Watch Me Speedrun a Brand from 0 to 100k Followers (in 90 Days) transcript

What if I could bet you that I could speedrun you to 100,000 followers in the next 90 days? That if you followed the exact playbook that we're going to talk about in this episode, that you would get there. I'm talking about the exact copy work, skill work that you should be doing to develop your ability to write amazing scripts, visual copy work so you know how to make amazing videos, the five formats that you need to be doing on a weekly basis, how to start testing to see which piece of content has the most potential for you in your category, the growth piece of content.

This is the piece of content that you're going to make every single week that you know is going to grow your account. So, at the end of 45 minutes, you're going to know exactly what you need to be doing over the next 30 days to speedrun yourself to 100,000 followers. >> It's good to see you. >> It's been a minute. >> You moved and it changed the whole dynamic. It did not make this easy. >> The Great Separation. >> Yeah, man. >> You've seen all those memes on uh IG.

It's like you and Bro before the Great Separation and it'll just feel like Apollo Creed and Rocky training. It's uh that's really how it's been. That's how it's been. I'm glad to be back in New York. I'm glad to be doing some podcast episodes. I got a banger for us. So, you know, you did an episode recently talking about I think, you know, watch watch me build a $100 million brand in front of your eyes. We're both embarking into that journey of building our own brands out of being in the agency or after being in the agency life for so long.

Awesome. the what it kind of took me back to is I'm now looking at a a page from a brand side that's at zero, you know what I mean with and I haven't done an episode where I talk about what we're building there and and whatnot, but I had to kind of put together a plan of like if I want to speedrun this thing to 100k followers, what am I going to do? How am I going to do it? And and so I I really went pen to paper here that anybody could look at this, anybody could look at this road map, take it, apply it, and speedrun 0 to 100K in 90 days.

This isn't just built off of of a bunch of guesswork either. This is built off of two factors. Factor number one, we've done this for brands. We've built Malvin Holmes page to 20,000 followers in 5 days. You know what I mean? Like we've blew up that page that performed ex exceptionally well. on the cut 30 side, you know, we we've had hundreds and hundreds, if not thousands of creators that have run through it and been extremely successful on it, that have built f dude, we had this chick um she's a realtor who she went 2,000 to 250,000 followers in 5 days. >> Three pieces of content that were all like a singular series kind of built off of she basically she inherited this >> what is that 20 million views? >> Oh yeah, it was crazy numbers.

Yeah, >> it basically she inherited this uh house in Ireland from her family that nobody had been inside in like 20 or 30 years. So she like the hook is like her standing at the door. You could tell it's run down. She has this like ex like to this giant hat that she wears and she's like you know no one's been in this this house for you know 20 30 years. And she like doesn't go inside. She like goes to go open it and like it cuts off.

It's like fall for part two wrote snapped book >> just an absolute perfect storm of like factors >> has absolutely taken off her real her career. >> Yeah. Yeah. >> You know, but long story short is like all of this that's that I'm going to be going through is I'm taking what's worked on the brand side and the brand side for us is really from like a luxury positioning. You know what I mean? So I'm looking at is as a brand that that's that's coming to market.

I have all the resources from the sense of I have a very good creative team that could go make a lot of content for at the same time I don't have the funds to go world build at the level that like a lot of the brands that we work with can world build at. Right. Like Mvin will go do a thing spend 65 70 racks on just the content. >> Right. >> Right. I got to be Say it again. >> On like one weekend. >> Exactly. On one weekend versus like I got to come into this and be like, "Okay, if I got 5K to to make to make this shoot happen, you know, how do I stretch that budget?" That that's a lot of content, but a lot of good content, >> right?

So, I almost have to look at the worlds of luxury and the worlds that we really play within and then look at the creator side and be like, how do I bring what's working over here into this world and then make it happen from an operational standpoint and from an execution standpoint that it lives in this world? And so, what I did is I built out the playbook 0 to 100K. Again, it's it's fully tested. Um, it's broken into 30-day sprints and and what somebody should be doing in those 30-day sprints.

The caveat will be these are going to be an like this is going to be an intensive 90-day period for anybody that wants to actually follow this because you're creating content for the next 90 days and you're going to be spending a lot of of hours the next 90 days being able to do this. So, I'll run through it. The first the first sprint that I want to look at is days 0 through 30. Days 0 through 30 are about three things.

Technically four. Number one, skill development. Making great content is a skill. You know, you and I have spent an an insane amount of time making content for other people. The second we started making content for ourselves, we had to almost like revert back and look back at everything that's worked for brands but now twist it, change it for ourselves. And we both made a lot of mistakes as we even though we have the knowledge, we made a lot of mistakes as we were making our content.

It still took a lot of time to get a banger off the floor, right? And then once you get one off the floor, it's like, okay, how do I either a make it better, b uh spin it into into into some other way, right? Like that is skill development. There is a legit skill to understanding shot selection to understanding hooks, visual hooks, title hooks, to understanding how to script etc. Right? Like that is all skill development.

The second thing is topics and interests. You have to understand especially you know based off even the conversation we just had with Jack. These algorithms are getting much more specific with the topics and the interests that you are talking about with the categories you're talking about. You said something interesting a few months ago where like on TikTok you're just talking about some like being a bro in in New York City, right? >> Yeah.

I've really just been a farming >> like well talk to me about that like it's cuz it's relevant like give me the 30 second spiel of what you're doing because it's to show how you're targeting the right individual. >> Right. Right. So for context, I obviously built my Tik Tok account the same way that I built Instagram, which was marketing content. And so I had around like 20,000 followers in the marketing niche. And it was the same content that I posted on IG.

It's like a brand breakdown like how I grow this brand, etc. And when I was training the community uh of creators that I was building, hitmakers, uh which like a community of UGC folks that were teaching them the skills to actually, you know, print cash if you're going to make that type of content. Um I wanted to emphasize that like the algorithm had fully decoupled from followers. Like your followers before mattered zero to the impact or the performance of the content you're going to make.

And so to do that, I started just posting New York-based interest content. I looked at like, all right, what are these different things that people are talking about in New York? Top topics and interests, for example. So a topic could be dating, and then interest could be the Westside Highway. Interest could also be like, you know, first date etiquette. It could be like how to uh, you know, text somebody. There was like a million different interests that you could layer underneath the topic.

And essentially what you do is like the topic should be very high TAM you know should be able to reach a tremendous amount of people. So like you know theoretically anyone in New York would be interested in a video talking about New York City and especially if they're talking about something that everyone in New York City does which is for example my first viral video was everyone in New York's first question is what neighborhood are you from?

That's what everyone asks. They're like what neighborhood do you live in? Right? Because they're trying to like size you up whatever. And so this is like a universal lived experience. And then what you do after that is that's your hook. You know, you got people's attention because they're like, "What's this guy's take about to be then you sprinkle in a little bit of context and then you take a shot at somebody?" So in that case, I sprinkled in a little bit of context.

I said they're trying to size you up and then god forbid, god forbid you say Murray Hill, right? Because Murray Hill is kind of like this meme in itself. It's where the finance bro, you know, lives. until I knew that I look like a typical like finance bro. So if I'm taking a shot at Murray Hill, it's like self-deprecating whatever. So it really does go that deep, right? Where you're like putting all these different components into a 15-second video. >> And um >> how many views did that video get? >> Like 400,000. >> Yeah. >> 20,000 likes.

And then I mean I've got like I've probably gotten like I don't know 15 20 million views and like 4,000 followers on this stuff. Like again, it it had literally zero to do with the 20,000 followers I had prior, right? And so you could just switch it up immediately and start geotagging, talking about the topic, talking about the interest, and it'll hit a highly localized audience. I see this all the time with if I follow a new creator on IG right now or on Tik Tok, the feed will spam their like last seven days, two weeks of content to you immediately because it's like, all right, well, we're capturing this person at maximum interest level in this new creator.

Why don't we try and build their relationship, build that affinity? because I think Meta's bet with that is if I'm interested enough to follow this person, they want to show me more content so I build more of a parasocial relationship with them and then ultimately I'll become I'll spend more time on the platform later when they that creator post more stuff. So, um I mean I think with brands you're in a really unique position as well where it's like uh we think about this with with Steady where it's like I I'm very bullish on I'm almost more bullish on our category than I am on our product right now.

Like I'm more bullish on what we're about to talk about, the speedrun content phase because I know that I can dominate the nervous system regulation, breath work, calm, sleep, every single like adjacent interest cluster that we're going to be making content around. I know that we can do very well. Um, and so it's it's almost like more about nailing that product and the form factor to be able to do so. But >> we'll dive into it because I have a lot about like understanding how to actually make the travel content and target the right person that's based off of >> that.

But so skill development is is part one of this 30-day road map. >> Yeah. >> Right. Which is the the skill of making great content. >> So there's a few things you should be doing here. First one one is studying concepts from other categories. And I think that's a key thing where we get so stuck in just looking at our competitors, right? If I'm a marketer, I look at other marketers versus if I'm a marketer, why am I not looking at interior design and what interior design is doing versus like what fishing's doing versus what runners are doing, right?

Because I could easily look at all the concepts and formats that they're doing, see what's working and start bringing it over to my category and all of a sudden it's novel. >> Yeah. >> Right. And and that's such an interesting thing to do and such a skill to develop because all of a sudden the way you start looking at it, you start only analyze like you're not just consuming aimlessly anymore. You're like analyzing anything that you're you're consuming, right?

An example would be in the in the baking space. There's a lot of like the $10 the $1 cookie versus the $10 cookie versus the $100 cookie, right? If I'm a runner, I could easily look at that and be like, "Okay, I'm going to buy the $1 running shoes, the $10 running shoes, the $100 running shoes, and the $1,000 running shoes." $1, I'm going to Goodwill. $100, I'm buying like the cheapest pair at Nike, Becky Outlets. >> Yeah. >> $1,000 or what whatever I said be before that, like I'm now going buying like the best pair of Alpha Flies and testing to see like how much it affects my my mile time. all of a sudden I have like a very interesting concept that maybe hasn't been done in writing.

I'm sure that's, you know, that maybe has been done, but overall like >> I mean you you have an opportunity to make a new spin on that. >> Yeah. There there's a lot of spins that you could do off of that content. So that's part one is and so I'm just going to basically even lay it down into something. >> One thing that I think might be helpful for people if they're watching this and they're like, "Okay, well what you just said sounds like a lot of time investment, right?" And I think I think when you're uh scoping out your 90-day content strategy, you almost want to weigh different types of content by time investment as well.

So it's like if you're going to post 30 times and what you just said is like it requires you to go to Goodwill, requires you to go to like different things, make maybe it's like a 5 hour, six hour video. Um maybe you only want to do five of those a month, right? And then you have 10 yap videos, you know, you have 10 like oneshot b-roll, like whatever it is. And are you thinking about it in terms of time allocation as well to like remain efficient? >> You'll see how I'm thinking about I I I feel like I put it in an interesting place especially for 30 days versus 60 versus 90.

Um the skill that I want you to develop here within this f first 30 days is look, observe, migrate. So you're going to look, you're going to study the game, you're going to observe what's working. You're going to migrate migrate it over to your category, right? That's the goal. So the next steps for you for that app, for that individual in this 30 days is you're going to write down your category at the top of the dock.

You're going to pick five categories are completely non-adjacent to yours. Then you're going to pull 10 ideas total. So there's formats, concepts, structures that you can bring into your C category. For each one, you're going to write the translated version of that idea for your category, right? and then basically save every source video. That is going to teach you mentally how to look at content, how to look at anybody's content and think about how do I spin this, how do I tweak this, how do I apply Virgil's 3% rule to this to make it unique for me.

That's how I want somebody to think about this. Part two within this 30 days is copywriting is the most important skill that you can learn. Doesn't matter. It doesn't matter that that we've moved away from writing into video. The base of good video is writing. In here, I want you to understand in this this next uh portion of of the 30 days, how to write amazing content, right? The the the the muscle of actually writing that is again there's another skill that you can develop.

The tool that you're going to use here is copy work. This is nothing new that we haven't talked about in the past, right? Copy work is Brian has viral video. I transcribe Brian's video. I write down Brian's video word for word. I type it out. I write it out so that I feel I understand the structure of everything that he's doing that makes it a very very good video. The best example of of looking at this cuz I think I I I made a video about this and somebody was like like what the hell am I going to learn from writing something down that's that's not mine or something like that.

It's like it was like dude think about how anybody learns music. You don't just get a a >> Yeah. You like read sheet music off of a song you like. >> Exactly. You don't just like start making songs like you you take Lincoln Park song and then you you're all a sudden like how do I how do I >> like a part >> I pulled that out of nowhere >> the dude that just like walked by kind of like looked like >> Chester Benfield >> I therefield's doppelganger just walked in front of us dude >> what was his name Mike Mike Mike Shimoda >> Mike Shenoda >> Fort Miner >> crazy motion >> 99 reasons to remember the name >> shout on coach Carter what's up >> but like you would look at that song you would start to learn I got to play that song.

And then you'd be like, I'm going to I'm going to change something about it. And then all >> mom asked why you're screaming in the bathroom so much leak apart. >> So again, we're going to look at homework. How are you how are you going to write? Great. So you're going to take those same videos that you pulled from that those categories, right? The categories that we were just talking about before. You're going to transcribe them and you're going to write them out word by word or by hand in a Google doc, right?

And the key the key here is word by word. You don't want to just just do the hook. You want to do the whole [ __ ] thing. And I want you to just read it 10 times per video and really run this for 5 to seven days. I think this has happened to both of us where there's sometimes when just script writing clicks where it almost feels effortless. That is when you've been writing a long time. You know, when I did that 50 threads over 50 days on Twitter, there was a point where like the writing felt effortless.

The hardest part was picking the topic to write about, >> right? >> But once I found a good topic and I started writing, it was simple. Right. At that time it was like it was almost like I was doing so much copy work and the same thing with the newsletters like Trung who knows Jack and you know you know Trung and whatnot. Trunk would finish well Trung also did a lot of copy work but like Trung would finish the he wrote the hustle by himself.

He would finish in like two hours. You know what I mean? And like Trung's like a cracked out dude just insane amount of energies when it comes to spending time on the internet. Um, but he was able to just crank out the hustle because it became such a skill and like again writing great content can become muscle memory. And so that's what I want people to understand here is like you should always be doing some form of copy work.

Like this is and this is something I've been integrating back into my into just into my schedule of hey I want my videos to pop. You know what I mean? Like I had this I had this moment where my videos weren't really popping. But when I really took a step away, I'm like, I'm just not writing the way I should be writing. Did a little bit of copy work. All of a sudden, the video within the next five days performed exceptionally well, and I've been having a lot more a lot better videos since then, right?

So, here's what I want you to do with this. Same thing. You're going to take those 10 videos from part one. You're going to transcribe each one. You're going to write each transcript out hand by hand or in a dock three to 10 times. Run this for 5 to seven days. And then at the end, I want you to write down all the patterns you noticed. This is the key part. How did somebody transition from their hook into their first sentence?

How did somebody introduce a curiosity up? What type of pacing? How did they add transition words? Right? Like your notes are almost becoming your framework in this situation for how I'm going to become a great writer. Now part three is the other part of making good videos is having great visuals. Now visual copy work is the skill of shot listing. Does that mean you make you need to make a story board? Does that mean you need to like get that uh crazy about it?

No. What I am saying though is there is tech and software that you can basically take I could take your video right. I could take your uh high stats versus low status video, which is probably one of your your top performers. I could plug it into the software and it's going to give me the frame by frame and then I could alter it to either go frame by frame or every like frame by frame every few like two seconds, right?

And what or you do this with a vlog, right? That that's the other thing. Do this with the vlog. You do this with the app. Doesn't doesn't matter. What you're trying to learn here is a few things. I like to really work in three to five second incre increments here. But what you're trying to do is you're trying to understand the different angles that people use, the different aesthetics, the different actions that they're incorporating into into the shots.

The the you want to count start counting the visuals. If it's a 45se secondond videos, are they using 45se secondond shots? Are they or 45 shots? Are they using a uh 60 or are they using 75 shots? Um how many distinct shots are in the video? What type of shot is it? Is it wide? Is it portrait? Is it macro? How do you look at a visual and map back that visual to a line or a specific, you know, string of words that that you are saying?

This is how you're going to learn to say something like, "So, I was walking down the street in New York when X happened." And you and you're able to say that, write it, and be like, "Okay, cool." It's going to start with a wide angle, and then it's going to go to selfie mode, and then I'm going to add something that just like jolts somebody on screen, right? I run into something. All of a sudden, that's your string of three shots that fits.

I was just walking in the streets of New York when boom happened. Yeah. >> Right. And it all now flows and it's telling this cohesive story. The goal of all of this is to pass two tests. One is called the sound off test. The sound is off. Would I still watch the video if I was only paying attention to the visuals? Right? Is it still captivating? If I'm just watching what I what I see on my screen, is it captivated? If that passes, then the eyes closed test.

This means I'm not watching a single thing that's on camera, but I'm listening to it. If it's a vlog, is what I'm saying in the vlog interesting? If this is, hey, follow me for a day while I go on a on a on a campaign production for a$und00 million brand. everything after that is that interesting or am I saying it wording it in a way where well first we did this then we did this then we did this or is it so the first thing that we need to knock out was this but then it started raining well [ __ ] the whole shoot is outside I think we're cook chat wait I think the sun's coming out all right cool we're back on track but we just lost 30 minutes of time so here's what we're going to do to get right like all of a sudden >> you're bought into this story because there's a roller coaster >> and I You're you're also describing introducing stakes.

You know, there one thing that's a a retention hack that I think people underrate is stakes. You know, what you just described is, well, maybe the shoot's not going to work, but it's got to work. That's why he made this video, so now I need to see the outcome of what he's talking about. And that simple thought can actually keep a lot more attention than people think. Um, versus the and then this happened, then this happened, then this happened, then this happened.

It's like, is this going to work out? I don't know. It might. We'll see. Like, stay tuned, basically. And, you know, a lot of your different storytelling frameworks should be rooted in just stay tuned. You know, stay tuned. You're at the end of this, there's going to be a payoff. So, don't, please, for whatever you do, don't swipe away. Like, that's kind of what you're going for. >> We've talked about them a million times.

I love Sam to death from Bad Ombres. They've built their following off raising the stakes >> and introducing stakes. Hey, this is day X or whatever, you know, this is day X of Sam and Hank building this burrito brand. Everything's going good and I we're about to hit a record day and then [ __ ] our whole machine just broke, right? >> Stay for part two. Follow for to see if we fix it. >> Now that you've worked on this, it's part four of your 30-day road map >> is your testing strategy, right? like now you actually have to post every single day.

And there's five really different formats that I want people to to take advantage of over the these next 30 days. Um because and the reason for this too is the goal is maximum reps and minimum friction with these formats, right? Not everybody can just go straight into making a blog. Not everybody could go straight into making the best green screen video. But there's reasons to test other different formats and see basically their skill sets rooted in in these formats, right?

Um because the difference between a good idea and a great piece of content is just the execution of a great idea, right? Like that is the biggest difference. So five formats that I want people to run through. Format number one, the oneshot, right? This is still a staple on Tik Tok. This is still a staple on Instagram. The oneshot video, which is the lowest barrier to entry to making like genuinely a video that can go nuclear, is a oneshot.

And it's as simple as, you know, Brian swinging the golf club and me putting text over screen. 7-second clip, text over screen. That's all it is. But what you're practicing and what this teaches is it teaches you how to find the most impactful clip that you have. Right? If we're talking about, let's say we're talking about golf and and it's like a little educational video to to so I stop shanking left, right? Or I start I stop shanking right and you could have a clip of me just like standing on the golf or like you know leaning on the golf club and you teaching me something or we could do a clip where I'm shooting it right down the middle or like you basically come up to me, right?

I have my grip. My grip's bad. Let's say it's bad. You adjust something. You walk out of frame. I nail it. >> Yeah. >> And then text on screen is, you know, POV. Your thumb was just in the wrong position. You just want to double. Right. >> It's almost like a confirmation of what the clip's about. >> But you can also make that like a very memeable format as well. I think oneshots are really strong with memes. um you know like YV uh you know you got tired like I don't know you can make it about cramping or whatever with like for example but I mean you're just getting their attention with activity in the background a trending audio and then you know some nice copy work >> exactly the second part that that a oneshot teaches you is how to tell a complete story in minimal words as possible right you have to tell something that's either educational relatable inspirational aspirational, etc. with a very small body of text.

That is a skill to learn. Number three is how to write a hook that actually stops someone, right? With with the title hook that that you're putting in there. You're going to have that visual that is absolutely key and you're going to learn how to make a better and better visual. Then you're going to have tell that complete story and then that's all going to be told through the text that you have on screen. Cadence here is like I want you to make one to three one shots every single week, right?

For the next four weeks. The second format is the 10shot video. The reason I love a 10-shot video is because a lot of the skill development in a 10-shot video kind of goes over to almost any other format that you do. 10-shot video is typically 10 shots cut up very fast depending on the song of choice. It's between 0.5 second clip to a 1 second clip. But you're going to focus on four things when you uh put together these one shots.

I mean, sorry, these 10 shots. The first one is the shot selection. So, choosing the best clips. Two, eventually you're going to get into actual shot listing, the pacing at which you edit, and then just the overall how to edit properly or how to edit well. Right? It teaches you how to comb through a lot of footage and only use the most high impact clips, right? Why I love the 10 shot. A lot of 10 shots, the again the skill sets will move over into a green screen, it'll move over into a vlog, etc.

Format number three is the yap. A lot of people have been talking about how 2026 is the the rise of the yap creator, etc. The biggest thing to understand with yapping is you're going to be undeniably going to be able to win on social if you can just pick up a camera, talk to the camera, and make a piece of content go viral because now insert any of the other skills on top of it. like you have the most fundamental skill.

The best stories who will always win. And so if you're able to just like pick up a camera, talk to it, and it rips, good luck to everybody else that's that thinks they have a chance at being able to compete with you on on social. >> Right. >> Right. You know where I see this right now so often is uh so I'm an investor in Tribe, the Lucas Pactor's uh you know, creator management tool for meta ads. And I see a lot of his competitors, they could be like, well, there's no moat.

There's no moat around Tribe. There's no, you know, the software they've built, whatever. And I'm like, their moat is the fact that Lucas is excellent at posting content about TR and you're not posted. So that's why every brand is flocking to their solution because they don't even know your solution does the same [ __ ] you know? And so every time someone has anything negative to say, I'm like, tell you what, like I'm investing in the Yapper.

Like I'm >> You invested in Lucas. >> Yeah, I invested in Lucas when Tribe was like barely a thing, right? And so I mean it's like he he has crushed it so much in terms of being able to get eyeballs on his product and he is just talking straight to the camera. It's not like a heavy editing thing, you know? He's just really really good at it, >> bro. Sometimes he doesn't use a title hook. Sometimes he doesn't use a caption. >> I just dead looks at you and calls you stupid. >> Yeah.

Like he just he just puts up his camera. He talks right to it. >> No, it's great. >> And >> it's really good stuff. But I mean it's a massive advantage for him as a founder in a category that like candidly I mean maybe there isn't a ton of differentiation even possible with this product right it's really like an execution >> category >> this just even goes to put like to to prove our point on distribution is the moat even >> distribution is the only mode left >> it's the only moat >> it's the only moat left I mean everyone's trying to talk about like software going to zero whatever it is it's like bro if you can talk to a camera like no one can [ __ ] with you >> nobody >> and and so what this teaches you is exactly what we were just mentioning relative to to Lucas Ptor, pure storytelling.

This is the format where you learn to be interesting without any visual crutch, right? Um, and I'll always say this, the most dangerous creators on the on the internet are the ones that can just pull up their their camera, talk to their camera and win. You know, it's it's kind of crazy to see like the rise of Alex Earl to the you know, that she's on Netflix right now with Earl Meets World and she basically yapped her entire career. her get ready with me were were her yapping at screen, right? >> While she's just doing her makeup.

But here's everything that you're practicing. You're hooking someone with the first line. You're creating curiosity gaps. You're understanding how to build tension. You're understanding how to set up a problem and introduce a solution. And you're carrying someone through a full roller coaster without leaning on visuals once. If you can do that, I promise you, you will go zero to 100,000 very, very fast. when we talk about the other layers that we're going to put into into your content, right?

There's four layer four levels of a yap. We don't got to go into them like in into depth, but there's the the OG Yap, just phone talk to it. There's the graphic yap, which is almost like, hey, I'm saying something and I need a visual to like just make it better, and you just overlay a yap on on top of you. There's the the prop yap, which is I'm gonna build out a yap or I'm gonna I'm gonna have some kind of prop that my yap is built off of.

Like Brier, who used to work for me, he does it with the notebook. Um, uh, poor boy coffee used to do it with like a poster that said the numbers and then he would yap about the numbers, right? Like I'm using some kind of prop. Then there's a cinematic yap, which is I yap to camera, then I overlay B-roll on top of it, right? There's just more higher production. There's layers of storytelling infused there. if you know and and copy work is really what goes into YAP which I'll I'll touch on in in a second.

Format number four is the carousel. The reason I love having a carousel in here is there is a difference when the writing the actual words on screen are what what's carrying all the weight with a carousel. That is what happens. So a lot of that practice from the copy works like the specific carryover is going to happen when we talk about a carousel. you know, you could be a little long-winded when you script if it's if it's, you know, all done properly.

Can't really be long-winded with a carousel. It really m forces you to shorten um it really forces you to shorten the amount of stuff that you say. So, what it is in this case, uh a narrative carousel telling you their founder story, product story, some something educational, relatable, but this is where again all that copy work's going to get deployed because this is where text drives the entire piece of content. So the key though is you need to treat it exactly like a video.

Slide one is the hook. Introduce a curiosity gap. Introduce tension. Then take them on uh on the roller coaster. Right? Here's the problem. Here's me navigating it. Deliver the solution. Wrap it up. Okay. Carousel again is where you bring a lot of that copy work over. Format five. This is your home run piece. If this is the one that's basically going to turn anybody that's aware of you into anybody that's a fan of you.

This is the vlog, right? Like this is the bad ominous, the softies burgers, the uh I forget the dude's name who who did the bowling alley. Um, and when you really think about it, it's all the last four formats that I just mentioned combined into the best version of it, right? The vlog is powerful because it brings people, it invites people into their journey, right? It's probably one of the harder formats to crack. You know, it's hard to tell a a 60-second story in a vlog version and get a million plus eyeballs versus just like relying on a single clip, but if you can do that, again, like you you will build fans.

Softies Burgers and and Bad Bad Ombus is obviously my favorite example of this. Mile Off Running is another great example of this, but like Bad Ombber last year sold for context like they're they're only in Arizona. I don't know if you knew that, but they only sell their Brios in Arizona or they only sold them last year in Arizona. They did a million dollars in Arizona, right? Like selling [ __ ] bean and cheese burritos, you know, Justin AZ, you know, their their fan base is like die hard.

So what happens when they start opening up to Cali, Texas, whatever. Um, but here's how I look at it, right? Like the the vlog is really what comes what comes last. Um, and really in in in the one thing the one line that I want people to take away from this, your day is not boring. how you're packaging the moments within your day is what is what you're uh not doing a good job of. And what I mean by that is let's look at today.

I could have said you somebody could ask me like what did you do today? Oh nothing. I just flew to New York and like merin pods. I'm going to go to bed. >> Yeah. >> Which is like what 99% of people would say. >> It's a great point. It's a great point. >> What 99 like and like that it doesn't sound exciting, >> right? Well, all of a sudden, if I'm like, "So, come with me to New York to see my boy Brian, who I haven't filmed the podcast with." So, the day started at 4:45 in the morning.

Well, it should have started there. It actually started 3:45 because I was anxious to to get to New York, >> right? >> Got in the Uber. Soon as I get in the Uber, this happens. I get to the airport, all the all the overhead is complete, right? All of a sudden, I'm just like making it interesting. >> You can even do like the most minor things. you be like, "This is my TSA agent, Lisa." Like, you know what I mean? Like, you just introduce points where people feel like they're being taken along for the ride.

I think another reason, another thing you could have said is like, I mean, I feel like I'm guilty of this in a lot of ways when I'm telling stories, too, where I'm like, I kind of want to get out of this conversation, but like you can't do that with content, you know? You can't you can't skip over the details. like introducing stakes to that piece of content again would be an example of saying we haven't filmed in a while he's we have this studio we don't know how the we don't know how the studio is going to be put together so let's go check it out like you could have just said so many different things about it I haven't eaten I haven't had coffee >> yeah I hate being fasted but like >> when I when I got to the when we landed and we went to get our bags like my bag was the last one I thought it was lost >> right just literally >> I thought I was cooked for the pod minor moment you probably don't even remember like a lot of people don't even remember that stuff and I think when you're in that >> um document which I think is an important reason why I mean having the videographer is also really helpful I mean obviously that budget you know constraint but >> but a lot of people do great job just with their iPhones you know what I mean um so the reason I have people running through those five formats is when you actually look at it from like a level like if we took we just worked up different levels to the vlog you You look at the one shot.

The oneshot is the compelling visuals. It's a text hook. It's a title hook and it's really leveraging a good hook. You look at the 10 shot, it's pacing, it's delivery, it's editing style, it's aesthetics. You look at YAP and its storytelling. You look at the carousel, it's script writing. Take all of those combined, you put it into the vlog. >> Yeah. >> Right. So, your your whole goal over the next 30 >> getting maximum value out of your content, too. over your next 30 days, you're looking at the yach, the oneshot, the tenshot, the yap, and the carousel is really the piece of content.

This is really the piece of content, the pieces of content, sorry, that are developing you as a creator, that are developing that toolbox of you as a creator. And then what I want you to do is that's Monday through Thursday, right? Friday, Saturday, Sunday, I want you to put out the best vlog possible, right? So, I'm going to give you three days to work on a fire vlog. Whether it's something you're doing that weekend, whether it's something that you're going to do that weekend or something that happened in the the week, I want you to to put together everything you're learning every single time into the best vlog because it as we go into and then there's other one other part of it actually.

I don't want you to just basically check things off. Okay. Week one, you're going to run through all this. Week two, look at the thing that worked best and do two or three more of those. >> Yeah. >> Okay. So, if it was a oneshot video, you're going to do two or three more oneshot videos. But not only that, when you do those, I want you to go into the analytics and tweak one thing that says that basically is going to help you go from, hey, this one shot video got 10,000 views.

What can I do that helps it get 20,000 views? Right? An example is if my oneshot video was just like me typing on on a computer, right? Like standard clip, phone, tripod. Um I'm just typing on my computer, text on screen. Cool. Got 10,000 views. Awesome. Chances are the text was was hitting hard. If it got 10,000 views and that was the visual. So the next version of it being like, okay, how do I get this to 20,000 views?

This visual needs to be 10 times more compelling. What can I do here? How could I how can I make a much much more compelling visual hook really for for this? And so that is then what I would try to do in this this next variation where I'm going to try to double the views on this next video. And that's how I'd want people to start thinking about it. If I got a a vlog that got 20,000 views, how does my next one get 40,000 views?

And it all goes back to all the skill work you're going to continuously do week over week. By the end of this, you should have pieces of content that are hitting regularly. Whether that's your tenshot, whether that's your blog, whether that's your carousel, you're going to find something that is going to perform exceptionally well. And then the whole goal, we'll go we we're going to run short on time now. So, we could break this into three episodes or maybe two episodes. >> I think three episodes is perfect.

This and this was like dense enough, like very dense. Yeah. >> Sweet. Um, in the next one then I'm going to talk about scaling content and how to scale the content properly because there's ways of of doing >> stick around for part two. >> Yeah, stick around like we meant to do that. >> And and we do have a sweat equity newsletter that's going to be dropping. This whole playbook is going to be part of of that uh with a lot a lot of examples.

This is just this first 30-day run is 10 pages of notes. So this next uh probably all in all it's going to be like a 30 40 pager. >> Yeah. which should be fine. >> I mean, look, I think I think someone, you know, obviously the other big thing with what we're describing right now is like just get started, you know, like they won't know what they're doing until week three of like executing on what you just did for the 60-day period to even be an effective piece of advice. >> Yep. >> So, >> that that was a wrap on this episode specifically.

This was the first 30 days for the 0 to 100K series. Um, in the next one we're going to go over the next 60 days and the last 90 days. So, you're speedr runner. What I will say is most of the magic, and this has happened to both of us, most of the magic's going to happen in that last like 45 to 30 days. >> Oh, yeah. >> Like you might go maybe 0 5,000 first 30 days. >> It happens once you wanted to give up. Like once you feel like it's not working and you push through, you will be rewarded.

I had one month where I went I don't remember the exact number but oh no it was like 10,000 to like 40 or 50,000. >> I remember it was like I just had bangers, you know, and it and it all clicked and now I'm kind of like back in that same spot where like I want to run that same thing, >> right? >> Um so don't give up on it because you it's when you're first starting out, it's all about incremental growth. >> Yeah. >> How do I go from 5,000 views to 7,000? 7 to 10. 10 to >> I remember I remember getting fired up about like uh the first couple videos that went from like 30 likes to 150.

Then you get one to hit like 200 300 then like eventually one of the ones in the backlog will just start climbing and you're like wait a minute what's going on here? press the gas and then uh yeah, now I feel like I mean like you said we kind of just know but um you still have to reinvent yourself like that's the biggest thing that I've I've seen as well where like you know getting back to the drawing board sometimes it's just so needed because you think you got it like that but then you just never know what >> got to keep working on the jumper. >> That's that's a that's a great point because I feel like I'm in that inflection point for myself. back to the drawing board. >> It's back to the drawing board because it's gotten so easy to make the marketing content and so easy to make the content of content.

Meaning when you and I first started doing it and even I started like I don't know 10 10 months maybe before you, >> I was one of like probably five people doing it well. >> Right. >> Yeah. >> Now I'm one of 50 people doing it well because it's so easy to just like Brian made this video. Let me just make a little twist on it. All of a sudden it's like it's the same topic and it happens. >> I mean people listen to us telling them to rip our scripts and then they rip the scripts and we're surprised. >> Yeah.

Exactly. And it happens in Cut 30 like all >> Yeah. There's also there's always that you know >> people are like well what if I just do like good marketing versus bad marketing. It's like well like >> Yeah. >> But whatever it's the name of the game but it's forcing me to go even if I have like I've had some videos lately perform really well. those videos that are performing quotequote very well are getting 250 to 300. >> Yeah.

I ain't getting a mill. >> A year ago >> they got a mill. >> They were getting 500 to 750 to potentially a mill, >> right? >> You know what I mean? Unless you take a really hard stance on on maybe something. And so, you know, like Orange's done a good job where he's reinvented himself where like he doesn't talk about content really. >> It's just kind of a character. >> Like he kind of just >> he's like a macro commentary guy. >> Yeah.

Like he's paying a lot of attention to it. making his intellectual content about culture and psychology, >> right? >> You know, at the at a high level, >> it's culture and consumerism and and I think like what he's done a really good job of is he built the credibility stack first and then now he's able to kind of demonstrate the ball knowledge, but it's like you it's funny to watch him do stuff in real time knowing what he's doing, right?

Where it's like, oh, he's testing the format right now. Oh, he's going to test this five times. Oh, it's like this is, you know, he's trying to branch into this new TAM. It's like, oh, he's gonna actually like target this new audience that he wants to reach and he's going to do it five times in the next three weeks. Like, and seeing him actually live in the moment. I mean, he's just kind of like the poster child for what like testing and and entering new corners of the algorithm for sure because >> like you said, like he got his start doing product versus brand. that is strictly a marketing commentary.

And then now he's talking about like the macro status of being hot in our society and what that means for brands in the future. Like if you just think about what that does to his positioning as a consultant, you're going from giving talks to or you're going from DTOC brand owners trying to listen to you to maybe giving a keynote to Unilever. Yeah. >> Right. And that's a different bag entirely. And that's why he's doing it because he has management that's helping him understand like this is how we need to package you as someone that can get bigger contracts. >> Yep.

And so that's something I'm I'm heavily looking at and working on right now is like the content of content the the issue with me is it's what funnels to the agency, right? So it's like I got to do it at some degree, but probably it should be like 20% of the content, you know? Like I I want to be doing I want to do things that are one of one. So a lot of the things like I want to be doing more vlogs. Come with me on this production.

Things that people can't replicate. I know we've talked about that endlessly on the pod, but doing it in a way that it's a very creative format. Somebody else that's been killing is JT. Like JT's been crushing new formats. I don't know how much you've been on his his page. Like JT's been doing an amazing job of introducing all of these different format. Like, dude, he had a one shot that got 300,000 likes. So, you know, I >> He's on a run since can, huh? >> He's snapped. >> Yeah, >> he has snapped in the last in the last three, four months. >> That's awesome. >> Like exceptionally well.

Um, but doing again a lot of different formats, a lot of videos, a lot of kind of vlog style content. I think vlogs are back heavily on IG >> big time. >> Um, so yeah, it's an exciting time to be a creator. Very exciting time. There's people want to pour money into it. I was talking to somebody that doesn't have that many more followers than us. Or maybe double, triple, like in that ballpark. But 200 racks for three videos. >> Yeah, >> you make a lot of money. >> Go get that AI bag. >> It is AI bag. >> Yeah, it's always AI.

All right. >> 200 racks for three videos. >> Part two coming soon.