WEBVTT - Be Polarizing to Gain Influence: Keys to Growing a Following

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<v Speaker 1>An illegal alien from Guatemala charged with raping a child

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<v Speaker 1>in Massachusetts. An MS thirteen gang member from Al Salvador

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<v Speaker 1>accused of murdering a Texas man of Venezuelan charged with

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<v Speaker 1>filming and selling child pornography in Michigan. These are just

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<v Speaker 1>some of the heinous migrant criminals caught because of President

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<v Speaker 1>Donald J.

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<v Speaker 2>Trump's leadership.

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<v Speaker 1>I'm Christy nom the United States Secretary of Homeland Security.

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<v Speaker 1>Under President Trump, attempted illegal border crossings are at the

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<v Speaker 1>lowest levels ever recorded, and over one hundred thousand illegal

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<v Speaker 1>aliens have been arrested. If you are here illegally, your

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<v Speaker 1>next you will be fined nearly one thousand dollars a day, imprisoned,

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<v Speaker 1>and deported.

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<v Speaker 2>You will never return.

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<v Speaker 1>But if you register using our CBP home app and

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<v Speaker 1>leave now, you could be allowed to return legally.

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<v Speaker 2>Do what's right. Leave now.

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<v Speaker 1>Under President Trump, America's laws, border and families will.

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<v Speaker 3>Be protected sponsored by the United States Department of Homeland Security.

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<v Speaker 4>And the last, the seventh and final point, right is

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<v Speaker 4>upset everyone. And I'm joking a little, but the most

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<v Speaker 4>important point. If you look at a lot of these

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<v Speaker 4>people as we're going through them, they all have a

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<v Speaker 4>character about them, right. I talked a lot about this

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<v Speaker 4>here and number two, the character and identity. Okay, so

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<v Speaker 4>I don't really mean upset everyone. I just mean upset

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<v Speaker 4>a few people, Okay, because what I've learned, right, is

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<v Speaker 4>what I've learned is over time is if you're not

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<v Speaker 4>being controversial, if you're not speaking your true, authentic self, right,

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<v Speaker 4>if you're not telling people your opinion, and you're not

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<v Speaker 4>standing for anything, then sadly you stand for nothing. And

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<v Speaker 4>when you're not able to polarize and stand out and

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<v Speaker 4>grab attention, right, what happens is you blend into the middle, right,

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<v Speaker 4>this kind of gray area, and it's very, very very

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<v Speaker 4>hard to promote your brand and to get the attention

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<v Speaker 4>your brand deserves if you don't have some viral aspects

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<v Speaker 4>around it. Okay, So I want to encourage you guys.

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<v Speaker 4>It's okay to have haters. It's okay to be your

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<v Speaker 4>authentic self, right, It's okay to tell your story. Okay,

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<v Speaker 4>It's okay to stand for something. And actually, if you

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<v Speaker 4>reverse engineer a lot of the biggest influencers and brands

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<v Speaker 4>in the world, you'll know you'll start to notice they

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<v Speaker 4>all have somewhat of what you would call a polarizing personality.

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<v Speaker 4>They all have a version of an ex street and sadly,

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<v Speaker 4>you know, there's a talk I give differently around mindset,

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<v Speaker 4>but sadly through society. We are brought up, as you know,

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<v Speaker 4>children and then teenagers, and our creativeness and our uniqueness

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<v Speaker 4>is always compressed because you never want to be different.

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<v Speaker 4>You're always told to blend in. Right, You're always told

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<v Speaker 4>to not dress differently and to look the same and

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<v Speaker 4>blah blah blah blah blah. Right, so we grow up

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<v Speaker 4>as children being compressed and pushed into a box to

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<v Speaker 4>blend in like everyone else. But pretty much every big

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<v Speaker 4>influence and influence from celebrity are unique. They're interesting. I

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<v Speaker 4>work with a lot of wrestlers, and one of the

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<v Speaker 4>fast fascinating things about the WWE is they all have

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<v Speaker 4>these outrageous, ridiculous personas, right if you look at them,

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<v Speaker 4>if you've ever watched wrestling, they all have these crazy personas.

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<v Speaker 4>So don't be don't be worried if you upset a

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<v Speaker 4>few people. Okay, And as you get more and more

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<v Speaker 4>successful and popular, right, Like I joke now that I

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<v Speaker 4>wake up and before breakfast I've already got five people

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<v Speaker 4>hating on me. That's a great thing, because you're impacting

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<v Speaker 4>thousands of people, right, You're getting millions of impressions. Millions

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<v Speaker 4>of people are seeing your brand. Whether you're a personal

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<v Speaker 4>brand or a product based brand, millions of people are

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<v Speaker 4>seeing it. So I really want to encourage you guys

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<v Speaker 4>to create something unique, right, to speak your true voice,

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<v Speaker 4>to be passionate, right, and to actually go after a

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<v Speaker 4>certain group of people, and also make sure that in

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<v Speaker 4>some ways it polarizes another group of people, because generally

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<v Speaker 4>you'll win and stand out in the online game if

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<v Speaker 4>you do that. It's very very hard to stand out.

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<v Speaker 4>So the more controversial or outrageous or loud or interesting

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<v Speaker 4>or funny that you can be, generally, the better your

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<v Speaker 4>brand will do. Okay, So look, guys, as I said

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<v Speaker 4>at the start, the world has changed, right, How products

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<v Speaker 4>and how brands are being built is changing every single day.

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<v Speaker 4>Celebrities are getting paid more to be a face of

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<v Speaker 4>a TV ad or a magazine ad for a famous

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<v Speaker 4>brand than they are to actually shoot a movie. Literally, Okay,

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<v Speaker 4>celebrities are getting paid athletes together.

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<v Speaker 1>An illegal alien from Guatemala charged with raping a child

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<v Speaker 1>in Massachusetts. An MS thirteen gang member from El Salvador

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<v Speaker 1>accused of murdering a Texas. Man of Venezuelan charged with

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<v Speaker 1>filming and selling child pornography in Michigan.

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<v Speaker 2>These are just.

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<v Speaker 1>Some of the heinous migrant criminals caught because of President

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<v Speaker 1>Donald J.

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<v Speaker 2>Trump's leadership. I'm Christy Noman, the.

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<v Speaker 1>United States Secretary of Homeland Security. Under President Trump, attempted

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<v Speaker 1>illegal border crossings are at the lowest levels ever recorded,

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<v Speaker 1>and over one hundred thousand illegal aliens have been arrested.

0:07:14.960 --> 0:07:18.520
<v Speaker 1>If you are here illegally your next you will be

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<v Speaker 1>fine nearly one thousand dollars a day, imprisoned and.

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<v Speaker 2>Deported, you will never return.

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<v Speaker 1>But if you register using our CBP home app and

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<v Speaker 1>leave now, you could be allowed to return legally. Do

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<v Speaker 1>what's right, leave now. Under President Trump America's laws, border

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<v Speaker 1>and families will.

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<v Speaker 3>Be protected, sponsored by the United States Department of Homeland Security.

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<v Speaker 4>And then paid more than the hen on the call

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<v Speaker 4>or the pitch to be an ambassader. Right. And whenever

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<v Speaker 4>you're posting on social media, okay, look at how influences

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<v Speaker 4>are posting. Okay. Influence is what makes them great. When

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<v Speaker 4>we talk about content creation is they're all very creative. Okay.

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<v Speaker 4>So one of the best things about influencer marketing, for example,

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<v Speaker 4>which I do a decent amount of, is not only

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<v Speaker 4>the reach that they give when they post you, but

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<v Speaker 4>also the way they create the content. So if you're

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<v Speaker 4>trying to figure out your ads, if you're trying to

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<v Speaker 4>figure out content creation, I really encourage you to just

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<v Speaker 4>go reverse engineer some of the top people in your

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<v Speaker 4>space already or a similar space, and look for trends, okay,

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<v Speaker 4>because you can try and reinvent the wheel or you

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<v Speaker 4>can just copy it similar wheel and take it across

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<v Speaker 4>your brand. And of course I'm not saying you should

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<v Speaker 4>ever copy someone like the like, but you should be

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<v Speaker 4>using inspiration from lots of different people. Right. Oh, this

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<v Speaker 4>person did a video with some viral you know, motivational

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<v Speaker 4>song behind it. I'm going to do the same for

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<v Speaker 4>my brand. Right. Oh, this person you know, took a

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<v Speaker 4>photo and turned it upside down. I'm going to do

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<v Speaker 4>the same for my brand. Oh this person, Right, I'm

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<v Speaker 4>going to do the same for my brand. So study

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<v Speaker 4>the influencers on what's working and how they're doing it,

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<v Speaker 4>and look at their engagement and use it for inspiration.

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<v Speaker 4>Right and over time, Like I said, really focus on

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<v Speaker 4>this piece, right, I want you guys to focus on

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<v Speaker 4>over a long term, not a short time. How do

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<v Speaker 4>I build a stronger tribe? How do I build a

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<v Speaker 4>stronger community? Because if you can build an emotional connection, right,

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<v Speaker 4>an emotional connection to your brand, you'll do really really well. Okay,

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<v Speaker 4>and Logan Paul's a great example of that, right, went

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<v Speaker 4>from a youtubeer now to kind of a very famous,

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<v Speaker 4>like almost Hollywood figure. Right. And you can go and

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<v Speaker 4>see influencers in all different industries, and whenever they go

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<v Speaker 4>to a new city, or they go to a more

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<v Speaker 4>or they're doing a launch, thousands of people show up.

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<v Speaker 4>Why because they are able to build a loyal tribe.

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<v Speaker 4>The stronger that tribe is, the out of your products

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<v Speaker 4>will do, the more they'll share your content, the more

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<v Speaker 4>you'll go viral, the more companies will pay and want

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<v Speaker 4>to partner with you because of the loyalty you've built. Okay.

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<v Speaker 4>And then remember, like I said, try and be everywhere. Okay,

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<v Speaker 4>focus like I said, on attention. Remember you don't have

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<v Speaker 4>a money problem, You're have an attention problem. Okay. And

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<v Speaker 4>when you do all those things and you keep going viral, right,

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<v Speaker 4>and you figure out how do I create viral content,

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<v Speaker 4>how do I go viral, how do I go controversial?

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<v Speaker 4>How do I push the envelope a little, You'll have

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<v Speaker 4>a much stronger business. Okay, you have a much stronger business. Right.

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<v Speaker 4>Even this guy here, richest guy on the planet, right,

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<v Speaker 4>riches guy on the planet that's a tech geek, figured

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<v Speaker 4>this out. Okay, he's the richest guy on the planet,

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<v Speaker 4>right or on and off right, one of the richest.

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<v Speaker 4>And even he figured out, Hey, actually I'm going to

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<v Speaker 4>start being controversial on Twitter, right, I'm going to start

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<v Speaker 4>growing my personal brand. And then he goes, actually, I

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<v Speaker 4>want to owe attention so much. What am I going

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<v Speaker 4>to do next? What did he do to own attention

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<v Speaker 4>and control influence? Can anyone tell me? Yeah, he buys

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<v Speaker 4>an entire social media platform literally because he valued his

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<v Speaker 4>ability to control attention and influence so much. That's the

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<v Speaker 4>reason he did it, right, So think about that richest

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<v Speaker 4>guy on the planet. Okay.

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<v Speaker 1>An illegal alien from Guatemala charged with raping a child

0:11:32.600 --> 0:11:36.400
<v Speaker 1>in Massachusetts. An MS thirteen gang member from El Salvador

0:11:36.640 --> 0:11:40.800
<v Speaker 1>accused of murdering a Texas man of Venezuelan charged with

0:11:40.840 --> 0:11:44.760
<v Speaker 1>filming and selling child pornography in Michigan. These are just

0:11:44.840 --> 0:11:48.560
<v Speaker 1>some of the heinous migrant criminals caught because of President

0:11:48.640 --> 0:11:49.080
<v Speaker 1>Donald J.

0:11:49.160 --> 0:11:50.120
<v Speaker 2>Trump's leadership.

0:11:50.400 --> 0:11:54.000
<v Speaker 1>I'm Christy Noman, the United States Secretary of Homeland Security.

0:11:54.360 --> 0:11:58.120
<v Speaker 1>Under President Trump, attempted illegal border crossings are at the

0:11:58.160 --> 0:12:02.040
<v Speaker 1>lowest levels ever recorded, and over one hundred thousand illegal

0:12:02.040 --> 0:12:05.840
<v Speaker 1>aliens have been arrested. If you are here illegally, your

0:12:05.960 --> 0:12:09.320
<v Speaker 1>next you will be fine nearly one thousand dollars a day,

0:12:09.440 --> 0:12:13.439
<v Speaker 1>imprisoned and deported, you will never return. But if you

0:12:13.600 --> 0:12:17.200
<v Speaker 1>register using our CBP home app and leave now, you

0:12:17.240 --> 0:12:19.040
<v Speaker 1>could be allowed to return legally.

0:12:19.400 --> 0:12:21.640
<v Speaker 2>Do what's right. Leave now.

0:12:21.960 --> 0:12:26.760
<v Speaker 1>Under President Trump America's laws, border and families will be protected.

0:12:26.840 --> 0:12:29.000
<v Speaker 3>Sponsored by the United States Department of Homeland Security,