My $36,000 1-1 training (uploaded for free) transcript

Hey, I promise not to waste your time. If you have done business programs in the past or worked with marketing agencies, that is not what this is. This isn't marketing 101 talking about colors and logos and it is definitely not vibe or whatever that means. This is about making money for your business. And these videos are essential content that we have found to be useful to hundreds of clients and has been refined by our team that has gotten our clients billions of views.

It's also how we scaled viral coach like this exact strategy to several million dollars per month in revenue and the same marketing strategies that we are actively using today. It is designed for high performing business owners. So, I promise I will respect your time, but at the same time, this is also essential training material to work with us one-on-one. So, this is the context that you need to actually get the most working directly with my team.

So, please be respectful of their time and watch these videos so that you and my team are all on the same page. Here's what you can expect from us. First, if you've looked through these videos, you might have noticed kind of looks a little sparse. You might have been expecting to be waterboarded by hundreds and thousands of hours of training material because when you have a really big goal, especially for your business, you expect to need a lot of stuff to get to that big goal.

But what I think what you're really needing is results, not a bunch of content to consume. So, with that in mind, these videos are made specifically to be as short as possible so that you can actually go through them and then go do the more important stuff, which is the actual work. And don't get me wrong, I don't want to exclude the details and nuance because I think that's super important to social media. But because social media strategy varies so much niche to niche and the type of content you're going to be doing that what we've seen to work best is just asking your account manager about your specific scenario and then having them give you a really specific answer that solves your specific problem instead of watching hundreds of general videos trying to find some bit of guidance.

So, these videos are meant to give you a really good understanding of social media as a base so that you can ask the right questions because honestly, there's no cookie cutter program or solution or video that's going to work for everyone to get millions of views. If there were, we'd all have millions of views already and be super rich and famous, right? Like, there's no secret trick. There's no hashtags. There's no viral trend that is going to solve all of your problems.

You might get lucky doing some of those trendy things, but luck has never built a business worth owning. So instead, let's set some expectations of what we're actually doing here. We're going to be learning how to make the best content possible so that you can win regardless of what platform you post on or regardless of what the algorithm is favoring this month. We're not studying the algorithm looking for some kind of hack or secret trick.

We are studying human psychology, which unlike algorithms does not change week to week. So once you learn these skills of communication on video, you're going to be able to succeed on every single social media platform. But at the same time, learning everything there is to know about human psychology and how to leverage it on video is not a super simple thing to do. Like there's a lot of trial and error involved. There are a lot of individual skills that need to come together to create a complete and successful outcome.

And if your desired outcome is millions of views, something that very few people in the history of mankind have ever accomplished. By the way, you're going to need a lot of skills. It might take a couple of months to get those kinds of results. And I only mention this because I've seen it before where people come in, they'll pay for consulting or they'll pay for marketing or hire an employee or they they'll run into a single problem with whatever strategy they've tried to pursue, they can't solve it right away.

And so they just give up on the strategy altogether. And this goes against the entire concept of owning a business and building something worth owning. And so if you're like, "Wait, you're not going to make me super rich and famous in a couple months with no effort or risk to me at all?" If that's you, leave right now. Like, get out. Email support for a refund. Tell them, "I don't want to be good." They'll know what that means.

Leave. And I know no other business owner is going to tell their customers that what they're about to do is hard because they care about making the sale and keeping the client. That is not me. I'm not here to sell you. I don't care. I'm here to make you good. I'm here to get you results. And if that's what you are after, I'm glad we're on the same page. If not, leave because it is actually going to be difficult. If we're trying to grow a business, if we're trying to influence millions of people, that's hard.

That takes time. That takes a lot of effort. And while I'm being brutally honest, you can get all this information for free on YouTube. I'll be honest, that's how I started. It took me about 5 years of gathering free information on YouTube before I got my first million views. But it was completely free. It was just on YouTube. So, if you want the free thing, you can go watch the free video that'll tell you hashtags are good.

And then you can watch the free video that tells you hashtags are bad. And then you can spend years testing like I did to find the truth and understand the nuance of why both of these videos can be true. Or you could just pay for a shortcut like a real business owner would and get the outcome years earlier like I wish I did. The only thing I'm here for is to save you years of effort searching through all the fluff trying to figure out how to do this and just actually tell you what works with your specific context.

Shortcut those years of experience for you. Because personally, I've grown my company with social media. We have had clients that post their first video with us, have that video get 5 million views, the next day they get hit up for a bunch of interviews. They're in the news. They make tens of thousands of dollars 48 hours after their very first strategy call with my team. That actually happened just recently. But at the same time, that person, that example that I just told you, had six years of experience on social media, literally thousands of failed videos before we stepped in.

So, it's not that they skipped the learning process. It's not that they took this massive shortcut and that they were successful immediately. It's that they spent six years learning and practicing and then when they finally made the last few tweaks with my team, everything just worked. But we didn't skip that learning process altogether. They just did it by themselves. And most of the time, there is some trial and effort involved.

There's no cookie cutter program that is going to tell you exactly what to do and get you the exact results that you want. There's going to be a lot of trial and error. And that's okay because we are here to help you discover the gaps and create that plan for where you want to be and how to get there. But I'll be honest, the more you know at the start, the faster you're going to see results. For example, if you're really good at presenting on stage, you're probably going to sound great on camera.

If you're really good at photography or videography, you're probably going to get the studio setup in minutes. If you're good at writing, you're probably going to crush the scripting part that we do. If you're really good at what you do professionally, and if you've just been in your industry for decades, podcast style content is going to be amazing for you. We have solutions for each one of these skill sets. If you're good at business, you probably could make thousands of dollars from just a couple hundred views on your videos.

You don't even need to go super viral. But if you're not good at any of those things, like that's fine, too. We have plenty of time to get through it. A lot of business owners come to us with no experience on social media whatsoever. That's what we've built our business around. But as long as you put in more effort, because yes, you will have to put in more effort than the people that are already good because you are not yet good.

Depending on how many steps you've taken before getting to this, you might have more or less work to do than the average person. But each step builds on each other. So just like you don't go and learn calculus and then suddenly hate your first grade math teacher because what they taught you, you know, basic arithmetic was baby stuff compared to this cool new calculus thing. You know that you need the basics before you go do the complex thing.

Like this is either going to be the first step in the right direction for you or the very last piece of the puzzle that you need to have the whole picture make sense. And either way, it's going to be what you make of it. I promise no matter where you're starting from, my team can help a lot. But your ability to execute on this is either going to make you millions of dollars or it's going to make you feel like this whole social media thing doesn't work for anyone at all ever.

And that is the biggest difference between our clients. We have worked with billionaire clients that come in. They single-handedly complete two months of our program in a matter of 48 hours. They post a single video that drives hundreds of thousands of dollars in revenue. It's truly impressive. And people like that are really successful at everything they do cuz that's what successful people execute like. But if you're not there yet, that is totally okay.

Let's go change that. So the entire strategy of viral coach can be boiled down to nailing quality and then maximizing quantity. And we can actually look at as equation where the quality times the quantity equals the result. So it's not just one of these, it's a very careful combination of the two. So you gain followers with highquality content and you lose followers with lowquality content and you accelerate the process of either gaining or losing them with quantity.

So, if you post a bunch of good stuff, you get a bunch of good followers and engagement and hopefully business revenue. But if you post a bunch of mediocre stuff, you actually lose followers. You'll get bad engagement and you'll end up making less money simply wasting your time for even posting in the first place. For example, one of our clients came to us only generating 13 followers per post on social media. Now, that might seem like a lot to some of you where you just post a free video and you get 13 new people following you.

But his team was spending 132 hours per month dedicated to this effort. And they had spent months trying to make this work. And it made absolutely no sense at that rate of growth. Posting twice per day would have him reaching his goal in literally 100 years. That's what the math backs out to. All while paying a team thousands of dollars every single month to be able to get there. And the strategy that we moved him to actually has him averaging over a 100,000 views per video on Instagram alone now and over 200 followers per video.

And the core of the strategy was actually by making a third as many videos. So he started just decreasing the total output. He decreased the quantity, but he increased the quality. Every single video was way better. They were literally working 20 times better. And we spent literally three times longer scripting every single one of these videos out. But then once we had that dialed in, once we were able to really understand what worked on the quality side, we were then able to crank up the quantity and get him back to posting two, three times per day.

And that is when his business really started to scale. Just a few months later, he has over a 100,000 followers. He's growing faster than ever before. And he's one of our best success stories. So rather than pushing tons of mediocre content through the pipeline, which we've had clients ask us to do, which will leave you feeling like you did so much work and you actually got nothing out of it. Our goal instead is to spend a lot more time on every single piece of content at the start.

We're going to dial in the quality first, get the systems to where they need to be, and then once we have that figured out, we can really crank the quantity as much as you want because that's when the business has started to scale. But we take this approach because this is how social media works right now. Years ago, if you had millions of subscribers, it was almost guaranteed that every single video you would put out would be getting hundreds of thousands of views.

But since about 2020, your reach on social media has changed to now become only about as good as your most recent post. So if someone with a million subscribers posts a bad video, it's not going to get pushed to any of his million subscribers because it's bad. On the other hand, if someone posts their very first video with no followers, but it's an amazing video and they 100% nail the delivery, they have a chance to get tons of views despite not having a massive audience prior.

And this change in how social media works has really made a lot of content creators salty. A lot of big business owners that have established brands, they're mad about it because they spent years building up their following. And all of that time building up their following has been wasted because now they still have to make a good video if they want to get views just like the new guy. And while I do think that's true, I see it absolutely as a good thing because it levels the playing field and it puts quality and quantity over everything else.

It doesn't matter how much tenure you have. It doesn't matter how many people know you in the space. If you can't show up well today, it's irrelevant. And with billions of views of experience behind us doing exactly this for our clients, we're very excited to compete on that. Now, the tricky part here is that quality is subjective. And it's not your opinion that matters. It's the audience's opinion that determines whether more audiences see it.

You can't just improve video quality by using a better camera and expect to be super famous. You can't just pay a whole bunch of money to someone and have them make you super famous. Depending on the piece of content, having higher production quality or a big team around you makes it look higher produced, almost like a TV commercial. And that actually could result in even less viewership and worse engagement because audiences on social media are generally a lot more cautious over material that looks far too promotional.

And we'll go into the details about what quality actually means on each platform and what your audience thinks is high or low quality later. But first, we need to talk about what the content that you're going to be making is actually going to be about. Hey, listen. This is Daniel from the future. Here's the mic sync. You're not going to hear from me again. This is the only message that you're going to get on this uninterrupted course.

But the message is important because I'm from the future. I know more than you. um or at least more than myself that's filming this video. Here's what I wanted to say. This entire course might be great, might be fine, but there's even better stuff that accompanies the course. I'm talking I'm What am I talking? We got a whole bunch of stuff. I'm talking PDFs. I'm talking assets. I'm talking a bunch of additional tutorials.

Stuff that you can just throw your team and they'll get it done. All tools. Someone said tools, software, custom software, by the way. whole bunch of stuff that you can get in addition to the actual video modules and then actually a whole bunch of other course pieces depending on when you're watching this. We're launching whole bunch of stuff basically on how I built my business from scratch to the multiple million dollars per month that we make on social media.

I intended this to be a multi-part series and you can find almost all if not all those parts already on viral coach the the school site that we got the school community that we got. I don't know why I said it's a site. They're making fun of me. You're going to go back to watching the rest of the video. But just know you're missing out if you're only watching here on YouTube and you don't actually get in the community and get access to all the other stuff that we did specifically for this launch.

That's all I'm doing. Get the >> Turn it off. >> Wait, you got to do the outro. >> That's the outro. >> That's the outro. What's the intro then? >> The intro was that there's no outro. That's all they're going to Should you plan the content of your videos out before filming it, or should you just get on camera and talk off the top of your head about whatever comes to mind? Both of these are actually decent strategies.

And just like any other marketing strategy, you need to have a strategy for which one to choose. My goal is to share what we've learned from my team's combined decades of experience on social media, now thousands of clients that we've helped and been able to learn from ourselves. And just to be clear, these strategies aren't just pulled from my experience getting millions of views across platforms, but all of my team's experience working with all of those clients, over a 100 million followers across platforms.

And that's why I have an extreme amount of confidence telling you this that they will work if applied correctly. So, just like you plan word for word everything that you put on your website, for example, or what you would say on a billboard or plan to talk about on a stage before you give your presentation, you should also probably be planning your content, maybe even scripting your content out word for word on social media.

Otherwise, potential customers are going to look you up on social media, see a loweffort video that you posted with no thought, and they are going to attribute your lack of effort and how you present yourself on social media to be congruent with how you do everything else in your business. And that's why clients who are a little bit more established on social media already, what we usually do on day one is look at their existing content and just delete stuff.

We just clean up their social media of anything that isn't congruent to their brand. If it doesn't feel professional, we get rid of it. If it potentially represents them in a bad or less than ideal way, we nuke it. And really, that's just putting your best foot forward to potentially millions of people. And there needs to be some planning and consideration around that. And one of the most important things you could do to getting the outcome of a good first impression with your audience is understanding what good first impression means to you and your business.

One of the easiest ways to do that is just by looking at what other people are doing and seeing how they have positioned themselves on social media. So either your competitors or people in related industries that are successful on social media. You should pay attention to what they are doing and model their best practices. Model what their profile picture looks like. Model what their profile setup looks like. What kind of videos do they make?

Do they pay attention to really detailed scripts or do they just go off the top of their head on everything and make it feel more grounded, more connected to their audience? And if you don't have competitors, potentially pay attention to what other type of content your audience is already watching on social media. Because if your audience breathes air, there is a 70% chance they're on social media. Meaning, they already consume some kind of content.

It is your job if you're trying to succeed in marketing to deeply understand what that is and meet them where they are at. A really successful example of this is actually one of our clients, Amanda Kuster, who runs 4X for Women. Her group is for women, so a lot of moms and her most successful content leans on her being a mom and creating content that that ideal audience would want to watch. whether or not she mentions her financial services business.

But once she has that ideal audience's attention, moms, she does mention what her company does and how they serve that exact demographic, it creates a massive opportunity to take all of those eyeballs that she's able to reach very efficiently and then push them to her business. But if you have no idea what your goal is with content or who you should be targeting or what kind of content they like to consume or what type of content you want to make, it is going to be really hard to get this hypothetical goal outcome of goodlooking content or good first impression.

Hard to get that by accident. But understanding what type of content moves the needle is dramatically going to influence the results that you get from that audience and the amount of success you see with your content. And having seen results of hundreds of clients is informed why we have so much material focused, especially in these videos focused around planning your content out. Because before we actually do the work, I cannot emphasize enough how important it is to actually plan, to research, to strategize, to understand what you're going to be doing for the next several months.

Abraham Lincoln once said, "Give me six hours to chop down a tree. I'll spend the first four sharpening the axe. And if you don't believe me or Abe Lincoln, totally fine. You'll believe me once you are either very successful or find out when you are struggling to make it work. So, while we're planning out our content, it is helpful to understand how the most successful people on social media plan their content. I call it the effortless content continuum.

And you can enter at any point in this continuum here with any type of content and you will just start with whatever your strengths are and then pull content through the entire rest of the continuum up or down. So, if you're really good at long- form talking head videos, start there and then use that to inform what your written short form is going to look like. Or if you're really good at written short form content, use that to inform what your long- form content is going to look like.

And this is what some of the biggest creators core strategy is on social media. For example, Alex Herozi, he posts tweets on the Xplatform, very short form written content, and then turns 100 of those tweets into a single hourong YouTube video. So instead of having to create new ideas, he just takes a lot of the ideas he has in one type of content and reformats them for the other. So maybe you do really well with podcasts or having long in-depth conversations.

That's great. We can cut those up into shorts for posting on short form video platforms. That is Gary Ve's entire strategy. Or one of my friends, Vivian, your rich BFF, who crushes on short form video. She takes most of those 60-second talking points that are very successful, like she'll get millions of views on them on Troform platforms about how to save on travel. Then she'll package all of those up into a single long- form video that is 30 minutes long on how to save money traveling.

And I'll show examples on how to do this at every single step later. But you can think of each stage as progressing someone deeper and deeper into knowing you and your business and building a relationship with them. And as they spend more and more time with you watching longer and longer form pieces of content, they're going to build more trust. The more time you can spend with your audience, the more trust you're going to be able to build with them.

Either through them reading years worth of your short tweets or a couple hundred of your short videos or watching a dozen long- form videos or listening to a couple hours worth of podcasts. All of these build trust just on different levels and there are advantages to each of them. So, one of my favorite styles of content right now is actually short form video. This is where I recommend most business owners start for several reasons.

One, you can turn around 20 to 30 shorts if you sit down for a single hourong interview. So, it's a very low time commitment relative to the total output, which is about a month's worth of content. And you also have massive organic distribution potential there. But if you can also do this at a high level of quality and you can present yourself professionally on camera, put a good foot forward, you can look and sound good on camera, communicate more professionally than you otherwise could in a written piece of content like a tweet or an email because you also get to have some tone and inflection there.

It's an easy way to communicate really complex things to your audience. It's also relatively an untapped market. Like in most industries, there are only a few really famous and established people. For example, lawyers, accountants, financial adviserss. We work with a lot of those. And despite being established industries, literally being around for thousands of years, all of the most famous people are still super new on social media, there's only a handful of them with over a million followers.

And compared to formats like long- form written content because most people in these industries do send emails and they do write blog posts, those are usually way more competitive and generally less interesting to prospective clients because there's so much material around there than organic social media content because it's new and untapped. Another example is business coaches. There are literally millions of business coaches out there with Twitter accounts just using chat GPT to write single sentence posts at a clip of like 20 to 100 posts per day spamming their feed and they are trying to compete with millions of other posts per day from other people in their exact space saying the exact same stuff.

It is impossible to win on quantity. But on social media, there's only a few business coaches that command 99% of the entire market, leaving an awesome opportunity for another new competitor to come in. do it really well and gain a lot of market share with a new perspective. I also don't recommend long- form videos for beginners that are just starting out because the level of competition that exists on YouTube is much higher than on short form platforms.

And it's not even close because YouTube as a platform has a decade head start on short form video platforms like Tik Tok. And the really big players like super rich influencers and billion-dollar companies, they've already entered the market for long form video and become really wellestablished on YouTube. And when you're competing for views against some of the most famous people and most well-funded people in the world, you are almost always going to lose.

But on short form, that isn't very much the case because it's a newer platform. The bigger companies are just now starting to figure things out and you still have an opportunity to gain market share for attention for the next few years. But in the end, in five or 10 years down the line, expect the exact same thing to happen to short form that did to long form. The players with deep pockets are going to enter the space.

They're going to figure out how profitable it is. They're going to establish a foothold for themselves and they're going to make it incredibly difficult to compete. I also prefer short form for beginners right now because it is so much easier to pivot to something when it doesn't work out right away. So, if you have a short video that gets no views or maybe it got like a hundred views, you are only out the 30 to, you know, 60 seconds it took to make, that's no big deal.

You have another one going live tomorrow. You could post a second one today. But with long form, you could spend hours scripting, an hour filming, week or two editing, thousands of dollars to get help with all this with staff, and the video could still bomb. it could get like 50 views and then you're going to be out another week's worth of time if not more thousands more dollars to test the next video hoping it does better.

And the feedback loop is just so much longer and not really congruent to learning on long- form social media platforms. Not to say that long form doesn't work. Of course it does. My team is making a massive effort right now specifically on long form. But we just transparently are spending tens of thousands of dollars a month only to put out one video or a couple videos a week. It is a massive commitment that if I didn't have the experience on short form first, I even couldn't afford the long form stuff.

So, until you're in a similar position where you can very comfortably burn several hundred,000 a year, I don't think it's worth the effort and there's a much easier ROI specifically on short form. But if the video style content doesn't come naturally to you whatsoever, you can start anywhere on this continuum and transform what you are comfortable in saying from writing into short form content that is very easy to make with very little additional effort.

So with written short form, this is anything that's like a tweet style post, anything that you see on X or threads, which is the Instagram version, or even short answers to community questions or comments that you respond to. Maybe you get emails from prospective clients. If someone asks you a quick question, you know, give a response via text or maybe even product FAQs that you answer. Each one of these could be short form written pieces of content that you make and you can just post them.

But then what you would also do is take the thing that you typed up and do a 15-second response with a short form video. It doesn't have to be super professional. It doesn't have to be a complete thought. It can be very concise, especially if you have the context of answering someone else's question written in the caption. Now, that's how you'd adapt written short form. Moving down the list, written long form is something like an email or a blog post.

If you have any of this material already made, it can easily be rewritten into your speaking voice and then deliver it on camera as a short. You could also repurpose it as a carousel post on Instagram, keep it to a couple hundred words or so, but also add images and graphics to communicate the information more visually. And because you've got more total words to work with, you have the opportunity to use storytelling and give more value there.

Now getting into the actual videos here. Short looping reels is just like written content. So a short or a long form written post, but then you add a visual, something like a a short looping video of your work environment or what you're actually doing. And then potentially also an audio element like a trending song or a voiceover. But the content here is either very short primary text and a long caption or long primary text and a short caption.

So, a little bit of words in the video and a long caption to go with the video or the inverse. And you're still leaning on the writing more than the video part with this type of piece of content, but now you're at least posting a video, which will get you the distribution of a video, which could actually just be like a recreated version of the top performing email you've ever sent, just summarized with a couple of bullet points, text on screen, and then keep the entire email copy as the caption of the video.

These are really great for testing and building new audiences because they can have great organic distribution on social media, but it doesn't actually require any of your time to like create dedicated new content. You're just taking what already works in your emails or your blogs and putting it up in a video format. Unfortunately though, I don't recommend it as an exclusive strategy. It's not going to really do very much to be able to build trust because it's hard to trust a wall of text just like it's hard to trust an email.

And there's a reason why short form video, especially founder-led videos, are so much more successful. But if you can add your personality or some credibility to the video like you see some of the biggest entrepreneurs doing with photos of them speaking on stage or videos of them working with their team in their business and then just add the text on top of it. It could help you stand out a little bit more. What we're very confident doesn't work is just a very boring wall of text in front of very boring stock footage.

Trust me, our clients have tried that. It feels way too corporate and there's no results from it. Moving down the list, short form talking head videos. This is actually the bread and butter of what we teach and the whole reason why I just explained it makes it better and easier and have a higher ROI than all of the other options right now on social media for this list. Next, long form talking head is often a YouTube video anywhere between 10 and 30 minutes long.

And you can have short form pieces of content that actually inspire those long form videos like stitch them all together. For example, one of Alex Herozy's biggest videos just a bunch of tweets that he reads out loud and provides a little bit of context to each one. Another one that's had a lot of success with this strategy is actually Naval Ravakant's biggest videos which is his most popular body of work on the entire internet and it's just a threehour long audio only podcast whereas that type of content usually wouldn't get very good organic distribution.

The video has millions of views because it's actually based on his most popular series of tweets called how to get rich and they are very well known by a very large Twitter community. So, the tweets did really well, but this 3-hour long video, which was based on the tweets, builds way more trust because they get his narration and additional thoughts in addition to the original content that is proven to be very successful as tweets by themselves.

So, it's just really taking one successful type of medium, if you truly believe that it was successful, for example, if you know your emails rock, adapting it to another type of medium, and just experiencing that same success all over again. But long- form videos, I will admit, are harder because the YouTube algorithm is more competitive. Like we talked about, it requires a lot longer time investment than short form videos.

And the organic distribution for long form content is a lot more competitive than short form. Whereas you could post a short and have it get a,000 views. If you spent 100 times the effort and made a long form video on a similar topic, you could be left with 1/100th of the result. And even a 100 views, like honestly, on YouTube on a brand new account is very good for a result. But in addition to that, if you're making a video for YouTube and it's only published on YouTube, you're limited to one platform.

Whereas with shorts, you can post across multiple different platforms. YouTube, but also Tik Tok, but also Instagram, but also Facebook, but also LinkedIn, but also whatever next comes up. And for most people, unless you already have a large YouTube audience or an audience on whatever other platform that you could push to YouTube, you probably won't see an ROI on long form YouTube for a very long time. Next on the list is podcasts. similar to YouTube and that they often have a video accompanying them, but the focus is on what is being said and not as much as what is being shown on the video.

These often take an hour or more to film. They're posted as an audio episode on on Apple Podcast, Spotify. They have almost no organic distribution on those platforms. So, there's no like scrolling for you page for new podcasts. They don't get pushed to viewers as soon as you post them. So unless you have a really large audience somewhere else that you are directing to the podcast to get the views or you already have a podcast with thousands of very active listeners, your podcast if you're posting the first episode won't get any views.

And if you can get a network deal or drive a large audience to the podcast, it can be great for building long-lasting relationships with listeners who listen to hours and hours of your content all the time, getting recognition from very large brands because those audiences that you build on podcast are very sticky. But getting to that point is really difficult. I'll be honest, one of my good friends, Austin Hankitz, runs a podcast called The Rich Habits Podcast.

They were number one on Spotify's business charts multiple times in a row. And every month they're one of the biggest shows on Spotify. And so Spotify, because they're a big show, often pushes their show to new users on their homepage. But before that podcast, he had millions of followers across platforms, tens of thousands of paying newsletter subscribers. He partnered with another amazing entrepreneur, Robert Croak, also millions of followers even before they created the show.

And so they do really well with the podcast now. So it absolutely can work but to get into podcasting with no experience and expect the results they had with none of their previous audience absolutely not going to happen. And then lastly down here on the list we have long form presentations. This will be the most timeconuming and also the most valuable media that you could possibly create. Training videos like this webinars speaking on stage anywhere where you have the audience's undivided attention for potentially hours on end.

There's often very little organic distribution for this type of content but it is high value for the audience that does see it. And we have moved content from all across this continuum. We've taken some of our best performing emails, turned them into trainings. We've taken some of our best trainings, turned them into high performing, short form and long form videos. Now, a complete social media strategy of course has all of these in place.

But it's not just one or the other. And you can't just do the easiest piece of content here and expect to be really successful everywhere else. But specializing in just the hardest ones is also going to be really difficult because it's going to take you years to see traction and justify the time and effort. And it's not very realistic for most business owners to invest hundreds of thousands of dollars over years just to see some kind of return hopefully.

Like that's not my expectation for you. And so generally I recommend starting wherever you already have some content made either emails or tweets or presentations and using that to inspire content through the middle. But I recommend being in the middle because again it has the highest ROI potential right now. And I understand this can be intimidating if you're starting with nothing cuz there's tons of options. There's like a million things you can do.

But once you start just somewhere, it could be easy to keep the momentum going because any content that you do have can be repurposed into two or three different styles. And then that content can be pulled into two or three other styles or just new topics that are tangentially related. And as you learn what your audience likes, this entire process of running through this continuum is going to get easier and faster until you eventually just never run out of ideas and have a long list of videos that you want to get around to making and are actually inspired to do so.

So now that you understand the different types of content you can make, we're going to look at the effortless content continuum as different stages of the funnel. So the short form stuff is generally going to be more top ofunnel, really good at getting views, but it doesn't build much trust. And the long form stuff is generally going to be more bottom of funnel, good at building trust, but the opposite is that it's difficult to get views on.

And we need to consider what type of content you should make and what the ratio should be for top and middle and bottom of funnel content. And it really depends on what the goal for your content is. Like I can give some rough guidelines so you know what kind of percentages to shoot for, but this is going to require adjustments as you go. And it's not going to be a strategy that you put in place once and then forget about it and never revisit.

You should always revisit the strategy for how much top versus middle versus bottom of funnel content you should be doing. And it's based on how your content performs. So, if you want to prioritize ROI from the start, it's really important to know the level of trust that your audience needs to purchase and how many customers you need to get to enough of an ROI and really build your strategy around getting the audience to that level of awareness and trust first.

So, for product based offers like golf clubs or tiny homes or handmade soaps, we've had all of those clients. Really don't need to build much trust at all with your audience to buy. In most cases, you just need to demonstrate your product. You need to show them like here's how it works and the product is going to sell itself. In this case, you will just want to get in front of as many people as possible. So, you're going to be focused on top of funnel goals for your content first.

On the other hand, for professional services like accountants, lawyers, doctors, you are going to need to build a lot of trust. So, you are going to need to make more middle and bottom ofunnel content first. So, I wanted to provide some examples here and talk through some strategies for each so you can get a very tactical example. If you're a big business with a consulting or a service-based offer and a lot of followers already, the goal of increasing your revenue and you're already posting about 60 times per month, the ideal ratio for you is probably going to be around the 8020 principle.

About 20% of your content is going to be top of funnel to keep some continued effort and getting in front of new audiences. But because you already have a large following and because the primary goal is revenue and you need to build trust with your audiences before you can sell them because you have a service based business. I really don't think gaining another 500,000 followers that are like vanity followers is going to be the easiest way to make more money.

Like that sounds difficult actually. Like what I think is going to be much easier is winning over the existing audience that is already interested in your content and has already raised their hand saying I want to see more. So the other 80% of the content, most of the stuff that you're going to be doing is middle and bottom of funnel. Most of it is building trust with your content because this is a service-based and consulting offer that requires a lot of trust and some content with a call to action to actually take the next step and let people know how they can get, you know, a free lead magnet or your book or asking potentially more direct bottom of funnel things like getting on a sales call or even more direct, which is just asking for them to check out on your website.

All of which eventually results in more revenue. Now, have we ever in a client engagement counted every single post to make sure we're following the math perfectly down to the percentage points? No. It's more admin work than it's worth. But it is worth considering when planning out your content. Like, if we're going to go into a filming session, we'll know we roughly need about 12 top ofunnel posts for the entire month, maybe a dozen or so pushes to a lead magnet, and then everything else is going to be middle of funnel.

Most of the content is going to be middle of funnel. Now, for product based offers, you probably don't need to build as much trust. Like, if you're an ecom, you're not going to build a whole bunch of middle ofunnel content, and the split is going to be completely different. Like, maybe it looks like 80% top of funnel, just getting some kind of attention on social media, and then like 20% for middle and bottom to to actually convert it, but it should be really easy to convert.

If you're advertising a physical product, you might not need any authority at all to make the sale, just demonstrating the product. A really good example of this, one of our clients, Bunky Life, they sell bunkies, which are basically just like tiny homes. So you could educate people with middle of funnel content on the, you know, square footage of tiny homes on average, the the heating ratio of tiny homes. But what's probably going to be a better use of your time is rather than just talking about the product, which everyone can read a spec sheet on, you just have an amazing advantage in being able to show off your product.

You can show how it's built. You can show how it looks. You can show how it's used, which is very difficult to do if you're in a service-based business like accounting, for example. You can't show how the numbers are calculated. they just are and you know it. So product based businesses are going to have a much easier time reaching their audiences when the audiences can like see themselves using it. Another example is software tools.

So I've worked with many large software brands in the past including QuickBooks, Venmo, PayPal, and while I could talk about the benefits of their encrypted payment system or how their credit card has 1% better cash back on purchases up to $6,000 in a calendar year. I used to do this. All of those are middle of funnel ideas, but they are generally for more sophisticated users. people that were like already on the fence of buying.

And all of that assumes that you do trust me and my math and my opinions on payment security and what a good deal is. But something that would be more simply understood and has gotten way more views is just the top offunnel video showing the product. And when I used to make content for Venmo, for example, is just me typing in my friend's phone number and then suddenly being able to send them 20 bucks for lunch because I forgot my wallet.

For this type of top offunnel video, you don't need to trust me. You can just see that the product is working and just showing how the product works for product based businesses or SAS in a video has far outperformed all the math and logic and trust that you could spend years trying to build with videos and logically talking through how the product could work. Now, the third example I wanted to show you for funnel ratios is what to do if you are starting from scratch with no social media presence whatsoever.

A large part of our clients come to us in that situation. So, if you don't have an audience yet, if you're just starting from scratch, you should start by giving as much as possible to your audience, no asking for checkouts, no bottom offunnel content, don't be trying to monetize that audience. You should also be prioritizing top offunnel content to get in front of as many new and relevant people as possible. Now, depending on your industry, this might be a couple months of only posting top offunnel content.

Maybe you post 20% middle ofunnel in those first few months where you get, you know, winning top offunnel videos and that you go into more detail on for middle of funnel, but the rest of your content, the 80% would be top of funnel. Another example I'll give from one of our clients who prefers to stay anonymous, but they run a really successful coaching business doing hundreds of thousands of dollars a month. Not many people on social media knew them as a professional in the industry.

So, for the first two months that we had, they were spent entirely on getting as many new relevant people to watch their videos as possible. We didn't include any middle ofunnel posts until about 2 months in. And then after posting for 4 months, one to two videos per day. We had so many videos posted that were all top ofunnel. At that point, he had built up a decent audience of people that were at least aware of him and he already had a successful business and an offer that he knew worked.

So when we did make an ask post combining those two, audience that he had and the business that was already converting successful, we did a single short form looping video. It was very captionheavy. It had a many chat CTA. It got him tens of thousands of views. And because he was positioned towards the bottom ofunnel event, which is converting into leads, he brought in literally thousands of leads with a single video and a very substantial amount of revenue.

Now, it wouldn't have been possible to ask their audience for money until they had an audience that knew, liked, and trusted him. So, a lot of those first videos were around getting that audience and then building trust. But once the audience was there, once they were warmed up a little, we could make tons of money from a single video just by typing some words on a screen and clicking post and not even being on camera that entire month because his schedule didn't allow for it because he was traveling a bunch.

But at the end of the day, it is the quality of the content, not what percentage of each type of content that you post that is going to get you the results. So don't worry about getting the ratio just right. Just understand what it even means and focus on just making good content. If you have specific questions about your specific scenario, just ask our team. They'll be able to give you guidance on whether you should be top of funnel, middle of funnel, or bottom of funnel.

One big mistake that we work through with a lot of our clients that will absolutely limit your reach on social media is called the famous person effect. And I wanted to explain it with an anecdote. The author Tim Ferrris asks all of his interviewees, including some of the most well-known people in the world, the exact same question on every single interview. What would you put on a billboard that everyone in the world would see?

And man, if the entire world is looking, it's better to be profound. And so the answers he gets are often very profound, like you have purpose or call your mom, talk less, listen more. It's all this ethereal stuff, which is probably actually useful for the entire world to see. But when you think about it, what is on actual billboards really? Like when you drive by on the interstate, it's always like best injury attorney in the city, phone number, live show tonight, MGM Grand, 6:00 p.m., 8:00 p.m., 10 p.m.

Real estate professionals, 35 lots available, next exit. And the difference between the message that you would put on a billboard for everyone in the world to see is very different from what most people put on a billboard that they know will only be seen by a narrow demographic, which is maybe only the people on the freeway that month. And the point that I'm trying to make is the narrower your audience is, the more specific and actionable you need to make your message.

So when you look at the biggest content creators in the space, the ones with tens of millions of followers, the ones with millions of views on every single post, you need to recognize which one of those two billboards they have, the bigger one, right? And because they're expecting to reach millions of people with every single post, the message they make has to be tailored to that audience. And most of the times, just being real, their audience listens to them just because they are famous.

It's like when you're walking down the street and everyone starts crowding around someone and there's like a big crowd forming and people have their phones out asking to get a picture or signature. Like whether you know who that famous person in the center of the crowd is, you're probably going to look over there and just see what's going on. It's called the famous person effect. And if you don't have that kind of reach yet yourself, your message is going to need to be different than the famous persons because your audience is smaller and it's narrower and it's more specific.

But at the same time, you have the advantage with that smaller audience to be far more tactical. Just like best attorney in the city can just like throw up his office phone number and get a whole bunch of leads. Like that's not something that you can do when you're in front of the entire world. You have an advantage in that with your narrower audience. You can get way more specific. But there is also a way that we can learn from these really big guys.

One of the ways that you can get inspiration from some of the biggest people in your space without worrying about like copying them directly or whether or not it's going to work because you don't have millions of followers is by looking at the type of content they were posting before they got famous. And so while we do want this level of success they have right now, posting what they're posting right now is not going to give you that success.

But 15 years ago, if we look at some of the biggest people like Gary Vee, he was talking about tips for posting on YouTube for small businesses. It's before he had millions of followers. That was the type of narrow niche content he made. Grant Cardone was making sales training tutorials, very niche for his small audience back then. Five years ago, Alex Heroszi made very tactical business tutorials, largely talking about scaling gyms.

And now all of these guys have massive audiences. Their biggest videos are all very profound ideas of them talking on stage and talking about the meaning of life or business or how to make money broadly. But if they started by making those types of videos that were very broad, they probably would have never gotten to the level of success they're at now. So unless you have millions of followers already, I recommend not making videos that are successful because of the famous person effect, being able to identify videos that potentially do fall into that category, and instead going after a few concepts or ideas that are successful for people that are just a couple levels of above you.

Maybe people with two to five times your follower count are having great success with those types of videos instead of referencing the most successful videos from the most successful people in the world and expecting those exact things to also work for you. One factor to consider when making targeted content for your very niche audience is understanding that audience and specifically how to talk to them through a psychological principle called the locus of control.

And this is how you make a video work before you even make the video. Figure out what your audience thinks the problem is and make your messaging match it. So where they place the blame, where they place the control, speak to that power and your content will be more powerful. And I'll explain in a second, but most marketers, they skip this step. But when you get it right, I've seen this drop ad costs by half, sometimes even to a third with our clients with basically the exact same type of ad creatives.

It's just addressing a slightly different problem or talking about it in a slightly different way. It's a very small shift and that's why it's difficult for some people to understand, but it is so powerful, which is why I want to make a whole video addressing this. So, people often find problems that you can solve for them with your business in one of four things. It's your job to figure out which kind of thing it is and base your entire marketing strategy around that.

And if you've ever sold to a client, you've probably gotten some of these objections. Like, a lot of this sounds like sales psychology, but in content, you have the same exact goal, which is you have to know where people are at. You have to meet them there and you have to communicate more effectively and create content specifically for them if you want that sale. It's very similar to sales. And the first place that people place blame and find problems are concepts.

So they place their blame on an entire concept like the economy or the government or society or like time itself. That's the problem. I'll start when the marketing improves. I'll start when the election's over. I'll start when things are fair in my business environment. They blame things that they can't touch and they can't change and conveniently things that they can't be held accountable for. That is the very first layer of the locus of control and it is very far out from where they're at.

They can never actually touch that thing. And the second layer, they blame things. So they blame things like money. They blame things like their old computer. They blame things like the state they live in. Like actual things that they can point to and actually explain other than you know the other one which is concepts like government. Like how do you point to government? Right? So they say things like, "I'll invest in marketing once I have more money." They blame the money, which is funny how that works because you need money to invest into marketing, and you need marketing to make more money, but whatever.

They blame things that are real. They blame things that are tangible, but things that still feel outside of their control. In the next layer, they take a little bit more accountability. So they blame actual people. They cannot just point to things, but they can point to individuals. So they blame their parents, they blame their partners, they blame their employees for not being able to figure this out or for not being able to get started or whatever is preventing the sale.

Whatever is preventing them from agreeing with your marketing. So they'll say things like, "I would succeed if my team weren't so incompetent." So we're getting a little closer to the truth here. At least it's someone responsible and not some thing that no one can influence or some thing that you can't even point to. And then at the fourth level, the deepest level when you know your marketing truly hits, this is the final level is when they blame themselves.

When they say, "My business isn't growing because I lack the skills, so I'm going to fix that." When they blame themselves, they reclaim all of the control and they reclaim all of the power in fixing their position. So, your job is to meet them where they're at and eventually peel back each one of these layers to get to the core of the problem, which in most cases is always them. Not everyone starts at level four. Most people are still stuck at level two or level three.

And that's fine. You can still sell to them. You just got to peel back the layers one at a time before you get to this is my responsibility. This is my problem. I can take control and I can fix this. I can use your product or service because I know I have the power to be able to influence my position. And with content, we can get someone from like a four to a two. Because when someone says, "Oh, you know, all this sounds great.

I can see how it would work, but I need to check with my partner." That's progress. Like at least they're no longer blaming the economy, something that you are never going to be able to influence or themselves really be able to influence, an objection that you're never going to be able to overcome. They're at least admitting now that they could influence the decision if they talk to the right person first. And in sales, just like in content, your goal is to build enough trust to guide people through each one of these four layers, peeling back the layers until they take full ownership so that you have the most amount of change in their state and they have the most amount of control over their situation.

But you can't rush this. Like you can't just go out and say in a video, hey, you're the problem. You're an idiot. Fix it. Just like in therapy, earn the right to tell someone the truth. And at the end, just have them be accountable for the decisions and taking action by being responsible for themselves. So starting from the furthest locus of control, people blame situations or they blame concepts. We call that telling stories.

They say things like, "Oh, well, it wouldn't have worked out because of this thing here. So now I can feel good because I've got something to blame and it couldn't have been me." Right? And as long as you blame something else, you're not responsible, you're not responsable, you are not in control. And so when the locus of control is intangible, when it's a concept like it is for most people, they blame things outside of their control.

And it's really hard to fix anything when people think that whatever is broken isn't something they can influence. So instead of blaming them and saying, "You're an idiot. It's not the economy. It's you." and losing their trust. You could blame their fitness routine, the thing that they don't have any control over, for not having them do this special exercise that burns calories 10 times faster, like fasting cardio. Not that I believe in that, but like maybe that's your solution.

Or you can share a sales technique for why they haven't been closing prospects in this tough economy. Like this is the tough economy close. Oh, you didn't know about the tough economy close? You're right. It is the economy that's preventing all your clients from closing. But here's the tough economy close. Here's how to get over that. I don't even think that's a real thing either. But either way, you need to give them some sense of agency over this problem that they previously have never even been able to touch before.

They've just been missing this hack or this trick that they should have tried and that would solve their problem. And for this audience really, you have to provide very practical takeaways in your content. Anything that's generalized or not specific like you should just try harder, you should work more simply is not going to be wellreceived because you haven't earned their trust to be preachy. You haven't earned their trust to say the locus of control is actually you.

You control your situation. They are still thinking it is something ambiguous, something intangible and you have to mirror that or they're not going to believe you. Now, if this is your audience, your content needs to be extremely tactical. It needs to be made for them to get immediate value from something that they've been missing. Now, for warm audiences, like one layer down, we can get a little bit more open. So instead of assigning the blame to ambiguous things like time or the economy that they may not be in anyone's control, they will point the blame to specific things like it is their broken sales funnel and they think that's the only thing they need help fixing or it is some kind of piece of technical equipment, a camera, a light, whatever that is preventing them from having all of their wildest desires and that is the only thing that is broken.

So you need to just show them the secret strategy with that specific thing that they have a problem with that they haven't yet tried. Tell them about the communication strategy or the closing framework that'll help their sales team double their close rate. It is still very tactical, but as you dig deeper, the focus changes from just like tricks and tools to actual strategies, actual education. They are receptive to improving their entire website tech.

It's not about the economy anymore. We can talk about fixing just their website or fixing just their sales process. And then as we continue to move down deeper, it is actual coaching for their team. So maybe they'll blame their sales rep or maybe they'll blame their person in tech saying, "Oh, they're incompetent." You know, we need to create content that actually supports those people. So maybe you create a video that is a tutorial for sales that that business owner who is blaming their sales team would take and send to their sales reps to to be able to improve.

And either way, you're at least on the right track of giving them real coaching, which is probably what they really need. And then eventually at the deepest level, you have content that makes them look inward. This is when you have a really large warm audience. This is when you've built a lot of trust with your audience. You don't have to be tactical all the time. You don't have to have a concrete takeaway with every single post.

You have loyal fans. You have people that are just going to listen to you because they like you and they trust you. You can make purely motivational content and it's going to be very successful. And this is where the biggest life coaches and the biggest business coaches and health coaches eventually end up once they have millions and millions of followers. They have enough trust with their audience that the message becomes work harder or try more or like just be patient.

And that's like the whole video and people eat it up. But people see Tony Robbins give that motivational speech where he just says that and they try to copy it and they get no results and they wonder why. And it's not that Tony's message is wrong. Obviously he has millions of followers and tons of people praise him for his work. It's just that what he says word for word won't work for anyone else because they don't have the context of trust and authority that Tony Robbins has built over decades with millions of people.

And the entire goal of marketing is to get as many people here as possible. people that will trust you no matter what you say so that you can essentially start selling without even trying. You just say words and suddenly they're like gold to people. But you have to get here one layer at a time. And it's another reason why you should really focus on building up your brand equity. Start with tactics that build trust as your audience warms up.

Eventually shift the ratio to also making content that gives them agency over their own problems. Less tactics, more strategy. and then start helping actual people with development themselves. Develop their sales reps, develop their tech people, develop whoever it is that are decision makers in their lives that they point blame to. And then at the very bottom, the brand equity is the result of this process where you slowly start to win the trust of your audience.

And then you get to tell them what to do and they trust you for it. You can't just skip to motivational content and expect it to land right away. You have to start with where your audience is. Highly tactical, highv value content that proves you understand their world view as they see it. You have to build their trust. the right to go deeper from tactics into strategy, from tips into coaching, from like here's what you do to here's who you need to become and you need to master this framework of progression, you're never going to understand what content to make next.

But if you know exactly where your audience is in trusting you, you'll also understand what they need to hear and when they're ready for more. When creating content, you also need to match your level of credibility to your audience's level of trust. I call this the credibility continuum. And so for cold audiences, oftentimes with top offunnel content, targeting people that don't know you. They're cold audiences. You want to lead with observations such as a statement like this real estate strategy went viral.

People with very little experience are buying millions in property. And this works because you are reporting on facts that anyone can verify. Just like delivering the news, people rarely question the integrity of the person reading the news. There's nothing to argue with. There's nothing requiring you to trust them. And yet, just like the news anchor, you are a narrator. you are not a self-proclaimed expert. And for warmer audiences further down middle of funnel, you could think of that you can actually share your experience.

So instead of just talking about an observation, share your experience. A statement like that might sound like this real estate strategy made me $2 million last year. So this is just what works for you. You're not promising that it works for anyone else. You're just saying this is what worked for me. But by this point, they also probably know you enough. They're in your middle of funnel. They know you enough to believe your story.

And personal results like here's what happened to me are harder to dismiss than abstract claims. This is because you are building proof through transparency by sharing what worked for you. And for loyal audiences, which is kind of bottom of funnel, people that already know who you are and they trust you. You can actually speak as the expert. You can have a statement like this is the best strategy for making money in real estate.

Period. They already trust you. They want your authoritative perspective. They're not questioning your credentials at this point. They're just asking for your perspective so you can give them something that is potentially opinionated. And here's what most creators get wrong. They try to establish this expertise. They try to come off as the expert in their content before earning the right to do so from their audience.

Because when you're unknown, when you're trying to reach top offunnel audiences and you lead with here's the best way to do this specific thing, you actually sound like every other self-proclaimed guru on the internet. There's thousands of them. And audiences just know that. They immediately tune those things out and you never even get a chance to finish your video. But if you flip the script, instead of saying top ways to make money online, you say Kanye West did this thing to make $200 million from a single piece of online content.

Here's what happened. You are taking an expert position and instead presenting it as an observation. You are telling the news, no longer your opinionated expert perspective. You are making an observation that anyone can independently verify. And even if you've made millions of dollars yourself, even if you are the best in your industry, cold audiences don't know that yet. So you can't start with your expertise. You can't lead with authority and expect everyone to just believe you, unfortunately, because there are so many other people doing the same exact thing on the internet.

You need to start what is undeniable, the observation that you are making, the observation that anyone else can verify. And then you use that as a bridge to then share your experience. And then eventually once you win their trust, their expertise. And there's a quick test I like to call the Jeff Bezos test. If you are not the most credible person on the topic, don't lead as if you are. So Jeff Bezos can say top ways to make money online.

But that is the only person that to a completely cold audience can say top ways to make money online because his credibility is pre-established. He has made the most money online over anyone else in the history of mankind. And if you have not, you can't lead with that same statement and expect to get the same kind of results as Jeff Bezos. And if you're thinking about it in hierarchy, observations open doors, experience builds trust with that audience, and expertise closes deals.

So, you got to use them in that order, top, middle, and then eventually bottom of funnel. And you'll never sound like another guru that is just screaming into the void. The content you publish is going to be a double-edged sword. No matter what, every single piece of content that you post is either going to bring you closer to a sale or push prospects further away from the sale. And the amount of money you make on social media is directly proportionate to how far in either direction you have pushed people with your content.

I call this brand equity. Highquality content builds up brand equity increases your brand's value. And lowquality content decreases your brand's equity. And the question you should always consider is how much equity you have, whether it's positive or negative, that you've built with your audience. And one of the things that impacts this brand equity the most is the give to ask ratio in your content. How often do you give value in your content?

And how often do you ask your audience to do something like become a lead in your funnel or give up their personal information to book a sales call with you? And in the short term, if you have a lot of asks, you're going to make more money because you're asking people to go do something that generates you revenue. But you're also going to decrease your equity with every single ask. And the more you give, so the more value you provide without asking for anything, the less money you're going to make in the short term.

But it sets you up to build massive personal brands in the long term. And that's what you see with brands like Gary Vaynerchuk, who didn't sell anything for years to his audience and still really doesn't beyond the large B2B marketing services that he does. Now, he makes hundreds of millions of dollars per year from that exact type of demographic watching his content. And these give and ask posts aren't binary. You can have an ask that has a very soft call to action that doesn't deplete your brand equity almost at all. like the CTA I recommend everyone to have in their bio, which is a many chat automation to get free access to something that is valuable to you.

You know, that doesn't require a lot of taking from your audience. And while it is an ask and that you ask for their information, they become a lead for you, it's also not asking for very much and they get a lot from it. Ideally, the value that you provide with your lead magnet. Alternatively, you could have a really hard call to action where you ask them to sign up for an hour-long sales call so that they can get pitched to buy your five figure program.

That's a lot harder of an ask and usually depletes your brand equity a lot if you always post that hard call to action. Now, if you ask your entire audience to do that every single day, you probably aren't going to have an audience by the end of the week, right? And ideally, you should always instead be building up more and more brand equity. You should not be a net neutral. You should always be building in the positive and doing the bare minimum of asking and the maximum amount of giving because the effects are going to be compounding from giving more.

The more brand equity that you build, the easier it is to continue building brand equity to the point where you have a massive following that results in millions of dollars of revenue generated without even having to have any direct asks whatsoever. And knowing some of these guys on a first-name basis, that is exactly what the most successful entrepreneurs on social media have done. And when they do eventually launch a product, when they have their first ask ever, when they go to the marketplace and for the first time ask their audience to buy something, they make so much money that I'm like actually not allowed to tell you how much on camera, but trust me, it is life-changing work for just the couple of years that they spent building trust with their audience.

So, if I can give you any advice on how quickly should you try to get an ROI from social media, I would always say delay it as long as possible because the rewards are always going to be greater. So, we can look at your social media strategy as a funnel in three stages. the top of funnel, the middle of the funnel, and the bottom of the funnel. And you need to have content for each type of person and the different levels of understanding that they're coming in with.

Let's use a super niche example of someone that has a B2B business helping plumbing business owners make more money in their plumbing business. Super niche client of ours that started from scratch and now is the biggest plumber on social media. He's made six figures a month from organic content alone. He's doing really well. Starting with the very bottom of the funnel, this is for conversions. This is really where you can turn your followers into clients by helping them as much as you can.

They're problem aware. They trust you. They're ready to buy. And this type of bottom offunnel ask post asks your audience to do something. For example, we would offer potential customers a custom solution for one-on-one coaching. These posts reflect your business goals and the problem you're trying to solve. So, if you need revenue, this content generates that. If you need leads, this content generates that. If you want to attract attention to a new book that you're doing, this content generates that.

And if you think of this as an ad and whether you're doing it with organic content that is free to post or an actual ad that you put paid traffic behind, the goal here is the same with bottom ofunnel content is to actually make money. Now, moving up the funnel, we have middle of funnel where you're showing off your expertise and you're turning viewers that loosely know about you into a warm audience by providing them value.

So, before you make a sale, you actually need those people to trust you. This middle ofunnel content is how you do that. So in our plumbing coach example, we would make content about plumbing and business strategies and tactics and provide free value to their audience. It also serves as a testing ground to find out where your bottom of funnel needs to be. So the top middle performing content will tell you what the best bottom performing content will probably be before you go wasting your brand equity or actual dollars in ads testing this bottom off ofunnel angle that's probably never even going to work.

You can look at your middle of funnel stuff, understand what's doing well, and then model that for bottom of funnel and be basically guaranteed a result. For example, if we found and tested that plumbers don't respond well to make money online claims in the middle of funnel because they're highly skeptical of online coaching programs and instead we found better that they respond to make it home in time for dinner with your family and stop taking phone calls at all hours of the night as marketing messaging, we could save thousands of dollars in failed ad spend on the coaching angle of the product we're trying to sell. and skip right to the good stuff that we know our audience already responds to.

And then with top ofunnel, the biggest part of the funnel, this is where you get views with the right audience. Really just helps you get in front of more of the right people and helps distribution of your middle and bottom ofunnel content eventually when you do make it. And as an example of how this top ofunnel, middle of funnel, bottom of funnel works, I'm sure you've experienced this before on social media where you see like one video from a person and you watch it because it's a good video. you like that video and then for like the rest of the next month straight, you start seeing all of their content everywhere.

You start seeing their middle of funnel, you start seeing their bottom of funnel. They're just everywhere on your social media after just watching one video. And this is what most people get wrong about social media. They track top offunnel views as the only type of progress that matters. But for a business, building brand, building conversions, which are middle and bottom ofunnel content, are even more important. They're just not as easily tracked with view count.

But if you can get those top off ofunnel views first, you can drive those audiences to middle and bottom ofunnel content, which will actually end up building you the trust and making you the money for your business. For example, there's a lot of people on social media that have millions of people watching them every single month in top of funnel, but because they don't have any middle or bottom of funnel built out, they have zero real influence.

Like, no one actually listens to them for their advice. They watch their videos, but they can't change their audience's opinions or drive revenue. They're like a dancing monkey at a zoo. They're not a speaker on stage with trust. Like, both get views. The monkey maybe even gets more views, but only one of those two has influence. And just to illustrate the differences, one of our former members on the team, Lisa, she built up the team at Dave Ramsey, the social media team over there.

She was presenting on stage about this exact topic, top versus middle versus bottom of funnel. And she played two videos and she asked the crowd to guess which one of these two videos performed better. And she had the audience vote. Some audience voted on one of the videos, some of the audience voted on the other. And then she showed the view count for both videos. And the crowd just erupted like, "Oh my gosh, this video did so much better.

I was right. Of course, the other video would have never gone viral. And then Lisa said, "Well, the views were just one part of the equation in the video doing better." And no one knew or no one even asked what the actual goal of either of the posts were. So, both of those videos were made with a bottom ofunnel goal to drive sales. And the video with the big view count that everyone thought did better actually only did a fraction of the sales.

While it was good at getting new audiences, it wasn't good at converting audiences and actually driving revenue. And if you can understand where in the funnel each piece of your content belongs, it'll give you all the control that you need over the levers that you could be pulling on social media and what analytics to pay attention to, whether it's followers or comments or total views, whether it's getting more views with the audience or getting new audiences that haven't seen you before to actually follow and engage or converting the audience that you do have and have been nurturing into actual paying customers for your business.

This is how you go from just throwing spaghetti at a wall and hoping it sticks to actually strategically making content and posting to get results for your business. And a common mistake that our account managers work through with clients all the time is people will either be stuck at one extreme or the other. So they might rock at top of funnel. They know how to get views. They know how to say, you know, controversial stuff to get tons of people to engage, but they never actually convert people into their business.

Or the opposite is true. They're such experts at what they do that they can never step back and teach from the perspective of a beginner for top of funnel and reach more people. They only know how to ask for money in their content. Another example of this for a personal trainer. I personally like fitness and I'm interested in what other people are doing. And if I come across a good top offunnel post from a personal trainer, I'll follow that person just because I hope to see more content from them.

Even though I don't actively want a personal trainer myself, I know about fitness. I don't want the coaching. I prefer to work out by myself. But then I might be served up a couple more videos that explain in detail some things about exercise or diet that are really niche for people that are a bit more experienced that I'll be intrigued by it. Right? The top offunnel content was very broad and I don't want personal training, but the bottom offunnel stuff, he's saying the middle ofunnel stuff is really building up my trust in this person.

And it's this middle ofunnel content that makes me trust the personal trainer even more because they're providing me value. And then I might get hit with a bottom ofunnel post promoting their new app or their new program. And even though I wasn't actively shopping for fitness advice because I don't ever want it, I end up buying with that person because I trust them and they've earned my business and I just want to hear more from their perspective.

I never would have been shopping for a program in the first place. I never would have responded to direct ads for that. But because it's coming from someone I know and someone I like and someone I trust, they have forced me to buy because I'm interested. But without ever seeing that top offunnel post, without ever seeing that piece of content that, you know, they might have thought is irrelevant to someone like me, they never would have sold me because I wasn't a customer of their product because I wasn't a follower of their brand.

And this is something that no direct response marketing can touch. This is a massive new set of audiences of people that don't even think of themselves as customers for your brand, but with social media, you can absolutely convert them into sales. And so with every script you write, with every video you post, you really need to determine who you're making it for. and what your goal is top, middle, and bottom of funnel, so that you can have full control over that process, whether it's getting a new audience or nurturing an existing one or converting your followers that you do have, and focus on doing just that for every single video.

So, there are tons of different types of videos that you can make. And there are multiple ways to make those different types of videos. Your job isn't to master every single way to make any type of video on social media. It's to find a format that matches your current skill level and gets you the best results the fastest. Here's how to decide where to actually start. And I'll kind of break it up by different types of formats.

So, the first format is fully scripted talking head videos. This is where I recommend most people to start. It's a video like this that is fully scripted where your thoughts are concisely presented on video. And it can be a short form video or a long form video. This is best for 95% of people when they first start making content. This is where most people should begin because it gives you the highest chance for success.

Because when you script out every single word before filming, you control all of the variables. You control your hook. You control your story, the payoff that you have at the end. You don't have to ramble. You're not going to forget your point halfway through the video. You don't waste a whole bunch of time doing bad takes that don't sound good. It's extremely efficient and very effective for when you are in front of the camera.

That being said, it does take more time in prep before filming to make sure that you have all that information organized. And with hundreds of clients, we've seen scripted content far outperform unscripted rambling content, but only if you can deliver that content in a way that sounds natural and authentic to you. And the catch kind of here with this scripted content is that it only works if you don't sound like you're reading.

If you can actually make it sound natural, that's the only way it ever works. You can think of it kind of like a speech. Like the more preparation you have before giving that speech, the better you become. But reading off word for word off a teleprompter kills the message. Like you need to internalize the script. It needs to feel very natural to you. You need to be the one that writes it. And then you need to be the one that nails the performance.

Otherwise, you're going to sound like some nervous kid like at his very first school play. It's going to be awkward. It's going to feel bad. And the biggest mistake that most people make in scripting content is scripting it in your writing voice and not scripting it in your reading voice. So, they'll write the script in the way that they would write an email or write a LinkedIn post or like this super formal letter. It's very structured.

It's very overly polished. They use a lot of big words and it sounds like Shakespeare. It doesn't sound like how they would actually talk. And so, when they try to go and deliver it, it doesn't sound like them at all. It's like, ah, you know, you stumble over your own words that you just wrote. And I'll give an example here. So, like here's this is all scripted, but I'll read something that is in a writing voice. One must consider the implications of market timing when evaluating investment opportunities.

No one talks like that. That is crazy. That sounds too smart. Like only Batman's butler actually talks like that. I forgot what his name is, but you know who I'm talking about. Alfred. All right. Now, in your spoken voice, here's the same exact thing said differently. Here's the thing about timing the market. Most people get it completely wrong. So, how you take one written sentence and transform it into a spoken sentence is you actually speak the sentence out loud as you write it.

You will naturally choose better words and more simple language when writing it out if you read out every single sentence after writing it. What you don't want to do is write everything out, get to start filming, and then read it for the very first time because you are going to be shocked at how bad it sounds. And if it doesn't sound like something that you would say to a friend when saying it out loud, you should probably rewrite it and have it be formatted for more of a natural voice.

And if you don't read your scripts out loud until you start recording, like I will know. My team will know. Everyone watching on social media will know. This sounds really awkward. It doesn't sound like you. It sounds like your content was written by AI is what people will tell you in your comment section. And this is one habit that will make the biggest difference between your content quality and how it actually sounds.

You can have the perfect script, but if you can't deliver it naturally because it's not in your reading voice, it's not going to matter. We'll talk through a few more examples later, but the second format is bullet points and a little bit of light improv. So, this is really better for natural speakers who ramble less when they have just a little bit of structure, but prefer flexibility in their speaking. So, if you are constantly tripping over your words or losing your train of thought when filming from a script because you can't focus delivering it word for word, you can try this instead.

Write out three to five bullet points, a beginning, a middle, and a conclusion, for example, and just speak around them. Maybe include a single anecdote that you were hoping to mention in one of those points. And people will know immediately when trying this out if this feels easier or harder than scripting. Just try it twice and you'll know right away. If you can stay concise and if you can stay on message with just the bullet points, this might be your format.

If you ramble too much or if you notice your videos are going on for two to 3 minutes when you were intending for just a single minute, go back to scripting. Really, the test I recommend everyone to try is to film three videos. And if you're doing like five takes per video on each one of those three videos, and you spend like half an hour recording those three videos, you probably need to go back to full script. And for most people, bullet points only work if they're naturally concise.

But if you are that way and if you deliver comfortably with just a couple of bullet points, it can save you a lot of time in the scripting process and feel less forced when you're actually having to deliver the content. Another format you could use are response videos. So these are really good for people who are better at reacting to content than creating content from scratch. Maybe they're not super creative on what to talk about, but they can respond professionally to something that someone else has made or someone who wants to build in a little bit more proof of concept in their initial first few videos.

And response videos are exactly what they sound like. You're just responding to someone else. So, you could be responding to a comment that you got from your audience. A question that you got in your direct messages, another creator's video is also very common. You can take the first few seconds of someone else's video, use their hook, and then the rest of the entire video will be your video. Or you can just create a response video to trending news, a topic that's in your industry and really popular right now.

And this works because it solves the hardest part of content creation, which is staring at a blank canvas, not knowing what I should talk about. Will anyone care? These response videos give you a pre-validated topic, so someone has already asked the question or made the video, so you know that there's some interest in it. A pre-builtin hook, so the hook of the video, what gets people's interest is that someone else was interested or said something about the topic.

And if you want a verbal hook on top of that, you can start with someone asked me this question or I saw this video claiming that dot dot dot or I wanted to address the news blank blank blank. Immediately you create context for your entire video and you have a topic to talk about. It also creates some natural structure like you're answering something specific which keeps you very focused and concise in giving that answer.

And lastly, it also gives a little bit of social proof. Responding to real questions or popular content on the internet shows that you're really engaged with your industry and that you know what you're talking about. It also allows you to add your opinion in there and you're just naturally stepping into a conversation that already exists. It allows you to take a little bit more of an expert frame as opposed to preaching at the world about something that no one cares about.

You are instead giving your opinion on discourse that is already happening. These kind of videos are also ideal for monetization and building your middle and bottom of funnel. So, we cover this in depth later when we get to bottom of funnel content, but just as a really quick preview, response videos naturally lead to call to actions. It's very easy to get someone to do something after they watch a response video because you're already solving a problem for them, especially if it's a question that you're answering.

And within response videos, there's kind of like three different types. So, the first is reacting to other content. So, if you see a video in your niche or a niche adjacent to yours, you can respond with your own take, either agreeing with it or disagreeing with someone else's opinion or just adding nuance to a subject that really wasn't very well explained. So, some example hooks here. I just saw a video saying that you should do something that's actually about advice.

Here's why that's wrong. Or, this creator posted the best explanation of subject that you're interested in that I've ever seen. Let me just add one thing that they missed. or everyone's talking about this new news thing, but they're missing the most important part, which is this. Or just have the first few seconds of someone else's video play as the hook of the video because you know the hook was good enough for them to get views.

If you're responding to a video that has thousands or hundreds of thousands or millions of views, use their hook. Use the proven concept and then start your argument just a few seconds into the video. Use a few seconds of their video and then the rest of the video is original thoughts that you're adding. And this works because you're riding the wave of something that's already getting attention. Any kind of disagreement that you might have with the original piece of content creates some kind of curiosity like, "Oh, I saw that video or that was a popular video.

Why was what they were saying wrong? And why was what you're saying more informed or correct or different?" And you can also then position yourself as an authority who can evaluate other people's ideas critically. And you're not just saying, "Here's a viral video. I agree with it. Here's a viral video. I disagree with it." Ideally, you'd be adding context. So you'd add 30 45 seconds of a missing perspective or some kind of application to what that video is saying or like you know your experience based on what that video is about.

And if you're talking about response videos to other popular videos, you could respond to just about anything. Another type of content would be audience questions. So this is the best one. And once you start getting some content that starts to snowball, you'll get some people commenting on your videos or DMing you or emailing you questions. And you can just film response videos to those questions and then have even more people ask you questions.

It's like infinite content because they see proof of concept. Someone asking a question and you giving an answer. It prompts other people in your audience to jump in and ask even more questions. And once you get here, a couple of example hooks that you could use is someone just asked me the best way to dot dot dot or I get this DM like three times a week. So, let me clear this up for you. dot dot dot or this question keeps coming up in my calls, so here's the truth.

Dot dot dot. And it works because your audience literally tells you what they want to know. There's zero guesswork. They are asking you the question so you can respond to it. And when you answer publicly, everyone else with the same questions get value, too. Another format is mock interviews. So, potentially with your account manager, you can get on a call and they'll ask you questions in your industry. This is really good for clients who speak better when they're prompted than when they are presenting at something.

So, for example, if you're a doctor and you answer your patient questions all day long, you're probably very comfortable with that style, that format of presenting your expertise. We can model that in a mock interview or a mock podcast just as well. And this is an option that we use with a lot of clients that spend a lot of time working directly with their own clients answering questions. Think lawyers, accountants, doctors, they spent years answering client questions.

And so they're very good at that specific style of delivery. And if that's the case, we're just going to bring talking points, audience FAQs, industry specific questions that we will interview on camera and that you're just going to be able to naturally answer because you do that all day anyways. And then we do the heavy lifting on the back end, like cutting up those questions into clips, rearranging some segments as needed, and creating your answer as an entire piece of content in post-production.

But I will be honest, there are some downsides to this as well. So, it does require significant back-end post-p production to make the final product successful. Like, even if you are a great speaker, turning raw interview footage into viral short form content is an art. We have a massive team of editors and a lot of experience picking the best responses, but it's still really difficult and it's almost less about how you respond and more so how we can take your response and optimize it for social media.

It's not right for everyone, but if you do think it's a good fit for you, ask your account manager and we'll set it up. Another format is similar, but instead of mock podcast clips, it's taking clips from an actual podcast. And for most people, this probably isn't a good idea. So, you might see a lot of successful creators, people with millions of followers, just getting on a podcast and then they take that podcast and they cut up clips into short form.

It looks easy, but it's not. And it's actually very different from the mock podcast style where the entire interview is designed to get shorts out of it unless you have literal decades of experience in sales or public speaking or some kind of media. Unscripted long- form content probably will not translate into successful short form clips. You need years of practice to naturally create a hook mid-con conversation. You need to know when to add emphasis or pause in that delivery to have it be very concise.

And delivering complete thoughts with all of the necessary context you need to have a 30 to 60 second short form chunk of video is extremely difficult. You also have to be very cautious at not rambling or losing the thread. Like most podcasts aren't very well structured for converting into shorts. And I'll give an actual case study here because it's not at all about the expertise or the type of person doing this. It's simply the style of podcast which is often not congruent.

So our case study for this was Dave Ramsey. He's a billionaire and he was a billionaire long before he was social media famous because he had a radio show. He had decades on radio on stage writing books. He was one of the best educators on the planet. But even he struggled to make podcast clips work at first. So one of our executives, Lisa, she worked directly to build Dave's social media team. And at the very start working with Dave, the issue obviously wasn't his speaking ability.

He had decades of that. He just wasn't optimizing for the final clip of what he was saying to be cut up and posted on short form content. So, he would start these stories with no concise ending and then get around to it 10 minutes later, but that doesn't translate well to a 1 minute video. Or he would bury the hook like 3 minutes into an answer, but you want the hook at the start of the video. That's the point. Or he didn't pause naturally at different parts of the video that we would need to edit around.

So, the content wouldn't naturally convert into short form videos very well. But after working with him for several months and reviewing the short form content that came from his long- form consulting calls, Lisa was able to show him the results and he got better at adapting his speaking style. He literally changed how he spoke after decades of speaking experience to optimize for short form content. It was absolutely a skill and he worked on it.

But once he understood how to speak for short form, again, not just speak well in general, he was already one of the best communicators on the planet. Everything changed once he spoke for short form. He learned when to add emphasis, when to stop talking, when to add a little bit of color for storytelling. But that level of awareness only comes from being a top 1% communicator in the entire world and understanding the medium, short form video with months of experience.

So the bottom line is just because you're good at podcast or just because you're good at speaking on stage or teaching, it doesn't mean your long- form content is going to translate well into short form clips. And if you've tried cutting up podcasts before, it probably didn't work. And this is exactly why. It's actually really hard, and I don't recommend starting there. A much easier entry point is those mock podcasts where the answer is going to be very short and the environment is extremely controlled.

You're not trying to do live Q&A for multiple hours on end. Now, if you've already had some success on social media, one of the easiest tactics that I like to use when thinking about what new content to post, what we often actually recommend you post first is old content. For people that have had successful videos before, this is going to be the lowest hanging fruit because you already have successful videos. By just posting them again, you can get a really quick boost in views, a little bit of engagement, and hopefully some revenue.

And you also get information on what kind of content your audience wants to see the most now. So, if you've been making content for years already, a video that got you 100,000 views last year may not be successful today. But it would be good to know that before you start planning an entire month's worth of content around whatever strategy because if that video is successful today, like it was last year, you should probably make more content like it today.

And just for future proofing your content strategy, even if you are starting from scratch, everyone on social media needs to have a plan to be able to repost successful content once they have it. And this is usually what we do day one with some of our big guys that come in through our one-on-one program. We set up a plan to strategically repost their most successful content and then monitor the results to be able to inform what future content we actually start making.

And we've seen people get millions of views, tens of thousands of new subscribers or followers with no real effort, like on day one, because they're just reposting their old proven successful videos a second or a third time over. And what this test controls for, is the actual video, what you said, how you said it, all the details on the video. The one thing it doesn't control for, which is what we actually want to test, is the timing of when you actually posted it.

So, the more times we can repost the same exact video, the better we can isolate the timing variable and control for it. And this is actually really important as you grow on social media, because there are many instances where you could post a good video, but it can perform poorly and it'll give you a false negative. Like a video would only get 100,000 views even though it is technically good enough to deserve a million.

And it seems like your audience doesn't want that type of content because it got low views when in reality it could have been the best video you've ever made. And unless you repost it, you just won't know. Part of this variability is because not everyone is on social media every single day. Like maybe your audience that would have responded really well to the video isn't on social media as much this particular weekend and so they miss your most valuable video ever.

Like if you repost it, they have a second chance to be able to see it. Plus, not every single person sees every single post you make. Like even if they are chronically online, you post multiple times a week, not every single one of those posts is going to be absolutely recommended to them. It's not guaranteed. The algorithm might also miss it like one of those times. For example, you could repost a video three times and it can get 3,000 views the first time, 100,000 views the second time, and 100,000 views the third time.

We've had this happen before for clients. And obviously, the algorithm missed it on the first post where it only got 3,000 views, and the other posts it got 100,000. But if you only post a video once, and you don't have the hindsight of the second two posts each getting 100,000 views, you'd have no clue if a video was actually bad or if it was just overlooked by the algorithm that day. If you don't repost, there's no way to find out.

It's also possible that maybe someone who needed to see the video wasn't following you a year ago when you first made that post. The new people who have only been following you for the last few months, they have no clue you've been posting good content for years because to them, you're only as good as the last couple of months of content because that's all they've seen. So having your repost scheduled on a cycle lets those new audiences see your best stuff, too.

Another reason to repost is some people just might need to hear that message a second time. Like most people need to be reminded more than they need to be taught something. So serve that. And then if you're talking about technical things like very specific procedures or specific case law, middle ofunnel or bottom offunnel content, your audience's viewing interests might have changed over the last year. For example, if you're a criminal defense attorney, your ideal audience may not have needed detailed information about what they should and shouldn't say to the police 3 months ago.

But now, because they're being accused, it would be really useful if you reposted that video for them. And if you have hundreds of pieces of content that all sound or look kind of similar, it's also possible that they mistook one video for another. So if you have a lot of videos talking about a specific niche, this is actually inevitable. You'll open a video talking about sales three times and the audience mistakes all three of those times for the same exact thing they've heard before.

And so they just quickly skip over the video. Like, oh, I've heard this guy talk about sales. Let me go on to the next video. And so if you just post it again a couple months later, once the audience has forgotten that they just watched that other sales video from you yesterday, they'll be able to get value from it today. The most important reason to repost your content is if you actually made a good piece of content.

If you made a good video, if it's not just, you know, video of the day. If it's not like video 100 this month, it's not just like he just sat down and filmed something just to post something today. If it is a properly good video, if it is the type of video that you want to show your friends, if it is a video that people are commenting on, like this is amazing. Like that's the type of content we should be making anyways.

Like when you make a video like that and the same person watches it a second time, it's still a good video the second time they watch it. And if you don't already have tens of thousands of followers, it's very likely that you will need to repost those videos a few times before they get the traction they deserve. You're not going to be able to post one video once and then have it reach everyone in the world that it possibly could.

There's going to be a period of time where you have to go back through your entire catalog and repost that video. And while it's possible for your very first video ever on social media to get millions of views, it's much more common that there's going to be a gradual ramp in views as you get started. So the videos you create in month one or month two should be reposted in month 3, four, five, six so that they can get the reach that they actually deserve once you've built up your audience.

And then once you have a large enough library of content, you may very well go a month without making or even posting truly new content and just have reposts keeping the content engine going. And from personal experience, when I was just a guy talking about investing and money on social media, I went 18 whole months on social media without ever being on camera, I got between 10 and a 100 million views per month during that 18-month period.

And of course, hundreds of thousands of dollars in revenue for my business. And because I owned such a large library of content, I was able to act almost as a TV network by myself, essentially just showing reruns of myself to the same audience, and they loved it. Now, there are some downsides to this, like exceptions and rules to reposting. It definitely can backfire, but those are very much on a case- by case basis.

I'm not going to go through all them here, but if you are seriously considering doing multiple months worth of content reposting, talk to my team. They can walk you through all the specific strategies that you need to be able to avoid any kind of platform restrictions or special scenarios that could backfire. Now, the next best strategy that we recommend is to recycle content that is already successful. This is a little different than just copy and pasting the same exact piece of content when you repost.

When you're recycling the original material, you want to make something completely new out of it, but using what's already been proven to work for either you or your competitors will give you that massive advantage so you're not starting from scratch on your content. One of the best and easiest ways to get inspiration for your successful content is to just study what the best creators in your space are already doing and what their audiences like to watch because their audiences are ideally your audiences, too.

So take the most successful video concepts that other people are doing in your niche. Recycle them to fit your brand and then fit your story and your perspective. Now, whatever you do, I I feel like I have to say this. Plagiarizing is going to ruin your brand. Make it original to you. If you need me to explicitly tell you, don't plagiarize. This is me saying don't plagiarize. But just like when you make a website, you don't invent the whole website from scratch.

You use reference material. You look at a template or some other websites and you get inspired, right? It's still going to be original to you. It's still your website. But if you don't reference something at the start that's already built, that's already successful. If you are starting from scratch every single time, it's going to take you ages to figure this out. No one builds websites like that. Just like no one should do content like that.

So, this is going to be one of the biggest shortcuts rather than just leaning into creativity and reinventing the wheel every single time you need to make a video. We're just going to lean into what's already working by modeling success from other people on social media. And there's a saying I like for this. Most people repeat the same mistakes over and over. Smart people make a mistake once and adjust. But the smartest people in the world, they study what already works for smart people and for everyone else and they just avoid those mistakes entirely.

So be one of those smartest people. Pick topics and structures that already work