WEBVTT - Study Hall: Content Creation with John Henry & Andy Krainak 0:00:00.400 --> 0:00:04.280 You just realized your business needed to hire someone yesterday. 0:00:04.800 --> 0:00:09.520 How can you find amazing candidates fast easy? Just use Indeed. 0:00:09.960 --> 0:00:12.680 Stop struggling to get your job posts seen on other 0:00:12.760 --> 0:00:16.439 job sites. With Indeed sponsored jobs, your post jumps to 0:00:16.480 --> 0:00:19.000 the top of the page for your relevant candidates, so 0:00:19.120 --> 0:00:22.119 you can reach the people you want faster. According to 0:00:22.160 --> 0:00:26.120 Indeed data, sponsored jobs posted directly on Indeed have forty 0:00:26.120 --> 0:00:30.040 five percent more applications than non sponsored jobs. Don't wait 0:00:30.080 --> 0:00:33.519 any longer. 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We have weekly webinars. We have over one 0:01:15.360 --> 0:01:18.800 hundred past webinars. You get access to MG the Mortgage 0:01:18.800 --> 0:01:21.920 Guys real Estate Blueprint. You get access to monthly financial 0:01:21.959 --> 0:01:24.720 planning calls with yours Truly. You get access to our 0:01:24.760 --> 0:01:28.560 monthly group chat investment calls, and much much more. So 0:01:28.640 --> 0:01:31.520 go to eyl university dot com right now and take 0:01:31.520 --> 0:01:35.680 advantage of our limited offer blowout sale sixty five percent 0:01:35.760 --> 0:01:39.280 off of the annual membership eyouniversity dot com right now 0:01:39.520 --> 0:01:40.640 and become an earner. 0:01:42.400 --> 0:01:48.440 My graduates from my school being force backdrop b Drop, Mike, 0:01:48.560 --> 0:01:50.680 drop backdrop drop. 0:02:01.280 --> 0:02:04.320 So today we're going to talk about content. So John, 0:02:04.320 --> 0:02:07.000 I'll let you. I'll let you take. 0:02:06.880 --> 0:02:15.600 It, Yes sir, Yes, sir? What up? YouTube? YouTube, Instagram? 0:02:15.639 --> 0:02:17.200 All you guys. I appreciate you all. 0:02:17.720 --> 0:02:17.919 Yeah. 0:02:17.960 --> 0:02:22.720 Man, we're gonna get into it. I mean, content is special, man, 0:02:23.600 --> 0:02:27.480 changed your guys lives changed my life as well, bro meaningfully. 0:02:27.960 --> 0:02:31.079 And I remember, h I don't know, did you guys 0:02:31.120 --> 0:02:35.359 ever feel funny getting into this ship? Like now? 0:02:35.440 --> 0:02:36.840 You know you know what I always say. 0:02:36.919 --> 0:02:39.679 I didn't really felt funny, but I felt it took 0:02:39.680 --> 0:02:42.880 me years to start pointing out content, and I wish 0:02:42.919 --> 0:02:45.040 I would have started sooner, and there was really no 0:02:45.080 --> 0:02:46.080 reason why I didn't why. 0:02:46.000 --> 0:02:46.760 It took me so long. 0:02:46.800 --> 0:02:49.480 It was just you know, self doubt, just you know, 0:02:49.600 --> 0:02:52.160 not thinking something was really gonna work out, and you know, 0:02:53.400 --> 0:02:55.480 who's really going to be successful online? Like, you know, 0:02:55.560 --> 0:02:57.240 just a regular person, just a regular person. I have 0:02:57.280 --> 0:03:00.120 five hundred followers, so I ain't. I didn't think that 0:03:00.120 --> 0:03:02.240 we would have, you know, where we are now, I'm thinking, 0:03:02.360 --> 0:03:04.880 you know, who's gonna care about? Who's gonna who's gonna 0:03:04.919 --> 0:03:07.240 care about what somebody that has five hundred followers has 0:03:07.280 --> 0:03:09.440 to say? How that you know they're gonna look at 0:03:09.480 --> 0:03:11.520 me like I'm a I'm not an expert? Who am I? 0:03:11.720 --> 0:03:11.919 Yeah? 0:03:11.960 --> 0:03:14.880 I mean we consume content at a very high level, 0:03:15.720 --> 0:03:18.000 even when before we were making it, and I think 0:03:18.040 --> 0:03:19.640 from the other end of the spectrum, it was like, 0:03:20.560 --> 0:03:22.280 you know what content creation is? 0:03:22.320 --> 0:03:26.240 Great? Am I grad at it? Probably I'm not the greatest, 0:03:26.840 --> 0:03:27.600 But let me find. 0:03:27.400 --> 0:03:33.000 Another aspect of how to amplify significance by finding content. 0:03:33.840 --> 0:03:36.120 And so that's a that's a whole other avenue and 0:03:36.160 --> 0:03:39.120 that's why it kind of works for our dynamic for sure. 0:03:39.760 --> 0:03:43.520 Mm hmm. Yeah, man, I mean I can remember getting well, 0:03:43.560 --> 0:03:48.160 I'm going live on Instagram, live on e y YouTube. 0:03:49.440 --> 0:03:57.320 I can remember man getting into uh, I can remember 0:03:57.360 --> 0:04:02.400 getting into creating content and feeling I felt a little, 0:04:03.000 --> 0:04:05.400 I would say, a little hesitant to be that guy 0:04:06.320 --> 0:04:10.080 because at the time, I mean it still feels it 0:04:10.120 --> 0:04:11.920 felt more so like this earlier, but it felt real 0:04:11.920 --> 0:04:14.760 self promotery. And I felt like there's a lot of 0:04:14.800 --> 0:04:19.520 people that their perception of what people will think about 0:04:19.560 --> 0:04:25.279 them stops them from producing content. But they know though 0:04:25.560 --> 0:04:28.320 that it's the way to cross over to really grow 0:04:28.360 --> 0:04:30.720 your brain, grow your business. I felt that same way. 0:04:31.839 --> 0:04:34.680 I knew at the end of the day, I was 0:04:34.720 --> 0:04:37.840 going to have two realities that I was going to 0:04:37.920 --> 0:04:40.599 look at. One was, yo, I'm going to do this 0:04:40.640 --> 0:04:46.320 shit anyway and take whatever comes with it. And the 0:04:46.360 --> 0:04:50.800 other would be, you know, die a slow death and 0:04:50.839 --> 0:04:57.440 obscurity and anyone, for anyone listening, obscurity is your greatest 0:04:57.520 --> 0:05:00.159 enemy when you're when when you're running your busines, this 0:05:00.240 --> 0:05:03.520 when you're growing your brand, and people spend a lot 0:05:03.600 --> 0:05:07.880 of money combating obscurity. There's a lot of people right 0:05:07.920 --> 0:05:10.599 now listening that would love to buy your shit. 0:05:10.560 --> 0:05:11.200 Believe it or not. 0:05:11.960 --> 0:05:13.880 And I know that that can feel hard to believe 0:05:13.920 --> 0:05:17.360 sometimes when you're just getting off the ground, but people 0:05:17.440 --> 0:05:20.040 want to buy your shit, they just don't know about it. 0:05:21.240 --> 0:05:24.200 So then, and I remember, before I got into content, 0:05:24.240 --> 0:05:27.520 I tried everything, man. I tried direct mailers, you know, 0:05:27.640 --> 0:05:30.159 I went to the postal office and sent flyers out. 0:05:30.440 --> 0:05:33.719 I was, you know, going to the you know, community 0:05:33.760 --> 0:05:38.719 council meetings and pitching people and hustling. And I think 0:05:38.760 --> 0:05:40.680 all of those things work to a degree, but I've 0:05:40.720 --> 0:05:46.040 never found anything that worked quite like content. It's scalable. 0:05:46.520 --> 0:05:48.359 I mean, we touched on this last time on the 0:05:48.360 --> 0:05:51.800 Power Brand episode, but I mean I was in Bermuda 0:05:51.800 --> 0:05:56.120 and someone knew about you guys. Yeah, you know, like 0:05:56.920 --> 0:05:59.320 it's it's it's insane, man. I mean, you guys are 0:05:59.320 --> 0:06:01.159 probably on seven continents at this point. 0:06:02.040 --> 0:06:05.679 Yeah, every continent except for Antarctica. 0:06:06.200 --> 0:06:09.000 That might be maybe they just don't they don't they 0:06:09.040 --> 0:06:13.040 don't know to casting the listens over there. But I'm 0:06:13.080 --> 0:06:13.720 sure we are now. 0:06:13.760 --> 0:06:15.800 We got we got love from every angle, every side 0:06:15.839 --> 0:06:18.120 of the world. So that's why this conversation is so important. 0:06:18.120 --> 0:06:20.719 As far as content, it really can change your life. 0:06:21.160 --> 0:06:24.440 It definitely changed all of our lives. And it's continuing 0:06:24.480 --> 0:06:27.560 to change our lives. And it's just it's just it's 0:06:27.760 --> 0:06:29.960 information that we put out the way we deliver. It's 0:06:30.000 --> 0:06:31.719 not nothing that we paid. 0:06:31.720 --> 0:06:32.039 We don't. 0:06:32.160 --> 0:06:34.400 We didn't pay anybody to do our content, our own 0:06:34.440 --> 0:06:37.599 content learned. I didn't go to school to make content. 0:06:37.760 --> 0:06:39.599 I didn't go to school to learn how to market. 0:06:40.640 --> 0:06:43.960 Learn on a fly, and we are where we are now. 0:06:44.040 --> 0:06:46.040 So if I can do it, then anybody can do it. 0:06:46.920 --> 0:06:49.440 So yeah, I'm excited to have this conversation and let 0:06:49.680 --> 0:06:50.440 let's get into it. 0:06:50.640 --> 0:06:53.119 Let's get into it, man. I gotta so from based 0:06:53.160 --> 0:06:55.000 on last week, I had a number of you guys 0:06:55.040 --> 0:06:58.640 reach out and just eat up the slides and the information. 0:06:59.600 --> 0:07:01.760 I think people are gonna be rocking with these for 0:07:01.800 --> 0:07:05.120 a long time. So I'm gonna go through we as 0:07:05.160 --> 0:07:08.440 always have some heat prepared for you. All. These are 0:07:09.520 --> 0:07:16.160 frameworks and visuals that I personally have just been executing 0:07:16.200 --> 0:07:21.480 against and living through and just bringing depth to these. 0:07:21.520 --> 0:07:23.120 It's one thing to just see the image and say 0:07:23.120 --> 0:07:26.480 all right, cool, but legit everything that I'm about to 0:07:26.480 --> 0:07:29.640 share these are that we put into practice every day, 0:07:29.680 --> 0:07:32.120 and I've been doing it since maybe since twenty fourteen 0:07:32.320 --> 0:07:36.160 or so. So with that, let me kick off a 0:07:36.200 --> 0:07:44.760 little screen share and walk you guys through it. So 0:07:45.120 --> 0:07:48.920 it's monn concentration. Now some of the key takeaways. YO, 0:07:49.120 --> 0:07:53.240 listen to this all right. No one ever fell in 0:07:53.280 --> 0:07:56.880 love with an artist off a single. It just has 0:07:56.960 --> 0:08:00.560 never happened. If you think about your favorite artists, you 0:08:00.680 --> 0:08:04.440 might have gotten a single that got you into the music, 0:08:05.320 --> 0:08:11.120 but you curated the love off the album. And I 0:08:11.160 --> 0:08:13.680 guarantee you you wouldn't have found the artist in the 0:08:13.720 --> 0:08:17.080 first place if it wasn't for the single. So in 0:08:17.120 --> 0:08:19.920 a lot of ways, I feel like music, which we 0:08:19.960 --> 0:08:22.640 talked we touched on last episode. Music is a great 0:08:23.840 --> 0:08:26.800 blueprint for brand, but it's also a great blueprint for content. 0:08:27.760 --> 0:08:31.160 They've been had this model figured out. They'll lead with 0:08:31.360 --> 0:08:34.480 singles and then they'll get their core fan base to 0:08:34.520 --> 0:08:37.959 stick around for the album. And the album's not The 0:08:38.000 --> 0:08:40.480 album Counts is not going to be for everybody. I 0:08:40.520 --> 0:08:43.720 know a lot of you guys. You know you've heard 0:08:43.760 --> 0:08:46.960 I Made You Look, but you haven't heard the Cross. 0:08:47.040 --> 0:08:48.959 You haven't heard a lot of the album because it's 0:08:49.000 --> 0:08:49.880 just for the nasheads. 0:08:50.160 --> 0:08:51.920 Okay, okay, you know what I'm saying. 0:08:52.360 --> 0:08:56.960 So I know Shotty is a big NAS fan, but 0:08:57.120 --> 0:08:58.920 I think I could go. I think I could go 0:08:58.960 --> 0:09:03.319 bar for bar with anyone on any album. So it's 0:09:03.360 --> 0:09:06.280 content content content, and then content gives people a chance 0:09:06.320 --> 0:09:08.960 to develop an opinion about you man. Like to me, 0:09:09.679 --> 0:09:13.200 I liken it to imagine if Jesus Christ didn't share 0:09:13.240 --> 0:09:18.200 his gospel. Ooh right, like religious or not? 0:09:19.160 --> 0:09:19.360 Right? 0:09:19.880 --> 0:09:25.120 Jesus Christ was a dude, right, I'm going to put 0:09:25.160 --> 0:09:28.000 some respect on his name. Right, special for some, regular 0:09:28.040 --> 0:09:32.320 for others, But was a to me, a spectatic, a 0:09:32.360 --> 0:09:36.559 fascinating character in history. This man before social media, before anything. 0:09:37.920 --> 0:09:41.560 He got the gospel out. He was knocking on doors, 0:09:41.720 --> 0:09:44.559 shaking hands at the community centers like that boy had 0:09:44.559 --> 0:09:47.760 a message and he needed to get it out. And 0:09:47.840 --> 0:09:49.640 a lot of you guys are working on your brands 0:09:49.640 --> 0:09:53.240 and working on your business and you were afraid to 0:09:53.280 --> 0:09:57.600 get the gospel out. Now, some of you guys want 0:09:57.600 --> 0:09:59.720 to get the gospel out and need the tools, and 0:09:59.760 --> 0:10:01.920 we have some of that too. But for those of 0:10:01.960 --> 0:10:04.400 you guys that are on the ledge and have not 0:10:04.960 --> 0:10:09.040 begun producing content for whatever reason, it's the same thing 0:10:09.120 --> 0:10:12.360 as if you know, Jesus would have had the gospel 0:10:12.520 --> 0:10:15.880 just just tucked tight. Who wouldn't have shared shit? 0:10:16.800 --> 0:10:17.000 You know? 0:10:17.920 --> 0:10:20.120 Uh, it just was it falls on deaf ears. And 0:10:20.120 --> 0:10:22.760 then just to bring that to a modern context, man, 0:10:23.000 --> 0:10:25.439 if you're not sharing your brand and your business's message, 0:10:26.200 --> 0:10:30.760 you will die a slow death. And and it's just 0:10:30.800 --> 0:10:35.400 a tremendous, tremendous tax to pay the tax of obscurity. 0:10:36.559 --> 0:10:38.480 So it gives people a chance to develop an opinion 0:10:38.480 --> 0:10:41.480 about you. It's like going it's like going to a 0:10:41.520 --> 0:10:44.000 party and pretty much not saying shit. If you go 0:10:44.040 --> 0:10:46.959 to a party, you don't say anything. People will maybe 0:10:47.080 --> 0:10:50.960 interpret things about you based on who you are, like 0:10:51.000 --> 0:10:52.600 how you dress and how you roll and how you look. 0:10:53.280 --> 0:10:55.320 But I don't know about you all, but I'd rather 0:10:55.400 --> 0:10:58.080 remove all doubt and go straight up to someone saying, hey, 0:10:58.120 --> 0:10:59.559 what's going on. Listen, my name is John Henry. Here's 0:10:59.559 --> 0:11:02.960 what I'm doing. But then like you hate you, that's 0:11:03.000 --> 0:11:06.080 not up to you. But your job is to make 0:11:06.120 --> 0:11:09.840 sure that everyone at least was aware of what it 0:11:09.880 --> 0:11:12.280 was that you was doing. Then it's open to interpretation. 0:11:13.000 --> 0:11:16.320 But a lot of people in the startup laying hit 0:11:16.360 --> 0:11:17.679 me up and say yo, I'm trying to hit these 0:11:17.720 --> 0:11:24.839 fucking pr agencies like bro pr agencies. People are paying 0:11:24.880 --> 0:11:27.600 five to ten k a month on retainer, getting one 0:11:27.640 --> 0:11:29.840 over on the startup founders, tapping into a little budget 0:11:29.880 --> 0:11:31.800 that they have and then they say, yo, it takes 0:11:31.840 --> 0:11:34.080 six months to work. Before you know, you spend thirty g's. 0:11:34.120 --> 0:11:36.080 They walk away with a bale. You walk away with 0:11:36.120 --> 0:11:38.760 a fucking article on inc That that people pay for, 0:11:38.960 --> 0:11:45.080 by the way, and they told your story in their way. 0:11:45.200 --> 0:11:48.360 You want to tell your story in your way. So 0:11:48.400 --> 0:11:52.760 now we're going to dive into some content strategy frameworks. 0:11:53.160 --> 0:11:56.480 It's the three HS fellas, It's hero, hub and hygiene. 0:11:57.240 --> 0:12:00.240 Hero is emotionally resonant shit that makes you look like 0:12:00.280 --> 0:12:03.040 a fucking hero pretty much. I got this video. It's 0:12:03.040 --> 0:12:05.760 this four pag It's this four minute video on my homepage. 0:12:05.760 --> 0:12:07.480 And that shit is a tear jerker. You watch that 0:12:07.520 --> 0:12:09.600 shit for the first time, you will shed a single 0:12:09.640 --> 0:12:12.400 tear at least, right. It talks about my journeys, my 0:12:12.400 --> 0:12:15.320 struggles with this and my that. That's that hero piece 0:12:15.800 --> 0:12:19.920 of content. And that was what in the nineteen fifties 0:12:20.679 --> 0:12:27.240 that the advertisement model rested very heavily on your story, 0:12:27.320 --> 0:12:30.440 beginning and ending in a single piece of content. Those 0:12:30.600 --> 0:12:33.440 So that's the Hero video. There's room for that. However, 0:12:34.160 --> 0:12:36.760 the biggest shift that has happened in modern media, without 0:12:36.800 --> 0:12:39.720 a shadow of a doubt, is that now you don't 0:12:39.720 --> 0:12:43.079 have to start and finish your story in any single piece. 0:12:43.840 --> 0:12:46.880 You tell your story in micro moments over a prolonged 0:12:46.920 --> 0:12:50.480 period of time. And so those short form pieces is 0:12:50.559 --> 0:12:54.000 what we call hygiene, short snackable little bits. I see 0:12:54.000 --> 0:12:56.839 you guys been getting into the TikTok game, right You 0:12:56.880 --> 0:13:03.400 notice I noticed the granddaddy of all content production, right 0:13:03.440 --> 0:13:07.760 for my practitioners out there that are listening, and that 0:13:07.840 --> 0:13:10.000 they say, Yo, you know, it's just I'm running my 0:13:10.000 --> 0:13:12.120 business is a little too hard to produce content at 0:13:12.160 --> 0:13:17.240 the same time, then you must focus on hub key 0:13:17.400 --> 0:13:22.800 to make all content at scale, which is a continuous 0:13:22.840 --> 0:13:28.319 episodic form from which you can pull hygienes and clips 0:13:28.320 --> 0:13:30.600 for Hero And it's a lot like what you guys 0:13:30.600 --> 0:13:33.319 have done. Your your main flagship show, earned your leisure 0:13:34.000 --> 0:13:36.200 episode one whatever it is now forty nine to fifty one, 0:13:36.240 --> 0:13:38.959 fifty two to fifty seven, sixty eight, eventually two thirty nine, 0:13:39.000 --> 0:13:42.800 eventually six sixty five, run it up and from there 0:13:42.840 --> 0:13:45.720 you pull all the micros out. But this is the 0:13:45.760 --> 0:13:47.679 way that I would organize it, and this is the 0:13:47.720 --> 0:13:50.360 way that we do organize it. And this I actually 0:13:50.480 --> 0:13:53.400 learned from my good bro Andy Kranak, who's going to 0:13:53.400 --> 0:13:58.440 be joining us in about five seven minutes. Andy Kraneak 0:13:58.520 --> 0:14:02.439 taught me this shit. Andy Kranak in twenty fourteen when 0:14:02.480 --> 0:14:04.920 I was running my incubator and I hit up him 0:14:04.960 --> 0:14:08.760 and d Rock and all of Team gv's like always 0:14:08.800 --> 0:14:10.760 right hand in. I was like, yo, can you guys 0:14:10.760 --> 0:14:13.520 pull up to my incubator in Harlem and just like 0:14:13.640 --> 0:14:16.720 run a content strategy session. They pulled up and they 0:14:16.760 --> 0:14:20.120 taught me this framework and I have been using it 0:14:20.520 --> 0:14:25.360 from that day to current. It has changed my life completely. 0:14:25.400 --> 0:14:28.240 Shout out to the good brother Gary Vee. But this 0:14:28.360 --> 0:14:30.280 is the way I think about it, all right. So 0:14:30.520 --> 0:14:34.480 hero Hub and Hygiene is the format. But I think 0:14:34.600 --> 0:14:37.240 what Team GV, what they did that made them very 0:14:37.240 --> 0:14:41.320 successful was that they reorganized it and they put hub 0:14:41.360 --> 0:14:45.080 at the top Hub and then macro content comes from 0:14:45.120 --> 0:14:46.840 there and then short form comes from the bottom. So 0:14:46.840 --> 0:14:49.480 what do I mean if you focus all of your 0:14:49.640 --> 0:14:56.720 energy on producing hub content, I e earn your Leasure 0:14:56.800 --> 0:15:00.560 episode one, mark and Monday's one two three. If you 0:15:00.760 --> 0:15:05.080 over index on one time a week, right, rather than 0:15:05.520 --> 0:15:08.320 having to think of something from scratch every time, you 0:15:08.440 --> 0:15:11.360 over index on one time a week, going all in 0:15:11.400 --> 0:15:14.680 on your hub, and then from there you're able to 0:15:14.800 --> 0:15:19.040 repurpose that hub into law form, into written content, and 0:15:19.080 --> 0:15:21.800 into a ton of snackable content that you can then 0:15:21.920 --> 0:15:24.440 dissemine it across various social channels. 0:15:24.560 --> 0:15:26.760 Yeah, this is I want to say something real quick 0:15:26.760 --> 0:15:27.880 because that's actually something. 0:15:27.920 --> 0:15:29.440 That's what that's what I actually did. 0:15:30.080 --> 0:15:33.040 So if anybody doesn't know the story by now, I'll 0:15:33.040 --> 0:15:36.120 tell it very briefly. Earn Alesia started two years ago, 0:15:36.160 --> 0:15:38.880 where two years before Earn Your Leisure started, I started 0:15:38.920 --> 0:15:42.520 my own personal campaign to grow my Instagram following I 0:15:42.520 --> 0:15:44.760 went from five hundred followers to thirty thousand. By the 0:15:44.800 --> 0:15:46.960 time we started earning Lesia, I had thirty thousand followers. 0:15:46.960 --> 0:15:48.800 So that's one of the reasons why Earn Your Lesia 0:15:48.840 --> 0:15:50.400 got off to such a good start is because we 0:15:50.440 --> 0:15:53.040 didn't just start at zero. We started with me having 0:15:53.080 --> 0:15:55.840 thirty thousand, and it was a snowball effect. But how 0:15:55.880 --> 0:15:58.680 I got to thirty thousand was I was going on 0:15:58.680 --> 0:16:01.040 anybody's show, because you know, I was never good at 0:16:01.080 --> 0:16:02.840 like just putting a camera in front of my face 0:16:02.880 --> 0:16:05.000 and is talking. I just felt very uncomfortable and felt 0:16:05.040 --> 0:16:07.360 it wasn't natural. So I would go on anybody that 0:16:07.360 --> 0:16:10.320 would have me on their show, public access shows, local 0:16:10.400 --> 0:16:13.920 radio shows, internet radio shows. It didn't really it didn't 0:16:13.920 --> 0:16:15.800 really matter the audience. I didn't really care if there 0:16:15.800 --> 0:16:18.320 was one or or a million people listening. Definitely wasn't 0:16:18.320 --> 0:16:19.920 a million people listening. But I was just going on 0:16:19.960 --> 0:16:22.000 those shows. I would have my cell phone and I 0:16:22.040 --> 0:16:24.440 would put the cell phone on a prompt and I 0:16:24.440 --> 0:16:27.040 would just take myself like for sixty minutes or fifty 0:16:27.080 --> 0:16:28.600 minutes of it, and then I would go back and 0:16:28.680 --> 0:16:33.560 chop up clips from those from those interviews or those conversations, 0:16:33.600 --> 0:16:36.240 and then I would put those clips on Instagram. And 0:16:36.280 --> 0:16:39.000 it's crazy because I still repurpose those clips today on 0:16:39.040 --> 0:16:41.440 TikTok and every now and then, I've repurposed that. So 0:16:41.600 --> 0:16:43.760 I've got so much traction out of those I probably 0:16:43.760 --> 0:16:46.480 it was like let's say twenty interviews, but out of 0:16:46.480 --> 0:16:49.920 those twenty interviews, you got thousands and thousands of miles 0:16:49.920 --> 0:16:53.760 of traction on social media, and that was really the 0:16:53.800 --> 0:16:56.480 blueprint that actually built the house of Earn Leisure. So 0:16:56.800 --> 0:16:58.600 it's interesting that you say that because that was the 0:16:58.640 --> 0:17:02.320 exact strategy that I used before. Because the people might say, well, 0:17:02.320 --> 0:17:04.400 I don't have a platform to get onto, I don't 0:17:04.400 --> 0:17:05.440 have a podcast d D. 0:17:06.080 --> 0:17:08.000 Like I said, it's not eve really about the platform. 0:17:08.040 --> 0:17:08.720 It's just for me. 0:17:09.160 --> 0:17:11.760 It was just about being comfortable speaking and I felt 0:17:11.760 --> 0:17:15.520 more comfortable speaking in a conversation. And I just went on, 0:17:15.680 --> 0:17:17.680 like I said, anybody that would have me, I would 0:17:18.119 --> 0:17:19.600 go on that. If nobody would have had me, I 0:17:19.600 --> 0:17:22.159 would have just told Troy just talk to me, and 0:17:22.200 --> 0:17:23.800 I would have just put my phone, just act like 0:17:23.840 --> 0:17:26.600 I was in an interview. Nobody would know the difference anyway, Okay, 0:17:27.160 --> 0:17:27.560 I will. 0:17:29.119 --> 0:17:31.520 I love that yo. And it ties back to in 0:17:31.560 --> 0:17:35.639 my view, your guys tagline assets over liabilities. You know, 0:17:35.800 --> 0:17:39.480 people view real estate as assets and all these tangible things, 0:17:39.800 --> 0:17:46.120 but in my view, man, content are digital assets. You got. 0:17:46.200 --> 0:17:48.359 Like I was just on your page and I seen 0:17:48.359 --> 0:17:50.560 that the Wall Street trapper videos up to almost a 0:17:50.600 --> 0:17:55.720 million views. That's a fucking asset. That is a moment 0:17:55.800 --> 0:18:00.680 in time that you know, magic was made and it 0:18:00.720 --> 0:18:04.560 has long tail compound benefits and you never know which 0:18:04.600 --> 0:18:06.639 piece it is it's gonna pop. The other day, my 0:18:06.680 --> 0:18:09.040 executive producer, a lot of people watching know that I 0:18:09.119 --> 0:18:12.159 used to host a TV show on Vice Yo. I 0:18:12.160 --> 0:18:16.439 didn't know this, but my show is only now just 0:18:16.560 --> 0:18:19.920 debuting in New Zealand. This show came out two years ago, 0:18:21.040 --> 0:18:24.120 and when they launch, they do the same bells and whistles, 0:18:24.119 --> 0:18:29.359 billboards this and that, and they drop it, you know, programmatically, 0:18:29.400 --> 0:18:31.840 like week after week, and we are the top show 0:18:31.880 --> 0:18:36.240 and we're the second second top show in New Zealand 0:18:36.359 --> 0:18:39.240 right now, whole New country. I'm getting spikes of followers 0:18:39.240 --> 0:18:42.560 from Kiwis out there, and it just goes to show 0:18:42.600 --> 0:18:47.800 you it's a lot like investing and compound interest. Some 0:18:48.080 --> 0:18:50.879 compound views work much the same way. If you create 0:18:51.000 --> 0:18:55.080 content over time, those same pieces of content mature, Google 0:18:55.119 --> 0:18:58.359 algorithm picks them up, ranks them, the rest traffick your way, 0:18:58.680 --> 0:19:01.879 and you only develop more and more efficiencies. Now, for 0:19:01.960 --> 0:19:04.399 those curious about who it is that we have on 0:19:04.440 --> 0:19:06.400 our team. At Team JH, we're up to a team 0:19:06.440 --> 0:19:09.480 of twelve. At at Team GV, they're up to a 0:19:09.480 --> 0:19:11.399 team of thirty five or some crazy shit. I'll let 0:19:11.400 --> 0:19:15.479 Andy speak to it, but effectively videot so and by 0:19:15.520 --> 0:19:17.480 the way, people can go and produce off a fucking 0:19:17.520 --> 0:19:22.560 iPhone like Rasha was saying. But videographer. It could also 0:19:22.600 --> 0:19:26.720 be you an annotator, someone to time stamp all the videos. 0:19:26.760 --> 0:19:29.240 And I'll have a flowchart to describe how this works. 0:19:29.520 --> 0:19:32.240 The key is an editor. Once you once you build 0:19:32.280 --> 0:19:35.240 up an archive of footage, you're gonna be bottlenecked if 0:19:35.240 --> 0:19:37.280 you if you leave it to yourself to go through 0:19:37.320 --> 0:19:40.040 all the footage, edit it, capsh on, caption and headline it. 0:19:40.760 --> 0:19:42.720 So the key hire for us. The first one that 0:19:42.760 --> 0:19:46.000 I made was was actually was was an editor. And 0:19:46.040 --> 0:19:48.000 then then we have designers and illustrators. And here's the 0:19:48.000 --> 0:19:51.199 way it works. You shoot your hub, you upload that 0:19:51.200 --> 0:19:54.240 shit to a drive, you watch it, and you timestad. 0:19:54.280 --> 0:19:56.119 This is how we do it. This is our exact 0:19:56.119 --> 0:19:58.480 process that we do over and over and over. Will 0:19:58.520 --> 0:20:00.679 shoot a hub, will upload that shit, will say yo, 0:20:00.720 --> 0:20:03.119 it's uploaded. Someone will watch it. Used to be me, 0:20:03.160 --> 0:20:04.719 I used to do every single one of these steps. 0:20:05.080 --> 0:20:07.760 Now have a team. Someone will watch it in timestamp 0:20:07.840 --> 0:20:11.240 it and say okay yo, back at this moment from 0:20:11.440 --> 0:20:14.639 two thirty four to three thirty eight, Troy said some 0:20:14.720 --> 0:20:19.160 fire shit about X timestamped and then we just go 0:20:19.200 --> 0:20:22.640 through and we timestamped the entire video right now, get 0:20:22.760 --> 0:20:25.200 by the way, it took me six years to get 0:20:25.240 --> 0:20:28.080 to this point in my knowledge. So for any I 0:20:28.119 --> 0:20:30.800 hope that someone will take this and really make this 0:20:30.880 --> 0:20:32.879 their own. This is golden, This is golden. 0:20:33.200 --> 0:20:33.720 This is golden. 0:20:34.320 --> 0:20:39.080 So now now once you that shit is annotated, upload 0:20:39.160 --> 0:20:42.080 it the full long form. Don't edit that shit down. 0:20:42.200 --> 0:20:45.600 Upload the full long form up to YouTube or whatever 0:20:45.640 --> 0:20:48.680 you want to use to house the long form, and 0:20:48.960 --> 0:20:52.600 let that live as the macro asset. Then from there 0:20:52.640 --> 0:20:55.119 your editor can pull out clips. Again, it used to 0:20:55.160 --> 0:20:58.960 be me. It probably also is Slash used to be you, guys, 0:20:59.280 --> 0:21:01.200 you pull it's. 0:21:00.440 --> 0:21:05.040 Still everything you're saying is on process. Well, I'll let 0:21:05.080 --> 0:21:06.120 you finish. 0:21:06.600 --> 0:21:09.400 I'm gonna let you finish now. So you pull out 0:21:09.400 --> 0:21:12.320 the micros right, and when you pull out a micro clip, like, yo, 0:21:12.400 --> 0:21:13.960 this was a fire moment. This was a fire moment. 0:21:14.040 --> 0:21:16.359 This fire moment. Then you do this next step. You 0:21:16.400 --> 0:21:19.160 guys happened to have a gift at this next step, 0:21:19.440 --> 0:21:23.119 and I have developed a secret thesis that I believe 0:21:23.200 --> 0:21:25.720 a big part of your guys' success has been your 0:21:25.720 --> 0:21:28.200 guys ability to actually craft headlines. 0:21:28.600 --> 0:21:35.360 Major key, Yo, leap on the fucking headlines, major key. 0:21:36.480 --> 0:21:37.919