How We Get 100 Million Views A Month - Steal My Playbook

Foreign. Crew. What's going on? What's going on? What's going on? Thank you. Oh, you know what? I am going to have Lee grab my coffee from the thing. You guys want to have some coffee with me today? Let's rock and roll. Are we hot? Can you guys hear me? Let me see. I'm going to set up right here so that I can see your chat. Yep, I can see it. Okay. All right. We're going to rock and roll. We got a bunch of stuff to talk about today. Look at all this new branding too. We are also. So here's what's going to happen. We're going to talk about how to build a content machine. We're going to give all the tips and tricks and homework on how I did it. I'm going to share all the secrets that I've never really talked about anywhere before. And we're also gonna do a bunch of giveaways. Cause I think it's kind of fun. You guys get rewarded while you're learning. We think that learning should be fun at contrarian thinking. I don't know, maybe the other people don't. So you might be getting some hats, you might be getting a mug. Everybody's always trying to steal mine. This one says choose your hard books. And we got a cool piece of content that we're gonna give you guys too, which is actually one of my playbooks that we're gonna talk about today. Does that sound alright? All right. They're saying the audio is a little laggy and not synced. Okay. He's working on it. Okay, so let's rock and roll. And also I am actually checking the chat. So as you guys are motoring, feel free to tell me questions you want answered. I actually have Shannon, we you show me one of the. We've already pulled some of the questions from earlier but I get these like real time printed questions right here and they look like this. So as you guys ask questions, we are going to grab them and we're going to answer them live. So this isn't just all a presentation which I think will be sick. I want to start with a little bit of a presentation I put together for you guys because I believe that a in content that there's a saying which is a pound of pre Production is worth £10 of post production. What does that mean? It means the more prepared you are, the more money that you make. The more prepared you are, the more views you're going to have. The more prepared you are, the bigger your content business is going to be. So I put together a few of these for you. And the idea, this is all about the attention economy and making sure that we understand in the attention economy how do we take advantage of it. And so I want to see if we can get some slides on the screen. So and talk about this for you guys today. I also want to shout out action, Alex, tell me when the slides come up on the screen. Also, dudes, I don't see it online for a code to enter. We'll wait for that. Tell me when the slides go on the screen in the meantime. Actually, look at that. Technology motherfuckers. Okay, we've never done this before, so tell me if you like it in the comments. If we get thousands of people to watch this, we'll keep doing lives, but you can actually see how we run things here. Here's the idea. Over time, almost all startups fail. That's what this slide is showing you. It's not why you think they fail. They typically fail because they don't have product market fit, which means, like, your friends will tell you that a business that you're gonna start is gonna be awesome, but actually it's not very awesome. And so they will not buy your product even though they know that they told you they were gonna buy your product. So anyway, I've invested in a ton of businesses. I've run a lot of VC funds, I've invested in a lot of companies. And I'm pretty confident about one thing, you guys. If you get more time before your customers leave you, you will win. Which is why right now we want to obsess on the idea that it's actually pretty cool to do TikToks on the Internet. You know, I'm 39 years old. I was a former investment banker. I was a former investor in many businesses, worked on Wall street. And the fact that I do TikToks like, my mom was not thrilled about it. But why is this actually worth it to do? Because this is how you make money. It's not the MBA that I had or the PhD. This is a crazy statistic. Do you guys know that 40 cents of every dollar that is spent by VCs actually goes to the big four, which is Amazon, Google, Facebook. Then that is because they need to acquire clients. And so all these creators became the counterpunch to it. You guys know some of these guys? Do you know that the former president of MrBeast is actually our president here today? His name's Mark Husvett, which is kind of cool. And they Built these huge companies on this idea that I'm going to teach you today, which is that you have to have trust in the attention economy. You can't do what this guy did. Trust is the number one foundation, but it's not enough. You also got to have what I call sort of an optimistic view of the world because pessimists sound smart, but they don't make very much money. So I'm going to go through a bunch of shit right now. This is something I've never shown publicly before. This is our actual ecosystem. This is how we make money at contrarian thinking. So we have our media and content business. You guys are a part of this. This media and content business is all about how to buy and build small companies, right? And we get 100 million views a month. We bring a bunch of those people into our community and education business where we bring them into workshops and we see if we might invest in those same companies or buy part of them and then we take them to events. In the events business, that is what we just had. I don't know if any of you guys saw Main street over Wall street this weekend, but the cool part about Main street over Wall street is that it was a thousand of our members and people who bought businesses altogether. And then all three of those funnels go into contrarian thinking capital. So like every time I get a view online. Most creators make money through ads. We don't do that. Actually, the way that we make money is by owning a bunch of businesses that we talk about to you guys publicly. Does that make sense? All right. Audio lag is like watching an old Chinese dubbed movie from the 80s. Nice. Okay, should we just kill this microphone and go direct on camera and go old school? That seems really annoying for people. No, we won't have audio if we don't use the mic. Well guys, I think it's really off that like they can't even watch it is what we're hearing. Yeah, that's what they're saying. So. What's different between this time and last time? Close your eyes and it doesn't matter, says Darrell. Yeah, that's right. Okay. Somebody else says, who cares? Keep going. We do care, so we're going to fix it. But thank you, Chris. I like it. Ok. Ok. Why don't we do some giveaways since this is super annoying. I want to do. So here's what you're going to do in the bottom. What is that? The bottom left hand corner. Look at the little QR code there. And what you'll see is if you take a screenshot of it and you put in your email, you're gonna get into this really cool wheel thing. The wheel is actually going to put in your name to win some stuff. So while we're figuring out how to be less annoying and actually serve you guys, let's give away. What do you guys want? All right. Amazing. Okay, let's give away a book. We'll do a little spinning wheel. We'll give away a book and then we'll also give away. What do you guys think of our new branding? One thing that's really interesting about branding so contrarian thinking, this is our new branding right here and this is our old branding and the new branding is kind of intentional. Many people don't think that branding really matters, but I think branding is actually what makes billion dollar companies. That's why Tiffany's can charge you 100x for a ring and if you go to zales, you'll pay 1/100th of the price for it. Why? Because we don't actually buy things because of the price. We buy it because of the perceived value. So this was our old logo, which was kind of cool, but maybe not as sophisticated as this one. A small hack. If you want to make your logo more sophisticated, one of the tricks is keep things more condensed, elongate them and give them serifs. If you didn't know that, it's kind of fun. So we'll give away a hat and a book and. Oh, good. I'm glad you guys like the merch. Thanks. Every time I look down here, I'm looking at your chats. Ok, so we're going to give away a hat and we're going to give away a book. Tell me how the audio is going. Does it sound better now, guys, or is it still messed up? Still messed up. Sweet. Okay, why don't we answer some questions in the meantime, since the slide deck probably is going to be confusing. Do we think we're going to figure this out, guys? Okay, somebody asks. Okay, this is. I would really like some of the names for them to be on there too. Okay. Shannon says. Cool. One of you asked, how do you overcome imposter syndrome when you start posting business content? Here's the truth. I have never met a non psychopath who didn't have imposter syndrome at some point in time. Like, I don't feel like an imposter now because our tech isn't working. Because I know that we know how to run media companies and mistakes happen. But the Truth of the matter is, I believe imposter syndrome is incredibly normal. And the data backs it up. They say that 91% of all people have suffered from imposter syndrome at some point. Case in point, that is totally normal. The question is, are you going to do it anyways? And I think the answer is the more reps you do, the less stress you have. So if you want to decrease straps, you increase reps. It's really hard once you've done something for 10,000 hours to feel like you're an imposter anymore. When Michael Phelps gets in the pool, he swims like a motherfucker. He knows that he has whatever it takes to hit that different side of the pool and win. And so I would say just do the thing. The other thing that really reminds me that it doesn't matter is that at the end of the day, we're all going to die and nothing matters either. So a little bit of existentialism or nihilism is sometimes helpful. The other thing that I would say is when you're doing content online, there's one thing that's more important than anything else, which is we call it show, don't tell. So at contrarian thinking, you've probably seen a bunch of our videos where we're out on site with companies that we've invested in. Like, if you go to YouTube right now, you'll see pinks. Like, you guys probably know that I own a large window cleaning company. That window cleaning company has 171 locations around the country. Instead of just telling you how boring business works, I want to show you by actually doing it live. So whatever you are doing in content right now, ask yourself the five to one rule. For every five times to the one time that you are allowed to tell somebody, I want you to show. Let me tell you what the difference is. If I have a talking head video right here and I go, let me tell you how to paint window. Let me tell you how to clean windows. Let me tell you how our window cleaning company grew to a million dollars inside of six months. That's called a talking head or a tele video. I instead, for every one of those, you do want you to do five of you showing me doing the thing. And so that would be like actually on site at your window cleaning company saying, let me show you how to clean a window in 30 minutes and make $100 doing it. 1. Number two, let me show you how we hire people at our company right now and then show all the people that you hired in Real time number three. Let me show you how to make this lasagna. Don't just tell me the ingredients list. Show me. And so show, don't tell. I think will be the future as AI takes over everything. Let's answer another question. So they say the audio tune is getting wild, but some say it's getting better. Yeah, we hear an echo and it's better without the echo. Audio fix. Good job. Kyle's sweating over here, you guys. He's like. He's fixing it. He's running and gunning. Is it synced, though? I don't think it is better now that the echo is off. It's good. It's fine now. They said. All right, fine. You're still catching it. Well, keep watching the chat and see what you guys think. Okay, the next thing that I want to show you guys, let's just like rapid run through a bunch of these slides. Can you show them on the window without. Oh, cool. Okay, so we're gonna give away our first hat and we're gonna do it by spinning this wheel. Give them the QR code one more time, guys. Dude, Kyle's back. You can't see him. He looks like a dj. He's got these headphones on. He's back here trying to fix the audio. He's got a spinning wheel of death. All right, Cord Hackett. Congratulations, my man. I think you're my man. You get a contrarian thinking hat. This is just for you. They will email you all the details for it. Go ahead and put the QR code up again. It's not up right now. And in the QR code. You guys take a screenshot of it, put your email in, and we'll give away books as well. Perfect. All right. Awesome. Okay, so let's give away a book now. Should we spin the wheel again for a book? Let's update it. One second. I like it. Kyle and Cody versus the Riddler. Get home team. Hello. Audio levels are fine. Not synced. Not even slightly synced, says Hype Flow Media. What was your PhD in? Says Java Mocha Frapp. My PhD was in international finance. It was from Georgetown. And I wrote a thesis that was riveting you guys. It was called. It's called something like Cross Border Exchange Traded Fund usage by Pension Investment Vehicles. You can probably find it. The PhD was from a place called Fundesau Gastulia. There you go. Fundesal Vistulia Vargas fgv, which is a counterpart to Georgetown in Brazil. Okay, the book is going to Adam Hill. What's up? Adam, you want a book? Cool. All right, let's go. And they're saying, I entered my name and it's not up there. So let's keep updating it. Amazing. As you guys fill it out, the wheel will keep spinning. And Amazing. Put my slides up. But let's motor through a few of them really quickly. So while the slides are getting up, I want to go. Teddy Bear 5 says, what's the first platform you'd focus on if you were starting from scratch today? There's an equation I use to determine where am I going to have what's called my unfair advantage. I never start a business or start a new content platform unless I have an unfair advantage in it. So if you are not on any platforms today, here's what I would say some people are going to tell you. Go to the newest. Go to the best. Go start doing Twitch and streaming, because if you're first, you will win. I think that's something called survivorship bias, which basically means the people who are on and do that and get really big will make you think that everybody gets big that way. I don't find that to be true. Instead, what I think you should do, where are you so curious about something, you can spend more time on it than anybody else? And so for me, in the beginning, I spend a lot of time on Instagram. Like, I'm just a basic bitch that way. And so I'm on Instagram a lot, which means that I'm totally fine creating content, obsessing on content, looking at content on Instagram. It's really hard to beat somebody who's obsessed with obsessed people. Win. So ask yourself, where can you go that you spend time on anyway? And that is the first platform that I would do. It actually doesn't matter which one. And then the only formula that I had in the beginning is to do three times more than I saw my best competitor doing. Didn't have to be better. Better quality is hard. Quantity is much easier in the beginning. So if you see your competitors are posting two to three times, try posting legitimately three to six times. And the reason why is you're going to see, are you obsessed enough with this game to win? So that's what I would do. Little Inside baseball, the platforms with the best conversion numbers really vary depending on sector. So for things related to business and finance, the best conversion numbers are typically on LinkedIn, on Twitter, and on Instagram. For e commerce products, it's Instagram, Facebook, Instagram, and TikTok. Twitter is a really expensive ad platform, and Also really expensive to get users on. So Twitter or X is not usually the best threads is one of the lowest conversions. And what else? And then streaming, if you can stream for a very long amount of time, we're making some bets to try to figure out how to do streaming. Why? Because I think in the future, people are not going to trust that we're not all AI. Like, the biggest thing we can do right now is have a brand where you guys see that I'm not like a lot of people. You know what they do? They've never done business. They sit in front of a YouTube screen. They have a teleprompter. They steal everybody else's words. They've never actually done the things that they've talked about. And it's really gonna be hard to tell the difference because it looks like they're talking right to you. Whereas alive, you guys can see all the mess. That's actually like a benefit. The mess is a benefit because pros, they don't get that rattled by it. Like, I'm not crying that our audio isn't synced. We're going to figure it out. You can also see that we've got a production team to figure it out. And so that'll tell you levels of the game, which is why I do think streaming is going to win in a lot of ways. How about this one? Brandygirl605, in the early stages of building an online audience, what are the top metrics you track? We only track two things, and if you see it, I'll show you. At the end of this, we have a link that you guys can have where you can steal my content dashboard, which is located in Notion. If you guys use that tool. So I'm going to give it to you for free. If you put in your email, you'll get it. Do they get it too, guys? If they put in their email for the QR code for the giveaway? Yes. Yeah. Okay. So you can put your. All right, I'm. So what we realized is without a system and a formula that everybody can follow, you will become a slave to your content. Some of my other friends who are big on the Internet, we joke about being hooked up to the Matrix. So you're going to get our Notion template just for being here today. You basically take a screenshot of that little QR code, put in your email, and we'll send it to you guys for free. Now, Brandy asked, what are the early metrics you track? I believe that in business, you should have two metrics. Always that you track, we call it the left and the right or and the left and the right or basically mean this in business. The left or is what I call a quantitative metric. So that's typically going to be something like revenue or profits because you'll die if you don't make any money. Businesses need money. And is the audio out again or are we back in business? Still delayed, but we're back. It's still delayed, but we're back. Stephen, I feel you. I feel like we're delaying and demoing software right now too. All right, so the left or is going to be that quantitative revenue based metric. The right or typically for me is always followers. I want to obsess on follower growth. So those are my two main auras for the business. When it comes to just content. I like to track followers and views. That's it. I don't track shares, I don't track engagement, I don't track anything else except those two things. Why? I know if enough people are watching and they think it's valuable enough to follow, the channels will grow. And so I think you can get a dashboard that looks like an absolute fucking nightmare by not doing it that way. And I don't want you guys to do that. Now the second thing I want you guys to obsess on a little bit is. Let's get to this page real quick. Okay. I want to start with how to figure out what type of content you should cover. So if you're thinking about starting with content today, I want you to think about niching down. So most people where they mess up in content is they try to be an influencer. What does that mean? They talk about everything. Let me influence you in all the things. The people who win in life, they narrow down they niche down. So a good example of this is Amazon. Amazon started out as a bookstore. One of the biggest companies in the world started out as a bookstore. Right. And then they went wider and wider and wider. I want you to do the same thing in business content as well. So look for me, a bad example of it would be business content. Business content is too wide to start. Maybe you could go small businesses. You're only talking to people who do a million dollars plus in revenue. Cool. Maybe you're going to small business owners. Okay, that's a little bit better. And then finally how I started, you guys, I only talked to laundromat owners because that's one of my favorite businesses we own. So let's give it in the comments. Tell me what your content is. You guys are thinking about and covering right now because. And I'll tell you, if it's niched down enough or if we can make it more niche. I think about it like this. The three S's. So for your content, let's use the Where's Waldo method, which means how can we be specific, how can we be small? And how can we be selective so that no matter what, in a crowded world, which this image makes me feel like how YouTube is the world's super crowded. There's stuff everywhere, but you can still find Waldo. Why? Because he has a certain way. It's actually kind of crazy. If you were to look at our growth on Instagram, we grow about. I don't know, Shannon, what do you think? It's probably like 2x faster because we realized we were being too inconsistent. We were posting stuff everywhere. She's not in her head. And we weren't narrowed down on our specific avatar. So, like, one day I would do these videos about Cody doing running and yelling crazy things because I don't like running. And the next day we'd do a video about Biz Scout, our business buying and selling marketplace. And then the next day, we would do a video about inspiration and how you should keep going. And what we quickly realized is the audience had no idea what to expect from us. And so our follower growth numbers kept going down. Because your channel is like a news network. If you turn on cnbc, and all of a sudden on cnbc, you. You see the My Little Ponies, you're like, what the fuck? Even if you like My Little Ponies, it's confusing, right? So consistency is a big win in the beginning. The more small, specific, selective you can be, the more you will win over time. The next thing I want you to ponder is when you're talking about content, like what you should post, I call this the problem of product loop. So let's say you start creating content and now you're trying to figure out, how do I sell somebody for my content? Is anybody on here? Like, oh, yeah, I have content I put out there, but I'm not exactly sure what to sell or I'm not making enough money. Oh, now we're muted. My ears. Wow. Yeah, I'm gonna swap a cable here, see if this fixes it. Here is like, is this really live? Is this really live? They're like, no, no, Cody's not this inept. Okay, I think we should give away another book and hat for being so annoying. What do you guys think? Yep. Okay, so make sure that you put in your book or your hat? We're going to give away a book and a hat, and you're going to scan the QR code, and we're going to spin this wheel, and we're going to pick somebody on here. So why don't you go ahead and give the wheel a spin for us and see who wins? All right. Is this AI? Could you imagine if this is what we chose to do with AI? Can you imagine? I'm like, the thing is, I want to fuck up royally in front of thousands of people on the Internet. That is my goal. Who won? All right, James. James Lodge Caduce. What a name. All right, what should we think? I think, James, you get a hat and a book, because I'm feeling froggy today. So congratulations. You're gonna get one of each. Okay, let's go to what we want to talk about next, which is this problem product loop. A bunch of you guys, that wheel looked better. Joe says, I love it. All right, so what I want you to think about in your content is everything that you see in your audience that they find as a problem is where your products lie. So let's say for an instance, you're a makeup artist, and you do makeup content. One of my friends who had that exact same type of content, her name is Ann. Ann McFarland, and she started a company called Glamnetic. How did she decide how to start a company that's now done $100 million in sales? Well, when she was doing her makeup online as a makeup influencer, she would put on lashes, and the glue would get everywhere, and it would mess around. And so she would teach people online how to put on lashes correctly. What did she realize? After a while, it was really hard to teach. So she created something called magnetic lashes, and that was the beginning of her company, Glamnetic. Then she did the most brilliant of things, you guys, which is all of her content was just her showing the problem again and again and then showing you the solution. She did the same thing with nails. So, for instance, I don't know about you guys, but I have a nail lady that comes to my office, which sounds really bougie. I think she's here right now. Our employees are also allowed to get their nails done at the end office. Just kind of cool. Anyway, nails take a long time, and so she would do these really crazy nail designs, and that would be her content. Well, after a while, she was like, I don't have time. These nails take forever. So what did she do? She came up on With. With glue on nails that are incredible, every shape and style. So inside of your content is your client's problem, which should become your product. That's how we think about it. Then every time you find a problem, make it content. So this is a perfect example. So right now, we're talking about how to make content that converts online. How do we get 100 million people to view us a month? And then how do we convert them? Well, the interesting part about that is when you're watching this, you might not know. I pulled a few questions from members of our boardroom right here. Okay, so our boardroom is where we teach business owners how to scale their businesses. One of them asked a question about, how do we get more of our people to come and work for us? Like, how do we hire? It's really hard. This is a landscaping company. This landscaping company is having a hard time finding enough lawnmowers to come and work for their company. So what did we do? We put together a content plan for them, something just like this. And we explained and read out on how you would do content. If I was a landscaper. And there's a couple different ways to do it. If you're looking for clients, well, then you might want to show before and after videos. You might want to show those really cool ASMR lawnmower videos and then put your logo on top of it. You might want to drive your lawnmower in the shape of your logo. You might want to write a message to somebody in a lawn mower. You might want to have really cool sound on top of it. All those things work. But if you wanted to attract labor, what would you do instead? You might do on a YouTube live. Hey, if you guys are super social and building content, businesses already come work for us. We have a cool office. You get to have your nails done. The team's all here. You can kind of see the stuff you get to produce in real time. And we told them the same thing. Why don't you start showing your lawnmowers? They have, like, cool uniforms. They have really crisp hats. They drive these trucks. They give their lawnmowers lunch. They have a community. They pay better than other people. So they just started creating content around it. So your problems could be your business, and the content could be the way to solve the problem as well. An example we used in our business, because we teach people how to buy businesses, too. We get a question all the time, which is like, how to write an loi. An loi is basically the letter of intent that you give when you want to buy a business. So what do we do? We show a video on it, and then we create a sample loi and then that's something that we sell. If people don't know how to talk to a seller, I have lots of videos where I explain how do you talk to a seller? And then we create buyer and seller scripts, put it inside of our products. I don't know what a small business is worth. So we literally have a small business calculator that you can go to and utilize. And we have that as part of our product. Do you guys see how you can actually turn the problems that you have into content? And then if a lot of people view that content, you turn that content into a product and you do it again and again and again. And you can see like here I look up here because there's a big couple screens up here that I can see your guys faces on. This is a couple posts in our group where we teach people to buy businesses. And they're like, hey, I need to find businesses for sale. That was the thought. So what do we do? We hear from our users. Then we measure how many people are interested in it. Then we learn what our users exactly want, and then we build product. And what I want you to think about is where can we insert content in each stage of this in order to sell more people? We did that. And this is actually as of the end of last year, this is the company that we built on the back of content we created and products that we heard from our users. It's called Bizkout. Now we have 121,000 business, buyer and seller collections. So at the end of last year, it was 25,000. Now it's 121,000 connections, which is kind of cool. So now there's this marketplace that makes millions and millions of dollars a year called Bisgout that we built solely because we created content about it, people commented on it, and then we turned it into product. That makes sense. Okay, cool. All right. Love this. All right. Oh, Adam says that he already has my book. So give it to someone else, Adam. We'll give you something else. How about we give you a hat? We'll give you some stickers. Are you a contrarian thinker, Adam? We'll give you some stickers too, and you can have that instead. But what a g. I love people here just to learn, not even to get free stuff. All right, so we'll spin the wheel again. For Adam or for not Adam? All right, the next thing I want you to think about for content. If you're like, where do I come up with content? Go to your community. So in your community right now, there are a bunch of people that are asking you questions. And you can tell me, Kyle, when it's fun in your questions is your content. So like, basically you can see here a community member asked us a question. Hey, can you help me with how to make better coffee? And then you make a video about coffee. In this instance, we're talking about business buying, so it's something totally different. Thank you. Let's see. We're going to give away your book to Eva Kivuva. Eva, this is for you. How cool is that? If you guys want to enter your name, you go ahead and do it in the QR code in the left hand corner, just FYI. All right, so if you go back to the PowerPoint, Kyle, the question here is basically like, hey, I don't really know what terms or conditions I should use to buy a business. So what do I do? I create an entire sheet, what we call a one pager or an investment brief, about what does a bad deal look like, what does a good deal look like? I create a piece of video content. That video content gets turned into a Twitter post, that Twitter post gets turned into a LinkedIn post, that LinkedIn post gets turned turned into a newsletter, and it gets turned into content that we put behind the paywall where we sell people things. This is how content should inform. Now, somebody asked a question here that this is perfectly for. Somebody asked, how do you get users when you do not pay for paid ads? This is how I want you to turn the stuff people pay for into your marketing. Okay? You do not. Even if it is valuable enough, you do not have to put dollars behind it. So for instance, I think there are five cycles for you to get from somebody knowing nothing about you to buying from you. It starts with awareness. So that little red part at the bottom, a lot of people start with online ads. You got word of mouth, outdoor ads, print ads, but also, also this could just be your social media. And so for me, I actually think before you spend a single penny on ads, you should see what works in what's called organic content. So my companies, we never start with paid ads, ever, ever, ever. We always start with free because then we can test what works before we put dollar spend behind it. So I would tell our owners in the boardroom, I want you guys to create a couple pieces of content. Typically I want at least five formats. Maybe it's a Talking head. Maybe it's an ASMR video. Maybe it is a show. Don't tell, you know, cutting out the lawn for somebody. A before and after. Maybe it is a conversation with a client. So a testimonial. Oh my God, my lawn is such a mess now. My lawn's amazing. Maybe it is actually a skit. So you're just drafting off the clock cultural conversation. You know, there's a funny little meme about like, oh my gosh, this is my face after I get my lawn done. Right, so you need five formats. You're gonna test those five formats online, see which of the five work. Typically you're gonna have two or three that start working more and you're gonna rotate between those two or three. That's your awareness segment. Then after awareness, you're gonna do actually what we just did live for you guys. So you're here on YouTube live, it's free. What are we moving you to now? We're moving you to consideration. We're moving you to our email list. How? Because we're giving away things. I always believe in giving before you take. So we're doing giveaways which leads you into our social media. I'm sorry, into our email. So now we have your emails and we might send you an email and say, hey, do you want to go deeper with us? So now you're seeing that happen live. Once we get you in our email consideration, we might move you to purchase. So theoretically I'm not really selling anything today, but if I was selling books, I might say, okay, well now I'm going to send you an email and say, weren't you so happy that everybody else bought a book today or these people got a giveaway of a book? Now I'm going to try to get you to buy a book. That's when you get into purchase. Now where most brands stop is there most brands and people stop at purchase. I actually want you to move to, towards advocacy. So advocacy is where you go to like, I don't know if any of you guys feel like this has been useful thus far despite our God awful audio. If you go to Instagram right now, let's say, say you open this up and we've got like, you know, Priscilla and James and Trex and Adam and you're like, this is actually really useful. I'm gonna apply something to my business. I would say, hey, hey guys, can you go to Instagram right now? If this is useful, can you take a selfie of yourself learning next to me? Can you give Me a peace sign on Instagram. And can you say I don't know? Loved the Live with Cody Sanchez today. She answered my questions. It was super cool. Whatever you want to say. That would be advocacy. So social media mentions and if you do that. Sweet. I'll repost you on Instagram. You'll make Kyle very happy. He's very upset right now about this audio system. Wait, he's crying. You guys can't see him, but in the corner he's barely, barely alive. Then on the barely hanging on, he says he actually. You should see his face right now. You guys look like this. This is what he's doing. Poor Kyle. Wamp wamp. Okay, so then you would go to loyalty. So after I get you to purchase and you become an advocate, I might put you into a rewards program, which you kind of are in a way here. Like every person that is in our newsletter has an opportunity when they refer people to what to get free things. And so that's how that works. So let me know if that answered your question. I want you to think in every one of your businesses about where are you? And do you have every step of this? Because then it goes right back into the cycle all over again. All right, what would I do if I was you Listening, I was thinking about you guys today and they're always trying to get me, by the way, to take out my gum before I do this. And I'm an unsubscribe. I'm a no, I love it. This is actually. It's not even an ad, but I should own this company. It's like a caffeinated gum company, you guys. You know how the kids these days are doing. What's that stuff they put in their mouth and it's like tobacco. What is that a bunch of girls here? Nobody. No, there's a product. What is it? You guys tell me here. Everybody's saying, kyle, you're doing great. You're doing great, sweetie. You're not doing great. Kyle. No, it's not a vape, it's Zyn. Thank you, Kevin. I knew there was a bro on here that was gonna tell me what's up. This is like Zyn, but maybe for chicks because it's gone. No, not dip. D. No. D, Listen. No. All right. What would I do if I was you? Alright, I want you to do a couple different things. First, I want you to start really small. I want you to start by posting one thing a day every day for 30 days. That's the first step. I want you to. Then Build up for it. And I want you to add more content, but only after you've found your niche. Remember, small specific select. Then I want you to think about how can I make sure my product is in every single thing that I create? How can I turn my problems into. Into my product? And then I want you to build a feedback loop. Okay. We have our five formats. Our problems become our products and we're circling back through them continuously over time. That's what I want you to do. And then there are a couple rules to good content that I think are important to know. And then I'm going to answer some questions too. Okay. I need you to have a system. This is the thing we're going to give away. Yeah, we're going to give away one of our notion documents that looks like this. So this is a template where basically you can see how I approve every piece of content that goes out. If it's out on my social sites, I should 9 times out of 10 be able to see some component of it every single day. I also want to have a system for the team. So this is my actual content control room where we can see what's going out each day. You can see it by platform on here. We can see which platforms are covered, we can see how frequently they're covered, which is really important in planning. I also want you to have an editing system. So what happens in creating content is like you have the idea but you've got to move it through a pipeline just like you do with product which typically starts in our world as ideation. Then it gets into pre production, then it gets into filming, then it gets into post production, then it gets into scheduling, then it gets into completed. That is the. And so you can see here, I can see one what is ready to edit, what's getting edited, what needs revisions, what do I got to approve? Then we can see the order. What's going to get edited next? We could change that. We can see if we think it's going to be viral or not. And how we determine viral is by number of views. We can see who's in charge and then we can see where all the resources are located. This is how we run it, right? Real time. I do not share this publicly. Usually you guys are getting all the sauce today. Rule number two, don't be normal. Normal is super boring. Let me tell you how to do terrible content. Nobody ever watches. It looks like this. Emails from companies where like even companies I like like Theory where there's nothing interesting. It looks corporate, like why Would you answer any of these? And still instead, I want you to think about being totally unhinged. One of my favorite emails of all time. You guys should check it out. Is called CD Baby. Also, let's do another spin of the wheel, Kyle, just for funsies and give away another book and maybe a hat. And then you just tell me when the name's ready. So CD Baby did this email that basically talks about this ridiculous thing that they do. A celebration banging of gongs, et cetera, losing their mind, the sex second that somebody buys a cd. Derek Sivers did this back in the day. I want you to think about how can you be unhinged in the things that you post if you were not cringing from your content a year ago, you were probably too boring. It's totally fine to be unhinged. Barbara, what's up? Let's give Barbara a book. Barbara seems like a book lady. All right. Barbara, coming right to you. All right, need that book. Life of Tommy says. Okay, we'll do one more spin. In the meantime, while we do this one more spin, I want to answer some of your questions. What's your favorite question, Shannon? Do do, do, do, do do do. Give me that. Oh, James Techfield 11:10. How do you avoid burnout when posting so often? I love that she laughs as she hands me this like a psychopath. Adam. I like books, Deval. Good. I like book books. All right, you get a book. Adam. That seems pretty obvious. Happy to provide. How do you avoid burnout? Well, my system is typically this. You do what is required, not what you want in order to have the life that you desire. And so what I remind myself is all the times that I don't want to record content, all the times I don't want to do a live, all the times I don't want to do this. I remember that I have a response. And that goal here is we're creating multiple billion dollar companies, not one. And those billion dollar companies are going to create not 1 million owners, our old goal, but 100 million owners around this world. And the reason why I want to do that is because I think it's wrong that so few companies own everything and we are just told to like it. And so if I actually want to have that ridiculous outsized return, I better think about my why not the what of every day. And so today is a perfect example. I mean, what time? We had like 12 hour days the last three days, right guys? She goes 14, by the way, and then slides over her Venmo for the Raise button. Shannon would like a tip, but we had 14 hour days the last three days. Serving 1,000 entrepreneurs live in Austin, Texas. All learning how to buy businesses and, and build businesses. Why would I do a live right after that? Because I'm committed to you guys. I'm like, all right, I want to show them how to build businesses. My lives going forward are all going to be super technical, kind of like this. Not so much inspiration, but actual tactics. And so if you want to avoid burnout, you remember why the fuck you're doing what you're doing. And you need to make the why really, really big. So it overcomes any what? That is my answer to that. Okay, cool. Okay, one other question I want to answer here. This one. Canine Advantur biz. Cool. I like dogs too. Do you plan your content months ahead or do you post more spontaneously? We plan. So I would say even in this business, we're never more than like two weeks out on short form content. So like for instance, Instagram, Twitter, LinkedIn, Facebook, Max, two weeks scheduled in advance. That's as far as we get for YouTube. We're scheduled out, I don't know, until the end of the year. Four weeks. Four weeks on average. She tells me when we have a big launch. So when we launch. I got a new book coming out this summer. Don't tell anybody yet. I haven't announced it. When we do that, we'll be like, I don't know, probably 90 to 120 days in advance. But we're not that, it's not that crazy. I don't think we're curing cancer here, so we want to stay on the grind a lot. Also, you guys aren't going to create as much content as we do right now. We create more than 200 pieces of content a month and that's a lot. We create, I don't even know 4, 8, 12 long form videos we create. So I mean, if you include tweets, it's way more than 200. So we create a lot of content. You guys won't need to do that. So don't get so precious about it. You don't have to have this scheduled 57 years in advance, especially in the beginning, because you're not going to know what the right content is yet. Okay, I want to hit a couple other things. Okay. And then we're going to close in the next 10 or 15 minutes here. Let's go here. Okay, so does everybody here have an email list? If you don't have an email list, I think you're out of your mind. You need an email list that goes with your social media content. The number one thing you need, why Instagram converts at less than a 0.5%. Think about how small that is. The other sites, no better. Depending on what it is, TikTok or YouTube can have higher conversion numbers. Like for instance, we sell a lot of books through YouTube because this is like what, 15, 20 bucks? This is super accessible. But what do you think is the platform that has the highest conversion numbers? Email list. Like hands down, you want anywhere from a 5 to 15% open rate in an email. And of that 5 to 15%, you want your audience to have like a 3 to 5% click through rate. And that click through rate, you want to have about a 50% purchase rate. Those are the numbers. The thing that's interesting though about newsletters is most people do it so boring. So I'm going to give you an example of some that I like. This one is Scott Galloway. Here's what I like about it. Really clean graphics, amazing subject lines every time kind of pithy and piss you off a little bit. You can see ours. Contrarian thinking. We have a newsletter, we'll put you guys on it if you want. And the newsletter is really clean, quote at the top from a famous person, really good subject line, short. And then look at the consistency and the branding for it. You can kind of tell by looking at it after you had seen a few of these, couldn't you tell? Oh, that's contrarian thinking. And that is Scott Galloway. Like there's a different vibe to them. They look the same every single time, right? And then the only other thing that I want to hit on here is that this. So then we'll answer a few more of your questions. If you are going to do content, well, you've got to make sure that you grab them when you got them. So for instance, most people say things like subscribe now. Join now. Sign up. My friend Steven Bartlett has this great talk that I was listening to and he said the reason why he never uses the word subscribe because there's a neurological programming in our brain. Once we have heard a word too many times, we stop associating a meaning to it. What do I mean if I say to you? Dad, dad, dad, dad, dad, dad, dad, dad, dad, dad, dad, dad, dad, dad, dad. At some point you stop hearing the word dad and you just start hearing a sound, right? Did you guys get that? So that is what happens when we have heard a word too frequently. When you're on YouTube, what do you hear too frequently? Subscribe, subscribe, subscribe, subscribe. So it's like white noise. You kind of don't even register it. So you need to actually do something more engaging in order for people to take the action that you want. Which means you might try something like, do you want to have this free budget tool? If you want the free budget tool, go down here, click this link, and grab it. You might do what we are doing here, which is go to this QR code. Let me give you value. I think we should give another hat away. I really like these. Let's do another hat giveaway. And if you give us your email, we will give you something in return. So I'm not gonna tell you guys to subscribe. I'm going to tell you to take an action. That sounds different. One of the other things that's fascinating, I was with. Does anybody know Mel Robbins on here? She's become a buddy. I really like her. She was on the podcast the other day, and Mel is brilliant. You know what? One of the takeaways Mel had. Nikki. Nikki. What's up, Nikki? Tell me in the chat, you want a hat or do you want a book? Tell me. Okay, so Mel told me something fascinating, which was that they stopped using the word subscribe entirely. Instead, what do they do? She says, if right now you like this YouTube video, I would love you to send it to your friend that, you know, needs to do content or, you know, knows content and is thinking about it. I want you to send it to them. If this will serve them, if this has been helpful for you, share it with a friend. She tells you something really specific to take action on. And because of that, she's one of the fastest growing podcasts in the world. And so I want you to think about that. Another friend of mine, Jefferson Fisher, is kind of a famous attorney online, and he at the end of his videos, always says, so you can try that and follow me. What does that mean? He's telling you to take an action. You're going to take the action, and then you follow along. It's so good. All right, I want to answer a couple of questions. People are asking how to get the notion template. Oh, how do you get the notion template? Oh, put your email and we will send it by the end of the day. Dee's giving us directions. Dee's in charge around here. So what you're going to do, you scan the QR code, and we will. Once you scan the QR code, you put in your email right Later. Today you will get an email with notion templates that you saw today. So tell me if you like those. I think it's really cool. Love that we're live on the Internet. Chris does not want to be live on the Internet. Do you want to say hi, Chris? You could just wave right here. This is my husband, everybody. You're a little tall. Look at that shirt. Yeah, buddy. Hi, guys. Say what's up to Chris. Okay. Amazing. All right, I want to answer a few more questions. Thanks, baby. You like that one? Lots have asked this question, so let's do it. Are you out of here? What? Are you out of here? A little bit. Okay, bye. Okay. A lot of people have asked any advice about taking the leap from managing my own business on social media to handing it over to a social media manager. It. It takes up too much time, but I'm protective of my content. As you should be. This is your face. It's your reputation. Holy hell. Let me tell you one thing, you guys. The only times I've ever regretted something I posted on the Internet is when I did hire somebody else and they wrote something for me and it was off or wrong. This happened to me twice on Twitter, and I still get ridiculed for it to this day. It's so annoying. The one that happened to me was I was at Goldman Sachs for two years. I had one of my writers who's still with me to this day, he's the man. I won't say his name because he'd be so embarrassed, but one of my writers took one of my pieces. Like I tell you, we do this funnel strategy, right? So I'll write something really big or I'll like, voice to text it and get it to my team and think about it. Then they'll, like, clean it up for me, then they'll present it, Then they'll chop it up for all the varying platforms, right? So, like, the source code is always Cody, but inside of the way we package, it gets changed for other platforms. And so I wrote about my time at Goldman, and when it got to Twitter, they changed the two to seven years. So I can't remember the post. It was something like I learned in my seven years at Goldman xyz, which was less than I learned at my MBA or something like that. Well, the Internet is undefeated. So a bunch of people found my LinkedIn, which is very publicly prominently says on there two years, right? That wasn't hiding. It was on there, and they corrected me. So I left it up and I wrote a thing and said hey. Anyway, it was actually two years, not seven. Sorry for the fat finger. I got all this shit about it. And so that is why I have, like, a pretty intensive review process, because you're gonna mess up at some point. So I guess what I'll say is, like, no matter what, at some point, you are going to mess up. That's okay. And. And you will not be able to grow a real business unless you actually bring on people, like, I don't know, a single content creator that is just themselves. Not even Casey Neistat. He has, like, other people that are in his ecosystem. Ryan Trahan, like, I know he had a really big team. He's skinnied it down, but he's still got three or four guys with him. So, like, truth of the matter is, eventually you're gonna have to do this if you're big and you need a process to do it. I mean, one of the things we teach in the boardroom, which we should link that in the bottom. If any of you guys are business owners, like serious ones, doing multiple six figures in revenue, and you want to learn how to grow your business, how to grow your content, we do that in something called the boardroom. You're welcome to talk to one of my team members. They'll tell you if it's a right fit for you. You have to have a phone call before you get in just to make sure we're a mutual fit. But anyway, they'll drop that link on the live for y'. All. But you need to get over it because you will not be able to win. You need to be scared of what they're gonna get wrong. But you are going to need to hire somebody. And if I could give you what it's gonna look like really quick. Anybody got a pen? I want one of those big markers. Can I have that? Oh, my God. You okay? What the fuck was that? She about threw out her back trying to get you guys this. All right, Shannon, does your family watch this and know what's happening on here? They should. All right, I'm going to show you how I would hire a social team for you guys. If you don't have one right now, here's what it's going to be. So right now it's going to be you at the top. Underneath it, you're going to have two people. You're going to have a social media manager, and next to that, you're going to have a va. That's it. In the beginning, the social media manager part time is going to cost you 3 oops to 5k a month full time. It's probably going to cost you somewhere between, let's call it 6K and 10K, depending on how good they are. And the VA is going to cost you. I'm just only going to give you full time options, probably about 1,000 to 3,000 per month. A VA is a virtual assistant. So it's going to look like this. Can you guys see this? You're at the top. You're going to have your social media person, here's what it's going to cost you, and then you're going to have a va. Why both? Because this side is creative, this side is what's called production, or let's even call it administration. And so I want your creative person to help you think about what's happening on each channel. And then I want your virtual assistant to have a process for everything you do. This is what I would start with. So all in, you could do your content for, let's call it 4K a month. If you want to hire a team the way that I would start doing it, I think that's what it would cost you guys to start. Now we can definitely scale it up from there. And obviously I have. We have a very big team now. I don't know how much exactly we spend on social media, but I'm sure it's hundreds of thousands of dollars a month, if not seven figures a month. But it definitely didn't start that way, so that is all you need. Was that helpful for you guys? Oh, thank you guys for all the love, by the way. Also, you know what helps me the most when you guys share this. We don't know what the fuck we're doing with lives. We're experimenting real time. As you can tell, the team is literally hitting their heads. We are brand new at this. We have no idea what we're doing. We are experimenting right along with you. We're gonna keep doing it so you can see us document live what we're doing. We have no idea. So if you liked this, share it with somebody, share the channel, subscribe to our YouTube, tell somebody else about it because that will tell us if this is good or not or useful for you guys or not. Okay. These guys are brutal in the chat. You guys. You know what they're saying about you? They're saying, can't AI replace the team. She goes, no, no, I don't think that's cool. Hype flow. Thank you. He said he already shared it on your LinkedIn. Let's find that for anywhere that you guys shared it, we're gonna find it and give you guys a comment across the interwebs. So thank you for sharing. Just tag me in it on any platform, any way we're gonna find it, we're gonna comment and then next time we'll know you a little bit better. Okay, let me ask one other question while you guys are here. What was the most useful part of this and what is the last question? If you got one question out of me, what would it be here? So tell me and I'm gonna answer question while you're doing this. Amazing. I love it. She goes, stop cussing so much. My kids are in the house. Have I even been cussing very much? God, a lot. She goes nods and yes. Okay, then the last question I'm going to answer, somebody's asking me about prop Q Phelan. That basically is where they're trying to get give us more taxes in Austin on property taxes, which I think is terrible. I don't want the government charging me more stuff for things that don't work anyway. Okay, you liked the social management processes. Thank you. And what exactly does a VA do? The most useful part was the real life examples. Oh good. Jayden, you were at msals. That's amazing. I love to hear that. Okay, somebody asked, what's your advice for people afraid to show their face online? I mean, don't do it if you don't want to. Big thinker. I mean I don't think it's necessary in this age more than any other, you don't need to just get really creative. Remember, the key that I want you guys to take away from this is pick five formats that fit something you find interesting. So there are a million channels out there that only share quotes. It's just quotes, written quotes. There are a million channels out there that share animated videos. There are a million channels out there that show cooking without faces, just hands. There are ASMR videos that never show a human in them. You do not need to put your face online if you do not want to. In fact, constraint often gives you freedom. So putting constraints on how you will do videos is what really useful. Instead of telling me what you want to do, you can create a not to do list like mine is no dancing on the Internet but a lot of cussing. And that's what I'm into and that's where I will stand for this moment. Although I'm a Christian and I know we're not supposed to cuss so I gotta get better at it, I guess. Okay, so pinned comment is there for the notion template. You can click it and you can put your email in it and you'll get the notion template. Let's do one more spin of the wheel, guys. One more little giveaway and then we'll get out of here. Somebody else goes, yes, cussing. And maybe one day I will do some stuff on time management and I think I'll do a little bit more on operating businesses. Cause it seems like you guys have a lot of questions on that too. And who wins it? Nikki, you get a book. Thank you guys for being here. Go create content. Go build a business. Go do content that converts. Because the one thing that I'll tell you more than anything else, there has been nothing in my business that has been more impactful than getting on here and talking to you guys. Thank you for spending your time with us, thank you for dealing with our audio issues and thank you for continuing to share this as we figure out what we are doing on this crazy thing called the Internet to get to know each other and maybe have a conversation instead of just a one way lecture.