:35:52.920
I had fallen into my old ways

1030
00:35:52.920 --> 00:35:55.200
and given paid ads all the credit.

1031
00:35:55.200 --> 00:35:57.680
But our free content was nurturing the demand.

1032
00:35:57.680 --> 00:35:59.240
Don't make the same mistake I did.

1033
00:35:59.240 --> 00:36:01.280
Your free content gives strangers an opportunity

1034
00:36:01.280 --> 00:36:03.680
to find, get value and share your stuff.

1035
00:36:03.680 --> 00:36:05.920
And it warms people on the fence that go to

1036
00:36:05.920 --> 00:36:09.080
and from the cold audience methods we dive into next.

1037
00:36:09.080 --> 00:36:10.280
So even if it's hard to measure,

1038
00:36:10.280 --> 00:36:11.880
free content gets you better returns

1039
00:36:11.880 --> 00:36:13.560
on all advertising methods.

1040
00:36:13.560 --> 00:36:16.280
Bottom line, start making content relevant to your audience.

1041
00:36:16.280 --> 00:36:18.000
It will make you more money.

1042
00:36:18.000 --> 00:36:20.520
Seven lessons I've learned from making content.

1043
00:36:20.520 --> 00:36:23.400
One, switch how to to how I.

1044
00:36:23.400 --> 00:36:26.560
From this is the best way to these are my favorite ways,

1045
00:36:26.560 --> 00:36:28.320
especially when you're starting out.

1046
00:36:28.320 --> 00:36:30.400
Talk about what you've done, now what others should do.

1047
00:36:30.400 --> 00:36:32.960
What you like, not this is the best.

1048
00:36:32.960 --> 00:36:35.160
When you talk about experience, no one can question you.

1049
00:36:35.160 --> 00:36:36.600
This makes you bulletproof.

1050
00:36:36.600 --> 00:36:39.040
A, I make my oatmeal this way

1051
00:36:39.040 --> 00:36:41.480
versus you should make your oatmeal this way.

1052
00:36:41.480 --> 00:36:44.160
B, how I built my seven figure agency

1053
00:36:44.160 --> 00:36:46.840
versus how to build a seven figure agency.

1054
00:36:46.840 --> 00:36:49.360
C, my favorite way to generate leads for my business

1055
00:36:49.360 --> 00:36:51.280
versus this is the best way to generate leads

1056
00:36:51.280 --> 00:36:52.200
for your business.

1057
00:36:52.200 --> 00:36:54.360
It's subtle, but when you tell your experience,

1058
00:36:54.360 --> 00:36:55.600
you're sharing value.

1059
00:36:55.600 --> 00:36:56.840
When you tell a stranger what to do,

1060
00:36:56.840 --> 00:36:59.040
it's hard to avoid coming off preach your arrogant.

1061
00:36:59.040 --> 00:37:01.240
This helps avoid it too.

1062
00:37:01.240 --> 00:37:03.800
We need to be reminded more than we need to be taught.

1063
00:37:03.800 --> 00:37:05.240
You're a silly goose if you think

1064
00:37:05.240 --> 00:37:08.080
100% of your audience listens to 100% of the time.

1065
00:37:08.080 --> 00:37:10.720
For example, I post about my book every day.

1066
00:37:10.720 --> 00:37:12.120
I surveyed my audience and asked them

1067
00:37:12.120 --> 00:37:13.560
if they knew I had a book.

1068
00:37:13.560 --> 00:37:16.240
One in five, that's all the posts that they didn't know.

1069
00:37:16.240 --> 00:37:17.400
Keep repeating yourself.

1070
00:37:17.400 --> 00:37:18.600
You'll get bored of your content

1071
00:37:18.600 --> 00:37:21.040
before your whole audience even sees it.

1072
00:37:21.040 --> 00:37:24.320
Three, puddles, ponds, lakes, oceans.

1073
00:37:24.320 --> 00:37:26.000
Narrow the focus of your content.

1074
00:37:26.000 --> 00:37:27.600
If you have a small local business,

1075
00:37:27.600 --> 00:37:29.760
you probably shouldn't make general business content.

1076
00:37:29.760 --> 00:37:31.160
Not at first, at least.

1077
00:37:31.160 --> 00:37:32.040
Why?

1078
00:37:32.040 --> 00:37:33.160
The audience will listen to people

1079
00:37:33.160 --> 00:37:34.800
with better track records than you.

1080
00:37:34.800 --> 00:37:36.840
But you can narrow your topics to what you do

1081
00:37:36.840 --> 00:37:38.200
and the place you do it.

1082
00:37:38.200 --> 00:37:40.440
Example, plumbing in a certain town.

1083
00:37:40.440 --> 00:37:42.840
If you do that, you can become king of that puddle.

1084
00:37:42.840 --> 00:37:44.600
Over time, you can expand your plumbing puddle

1085
00:37:44.600 --> 00:37:46.480
to the general local business pond.

1086
00:37:46.480 --> 00:37:49.600
Then the lake of brick and mortar chains and so forth.

1087
00:37:49.600 --> 00:37:52.320
And eventually, the ocean of general business.

1088
00:37:52.320 --> 00:37:55.720
Four, content creates tools for salespeople.

1089
00:37:55.720 --> 00:37:57.440
Some content will perform well

1090
00:37:57.440 --> 00:37:59.720
and get more people interested in buying your stuff.

1091
00:37:59.720 --> 00:38:01.800
That content helps your sales team.

1092
00:38:01.800 --> 00:38:04.080
Create a master list of your greatest hits.

1093
00:38:04.080 --> 00:38:07.120
Label each quote hit with the problem it solves

1094
00:38:07.120 --> 00:38:08.440
and the benefit it provides.

1095
00:38:08.440 --> 00:38:11.760
Then your sales team can send it before or after sales calls

1096
00:38:11.760 --> 00:38:13.720
and help people decide to buy.

1097
00:38:13.720 --> 00:38:14.800
They work especially well

1098
00:38:14.800 --> 00:38:16.760
if the content resolves the specific concern

1099
00:38:16.760 --> 00:38:18.880
the prospects commonly face.

1100
00:38:19.000 --> 00:38:22.360
Five, free content retains paying customers.

1101
00:38:22.360 --> 00:38:24.600
How will customer gets value from you matters less

1102
00:38:24.600 --> 00:38:26.200
than where they got it?

1103
00:38:26.200 --> 00:38:27.800
Imagine a person pays for your thing

1104
00:38:27.800 --> 00:38:29.520
and then consumes your free content.

1105
00:38:29.520 --> 00:38:31.040
If your free content is valuable,

1106
00:38:31.040 --> 00:38:33.720
they will like you more and stay loyal to your business longer.

1107
00:38:33.720 --> 00:38:35.800
On the flip side, if they consume your free content

1108
00:38:35.800 --> 00:38:38.680
and it sucks, they will like your paid product less.

1109
00:38:38.680 --> 00:38:40.360
Here's something you may not know.

1110
00:38:40.360 --> 00:38:41.640
Somebody who buys your stuff

1111
00:38:41.640 --> 00:38:43.880
is more likely to consume your free content.

1112
00:38:43.880 --> 00:38:45.040
This is why it's so important

1113
00:38:45.040 --> 00:38:46.360
to make your free content good.

1114
00:38:46.360 --> 00:38:47.720
Your customers will include it

1115
00:38:47.720 --> 00:38:50.960
in how they calculate their ROI from your paid thing.

1116
00:38:50.960 --> 00:38:53.960
Six, people don't have short attention spans.

1117
00:38:53.960 --> 00:38:55.560
They have higher standards.

1118
00:38:55.560 --> 00:38:57.040
Repeated for emphasis,

1119
00:38:57.040 --> 00:39:00.280
there's no such thing as too long, only too boring.

1120
00:39:00.280 --> 00:39:01.640
Streaming platforms have proven

1121
00:39:01.640 --> 00:39:02.800
that people will spend hours

1122
00:39:02.800 --> 00:39:05.320
binging long from content if they like it.

1123
00:39:05.320 --> 00:39:07.040
Our biology hasn't changed.

1124
00:39:07.040 --> 00:39:08.760
Our circumstances have.

1125
00:39:08.760 --> 00:39:10.880
They have more rewarding stuff to choose from.

1126
00:39:10.880 --> 00:39:12.520
So make good stuff people like

1127
00:39:12.520 --> 00:39:13.840
and reap the rewards rather than

1128
00:39:13.840 --> 00:39:16.880
wanting about people's quote short attention spans.

1129
00:39:16.880 --> 00:39:19.480
Seven, avoid pre-scheduling posts.

1130
00:39:19.480 --> 00:39:22.200
Posts I manually post perform better

1131
00:39:22.200 --> 00:39:24.120
than the ones I pre-schedule.

1132
00:39:24.120 --> 00:39:25.600
Here's my theory.

1133
00:39:25.600 --> 00:39:28.040
When you manually post, you know that within seconds

1134
00:39:28.040 --> 00:39:29.360
you will be rewarded or punished

1135
00:39:29.360 --> 00:39:31.160
for the quality of the content.

1136
00:39:31.160 --> 00:39:32.840
Because of that close feedback loop,

1137
00:39:32.840 --> 00:39:36.440
you try that much harder to make it good.

1138
00:39:36.440 --> 00:39:40.080
When I schedule stuff out, I don't feel the same pressure.

1139
00:39:40.080 --> 00:39:42.480
So whenever I post or my team does,

1140
00:39:42.480 --> 00:39:45.360
we strongly believe in someone pressing the submit button

1141
00:39:45.360 --> 00:39:47.200
because it gives that last bit of pressure

1142
00:39:47.200 --> 00:39:49.160
to get it right, give it a try.

1143
00:39:50.280 --> 00:39:52.080
Benchmarks, how well am I doing?

1144
00:39:53.080 --> 00:39:55.680
If our audience grows, we did good.

1145
00:39:55.680 --> 00:39:58.640
But if our audience grows fast, we did good.

1146
00:39:58.640 --> 00:40:00.320
So I like to measure my audience size

1147
00:40:00.320 --> 00:40:01.840
and speed of growth monthly.

1148
00:40:01.840 --> 00:40:03.400
Here's what I measure.

1149
00:40:03.400 --> 00:40:07.400
One, total followers and reach, aka how big.

1150
00:40:07.400 --> 00:40:09.680
Follower example, if I go from 1000 followers

1151
00:40:09.680 --> 00:40:11.960
across all platforms to 1500,

1152
00:40:11.960 --> 00:40:14.920
I grew my audience by 500, yay.

1153
00:40:14.920 --> 00:40:16.600
Three, reach example.

1154
00:40:16.600 --> 00:40:18.840
If I go from 10,000 people seeing my stuff

1155
00:40:18.840 --> 00:40:20.960
to 15,000 people seeing my stuff,

1156
00:40:20.960 --> 00:40:23.040
I grew my reach by 5,000 people.

1157
00:40:24.120 --> 00:40:29.120
Two, rate of getting followers in reach, aka how fast.

1158
00:40:29.520 --> 00:40:32.120
You compare the growth between months.

1159
00:40:32.120 --> 00:40:35.480
Example, if I gain those 500 followers in a month,

1160
00:40:35.480 --> 00:40:37.800
that would make it a 50% growth month.

1161
00:40:37.800 --> 00:40:42.440
500 new, over 1000 started, equals 50% growth rate.

1162
00:40:42.440 --> 00:40:44.440
Remember, we can only control inputs.

1163
00:40:44.440 --> 00:40:47.440
Measuring outputs is only useful if we are consistent with inputs.

1164
00:40:47.440 --> 00:40:50.120
So pick the posting cadence you want to stick with

1165
00:40:50.120 --> 00:40:51.520
on a particular platform.

1166
00:40:51.520 --> 00:40:54.560
Then pick your ass cadence on that platform.

1167
00:40:54.560 --> 00:40:57.760
AKA how you will direct people to become engaged leads.

1168
00:40:57.760 --> 00:40:59.760
Then start with the first one.

1169
00:40:59.760 --> 00:41:01.760
Then start with the first one.

1170
00:41:01.760 --> 00:41:03.760
Then start with the first one.

1171
00:41:03.760 --> 00:41:05.760
Then start with the first one.

1172
00:41:05.760 --> 00:41:07.760
Then start with the first one.

1173
00:41:07.760 --> 00:41:09.760
Then start with the first one.

1174
00:41:09.760 --> 00:41:11.760
How you will direct people to become engaged leads.

1175
00:41:11.760 --> 00:41:14.600
Then start and do not stop.

1176
00:41:14.600 --> 00:41:16.400
It's amazing what you can accomplish

1177
00:41:16.400 --> 00:41:18.080
if you don't stop once you start.

1178
00:41:19.040 --> 00:41:22.160
For reference, I posted a new podcast twice a week

1179
00:41:22.160 --> 00:41:23.960
for four years before even getting picked up

1180
00:41:23.960 --> 00:41:25.520
on the top 100 list.

1181
00:41:25.520 --> 00:41:28.120
Because I did the same thing every week for years,

1182
00:41:28.120 --> 00:41:29.640
I knew I could trust the feedback.

1183
00:41:29.640 --> 00:41:31.280
In the beginning, it didn't grow much.

1184
00:41:31.280 --> 00:41:33.280
It took time for me to get better.

1185
00:41:33.280 --> 00:41:35.680
And I knew I had to make more over a long time

1186
00:41:35.680 --> 00:41:36.920
for that to happen.

1187
00:41:36.920 --> 00:41:39.360
So if your listeners go from 10 to 15 in a month,

1188
00:41:39.360 --> 00:41:40.840
that's progress, baby.

1189
00:41:40.840 --> 00:41:42.960
Even with small absolute numbers,

1190
00:41:42.960 --> 00:41:45.280
that's 50% monthly growth.

1191
00:41:45.280 --> 00:41:47.280
It's why I like to measure both the absolute

1192
00:41:47.280 --> 00:41:48.760
and relative growth and pick the one

1193
00:41:48.760 --> 00:41:49.840
that makes me feel better.

1194
00:41:49.840 --> 00:41:50.680
Ha.

1195
00:41:50.680 --> 00:41:52.440
As my friend Dr. Cashy says,

1196
00:41:52.440 --> 00:41:55.000
the more ways you measure, the more ways you can win.

1197
00:41:55.000 --> 00:41:58.880
Be consistent, measure a lot, adapt to feedback, be a winner.

1198
00:41:58.880 --> 00:42:00.920
To close the loop, in its fifth year,

1199
00:42:00.920 --> 00:42:03.440
my podcast, the game, became a top 10 podcast

1200
00:42:03.440 --> 00:42:06.000
in the US for business in top 500 in the world.

1201
00:42:06.000 --> 00:42:07.920
This was only possible after five years

1202
00:42:07.920 --> 00:42:10.360
of multiple podcasts per week, every week.

1203
00:42:10.360 --> 00:42:12.800
Remember, everyone starts at zero.

1204
00:42:12.800 --> 00:42:14.560
You just gotta give time, time.

1205
00:42:15.600 --> 00:42:18.240
Your first post, you've probably been providing value

1206
00:42:18.240 --> 00:42:21.240
to other humans knowingly or unknowingly for a while.

1207
00:42:21.240 --> 00:42:23.840
So the first post you make, you can make and ask.

1208
00:42:23.840 --> 00:42:26.360
My hope is that it gets you your first engaged lead.

1209
00:42:26.360 --> 00:42:28.360
And if it doesn't, you need to give for a while,

1210
00:42:28.360 --> 00:42:30.440
then make and ask once you've earned the right to.

1211
00:42:30.440 --> 00:42:32.160
To show you that I'm not making this up,

1212
00:42:32.160 --> 00:42:34.360
below you can find my first business post ever.

1213
00:42:34.360 --> 00:42:35.400
Is that ideal?

1214
00:42:35.400 --> 00:42:36.240
No.

1215
00:42:36.240 --> 00:42:37.440
I had no idea what I was doing.

1216
00:42:37.440 --> 00:42:38.360
Should you copy it?

1217
00:42:38.360 --> 00:42:39.440
Probably not.

1218
00:42:39.440 --> 00:42:41.600
Main point, don't be afraid of what other people think.

1219
00:42:41.600 --> 00:42:43.560
If someone won't speak at your funeral,

1220
00:42:43.560 --> 00:42:46.040
you shouldn't care about their opinion while you're alive.

1221
00:42:46.040 --> 00:42:48.760
Honor the few who believe in you by having courage.

1222
00:42:48.760 --> 00:42:50.000
Here's the post.

1223
00:42:50.000 --> 00:42:53.440
Everyone, for those of you who know me, you know two things.

1224
00:42:53.440 --> 00:42:55.720
One, I am terrible with all things technological.

1225
00:42:55.720 --> 00:42:58.400
For example, I just heard about Spotify a few weeks ago.

1226
00:42:58.400 --> 00:43:01.320
Seriously, two, I love training and nutrition

1227
00:43:01.320 --> 00:43:03.520
and fitness more than well a whole lot.

1228
00:43:03.520 --> 00:43:05.520
So today is sort of special because at marks a day

1229
00:43:05.520 --> 00:43:07.200
were my love of training, banquished,

1230
00:43:07.200 --> 00:43:08.560
my fear of technology.

1231
00:43:08.560 --> 00:43:09.400
What do I mean?

1232
00:43:09.400 --> 00:43:10.400
For the better part of a year,

1233
00:43:10.400 --> 00:43:12.360
I've been taking part in a free personal training project

1234
00:43:12.360 --> 00:43:14.240
with the idea that I would give away free personal training

1235
00:43:14.240 --> 00:43:15.600
to anyone who's willing to give,

1236
00:43:15.600 --> 00:43:18.600
they're $500 to $1,000 to cause of their choice.

1237
00:43:18.600 --> 00:43:20.480
This way, they wouldn't have to be motivated

1238
00:43:20.480 --> 00:43:21.560
by the same thing as me,

1239
00:43:21.560 --> 00:43:23.040
but be motivated to give to their cause

1240
00:43:23.040 --> 00:43:24.480
and benefit themselves.

1241
00:43:24.480 --> 00:43:25.880
When I first introduced the idea,

1242
00:43:25.880 --> 00:43:27.040
I was happily surprised at the amount

1243
00:43:27.040 --> 00:43:28.360
of positive support I received.

1244
00:43:28.360 --> 00:43:30.120
So, almost a year from my first client,

1245
00:43:30.120 --> 00:43:32.360
I now have a website to formally show

1246
00:43:32.360 --> 00:43:34.520
some of the transformations that have gone underway

1247
00:43:34.520 --> 00:43:37.160
using my programming and as a formal means

1248
00:43:37.160 --> 00:43:38.960
of contacting me about signing up.

1249
00:43:38.960 --> 00:43:41.400
I currently have a few slots open on my roster.

1250
00:43:41.400 --> 00:43:43.760
So drop me a note quickly if you were interested.

1251
00:43:43.760 --> 00:43:45.240
Thanks so much.

1252
00:43:45.240 --> 00:43:46.560
Take a second to check out some

1253
00:43:46.560 --> 00:43:49.080
of the ridiculous transformations in record time.

1254
00:43:49.080 --> 00:43:50.480
Check it out.

1255
00:43:50.480 --> 00:43:53.040
Whenever I read this, I just think you good,

1256
00:43:53.040 --> 00:43:56.080
but hey, I was trying and for that, I'm proud.

1257
00:43:56.080 --> 00:43:58.400
Recap, we covered eight things.

1258
00:43:58.400 --> 00:44:00.520
One, the content unit, done.

1259
00:44:00.520 --> 00:44:03.320
Two, short versus long form content, done.

1260
00:44:03.320 --> 00:44:06.720
Three, mastering the give ask ratio, done.

1261
00:44:06.720 --> 00:44:08.480
Four, how to ask, done.

1262
00:44:08.480 --> 00:44:10.240
Five, how to scale it, done.

1263
00:44:10.240 --> 00:44:12.800
Six, lessons from content, done.

1264
00:44:12.800 --> 00:44:14.800
Seven, benchmarks, done.

1265
00:44:14.800 --> 00:44:17.200
Eight, your first post, done.

1266
00:44:17.200 --> 00:44:19.400
Now you know, there's nothing stopping you.

1267
00:44:19.400 --> 00:44:20.680
So what do I do right now?

1268
00:44:21.560 --> 00:44:23.520
Posting free content is less predictable than

1269
00:44:23.520 --> 00:44:25.680
but complimentary to warm reach outs.

1270
00:44:25.680 --> 00:44:27.360
So keep doing warm reach outs.

1271
00:44:27.360 --> 00:44:29.680
Also, posting free content grows your warm audience

1272
00:44:29.680 --> 00:44:31.600
and a bigger warm audience means more people

1273
00:44:31.600 --> 00:44:32.800
for warm reach outs.

1274
00:44:32.800 --> 00:44:35.320
So free content gets engaged leads on its own

1275
00:44:35.320 --> 00:44:38.760
and keeps getting engaged leads through warm reach outs.

1276
00:44:38.760 --> 00:44:40.280
Instead of ditching one for the other,

1277
00:44:40.280 --> 00:44:41.760
I recommend you post free content

1278
00:44:41.760 --> 00:44:44.160
in addition to warm reach outs.

1279
00:44:44.160 --> 00:44:46.000
Let's fill out our daily action commitment

1280
00:44:46.000 --> 00:44:47.840
for our first platform.

1281
00:44:47.840 --> 00:44:49.960
Post content daily checklist.

1282
00:44:49.960 --> 00:44:53.280
Who, yourself, what, value, give, give, give,

1283
00:44:53.280 --> 00:44:56.280
until they ask where any media platform,

1284
00:44:56.280 --> 00:44:58.320
to whom people who already follow you

1285
00:44:58.320 --> 00:45:00.520
when every morning, seven days a week,

1286
00:45:00.520 --> 00:45:02.800
why, to build good will and getting engaged leads,

1287
00:45:02.800 --> 00:45:05.720
how, written image videos or audio posts,

1288
00:45:05.720 --> 00:45:07.760
how much, a hundred minutes a day,

1289
00:45:07.760 --> 00:45:09.920
how many, as many times as the platform shows it,

1290
00:45:09.920 --> 00:45:11.920
how long as long as it takes.

1291
00:45:11.920 --> 00:45:14.720
Next up, first we start with warm outreach.

1292
00:45:14.720 --> 00:45:17.160
We reach out to every person we have permission to contact.

1293
00:45:17.160 --> 00:45:19.240
Second, we post publicly about the successes

1294
00:45:19.240 --> 00:45:21.280
and lessons we have from our first clients.

1295
00:45:21.280 --> 00:45:24.360
We post testimonials, we provide value, then occasionally ask.

1296
00:45:24.360 --> 00:45:26.960
We commit to doing both of these activities every day.

1297
00:45:26.960 --> 00:45:28.640
With these two methods alone,

1298
00:45:28.640 --> 00:45:31.640
you can eventually build a six or seven figure business.

1299
00:45:31.640 --> 00:45:33.320
But you may want to go faster.

1300
00:45:33.320 --> 00:45:35.160
So we venture from warm audiences who know us

1301
00:45:35.160 --> 00:45:36.880
to cold audiences who don't.

1302
00:45:36.880 --> 00:45:38.800
We begin reaching out to strangers.

1303
00:45:38.800 --> 00:45:41.280
This begins the third step in our advertising journey,

1304
00:45:41.280 --> 00:45:43.160
cold outreach, free gift.

1305
00:45:43.160 --> 00:45:45.520
Everything I've learned from posting content.

1306
00:45:45.520 --> 00:45:46.840
I had to cut out a lot of material

1307
00:45:46.840 --> 00:45:48.040
to make this book manageable.

1308
00:45:48.040 --> 00:45:49.840
If you want to know the fast and easy way

1309
00:45:49.840 --> 00:45:51.680
to make content that builds trust in an audience,

1310
00:45:51.680 --> 00:45:53.880
go to acquisition.com, forge slash training,

1311
00:45:53.880 --> 00:45:55.040
forge slash leads.

1312
00:45:55.040 --> 00:45:57.280
And if you need another reason besides it'll make you money,

1313
00:45:57.280 --> 00:45:58.320
it won't cost you any.

1314
00:45:58.360 --> 00:45:59.160
It's free.

1315
00:45:59.160 --> 00:46:00.000
Enjoy.

1316
00:46:03.640 --> 00:46:05.080
Free goodwill.

1317
00:46:05.080 --> 00:46:06.760
Key who said money can't buy happiness

1318
00:46:06.760 --> 00:46:08.800
hasn't given enough away, unknown.

1319
00:46:09.760 --> 00:46:11.800
People who give with that expectation live longer,

1320
00:46:11.800 --> 00:46:13.840
have your lives and make more money.

1321
00:46:13.840 --> 00:46:16.120
So if we got a shot at doing that during our time together,

1322
00:46:16.120 --> 00:46:17.560
darn it, I'm gonna try.

1323
00:46:17.560 --> 00:46:19.320
To do that, I have a question for you.

1324
00:46:19.320 --> 00:46:20.920
Would you help someone who you've never met

1325
00:46:20.920 --> 00:46:23.640
if it cost you nothing, but you didn't get credit?

1326
00:46:23.640 --> 00:46:25.160
Who is this person you ask?

1327
00:46:25.160 --> 00:46:27.800
They are likely you or at least like you used to be.

1328
00:46:27.800 --> 00:46:29.520
Less experience, wanting to make a difference

1329
00:46:29.520 --> 00:46:31.960
and needing help, but not sure where to look.

1330
00:46:31.960 --> 00:46:33.680
Acquisition.com's mission is to make

1331
00:46:33.680 --> 00:46:35.440
business accessible to everyone.

1332
00:46:35.440 --> 00:46:37.360
Everything we do stems from that mission.

1333
00:46:37.360 --> 00:46:39.560
And the only way for us to accomplish that mission

1334
00:46:39.560 --> 00:46:41.760
is by reaching, well, everyone.

1335
00:46:41.760 --> 00:46:43.160
This is where you come in.

1336
00:46:43.160 --> 00:46:45.280
Most people do, in fact, judge a book by its cover

1337
00:46:45.280 --> 00:46:46.440
and its reviews.

1338
00:46:46.440 --> 00:46:48.760
So here's my ask on behalf of a struggling entrepreneur

1339
00:46:48.760 --> 00:46:50.120
you've never met.

1340
00:46:50.120 --> 00:46:52.680
Please help that entrepreneur by leaving this book or review.

1341
00:46:52.680 --> 00:46:54.760
Your gifts cost no money

1342
00:46:54.760 --> 00:46:56.640
and less than 60 seconds to make real,

1343
00:46:56.640 --> 00:46:59.040
but can change a fellow entrepreneur's life forever.

1344
00:46:59.040 --> 00:47:01.680
Your review could help one more small business

1345
00:47:01.680 --> 00:47:02.800
provide for their community,

1346
00:47:02.800 --> 00:47:04.240
one more entrepreneur, support their family,

1347
00:47:04.240 --> 00:47:05.640
one more employee get meaningful work,

1348
00:47:05.640 --> 00:47:07.680
one more client transforming their life

1349
00:47:07.680 --> 00:47:09.600
and one more dream come true.

1350
00:47:09.600 --> 00:47:10.960
To get that feel good feeling

1351
00:47:10.960 --> 00:47:12.960
and help that person for real, all you have to do is

1352
00:47:12.960 --> 00:47:15.840
and it takes 60 seconds, leave a review.

1353
00:47:15.840 --> 00:47:16.960
If you're on Audible,

1354
00:47:16.960 --> 00:47:18.720
hit the three dots on the top right of your device,

1355
00:47:18.720 --> 00:47:21.120
click rate and review, then leave a few sentences

1356
00:47:21.120 --> 00:47:22.920
about the book with the star rating.

1357
00:47:22.920 --> 00:47:24.800
If you're reading this on a Kindle reader

1358
00:47:24.800 --> 00:47:26.240
or doing both at the same time,

1359
00:47:26.240 --> 00:47:27.440
just go to the bottom of the book,

1360
00:47:27.440 --> 00:47:29.840
then swipe up and a prompt you to leave a review.

1361
00:47:29.840 --> 00:47:31.680
And if for some reason, either of those change,

1362
00:47:31.680 --> 00:47:33.840
you can just go to Amazon or wherever you purchase this

1363
00:47:33.840 --> 00:47:35.760
and leave a review right on the book's page.

1364
00:47:35.760 --> 00:47:37.840
If you feel good about helping a faceless entrepreneur,

1365
00:47:37.840 --> 00:47:39.000
you are my kind of people.

1366
00:47:39.000 --> 00:47:41.320
Welcome to Mozination, you are one of us.

1367
00:47:41.320 --> 00:47:43.040
I'm that much more excited to help you get more leads

1368
00:47:43.040 --> 00:47:44.280
and you can possibly imagine.

1369
00:47:44.280 --> 00:47:45.880
You'll love the text about to share with you

1370
00:47:45.880 --> 00:47:47.160
in the next chapters.

1371
00:47:47.160 --> 00:47:48.560
Thank you from the bottom of my heart.

1372
00:47:48.560 --> 00:47:50.600
Now back to our regularly scheduled programming.

1373
00:47:50.600 --> 00:47:53.880
Your biggest fan, Alex, PS, fun fact.

1374
00:47:53.880 --> 00:47:55.720
If you provide something of value to another person,

1375
00:47:55.720 --> 00:47:57.520
it makes you more valuable to them.

1376
00:47:57.520 --> 00:47:58.720
If you'd like goodwill,

1377
00:47:58.720 --> 00:48:00.000
straight from another entrepreneur,

1378
00:48:00.000 --> 00:48:01.000
send this book there way.

1379
00:48:02.760 --> 00:48:05.320
Hey, I hope you enjoyed post-free content,

1380
00:48:05.320 --> 00:48:07.680
part one and post-free content, part two,

1381
00:48:07.680 --> 00:48:09.880
chapters of the $100 million leads book.

1382
00:48:11.400 --> 00:48:12.680
If you wanna grab a physical copy,

1383
00:48:12.680 --> 00:48:14.600
you can always grab it on Amazon.

1384
00:48:14.600 --> 00:48:17.360
And next, we've got some good stuff for you.

1385
00:48:17.360 --> 00:48:19.160
It is the cold outreach episode.

1386
00:48:19.160 --> 00:48:22.920
It is one episode, 33 minutes, one chapter,

1387
00:48:22.920 --> 00:48:26.080
and it's the way that I learned how to advertise

1388
00:48:26.080 --> 00:48:28.200
to save my business.

1389
00:48:28.200 --> 00:48:31.440
So during COVID, Jim launched with struggling a lot.

1390
00:48:31.440 --> 00:48:33.640
As you can imagine, we were servicing brick and mortar gyms

1391
00:48:33.640 --> 00:48:35.960
and our customers weren't allowed to be in business.

1392
00:48:35.960 --> 00:48:38.200
And it was by that pressure

1393
00:48:38.200 --> 00:48:39.880
and by happenstance that we were forced

1394
00:48:39.880 --> 00:48:41.000
to learn how to do cold outreach,

1395
00:48:41.000 --> 00:48:43.320
which today accounts for over half

1396
00:48:43.320 --> 00:48:44.680
of that business's revenue.

1397
00:48:44.680 --> 00:48:47.000
And so we learned, trial by fire, how to make it work

1398
00:48:47.000 --> 00:48:48.480
and how you can make it work too.

1399
00:48:48.800 --> 00:48:53.480
This has been $100 million leads written by Alex Ramozi,

1400
00:48:55.480 --> 00:48:56.960
read by Alex Ramozi.

1401
00:48:56.960 --> 00:49:00.600
Copyright 2023, acquisition.com, audio production,

1402
00:49:00.600 --> 00:49:03.720
copyright 2023, acquisition.com, media.