WEBVTT 1 00:00:00.000 --> 00:00:02.560 So you guys wanna hear something absolutely insane? 2 00:00:02.560 --> 00:00:05.000 Well, in the last 40 months, 3 00:00:05.000 --> 00:00:10.000 my YouTube grew from zero to 2.23 million subscribers. 4 00:00:10.320 --> 00:00:14.600 My Instagram grew from 7,000 to 2.5 million subscribers. 5 00:00:14.600 --> 00:00:16.240 Followers, you get the idea. 6 00:00:16.240 --> 00:00:19.640 My LinkedIn went from zero to 324,000 followers. 7 00:00:19.640 --> 00:00:24.200 My TikTok went from zero to 856,000 followers. 8 00:00:24.200 --> 00:00:28.040 My Twitter slash X, the artist formerly known as Twitter, 9 00:00:28.040 --> 00:00:31.680 went from zero to 617,000. 10 00:00:31.680 --> 00:00:33.320 My Facebook, which we just started, 11 00:00:33.320 --> 00:00:35.000 went from zero to 25, there we go. 12 00:00:35.000 --> 00:00:37.120 Going in big Facebook. 13 00:00:37.120 --> 00:00:41.240 My podcast went from 3,000 to 25 million downloads. 14 00:00:41.240 --> 00:00:44.640 And my email subscribers went from zero to 700,000 15 00:00:44.640 --> 00:00:48.760 for a grand total of two billion impressions 16 00:00:48.760 --> 00:00:49.960 over that time period, 17 00:00:49.960 --> 00:00:53.960 and 7.8 million new subscribers. 18 00:00:54.920 --> 00:00:59.680 And for a grand total of a million copies sold of my book, 19 00:00:59.680 --> 00:01:00.520 for those of you who are like, 20 00:01:00.520 --> 00:01:01.360 what does that mean? 21 00:01:01.360 --> 00:01:03.200 And I'll get to that in a second. 22 00:01:03.200 --> 00:01:06.440 So in 40-ish months, all of that happened. 23 00:01:06.440 --> 00:01:09.520 And I show all of this as proof to start this, 24 00:01:10.480 --> 00:01:15.480 to show one thing, is that this actually works. 25 00:01:16.760 --> 00:01:20.480 And you can build a brand without babes, 26 00:01:20.520 --> 00:01:23.200 without stunts, or kittens. 27 00:01:24.520 --> 00:01:26.520 And I start this proof because lots of people talk 28 00:01:26.520 --> 00:01:28.640 about stuff that they haven't done, 29 00:01:28.640 --> 00:01:31.200 and teach a lot of sucky fluff as a result. 30 00:01:31.200 --> 00:01:33.720 And so, before we got the two billion impressions 31 00:01:33.720 --> 00:01:37.080 in the 7.8 million subscribers, it wasn't like this. 32 00:01:38.360 --> 00:01:41.160 Because 40 months ago, I started with zero subscribers, 33 00:01:41.160 --> 00:01:43.400 and a big, quote, fancy plan. 34 00:01:44.400 --> 00:01:47.520 And my fancy plan had three steps. 35 00:01:47.520 --> 00:01:50.320 Step one, make as much good stuff as I could, 36 00:01:50.320 --> 00:01:53.080 step two, post it everywhere I could, 37 00:01:53.080 --> 00:01:56.680 and step three, learn as much as I could. 38 00:01:56.680 --> 00:02:01.680 And after 40-ish months, $4 million in team, 39 00:02:02.440 --> 00:02:06.280 equipment, vendors, studios, and software, 40 00:02:07.200 --> 00:02:10.400 a thousand hours of me on camera recording, 41 00:02:10.400 --> 00:02:12.880 and 35,000 pieces of content. 42 00:02:12.880 --> 00:02:17.320 Let me say that again, 35,000, as in count to a thousand, 43 00:02:17.320 --> 00:02:19.880 and then do that 35 times in a row. 44 00:02:21.200 --> 00:02:23.360 I learned a lot of what not to do. 45 00:02:24.600 --> 00:02:26.560 But I did learn things that made money 46 00:02:26.560 --> 00:02:29.520 and grew my brand that you can use today. 47 00:02:30.880 --> 00:02:35.000 Now, what I'd like to do is for the remainder of the presentation, 48 00:02:35.000 --> 00:02:39.000 save you the three and a half years, and $4 million, 49 00:02:39.000 --> 00:02:41.720 so you can just get the lessons without the scars. 50 00:02:41.720 --> 00:02:44.880 So that little box is our box of six lessons. 51 00:02:44.880 --> 00:02:46.480 Cool? 52 00:02:46.480 --> 00:02:48.680 All right, let's rock. 53 00:02:48.680 --> 00:02:50.840 So here are the changes that we observed 54 00:02:50.840 --> 00:02:55.360 over the last four 40-ish months that actually worked. 55 00:02:55.360 --> 00:02:56.800 So let's start with the first one, 56 00:02:56.800 --> 00:02:58.800 edutainment to education. 57 00:02:59.960 --> 00:03:02.560 So I see content in three buckets. 58 00:03:02.560 --> 00:03:05.480 On one extreme, you've got entertainment, 59 00:03:05.480 --> 00:03:08.040 which is the entire point of entertainment 60 00:03:08.040 --> 00:03:11.040 just to define the term, is to get people to watch. 61 00:03:11.040 --> 00:03:13.000 The only point of the entertainment 62 00:03:13.000 --> 00:03:15.160 is to just get people to consume it. 63 00:03:15.160 --> 00:03:16.000 That's it. 64 00:03:16.000 --> 00:03:17.880 If it accomplishes that, it has succeeded. 65 00:03:18.800 --> 00:03:21.280 On the other side, you have education, 66 00:03:21.280 --> 00:03:25.000 where the point of education is to get someone to change what they do. 67 00:03:25.000 --> 00:03:27.480 If you try and teach someone how to answer a phone, 68 00:03:27.480 --> 00:03:29.800 and then in the same situation, the phone rings, 69 00:03:29.800 --> 00:03:30.920 and they don't do something, 70 00:03:30.920 --> 00:03:32.680 and then after they watch you do something, 71 00:03:32.680 --> 00:03:35.400 they then change what they do in the phone rings the second time. 72 00:03:35.400 --> 00:03:36.240 They have learned. 73 00:03:36.240 --> 00:03:38.280 So the point is to change their behavior. 74 00:03:38.280 --> 00:03:40.920 If the video or the content does that, 75 00:03:40.920 --> 00:03:43.560 then you've succeeded at educating them. 76 00:03:43.560 --> 00:03:45.800 And lastly, you have edutainment, 77 00:03:45.800 --> 00:03:48.840 which has the point of both trying to teach 78 00:03:48.840 --> 00:03:51.760 and entertaining at the same time. 79 00:03:51.760 --> 00:03:54.920 And to be clear, it's less that you make entertaining content 80 00:03:54.920 --> 00:03:57.240 or that you make educational content. 81 00:03:57.240 --> 00:03:58.760 It's more that you make content 82 00:03:58.760 --> 00:04:01.840 and people are either entertained 83 00:04:01.840 --> 00:04:04.840 or educated as a result. 84 00:04:04.840 --> 00:04:10.080 And so you can make one thing that entertains some people, 85 00:04:10.080 --> 00:04:13.640 and then that same thing educates other people. 86 00:04:13.640 --> 00:04:15.440 And so I just want to make this very clear 87 00:04:15.440 --> 00:04:17.520 that you don't control the audience. 88 00:04:17.520 --> 00:04:21.880 You make something and then education or entertainment occurs. 89 00:04:21.880 --> 00:04:24.760 But for our purposes, I'll define the content category 90 00:04:24.760 --> 00:04:27.080 as the most common outcome of your content. 91 00:04:27.080 --> 00:04:29.400 And so if a lot of people are entertained, 92 00:04:29.400 --> 00:04:31.400 then you've made entertaining content 93 00:04:31.400 --> 00:04:32.880 for the purposes of this presentation, 94 00:04:32.880 --> 00:04:34.960 even if one or two people learned something. 95 00:04:34.960 --> 00:04:37.200 So for example, some creators might learn stuff 96 00:04:37.200 --> 00:04:38.400 for Mr. Beast videos. 97 00:04:38.400 --> 00:04:40.080 Well, I learned how to make videos, 98 00:04:40.080 --> 00:04:42.000 but the vast majority of people are entertained. 99 00:04:42.000 --> 00:04:44.200 They watch just a watch. 100 00:04:44.200 --> 00:04:45.560 On the other hand, Walla, who's 101 00:04:45.560 --> 00:04:47.720 one of the number one educators on YouTube, 102 00:04:47.720 --> 00:04:49.200 you can even see the different looking fields. 103 00:04:49.200 --> 00:04:51.160 And don't worry, I'm going to get into that. 104 00:04:51.160 --> 00:04:55.520 He may entertain some enthusiasts around that subject. 105 00:04:55.520 --> 00:04:59.200 But mostly, he educates students. 106 00:04:59.200 --> 00:05:01.640 And until recently, I've been trying to figure this out. 107 00:05:01.640 --> 00:05:04.640 I've spent a lot of time really working through this. 108 00:05:04.640 --> 00:05:07.360 And so I actually have videos in all three buckets. 109 00:05:07.360 --> 00:05:09.000 I have entertainment videos where the point is 110 00:05:09.000 --> 00:05:10.160 to get people to watch. 111 00:05:10.160 --> 00:05:12.400 I have entertainment videos where we're trying to teach 112 00:05:12.400 --> 00:05:14.040 and entertain at the same time. 113 00:05:14.040 --> 00:05:16.080 And then we have education videos where we just 114 00:05:16.080 --> 00:05:17.080 want to change people's behavior. 115 00:05:17.080 --> 00:05:19.120 We just want to teach them something. 116 00:05:19.120 --> 00:05:22.280 And so the first change, number one that we see over lots 117 00:05:22.280 --> 00:05:23.840 of the data, I'll support in a second, 118 00:05:23.840 --> 00:05:28.680 is that I'm going all in on education for three reasons. 119 00:05:28.680 --> 00:05:30.840 Number one is that when we looked at all of our data, 120 00:05:30.840 --> 00:05:32.120 all views are not created equal. 121 00:05:32.120 --> 00:05:33.560 I'll dive into that in a second. 122 00:05:33.560 --> 00:05:36.600 Number two is I like educational videos. 123 00:05:36.600 --> 00:05:40.160 And number three is I like people who like educational videos 124 00:05:40.640 --> 00:05:42.600 and or people who educate themselves, 125 00:05:42.600 --> 00:05:44.680 people who want to learn. 126 00:05:44.680 --> 00:05:46.280 And so let me explain these. 127 00:05:46.280 --> 00:05:48.400 So all views are not created equal. 128 00:05:48.400 --> 00:05:49.360 So there's this theory. 129 00:05:49.360 --> 00:05:53.560 And this will be one that's going to rattle some cages. 130 00:05:53.560 --> 00:05:56.160 There's a theory that media works like a funnel. 131 00:05:56.160 --> 00:05:59.200 In fact, the vast majority of marketing infographics 132 00:05:59.200 --> 00:06:02.560 and things like that, almost all are funnels. 133 00:06:02.560 --> 00:06:04.680 And the theory goes like this. 134 00:06:04.680 --> 00:06:07.480 You make entertaining content. 135 00:06:07.480 --> 00:06:11.640 And then the theory states that people who watch that content 136 00:06:11.640 --> 00:06:14.400 then will go to more educational content. 137 00:06:14.400 --> 00:06:16.280 Sounds simple enough, we've got something wide, 138 00:06:16.280 --> 00:06:18.600 we've got something narrow, fantastic. 139 00:06:18.600 --> 00:06:21.720 But in our experience, in my experience, 140 00:06:21.720 --> 00:06:26.000 and based on our book sales, based on our email options, 141 00:06:26.000 --> 00:06:28.360 and based on the applications we receive at acquisition.com 142 00:06:28.360 --> 00:06:32.200 to become portfolio companies, it works much more like this. 143 00:06:32.200 --> 00:06:35.960 Which is that entertainment people want more entertainment 144 00:06:35.960 --> 00:06:37.400 content. 145 00:06:37.400 --> 00:06:40.600 And education people want more, say it with me, 146 00:06:40.600 --> 00:06:41.880 education content. 147 00:06:41.880 --> 00:06:43.520 And so that's the first reason that I'm doubling down 148 00:06:43.520 --> 00:06:44.640 on education. 149 00:06:44.640 --> 00:06:46.360 All views are not created equal. 150 00:06:46.360 --> 00:06:49.760 Number two, the next is that I simply like doing it. 151 00:06:49.760 --> 00:06:51.840 All right, so I do believe that you should try 152 00:06:51.840 --> 00:06:53.040 and do stuff that you like doing. 153 00:06:53.040 --> 00:06:55.880 And if it happens to also be in line with your goals, awesome. 154 00:06:55.880 --> 00:06:57.360 It's much tougher when the thing you like doing 155 00:06:57.360 --> 00:06:58.200 isn't in line with your goals. 156 00:06:58.200 --> 00:07:00.360 But in this instance, when I got that first piece of data, 157 00:07:00.360 --> 00:07:01.840 I was like, thank God, because this is stuff 158 00:07:01.840 --> 00:07:03.280 I like making most. 159 00:07:03.280 --> 00:07:06.760 All right, and so when I talk to ideal customers, in my mind, 160 00:07:06.760 --> 00:07:09.160 they are business owners and business interested people. 161 00:07:09.160 --> 00:07:12.280 Because if you know me, and anybody who is close to me, 162 00:07:12.280 --> 00:07:14.440 would probably attest to this, is that like, 163 00:07:14.440 --> 00:07:16.640 if you hang out with me for any amount of time, 164 00:07:16.640 --> 00:07:18.040 we will probably talk about business. 165 00:07:18.040 --> 00:07:19.480 Because it's what I love talking about. 166 00:07:19.480 --> 00:07:22.680 I eat it, I sleep it, I drink it, I work seven days on it, 167 00:07:22.680 --> 00:07:24.160 and like, I skip holidays for it. 168 00:07:24.160 --> 00:07:26.080 Because for me, it is the holiday. 169 00:07:26.080 --> 00:07:28.280 So this is what I like doing. 170 00:07:28.280 --> 00:07:31.720 And this is what the people that I like serving also like. 171 00:07:33.040 --> 00:07:34.400 And so they like it better, too. 172 00:07:35.400 --> 00:07:38.240 And this is where it got confusing for me, 173 00:07:38.240 --> 00:07:41.240 leading up to this, and why this is so important, 174 00:07:41.240 --> 00:07:43.960 is that it got very confusing when you have so many people 175 00:07:43.960 --> 00:07:46.760 saying, man, I really like the entertaining content. 176 00:07:46.760 --> 00:07:48.160 And this is where it gets difficult. 177 00:07:48.160 --> 00:07:51.360 This is where you have to read between the lines of the comments 178 00:07:51.360 --> 00:07:54.560 rather than just reading the comments themselves, all right? 179 00:07:54.560 --> 00:07:57.640 Because the thing is, is for us, at least for me, 180 00:07:57.640 --> 00:07:59.840 they weren't necessarily who I was trying to attract. 181 00:07:59.840 --> 00:08:01.560 Again, there's nothing wrong with that. 182 00:08:01.560 --> 00:08:03.680 I mean, hey, if I could serve the whole world, I will. 183 00:08:03.720 --> 00:08:06.200 But I know that I tend to do better 184 00:08:06.200 --> 00:08:08.440 serving people who want to educate themselves, 185 00:08:08.440 --> 00:08:10.520 than people who just want to watch or consume 186 00:08:10.520 --> 00:08:11.680 just for the sake of it. 187 00:08:12.760 --> 00:08:14.480 And so that's why I'm deadbling down 188 00:08:14.480 --> 00:08:19.480 on going from some entertainment to education. 189 00:08:20.640 --> 00:08:22.120 So that's number one. 190 00:08:22.120 --> 00:08:24.240 So let's talk about change number two that we saw. 191 00:08:25.240 --> 00:08:27.080 Going from for us to for you, you're like, 192 00:08:27.080 --> 00:08:28.080 what does that mean? 193 00:08:28.080 --> 00:08:29.200 Let me explain. 194 00:08:29.200 --> 00:08:31.800 So recently a mutual friend came to the headquarters 195 00:08:31.840 --> 00:08:34.600 and he said, hey, I've been consuming your stuff for years. 196 00:08:34.600 --> 00:08:36.320 But recently I just haven't been watching as much. 197 00:08:36.320 --> 00:08:38.240 And he said it offhandedly, wasn't like trying 198 00:08:38.240 --> 00:08:41.320 to smash my ego into bits. 199 00:08:41.320 --> 00:08:42.600 And he failed at that. 200 00:08:42.600 --> 00:08:46.720 But when he said it, I really took it to heart, right? 201 00:08:46.720 --> 00:08:47.640 It was very gut-rudging. 202 00:08:47.640 --> 00:08:49.440 He said it just doesn't resonate as much. 203 00:08:49.440 --> 00:08:50.840 And I was like, okay, got it. 204 00:08:50.840 --> 00:08:51.880 And it felt like it got punched 205 00:08:51.880 --> 00:08:54.120 since he's literally the person I could help most. 206 00:08:54.120 --> 00:08:56.280 This is a business owner doing 10 million plus a year. 207 00:08:56.280 --> 00:08:58.560 And I was like, man, well, that sucks. 208 00:08:59.520 --> 00:09:01.680 And that's when I realized that reading the comments 209 00:09:01.720 --> 00:09:03.720 actually led me a little bit astray. 210 00:09:03.720 --> 00:09:05.880 And for you, it might be leading you astray. 211 00:09:05.880 --> 00:09:07.760 And I'll give you some data to support that. 212 00:09:07.760 --> 00:09:10.240 And so some people loved our different styles, 213 00:09:10.240 --> 00:09:12.600 but not the people that I ultimately wanted to help 214 00:09:12.600 --> 00:09:14.520 or ambassute to deserve. 215 00:09:14.520 --> 00:09:17.320 And so we realized that we were serving the wrong who. 216 00:09:17.320 --> 00:09:20.840 And that had some very significant downstream impacts 217 00:09:20.840 --> 00:09:23.720 on what we made and how we made it. 218 00:09:23.720 --> 00:09:28.040 So what is making for them or for business owners 219 00:09:28.040 --> 00:09:29.000 content really mean? 220 00:09:29.000 --> 00:09:30.800 Let me break this down into tactics. 221 00:09:30.800 --> 00:09:32.960 All right, so tactically I meant five things. 222 00:09:34.600 --> 00:09:37.480 Number one, different packaging. 223 00:09:37.480 --> 00:09:40.200 Number two, different introductions. 224 00:09:40.200 --> 00:09:42.680 Number three, different meat. 225 00:09:42.680 --> 00:09:44.680 Number four, different visuals. 226 00:09:44.680 --> 00:09:47.920 And number five, different, what I'll call pre-work. 227 00:09:47.920 --> 00:09:50.120 All right, so let's start with number one. 228 00:09:50.120 --> 00:09:52.840 So the difference between these two thumbnails 229 00:09:52.840 --> 00:09:54.840 is going from vague to clear. 230 00:09:54.840 --> 00:09:56.040 All right, so if I looked at all the stuff 231 00:09:56.040 --> 00:09:57.120 that we did in the past, 232 00:09:57.120 --> 00:09:59.160 if I said, what is the video on the left about? 233 00:09:59.160 --> 00:10:02.760 You'd probably be like, I, a rule of some sort 234 00:10:02.760 --> 00:10:05.400 that might have to do with money, not sure. 235 00:10:05.400 --> 00:10:08.040 If I said, what's the video on the right, 236 00:10:08.040 --> 00:10:09.560 the yellow background video? 237 00:10:09.560 --> 00:10:12.840 If I were to describe it, I'd probably say a map 238 00:10:12.840 --> 00:10:15.400 or a blueprint or schematics of some sort 239 00:10:15.400 --> 00:10:17.000 that go from zero to a million. 240 00:10:17.000 --> 00:10:18.880 Okay, well guess what? 241 00:10:20.440 --> 00:10:22.960 The one on the right, it says exactly that. 242 00:10:22.960 --> 00:10:25.640 The one on the left actually has nothing to do 243 00:10:25.640 --> 00:10:26.880 with what that thumbnail looks like. 244 00:10:26.880 --> 00:10:28.080 And what do you know? 245 00:10:28.080 --> 00:10:29.800 When people click on something that they don't know 246 00:10:29.800 --> 00:10:32.000 what it's about, they have a smaller percentage 247 00:10:32.000 --> 00:10:33.520 of getting something they actually want, 248 00:10:33.520 --> 00:10:35.200 then if you say, this is what this is about, 249 00:10:35.200 --> 00:10:38.480 and then they get exactly what they think it's about. 250 00:10:38.480 --> 00:10:40.520 So we're going from vague to clear 251 00:10:40.520 --> 00:10:43.160 in both what it looks like, the thumbnails, 252 00:10:43.160 --> 00:10:45.160 and what we say about it, the headlines. 253 00:10:46.520 --> 00:10:47.640 And so that's number one, 254 00:10:47.640 --> 00:10:49.960 from a packaging perspective that we will be changing 255 00:10:49.960 --> 00:10:52.560 and or going more all in on. 256 00:10:52.560 --> 00:10:55.280 And I wanna take a pause here for a second about this. 257 00:10:55.280 --> 00:10:57.480 There was also kind of a pervasive narrative 258 00:10:57.480 --> 00:10:59.120 in the kind of marketing world. 259 00:10:59.120 --> 00:11:00.720 It's like, you gotta have curiosity. 260 00:11:00.720 --> 00:11:02.360 You gotta like, you don't wanna tell them everything. 261 00:11:02.360 --> 00:11:04.200 You want them to be able to get, no. 262 00:11:04.200 --> 00:11:07.680 Like, if they want that thing, they will click on that thing 263 00:11:07.680 --> 00:11:09.760 and then you just give them that thing. 264 00:11:09.760 --> 00:11:11.880 And that has been a very hard lesson for me to learn. 265 00:11:11.880 --> 00:11:13.960 And so I show it with you now. 266 00:11:13.960 --> 00:11:16.240 So the second is different introductions. 267 00:11:16.240 --> 00:11:17.160 You guys feel on this? 268 00:11:17.160 --> 00:11:19.040 Okay, good. 269 00:11:19.040 --> 00:11:20.960 Okay, different introductions. 270 00:11:20.960 --> 00:11:23.120 Now this one is really big. 271 00:11:23.160 --> 00:11:26.440 So going from confirming the thumbnail 272 00:11:26.440 --> 00:11:29.000 or confirming the headline to proof, 273 00:11:29.000 --> 00:11:31.440 and this is super important to explain the difference. 274 00:11:31.440 --> 00:11:34.080 So a lot of the things that I learned like many of you, 275 00:11:34.080 --> 00:11:36.080 if you are trying to get into content creation 276 00:11:36.080 --> 00:11:37.480 of any sort or media, 277 00:11:37.480 --> 00:11:40.680 is that you look at the people who are the biggest, right? 278 00:11:40.680 --> 00:11:43.400 And so oftentimes the biggest people in media 279 00:11:43.400 --> 00:11:44.680 are entertainers. 280 00:11:44.680 --> 00:11:45.960 Now why is that? 281 00:11:45.960 --> 00:11:49.000 Because everyone gets value from entertainment. 282 00:11:49.000 --> 00:11:52.160 But there is no one thing from an education perspective 283 00:11:52.200 --> 00:11:53.480 that can provide value to everyone. 284 00:11:53.480 --> 00:11:54.320 Why? 285 00:11:54.320 --> 00:11:56.720 Because everyone already knows different stuff. 286 00:11:56.720 --> 00:11:59.320 So if I educate a wide slice of people, 287 00:11:59.320 --> 00:12:01.320 there's still already people who know that thing 288 00:12:01.320 --> 00:12:02.680 and then do not get value. 289 00:12:02.680 --> 00:12:05.360 So entertainment by definition will always be greater 290 00:12:05.360 --> 00:12:07.920 or larger the followings for those people 291 00:12:07.920 --> 00:12:09.200 than people who educate. 292 00:12:09.200 --> 00:12:12.240 There is no bones about it, like it is that way. 293 00:12:12.240 --> 00:12:16.280 And so a lot of the lessons that entertainment teaches 294 00:12:16.280 --> 00:12:19.400 everyone listens to because they have the biggest followings. 295 00:12:19.400 --> 00:12:22.640 But I don't think the actual tactics they subscribe 296 00:12:22.640 --> 00:12:26.560 or espouse are correct at a tactical level, 297 00:12:26.560 --> 00:12:28.680 at a principle level, yes. 298 00:12:28.680 --> 00:12:31.920 And so let me just say a second about what that principle is. 299 00:12:31.920 --> 00:12:35.520 Is that the person who's going to consume the content, 300 00:12:35.520 --> 00:12:38.080 we want to increase their perceived likelihood 301 00:12:38.080 --> 00:12:40.080 that they will get what they clicked. 302 00:12:40.080 --> 00:12:42.720 So just like the headline and just like the thumbnails, 303 00:12:42.720 --> 00:12:44.080 now when they said in entertainment, 304 00:12:44.080 --> 00:12:45.440 you want to confirm it, 305 00:12:45.440 --> 00:12:48.880 well that's because most of the sensational entertainment 306 00:12:48.920 --> 00:12:50.160 is something crazy. 307 00:12:50.160 --> 00:12:53.120 And so the likelihood that someone just got the click 308 00:12:53.120 --> 00:12:55.680 so that they could not do that crazy thing is pretty high. 309 00:12:55.680 --> 00:12:57.360 And so if you want people to watch, 310 00:12:57.360 --> 00:12:58.840 you smash a Lamborghini, 311 00:12:58.840 --> 00:13:00.760 then you better have the Lamborghini next to you 312 00:13:00.760 --> 00:13:01.680 or people are going to believe 313 00:13:01.680 --> 00:13:03.720 that you're actually going to smash it. 314 00:13:03.720 --> 00:13:07.240 Now, let's switch to education for a second. 315 00:13:08.280 --> 00:13:11.840 If I say I'm going to teach you a physics thing, 316 00:13:11.840 --> 00:13:13.600 I'm going to teach you about the law of, 317 00:13:13.600 --> 00:13:15.200 I don't even know what the first law physics is, 318 00:13:15.200 --> 00:13:17.720 but if you push it, it will move, something like that. 319 00:13:17.720 --> 00:13:22.720 Anyways, if I want to have proof 320 00:13:23.240 --> 00:13:25.760 or increase the perceived likelihood 321 00:13:25.760 --> 00:13:28.160 that they're going to be well taught, 322 00:13:28.160 --> 00:13:31.400 then what I actually have to do is edify the person. 323 00:13:31.400 --> 00:13:32.680 Why should I listen to you? 324 00:13:32.680 --> 00:13:35.080 If I'm the viewer, there's a zillion people 325 00:13:35.080 --> 00:13:36.840 that could write something on a board. 326 00:13:36.840 --> 00:13:39.200 But if you're a PhD physicist, 327 00:13:39.200 --> 00:13:40.720 then the likelihood that I will listen to you 328 00:13:40.720 --> 00:13:42.960 and that I will get what I want is much higher. 329 00:13:42.960 --> 00:13:45.040 And so in both of these examples, 330 00:13:45.040 --> 00:13:47.040 we are actually doing the same thing, 331 00:13:47.040 --> 00:13:49.640 but we do it differently if you want to educate. 332 00:13:49.640 --> 00:13:50.960 And for me, when I looked at my videos 333 00:13:50.960 --> 00:13:52.440 and I'll explain the data in a second, 334 00:13:52.440 --> 00:13:53.840 it became really clear. 335 00:13:54.600 --> 00:13:58.120 And so in entertainment, it's say the title again, 336 00:13:58.120 --> 00:14:01.240 and then literally show them what was on the thumbnail. 337 00:14:01.240 --> 00:14:03.640 In education, it's show them that you can do 338 00:14:03.640 --> 00:14:05.440 what you promise them in the thumbnail, 339 00:14:05.440 --> 00:14:06.800 and that's the difference. 340 00:14:07.840 --> 00:14:11.480 And to figure out what made intros for our videos work, 341 00:14:11.480 --> 00:14:15.400 I actually rewatched my top 35 educational videos. 342 00:14:15.400 --> 00:14:16.880 This actually took some time. 343 00:14:16.880 --> 00:14:19.440 And so let me just save you a lot of hours 344 00:14:19.440 --> 00:14:20.760 and just give you the nugget. 345 00:14:21.640 --> 00:14:23.640 And so I actually developed a new moniker 346 00:14:23.640 --> 00:14:26.640 around how to think about introductions for ourselves 347 00:14:26.640 --> 00:14:27.960 that I'm spreading throughout my whole team, 348 00:14:27.960 --> 00:14:29.160 and you can just steal it. 349 00:14:30.920 --> 00:14:33.680 Proof, promise, plan. 350 00:14:33.680 --> 00:14:35.880 So I'll break down all three of these. 351 00:14:35.880 --> 00:14:40.200 So all of the introductions of the best education videos 352 00:14:40.200 --> 00:14:42.920 that we had had these three characteristics. 353 00:14:42.920 --> 00:14:45.680 And I wanna make one point about the order of these, 354 00:14:45.680 --> 00:14:50.360 is that you can have these three mixed in any order you want. 355 00:14:50.360 --> 00:14:52.680 I would emphasize the one that is the most important 356 00:14:52.680 --> 00:14:54.320 for that particular piece of content. 357 00:14:54.320 --> 00:14:56.000 So if you have something that you're making, 358 00:14:56.000 --> 00:14:58.560 that you think the proof is gonna be really important, 359 00:14:58.560 --> 00:14:59.680 then lead with that. 360 00:14:59.680 --> 00:15:01.680 If you have a promise that's incredibly important 361 00:15:01.680 --> 00:15:03.200 for the audience, then lead with that. 362 00:15:03.200 --> 00:15:04.960 If you have a plan that for some reason 363 00:15:04.960 --> 00:15:07.200 is going to be more emphasized than lead with that. 364 00:15:07.200 --> 00:15:09.520 But I would say that for our content for the most, 365 00:15:09.520 --> 00:15:11.000 because I'm a business educator 366 00:15:11.000 --> 00:15:13.360 about making money in general, 367 00:15:13.360 --> 00:15:15.840 most people have this big glaring sign above their head 368 00:15:15.840 --> 00:15:18.320 before they can even turn on the volume of their brain, 369 00:15:18.320 --> 00:15:20.000 which is why should I listen to you? 370 00:15:20.000 --> 00:15:21.800 And so I tend to lead with proof. 371 00:15:22.840 --> 00:15:25.360 And so proof is that you prove that you know 372 00:15:25.360 --> 00:15:26.360 what you're talking about. 373 00:15:26.360 --> 00:15:29.080 You give people a reason to believe you. 374 00:15:29.080 --> 00:15:31.240 The promise is to tell them what they're gonna get 375 00:15:31.240 --> 00:15:32.600 or learn from the video. 376 00:15:32.600 --> 00:15:34.560 And the plan sets the expectations 377 00:15:34.560 --> 00:15:36.760 of what will happen next. 378 00:15:36.760 --> 00:15:39.400 So let me give you a real word example of this. 379 00:15:39.400 --> 00:15:40.840 I started this presentation with data 380 00:15:40.840 --> 00:15:43.000 that shows that I've done what I'm talking about. 381 00:15:43.000 --> 00:15:45.920 If I went up here and just skipped this part, 382 00:15:45.920 --> 00:15:48.000 you might be like, okay, all of this up to this point, 383 00:15:48.000 --> 00:15:48.960 why should I listen to you? 384 00:15:48.960 --> 00:15:50.480 And you'd be right in thinking that, 385 00:15:50.480 --> 00:15:51.760 because you have no idea who I am. 386 00:15:51.760 --> 00:15:52.840 I could just be some random dude. 387 00:15:52.840 --> 00:15:56.960 It looks like a Birkenstock, slightly lumberjack-y-ish, 388 00:15:56.960 --> 00:15:59.520 weirdly dressed man, like why would you listen? 389 00:15:59.520 --> 00:16:01.840 And you'd be reasonable to believe that, right? 390 00:16:01.840 --> 00:16:03.000 But if you start with that, then you're like, 391 00:16:03.000 --> 00:16:04.400 okay, well, he knows something. 392 00:16:06.040 --> 00:16:08.960 The promise was what I said you would get at the beginning. 393 00:16:08.960 --> 00:16:10.760 I said I learned six things that made money 394 00:16:10.760 --> 00:16:12.560 and grew my brain that you can use today. 395 00:16:12.560 --> 00:16:14.760 And I'm gonna save you $4 million and three and a half years 396 00:16:14.760 --> 00:16:16.720 and you'll just get all the lessons that I learned. 397 00:16:16.720 --> 00:16:18.280 That was the promise. 398 00:16:18.280 --> 00:16:19.360 Making sense? 399 00:16:19.360 --> 00:16:20.440 Okay. 400 00:16:20.440 --> 00:16:21.680 And then finally, you had the plan. 401 00:16:21.680 --> 00:16:22.720 I said, how are we gonna get there? 402 00:16:22.720 --> 00:16:24.280 How am I gonna complete that promise? 403 00:16:24.280 --> 00:16:25.360 I said, well, there's six changes 404 00:16:25.360 --> 00:16:26.520 and I'm gonna walk through them. 405 00:16:26.520 --> 00:16:27.480 That's the plan. 406 00:16:27.480 --> 00:16:29.360 And so leading with those things, 407 00:16:29.360 --> 00:16:31.560 we found got business owners of the people 408 00:16:31.560 --> 00:16:35.080 that I'm interested in to actually better frame 409 00:16:35.080 --> 00:16:37.080 and perceive and get educated on the concept 410 00:16:37.080 --> 00:16:38.200 that we're talking about. 411 00:16:39.240 --> 00:16:40.280 And so that's what we're changing 412 00:16:40.280 --> 00:16:42.040 at our introductions. 413 00:16:42.040 --> 00:16:44.640 Third, now let's talk about how this strategy 414 00:16:44.640 --> 00:16:46.320 changes the meat of the content. 415 00:16:46.320 --> 00:16:49.600 What we're actually like the real bones, the potatoes. 416 00:16:49.600 --> 00:16:50.440 All right. 417 00:16:50.440 --> 00:16:52.840 Is that going from B real slash vlog stuff 418 00:16:52.840 --> 00:16:56.840 because we have made that to list steps and stories. 419 00:16:56.840 --> 00:16:58.600 When we looked at the educational content 420 00:16:58.600 --> 00:17:00.640 and did the best, they had more of the right 421 00:17:00.640 --> 00:17:01.960 and less of the left. 422 00:17:03.080 --> 00:17:05.040 From Razzle, I would love to say to Dazzle, 423 00:17:05.040 --> 00:17:07.280 but it really is, it's just Razzle on the left. 424 00:17:07.280 --> 00:17:09.360 And so I actually wanted to show a different type of content. 425 00:17:09.360 --> 00:17:11.120 So I don't wanna make this seem like this is all YouTube. 426 00:17:11.120 --> 00:17:13.280 I just have like long form video there 427 00:17:13.280 --> 00:17:14.560 has all of the elements 428 00:17:14.560 --> 00:17:16.000 and some platforms don't have all of them. 429 00:17:16.000 --> 00:17:19.800 So YouTube's a very easy platform to base this off of. 430 00:17:19.800 --> 00:17:21.360 But this is from Instagram 431 00:17:21.360 --> 00:17:23.520 and TikTok would function the same way, et cetera. 432 00:17:23.520 --> 00:17:26.400 So if you look at the squares here, 433 00:17:26.400 --> 00:17:29.360 I just pulled the last 30 days of content that we made. 434 00:17:29.360 --> 00:17:31.000 And I looked at our bottom performing 435 00:17:31.000 --> 00:17:33.720 over the last 30 days that we posted that were reals. 436 00:17:33.720 --> 00:17:35.720 And then I looked at the top. 437 00:17:35.760 --> 00:17:40.000 Now interestingly, it was almost a perfect reversal. 438 00:17:40.000 --> 00:17:45.000 So the bottom 12 videos that we made, eight out of 12, 439 00:17:46.320 --> 00:17:48.600 I would say had more Razzle emphasized. 440 00:17:48.600 --> 00:17:51.600 It was more about effects, a little bit higher production. 441 00:17:51.600 --> 00:17:54.800 And on the flip side, and this is what was crazy. 442 00:17:54.800 --> 00:17:55.880 And this is why I'm sharing this stuff with you 443 00:17:55.880 --> 00:17:58.200 because I would literally never have guessed it. 444 00:17:58.200 --> 00:18:01.320 And that's why we look, nine out of 12, 445 00:18:01.320 --> 00:18:04.640 75% of the best videos we had 446 00:18:04.640 --> 00:18:06.520 emphasized language, 447 00:18:06.520 --> 00:18:10.040 emphasized the actual message more than the production. 448 00:18:10.040 --> 00:18:11.880 And so it was about emphasizing the language 449 00:18:11.880 --> 00:18:13.760 rather than the Razzle. 450 00:18:13.760 --> 00:18:14.840 I find this very fascinating. 451 00:18:14.840 --> 00:18:16.160 Now to be really clear, 452 00:18:16.160 --> 00:18:17.600 you can have really bad language. 453 00:18:17.600 --> 00:18:20.360 You're like poor, vague, unclear language 454 00:18:20.360 --> 00:18:21.320 and it won't do well. 455 00:18:21.320 --> 00:18:23.880 And you might have Razzle that just absolutely crushes. 456 00:18:23.880 --> 00:18:27.280 I just look at the trends of 75% on this side 457 00:18:27.280 --> 00:18:29.440 where this style or this type 458 00:18:29.440 --> 00:18:32.160 and 75% that weren't as good were this style. 459 00:18:32.160 --> 00:18:35.000 Well then, let's do more of this in less of that. 460 00:18:36.320 --> 00:18:37.960 And so those are the main meat changes 461 00:18:37.960 --> 00:18:38.760 that we're doing in the videos. 462 00:18:38.760 --> 00:18:40.720 We're emphasizing language. 463 00:18:40.720 --> 00:18:42.600 This also was true with longs as well. 464 00:18:42.600 --> 00:18:45.480 So if I go and show you this real quick, language, 465 00:18:45.480 --> 00:18:46.600 that's on the screen. 466 00:18:46.600 --> 00:18:48.160 And that's for one of our best videos ever. 467 00:18:48.160 --> 00:18:50.520 And that takes up 70, 80% of the videos 468 00:18:50.520 --> 00:18:52.200 actually just words. 469 00:18:52.200 --> 00:18:53.800 Interesting, for me at least. 470 00:18:53.800 --> 00:18:55.120 I mean, I was a little offended 471 00:18:55.120 --> 00:18:56.680 because I thought I had a good face, 472 00:18:56.680 --> 00:18:58.360 but apparently no one cares. 473 00:18:59.840 --> 00:19:01.840 So that's over-changing about the meat. 474 00:19:02.840 --> 00:19:03.720 So let's talk about visuals. 475 00:19:03.720 --> 00:19:04.760 This one's a big one. 476 00:19:04.760 --> 00:19:08.080 All right, so going from over-production 477 00:19:08.080 --> 00:19:11.000 and I want to be clear, not over-production, 478 00:19:11.000 --> 00:19:13.240 over-production for the objective. 479 00:19:13.240 --> 00:19:16.120 So it's not like my team did anything wrong 480 00:19:16.120 --> 00:19:17.000 or anything like that. 481 00:19:17.000 --> 00:19:18.960 It's just that if we want to educate 482 00:19:18.960 --> 00:19:21.120 sometimes production distracts 483 00:19:21.120 --> 00:19:23.120 from the objective of education. 484 00:19:23.120 --> 00:19:25.560 If the point for entertainment is to get someone to watch 485 00:19:25.560 --> 00:19:28.320 then adding lots of things can be a good thing. 486 00:19:28.320 --> 00:19:30.720 But if you're trying to learn physics 487 00:19:30.720 --> 00:19:32.960 and there's whizz bangs and pop-ups 488 00:19:32.960 --> 00:19:36.320 and changing backgrounds, it's really hard to learn. 489 00:19:36.320 --> 00:19:37.600 And if that's the throughput 490 00:19:37.600 --> 00:19:39.240 or that's the point of the video 491 00:19:39.240 --> 00:19:42.040 that it actually detracts rather than ads. 492 00:19:42.040 --> 00:19:44.360 And so the difference that I put in this example here 493 00:19:44.360 --> 00:19:46.480 is we have a background that changes colors 494 00:19:46.480 --> 00:19:47.560 while I'm teaching something. 495 00:19:47.560 --> 00:19:49.120 It does not help someone understand 496 00:19:49.120 --> 00:19:50.480 the subject matter better. 497 00:19:50.480 --> 00:19:52.080 Fundamentally, changing background color 498 00:19:52.080 --> 00:19:53.600 will not help anyone learn more. 499 00:19:53.600 --> 00:19:57.240 On the flip side, clarifying what words on a screener 500 00:19:57.240 --> 00:19:59.240 because maybe my handwriting's not that good 501 00:19:59.240 --> 00:20:01.520 would help people understand. 502 00:20:01.520 --> 00:20:02.480 That's the difference. 503 00:20:02.480 --> 00:20:05.160 So over-production to effective production, 504 00:20:06.400 --> 00:20:08.840 from distracting to enhancing, 505 00:20:10.320 --> 00:20:13.520 from visual effects to visualizing data. 506 00:20:13.520 --> 00:20:16.080 So instead of having flames behind me, 507 00:20:16.080 --> 00:20:18.120 it's, what does this look like on a chart? 508 00:20:18.120 --> 00:20:19.400 So we can give relative scale. 509 00:20:19.400 --> 00:20:21.840 So we can have scopes so we can show changes over time. 510 00:20:23.840 --> 00:20:25.320 And so that's how the visuals 511 00:20:26.280 --> 00:20:28.200 that did the best looked like. 512 00:20:29.560 --> 00:20:33.160 And then number five, let's talk about pre-work for a second. 513 00:20:33.160 --> 00:20:37.240 So going from post-production to pre-search. 514 00:20:37.240 --> 00:20:39.560 So instead of saying, hey, let's just record something 515 00:20:39.560 --> 00:20:41.320 and then fix it in post, 516 00:20:41.320 --> 00:20:43.600 anybody's in the media side knows what I'm talking about. 517 00:20:43.600 --> 00:20:47.080 Four weeks of editing after almost no prep 518 00:20:47.080 --> 00:20:48.560 to get a video out. 519 00:20:48.560 --> 00:20:50.640 Well, what if we did four weeks of research 520 00:20:50.640 --> 00:20:52.080 and then we have almost no editing 521 00:20:52.080 --> 00:20:54.440 because we thought of everything ahead of time? 522 00:20:54.440 --> 00:20:55.840 Well, guess what? 523 00:20:55.840 --> 00:20:57.760 The videos where we spent, I mean, 524 00:20:57.760 --> 00:21:00.720 we're like the hour to hour ratio is stupid 525 00:21:00.720 --> 00:21:02.120 and I'll get to that in a second. 526 00:21:02.120 --> 00:21:05.440 But if we spend a quarter of the time 527 00:21:05.440 --> 00:21:08.040 that we used to spend on post in pre, 528 00:21:08.040 --> 00:21:13.040 we eliminate 90%, 90, maybe 95% of our post-edit work 529 00:21:15.360 --> 00:21:16.320 and man hours. 530 00:21:16.320 --> 00:21:18.040 And for the business owners in the room, 531 00:21:18.040 --> 00:21:21.040 that's real cost, that's real savings. 532 00:21:21.040 --> 00:21:23.400 And for the also business owners in the room, 533 00:21:23.400 --> 00:21:25.320 that also means increased production. 534 00:21:25.320 --> 00:21:27.200 So if I can take a quarter of the time 535 00:21:27.200 --> 00:21:29.840 and I can get almost zero time on the back end, 536 00:21:29.840 --> 00:21:31.680 that's four times the videos. 537 00:21:31.680 --> 00:21:33.760 But not only is it four times the output, 538 00:21:33.760 --> 00:21:38.440 it's also higher quality for your goal and your audience. 539 00:21:38.440 --> 00:21:40.200 So this is a big thing that we noticed. 540 00:21:40.200 --> 00:21:42.000 The videos that we spent the most time on the front end, 541 00:21:42.000 --> 00:21:44.320 we spent less time on the back and they did better. 542 00:21:46.040 --> 00:21:48.640 And so we want to spend more time before than after. 543 00:21:48.640 --> 00:21:50.080 And so this is my little quote 544 00:21:50.080 --> 00:21:52.240 if you want to write something down. 545 00:21:52.240 --> 00:21:55.320 And ounce of pre work is worth a pound of post. 546 00:21:55.320 --> 00:21:57.560 So that was my little take on this. 547 00:21:57.560 --> 00:22:00.120 And so by focusing more on what educates 548 00:22:00.120 --> 00:22:02.080 and what it means we do great 549 00:22:02.080 --> 00:22:04.280 and everything else distracts from that goal. 550 00:22:06.080 --> 00:22:07.680 And so those are the five things 551 00:22:07.680 --> 00:22:09.240 that we're changing tactically 552 00:22:09.240 --> 00:22:12.400 and that we're doubling down on to cater to business owners. 553 00:22:12.400 --> 00:22:15.320 This at least for my audience is what they cared about. 554 00:22:16.440 --> 00:22:17.680 And I happen to be in that audience 555 00:22:17.680 --> 00:22:20.280 and I feel that way too, so I'm happy about it. 556 00:22:20.320 --> 00:22:24.240 So that's how we went from for us as media people 557 00:22:24.240 --> 00:22:26.320 to a degree, because I've gotten into this now, 558 00:22:26.320 --> 00:22:28.200 to for you or for your audience. 559 00:22:28.200 --> 00:22:30.000 And for me that means for business owners. 560 00:22:31.200 --> 00:22:33.040 So now let's talk about why Da Nero, all right? 561 00:22:33.040 --> 00:22:35.600 And this will also ruffle some feathers 562 00:22:35.600 --> 00:22:37.640 and rattle some cages. 563 00:22:37.640 --> 00:22:40.480 So instead of talking about relationships 564 00:22:40.480 --> 00:22:44.280 and college and food and lifestyle, 565 00:22:45.320 --> 00:22:47.960 I'm gonna be narrowing down or doubling down on, 566 00:22:47.960 --> 00:22:52.280 if you will, business, business models, 567 00:22:52.280 --> 00:22:55.920 business leverage and selling in a business. 568 00:22:55.920 --> 00:22:58.840 Notice business being in all of these videos 569 00:22:58.840 --> 00:23:00.720 and all these topics. 570 00:23:00.720 --> 00:23:03.360 And so that's how I'm going narrower, very simple. 571 00:23:04.480 --> 00:23:07.400 Now that, I'm gonna go back as like, 572 00:23:07.400 --> 00:23:09.440 cause I wanna, I wanna head on this for a second. 573 00:23:11.240 --> 00:23:12.320 Just like I said earlier, 574 00:23:12.320 --> 00:23:13.960 that people who like entertainment 575 00:23:13.960 --> 00:23:15.800 also just want more entertainment. 576 00:23:15.800 --> 00:23:18.120 What we also found is that people who, 577 00:23:18.120 --> 00:23:19.840 I'll go back real quick, 578 00:23:19.840 --> 00:23:22.200 people who watch relationship stuff 579 00:23:22.200 --> 00:23:23.960 want more relationship stuff. 580 00:23:23.960 --> 00:23:26.560 And as they should, that's what they clicked on. 581 00:23:26.560 --> 00:23:28.440 That's what they want, that makes sense. 582 00:23:28.440 --> 00:23:30.040 And people who wanna learn about college, 583 00:23:30.040 --> 00:23:31.800 or people trying to make a decision about college, 584 00:23:31.800 --> 00:23:34.720 gets what those people probably aren't, business owners. 585 00:23:35.880 --> 00:23:37.640 And people who wanna learn about food, 586 00:23:37.640 --> 00:23:39.280 they watch other food videos. 587 00:23:39.280 --> 00:23:40.480 And people who want about lifestyle, 588 00:23:40.480 --> 00:23:42.520 probably watch other lifestyle videos. 589 00:23:42.520 --> 00:23:45.240 But for me, those were not necessarily the people 590 00:23:45.240 --> 00:23:49.000 that vibe the most with my stuff. 591 00:23:49.000 --> 00:23:50.120 And that makes sense because to be fair, 592 00:23:50.120 --> 00:23:51.600 this is a little bit more foreign to me. 593 00:23:51.600 --> 00:23:53.120 When I talk about business, I feel very comfortable. 594 00:23:53.120 --> 00:23:54.800 When I talk about these things, 595 00:23:54.800 --> 00:23:56.480 I just give what I would consider hot takes. 596 00:23:56.480 --> 00:23:57.480 This is my perspective. 597 00:23:59.280 --> 00:24:02.640 So that is what we're doubling down on in terms of the topics 598 00:24:02.640 --> 00:24:05.160 that we're choosing for the content we make.