WEBVTT 1 00:00:00.000 --> 00:00:04.560 If you want to use organic marketing to get more leads for your business or you're starting 2 00:00:04.560 --> 00:00:08.240 from scratch, whether it's a new department or brand new for your business, I talk to 3 00:00:08.240 --> 00:00:11.840 room full business owners for eight hours and this is one of the best moments that we 4 00:00:11.840 --> 00:00:15.040 pulled out of just talking about organic strategy to help them make more money. 5 00:00:15.040 --> 00:00:18.320 There are these two worlds where there's like the world that makes money and just needs traffic 6 00:00:18.320 --> 00:00:23.040 and the world that has so much traffic and has no money. And so when you learn how to marry those 7 00:00:23.040 --> 00:00:29.680 two, you just make absolutely obscene amounts of money. I mean, like Logan Paul merging with 8 00:00:29.680 --> 00:00:33.120 prime, like he had the audience and the traffic and then he had a way to make money. Mr. 9 00:00:33.120 --> 00:00:36.320 Beast with the chocolate, like he had, he had distribution, he just needed a product. 10 00:00:36.960 --> 00:00:41.200 Alex Mosey needed a product for the distribution base, school, right? 11 00:00:41.760 --> 00:00:46.720 Tons of traffic, where do we send it? Right now, if you have paid ads, starting organic will 12 00:00:46.720 --> 00:00:51.600 immediately make the paid ads more profitable. Because what will happen is people will look at the ads, 13 00:00:51.600 --> 00:00:55.280 then they will look at your organic and then they will take the next step. Even if they took the 14 00:00:55.280 --> 00:00:58.800 next step and booked a call, they will actually show and if they show, they'll have a higher percentage 15 00:00:58.800 --> 00:01:02.960 of closing. Like don't worry about the views and all of that stuff that happens in the early days, 16 00:01:03.520 --> 00:01:07.200 just keep making it and just think about it in the beginning as lead nurture. In the early days, 17 00:01:07.200 --> 00:01:11.760 it'll be nurture. As you get bigger and bigger, it'll become acquisition. But just from a value 18 00:01:11.760 --> 00:01:16.480 perspective, if you can just make that shift, it'll make your life a lot easier. From a scaling 19 00:01:16.480 --> 00:01:23.840 organic perspective, I tend to always start with an agency for every new medium or platform that I 20 00:01:23.840 --> 00:01:27.680 want to go on. Now, if you don't want to do that, that's fine. I just prefer to buy lessons and 21 00:01:27.680 --> 00:01:31.680 trick my timelines. And so I started with a guy that I think I was paying like five grand a 22 00:01:31.680 --> 00:01:37.920 month in no way was he special, basically did nothing. But it kept me accountable to making three 23 00:01:37.920 --> 00:01:43.840 videos a week. And so I would do that and he would post them. I still don't really know how to post 24 00:01:43.840 --> 00:01:51.200 a video on YouTube. So I say that because if you just focus on making the content exceptional, 25 00:01:51.840 --> 00:01:58.160 like it will grow. Like it absolutely will grow. And just my recommendation is do not 26 00:01:59.040 --> 00:02:04.240 promote in the content to the greatest ever. So think about it like this. Is that you want to have 27 00:02:04.240 --> 00:02:09.920 this big valuable thing, all this content that you're teaching. The CTAs in my opinion in content 28 00:02:09.920 --> 00:02:15.840 are not very effective. Like they kill reach, it feels weird, no one likes it, whatever. People 29 00:02:15.840 --> 00:02:19.360 will naturally just take the next step. If you put it in the descriptions, you put it in your link, 30 00:02:19.360 --> 00:02:25.280 your link in bio, like you do those two things, you will get traffic to your stuff by just saying 31 00:02:25.280 --> 00:02:30.160 this is what I do. Rather than, hey, by the way, like I just, I don't think that's the right way 32 00:02:30.160 --> 00:02:35.600 to do it. The beautiful merger of these who here knows how to run ads. Just like it show hands. 33 00:02:36.240 --> 00:02:41.760 Okay, so like half of you guys. Okay. Where the magic happens is where you build all the good will 34 00:02:41.760 --> 00:02:48.560 for free. And then you use ads to do the CTAs. And so as anyone here read the leads book, 35 00:02:49.360 --> 00:02:53.360 okay. So there's the whole content section about the give-ass ratio. 36 00:02:54.640 --> 00:02:58.080 The, unfortunately, we get based on the book and the limitations of the book. I can't go into 37 00:02:58.080 --> 00:03:04.400 like more advanced stuff. Where it gets really juicy is that all of your content is only give. 38 00:03:05.760 --> 00:03:10.720 And then the ads are the ask. So then you don't have to balance a give-ass ratio. You just 39 00:03:10.720 --> 00:03:17.840 only give in content. And then the ads serve to be the CTA. And for whatever reason, it protects 40 00:03:17.840 --> 00:03:22.640 the brand. It's a totally different vibe. If I was, if I was like right-hooking in every video, 41 00:03:22.640 --> 00:03:25.360 being like, hey, go to here. Go to here. Go to here. People will be like, whoop. And then that 42 00:03:25.360 --> 00:03:30.480 would be it. Like no one will watch my stuff anymore. But if I keep providing value, they get value. 43 00:03:30.480 --> 00:03:35.520 I deposit goodwill. And then later we can hit them with an advertisement to go do something. 44 00:03:35.520 --> 00:03:39.840 And they exist completely separately. And so we just want to think about the mind space of like 45 00:03:40.400 --> 00:03:44.880 the three-to-one ratio still exists if you think about someone's newsfeed. So they have like 46 00:03:44.880 --> 00:03:49.280 content one from you, content two from you, content three from you. And then they have an ad 47 00:03:49.280 --> 00:03:54.080 from you. And so here's the money one. And all this other stuff is free. And so think about it 48 00:03:54.080 --> 00:03:59.920 from a larger perspective. And that's this is where like, this is where the obscene money is. 49 00:03:59.920 --> 00:04:03.920 What do you guys have questions about here? All right. So I'm going to just ran at you for a second, 50 00:04:03.920 --> 00:04:11.040 try and cross as many of these out as I can. So from a like topics volume, like these kind of all 51 00:04:11.040 --> 00:04:17.280 go together. So, so Evelyn, for you, if you were looking at I make this really niche content, 52 00:04:17.280 --> 00:04:22.320 I need to go wide. In my experience, like, keep making the content that's going to serve your 53 00:04:22.320 --> 00:04:25.840 avatar. If you want to have, I would say like if you want to sprinkle in, I just consider it 54 00:04:25.840 --> 00:04:30.240 further top of funnel. And so like we have made some of these like, I made one video on some 55 00:04:30.240 --> 00:04:34.640 meal stuff I did. And I would say that for us, we kind of swing a little bit like a pendulum, 56 00:04:34.640 --> 00:04:42.000 where I only like making business content. The team will urge me to not make business specific 57 00:04:42.000 --> 00:04:46.240 content so that we can appeal to a wider audience from time to time. And usually like the more I do 58 00:04:46.240 --> 00:04:52.320 this, I'm like, ah, and then I swing back over here. And I'm willing to know that the volume drops. 59 00:04:52.320 --> 00:04:57.040 And I'll just tell you, let me just share this experience with you. So we did a workshop here. 60 00:04:57.040 --> 00:05:01.440 That's why I set up like this. And I asked the room. I said, hey, of the content that I make, 61 00:05:02.080 --> 00:05:06.160 which you guys are consuming like the case study stuff, where we like build out a sales team, 62 00:05:06.160 --> 00:05:10.400 and like we're like how we do onboarding and like all that stuff. And who here's consuming like 63 00:05:10.400 --> 00:05:17.680 lessons to my younger self. The whole room was this side. And so even though these got one third 64 00:05:17.680 --> 00:05:23.040 the views of these ones, sometimes this can introduce people like the right people will then just 65 00:05:23.040 --> 00:05:26.640 think about as top of funnel. Like this gets more people in. They'll see other stuff you have. And 66 00:05:26.640 --> 00:05:31.760 then they'll go down the longer niche, more niche videos that specific to them. Now the other 67 00:05:31.760 --> 00:05:35.760 people who just come for that, well, they'll wait till you have your next one of that and then 68 00:05:35.760 --> 00:05:41.120 YouTube or whatever will display it to them. Um, so that's from a topic perspective. I would say if 69 00:05:41.120 --> 00:05:45.680 you do like four, like three to one, four to one in terms of your longs, like one, I go a little 70 00:05:45.680 --> 00:05:50.400 bit wider and the rest I still stay on topic. You'll probably get the best of both worlds. What I 71 00:05:50.400 --> 00:05:55.200 would tell you though is that I think your stuff's really good. And I think you just need to get 72 00:05:55.520 --> 00:06:04.000 you need to learn more presentation skills. And that's okay. That's not like this is me trying to 73 00:06:04.000 --> 00:06:08.800 help. Um, and so I think that you could probably take the same kind that you're currently making 74 00:06:08.800 --> 00:06:12.480 and just simply structure it better. And you'd probably get 10 times the views. 75 00:06:13.520 --> 00:06:16.800 A side note for you guys is you'll notice the bigger the creator, usually the less frequent, 76 00:06:16.800 --> 00:06:20.640 they actually make videos. And it's because they realize just power laws exist, which is that 77 00:06:20.720 --> 00:06:26.400 if you spend 10 times more time on one video, it doesn't get 10 times the views. Sometimes we get 78 00:06:26.400 --> 00:06:33.120 100 times the views. And so, like, especially platforms nowadays are so heavily reliant on quality. 79 00:06:34.400 --> 00:06:41.040 You create the quantity to figure out the quality. And so in the beginning more people make lots 80 00:06:41.040 --> 00:06:44.400 of content. And then you start figuring out the stuff that works, figuring out the stuff that works. 81 00:06:44.400 --> 00:06:47.680 And then you'll notice that they're like, oh man, well we did spend more time in the video. 82 00:06:48.320 --> 00:06:51.040 Okay, well if we're going to keep making videos like that, I don't think we can make this money, 83 00:06:51.040 --> 00:06:55.040 but it's okay because you make it up on the fact that the total quality of that would get shared 84 00:06:55.040 --> 00:07:01.440 more people watch it longer. And I think Mr. B said this, but it was like, if you make 10 videos 85 00:07:02.000 --> 00:07:08.080 or you spend 10 times and you make that one video, 20% better in terms of ABD or click through rate, 86 00:07:08.080 --> 00:07:13.120 you don't get 10 times the views, you get 100 times the views. So you get a disproportionate return 87 00:07:13.120 --> 00:07:18.720 for quality. And so I think it's fine from the niche concept perspective, but I would go 88 00:07:18.720 --> 00:07:25.360 really deep on the topic and try and keep it as congruent with the packaging of the video, 89 00:07:25.360 --> 00:07:29.760 which is where a lot of people lose off. And you need to obsess about your first 30 seconds. 90 00:07:29.760 --> 00:07:35.280 But like this last weekend, I watched my top 35 YouTube videos. I watched the first three minutes 91 00:07:35.280 --> 00:07:39.840 of all of them. And I wanted to figure out like what was it that I did in these videos that I 92 00:07:39.840 --> 00:07:46.400 didn't do in other videos that had similar average view duration, but I didn't carry as many 93 00:07:46.400 --> 00:07:53.600 people through. And I'll just share this with you, the three Ps that I found at least for us, 94 00:07:53.600 --> 00:08:01.280 which is promise, proof, path. And so you want to cover that. And this is where this is for you, 95 00:08:01.280 --> 00:08:06.160 in terms of the big difference between educators and entertainers, they don't think that way. 96 00:08:06.240 --> 00:08:10.640 And maybe I'll find out in two years I'm wrong here, but this is what I think right now, 97 00:08:10.640 --> 00:08:15.520 which is that like there's a huge there was a huge obsession of like match the exact words of 98 00:08:15.520 --> 00:08:20.320 the headline with the first however many seconds of the video confirm the thumbnail in the in the 99 00:08:20.320 --> 00:08:24.720 background. And that's really because if you say, Hey, we're going to crush Lamborghini and you 100 00:08:24.720 --> 00:08:28.080 they go and it's a talking head. There's no Lamborghini. They're like screw this and they're out, 101 00:08:28.080 --> 00:08:35.120 right? But if you're educating, then I think the Lamborghini in our situation is proof. 102 00:08:36.320 --> 00:08:41.200 It's how is the big biggest lights of why should I listen to you? Sure, I want to learn more about 103 00:08:41.200 --> 00:08:48.000 guarantees. Okay, but why should I listen to you? And if you can answer that as quickly as possible, 104 00:08:48.000 --> 00:08:53.600 like the videos that like when I looked at my top ones, it was just like, Hey, I sold my company 105 00:08:53.600 --> 00:08:57.520 for $46.2 million. The big part of that was that we had a guarantee that beat all of our competitors. 106 00:08:57.520 --> 00:09:00.560 And so we did four things that we used that made our guarantee stronger. 107 00:09:01.360 --> 00:09:06.400 Done. And if that's what I said the video is about, they're like, Okay, there's a promise of 108 00:09:06.400 --> 00:09:10.400 what he's going to help me do. There's a path. And I have proof of why I should listen to this guy. 109 00:09:11.680 --> 00:09:15.040 And so you want to have that. Like what's in it for me and why should I believe you? 110 00:09:16.000 --> 00:09:19.920 And then the path in my opinion is just to show that there's structure and you can set expectation 111 00:09:19.920 --> 00:09:24.240 to the meet the expectations. I think that's more about watch time. The first two are about why 112 00:09:24.240 --> 00:09:29.600 should I stay? And then that's what's going to happen. I will probably write a book on branding 113 00:09:29.680 --> 00:09:34.080 at some point. I think I have significantly increased my understanding of what a brand is. 114 00:09:34.720 --> 00:09:39.600 And so I think first starting with the term of defining it, which is it's an association between 115 00:09:39.600 --> 00:09:44.240 two things. Like that's what a brand is. It's between things that people know, it's people that 116 00:09:44.240 --> 00:09:50.960 they don't know. And so branding is also word for teaching. Like if I say, if I wear a hat 117 00:09:50.960 --> 00:09:56.640 in every video, then people start to associate the hat with me, right? And if I provide value, 118 00:09:56.640 --> 00:10:01.440 eventually, you can take the hat off and people still associate the value with the hat. 119 00:10:02.480 --> 00:10:07.920 Fundamentally, that's what branding is. And so if you're trying to make content about a certain 120 00:10:07.920 --> 00:10:12.240 topic, they will associate you with that topic. And so if you want to be known for certain 121 00:10:12.240 --> 00:10:17.520 thing, like the background, everything that goes into it, people make associations. That's how we 122 00:10:17.520 --> 00:10:24.480 learn, right? And so there are three elements to brand. The first is the strength of the influence. 123 00:10:24.480 --> 00:10:28.480 When people see me or see a logo or see something, does it change their behavior? 124 00:10:29.200 --> 00:10:32.640 And so if we were to go to the etymology of the word, or basically where it first began, branding 125 00:10:32.640 --> 00:10:38.240 was like, if I branded a cow, right? You brand a cow. It's got to mark on it. The reason for that 126 00:10:38.240 --> 00:10:41.120 was because it would change people's behavior. If I saw a cow that didn't have a brand, a cow that 127 00:10:41.120 --> 00:10:45.760 did have a brand, I would maybe catch this cow. I would leave it alone, I'd do whatever. But the 128 00:10:45.760 --> 00:10:50.320 one that has ricks, logo on it, I might give it back to Rick, right? Kill Rick or kill the calf, 129 00:10:50.320 --> 00:10:55.120 I hate Rick, or it's still the cow. Either way, the brand, I would treat this cow differently 130 00:10:55.120 --> 00:11:00.720 than the cow that had no brand. And so brands change behavior at scale. That's why they're so valuable. 131 00:11:00.720 --> 00:11:06.000 And so the question is from an influence is what percentage of people does it change their behavior? 132 00:11:06.720 --> 00:11:11.120 If it changes a lot of people's behavior, Donald Trump changes a lot of people's behavior. Now, 133 00:11:11.120 --> 00:11:15.920 the next question is, is that behavior going towards or is it going away? For some people, 134 00:11:15.920 --> 00:11:20.240 it's very strongly towards, and other people it's very strongly away, but he changes people's 135 00:11:20.240 --> 00:11:24.960 behavior. So he has strong, he has a strong brand from an influence perspective. The directionality 136 00:11:24.960 --> 00:11:28.800 is going to depend on the person. And then the next piece, the third piece is just the reach, 137 00:11:28.800 --> 00:11:33.200 which is how many people in general have this association with you. And so if you're thinking, 138 00:11:33.200 --> 00:11:36.880 I want to build a brand, then you'd think about the hypothetical max of what a brand would be, 139 00:11:36.880 --> 00:11:42.400 which is you'd want as many people as seemingly possible, moving towards you, and all changing 140 00:11:42.400 --> 00:11:47.440 their behavior at once when they see your thing. That would be the hypothetical max of a brand. 141 00:11:47.440 --> 00:11:51.520 Right? Like Taylor Swift has a brand that's very close to this. Everyone knows who she is. 142 00:11:52.160 --> 00:11:56.720 She has a very strong brand in terms of changing people's behavior. And they tend to move in the 143 00:11:56.720 --> 00:12:01.200 direction that she wants them to go. So I also kind of relatively reject the concept of 144 00:12:02.160 --> 00:12:08.080 all publicity is good publicity. I would just say all publicity is publicity. It will increase 145 00:12:08.080 --> 00:12:12.320 the reach of your brand. It won't increase necessarily these two, but it will increase the 146 00:12:12.320 --> 00:12:16.640 reach. More people will know about you. And so it's just being specific about what a brand actually 147 00:12:16.640 --> 00:12:21.760 is. And so if you understand that a brand is built through associations, then you're also very 148 00:12:21.760 --> 00:12:29.520 careful about who you choose to appear next to. Right? And so there's a reason that I don't 149 00:12:29.520 --> 00:12:34.480 speak on stages anymore that I don't own. Mostly because the audience will associate me with the 150 00:12:34.560 --> 00:12:38.240 other speakers. And I often don't want to be associated with the other speakers. 151 00:12:39.840 --> 00:12:43.760 Podcasts even to a certain degree have the same thing. They spend an hour with me and this other 152 00:12:43.760 --> 00:12:50.000 person. And I've become more and more strict about this to the point where I really don't appear, 153 00:12:50.000 --> 00:12:53.280 like I'm not really trying to appear with anyone anymore. You are always going to be the 154 00:12:53.280 --> 00:13:00.160 purest version of your brand. Like you are your brand. And so you leaning into more of you is 155 00:13:00.160 --> 00:13:03.920 the stuff that's going to accomplish these things. And if some people are turned away from you, 156 00:13:03.920 --> 00:13:08.880 that's fine. But what we can do to change that is we try and reach as many people as we can. 157 00:13:09.440 --> 00:13:13.600 And we try and provide value to those people so that they change the behavior and ideally go 158 00:13:13.600 --> 00:13:17.600 towards us. I just wanted to draw that out for you guys because I thought hopefully that was 159 00:13:17.600 --> 00:13:25.440 helpful. Mitch versus white algorithm. Big picture here. Don't worry about it. Like always just 160 00:13:25.440 --> 00:13:31.520 align your objective with the platform. Like hacks are stupid. Because if you grow off of a hack, 161 00:13:32.160 --> 00:13:36.080 like hashtags work or whatever, as soon as they close the loop because all platforms do, 162 00:13:36.720 --> 00:13:40.400 you'll just go down to zero. It's not a long-term strategy. So just why do it in the short term if 163 00:13:40.400 --> 00:13:44.080 it's not going to work long-term? The long-term strategy of every platform is to keep people 164 00:13:44.080 --> 00:13:48.160 on the platform. And so they want you to make content that lots of people click on and that lots of 165 00:13:48.160 --> 00:13:53.360 people watch all the way through and ideally watch something else from you. So everything that they 166 00:13:53.360 --> 00:13:58.480 do in the algorithm is just to always optimize for those three things and that's not going to change. 167 00:13:58.480 --> 00:14:03.760 Now the math that they do to code it might change, but the objective will always be the same. 168 00:14:03.760 --> 00:14:06.800 And so if you align your objective with the algorithms objective, you will never have an issue. 169 00:14:09.040 --> 00:14:12.400 And that goes for shorts. It goes for longs. Like that's why the hook is so important because 170 00:14:12.960 --> 00:14:17.120 they will see that a lot more people are making past the first three seconds. So we will show it 171 00:14:17.120 --> 00:14:19.760 to more people. And if a lot of people are watching all the way through, they'll show it to even more 172 00:14:19.760 --> 00:14:24.880 people. And that's all it is because we're aligning our objective with theirs. That's it. Okay. 173 00:14:25.840 --> 00:14:32.960 Shorts versus longs. In the beginning, think about it long as just many shorts put together. 174 00:14:34.000 --> 00:14:38.640 Just from like if we have that path that I was talking about, like think about your path as the 175 00:14:39.120 --> 00:14:42.480 seven shorts that you're going to string together. You just don't have necessarily 60 seconds 176 00:14:42.480 --> 00:14:46.400 that you have to get it. You can get it 90 seconds whatever, but you still structure them the same way. 177 00:14:47.200 --> 00:14:53.360 And that will be beneficial for you. But in terms of longs, there's only three formats. You've got 178 00:14:53.360 --> 00:14:58.480 lists, steps, and stories. And you can admit intermix all three of them. So you can have a list of 179 00:14:58.480 --> 00:15:05.520 things and have steps within the list and then tell stories about each step. But all three can 180 00:15:05.520 --> 00:15:10.960 be intermixed because that's fundamentally like what content is. It's lists, steps, and stories. 181 00:15:10.960 --> 00:15:18.320 Volume, max. So from a volume perspective, we put out, if you want to like blow your mind, 182 00:15:18.320 --> 00:15:24.640 we put out 350 pieces a week. So put 50 pieces out a day across all platforms. I would start with 183 00:15:24.640 --> 00:15:29.440 something that you can commit to. And then basically you just keep ramping up. And the big, 184 00:15:29.440 --> 00:15:35.760 the big flex on this is understanding where you get double triple quintuple dips on content. 185 00:15:36.320 --> 00:15:40.720 And so a lot of people don't know this, but the highest leverage thing that I do with my time is I make 186 00:15:40.720 --> 00:15:49.360 tweets. Those tweets are actually like the life source of everything. So my tweets, which I think 187 00:15:49.360 --> 00:15:53.040 you have to have a couple of ways that you want to capture. Like everyone captures content differently. 188 00:15:53.040 --> 00:15:57.680 But for me, if I get an idea, I can tweet it in two seconds. It's not it's not it's not hard for me 189 00:15:57.680 --> 00:16:03.760 to do that. And so by doing that, I capture moments throughout the day. And then when we do record 190 00:16:03.760 --> 00:16:07.600 with the team, they'll pull up my tweets and be like, what was this about? And then I have content 191 00:16:08.160 --> 00:16:10.640 on that. And then when they're like, what do we capture this Instagram? They take my tweet. 192 00:16:11.520 --> 00:16:16.160 And so I get and then the tweets themselves become reels. And I can also say the tweet out loud and 193 00:16:16.160 --> 00:16:21.120 make it a video. And so all of these things all stem from one place. And when I had gym launch 194 00:16:21.120 --> 00:16:25.840 before I was public, this actually was an old habit of mine. Because I actually have this big 195 00:16:25.840 --> 00:16:30.320 email thread to myself, which is like lessons and failures throughout the year. And every year, 196 00:16:30.320 --> 00:16:34.400 I kept one email thread that whenever I learned something, I would just send it to that that thread. 197 00:16:34.400 --> 00:16:38.160 So I keep it. And I just replaced that with Twitter. And I just now 198 00:16:39.040 --> 00:16:45.360 word them slightly better. But I think you need to have a repository for where your ideas are 199 00:16:45.360 --> 00:16:50.000 going to go as they come up throughout the week. If you don't know topics that you can go on, 200 00:16:50.000 --> 00:16:54.480 look at your calendar, look at every single meeting you had that week. And what you spent your time 201 00:16:54.480 --> 00:16:58.720 on. And that will give you more than enough content to talk about. Yeah, I had this meeting. And then 202 00:16:59.680 --> 00:17:03.440 one of my clients had this issue with her order bump. And it wasn't working. And so this is what we 203 00:17:03.440 --> 00:17:07.760 did, right? Great content. But like, unless you look retroactively, you might think about it when 204 00:17:07.760 --> 00:17:13.040 you're on the spot. And so one is that I always, I document in real time through tweets or emails, 205 00:17:13.040 --> 00:17:17.760 do whatever you want. You have notes on your phone. Two is I look at my calendar. I'm like, what 206 00:17:17.760 --> 00:17:21.280 did I do this last week that was interesting or like that I learned or something that came up 207 00:17:21.280 --> 00:17:26.240 from meeting perspective. The third category is far past. So like, what are the big lessons 208 00:17:26.240 --> 00:17:32.480 that have that changed or shifted my beliefs that are valuable to somebody else? And so we've got 209 00:17:32.480 --> 00:17:36.400 far past. You've got recent passage to calendar. You've got real time, which you do your tweet dumps 210 00:17:36.400 --> 00:17:41.680 on. And then the kind of like fourth category you can look at is what I call manufactured, which is 211 00:17:41.680 --> 00:17:45.920 like I lived on $100 for a month, which is much closer to entertainment. I don't really do much of 212 00:17:45.920 --> 00:17:51.760 that. But it is another bucket of like topics of content. I started a school community from scratch. 213 00:17:51.760 --> 00:17:56.560 And this is what I did like that would be manufactured. Right? And so that's how I think about it from 214 00:17:56.560 --> 00:18:03.440 a topical perspective that keeps it both interesting and endless that like we never have a lack of 215 00:18:03.440 --> 00:18:07.920 content. Like we always have stuff. How do you get those frameworks out of yourself? Because I think 216 00:18:07.920 --> 00:18:12.160 that's one thing that sets you really far to set you framework everything. Do you have a method for now? 217 00:18:12.160 --> 00:18:17.040 Yeah. I actually have an answer to this now. I've gotten that question a zillion times, but I do 218 00:18:17.040 --> 00:18:22.560 have an answer now. So like the framework for making frameworks is that if even if I'll just use 219 00:18:22.560 --> 00:18:27.680 the micro story I had about promise path plan. Right? If I have to do something repeatedly and I have 220 00:18:27.680 --> 00:18:30.480 to do it over and over again, I want to create some sort of templates that don't have to remake the 221 00:18:30.480 --> 00:18:35.200 same decisions or have to re-solve the same problems. And so I tend to then drink in a ton of data. 222 00:18:35.200 --> 00:18:40.800 So I watched 35 of my YouTube videos, the intros. And then I was like, okay, what are all the things 223 00:18:40.800 --> 00:18:44.560 that happen to each one of them? So I wrote them all down. And then I was like, okay, well this one 224 00:18:44.560 --> 00:18:47.840 had five things. This one had seven things. This one had two things. Okay, well what did they all 225 00:18:47.840 --> 00:18:51.840 have in common? Well, they all had these three things. And so then you narrowed down to one of the 226 00:18:51.840 --> 00:18:57.360 few fact basically delete everything. And if we only had these are the three things that they all had. 227 00:18:57.360 --> 00:19:01.280 And so this was the same thing when we had gym lunch. I didn't know how to retain customers. 228 00:19:02.240 --> 00:19:07.600 I was really good at selling them, but the gym members like I industry average turned. And we did 229 00:19:07.600 --> 00:19:13.280 to solve that problem was that I got my customer base. I said, who here has less than 3% monthly 230 00:19:13.280 --> 00:19:18.160 turn for six or eight months? And so there are 20 gyms that had that out of however many thousand. 231 00:19:18.160 --> 00:19:23.040 And so I got them on a call and I said, okay, tell me every single thing you do to retain customers. 232 00:19:23.040 --> 00:19:27.360 And each one of them had 20 plus things that they were doing. But when I interviewed all of them, 233 00:19:27.360 --> 00:19:32.000 all of all 20 of them were only doing five things in common. And those became the five horseman 234 00:19:32.000 --> 00:19:37.760 retention, which just became the framework for how we retain customers in a gym. And so you drink in 235 00:19:37.760 --> 00:19:43.920 a ton of data, you get everything. And then you circle where are the commonalities. And then if I 236 00:19:43.920 --> 00:19:48.080 want to make it sexy, I try and have them be the same letter. Promise path plan, easy to remember. 237 00:19:48.080 --> 00:19:52.480 Or make it an acronym, something like that. But that's fun. Like that's the real process. And then the 238 00:19:52.480 --> 00:19:57.040 the naming thing is the super easy. So that's that's how it makes frameworks. Go ahead. 239 00:19:57.040 --> 00:20:00.240 What's your take on car diversity for content and branding? 240 00:20:01.040 --> 00:20:05.120 So I'll say this and this you're hopefully put a lot of you guys at ease. I actually don't think you 241 00:20:05.120 --> 00:20:11.280 can be canceled. I just don't think it's true. You can only be canceled if a platform, if all means 242 00:20:11.280 --> 00:20:15.120 of communication that you can't communicate with an audience are removed from you. Like you are 243 00:20:15.120 --> 00:20:22.720 unable to communicate. And you stop making content. R Kelly has been canceled because he also 244 00:20:22.720 --> 00:20:26.080 stopped making content. Now he did, I'm trying to think of the most hypothetical extreme of terrible 245 00:20:26.080 --> 00:20:31.040 scenario, right? I would bet. I mean, you look at Kanye, right? He can say anti-Semitic stuff, 246 00:20:31.040 --> 00:20:38.000 whatever. He continues to make content. And people still continue to follow him. Like you become 247 00:20:38.000 --> 00:20:42.720 uncancellable as long as you don't accept that you can be canceled. And I think fundamentally, 248 00:20:42.720 --> 00:20:48.480 that's it. Now, from a controversy perspective on that, the sheet that I had earlier about reach, 249 00:20:48.480 --> 00:20:54.240 controversy helps you get reach. The other two, maybe, maybe not. And so thinking about like what? 250 00:20:54.720 --> 00:21:00.400 Like it's basically the same as getting on a trending topic. Like to me, controversy and trends 251 00:21:00.400 --> 00:21:06.160 are this more or less the same thing. Like more people on average will be interested, or at least 252 00:21:06.160 --> 00:21:12.480 click. It drives CTR. But what do I want them to, like I would not want to associate with a lot 253 00:21:12.480 --> 00:21:16.960 of different controversies. So I don't talk about them. I personally don't talk about that stuff. 254 00:21:17.680 --> 00:21:23.520 It's just, I don't, I don't care enough. But yeah, some people do. I don't. Feel of a good 255 00:21:23.520 --> 00:21:27.600 feeling organic in terms of making content, where the topics come from, algorithm stuff, 256 00:21:27.600 --> 00:21:33.360 shorts versus longs, find one person to hire 10 people who's really smart, overpay them. Volume comes 257 00:21:33.360 --> 00:21:39.280 from, commits what you can, and then slowly ramp up. The volume is really so that you learn the 258 00:21:39.280 --> 00:21:43.200 quality more than anything else. And then product market fit, the customers that you have are going 259 00:21:43.200 --> 00:21:46.960 to come from the, the niche content, even if it's against interviews. So you want to question 260 00:21:46.960 --> 00:21:55.680 HC or star that hires people? I, I did both. So I mean, I first started with the agency, 261 00:21:55.680 --> 00:21:59.040 and then I was like, okay, now we're, we're really serious. Basically when I sold Jim 262 00:21:59.040 --> 00:22:03.280 Monch, I was like, okay, now I can really do this. When I had Jim Monch and I was just starting some 263 00:22:03.280 --> 00:22:09.280 of the YouTube videos and podcast, I had a podcast agency that just posted it and I had a YouTube 264 00:22:09.280 --> 00:22:13.920 agency that posted it. And then when we're like, okay, we're really doing this. I brought Caleb 265 00:22:13.920 --> 00:22:18.640 in. He then started managing the agencies and then he hired people in house to replace them. 266 00:22:19.600 --> 00:22:24.720 And basically, I literally outlined the step in the book on agencies, but there's going to be a 267 00:22:24.720 --> 00:22:30.320 period where they work and your team work. So you pay twice. And until your team beats their team, 268 00:22:30.320 --> 00:22:34.480 and I tell them, I'm like, I'm going to beat you. That's all I'm trying to do here. And as soon as 269 00:22:34.480 --> 00:22:46.640 our team beats their team, they go away. Talk to 10. Listen to all of them. You'll quickly see 270 00:22:46.640 --> 00:22:52.480 who has their shit together and who doesn't. You can also bid them against each other if you really 271 00:22:52.480 --> 00:22:58.080 want to, but I rarely do that. I usually just quickly see who's good and who isn't. And I try to go 272 00:22:58.080 --> 00:23:03.360 off or refer also people because good, like I'll say this, the best agencies don't need to run ads. 273 00:23:04.480 --> 00:23:10.160 Like they have more customers than they can handle. Food? No, I'm not.