The Best Way to Make Money That No One's Talking About

We're talking about something today that I don't know why people don't get this or talk about this. I see so many people messing around with everything else but this. And I wrote in my book, start now, get perfect later, the concept of active procrastination, where you make yourself really busy all day getting fucked up. All done.

Guilty as charged.

So welcome. If you're watching live, we're recording for more money, which is a new money channel we're launching soon. We must be, what, 25 episodes in the bank nearly now. So we're giving you an exclusive here on the Life. So I'll count you in, Kane, and then we'll start.

What are the best ways to make money that nobody talks about?

Well, that's actually a really easy one for me because there's one thing that has grown my information business to more than a quarter of a billion in sales. And there's one thing, really, that's built my property portfolio to 345 properties that I co own with my business partner. There's one thing that's helped me become an international best seller and I've authored or Co authored 19 books. There's one thing that's. Do you know I got 30 million views last week on my content? And there's one thing that in all of these things that are working, there's one thing and no one's talking about it.

The same thing, the same thing.

The one thing. So everyone's talking about crypto. Fine, put a bit of money in and either lose it or make a bit slowly. And everyone's talking about E Commerce, which in 2016 you could go onto Amazon and set up your own online shop and you could do quite well. And now it's really monopolized and much more difficult. Obviously, I love real estate. Some people talk about real estate, but you need to either borrow millions or have hundreds of thousands. And of course, in the uk, you know, we've got this renters reform and we've got the vilification, the. The sodomization of landlords. So I'm just gobsmacked that no one's talking about this one thing. If I asked it back to you and you can't answer the answer I'm going to answer. What do you think is the one best way to make money that no one's talking about?

Information business. Yeah, I think so.

Content into cash flow.

Yeah, absolutely. I think I listen to a podcast and I actually prefer yours as an American, but they call it content into commerce.

Right.

And the Idea of. Yes. Creating some sort of content and then selling your own products off of the back of that. But it tends to be an information product.

Yeah. So if you use content within a funnel or staircase.

Yeah.

This is the reason I didn't run an ad on Disrupt as my podcast for over 600 episodes. Looking back, it cost me millions of pounds because, as you know, I get sponsors now that pay big, six figures upfront, but it cost me millions of pounds to not run ads. But one, I couldn't stand listening to those podcasts with four or five ads right at the start. That frustrated me. But two, I thought, well, there's a better way if I use my podcast as the shop window, so you can see all the things in my shop, you might want to come into the shop. So I like the phrase content into commerce, because what that is saying is you create the content as your shop window and, and then invite them into your store, whatever your store is, you know, whatever you sell. I know a lot of people watching and listening will know they should do more content. We all know we should do more content. I'm wanting to do more content, you're wanting to do more content. But I get the labor of love nature of it. You've got to do quite a lot. It seems quite overwhelming. Maybe you're an introvert, maybe you don't want to be criticized, maybe you don't want to make any mistakes, maybe you don't want to waste your time. But, you know, when you plant a seed, you don't come back the next day and have the tree, you know, the roots grow down. So if I didn't have my answer, which I'll share, I'd probably take yours. Because the great thing about information is you don't need stock, you don't need premises, you don't need staff, you don't need. There's virtually no overhead. You don't need to go to the bank for a loan. You literally just need the Internet and a device to connect to it that you can work on. And you can turn your what you already know into cash flow information, into income. You could turn your service into salary.

Nice new one.

All this alliteration. So. But you're still missing something.

Can you enlighten us? Of course.

So most people think, when, how do I invest a thousand or ten thousand or one hundred thousand? You know, we do these episodes on more money. And most people think, oh, well, what. What investment can I put the money into? Some people think, ah, do you know what? It's quicker to Start a business. Because the thing with a business is you could go from 0 to 100 grand in your first year or 0 to 200 grand. You couldn't go from 0 to 100 grand in any asset class. You'd have to put at least 100 or 500 or 1,000 in. And you're not going to be 100 grand in a year unless you just gamble and you'll probably lose it. So you can get these 5, 10x or even 100x returns you in business, you know, using your sweat equity as well as capital equity. But let me ask everyone here, I'll give two minutes. What's the single most important function of any business? Now you know the answer, but imagine you didn't and give us some other answers.

The most important thing, but you can't.

Say the thing that you know is the thing that I'm about to share.

Is the thing doing good.

Okay? I mean, look, having a really good product and service is important actually. I know you were being facetious.

Yeah.

But a lot of people say the product will sell itself. Just have a great product and it will sell itself. No, it won't.

Build it and they will come.

No, no it won't. That is nonsense. That is the like, okay, they built Dubai and now people come. But what did it take? 40 years. And I know they, they probably spent trillions on building Dubai. I bet you they spent billions on advertising, on marketing. I mean, I've seen ads for pitching me to go to Dubai. So they are spending on ads. You know what, what solopreneurs do. So having a great product is good, but it will still take a long time for people to know your product. So how does someone know your product?

Marketing.

Marketing. So the one best way to make millions or 5x or 10x or 100x marketing. And the single most important function of any business is marketing, if you think of it like this. So I love Tom Ford. And for as long as I can remember, at least 20 years, I wanted to get married in a Tom Ford suit. And I even remember seeing, I think it might have been Skyfall, but it was one of the Daniel Craig James Bonds. And he wore the gray Tom Ford suit that I ended up getting married in. And I saw that suit and I thought, yeah, maybe I could look like James Bond. Am I. And I've got my Aston Martin now. And I'm obviously delusional, living in a fantasy world, but I just loved Tom Ford and I didn't really know why he headed up. Gucci. Gucci are quite a disruptive designer. Anyway, so I've been. I proposed to my wife. This was what, seven years ago. We've been together nearly 20. And you know, the first thing I did, I wasn't looking at her dress. The first thing I did is I went down to Tom Ford and I went in there, I thought, well, I want. I want a Tom Ford suit, which is, I guess, a jacket and trousers. He's like, but you need a waistcoat. I mean. And then he pulled up the Daniel Craig and it's like, look, you know, that's a three piece, not two piece. You know, losers wear two pieces, you know, So I. So then I got a waistcoat. And then he's like, right, so here's your evening shirt and here's your day shirt. I didn't know you needed two shirts for a wedding. Didn't know I had to go and do a change. So you got the winged collar, and then you've got the normal collar. And then here's the bow tie, and then here's the tie. And then here's the tie pin to go under the tie to lift the tie up. Oh, and here's the shoes. Here's the Tom Ford shoes to match the Tom Ford suit. And I ended up more than doubling my spend, I think, with inflation. The suit's 5 grand and I ended up spending 10. Because he was bloody good at selling. But marketing was me already wanting a Tom Ford suit. Marketing was me going into the shop in the first place. He could be the best seller in the world. He could get me to buy a divorce suit. He could get me to buy every single fucking color of gray. But somehow, somewhere, Tom Ford got me in their marketing. So here's something that I know Gary Vaynerchuk has said this, I know naval says this, that the true currency is not time. It's not money, it's attention. Attention is the true currency. And whilst I would argue value is also the true currency, because there's plenty of people getting attention online with no value. Like, for example, that girl who's just slept with a thousand guys. She's getting a lot of attention at the moment. Well, actually, you could argue it's good marketing. Maybe it's doing her onlyfans some good. She makes a million a month on her onlyfans.

I've got a shit. Yes.

Right, let's just restart this content. The best way to make money that no one talks about is sleep with a thousand people in a day. Okay, I'm going to. I'm just going to throw this out there. I reckon it's harder for a guy to sleep with a thousand women than it is a woman to sleep with a thousand guys. What do you think?

I think after the first couple is probably similar.

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Yeah, yeah. You haven't got my attention.

Marketing is attention. Marketing is being known. Marketing is being seen. Marketing is mind space. Think of a fizzy drink. What do you think of. Think of a running shoe. What do you think of? Whatever you think of, they're better at marketing or they've spent more on marketing, or they've got. In your mind, they have mind space. So we're going to do more series on how to invest 50 grand, 100 grand a million. We've done how to invest 10 grand. But if you said to me, rob, what's the best way to invest ten grand? I'd probably say on generating leads for my business, on getting more views in my content. So whether that's running ads or. Actually, here's what I'd probably do with ten grand. I. I'll probably spend five grand of it on organic content and five grand of it on paid ads.

So when you say you're paying five grand for organic content, what does that mean?

Well, like, let's say I interview someone really good for disruptors. I still need to get the train down there, send my videographer down there, pay for the venue. So interviews, even when, you know there's no fee, exchange of the guest. Each one still might cost me 1500 quid, so that might buy me three really good interviews. Or I could go live and do organic content on Facebook and then I could spend 150 quid boosting the post. Or I could get two good cameras and two good lights, two good microphone. So if you spend five grand on organic and then five grand on ads. So what's a cost per lead at the moment? Would you say, you know, you do your podcast.

Six pounds.

Okay, so six pound a lead. What's five grand divided by six? 800 quid, something like that. You get 800 leads.

Yeah, 833.

So you can get 833 potential buyers with five grand. How much is your most expensive package that you sell?

Well, it's yours. It depends on if you want me.

To say or not. 50 grand.

Yeah.

So you charge all the other clients 30 grand and you charge me 50 grand grand. Yeah. Right, okay.

It's the AP tax.

Yeah, yeah. The best way to make money. No one's talking about sell to Rob. Yeah, Just put a rob tax on it.

I learned that from Tom Ford.

Yes. Okay, so I could get. I could buy 833 leads with five grand and I could probably buy, I don't know, 300,000 to 3 million or 5 million views with three organic interviews. I told you, I got 30 million views last. Last week. Check this out, right, We've launched a new channel on Facebook. Check this out for views.

You have more channels than I have hot dinners every day. There's a new channel.

That's it could be because I'm pretty smart at hacking marketing or it could be because I'm getting canceled all the time. Look at that. 28 day views.

Jesus Christ. 38.7 million.

So on an. On a new channel in 28 days. 38,703,163 views on a new. Not new as in yesterday. But you know, I've had a load of my channels for 15 years. This is a new channel. So what we probably did with that content is we took three or four of my interviews on disruptors and we sliced and diced it into maybe 50 shorts. So there you go. So that, by the way, generated three grand in just revenue from Facebook.

Wow.

But what about all the trickle down revenue? What about all the content into commerce revenue?

Well, that's worth breaking down because what, what did your interview with take? How long did the long form get?

Okay, so we were making back then about five to ten grand a month. This recent budget should warn you that your pension is not safe and secure and they're coming for your inheritance. Do you even know how much is in your pension or where your pension is invested? Add to this the recent inheritance tax grab on your pensions and the risk of a market crash. You probably didn't know this and I didn't until recently, but physical gold can be added to your pension pot. Gold is inheritance tax free and has grown 700% in the last 20 years. Years. You probably know from my content. I'm investing heavily in silver and gold and that's why I've partnered with direct bullion. Myself and Nigel Farage are brand ambassadors and direct bullion can help you with gold to protect and grow your pension. I buy my gold and silver from direct bullion and I don't earn any money on any purchases of gold or silver if you buy direct from direct bullion. So if you go to robmore.directbullion.com you can get a great price on your silver and gold and you can get the pension gold investing guide completely for free. As you know, I don't do many strategic partnerships and when I do, I do them with people who are credible, who've been doing it a long time, who invest in things that I invest into and gold and silver's going wild. I'm investing heavily in gold and silver and I recommend you check out robmore.directbullion.com on YouTube. Ad revenue.

Wow.

And then when we had Tate that month, we made 38 grand.

Wow.

In ad revenue in that month. So it's a big uplift.

We did a, a money maker summit and I remember asking people where did they first come? And probably 60% of the room said they come from that one interview.

Yeah.

So it's like, yeah, you get not.

Just from Rob Moore, but from Rob Moore interviewing Andrew Tate.

One interview.

Yeah.

And it's like to get 100 plus people and we had one person fly over from Australia, America, like all over in Peterborough, in person from content is actually ridiculous. Like that's not an easy thing to do.

Well, two of our sales guys joined because they saw my interview with Anu Tate.

Really?

Yeah, George. Yeah, George is one of them. You know, George is top performer. So. Yeah. So the best way to make money that no one's talking about is getting good at generating attention. And attention in business is marketing.

Can you talk me through what was marketing for you when you started Progressive 18 years ago and how has that changed to what you do now?

Okay, so at this stage some people might be watching or listening, going, well, marketing is quite a broad term and they're right. And getting attention is only the first stage of marketing because you can get an attention but not convert a browser into a buyer. Now you can monetize attention with sponsors and advertisers, that's one way. But if you want the content into commerce, attention needs to be interest, desire, action. So there are loads of ways to generate leads or be good at marketing. Eighteen years ago, the best way that we knew was networking events and expos, which has sort of almost now come around full circle, isn't it? Because you get a lot of clients from exposure, Dubai, London, you know, because people at business events are there to do business. So back in the day we had to go to net property and business networking events all over the country and expos, exhibitions, shows and you have to go and talk to people and shake hands and swap business cards and follow up and have lunches and dinners and hustle and follow up with everyone. That's how it was. And by the way, with AI and the depersonalization of everything that is coming back retro old school, you know, I told you earlier, I'm back. I got back into Oasis, you know, I'm back into 90s music, I just love it. So now networking expos face to face is back, but then it evolved and the, the biggest disruptor probably in advertising and marketing ever was Google AdWords. Because before Google AdWords, if you wanted to do paid media or ads, you, you'd have to pay a radio station, a TV station or a PR firm. And you'd have to pay three to five grand a month for a PR firm. You'd have to pay tens of thousands, if not hundreds of thousands for TV or radio ads and there would be no guarantee. 100 grand ads out live. Didn't get a lead. Sorry, thanks. Fuck off. That's how it was. And then Google AdWords came in and you could pay per click click. Now, everyone takes the phrase pay per click for granted now, but how disruptive was it that instead of paying 10 grand or 50 grand or 100 grand for one ad, I mean, how much is the super bowl ad now?

8 million.

8 million quid? Fuck that. Yeah, I'd rather take 8 million quid and pay per click. So how many, you know, what's 8 million divided by 6? We could get what, 1.3 million leads with 8 million? Yeah, 1.3. I'm pretty good at math.

You are quick.

1.3 million leads on pay per click or a Super bowl ad. So Google disrupted. I remember I was paying five pence a click back then. It's different now. So Google disrupted, you know, old school media and then social media disrupted Google. So Google pay per click. There's now Facebook Pay per click, LinkedIn Pay per click instead of Instagram paper click Tick tock, pay per click, X Pay per click, YouTube Pay per click. And the great thing about pay per click, a lot of people, oh, I don't want to spend money on ads or I don't have budget. Well, everyone has 50 quid a week. Just don't have, you know, a couple of rounds of drinks. Just don't go out for dinner one night and spend 50 quid a week on ads. And they won't all work all the time, but you'll start to get some data and things will start to work. So Google created all the other pay per click platforms and then social media disrupted Google or pay per click. I'm pretty sure Andrew Tate doesn't really run any ads. He just creates attention by being disruptive, polarizing, opinionated, consistent, and then everyone shares his content for him on social media. So social media was the disruptor to pay per click, which was the disruptor to in person, face to face. Which is why I said I'd probably, if you gave me a budget, 10 grand, 100 grand, whatever, I'd probably split it between organic and pay per click. And now AI, now AI is the new disruptor. In fact, AI is disrupting itself now because of Deep Seq coming in and just poor. There's everything. By the way, just to let you know, Deep Seq are a Chinese company and they have come into the Western world and said, give us all your information for free. So just be a bit fucking careful. We did this with Facebook. We gave them all of our data. We did it with Google, we gave them all of our data. And now the phones listen to us and the phones track us. So hashtag just saying, you know, there is no such thing as a free lunch. But now AI is the big disruptor. So that's the journey from 18 years ago to now. We've done more than a quarter of a billion in revenue. I reckon we've spent more, more. 50, 50 million on ads.

50 million, yeah.

Not every year, not every month, but that's what we've spent. And by the way, I double my ad budget today. You know, if I could maintain the same lead quality and lead cost, I'd double my budget today.

I suppose with organic content, it becomes cheaper over time, whereas ads become more expensive over time.

Yeah, that's a good way to look at it. Ads become more expensive over time. Generally you think they should become cheaper over time. TVs become cheaper over time. You can get what now 100 inch TV for a couple of grand. I mean, there wasn't even 100 inch TV 10 years ago and 10 years ago a 40 inch TV would have been that. Yeah, so technology costs less and less and less over time. But for some reason, ads, what happens is ads start cheap because the new platform's trying to nick business from the other platform. And then as the competition comes in and more and more people are willing to spend, costs go up because you get competitive forces. It's like the more people in an auction, the more the thing's going to get bid up.

Yeah.

And so pay per click is an auction. It's clever. You know, we're, we're auctioning to bid for the click. So yeah, the more you spend on ads, the more expensive it it gets. You can hack it, you can have a maximum cost per click and not go above it. But yeah, with organic, the more followers you get and the more reach you get and the more engagement you get. You've already bought your equipment, you've already bought your lights, you've already bought your cameras, you know, you already know what content is working.

I mean, that, that channel is the perfect example of that. The one that's just on 38 million on Facebook. So that's all older podcast content, I e not brand new this week and it's going viral. It'll probably go viral again in three months. It'll probably go viral again three months after that and you can just keep recycling it.

Well, I post on LinkedIn and I have a load of haters on LinkedIn and someone, people will say things like, oh, this, this thing you said seems to happen a lot, Rob, because it happened three months ago and three months ago before that. And yeah, if I get a good piece of content, I save it and I post it every three months. Or if it's been three weeks and I haven't got an idea of content today, I'll go back and see what worked really well and I'll post it again and I'll post it again and I'll post it on Twitter or X and I'll post it on LinkedIn and I'll post it on Facebook. Where is there a law which says you can't post a piece of content again?

Yeah, I mean, you'd be stupid not to.

Yeah, you would be stupid not to. I always find it ironic that people moan about my content on social media, helping me go more viral on social media and they hate my content on social media. So they go and comment on it, but they don't realize that they're going to see more of it by commenting on it. This recent budget should warn you that your pension is not safe and secure and they're coming for your inheritance. Do you even know how much is in your pension or where your pension is invested? Add to this the recent inheritance tax credit grab on your pensions and the risk of a market crash. You probably didn't know this and I didn't until recently, but physical gold can be added to your pension pot. Gold is inheritance tax free and has grown 700% in the last 20 years. You probably know from my content I'm investing heavily in silver and gold and that's why I've partnered with direct bullion. Myself and Nigel Farage are brand ambassadors and direct bullion can help you with gold to protect and grow your pension. I, I buy my gold and silver from direct bullion and I don't earn any money on any purchases of gold or silver if you buy direct from Direct bullion. So if you go to robmore.directbullion.com you can get a great price on your silver and gold and you can get the pension Gold investing guide completely for free. As you know, I don't do many strategic partnerships and when I do, I do them with people who are credible, who've been doing it a long time, who invest in things that I invest in too. And gold and silver's going wild. I'm investing heavily in gold and silver and I recommend you check out robmore.directbullion.com what idiots.

That's the general.

Yeah, I mean the. If you don't like Rob Moore's content, the best thing to do is either block it or not engage with it.

Yeah. No, no comment. Must have opinion heard.

The best thing for me and the worst thing for a hater is to go and spew all the hate on my social media. Someone said on one of the posts, I want to know where Rob Moore buys his clothes, so I don't accidentally go there. Really good. I actually want to give him a silver coin. I really like that one.

Now you're into Oasis again, you're going to come in like a sparkly Parker jacket or something. That'd be. No, that's a shame.

No, no. Yeah. So marketing, you want to test multiple marketing platforms. Multiple paid, multiple free. Free costs you earlier and saves you later. No, paid free costs you time. Paid costs you money. Free is longer term, paid is shorter term. I'm trying to think which one is best. I'll ask you, if you had a gun to your head, you could only do organic free or only do paid, which would you pick?

I think it would have to be.

Paid because you're impatient.

I, I, because the, I guess the answer is it depends. Because it depends where your business is. I think for the vast majority of businesses, paid would be better because they're at content.

Right? Yeah. I think if it was most people are at content.

Yeah.

I. E. They don't do it.

Yeah, exactly.

You just have to be consistent, improve content.

That's true. I think the, the benefits of organic are much better. If you look at Mr. Beast, Elon Musk, they've got these really strong personal brands and they can go. Earlier you spoke about value as well as attention. So sometimes attention automatically equals value and.

Sometimes attention does the opposite because it's attention of attention's sake.

Yeah, yeah, true. But then I guess you would have to manage your brand as you grow.

But there's a saying in marketing, visibility is credibility. I just want to back up your point, actually. So I think this was in the Ryan Gigs era at Man United. You know, every year you get like the official team photograph and so, you know, the players go out on the pitch and it's all, obviously all organized and they get, they get the right squad and they get the official team photo for the year. It's quite important. And one year there was this guy at the end on the photo and everyone was like, who the fuck is this guy? And no one could work out who the fuck that guy was. And he was in a manuscript and he was, it was at the end and they did a documentary on him. There was this guy that created this elaborate plan over about a year and he managed to get himself in on the official Man United team photo. And no one would know that was not a Man U player because he was in the Manu shirt and on the photo. So actually I'm going to soften my approach a bit because I said attention without value is kind of useless, but visibility is credibility and by just being seen, you are known. So who's more credible? The hardcore 30 year professor expert that no one knows or the person who's been doing it five minutes that everyone's seeing that person? So actually attention does have a great currency. So you're saying that you get better attention on paid, are you?

No, I think if it was myself, I'd probably do organic. But if I'm talking to most businesses, I think I would say paid and.

Purely because they're shit at content.

Yeah.

Okay. And now I just want to talk about the shit at content bit. No one is shit at content because everyone's good at being themselves. People are just shit at doing it.

Yeah.

I. E. Consistency, getting over their own fears and concerns, making it a priority, letting go of judgment, not worrying about how many people you know, I'd like to see how many people on the live. But we're here doing the content anyway, so if it's one or if it's a million one, it is what it is. So you got to get over yourself to get over the threshold to put content out there. But the thing with content is, on any channel, no one knows what works until something works. And people think, oh, A, B and C works. No, it doesn't. I've tested loads of stuff that works on other people's channel that doesn't work on mine. And I see people ripping off my content and it doesn't work on their channel. And I've seen people with less followers than me to get more views and I've seen people with 10 times my followers get less views. So actually what works is what you do consistently and what you figure out. So, Kane, you're saying you'd go for Paid. I guess the thing with paid is you essentially forward buy a customer.

Yeah.

Where you can be more predictable with paid ads. So you can spend 50 pound a week, you can get. Let's, let's just say for ease of math, 10 leads and you know, two of those will buy. And let's say your, your net profit is 100 quid. So let's say 50 quid spend 10 leads, 2 buy, they spend 500 quid and 100 quid of that is profit. You spend 50, you get 100, and that is workoutable and that is you can get to that level fairly soon and it is repeatable. So you're forward buying the customer. On organic, you could post three times, 300 times, 3,000 times until a post goes viral, but when it does you, it can rain down on you leads, but you need to be ready. Have you noticed the difference between a lead for your business in paid and a lead for your business in organic?

Yeah, they buy right away.

What, the organic ones?

Yeah, they, they're pre bought in.

Yeah. If they've chosen.

Yeah. To watch, it's. If the, if you can make payments work, you make the price right.

They've bought right.

10 times out of 10.

Yeah.

Because they've come to you going, can I buy your.

It's the difference between wanting to get married in a Tom ford suit for 15 years versus when you're getting married, you're just seeing loads of Tom Ford ads. He said. Yeah. So organic people choose to follow you. Well, actually not always because sometimes the algorithm just feeds stuff in, but most of the time organically, people I've chosen to listen to this podcast, I've chosen to watch this live stream. Whereas with paid you were doing something else and then I went buy my shit.

Yeah.

Or whatever. However, obviously I'm a bit more elegant with my sales than buy my shit. Yeah.

On that though. So you know how earlier you said when you started expos were a big thing and now they're sort of coming back again? I think long form content's the same. So since 2020 and TikTok, everything went really short form. But now I think stuff like podcasts lives that long form is the main focus. If, if you want to start organic content, start with long form because that's where all the best buyers come from. Because think those 38 million from Facebook views, now a lot of those might be lives. I don't know.

No, that. No lives on that channel. They're all short.

Okay, so compare those 38 million to. Let's say a hundred thousand on one of your two hour long podcasts. I bet in terms of leads into the business or buyers from the business, the 100,000 would do more than the 38 million.

I'd probably have to say more like 3 million versus 38 million or 1 million. Not sure, 100,000. It also depends on the guest. Yeah, you know, if the guest is a hardcore entrepreneur on my content, 100,000 views on a hardcore entrepreneur is worth more than a million views on someone on OnlyFans, you know, for example, because of the relevance. But the game is also hacking virality. So, you know, if we go back to the initial question, which is, you know, the best way to make money, no one talks about marketing. You know, you've also got to figure out how to hack virality and go as wide as possible, but also attract a relevant audience. And the way I do that is some content is for virality and some content is to talk to my ideal client. And I rotate it because what is going on, something that goes viral is by nature going to be more general. Otherwise it wouldn't go viral, it would just be niche. So what you want to do is you want to sweep in as many people as possible and then you want them to be able to consume more specific types of content. I remember Tim Ferriss saying, anytime you do a podcast episode with a guest, that guest should be relevant to 10, maybe 20% of your audience, because how can you have one? 1 guess it's relevant to everyone. And then a lot of people say, you know, it's all about, you know, the riches are in the niches, you know, is what the Americans say. But they are if you can get enough people through and into the niche in the first place.

Yeah.

And how do you get enough people through and into the niche? Well, way number one is you just talk about your niche for 932 years until people finally get it or you create more broader content. So, for example, I go on lots of different types of podcasts. Andrew Tate will go on virtually any different type of podcast. A big, wide net, and then you draw people in. Now, I'm going to add another thing about your long form content argument, which I'm going to agree with you on in this instance. One of the good reasons why you start with long form is not just because you've got a better buyer. It's because you take a long form and you can turn it into 30 short forms, whereas you do a short form and you can't turn into a long form. So this channel. It's called Disruptors on Facebook. It's a new channel for us. We used it as a backup for my main Facebook channel. And all we're doing is taking clips of the main episode on YouTube so there is no extra time, no extra cost. And by the way, what we often do with our clips is we'll put some on X now. We'll put. We've got two TikTok channels, I'm about to launch a third. We've got four YouTube channels on four YouTube channels. I think we might stick with that. No, we're about to launch a fifth. More money. And I've got two Facebook main pages. I'm about to launch a third and one of my guys, actually I've got five YouTube channels and obviously it's clear which one is my brand, which one is Disruptors. It's not like it's just Rob Moore, Rob Moore 2, Rob Moore 3, Rob Moore 4. That would be confusing. But one of my social media content guys, he's taken one of my backup channels and he's like, we can blow this up. And he's been posting content and he said, I've got good consistency, I need to just figure out what works. And. And I said, well, why don't you go back through all of our other channels and pick all the stuff that worked and either change it 10% or just post it on the new channel. So when you create long form content, you've got massive repurposability across all the short forms. We managed to get a couple of videos on X to do. Well. LinkedIn is now quite favorable for video content. So essentially marketing is getting people to know where your shop is and wanting to go into the shop. So you know, we talked about attention is currency, but also there has to be value. So I think there's two elements to marketing. It is, number one, I know about you, that is, you have my attention. Then number two is I need to know where to go if I know about Tom Ford, but I don't know where to go. Well, actually, if you're known but everyone hates you, is that good?

It can't be that everybody hates you.

Right. So you know, people say no publicity is bad publicity.

Yeah.

What about if you were a child rapist? Would you want to be? Would you want to have 1 billion people have, you know, you notoriously for.

Being that Philip Schofield got a TV show after his controversy.

I knew you were gonna have a comeback to that. Let's just differentiate. I'm not sure he's a child.

He got some bad press. He got a TV show off the back of it.

Yeah. And you know what? He wouldn't be the last.

No, no, I wouldn't want that, Brian.

No, no. But it is true to say that no public. No, I don't think all publicity is good publicity. And I also agree with you that, look, they will love you or they will loathe you regardless of what you say. It was Obama that said, if you can get half of America to hate you, you can become president. So I like that. Yeah, attention is 95 good. And you're going to be disliked anyway by probably half. So you might as well get the be liked by the other half. Yeah, but not all publicity is good publicity. I wouldn't want to be known to be a scammer or a criminal. Although, you know, there are some criminals who've. Now Michael Francis, who I interviewed on my show, and ex mob gangster, now he's smashing it.

Jordan Belfort.

Jordan Belfort scammed millions of people and now look at him. He's the top sales. So I don't know, maybe I have to soften my approach. It's just. Yeah, this attention thing, I would probably say do whatever you can to get attention, but don't step over legal or your own boundaries. So I only call out what I really believe to be. And I. I usually don't call out individuals. I don't think that I wouldn't. I just don't. It doesn't sit comfortably that there's guilt. That feels wrong. It feels cheap.

Yeah.

Like if I called you, let's say, you know, you went and set up a competing business. I called you out all over social media. Well, one, you might then go and call me out and pick me to bits. But two, we were business partners once. And three is like, can't I do my own marketing without being cheap and calling you out? So that doesn't feel good for me. Although Jake Paul does it very well. He goes for Dana White. I remember hearing an interview with Jake Paul. Why. Why are you all over Dana White? Why are you calling him a coke addict? Why you? You know, I want his audience.

It's smart.

It is smart. I mean, it's not my style, but it's smart. But I'm happy to call out banks or a government. I'm happy to call out massive entities because I feel like that's fair game. Doesn't feel fair game to, you know, pick fights with individuals unless they pick a fight with me.

Yeah. But I see why. Because Last time you want a scraps, how do you take somebody from attention slash browser to lead to buyer?

Okay, so I think the best way to do this scalably and sustainably is to have your own little formula. So I would say for me, one in ten pieces of content has a call to action. Now my haters would say, that's bollocks, there's a lot more, but it's not. I mean, I post five times a day on Facebook and maybe six, and there's one call to action. There's on Disruptors, you know, where I've been getting 38 million views in the last 28 days. I don't think there's a call to action on there. I would say every other post on LinkedIn has a gentle call to action. So anyway, let's say you choose 1 in 5 or 1 in 10 posts are going to have a call to action. So 4 out of 5 of your posts are going to be to essentially get attention. Now, hopefully you don't do it vacuously. You know, you do it with some intention and you get some engagement and. And there's something to be learned. And it's entertaining and it's memorable and it's shareable. I remember one guy in one of our Facebook groups, he just wrote, do you sleep naked? And there was like thousand comments and he, he clearly hacked engagement. But how on earth does anyone give a. How on earth is that relevant to his business? But, you know, so, so, so four out of five posts, you're going to try and go for virality, but maybe have some substance. And then one out of five is going to have a call to action in it. I'm just going to rotate like that.

And your call to action, is that generally a broader post or one of your more niche posts?

Okay, so I have a little formula for this called Content Bridge Offer. So formula number one is one in five or one in three or one in ten pieces of content has a direct call to action. I. E. Join a zoom, come to an event, buy this product. Follow me here. You know, opt into my newsletter. You know, clear, not, not, not waffly, not weak, clear and strong. Okay, so that's formula number one. Formula number two is content Bridge offer. So if we went live here saying, come to the moneymaker summit live now, I don't think we'd have the same number of people on the life. So what I do is create content that is hopefully interesting to people, get lots of people either watching live or watching the content, and then bridge later into the offer Content bridge Offer story bridge offer. Because if you sell on social media, the algorithm in the end will punish you and people in the end will get turned off. But if you don't ever sell on social media, you're never going to make any money. So it's just a really fucking expensive hobby which demoralizes you over time. Yeah.

You just get shit comments and no money.

Yeah. So what's the fucking point? Yeah, so there's, there's a formulaic and an elegant way of doing this. And so that's my formula content bridge.

Can you give us a demo?

Yeah, of course. So if anyone wants to make, manage and multiply money, bearing in mind this is the More Money show, if anyone wants to get their tax bill down on their income stream up on this episode, we've learned the best way to make money that no one's talking about. If you want to learn the six best ways to make money that millionaires and billionaires are talking about, you want to come to the Money Maker Summit. So to join the Money Maker Summit is actually really easy. You just go to robmore Live Money now there, we may not have any subsidized tickets left. We may. So I subsidize a certain amount of tickets each event, I. E. I sponsor it, I pay for it through my foundation, I, I, you only just have to get there. I pay the millionaire speakers. We've got one billionaire at the next event. I pay for the venue, pay for the AV, I pay for everything. Became a millionaire 15 years ago so I can give back in that regard. So there may be some sponsored tickets. If not, there's just small upgraded tickets. Small in terms of how much you pay, big in terms of what you get. So I've got together six multi millionaires and one billionaire. There's two date choices coming up this month and next on the page, robmore Live Money. And I'll teach you everything in the schools. Didn't teach you about money at the Money Maker Summit. I'll teach you everything that the banks and the governments don't want you to know about making money. In light of the budgets and labour whacking up taxes. I'm going to do a 90 minute section on basically how to either pay zero in tax if you're a startup or how to pay minimal in tax if you're a scale up. For seven years I never paid any income tax. Collection of capital allowances, which I'll teach. And now I do pay quite a lot of tax, but I pay a lot less than I might if I didn't know how to get my tax bill down legally. So I do a deep dive session on that. People are always asking me, how do you protect your money? You know, how do you invest it the best. So we have speakers come in, my mentors in gold and silver investing. How to be decentralized, that is not get cancelled, not get debanked. How to make money in content. You're the main speaker on Content into cash flow. How to make money turning your passion into your profession and the two or three newest, best business models for this year and beyond. And also we have an AI section on how to automate leverage and scale. Whether you're a startup or a scale up, a master or a disaster, a winner or a beginner, there's good content for you at the Moneymaker Summit. So the link is robmore Live Money. Also, if you just bump a little bit, it's less than 100. It might even be less than 50 on one of the tickets. If you just bump, pay a little bit of an upgrade, you know, remember that you are your best asset. Invest in yourself wisely. Get front row seating, early entry. You get two champagne reception evenings with the multimillionaires, asking them anything you want. You get one private dinner with about 30 other peers and six multi millionaires. You get the 15 module, 15 hour how to raise Money online masterclass. Because a lot of people say they're struggling financially. So I did an online course. I can, I can give it away because I've already recorded it to help people just raise some money to start a business or do this. And there's loads of other upgrade benefits on the special tickets. So it's all at robmore Live Money. The dates, the details, the logistics, the billionaire speaker, the venues, what you're going to learn. Robmore Live Money. And that's an example of bridging in.

Fucking phenomenal.

All right, and look at the timing. There's my coffee.

Bang, dead on 10.

All right, so thanks for tuning in, everyone. Just to let you know, this is going to go on More Money, which is our new channel coming soon. So just keep your eye out for that. Make sure you're following us on any socials you're watching or listening to. And remember, if you don't risk anything, you risk everything. This episode was brought to you by Disruptive Media, helping bold entrepreneurs stand out.

Through podcasting, video and social content.

Visit disruptive media.co.uk to learn more. Foreign. This episode was brought to you by Disruptive Media, Helping bold Entrepreneurs stand out.

Through podcasting, video and social content.

Visit disruptive media.co.uk to learn more.

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