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Speaker 3: My graduates from my school being force backdrop b Drop, Mike,
Speaker 3: drop backdrop drop.
Speaker 2: So today we're going to talk about content. So John,
Speaker 2: I'll let you. I'll let you take.
Speaker 4: It, Yes sir, Yes, sir? What up? YouTube? YouTube, Instagram?
Speaker 4: All you guys. I appreciate you all.
Speaker 5: Yeah.
Speaker 4: Man, we're gonna get into it. I mean, content is special, man,
Speaker 4: changed your guys lives changed my life as well, bro meaningfully.
Speaker 4: And I remember, h I don't know, did you guys
Speaker 4: ever feel funny getting into this ship? Like now?
Speaker 6: You know you know what I always say.
Speaker 2: I didn't really felt funny, but I felt it took
Speaker 2: me years to start pointing out content, and I wish
Speaker 2: I would have started sooner, and there was really no
Speaker 2: reason why I didn't why.
Speaker 6: It took me so long.
Speaker 2: It was just you know, self doubt, just you know,
Speaker 2: not thinking something was really gonna work out, and you know,
Speaker 2: who's really going to be successful online? Like, you know,
Speaker 2: just a regular person, just a regular person. I have
Speaker 2: five hundred followers, so I ain't. I didn't think that
Speaker 2: we would have, you know, where we are now, I'm thinking,
Speaker 2: you know, who's gonna care about? Who's gonna who's gonna
Speaker 2: care about what somebody that has five hundred followers has
Speaker 2: to say? How that you know they're gonna look at
Speaker 2: me like I'm a I'm not an expert? Who am I?
Speaker 4: Yeah?
Speaker 7: I mean we consume content at a very high level,
Speaker 7: even when before we were making it, and I think
Speaker 7: from the other end of the spectrum, it was like,
Speaker 7: you know what content creation is?
Speaker 8: Great? Am I grad at it? Probably I'm not the greatest,
Speaker 8: But let me find.
Speaker 7: Another aspect of how to amplify significance by finding content.
Speaker 7: And so that's a that's a whole other avenue and
Speaker 7: that's why it kind of works for our dynamic for sure.
Speaker 4: Mm hmm. Yeah, man, I mean I can remember getting well,
Speaker 4: I'm going live on Instagram, live on e y YouTube.
Speaker 4: I can remember man getting into uh, I can remember
Speaker 4: getting into creating content and feeling I felt a little,
Speaker 4: I would say, a little hesitant to be that guy
Speaker 4: because at the time, I mean it still feels it
Speaker 4: felt more so like this earlier, but it felt real
Speaker 4: self promotery. And I felt like there's a lot of
Speaker 4: people that their perception of what people will think about
Speaker 4: them stops them from producing content. But they know though
Speaker 4: that it's the way to cross over to really grow
Speaker 4: your brain, grow your business. I felt that same way.
Speaker 4: I knew at the end of the day, I was
Speaker 4: going to have two realities that I was going to
Speaker 4: look at. One was, yo, I'm going to do this
Speaker 4: shit anyway and take whatever comes with it. And the
Speaker 4: other would be, you know, die a slow death and
Speaker 4: obscurity and anyone, for anyone listening, obscurity is your greatest
Speaker 4: enemy when you're when when you're running your busines, this
Speaker 4: when you're growing your brand, and people spend a lot
Speaker 4: of money combating obscurity. There's a lot of people right
Speaker 4: now listening that would love to buy your shit.
Speaker 8: Believe it or not.
Speaker 4: And I know that that can feel hard to believe
Speaker 4: sometimes when you're just getting off the ground, but people
Speaker 4: want to buy your shit, they just don't know about it.
Speaker 4: So then, and I remember, before I got into content,
Speaker 4: I tried everything, man. I tried direct mailers, you know,
Speaker 4: I went to the postal office and sent flyers out.
Speaker 4: I was, you know, going to the you know, community
Speaker 4: council meetings and pitching people and hustling. And I think
Speaker 4: all of those things work to a degree, but I've
Speaker 4: never found anything that worked quite like content. It's scalable.
Speaker 4: I mean, we touched on this last time on the
Speaker 4: Power Brand episode, but I mean I was in Bermuda
Speaker 4: and someone knew about you guys. Yeah, you know, like
Speaker 4: it's it's it's insane, man. I mean, you guys are
Speaker 4: probably on seven continents at this point.
Speaker 2: Yeah, every continent except for Antarctica.
Speaker 7: That might be maybe they just don't they don't they
Speaker 7: don't know to casting the listens over there. But I'm
Speaker 7: sure we are now.
Speaker 2: We got we got love from every angle, every side
Speaker 2: of the world. So that's why this conversation is so important.
Speaker 2: As far as content, it really can change your life.
Speaker 2: It definitely changed all of our lives. And it's continuing
Speaker 2: to change our lives. And it's just it's just it's
Speaker 2: information that we put out the way we deliver. It's
Speaker 2: not nothing that we paid.
Speaker 6: We don't.
Speaker 2: We didn't pay anybody to do our content, our own
Speaker 2: content learned. I didn't go to school to make content.
Speaker 2: I didn't go to school to learn how to market.
Speaker 2: Learn on a fly, and we are where we are now.
Speaker 2: So if I can do it, then anybody can do it.
Speaker 2: So yeah, I'm excited to have this conversation and let
Speaker 2: let's get into it.
Speaker 4: Let's get into it, man. I gotta so from based
Speaker 4: on last week, I had a number of you guys
Speaker 4: reach out and just eat up the slides and the information.
Speaker 4: I think people are gonna be rocking with these for
Speaker 4: a long time. So I'm gonna go through we as
Speaker 4: always have some heat prepared for you. All. These are
Speaker 4: frameworks and visuals that I personally have just been executing
Speaker 4: against and living through and just bringing depth to these.
Speaker 4: It's one thing to just see the image and say
Speaker 4: all right, cool, but legit everything that I'm about to
Speaker 4: share these are that we put into practice every day,
Speaker 4: and I've been doing it since maybe since twenty fourteen
Speaker 4: or so. So with that, let me kick off a
Speaker 4: little screen share and walk you guys through it. So
Speaker 4: it's monn concentration. Now some of the key takeaways. YO,
Speaker 4: listen to this all right. No one ever fell in
Speaker 4: love with an artist off a single. It just has
Speaker 4: never happened. If you think about your favorite artists, you
Speaker 4: might have gotten a single that got you into the music,
Speaker 4: but you curated the love off the album. And I
Speaker 4: guarantee you you wouldn't have found the artist in the
Speaker 4: first place if it wasn't for the single. So in
Speaker 4: a lot of ways, I feel like music, which we
Speaker 4: talked we touched on last episode. Music is a great
Speaker 4: blueprint for brand, but it's also a great blueprint for content.
Speaker 4: They've been had this model figured out. They'll lead with
Speaker 4: singles and then they'll get their core fan base to
Speaker 4: stick around for the album. And the album's not The
Speaker 4: album Counts is not going to be for everybody. I
Speaker 4: know a lot of you guys. You know you've heard
Speaker 4: I Made You Look, but you haven't heard the Cross.
Speaker 4: You haven't heard a lot of the album because it's
Speaker 4: just for the nasheads.
Speaker 8: Okay, okay, you know what I'm saying.
Speaker 4: So I know Shotty is a big NAS fan, but
Speaker 4: I think I could go. I think I could go
Speaker 4: bar for bar with anyone on any album. So it's
Speaker 4: content content content, and then content gives people a chance
Speaker 4: to develop an opinion about you man. Like to me,
Speaker 4: I liken it to imagine if Jesus Christ didn't share
Speaker 4: his gospel. Ooh right, like religious or not?
Speaker 6: Right?
Speaker 4: Jesus Christ was a dude, right, I'm going to put
Speaker 4: some respect on his name. Right, special for some, regular
Speaker 4: for others, But was a to me, a spectatic, a
Speaker 4: fascinating character in history. This man before social media, before anything.
Speaker 4: He got the gospel out. He was knocking on doors,
Speaker 4: shaking hands at the community centers like that boy had
Speaker 4: a message and he needed to get it out. And
Speaker 4: a lot of you guys are working on your brands
Speaker 4: and working on your business and you were afraid to
Speaker 4: get the gospel out. Now, some of you guys want
Speaker 4: to get the gospel out and need the tools, and
Speaker 4: we have some of that too. But for those of
Speaker 4: you guys that are on the ledge and have not
Speaker 4: begun producing content for whatever reason, it's the same thing
Speaker 4: as if you know, Jesus would have had the gospel
Speaker 4: just just tucked tight. Who wouldn't have shared shit?
Speaker 5: You know?
Speaker 4: Uh, it just was it falls on deaf ears. And
Speaker 4: then just to bring that to a modern context, man,
Speaker 4: if you're not sharing your brand and your business's message,
Speaker 4: you will die a slow death. And and it's just
Speaker 4: a tremendous, tremendous tax to pay the tax of obscurity.
Speaker 4: So it gives people a chance to develop an opinion
Speaker 4: about you. It's like going it's like going to a
Speaker 4: party and pretty much not saying shit. If you go
Speaker 4: to a party, you don't say anything. People will maybe
Speaker 4: interpret things about you based on who you are, like
Speaker 4: how you dress and how you roll and how you look.
Speaker 4: But I don't know about you all, but I'd rather
Speaker 4: remove all doubt and go straight up to someone saying, hey,
Speaker 4: what's going on. Listen, my name is John Henry. Here's
Speaker 4: what I'm doing. But then like you hate you, that's
Speaker 4: not up to you. But your job is to make
Speaker 4: sure that everyone at least was aware of what it
Speaker 4: was that you was doing. Then it's open to interpretation.
Speaker 4: But a lot of people in the startup laying hit
Speaker 4: me up and say yo, I'm trying to hit these
Speaker 4: fucking pr agencies like bro pr agencies. People are paying
Speaker 4: five to ten k a month on retainer, getting one
Speaker 4: over on the startup founders, tapping into a little budget
Speaker 4: that they have and then they say, yo, it takes
Speaker 4: six months to work. Before you know, you spend thirty g's.
Speaker 4: They walk away with a bale. You walk away with
Speaker 4: a fucking article on inc That that people pay for,
Speaker 4: by the way, and they told your story in their way.
Speaker 4: You want to tell your story in your way. So
Speaker 4: now we're going to dive into some content strategy frameworks.
Speaker 4: It's the three HS fellas, It's hero, hub and hygiene.
Speaker 4: Hero is emotionally resonant shit that makes you look like
Speaker 4: a fucking hero pretty much. I got this video. It's
Speaker 4: this four pag It's this four minute video on my homepage.
Speaker 4: And that shit is a tear jerker. You watch that
Speaker 4: shit for the first time, you will shed a single
Speaker 4: tear at least, right. It talks about my journeys, my
Speaker 4: struggles with this and my that. That's that hero piece
Speaker 4: of content. And that was what in the nineteen fifties
Speaker 4: that the advertisement model rested very heavily on your story,
Speaker 4: beginning and ending in a single piece of content. Those
Speaker 4: So that's the Hero video. There's room for that. However,
Speaker 4: the biggest shift that has happened in modern media, without
Speaker 4: a shadow of a doubt, is that now you don't
Speaker 4: have to start and finish your story in any single piece.
Speaker 4: You tell your story in micro moments over a prolonged
Speaker 4: period of time. And so those short form pieces is
Speaker 4: what we call hygiene, short snackable little bits. I see
Speaker 4: you guys been getting into the TikTok game, right You
Speaker 4: notice I noticed the granddaddy of all content production, right
Speaker 4: for my practitioners out there that are listening, and that
Speaker 4: they say, Yo, you know, it's just I'm running my
Speaker 4: business is a little too hard to produce content at
Speaker 4: the same time, then you must focus on hub key
Speaker 4: to make all content at scale, which is a continuous
Speaker 4: episodic form from which you can pull hygienes and clips
Speaker 4: for Hero And it's a lot like what you guys
Speaker 4: have done. Your your main flagship show, earned your leisure
Speaker 4: episode one whatever it is now forty nine to fifty one,
Speaker 4: fifty two to fifty seven, sixty eight, eventually two thirty nine,
Speaker 4: eventually six sixty five, run it up and from there
Speaker 4: you pull all the micros out. But this is the
Speaker 4: way that I would organize it, and this is the
Speaker 4: way that we do organize it. And this I actually
Speaker 4: learned from my good bro Andy Kranak, who's going to
Speaker 4: be joining us in about five seven minutes. Andy Kraneak
Speaker 4: taught me this shit. Andy Kranak in twenty fourteen when
Speaker 4: I was running my incubator and I hit up him
Speaker 4: and d Rock and all of Team gv's like always
Speaker 4: right hand in. I was like, yo, can you guys
Speaker 4: pull up to my incubator in Harlem and just like
Speaker 4: run a content strategy session. They pulled up and they
Speaker 4: taught me this framework and I have been using it
Speaker 4: from that day to current. It has changed my life completely.
Speaker 4: Shout out to the good brother Gary Vee. But this
Speaker 4: is the way I think about it, all right. So
Speaker 4: hero Hub and Hygiene is the format. But I think
Speaker 4: what Team GV, what they did that made them very
Speaker 4: successful was that they reorganized it and they put hub
Speaker 4: at the top Hub and then macro content comes from
Speaker 4: there and then short form comes from the bottom. So
Speaker 4: what do I mean if you focus all of your
Speaker 4: energy on producing hub content, I e earn your Leasure
Speaker 4: episode one, mark and Monday's one two three. If you
Speaker 4: over index on one time a week, right, rather than
Speaker 4: having to think of something from scratch every time, you
Speaker 4: over index on one time a week, going all in
Speaker 4: on your hub, and then from there you're able to
Speaker 4: repurpose that hub into law form, into written content, and
Speaker 4: into a ton of snackable content that you can then
Speaker 4: dissemine it across various social channels.
Speaker 2: Yeah, this is I want to say something real quick
Speaker 2: because that's actually something.
Speaker 6: That's what that's what I actually did.
Speaker 2: So if anybody doesn't know the story by now, I'll
Speaker 2: tell it very briefly. Earn Alesia started two years ago,
Speaker 2: where two years before Earn Your Leisure started, I started
Speaker 2: my own personal campaign to grow my Instagram following I
Speaker 2: went from five hundred followers to thirty thousand. By the
Speaker 2: time we started earning Lesia, I had thirty thousand followers.
Speaker 2: So that's one of the reasons why Earn Your Lesia
Speaker 2: got off to such a good start is because we
Speaker 2: didn't just start at zero. We started with me having
Speaker 2: thirty thousand, and it was a snowball effect. But how
Speaker 2: I got to thirty thousand was I was going on
Speaker 2: anybody's show, because you know, I was never good at
Speaker 2: like just putting a camera in front of my face
Speaker 2: and is talking. I just felt very uncomfortable and felt
Speaker 2: it wasn't natural. So I would go on anybody that
Speaker 2: would have me on their show, public access shows, local
Speaker 2: radio shows, internet radio shows. It didn't really it didn't
Speaker 2: really matter the audience. I didn't really care if there
Speaker 2: was one or or a million people listening. Definitely wasn't
Speaker 2: a million people listening. But I was just going on
Speaker 2: those shows. I would have my cell phone and I
Speaker 2: would put the cell phone on a prompt and I
Speaker 2: would just take myself like for sixty minutes or fifty
Speaker 2: minutes of it, and then I would go back and
Speaker 2: chop up clips from those from those interviews or those conversations,
Speaker 2: and then I would put those clips on Instagram. And
Speaker 2: it's crazy because I still repurpose those clips today on
Speaker 2: TikTok and every now and then, I've repurposed that. So
Speaker 2: I've got so much traction out of those I probably
Speaker 2: it was like let's say twenty interviews, but out of
Speaker 2: those twenty interviews, you got thousands and thousands of miles
Speaker 2: of traction on social media, and that was really the
Speaker 2: blueprint that actually built the house of Earn Leisure. So
Speaker 2: it's interesting that you say that because that was the
Speaker 2: exact strategy that I used before. Because the people might say, well,
Speaker 2: I don't have a platform to get onto, I don't
Speaker 2: have a podcast d D.
Speaker 6: Like I said, it's not eve really about the platform.
Speaker 6: It's just for me.
Speaker 2: It was just about being comfortable speaking and I felt
Speaker 2: more comfortable speaking in a conversation. And I just went on,
Speaker 2: like I said, anybody that would have me, I would
Speaker 2: go on that. If nobody would have had me, I
Speaker 2: would have just told Troy just talk to me, and
Speaker 2: I would have just put my phone, just act like
Speaker 2: I was in an interview. Nobody would know the difference anyway, Okay,
Speaker 2: I will.
Speaker 4: I love that yo. And it ties back to in
Speaker 4: my view, your guys tagline assets over liabilities. You know,
Speaker 4: people view real estate as assets and all these tangible things,
Speaker 4: but in my view, man, content are digital assets. You got.
Speaker 4: Like I was just on your page and I seen
Speaker 4: that the Wall Street trapper videos up to almost a
Speaker 4: million views. That's a fucking asset. That is a moment
Speaker 4: in time that you know, magic was made and it
Speaker 4: has long tail compound benefits and you never know which
Speaker 4: piece it is it's gonna pop. The other day, my
Speaker 4: executive producer, a lot of people watching know that I
Speaker 4: used to host a TV show on Vice Yo. I
Speaker 4: didn't know this, but my show is only now just
Speaker 4: debuting in New Zealand. This show came out two years ago,
Speaker 4: and when they launch, they do the same bells and whistles,
Speaker 4: billboards this and that, and they drop it, you know, programmatically,
Speaker 4: like week after week, and we are the top show
Speaker 4: and we're the second second top show in New Zealand
Speaker 4: right now, whole New country. I'm getting spikes of followers
Speaker 4: from Kiwis out there, and it just goes to show
Speaker 4: you it's a lot like investing and compound interest. Some
Speaker 4: compound views work much the same way. If you create
Speaker 4: content over time, those same pieces of content mature, Google
Speaker 4: algorithm picks them up, ranks them, the rest traffick your way,
Speaker 4: and you only develop more and more efficiencies. Now, for
Speaker 4: those curious about who it is that we have on
Speaker 4: our team. At Team JH, we're up to a team
Speaker 4: of twelve. At at Team GV, they're up to a
Speaker 4: team of thirty five or some crazy shit. I'll let
Speaker 4: Andy speak to it, but effectively videot so and by
Speaker 4: the way, people can go and produce off a fucking
Speaker 4: iPhone like Rasha was saying. But videographer. It could also
Speaker 4: be you an annotator, someone to time stamp all the videos.
Speaker 4: And I'll have a flowchart to describe how this works.
Speaker 4: The key is an editor. Once you once you build
Speaker 4: up an archive of footage, you're gonna be bottlenecked if
Speaker 4: you if you leave it to yourself to go through
Speaker 4: all the footage, edit it, capsh on, caption and headline it.
Speaker 4: So the key hire for us. The first one that
Speaker 4: I made was was actually was was an editor. And
Speaker 4: then then we have designers and illustrators. And here's the
Speaker 4: way it works. You shoot your hub, you upload that
Speaker 4: shit to a drive, you watch it, and you timestad.
Speaker 4: This is how we do it. This is our exact
Speaker 4: process that we do over and over and over. Will
Speaker 4: shoot a hub, will upload that shit, will say yo,
Speaker 4: it's uploaded. Someone will watch it. Used to be me,
Speaker 4: I used to do every single one of these steps.
Speaker 4: Now have a team. Someone will watch it in timestamp
Speaker 4: it and say okay yo, back at this moment from
Speaker 4: two thirty four to three thirty eight, Troy said some
Speaker 4: fire shit about X timestamped and then we just go
Speaker 4: through and we timestamped the entire video right now, get
Speaker 4: by the way, it took me six years to get
Speaker 4: to this point in my knowledge. So for any I
Speaker 4: hope that someone will take this and really make this
Speaker 4: their own. This is golden, This is golden.
Speaker 8: This is golden.
Speaker 4: So now now once you that shit is annotated, upload
Speaker 4: it the full long form. Don't edit that shit down.
Speaker 4: Upload the full long form up to YouTube or whatever
Speaker 4: you want to use to house the long form, and
Speaker 4: let that live as the macro asset. Then from there
Speaker 4: your editor can pull out clips. Again, it used to
Speaker 4: be me. It probably also is Slash used to be you, guys,
Speaker 4: you pull it's.
Speaker 2: Still everything you're saying is on process. Well, I'll let
Speaker 2: you finish.
Speaker 4: I'm gonna let you finish now. So you pull out
Speaker 4: the micros right, and when you pull out a micro clip, like, yo,
Speaker 4: this was a fire moment. This was a fire moment.
Speaker 4: This fire moment. Then you do this next step. You
Speaker 4: guys happened to have a gift at this next step,
Speaker 4: and I have developed a secret thesis that I believe
Speaker 4: a big part of your guys' success has been your
Speaker 4: guys ability to actually craft headlines.
Speaker 2: Major key, Yo, leap on the fucking headlines, major key.
Speaker 8: Can we can we go through this process to how
Speaker 8: we do it?
Speaker 4: Yeah, finish then ultimately all right, then ultimately you distribute
Speaker 4: the pieces and then the last the last pieces. To me,
Speaker 4: almost just as important, you listen. You listen to the
Speaker 4: audience what they found was gems, what they thought was trash,
Speaker 4: and then you just kind of reiterate, so yeah, get
Speaker 4: into a fellas was.
Speaker 8: Wait lead, leave the chart up, leave the chart up?
Speaker 7: And then yeah, So I mean this is crazy because
Speaker 7: when you say a team and people always ask like,
Speaker 7: how do we do it?
Speaker 6: How do we do it?
Speaker 8: You want to break We can go through.
Speaker 2: This, go through this whole process that we gotta bring
Speaker 2: our guests on. So when we do a podcast, we
Speaker 2: do the podcast and we have obviously the audio individuals.
Speaker 2: So the audio gets uploaded Mike in Atlanta, that's our
Speaker 2: third partner. He he does all the technical, behind the
Speaker 2: scenes stuff, so he'll he'll upload the audio and.
Speaker 7: We first we got to shoot it. So I'll go
Speaker 7: from the start so we shoot it right, so that
Speaker 7: that's a process too, and again that that's all us right.
Speaker 7: We we we set up the shots, obviously everybody knows
Speaker 7: that we're doing it from from the same location. Then
Speaker 7: we got to upload it. That process takes a while
Speaker 7: because we shooting from three different cameras. The size of
Speaker 7: these files are really large, and so we have to
Speaker 7: upload it. That takes about three hours. Then from that point,
Speaker 7: now shot, he has to hit get the audio and
Speaker 7: Mike gets the visual.
Speaker 2: And then yeah, yeah, so they send me the audio.
Speaker 2: They send me the audio, and then I listened to
Speaker 2: the audio and I edit it. I tell them like,
Speaker 2: all right, take this out.
Speaker 6: You know what to do.
Speaker 2: Okay, okay, you really don't do too much editing. But
Speaker 2: I'm really listening to it to get Instagram clips. So
Speaker 2: I write down, like as I'm listening to it, I
Speaker 2: know like, all right, this is this is something that's
Speaker 2: going to be a dope clip.
Speaker 6: So I got just a yellow pad and I'll write
Speaker 6: down like fifteen oh one.
Speaker 2: He talks about how he leveraged a million dollars from
Speaker 2: the bank to go buy a mansion and something like that.
Speaker 2: I write, I write down, so I write down like
Speaker 2: ten different like points of like good clips even real
Speaker 2: stuff like that. And then after I tell them, all right,
Speaker 2: these are the edit points. I don't tell them the
Speaker 2: clip points. I just tell them edit points, and then
Speaker 2: they do what they do as far as chop it up.
Speaker 2: Troy puts it on the audio, Mike handles the video,
Speaker 2: it goes on YouTube, and then from YouTube, I watch
Speaker 2: it before it comes out, and I'll tell our editor, Rich,
Speaker 2: who's Mike's brother. I'll tell him like, this is the
Speaker 2: clip that I want fifteen oh one to sixteen oh
Speaker 2: one whatever, like you know, I mean, I tell him
Speaker 2: like sometimes I got to like cut some parts out,
Speaker 2: like cut thirty seconds out here. Just give me this clip.
Speaker 2: He sends it to me. And then the headline is
Speaker 2: extremely important. Is not like I said, I didn't go
Speaker 2: to school for that, but I still I do all
Speaker 2: the headlines. So it's just something that I always think of,
Speaker 2: like what would make me want to watch a video.
Speaker 6: So it's like, all right, how.
Speaker 2: To make a thousand dollars and ten days with a
Speaker 2: cookie cutter? Preas you know what I'm saying, something that's
Speaker 2: just like so outrageous that damn like this is interesting.
Speaker 2: And then I actually send it to Bam, who's Mike's
Speaker 2: other brother. I send it to him just to like
Speaker 2: clean up the English on it, or like if he
Speaker 2: needs to add a word or something. And then I
Speaker 2: use an app called Vaant and I go in. Vont's
Speaker 2: like five dollars and I just put the app. I
Speaker 2: put the the texts in, and then there's another app
Speaker 2: called Resizer, which resizes it for IGTV because IGTV travels
Speaker 2: more than just regular sixty second videos.
Speaker 6: That's our process.
Speaker 7: Hey, listen, that's a billion dollars worth of game to watch.
Speaker 7: This process is amazing. Like you sometimes you'll just listen
Speaker 7: to this thing out loud. I'm like, oh, can you
Speaker 7: put your headphones on?
Speaker 4: Man.
Speaker 7: But he's always got his yellow pad. If you ever
Speaker 7: seen if you ever seen an episode, you seen a
Speaker 7: yellow pad. That's what he's doing. It's pretty impressive to watch.
Speaker 7: That's it. That's the game right there, And that's like
Speaker 7: a five man team of people that's just putting this
Speaker 7: content out there.
Speaker 4: It is people, I mean, straight from a media company,
Speaker 4: and I myself pretty much a media machine. Now, this
Speaker 4: right here is something that I'm passionate about as well.
Speaker 4: A lot of people think that when you create content
Speaker 4: that you talk about what you do. Now this this
Speaker 4: shit is counterintuitive right here, But no one gives a
Speaker 4: fuck about what you do or what you sell facts.
Speaker 4: They care about what they do with what you sell, right.
Speaker 4: So there's a big difference there, Right. People don't care
Speaker 4: about insurance, for example, in loops case, they care about
Speaker 4: using insurance to go do the things that they gotta do,
Speaker 4: need to do, want to do, love to do. People
Speaker 4: don't care about even really financial literacy content for the
Speaker 4: sake of financial literacy. They care about it so that
Speaker 4: they can go make their moves. Right Exactly, if you
Speaker 4: sell boots, people don't care about the boots. They care
Speaker 4: about hiking, right, And so there this is the common
Speaker 4: This is the rookie mistake. We all make it. I've
Speaker 4: made it myself. But when you launch your efforts, you
Speaker 4: have a tendency to over an index on and it's
Speaker 4: very you put yourself at the center, like, yo, this
Speaker 4: is my brand. You should care about what I'm doing
Speaker 4: and what I'm selling. But in reality, there's always a
Speaker 4: sweet spot between what your audience cares about and what
Speaker 4: you sell. And if you can create content in the middle. There.
Speaker 4: Your people are going to discover your brand because of
Speaker 4: your content. Right, take a look at what we're doing here,
Speaker 4: by the way, case in point, we're not talking about
Speaker 4: insurance at all. Right, we are creating content that I've
Speaker 4: learned my my audience finds valuable producing content. And I'm
Speaker 4: hoping that if I provide a little bit of value
Speaker 4: speaking about things that are unrelated to my product, but
Speaker 4: it is at the intersection of what my product is
Speaker 4: and what my audience cares about, they will then say
Speaker 4: it's a gateway drug to then say, oh shit, this
Speaker 4: is pretty dope. So this is a you know this,
Speaker 4: there's a lot of deafinit slide, folks, I would I
Speaker 4: would lock in on that. Shouldn't study it. And then lastly,
Speaker 4: how do you pick your hubs? If the hubs are
Speaker 4: the most important thing. We start with the brand's vision,
Speaker 4: the mission, the purpose I talked. We talked about this
Speaker 4: in the last livee. You don't have the last slide
Speaker 4: the last PDF from episode one. Loopen shirre dot co
Speaker 4: slash ey l loopen shirt dot co slash euyl link
Speaker 4: it up joints, gents. So from from your purpose, you
Speaker 4: guys can create these values and then the what we
Speaker 4: do is we we develop a hub for every value.
Speaker 4: And there's a lot of deaf in that as well.
Speaker 4: But I want to hear from my boy, Andy Kranak.
Speaker 4: You guys got the goods. You guys got the fucking master.
Speaker 4: She If I would have started with this ship on
Speaker 4: day one, man, I don't even know where I would be,
Speaker 4: but I'll tell you what. I am super thankful than
Speaker 4: my boy ak Andy Craney. It's in the building.
Speaker 8: What's going on, man.
Speaker 9: You guys are really talking game. Man, this is cool.
Speaker 9: It's cool to see.
Speaker 4: Yeah, Man, thank you, thank you.
Speaker 6: Bro.
Speaker 4: We're getting into it now. Just for some context that
Speaker 4: I touched on this earlier, but ak, Alice de Simone
Speaker 4: and d Rock came up to Harlem with me. We
Speaker 4: kicked it on a content strategy session and at that
Speaker 4: point I knew you were ahead of the curt you're
Speaker 4: thinking was real fresh. I remember you was just dropping
Speaker 4: shit like yo, we're on fucking Pinterest like you were
Speaker 4: just like on platforms and channels and spaces that I
Speaker 4: thought were really unique. And over the years, as time
Speaker 4: is going by for folks that don't follow a kran
Speaker 4: A make sure you tap in at Kranac on Instagram.
Speaker 4: I mean, you guys have continued leading the way. You
Speaker 4: guys have continued just charting white space and platforms ahead
Speaker 4: of anyone else. For those that don't know, by the way,
Speaker 4: by the way, quick shout out to ak Andy Kranagg actually,
Speaker 4: as far as we know, created that little fucking progress bar.
Speaker 4: Do you guys remember when videos used to have a
Speaker 4: little bar that would go. That was an idea that
Speaker 4: came from ak and then they deployed it on Gary
Speaker 4: V's page and now it became a thing. It's less
Speaker 4: popular these days, but a big welcome.
Speaker 9: To I didn't even really see.
Speaker 10: That's I appreciate all the love, John, that's facts. I
Speaker 10: love the progress bar. I try to give myself credit
Speaker 10: for the progress bar. But honestly, like we started putting
Speaker 10: video on Facebook, Like we put one video on Facebook
Speaker 10: and the reach was crazy right when Facebook video came
Speaker 10: out and then you read the fact like, oh wait,
Speaker 10: like n of users on Facebook consume video without sound.
Speaker 10: So I'm like, yo, do rock, I think we should
Speaker 10: probably caption our videos like people are just gonna to
Speaker 10: watch our videos, but they're not actually listening Gary's all
Speaker 10: he's doing is talking, why don't we put captions on it?
Speaker 9: And then we did an ab test on paid media.
Speaker 10: What happens if you show a paid ad with captions
Speaker 10: versus with no captions And the results were staggering. It's like, Okay,
Speaker 10: we're capturing every video now, and this is twenty thirteen, fourteen,
Speaker 10: and it's crazy now to see It's like you everyone
Speaker 10: like it's the video editor's nightmare.
Speaker 9: But you got to capture your videos if you're publishing online.
Speaker 4: Wow, that's yo. So so, how how has in your view,
Speaker 4: like content strategy and all this shit, how has that
Speaker 4: it evolved from like when you and I first were
Speaker 4: chopping twenty thirteen, twenty fourteen, all the way up to
Speaker 4: like twenty twenty one, like give us the the your downloads,
Speaker 4: like would have been the big shifts.
Speaker 9: It's it's it's funny, like I think.
Speaker 10: The things that you'll learn on any platform will apply
Speaker 10: itself to any other platform. Right, there's like tried and
Speaker 10: true religion of how to think about creating emotional content
Speaker 10: for audiences and like button suppress, and I think those
Speaker 10: things will always remain true. But yeah, the platforms are
Speaker 10: really evolved like live and vertical video. I've been thinking
Speaker 10: a lot about vertical video.
Speaker 9: I don't know if you.
Speaker 10: Guys are on YouTube shorts, but if you're not on
Speaker 10: YouTube shorts, I would highly recommend it. YouTube is really
Speaker 10: prioritizing that it's a vertical video. Like the increase and
Speaker 10: shift from desktop to mobile on YouTube is really big
Speaker 10: of the last couple of years, and a lot of people.
Speaker 9: Are just concerning consuming video content vertically.
Speaker 10: So I think, like vertical video, thinking about editing, editing
Speaker 10: for vertical video, and then just the evolution of content editing,
Speaker 10: and then they need to just be able to shoot
Speaker 10: on your phone and edit on your phone and edit
Speaker 10: in some app on your phone, versus.
Speaker 9: Like I got to have the high quality camera and
Speaker 9: I got to have a suite. I think every day
Speaker 9: that becomes less true.
Speaker 10: It just comes down to like the raw creativity of
Speaker 10: whoever that creator is.
Speaker 4: Yo, what's the top shiit that you learned over your
Speaker 4: years executing? Of course you have, like you have a
Speaker 4: great subject to work off of with Gary Veees just
Speaker 4: spitting heat all the fucking time. Yeah, what have been
Speaker 4: kind of the things that you've observed that like, these
Speaker 4: are the tried and true things that just like fucking
Speaker 4: work when it comes to content that people could maybe
Speaker 4: apply it to their own game.
Speaker 9: Trying to think of a couple one.
Speaker 10: Small hinges open up big doors, meaning like a time
Speaker 10: like that progress bar or those captions could literally drive
Speaker 10: the performance of a video if it didn't have it,
Speaker 10: Like you post a video with it and without it,
Speaker 10: you'll see very different results. Like Instagram. The Instagram thumbnail
Speaker 10: on a video can drive very different results. You know,
Speaker 10: it's like really fine tuning those small things in order
Speaker 10: to like drive results. But it's it's challenging, right because
Speaker 10: you don't want to overthink it, Like you got to
Speaker 10: keep putting it out, keep putting out, keep it out,
Speaker 10: and hopefully you get the learning to know, like, oh shit,
Speaker 10: I need to put this thing on the thumbnail because
Speaker 10: that's what's actually working.
Speaker 6: Right.
Speaker 10: But just like small small variances in creative can really
Speaker 10: impact things like copy. Copy continues to be one of
Speaker 10: the most underrated things. Like if you've ever run Facebook ads,
Speaker 10: if you've ever tried to create creative for Facebook ads,
Speaker 10: I think the game is one and moss within the
Speaker 10: post captions, Like I've seen crazy results on like conversion
Speaker 10: like buying a T shirt or a hoodie, strictly predicate
Speaker 10: on what that sense is on the image, like the image.
Speaker 2: Rather what what would what would be a good caption
Speaker 2: in that to make people convert about that hoodie as
Speaker 2: opposed to something that's not going to make them convert.
Speaker 10: Who the hell knows, Like there's there's ten different versions
Speaker 10: of it right, Like I think it could be a
Speaker 10: last last one.
Speaker 9: To purchase wins.
Speaker 10: I don't know, like something that's going to draw, draw,
Speaker 10: insight and intrigue. One of my favorite stories is UH,
Speaker 10: and to exemplify how big of a difference can be
Speaker 10: is like early early UH. Right when Facebook ads came out,
Speaker 10: I was running ads for Gary's to see keynote.
Speaker 9: It's one of my favorite keynotes. He's given a keynote to.
Speaker 10: NBA students and his opening line, he's like, well, let's
Speaker 10: just start with I don't think you can teach on entrepreneurship.
Speaker 10: So this is awkward and it's just like super super
Speaker 10: raw and rugged. He's like, yo', let's spend.
Speaker 9: Money on it. And I want to promote it. I
Speaker 9: want to own to get in front of people. So
Speaker 9: I did that.
Speaker 10: When the results weren't great. We were targeting college students
Speaker 10: interested in business. I had d rock and the video
Speaker 10: editing team like cut it up thirteen different ways. They
Speaker 10: were sick of me saying like, no, start it with this,
Speaker 10: or like cut this part out. The results were the same,
Speaker 10: and then eventually I'm like, all right, said le's see
Speaker 10: what Gary thinks. I showed up to Gary and he
Speaker 10: asked me what the post copy is and I showed him.
Speaker 10: He's like, all right, try this and he changed it
Speaker 10: to wanna like he was broken English want to win
Speaker 10: in business. Dot dot Dot watched the first thirteen seconds
Speaker 10: of this and tried not watching the rest. Yeah, we
Speaker 10: went from spending two dollars for someone to watch fifteen
Speaker 10: seconds to five sense to watch all twenty minutes.
Speaker 4: Came Wow, oh just from.
Speaker 10: Like the Facebook top post caption. It's because like that's
Speaker 10: what they were leading with. They saw it and it
Speaker 10: hooked them, you know, in like the comments. Like I
Speaker 10: watched the first thirteen seconds and I stopped fuck you,
Speaker 10: like but it worked, you know, and that was like
Speaker 10: a big lesson to me. I'm like, oh shit, like
Speaker 10: there's little things that can really impact it.
Speaker 7: Andy, I'm wondering when you were starting this obviously when
Speaker 7: you said when Facebook video came, was there a content
Speaker 7: like schedule or distribution schedule or you guys would just like,
Speaker 7: I'm gonna film on a film and we'll put out
Speaker 7: as many videos as we can, because a lot of
Speaker 7: people get mixed up in that like how many should
Speaker 7: I be putting out?
Speaker 8: How many videos? How many pieces of content should I
Speaker 8: be putting out?
Speaker 9: Yeah, it's a good.
Speaker 10: Do your best like to the latter point of like,
Speaker 10: instead of thinking about how much and what your schedule is,
Speaker 10: just like keep posting until you don't have any bullets
Speaker 10: left in The fifth type is the mentality you know.
Speaker 10: But I always like as a manager of a team,
Speaker 10: I'm always trying to set expectations and keep shit organized.
Speaker 10: But like working for Gary, it's just like we're just
Speaker 10: going as hard as we can, as fast as we can,
Speaker 10: and trying to keep them up. So like we have
Speaker 10: a cadence, so like yo, we got to hit this
Speaker 10: platform x amount of times, and it's always prioritized against
Speaker 10: like yo, we got to be on TikTok, we got
Speaker 10: to be on ig Like those are the two main
Speaker 10: pillars of the platforms. That we got to be rocking with,
Speaker 10: and then if we can get to Pinterest, if we
Speaker 10: can get to Snap, if we can get to YouTube,
Speaker 10: if we can get to Twitter.
Speaker 9: But like it's it's deciding.
Speaker 10: Which one is the most important to you that you
Speaker 10: have to hit a certain cadence from and then try
Speaker 10: and try and shoot everywhere else you can.
Speaker 4: Akay on that note, So twenty twenty one, obviously there's
Speaker 4: some new juggernauts that wouldn't even have been mentioned a
Speaker 4: couple of years ago. So what's your sense on the
Speaker 4: top platforms for organic reach right now? And then I
Speaker 4: also want to know, you know this whole debate about
Speaker 4: Instagram declining, Like I still think that there's a lot
Speaker 4: of mileage there because the paid infrastructure is so sophisticated.
Speaker 4: So even though the or rank as declined, do you
Speaker 4: still think it's worth playing in on?
Speaker 10: I think, like I think we're still undervalue how important
Speaker 10: Instagram is as a replacement for the website. Like I
Speaker 10: was talking to VC firm earlier today and they're like, yeah,
Speaker 10: we need to get our Instagram better going with that
Speaker 10: many followers and like it's just not going to play out.
Speaker 10: They don't go when I'm pitching the company or I'm
Speaker 10: doing anything. It doesn't matter who they are, even if
Speaker 10: they're a five year old dude. They're opening their phone and.
Speaker 9: Going to Instagram.
Speaker 10: So like Instagram reach is down, you know, but like
Speaker 10: I think you really need to prioritize it just from
Speaker 10: like a hygiene perspective of like what happens when someone
Speaker 10: goes on Instagram and looks at your profile. That's going
Speaker 10: to be their first impression of your brand. Regardless, I
Speaker 10: think honestly, like TikTok is still probably number one for
Speaker 10: organic reach, but probably honestly, I would say YouTube shorts.
Speaker 10: Like just over the last four weeks five weeks, the
Speaker 10: things that I've seen on YouTube shorts is crazy, Like
Speaker 10: I've I've heard of YouTube channels going from zero to
Speaker 10: fifty k subscribers in a week off of like three videos,
Speaker 10: and like this is like I loved. Honestly, I was
Speaker 10: really impressed with everything that you guys were laying out
Speaker 10: before in those slides and the three ages.
Speaker 9: I thought that was really good. But like you can rip,
Speaker 9: like do.
Speaker 10: Stitch together some of your best tiktoks and put it
Speaker 10: on YouTube shorts and it could hit especially if you
Speaker 10: have the right thumb, nail, and title.
Speaker 2: So YouTube shorts, can you just explain what that is.
Speaker 2: It's like TikTok, it's.
Speaker 10: A vertical video, uh sixty seconds or less, and then
Speaker 10: YouTube is going to categorize that as a short, and
Speaker 10: it's a new And as does any other platform, when
Speaker 10: they release a new product or format, they push it.
Speaker 10: They want people to use it, they want people to
Speaker 10: see it, so they give it prioritization in the feed.
Speaker 7: So in terms of content tites, we're putting YouTube shorts, TikTok,
Speaker 7: and Instagram as far as organic reach.
Speaker 8: In that order.
Speaker 10: Yeah, today today, yeah right, you know, as of April fifteenth.
Speaker 9: Let's talk tomorrow, you.
Speaker 4: Know. And and I'm going to put a bit in
Speaker 4: there for LinkedIn as well. I've been so surprised, man Ak.
Speaker 4: You remember the early days or all of us watching
Speaker 4: the early days of Facebook. I remember, if you so
Speaker 4: much as liked someone's post, then everyone that you're fucking
Speaker 4: connected to was gonna see it just because you liked it.
Speaker 4: And I'm scrolling down the LinkedIn feeds seeing posts are
Speaker 4: being served to me only because someone that I'm connected
Speaker 4: to commented, liked, and those to me are the telltale
Speaker 4: signs of just like just dished out organic distribution. So
Speaker 4: a shout out to LinkedIn there clubhouse I like as
Speaker 4: well as like a listening tool.
Speaker 10: I was gonna say clubhouse, Like you don't necessarily think
Speaker 10: about clubhouse as organic reach, but it is there, and like,
Speaker 10: I honestly think, like, if you've got game to spit
Speaker 10: and you can host an audience, clubhouse is probably the
Speaker 10: best way to grow your Instagram.
Speaker 4: Following, right because I love it because there's no text, right,
Speaker 4: so they see you spit some shit, and then they
Speaker 4: tap on your bio and then they flow through this.
Speaker 10: Anytime I'm in the clubhouse, for my following grows like
Speaker 10: if you and I'm not even really ta just hanging
Speaker 10: out in the room, but people see that, like people
Speaker 10: follow me like oh who's this?
Speaker 4: Oh yo. So so now let's take a step back
Speaker 4: and just like you know, you're in the world of media,
Speaker 4: but it's also media at the intersection of business, and
Speaker 4: you guys obviously have taken just a real big position
Speaker 4: on media comma, whatever type of business you are, and
Speaker 4: you guys have the distinct, I think, effectively opportunity to
Speaker 4: have a lot of people at your disposal running a team,
Speaker 4: So I want to get into a couple of things
Speaker 4: there with respects to like running team process, Like we
Speaker 4: think about all this shit all the time. I know
Speaker 4: a lot of people listening may not be in the
Speaker 4: position to run a team, but like, if you are
Speaker 4: going a team, who are you bringing on first? And
Speaker 4: how are you managing them? Like I would literally want,
Speaker 4: like are you on fucking G drive? Are using airtable?
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Speaker 4: What are the ways that you go go about managing
Speaker 4: the team?
Speaker 10: Yeah, I mean, like there's tons of tools you can
Speaker 10: have for uh, we use it personally. We use ASNA
Speaker 10: for like content ticketing, which is like a great way
Speaker 10: to just upload content and decide if it needs feedback,
Speaker 10: if it's ready to post. I mean, honestly, I just
Speaker 10: love Google products. I live my life in Google sheets.
Speaker 9: And Google Docs. It's simple, it's easy, it's free Google Drive,
Speaker 9: you can upload everything you want.
Speaker 10: In terms of like team, I really think it's it's
Speaker 10: the two headed ninja of like someone like myself or
Speaker 10: someone who has strategy and can give creative feedback, and
Speaker 10: then someone who can really execute the creative in a
Speaker 10: way that I can. If you can have those two people,
Speaker 10: you can basically accomplish any content need you need.
Speaker 9: For any platform.
Speaker 7: When when you're studying the content that you created, what
Speaker 7: type of analytics are you are you valuing the most?
Speaker 8: Is it the time watched? Is it impressions?
Speaker 9: I try to per platform? Like the macro one is
Speaker 9: how many unique people am I reaching?
Speaker 10: Which for most platforms I don't offer that Facebook really
Speaker 10: does and that's what they built their like entire marketing
Speaker 10: engine off of, which is like unique people reach, We
Speaker 10: talk to actually humans, and you can target at twenty
Speaker 10: two year old who lives in Chicago these birthdays tomorrow,
Speaker 10: Like Google or check Out, they don't have any sort
Speaker 10: of targeting targeting capabilities. But like the macro is like
Speaker 10: how many people are you really reaching? And then under
Speaker 10: that for each platform, what levers impact that number? So
Speaker 10: like shares of course, Like if you're just getting share,
Speaker 10: that's going to be a huge multiplier for how many
Speaker 10: people you're reaching. Comments, I think I call it high
Speaker 10: valued engagements, comments, shares, likes, those are really.
Speaker 9: Going to be the things that drive your overall reach.
Speaker 10: But it starts with reach, and then per platform, it
Speaker 10: depends on which platform it is that you can try
Speaker 10: to dive into deeper and just focus on like YouTube,
Speaker 10: for example, obsess over your click through rate, how many
Speaker 10: people are clicking in my video? And what can I
Speaker 10: learn about what drives more click throughs or less? And
Speaker 10: then if you focus on that inherently, the reach is
Speaker 10: going to grow.
Speaker 4: So how often are you guys like effectively discussing this shit?
Speaker 4: Like I mean probably all day on text and slack,
Speaker 4: But like, are you guys meeting formally like once a
Speaker 4: week to discuss all this shit? And when you do,
Speaker 4: do you guys have like someone that went ahead and
Speaker 4: like took the snapshots and was like, Yo, this peace
Speaker 4: performed like this, Like is it that technical or is
Speaker 4: it more just like yo, I think this one did well.
Speaker 10: It is I mean like eight years now that I've
Speaker 10: been operating this team, and like I think The biggest
Speaker 10: shift for me was letting go of the rains. Like
Speaker 10: I felt like I always needed to be the guru
Speaker 10: and the guy who like if anyone asked anything about
Speaker 10: any platform anytime, I got the answers, you know.
Speaker 9: And then all of a sudden I realized I was.
Speaker 10: Coming down only at the cost at my time, but
Speaker 10: like at my team's growth and like opportunity, and like
Speaker 10: I don't need to be that. And now, like our
Speaker 10: team is staffed against we have what we call platform
Speaker 10: strategy producer for every platform. Like if someone asked me
Speaker 10: about YouTube, I'm not saying like Okay, I know, I'm like, Yo,
Speaker 10: you gotta.
Speaker 9: Go talk to Jake. Jake's got the answers. So it's
Speaker 9: it's really creating ownership with that.
Speaker 10: And yeah, then we have a weekly cadence of like
Speaker 10: talking with that individual like Yo, what are you saying
Speaker 10: on the platform?
Speaker 9: And then I can ask the question of like okay,
Speaker 9: what about this? Have you thought about that?
Speaker 10: And then uh, they're the real experts and I'm just
Speaker 10: trying to understand and get and learn from them. And
Speaker 10: then when we're talking to clients or we're talking to
Speaker 10: g or whatever the case is, it's a combined effort
Speaker 10: of the individual expertise on that platform and then collectively
Speaker 10: what we're all learning.
Speaker 4: Now, Yeah, go ahead with sion.
Speaker 2: Is Gary ve involved? What is his involvement in content creation?
Speaker 2: Obviously he's not creating the content.
Speaker 6: Is involved.
Speaker 10: I mean he's he's he's heavily involved. Like anything that
Speaker 10: he posts on his Instagram or Twitter is him. So
Speaker 10: we have a text thread it's really what's happened, where
Speaker 10: we send him options of content that we've edited or
Speaker 10: images of content that we've created. He decided which ones
Speaker 10: he likes, he rest the copy for he posted Twitter.
Speaker 10: We don't have a really touch like sometimes we need
Speaker 10: to do, like hey Gary, let's promote this podcast. We'll
Speaker 10: send them a link. He decided how he wants to
Speaker 10: promote it. I think I'm always surprised, and I always
Speaker 10: push him to like go a little even more behind
Speaker 10: the scenes, but like he's really involved in deciding what
Speaker 10: gets pushed. Occasionally he'll be like, yo, I don't like
Speaker 10: that color red, change it to blue. Stuff like that
Speaker 10: not that much, and I'm grateful for that, Like, because
Speaker 10: we generally it's all systems go, everything's approved. I suffocate
Speaker 10: when I'm working with clients and they're like, can you
Speaker 10: change the color of that? I'm like, it looks good,
Speaker 10: let's go into the next. But he's involved, you know.
Speaker 10: And the real I think the real riffing off of
Speaker 10: what you guys were talking about before I joined, the
Speaker 10: real question for anyone is what is actually going to
Speaker 10: put you in a position to create the most content?
Speaker 10: You know, Like everyone idolizing puts like, oh, I'm gonna
Speaker 10: start a podcast or I'm gonna do.
Speaker 9: This, but like, no bullshit, Like what are you at.
Speaker 10: What's actually going to get you to a place where
Speaker 10: you can post four times a day whatever that is.
Speaker 10: That's the real answer of what you need to be doing.
Speaker 10: And for Gary, just so happens like all right, I'm
Speaker 10: just gonna.
Speaker 9: Have someone who follows me around and then we post
Speaker 9: produced it.
Speaker 4: You know.
Speaker 6: Yeah.
Speaker 4: So, if you were starting a business, or or for
Speaker 4: the people in your guys ecosystem that come in because
Speaker 4: they're spying entrepreneurs and new founders, or and you guys
Speaker 4: are constantly dishing out vice thoughts or just weighing this
Speaker 4: idea of like media as it relates to business. I mean,
Speaker 4: if you were starting a new brand, today, Like, what
Speaker 4: would you do to blow that shit up?
Speaker 9: Yeah?
Speaker 10: Put an a Goulli amount of content online on the
Speaker 10: platforms that matter, and I would try to learn. I
Speaker 10: would not pigeonhole myself into this is the right brand
Speaker 10: messaging and this is what our brand guidelines are and
Speaker 10: this is what we should doing. I would try to
Speaker 10: come up with a baseline test of this could be
Speaker 10: our brand guidelines, This could be your brand guideline, This
Speaker 10: could be our main focal point. Try and get signals
Speaker 10: back on what actually is and then double down on it. Yeah,
Speaker 10: and try to prioritize and ask myself just as I
Speaker 10: would for a personal brand, Like in one scenario, whether
Speaker 10: I'm insurance company or home depot, what stories could I
Speaker 10: tell every day that would bring value? Whether that's it's
Speaker 10: because it's funny or because it's interesting. Because now I
Speaker 10: know how to build a door, Like what can you
Speaker 10: really do at a high volume of content to become
Speaker 10: a media company?
Speaker 6: You know?
Speaker 9: I love the example of.
Speaker 10: Michelin Star or Yeah, Michelin their tire company and in
Speaker 10: order to get people to drive more, they created a
Speaker 10: restaurant review book, which because they wanted to encourage people
Speaker 10: to get outside of the city, like, Okay, let's go
Speaker 10: do let's go review this restaurant in Pennsylvania so people
Speaker 10: will get out of New York City. It ended up
Speaker 10: becoming like Michelin Star rating, which we all know. But
Speaker 10: it's like an interesting exercise of like, how can you
Speaker 10: extrapolate what you're about and start storytelling in a different format?
Speaker 6: Yo?
Speaker 4: How should people approach you? By the way, we are
Speaker 4: getting straight fucking heat from Andy krain At right now,
Speaker 4: and it's like, no, I would people don't even really
Speaker 4: understand what's going on. We have earned your leisure the
Speaker 4: number one fucking business platform in the world right now,
Speaker 4: Andy Kranagg who's heading up the most successful, in my opinion,
Speaker 4: most successful mount of content strategy in history, and myself
Speaker 4: a young gun somewhere in the middle. Yo, a straight
Speaker 4: he like, you can't replicate this shit, Yo.
Speaker 9: I'll give you.
Speaker 10: I'll give you kudos too, John, because like, I think
Speaker 10: a lot of people in our ecosystem that.
Speaker 9: We're cool with that, like, come come by the.
Speaker 10: Office and know Gary your show love Gary. Gary tells
Speaker 10: him exactly what to do or exactly what he would
Speaker 10: do ninety seven percent don't do anything and eventually I
Speaker 10: get tired because like, as I've grown, I'm like, oh,
Speaker 10: I'm excited. I'm excited to watch them do their shit.
Speaker 10: You've done everything, man, Like you really executed in a
Speaker 10: big way.
Speaker 9: And I think that in.
Speaker 10: Itself is like like why you are where you are today.
Speaker 9: But it's a big muscle.
Speaker 4: Thank you, bro. I appreciate that, you know.
Speaker 6: I was.
Speaker 4: I was. I was chopping with Gary the other day
Speaker 4: one on one. He was like, Yo, John. He looked
Speaker 4: at me, he was like, Yo, I'm the best marketer
Speaker 4: in the world. Like it was just a fucking claim
Speaker 4: and it was just because that way. I was like, Yo,
Speaker 4: that's some real shit. You know, he's the fucking lebron
Speaker 4: of marketing at this point.
Speaker 6: Yo.
Speaker 4: Switching gears into paid right. A lot of businesses listening now,
Speaker 4: a lot of businesses in the EIL ecosystem, a lot
Speaker 4: of brands. They're trying to decipher when paid is appropriate.
Speaker 4: So how do you look at paid? Do you look
Speaker 4: at paid as the amplification of organic, I e. You
Speaker 4: post it does well, you put money behind it, you
Speaker 4: disseminate or and or do you think there's a bigger
Speaker 4: opportunity in segmenting cold audiences, running them effectively like hooks,
Speaker 4: bringing them to your website, cooking them, and then retargeting
Speaker 4: and having a retargeting sequence or is it the wrong
Speaker 4: way to be looking at one or the other.
Speaker 5: So I guess the answer is always both, right, Like
Speaker 5: I think like in general organic man, like running media
Speaker 5: against your top performing posts is.
Speaker 10: A really good idea, Like that's inherently going to probably
Speaker 10: be the best content for your page strategy. Conversely, like
Speaker 10: you're not going it'll be really difficult to convert.
Speaker 9: People that don't know your brand, you know, Like.
Speaker 10: I think it's like ninety five percent of people that
Speaker 10: go to a website for the first time will never purchase.
Speaker 10: So like, if you like you need to have a
Speaker 10: real retargeting strategy outside of just like hey, I know
Speaker 10: you went to a website by this, there could be like, hey,
Speaker 10: you went too our website, learn more about us. There's
Speaker 10: like a really cool story video, and then you retarget
Speaker 10: people that watch that videos like sequential messaging of when
Speaker 10: they first come in contact with you, and then also
Speaker 10: just conversely like hitting up the people. It's I think
Speaker 10: the analogy is like hunting versus farming. Have a strategy
Speaker 10: for both hunting would be going prospecting, getting new people
Speaker 10: who don't know you, and thinking about contextual ways to
Speaker 10: speak to them.
Speaker 9: Right.
Speaker 10: Five, like the five different buckets that people we want
Speaker 10: to hunt, psychographics, demographics and make content specific to them.
Speaker 10: And then farming is making sure that everyone that already
Speaker 10: fucks with you continues to fuck with you, right, putting
Speaker 10: water on the seas.
Speaker 9: Like everything you got to do to keep that butt,
Speaker 9: keep that.
Speaker 10: Base seeing your content, so like even boosting against your
Speaker 10: current fans.
Speaker 9: I think it's totally fine. Like people have some like
Speaker 9: feel some time of way, but like I.
Speaker 10: Don't want my audience to see a sponsored post for me,
Speaker 10: Like why it's okay, Like it's ass Like it's fine.
Speaker 9: They're not gonna like unfollow you, and if you do,
Speaker 9: you can get a new.
Speaker 4: One right right, Yo, this is straight he I do
Speaker 4: want to make time for the community to ask some questions,
Speaker 4: get a chance to riff with ak Direct Troy Less
Speaker 4: some people in the building.
Speaker 7: Yeah yeah, so earners, if you have a questions, feel
Speaker 7: free to raise your hand. I had a quick quick
Speaker 7: question because you did the time stamp right and you
Speaker 7: said that the capsules on the videos was one thing,
Speaker 7: but then you had that unique sound, And so I
Speaker 7: want to is this something that you see in the
Speaker 7: haraz in that it's going to be the new thing
Speaker 7: that that people can use to create content or some
Speaker 7: type of fun thing that's going to be coming down
Speaker 7: the line.
Speaker 10: In terms of like formats of content or just like
Speaker 10: to be able to produce content.
Speaker 4: Format is something that piece my interest.
Speaker 9: Well, like, well this is funny.
Speaker 10: We were talking about what you just reference was the
Speaker 10: Sonic branding and that was one hundred percent Gary, Like
Speaker 10: he spent.
Speaker 9: A lot of time trying to put people on.
Speaker 10: Podcasting and like, your voice is really going to matter,
Speaker 10: Like right now I can say, hey, Siri, order me soap,
Speaker 10: and Cereal will probably figure out how to order soap
Speaker 10: or it's going to.
Speaker 9: Be there in a couple of months.
Speaker 10: And then he started thinking about, wait a minute, if
Speaker 10: everyone's really really going to get into the audio voice landscape,
Speaker 10: how are we thinking about branding that?
Speaker 9: Like it's really easy to brand something visually with.
Speaker 10: A watermark, a logo, how you're going to brand you know,
Speaker 10: from an audio perspective? And then one late night d
Speaker 10: Ro cooked up an audio tag that sounded is actually
Speaker 10: Gary doing that, and then we just started putting it
Speaker 10: on all of his videos. We now use the different
Speaker 10: ones like Garry V showed me. Uh, But like it's
Speaker 10: cool to think about. You know if if like we're
Speaker 10: you're at the super Bowl or you're at the Yankees game,
Speaker 10: and all of a sudden you hear that sound and
Speaker 10: you associate it with an individual brand, it's really really
Speaker 10: powerful and you may not even need to pay. Like
Speaker 10: the impression that you would have to pay to do
Speaker 10: that well might be way less than if you had
Speaker 10: to show them a TV spot and you're still going
Speaker 10: to get that same brand recognition and impact.
Speaker 1: Wow.
Speaker 4: Yeah, it actually makes me think of that, Like hip
Speaker 4: hop has been doing this ship.
Speaker 8: Right, That's what I'm thinking. Every every DJ now has
Speaker 8: that at the beginning Maya music.
Speaker 10: Yeah, yeah, that's that's a spot on.
Speaker 9: It's I'm like, the thing I'm most fascinated.
Speaker 10: About that I've just been spending my time on a
Speaker 10: lot is just like in the crypto space, I feel
Speaker 10: like there's a new platform coming. I have no idea
Speaker 10: what it is, but I think it's it's the antithesis
Speaker 10: of TikTok, and I think like I think that there
Speaker 10: is some poison within those platforms.
Speaker 9: And I don't want to.
Speaker 10: I don't want I don't think of it as like
Speaker 10: being anonymous, but I think of it as something other
Speaker 10: than everyone trying to show off who they are and
Speaker 10: like let's all hate each other, like that's all.
Speaker 9: Like it's something different, just like cents.
Speaker 6: All right, here we go.
Speaker 4: Questions for for just a quick note for folks that
Speaker 4: I see in the comments asking for the pdf, head
Speaker 4: over to loop insure dot co slash e y l
Speaker 4: loop insure dot Co slash e y l. That entire
Speaker 4: breakdown for content strategy is available for download for free.
Speaker 4: All right, let's get to it.
Speaker 6: Edith Legendary.
Speaker 4: Yeah, also Wiz got the laugh. Uh, I don't think.
Speaker 10: I don't think there's there's not one mainstream rapper that
Speaker 10: doesn't have.
Speaker 9: Their whatever you want to call it.
Speaker 2: You know, I gotta tell us Christy before we get
Speaker 2: the question. So we we ross the other.
Speaker 4: Day and the way when I seen that, I was like,
Speaker 4: when the fun did this have?
Speaker 2: Like shout out to said you might have seen it.
Speaker 2: One of our friends was like, yo, if you get
Speaker 2: you should get him to say. So, I'm not going
Speaker 2: to ask him. I'm not going to ask him to
Speaker 2: say hum, it's literally so I meet him, I dap,
Speaker 2: we wrap up, he hugs and as we get close, he.
Speaker 4: Goes, yeah, you just needed to be recording that episodes
Speaker 4: of day Man. What are you calling in from? And
Speaker 4: what's your question?
Speaker 11: I good evening everyone you doing. I just want to
Speaker 11: say that my heart is beating so fast, like you
Speaker 11: will really drop some gems.
Speaker 4: Thank you, thank you.
Speaker 9: I don't even know.
Speaker 11: What question I will because you all said so much.
Speaker 11: But now I'm really thinking about the audio, the audio voice,
Speaker 11: like I'm following coach Stormy and you all you know what.
Speaker 11: I'm not going to ask a question. I'm just gonna
Speaker 11: say that.
Speaker 5: You all drop some gems.
Speaker 11: I have my notes and I am so proud to
Speaker 11: be an earner of e y L University. Okay, thank
Speaker 11: you so much.
Speaker 6: Thank you. I appreciate that.
Speaker 9: Awesome thank you.
Speaker 10: Uh the biggest on notes start pushing buttons like I'm
Speaker 10: as someone who went to school and everything, and like
Speaker 10: I love the note taking. I'm so passionate about Like
Speaker 10: if you like, I'm sure there's so much that you
Speaker 10: can learn from what John and.
Speaker 9: The crew were talking about.
Speaker 10: Earlier, but like literally upload a video and publish it.
Speaker 10: You'll get so much learnings from that, Like you really
Speaker 10: will volume.
Speaker 4: Uh that this whole debate about like quantity over quality,
Speaker 4: I've ended up landing on quantity leaves the quality. There's
Speaker 4: no away you're gonna get good unless you've been in
Speaker 4: the ring. And eventually, once you get punched up times,
Speaker 4: you can slow the movements down. So the volume strategy, Man,
Speaker 4: I subscribe a hundred percent. Thank you, Edith, appreciate you.
Speaker 4: Justin robertson what's good? Bro? Where you calling them from?
Speaker 4: And what's your question?
Speaker 12: You don't really know what he's doing out here?
Speaker 4: Real smooth transitions. I like it.
Speaker 12: John found out about you from uy L, So thank
Speaker 12: you to my ey L brothers. Thank you, Bro, thank
Speaker 12: you of course of course, so uh And I'm sorry
Speaker 12: the guest name one more time.
Speaker 9: Andy, And sorry Andy.
Speaker 12: I was very interested when you said something in regards
Speaker 12: to the crypto space. So with the YouTube shorts coming
Speaker 12: from someone so I'm trying to add value. I've really
Speaker 12: picked up obviously what you need to do first is
Speaker 12: add value. So watching E y L, you guys provide
Speaker 12: so much value. John, I follow you. You provide so
Speaker 12: much value. Andy obvious, I'll be following you now. You
Speaker 12: provide so much value. So with this YouTube chorts, with
Speaker 12: it being sixty seconds, just maybe coming up with something
Speaker 12: that encapsulates thirty to sixty seconds of something you guys,
Speaker 12: more information you guys give out. That's something you could
Speaker 12: possibly push on YouTube shorts.
Speaker 10: Yeah, you know that, Like, value can come in many
Speaker 10: many forms, Like I think what the value you're getting
Speaker 10: right now is like education and strategy, right, but making
Speaker 10: someone laugh his value too. It's comedic value, it's entertainment value.
Speaker 10: There's many forms of value.
Speaker 4: Okay, perfect right.
Speaker 12: That's really the only question I had in regards to
Speaker 12: the YouTube shorts thing. Other than that, did you have
Speaker 12: any crypto spaces that you see that would really be
Speaker 12: in advanced with audio space, like obviously listening something being
Speaker 12: developed in a decentralized platform. Do you know about any
Speaker 12: projects about that?
Speaker 9: I have no clue.
Speaker 10: I know I know people or into this thing called
Speaker 10: your Old Beats, which allows you to invest in like
Speaker 10: audio samples and beats and get royalties off of future
Speaker 10: purchasers or tracks ever using the Rosses next album I
Speaker 10: got you.
Speaker 4: Well, thank you very much.
Speaker 12: And then on the last thing for you would just
Speaker 12: be how many pieces of content do you think you
Speaker 12: need to be recording a day? I know I was,
Speaker 12: I was following you said, you know, companies still think
Speaker 12: doing one piece of content today is doing good, and
Speaker 12: that's what would be like a number Like obviously, I
Speaker 12: see how engaged you are. I actually got an email
Speaker 12: from you once and asking for me to put a
Speaker 12: song on Spotify's playlist. I emailed back and said Jazzmine
Speaker 12: Sullivan and it got updated like within an hour, and
Speaker 12: I was like, what the hell? So I think that
Speaker 12: engagement is awesome. So as far as that, like, what
Speaker 12: do you think.
Speaker 4: Yo death over with Man listen, I'll say this I
Speaker 4: want to take with Loop. I want to take an
Speaker 4: extreme position on content, being a content first company that
Speaker 4: we spent rather than over index on just like a
Speaker 4: ridiculous ad budget, what we're doing is over indexing on
Speaker 4: bringing people into the team whose sole job is to produce, design, edit, community, manage.
Speaker 4: I mean, I really think that we're entering into this
Speaker 4: era of community as emote. You can't fuck with the
Speaker 4: EYL brand because like you can't replicate their shit. You
Speaker 4: can't just take assets over liabilities and slap it on
Speaker 4: a similar colored shirt, right like it it's the community,
Speaker 4: it's the mot and I think that content is the
Speaker 4: best way to nurture a community. So for us, man,
Speaker 4: we're starting to at this point shoot one two hours
Speaker 4: a day. We're starting to document almost everything we do
Speaker 4: just about clip it up. And I would like to
Speaker 4: get to a point where we're posting four or five
Speaker 4: times a day across all platforms, to be honest, and
Speaker 4: the big ones for us is Instagram, LinkedIn Twitter, and
Speaker 4: so I'm here Facebook, we just do the auto reposts.
Speaker 4: I think I'm leaving some bread on the table with
Speaker 4: Facebook and TikTok where we're leaning into. So I think,
Speaker 4: if you think about it, there are billions of people
Speaker 4: collectively aggregating on five websites if you fucking think about it, right, So, like,
Speaker 4: if you're not posting there, man, you're leaving bread on
Speaker 4: the table. And for people like I've just been hammering
Speaker 4: this message ever since, it's been drilled into me. But
Speaker 4: the way to grow any brand or business in this
Speaker 4: day is to just over index on the production of
Speaker 4: content and you'll see your brand organically beginning to grow.
Speaker 4: People will talk about it and then share and then
Speaker 4: the one thing that wasn't discussed, but that is responding
Speaker 4: to DMS like community management and depth and responding to emails.
Speaker 4: That's what keeps people around. But Yo, Justin, I appreciate you, man,
Speaker 4: appreciate the support. I'm looking forward to you being in
Speaker 4: a loop customer. We're going to do all kinds of
Speaker 4: really cool shit down the stretch man. We want to
Speaker 4: build a first billion dollar insurance business that was grown
Speaker 4: primarily through social media, and we will do it and
Speaker 4: people will then refer back to this video is like,
Speaker 4: oh ship they shiped the blueprint. Justin, thanks a lot.
Speaker 7: Man, real quick on on hosting this ey L thing.
Speaker 7: Anybody asks more than one question, we got to say guidelines.
Speaker 7: They're all taping guidelines out to Justino. He went for
Speaker 7: he knew that. He's like, oh John's doing it.
Speaker 8: Oh I got it.
Speaker 4: Just so, justin appreciate you. Let's get another question in here.
Speaker 4: By the way, looping shirt dot CoA slash E y L.
Speaker 4: Looping shirt dot CoA slash E y L for the
Speaker 4: download head over downloaded. We'll see you there, Matt. Where
Speaker 4: are you calling them from and what's your question.
Speaker 8: Don't do this fridge break? Oh there's no fridge breaks.
Speaker 9: John John really is good.
Speaker 6: He's like he's like a radio got talented man.
Speaker 10: What we got This whole insurance entrepreneurship thing doesn't work
Speaker 10: out for you.
Speaker 6: Definitely could be a radio personality. Man.
Speaker 4: I got a job at EYL lined up for me.
Speaker 8: All right, all right, Matt, look Fridze breaks.
Speaker 7: You know how this goes you? Frizz breaks will catch
Speaker 7: you on another one. Jeffrey were coming to you. I
Speaker 7: mut you been unmuted.
Speaker 8: It was going on.
Speaker 9: Hey, guys, thanks for having me.
Speaker 8: On what's oubject?
Speaker 6: How's it going?
Speaker 9: Appreciate it's going really well.
Speaker 13: Thank you for all the gems, and I'm really looking
Speaker 13: forward to everything else that you guys are dropping.
Speaker 6: Appreciate it.
Speaker 13: But my question is, how do you strategize when you're
Speaker 13: starting a new business and you create content for something
Speaker 13: that's extremely niche, Like my girlfriend wants to do stuff
Speaker 13: for new mothers, stuff that's like your towards towards Montessori mhm,
Speaker 13: So how would you strategize new mothers towards what like
Speaker 13: Montessori style toys and just things that are educational.
Speaker 2: Those are the schools. They let the kids do whatever
Speaker 2: they want.
Speaker 10: Right my education, I think there's there's so many opportunities,
Speaker 10: right Like, I think every every kid or mother has
Speaker 10: their own interests outside of just like thinking about a
Speaker 10: monastery school. They still live their lives, so it could
Speaker 10: be a lot more generic than you think. But also
Speaker 10: do consumer research like spend time on Twitter, search type
Speaker 10: in monastery school, type in school, type in new mother,
Speaker 10: and just read comments. I would be surprised if you
Speaker 10: don't get four or five or ten different ideas too.
Speaker 8: Mm.
Speaker 4: Community that's I like that AKA because that's like social listening.
Speaker 4: One thing to jump in there. This is something that
Speaker 4: I've done that I found to be successful. But you
Speaker 4: can personally like new moms, that's a niche. There's a
Speaker 4: lot of social there's a lot of physical and social
Speaker 4: networking that goes on between new moms because it's such
Speaker 4: a unique and distinct life experience. So me being you,
Speaker 4: I would literally create a podcast, a video podcast that
Speaker 4: I would host on IGTV Vertical and I would could
Speaker 4: uh interview different new moms and profile different new moms
Speaker 4: that are coming up that are notable doing interesting things,
Speaker 4: being a boss babe, whatever that type into that whole
Speaker 4: ethos and eventually what you do is you create a
Speaker 4: community of people that are effectively coming around to meet
Speaker 4: other new moms, and they'll discover your business as a
Speaker 4: result of the content that you put forth. One of
Speaker 4: I'm sure many ideas, but that's one of.
Speaker 9: The Facebook Facebook groups seem like a gold mine too.
Speaker 10: Join every new mom Facebook group, every Montessori school Facebook group,
Speaker 10: and just ask meaningful questions. What are you guys interested in?
Speaker 10: What are you guys' biggest problems? What how could I
Speaker 10: ever bring value in terms of education or information to
Speaker 10: you guys. I'm sure you'll get a lot of.
Speaker 9: Info mm yo.
Speaker 4: By the way, that's a that's a hidden one, ak
Speaker 4: that's not often discussed. But Facebook groups is a sleeper man.
Speaker 9: That's where you have depth two.
Speaker 10: You know, like if you're in a face and you're active,
Speaker 10: I feel like you're in it and you can get.
Speaker 9: Real action whether I know.
Speaker 10: There's like top in sports card Facebook groups where there's
Speaker 10: like a lot of transactions happening. There's Facebook groups for bowling,
Speaker 10: like all kinds of stuff. Definitely Monastery schools.
Speaker 9: And New Brothers.
Speaker 2: That's like eyo Facebook group lit it's a party in
Speaker 2: every day. It's crazy, but you know it never never
Speaker 2: discount the value of niche audiences. That's something that Ryan
Speaker 2: Leslie told to a shout out to him and you know,
Speaker 2: if you know his story, he made like a million
Speaker 2: dollars and he only sold like a couple thousand records,
Speaker 2: but he it's really a great episode on EYL And
Speaker 2: a lot of times people think that you have to have,
Speaker 2: you know, a broad range message, but that's kind of
Speaker 2: like dilute the situation. And you know, if you're appealing
Speaker 2: to every single person, you're not really appealing to anybody.
Speaker 2: But you dollar down and you and you appeal to
Speaker 2: a niche audience, whether that's you know, ethnic, whether that's religious,
Speaker 2: whether that's whatever. There's value in that because people are
Speaker 2: tribal by nature, and people like to you know, congregate
Speaker 2: with people that are similar to themselves. So you'd be
Speaker 2: surprised how many you know, new moms out there that
Speaker 2: are experiencing the same thing with their children, you know,
Speaker 2: especially you know now with homeschool and all that stuff,
Speaker 2: that don't have an outlet, don't have a community, and
Speaker 2: they would love to be part of a community. So
Speaker 2: the content strategy of Yeah, like even like how we started,
Speaker 2: which is, you know, going on other people's shows and
Speaker 2: giving content and putting it out there, You'd be surprised
Speaker 2: how many people would be interested in that because it's
Speaker 2: something that I'm assuming there's not a lot of people
Speaker 2: that's actually focused on that.
Speaker 6: Maybe there is a lot, I'm not sure.
Speaker 7: And then that audience is laser focused. They're coming for
Speaker 7: that exact thing. So you get new moms, they're like, wait,
Speaker 7: I'm a new mom. I didn't even know I belonged.
Speaker 7: I needed to belong to something, but I just found
Speaker 7: something that I'm a part of. There's somebody that's sharing
Speaker 7: similar experiences and share in similar stories.
Speaker 8: Now I have a voice, right, especially for new moms.
Speaker 7: Like there's something that that connects motherhood, right that that
Speaker 7: men that we don't know, but women go through and
Speaker 7: to have another voice is definitely an to be something
Speaker 7: that you can maximize on and build a community off of.
Speaker 4: Yeah, man riches and niches and the way I view
Speaker 4: is any any startup, you're going to be strapped on
Speaker 4: resources and if you try, if you try to go
Speaker 4: toe to toe with the general market, you're gonna lose
Speaker 4: ten times out of ten. You just don't have the
Speaker 4: capacity and the resources to cover that wider range. But
Speaker 4: if you can find I tweeted about this yesterday, but
Speaker 4: if you can find your minimum viable audience, that's there's
Speaker 4: a lot of talk about minimal viable product. But if
Speaker 4: you can find minimum viable audience where they overlap, that's
Speaker 4: small or easier to cover territory. Every new mom who's
Speaker 4: in a Montessori school, there's probably there's probably so few
Speaker 4: of them that every one of them should know you
Speaker 4: by name. I want every single one of them to
Speaker 4: know you by fucking name. Literally. And if you're not
Speaker 4: coming up top five when they think of whatever it
Speaker 4: is that you're doing, in my opinion, you're either not
Speaker 4: niche enough or you're not putting enough enough. You're not
Speaker 4: putting out enough content in your niche. Jeff, I hope
Speaker 4: this brought you value, my friend. I don't want to
Speaker 4: abuse Andy's time. Andy, you good to write to seven fifteen,
Speaker 4: four more minutes and we'll take two more.
Speaker 9: Yeah, I'm good, I'm good.
Speaker 6: Thank you.
Speaker 4: All right, let's do it. Let's do it. Jeff, thank you, man,
Speaker 4: appreciate it, Thank you, appreciate it.
Speaker 2: Appreciate it a whole lot of game. Let's bring somebody
Speaker 2: up real quick.
Speaker 8: Yeah, let's see Tim Harris. We're coming to you. Tim.
Speaker 8: I'm mute yourself. You've been unmuted. What's going on?
Speaker 4: Yeah, what's going on?
Speaker 14: Guys?
Speaker 9: Just a general question as.
Speaker 15: Someone that in my sector, I deal with a lot
Speaker 15: of grief and especially focusing on that in general. I
Speaker 15: just saw you know, that seven minute podcast at seven
Speaker 15: thirty one, So shout out to that. So with going
Speaker 15: in there and going in grief, how big an audit
Speaker 15: or how big do you think that that can get
Speaker 15: in just having a short form podcast that can really
Speaker 15: generate the most impact for people that are going through
Speaker 15: stuff like that?
Speaker 2: Can I can I just add my two cents to
Speaker 2: this real quick? I mean, I think that that's probably
Speaker 2: the biggest thing that you can possibly do in the world,
Speaker 2: is have a short, fullm podcast for grief. Because it's
Speaker 2: like everybody goes through grief at some point in time
Speaker 2: and they don't want to hear our long sermons, but
Speaker 2: if they can hear a five minute message that can
Speaker 2: get them through the day. To me, I mean, that's
Speaker 2: probably one of the most beneficial things that you can
Speaker 2: ever create m.
Speaker 6: In my brain.
Speaker 9: No, No, I appreciate that for sure.
Speaker 6: Yeah.
Speaker 10: I think it's just like, do you do you have
Speaker 10: the appetite to continually do it, you know, to show
Speaker 10: up every day and do that podcast Like it's only
Speaker 10: two minutes, but you really got to love it and
Speaker 10: enjoy it and want to be able to deliver it.
Speaker 9: In a meaningful way. But I totally agree, man, in.
Speaker 10: Terms of just like the sentiment around grief and also
Speaker 10: just like capturing attention in the Daily Cadence very short
Speaker 10: form podcast.
Speaker 4: And I would say, I try to do some daily shit, yo,
Speaker 4: daily as hard as fuck.
Speaker 9: Bro.
Speaker 4: I just struggled to do daily in my own home
Speaker 4: in front of a mic. It blows.
Speaker 9: Imagine trying to live your life too, bro.
Speaker 4: That's what I'm gonna say. You guys did daily v
Speaker 4: like I really don't think people understand. It was a
Speaker 4: literal daily vlog, and I chopped it up with d
Speaker 4: Rock and I was like, Yo, who do you have
Speaker 4: editing this ship? And I know now you guys got
Speaker 4: mass support. Before a minute, it was just d Rock
Speaker 4: just shooting and fucking editing in the same day, bro.
Speaker 4: And and after a while I have my my blogger
Speaker 4: following me. Like, after like three days in the week,
Speaker 4: I was like, yoa, I need a break, go home.
Speaker 10: Right, Like, we didn't say, you know what the fuck
Speaker 10: we were doing?
Speaker 13: Man?
Speaker 10: We were I was so hard on all of us
Speaker 10: because I'm like, we got to be the best. But
Speaker 10: I didn't realize like.
Speaker 9: We I was comparing something to like that wasn't being done.
Speaker 10: I gave you so hard time, Bro, you gotta be
Speaker 10: faster than He's like.
Speaker 7: Shout out to that. That's something that that's very true.
Speaker 15: Man.
Speaker 7: You could make it a five minute podcast, but the
Speaker 7: five minute podcast could take you two to three hours
Speaker 7: to actually get out. So just just know that you're
Speaker 7: gonna do that every day. You got to be consistent
Speaker 7: with it because one thing that people love is consistency.
Speaker 8: They're going to make you a part of their day.
Speaker 8: After a month, we want to see you on month two.
Speaker 4: Right right, facts facts, Yo, Edith, Thanks for the question.
Speaker 4: Oh I guess that was Jeff or whoever that was?
Speaker 4: Thank you? Last question question John.
Speaker 8: So I'm gonna oh this is my did he go
Speaker 8: he left?
Speaker 9: Oh?
Speaker 8: Boss, he is boss. We're coming to you. I mute yourself.
Speaker 8: You've been unmuted.
Speaker 6: What's going on?
Speaker 16: Thank you fellas?
Speaker 6: How you doing?
Speaker 8: My god? What's going on with you?
Speaker 6: I'm good, I'm good.
Speaker 16: First off, happy anniversary on the podcast. So I have
Speaker 16: a social work podcast and you know, trying to put
Speaker 16: out content like what what are the different items you
Speaker 16: mentioned earlier about you know, I love the captures on
Speaker 16: the videos?
Speaker 6: What what?
Speaker 17: What sort of stuff did you guys use? I'm into
Speaker 17: trying to trying to get more content out.
Speaker 4: I guess you asked the podcast? Pretty much?
Speaker 17: Yeah, or just differ different ways of shooting videos with
Speaker 17: with captures, like like, I'm not really that that tech savvy.
Speaker 6: How do you how do you put captures on videos?
Speaker 6: That's your that's your question.
Speaker 9: Yeah, yeah, pretty much?
Speaker 14: Yeah, Yeah, honestly, I think you can, like on some
Speaker 14: real life easy free ship ninety nine percent.
Speaker 9: Sure, you can upload to YouTube.
Speaker 10: YouTube will give you automatedly generated captions. Those captions are
Speaker 10: basically on point now like five years ago, they weren't
Speaker 10: anywhere close, but they're basically accurate. They're gonna be some
Speaker 10: titles and some random ship, but you'll get free captions.
Speaker 10: You can download the SRT file. Once you have the
Speaker 10: SRT file, you can use a different software like cap
Speaker 10: wing upload those caption files and you'll be good, or
Speaker 10: you just spend your time fucking typing.
Speaker 2: Yeah, that's actually a good point because you could do
Speaker 2: it close. You can do it caps close caption on
Speaker 2: YouTube and then it's actually just gone. So when you
Speaker 2: make it from YouTube, I'm assuming the close caption is
Speaker 2: going to show up.
Speaker 4: Yeah, the transcript right, all right, well ship, thank you
Speaker 4: folks today you have it. Let me remove you guys
Speaker 4: from the audience real quick. I appreciate you guys participating
Speaker 4: yo one time from my guy ak Man.
Speaker 9: Man, you guys record that. I feel special. Man.
Speaker 2: I actually learned, though, I actually some stuff I'm gonna
Speaker 2: implement tonight. Uh, the YouTube situation, definitely, I'm gonna implement that.
Speaker 2: A do the YouTube a yeah, and captions something that
Speaker 2: we've been asked about. We haven't done that, but that's
Speaker 2: actually a good point what you just said about the
Speaker 2: YouTube thing. At the very least, we can at least
Speaker 2: do that. So yeah, I actually learned a few different
Speaker 2: things that I'm gonna implement.
Speaker 4: Yo, ak partying. Partying thoughts. Would would love just like
Speaker 4: your take on like if you were to watch this
Speaker 4: clip that's about to occur now a year from today.
Speaker 4: Like what are your predictions for like social and the
Speaker 4: way just headed? And what are some of your parting
Speaker 4: tips for people like that they should have.
Speaker 9: To do predictions? I have no fucking idea, man, I
Speaker 9: think every day.
Speaker 10: I'm so fascinated by what the world looks like in
Speaker 10: April fourteen, twenty twenty two, right, Like the amount of
Speaker 10: change we've gone through over the last year, I think
Speaker 10: is unprecedented, and I think it's going to lead to
Speaker 10: a lot of new things beneficial. But I think it's
Speaker 10: going to be a different world, and I'm excited for it.
Speaker 10: I have no fucking idea. Just be be ready for change,
Speaker 10: be open to change, assume that change and being adaptable
Speaker 10: is your greatest strength. Other than that, like put yourself.
Speaker 10: Be comfortable with sharing your story, you know, like whether
Speaker 10: that's like overcoming your insecurities by just talking about them,
Speaker 10: like the whole eight mile shit or whatever it is.
Speaker 10: Like I love Twitter as a playground to play with
Speaker 10: your ideas to then dive deeper into into other platforms.
Speaker 10: Like if you ever have anything they think is cool,
Speaker 10: they're interesting, They're like.
Speaker 9: Oh, that's fun. Fucking tweet it.
Speaker 10: Twitter's a fire, hos like use Twitter as your platform
Speaker 10: for all all other platforms around what ideas you may have,
Speaker 10: tell your story, have fun, don't overthink ship, live your life, man,
Speaker 10: hang out with John and fucking listen to these dudes,
Speaker 10: because you.
Speaker 9: Know what the fuck is going on.
Speaker 4: Yoh, there you have it, folks. Everyone catch Andy kran
Speaker 4: I know some of you guys are on the YouTube.
Speaker 4: I've been saying, I've been asking for his Instagram. I
Speaker 4: want to put it up here. It's at Crane ac
Speaker 4: at Crane Act. Follow Andy Kranak Man. He's a silent
Speaker 4: but when he speaks, you gotta listen. On the forefront
Speaker 4: of all this ship. I'm glad. I'm glad to call
Speaker 4: you a friend.
Speaker 9: Man.
Speaker 4: Thank you for jumping on the show.
Speaker 9: Thank you both, Thank you. I appreciate y'all much. Thank you.
Speaker 4: Thank you.
Speaker 9: Yeah.
Speaker 2: Man, At some point, at some point you have you
Speaker 2: have to be greatful. At some point, ladies and gentlemen
Speaker 2: easily could have charged a thousand dollars or more for that.
Speaker 6: That was it.
Speaker 2: Like I said, I personally, I'm gonna implement some things
Speaker 2: that he just said that I know it's gonna make
Speaker 2: us money. I wasn't really even aware of that YouTube
Speaker 2: short was actually being put out there so much by YouTube,
Speaker 2: but it makes it makes sense because everybody's trying to
Speaker 2: compete with TikTok, so it makes complete sense.
Speaker 6: And I only watch YouTube on my phone, so it
Speaker 6: makes it makes sense. One percent.
Speaker 4: I learned a lot too, man. That's my boy. And Yo,
Speaker 4: for those of you guys that ever been to Innermedia,
Speaker 4: like at first they were if the flight Iron District
Speaker 4: in New York, It's like just Matt like a sweatshop
Speaker 4: type of vibe, like, and Gary's like, I fucking invested
Speaker 4: people in not space, you know. And then then he
Speaker 4: got an investment from Stephen Ross, who is the chairman
Speaker 4: of Related Companies and also owner of the Miami Dolphins,
Speaker 4: and Stephen Ross actually built husting Yards, and then you know,
Speaker 4: they worked out some arrangement and they have fucking sick
Speaker 4: space now out in husting Yards. And that was like
Speaker 4: the hub for creators, like anyone who was in the scene.
Speaker 4: People would fly in from all over just and get
Speaker 4: a meeting with anybody who worked at Innermedia and then
Speaker 4: just like walk around and try to see GV was
Speaker 4: around and just hang out with these dudes and Andy
Speaker 4: Kranak any chance I could, man, I would chop with
Speaker 4: him in the hallways of innermedia and just be like, Yo,
Speaker 4: what's the latest, and just stay on the pulse because
Speaker 4: when you're at the forefront like they are, and I
Speaker 4: think it's okay to recognize that they are. Although I'm competitive,
Speaker 4: so I'm coming up next. And then GV was like, Yo,
Speaker 4: You're up next, bro, Relax. But Yo, this is just
Speaker 4: a wealth of information, man, So I hope you guys
Speaker 4: soaked it in all of this information. I'm gonna share
Speaker 4: this one time, one last time with There are slides
Speaker 4: that we didn't even get into that breaks down like
Speaker 4: how you should view micro content and converting folks into followers.
Speaker 4: Remember you never fell in love with any artists off
Speaker 4: a single. You gotta have singles and then you use
Speaker 4: the long form to turn them into into depth into
Speaker 4: followers and fans. So all that information is up on
Speaker 4: the link looping Shirtt coach ash eu y l. This
Speaker 4: is the Wealth Principles. Every Thursday only for the month
Speaker 4: of April, six pm Eastern time, We're gonna chop it
Speaker 4: up one hour one hour long episodes. As you can see,
Speaker 4: we're bringing the heat and maybe we'll be back by
Speaker 4: popular demand after the month is up. It's up to
Speaker 4: you guys, though, I'm not coming back unless you ask
Speaker 4: for for it.
Speaker 2: Ellis you got you gotta you gotta knack at this
Speaker 2: at this thing.
Speaker 9: Man.
Speaker 6: Maybe you know we gotta we gotta spot for you.
Speaker 8: That was a network that I know of.
Speaker 4: Got you, got you all right, fellas, Yo, fire man.
Speaker 4: I look forward to seeing what clips come from Yo.
Speaker 4: I literally I listened like an editor. There was just
Speaker 4: clip after clip after clip after clip on this one.
Speaker 4: So I'm excited for this ship to make us make
Speaker 4: his round.
Speaker 6: Let's do it.
Speaker 7: Yeah, Yeah, And the link for the the site is
Speaker 7: on YouTube and it's also in the chat here in zoom,
Speaker 7: So make sure y'all head over and get your pdf.
Speaker 6: Anybody else.
Speaker 2: A lot of people ask if you watch market Mondays
Speaker 2: or you watch anything that we do on YouTube.
Speaker 6: The people that have Zoom access some members of Eyo University.
Speaker 4: So that's what it is. Okay, Okay.
Speaker 6: People people ask like how do I get zoom access?
Speaker 6: That's that's reserved for or earners.
Speaker 4: All right, y'all signing off enjoy your Thursdays. I see
Speaker 4: you guys next week.
Speaker 6: Appreciate you.
Speaker 3: My graduates from my school being forced back drop drop drop.
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