To win, you must see content EVERYWHERE

Everything is content. Everything. Eventually you'll wake up one day and it's just what you do. I wanted to start YouTube a year ago. You know what stopped me? This stupid camera. And then you become the person where it's like, man, why is it so easy for that guy? Well, it's not easy. He just did it for longer than you and never stopped.

It's the only reason why they have more views. It's the only reason why their videos look any bit better or why we think they do. And a lot of the reason why we think ours aren't as good is because we just haven't been doing it for long enough.

I've been doing it long enough. I also know like, oh great, when Viral for a few days. Back to work.

I mean, we live in a bubble. We're like, yeah, post whatever you want. This is awesome. But then people are like, this person's smoking something. What's going on here? I get asked this question a lot. How much ROI can be tied to a ghostwriter? And my response to that is—

Clifton, one of the things that I love about how you help people and help brands present themselves into, into the world and to potential clients and customers is through your positioning framework. You talked about this in a recent YouTube video, but I'd like to go a little bit deeper into it. But just give us like the big, the big like 3-step process and how you help brands and people develop their positioning.

It's really easy for people to be seen the same. So like you take any vertical on the internet, right? When people think about personal branding and really standing out online, it's really easy to fall into a level of sameness. Right. And so a lot of people that we help with and I mean, the reason I even record videos to make people understand this framework is because when you go in to create a personal brand and you go in to write content and it's really easy once you sit down and you think about the 3 steps of who you are, who you serve, and your value proposition. And I talk about this concept of user minutes all the time. What you're doing is accumulating a number of user minutes over platform. I started on Twitter, then I added LinkedIn. Now I'm adding, then I added a newsletter. Now I'm adding YouTube. Every single one of those modalities gives me an opportunity to remind people of those 3 things. Who I am. So I'm a father first. I have, I'm about to have 3 beautiful daughters. I'm Southern. You can tell by my accent. Um, I was raised very humbly with the values of my father, right? That comes outta my content. Now, who I serve is very obvious. If you, and I tell people, your feed is a representation of who you are and what you do. You have that entire feed. It's like all great YouTube. Like if you've ever been on YouTube, you fall into almost a rabbit hole once you fall in love with a person that's putting the videos out, right? And you're consuming that content.

I love the user minutes concept, by the way. Just thinking about like these different places that you're getting a sense and getting a connection with you in different ways. Like you're on YouTube now. And so it's like they, they get to see and hear you more than obviously you can on Twitter, LinkedIn. Like obviously they have videos, but it's, you know, it's a text-first platform.

I have people that have been following me for years on Twitter that have messaged me since starting YouTube and have been like, I didn't really know what you did, which I guess it speaks to how people gather information more than anything in my—

Right.

Yeah. Right. Because there's a passing blow with Twitter content and to, to really hear me articulate the things that I care about in my value proposition, YouTube videos, completely different. Like people ask me, how do you write so much? Like I, every single post you see from me is directly from my thumb. Like I don't— I write it directly from my thumbs. I could be in the gym, I could be on a walk, I could be sitting here with you. And the way I coach our clients to see everything is content, everything. And once you train your brain to see, it's almost like a photographer. So when a photographer is walking around a park, as opposed to you and I walking around a park, they are seeing frame-by-frame moments to take pictures of. When I walk into an event, let's say I go to an Alex Hormozi conference, Alex Hormozi is on stage and he's talking to me. Every word he says, I see content because I've trained my mind to take what he's saying, relate it to my life, and then create content that will serve the audience that I want to serve. Now let's, let's take that one step further. Let's take a founder, okay? A founder of a $3 million company. Every day they're in sales meetings, internal meetings, investor meetings. They're doing all these things. And a great example of this is Tyler Dink from Beehive. You can tell that he sees content. I read his newsletter every week because he's— I get it. It's almost like poetry to me. I'm like, this guy gets content. He gets that he's living life and he's building this incredible business. And through content, people can see that. And then fragmenting is— I mean, it's all about— and I tell people this, like, you have to understand your goal through social media because if you don't understand your goal, you will lose. You'll just lose because people go in and they'll say like, oh, I just want to make money. Don't we all? I tell them, I'm like, well, to make money, a lot of other things has to go right in order for you to make money. I get asked this question a lot. How much ROI can be tied to a ghostwriter? And my response to that is every bit of ROI in your company. And they're like, no, no, I want it. I want it line by line. I was like, it's not a slot machine because you can't— it's immeasurable the impact that content has on a business.

Yeah.

When you write daily content from a founder-led standpoint, you are literally lifting up every phase of your business— sales, HR, internal, external— every single phase of your business. And you cannot possibly measure who is consuming that content, when they're consuming that content, and when the decision, whether it's a top talent wanting to be hired by you and your company, whether it's a client wanting to go with you over a competitor, whatever it is, you can't measure that moment. You can only measure that this is an overall marketing spin for my entire business because I know the impact it's going to have over the longest period of time.

Yeah, this is something Tim and I— go ahead, Tim. We've been talking about this nonstop for the past month.

This is, this is like every Matt meeting, like every Monday meeting is just talking about like what's our actual goal with Hey Creator? What's our actual goal with the content that we're doing? And I'd be curious to ask you, Clifton, like talk about like the live coaching stuff, like, um, we want Hey Creator to be big. Like YouTube is our main focus. We want to be posting more like on our own socials and on the Hey Creator social specifically, mostly I would say like Twitter, X, um, I don't really have like Instagram plans right now for us or, or my, myself really. But, um, the, the, the main thing I would ask is just like, How do we get into that mode to like consistently, like straight up just say who we are, what we do in our value prop? Because everything you're saying is resonating, but I still don't feel like— I know that we need to be in that mode and we're trying to be on YouTube, but like we want to be everywhere and it feels like there's not enough time in the day to, to make that happen.

I think it comes down to— I mean, I like talking in examples and parables, so y'all excuse me. Okay. I, a year and a half ago, I was 280 pounds and I was, I hated, I hated how I looked. I was like, man, I have to lose weight. I didn't have any energy for my family. I didn't have any. So I went to a trainer and I said, hey, I will do whatever you tell me to do. Please help me. Got on an app, got a plan. So when I went into the gym, I knew exactly what workout, I had my non-negotiables for the day and I've lost 50 pounds. Now let's apply it to the question you just asked me. When I first started 3 years ago writing content, I had no idea what I was doing. No idea. And so you have to start training. And then what's going to happen is just like what happened with me in my weight loss journey. Eventually you'll wake up one day and it's just what you do. It's just what you do. Because right now you're thinking about all the things it takes to do it and you're not thinking about like the minimum. Like me, I, I wanted to start YouTube a year ago. You know what stopped me? This stupid camera. I, I would try to set it up and I'm like, crap, like this isn't working. And I would stop and I would wait a month. And one night I had a Twitter guy say, I want you to do YouTube so bad. And we stayed up till 3:00 AM and he taught me how to set all this crap up. And now I got like these lights. One of these is probably gonna go out eventually. I, I learned the get a backup, backup battery. Yeah. I got like 7 backup batteries now cuz I had a, my camera die in the middle of an interview the other day. But, but it, it just becomes, and then you become the person where it's like, man, why is it so easy for that guy? Well, it's not easy. He just did it for longer than you and never stopped. And I think every creator can hear this. It's like, Everything we do is a war of attrition. I mean, the, the future belongs to the person that doesn't stop.

Literally, the only difference is the only reason why they have more views. That's the only reason why their videos look any bit better or why we think they do. And a lot of the reason why we think ours aren't as good is because, like, we just haven't been doing it for a long time.