WEBVTT 1 00:00:00.000 --> 00:00:04.160 If you make content to advertise your business or you want to start making content to advertise your 2 00:00:04.160 --> 00:00:10.240 business, getting the topics that you're choosing to pick right can influence whether you get views 3 00:00:10.240 --> 00:00:14.480 or you make money. And in this podcast, I'm going to explore in my opinion, if you want to make 4 00:00:14.480 --> 00:00:21.840 money, the right way to do it. I had the most insane thing happen last night and it has had me 5 00:00:21.840 --> 00:00:26.880 at a loss for words. I was actually at a loss for words like speechless befuddled bewildered 6 00:00:26.880 --> 00:00:32.480 and I was like, what is going on? And it took a concept that I kind of believe in and I've made 7 00:00:32.480 --> 00:00:37.440 some moves around it. And it took it to the absolute hyperbolic extreme that you could imagine 8 00:00:38.000 --> 00:00:43.200 and it's still held true. And I think that for business owners who are listening to this, 9 00:00:43.200 --> 00:00:47.840 for people who make content, who are listening to this, but just in this is going to, I mean, 10 00:00:47.840 --> 00:00:52.320 it has it has slightly nudged how I see the world and I'll just put it that way. And I feel like 11 00:00:52.400 --> 00:00:57.200 a lot of the beliefs that have around the world are still relatively, I hold on it. I believe 12 00:00:57.200 --> 00:01:07.440 them pretty strongly. So here's what happened. So we had a company come in and the lady who owns 13 00:01:07.440 --> 00:01:11.760 the company is a registered dietician. And I'm not going to shout out, I would shout her out because I 14 00:01:11.760 --> 00:01:15.600 wanted to get all the kudos in the world, but I don't want it to mess up what she's doing. And so 15 00:01:15.600 --> 00:01:22.000 that's why I'm going to keep it anonymous. So she's a registered dietician. She takes home just 16 00:01:22.000 --> 00:01:26.800 under a million dollars a year helping other registered dieticians build insurance correctly. And 17 00:01:26.800 --> 00:01:32.480 so it's super niche in terms of what she's really good at. So she knows how to be an RD and how people 18 00:01:32.480 --> 00:01:37.680 build insurance goes properly. And so the average, I think a dietician adds like a hundred thousand 19 00:01:37.680 --> 00:01:44.080 dollars in income using just like her kind of coding system for billing them, right? Crazy niche, 20 00:01:44.080 --> 00:01:48.720 crazy, crazy niche. And so I spent, I spent some time with her. We talked about her business and 21 00:01:48.720 --> 00:01:51.360 things I was like, hey, I think you can move this stuff around. And I think that the business could 22 00:01:51.360 --> 00:01:54.880 probably do about three million a year to five million a year in profit if she just moves some 23 00:01:54.880 --> 00:01:59.200 of the things around that we talked about. And so I was like, cool, this is great. And so we had 24 00:01:59.200 --> 00:02:05.520 dinner and I was like, hey, let me see your, your, your, your Instagram. So I just wanted to pull it 25 00:02:05.520 --> 00:02:09.760 up because I was going to make a point about something because I assumed that she had like, I wanted 26 00:02:09.760 --> 00:02:12.640 to see what kind of content she had. I assumed that she had at least a relatively large following. 27 00:02:12.640 --> 00:02:19.600 I honestly hadn't looked shame on me. And this is what happens. I pull it up. Number one, 28 00:02:20.160 --> 00:02:24.720 her account is not verified. And I'm like, this is your number one source of income and you're not 29 00:02:24.720 --> 00:02:31.040 paying 14, 99 a month. Like, what are you doing? What are you doing? And after, after yelling at her for 30 00:02:31.040 --> 00:02:37.440 that, I then was then drawn to the next natural, absolutely unbelievable thing that I'm going to say 31 00:02:37.520 --> 00:02:47.200 to you, she had 5,800 followers. Her average post got 19 likes and like one comment. And what 100% 32 00:02:47.840 --> 00:02:55.840 100% of her acquisition came from her organic Instagram with just under 6,000 followers. I 33 00:02:55.840 --> 00:03:00.320 pull up her account status because I was losing my mind, seeing the amount of sales that she was 34 00:03:00.320 --> 00:03:09.440 making off of this account. Her account, her reach for 30 days of her account was 2800. That was 35 00:03:09.440 --> 00:03:17.440 her reach 2800. Like for context, I do about 20 million a month context. And I was like, 36 00:03:19.040 --> 00:03:24.960 what is happening right now? Like, what am I? What do I not? What is going on? How is this 37 00:03:25.040 --> 00:03:31.360 possible? And so she's doing 10 plus sales a day at a low ticket price and doing three-ish sales a 38 00:03:31.360 --> 00:03:35.920 week at a higher ticket price. And when I say higher ticket, I'm talking like, you know, four or 39 00:03:35.920 --> 00:03:40.800 five thousand dollars type price point. And then a lower ticket thing for just like some cheat 40 00:03:40.800 --> 00:03:48.080 sheets of like, here's all the codes and this take and do them whatever. And a 10 a day, a day. 41 00:03:48.640 --> 00:03:54.480 Okay. And so this is that's that's the big story. Now I'm going to zoom out and I'm going to say 42 00:03:54.480 --> 00:04:00.720 what I think is so cool about this. So she says this and I was like, how how are you doing this? 43 00:04:00.720 --> 00:04:05.440 And she was like, you know what? I got my first sale when I had eight people on my email list. 44 00:04:06.400 --> 00:04:13.120 Eight. Eight. And I was like, that's nuts. And she was like, yes, it was really confirming for me 45 00:04:13.200 --> 00:04:17.440 that like, there's people were listening. And so I was like, well, how big is your email is now? 46 00:04:17.440 --> 00:04:23.040 And she's been doing this for years. I've not, I don't. Two thousand nine hundred people on her email 47 00:04:23.040 --> 00:04:33.600 list. And she makes sales for emails. And it was such a great reset for me. It was such a good 48 00:04:33.600 --> 00:04:41.200 nudge as a reminder that the view count you have on the other side, the 19 likes, like there is a 49 00:04:41.200 --> 00:04:46.320 real person on the other side of this that is watching your clip that has five views. 50 00:04:47.120 --> 00:04:52.000 There is a real person who's opening up your emails when you have a list that has 300 people on 51 00:04:52.000 --> 00:04:59.280 it. Like people are watching people are listening. And the thing that was unique that I found about 52 00:04:59.280 --> 00:05:03.360 her, I'll say two things. And I think that there's a really good meta concept here. One is 53 00:05:04.400 --> 00:05:09.440 she, her content was consistent. And she said, yeah, I do one post and I do one story every day. 54 00:05:10.400 --> 00:05:14.640 And I like, but she was like, super proud of it. I was like, this is adorable and also crazy. 55 00:05:15.360 --> 00:05:19.680 But the post that she talks about 100% of them are about billing insurance as a registered 56 00:05:19.680 --> 00:05:24.240 dietitian. Like, could not be more niche. Couldn't, I, you couldn't even think of one, right? Maybe 57 00:05:24.880 --> 00:05:29.680 I couldn't even imagine one. And despite that, she's making the sales that she is. And so I'm 58 00:05:29.680 --> 00:05:33.280 going to zoom out on this because I think it's really interesting. So if you, if you go to my 59 00:05:33.280 --> 00:05:38.800 Alex's homepage, like as a user of Instagram, my user page, I've showed this to people because 60 00:05:38.800 --> 00:05:43.120 people like this is really weird. All I have is philosophy stuff, comedy, and gym equipment. 61 00:05:43.120 --> 00:05:48.560 Like, that's my whole feet. I have no news. I have, it's philosophy, comedy, and gym equipment. 62 00:05:48.560 --> 00:05:52.880 Because that's what I look at. And what's interesting is that the philosophy is kind of a lot of 63 00:05:52.880 --> 00:05:56.480 those are kind of like mid-sized, the comedy comedians are mass markets. A lot of those guys are 64 00:05:56.480 --> 00:06:02.240 bigger. But I get tiny comedians like 5,000 followers, 10,000 followers comedians get shown to me 65 00:06:02.240 --> 00:06:08.080 all the time. Because Instagram knows I like comedy. And equipment dealers and equipment manufacturers 66 00:06:08.080 --> 00:06:14.720 and metal fabricators, not always the best marketers. And so like, these accounts that I follow 67 00:06:14.720 --> 00:06:20.880 there have like 500,000, like 2000, like 2000, like they're not huge accounts. But I get served 68 00:06:20.880 --> 00:06:26.000 everything in that space on Instagram because that's what I'm into. And so I think that there's 69 00:06:26.000 --> 00:06:31.520 a couple of really interesting things here. One is that I think that niche content will make you 70 00:06:31.520 --> 00:06:36.160 a hell of a lot more money if that's what you're actually selling. And I have, here's the thing. 71 00:06:36.160 --> 00:06:41.120 I have learned this lesson twice. So I like to, you know, I like to pretend that I'm, you know, 72 00:06:41.120 --> 00:06:45.840 I, I like to think I'm a fancy businessman who learns all these lessons. But I, I have missed 73 00:06:45.840 --> 00:06:52.080 this up two times. Now, two times. And so I tell the story about how my podcast was getting, you 74 00:06:52.080 --> 00:06:58.800 know, 2,000 downloads per month, which is like 100 downloads in episode, not a lot, right? But 75 00:06:59.760 --> 00:07:05.120 and that was for like a few years. But I don't tell you this other part of the story, which is that 76 00:07:05.680 --> 00:07:08.800 my podcast started growing in numbers when I started talking about general business. 77 00:07:09.520 --> 00:07:14.080 It also started growing in numbers even faster once we sold the company for gym lunch. But there 78 00:07:14.080 --> 00:07:18.640 was a period of about 18 months prior to me selling where I just talked about general business, 79 00:07:18.640 --> 00:07:21.440 because I was like, I'm tired of talking about gyms. I just want to talk about business in general. 80 00:07:22.160 --> 00:07:29.520 During that period of time, our organic sales went to basically zero. And it took us like six 81 00:07:29.520 --> 00:07:33.760 months to figure out that the reason that that had happened was because I stopped talking about 82 00:07:33.760 --> 00:07:40.160 gymship. And gym owners were like, less interested in my content than generic business content. 83 00:07:40.160 --> 00:07:43.200 That makes sense. Like if you're if you're just if you're a business owner, you're going to listen 84 00:07:43.200 --> 00:07:46.880 to business stuff in general. If you're a dentist, then you're going to get a lot out of a dentist 85 00:07:46.880 --> 00:07:50.320 only podcast, right? But there's not that many dentists. So you're not going to get a lot of 86 00:07:50.320 --> 00:07:54.400 listens. But the listens in terms of relevancy is going to be through the roof. And so we started 87 00:07:54.400 --> 00:07:59.360 making less sales, but I was getting more views, more listens, right? Now I ended up wanting to go 88 00:07:59.360 --> 00:08:02.800 in that direction. So it was fine. And I'm talking about general business now, right? I mean, 89 00:08:02.800 --> 00:08:08.560 that mistake, the second time, not necessarily mistake we learned, right? Three, six months ago, 90 00:08:08.560 --> 00:08:12.240 we're like, let's experiment with some wider content. And by experimenting with wider content, 91 00:08:12.240 --> 00:08:16.720 we sure as hell got more views, more, more a bunch of other vanity metrics. But the number of 92 00:08:16.720 --> 00:08:22.480 business owners that was watching and the way I measured that was our CPMs on our videos on YouTube, 93 00:08:22.480 --> 00:08:27.120 the amount of people who opt in at acquisition.com, people who buy our books, all of those, 94 00:08:27.120 --> 00:08:32.880 all of those metrics were actually down despite our views being up. And so this little story that I 95 00:08:32.880 --> 00:08:37.600 have of the dinner that I had last night blew me away because it just showed how much you can really 96 00:08:37.600 --> 00:08:43.680 make if you have a die hard audience that doesn't need to be big, less than 6,000 followers. Her account 97 00:08:43.680 --> 00:08:48.720 reaches less than 2800 accounts per month. And she's taking home almost a million dollars here. 98 00:08:48.720 --> 00:08:53.520 That's income, not revenue. I'm just talking profit. And right now, if she just makes the couple 99 00:08:53.520 --> 00:08:57.360 of obvious changes that she can make, she'll probably make somewhere in the three to five million 100 00:08:57.360 --> 00:09:04.080 dollars a year range, income, income. Hey guys, real quick, if this is encouraging you to make a 101 00:09:04.080 --> 00:09:08.720 different type of content or start making content or make stuff that will make you make money, 102 00:09:08.720 --> 00:09:14.720 then let me know by tagging me on the gram. And you can just put a little easter egg comment of 103 00:09:14.720 --> 00:09:20.000 views ain't cash. And tag me in, I'm trying to respond to every person who does it and I'm 104 00:09:20.000 --> 00:09:24.800 sure as many of them as I can, but I'll definitely respond either way in terms of the DM. And so 105 00:09:24.800 --> 00:09:28.480 please do that. It helps me know that there's actually people listening and I'm not just shouting 106 00:09:28.480 --> 00:09:34.480 into the void. Enjoy the rest of the show. And I say this because there's two angles on this, 107 00:09:34.480 --> 00:09:38.240 right? On one side, people are like, well, I don't want to start making content because what if I 108 00:09:38.240 --> 00:09:43.040 have low numbers? I believe now the algorithms are so good that if you make it about one specific 109 00:09:43.040 --> 00:09:46.960 type of thing, it's going to show to those people. And right now, by the way, like the guy who runs 110 00:09:47.040 --> 00:09:50.560 Instagram talked about how he's actually favoring smaller creators now. So that's a good thing if you're 111 00:09:50.560 --> 00:09:56.640 if you're trying to get into it. But beyond that, I think there's so much power in and when I talk 112 00:09:56.640 --> 00:09:59.520 to her, she's like, I just want to show up. She's like, I show up whether there's no one, 113 00:09:59.520 --> 00:10:03.600 there's one person. And I just I show it like, like, it's a whole lot of toward him. She said this 114 00:10:03.600 --> 00:10:09.600 thing. And I have just noticed this with fucking winners, right? It's like, they're doing it because 115 00:10:09.600 --> 00:10:14.320 of what they because she's a missionary. She just genuinely wants to help retro dietician. She's 116 00:10:14.560 --> 00:10:18.080 like, I get it. I worked at the hospital. She went a hundred hours a week. And like, I was under, 117 00:10:18.080 --> 00:10:21.680 you know, understaffed underbilled. And I had to start making this business work on my own doing one 118 00:10:21.680 --> 00:10:25.440 day a week. So I had to figure out how to do this quickly in terms of all this billing stuff. And she's 119 00:10:25.440 --> 00:10:28.800 she gets so passionate when you're talking about it. I have confidence. She's not going to change 120 00:10:28.800 --> 00:10:32.640 interest. She's been in 20 something years. Like, she's not going anywhere. She loves this stuff. 121 00:10:32.640 --> 00:10:39.200 And the people who stay in the game the longest like the game they're in. And so I have this thing 122 00:10:39.200 --> 00:10:43.040 that I heard from last dance, which is the Michael Jordan documentary, which if you haven't seen, 123 00:10:43.040 --> 00:10:47.680 you should totally see it. And they're, they're interviewing Jordan. And they're like, why do you 124 00:10:47.680 --> 00:10:52.640 bring, you like, you bring such a high intensity every single time you shut up to the arena. And 125 00:10:52.640 --> 00:10:56.560 he says this line. I remember getting chills when I heard it. He was like, I just never, I know that 126 00:10:56.560 --> 00:11:01.760 there's one guy who's bringing his son and they saved up for months to go to this one bulls game. 127 00:11:02.400 --> 00:11:06.720 And that's the one that is not going to be some prime time night. It's just going to be a random 128 00:11:06.720 --> 00:11:11.760 Tuesday game in a series. And he's like, and that's the only time they're going to see me play in 129 00:11:11.760 --> 00:11:16.480 their lives. And he's like, and I want, I want to perform for them, for that kid, for that, 130 00:11:16.480 --> 00:11:21.440 for that dad who wants to impress his son. And like that, that like I almost get choked up on 131 00:11:21.440 --> 00:11:28.320 I tell that story because like that's so real for me. And the way that she brought the energy, 132 00:11:28.320 --> 00:11:32.000 like the energy brought in terms of how she wanted to show up when there's eight people on her 133 00:11:32.000 --> 00:11:37.520 life or two people on her live or when there were eight people on her email list and she made her 134 00:11:37.520 --> 00:11:43.040 first $39 sale. I was like, this is real. And people need to hear this, which is why I wanted to 135 00:11:43.040 --> 00:11:47.680 tell the story because I think it's absolutely insane. And it just it put like I say what I say, 136 00:11:47.680 --> 00:11:51.760 right, which is, hey guys, like start making, you know, start making content, start promoting 137 00:11:51.760 --> 00:11:55.200 yourself. If more people know about your stuff, you're going to make more money. Period. Fight me, 138 00:11:55.200 --> 00:12:00.640 right? That's, that's what it is. But you just forget sometimes that like when you have 10 views 139 00:12:00.640 --> 00:12:03.600 on a YouTube video, that's 10 people. And I remember when I was in the gym, what if I had 10 people 140 00:12:03.600 --> 00:12:06.640 that I could talk to her? I was stoked. Right? And the fact that we can do this from home behind 141 00:12:06.640 --> 00:12:12.240 a camera. My God, how amazing is that? And so like, if I had 25 people, my God, that's like it, 142 00:12:12.240 --> 00:12:15.840 that's like a talk. That's like a, that's like a workshop. You a luncheon learn that you do as 143 00:12:15.840 --> 00:12:19.200 a business owner trying to get business. The fact that you can make a niche content, 144 00:12:19.200 --> 00:12:22.480 Instagram will serve it to only people who were interested in it. I only like gym equipment. 145 00:12:22.480 --> 00:12:27.120 And I get gym equipment stuff all the time. They've got like 13 likes on it. But I see it. Right? 146 00:12:27.120 --> 00:12:33.280 I see it because Instagram knows and the algorithm will only get better. And so I wanted to cover 147 00:12:33.360 --> 00:12:39.040 all that stuff because I thought it was really important. And from a, from a, how do you, 148 00:12:39.040 --> 00:12:45.280 how do you make this? She has endless sources of content because she just literally answers 149 00:12:45.280 --> 00:12:48.800 their questions. They just keep at, she was like, so where do you get your stuff from? She's like, 150 00:12:48.800 --> 00:12:53.280 oh, they all have questions. And so I just, I just make my posts answering their questions. 151 00:12:53.280 --> 00:12:58.640 That's it. And I will say this, I think she can do a lot of things better to be clear. But like, 152 00:12:58.640 --> 00:13:02.880 she just had every other post just had to buy the way. There's a link in my bio that has more stuff 153 00:13:02.880 --> 00:13:08.640 that you might like. That was it. That was the whole strategy. And she was doing a million 154 00:13:08.640 --> 00:13:14.160 dollars a year take home, just under. And so I was just blowing away by this. And I, I find it 155 00:13:14.160 --> 00:13:19.760 actually one of the most hopeful messages that I have seen in, in person in a very long time. 156 00:13:19.760 --> 00:13:23.520 And so people have, you know, like unless I have a hundred thousand followers, not people to make 157 00:13:23.520 --> 00:13:28.160 money, unless I have two and the thing is is that people seek the followers with the idea that the 158 00:13:28.160 --> 00:13:33.280 followers are going to make them rich. The followers will make you famous. Understanding business 159 00:13:33.280 --> 00:13:37.360 will make you rich. She understands business. She's like, I'm just going to talk to the people 160 00:13:37.360 --> 00:13:41.200 that I want to serve. And I'm only going to serve them. And I'm going to answer all the questions. 161 00:13:41.200 --> 00:13:44.240 And the way she talked about it, she's like, I just want to be useful. She's like, I just want 162 00:13:44.240 --> 00:13:48.720 to help him out. And so if you're coming into the frame, rather than like, I want this piece of 163 00:13:48.720 --> 00:13:52.640 content to perform and think there's eight people in their side, I just want them to be better off 164 00:13:52.640 --> 00:13:57.040 and hopefully answer their question from this piece of content that I'm making, you will get 165 00:13:57.120 --> 00:14:02.640 raving fans, even if your audience is 5,000 people. But there's a, there's a book, 166 00:14:02.640 --> 00:14:08.160 a camera, the guy wrote the new book, where he says, you need a thousand true fans. And I think 167 00:14:08.160 --> 00:14:12.320 that's like a thousand fan, like you can, you can do whatever you want with a thousand fans, 168 00:14:12.320 --> 00:14:15.840 even at 10 bucks a month, right? Like you can make $1,000 a year if you just do that, right? 169 00:14:15.840 --> 00:14:19.200 Thousand true fans that are die art. And you can make a lot more than that with a thousand true 170 00:14:19.200 --> 00:14:22.880 fans. And so people think because we have this eight billion people in the world that you need to 171 00:14:23.120 --> 00:14:26.080 be, you need to be the Brock, you need to be Kim Kardashian, you need to be Mr. Beast. 172 00:14:26.080 --> 00:14:29.680 And sure with massive numbers, like those, like you're going to get famous, those things are 173 00:14:29.680 --> 00:14:35.840 are required. But like you can make an absolute killing, just talking about what you really get 174 00:14:35.840 --> 00:14:39.840 at. And that's the other piece here is that I'm, I'm, I'm having, I'm shouting this at myself too, 175 00:14:39.840 --> 00:14:45.520 which is like, we, we, we made piece of marriage content, a couple, you know, a couple relationships 176 00:14:45.520 --> 00:14:51.920 stuff, a little bit of fitness stuff. And the thing is this like, there's, there's no relationship 177 00:14:52.000 --> 00:14:57.520 billionaire. Like the only objective measure of if your marriage is good just from a society standpoint 178 00:14:57.520 --> 00:15:03.280 is that you are not divorced. That's it. And then it's that measured by how many years you put up 179 00:15:03.280 --> 00:15:08.320 with each other. That's it. And I don't like that because it's one of those, it's one of those 180 00:15:08.320 --> 00:15:13.280 crappy things where everybody's been in a relationship. So everybody has an opinion. And there's no 181 00:15:13.280 --> 00:15:17.840 objective proof that one thing is better than other. And so like, I hate, I don't like making 182 00:15:17.920 --> 00:15:21.920 content in that space. We tried it out because like, we have a unique relationship. Layla and I, 183 00:15:21.920 --> 00:15:29.040 and we like what we do. And it's worked for us well. But I would say that I have more credibility 184 00:15:29.920 --> 00:15:36.480 in business. And so she has credibility in not just, she has to talk about nutrition at all. 185 00:15:36.480 --> 00:15:41.680 She just talks about how to be a restaurant dietitian and balance insurance properly and get 186 00:15:41.680 --> 00:15:47.280 credentialized and do this whole process that apparently is a big pain. And so if you are somebody 187 00:15:47.280 --> 00:15:52.720 who has a very specific niche that you're that you're good at, I would highly encourage you 188 00:15:52.720 --> 00:16:00.240 to just make the content that gets 40 views that gets 100 likes that you know for sure will help 189 00:16:00.240 --> 00:16:06.640 a very specific person because when you do help that very specific person, they will like you a lot 190 00:16:06.640 --> 00:16:11.520 more than many people who like you a little bit. And the people who like you a lot are the ones 191 00:16:11.920 --> 00:16:16.960 who buy from you. And that's the thing. And I, I'm making this because I need to remind myself of 192 00:16:16.960 --> 00:16:21.280 this, which is like, you can either be rich or you can be famous. You can obviously be both. 193 00:16:21.280 --> 00:16:26.800 But honestly, sometimes it's a lot faster to just get rich. And many of you get in the game because 194 00:16:26.800 --> 00:16:30.160 you want to make money from social media, from making content, from things like that, from 195 00:16:30.160 --> 00:16:33.040 advertising the business. You want to do more of that. Get your face out there or whatever. 196 00:16:34.160 --> 00:16:39.120 But you start chasing the views because the views is what the algorithm, right, encourages. 197 00:16:39.120 --> 00:16:42.800 But the business side, and this is why I'm trying to make this point, is that the metrics don't 198 00:16:42.800 --> 00:16:46.720 necessarily follow the vent. Your business metrics don't follow your vanity metrics there. 199 00:16:47.440 --> 00:16:50.880 And so just because you get more views doesn't mean you get more revenue. 200 00:16:51.600 --> 00:16:56.400 Just because you get more subs doesn't mean you get more opt-ins, right, for your website or for 201 00:16:56.400 --> 00:17:01.840 whatever it is that you sell. You don't get sales from that stuff. Subscribers don't mean sales. 202 00:17:02.480 --> 00:17:06.480 And so there are, there are tons of stories of tiny new channels. We have a, we have insurance 203 00:17:06.480 --> 00:17:12.960 brokerage that we own. And the head of the insurance brokerage has like, when we, when we invest 204 00:17:12.960 --> 00:17:19.520 in the company had I think like 5,000 followers on Instagram, or sorry, not on Instagram, on YouTube. 205 00:17:20.080 --> 00:17:24.560 And the business is doing many millions of dollars a year. I'll just be that, be very clear there. 206 00:17:24.560 --> 00:17:29.920 Many millions, not just one or two. And it's because he talks about a very complex structure of 207 00:17:29.920 --> 00:17:34.640 insurance that he specializes in. He's one of the foremost experts. And his videos get like 208 00:17:34.640 --> 00:17:41.120 100 to 500 views. But those 100 to 500 views are people who are looking for incredibly high-end, 209 00:17:41.120 --> 00:17:47.840 very specialized insurance products. And so don't be afraid of the empty room. 210 00:17:49.040 --> 00:17:54.720 Very low views doesn't mean low revenue. It just means that it's more specific. And then you're 211 00:17:54.720 --> 00:17:59.520 talking to a more specific person. And a specific problem being solved for a specific person is how you 212 00:17:59.520 --> 00:18:06.720 make big money. And so I will, I thought this was one of the most hopeful messages that I had seen 213 00:18:06.720 --> 00:18:11.520 in real life in a long time. And it was really confirming for me. It also doubled down on the 214 00:18:11.520 --> 00:18:14.480 direction that we're doing, which for those of you who said I said, mistake made the mistake twice. 215 00:18:15.280 --> 00:18:21.440 We have come back to going back to business, baby. Only business. Only Alex, only business. Only for 216 00:18:21.440 --> 00:18:28.880 the fans. Just kidding. And I hope you hope I hope this at least encouraged you to just divorce 217 00:18:28.880 --> 00:18:33.200 yourself more and more from the vanity metrics around it. Because I am now leaning so hard at this 218 00:18:33.200 --> 00:18:38.800 because our business metrics and I have a big long thing that's coming out soon have skyrocketed 219 00:18:39.440 --> 00:18:46.080 since we stopped going anything that's not business. And so I feel so confirmed in this direction 220 00:18:46.080 --> 00:18:51.120 that I want to encourage as many of you seemingly possible to just toss out the vanity metrics because 221 00:18:51.120 --> 00:18:56.960 they do not fucking matter if you're trying to make money. If you're just trying to get famous, 222 00:18:56.960 --> 00:19:03.600 then yeah, but I mean, it's great metric for fame, right? And so yeah, just do that. Be willing to 223 00:19:03.600 --> 00:19:09.200 have a thousand fans. Make stuff that has 19 likes because you know that the 19 people who liked it 224 00:19:09.200 --> 00:19:12.400 were like, this was unbelievable for me. And they will take the next step and they will purchase 225 00:19:12.400 --> 00:19:17.520 from your business. Views ain't cash. Talk about the stuff that you actually know that you know will 226 00:19:17.600 --> 00:19:22.640 serve the audience that you actually want to serve. Don't chase the views, chase the cash, 227 00:19:22.640 --> 00:19:24.480 and that's what you're going to end up with.