음성 인식: 2026-07-28 19-32-29.mkv
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@[1:42] it sounds ridiculous but content was a waste of time and
@[1:47] all you had to do was run paid ads and do outbound, talk to
@[1:51] people, run ads, sell shit.
@[1:55] but the longer I've been doing business and now that I have
@[1:58] been doing it this way, I can feel pretty confident saying,
@[2:01] that I didn't get it.
@[2:02] and the most pivotal moment was when Kylie Jenner was on
@[2:06] the cover of Forbes and she was a billionaire and she was a
@[2:10] girl and she was younger than me.
@[2:11] and I felt really deficient. I was like, shit, I thought I
@[2:17] was all that and a slice of cheese but I wasn't because
@[2:20] this girl is beating the pants off of me and she's way
@[2:23] younger than I am.
@[2:24] Now whether or not she was a billionaire, which ended up
@[2:26] getting flipped later, didn't really matter.
@[2:27] She had made a ton of money and I always have this
@[2:30] fundamental belief that if anyone makes more money than you
@[2:33] , they have something that you can learn from them in the
@[2:35] world of business.
@[2:37] and I want to also be clear that just because you learn
@[2:39] from someone doesn't mean you become them.
@[2:40] So I think that you can see something that someone does and
@[2:44] take elements of it and make it your own without becoming
@[2:47] that person.
@[2:48] So there are terrible people, there are great people and
@[2:51] there are still benefits from anyone and so that's how I
@[2:54] try to approach this.
@[2:55] And when I saw all these people beating me, I was like, I'm
@[2:57] missing something.
@[2:58] And what I was missing was brand.
@[3:00] And as soon as that clicked weeks later, I started making
@[3:03] content.
@[3:04] And that's what has brought me here today.
@[3:06] And I can tell you, even though I'm new in this game, how
@[3:08] crazy of a game changer it is.
@[3:10] And I know that I've been doing it wrong up to this point.
@[3:12] And so this is one of the pillars that I'd encourage you to
@[3:16] build as a long term play.
@[3:18] You're still going to do the other things to transact.
@[3:20] This becomes an asset that will make every other type of
@[3:23] advertising work better.
@[3:24] Consider it like the massive multiplier on all the work you
@[3:27] do.
@[3:27] So that's my quick story for how I got into content and how
@[3:30] I decided that branding actually was a thing.
@[3:32] And I tell that story because I didn't used to think that.
@[3:34] And so I am a convert to the world of branding and making
@[3:37] content.
@[3:37] So here's how it works fundamentally.
@[3:39] You are here, you provide free value of some kind to your
@[3:43] audience and then they want more of it.
@[3:45] All right, so posting content equals a more scalable way
@[3:48] than warm outreach.
@[3:49] And here's an important point.
@[3:50] At some point when you're doing warm outreach, you will run
@[3:52] out of time.
@[3:53] And so you have to tell 10 people 10 times if you want to
@[3:58] communicate something with warm outreach.
@[3:59] With posting content, you can tell 10 people or 10,000
@[4:03] people or 10 million people the same level of effort,
@[4:05] which means it has more leverage, it has more scale, but it
@[4:08] takes more skill
@[4:09] because you're also competing against everybody else that's
@[4:12] also trying to tell everyone else something at the same
@[4:14] time.
@[4:14] And in addition to that, if you do a really good job of it,
@[4:17] other people will copy your stuff,
@[4:18] which means you always have to innovate how you're making
@[4:20] content.
@[4:21] And so not only is it more competitive, you also have to
@[4:23] innovate on a constant basis in order to stay ahead.
@[4:25] And so it is a harder skill, but if you get good at it, you
@[4:29] only get good at it by doing more of it for a long period
@[4:31] of time,
@[4:31] you will eventually get more from your brand than you can
@[4:35] from any single person doing warm outreach.
@[4:38] Now, that being said, you can also have an army of people
@[4:40] doing warm outreach,
@[4:41] which we'll get to in the second half of the training.
@[4:44] So here are the pros. Content will grow your warm audience,
@[4:52] which is also people you can reach out to.
@[4:54] So if you grow the audience with your content, you have
@[4:56] more people you can reach out to.
@[4:57] So that grows your list of leads. All right. So more people
@[4:59] follow me on Instagram.
@[5:00] I can DM all of them who follow me. They've shown interest
@[5:02] in the stuff I sell. Right? Right.
@[5:04] So these things can work together. And that's kind of the
@[5:06] whole idea of this stuff is that this is an ecosystem of
@[5:09] advertising
@[5:09] that you want to eventually build. And if you're like, man,
@[5:11] how do I do this all at once? You don't.
@[5:13] You do one, you get good at it. And I want you to think in
@[5:16] years for this stuff, because this is a decade of putting
@[5:18] this together.
@[5:19] So like if you're in your first six months or first couple
@[5:21] of years, like you might only do one or two of these things
@[5:23] ,
@[5:23] and that will be enough for you to probably make more money
@[5:25] than ever made. All right.
@[5:26] So number two is that it makes all their advertising more
@[5:28] effective, which is one of the pros here.
@[5:29] Number three is it costs time. All right. That's it. So it
@[5:32] doesn't cost money.
@[5:32] And it can get you some of the highest return per dollar.
@[5:36] Because if you make one viral video and it goes nuts,
@[5:38] all of that exposure is free. All right. So that is some of
@[5:41] the biggest pros of content.
@[5:42] Now, the cons is that it's more difficult to personalize.
@[5:45] Right?
@[5:45] With an outreach message, I can ask Cindy how her kids are
@[5:47] doing. I can ask Larry how his business is doing.
@[5:50] And I can get both of them to respond. With content, I can
@[5:52] only make one and hope I hit both of them.
@[5:54] Right? So it becomes less personalized. Second, you compete
@[5:56] with everyone, which makes it difficult to stand out.
@[5:58] And then finally, if you're good, people copy you and you
@[6:01] have to always change.
@[6:02] Now, the fundamental unit of making content, I call the
@[6:06] content unit.
@[6:07] Talking to some of the best content creators on the planet
@[6:09] and just me looking at my own stuff,
@[6:11] there are three units that I've seen repeat. People use
@[6:13] different names for them.
@[6:14] And the names are not nearly as important as the function.
@[6:16] So number one is that every piece of content has a hook.
@[6:20] It gives the person a reason to consume it, gets them to
@[6:22] notice it.
@[6:23] That is the hook. That is the point of the hook. They don't
@[6:25] notice it.
@[6:26] They don't have a reason to consume it. They won't consume
@[6:28] it.
@[6:28] So that is the first thing that has to happen.
@[6:30] The second is that we need to retain them, which means we
@[6:33] need to get them to pay attention long enough to get value
@[6:35] from it.
@[6:36] We need to get them to consume it.
@[6:38] The third is that if we get them to consume it, then we
@[6:41] need to reward them for consuming it.
@[6:43] Because otherwise, they won't consume anything else again.
@[6:45] And so we need to satisfy their reason for consuming.
@[6:48] Now, a content unit has those three steps.
@[6:50] Those can happen on a long basis or on a short basis.
@[6:53] And every piece of content has micro content units spliced
@[6:56] throughout.
@[6:56] And a content unit can be as short as a meme.
@[6:58] An image is a content.
@[7:00] It has a hook, it has a retainer, and a reward all at once.
@[7:02] And so even though some of these things can all happen
@[7:04] simultaneously, I break them apart for explanation.
@[7:07] There you go. It's like I wrote these.
@[7:09] All right.
@[7:10] But I'll break each of the opponents apart so you can look
@[7:12] at them a little bit better.
@[7:12] So let's talk about hooks.
@[7:14] The objective here is to give them the reason to redirect
@[7:18] their attention from whatever they are doing,
@[7:21] because they were doing something else prior to that moment
@[7:23] , towards us.
@[7:24] That is the objective of the hook.
@[7:25] You're here. I catch your attention.
@[7:27] And I've redirected it.
@[7:29] All right.
@[7:30] And so the goal is that we get lots of people to pay
@[7:32] attention by doing three things well.
@[7:34] One is that we pick good topics that they find interesting.
@[7:37] Two is we pick good headlines that give them a reason.
@[7:40] And three is we match the format that has rewarded them in
@[7:42] the past.
@[7:43] And so I'll break down each of these.
@[7:45] So from a topics perspective, these are the five ways that
@[7:49] I think about making topics for my content.
@[7:51] This is the framework I use, and maybe it'll help you.
@[7:53] Is that the biggest kind of category is far past.
@[7:58] All right. So these are life lessons.
@[7:59] These are things that have changed my behavior.
@[8:01] So I used to think this.
@[8:02] What I gave you at the beginning of this, that story about
@[8:04] how I came about thinking about brand,
@[8:06] that was a life lesson for me.
@[8:08] Like, how did I come to that?
@[8:09] I didn't think it mattered.
@[8:10] I did ads and cold outreach.
@[8:11] I thought that's all that mattered.
@[8:13] And then all these people were making more money than me.
@[8:14] And I said, oh, they must know more than I do.
@[8:16] I learned from them.
@[8:17] I started doing it.
@[8:18] I succeeded more.
@[8:19] Right. Simple story.
@[8:20] But that was a lesson.
@[8:22] And that was a topic.
@[8:22] And so I could make a whole video on that.
@[8:24] But that is one example of how topics work.
@[8:28] That would be a way to hook people.
@[8:30] The second is that you use something from your recent past.
@[8:33] So for me, when I think about how do I make stuff
@[8:35] interesting, I look at my, pull up my calendar.
@[8:37] I look at my day or I look at my last week and I look at
@[8:39] all the different things that I did.
@[8:41] And I think, huh.
@[8:42] Oh yeah, I had that conversation with Jono.
@[8:44] And Jono was saying X, Y, and Z.
@[8:46] Oh, I had that conversation with Nick.
@[8:48] And he slept with that coworker when he was opening that
@[8:50] thing.
@[8:51] Wow, that's crazy.
@[8:52] Right.
@[8:52] And so I think about all these scenarios that I went
@[8:54] through and then I make content about
@[8:56] them.
@[8:57] Right.
@[8:58] And so we all live lives and we all have interesting things
@[9:01] .
@[9:01] We just don't take the time to look back at them.
@[9:03] So if you just think about it and you look back at just
@[9:06] your micro calendar, I promise
@[9:08] you there are things that other people would find
@[9:09] interesting.
@[9:10] And if you don't know what they find interesting, then just
@[9:12] talk about all of them.
@[9:13] And then the audience will tell you what they find
@[9:15] interesting.
@[9:15] And you do more of that.
@[9:17] The third is present, so real time capture.
@[9:19] So if you've ever followed me on Twitter, what I used to do
@[9:22] for years before I found out
@[9:23] Twitter existed was that I would email myself like
@[9:25] interesting stuff.
@[9:26] Right.
@[9:27] And so I'd be like, Drew is really good around the camera.
@[9:30] Man, it's great to have people who know how to use a camera
@[9:31] .
@[9:32] And so I would email that and I think, okay, well, maybe I
@[9:34] 'll make a content about how great
@[9:35] it is to have a team and how people who like positively
@[9:37] affirm you while you're doing stuff
@[9:38] so that you're more encouraged to keep doing it.
@[9:40] Right.
@[9:40] And that might be a piece of content.
@[9:42] And it's just an email to myself.
@[9:43] So as it's happening, I try to document it.
@[9:45] A big advancement for me was doing that in Twitter so that
@[9:49] my ideas became tested.
@[9:51] And so in real time, because Twitter will encourage you can
@[9:53] post 20 times a day there and it doesn't
@[9:54] penalize you.
@[9:55] And so for me, I can test ideas in real time as they come
@[9:58] up.
@[9:58] And then when I do get to recording long form stuff, I look
@[10:00] through my Twitter.
@[10:01] So my Twitter acts like as another calendar that I scroll
@[10:05] through to see, oh, that was interesting.
@[10:07] Oh, people found that fascinating.
@[10:09] I'll do more about that.
@[10:12] And the fourth type of topic that I look at when I put my
@[10:14] lens on is what are the trends
@[10:15] that apply to something that I have expertise on?
@[10:17] And I think that second part is really important.
@[10:20] If I just talk about some scandal, like I don't have
@[10:24] expertise on that.
@[10:24] I don't know anything about that.
@[10:25] I also think it reflects poorly on my brand.
@[10:27] And so I'm only going to talk about something if it's like
@[10:30] there's a new tax bill that affects,
@[10:32] you know, small to mid-sized business owners, you know, who
@[10:35] have between whatever, 10 and 100 employees.
@[10:38] That would be something I have a lot of expertise on.
@[10:40] And so I will comment on how we are approaching it as a
@[10:43] firm.
@[10:44] And that would be, now it would be trends and it doesn't
@[10:47] fall in any of these categories,
@[10:48] but a lot of people would be curious as to what would an
@[10:51] expert or somebody who's doing this right now have to say
@[10:53] about this?
@[10:54] Because I hear the news on one hand, but this guy's
@[10:56] actually doing it.
@[10:57] He probably has a valuable or interesting insight.
@[10:59] And then they pay attention.
@[11:01] And then fifth is manufactured.
@[11:03] And so this is the crazy stuff you see on YouTube all the
@[11:06] time.
@[11:06] Like I ate the world's hottest chip, right?
@[11:09] I lived on $100 a month for a year, right?
@[11:13] Like these are all crazy things.
@[11:15] And then you basically manufacture them.
@[11:16] So you actually think in reverse, like what would be
@[11:18] something that a lot of people would find interesting?
@[11:20] And then I will go do it and document it.
@[11:21] Now, I will say for me personally, we do the first four.
@[11:25] I don't do the fifth much, but some people do.
@[11:28] And I've included it for completeness.
@[11:30] All right.
@[11:31] And so my favorite way to pick topics, by the way, is do
@[11:34] shit and talk about what you did and then repeat.
@[11:38] So that's how you get topics that people will find
@[11:41] interesting.
@[11:42] Just talk about the stuff you do.
@[11:44] And if you need to do more stuff, then do more stuff.
@[11:46] And maybe that's the lesson.
@[11:47] All right.
@[11:47] Number two is pick good headlines.
@[11:49] This gives them a reason to do it or to consume it.
@[11:52] So the nice thing is that there has been a huge amount of
@[11:56] research that have been done on headlines,
@[11:57] but they just don't call it headlines in the normal sense.
@[11:59] It's actually done on media and the news.
@[12:01] And so I found this old study.
@[12:03] My friend, Dr. Cashy, my good friend, Dr. Cashy, showed me
@[12:06] this thing.
@[12:07] And it was a meta-analysis of all news to show which
@[12:10] headlines performed the best.
@[12:12] And they found seven characteristics of high-performing
@[12:14] headlines.
@[12:15] And so rather than give you some formula, like how to yay
@[12:18] without boo or how to X without Z, whatever it is, I just
@[12:22] want you to understand the pieces of it so that you can mix
@[12:24] and combine them for yourself in your own way, which will
@[12:27] make your headlines unique and powerful.
@[12:28] So, number one is that people want things that are recent.
@[12:31] All right.
@[12:32] As recent as possible.
@[12:33] Quite literally, the news.
@[12:34] Like we call it the news, but it was called the news
@[12:37] because it was new stuff, right?
@[12:38] And so people pay attention to something that happened an
@[12:41] hour ago more than a year ago.
@[12:43] Think about it.
@[12:44] If I said, "Hey, I just did this thing," or, "Hey, this
@[12:46] just happened," that is more interesting
@[12:47] than this happened five years ago.
@[12:48] It's just not as interesting.
@[12:49] If you see a YouTube video that's five years ago and two
@[12:52] hours ago, you're more interested in the-- even if it's the
@[12:53] same topic, you'll be more likely to click that.
@[12:55] Or you go for a tutorial, if it says 10 years ago, you're
@[12:57] not going to click on it.
@[12:59] It's just more interesting by being recent, which also
@[13:01] tells you that you should continue to make stuff, even if
@[13:03] it's about the same topic.
@[13:04] Number two, relevancy.
@[13:07] So personally meaningful.
@[13:08] All right.
@[13:09] So nurses pay more attention to stuff that affects nurses
@[13:11] compared to stuff that affects accountants, right?
@[13:14] And so if you make it relevant for the audience, you will
@[13:17] have headlines that convert higher.
@[13:19] So if your audience is about moms, then talk about stuff
@[13:22] that affects moms, not about stuff that affects dads, right
@[13:25] ?
@[13:25] Sounds simple, but still people miss it when they're making
@[13:28] the headlines for their content.
@[13:30] Third, celebrity.
@[13:33] Again, these are the things that made all news more
@[13:35] interesting.
@[13:35] All right, and I'm going to combine these all at the end so
@[13:37] you can see how crazy it is.
@[13:38] Three is celebrity.
@[13:40] So including prominent people, celebrities, authorities, et
@[13:43] cetera.
@[13:43] So normally, we wouldn't care what another human has for
@[13:45] breakfast every day.
@[13:46] But if it's Jeff Bezos, we do.
@[13:48] Or if it's Elon Musk, we do.
@[13:50] Since he's a celebrity, many people care.
@[13:52] Simply by it being about a celebrity, a boring thing can
@[13:56] become interesting.
@[13:58] Number four is proximity.
@[14:01] So literally close to home, geographically.
@[14:03] Like a house on fire across the country doesn't get your
@[14:05] attention.
@[14:05] If it's your next door neighbor, it sure does.
@[14:07] All right.
@[14:08] So we're going to make it as close to home literally as
@[14:11] possible.
@[14:12] Number five is conflict.
@[14:13] So opposing ideas, opposing people, nature.
@[14:16] So pineapple versus no pineapple on a pizza.
@[14:19] Obviously, it's pineapple.
@[14:20] All right.
@[14:21] Good versus evil.
@[14:22] Hero versus villain.
@[14:23] Left versus right.
@[14:24] Freedom versus security.
@[14:25] Justice versus mercy.
@[14:26] There are natural conflicts that are eternal.
@[14:29] So these are both values.
@[14:31] So like mercy and justice.
@[14:33] They're both ideals.
@[14:34] But they actually sit in contrast to one another.
@[14:37] Which is why, by the way, we will always have political
@[14:38] division.
@[14:39] Because both people can sit in an ideal and the other
@[14:41] person can't prove it's wrong.
@[14:43] And so they would just sit there.
@[14:44] Is it right to have justice?
@[14:45] Absolutely.
@[14:46] Is it right to have mercy?
@[14:47] Absolutely.
@[14:48] But they sit on complete opposite side of the spectrum.
@[14:50] And that's why we have conflict.
@[14:52] But conflict drives interest.
@[14:54] And so when we have headlines, we try and put opposing
@[14:56] ideas together to show that there's conflict.
@[14:58] All right.
@[14:59] Six.
@[15:00] Unusual.
@[15:01] Odd, unique, bizarre, rare, etc.
@[15:03] So think of a six fingered man at old time circuses.
@[15:05] People went to go pay just to see it because it was so rare
@[15:07] .
@[15:08] So if you find something that's odd, like one in a million
@[15:11] basketball shot,
@[15:12] it's just, it's not like basketball shooting in of itself
@[15:14] is unique.
@[15:15] It's the fact that they made this six bouncy thing go into
@[15:18] the hoop that takes a thousand tries to get that one.
@[15:21] And so the ROI on your time of not having to see the 999
@[15:24] misses just to see the one shot is very high.
@[15:27] Right?
@[15:28] And so they package that value of the time you don't have
@[15:30] to spend.
@[15:31] And then the video goes viral.
@[15:32] And then finally, ongoing stories.
@[15:35] So stories that are still in progress that are dynamic.
@[15:38] So ever evolving and have plot twists.
@[15:40] Which is why when there's something going on, the news
@[15:42] updates minute by minute.
@[15:44] Like we have coverage from live report.
@[15:46] Like that's because people find it interesting.
@[15:48] All right.
@[15:49] So if someone goes into labor, people want updates every 10
@[15:51] minutes because anything could happen.
@[15:53] And so when we combine these seven things, you'd have
@[15:55] something that happened just now is really relevant to
@[15:58] someone.
@[15:59] Also include a celebrity.
@[16:00] Right?
@[16:01] It's right next to their house.
@[16:02] And there's some conflict that's going on.
@[16:04] And it's really one of a kind.
@[16:06] And it's happening as we speak ongoing.
@[16:08] How interesting would that be?
@[16:10] Incredible.
@[16:11] You would have everyone's attention.
@[16:13] And that's how you make headlines that people find
@[16:14] interesting.
@[16:15] And so finally, and this is again for the hook.
@[16:17] The third thing is that we want to match the format that's
@[16:19] rewarded them before.
@[16:20] Okay?
@[16:21] And so this image probably does more than I could possibly
@[16:23] say.
@[16:24] But you probably saw this meme years ago where it was like,
@[16:26] okay, this is what your profile picture looks like on
@[16:28] LinkedIn.
@[16:29] This is what it looks like on Facebook.
@[16:30] What it looks like on Instagram.
@[16:31] What it looks like on Tinder.
@[16:32] Right?
@[16:33] And so each of those actually has a little bit of a story
@[16:36] in that it's formatted differently.
@[16:39] Each platform has a way that people conduct.
@[16:43] There's unspoken rules about how to use the platform.
@[16:46] And they emerge and they evolve culturally.
@[16:48] Like even within the microsphere of the platform, the
@[16:51] community.
@[16:52] And so paying attention to how the platform works and then
@[16:55] making your content look like content that has rewarded
@[16:59] them in the past makes them more likely to generate a lot
@[17:01] of content.
@[17:01] And so I think that's what it's called.
@[17:02] You know, you don't want to talk about it.
@[17:03] Either way, if someone makes that, I'm actually much more
@[17:03] likely to watch it because it resembles something that's
@[17:03] rewarded me in the past.
@[17:04] And so when we make content on a platform, we're going to
@[17:06] be more likely to be more likely to generalize that reward
@[17:08] to yours.
@[17:09] Meaning, if last time I clicked a meme, I laughed, I will
@[17:11] be more likely to click a meme that looks or resembles that
@[17:13] one.
@[17:14] Like I love dark Kermit memes.
@[17:15] I almost read all of them because I think they're hilarious
@[17:16] .
@[17:16] And so I always click.
@[17:17] And so if someone makes a new meme for dark, like dark her
@[17:20] mit, I think that's what it's called.
@[17:21] But you know, you don't want to talk about it.
@[17:23] Either way, if someone makes that, I'm actually much more
@[17:25] likely to watch it because it resembles something that's
@[17:27] rewarded me in the past.
@[17:28] And so when we make content on a platform, we want to make
@[17:30] it as similar to high performing content.
@[17:33] So if you look at a platform, see the stuff that's crushing
@[17:35] and say, how do I make mine look like that?
@[17:37] It doesn't have to be that.
@[17:38] You don't want to copy it.
@[17:39] You just want to say, it should resemble it so that someone
@[17:41] can generalize and say, this is close enough.
@[17:43] This might reward me too.
@[17:45] And then they click.
@[17:46] And so this is what the same thing looks like in three
@[17:48] different versions.
@[17:50] So this is the same video done on Instagram Reels, TikTok,
@[17:54] and then YouTube Shorts.
@[17:56] And you can see how each of them is a little bit different
@[17:58] because they're formatted to match the way people are
@[18:00] accustomed to consuming the content on the platform.
@[18:03] So you've got to make it look like what they expect or
@[18:05] reward them.
@[18:06] Otherwise, no matter how good it is, better looking content
@[18:08] will hook them before yours even has a chance.
@[18:11] And that's why I told that story at the beginning, that
@[18:13] first five seconds, we had to format it for the platform.
@[18:17] And then it crushed.
@[18:19] And so it's not just about having the best stuff.
@[18:21] It's about making sure it's packaged the right way.
@[18:23] So that is how we hook the most people in the first step of
@[18:26] our content unit.
@[18:27] The second step is that now we have their attention.
@[18:29] Wait, we've redirected their attention towards our thing.
@[18:31] Now we've got to deliver, right?
@[18:33] So we have to retain them through this.
@[18:34] We have to retain through curiosity.
@[18:37] All right.
@[18:38] So people want to know what happens next.
@[18:41] So here are my three favorite ways of actually structuring
@[18:43] content to retain people.
@[18:45] You've got lists.
@[18:46] You've got steps.
@[18:47] You've got stories.
@[18:48] You can even see this content.
@[18:49] Look, what are we doing?
@[18:51] We've got steps.
@[18:53] That's what we're doing.
@[18:55] I'm trying to retain you.
@[18:56] I'm showing my tricks inside of my jacket, right?
@[19:00] List steps and stories.
@[19:01] All right.
@[19:02] So let's dive in each of these.
@[19:03] So lists are things, facts, tips, opinions, ideas, et
@[19:06] cetera, presented one after the other.
@[19:09] Good lists in free content also follow a theme, right?
@[19:12] This one is how to post content, right?
@[19:14] That's the theme of this list.
@[19:16] So think top 10 mistakes, five biggest money makers, how to
@[19:18] make content, for example, and so on.
@[19:21] Giving the number of listed items in your headline or in
@[19:24] the first few seconds of your content tells people to
@[19:26] expect.
@[19:27] And in my experience, this retains more of an audience's
@[19:29] attention longer.
@[19:30] All right.
@[19:31] So an example here.
@[19:32] Seven ways I invested $1,000 in my 20s that paid off big.
@[19:35] Example, 28 ways to stay poor.
@[19:37] Example, a content unit has three pieces, right?
@[19:40] So those are lists.
@[19:42] The second way is steps.
@[19:45] Steps are actions that occur in order to accomplish a goal
@[19:47] when completed.
@[19:48] So provided the early steps were clear and valuable, the
@[19:50] person will want to know how to do them all and accomplish
@[19:53] the overall goal.
@[19:54] So if I say there's 38 steps to selling a house, if I make
@[19:56] the first one clear, they're going to want to know the
@[19:57] second.
@[19:58] And they're going to know all the rest of them so that they
@[20:00] can sell their house.
@[20:01] So example, three steps to create a great hook, which we
@[20:05] went over.
@[20:06] Example, how I create headlines in seven steps, which we
@[20:09] went over.
@[20:10] Example, the morning routine that boosts my productivity.
@[20:13] Okay.
@[20:14] These are all steps.
@[20:16] So hopefully you understand the difference between steps
@[20:18] and lists.
@[20:19] So here it is.
@[20:20] Steps are actions that must be done in a specific order to
@[20:23] get a result.
@[20:24] So steps are less flexible, but have more explicit reward.
@[20:27] Meaning if you do this thing, you get this outcome.
@[20:29] Lists can have just about anything in them in any order
@[20:32] that you want.
@[20:33] So lists are more flexible, but typically have less
@[20:35] explicit reward for consuming all of them.
@[20:38] Like I could consume four money saving tips, not consume
@[20:41] the other eight and still get value from them.
@[20:43] Doing the first four of a 12 step list might not get me as
@[20:46] much value as doing the whole list.
@[20:48] And so there's less explicit reward for completion.
@[20:50] Harder to do and less flexible for steps, but that's the
@[20:53] trade off.
@[20:54] And then finally, you have stories.
@[20:55] Okay.
@[20:56] So stories describe events real or imaginary and stories
@[21:00] worth telling often have some lesson or takeaway for the
@[21:03] listener.
@[21:04] All right.
@[21:05] So you can tell stories about things that have happened,
@[21:07] might happen, or will never happen.
@[21:09] And all three drive curiosity because people want to know
@[21:11] what happens next.
@[21:12] And we're like, well, what, why would I want to hear about
@[21:14] a story that will never happen?
@[21:16] Ever heard of Star Wars?
@[21:17] Ever heard of Lord of the Rings?
@[21:19] Like these are all things that will never happen.
@[21:21] A part of you are like, I hope it happens.
@[21:23] And believe me, me too.
@[21:24] I hope it happens.
@[21:25] Right.
@[21:26] So maybe that's might happen.
@[21:27] All right.
@[21:28] But you get the idea is that fiction fundamentally is stuff
@[21:29] that will never happen.
@[21:30] Likely.
@[21:31] But people still want to know how the story ends.
@[21:32] All right.
@[21:33] And so example, almost every section in this training has a
@[21:36] story.
@[21:37] And I do that because I want to get your attention.
@[21:38] And I also want to show you what it looks like in real life
@[21:39] .
@[21:40] A second example is that my editor made me do 19 drafts of
@[21:42] this book.
@[21:43] And here's what I did to him, which is true.
@[21:45] I did have 19 drafts of the book and I almost killed him.
@[21:48] Third example is my journey from sleeping on the bottom of
@[21:50] floor of a gym to the top floor of a five-star hotel.
@[21:53] That shows a rags to riches story.
@[21:55] That's interesting.
@[21:56] We're like, how did that happen?
@[21:57] Right.
@[21:58] And so people want to know what happens next.
@[22:00] If I sell the first part of the story, they're like, well,
@[22:01] then what?
@[22:02] Right.
@[22:03] And you retain them.
@[22:04] They're curious.
@[22:05] The best part is you can use all three of these at the same
@[22:06] time.
@[22:07] Because you have seen me throughout this training tell
@[22:09] stories, give you lists, and put steps to complete these
@[22:12] actions.
@[22:13] And so you can interweave stories, lists, and steps all
@[22:16] throughout to keep your audience longer.
@[22:19] So ideally, so that you can help deliver value that you
@[22:21] ultimately promised them.
@[22:22] So great.
@[22:23] We know how to hook them.
@[22:24] We know how to retain them.
@[22:25] And finally, we have to reward them.
@[22:27] Right.
@[22:28] Has anyone ever seen one of these people who like
@[22:29] continually open loops their audience?
@[22:31] They're like, but wait, there's more.
@[22:32] And then there's things, but they never complete it.
@[22:34] They will get somebody to watch all the way through once
@[22:37] and then never come back again.
@[22:39] And the thing that gives you the long-term increase in
@[22:41] click-through rates and people who want to stop, consume
@[22:43] your thing, go off volume, and actually listen to it and
@[22:45] really consume and engage, is that the last time they did
@[22:48] it, they were rewarded.
@[22:49] So once your brand is strong enough that you rewarded them
@[22:51] enough times, people just always stop when they see your
@[22:53] thing.
@[22:54] And then in general, over time, all your content performs
@[22:58] better because your brand starts to get built because you
@[23:01] have a reputation of delivering.
@[23:02] So reward.
@[23:04] How good your content is depends on how often it rewards
@[23:07] your audience and the time it takes them to consume it.
@[23:11] So think value per second.
@[23:13] All right.
@[23:14] So an example is the same person who gets bored three
@[23:16] seconds into a 10 second video might also binge a 900 page
@[23:20] book.
@[23:21] And that same person may binge a television series for
@[23:23] eight hours straight.
@[23:24] So there's no such thing as too long, only too boring.
@[23:28] And so a lot of people like to make these extreme things
@[23:29] like everything's short now.
@[23:31] Have you seen how people are consuming Netflix?
@[23:34] It's not that.
@[23:35] I actually, my opinion, so I'm interjecting here.
@[23:38] I actually believe that the competition for attention has
@[23:41] just raised.
@[23:42] The bar is higher.
@[23:43] So it's not that people have shorter attention stands.
@[23:45] They have higher standards because there's so many other
@[23:48] places they can look to get a reward for their attention
@[23:51] that they're just not satisfied with mediocrity.
@[23:54] I mean, people used to sit around the radio as a family and
@[23:57] listen to it.
@[23:58] Why doesn't that happen anymore?
@[23:59] Our bodies haven't changed.
@[24:00] We haven't evolved, you know, in 50 years.
@[24:02] Not really.
@[24:03] We're the same.
@[24:04] Our environment has changed.
@[24:05] And since the environment has changed, so too has our
@[24:06] behavior.
@[24:07] So we just have to make sure that we're better than
@[24:09] everybody else that is competing for their eyeballs.
@[24:11] So we can't guarantee a specific reward because you can't
@[24:14] actually get someone to feel rewarded by something.
@[24:18] So for example, I'll give you a simple example.
@[24:20] If I said, hey, here's a cookie.
@[24:22] Generally speaking, that might reward a lot of people.
@[24:25] But if someone just had 12 cookies and they're stuffed out
@[24:28] of their mind, the idea of an additional cookie sounds
@[24:31] pretty terrible.
@[24:32] Right?
@[24:33] And so the fact that we present a cookie doesn't
@[24:34] necessarily mean that we have rewarded the audience.
@[24:37] But we can do things that increase the likelihood that they
@[24:39] experience a reward.
@[24:40] I just want to make sure that I explain the difference
@[24:42] there.
@[24:43] And so we can increase the chance that reward occurs, that
@[24:46] they're positively reinforced for watching our stuff, by
@[24:50] one, hooking the right audience with the proper topics,
@[24:52] headlines and formatting.
@[24:53] We get the right people to watch our stuff.
@[24:55] Second is that we retain them.
@[24:57] We get them actually consume it with list steps and stories
@[24:59] that get them curious and wanting more.
@[25:01] And then we clearly satisfy, number three, the reason the
@[25:04] content hooked them to begin with.
@[25:06] So if I said, here's six ways to grow your dental practice,
@[25:10] and then I give them five, they might not feel satisfied.
@[25:13] Or I give them six, and they all suck, or they're all
@[25:15] obvious, then they didn't gain anything.
@[25:18] So what happened is they cost them time, and they got no
@[25:20] reward.
@[25:21] And so the likelihood they consume something else from that
@[25:23] person in the future, very low.
@[25:25] Right?
@[25:26] Unless I have some incredibly interesting topic that they
@[25:28] think, maybe this time he'll get it right.
@[25:30] Who knows?
@[25:31] The idea is if we crush it on those six, the next time I
@[25:32] say five ways to hire a receptionist, that guy's going to
@[25:35] watch.
@[25:36] And so, there you go.
@[25:40] Bad example.
@[25:41] Seven ways to make up with your spouse, and you give four
@[25:42] ways.
@[25:43] That sucks.
@[25:44] Or seven ways that stunk, or they've heard them all before.
@[25:46] Or, you're talking to a room of single guys who don't have
@[25:49] spouses.
@[25:50] Right?
@[25:51] That's why the right audience is important.
@[25:52] Then you did a bad job of rewarding.
@[25:54] And so people will not want to watch again, and certainly
@[25:56] won't share it, which is ultimately it grows your brand.
@[25:59] Okay?
@[26:00] That's the idea.
@[26:01] So, how to know if your stuff is good.
@[26:04] One, no matter how good your content is, it is the audience
@[26:07] that ultimately decides.
@[26:10] Number two, rewarding your audience means matching or
@[26:12] exceeding their expectations when they decide to consume
@[26:15] your content.
@[26:16] That's what it means.
@[26:17] You make a promise, you keep the promise.
@[26:19] You make a promise, you keep the promise.
@[26:21] You do that enough times, people will start to take your
@[26:24] promises as gold in and of itself.
@[26:26] They'll be like, "Because I know that if I take his promise
@[26:28] , I know I will get this result."
@[26:29] Number three, here's how you know if you succeeded.
@[26:32] Your audience grows.
@[26:34] If it's not growing, then your stuff isn't that good.
@[26:37] Just being real.
@[26:38] It's not the algorithm that hates you.
@[26:40] It's not any of that stuff.
@[26:41] It's just not that good.
@[26:43] Comma, and that's okay.
@[26:45] Right?
@[26:46] Practice and you'll get better.
@[26:47] And how do you practice?
@[26:48] You do more.
@[26:49] Right?
@[26:50] And you look at feedback and you improve.
@[26:51] And then four is that if you provide more value than
@[26:53] everyone else and you make good on your promises,
@[26:56] clearly satisfy the hook that you use to get their
@[26:57] attention, your audience will grow.
@[27:00] That is a promise.
@[27:01] And so that is hook, retain, and reward.
@[27:04] And I want to add this little caveat here because I've got
@[27:06] a ton of questions about this.
@[27:07] Which is, okay, so I understand the content unit, but how
@[27:09] does that work with long-form YouTube and podcasts
@[27:11] and then short-form and then tweets and blogs?
@[27:13] There's so many different places that we can make content,
@[27:15] right?
@[27:16] Well, a content unit is the smallest base unit that hooks,
@[27:19] retains, and rewards.
@[27:21] A long piece of content is simply many of those things str
@[27:23] ung together.
@[27:24] Just like in a story of Lord of the Rings or something,
@[27:27] there's multiple story arcs that are happening.
@[27:29] There's side quests, there's character stories, character
@[27:31] development stories,
@[27:33] there's the total plot of the entire narrative.
@[27:36] All of these things are opening and closing at any time.
@[27:39] And so the hook, retain, reward, if you have drop-off
@[27:42] points in a book,
@[27:43] it's because there's not enough hook, retain, reward that's
@[27:46] really retained, that's pooling them through.
@[27:48] They don't have enough story arcs that are driving them to
@[27:49] the next thing.
@[27:50] They're not even curious about what happens next.
@[27:52] They would just rather consume something else that has a
@[27:54] higher likelihood of rewarding them.
@[27:56] All right?
@[27:57] So, long content is simply put, more content units.
@[28:02] Short content is fewer content units.
@[28:04] That's it.
@[28:07] And so it takes more skill to reward a lot over a longer
@[28:09] period of time.
@[28:10] So my recommendation is, start with short and then build
@[28:13] from there.
@[28:14] If you can learn how to retain someone for five seconds,
@[28:16] you'll be able to use that to retain them for 15 seconds.
@[28:18] And it's the same reason comedians start with five minute
@[28:20] bits and then work up to a full hour long routine or
@[28:24] segment over a year or two.
@[28:26] Because they string together a few one minute jokes, one
@[28:28] minute jokes, one minute jokes, until eventually they have
@[28:32] 60 minutes of one minute jokes that can retain the widest
@[28:34] audience for the longest period.
@[28:36] That's how I think about building content and building your
@[28:38] skill set of creating content.
@[28:40] And here's a little content tip that you didn't ask for
@[28:42] that you probably still want.
@[28:44] Make all your content for strangers.
@[28:46] Okay?
@[28:47] So one of the worst things, ever been to a party and a
@[28:49] bunch of people are joking and then you're like, you walk
@[28:51] into the circle and they sell some inside joke.
@[28:53] And they're like, you had to be there.
@[28:54] And you're like, okay, like, cool.
@[28:57] Got it.
@[28:58] I'm the out man.
@[28:59] I'm not in the in group.
@[29:00] You want the opposite of that with your content.
@[29:02] So if you're always making content specifically for your
@[29:05] audiences and it references past content that a new person
@[29:09] would have to be.
@[29:09] That a new person wouldn't know about without explaining
@[29:12] what it means or giving the context, then they're not going
@[29:15] to feel reward.
@[29:16] They're gonna feel like the odd man out.
@[29:17] And so what you want to do, in my opinion, is make all your
@[29:20] content for someone who's brand new and people who've
@[29:22] already consumed your stuff are okay with the few, you know
@[29:26] , the five second disclaimer that, hey, by the way, if you
@[29:28] 're new to this channel, XYZ, that's okay.
@[29:30] They're not going to stop watching you as long as you're
@[29:32] still providing value.
@[29:33] But for the new person who's walking in, it can make all
@[29:34] the difference in the world.
@[29:36] All right.
@[29:37] And so the reason you do this is it grows your audience
@[29:39] faster.
@[29:40] The existing audience won't mind and the new audience will
@[29:42] want to feel included.
@[29:43] And then they will if you make them feel included.
@[29:45] All right.
@[29:46] And so that concludes the post content section.
@[29:48] And you might be like, okay, I get it.
@[29:50] The content unit.
@[29:51] And I need to post a ton of content and hook retain reward.
@[29:53] And long is lots of them and short is shorter of them.
@[29:56] And I should make it for new people.
@[29:57] Awesome.
@[29:58] How do I make money again?
@[30:00] Well, that leads us to the second half of this.
@[30:02] And in the book, it's a separate chapter, which is why I
@[30:03] divide it out here.
@[30:04] It's still the same core four, which is posting content.
@[30:06] Now we're just going to talk about monetizing it.