My $36,000 1-1 training (uploaded for free)

0:00Hey, I promise not to waste your time.

0:01If you have done business programs in

0:03the past or worked with marketing

0:04agencies, that is not what this is. This

0:07isn't marketing 101 talking about colors

0:09and logos and it is definitely not vibe

0:11or whatever that means. This is about

0:13making money for your business. And

0:15these videos are essential content that

0:17we have found to be useful to hundreds

0:19of clients and has been refined by our

0:21team that has gotten our clients

0:23billions of views. It's also how we

0:25scaled viral coach like this exact

0:27strategy to several million dollars per

0:29month in revenue and the same marketing

0:30strategies that we are actively using

0:32today. It is designed for high

0:33performing business owners. So, I

0:34promise I will respect your time, but at

0:36the same time, this is also essential

0:38training material to work with us

0:39one-on-one. So, this is the context that

0:40you need to actually get the most

0:43working directly with my team. So,

0:44please be respectful of their time and

0:46watch these videos so that you and my

0:48team are all on the same page. Here's

0:49what you can expect from us. First, if

0:51you've looked through these videos, you

0:52might have noticed kind of looks a

0:54little sparse. You might have been

0:55expecting to be waterboarded by hundreds

0:58and thousands of hours of training

1:00material because when you have a really

1:01big goal, especially for your business,

1:03you expect to need a lot of stuff to get

1:05to that big goal. But what I think what

1:07you're really needing is results, not a

1:10bunch of content to consume. So, with

1:12that in mind, these videos are made

1:13specifically to be as short as possible

1:15so that you can actually go through them

1:17and then go do the more important stuff,

1:18which is the actual work. And don't get

1:21me wrong, I don't want to exclude the

1:22details and nuance because I think

1:24that's super important to social media.

1:26But because social media strategy varies

1:28so much niche to niche and the type of

1:30content you're going to be doing that

1:32what we've seen to work best is just

1:34asking your account manager about your

1:36specific scenario and then having them

1:38give you a really specific answer that

1:41solves your specific problem instead of

1:43watching hundreds of general videos

1:45trying to find some bit of guidance. So,

1:48these videos are meant to give you a

1:49really good understanding of social

1:51media as a base so that you can ask the

1:53right questions because honestly,

1:54there's no cookie cutter program or

1:57solution or video that's going to work

1:59for everyone to get millions of views.

2:00If there were, we'd all have millions of

2:02views already and be super rich and

2:03famous, right? Like, there's no secret

2:05trick. There's no hashtags. There's no

2:06viral trend that is going to solve all

2:08of your problems. You might get lucky

2:10doing some of those trendy things, but

2:12luck has never built a business worth

2:14owning. So instead, let's set some

2:15expectations of what we're actually

2:17doing here. We're going to be learning

2:18how to make the best content possible so

2:21that you can win regardless of what

2:23platform you post on or regardless of

2:25what the algorithm is favoring this

2:27month. We're not studying the algorithm

2:28looking for some kind of hack or secret

2:30trick. We are studying human psychology,

2:32which unlike algorithms does not change

2:34week to week. So once you learn these

2:35skills of communication on video, you're

2:37going to be able to succeed on every

2:39single social media platform. But at the

2:41same time, learning everything there is

2:43to know about human psychology and how

2:45to leverage it on video is not a super

2:46simple thing to do. Like there's a lot

2:48of trial and error involved. There are a

2:49lot of individual skills that need to

2:51come together to create a complete and

2:52successful outcome. And if your desired

2:54outcome is millions of views, something

2:56that very few people in the history of

2:57mankind have ever accomplished. By the

2:59way, you're going to need a lot of

3:00skills. It might take a couple of months

3:02to get those kinds of results. And I

3:04only mention this because I've seen it

3:05before where people come in, they'll pay

3:06for consulting or they'll pay for

3:08marketing or hire an employee or they

3:09they'll run into a single problem with

3:11whatever strategy they've tried to

3:13pursue, they can't solve it right away.

3:15And so they just give up on the strategy

3:16altogether. And this goes against the

3:18entire concept of owning a business and

3:20building something worth owning. And so

3:22if you're like, "Wait, you're not going

3:23to make me super rich and famous in a

3:25couple months with no effort or risk to

3:27me at all?" If that's you, leave right

3:29now. Like, get out. Email support for a

3:31refund. Tell them, "I don't want to be

3:33good." They'll know what that means.

3:35Leave. And I know no other business

3:36owner is going to tell their customers

3:38that what they're about to do is hard

3:40because they care about making the sale

3:41and keeping the client. That is not me.

3:43I'm not here to sell you. I don't care.

3:45I'm here to make you good. I'm here to

3:46get you results. And if that's what you

3:48are after, I'm glad we're on the same

3:50page. If not, leave because it is

3:52actually going to be difficult. If we're

3:53trying to grow a business, if we're

3:54trying to influence millions of people,

3:56that's hard. That takes time. That takes

3:58a lot of effort. And while I'm being

3:59brutally honest, you can get all this

4:01information for free on YouTube. I'll be

4:03honest, that's how I started. It took me

4:04about 5 years of gathering free

4:06information on YouTube before I got my

4:09first million views. But it was

4:10completely free. It was just on YouTube.

4:12So, if you want the free thing, you can

4:13go watch the free video that'll tell you

4:15hashtags are good. And then you can

4:17watch the free video that tells you

4:19hashtags are bad. And then you can spend

4:20years testing like I did to find the

4:23truth and understand the nuance of why

4:24both of these videos can be true. Or you

4:27could just pay for a shortcut like a

4:28real business owner would and get the

4:29outcome years earlier like I wish I did.

4:32The only thing I'm here for is to save

4:33you years of effort searching through

4:35all the fluff trying to figure out how

4:38to do this and just actually tell you

4:40what works with your specific context.

4:42Shortcut those years of experience for

4:43you. Because personally, I've grown my

4:45company with social media. We have had

4:46clients that post their first video with

4:48us, have that video get 5 million views,

4:50the next day they get hit up for a bunch

4:52of interviews. They're in the news. They

4:53make tens of thousands of dollars 48

4:56hours after their very first strategy

4:58call with my team. That actually

4:58happened just recently. But at the same

5:00time, that person, that example that I

5:02just told you, had six years of

5:04experience on social media, literally

5:07thousands of failed videos before we

5:09stepped in. So, it's not that they

5:11skipped the learning process. It's not

5:12that they took this massive shortcut and

5:15that they were successful immediately.

5:16It's that they spent six years learning

5:18and practicing and then when they

5:20finally made the last few tweaks with my

5:22team, everything just worked. But we

5:24didn't skip that learning process

5:25altogether. They just did it by

5:26themselves. And most of the time, there

5:28is some trial and effort involved.

5:30There's no cookie cutter program that is

5:32going to tell you exactly what to do and

5:34get you the exact results that you want.

5:36There's going to be a lot of trial and

5:38error. And that's okay because we are

5:40here to help you discover the gaps and

5:42create that plan for where you want to

5:44be and how to get there. But I'll be

5:45honest, the more you know at the start,

5:46the faster you're going to see results.

5:48For example, if you're really good at

5:49presenting on stage, you're probably

5:51going to sound great on camera. If

5:53you're really good at photography or

5:54videography, you're probably going to

5:56get the studio setup in minutes. If

5:58you're good at writing, you're probably

5:59going to crush the scripting part that

6:00we do. If you're really good at what you

6:02do professionally, and if you've just

6:03been in your industry for decades,

6:04podcast style content is going to be

6:06amazing for you. We have solutions for

6:08each one of these skill sets. If you're

6:09good at business, you probably could

6:11make thousands of dollars from just a

6:13couple hundred views on your videos. You

6:14don't even need to go super viral. But

6:16if you're not good at any of those

6:17things, like that's fine, too. We have

6:19plenty of time to get through it. A lot

6:20of business owners come to us with no

6:22experience on social media whatsoever.

6:23That's what we've built our business

6:24around. But as long as you put in more

6:26effort, because yes, you will have to

6:28put in more effort than the people that

6:29are already good because you are not yet

6:31good. Depending on how many steps you've

6:33taken before getting to this, you might

6:34have more or less work to do than the

6:36average person. But each step builds on

6:39each other. So just like you don't go

6:40and learn calculus and then suddenly

6:42hate your first grade math teacher

6:44because what they taught you, you know,

6:45basic arithmetic was baby stuff compared

6:47to this cool new calculus thing. You

6:50know that you need the basics before you

6:51go do the complex thing. Like this is

6:53either going to be the first step in the

6:54right direction for you or the very last

6:56piece of the puzzle that you need to

6:57have the whole picture make sense. And

6:59either way, it's going to be what you

7:00make of it. I promise no matter where

7:02you're starting from, my team can help a

7:03lot. But your ability to execute on this

7:05is either going to make you millions of

7:07dollars or it's going to make you feel

7:08like this whole social media thing

7:10doesn't work for anyone at all ever. And

7:12that is the biggest difference between

7:14our clients. We have worked with

7:15billionaire clients that come in. They

7:17single-handedly complete two months of

7:19our program in a matter of 48 hours.

7:21They post a single video that drives

7:22hundreds of thousands of dollars in

7:23revenue. It's truly impressive. And

7:25people like that are really successful

7:26at everything they do cuz that's what

7:27successful people execute like. But if

7:29you're not there yet, that is totally

7:30okay. Let's go change that. So the

7:32entire strategy of viral coach can be

7:34boiled down to nailing quality and then

7:37maximizing quantity. And we can actually

7:39look at as equation where the quality

7:42times the quantity equals the result. So

7:44it's not just one of these, it's a very

7:46careful combination of the two. So you

7:48gain followers with highquality content

7:51and you lose followers with lowquality

7:54content and you accelerate the process

7:56of either gaining or losing them with

7:58quantity. So, if you post a bunch of

8:01good stuff, you get a bunch of good

8:02followers and engagement and hopefully

8:05business revenue. But if you post a

8:06bunch of mediocre stuff, you actually

8:08lose followers. You'll get bad

8:10engagement and you'll end up making less

8:12money simply wasting your time for even

8:14posting in the first place. For example,

8:16one of our clients came to us only

8:17generating 13 followers per post on

8:20social media. Now, that might seem like

8:21a lot to some of you where you just post

8:23a free video and you get 13 new people

8:25following you. But his team was spending

8:28132 hours per month dedicated to this

8:31effort. And they had spent months trying

8:32to make this work. And it made

8:33absolutely no sense at that rate of

8:35growth. Posting twice per day would have

8:37him reaching his goal in literally 100

8:39years. That's what the math backs out

8:41to. All while paying a team thousands of

8:43dollars every single month to be able to

8:46get there. And the strategy that we

8:47moved him to actually has him averaging

8:49over a 100,000 views per video on

8:51Instagram alone now and over 200

8:54followers per video. And the core of the

8:56strategy was actually by making a third

8:58as many videos. So he started just

9:01decreasing the total output. He

9:04decreased the quantity, but he increased

9:07the quality. Every single video was way

9:09better. They were literally working 20

9:11times better. And we spent literally

9:14three times longer scripting every

9:16single one of these videos out. But then

9:17once we had that dialed in, once we were

9:19able to really understand what worked on

9:22the quality side, we were then able to

9:24crank up the quantity and get him back

9:27to posting two, three times per day. And

9:29that is when his business really started

9:31to scale. Just a few months later, he

9:32has over a 100,000 followers. He's

9:34growing faster than ever before. And

9:36he's one of our best success stories. So

9:38rather than pushing tons of mediocre

9:41content through the pipeline, which

9:43we've had clients ask us to do, which

9:45will leave you feeling like you did so

9:47much work and you actually got nothing

9:49out of it. Our goal instead is to spend

9:51a lot more time on every single piece of

9:53content at the start. We're going to

9:54dial in the quality first, get the

9:56systems to where they need to be, and

9:57then once we have that figured out, we

9:59can really crank the quantity as much as

10:02you want because that's when the

10:03business has started to scale. But we

10:05take this approach because this is how

10:07social media works right now. Years ago,

10:09if you had millions of subscribers, it

10:11was almost guaranteed that every single

10:13video you would put out would be getting

10:15hundreds of thousands of views. But

10:17since about 2020, your reach on social

10:20media has changed to now become only

10:23about as good as your most recent post.

10:25So if someone with a million subscribers

10:27posts a bad video, it's not going to get

10:29pushed to any of his million subscribers

10:31because it's bad. On the other hand, if

10:32someone posts their very first video

10:34with no followers, but it's an amazing

10:36video and they 100% nail the delivery,

10:39they have a chance to get tons of views

10:41despite not having a massive audience

10:43prior. And this change in how social

10:45media works has really made a lot of

10:48content creators salty. A lot of big

10:50business owners that have established

10:51brands, they're mad about it because

10:53they spent years building up their

10:54following. And all of that time building

10:56up their following has been wasted

10:58because now they still have to make a

11:00good video if they want to get views

11:01just like the new guy. And while I do

11:04think that's true, I see it absolutely

11:06as a good thing because it levels the

11:07playing field and it puts quality and

11:10quantity over everything else. It

11:12doesn't matter how much tenure you have.

11:14It doesn't matter how many people know

11:16you in the space. If you can't show up

11:18well today, it's irrelevant. And with

11:21billions of views of experience behind

11:22us doing exactly this for our clients,

11:24we're very excited to compete on that.

11:26Now, the tricky part here is that

11:28quality is subjective. And it's not your

11:30opinion that matters. It's the

11:32audience's opinion that determines

11:34whether more audiences see it. You can't

11:36just improve video quality by using a

11:39better camera and expect to be super

11:41famous. You can't just pay a whole bunch

11:43of money to someone and have them make

11:45you super famous. Depending on the piece

11:47of content, having higher production

11:48quality or a big team around you makes

11:50it look higher produced, almost like a

11:52TV commercial. And that actually could

11:54result in even less viewership and worse

11:56engagement because audiences on social

11:58media are generally a lot more cautious

12:00over material that looks far too

12:02promotional. And we'll go into the

12:04details about what quality actually

12:06means on each platform and what your

12:08audience thinks is high or low quality

12:11later. But first, we need to talk about

12:13what the content that you're going to be

12:15making is actually going to be about.

12:17Hey, listen. This is Daniel from the

12:18future. Here's the mic sync. You're not

12:20going to hear from me again. This is the

12:22only message that you're going to get on

12:24this uninterrupted course. But the

12:26message is important because I'm from

12:28the future. I know more than you. um or

12:30at least more than myself that's filming

12:32this video.

12:34Here's what I wanted to say. This entire

12:37course might be great, might be fine,

12:39but there's even better stuff that

12:41accompanies the course. I'm talking I'm

12:43What am I talking? We got a whole bunch

12:45of stuff. I'm talking PDFs. I'm talking

12:47assets. I'm talking a bunch of

12:49additional tutorials. Stuff that you can

12:51just throw your team and they'll get it

12:52done. All tools. Someone said tools,

12:55software, custom software, by the way.

12:57whole bunch of stuff that you can get in

12:58addition to the actual video modules and

13:01then actually a whole bunch of other

13:02course pieces depending on when you're

13:04watching this. We're launching whole

13:06bunch of stuff basically on how I built

13:07my business from scratch to the multiple

13:10million dollars per month that we make

13:12on social media. I intended this to be a

13:14multi-part series and you can find

13:17almost all if not all those parts

13:19already on viral coach the the school

13:23site that we got the school community

13:24that we got. I don't know why I said

13:26it's a site. They're making fun of me.

13:28You're going to go back to watching the

13:30rest of the video. But just know you're

13:31missing out if you're only watching here

13:32on YouTube and you don't actually get in

13:34the community and get access to all the

13:36other stuff that we did specifically for

13:37this launch. That's all I'm doing. Get

13:38the

13:39>> Turn it off.

13:40>> Wait, you got to do the outro.

13:41>> That's the outro.

13:42>> That's the outro. What's the intro then?

13:44>> The intro was that there's no outro.

13:46That's all they're going to

13:50Should you plan the content of your

13:51videos out before filming it, or should

13:54you just get on camera and talk off the

13:56top of your head about whatever comes to

13:58mind? Both of these are actually decent

14:00strategies. And just like any other

14:01marketing strategy, you need to have a

14:03strategy for which one to choose. My

14:04goal is to share what we've learned from

14:06my team's combined decades of experience

14:08on social media, now thousands of

14:09clients that we've helped and been able

14:11to learn from ourselves. And just to be

14:13clear, these strategies aren't just

14:15pulled from my experience getting

14:16millions of views across platforms, but

14:18all of my team's experience working with

14:20all of those clients, over a 100 million

14:23followers across platforms. And that's

14:25why I have an extreme amount of

14:26confidence telling you this that they

14:28will work if applied correctly. So, just

14:30like you plan word for word everything

14:32that you put on your website, for

14:34example, or what you would say on a

14:35billboard or plan to talk about on a

14:37stage before you give your presentation,

14:39you should also probably be planning

14:41your content, maybe even scripting your

14:44content out word for word on social

14:46media. Otherwise, potential customers

14:47are going to look you up on social

14:48media, see a loweffort video that you

14:50posted with no thought, and they are

14:52going to attribute your lack of effort

14:54and how you present yourself on social

14:55media to be congruent with how you do

14:57everything else in your business. And

14:59that's why clients who are a little bit

15:01more established on social media

15:02already, what we usually do on day one

15:04is look at their existing content and

15:05just delete stuff. We just clean up

15:07their social media of anything that

15:08isn't congruent to their brand. If it

15:09doesn't feel professional, we get rid of

15:11it. If it potentially represents them in

15:13a bad or less than ideal way, we nuke

15:16it. And really, that's just putting your

15:17best foot forward to potentially

15:19millions of people. And there needs to

15:20be some planning and consideration

15:22around that. And one of the most

15:23important things you could do to getting

15:24the outcome of a good first impression

15:26with your audience is understanding what

15:28good first impression means to you and

15:30your business. One of the easiest ways

15:32to do that is just by looking at what

15:34other people are doing and seeing how

15:35they have positioned themselves on

15:37social media. So either your competitors

15:39or people in related industries that are

15:41successful on social media. You should

15:43pay attention to what they are doing and

15:45model their best practices. Model what

15:48their profile picture looks like. Model

15:49what their profile setup looks like.

15:51What kind of videos do they make? Do

15:53they pay attention to really detailed

15:55scripts or do they just go off the top

15:56of their head on everything and make it

15:58feel more grounded, more connected to

15:59their audience? And if you don't have

16:01competitors, potentially pay attention

16:02to what other type of content your

16:05audience is already watching on social

16:07media. Because if your audience breathes

16:09air, there is a 70% chance they're on

16:11social media. Meaning, they already

16:12consume some kind of content. It is your

16:15job if you're trying to succeed in

16:16marketing to deeply understand what that

16:18is and meet them where they are at. A

16:21really successful example of this is

16:22actually one of our clients, Amanda

16:23Kuster, who runs 4X for Women. Her group

16:25is for women, so a lot of moms and her

16:29most successful content leans on her

16:31being a mom and creating content that

16:32that ideal audience would want to watch.

16:34whether or not she mentions her

16:36financial services business. But once

16:38she has that ideal audience's attention,

16:41moms, she does mention what her company

16:43does and how they serve that exact

16:44demographic, it creates a massive

16:45opportunity to take all of those

16:47eyeballs that she's able to reach very

16:48efficiently and then push them to her

16:51business. But if you have no idea what

16:52your goal is with content or who you

16:54should be targeting or what kind of

16:55content they like to consume or what

16:57type of content you want to make, it is

16:59going to be really hard to get this

17:01hypothetical goal outcome of goodlooking

17:04content or good first impression. Hard

17:06to get that by accident. But

17:07understanding what type of content moves

17:08the needle is dramatically going to

17:10influence the results that you get from

17:13that audience and the amount of success

17:15you see with your content. And having

17:16seen results of hundreds of clients is

17:18informed why we have so much material

17:21focused, especially in these videos

17:23focused around planning your content

17:25out. Because before we actually do the

17:27work, I cannot emphasize enough how

17:29important it is to actually plan, to

17:31research, to strategize, to understand

17:33what you're going to be doing for the

17:35next several months. Abraham Lincoln

17:36once said, "Give me six hours to chop

17:38down a tree. I'll spend the first four

17:40sharpening the axe. And if you don't

17:41believe me or Abe Lincoln, totally fine.

17:44You'll believe me once you are either

17:46very successful or find out when you are

17:49struggling to make it work. So, while

17:50we're planning out our content, it is

17:52helpful to understand how the most

17:54successful people on social media plan

17:56their content. I call it the effortless

17:58content continuum. And you can enter at

18:00any point in this continuum here with

18:02any type of content and you will just

18:04start with whatever your strengths are

18:06and then pull content through the entire

18:08rest of the continuum up or down. So, if

18:10you're really good at long- form talking

18:12head videos, start there and then use

18:14that to inform what your written short

18:17form is going to look like. Or if you're

18:18really good at written short form

18:19content, use that to inform what your

18:21long- form content is going to look

18:22like. And this is what some of the

18:24biggest creators core strategy is on

18:26social media. For example, Alex Herozi,

18:28he posts tweets on the Xplatform, very

18:31short form written content, and then

18:32turns 100 of those tweets into a single

18:35hourong YouTube video. So instead of

18:37having to create new ideas, he just

18:39takes a lot of the ideas he has in one

18:41type of content and reformats them for

18:43the other. So maybe you do really well

18:45with podcasts or having long in-depth

18:48conversations. That's great. We can cut

18:50those up into shorts for posting on

18:52short form video platforms. That is Gary

18:54Ve's entire strategy. Or one of my

18:56friends, Vivian, your rich BFF, who

18:58crushes on short form video. She takes

19:00most of those 60-second talking points

19:02that are very successful, like she'll

19:04get millions of views on them on Troform

19:06platforms about how to save on travel.

19:07Then she'll package all of those up into

19:09a single long- form video that is 30

19:12minutes long on how to save money

19:13traveling. And I'll show examples on how

19:15to do this at every single step later.

19:16But you can think of each stage as

19:18progressing someone deeper and deeper

19:21into knowing you and your business and

19:23building a relationship with them. And

19:24as they spend more and more time with

19:26you watching longer and longer form

19:28pieces of content, they're going to

19:29build more trust. The more time you can

19:31spend with your audience, the more trust

19:32you're going to be able to build with

19:33them. Either through them reading years

19:36worth of your short tweets or a couple

19:38hundred of your short videos or watching

19:41a dozen long- form videos or listening

19:43to a couple hours worth of podcasts. All

19:46of these build trust just on different

19:48levels and there are advantages to each

19:49of them. So, one of my favorite styles

19:50of content right now is actually short

19:52form video. This is where I recommend

19:53most business owners start for several

19:56reasons. One, you can turn around 20 to

19:5830 shorts if you sit down for a single

20:00hourong interview. So, it's a very low

20:03time commitment relative to the total

20:05output, which is about a month's worth

20:06of content. And you also have massive

20:08organic distribution potential there.

20:10But if you can also do this at a high

20:12level of quality and you can present

20:14yourself professionally on camera, put a

20:16good foot forward, you can look and

20:18sound good on camera, communicate more

20:20professionally than you otherwise could

20:22in a written piece of content like a

20:24tweet or an email because you also get

20:26to have some tone and inflection there.

20:27It's an easy way to communicate really

20:29complex things to your audience. It's

20:31also relatively an untapped market. Like

20:33in most industries, there are only a few

20:34really famous and established people.

20:36For example, lawyers, accountants,

20:38financial adviserss. We work with a lot

20:39of those. And despite being established

20:41industries, literally being around for

20:43thousands of years, all of the most

20:45famous people are still super new on

20:48social media, there's only a handful of

20:50them with over a million followers. And

20:52compared to formats like long- form

20:53written content because most people in

20:55these industries do send emails and they

20:57do write blog posts, those are usually

21:00way more competitive and generally less

21:02interesting to prospective clients

21:03because there's so much material around

21:05there than organic social media content

21:07because it's new and untapped. Another

21:09example is business coaches. There are

21:10literally millions of business coaches

21:12out there with Twitter accounts just

21:14using chat GPT to write single sentence

21:16posts at a clip of like 20 to 100 posts

21:19per day spamming their feed and they are

21:22trying to compete with millions of other

21:24posts per day from other people in their

21:26exact space saying the exact same stuff.

21:28It is impossible to win on quantity. But

21:30on social media, there's only a few

21:32business coaches that command 99% of the

21:35entire market, leaving an awesome

21:36opportunity for another new competitor

21:38to come in. do it really well and gain a

21:40lot of market share with a new

21:42perspective. I also don't recommend

21:43long- form videos for beginners that are

21:46just starting out because the level of

21:48competition that exists on YouTube is

21:50much higher than on short form

21:52platforms. And it's not even close

21:54because YouTube as a platform has a

21:56decade head start on short form video

21:58platforms like Tik Tok. And the really

22:01big players like super rich influencers

22:03and billion-dollar companies, they've

22:06already entered the market for long form

22:07video and become really wellestablished

22:10on YouTube. And when you're competing

22:11for views against some of the most

22:13famous people and most well-funded

22:15people in the world, you are almost

22:17always going to lose. But on short form,

22:19that isn't very much the case because

22:21it's a newer platform. The bigger

22:22companies are just now starting to

22:24figure things out and you still have an

22:25opportunity to gain market share for

22:27attention for the next few years. But in

22:30the end, in five or 10 years down the

22:32line, expect the exact same thing to

22:34happen to short form that did to long

22:36form. The players with deep pockets are

22:38going to enter the space. They're going

22:39to figure out how profitable it is.

22:40They're going to establish a foothold

22:42for themselves and they're going to make

22:43it incredibly difficult to compete. I

22:46also prefer short form for beginners

22:47right now because it is so much easier

22:49to pivot to something when it doesn't

22:51work out right away. So, if you have a

22:53short video that gets no views or maybe

22:55it got like a hundred views, you are

22:57only out the 30 to, you know, 60 seconds

23:00it took to make, that's no big deal. You

23:02have another one going live tomorrow.

23:03You could post a second one today. But

23:05with long form, you could spend hours

23:07scripting, an hour filming, week or two

23:10editing, thousands of dollars to get

23:12help with all this with staff, and the

23:13video could still bomb. it could get

23:15like 50 views and then you're going to

23:16be out another week's worth of time if

23:18not more thousands more dollars to test

23:21the next video hoping it does better.

23:23And the feedback loop is just so much

23:25longer and not really congruent to

23:27learning on long- form social media

23:29platforms. Not to say that long form

23:31doesn't work. Of course it does. My team

23:32is making a massive effort right now

23:33specifically on long form. But we just

23:35transparently are spending tens of

23:37thousands of dollars a month only to put

23:39out one video or a couple videos a week.

23:42It is a massive commitment that if I

23:44didn't have the experience on short form

23:46first, I even couldn't afford the long

23:48form stuff. So, until you're in a

23:50similar position where you can very

23:52comfortably burn several hundred,000 a

23:54year, I don't think it's worth the

23:55effort and there's a much easier ROI

23:58specifically on short form. But if the

24:00video style content doesn't come

24:02naturally to you whatsoever, you can

24:04start anywhere on this continuum and

24:06transform what you are comfortable in

24:07saying from writing into short form

24:09content that is very easy to make with

24:11very little additional effort. So with

24:13written short form, this is anything

24:14that's like a tweet style post, anything

24:16that you see on X or threads, which is

24:18the Instagram version, or even short

24:20answers to community questions or

24:22comments that you respond to. Maybe you

24:24get emails from prospective clients. If

24:26someone asks you a quick question, you

24:27know, give a response via text or maybe

24:29even product FAQs that you answer. Each

24:31one of these could be short form written

24:33pieces of content that you make and you

24:35can just post them. But then what you

24:36would also do is take the thing that you

24:37typed up and do a 15-second response

24:40with a short form video. It doesn't have

24:42to be super professional. It doesn't

24:44have to be a complete thought. It can be

24:46very concise, especially if you have the

24:48context of answering someone else's

24:49question written in the caption. Now,

24:51that's how you'd adapt written short

24:53form. Moving down the list, written long

24:54form is something like an email or a

24:56blog post. If you have any of this

24:58material already made, it can easily be

25:00rewritten into your speaking voice and

25:02then deliver it on camera as a short.

25:03You could also repurpose it as a

25:06carousel post on Instagram, keep it to a

25:07couple hundred words or so, but also add

25:09images and graphics to communicate the

25:11information more visually. And because

25:12you've got more total words to work

25:14with, you have the opportunity to use

25:16storytelling and give more value there.

25:18Now getting into the actual videos here.

25:21Short looping reels is just like written

25:22content. So a short or a long form

25:25written post, but then you add a visual,

25:27something like a a short looping video

25:29of your work environment or what you're

25:32actually doing. And then potentially

25:33also an audio element like a trending

25:35song or a voiceover. But the content

25:36here is either very short primary text

25:40and a long caption or long primary text

25:43and a short caption. So, a little bit of

25:45words in the video and a long caption to

25:48go with the video or the inverse. And

25:50you're still leaning on the writing more

25:52than the video part with this type of

25:53piece of content, but now you're at

25:55least posting a video, which will get

25:56you the distribution of a video, which

25:58could actually just be like a recreated

26:00version of the top performing email

26:03you've ever sent, just summarized with a

26:05couple of bullet points, text on screen,

26:07and then keep the entire email copy as

26:09the caption of the video. These are

26:11really great for testing and building

26:12new audiences because they can have

26:14great organic distribution on social

26:15media, but it doesn't actually require

26:17any of your time to like create

26:19dedicated new content. You're just

26:21taking what already works in your emails

26:23or your blogs and putting it up in a

26:24video format. Unfortunately though, I

26:26don't recommend it as an exclusive

26:27strategy. It's not going to really do

26:29very much to be able to build trust

26:31because it's hard to trust a wall of

26:32text just like it's hard to trust an

26:34email. And there's a reason why short

26:36form video, especially founder-led

26:38videos, are so much more successful. But

26:40if you can add your personality or some

26:42credibility to the video like you see

26:44some of the biggest entrepreneurs doing

26:45with photos of them speaking on stage or

26:48videos of them working with their team

26:50in their business and then just add the

26:52text on top of it. It could help you

26:54stand out a little bit more. What we're

26:55very confident doesn't work is just a

26:58very boring wall of text in front of

27:00very boring stock footage. Trust me, our

27:02clients have tried that. It feels way

27:04too corporate and there's no results

27:06from it. Moving down the list, short

27:07form talking head videos. This is

27:09actually the bread and butter of what we

27:11teach and the whole reason why I just

27:12explained it makes it better and easier

27:15and have a higher ROI than all of the

27:17other options right now on social media

27:18for this list. Next, long form talking

27:20head is often a YouTube video anywhere

27:22between 10 and 30 minutes long. And you

27:25can have short form pieces of content

27:26that actually inspire those long form

27:28videos like stitch them all together.

27:30For example, one of Alex Herozy's

27:32biggest videos just a bunch of tweets

27:34that he reads out loud and provides a

27:36little bit of context to each one.

27:37Another one that's had a lot of success

27:38with this strategy is actually Naval

27:40Ravakant's biggest videos which is his

27:43most popular body of work on the entire

27:45internet and it's just a threehour long

27:47audio only podcast whereas that type of

27:50content usually wouldn't get very good

27:51organic distribution. The video has

27:54millions of views because it's actually

27:56based on his most popular series of

27:58tweets called how to get rich and they

28:00are very well known by a very large

28:02Twitter community. So, the tweets did

28:04really well, but this 3-hour long video,

28:06which was based on the tweets, builds

28:08way more trust because they get his

28:10narration and additional thoughts in

28:12addition to the original content that is

28:14proven to be very successful as tweets

28:16by themselves. So, it's just really

28:17taking one successful type of medium, if

28:20you truly believe that it was

28:21successful, for example, if you know

28:22your emails rock, adapting it to another

28:24type of medium, and just experiencing

28:26that same success all over again. But

28:28long- form videos, I will admit, are

28:30harder because the YouTube algorithm is

28:32more competitive. Like we talked about,

28:33it requires a lot longer time investment

28:35than short form videos. And the organic

28:36distribution for long form content is a

28:38lot more competitive than short form.

28:39Whereas you could post a short and have

28:41it get a,000 views. If you spent 100

28:43times the effort and made a long form

28:44video on a similar topic, you could be

28:46left with 1/100th of the result. And

28:48even a 100 views, like honestly, on

28:50YouTube on a brand new account is very

28:52good for a result. But in addition to

28:53that, if you're making a video for

28:55YouTube and it's only published on

28:56YouTube, you're limited to one platform.

28:58Whereas with shorts, you can post across

28:59multiple different platforms. YouTube,

29:01but also Tik Tok, but also Instagram,

29:03but also Facebook, but also LinkedIn,

29:05but also whatever next comes up. And for

29:06most people, unless you already have a

29:08large YouTube audience or an audience on

29:10whatever other platform that you could

29:12push to YouTube, you probably won't see

29:14an ROI on long form YouTube for a very

29:16long time. Next on the list is podcasts.

29:18similar to YouTube and that they often

29:19have a video accompanying them, but the

29:21focus is on what is being said and not

29:23as much as what is being shown on the

29:25video. These often take an hour or more

29:27to film. They're posted as an audio

29:29episode on on Apple Podcast, Spotify.

29:31They have almost no organic distribution

29:33on those platforms. So, there's no like

29:35scrolling for you page for new podcasts.

29:38They don't get pushed to viewers as soon

29:39as you post them. So unless you have a

29:41really large audience somewhere else

29:43that you are directing to the podcast to

29:45get the views or you already have a

29:47podcast with thousands of very active

29:48listeners, your podcast if you're

29:50posting the first episode won't get any

29:51views. And if you can get a network deal

29:53or drive a large audience to the

29:55podcast, it can be great for building

29:57long-lasting relationships with

29:58listeners who listen to hours and hours

30:00of your content all the time, getting

30:01recognition from very large brands

30:03because those audiences that you build

30:04on podcast are very sticky. But getting

30:06to that point is really difficult. I'll

30:08be honest, one of my good friends,

30:09Austin Hankitz, runs a podcast called

30:11The Rich Habits Podcast. They were

30:12number one on Spotify's business charts

30:14multiple times in a row. And every month

30:16they're one of the biggest shows on

30:17Spotify. And so Spotify, because they're

30:19a big show, often pushes their show to

30:22new users on their homepage. But before

30:24that podcast, he had millions of

30:26followers across platforms, tens of

30:28thousands of paying newsletter

30:30subscribers. He partnered with another

30:31amazing entrepreneur, Robert Croak, also

30:33millions of followers even before they

30:35created the show. And so they do really

30:36well with the podcast now. So it

30:38absolutely can work but to get into

30:40podcasting with no experience and expect

30:42the results they had with none of their

30:44previous audience absolutely not going

30:45to happen. And then lastly down here on

30:47the list we have long form

30:48presentations. This will be the most

30:49timeconuming and also the most valuable

30:52media that you could possibly create.

30:53Training videos like this webinars

30:55speaking on stage anywhere where you

30:56have the audience's undivided attention

30:58for potentially hours on end. There's

31:00often very little organic distribution

31:02for this type of content but it is high

31:03value for the audience that does see it.

31:05And we have moved content from all

31:07across this continuum. We've taken some

31:08of our best performing emails, turned

31:10them into trainings. We've taken some of

31:11our best trainings, turned them into

31:13high performing, short form and long

31:14form videos. Now, a complete social

31:16media strategy of course has all of

31:18these in place. But it's not just one or

31:19the other. And you can't just do the

31:21easiest piece of content here and expect

31:23to be really successful everywhere else.

31:25But specializing in just the hardest

31:26ones is also going to be really

31:28difficult because it's going to take you

31:30years to see traction and justify the

31:32time and effort. And it's not very

31:33realistic for most business owners to

31:35invest hundreds of thousands of dollars

31:37over years just to see some kind of

31:39return hopefully. Like that's not my

31:41expectation for you. And so generally I

31:42recommend starting wherever you already

31:44have some content made either emails or

31:46tweets or presentations and using that

31:48to inspire content through the middle.

31:50But I recommend being in the middle

31:51because again it has the highest ROI

31:53potential right now. And I understand

31:54this can be intimidating if you're

31:55starting with nothing cuz there's tons

31:57of options. There's like a million

31:58things you can do. But once you start

32:00just somewhere, it could be easy to keep

32:02the momentum going because any content

32:04that you do have can be repurposed into

32:06two or three different styles. And then

32:08that content can be pulled into two or

32:11three other styles or just new topics

32:13that are tangentially related. And as

32:14you learn what your audience likes, this

32:17entire process of running through this

32:18continuum is going to get easier and

32:20faster until you eventually just never

32:21run out of ideas and have a long list of

32:23videos that you want to get around to

32:25making and are actually inspired to do

32:26so. So now that you understand the

32:28different types of content you can make,

32:29we're going to look at the effortless

32:30content continuum as different stages of

32:33the funnel. So the short form stuff is

32:35generally going to be more top ofunnel,

32:37really good at getting views, but it

32:38doesn't build much trust. And the long

32:40form stuff is generally going to be more

32:41bottom of funnel, good at building

32:43trust, but the opposite is that it's

32:44difficult to get views on. And we need

32:46to consider what type of content you

32:48should make and what the ratio should be

32:50for top and middle and bottom of funnel

32:51content. And it really depends on what

32:53the goal for your content is. Like I can

32:54give some rough guidelines so you know

32:56what kind of percentages to shoot for,

32:58but this is going to require adjustments

32:59as you go. And it's not going to be a

33:00strategy that you put in place once and

33:02then forget about it and never revisit.

33:03You should always revisit the strategy

33:05for how much top versus middle versus

33:07bottom of funnel content you should be

33:09doing. And it's based on how your

33:10content performs. So, if you want to

33:12prioritize ROI from the start, it's

33:13really important to know the level of

33:15trust that your audience needs to

33:17purchase and how many customers you need

33:19to get to enough of an ROI and really

33:22build your strategy around getting the

33:24audience to that level of awareness and

33:26trust first. So, for product based

33:28offers like golf clubs or tiny homes or

33:30handmade soaps, we've had all of those

33:32clients. Really don't need to build much

33:33trust at all with your audience to buy.

33:35In most cases, you just need to

33:36demonstrate your product. You need to

33:37show them like here's how it works and

33:38the product is going to sell itself. In

33:40this case, you will just want to get in

33:41front of as many people as possible. So,

33:43you're going to be focused on top of

33:44funnel goals for your content first. On

33:46the other hand, for professional

33:47services like accountants, lawyers,

33:49doctors, you are going to need to build

33:51a lot of trust. So, you are going to

33:53need to make more middle and bottom

33:55ofunnel content first. So, I wanted to

33:57provide some examples here and talk

33:58through some strategies for each so you

34:00can get a very tactical example. If

34:01you're a big business with a consulting

34:03or a service-based offer and a lot of

34:05followers already, the goal of

34:07increasing your revenue and you're

34:08already posting about 60 times per

34:10month, the ideal ratio for you is

34:12probably going to be around the 8020

34:13principle. About 20% of your content is

34:16going to be top of funnel to keep some

34:18continued effort and getting in front of

34:19new audiences. But because you already

34:21have a large following and because the

34:22primary goal is revenue and you need to

34:25build trust with your audiences before

34:26you can sell them because you have a

34:27service based business. I really don't

34:29think gaining another 500,000 followers

34:31that are like vanity followers is going

34:33to be the easiest way to make more

34:34money. Like that sounds difficult

34:35actually. Like what I think is going to

34:37be much easier is winning over the

34:38existing audience that is already

34:41interested in your content and has

34:42already raised their hand saying I want

34:44to see more. So the other 80% of the

34:46content, most of the stuff that you're

34:47going to be doing is middle and bottom

34:49of funnel. Most of it is building trust

34:51with your content because this is a

34:52service-based and consulting offer that

34:54requires a lot of trust and some content

34:55with a call to action to actually take

34:57the next step and let people know how

34:59they can get, you know, a free lead

35:00magnet or your book or asking

35:03potentially more direct bottom of funnel

35:05things like getting on a sales call or

35:07even more direct, which is just asking

35:08for them to check out on your website.

35:10All of which eventually results in more

35:13revenue. Now, have we ever in a client

35:15engagement counted every single post to

35:18make sure we're following the math

35:20perfectly down to the percentage points?

35:21No. It's more admin work than it's

35:23worth. But it is worth considering when

35:25planning out your content. Like, if

35:26we're going to go into a filming

35:28session, we'll know we roughly need

35:29about 12 top ofunnel posts for the

35:31entire month, maybe a dozen or so pushes

35:34to a lead magnet, and then everything

35:36else is going to be middle of funnel.

35:38Most of the content is going to be

35:39middle of funnel. Now, for product based

35:41offers, you probably don't need to build

35:43as much trust. Like, if you're an ecom,

35:44you're not going to build a whole bunch

35:46of middle ofunnel content, and the split

35:47is going to be completely different.

35:48Like, maybe it looks like 80% top of

35:50funnel, just getting some kind of

35:51attention on social media, and then like

35:5320% for middle and bottom to to actually

35:56convert it, but it should be really easy

35:58to convert. If you're advertising a

35:59physical product, you might not need any

36:00authority at all to make the sale, just

36:02demonstrating the product. A really good

36:03example of this, one of our clients,

36:04Bunky Life, they sell bunkies, which are

36:06basically just like tiny homes. So you

36:09could educate people with middle of

36:11funnel content on the, you know, square

36:13footage of tiny homes on average, the

36:15the heating ratio of tiny homes. But

36:17what's probably going to be a better use

36:19of your time is rather than just talking

36:21about the product, which everyone can

36:22read a spec sheet on, you just have an

36:23amazing advantage in being able to show

36:25off your product. You can show how it's

36:28built. You can show how it looks. You

36:29can show how it's used, which is very

36:31difficult to do if you're in a

36:32service-based business like accounting,

36:34for example. You can't show how the

36:36numbers are calculated. they just are

36:37and you know it. So product based

36:39businesses are going to have a much

36:40easier time reaching their audiences

36:42when the audiences can like see

36:44themselves using it. Another example is

36:46software tools. So I've worked with many

36:48large software brands in the past

36:49including QuickBooks, Venmo, PayPal, and

36:51while I could talk about the benefits of

36:53their encrypted payment system or how

36:55their credit card has 1% better cash

36:57back on purchases up to $6,000 in a

36:59calendar year. I used to do this. All of

37:01those are middle of funnel ideas, but

37:02they are generally for more

37:04sophisticated users. people that were

37:06like already on the fence of buying. And

37:07all of that assumes that you do trust me

37:10and my math and my opinions on payment

37:13security and what a good deal is. But

37:15something that would be more simply

37:16understood and has gotten way more views

37:18is just the top offunnel video showing

37:20the product. And when I used to make

37:22content for Venmo, for example, is just

37:23me typing in my friend's phone number

37:24and then suddenly being able to send

37:26them 20 bucks for lunch because I forgot

37:28my wallet. For this type of top offunnel

37:30video, you don't need to trust me. You

37:32can just see that the product is working

37:34and just showing how the product works

37:36for product based businesses or SAS in a

37:38video has far outperformed all the math

37:41and logic and trust that you could spend

37:43years trying to build with videos and

37:45logically talking through how the

37:46product could work. Now, the third

37:48example I wanted to show you for funnel

37:49ratios is what to do if you are starting

37:51from scratch with no social media

37:53presence whatsoever. A large part of our

37:55clients come to us in that situation.

37:57So, if you don't have an audience yet,

37:59if you're just starting from scratch,

38:00you should start by giving as much as

38:02possible to your audience, no asking for

38:05checkouts, no bottom offunnel content,

38:07don't be trying to monetize that

38:09audience. You should also be

38:10prioritizing top offunnel content to get

38:12in front of as many new and relevant

38:15people as possible. Now, depending on

38:16your industry, this might be a couple

38:18months of only posting top offunnel

38:20content. Maybe you post 20% middle

38:22ofunnel in those first few months where

38:24you get, you know, winning top offunnel

38:25videos and that you go into more detail

38:27on for middle of funnel, but the rest of

38:29your content, the 80% would be top of

38:31funnel. Another example I'll give from

38:32one of our clients who prefers to stay

38:34anonymous, but they run a really

38:35successful coaching business doing

38:37hundreds of thousands of dollars a

38:38month. Not many people on social media

38:39knew them as a professional in the

38:41industry. So, for the first two months

38:43that we had, they were spent entirely on

38:45getting as many new relevant people to

38:47watch their videos as possible. We

38:49didn't include any middle ofunnel posts

38:51until about 2 months in. And then after

38:53posting for 4 months, one to two videos

38:55per day. We had so many videos posted

38:57that were all top ofunnel. At that

38:59point, he had built up a decent audience

39:01of people that were at least aware of

39:03him and he already had a successful

39:05business and an offer that he knew

39:06worked. So when we did make an ask post

39:09combining those two, audience that he

39:11had and the business that was already

39:12converting successful, we did a single

39:14short form looping video. It was very

39:17captionheavy. It had a many chat CTA. It

39:19got him tens of thousands of views. And

39:22because he was positioned towards the

39:23bottom ofunnel event, which is

39:25converting into leads, he brought in

39:27literally thousands of leads with a

39:29single video and a very substantial

39:32amount of revenue. Now, it wouldn't have

39:33been possible to ask their audience for

39:35money until they had an audience that

39:37knew, liked, and trusted him. So, a lot

39:39of those first videos were around

39:40getting that audience and then building

39:42trust. But once the audience was there,

39:43once they were warmed up a little, we

39:45could make tons of money from a single

39:47video just by typing some words on a

39:50screen and clicking post and not even

39:51being on camera that entire month

39:53because his schedule didn't allow for it

39:54because he was traveling a bunch. But at

39:56the end of the day, it is the quality of

39:58the content, not what percentage of each

40:00type of content that you post that is

40:02going to get you the results. So don't

40:02worry about getting the ratio just

40:04right. Just understand what it even

40:05means and focus on just making good

40:07content. If you have specific questions

40:10about your specific scenario, just ask

40:12our team. They'll be able to give you

40:13guidance on whether you should be top of

40:14funnel, middle of funnel, or bottom of

40:15funnel. One big mistake that we work

40:17through with a lot of our clients that

40:18will absolutely limit your reach on

40:20social media is called the famous person

40:23effect. And I wanted to explain it with

40:24an anecdote. The author Tim Ferrris asks

40:27all of his interviewees, including some

40:28of the most well-known people in the

40:30world, the exact same question on every

40:32single interview. What would you put on

40:33a billboard that everyone in the world

40:35would see? And man, if the entire world

40:38is looking, it's better to be profound.

40:40And so the answers he gets are often

40:42very profound, like you have purpose or

40:45call your mom, talk less, listen more.

40:48It's all this ethereal stuff, which is

40:51probably actually useful for the entire

40:52world to see. But when you think about

40:53it, what is on actual billboards really?

40:56Like when you drive by on the

40:57interstate, it's always like best injury

40:59attorney in the city, phone number, live

41:01show tonight, MGM Grand, 6:00 p.m., 8:00

41:04p.m., 10 p.m. Real estate professionals,

41:0635 lots available, next exit. And the

41:08difference between the message that you

41:09would put on a billboard for everyone in

41:11the world to see is very different from

41:12what most people put on a billboard that

41:14they know will only be seen by a narrow

41:16demographic, which is maybe only the

41:18people on the freeway that month. And

41:19the point that I'm trying to make is the

41:20narrower your audience is, the more

41:22specific and actionable you need to make

41:25your message. So when you look at the

41:26biggest content creators in the space,

41:28the ones with tens of millions of

41:29followers, the ones with millions of

41:30views on every single post, you need to

41:32recognize which one of those two

41:34billboards they have, the bigger one,

41:36right? And because they're expecting to

41:38reach millions of people with every

41:40single post, the message they make has

41:42to be tailored to that audience. And

41:44most of the times, just being real,

41:46their audience listens to them just

41:47because they are famous. It's like when

41:49you're walking down the street and

41:51everyone starts crowding around someone

41:52and there's like a big crowd forming and

41:54people have their phones out asking to

41:55get a picture or signature. Like whether

41:57you know who that famous person in the

41:58center of the crowd is, you're probably

41:59going to look over there and just see

42:01what's going on. It's called the famous

42:03person effect. And if you don't have

42:04that kind of reach yet yourself, your

42:07message is going to need to be different

42:09than the famous persons because your

42:10audience is smaller and it's narrower

42:12and it's more specific. But at the same

42:14time, you have the advantage with that

42:16smaller audience to be far more

42:17tactical. Just like best attorney in the

42:20city can just like throw up his office

42:22phone number and get a whole bunch of

42:23leads. Like that's not something that

42:24you can do when you're in front of the

42:25entire world. You have an advantage in

42:27that with your narrower audience. You

42:29can get way more specific. But there is

42:31also a way that we can learn from these

42:32really big guys. One of the ways that

42:33you can get inspiration from some of the

42:35biggest people in your space without

42:36worrying about like copying them

42:38directly or whether or not it's going to

42:40work because you don't have millions of

42:42followers is by looking at the type of

42:43content they were posting before they

42:45got famous. And so while we do want this

42:47level of success they have right now,

42:49posting what they're posting right now

42:50is not going to give you that success.

42:51But 15 years ago, if we look at some of

42:53the biggest people like Gary Vee, he was

42:55talking about tips for posting on

42:56YouTube for small businesses. It's

42:58before he had millions of followers.

42:59That was the type of narrow niche

43:01content he made. Grant Cardone was

43:03making sales training tutorials, very

43:05niche for his small audience back then.

43:07Five years ago, Alex Heroszi made very

43:10tactical business tutorials, largely

43:12talking about scaling gyms. And now all

43:14of these guys have massive audiences.

43:16Their biggest videos are all very

43:18profound ideas of them talking on stage

43:20and talking about the meaning of life or

43:23business or how to make money broadly.

43:25But if they started by making those

43:27types of videos that were very broad,

43:30they probably would have never gotten to

43:32the level of success they're at now. So

43:33unless you have millions of followers

43:35already, I recommend not making videos

43:36that are successful because of the

43:38famous person effect, being able to

43:40identify videos that potentially do fall

43:42into that category, and instead going

43:43after a few concepts or ideas that are

43:46successful for people that are just a

43:47couple levels of above you. Maybe people

43:50with two to five times your follower

43:52count are having great success with

43:54those types of videos instead of

43:55referencing the most successful videos

43:57from the most successful people in the

43:59world and expecting those exact things

44:01to also work for you. One factor to

44:03consider when making targeted content

44:05for your very niche audience is

44:06understanding that audience and

44:08specifically how to talk to them through

44:09a psychological principle called the

44:11locus of control. And this is how you

44:13make a video work before you even make

44:16the video. Figure out what your audience

44:17thinks the problem is and make your

44:19messaging match it. So where they place

44:21the blame, where they place the control,

44:23speak to that power and your content

44:26will be more powerful. And I'll explain

44:28in a second, but most marketers, they

44:29skip this step. But when you get it

44:31right, I've seen this drop ad costs by

44:33half, sometimes even to a third with our

44:35clients with basically the exact same

44:37type of ad creatives. It's just

44:38addressing a slightly different problem

44:40or talking about it in a slightly

44:42different way. It's a very small shift

44:44and that's why it's difficult for some

44:45people to understand, but it is so

44:46powerful, which is why I want to make a

44:48whole video addressing this. So, people

44:49often find problems that you can solve

44:52for them with your business in one of

44:53four things. It's your job to figure out

44:55which kind of thing it is and base your

44:57entire marketing strategy around that.

44:58And if you've ever sold to a client,

45:00you've probably gotten some of these

45:00objections. Like, a lot of this sounds

45:02like sales psychology, but in content,

45:04you have the same exact goal, which is

45:06you have to know where people are at.

45:07You have to meet them there and you have

45:08to communicate more effectively and

45:10create content specifically for them if

45:12you want that sale. It's very similar to

45:14sales. And the first place that people

45:16place blame and find problems are

45:19concepts. So they place their blame on

45:21an entire concept like the economy or

45:23the government or society or like time

45:26itself. That's the problem. I'll start

45:28when the marketing improves. I'll start

45:30when the election's over. I'll start

45:32when things are fair in my business

45:35environment. They blame things that they

45:37can't touch and they can't change and

45:40conveniently things that they can't be

45:41held accountable for. That is the very

45:43first layer of the locus of control and

45:45it is very far out from where they're

45:47at. They can never actually touch that

45:49thing. And the second layer, they blame

45:50things. So they blame things like money.

45:52They blame things like their old

45:54computer. They blame things like the

45:55state they live in. Like actual things

45:56that they can point to and actually

45:58explain other than you know the other

45:59one which is concepts like government.

46:00Like how do you point to government?

46:02Right? So they say things like, "I'll

46:04invest in marketing once I have more

46:06money." They blame the money, which is

46:07funny how that works because you need

46:09money to invest into marketing, and you

46:11need marketing to make more money, but

46:12whatever. They blame things that are

46:14real. They blame things that are

46:15tangible, but things that still feel

46:17outside of their control. In the next

46:18layer, they take a little bit more

46:19accountability. So they blame actual

46:21people. They cannot just point to

46:23things, but they can point to

46:24individuals. So they blame their

46:26parents, they blame their partners, they

46:27blame their employees for not being able

46:29to figure this out or for not being able

46:31to get started or whatever is preventing

46:32the sale. Whatever is preventing them

46:34from agreeing with your marketing. So

46:35they'll say things like, "I would

46:37succeed if my team weren't so

46:39incompetent." So we're getting a little

46:40closer to the truth here. At least it's

46:42someone responsible and not some thing

46:45that no one can influence or some thing

46:46that you can't even point to. And then

46:48at the fourth level, the deepest level

46:51when you know your marketing truly hits,

46:53this is the final level is when they

46:55blame themselves. When they say, "My

46:56business isn't growing because I lack

46:58the skills, so I'm going to fix that."

47:00When they blame themselves, they reclaim

47:03all of the control and they reclaim all

47:05of the power in fixing their position.

47:08So, your job is to meet them where

47:09they're at and eventually peel back each

47:11one of these layers to get to the core

47:13of the problem, which in most cases is

47:15always them. Not everyone starts at

47:17level four. Most people are still stuck

47:19at level two or level three. And that's

47:20fine. You can still sell to them. You

47:21just got to peel back the layers one at

47:23a time before you get to this is my

47:25responsibility. This is my problem. I

47:26can take control and I can fix this. I

47:28can use your product or service because

47:30I know I have the power to be able to

47:32influence my position. And with content,

47:34we can get someone from like a four to a

47:36two. Because when someone says, "Oh, you

47:38know, all this sounds great. I can see

47:40how it would work, but I need to check

47:41with my partner." That's progress. Like

47:43at least they're no longer blaming the

47:44economy, something that you are never

47:46going to be able to influence or

47:47themselves really be able to influence,

47:49an objection that you're never going to

47:50be able to overcome. They're at least

47:51admitting now that they could influence

47:53the decision if they talk to the right

47:54person first. And in sales, just like in

47:56content, your goal is to build enough

47:58trust to guide people through each one

48:00of these four layers, peeling back the

48:02layers until they take full ownership so

48:04that you have the most amount of change

48:06in their state and they have the most

48:07amount of control over their situation.

48:09But you can't rush this. Like you can't

48:11just go out and say in a video, hey,

48:12you're the problem. You're an idiot. Fix

48:15it. Just like in therapy, earn the right

48:17to tell someone the truth. And at the

48:18end, just have them be accountable for

48:21the decisions and taking action by being

48:23responsible for themselves. So starting

48:25from the furthest locus of control,

48:27people blame situations or they blame

48:29concepts. We call that telling stories.

48:31They say things like, "Oh, well, it

48:32wouldn't have worked out because of this

48:35thing here. So now I can feel good

48:36because I've got something to blame and

48:39it couldn't have been me." Right? And as

48:40long as you blame something else, you're

48:42not responsible, you're not responsable,

48:44you are not in control. And so when the

48:46locus of control is intangible, when

48:48it's a concept like it is for most

48:50people, they blame things outside of

48:52their control. And it's really hard to

48:53fix anything when people think that

48:54whatever is broken isn't something they

48:56can influence. So instead of blaming

48:58them and saying, "You're an idiot. It's

48:59not the economy. It's you." and losing

49:01their trust. You could blame their

49:03fitness routine, the thing that they

49:05don't have any control over, for not

49:06having them do this special exercise

49:08that burns calories 10 times faster,

49:10like fasting cardio. Not that I believe

49:12in that, but like maybe that's your

49:13solution. Or you can share a sales

49:15technique for why they haven't been

49:17closing prospects in this tough economy.

49:19Like this is the tough economy close.

49:21Oh, you didn't know about the tough

49:23economy close? You're right. It is the

49:24economy that's preventing all your

49:25clients from closing. But here's the

49:26tough economy close. Here's how to get

49:28over that. I don't even think that's a

49:29real thing either. But either way, you

49:30need to give them some sense of agency

49:33over this problem that they previously

49:34have never even been able to touch

49:36before. They've just been missing this

49:37hack or this trick that they should have

49:39tried and that would solve their

49:41problem. And for this audience really,

49:43you have to provide very practical

49:45takeaways in your content. Anything

49:47that's generalized or not specific like

49:50you should just try harder, you should

49:52work more simply is not going to be

49:53wellreceived because you haven't earned

49:55their trust to be preachy. You haven't

49:56earned their trust to say the locus of

49:58control is actually you. You control

50:00your situation. They are still thinking

50:02it is something ambiguous, something

50:04intangible and you have to mirror that

50:06or they're not going to believe you.

50:07Now, if this is your audience, your

50:09content needs to be extremely tactical.

50:10It needs to be made for them to get

50:12immediate value from something that

50:13they've been missing. Now, for warm

50:14audiences, like one layer down, we can

50:17get a little bit more open. So instead

50:19of assigning the blame to ambiguous

50:20things like time or the economy that

50:22they may not be in anyone's control,

50:25they will point the blame to specific

50:26things like it is their broken sales

50:28funnel and they think that's the only

50:30thing they need help fixing or it is

50:31some kind of piece of technical

50:33equipment, a camera, a light, whatever

50:35that is preventing them from having all

50:37of their wildest desires and that is the

50:38only thing that is broken. So you need

50:40to just show them the secret strategy

50:42with that specific thing that they have

50:43a problem with that they haven't yet

50:45tried. Tell them about the communication

50:47strategy or the closing framework

50:48that'll help their sales team double

50:50their close rate. It is still very

50:51tactical, but as you dig deeper, the

50:53focus changes from just like tricks and

50:55tools to actual strategies, actual

50:58education. They are receptive to

50:59improving their entire website tech.

51:01It's not about the economy anymore. We

51:04can talk about fixing just their website

51:06or fixing just their sales process. And

51:08then as we continue to move down deeper,

51:10it is actual coaching for their team. So

51:12maybe they'll blame their sales rep or

51:14maybe they'll blame their person in tech

51:16saying, "Oh, they're incompetent." You

51:17know, we need to create content that

51:18actually supports those people. So maybe

51:20you create a video that is a tutorial

51:22for sales that that business owner who

51:25is blaming their sales team would take

51:27and send to their sales reps to to be

51:28able to improve. And either way, you're

51:30at least on the right track of giving

51:31them real coaching, which is probably

51:33what they really need. And then

51:34eventually at the deepest level, you

51:36have content that makes them look

51:37inward. This is when you have a really

51:39large warm audience. This is when you've

51:41built a lot of trust with your audience.

51:43You don't have to be tactical all the

51:44time. You don't have to have a concrete

51:46takeaway with every single post. You

51:48have loyal fans. You have people that

51:49are just going to listen to you because

51:50they like you and they trust you. You

51:52can make purely motivational content and

51:53it's going to be very successful. And

51:55this is where the biggest life coaches

51:57and the biggest business coaches and

51:58health coaches eventually end up once

52:01they have millions and millions of

52:02followers. They have enough trust with

52:03their audience that the message becomes

52:06work harder or try more or like just be

52:09patient. And that's like the whole video

52:11and people eat it up. But people see

52:12Tony Robbins give that motivational

52:14speech where he just says that and they

52:16try to copy it and they get no results

52:18and they wonder why. And it's not that

52:19Tony's message is wrong. Obviously he

52:21has millions of followers and tons of

52:23people praise him for his work. It's

52:24just that what he says word for word

52:27won't work for anyone else because they

52:29don't have the context of trust and

52:31authority that Tony Robbins has built

52:33over decades with millions of people.

52:35And the entire goal of marketing is to

52:37get as many people here as possible.

52:39people that will trust you no matter

52:40what you say so that you can essentially

52:43start selling without even trying. You

52:45just say words and suddenly they're like

52:47gold to people. But you have to get here

52:49one layer at a time. And it's another

52:50reason why you should really focus on

52:51building up your brand equity. Start

52:53with tactics that build trust as your

52:54audience warms up. Eventually shift the

52:56ratio to also making content that gives

52:58them agency over their own problems.

53:00Less tactics, more strategy. and then

53:02start helping actual people with

53:03development themselves. Develop their

53:05sales reps, develop their tech people,

53:07develop whoever it is that are decision

53:08makers in their lives that they point

53:09blame to. And then at the very bottom,

53:11the brand equity is the result of this

53:13process where you slowly start to win

53:15the trust of your audience. And then you

53:16get to tell them what to do and they

53:18trust you for it. You can't just skip to

53:20motivational content and expect it to

53:22land right away. You have to start with

53:23where your audience is. Highly tactical,

53:25highv value content that proves you

53:26understand their world view as they see

53:29it. You have to build their trust. the

53:31right to go deeper from tactics into

53:33strategy, from tips into coaching, from

53:35like here's what you do to here's who

53:37you need to become and you need to

53:39master this framework of progression,

53:40you're never going to understand what

53:42content to make next. But if you know

53:44exactly where your audience is in

53:46trusting you, you'll also understand

53:48what they need to hear and when they're

53:50ready for more. When creating content,

53:52you also need to match your level of

53:54credibility to your audience's level of

53:56trust. I call this the credibility

53:58continuum. And so for cold audiences,

54:00oftentimes with top offunnel content,

54:02targeting people that don't know you.

54:04They're cold audiences. You want to lead

54:05with observations such as a statement

54:08like this real estate strategy went

54:10viral. People with very little

54:11experience are buying millions in

54:13property. And this works because you are

54:14reporting on facts that anyone can

54:16verify. Just like delivering the news,

54:18people rarely question the integrity of

54:21the person reading the news. There's

54:22nothing to argue with. There's nothing

54:23requiring you to trust them. And yet,

54:25just like the news anchor, you are a

54:27narrator. you are not a self-proclaimed

54:29expert. And for warmer audiences further

54:32down middle of funnel, you could think

54:33of that you can actually share your

54:35experience. So instead of just talking

54:36about an observation, share your

54:38experience. A statement like that might

54:39sound like this real estate strategy

54:41made me $2 million last year. So this is

54:44just what works for you. You're not

54:46promising that it works for anyone else.

54:47You're just saying this is what worked

54:48for me. But by this point, they also

54:51probably know you enough. They're in

54:52your middle of funnel. They know you

54:54enough to believe your story. And

54:56personal results like here's what

54:57happened to me are harder to dismiss

54:59than abstract claims. This is because

55:02you are building proof through

55:03transparency by sharing what worked for

55:05you. And for loyal audiences, which is

55:07kind of bottom of funnel, people that

55:08already know who you are and they trust

55:11you. You can actually speak as the

55:13expert. You can have a statement like

55:15this is the best strategy for making

55:16money in real estate. Period. They

55:19already trust you. They want your

55:21authoritative perspective. They're not

55:23questioning your credentials at this

55:24point. They're just asking for your

55:25perspective so you can give them

55:27something that is potentially

55:28opinionated. And here's what most

55:30creators get wrong. They try to

55:31establish this expertise. They try to

55:33come off as the expert in their content

55:35before earning the right to do so from

55:38their audience. Because when you're

55:39unknown, when you're trying to reach top

55:41offunnel audiences and you lead with

55:42here's the best way to do this specific

55:45thing, you actually sound like every

55:47other self-proclaimed guru on the

55:48internet. There's thousands of them. And

55:50audiences just know that. They

55:52immediately tune those things out and

55:54you never even get a chance to finish

55:56your video. But if you flip the script,

55:58instead of saying top ways to make money

56:00online, you say Kanye West did this

56:02thing to make $200 million from a single

56:05piece of online content. Here's what

56:07happened. You are taking an expert

56:09position and instead presenting it as an

56:12observation. You are telling the news,

56:14no longer your opinionated expert

56:16perspective. You are making an

56:18observation that anyone can

56:19independently verify. And even if you've

56:21made millions of dollars yourself, even

56:23if you are the best in your industry,

56:25cold audiences don't know that yet. So

56:27you can't start with your expertise. You

56:30can't lead with authority and expect

56:31everyone to just believe you,

56:33unfortunately, because there are so many

56:34other people doing the same exact thing

56:35on the internet. You need to start what

56:37is undeniable, the observation that you

56:39are making, the observation that anyone

56:41else can verify. And then you use that

56:42as a bridge to then share your

56:44experience. And then eventually once you

56:46win their trust, their expertise. And

56:48there's a quick test I like to call the

56:49Jeff Bezos test. If you are not the most

56:51credible person on the topic, don't lead

56:53as if you are. So Jeff Bezos can say top

56:55ways to make money online. But that is

56:57the only person that to a completely

56:59cold audience can say top ways to make

57:01money online because his credibility is

57:03pre-established. He has made the most

57:04money online over anyone else in the

57:07history of mankind. And if you have not,

57:09you can't lead with that same statement

57:11and expect to get the same kind of

57:12results as Jeff Bezos. And if you're

57:14thinking about it in hierarchy,

57:15observations open doors, experience

57:18builds trust with that audience, and

57:20expertise closes deals. So, you got to

57:22use them in that order, top, middle, and

57:26then eventually bottom of funnel. And

57:27you'll never sound like another guru

57:29that is just screaming into the void.

57:30The content you publish is going to be a

57:32double-edged sword. No matter what,

57:33every single piece of content that you

57:35post is either going to bring you closer

57:37to a sale or push prospects further away

57:39from the sale. And the amount of money

57:41you make on social media is directly

57:43proportionate to how far in either

57:45direction you have pushed people with

57:47your content. I call this brand equity.

57:49Highquality content builds up brand

57:51equity increases your brand's value. And

57:53lowquality content decreases your

57:55brand's equity. And the question you

57:56should always consider is how much

57:58equity you have, whether it's positive

57:59or negative, that you've built with your

58:01audience. And one of the things that

58:03impacts this brand equity the most is

58:05the give to ask ratio in your content.

58:08How often do you give value in your

58:10content? And how often do you ask your

58:12audience to do something like become a

58:14lead in your funnel or give up their

58:16personal information to book a sales

58:18call with you? And in the short term, if

58:19you have a lot of asks, you're going to

58:21make more money because you're asking

58:22people to go do something that generates

58:24you revenue. But you're also going to

58:25decrease your equity with every single

58:27ask. And the more you give, so the more

58:29value you provide without asking for

58:30anything, the less money you're going to

58:31make in the short term. But it sets you

58:33up to build massive personal brands in

58:35the long term. And that's what you see

58:36with brands like Gary Vaynerchuk, who

58:38didn't sell anything for years to his

58:40audience and still really doesn't beyond

58:42the large B2B marketing services that he

58:44does. Now, he makes hundreds of millions

58:46of dollars per year from that exact type

58:49of demographic watching his content. And

58:51these give and ask posts aren't binary.

58:54You can have an ask that has a very soft

58:56call to action that doesn't deplete your

58:57brand equity almost at all. like the CTA

59:00I recommend everyone to have in their

59:01bio, which is a many chat automation to

59:03get free access to something that is

59:05valuable to you. You know, that doesn't

59:06require a lot of taking from your

59:08audience. And while it is an ask and

59:10that you ask for their information, they

59:11become a lead for you, it's also not

59:13asking for very much and they get a lot

59:15from it. Ideally, the value that you

59:17provide with your lead magnet.

59:18Alternatively, you could have a really

59:19hard call to action where you ask them

59:21to sign up for an hour-long sales call

59:23so that they can get pitched to buy your

59:25five figure program. That's a lot harder

59:27of an ask and usually depletes your

59:29brand equity a lot if you always post

59:31that hard call to action. Now, if you

59:33ask your entire audience to do that

59:34every single day, you probably aren't

59:36going to have an audience by the end of

59:37the week, right? And ideally, you should

59:39always instead be building up more and

59:41more brand equity. You should not be a

59:43net neutral. You should always be

59:45building in the positive and doing the

59:47bare minimum of asking and the maximum

59:49amount of giving because the effects are

59:51going to be compounding from giving

59:52more. The more brand equity that you

59:53build, the easier it is to continue

59:55building brand equity to the point where

59:56you have a massive following that

59:58results in millions of dollars of

59:59revenue generated without even having to

1:00:01have any direct asks whatsoever. And

1:00:03knowing some of these guys on a

1:00:04first-name basis, that is exactly what

1:00:05the most successful entrepreneurs on

1:00:07social media have done. And when they do

1:00:08eventually launch a product, when they

1:00:10have their first ask ever, when they go

1:00:12to the marketplace and for the first

1:00:13time ask their audience to buy

1:00:14something, they make so much money that

1:00:17I'm like actually not allowed to tell

1:00:18you how much on camera, but trust me, it

1:00:20is life-changing work for just the

1:00:22couple of years that they spent building

1:00:24trust with their audience. So, if I can

1:00:25give you any advice on how quickly

1:00:28should you try to get an ROI from social

1:00:30media, I would always say delay it as

1:00:32long as possible because the rewards are

1:00:33always going to be greater. So, we can

1:00:34look at your social media strategy as a

1:00:36funnel in three stages. the top of

1:00:38funnel, the middle of the funnel, and

1:00:40the bottom of the funnel. And you need

1:00:41to have content for each type of person

1:00:43and the different levels of

1:00:44understanding that they're coming in

1:00:45with. Let's use a super niche example of

1:00:47someone that has a B2B business helping

1:00:49plumbing business owners make more money

1:00:51in their plumbing business. Super niche

1:00:53client of ours that started from scratch

1:00:54and now is the biggest plumber on social

1:00:56media. He's made six figures a month

1:00:58from organic content alone. He's doing

1:00:59really well. Starting with the very

1:01:00bottom of the funnel, this is for

1:01:02conversions. This is really where you

1:01:03can turn your followers into clients by

1:01:06helping them as much as you can. They're

1:01:07problem aware. They trust you. They're

1:01:09ready to buy. And this type of bottom

1:01:11offunnel ask post asks your audience to

1:01:14do something. For example, we would

1:01:15offer potential customers a custom

1:01:17solution for one-on-one coaching. These

1:01:19posts reflect your business goals and

1:01:21the problem you're trying to solve. So,

1:01:22if you need revenue, this content

1:01:23generates that. If you need leads, this

1:01:25content generates that. If you want to

1:01:26attract attention to a new book that

1:01:29you're doing, this content generates

1:01:30that. And if you think of this as an ad

1:01:32and whether you're doing it with organic

1:01:33content that is free to post or an

1:01:34actual ad that you put paid traffic

1:01:36behind, the goal here is the same with

1:01:38bottom ofunnel content is to actually

1:01:40make money. Now, moving up the funnel,

1:01:42we have middle of funnel where you're

1:01:44showing off your expertise and you're

1:01:45turning viewers that loosely know about

1:01:47you into a warm audience by providing

1:01:49them value. So, before you make a sale,

1:01:52you actually need those people to trust

1:01:53you. This middle ofunnel content is how

1:01:55you do that. So in our plumbing coach

1:01:57example, we would make content about

1:01:58plumbing and business strategies and

1:02:00tactics and provide free value to their

1:02:02audience. It also serves as a testing

1:02:04ground to find out where your bottom of

1:02:06funnel needs to be. So the top middle

1:02:08performing content will tell you what

1:02:10the best bottom performing content will

1:02:12probably be before you go wasting your

1:02:15brand equity or actual dollars in ads

1:02:17testing this bottom off ofunnel angle

1:02:19that's probably never even going to

1:02:20work. You can look at your middle of

1:02:22funnel stuff, understand what's doing

1:02:23well, and then model that for bottom of

1:02:25funnel and be basically guaranteed a

1:02:27result. For example, if we found and

1:02:29tested that plumbers don't respond well

1:02:31to make money online claims in the

1:02:33middle of funnel because they're highly

1:02:34skeptical of online coaching programs

1:02:36and instead we found better that they

1:02:37respond to make it home in time for

1:02:40dinner with your family and stop taking

1:02:42phone calls at all hours of the night as

1:02:44marketing messaging, we could save

1:02:46thousands of dollars in failed ad spend

1:02:47on the coaching angle of the product

1:02:49we're trying to sell. and skip right to

1:02:50the good stuff that we know our audience

1:02:52already responds to. And then with top

1:02:54ofunnel, the biggest part of the funnel,

1:02:55this is where you get views with the

1:02:57right audience. Really just helps you

1:02:58get in front of more of the right people

1:03:00and helps distribution of your middle

1:03:02and bottom ofunnel content eventually

1:03:04when you do make it. And as an example

1:03:05of how this top ofunnel, middle of

1:03:07funnel, bottom of funnel works, I'm sure

1:03:08you've experienced this before on social

1:03:10media where you see like one video from

1:03:12a person and you watch it because it's a

1:03:14good video. you like that video and then

1:03:16for like the rest of the next month

1:03:18straight, you start seeing all of their

1:03:20content everywhere. You start seeing

1:03:21their middle of funnel, you start seeing

1:03:23their bottom of funnel. They're just

1:03:24everywhere on your social media after

1:03:25just watching one video. And this is

1:03:28what most people get wrong about social

1:03:29media. They track top offunnel views as

1:03:32the only type of progress that matters.

1:03:34But for a business, building brand,

1:03:35building conversions, which are middle

1:03:38and bottom ofunnel content, are even

1:03:40more important. They're just not as

1:03:42easily tracked with view count. But if

1:03:44you can get those top off ofunnel views

1:03:45first, you can drive those audiences to

1:03:48middle and bottom ofunnel content, which

1:03:49will actually end up building you the

1:03:51trust and making you the money for your

1:03:53business. For example, there's a lot of

1:03:54people on social media that have

1:03:55millions of people watching them every

1:03:56single month in top of funnel, but

1:03:58because they don't have any middle or

1:03:59bottom of funnel built out, they have

1:04:01zero real influence. Like, no one

1:04:02actually listens to them for their

1:04:03advice. They watch their videos, but

1:04:05they can't change their audience's

1:04:07opinions or drive revenue. They're like

1:04:08a dancing monkey at a zoo. They're not a

1:04:10speaker on stage with trust. Like, both

1:04:12get views. The monkey maybe even gets

1:04:14more views, but only one of those two

1:04:16has influence. And just to illustrate

1:04:17the differences, one of our former

1:04:19members on the team, Lisa, she built up

1:04:20the team at Dave Ramsey, the social

1:04:22media team over there. She was

1:04:23presenting on stage about this exact

1:04:25topic, top versus middle versus bottom

1:04:26of funnel. And she played two videos and

1:04:28she asked the crowd to guess which one

1:04:29of these two videos performed better.

1:04:31And she had the audience vote. Some

1:04:32audience voted on one of the videos,

1:04:34some of the audience voted on the other.

1:04:35And then she showed the view count for

1:04:37both videos. And the crowd just erupted

1:04:39like, "Oh my gosh, this video did so

1:04:40much better. I was right. Of course, the

1:04:42other video would have never gone viral.

1:04:43And then Lisa said, "Well, the views

1:04:45were just one part of the equation in

1:04:47the video doing better." And no one knew

1:04:49or no one even asked what the actual

1:04:52goal of either of the posts were. So,

1:04:54both of those videos were made with a

1:04:56bottom ofunnel goal to drive sales. And

1:04:58the video with the big view count that

1:05:00everyone thought did better actually

1:05:02only did a fraction of the sales. While

1:05:04it was good at getting new audiences, it

1:05:06wasn't good at converting audiences and

1:05:07actually driving revenue. And if you can

1:05:09understand where in the funnel each

1:05:11piece of your content belongs, it'll

1:05:14give you all the control that you need

1:05:15over the levers that you could be

1:05:17pulling on social media and what

1:05:19analytics to pay attention to, whether

1:05:20it's followers or comments or total

1:05:23views, whether it's getting more views

1:05:25with the audience or getting new

1:05:26audiences that haven't seen you before

1:05:28to actually follow and engage or

1:05:30converting the audience that you do have

1:05:32and have been nurturing into actual

1:05:33paying customers for your business. This

1:05:35is how you go from just throwing

1:05:37spaghetti at a wall and hoping it sticks

1:05:39to actually strategically making content

1:05:42and posting to get results for your

1:05:44business. And a common mistake that our

1:05:46account managers work through with

1:05:47clients all the time is people will

1:05:48either be stuck at one extreme or the

1:05:50other. So they might rock at top of

1:05:52funnel. They know how to get views. They

1:05:54know how to say, you know, controversial

1:05:55stuff to get tons of people to engage,

1:05:57but they never actually convert people

1:05:58into their business. Or the opposite is

1:06:00true. They're such experts at what they

1:06:01do that they can never step back and

1:06:03teach from the perspective of a beginner

1:06:05for top of funnel and reach more people.

1:06:07They only know how to ask for money in

1:06:09their content. Another example of this

1:06:11for a personal trainer. I personally

1:06:13like fitness and I'm interested in what

1:06:15other people are doing. And if I come

1:06:16across a good top offunnel post from a

1:06:18personal trainer, I'll follow that

1:06:20person just because I hope to see more

1:06:21content from them. Even though I don't

1:06:23actively want a personal trainer myself,

1:06:25I know about fitness. I don't want the

1:06:26coaching. I prefer to work out by

1:06:28myself. But then I might be served up a

1:06:30couple more videos that explain in

1:06:32detail some things about exercise or

1:06:35diet that are really niche for people

1:06:37that are a bit more experienced that

1:06:39I'll be intrigued by it. Right? The top

1:06:40offunnel content was very broad and I

1:06:42don't want personal training, but the

1:06:43bottom offunnel stuff, he's saying the

1:06:45middle ofunnel stuff is really building

1:06:46up my trust in this person. And it's

1:06:48this middle ofunnel content that makes

1:06:49me trust the personal trainer even more

1:06:51because they're providing me value. And

1:06:53then I might get hit with a bottom

1:06:54ofunnel post promoting their new app or

1:06:56their new program. And even though I

1:06:58wasn't actively shopping for fitness

1:06:59advice because I don't ever want it, I

1:07:01end up buying with that person because I

1:07:03trust them and they've earned my

1:07:04business and I just want to hear more

1:07:06from their perspective. I never would

1:07:07have been shopping for a program in the

1:07:09first place. I never would have

1:07:10responded to direct ads for that. But

1:07:12because it's coming from someone I know

1:07:14and someone I like and someone I trust,

1:07:16they have forced me to buy because I'm

1:07:19interested. But without ever seeing that

1:07:20top offunnel post, without ever seeing

1:07:22that piece of content that, you know,

1:07:23they might have thought is irrelevant to

1:07:25someone like me, they never would have

1:07:26sold me because I wasn't a customer of

1:07:28their product because I wasn't a

1:07:29follower of their brand. And this is

1:07:31something that no direct response

1:07:33marketing can touch. This is a massive

1:07:36new set of audiences of people that

1:07:38don't even think of themselves as

1:07:39customers for your brand, but with

1:07:41social media, you can absolutely convert

1:07:43them into sales. And so with every

1:07:44script you write, with every video you

1:07:46post, you really need to determine who

1:07:48you're making it for. and what your goal

1:07:50is top, middle, and bottom of funnel, so

1:07:52that you can have full control over that

1:07:54process, whether it's getting a new

1:07:55audience or nurturing an existing one or

1:07:57converting your followers that you do

1:07:58have, and focus on doing just that for

1:08:01every single video. So, there are tons

1:08:02of different types of videos that you

1:08:04can make. And there are multiple ways to

1:08:06make those different types of videos.

1:08:08Your job isn't to master every single

1:08:09way to make any type of video on social

1:08:11media. It's to find a format that

1:08:13matches your current skill level and

1:08:15gets you the best results the fastest.

1:08:17Here's how to decide where to actually

1:08:19start. And I'll kind of break it up by

1:08:21different types of formats. So, the

1:08:22first format is fully scripted talking

1:08:24head videos. This is where I recommend

1:08:26most people to start. It's a video like

1:08:28this that is fully scripted where your

1:08:30thoughts are concisely presented on

1:08:32video. And it can be a short form video

1:08:34or a long form video. This is best for

1:08:3695% of people when they first start

1:08:38making content. This is where most

1:08:39people should begin because it gives you

1:08:40the highest chance for success. Because

1:08:42when you script out every single word

1:08:44before filming, you control all of the

1:08:46variables. You control your hook. You

1:08:48control your story, the payoff that you

1:08:50have at the end. You don't have to

1:08:51ramble. You're not going to forget your

1:08:53point halfway through the video. You

1:08:55don't waste a whole bunch of time doing

1:08:57bad takes that don't sound good. It's

1:08:59extremely efficient and very effective

1:09:02for when you are in front of the camera.

1:09:04That being said, it does take more time

1:09:06in prep before filming to make sure that

1:09:08you have all that information organized.

1:09:10And with hundreds of clients, we've seen

1:09:12scripted content far outperform

1:09:14unscripted rambling content, but only if

1:09:18you can deliver that content in a way

1:09:19that sounds natural and authentic to

1:09:21you. And the catch kind of here with

1:09:22this scripted content is that it only

1:09:24works if you don't sound like you're

1:09:27reading. If you can actually make it

1:09:29sound natural, that's the only way it

1:09:31ever works. You can think of it kind of

1:09:32like a speech. Like the more preparation

1:09:35you have before giving that speech, the

1:09:38better you become. But reading off word

1:09:40for word off a teleprompter kills the

1:09:43message. Like you need to internalize

1:09:45the script. It needs to feel very

1:09:46natural to you. You need to be the one

1:09:48that writes it. And then you need to be

1:09:50the one that nails the performance.

1:09:51Otherwise, you're going to sound like

1:09:52some nervous kid like at his very first

1:09:54school play. It's going to be awkward.

1:09:56It's going to feel bad. And the biggest

1:09:57mistake that most people make in

1:10:00scripting content is scripting it in

1:10:02your writing voice and not scripting it

1:10:05in your reading voice. So, they'll write

1:10:07the script in the way that they would

1:10:08write an email or write a LinkedIn post

1:10:11or like this super formal letter. It's

1:10:13very structured. It's very overly

1:10:15polished. They use a lot of big words

1:10:16and it sounds like Shakespeare. It

1:10:18doesn't sound like how they would

1:10:19actually talk. And so, when they try to

1:10:20go and deliver it, it doesn't sound like

1:10:22them at all. It's like, ah, you know,

1:10:23you stumble over your own words that you

1:10:25just wrote. And I'll give an example

1:10:27here. So, like here's this is all

1:10:28scripted, but I'll read something that

1:10:30is in a writing voice. One must consider

1:10:33the implications of market timing when

1:10:35evaluating investment opportunities. No

1:10:38one talks like that. That is crazy. That

1:10:39sounds too smart. Like only Batman's

1:10:41butler actually talks like that. I

1:10:43forgot what his name is, but you know

1:10:45who I'm talking about. Alfred. All

1:10:46right. Now, in your spoken voice, here's

1:10:48the same exact thing said differently.

1:10:50Here's the thing about timing the

1:10:52market. Most people get it completely

1:10:55wrong. So, how you take one written

1:10:58sentence and transform it into a spoken

1:11:00sentence is you actually speak the

1:11:02sentence out loud as you write it. You

1:11:05will naturally choose better words and

1:11:07more simple language when writing it out

1:11:10if you read out every single sentence

1:11:12after writing it. What you don't want to

1:11:13do is write everything out, get to start

1:11:16filming, and then read it for the very

1:11:18first time because you are going to be

1:11:19shocked at how bad it sounds. And if it

1:11:21doesn't sound like something that you

1:11:23would say to a friend when saying it out

1:11:25loud, you should probably rewrite it and

1:11:26have it be formatted for more of a

1:11:28natural voice. And if you don't read

1:11:29your scripts out loud until you start

1:11:31recording, like I will know. My team

1:11:33will know. Everyone watching on social

1:11:35media will know. This sounds really

1:11:36awkward. It doesn't sound like you. It

1:11:38sounds like your content was written by

1:11:40AI is what people will tell you in your

1:11:42comment section. And this is one habit

1:11:44that will make the biggest difference

1:11:46between your content quality and how it

1:11:49actually sounds. You can have the

1:11:50perfect script, but if you can't deliver

1:11:52it naturally because it's not in your

1:11:54reading voice, it's not going to matter.

1:11:56We'll talk through a few more examples

1:11:57later, but the second format is bullet

1:11:59points and a little bit of light improv.

1:12:02So, this is really better for natural

1:12:04speakers who ramble less when they have

1:12:06just a little bit of structure, but

1:12:08prefer flexibility in their speaking.

1:12:10So, if you are constantly tripping over

1:12:12your words or losing your train of

1:12:14thought when filming from a script

1:12:16because you can't focus delivering it

1:12:18word for word, you can try this instead.

1:12:19Write out three to five bullet points, a

1:12:22beginning, a middle, and a conclusion,

1:12:24for example, and just speak around them.

1:12:27Maybe include a single anecdote that you

1:12:29were hoping to mention in one of those

1:12:31points. And people will know immediately

1:12:33when trying this out if this feels

1:12:35easier or harder than scripting. Just

1:12:37try it twice and you'll know right away.

1:12:39If you can stay concise and if you can

1:12:41stay on message with just the bullet

1:12:42points, this might be your format. If

1:12:44you ramble too much or if you notice

1:12:46your videos are going on for two to 3

1:12:48minutes when you were intending for just

1:12:50a single minute, go back to scripting.

1:12:51Really, the test I recommend everyone to

1:12:53try is to film three videos. And if

1:12:55you're doing like five takes per video

1:12:58on each one of those three videos, and

1:12:59you spend like half an hour recording

1:13:01those three videos, you probably need to

1:13:03go back to full script. And for most

1:13:04people, bullet points only work if

1:13:05they're naturally concise. But if you

1:13:08are that way and if you deliver

1:13:10comfortably with just a couple of bullet

1:13:11points, it can save you a lot of time in

1:13:13the scripting process and feel less

1:13:15forced when you're actually having to

1:13:16deliver the content. Another format you

1:13:18could use are response videos. So these

1:13:20are really good for people who are

1:13:21better at reacting to content than

1:13:23creating content from scratch. Maybe

1:13:25they're not super creative on what to

1:13:27talk about, but they can respond

1:13:29professionally to something that someone

1:13:30else has made or someone who wants to

1:13:32build in a little bit more proof of

1:13:34concept in their initial first few

1:13:36videos. And response videos are exactly

1:13:38what they sound like. You're just

1:13:38responding to someone else. So, you

1:13:40could be responding to a comment that

1:13:41you got from your audience. A question

1:13:43that you got in your direct messages,

1:13:45another creator's video is also very

1:13:47common. You can take the first few

1:13:48seconds of someone else's video, use

1:13:50their hook, and then the rest of the

1:13:52entire video will be your video. Or you

1:13:55can just create a response video to

1:13:56trending news, a topic that's in your

1:13:58industry and really popular right now.

1:14:00And this works because it solves the

1:14:01hardest part of content creation, which

1:14:03is staring at a blank canvas, not

1:14:05knowing what I should talk about. Will

1:14:07anyone care? These response videos give

1:14:10you a pre-validated topic, so someone

1:14:12has already asked the question or made

1:14:14the video, so you know that there's some

1:14:15interest in it. A pre-builtin hook, so

1:14:17the hook of the video, what gets

1:14:19people's interest is that someone else

1:14:20was interested or said something about

1:14:22the topic. And if you want a verbal hook

1:14:23on top of that, you can start with

1:14:25someone asked me this question or I saw

1:14:27this video claiming that dot dot dot or

1:14:30I wanted to address the news blank blank

1:14:32blank. Immediately you create context

1:14:34for your entire video and you have a

1:14:36topic to talk about. It also creates

1:14:37some natural structure like you're

1:14:39answering something specific which keeps

1:14:40you very focused and concise in giving

1:14:43that answer. And lastly, it also gives a

1:14:45little bit of social proof. Responding

1:14:47to real questions or popular content on

1:14:50the internet shows that you're really

1:14:52engaged with your industry and that you

1:14:53know what you're talking about. It also

1:14:54allows you to add your opinion in there

1:14:56and you're just naturally stepping into

1:14:58a conversation that already exists. It

1:15:01allows you to take a little bit more of

1:15:02an expert frame as opposed to preaching

1:15:05at the world about something that no one

1:15:07cares about. You are instead giving your

1:15:10opinion on discourse that is already

1:15:12happening. These kind of videos are also

1:15:14ideal for monetization and building your

1:15:15middle and bottom of funnel. So, we

1:15:17cover this in depth later when we get to

1:15:18bottom of funnel content, but just as a

1:15:20really quick preview, response videos

1:15:22naturally lead to call to actions. It's

1:15:25very easy to get someone to do something

1:15:27after they watch a response video

1:15:29because you're already solving a problem

1:15:30for them, especially if it's a question

1:15:31that you're answering. And within

1:15:33response videos, there's kind of like

1:15:34three different types. So, the first is

1:15:36reacting to other content. So, if you

1:15:38see a video in your niche or a niche

1:15:40adjacent to yours, you can respond with

1:15:42your own take, either agreeing with it

1:15:43or disagreeing with someone else's

1:15:45opinion or just adding nuance to a

1:15:47subject that really wasn't very well

1:15:50explained. So, some example hooks here.

1:15:52I just saw a video saying that you

1:15:54should do something that's actually

1:15:55about advice. Here's why that's wrong.

1:15:57Or, this creator posted the best

1:16:00explanation of subject that you're

1:16:02interested in that I've ever seen. Let

1:16:03me just add one thing that they missed.

1:16:06or everyone's talking about this new

1:16:08news thing, but they're missing the most

1:16:09important part, which is this. Or just

1:16:12have the first few seconds of someone

1:16:14else's video play as the hook of the

1:16:15video because you know the hook was good

1:16:17enough for them to get views. If you're

1:16:18responding to a video that has thousands

1:16:20or hundreds of thousands or millions of

1:16:21views, use their hook. Use the proven

1:16:24concept and then start your argument

1:16:26just a few seconds into the video. Use a

1:16:28few seconds of their video and then the

1:16:30rest of the video is original thoughts

1:16:32that you're adding. And this works

1:16:33because you're riding the wave of

1:16:34something that's already getting

1:16:35attention. Any kind of disagreement that

1:16:37you might have with the original piece

1:16:38of content creates some kind of

1:16:40curiosity like, "Oh, I saw that video or

1:16:42that was a popular video. Why was what

1:16:44they were saying wrong? And why was what

1:16:47you're saying more informed or correct

1:16:49or different?" And you can also then

1:16:50position yourself as an authority who

1:16:52can evaluate other people's ideas

1:16:55critically. And you're not just saying,

1:16:56"Here's a viral video. I agree with it.

1:16:58Here's a viral video. I disagree with

1:17:00it." Ideally, you'd be adding context.

1:17:02So you'd add 30 45 seconds of a missing

1:17:05perspective or some kind of application

1:17:07to what that video is saying or like you

1:17:09know your experience based on what that

1:17:12video is about. And if you're talking

1:17:13about response videos to other popular

1:17:15videos, you could respond to just about

1:17:16anything. Another type of content would

1:17:18be audience questions. So this is the

1:17:20best one. And once you start getting

1:17:21some content that starts to snowball,

1:17:24you'll get some people commenting on

1:17:25your videos or DMing you or emailing you

1:17:28questions. And you can just film

1:17:29response videos to those questions and

1:17:31then have even more people ask you

1:17:33questions. It's like infinite content

1:17:35because they see proof of concept.

1:17:36Someone asking a question and you giving

1:17:38an answer. It prompts other people in

1:17:40your audience to jump in and ask even

1:17:42more questions. And once you get here, a

1:17:44couple of example hooks that you could

1:17:45use is someone just asked me the best

1:17:47way to dot dot dot or I get this DM like

1:17:49three times a week. So, let me clear

1:17:50this up for you. dot dot dot or this

1:17:53question keeps coming up in my calls, so

1:17:55here's the truth. Dot dot dot. And it

1:17:57works because your audience literally

1:17:59tells you what they want to know.

1:18:01There's zero guesswork. They are asking

1:18:02you the question so you can respond to

1:18:04it. And when you answer publicly,

1:18:06everyone else with the same questions

1:18:08get value, too. Another format is mock

1:18:10interviews. So, potentially with your

1:18:12account manager, you can get on a call

1:18:14and they'll ask you questions in your

1:18:15industry. This is really good for

1:18:16clients who speak better when they're

1:18:19prompted than when they are presenting

1:18:21at something. So, for example, if you're

1:18:23a doctor and you answer your patient

1:18:25questions all day long, you're probably

1:18:27very comfortable with that style, that

1:18:29format of presenting your expertise. We

1:18:31can model that in a mock interview or a

1:18:33mock podcast just as well. And this is

1:18:35an option that we use with a lot of

1:18:37clients that spend a lot of time working

1:18:38directly with their own clients

1:18:39answering questions. Think lawyers,

1:18:41accountants, doctors, they spent years

1:18:44answering client questions. And so

1:18:45they're very good at that specific style

1:18:48of delivery. And if that's the case,

1:18:49we're just going to bring talking

1:18:50points, audience FAQs, industry specific

1:18:54questions that we will interview on

1:18:55camera and that you're just going to be

1:18:57able to naturally answer because you do

1:18:58that all day anyways. And then we do the

1:19:01heavy lifting on the back end, like

1:19:02cutting up those questions into clips,

1:19:04rearranging some segments as needed, and

1:19:06creating your answer as an entire piece

1:19:08of content in post-production. But I

1:19:10will be honest, there are some downsides

1:19:11to this as well. So, it does require

1:19:14significant back-end post-p production

1:19:17to make the final product successful.

1:19:18Like, even if you are a great speaker,

1:19:20turning raw interview footage into viral

1:19:24short form content is an art. We have a

1:19:27massive team of editors and a lot of

1:19:29experience picking the best responses,

1:19:31but it's still really difficult and it's

1:19:33almost less about how you respond and

1:19:35more so how we can take your response

1:19:37and optimize it for social media. It's

1:19:39not right for everyone, but if you do

1:19:41think it's a good fit for you, ask your

1:19:42account manager and we'll set it up.

1:19:43Another format is similar, but instead

1:19:45of mock podcast clips, it's taking clips

1:19:48from an actual podcast. And for most

1:19:50people, this probably isn't a good idea.

1:19:52So, you might see a lot of successful

1:19:54creators, people with millions of

1:19:55followers, just getting on a podcast and

1:19:57then they take that podcast and they cut

1:19:59up clips into short form. It looks easy,

1:20:01but it's not. And it's actually very

1:20:03different from the mock podcast style

1:20:05where the entire interview is designed

1:20:07to get shorts out of it unless you have

1:20:10literal decades of experience in sales

1:20:12or public speaking or some kind of

1:20:15media. Unscripted long- form content

1:20:17probably will not translate into

1:20:19successful short form clips. You need

1:20:22years of practice to naturally create a

1:20:24hook mid-con conversation. You need to

1:20:26know when to add emphasis or pause in

1:20:28that delivery to have it be very

1:20:30concise. And delivering complete

1:20:31thoughts with all of the necessary

1:20:33context you need to have a 30 to 60

1:20:36second short form chunk of video is

1:20:39extremely difficult. You also have to be

1:20:40very cautious at not rambling or losing

1:20:43the thread. Like most podcasts aren't

1:20:44very well structured for converting into

1:20:47shorts. And I'll give an actual case

1:20:48study here because it's not at all about

1:20:50the expertise or the type of person

1:20:53doing this. It's simply the style of

1:20:54podcast which is often not congruent. So

1:20:56our case study for this was Dave Ramsey.

1:20:58He's a billionaire and he was a

1:20:59billionaire long before he was social

1:21:01media famous because he had a radio

1:21:03show. He had decades on radio on stage

1:21:06writing books. He was one of the best

1:21:08educators on the planet. But even he

1:21:10struggled to make podcast clips work at

1:21:11first. So one of our executives, Lisa,

1:21:13she worked directly to build Dave's

1:21:14social media team. And at the very start

1:21:16working with Dave, the issue obviously

1:21:18wasn't his speaking ability. He had

1:21:20decades of that. He just wasn't