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with me today a special guest but before I introduce him I'm going to tell you something I decided this morning that I'm going to teach some principles around how to win the money game and as I was thinking about it I was thinking you know poor people and Rich I mean poor people and middle class people they work really hard for their money but I'll a lot of rich people most of the rich people I know we play to make money and if you think about it so we we my wife and I we just

got back from North Carolina yesterday I went up there to speak at a friend's Church um and we got back when we left the Eagles airplane was right there we were like oh the Philadelphia Eagles must be playing the Tampa Bay Bucks right and we came back yesterday um their plane was still there but they weren't there it was just their plane so anyway um so when we landed I was thinking to myself those guys that play for the Eagles and the people who play for the Tampa bucks they're playing a game and making millions

of dollars while you're working your fingers to the Bone to make tens of thousands of dollars a year and then I started thinking about actors what are they doing they're pretending to be somebody they're not in front of a camera and making millions of dollars and so and and then you think about people like Warren Buffett what does he do he just plays money games all day he just moves money around and plays with money and and so I'd like to teach you some things about how to win the money game and first you got

to realize it's a game second you have to learn the rules of the game and then you have to learn how to play by those rules if you can do that uh you can turn making money into a game find something that you're really really good at that you've mastered what is Mastery Mastery is the ability to execute effortlessly without the use of conscious resources find something that you've mastered figure out if you can use it to serve a large number of people with very big problem who have relatively Deep Pockets and are willing to

use some of that money to solve it and you can win the money game as well but one of the best ways that I found to win the money game is using social media to get people to pay you with their attention and then if you can get them to pay you with their attention it won't be long before you get them to pay you with your with their assets and I have with me today in studio the ultimate viral scientist I don't know if he's going to like take on that name and maybe get

a lab code or something um but that's what I would that's what I would do anyway but he's he's brilliant every time I talk to him about making content go viral he just makes my head explode it's just absolutely mind-blowing that one person can know this much about how to go viral on so social media and then not just how to go viral but how to use that virality to generate revenue for your business so we're going to look at going viral as a methodology for um for building a brand and building a business and

I have with me in studio today we already recorded one video which you'll see later you'll see part one to this video later um I have none other than the multiple time bestselling author author of one million followers cuz he got a million followers on Facebook in 30 days author of hooko and now the author of his new book the guide to going viral Brendan Kane Brendan glad to have you here today BR thank you all right appreciate it give it up for Brendan y'all all right so so when we talk about the money game

and how to win it um I know a lot of people go to YouTube for instance because YouTube has a monetization program and they think I'm going to make YouTube videos and YouTube is going to pay me money and I'm going to get rich like Mr Beast but that's probably not going to happen is it you know I think we I think the best place to to kind of start off with the money game and how it pertains to social media is kind of set the stage of like like what what what is possible with

social media and I'll give you a prime example so there will take two kind of beauty influencers both same amount of of sub subscribers on YouTube and one just does you know AdSense and kind of brand deals and maybe she makes $150,000 $200,000 a year not not bad but then we take another Beauty fashion influencer somebody I know a friend of mine Michelle Fan who turns that same siiz audience into a company called Ipsy that's valued at over a billion dollars so if we just think you say same size audience what's the size of the

audience millions of subscribers okay millions of subscribers yeah so same audience and this is just kind of a general analogy is you can have people with the same audience same audience size same audience size same amount of number of views and engage engagement same Niche and one generates six figures and one generates a or builds a company worth a billion dollars so the reality is is social media can build your Revenue stream as big as you can dream and as we were talking about the other video the important thing is do you have a business

do you have a way to capture and monetize the attention and you can talk about like how much you know Revenue has increased since you've used social media and you and you can see other people that have you know a tenth of uh have 10 times more people following or subscribing and you'll outperform them from a revenue perspective by 20x 100% yeah it's it's really fascinating to find out how little it's kind of like you said um when we were talking before um like when you went when you went to film school they didn't teach

you anything about business in film School what's so interesting how when people have businesses they start businesses and I have conversations with people who own businesses that are making money it's fascinating to see see how little they understand about business 100% And one of the things that that is an interesting uh observing factor of social media I've seen this for for 20 years is uh social media is is a blessing in one way that anybody can pull out their phone press record post something and reach millions of people it's completely democratized communication to the world

you don't have to have millions of dollars or huge team or anything to reach millions of people anybody can literally do it the downside is like you said nobody's really teaching the fundamentals of hey how do you actually do it consistently but B what do you actually do with that that audience once you get it yeah yeah so good so it's interesting to me um one of the biggest challenges I see and and and I just see this because of my experience not because I read it in a book or heard it somewhere is that

so many business owners are looking looking for people to sell their stuff to when there are already millions of people in the world potentially at least hundreds of thousands of people in the world who would already love to buy what you'd love to sell but if they only knew you existed and so like instead of this is and you can like you know more about virality than I'll probably ever learned so I share with people instead of looking for people to sell stuff to make yourself more findable for people who are already looking to buy

what you're already looking to s sell and then when you're selling something you don't have to work so hard what do you think about that 100% And I think that I think for people tuning into this uh especially from a money-making standpoint they hear the word viral and they're like well Brennan I just want to make money I want to generate more leads and more customers and more sales so when we look at virality we consider there has to be three core pillars in involved the the first core pillar is grabbing attention because you can't

really get people to pay attention to what you have to say if you can't grab their attention in addition the thing that controls reach and distribution of our content is the algorithms and the algorithms only care about one thing and that is keeping keeping people on the platforms longer because the longer they stay on the platform the more ads they can serve the more profit they will generate so they're looking at two key variables the first one is are you able to grab attention if you're not able to grab attention those first few seconds you're

dead you're not going to get any reach because you're proving to the algorthm you're not a great Storyteller you can't keep people in the plat longer so that goes to the the second uh aspect which or the the second core pillar which is holding attention because holding attention is where the real substance comes in that's where you can actually convey your value to them you know you can hold that attention so that you can really get your point across to the person viewing it but also you can prove to the algorithm that you can keep

people on the platform longer so they will then push your content to more people and a big distinction is the algorithms are not out to get us they want to partner with us they need us we are the fuel that runs them they're not like Netflix or Disney that invest billions and billions of dollars for the streaming platforms to keep people on them Facebook Instagram YouTube want us to succeed they want to be our partners so the first two core pillars are grabbing attention holding attention but then the third and final core pillar is monetizing

attention because we're not talking about tricking people we're not talking about silly cat or pranks things that are not yeah none of that because that's not going to lead to our end goals and our business objectives so we have to monetize that attention with our Core Business and service so everything that we're talking about in terms of going viral a lot of people just like I don't want to go viral because they think about that silly kid down the street dancing on Tik Tok or they think about you know a funny dog video or a

prank store things like that and they're like well I don't want to do that cuz that's not related to who I am and I completely agree that's not what we want to do we want to create content that plays to our business goal and objective and I can definitively tell you for doing this for 20 years anything can go viral we talk about taxes there's a YouTube account called clear value tax that has a million subscribers talking about taxes real estate can go viral Fitness Nutrition whatever your expertise is it can go viral so again

those three core pillars that we have to F that we have to pay attention to is grabbing attention holding attention but just as important is monetizing attention now monetizing attention doesn't mean you're selling things with every post if you're doing that it's likely going to kill your your your reach with audiences because they'll tune out but you want to have that underlying business goal and objective in in mind wow that so what you just said about you don't want to be selling something with every like post so here's one of the things like a lot

of people like for years I didn't buy ads at all I just did organic right organic reach and we made millions of dollars with Organic before we ever started I mean we were making $115 million a year before we ever started spending money on ads okay which is not normal in the business space would you agree with that yeah because most people want to buy the attention first but I believe and you can tell me if I'm wrong um I believe if you can't hold their attention organically you're not going to be able to hold

their attention just because you spent money on it 100% I agree because the reality is is if we're let's just talk about like we're serving an ad on Instagram and you're scrolling through you're seeing organic content that's really engaging organic engaging and there's an ad comes just because you're paying for an ad you're just paying for reach right it doesn't guarantee that they're going to they're going to click and your ability to tell stories and organic makes you a better Storyteller when it comes to paid M that was good that was good and by the

way the only way to get better at telling stories is to tell more stories yeah you're not going to get better at telling stories just by reading a book about telling stories or listening to you talk about telling stories or listening to me talk about telling stories you actually have to tell some stories and then watch people's eyeballs and when they start thinking man I wish this guy would just like just if they inhale I'm out of here right so you have to be able to like pick up on those social cues as well so

here's here here's one of the things I noticed I noticed that a lot of people who are who have really big businesses bigger businesses than mine okay um they have bigger audiences bigger audiences than mine they're way more famous way more famous than me my content gets way more engagement I'm going to guess I'm going to guess and then you can tell me whether I passed the test on my guess uh which reminds me you know those little um tests where you used to scribble the little circles remember those tests when you're in school yeah

those scan tests there's no Universe in which I was reading all that stuff I just go through and just pick any I don't know if any of y'all ever did that anyway so I'm going to guess like I used to do when I used to take those tests and I believe that one of the reasons we have more engagement than a lot of people who feel like they're more competition who have bigger audiences um bigger businesses is because we spent so little on ads so it seems to me that if if people see you predominantly

on ads when they see you the question comes to their mind I wonder what they want from me but if you're constantly delivering something they value on social media when you show up in their feed they're thinking I wonder what they they have for me and I think if somebody's thinking I wonder what they have for me they're going to pay attention to you longer than they are if they're wondering I wonder what they want for me what would you say to that I'm not going to rule it out and say that's never the case

but I would say that most of the time if somebody's running a lot of ads it's because they haven't mastered The Art of Storytelling and organic and it doesn't match up I I would and and I don't if you have examples we can talk about it but I I see very few people that are mastering organic a very high level that are over indexing on ads meaning that they're serving they're buying a lot of media to drive it I I I I honestly see it the opposite is you you see a lot of people that

are driving a lot of traffic through paid and then it'll ultimately um look like their organic is down but their organic is down because they're really not masterful storytellers and they have to to kind of over rely on ads that was so good that was such a good answer but what I want to do is I want to make a clear distinction because I think people kind of um kind of misunderstand this of what is the role of organic social media versus paid because they're talk about they're complet two completely different objectives objectives and communication

methods okay so organic the primary purpose of organic is not to sell anything right it's to get people to know like and trust you and if people know like and trust you they'll automatically want to buy that's how you generated millions of revenue from organic content MH paid you can be a little bit more direct in terms of how you're trying to push some type of action with them now organic and paid can play off of each other and that's where the real scale comes from is if you master organic and then you understand how

to leverage like retargeting and all those audiences to play off of that organic with the paid that's where real Revenue kind of really drives through the top now with Organic that doesn't mean um if we're focused on getting people to know like and trust you that it doesn't translate to revenue it definitely does you're a use case for it another client of ours um uh a leather Craftsman Tanner Lea Stein all organic content with a format called is it worth it will he'll deconstruct a handbag like a $1,200 Chanel handbag and tell you whether it's

worth the money that you're paying for it prior to that format he was at like 2,000 followers he's paying all of his traffic was pay traffic like Google payperclick and he was gener about 10,000 visitors a month but with that format and if you watch it there's no calls to action in any any of his videos there's just Link in his bio and through that his organic TR traffic jumped from 10,000 to 100,000 visitors a month and his most expensive products were selling out because he built so much trust and credibility with his audience through

that communication um method of using organic to build that trust and credibility with the audience so I think that that's a huge distinction of are you focusing on organic or are you FOC focusing on paid and understanding the difference between the two because I can tell you I run into so many people coming to us and thinking that organic is about selling your product or talking about your product nobody logs onto social media seeing wanting to see a great product shot nobody wants to log on social media and see a a great commercial they really

want to connect and be engaged in content that really keeps and pequs their interest wow so good so so I said I asked you on the last video we didn't get to the answer I don't think um we got to part of it um you talked about different formats right and there are how many different formats 200 and something so we've done analysis on 220 formats but there's more than more than that I mean we we're uncovering like three to five new ones a week at this point wow so you've already uncovered 224 Ma and

you're doing four to five a week okay so you've seen my videos what's my format and then you said something about well you have your own you made it your own format or something like that so like what is what is my format so I have an idea but I don't know you're a bit of like you've kind of made your own format where it's kind of a mixture between an explainer format and a in a keynote format and that's and you kind of merge the two and I think that that's where kind of where

I want to go in our work together is kind of look at some elements of either kind of really diving into the explainer side or or or diving more into kind of the public speaking side and and dialing in kind of those specific elements because you've done an amazing job and your success comes from your understanding of how to effectively communicate like you've been studying communication forever like you're a master of communicating so it translate but for most people that don't have that level of experience with communication they need to start with a bit more

of a baseline of of of a format and just kind of introduce that kind of further um for people that that that haven't watched the the the other video because it isn't out yet is a format is like a a storytelling structure to um deliver your message so an example that we talked about um in the other video is man on the street like you were just on a video that generated 70 million views what is man on the street somebody approaches a random stranger on the street and interacts with them in some way you

are on School of Hard Knock where they interview successful people and break down that success um there's many different versions of that we there's another one called two characters one Lio where the same person plays an expert and a novice and they break down a a misconception about a subject seem like it would be so much fun it is it's a lot of fun so like er Colberg has killed it with that format with legal but it's used for finance nutrition um diets Dr Julie Smith uses one called visual metaphors where she's breaking down uh

subject matters like PTSD anxiety panic attacks using using visual metaphors to to tell that so those are just examples of formats there's hundreds of these formats available and we always recommend choosing one that you're truly excited and passionate about we never force a format on somebody but we're just talking about a format to show that there's a clear blueprint to success like if you think about again I went to started in the film industry went to film school any film made in the past 50 years all uses the same format it's called the 3A structure

it doesn't matter if we're watching Star Wars Harry Potter Friday the 13th um Oppenheimer all of those movies are using the same structure if you think about Steven Spielberg one of the greatest storytellers of our lifetime he doesn't reinvent that structure each time he makes a movie he's perfecting the nuances of it now most people hear about Trends and people tell you you know do a trend um what is a trend well if you think about like one of the most um popular on back in the day was the ice bucket challenge MH everybody was

involved in that does anybody do the ice bucket challenge anymore no no cuz it died out and that's the difference between a trend and a format Trends are very fleeting and if you keep chasing Trends how are you going to master the nuances of communicating through these mediums if you're just chasing the ball over and over again the the the other analogy I I can say is like let's say we want to learn a musical instrument but one week you started with a piano the next week you started with a saxophone and then you were

the the flute and then you're the xylophone are you going to be good at any of those instruments no so that's the power of a format as we choose that format and we perfect the nuances of how we use that that format to communicate with the world that is so so good so it seems like oh well let me ask you a question because I you said all movies use the three act structure what are the three acts so there's there's there's um basically an inciting incident in the first few minutes like the the the

actor main character has some the main character um experiences some type of major shift in their life and then there's a plot Point twist in the in in the First Act that leads to the second act where they're going through different elements of challenges and struggles before that final third act plot that hits and then there's a climax in that third act and then the resolution at the end of it so within that structure there's a lot of nuance that can happen like if you think about like Harry Potter versus like Jaws they feel like

completely to different movies but they're using that that same structure to kind of the story that's being told wow so good so I I have a um what's the word I'm looking for I I think that you can be like you talked about before you can be your authentic self use a format and still your cont content can go viral so I have a unique for I have a unique Niche that I discovered right in that I teach business based on biblical principles that's not th those those seem that seems to be a strange combination

until somebody hears it and then it's like oh okay well that makes sense so how important is it for a person to remain who they are while they're exploring which format to use it's it it's incredible important to remain who you are because again going back to those three core pillars if we want to monetize that attention if we're disjointed from what our core services to the world or our Core Business it's not going to be aligned so one of the the elements that we do talk about so definitively you want to stay core to

who you are sure but you need to figure out what is the best way to contextualize my expertise so the widest possible audience can connect with sure because again we have to go back to what causes us to get people to watch our content it's the algorithms control that reach and distribution and what they care about is keeping people on the platform longer but what they want they want us to do the heavy lifting for them in terms of they're not going to like do all these calculations in the back end to find exactly who

your specific audience is and connecting with them at the right time and things of that nature they want content that they can see to millions of people and still hold attention and then let people raise their hand say hey I like this exactly so the real goal is is how do we stay true to who we are communicate to our core audience but also make what we're talking about interesting to The Wider population so to give you an example um there is a luxury of real estate agent Ryan surand um he just had a show

on Netflix but I can definitively tell you he's successful on social media because he understands social media it was well before the Netflix series MH uh and if you think about him he's selling 15 to $250 million properties in Manhattan you can't get more Niche than that in terms of who you're trying to reach with your subject matter so he has a core audience that drives his his business but what he understands is the Mastery of this what we call the generalist principle so what does he do is he does videos on YouTube like let

me take you on A2 over7 million closet let me take you on A2 over $250 million Ranch so what he's doing is he's playing to the wide generalist population of I want to see that video Even though I can't afford that right I want to see what it looks like exactly but at the same time he's generating millions and millions of views on that content and if less than 1% is his core target audience he wins and beats out his competition by 100x because he's generating millions of views on his content where his competitors are

probably generating thousands of views he's even said that he has sold a $30 million Penthouse through a YouTube video so that is the power of virality playing to the General's principle but not losing sight of who he is what he represents his message and his core clientele wow so it doesn't matter I mean the it doesn't matter what your Niche is as I mean as long as you have a real business that's already viable yeah right that matters you got to have something actual you have to have be able to provide value for somebody other

than yourself but apart from that pick a format that resonates with you and then be consistent of that format and work on getting better at it and you should be able to reach more people 100% And and an interesting you know some of the work that we did together was initially do an analysis on your thumbnail and headlines and one of the aspects that is kind of an easy lift um for for your channel is look at your most viewed videos and your least viewed videos and then just go create three new thumbnail and headlines

for your most viewed and least viewed and see what happens to the Views after that because YouTube has an AB testing tool where you can test three thumbnails and headlines at the same time and that can give you clues in terms of going forward how to contextualize the content going forward to see what the impact is in terms of Shifting the messaging uh in a subtle way to see if it drives up to Performance so good and and for those of you on YouTube who are watching right now and you're thinking why are they talking

so much detail about like a format and going viral here's why because um if I were to ask those of you who are watching on YouTube or anybody in the studio today how many hours are in a day what would you say you'd say well there are 24 and I would say it depends on Whose day what does that mean well um there are 24 hours in a day there are 8760 hours in a there are 800 there are 8760 hours in a year and yet yesterday on YouTube yesterday on YouTube people spent let me

see here watchtime hours people spent 10,191 hours watching my videos on YouTube yesterday people spent 3 27,200 hours in the last 28 days watching my YouTube videos and so I'm talking to a lot of people who have businesses and a lot of people who are aspiring to have businesses and like in order to have that much attention 20 years ago and you if you were going to buy that much attention on television it would have cost you more money than you could afford to spend the I mean there are billion- dollar companies that weren't spending

enough enough money to get that much reach 20 years ago am I wrong you couldn't even buy 10,000 hours of focus in a single day TV in TV it like it didn't exist do you understand when he says the democratization of attention or the democratization of reach like anybody can reach everybody but almost nobody does because people don't want to go deep on creating or devel veling a skill that's valuable enough that a large number of people care right so what happens when you do when you create a skill that a large number of people

care about I'll tell you what happens um it it can bring in more Revenue than you have time to make it's so you know what's really fascinating to me I've never had a job I want you to think about this I'm 63 years of age okay I have never had a job in my life where I made more than $30,000 a year never and our business predominantly because of social media averages over $30,000 a day 365 days a year that's mind-blowing that ought to show you and I'm not I'm not I'm not flexing I don't

need you to think anything about me I'm I'm telling you this because your life can change I was you I was you like there were times in my life Brendan where I had to decide am I going to pay my water bill this month my gas bill my water bill Bill my gas bill or my water bill my electric bill right that's not even like when I think about that like you know you you'd get insurance so you could get a tag on your car and then the insurance would expire but you already had the

tag right you're just if you got pulled over now you got a ticket for not having insurance we I remember what it's like to be so poor I couldn't pay attention and now because I'm I've created content that's valuable to large numbers of people apparently cuz people are paying attention to it um now we don't have to worry about money anymore this is what I'm talking about money gaming how to play it like what am I doing I'm I'm sitting here on a Monday morning in a studio that's air conditioner in air conditioned in Florida

thank God and having a conversation with my friend in front of a camera and thousands of people like probably 10,000 people to 20,000 people will watch this in the next 24 hours I'm playing a game I'm not sawing a board I'm not hammering an I'm not driving a truck I'm not lifting anything heavy and and people will say but but it's so hard and my question would be compared to what right I mean that's the huge thing is like You' just laid out like the power of it yet people say it's too hard or it's

too much work and it's like well look at the return on that work 10,000 hours in a single day people more than a year yeah more than a year for most people they can get focus on their business and yet they think it's a lot of work well yeah anything that you want to be good at takes time and energy and hard work to be good at it but if you if you put in the work 99% of the people in the world that have businesses and Brands especially your competitors are not putting in that

work right so if you put in that work you will beat them out you will be in a position where you can generate more money than you ever imagined I think about when I first started my YouTube channel all of my videos were created on a on a on a cell phone camera all of them that's all I had like and maybe it was an it wasn't even an iPhone because iPhone wasn't even out iPhone didn't come out until July of 2007 so like they were just on whatever camera I happened to have when I

first started creating videos and even even when we first like definitively launched our Channel April 1st 2022 the equipment that we used the space that we did it in was very different than this but YouTube paid for this entire studio and then some so all I'm say okay so I've got a question for you any I'm what I'm doing right now is I'm really doing everything in my power to compel you like stop dragging your feet what if you could have a million subscribers what if you could have 300,000 what if you could have a

100,000 watchtime hours a month 10 years from now what if it took you 10 years here's the thing 10 years is going to go by anyway you might as well do it you're gonna be doing something you might as well do something that matters so here's my question for you Brandon you wrote 1 million followers like I mean that's pretty compelling 1 million followers but then you wrote hooko why did you need to write another book and now you've written a third book the guide to going viral like what did you feel like you learned

between 1 million followers in hooko what did you feel like you learned between hooko and the guy to going viral or what did you feel like you left out of the first one that you needed to create the second one and the first and second one that you need to create the third one does that make sense yeah so there's there's a few different answers to it um one is 1 million followers attracted a very specific audience with its with its title versus so 1 million followers and the subtitle is how I built a massive

social audience in 30 days and then hook point is how to stand out in a 3se second world and it's just interesting the dynamic first they they cover two different things but first I've just noticed and cuz we just finished doing a rewrite of hooko um I spent the time rewriting it because we just see that they're attracting to different audience 1 million followers it's kind of more that personal brand um that wants to grow that solo preno that wants to build their their personal brand and scale versus hooko caters to like for example I

had a chairman of a $16 billion company pick up that book that guy is probably not going to read one million followers just because of the hook the same thing we're talking about thumbnails and titles I kind of look at it from a book book perspective is there's different titles there's different covers and things of that nature that will attract different audiences um but in terms of when we go back to those three core pillars of grab attention hold attention monetize attention hooko really focused on how do you actually um grab grab the attention in

those first three seconds and also it talks about monetization but I just saw that one million followers there's a lot of great information in there and we did have a a section about hook points but I wanted to dive super deep into that because if you don't have the ability to master that attention those first 3 seconds then you can never get to the ability to to hold that attention and then the guide to going viral the reason I did that is you know we've been spending the past six years and several million dollars building

out our viral content model and we just didn't have it kind of fully flushed out and formalized we were just using it with with our clients and kind of testing and iterating how to kind of really package it and that is really almost like a how to guide from scratch of like how to really use our model which wasn't really as flushed out you know when the 1 million followers and hooko books were were published gotcha what is the subtitle for the guide to go enviral um the Art and Science of succeeding on social media

okay so I'm G can I give them a little can I give them a little sauce on your book titles okay so a lot of authors when they write books they give it a title that they think is clever I'm GNA tell you something you don't want to be clever you want to be clear I see I see authors who make a book title a riddle it's the worst idea in the world you think you're oh yeah got this great title it's not a great title if it's a riddle it's not a great title if

you're making people use Mental bandwidth to figure out what you mean they don't have any mental bandwidth left over to figure out whether or not they want to buy your book okay so so every one of his titles is a very clear word picture 1 million followers I don't need to read anything else but I know what that book is about when I read 1 million followers I'm like oh 1 million followers I'd like to have 1 million followers boom I pick up the book hook point it's a clear picture there is a point at

which you hook people the guide to going viral oh he's going to guide me into going viral they're all three very clear pictures what's the subtitle of one million followers again how I built a massive social audience in 30 days how I built a massive social audience in 30 days so now he's telling me 1 million followers how I build a massive social audience in 30 days he got a million followers in 30 days like I've me like I don't have a million followers in my whole life so now that's interesting to me so notice

that the title of all of three of his books are a very clear word picture but the subtitle is a powerful promise so it's it's it's implied in 1 million followers how I build a massive social social audience in 30 days it's stated in hooko hooko how to stand out in a 3 second world how to stand out in a 3 second world that's a promise you will be able to stand out when people only give you three seconds of their attention you're going to learn how to stand out in three seconds that's a very

powerful promise most people can't stand out in 3 minutes most people spend the first three minutes of asking a question on what I call a drunk alog they just well what happened was and I no don't give me the background just get to the point when you're when you create a book title it needs to be a clear word picture then the next thing it the subtitle needs to be a powerful promise the the third book is the guide to going viral I know what that book is about like if I have a desire to

go viral and I pick up a book that says the guide to going viral that's pretty compelling and the subtitle is again the Art and Science of succeeding in social media art and the science of succeeding I'm not just going to get the art I got the Mona Lisa and the Einstein what right so understand this is not a man who is faking the funk he knows his stuff just I can tell just from his book titles that he knows exactly what he is doing anyway I just but I think that what you just laid

out can be used for anything like it could be used for a landing page it could be used for a we site it could use VI a YouTube thumbnail and headline and I think people people often think of like I've designed probably like 2,000 websites over the course of my career and it's just like people just think that they're going to spend minutes reading all the things like you need to be able to to articulate why are they there what are they going to get what's the value so that they want to go deeper you

know like you um the second book how to stand out in a 3second world yes we live in a 3second world in terms of grabbing attention but once we have that attention people will s with us you think about your content your content's long form think about Joe people will watch a 4our Lex fredman just did an eight hour podcast on neurolink or if you think about Netflix like people will binge watch you know whole series a whole series in a day so it's not that there's a short attention span in terms of you know

uh holding it it's the short attention span comes into grabbing it so when you have that little amount of time and one of the exercises that and I put it in the hooko book but that I give to people when they're when they're really trying to kind of figure that out is um if you have time go to a magazine stand and look at all the titles on the magazine stands and what pops out to you and then think about what if Time Magazine gave you the cover what would be your thumbnail and the subtitle

on that and it kind of frames you and even if you could do it at a a sitting in front of a magazine with a notepad and just write down and and come up with as many ideas as possible and then start ranking those and ask people and things of that nature it starts training your brain to kind of think about the world in a different way and once you kind of get clear on that that also helps the ability to to monetize what you're trying to put out into the world so good so good

so here here's my question for you we have probably I don't know 8 00500 people watching on YouTube right now we've got I don't know 20 30 people in the room what would you say to that person who's still on the fence about whether or not to use social media to Garner attention for their business I I mean I would first ask them what is really holding you back because I think often times it may be something that you think on the surface level but on a deeper level it's holding you back I would say

in our business oftentimes what's holding people back is they don't think it's possible you know they they they can't imagine themselves communicating to millions of people um and and that's where I you know we talked about earlier is one of the things that Taylor Swift taught me and that she mastered to become one of the biggest Global superstars in the world is she understood social media is a onetoone platform not a Ono many platform meaning when people are consuming social media they're watching it on their device on the couch or on the bus or on

the train or wherever that is so if your holdup is that um that you don't feel like you can be on a stage in front of people just focus on communicating on one person if the the other holdup is that it's too much work it's too much energy it's too much time or I don't have the expertise well I can definitively tell you we've worked with people with zero social media experience that're creating content on their iPhones we we just worked with a hand doctor with no social media experience creating content on our own in

the hospital with her iPhone just speaking to the camera she got over 700,000 followers and got a book deal and a TV deal so if you think that it's about your expertise the resources you have it's not about that if it's about the hard work yes unfortunately it is hard work it's going to take time and dedication but they're going to doing hard work on something anyway but tell me you just said 10,000 PE or people spent 10,000 hours with your content yesterday alone tell me any other medium or any other skill set that you

can develop that will allow you to get 10,000 hours of people focusing your content in a single day I can't imagine what it would be yeah I can't imagine what it would be so yes it takes time and work and dedication but just imagine if you had in a single day 10,000 hours of people watching your content like what would that do every day what would that do to your business your brand or just the message that you're trying to get out into the world cuz at 327,000 hours in 28 days that's more than 10,000

hours a day on average which is mind-blowing that's more than a year of attention every day that's that blows my like you said people think they can't do it I didn't think I could do it I didn't think I couldn't right but I didn't think I could I had no idea that my YouTube channel was was going to do what it does I had no idea that that interview that I did with James on the School of Hard Knox was going to do what it in fact I was people were texting me hey I saw

your video I'm like I hadn't even seen it yet right and and here we are now uh 10 or 11 days later it's got over 100 million views between Tik Tok and Instagram it just released yesterday on YouTube and what I'm what I'm saying is I didn't know this was going to work this well I just knew I was going to do it for 10 years and hopefully in 10 years I'll be good and I've been at it now for two and a half years and like even based on the stuff I learned today I

know and and people are going to think I'm trying to sound humble but I'm not I know I'm not good I'm not good yet I mean I'm good at what I do as a business I'm good at that I'm not good at YouTube yet I'm not good at social media yet but I'm going to keep doing it and I promise you in 10 years you're going to see what good looks like because I'm not just doing it to do it and I'm not just doing it to reach people I'm doing it CU it's something I

want to get really really really really good at and the more I do it guess what happens the better I get I remember when in 1997 well be prior to 1997 I was a traveling evangelist so let me tell you let me kind of give you the mindset as a traveling evangelist you got 20 or 30 sermons you're good for five or six years is that is that too transparent okay so I spoke at this church in Georgia and they're like you know we think we'd like you to come be our pastor we've been without

a pastor for a couple years you know what my one of my greatest fears was about becoming the senior pastor of a church I got to come up with something to talk about Sunday morning Sunday night and Wednesday night because they had Services three times a week I got to come up with content three times a week that keeps the same people engaged that's got to be so hard and I talked to a friend of mine the guy who started that church he was he's a pastor he was a pastor in Span I said Kenny

I said um I'll be honest with you brother there are people here who've been to Seminary I've not been to Seminary I'm like I'm like I got to come up with something to say three times a week how do you do that here's what he said to me and it blew my mind and it it was here's what he said he said Marin I'm G tell you something all you got to do is stay a week ahead like I can stay a week ahead I can do that I can study a week in advance and

stay ahead by a week I can do that it changed my life maybe more than any other experience I've ever had and I'm telling you like let's say you only if you start doing one video a month for the next 10 years and you focus on getting better regardless of how it starts out in 10 years it's going to be something that you're not going to recognize would you agree with that 100% but my goal is I'm going to cut that learning curve down by 9 years my man that's what I'm talking about he's like

it's going to take you 10 Years bro okay cool sign me up you had me at hello all right so so um in closing like the we got a lot of hopeful people here who' love to have 10,000 subscribers on YouTube 10,000 followers on Instagram 10,000 friends or whatever 10,000 followers on Facebook or Tik Tok or whatever like like what would you say to them they're they're they they want it to be true they'd like to believe it but they don't know how what would you say to those people well I think the first thing

that I would say is what is your why like what are you trying to achieve like what is your your goal with your business or brand or maybe it's a personal reason maybe you're working a job and you want to get out of the 9 to5 or maybe you have your business and if you could just get an extra $10,000 $20,000 a month in Revenue it would set you free whatever that is write that down on a piece of paper and remind yourself what you're ultimately trying to achieve and what that will do for your

life for your family for the personal or business goals that you have and then once you have it I also want you to just know that being successful in social media is not about how experienced you are how much equipment that you have you can create stuff on iPhones you don't need to have a social media manager or any of these things you can start today and be successful uccessful it's just really starting to look at social media and understanding that there is uh elements to how to craft a story on these platforms we call

them formats we talked about with Myra we talked about the man on the street we've talked about visual metaphors two characters one labeles start consuming content from an active experience and looking at these formats and identifying the format that you think would work best for your message and then once you identify that format really dive in and study what's the difference between using that format to generate millions of views versus tens of thousands of views so that's really where I would ultimately start and because I believe in everybody that's watching this I will give you

my book the guide to going viral just to my's audience if you go to hooko dcom Golden you can download the guide too viral for absolutely free so you can get all of our knowledge that I've spent the past 20 years so that you have a clear blueprint to succeed but the reality is is you have to understand what is holding you back what is holding you back from moving forward putting in the work and the time because we've talked about today that you put in that time and energy it's going to save you a

tremendous amount of Heartache trying to build a business and trying to find revenue and customers in the long run so it's going to free up so much of your time and you're going to have such a bigger impact on the world if you just take that step and you stay dedicated to it I I love the fact that like in your illustrations you talked about so many different people men and women across so many different niches who are having success with so many different formats what that tells me is there's hope for everybody because it

today if if we haven't hit it yet we're close to hitting five billion people on social media so your audience is on social media whether you think so I mean people often say well which platform should I choose said if you choose any of the big your audience is on there people think like Tik Tok is is only you know teenage influencers like it's not there's there's over a billion people in that platform there's your audiences everywhere so the reality is is anything can go viral on on social media because everybody is on social media

so no matter what you're talking about it can work and can succeed so good Brendan this has been an absolute master class today I appreciate it more than you can imagine thank you thank thank you thank you um and for those of you who missed it he said if you want his latest book the guide to going viral uh you can get it if you go to hooko domcom Golden you can get it for free and it's not it's it's I mean it's a thick book it's got It's got a whole lot of gems in

there he's been dropping bars all morning you can get the whole book full of gold bars it's like a Brinks truck for free don't miss this opportunity Brendon once again thank you for being here man one more time give it up for Brendon Kane y'all wow than you wow that was so much fun bro yeah thank you so good