55 Minutes of Social Media Content Strategy for Entrepreneurs

there's an unspoken question in every person's mind that has to First be answered why should I listen to you and I think it influences how people share how people take your content everything it's the frame that the content is consumed in you have to do things so that you have evidence that you can support why you are good and so I think it's really speaking on your truths rather than claiming to know the truth hey here's what I did versus here's what you should do feel the difference I broke it into three sections to make

more sense so section one is why did I do this to begin with two what and how and how much like what do we do to actually create that and then third is observations so quick backstory I'm gonna go through this as fast as possible this is me when I started my business career sleep on the floor I signed my first lease slept on that floor for the first nine months was able to uh get it to that picture on the left in a year then I open a new location every six months after that

and then over the next 18 months I met Layla and we did Jim turn around so we basically fly from place to place to place and fill gyms up but it was a Hands-On sales model I had at our Peak eight sales guy turn around eight gyms every month that became tenuous logistically and we're like I wonder if there's a better way and so from there we packaged our IP for a better gym model into a licensing business and so we were able to grow gym launch which was a B2B business to two and a

half million bucks a month prestigious to 1.7 a month which was B to B to C that was an affiliate based business and it was weight loss and supplements so e-commerce we scaled Allen to 1.6 million a month which was B to B to C and we just recently sold that for 46.2 and we just sold that one last year as well which I'm not allowed to say the number but there you go then we started acquisition.com which right now does about 13 million a month so right now we grow three million plus Internet businesses

into 30 million plus sellable businesses that's kind of what we do now and so hopefully you're probably asking this question which is like what does this have to do with growing video or growing with video objection [Applause] um but I started making video content with three goals so number one was to attract uh internet business owners doing three million or more who align with our values uh number two is to help all businesses blow our minimum deal size to just grow to the deal size that was kind of the idea like how do I just

get everybody who's at a million to three million or 100K to 3 million whatever just get everybody up above that level so we can hopefully work with them um and then three to create a place where I could document and share the best practices of building world-class companies from my experience and like we're not the Elon musks and the besos and and all that but I wish that those guys had documented what they had done like how cool would it have been to see like the Vlog of Amazon in 1996 right how sick would that

have been and like every day is like yep almost lost the company today like six months later almost lost the company again I thought that would have been awesome so I thought you know I didn't I did a really poor job of documenting everything up to this point so I was really committed to like all right for this next phase um I really want to do a better job of it so that's the idea lo and behold business is doing three million dollars or more um started reaching out to us which was awesome right success

so I guess this might have something to do with video uh but believe me when I say that no one is surprised as me about this kind of organic stuff in general because I've never done it before so we're on this ride together all right so here's the goal for the presentation give you a few lessons that I've learned to take you from wherever you are do a little closer to wherever you want to go with this presentation I'm so good at content there's the little myth okay great so disclaimer again never done this I

also didn't want to be famous or known for a very long time there's me saying I want to be rich not famous but several experiences changed my mind so I'll walk you through this really quickly so when Kylie do you remember this one Kylie was announced that she was a billionaire well that's what I felt like that day um it's like what am I doing wrong and then the rock you know killing it and then boom he's got a two billion dollar plus uh tequila brand that he was able to launch off his organic audience

Conor McGregor 600 million with proper 12 was probably grown by since now Huda now is a billion dollar brand and so I can be a little slow sometimes but I could kind of read the writing on the wall uh so there's the writing on the wall uh but I didn't want to build an e-commerce brand because all those were e-commerce physical products Brands and I was like ah it's not my vibe I already did that once it's not like it's not my favorite of the businesses that we've done so I still kind of like drag

my feet a little bit and that's when I heard this guy Nomad capitalist who like teaches people to not be U.S citizens that's not the point but um so you can not pay taxes but anyways um that's when I heard of podcast with this guy and he was like oh yeah I get about 3 000 applications a month I was like holy cannoli I was like well if I had 3 000 applications a month I would make at least one dollar if that were my life and so I realized it could work for B2B not

just e-commerce stuff I was like that's neat and then I heard Neil Patel was doing 100 million bucks a year doing a B2B agency Services all off inbound I was like okay this might make sense and so again I still was like all right so it does work for B2B organic stuff works but I still didn't really want to be famous that was not my vibe and so I met up with dear friends of ours Lisa and Dean graciosi and we had a conversation that was kind of last straw here so I was like dude

being famous sounds terrible he was just telling us about how like somebody like showed up his house and threatened his kids and I was like that sounds awful like why no no thank you I'm good I'll just pass on grass and so he's like if getting harassed and attacked is the price I have to pay for the it would say it's supposed to say impact that was perfect um for the impact that I want to have then I'd pay that price every time which totally takes away from the impact of that message um but I

was like he's right you know what I mean like he said if if if that's the price I have to pay to make the impact I want to have and I pay that price every time I was like all right I need to I need to stop being here all right so 18 months ago I started a YouTube channel some of you guys may have anybody seen this the YouTube channel [Music] nosy Nation and so I built two expensive Studios to launch this thing um I started making three videos a week uh side note important

lesson that I learned on a vacation uh that really one did better than my really fancy one which then taught me that what's inside the content matters more than the wrapper So for anybody who's like worried about getting started about making it look right I don't think it matters I mean I think it matters a little bit but it's 80 20. so focus on the 80. all right and so I continued my very steady growth for for that period of time which is great recommend um but you know the first 12 months we went from

600 to 70 000 to travel which was cool and so things were going smoothly until one day I had to chat with Grant Cardone about branding and it reminded me that all the lessons that I learned in business applied to all this organic stuff and so I was on this call with him and I have the full video on my YouTube channel if you want to check it out um yeah he was like bro I'm not even gonna try he was like bro pull up your Instagram I was like okay he's like pull up my

Instagram he's like I got 10 times the content is you 10 times he's like bro it's volume bro volume and um I was like that's deep um and so I was like you know I should probably do more uh which is a lesson that I have learned over and over and over again in business and I'll tell you a couple more story about later uh but like so many times we're doing the right stuff we're just doing way way too little of it like I'll tell you a quick story which is not on this presentation

but when I started my first gym I was told that I should put flyers out and so I went uh you know I'm like really you know full of piss and vinegar I'm gonna go do it so the business owner told me had was more successful than me Etc and so I went I put the Flyers out and then like nothing really happened so I met back up with him a few weeks later and he was like hey how'd the Flyers work and I was like uh you know I got one guy who called me

and said I picked up his car um that was it he's like what was your test size I was like hmm uh I was like well I mean I I put 300 out and he was like dude our test size 5 000. he's like that's what we test with he's like and then we do 5000 a day oh noted and so it was just a really good lesson and that happens with phone calls like yeah I'm doing I'm gonna I'm gonna start doing cold calls you make 10 calls every three days when you're feeling motivated

rather than doing 200 dials every day like it's Clockwork before lunch you know what I mean the level of effort difference is not like 2X or 4X it's like 50x it's a lot bigger and most people dramatically underestimate the amount of volume and effort that is required to get to where you want to go like dramatically and so those I've so many lessons that this repeated and I was taught yet again in a different sphere that I'm not familiar with that this was true I'm also wearing the same shirt uh so I decided to take

his advice and dramatically increase the amount of content that we created and how many places we displayed it right and so before I tell you um who wants to guess how many pieces of content we started putting out weekly after that call 25. 10 000 less than that I would be so much more famous if I put 10 000 out what was that a hundred good good guess so we went from seven pieces of content we got it three on YouTube and I just repurposed the same three on a podcast um to 80 80 content

pieces a week and for scale if you remember the first line that I showed you way before the top of that is that purple line from the first graph I showed you and so pretty pretty cool and so this is what happened in those six months we added 300 000 subscribers on YouTube seven thousand followers on Instagram still haven't really cracked that one uh 350 000 on Tick Tock 150 000 buyers which is cool uh on Amazon for the book uh 350 000 followers on Instagram 100 000 on uh Twitter and 400 000 downloads a

month on the podcast cool right so basically 100 a million person audience uh within that six months and because I'm more of a business guy than I am a quote influencer Creator uh this is what I cared about so the net traffic result for us as web traffic went from basically non-existent to about a hundred thousand uh unique clicks a month to the site just organically pretty cool uh number two is the subscriber so I told you before and then this is one that's really cool for who here runs paid ads can I get a

okay some of you cool so this this will resonate with you so in the businesses that I had at a 25 CPM we were getting two million dollars a month in exposure free not only not free we're getting paid to do it crazy like I'm I'm beside myself still because I think it's insane so the fact that this opportunity exists right now is literal Insanity to me like we're getting paid now to Market like what a world right and so the business result from that is that we get about 400 companies a month that apply

for acquisition.com uh so we can help them scale um and in that time period We Grew From 7 million a month to 13 million a month um and disclaimer on that is that part of that was just the the companies themselves grew it wasn't like new companies um but still a lot in six months and so if you're anything like me you're probably thinking well that's really great for you Alex but what about me which is why I made section two which is how and how much all right so here's where you come in all

right so let's start with how much so just a reminder here in terms of time I'm not like a Creator full-time so it's like 93 7 is probably the amount of time that I allocate towards this and so money wise this costs me 20 000 a month to do all right you can scale this down however you want I also don't have a tremendous amount of time that I allocate towards it so I have to compensate with that with money you could probably do this on your own I just I this is how I do

it so we have a Twitter editor a YouTube editor a LinkedIn editor a podcast editor and an IGN Tick Tock editor all right um and there's two of us so times two so it's actually forty thousand a month for the both of us okay the amount of time that it takes me is two days uh per month and four hours per week uh and that is that is what I dedicate towards this and so quick recap I have a daily mind dump which I'll show you how I do it in a second because we're going

to show you I'm going to show you the whole model I do a weekly Twitter review it takes me like four hours because Twitter is actually really important how I do all this stuff which I'll explain later and if you guys aren't on Twitter I actually it's my favorite platform but um we do one day a month of recording and then uh for shorts and then one day a month uh it's usually like a half day I'll do like four to eight YouTube videos the ones that are direct to camera and that's it that's the

that's the jam so that's the how much that's what that's my investment that's my cost to do this and so here's the how and so this is the content creation model all right that's the big Visual and those are the Bold bullets fantastic let's start with the first one so test cord and Jet contextualized distribute so the old way that I used to do content was I would just have this ongoing email thread to myself I know you guys have like notes or like a chain to yourself because you probably get ideas you're in a

conversation oh I should make a piece of content on that right and then you email it to yourself and that's how I did it for a long time and the new way is the Twitter web which is uh being blocked by the thing is a formatted word but uh I post all of those ideas as tweets on Twitter rather than just sending them to myself and so all of a sudden what used to be my inbox is actually just my like tweet thread all right and so I tweet about five times a day ish and

the nice thing is that Twitter is a very forgiving platform so it's just like stream of Consciousness and it takes notes you don't have to pick vid you know videos or captions or I like it because it's just thoughts like that's I love Twitter so much for that reason and so I'll post this stuff and I'll be like okay those are the ones that people thought were interesting and then the threads become long format and the shorts become short format or the tweets become short format pretty simple step one everyone following with me so long

my man and we feel like they could do that all right doable second step is recording right why am I doing both I realize that because you're like why you do short stuff um I was kind of against shorts and then I realized that I've never actually consumed anything from garyvee that's long but I like garyvee a lot I was like ah well I guess that worked so that's why I do both uh right and so I think it's a width and depth thing I think the shorts give you a lot of breath I think

the Longs give you a lot of depth right and so there's a visual that I put together that took me too long to say that same thing great so this is everything that I know about about how to make content that quote goes viral I watched a long like interview with Mr Beast my big practice of trying to learn stuff is go to the person who's the best at it and listen to them because they've already reorganized the information for you hack um and so he's like listen all these guys make this all compliment with

their tags and hashtags and if any of you guys saw that this is not me offending you I have no idea what I'm talking about remember big grain assault um but he said it's just CTR times watch time that's it you got to get people to click you got to get people to watch I was like okay that makes sense he's like and that's what YouTube wants they want people to be interested in the content to get the click and then make sure that the content fulfills the promise of the thumbnail cool I was like

I can do that and so this is the general format that I've used for the Longs which is like a hooker a question that I'm answering usually a story that's relevant to answer the question a framework that I've applied to repeat that process and then an explanation of why I think it works that's it and if I want to make longer stuff it's just that process with multiple stories repeating that over and over again the shorts is a hooker question a hammer which for me is my tweet I put the Tweet as the next thing

I say because I already know it converts and then I have an example and an explanation that's about it that's Alex's million dollar thing there we go fantastic and so this is an example so it was like 28 ways to guarantee poverty or 28 ways to stay poor right so I made this thread got a lot of shares cool 28 rules reprogrammed my to be rich in 22 minutes so I have to change the the you know the headline and stuff but the content was identical I just did it in a video right and then

the short ones that do well it's like all right overheard from an ABC oh blah blah authenticity is just a fancy word boom I just make a short version of the same thing just saying the tweet this makes sense okay cool and then I upload it fancy so far all right ta-da next one is inject so uh we grew the the podcast actually recently from like 20 000 a month to 400 000 a month and a big part of that was just having call to actions um sounds really dumb but I wasn't doing it so

do it and so the way that we did it was we recorded two versions of each of the call to actions so like call to actions to other channels leadmatics share a tag if you have a lower ticket product I don't but like are you you know for me I just have a book it's not even a sense um you know leave a review uh if you want to ask for clients or you know send a question or there's my book their grandson offer so I would just record two different ctas for that and then

I just inject them into the content so this is what it might look like so it's like you have your CTA One content mid-roll content uh end off does that make sense so we started doing that with the podcast and it started to grow a lot and now we're actually doing it in the rest of the forms of content so you'll see that from me uh because this has been working uh so this is me doing this walking the talk all right the point directions Etc okay contextualize so anyone seen this one before everyone see

this like me that went viral so it's like everybody kind of appears somewhat differently even though it's the same person depending on the setting that you're in right on Facebook you look a certain way LinkedIn you look a certain way Tinder you look a certain way um I had a sales guy who uh was on this is not relevant at all um was on Tinder and uh and he would close every one of his dates uh on buying our supplements um so that he could get he was like it always covered dinner um Savage anyways

um just you know Shooters got to shoot Okay so so you have to make the stuff contextual and so this is what we do so this is the same video right it's that same uh Navy SEAL video I made earlier right so that's a real that's a tick tock and then that's the YouTube short so it's the same thing you just you just make it match the platform same way you would make your Facebook look different than your Instagram look different than your LinkedIn Etc as long as you just make it contextual I think it

it does a lot better because have you guys seen people just like take literally the exact same thing and post it on the wrong platform I just think it just hurts it and it's just not that much effort to make it contextual all right last one distribute then we distribute them all right so we went from seven times a week to 80 times a week in distribution that was the result over that six month period which is a lot of growth awesome and so we 10x the inputs and we got 10x the output surprising right

so who here would like 10 times the output well then you can just 10x the input all right good talk um so quick recap all right content creation model test first thing you do make your brain dump into something that's actually generating content so this this is net zero time for me I was doing it and I just started doing it publicly number two is that once I have the stuff that's winning I record it I record the threads as long as I record the tweets of shorts from there the team injects the call to

action so that I can direct the traffic whatever way I want to direct it right four and big one on this last injection thing like if you don't do this because I wasn't it you you get all of these Impressions and like eyeballs and stuff and you'll get followers but like you don't drive a result which again sounds silly that I wasn't doing this but I told you at the beginning you guys are better than I am at this number four was contextualize it I just think it works a lot better and then finally you

cut it and increase the volume cool that makes sense so far great fantastic so was that helpful okay cool so that concludes section two how much and how fantastic observations I was going to call it musings but then I thought no one would know what that meant so um I just gave you the like traditional lip service on a Content generation model it's kind of boring and I don't think it's that interesting which is why I tried to get through it quickly because a lot of people ascribe that as the reason that we grew a

lot and I don't think that's why but I'm presenting it because I would end up getting a zillion questions about it and so that's why it's there well I hope you are enjoying today's session and I wanted to let you know that if you are loving content like this then you definitely need to go to 21videotips.com where you can actually get 21 more video marketing tips just like this from industry experts like Patrick Bet David Vanessa Lau Pat Flynn and Alex hermosi and so many amazing video marketers of our day they're sharing their best kept

business building Secrets inside of this master class and free downloadable guide so just head over to 21videotips.com to get instant access for free and learn how you can level up your business and brand that's 21 video tips dot com now let's get back into today's content I think the real reason that we were able to grow so I'm going to put like my real hat on for a minute um is that and again this is my two cents there you go is that there's an unspoken question in every person's mind that has to First be

answered which is why should I listen to you and I think it's one of the most profound questions and I think it influences how people share how people take your content everything it's the frame that the content is consumed in so I'll give you a real world example imagine you're talking to a guy you don't know anything he's just like talking about business and you're like oh that's cool and then like two seconds later it's like dude that guy's a billionaire all of a sudden you're like right the frame matters a lot Elon Musk makes

a tweet that's like I'm on the toilet and it gets like 500 million shares right this guy's hilarious right it's because it's Elon right and he has a brand that he's established and there's context there and so I think that we should have this question answered for ourselves and our prospects before creating content all right and so imagine for a moment that I had done this whole presentation up to this point and I had a 1 000 person total audience between all of those platforms same presentation how different would that feel right just imagine do

it on stage you don't know me and I have a thousand people on Instagram and that's it same presentation you would receive it differently right right I would because I would think it was stupid pointless preachy better than now full and if you're so good why don't you do it that's what I would think right and so we have to answer the question why should I listen to you and I think a lot of you are making content from a weak frame and that's just what I see that's just me witnessing it like you know

it's like the 18 year old relationship coaches you know what I mean they're they're real you know like they're out there some of you are here right you know or it's like the business coaches that are doing five thousand dollars a month I don't you know I mean I don't have a lot like you know so besides all the stuff that we shared earlier the real reason that I think our audience is growing is that we're talking about stuff that we have evidence to support like that's the real right so all that I said earlier

sure you can do that that worked for me you might not like Twitter I like Twitter because it's easy for me it's not easy for you don't do it right which is why this worked for me this time right that's the context but I think this stuff is the more kind of Eternal stuff and that's why I was kind of like excited to get to part three uh yes and so I think it's about having the evidence for your others and most importantly for yourself right we built these other companies first before ever talking about

how to build companies right and so if you're like great Alex nice for you so how do I make content from just starting out excellent question so there's two frame shifts that I think have to occur do then talk how I versus how to and give versus get all right so let's start with the first one so who here hates this right um how to live an amazingly happy life and get everything that you want from somebody who is doing this part-time and is still cutting hair right there's nothing wrong with cutting hair but it

probably wouldn't make you an authority on this matter does that make sense some of you are doing this and wondering why it's not working like I mean my stuff's so much better it honestly doesn't matter it doesn't matter because if I had a thousand people on state like on my followers and I made the same presentation you wouldn't give it like I'm trying like real right and so there's a better way I think all right so this is Alex's crazy content creation model trademark pending all right step one douche step two talk about what you

just did I know and then do bigger this is a complex model I know we're getting to it so here's how it looks in the real world all right hey here's what I did versus here's what you should do feel the difference this is what I did if it works for you awesome if it doesn't work for you notice what here's 20 of my clients this is the stuff that I'm doing with them right now Rosie was struggling with some skin condition we started giving her magic pills and look at her skin now it's amazing

right but like this is what it might not work for you but this will work for her this will work for him this will work for my clients right not what you should do as soon as you point out people hate you because it sounds like you're preaching it sounds like you have an ego and I just don't think people like that and so I think it's also switching from how I suppose other way switching from how to how I so how to build a massive social media following to how I built the following that

I have feel a difference it's really small but really big in terms of how people interpret your message because it's like thank you I appreciate it I think that what happens is when you say it that way you're like you're you're pulling back and saying like hey like I hope this serves you in some way like this is like me opening the kimono this is stuff that's working right now for me whereas the other way you're at the pulpit commanding giving demand you know demands and and commanding people and I just don't think people like

that I mean how many people their entire Instagram famous people shaking their finger at you right it sucks I hate it right and so I think it's really speaking on your truths rather than claiming to know the truth and I think to hear and there's a there's a point I probably make later but I'll bring it up now is that everyone is unquestionably an expert on your own life no one can question that if I say I had oatmeal for breakfast this morning I am untouchable you know it was kind of lame but but from

the from a factual tip like no one can challenge me on that like this is what I eat every day no one's gonna be like [ __ ] you Alex harming the planet right they're not going to say that because like that's real that's true no one can touch that right but as soon as I say you should have oatmeal for breakfast thank you right it's this big of a difference but it makes all the impact in the world in terms of how people receive the message so question who here makes the content because they

want to become famous and feel good about themselves oh who is making stuff because they want it to be received and help the audience right and so the thing is is you have to feed them and not you and I think if you can make that shift I think in my opinion it will be more effective and so if you look at the biggest influencers in the business space because this is a space that I'm kind of in you look at these guys I mean shoot half these guys are talking here so congrats the the

event it's awesome very honored to be on stage with them um so that's the acccm at work the Alex crazy content creation method at work by the way um dude talk about that you did which one of these guys made money from their social media following made the money they have from the social media following right and so how many of these people needed the followers none right people like I want to be the next this it's like if you want to be the next that then you got to walk that walk right and so

you probably won't be respected as an authority on business until you've achieved Mega success the same reason you look at your competitors like that guy sucks it's like they're looking at you right and it's because why should I listen to you and so here's the good news because you're like well Alex what do I talk about here's the good news you can become a niche specific Authority so rather than going like here's how to live an amazing life right that's like you've got to be Jesus Jesus can do that Jesus can you can't do that

Jesus can do that right so you got to go from here to like I'm really good at helping people build ATM businesses I'm really good at how people flip houses in Phoenix right because in that little ocean that little Pond you can be king because you got to compete against 20 guys and you got to do you got to walk the talk right you got to do what you're doing you talk about what you're doing that's it but you can win in that little Pond and I'll show you how to scale from there in a

second but you can do that all right and so this is me when I started so I had a couple powerlifting records and I liked working out right and so thank you and so the stuff that I did then was about what I was doing then and so you can't read it but it says how to get rid of stubborn fat on your arms and stomach that's the content I was making then and who is it relevant for just the members at my gym but that was my way of adding value and already had a

rapport with them so they're like if I'm going to learn about this identical topic from 100 different people I'd just rather learn about it from you because I like you and I had values based Rapport not expertise like I had General expertise because I looked the way I looked but beyond that I'd have a PhD it's not like I did a ton of research I read the same articles and just tried to make it entertaining that was it and I didn't become Mega famous for that but this made me money this made me enough money

to you know grow the company that I had at the time and so from there I leveraged that to grow my first gym and then the gyms after that right and then from there once the gyms grew I started making content about how to grow gyms why except you know how to grow gyms I wasn't like how to scale your SAS company you know I mean like how to reach a billion dollar valuation like I I was like I don't know but this is what worked for my gyms and people are like dude this stuff

works I'm like I know because I'm doing I know this is how I do it like I know it works it's how I do it of course I'm doing it here's what's crazy so many people are talking about and teaching stuff that a they have never done and B they are repurposing someone else's content and making a version of it some of them are you [Applause] and that's the thing is is like when you start talking in the theoretical and trying to teach something it's how to rather than how I right so if you do

the thing then you just talk about what you just did now later on I think it's the the capture uh capture don't create documents don't create content but I understand that that takes resources like it takes money to get people around you to you know document your life and all that kind of stuff like that that's expensive but I think just even doing Recaps of like this is the stuff that's working right now for us in this context people are like thanks you didn't have to do that thanks for sharing that stuff that's working for

you rather than how to and no if you do it that way you will not gain a mega following at first but you will accomplish which will set you on the path for you to be broader later so the Jim Secrets podcast became the game that I published from the gym launch Secrets book which is how to build a profitable gym to 100 million offers book and the difference in scale was pretty tremendous that's my job Secrets but I still think it's a phenomenal book by the way um to that book and that book's done

that in less than a year and that other book's been out like four years and so it's not bad it's just sequence people try and go out of sequence they try and say like why am I not Tom Billy you why can't I'm doing everything Tom Billy's doing except for building Quest oops like that's why what he says is relevant you know what I mean because the thing is is like we want everybody here most people seek truth would you say if you're like raise your hand if you seek truth okay so the easiest shortcut

for the brain to seek truth is to look at someone who's the most extreme version and then think okay I don't have to apply a lot of decision making filtering here because now I can just absorb this because I can just take this as fact because if Warren Buffett says this is how I should invest I feel okay about that Source even if he's like save your money spend less than you earn invest dollar cost average into the s p and don't buy gold right like he says that stuff and you're like okay now the

stay-at-home teacher who's been saving all of her money could say the exact same thing but she just forgot to build Berkshire Hathaway and so the thing is is that and I'm I'm actually very against the whole confidence Mantra of like people being like you got to believe in yourself you gotta you have to do things so that you have evidence that you can support why you are good [Applause] you guys are great and this is like my favorite line from The Matrix it's I think in the second or third camera which one it is but

Morpheus is up there and he's like I feel truthfully unafraid not because of the path that lies before me because of the path lies behind me and I think I think it gives a lot of spiritual strength that because I I got asked on an interview they're like how are you so certain I was like you talk about these things like with so much certainty I was like well that's just how I've done it like and it's that depth of experience and knowledge that like no one can question that we built those things that's truth

those are the real numbers and so as long as you're not fudging your numbers right and you just say like this is what it is then of course you're [ __ ] certain right because I think confidence is self-delusion it's trying to make up for what you don't have evidence for and I think it's a much easier practice to stop pretending and start doing the stuff that you should be certain about and then you don't have to have bravado you can get up like you can walk on stage and people are like that guy built

the big the biggest king and water Empire out there nobody clones in the front and and he built that he doesn't have to have confidence for people to listen to him they will want to listen to everything that he says if that is what they want to do because they'll just go to the person that's done the thing that they want to do so that they don't have to apply a lot of effort in thinking and they can just say I'll do everything this person says right most people cannot separate information from source so what

we do is we just seek out good sources I think wisdom is built through being able to take from separating information from source a fool can give you a very wise piece of wisdom or information or a lesson but it's much harder to do that and so the shorthand for most of us is just go to somebody who's an absolute Authority in this thing that has unquestionably a reason that I should listen to them and then just listen to them the downfall of that is that you start taking stock advice from your hairdresser I'm not

bashing hairdressers right now this is top of mind right and so you're like I trust you what else you got and then they start talking about things that are not their expertise and then that's when you get in trouble and so the same degree if you probably have an audience that's asking you questions right anybody have an audience to ask some questions raise your hand okay if someone asks you a question that is not something that you have authority on I think you gain more Authority by saying I don't have authority to speak on that

and then you gain more respect because because this is what happens damaging admissions are the single greatest thing that built Trust if I say I suck at marriage advice I suck at you know giving happiness advice I suck at whatever but I'm really good at making high returns in the stock market how much more believable is that than I make really good returns in the stock market and I'm really good at marriage and I'm real and and and when you admit your deficits whatever comes after the admission of guilt or the admission of of deficiency

is believed more so if I say hey I really suck at a lot of things but you're going to believe what I suppose I say right here that's a sentence structure for persuasion and you can use that in all of the content that you have forever it's also great for negotiating and so anyways I say all this to say it's the path that lies behind you not the path that lies in front of you that will give you the certainty that you want to gain the influence you desire and so my Evolution for me was

Fitness First and I just talked about this is what's worked for me people are like Alex how do you eat Twizzlers and cookies all day and have a six-pack and I'm like a genetics B I live at a gym and see I eat this way right and people are like oh so I can have cookies too and have a six-pack and I was like yes and that was relevant for me some people are like super vegan Superstars awesome and they're going to talk what was relevant for them and the people who follow will be like

that's I I Vibe with that cool right and so I'm not going to be the best nutrition expert in the world but in terms of like my little little Fife Dome I can rule that right and then I moved up because I started doing well there and people started asking me hey how are you growing your gym I was like well this is how I grew my gym we were like what about business in general like I don't know I've never in an e-commerce business I don't know about manufacturing I don't know about software I

don't know many of that stuff but not a grow gym so it only talked about that and the amount of people that that was relevant for this many but for that audience everything right I mean and just for context here there are riches and niches like that company made a lot of money um just saying like it made a lot of money and it didn't make me famous at all and so again the question is do you want to be rich do you want to be famous are you trying to serve you you're trying to

serve the audience right and then the last one is like now we've been able to leverage that initial success to build an e-commerce brand to build a software brand to sell those and then now we have a portfolio and so now because we have businesses that span a lot of different areas I can say these are the Frameworks that we use to build all of them I hope this serves you and then people can take that and has anybody used any of the Frameworks that we've for Mosey Nation anybody who's been there have anybody used

those Frameworks to make more money one person oh probably not so a big part of that is that you just get better over time and so I said this quote and it went it got shared a lot it's like you're not making as much money as you want because you're not as good as you think you are I'm just being real like I don't know I could have done like the here's my 17 000 content model you know what I mean but like the real is that you're probably not that good yet comma and that's

okay like the only person beating you up is you right and so the only way to get better is volume and the only way to get even better than volume is volume times time because volume you can write this down I don't have this in the presentation but this is like the equation of life volume or at least business volume times time equals skill you got to do it a lot of times for a long period of time and you will get better that is a promise you will if you suck today you will suck

less tomorrow and eventually one day you will look up and suck so little that you will actually be good and then people will ask you how did you become an overnight success and then instead of saying here's how you cold call you say here's how I did it I hope this serves you right and you can build that trust that way great Alex so how do I make money if I'm just starting out fantastic all right Colton geez always about the money okay I'm kidding oh that's awesome um so here's a couple observations here give

away the secrets sell the implementation all right if you want to build an Enterprise that is valuable this is how you do it you can sell info there's nothing wrong with that but if you want to build a brand give away the secret sell the implementation all right because people are like you can give the whole Farm away people still won't do it one percent of people will do it my business model relies on the one percent who do it I mean so like I Bank on that but only one percent are gonna do it

so most people need help most people need encouragement most people need accountability most people need somebody who's going to act as their virtual Google because they don't want to type it in it's true right and so one of the side notes that I have here is that if you're not afraid of what you're giving away that you're giving away too much you're not giving away enough and so every time I've written a book or I've made like a presentation that ends up going live I always think to myself like oh God I'm sharing everything what

will they do they won't need me anymore because I give them this information they can they don't they'll just keep living their lives and I will become obscure and nothing you know and I will die right that is what it feels I mean you catastrophize but but that's real right it's the it's the opposite though right and there's so many things I feel like that I that I've at least realized for me is a lot of things are the opposite way you expect it's like you only gain your life by giving it right like you

only get trust from others by trusting first you only get value back by giving Value First and so if you're afraid of giving away all the secrets that you have I promise you if you make content that does not contain the secrets 99 of people who are the people who are never going to pay you anyways 99 of people will just think you suck because you give nothing so you just make fluff because you're so afraid of giving good stuff away the thing that most people consume is they make one they consume one video and

they make a judgment and say I will never consume a video from this person again what a waste of time and so like my big fear with every piece of content is I would rather make fewer pieces of content because I'm so afraid of somebody taking 20 minutes to consume something after watching a bunch of my stuff watching that one and not actively deciding to stop watching but just just don't get enough for the time that they're like I'll just watch something else they don't say like off Galaxy they just pivot a little bit and

slowly you fade away and so I would rather have quality over quantity but quality quantity beats just just quality right but I would personally this is me I would personally prefer to have better stuff and give away as many Secrets as I possibly can to get people to start taking steps towards you because what also happens is if someone goes and uses stuff from the YouTube channel and grows from a million dollars a year to three million dollars a year or five million dollars a year they don't have questions on whether or not we can

provide value because we already have right and then it makes the sales process dramatically easier because you say what brought you here today and they're like well you made me two million dollars a year I love you and you're like awesome want to get to 10. and they're like sure like how do I know it's going to work because it already has right and you can take that it's a totally different totally different frame for the sale okay and so make your free materials better than everyone else's paid materials I heard this from Tony Robbins

and I think it's really true but I think the real real is that most of your stuff is not better than their paid stuff and so that's why it doesn't work and so talk about you really know which is your specialty which is your individual thing that you have experienced that no one can challenge your truth all right and so finally you want to play games where if you wait you win because Goodwill compounds faster than money because the longer you can delay the ask the bigger the ask can be the longer the runway the

bigger the plane that can take off of it and so I promise you and this is again gigantic Himalayan grain of salt with the limited experience that I have uh doing organic because I've only done direct to jugular paid ads um cold calling you know affiliate stuff straight pitching I've only done that but I can say that this brand is very special to me because I enjoy what we're building and I'm in no rush to do it and you have time and so the longer you can wait and keep walking with people the longer the

compounding works in your favor like it's no coincidence that the biggest people in the business space don't need anything from their audiences right because I think that that compounding process gets interrupted when you do a hard pitch that's my opinion I could be wrong that's my opinion and so the idea is how can we pack when we sell without selling right and I think in that way the compounding will happen faster than the revenue would have otherwise increased if you started trying to make the money fast and so the longer you can delay that the

better it's going to be and then you can understand why all these guys play the infinite game of never even wanting to do that right hook because it's like but next year I'm going to have five times the audience and then a year later they're like but next year I'm going to have five times the audience right because as soon as you you shoot your shot you dramatically decrease the Goodwill and so I think that I've at least adapted and this is maybe just a different way of saying it I know Gary's got uh jab

jab jab right hook just a personal observation that I've had is that you can go give give give you don't even have to ask people to start handing things to you because if you deposit enough Goodwill in there it just starts coming back and I know that sounds crazy but like the amount of people that DM you're like Hey man can I give you 10 grand for 10 minutes I'm like no I don't do that it's like about 20 grand like no I don't do that right the amount of times people inbound and they're like

hey can I have you on my podcast can I have you on my stage can I all these things are happening because you're not asking for anything and it makes people feel uncomfortable it like it makes people feel really uncomfortable they're like how can I buy something from you and you're like you can't they're like ah and I'm like you used to get to three million then we can partner right but but that's it you know I mean there's nothing else and so I think that if we can make that pivot and have that patience

uh but like if we're thinking really big picture the reason most people aren't successful is they just can't control themselves like that's it it's impulse control and so there's three things they did this research study that said that Ultra success Ultra successful people have three common traits number one is they have a superiority conflict they think they're better than everybody they think they they can do bigger things second is that they are they have crippling insecurity of not being enough I like that one hits me and then the third one is impulse control so they

know where they want to go they have a waif they have a way drive to not be a failure and they stay focused on it because of impulse control and so the idea here is if we can do that we will be more successful and the reason that most people don't make money is because they can't wait 12 months like I had this I have this 18 year old who is my neighbor and I said I'm gonna have you sign a contract that says I want to be a millionaire I was like you got to

wait five years and you can't make any money between now and then would you do it he's like yeah I would do it every single person can do that I guarantee you if you delayed your ass for five years and used to provide a value to people for five years you'd have bigger audience than you know what to do with and you'd be a millionaire in five years probably happen a lot faster than that but if you committed to doing it for five years you would but guess what No One's Gonna Do It and that's

why most people are successful and so if we come to these events and you have the models and all the stuff right but people still eat cookies when they're trying to lose weight and so it's a concept of local versus global which is there's a local benefit to eating cookies you feel better whatever the global benefit goes down though because you don't get the six-pack you want if that's the goal and you're counting macros you get the idea right and so most people cannot sacrifice local benefit for Global the sales guys don't want to put

the notes in the CRM even though the benefits the entire organization because it's a local cost right and so as a side note for operations for business operations are supposed to bring Global benefit in excess of the local cost um and so when we're trying to achieve the things that you're trying to do right the local benefit is just make the ask fast the global benefit is the longer you can wait the bigger it can be and so for me I'm like why not wait as long as humanly possible so I'll wrap this up speak

from strengths share your experiences to add to the body of knowledge the problem with a lot of the Social Media stuff and books that are out there now is that the the barrier to entry in terms of what it takes to publish content is so low it's almost not visible right so low and so everybody can produce content back in the day the only way you produce content was like after 30 years of being a researcher you're like this is my entire life's work in one book so I can add to the body of knowledge

people are like wow thank you for that and that's how that's how content was made right and if you wanted to do a direct uh you know a marketing piece you had to edit it and put it on a piece of paper and look at it every single way and know that you're gonna pay 50 cents for every single person who's gonna receive it and you better be damn sure it's beautiful right but people don't want like it's so easy now to publish that most stuff is right most stuff sucks and is a total waste

of time so just try and talk about the stuff that's not a waste of time that you actually know so you can add to the body of knowledge if you say hey this is what I did consider yourself a mini researcher like these are the experiments I ran in my business these are the experiments I ran in my weight loss clinic these are the experiments I ran in my Plumbing business just talk about the experience because no one can question that second is that teaching on principles is difficult until you've achieved a material amount in

the field because there are others who will teach you with more depth of experience it's very difficult to teach business unless you're very successful business because there's just another person who someone will listen to more right but no one can question what you have done and if you have done nothing then do something first and then talk about it because not everyone is an expert on everything but you are unquestionably an expert on your own life so you can share it