Building a brand, but it’s on easy mode instead

Summary

The speaker emphasizes the power of organic marketing for business growth, highlighting the importance of marrying traffic with monetization strategies. They discuss the synergy between content creation and paid ads, advocating for quality over quantity and the value of nurturing leads with valuable content. The talk also covers the significance of branding, the role of agencies in scaling content, and the strategy of separating content creation from promotion for better audience engagement and conversion.

Takeaways

• 🚀 **Organic Marketing and Paid Ads Synergy**: Combining organic marketing strategies with paid ads can significantly increase profitability by nurturing leads and converting traffic into sales.
• 🔄 **Traffic and Monetization**: There are two distinct worlds in marketing: one with traffic but no money, and one with money but needs traffic. Bridging these two can lead to substantial financial success.
• 📈 **Content as Lead Nurturing**: Initially, focus on creating valuable content to nurture leads. As the brand grows, the focus can shift towards acquisition.
• 🛍️ **Product and Distribution Matching**: Success stories like Logan Paul and Mr. Beast highlight the importance of matching a product with an existing audience or distribution channel.
• 🤝 **Hiring Agencies for Growth**: Starting with an agency can accelerate learning and growth on new platforms or mediums by buying lessons and shrinking timelines.
• 🎥 **Content Quality Over Quantity**: Prioritize creating high-quality content that provides value, which will naturally grow an audience over time.
• 📹 **Learning from the Best**: Observing top-performing videos and understanding what makes them successful can lead to improvements in content creation.
• 📉 **Avoid Over-Promoting in Content**: Excessive self-promotion in content can hinder reach and audience engagement. Instead, focus on providing value and let the audience naturally take the next step.
• 📈 **Power of Quality Over Quantity**: Spending more time to create one high-quality piece of content can yield a disproportionately higher return in views and engagement compared to creating multiple lower-quality pieces.
• 🎯 **Aligning with Platform Objectives**: Aligning content creation with the platform's algorithmic objectives of keeping users engaged and on the platform will ensure long-term success.
• 📝 **Framework for Content Creation**: Creating frameworks or templates for content can streamline the process and ensure consistency in message delivery.

Q & A

What is the main advantage of combining traffic generation with monetization strategies?

Combining traffic generation with monetization strategies allows businesses to make 'absolutely obscene amounts of money' by effectively marrying the two worlds: one that has audience and traffic but lacks monetization, and one that is profitable but needs more traffic.

How can organic marketing improve the profitability of paid ads?

Organic marketing can make paid ads more profitable by nurturing leads and building trust. When people see both organic content and ads, they are more likely to take the next step, show up for booked calls, and close at a higher percentage.

What is the speaker's recommendation for creating content in the early stages of organic marketing?

In the early stages, the speaker recommends focusing on lead nurturing rather than promoting the content as the greatest ever. The content should be valuable, and CTAs should be subtle, placed in descriptions or the link in the bio to avoid killing reach and to feel less forced.

Why does the speaker suggest starting with an agency for a new medium or platform?

The speaker suggests starting with an agency to buy lessons and shrink timelines. It helps in staying accountable, for example, by ensuring the creation of three videos a week, even if the agency's contribution is minimal.

What is the speaker's view on using CTAs within the content?

The speaker believes that CTAs within the content are not very effective as they can kill reach and feel forced. Instead, he suggests letting people naturally take the next step if the content is valuable and placing CTAs in descriptions or the bio link.

How does the speaker describe the process of scaling organic marketing?

Scaling organic marketing involves starting with a focus on content quality and nurturing leads. As the platform grows, the focus shifts to acquisition. The speaker emphasizes the importance of making a shift in strategy to ease the scaling process.

What is the speaker's approach to finding a good agency or creative director?

The speaker suggests talking to 10 different agencies or individuals, listening to their pitches, and quickly identifying who has their act together and who doesn't. He also mentions the possibility of bidding them against each other to find the best fit.

How does the speaker define a brand and what are its key elements?

A brand is defined as an association between two things, and branding is about teaching these associations. The key elements of a brand are its strength of influence, directionality (whether it pulls people towards or away from the brand), and reach (how many people have this association).

What is the speaker's opinion on the concept of being 'canceled' in the context of content creation and brand building?

The speaker believes that one cannot be truly 'canceled' unless all means of communication are removed. As long as content is being made and communicated, one can avoid being 'canceled' by not accepting the concept.

How does the speaker approach the creation of content frameworks?

The speaker creates content frameworks by first gathering a lot of data, identifying commonalities, and then narrowing it down to the essential factors. He also suggests making the framework memorable, such as using an acronym or a phrase that is easy to recall.

What are the speaker's thoughts on the use of controversy in content creation?

The speaker views controversy similarly to trends, as it can help increase reach by driving clicks and interest. However, he personally avoids associating with many different controversies and focuses on providing value through content.

Outlines

00:00

🚀 Leveraging Organic Marketing for Business Growth

This paragraph discusses the power of organic marketing in generating leads and revenue for businesses, especially when starting from scratch. It emphasizes the importance of aligning with the right audience and creating a balance between traffic and monetization. The speaker shares insights from an eight-hour session with business owners, highlighting success stories like Logan Paul and Mr. Beast, who effectively merged large audiences with profitable strategies. The paragraph also touches on the benefits of starting with an agency to learn and grow in new marketing mediums, the importance of content quality over quantity, and the strategy of nurturing leads through organic content before using paid ads for conversion.

05:00

🎯 The Art of Content Creation and Brand Building

The speaker delves into the specifics of content creation and brand building, sharing personal experiences and strategies. They discuss the importance of structuring content effectively to capture and retain viewer interest, with a focus on the first 30 seconds of a video. The 'three Ps'—promise, proof, and path—are introduced as key elements for successful content. The paragraph also covers the concept of branding, explaining it as the creation of associations that influence behavior. The speaker advises on being selective with appearances and collaborations to maintain brand integrity and discusses the importance of aligning content objectives with platform algorithms for long-term success.

10:01

📈 Strategies for Content Volume and Quality

This section focuses on strategies for producing content in volume while maintaining quality. The speaker shares their own content production process, which involves creating a large number of pieces across various platforms, emphasizing the importance of finding a sustainable starting point and gradually increasing output. They discuss the concept of 'double, triple, quintuple dips' on content, meaning reusing content in different formats across various platforms. The speaker also provides tips on idea capturing, suggesting the use of social media platforms like Twitter for real-time idea documentation and repurposing those ideas into other content forms.

15:03

🤔 Frameworks for Content Creation and Controversy Management

The speaker outlines their method for creating content frameworks, which involves analyzing data, identifying commonalities, and simplifying into memorable acronyms. They also address the topic of controversy in content creation, stating that they believe one cannot be 'canceled' as long as they continue to produce content and communicate with their audience. The paragraph concludes with advice on finding and evaluating agencies or creative directors, suggesting interviews and referrals as effective methods for selection.

20:03

🛠️ Scaling Content Production and Managing Agencies

In this paragraph, the speaker discusses their journey of scaling content production, starting with hiring an agency and eventually bringing operations in-house. They describe the process of working with an agency as a learning phase, with the ultimate goal of building an in-house team capable of outperforming the agency. The speaker also provides advice on finding good agencies or creative directors, emphasizing the importance of listening to their pitches and comparing their capabilities.

Keywords

💡Organic Marketing

Organic marketing refers to the process of growing an audience or customer base through non-paid methods, such as social media engagement, content marketing, and search engine optimization. In the video, it is discussed as a strategy for generating leads and increasing profitability by attracting traffic and nurturing leads without the use of paid advertising. The script mentions that combining organic strategies with paid ads can enhance profitability by making the paid ads more effective.

💡Traffic

In the context of digital marketing, traffic refers to the number of visitors to a website or viewers of a piece of content. The video emphasizes the importance of traffic for businesses, particularly in the early stages of organic marketing, where the focus is on lead nurturing rather than immediate acquisition. Traffic is essential for brand exposure and for the potential conversion of viewers into customers.

💡Lead Nurture

Lead nurture is the process of building relationships with potential customers over time, providing them with valuable information to guide them through the purchasing process. In the script, it is mentioned that in the early days of organic marketing, the focus should be on nurturing leads rather than immediate acquisition, as this helps in establishing trust and brand recognition.

💡Acquisition

Acquisition, in marketing terms, is the process of gaining new customers or clients. The video discusses that as a business grows its organic presence, the focus can shift from lead nurturing to acquisition, where the aim is to convert the nurtured leads into paying customers. Acquisition becomes more prominent as the organic strategy matures.

💡Content Exceptionalism

Content exceptionalism is the idea that creating high-quality, valuable content is key to attracting and retaining an audience. The speaker in the video suggests that focusing on making content exceptional will naturally lead to growth, as it will be shared and attract viewers, which is a central theme in the discussion of organic marketing strategies.

💡Call-to-Action (CTA)

A call-to-action (CTA) is a prompt designed to encourage the audience to take a specific action, such as signing up for a newsletter, making a purchase, or booking a call. The script mentions that CTAs within content can be less effective and may 'kill reach,' suggesting that they should be subtly integrated into content rather than being overt.

💡Branding

Branding is the process of creating a unique name, symbol, or design that identifies and differentiates a product or service from others. The video discusses branding as the association between known and unknown entities, and how it can change behavior at scale. The speaker emphasizes the importance of being careful with associations to build a strong brand.

💡Influence

Influence, in the context of marketing and branding, refers to the capacity to affect the behavior of others. The video explains that a strong brand has a high influence, changing the behavior of a large number of people towards or away from the brand. Influence is a critical component of brand strength.

💡Reach

Reach in marketing denotes the number of people or potential customers that a brand, product, or message can potentially touch. The script discusses the importance of increasing reach to build a brand and how controversy can help in achieving this, although it may not necessarily increase influence or change behavior.

💡Content Volume

Content volume refers to the amount of content produced and published by a creator or business. The video mentions that a high volume of content is essential for learning what works in terms of quality and for maximizing the potential for views and engagement. The speaker shares their strategy of producing a large volume of content to increase the chances of success.

💡Quality

Quality, in the context of content creation, refers to the value, engagement, and shareability of the content. The video emphasizes that focusing on quality over quantity can lead to a disproportionate return in views and engagement. The speaker suggests that spending more time on one piece of content to make it exceptional can yield much higher results than creating multiple pieces of average content.

Highlights

The importance of combining traffic with monetization to make significant profits.

The concept of organic marketing making paid ads more profitable by nurturing leads.

Starting with an agency to buy lessons and shrink timelines when entering a new medium or platform.

The significance of making content exceptional for growth without promoting it excessively.

The ineffectiveness of CTAs in content and the natural progression for viewers to take the next step.

The strategy of building goodwill through content and using ads for CTAs to protect the brand.

The 3 to 1 ratio concept in content creation for maintaining a balance between giving and asking.

The role of quality over quantity in content creation and the power law effect on views.

The importance of the first 30 seconds of a video and the three Ps: Promise, Proof, Path.

Defining branding as an association between known and unknown entities and its impact on behavior.

The process of creating frameworks by identifying commonalities from a large set of data.

The idea that one cannot be canceled unless they stop creating content.

The strategy of aligning content creation with the platform's algorithm for long-term success.

Differentiating between the long-term strategy and short-term hacks in content creation.

The three content formats: lists, steps, and stories, and how they can be intermixed.

The method of capturing ideas in real-time through tweets and repurposing them for various content.

The approach to finding a good agency or creative director by listening to their insights and comparing them.

The process of building a brand by understanding its influence, directionality, and reach.

Transcripts

if you want to use organic marketing to

get more leads for your business or

you're starting from scratch whether

it's a new department or brand new for

your business I talked to a room full

business owners for eight hours and this

is one of the best moments that we

pulled out of just talking about organic

strategy to help them make more money

there these two worlds where there's

like the world that makes money and just

needs traffic and the world that has so

much traffic and has no money and so

when you learn how to marry those two

you just make absolutely obscene amounts

of money um I mean like Logan Paul

merging with Prime like he had the

audience in the traffic and then he had

a way to make money Mr Beast with the

chocolate like he had he had

distribution he just needed a product

Alex rosi needed a product for the

distribution base school right tons of

traffic where do we send it right now if

you have paid ads starting organic will

immediately make the paid ads more

profitable because what will happen is

people will look at the ads then they

will look at your organic and then they

will take the next step even if they

took the next step and booked a call

they will actually show and if they show

they'll have a higher percentage of

closing like don't worry about the views

and all of that stuff that happens in

the early days just keep making it and

just think about in the beginning as

lead nurture in the early days it'll be

nurture as you get bigger and bigger

it'll become acquisition but just from a

value perspective if you can just make

that shift it'll make your life a lot

easier from a scaling organic

perspective I I tend to always start

with an agency uh for every new medium

or platform that I want to go on now if

you don't want to do that that's fine I

just prefer to buy lessons and Shrink my

timelines and so I started with a guy

that I think I was paying like five

grand a month in no way was he special

basically did nothing um but it kept me

accountable to making three videos a

week and so I would do that and he would

post them I still don't really know how

to post a video on YouTube um so I say

that because uh if you just focus on

making the content exceptional like it

will grow like it absolutely will grow

and just my recommendation is do not

promote in the content to the greatest

ever so think about it like this is that

you want to have this big valuable thing

all this content that you're teaching

the ctas in my opinion in content are

not very effective like they kill reach

it feels weird no one likes it whatever

people will naturally just take the next

step if you put it in the descriptions

you put it in your link your link in BIO

like you do those two things you will

get traffic to your stuff by just saying

this is what I do rather than hey by the

way like I just I don't think that's the

right way to do it the beautiful merger

of these who here knows how to run ads

just like get a show of hands okay so

like half of you guys okay where the

magic happens is where you build all the

Goodwill for free and then you use ads

to do the ctas and so has anyone here

read the leads book okay so there's the

whole content section about the give ask

ratio the unfortunately based on the

book and the limitations of the book I

can't get into like more advanced stuff

where it gets really juicy is that all

of your content is only

give and then the ads are the ask so

then you don't have to balance a give to

ask ratio you just only give in content

and then the ads serve to be the

CTA and for whatever reason it protects

the brand it's a totally different

vibe if I was if I was like right

hooking every video be like hey go to

here go to here go to here people would

be like whoop and then that that would

be it like no one would watch my stuff

anymore but if I keep providing value

they get value I deposit Goodwill and

then later we can hit them with an

advertisement to go do something and

they exist completely separately and so

we just want to think about the Mind

space of like the 3 to1 ratio still

exists if you think about someone's news

feed so they have like content one from

you content two from you content three

from you and then they have an ad from

you and so here's the money one and all

this other stuff is free and so think

about it from a larger perspective and

that's this is this is where like this

is where the obscene money is what do

you guys have questions about here all

right so I'm going to just ran at you

for a second and try and cross as many

of these out as I can so from a like

topics volume like these kind of all go

together so so Evelyn for you if you're

looking at I make this really Niche

content I need to go wide in my

experience like keep making the content

that's going to serve your avatar if you

want to have I would say like if you

want to sprinkle in I just consider it

further top of funnel and so like we

have made some of these like I made one

video on some meal stuff I did um and I

would say that for us we kind of swing a

little bit like a pendulum where I I

only like making business content the

team will urge me to not make business

specific content so that we can appeal

to a wider audience from time to time

and usually like the more I do this I'm

like ah I and then I swing back over

here and I'm willing to know that the

volume drops and I'll just tell you let

me just share this experience with you

so we did um we did a workshop here

that's why it's set up like this and I

asked the room I said hey

uh of the content that I make which you

guys are consuming like the case study

stuff where we like build out a sales

team and like like how we do onboarding

and like all that stuff and here is

consuming like lessons to my younger

self the whole room was this side and so

even though these got onethird the views

of these ones sometimes this can

introduce people like the right people

will then just think about as top of

funnel like this gets more people in

they'll see other stuff you have and

then they'll go down the longer more

Niche videos that's specific to them now

the other people who just come for that

well they'll wait till you have your

next one of that and then YouTube or

whatever will display it to them um so

that's from a topic perspective I would

say if you do like four like 3 to one

four to one in terms of your Longs like

one I go a little bit wider and the rest

I still stay on topic you'll probably

get the best of both worlds what I would

tell you though is that I think your

stuff's really good and I I think you

just need to get you need to learn

more presentation skills and that's okay

that's not like this is me trying to

help um and so I think that you could

probably take the same content you're

currently making and just simply

structure it better and you'd probably

get 10 times the views a side note for

you guys is you'll notice the bigger the

Creator usually the less frequent they

actually make videos and it's because

they realize just power laws exist which

is that if you spend 10 times more time

on one video it doesn't get 10 times the

views sometimes it get a 100 times the

views and so qu especially platforms

nowadays are so heavily ring on

quality you create the quantity to

figure out the quality and so in the

beginning more people make lots of

content and then you start figuring out

the stuff that works figuring out the

stuff that works and then you'll notice

that they're like oh man well we did

spend more time on that video okay well

if we're going to keep making videos

like that I don't think we can make this

money but it's okay because you make it

up on the fact that the total quality of

that one it gets shared more people

watch it longer and um I think Mr B said

this but it was like if you make 10

videos or you spend 10 times and you

make that one video 20% better in terms

of ABD or click-through rate you don't

get 10 times the views you get a 100

times the views so you get a

disproportionate return for quality and

so I think it's fine from a from the

niche content perspective but I would go

really deep on the topic and try and

keep it keep it as um congruent with the

packaging of the video which is where a

lot of people lose off and you need to

obsess about your first 30 seconds but

like this last uh weekend I watched my

top 35 YouTube videos I watched the

first three minutes of all of them and I

wanted to figure out like what was it

that I did in these videos that I didn't

do in other videos that had similar

average view duration but I didn't like

I I I didn't I didn't carry as many

people through and um I'll just share

this with you the three PS that I found

at least for us which is promise proof

path and so you want to cover that and

this is where this is for you in terms

of the big difference between Ed

Educators and entertainers they don't

think that way and maybe I'll find out

in two years I'm wrong here but this is

what I think right now which is that

like there's a huge there was a huge

Obsession of like match the exact words

of the headline with the first however

many seconds of the video confirm the

thumbnail in the in the background and

that's really B Because if you say hey

we're going to crush a Lamborghini and

you they go and it's a talking head

there's no Lamborghini they're like

screw this and they're out right but if

you're educating then I think the

Lamborghini in our situation is

proof is how what is the big Vegas

lights of why should I listen to you

sure I want to learn more about

guarantees okay but why should I listen

to

you and if you can answer that as

quickly as possible like the the videos

that like when I looked at my top ones

it was just like hey I sold my company

for $ 46.2 million a big part of that

was that we had a guarantee that beat

all of our competitors and so we did

four things that we used that that made

our guarantee

stronger done and if it if that's what I

said the video is about they're like

okay there's a promise of what he's

going to help me do there's a path and I

have proof of why I should listen to

this guy and so you want to have that

like what's in it for me and why should

I believe you and then the the path in

my opinion is just to show that there is

structure and you can set expectations

and then meet the expectations I think

that's more about watch time uh the

first two are about why should I stay

and then the that's the what's going to

happen I will probably write a book on

branding at some point I think I have

significantly increased my understanding

what like what a brand is and so I think

first starting with the term of defining

it which is it's an association between

two things like that's what a brand is

it's between things that people know

it's people that they don't know and so

branding is also a word for teaching

like if I say if I I wear a hat in every

video then people start to associate the

hat with me right and if I provide value

eventually you can take the hat off and

people still associate the value with

the hat fundamentally that's what

branding is and so if you're trying to

make content about a certain topic they

will associate you with that topic and

so if you want to be known for a certain

thing like that like the background

everything that goes into it people make

associations that's how we learn right

and so there are three elements to Brand

the first is the strength of the

influence when people see me or see a

logo or see something does it change

their behavior and and so if we were to

go to the atmology of the word basically

where it first began branding was like

if I branded a cow right you brand a cow

it's got It's got a mark on it the

reason for that was because it would

change people's behavior if I saw a cow

that didn't have a brand a cow that did

have a brand I would maybe catch this

cow I would leave it alone i' do

whatever but the one that has Rick's

logo on it I might give it back to Rick

or i' kill Rick if I or kill the cow I

hate Rick or i' steal the cow either way

the brand I would treat this cow

differently than the cow that had no

brand and so Brands change Behavior at

scale that's why they're so valuable and

so the question is from an influence is

what percentage of people does it change

their behavior if it changes a lot of

people's behavior Donald Trump changes a

lot of people's behavior now the next

question is is that behavior going

towards or is it going away for some

people it's very strongly towards and

other people it's very strongly away but

he changes people's behavior so he has

strong he has a strong brand from an

influence perspective the directionality

is going to depend on the person and

then the next piece the third piece is

just the reach which is how many people

in general have this association with

you and so if you're thinking I want to

build a brand then you think about the

hypothetical Max of what a brand would

be which is you'd want as many people as

humanly possible moving towards you and

all changing their behavior at once when

they see your

thing that would be the hypothetical Max

of a brand right like Taylor Swift has a

brand that's very close to this everyone

knows who she is she has a very strong

brand in terms of changing people's

behavior and they tend to move in the

direction that she wants them to go so I

also kind relatively reject the concept

of all all publicity is good publicity I

would just say all publicity is

publicity it will increase the reach of

your brand it won't increase necessarily

these two but it will increase the reach

more people will know about you and so

it's just being specific about what a

brand actually is and so if you

understand that a brand is built through

associations then you're also very

careful about who you choose to be uh

who you choose to appear next to right

and so there's a reason that um I don't

speak on stages anymore that I don't own

mostly because the audience will

associate me with the other speakers and

I often don't want to be associated with

the other speakers um podcasts even to a

certain degree have the same thing they

spend an hour with me and this other

person and I've become more and more

strict about this to the point

where I really don't appear like I'm not

really trying to appear with anyone

anymore you are always going to be the

purest version of your brand like you

are your brand and so you leaning into

to more of you is the stuff that's going

to accomplish these things and if some

people are turned away from you that's

fine but what we can do to change that

is we try and reach as many people as we

can and we try and provide value to

those people so that they change their

behavior and ideally go towards us I

just wanted to draw that out for you

guys CU I thought hopefully that was

helpful Niche versus white algorithm uh

big picture here don't worry about it

like always just align your objective

with the platform like hacks are stupid

because if you grow off of a hack like

hashtags work or whatever as soon as

they close the loop because all

platforms do you'll just go down to zero

it's not a long-term strategy so just

why do it in the short term if it's not

going to work long term the long-term

strategy of every platform is to keep

people on the platform and so they want

you to make content that lots of people

click on and that lots of people watch

all the way through and ideally watch

something else from you so everything

that they do in the algorithm is just to

always optimize for those three things

and that's not going to change now the

math that they do to code it might

change but the objective will always be

the same and so if you aligned your

objective with the algorithm's objective

you will never have an

issue and that goes for shorts it goes

for Longs like that's why the Hook is so

important because they want to they will

see that a lot more people are making it

past the first 3 seconds so we will show

to more people and if a lot of people

watching all the way through they'll

show to even more people and that's all

it is because we're aligning our

objective with theirs that's it okay

shorts versus Longs um

in the beginning think about a long as

just many shorts put together just from

like if we have that path that I was

talking about like think about your path

as the seven shorts that you're going to

string together you just don't have

necessarily 60 seconds that you have to

get it you can get to 90 seconds

whatever but you still structure them

the same way and that will be beneficial

for you but in terms of Longs there's

only three formats you've got lists

steps and stories and you can intermix

all three of them so you can have a list

of things

and have steps within the list and then

tell stories about each step but all

three can be intermix because that's

fundamentally like what content is is

it's lists steps and stories volume max

so from a volume perspective we put out

if you want to like blow blow your mind

uh we put out 350 pieces a week so put

50 pieces out a day um across all

platforms I would start with something

that you can commit to and then

basically you just keep ramping up and

the big the big Flex on this is

understanding where you get double

triple qule quintuple dips um on content

and so a lot of people don't know this

but the highest leverage thing that I do

with my time is I make

tweets those tweets are actually the

like the life source of everything

so my tweets which I think you have to

have a couple ways that you want to

capture like you everyone captures

content differently but for me if I get

an idea I can tweet it in two seconds

it's not it's not it's not hard for me

to do that and so by doing that I

Capture Moments throughout the day and

then when we do record with the team

they'll pull up my tweets and be like

what was this about and then I have

content on that and then when they're

like what do we Capt in this Instagram

they take my tweet and so I get and then

the tweets themselves become reals and I

can also say the Tweet out loud and make

it a video and so all of these things

all stem from one place and when I had

gym launch before I was public this

actually was an old habit of mine cuz I

actually had this big email thread to

myself which was like lessons and

failures throughout the year and every

year I kept one email thread that

whenever I'd learned something I would

just send it to that that thread so I'd

keep it and I just replace that with

Twitter and I just now word them

slightly

better um but I think you need to have a

repository for where your ideas are

going to go as they come up throughout

the week if you don't know topics that

you can go on look at your calendar look

at every single meeting you had that

week and what you spent your time on and

that will give you more than enough

content to talk oh yeah I had this

meeting and had this

uh one of my clients had this issue with

her order bump and it wasn't working and

so this is what we did right great

content but like if unless you look

retroactively you might not think about

it when you're on the spot and so one is

that I always I document in real time

through tweets or emails do whatever you

want you can have notes on your phone

two is I look at my calendar of like

what what did I do this last week that

was interesting or like that I learned

or something that came up from a meeting

perspective the third category is far

past so like what are the what are the

big lessons that have that changed or

shifted my beliefs

that are valuable to somebody else and

so You' got far past you've got recent

pass which is your calendar you've got

real time which you do your Tweet dumps

on and then um the kind of like fourth

category you can look at is what I call

manufactured which is like I lived on

$100 for a month which is much closer to

entertainment I don't really do much of

that but it is another bucket of like

topics of content I started a school

Community from scratch and this is what

I did like that would be manufactured

right and so that's how I think about it

from a topical perspective that keeps it

both interesting and

endless um that like we never have a

lack of content like we always have

stuff how do you get those Frameworks

out of yourself because I think that's

one thing that sets you really hard is

that you framework everything do you

have a method turn now yeah um I

actually have an answer to this now I've

gotten that question a zillion times but

I do have an answer now so like the

framework for making Frameworks is that

if even if I'll just use the micro story

I had about promise path plan right if I

have to do something repeatedly and I

have to do it over and over again I want

to create some sort of templates I don't

have to remake the same decisions or

have to resolve the same problems and so

I tend to then drink in a ton of data so

I watched 35 of my YouTube videos the

intros and then I was like okay what are

what are all the things that happened in

each one of them so I wrote them all

down and then I was like okay well this

one had five things this one had seven

things this one had two things okay well

what did they all have in common well

they all had these three things and so

then you narrow it down to what are the

few Factor basically delete everything

and if we only had these are the three

things that they all had and so this was

the same thing when we had um gym launch

I didn't know how to retain customers I

was really good at selling them but the

gym members like I had industry average

turn and what we did to solve that

problem was that I uh got my customer

base I said who here has less than 3%

monthly churn for six to eight months

and so there are 20 gyms that had that

out of however many thousand and so I

got them on a call and I said okay tell

me every single thing you do to retain

customers and each one of them had 20

plus things that they were doing but

when I interviewed all of them all of

all 20 of them were only doing five

things in common and those became the

five Horsemen retention which is became

the framework for how we retain

customers in a

gym and so you drink in a ton of data

you get everything and then you Circle

where are the commonalities and then if

I want to make it sexy I try and have

them be the same letter promise path

plan easy to remember or make it an

acronym something like that but that's

fun like that's the real process and

then the the the naming thing is the is

super easy so that's that's how we make

Frame Works go ahead what's your take on

controversy for content and brand so

I'll say this and this should hopefully

put a lot of you guys at ease I actually

don't think you can be

canceled I just don't think it's true

you can only be canceled if a platform

if all means of communication that you

can communicate with an audience are

removed from you like you are unable to

communicate and you stop making content

R Kelly has been canceled because he

also stopped making content now he did

I'm trying to think of like the most

hypothetical extreme of terrible

scenario right I would bet I mean you

look at con

right he can say anti-semitic stiff

whatever he continues to make

content and people still continue to

follow him like you become uncan as long

as you don't accept that you can be

canceled and I think fundamentally

that's it now from a controversy

perspective on that the sheet that I had

over earlier about reach controversy

helps you get reach the other two maybe

maybe not and so thinking about like

what like it's basically the same as

getting on a trending topic like to me

controversy and Trends are the more or

less the same thing um like more people

on average will be interested or at

least click it drives CTR but what do I

want them to like I would not want to

associate with a lot of different

controversies so I don't talk about them

I personally don't talk about that

stuff it's just I don't I don't care

enough but yeah some people do I don't

you have a good feel on organic in terms

of making content where the topics come

from algorithm stuff shorts versus longs

find one person to hire 10 people who's

really smart overpay them volume comes

from commit to what you can and then

slowly ramp up the volume is really so

that you learn the quality more than

anything else and then product Market

fit the customers that you have are

going to come from the the the niche

content even if it doesn't get many

views Sor one question sure agency or

Star did hires

people I I did both um so I mean I first

started with the agency and then I was

like okay now we're we're really serious

basically when I sold gym launch I was

like okay now I can really do this when

I had gym launch and I was just starting

some of the YouTube videos and uh

podcast I had a podcast agency that just

posted it and I had a YouTube agency

that posted it and then when we were

like okay we're really doing this I

brought Caleb in he then started

managing the agencies and then he hired

people in house to replace them and

basically I literally outlined the step

in the book on agencies but there's

going to be a period where they work and

your team works so you pay twice and

until your team beats their team and I

tell them I'm like I'm going to beat you

that's all I'm trying to do here and as

soon as our team beats their team they

go away how do you actually find like a

good agency or a

good the creative director talk to 10

listen to all of them you'll quickly see

who has their together and who

doesn't you can also bid them against

each other if you really want to but I

rarely do that I usually just quickly

see who's good and who isn't and I try

to go offer referrals of people cuz good

like I'll say this the best agencies

don't need to run

ads like they have more customers than

they can handle food nom nom