Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing - Ep. 26

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This is The Russell Brunson Show.

Hey, this is Russell. Welcome back to the show. I'm excited. I've got somebody in studio, in office today. We're gonna be talking about his new book launch, his process, a whole bunch of other really cool things. And so we're gonna be talking today, for any of you guys who are creators, who are trying to put your message out there, and you probably have a webinar or a challenge or something, but you're struggling at getting traffic. How do you get more traffic? Into your funnels? What's a cool, easy way and a fun way to do that? And so my guest, I'm excited, uh, he's local to Boise, so you know he's awesome, number one. But number two, he's also been involved in our coaching programs for— I don't know how long—

for almost a decade.

For a decade he's been involved in our programs. And, um, the story we're going to tell today and his new book coming out, I'm really excited because I didn't know this part of the story until I had you speak at Mastermind in Paradise in Mexico, and you first kind of told your story about how you discovered this and how it came about. And how everything shifted for you. And anyway, so we're gonna go deep into that story, 'cause when I found out about that, after that, and you spoke at Funnel Hacking Live, and you told this story a bunch of times for our people, and I'm excited to share on the podcast. But our guest's name, his name is Eric Thain. If you haven't met Eric yet, this is Eric, and he's got a brand new book called Create, Don't Capture, which is just launching right now. How's the book launch been going so far?

Yeah, it's going great. We're just kind of in the middle of it right now, so it's super cool.

And depending on when this comes out, Do I talk about the limited edition? 'Cause this is kind of a cool thing you're doing that may be relevant to people who are listening, but may already be sold out.

Yeah, I think this is, I mean, it's kind of unique and it's a little bit different, but the title of the book is Create, Don't Capture. And it's about really creating instead of just like going through the motions of doing like what you're supposed to do, right? And so when we were launching the book, I was like, I can't just like throw the book on Amazon and sell it for $20. Like this needs something special. So we did this limited edition version of it. And depending on when this podcast goes out, you might be able, there might be one left. You might be able to get one, you might not, but you can go check it out. It's a very limited run. And so in limited edition, they come with a dust jacket and everything, right?

And like, anything else special about the limited edition?

Yeah, well, we spent a lot of time and effort. It's just like this unique design and something really unique and nice. It's a nice hardbound cover. Um, they're all signed, uh, ready to go. And so, so you can get one of those. It also comes with this, um, the creator's journal, which is brand new, which we haven't told anybody about until just recently, which is a process that I go through daily to like increase creativity and get into flow and and just like become a creator and share more and teach more. So, um, there's that. Of course, when those are all gone, then they're gone, and then we'll go— you can go get the normal book then. But, and for now, those are available.

So we'll do a more formal call to action at the end, but for anyone, like, where can they get this and see if the limited edition's available?

Yeah, just createdoncapture.com. createdoncapture.com.

Okay, with that said, let's jump into like what I want to actually go deep on it, which is the process. So first off, um, I'd love for you to tell a story Even before the Mexico, like where you kind of started creating this stuff, you know, the year before you spoke, tell us some of the background, 'cause you were publishing stuff prior to you ever teaching any of these kind of things. Like, where did it all start for you?

Yeah, so when I got started in the online game, I was running a business teaching filmmakers, and I was coaching filmmakers, and I had courses and everything. It was on lighting and cinematography and all those things. And it was great, but the entire business was built on Facebook ads. Like, I had learned how to create Facebook ads from my first original mentor, like, do it this way, set up a funnel this way. He got me into ClickFunnels, and then I started building the stuff. And it was all going great, and you remember the early days of Facebook ads, like you could sell anything.

If I could go back in time, can you imagine, like, what we know now? Like, it was Christmas, we didn't even know.

And we didn't even know how good we had it. But you could sell a box of rocks on Facebook with ads and it would sell, right? And so we were selling stuff like crazy, it was amazing, and there was always this thing of like, I would listen to you or go to FHL or whatever, and people are always like, you need to publish content, you need to build your brand, you need to publish every day, create content. And I remember hearing that and going, yeah, yeah, yeah, I know I need to, but like, it's hard. It takes time. It's, it's like, why would I do that when I could just go spend a little bit of money on ads and get a 4x return and grow my business that way? And so it wasn't that I didn't know how to create content. I had done it for a lot of other people. We had you know, before all of this, we had done over 500 million views on YouTube, uh, back when a view actually meant something, right? Because nowadays it's just like somebody scrolls past your video and they count as a view. But on YouTube, it was like they had to spend a significant amount of time watching it for it to even count as a view. And so we did a lot of viral videos for clients, and I'd always been into video production and design and branding and all that kind of stuff. So we had done all that. I knew how to do it. But sometimes you are really good at helping other people with something, but then like you just kind of neglect yourself.

It's like, let's say the shoemaker's son has no shoes or something.

Yeah, exactly. So like, I didn't have shoes as the equivalent. I didn't create my own brand. I didn't create my own content. And so, all running on Facebook ads, business is growing, everything was great. Although I did watch my competitors who were focused, like hyper-focused on creating YouTube channels and creating content. I watched them taking off like so much faster than me because their relationship was like actually a relationship of value with their audience versus like mine, which was very transactional and just constantly selling through ads. And I noticed that, but you know, I didn't know what to do and I didn't have time to create content, so I kept running the business. And it wasn't until, you know, there was the moment when Facebook ads got all messed up and got expensive, and there was a whole thing that happened with Apple and Facebook and the iPhone. They started putting those notifications on it, and then it all got worse. It got worse, and it's continued to get worse since then. It just got a lot harder. And there was a period of time there where my costs got so high that it just, it just completely shattered my business. Like, we went from millions in revenue to like $100,000 in debt, like what felt like overnight. And it was a really hard time. It was around Christmas time, like my favorite time of the year. I love Christmas. And like, I spent the entire holiday locked up in a room, like working on the business, just grinding, trying to figure things out. And I remember like sitting around just going like, this is not what I signed up for. Like, this isn't, this isn't what I wanted. This isn't like— I got into this business because I had a dream for like a lifestyle that I wanted to build and who I wanted to help and what I wanted to do with it. And, you know, your why is usually a big part of that. And my why was like to support my family and to build this thing. And yet here I was trying so hard to serve that why, but then neglecting the why at the same time. And I was like, this doesn't make sense. This isn't right. And so that was kind of the catalyst for me where I was like, I have to change something. I can't do this anymore. This isn't working anymore. And so then it was at Mastermind in Paradise the first year that I remember I was sitting there and trying to figure out what to do. Like, I had already RSVP'd and bought the tickets, so we were there, but like, I couldn't afford to be there. Like, it was, it was bad. And I remember sitting there and just having this idea, this epiphany kind of came to me that like, I need to turn off my Facebook ads. Like, We've been trying to make it work, but it's not working. So what if we just cut that off completely and go all in on content? Short-form videos, right? Instagram, TikTok, YouTube Shorts. And I didn't know if it was going to work. I didn't know what was going to happen, but I, I made the shift. We shut off our Facebook ads. It was right there at that event that I made my first 3 videos, made them, got home, continued making content. It was a grind for a little while making those videos. And then it was about month 5 of making daily video content that my account started taking off.. It started working. Everything was growing. We were starting to make money from it, and we completely replaced what we were doing in revenue before when we were spending $40,000 to $50,000 a month on ads, now just completely from organic. And that was what happened. And then that was why I ended up the next year at Mastermind in Paradise is when you invited me to come speak on stage. And so then I was there actually telling everybody.

It was cool too, because you told— again, I knew what you were doing and saw the results, but I didn't know. And then you told the story, you're like, I was here last year, I couldn't afford to be here. And I went out to the step and you showed the picture. Went to the steps right here, I recorded the video and started. And that's like where it all began. And then 12 months later, how, how much has transformed is, is really cool.

Yeah. Crazy. And so then to be on stage then teaching that formula was amazing. And then of course, you know, we did, I started doing some videos for you and then for a bunch of other people and then we did FHL and then I launched the book and then all everything.

And here we are today. And here we are on Russell's podcast. It's so, it's so cool. Um, so when you first started it, uh, the first videos you made in Mexico, did you have a formula or a process Were you just making video? Like, how did it— from the, the very beginning part of how did it start?

Uh, I didn't. I literally didn't know what I was doing. I was just like, I see people making these short-form videos, like they're talking and teaching principles on it. I'm gonna try that. I'm gonna just— I'm gonna do it. And so, uh, I'd seen enough of them to kind of like get the flow, but the first few videos I made, like, they weren't good. They were, they were shot on a phone.

Like, just still on your channel, can we scroll backwards?

Yeah, they're still there. Yeah, yeah, they, they were shot on a phone. They weren't like high production or anything, like I remember looking for— I was trying to find like a nice backdrop at the resort, which is a beautiful resort. So that wasn't hard. But I was actually looking for a place where nobody would see me doing it because I was so embarrassed. I was so embarrassed to make these videos and for somebody to see me like with my wife standing there with her phone, like recording me and I'm like talking to the camera. I've always been a behind-the-camera guy. I'm a filmmaker, right? So being in front of the camera is just weird for me. But I did it. I got them over with. I only made 3. I was like, that's enough. I did 3. Okay. So I made the 3 videos and, um, and I didn't know what I was doing. And it was over time that I started to kind of develop the formula. I started to figure out what was working. Um, because for the first 2 months of making the videos, I was actually losing followers every day.

So I'm offending everybody.

I'm like, they hate this. Um, they like, people didn't like it or whatever. Like, I mean, there were followers, I was gaining followers, but I was losing more followers. So clearly, like, it was different from what I had done in the past and all the people that have followed me before were like, this guy changed, I'm moving on. And that's a hard thing to like commit to something like this and then see your follower count dropping and then to like continue.

Yeah, most people would bail and like, this is not working.

Yeah, well most people go for like 2 weeks and they see it working and then they give up, right? 'Cause like, oh, it's a lot of work, right? I can just spend money on ads. So, but I kept going 'cause I didn't have another choice. I burned the boats. Like Facebook ads, I was like, I'm done with those. And so it continued going. And then, um, it was through a process of like, I knew that in order for it to work, I needed to get better and better at it. And the way to do that was to watch the performance of my videos, pay attention to what was working and do more of that, and then pay attention to what wasn't working and do less of that. I'm like, if I just follow that formula, this should work out. Eventually we'll figure it out at some point. And that was what happened. And it was through a process of looking through all of my past videos that were working, the ones that popped off, the outliers. You know, if I was getting a few hundred views, what was the one that got 1,000 views and why did that work? And started reverse engineering that. And that was when I discovered this framework that I kind of followed. And I was like, oh, if I do this every single time, the videos perform a lot better and they have a lot better chance of going viral or getting more views. And ultimately, that's of course what we want. And then, and so I started kind of following that formula and I started doing it. And then it was when, when you asked me to come speak at Mastermind in Paradise and I was preparing the presentation, this is the first time I was going to teach it publicly. I started thinking about it. I was like, how can I present this in a way that would be interesting to Russell's people, that they would make it click, that they would get it and want to start doing it? And then I realized at that moment, I was like, oh, this is kind of like a perfect webinar, but in 60 seconds, right? Usually they're 90 minutes, but like the perfect webinar is like the best selling framework ever for any type of content or anything, not just a webinar, right? You use it for speaking, for live events, for everything. And I was like, oh, what if I taught it like this where it's a 60-second perfect webinar and you basically go through a hook and a story and a point and an offer, right? And let's take 3 secrets and an offer. And so that was when I taught it at Mastermind in Paradise as the 60-second perfect webinar. And that just caught on, like people really resonated with that idea. I don't remember the event. Like, I spoke Friday night and then Saturday everyone was around the resort making videos. Everybody was out there doing it.

Everyone had to try to find the same spot. Like, where do you do this at? There's got to be something secret about that area. Yeah, that's crazy. Um, what's fun for me, because again, after— like, again, I was there, it clicked for me too. And then we hired you and you wrote—

I don't know how many you did, 50 or 100 or however many. Yeah, we shot like 50 in a day, didn't we?

Yeah, it was brutal. Um, I remember because Eileen Eileen was doing the same time we were competing back and forth. I remember Eileen had messaged me. She's like, I did work with Eric's team. We did like 30 today. I almost died. And then so I had my first shot. I think we did 50 that day.

I have to do more.

And I messaged her and then she came and I remember because I was, I was done. I was like, I was toast after that. And then like a week later she's like, I did 51 today. I was like, that record will stand forever. I have no desire to go back and do that.

We actually literally planned that because we had a— there was one month where she wasn't able to film. And so we're like, well, we'll just do a double shoot next month and we'll beat Russell's record. And so we did 51.

It's funny, 'cause she, like, I'm so hypercompetitive, she's not hypercompetitive, but she still just to stick it to me had to beat me. Yeah, yeah, yeah. That's so awesome. So let's walk through the process a little bit more. So, 'cause obviously I know, you know, both of us know the Perfect Webinar, but walk through like if you're looking at a 60-second thing, what does that structure kind of look like? So people may not be as familiar with the Perfect Webinar or whatever, like just to get an idea.

Yeah. So this is the formula that every viral video follows. And like, I've gone and I've studied it and I've reverse engineered it. And like, there's a lot of different types of viral content. There's funny videos or entertaining videos, or there's educational videos, but this is especially effective. I mean, you can see this formula even in the silly videos, right. That go viral, but it's especially effective for somebody who's like, if you're a creator, if you're an entrepreneur and you're trying to get a message out there, it's a way to grab people's attention. Get them to pay attention to what you're talking about, narrow their focus in on what you do and what you can help them with and provide value and build trust with them, and then give them a call to action to go actually do something about it. Which, if you think about it, that's the whole point of business, is to get people's attention, kind of teach them something, and then get them to take action on that. Story offer sounds so good.

Yeah.

So that's the idea is like, can you do that? And the formula is built on human psychology and what makes that happen. Now, there's a lot of layers of depth to this. Like, I built a whole course on it that teaches the entire process, um, because it's— because there's a lot to it. But the basic framework we'll talk about right now, because if you just take what you know and what you're good at and you put it into what I call the language of social media— see, most people just show up and they just start talking like and teaching, but then it's not like working for the type of content that people want to consume. And so if you just put it into this formula, it instantly works better. It instantly performs better. We get— I get comments all the time from people that are like, I did my first one and it got 3 times as many views as I normally get, or 10 times as many views. Sometimes they go viral immediately. And so it's about putting it into this formula so that it can work. So here's the formula. Um, The first thing you start with is a hook. Every piece of content needs to start with a hook. Now, if you're in Russell's world, like you understand hooks, right? Because you talk about hooks all the time and a lot of times they're hooks for a webinar, for presentation or for an offer and everything. But the hook and content kind of comes before that, right? The hook is not just here's this thing that I do or presenting in an interesting way. It's like I just need to grab people's attention so it can be a visual hook. It can be an editing hook like a zoom effect. Or we did one video for you where you were wearing a shirt and a tie, right?

Russell's wearing a tie.

Russell's wearing a tie. Like you don't see that very often. And so that was the hook, right? But it's gotta be something that's gonna grab someone's attention to get them to stop. Because if you're, you could have the best content in the world and the most valuable thing. If you can't get somebody to stop scrolling and pay attention to what you're doing, then nobody's ever gonna see it.

And that's why I always visualize that as someone sitting there on the couch or on the toilet, like just scrolling as fast. Like how, like what's the hook that's strong enough? They're gonna be like, whoa, what is that? You know, and click the button.

Yeah. And it could be a visual thing. It could be an editing thing. It could be what you say. It could be, it could be something you say that speaks so deeply to a pain point that they have that they go, I gotta know the solution to this. I gotta know what they're gonna say about it. That's— those are the best hooks, honestly. They're not like trying too hard. It's just like it speaks to that person. So, so the hook, super important.

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The content, the point of the content is to answer that question, but you don't want to answer it right away because if you do, the moment they get the answer, they move on to the next thing, especially if you haven't given them like, um, an understanding of why this is important. So that's why after the hook comes the why. Now the why is where you actually spend time diving into like the background of where this comes from or the context or what you need to know in order for this to make sense. It's kind of like, you know, you talk about how to, how to wrap your principles and your points in your webinar and stories. Okay. Because by telling the story, it makes the point more valuable and it makes people more likely to actually do something about it. If you just told people like, hey, you should build a webinar, they're going to be like, okay. Right. And maybe none of them will do it. But if you tell a story about how you built a webinar, and it blew up your business, and then you say you need to build a webinar, how many more people are actually gonna do it? Right, 'cause it's wrapped in that story. And so that's where you give the context behind what it is. And so it's like, here's 3 content tips for growing your Instagram this year. And instead of going, number 1 is this, you go, the way that I learned this was because I was doing XYZ, I was struggling, I didn't know what to do, and I figured this out, and when I did it, my account blew up. So you guys wanna know what it is? All right, here we go. Number 1 is this. So this is doing 2 things for you. Number 1 is it's driving home the value of what you're about to share so that they go, oh wow, they could see how valuable this is. And number 2, it's increasing your watch time, right? Because in content, watch time is super important. The longer, the bigger percentage of your video that somebody watches, uh, the better it's gonna perform in the algorithm. And so you're, you've caught somebody's attention, Once you've got somebody's attention, you just bought yourself like probably 5, 10, 15 seconds in short-form video to where they're like, okay, I'll bite. I'll give this a little bit of time. I'll pay attention to this thing. So you want to use those 10 or 15 seconds very wisely to really drive home the value of what you're about to say. And if you do that correctly, after those 10 or 15 seconds, now they're really hooked. Now they're like, I have to know, I have to watch this video to the end. Okay, then of course, then you get into the content. Now, this is where the point— you make the point where it's 3 points or it's 1 point. You teach the principle briefly, kind of go into it. And then of course, at the end, then you have the last part of the framework, which is the call to action. What do I do about this now that I know this? And I think you've taught this before. If you give people like all this information, you tell them this amazing thing, and then you don't tell them to go do something, they're like, what do I do? It feels weird. It's like, It's like you teach it to them and then the video just cuts off. They're like, what am I supposed to do with this? Right? So especially if you're an entrepreneur, you want people to take action. So that's where you tell them what to do. And it's not always like, go get my free thing or go buy my course. Sometimes it's like, follow me for more tips. Sometimes it's like, you know, I just taught you how to do this. Now go do it. And it just gives the content a very nice, like, concluding statement. It makes it feel satisfying. And, you know, the end of the content is really important for how it makes people feel. And so when you make people feel satisfied, like I just got a lot out of this, it's going to make them more interested in watching more of your content. And so that's the, that's the 4-step framework, like hook, why, point, invitation. That's what I call it. Right. And it takes people through the process, this psychological process of grabbing their attention, getting them interested in what you're saying, giving them some value, building trust with them, and then getting them to actually take action on what you just said. Yeah.

I think what's interesting about it too is We've had a lot of videos we've done that have gone viral. We get a million views or whatever, but like usually they're based on some, I don't know, something or some, you know, whatever. Those people don't turn into customers later. Some of these videos didn't go as viral for us, but you know, we get 30, 40,000 views on it. But someone, it's, it brings, first off, the right person watches, the person who watches more likely to, you know, like it's, it's like we do some of these funny ones or whatever, these different ones that, that do a lot of stuff, but they don't turn into money. Whereas these are the ones that like someone consumes that consistently. Those are the ones that turn into customers and fans and all the other kind of stuff. You know what I mean?

Yeah. We looked at the stats on your videos. I think it was a 4x increase in shares on those videos versus your other ones because it's— because it— again, like I said, it's— this is especially good for people who are like you, entrepreneurs or trying to get a message out there. It's really good at getting that information out there to the right people. So it catches the attention of the right people. And I think a lot of people look at it and they go like, well, it didn't get a lot of views. Um, but it's like, it's not always about views. Um, I could teach this real quick. There's this thing that I teach called the content funnel.

The word funnel's in it. I'm already sold.

Let's go. Yeah.

Yeah.

You love it. Um, so the content funnel is really understanding the 3 different types of content, and this is really good. So you understand like the flow of a single piece of content is what we just talked about, but let's talk about your overall content strategy. This is the content funnel. Because there are videos that are designed to go viral to get a lot of views. Those videos typically don't produce as many buyers. Or naturally, when you get a million views on a video— I just had a video this weekend that got a million views in like 24 hours, like just completely took off. It's at 2 million views now. Um, but like, it's not like I just— it blew up my business overnight. It got a lot of reach, but not necessarily like a lot of buyers, um, because there's different parts of the funnel. So You guys know how funnel works, right? So at the top of the funnel, it's really big, right? And that's the reach phase of the funnel, is like you wanna reach as many people as possible. The middle part of the funnel is the trust phase. This is where you're building value, building trust with people, okay? And then the bottom of the funnel is conversion. So you're gonna reach a lot of people, but the number of, the percentage of those people who end up buying from you is small. It's a fraction of those people. And so when you have videos like that, that you do something funny or something silly or entertaining, like if I made a video of me chugging a gallon of milk in 30 minutes and then throwing it up.

Like, it probably would do that right now.

Where's the milk? Like, like, probably would go viral, you know, just because it's almost like a guarantee that something like that is going to, uh, or at least is going to get a lot of views. But what's that doing for my business? Not much, right?

The person who sees it— like, my kids sometimes will see my videos and it's like, my, my kids are being shown that one, but they're not gonna be shown the, the, you know. Yeah, exactly. Like, who's actually watching these doesn't really Yeah.

So the video that I had go viral this weekend, like it wasn't super related to what I do. It was kind of, I designed it to be more of a reach style piece of content that's just designed to get a ton of views and get a bunch of people noticing you. Now the next phase is the middle of funnel content. So what I can do is I can follow up that video with another video that points to it that says like, hey, it was, it was a video of my book getting printed, right? And so it's showing the manufacturing process, which is really interesting. And then, um, you know, so a bunch of people like, oh, that's super cool. And then moving on. But I got like, you know, maybe 600 or 700 followers from it, from the 2 million views. So the next video can be like, I just made this video and it went viral. Here's how I did it. Here's why it went viral and that kind of thing. So it's taking the attention from that video and now narrowing it down into what I do. Okay. My target industry. So reach style content is designed to speak to everyone. It's, it's not like super hyper-focused on what you do, It's designed to be entertaining or valuable to everyone. That's what allows it to go viral, to get a lot of reach. But to really make it work for you, you wanna take all that attention and narrow it down into your industry. So your trust style content in the middle of the funnel is really speaking to your industry now, speaking to what you do. So I'm talking to content creators and entrepreneurs and making that happen. And then of course your conversion content is talking about is talking to your buyers or prospective buyers. Here's what I have, here's what I do. So that video, as an example, it was a video, imagine like the manufacturing line of the book going through it, this machine that prints 20,000 books a day. So it's just flying through, it's really cool. The hook that I put on it was how books are printed, right? Broad appeal. Anybody could be interested in that. Anybody, like the How It's Made style video, right? Where people are just like, oh, that's cool. And they get to see the process. So that hook was really important in making that happen. Now, I could have taken the exact same video. Imagine the exact same video, and I put a hook on it that says, um, here's how to grow your brand with a book. Okay, very different. Same video, different hook. That's not going to go as viral. It's not going to get as many views, but it's going to speak more to my target audience. And then imagine the same video again, but it says, um, it says my book is getting printed. Here's where to get one. Right? Promotion. That's heavy conversion style. Same video, different hooks, totally different audiences. And so as a content creator, you want to have a mix of all 3 types of content. You want to have the funny, entertaining, sometimes not funny. Some people are just not funny. That's fine. But it can be like tips and tricks. It can be things that are just meant to just appeal to a lot of people and go viral. And then you have the stuff that's middle of funnel, more valuable, more teaching people that builds a lot of trust with your audience and they get to know you and they get to understand what you do. And then you want to have conversion content, which is occasionally like, hey, go get this thing or go buy my product or whatever. Now, the cool thing is if you follow the formula in this book, the framework we talked about, you can actually do all 3 in 1 video. And that's where we found the most success with these is you start with a hook that speaks to a broad audience. You narrow their attention into value that is related to your industry. And then at the end, you give them a call to action to go get something for free or to go buy a product. And what it does is it hooks a large, it casts a wide net. You bring a lot of people, you bring them down in the middle of the funnel where you kind of filter out all the people that are not interested. And then you get those people that are your audience. Because you think about if you, if you cast a wide net, if you get a million people, I guarantee you there are people in there that are your audience, right? No matter what the video is, there's some, there's some in there. And so you want to filter those people out into this is what I'm teaching you now. And then you filter those even down further into now go take action on it. And that's why this framework works. Um, why we did it for you. Maybe it doesn't go as viral as something that is only focused on the top of the funnel, but it will get you more views than what you're getting normally if you're just showing up on camera and talking about what you do, because it's in the language of social media and it will do a better job of taking that wide net, filtering it down into the people who are actually your people in your industry, and then filtering those people down into the ones that want to join your email list or get your lead magnet or join your webinar or buy a product.

Yeah, very cool. Okay, I want to talk about this from two different standpoints. Uh, the second one is like people have— who are already paying for ads and transitioning. But first I want to talk about more of the beginners. A lot of people are on here, uh, they're the beginning of their journey, they're trying to create an offer, they're trying to create a funnel. Um, and a couple things that I notice is interesting is a lot of people, they're— they know they're— I'm making this thing, I'm creating this offer, and so they don't want to talk about it because they want to wait until the offer's done, then reveal it to the world, right? So they spend way too long, usually 6 months or a year or 2 years trying to build this thing, and then they're like, I wanna share it with the world, and they put it out there and there's no one, they have no following, they have no audience, they have nothing, right? And then they're like, what do I do? I'm like, well, you should have started building the audience when you first had the idea, not 2 years later. You can buy ads. Like, well, I can't afford ads, what should I do? And so it's a weird thing, and I wanna just reinforce this and get people's heads thinking about this. Like, if you're a brand new beginner and you know you're creating something or you wanna create something, now is the time to start doing this, right? And I remember, man, this is probably, this is back in the Periscope days, this is rewind 7 or 8 years ago, I was going live on Periscope every day and just putting these things out there, and I remember one of my Inner Circle meetings, I just launched Inner Circle and they were asking, like, how did I know what hooks to use, right? Like, how do you know what hooks to use for your webinars and for your email, how do you know these things? And I was thinking about it, I was like, well, I'm going live every single day, But not only that, I'm also recording podcasts every single day. Plus I'm— and I was like, I'm testing a ton of hooks, right? So I was thinking about my day. I'm like, when I walk in, like in the morning, I see my wife and like I try to share something with her, you know? I'm like, oh, and I like, I'm testing material, right? So test it on her and see if she reacts. And then I come to the office and then like Steve Larson's the opposite, Steve or Dave or whoever. And I like, I'd tell them a story. I'm just like testing material. And then I record my podcast, I'm testing it. And then I go live on Periscope and I would test it. And then like, and so I'd be testing all these different things. I'm looking like, What are people responding to? What are they not responding to? What's the things, and then the ones where like, oh wow, this one got reactions, this one got responses, and I would double down, I would go deeper, and like, by the time I'm selling something, I've weeded through, you know, I don't know, 2, 3, 4, 500 different hooks, and I know which ones, these are the 10 that land, and then from there, I've retold, I told the story on the podcast, I told it to my friend, I told it on an interview somewhere else, and like, to the point where like, I know how to tell that story now, and it's gonna land, and now, I have something, and I think that this process, like if you don't have anything yet, like this should be step number 1, 'cause this is gonna help you to figure out your message, to figure out all those kind of things, and your audience will have a chance to find you, right? It's like going through your process and like just starting today. And kinda like you, like you made the commitment, okay, I'm gonna go every single day, you did 3 in Mexico and you started doing it, and it took a couple months, but then, how many months did you say it was dropping before it turned around? 2 months. So 2 months it was dropping before it turned around, And for most people who are spending a year, 6 months, whatever, on creating their offer and their first funnel, it's like, this is what you should be doing in the interim, while you're waiting. Yeah, and that way when you have something to sell, you now have an audience to sell it to. And you figure out how to craft your message, you find out what's working. I see people all the time who create a webinar and it bombs, and I go back and I'll spot-check it, and I'm just like, none of these, none of the hooks, none of this are that sexy, but they have no idea, putting the first thing out there. It's like you're putting your first test out there on this thing that's a 90-minute presentation. Like, it's so much stress without stress testing versus like, let's go and test things fast. So I'm curious, with people you've worked on this, especially probably everyone who's a Mastermind in Paradise afterwards, uh, like what kind of result— or like for those who are just, they're starting from nothing, do you have stories or results or something that you can share just about that process of like starting before you're ready and just getting it so that way when you have an offer, you have an audience that's ready for it.

Yeah, for sure. And the principle that you're saying is spot on, 100%. Like, build in public, talk about it, like start talking about stuff well before it happens. I've been talking about this book for a year and a half now, right? And then finally did the launch. And, um, you know, and you want to do that, you want to create that process. And it's one of the biggest advantages of creating content. If you're like, I don't have an offer yet, or I don't, I don't have my webinar ready yet, So great, go start just documenting your journey. Talk about, here's what I'm working on, here's what I'm thinking about doing, here's what I'm trying to build. Like you're at the beginning phase.

I learned today.

That's why here's what I learned today. Here's what, here's the thing that Russell did. Here's what I learned from him. Right. And you can, and you can kind of pull the, um, the celebrity from other people as well and like use those as hooks. And so documenting your journey is the best way to get started is just talk about like, here's what I'm learning, here's what I'm doing. And there, and there are some people who, um, uh, did that actually from, Mastermind in Paradise, uh, because I remember I was up on stage, I taught this framework to 500 people. Um, the next day I think all 500 of them went and made a video, and then like when everybody got home, maybe like 10% of them kept doing it. And to my knowledge, I think there are only 2 people who actually did it every day for a year. Do you know who they are? Um, Ted Hardy and James Curran. They are still— it's been They're going on 2 years now. They literally have not stopped posting videos. And what is happening with them is insane. It's crazy. They've become like actually well-known in your community. Or while James in your community and then Teddy, he teaches freedivers and in his community he's absolutely blown up. And so they're the only 2 people that I know of that actually did it every day. And it's because they had a bet with each other. But whoever, whoever misses a day first has to make a video in a dress. I don't want to do that. That's what they did. And you know what? Accountability. Ability works, right? So they're still going. But the cool story about that, and, um, cause I've worked with both of them, um, is that Ted did it for an entire year, every single day, didn't miss a single year, a single day for an entire year, made these videos. And what happened after a year was like, he had an increase in his content. It kind of worked. It wasn't like blowing up or anything, but like he was seeing some more lead flow. He was seeing stuff happening from his videos. And he came to me, he was like, look, what's happening? Like, this isn't really working out as well. And he jumped into one of my programs. I started working with him personally and I got on and I, and I looked at his content and I was like, okay, let's follow the same process that I went through with my content. Let's look at the videos that did work and let's try and do more of that. And let's look at the videos that didn't work and just do less of that. We're just going to start there. So we started finding the trends. What were the videos that popped off that worked really well? So He was getting a few hundred views usually, and then occasionally one would get 1,000 views. Like, okay, let's look at those. And we started noticing a few things about them, like, oh, they normally do this, they normally do this, let's try doing more of that. And immediately, like within days, he started making videos that were more like those, and they started getting views. Like, imagine that, you model what's already working, right? And so we went through the process.

Let the audience tell you what to do, you know?

And so then we continued coaching him, kind of talking through like making little tweaks and stuff to his content. 'Cause a lot of times it's just a little tweak. Like you're one degree off, like you're making the content, that's great. You're 90% of the way there. But then if you just tweak the language a little bit, if you just do this a little bit, and then it works even better. And so we started doing that with him and very quickly within like a few weeks, within a few months, like his content really started taking off. Now he's getting thousands of views on every single video. He crossed over 10,000 followers. Now Ted's like, he's literally going viral right now. As we speak, getting like 10,000 to 15,000 views on his videos. He's, his following counts going up. He's got videos now that following the framework, he'll get 200, 300, 500 comments on one video asking for his lead magnet and joining his email list. And, and so when you can do that, when you can figure that out and you get the process right and you just start, and then when you start, then you go through the process of trying to figure out and reverse engineer how do I make this better all the time? 'Cause it's not just about making 365 videos, it's about making a video that's better every day than the one yesterday, right? And so you can do that. Now he's like blowing up, he's getting all this attention, he's driving people, like he's become like the authority in the freediving industry because of this content and it's just changing everything for him. So that's the process, right? It's like you have to, you gotta learn the framework and everything, but you really have to commit to just doing this consistently. And showing up and making the videos and then making them better and better. And if you do that well before you even have an offer to sell, then when it comes time to sell an offer, now you have an audience to sell to. You like credibility, credibility. You know how to talk about it now because you've already spent so much time talking about it and paid attention to what worked and what didn't. And, and everything just goes so much better. You have this like really solid foundation you can fall back on.

I think James is an interesting case too, because I love James, first off, uh, and hopefully he doesn't take this disrespectful, but when I— knowing James, I wouldn't have been like, that's the guy who's gonna crush it on social media, you know what I mean? Very introverted, like those kind of things, but consistency. And like, that's why I started seeing him. Like, he keeps showing up in my feed consistently because I keep seeing him, and like, who is this guy? I want to know more. And like, now every time I see him, I'm like, oh, like, it's James. Like, I just— but it's like the consistency that like that did it. I think that's one of the problems people like you said, they just don't, they don't, they're not consistent. Nathan Barry, you know, another local Boise guy, owns ConvertKit, but it was different for him. He had someone back in the day who told him, he's like, if you blog 1,000 words a day every single day for a year, it'll change everything. So he made the commitment, he did it every single day. I think he ended up doing it for like 2 or 3 years before he stopped, but it was 1,000 words a day, and that's what built what became ConvertKit, is like that consistency in the publishing, which is like, you know, the foundation of everything. And I think that if people, I've been saying it for 5 or 6 years, If you want to get rid of all your financial problems, like publish every day for a year and they'll be gone because you can't not like you. Your skill set has to go up. Your following will go up. Like all those things will take care of themselves if they'll commit.

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So how do we get everybody who's listening to this right now to commit? Do you have any tricks?

Just do it.

Just do it. Do it now. Okay, so let's type that. So the question is, how do you do it every single day? Uh, obviously when you worked with me and Eileen, we were doing 50 in a day, but like, what's traditionally for you or people you work with, like What's normally the process? They like every day doing one or are they batching it?

Like what does it normally look like? Yeah. Well, let me say this first. Being consistent doesn't necessarily mean every day. So like there's gonna be people watching this who like have a full-time job. They're like, how am I gonna make a video every day? You might not be able to, that's fine. Because if making a video every day causes you to make crap, honestly, then like you're not doing anything. You're not doing yourself any favors. So focus on making good content, focus on making, you know, content that's getting better over time. And if it's 3 times a week, week, that's great. If it's 5 times a week or whatever, uh, if it's a YouTube video, typically it's once a week, right? And so it depends, uh, once every 30 to 45 days, it's not okay. Yeah, well, unless you're Mark Rober, right, who does a video— he's the man though— once, once a month, but they're really big productions, right? So, so there's a balance of quality and quantity. And I say in my book, um, quality is better than quantity, but quantity leads to quality, and quality quantity is the best, right? So if you can create quantity of quality content, that's the end goal, but you're not gonna start there. You're gonna start out making probably a quantity of really bad content so that it becomes better, and then when it becomes good, then you'll actually start to see that happen. So, first of all, so don't get like all worried that like I have to make a video every single day and it's gonna be crazy. If you can, awesome, it's a really good goal to strive for, but especially in today's social media landscape, like if your videos are good and you're doing a few times a week, like you're good on the algorithm, like not there's no issue there when we're talking about short-form video, right? So what's more important— I saw a video about this the other day. I thought it was really good. He said it's not about frequency, it's about consistency. Consistency is showing up for your audience regularly. Frequency is about how many videos per day am I putting out there? And so if you're focused on frequency and not consistency, you're probably headed to burnout. Like you see that happen to a lot of people. They make a video every day for 2 weeks or a month or 2 months and they're like, I can't do this anymore. And they move on to something else, right? So if you can just show up consistently, and the reason why that's important is because number one, the algorithms like it. They want to see somebody who's consistently posting, who's consistently sharing quality content, who's consistently getting a good amount of views, and then they'll start boosting you and showing your content to more people. Um, but what's more important than the algorithm, uh, and, uh, I saw a post from, uh, Gary Vee about this the other day, is that the algorithm is not a robot. The algorithm is people. It's literally the people watching your content. They're the ones determining whether your content goes viral or not. And so if you understand people, if you understand how to speak to people, um, it's not about just gaming the algorithm. It's about showing up for an audience. And how many of you guys are like really good friends with somebody who's only there for you like some of the time when they need something, right? When I'm trying to sell you something, you want to build an audience and a community, like you need to show up. You gotta, you gotta be there for them. And that's so there's, there's a, there's a psychological component to that. And so I would make that the number one goal is like, I'm just gonna show up consistently at whatever frequency I can handle right now. I'm gonna show up consistently for my audience and then, and then build systems around that. So I'm, I'm a big systems guy. I love systematizing this process, uh, which is why like with you or with Eileen or some of our other clients, we typically do like a batch shoot day. So we'll write all the scripts and then shoot them all in one day. And then you don't have to do anything for a month. Month or 2 months in your case, right? And they just drip out over time. So if you can be consistent with that, for some people, uh, you might like to shoot, you know, a few videos once a week and that's totally fine. Or maybe a few more videos twice a month or something like that. So you find out what's the rhythm that works for you. And the more you can batch that content and get it going, then, um, the more consistent you're gonna be able to be. And then you can actually go on vacation or you can do other things and your content keeps flowing. So that's the way that I look at it.

That's cool. Um, when you say like writing a script, I think some people might be freaking out, like, wait, after I script, like, um, I'm curious because you wrote— I mean, you literally wrote all those scripts for me. Like, for someone who's like, I don't— like, how do they— how do they find those stories initially? How do they— would you have a strategy for them who don't have like, uh, you know, two decades of content I've done that, that they could pull— that I can pull from, right? Versus them, it's like I'm the beginning of this, like, how do they think through that? How do they find the story? Or how do they, how do they know what to even say? You know what I mean?

There's a lot of, um, a lot of research strategies for finding ideas, but I think the biggest thing, um, I have this thing called the authority matrix that I teach that's about like, where do you start when you're starting out with content? And it typically starts with two types of content. One is documenting your journey. So there's a well of content ideas there, just talking about like, here's what I learned today. And then the second one is really like playing off of other people's expertise. So you take a video from Russell Brunson or Alex Hormozi or somebody like that, like they said this and here's what I think about it. And so you get to capitalize on the authority of other people and then just share your own thoughts on it. And it's a really good way to get started because you'll start coming up with ideas. You can do things like searching, you know, Reddit for what questions are people asking in my industry, which is another good way to do it. You can look at YouTube videos, you can model other people's content. One of the things that we do with all our clients and help other people do is go find other videos that have already gone viral and just model them, right? Not, not copying what they're saying. You can take somebody in a completely different industry, but you've modeled the format, like the structure. Here's why it went viral. I'm gonna take that. I'm gonna fill in my own information and my own content, my own stories to do that. And then that way you're not reinventing the wheel every time because there's so much content out there. You don't have to anymore. You can see what's working and you can do more of it. Um, and actually this is like a little teaser, but, um, actually built a software product that does this for you. Yeah. And it's all powered by AI and everything, but it actually knows your voice and it knows your stories and it knows your content. And then it also knows social media because, you know, like if you use ChatGPT, it's like the knowledge cutoff is like 2 years ago. And so if you have it write content for you, it's like really cheesy and lots of hashtags and emojis and you're like this, I'll get booed off the stage if I post this, right? So it's actually trained on how to write content correctly. That's another thing that comes along with the limited edition. Oh, cool. Anyway, so, but that's a, that's a new thing that we're launching as well with it that will help you to do that because this is by far the biggest struggle that people run into is like, what do I talk about? How do I come up with content? How do I turn it into other types of content? And it like assists you through that whole process.

Awesome. Yeah, I've been playing more with AI recently and like taking all my books and videos and everything and then say analyze all this and then like give me hooks. Because like, I get a spot too, right? Even I'm doing this this long, I'm just like, what am I going to talk about? I don't even know. Like, I'm out of ideas, you know? And it's like, well, you haven't talked about this in 2 years. Oh yeah, that was, that was amazing. Because that's half the time, like, literally for me now, it's like I've said most of the things I want to say. So it's like going back, you know, because in Instagram or whatever, it gets deep, it disappears, right? Or even right now, if you notice, we've been reposting a lot of ones we filmed a few years ago. It's like they still work. They bring it back to the top. Like, you know, most people didn't remember this from a month ago or a year ago or whatever, you know.

And so, or a day ago, yeah, people like— not every video reaches your whole audience, so you can repost stuff. You can, you can. And a lot of times the, the process with content is saying the same thing over and over again from a different angle. And it's just always coming up with new hooks and new ways of making the same point. You're, you're constantly making the same point: your business needs a funnel. That's it. That's literally the only point. That's all I got.

It's just from a different angle every single I have a friend right now who's doing— he's killing Instagram, but he has basically 10 accounts. And then he'll do podcasts and everything like this and he'll take— he has multiple camera angles, so he has— he makes each one a different camera angle even though it's the same interview. And he posts it across 10 accounts. He's like, I average 500 views per post per account. So he's like, that's 50,000 views. And then he'll do it 3 times a day across, you know, he's got like— it'd be like the Russell Brunson clips, the Russell Brunson podcast. And so just— anyway, there's a lot of different strategies when you start If you really want to geek out and go deep, you guys, there's a lot of cool things, but the focus initially is learning how to actually start doing it. Okay, last thing, and we're almost to the end of this, and we'll do a hardcore pitch for this because these people need to buy this book. But my, the last one's like, okay, this comes back to you. Like, you were spending $40,000, $50,000 a month in ads, you were successful, and then you cut it off and transitioned. So I want to speak to the people who are running paid ads. I don't necessarily think they should shut it off, like, but at the same time, it's like, how do you Knowing that the paid ad game gets harder every single day, like it just keeps doing that, right? And we know that like 4 years ago in Traffic Seekers, I wrote the title was like, or the title page, like there's a storm coming. This is shifting. Like, like how do people start augmenting where it's like, don't just do paid ads, but having this because you have no idea when paid ads are gonna stop working. Like even for our selling online event, the ad costs from last month to this month went up 5%. It's like you do that for a year. Eventually the profits get squeaked out.

Right.

So it's like, how do we start doing these things hand in hand so that if and when the ads stop, that our business doesn't stop?

Yeah. And to be clear, I don't advocate for shutting off your ads either. Um, it, it made sense for me at that time. It was the right move at the right time.

And, uh, and I'm glad— there's a spot when you're bleeding money that you have to, you have to do something. Yeah.

Um, but we're even starting to like kind of supplement with ads now and like this year, that's a big play for us. It's a totally different ballgame when you have a foundation of an audience like you do, right? Like, those ads work so much better because everybody knows who you are because they've seen your content, because they have trust with you, and so you don't have to worry as much. But here's the thing: if you're running ads, what I always say is, what is an ad except content that you put money behind? And the best ads are the best content. Right? It's gotta be something that's, again, grabs people's attention, is interesting, makes them interested in what it, what you're doing and has a call to action. And so it makes sense that if you're gonna be spending money on ads, you might as well be creating content as well, because what you're doing is you're testing ads with your audience, testing the hooks. And this is one of the huge advantages of content is because most people, especially if you're a beginner with ads, Most people think like, oh, I'm gonna go spend a bunch of money on ads. But the reality is they're gonna spend a bunch of money just testing to see what works. Actually, just testing to see what doesn't work, right? You'll spend thousands of dollars just testing and find out that none of that worked, or here's the one thing that worked. So instead of doing that with ads, you can just do it with content. If you're consistently creating content all the time, what happens is you find those videos that are the outliers, right? That we talked about that take off. Or they go viral, or they get 1,000 views instead of 100 views, and you're like, okay, that hook worked, that was interesting. Take that video, run it as an ad. Now you're testing for free and then only spending money on the ones that have proven to work. And the type of, um, ads that I think work the best are the ones that work as content, right? Because they're entertaining, they're interesting. It's not just like, go buy my thing. Right? And so when you test that way, you find what works and then you go spend. It works better. So you're spending less on it because it's more effective than you going out and testing to see what works. And then the other thing that happens is when you're creating content, you're building an audience, you're building up a warm audience. I think one of the reasons why your content works so well and why your ads work so well, you have such a huge audience now, right? And all those people that trust you, And so you can put something out to your email list or to content or whatever, and you get a ton of free traffic along with the paid traffic to the cold audience, right? And so we did this with Eileen. We took one of her best performing videos that took off, we started running as an ad. That ad ran for, actually it might still be running, I haven't checked. Last time I checked, it had been running for like a year and a half profitably, right? Most ads last like a couple days, a couple weeks, right? So because it was a piece of content that worked and then we took it and ran it as an ad and then it just continued to work.

Here's something funny. I don't know if you knew this, you probably didn't know this, but for everyone else at home, this is kind of cool. So I did my film, they would do the 50 or whatever, and then Eileen did hers and she told me the second time, she's like, I just, I did the, the 60 to 90 second video. But she's like, I started just recording an end cap, like a CTA, like for harder and things like that. If it worked, we have that same video with now me pitching something, and then that ran the ad. And so my next time I started doing the same thing, so I did the, the free version that's, that's, you know, content-based, and then I just recorded a hook like, if you want more, go to free copy the DotCom Secrets book at dotcomsecrets.com. And then it would just— if that one worked, then we attached it, and then that became the ad. And so it's just kind of a cool thing. It takes you an extra 3 seconds every time you film something to do an end bumper as an ad. And then when those con— you know, whichever version hit, uh, hit on the free organic, then you can transition to using—

Yeah, because when we did those videos for her, they already had a call to action, like, and usually it's comment below this word, like a keyword, and I'll send you my free thing or send you my webinar or whatever. And so then we would just record another version of it that's like, click on the link down below, right? And then if we did run it as an ad, they had that version of it that they could run. It made sense.

So cool. Uh, it just gives you the ability to create 30 ads a month, which is— Yep, she's great.

So test them and then run the ones that Yeah, I love it, man.

Well, this is cool. I love it. I love what you're doing. I think there's a lot of people talking about this. I think your, your framework and your format is actually doable for most people versus other ones which are like, here's how to go viral and get 5 million views tomorrow. It's like, that's going to be hard for most people. Most people in our world, they're trying, they're creating something, right? They have an angle, an offer they want to create, then they're building the funnel. And this is like the front of the funnel that brings all the people in consistently, plus helps them to find the voice, build an audience. Like, there's so many valuable things that should be the first step someone's doing when they're when launched online business. So now's your time, man. Tell us why we should buy the book, where to buy the book, all this stuff, and then everyone go buy the book.

So that's the game plan. Well, let me just say this. At the end of the day, um, the whole purpose of all of this is to take your message, whether it's a business message or a charity or something that you just love talking about, and just to get it out to people, right? Get it in front of more people. And it used to be that you do that in newspapers or TV or Yellow Pages. But now you— now the place where the attention is is on social media. It's online. That's just how it works. And so the whole point of this book is, yes, to give you the tips and the tricks and the tactics for creating content. I go through the whole framework and how to be confident on camera and how to go viral and all that kind of stuff. But then it also goes deeper than that because there's an element of this that's becoming a creator and really seeing yourself as the type of person who can do this. And this book will prove to you that You have a message and you can do it and you can put it out there and it'll give you the confidence and the tools and the resources that you need to start doing that consistently, to start showing up regularly, to share your content, to share it the right way that makes it optimized for social media to make it work. And then it even goes as far as like how to monetize that and how to turn it into a business and sell products and build your team and all that kind of stuff around it. So it runs the entire gamut, runs the whole thing for anybody who is an entrepreneur or creator who wants to get a message out there, who wants to make money from their message, wants to share something online, build a following, monetize that message. That's what the book is all about. So you can go get a copy of it. It's at createdontcapture.com. Like we talked about earlier, there are a few, um, copies of this limited edition version left. It's really special version. Uh, do you want it?

Yeah, I need to sign it.

Yeah, exactly. Um, I'll have to sign one for you. Um, so, so there's a few of those left. If you go to the page and it doesn't say limited edition, then they're gone. Sorry. Um, but if you do go to the page, there are a few of those left, and that comes with like a whole bundle of things that's It's really awesome. But otherwise, you'll be able to get it either way by going to createdon'tcapture.com. What's the link again, one more time? createdon'tcapture.com. And I can't wait for you guys to read it.

Awesome, man, thank you, Eric. Appreciate you coming out. Grateful for what you're creating for our people. It's awesome, man. And everyone go to createdon'tcapture.com, get your book, and I will see you guys on the next episode. Thanks, everybody.

Thanks, man, appreciate it.

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