0:02 We got 32.7 million views on YouTube
0:04 this month. Here is how. So, I posted
0:06 35,000 pieces of content this year. We
0:08 did a $100 million book launch for $100
0:10 million money models. In 72 hours, 3
0:12 days, we did over $100 million in sales.
0:13 The issue that most people struggle with
0:14 is that you're making not enough
0:16 content, number one, and the types of
0:17 content that you're making are not
0:18 attracting the types of customers you
0:19 want. The promise that I have for you
0:21 today is that I will show you a
0:23 framework that I have called SPCL, like
0:24 special if you want, but it's how to
0:27 build influence rather than how to get
0:28 as many views as possible or anything
0:29 like that. All right? All right, but
0:31 it's a four-part framework and I want to
0:32 break down each of the four components
0:34 for you so that you can think about how
0:36 you want to approach making content. All
0:37 right, and building a brand in general.
0:40 SPCL, these are letters and hopefully
0:44 overhead cam works. All right, so S P C
0:46 L. So what do these actually stand for?
0:49 All right, so number one is status. And
0:51 this is why you hear me talk about proof
0:52 so much. But how do you define status
0:54 from an operational perspective? For
0:55 those of you who are new to the channel,
0:56 I like to operationalize things. Meaning
0:58 like I like to look at objective reality
0:59 and describe how you would see it with
1:01 your eyes rather than try and put a
1:03 whole bunch of like emotional words
1:04 around stuff because these are the like
1:06 that type of language is what confused
1:07 me for a very long time when I was
1:09 coming up. And it was only after I
1:10 started defining things by what I could
1:13 see, what I could observe did reality
1:15 feel like sharper, more crisp to me. And
1:16 my ability to predict what was going to
1:18 happen next increased by a lot. And so
1:21 this is why I I talk in this way. So how
1:23 do I find status? So status is someone
1:25 who controls reinforcers in a given
1:26 environment. So that's a little bit
1:28 fancy word, but fundamentally if you
1:30 control the good stuff that people want,
1:32 then you will have status no matter what
1:33 it is, right? And so the simplest
1:35 example I have is like if you go to a
1:37 bar and it's a busy bar and there's a
1:39 bartender and you have to get the
1:40 bartender attention in order to get a
1:42 drink or booze, that guy in that moment
1:44 has status. He controls a scarce
1:46 resource, right? But if that guy walks
1:48 out of the bar no longer controlling
1:50 that scarce resource, he does not have
1:51 the same status or even close to it,
1:53 right? like outside of the bar, he's not
1:54 getting tips every every single 5
1:56 seconds when he like moves his hands a
1:57 little bit and like says something nice.
1:58 People aren't waving money at him as he
2:00 walks in the street. Of course not. It's
2:01 because he has status in one condition
2:03 and he doesn't have another. Now, what's
2:04 interesting about all four of these
2:05 elements that I'm going to break down,
2:07 they all can work independently, but the
2:09 idea is that you want all four to be
2:11 stacked together. And this is what gives
2:12 you the most influence, right? So, like
2:14 any of these four on their own would
2:15 give you influence. Like that bartender,
2:16 if he just says that, he would have some
2:17 level of influence. And I'll give you a
2:19 different example of this. If a kid
2:21 inherits money, right, they're going to
2:23 have uh status, right? Like if you just
2:25 if you have money, even if you didn't
2:26 earn it, even if you didn't anything, if
2:28 you have money, you will have some
2:30 degree of status because you control
2:32 something other people want. Period.
2:34 That's how it works. All right? But
2:36 would that kid who has money have the
2:40 same status as a kid who has money who
2:43 also gave you, you know, 10 different
2:45 cryptocoin picks that all popped off,
2:47 right? Well, if he gave you 10 different
2:49 picks and you followed them and they all
2:51 popped off, how much more influence
2:52 would that person have over them saying,
2:53 "Hey, you should put money in this." Or,
2:54 "Hey, you should, you know, give me
2:56 money for XYZ or whatever it is."
2:57 Obviously, I'm talking money because I'm
2:58 I'm a business person first, but like
3:00 think about how much more influence
3:02 version two would have with just two of
3:03 those things versus version one. That's
3:04 the difference. But if you have all
3:06 four, that's when you get you become
3:08 super sad. So, status is number one. So,
3:10 you control scarce resources. Power is
3:12 number two. I would say if I had to only
3:14 pick one, I would pick power. And I'll
3:15 explain why.
3:18 Power comes from something in the
3:20 behavioral dynamics world called say do
3:22 correspondence. What that means is if I
3:25 say something and then you do it and
3:27 then a good thing occurs, a reinforcing
3:29 event happens afterwards. You are more
3:31 likely to comply with a following
3:34 request. Right? So said differently. I
3:35 gave you the example of the guy who
3:37 says, "Hey, here's 10 stock picks." You
3:38 buy them and then a good thing happens.
3:40 The thing goes up. Great. So that person
3:42 has status and power which is why they
3:44 are more influential than the trust fund
3:46 kid who just has money. And so to the
3:47 same degree for many of you who are
3:49 trying to make content one it's like
3:52 okay status I want to demonstrate that I
3:53 control a scarce resource that some
3:56 people might want right um and so what
3:58 makes this a little bit more muddied is
4:01 that sometimes one event can check
4:02 multiple boxes. And so I'll give you a
4:04 simple example. When we launched the
4:05 book we did 100 million plus in sales.
4:08 That in and of itself, me having money
4:10 from the event gives me status. Me
4:13 saying, "Hey, you can launch stuff in
4:15 this way gives me credibility, right?
4:17 Because I show that I have an event, I
4:18 have something that has happened as a
4:20 result of me doing it, that gives me
4:21 third party credibility. There's
4:22 something that you can observe with your
4:23 eyes, right? The reason that my ads do
4:25 well when I have my, you know, $10
4:26 million building behind me is like, oh,
4:29 well, that's hard to fake, right? And
4:30 so, you have credibility there. And so,
4:32 one event like selling a company can
4:34 give you money. It can give you
4:35 credibility. And then if I give people
4:37 directions on how they can do things
4:38 that are similar and then good things
4:40 happen, then all of a sudden you get
4:42 power. And then the last is likeness. I
4:44 know I'm skipping around, but hey, we're
4:45 live. We're having a good time. All
4:46 right. And so credibility is number three.
4:48 three.
4:50 And I'm going to go in more detail on
4:53 all these. All right. And then likeness.
4:55 So what's likeness? So likeness is that
4:58 you see some this is some people say
5:00 relatability. This can be both uh
5:01 psychological in terms of you share
5:03 similar values with this person. you
5:04 like you like their vibe, whatever you
5:05 want to say, right? You like their
5:06 behavior set and it and that behavior
5:08 set matches to people who have been
5:09 positive in your life in the past. Or
5:10 they literally just look like you,
5:12 right? So like Leila and I could talk
5:14 about the exact same stuff, but she's a
5:16 girl and so she's going to have more
5:18 chicks who follow her than me. And for
5:19 the for the few ladies who do follow me,
5:21 I appreciate you. I really do. Uh but I
5:24 have like an 89% male audience. And so
5:25 maybe it's it's because of the topic.
5:26 But I would think, you know, at my
5:28 onset, I think, oh, it's because I talk
5:29 about money and I talk about business,
5:30 that's why I have a more male audience.
5:32 But Laya, I think, is like 54% female.
5:33 and she talks about almost exclusively
5:34 money and business. Um obviously she
5:36 talked about some mindset stuff too but
5:38 I I say this to say okay if we have
5:40 these four things and these are the
5:42 things that create influence and I would
5:45 define influence as um high likelihood
5:46 of compliance with requests. So what
5:49 does that mean? So, if I say, "Hey, you
5:51 know, grab my new book." Or I say, "Hey,
5:52 come to this webinar." "Hey, I'm going
5:53 live. Like, come check it out." Or,
5:55 "Hey, you should come to a workshop."
5:56 Whatever it is, right? You make some
5:57 sort of solicitation, and it could be
5:59 like or subscribe, it doesn't matter.
6:00 Like there's levels of how quot big of
6:02 an ask something is. If anybody's played
6:03 like a video game, it's like you have
6:05 like a role for like Dungeons and
6:07 Dragons, and it like depends on how how
6:08 charismatic, how much influence you
6:10 have, how high of a role or how low of a
6:13 role rather, you'd need in order to be
6:15 successful with the request, right? And
6:17 so if you want to stack that stat for
6:19 you, then if you want to minmax your
6:20 influence, if you will, then you want to
6:22 stack all four of these things. Okay,
6:23 you're like, "Okay, I think I'm I'm
6:25 following with this." So how does this
6:26 relate to content? So first off,
6:28 starting from the back, likeness, I
6:29 think so much more of it is just like
6:33 just be you. There's zero ROI in trying
6:36 to be or act in a way that is different
6:38 than who you are. It's it's a relatively
6:40 trit message, but like most people are
6:43 NPCs. Most people say pre-recorded
6:44 scripts. They look at like the four
6:46 different outfit, you know, combinations
6:49 that exist for different kind of mental
6:51 stereotypes. It's like, "Oh yeah, guy
6:53 who loves barbecue and craft beers. Oh
6:55 yeah, that's that that's that archetype.
6:57 I'm just going to be that archetype." Or
6:59 you've got like hipster bro who likes
7:02 hipster right? Or you've got uh
7:04 you know like just bro, right? You've
7:06 got just like stir bro. And people
7:07 somewhat put me in that status, but I
7:09 also like for a few years was wearing
7:11 like sandals that look like really
7:13 weird. And I wore those and that was not
7:14 broy at all, but like I wore them cuz
7:16 they were super comfortable and I didn't
7:17 have to like wear socks, which is a big
7:19 thing for me. Anyways, but point is like
7:20 I think what makes you unique if is if
7:22 you actually lean into the the nuances
7:24 that make you you and actually have a
7:26 way to defend why you do what you do.
7:27 Because most people don't even think
7:29 about why they do what they do. And if
7:31 you do things and you don't know why,
7:32 it's not it's because you're following
7:33 someone else's directions for your life
7:36 rather than your own. weird like real.
7:38 And so so much of us have been
7:40 programmed by people earlier in our
7:41 lives. And I say programmed as though
7:43 we're like machines, but what person do
7:46 you think in your life has super high
7:47 max status, power, credibility, and
7:49 likeness? Maxed out earlier on in your
7:52 life. It's your parents, right? It's
7:53 your parents. So think about all four of
7:56 these elements. Status. Do your parents
7:57 control scarce resources? Things you
7:59 want? They've got money and they've got
8:01 toys that they can buy you. They've got
8:03 food. They have act like they control
8:05 your shelter. Like they have huge
8:07 amounts of status in your life because
8:09 they control all the scarcest resources,
8:10 all the things you want. These are not
8:12 binaries. So don't think like, oh, I
8:13 have status. I don't have status. It's
8:15 to what degree do you have status,
8:17 right? Like if somebody's got more money
8:19 than you, they might have some status.
8:20 If you've got $1 and someone's got 10
8:21 grand, they got more status than you,
8:23 right? But if someone's a billionaire,
8:24 they have way more status than the guy
8:27 who's 10,000, right? So again, think not
8:29 in binaries, yes or no, but think in
8:30 continuums. So the next one is think
8:32 about your parents power. How many
8:35 reinforcement cycles do you assume that
8:37 your parents had from the time you were
8:38 born? And when I say reinforcement
8:40 cycles, it means like they said do this.
8:42 You did that thing and then a good thing
8:43 happened. Now, you might be like, I hate
8:45 my dad or hate my mom or whatever your
8:46 thing is. I don't really care. That
8:48 doesn't matter for this purpose. The
8:49 idea is that they probably said don't go
8:51 in the street or don't do that and you
8:54 avoided a bad thing or do this and then
8:55 a good thing happened, right? You tied
8:56 your shoes the first time. You put the
8:57 two bunny ears together. You tied your
8:59 shoes. Good thing happened. They you
9:00 followed their directions. Think about
9:02 how many times a parent has given you
9:03 directions and you followed them and a
9:05 bad thing was avoided or a good thing
9:06 happened. Many. And so it makes sense
9:08 that not only do they have a lot of
9:09 status, they have a lot of power. What
9:11 else do they have? Credibility. Now,
9:12 this is one where I think parents
9:14 sometimes might lack compared to the
9:16 other things. If you have a parent who
9:18 also has credibility in that specific,
9:19 you know, realm of whatever it is that
9:20 they're talking about, then you have
9:22 even more influence on you. And then
9:25 finally, for a parent, are they like
9:28 you? Yeah, they literally look like you,
9:30 right? And often times they share
9:32 similar values to you to a degree.
9:33 Obviously, some people just go polar
9:34 opposite from their parents. That's
9:36 fine. But I'm talking in sweeping
9:38 generalities for most people. This
9:40 should at least explain or break down
9:43 like why do parents have so much power
9:46 over us? How how do they have so much
9:47 influence over our behaviors? You might
9:49 not even want to listen to your parents.
9:51 You might even like your parents, but
9:53 you can still feel that they you have to
9:57 like resist their requests because you
10:00 are so programmed based on these
10:01 elements of behavior to comply with
10:03 their requests. All right? And so then
10:06 the idea is how do we take these four
10:08 elements and then how do we reverse
10:10 engineer these into the content that we
10:12 have so that we can build up true
10:14 influence like and again we're defining
10:16 influence as the likelihood of a
10:18 compliance with a request, right? And
10:20 that likelihood will depend on the
10:22 nature of the request and how much your
10:25 SPCL is in relation to that thing.
10:26 Right? If I was giving out fashion tips,
10:28 I probably don't have a lot of
10:30 credibility for fashion tips, right? I
10:32 don't know if I control any scarce
10:33 resources around fashion. I have no I
10:36 have no fashion hookups. Um I probably
10:38 haven't given anyone specific fashion
10:40 tips. I have no third party anything for
10:42 credibility for it. And you probably
10:45 don't look like me. And so like I
10:47 probably would have very low influence
10:48 to some degree they can generalize as
10:51 you go up and up and up but um you have
10:54 more influence in domain specificity. If
10:55 we know these are the four things,
10:57 status, power, credibility, likeness,
10:59 then for each of these things in our
11:01 videos, right, we want to demonstrate
11:03 that we control scarce resources. And so
11:04 for me, like at the very beginning, if
11:06 you think about what the intro was,
11:09 right, so I said we did, you know, $32.7
11:13 million views and we did overund, you
11:15 know, 5 something million in sales for
11:17 the book launch in 72 hours. And so
11:20 that's me demonstrating status. I have
11:23 these things, right? Then power. So,
11:24 what I'm going to do in this video is
11:25 I'm going to break down four things. So,
11:27 you can follow and if you follow these
11:29 things, you're going to be more likely
11:30 to get people going to comply with your
11:32 future requests. And so, that means that
11:33 they're not just going to watch your
11:34 video, but they're going to be more
11:37 likely to one, watch a next video. And
11:38 if you have any kind of call to action
11:40 in the video, whatever level of call to
11:42 action that is for you, whether it's
11:44 subscribe or like or share or or, you
11:46 know, buy something that's small or you
11:47 know, set up or call or whatever it is
11:49 that you sell, then this is going to be
11:52 second, right? like uh that you you'll
11:54 have included that in your content. So
11:55 then credibility is going to be the
11:57 third party stuff. So the reason that I
11:58 had at my launch for example, I had
12:01 Guinness, I had to pay those judges uh
12:03 to be on site was because I wanted to
12:06 validate that the the books that we did
12:07 and the revenue that we generated was
12:09 legit, right? So I had a a third party
12:12 that most people um respect as like a
12:14 legitimate corporation that their entire
12:16 business is based on trust that they
12:19 validate and verify proof that these
12:20 records were broken. And so that gives
12:22 credibility. The likeness piece, like I
12:24 said earlier, is just you being you,
12:25 right? And so that's why I'm actually
12:26 super pumped to do these live streams
12:27 because this is like I honestly hate
12:29 making YouTube videos. What I mean that
12:32 is like staring at a camera and having
12:34 like, you know, prompts to, you know,
12:36 solicit me to say stuff. Like I will do
12:38 it because I have a relatively high pain
12:39 tolerance and I'll do what is required
12:41 to get what I want. But like I'm I'm
12:43 going all in on this. So if you guys are
12:44 like, "What's Alex's kind of like media
12:46 strategy for the future?" I'm I'm I'm
12:48 focusing on two words. You can write
12:51 this down. live interactive. Those are
12:53 the two things that's that is describing
12:56 the uh ACQ, you know, 3.0 or Mosy Media
12:58 3.0 vision for what's going forward.
13:00 Like that is what I'm focusing on. And
13:01 I'll tell you a story of why why I think
13:03 this is so interesting. So, I had a
13:05 conversation with a mega influencer. I
13:07 don't think you would mind um with Mr.
13:09 Beast a few weeks ago and we were
13:11 talking about kind of like the future of
13:12 media and content. One of the things
13:14 that he was just talking about was um
13:17 this soccer game that came up uh that
13:19 they do like UK versus US. What ends up
13:20 happening is that they have all these
13:22 different celebrities or influencers
13:24 from different platforms, right? And so
13:26 starting from the lowest the lowest
13:28 people on this little totem pole, they
13:29 would walk out in the stadium and this
13:32 became the kind of the def de facto like
13:33 measuring stick for who had who had the
13:34 most cool points, right? These are the
13:36 A-listers. And so this is your typical
13:38 kind of celebs from like movies and like
13:40 90s and the 2000s or whatever, right?
13:41 people like they recognize cuz they're
13:43 celebs, but like they don't have like
13:44 huge I guess they have some media
13:45 presence, but it's more like traditional
13:47 media. The level of applause for these
13:50 guys was almost nothing. Barely anyone
13:52 cared. So then the next level that came
13:56 up was the shorts, the shorts creators.
13:59 So this is your like only Tik Tockers or
14:00 people who only make reals, but like
14:02 only short videos. And so they had a
14:04 little bit more applause on the applause
14:08 meter compared to the A-listers. Then
14:10 the long form guys came out and this is
14:13 when the audience got way rowdier. All
14:15 right, so this is your podcasters, your
14:17 YouTubers, the people who make long form
14:19 pieces of content. And I'm going to
14:20 pause here for a second to kind of like
14:21 highlight why I think this is. I don't
14:22 think there's anything wrong with
14:24 shorts. We make tons of shorts. But I
14:27 see the purpose of shorts as many times
14:29 a way to get someone to watch a long,
14:31 right? They watch a couple a couple
14:32 shorts and then think, "Okay, this guy
14:34 seems legit or this gal seems legit. I'm
14:35 going to risk my time." Because that's
14:36 the risk. They're making an investment,
14:37 right? you're making an investment
14:38 today. I will risk I'm going to get a
14:41 good return on this, right? And so
14:42 shorts then lead to longs. But let me
14:43 show you the difference from an
14:45 influence perspective. How many
14:46 reinforcing cycles do you think you can
14:50 have in 30 seconds compared to 2 hours?
14:52 It's like not even close. And so if
14:54 someone watched two 1-hour pieces of
14:56 content for me, period, okay, two 1 hour
14:58 pieces, 120 minutes for me to get that
15:00 same level of exposure and kind of
15:02 cycles of reinforcement with a prospect
15:03 and they were only consuming shorts,
15:05 right? Let's say my average short, let's
15:07 say it's 15 seconds. So that means
15:10 that's four shorts per minute. So if I
15:12 have 120 minutes for longs, I have to do
15:14 someone would have to watch 480
15:16 shorts to have the same level of
15:19 exposure as watching 2 hours with me.
15:20 And think about how how important this
15:22 is. What were the things that people
15:24 said like this was the quote podcast
15:26 election. Trump went on and I don't care
15:27 about the politics behind it, but I do
15:29 care about influence and persuasion. And
15:31 so, like, why is it that the two
15:34 podcasts that I think really nudged this
15:36 election, my opinion is the Trump
15:38 three-hour plus podcast that he did with
15:40 Rogan like a week or whatever it was, I
15:42 think that was a huge influential event.
15:45 I think Elon getting on uh Tucker Tucker
15:46 Carlson and doing that interview. I
15:48 think those two interviews were some of
15:49 the interviews that really nudged the
15:51 election. And again, I don't care who
15:52 you voted for. It doesn't matter to me.
15:53 I think about this from marketing
15:55 persuasion, okay? And so because of
15:57 that, audiences who were not sure got to
15:59 spend three hours with a presidential
16:01 candidate and as a result, it just
16:02 nudged some of them in the direction to
16:04 ultimately vote. Okay, now back to our
16:06 little story. A-listers have almost no
16:08 applause. Shorts have slight applause.
16:20 the live streamers,
16:22 when the live streamers came out, it was
16:25 like the entire auditorium or stadium or
16:27 arena erupted.
16:30 And when I heard that, it was such a
16:33 visual example of I mean, we have this
16:34 saying which is like butts and seats. If
16:36 you just make a bunch of like meme
16:37 content, right, you demonstrate almost
16:39 none of these things. Some of you guys
16:41 are chasing views when what I think you
16:44 want is you want to have prospects who
16:46 are more likely to comply with a future
16:48 request. And so we need to change our
16:49 behavior to maximize the likely that
16:52 occurs. And so in in looking at this
16:53 thing, this is why I'm I'm telling you
16:55 like showing my cards, I'm going to be
16:57 doing more live streams. And I think is
16:59 also and this is me like outside of
17:01 SPCL, but I think like meta themes
17:03 overall. I think that the internet will
17:05 always move towards truth. And so I
17:07 think the A-listers, everything's super
17:08 curated, everything's super polished,
17:11 it's photoshopped, it's scripted, and as
17:14 you move closer this way, it's rawer.
17:15 Like you have a three-hour podcast, like
17:17 they're not scripted, right? Or most of
17:19 them aren't, right? Um streaming, it's
17:21 like, yeah, we're live, right? I can't
17:23 do anything. Like we're live. This idea
17:27 of of how can we approximate the rawest
17:30 reality of you us hanging out, right?
17:32 and actually going through this stuff. I
17:33 think that is what will unlock the most
17:35 influence as long as you are still
17:38 including these SPCL elements into it.
17:40 And I think that's the marriage. Do SPCL
17:43 and do it as many times as I possibly
17:45 can. That's the idea. And so live
17:46 streaming provides that that
17:47 opportunity. Let's also think about this
17:49 from a context of volume. Whether you
17:51 like him or not, Rogan, tremendous
17:52 influence, right? To the same degree.
17:54 PBD, tremendous influence. Uh Dave
17:56 Ramsey, tremendous influence. What is it
17:58 that these guys have in common? They're
18:02 putting out hours of content every
18:04 single day. So, I said earlier that we
18:06 had 35,000 pieces of content, right? I
18:08 hear plenty of times there's tons of,
18:09 you know, $1 million businesses, $2
18:10 million businesses, things like that.
18:12 They put out one piece of content a day,
18:13 right? And there's nothing wrong with
18:16 that. That's 365 pieces of content a
18:18 year. And if you think about the size of
18:19 acquisition.com in terms of our revenue,
18:21 right? compared to somebody who's doing
18:23 one or $2 million a year and they're
18:25 doing 365 pieces of content, we're just
18:27 quite literally doing a hundred times
18:29 more. And as a result of that 100 times
18:30 the volume, what do you think's
18:32 happening? We get a 100 times the
18:35 prospect. And so people want to try and
18:36 like outsmart themselves and thinking
18:38 that they can like not do the work
18:40 that's required, but it's actually far
18:42 more linear than you would expect. So
18:43 like we just know that like one out of
18:45 10, you know, shorts is going to go, you
18:47 know, is going to be a two or three
18:48 outlier. We just know what that math
18:50 looks like. Same thing for longs. How do
18:52 I just jam as much into that input
18:54 output machine as I possibly can? And as
18:56 long as I'm checking these boxes like
18:58 I'm making the right kind of content,
19:00 then you're going to get the right kind
19:01 of prospects. So, I'll give you one more
19:03 nugget like I said, which is that some
19:06 of you guys may have heard this and it's
19:08 a concept of
19:10 social media
19:12 is now turning into interest media.
19:14 Okay, so what does this mean? Let's
19:15 unpack this for a second. If you make
19:18 content and you judge it by views, I
19:20 think that's dumb. And I'll explain why.
19:22 If I have a a grandma in public come and
19:24 just do a running slap and just slaps me
19:27 across the face, that video will
19:29 probably get views. But does it get the
19:31 grandma views? No. Does it get me any
19:33 any more people who now believe more in
19:36 my stuff? No. But what it will do is it
19:37 will show it to people who are
19:39 interested in humor, which is a lot of
19:41 people, right? But those might not be
19:42 your customers, and they probably
19:44 aren't. So assuming you're not an
19:46 entertainer and you are somebody who's a
19:48 business person. If you sell services to
19:50 anyone, you're likely going to be an
19:51 educator, not an entertainer. Meaning
19:53 you're you're you're trying to provide
19:54 value to people to change their behavior
19:55 in some way. And ideally changing
19:56 behavior that gets them to walk closer
19:59 to you and buy stuff. Okay. So what do I
20:01 mean by social versus interest? If you
20:04 want to attract the right avatar, make
20:07 content for that avatar. That sounds so
20:08 obvious and simple. And the thing is
20:10 that no one does it because here's the
20:12 right or downer. The content is the
20:14 targeting. The algorithm is so good now.
20:15 It knows what you're talking about. It
20:17 it knows it can it can literally judge
20:19 your your background. It judges what
20:20 you're wearing. It judges who you are
20:22 and will display it to the people that
20:24 they know have a history of watching
20:26 content that is similar to that that
20:27 people find valuable. And so if you're
20:29 making stuff about how to fix pianos
20:31 because you're a piano repair guy, then
20:33 you will find people who are trying to
20:34 fix their pianos. But if you're making
20:35 that type of content, you might be like,
20:37 "Man, I'm only getting, you know, a,000
20:39 views a video." It's like, yeah, but the
20:40 market of people who are buying pianos
20:41 might be significantly smaller than the
20:42 market of people who just want to be
20:44 entertained or distracted. So, it's not
20:47 fair to to compare your views against
20:49 Mr. Beasts. It doesn't make any sense.
20:50 If I were to think to myself like, I
20:51 have a room of a thousand people that
20:53 are going to watch this and all of them
20:55 are only interested in fixing pianos.
20:57 That's a hell of an opportunity. I care
20:59 so much more about IRL responses. So,
21:01 what do I mean by that? If I make a
21:04 video and then I get texts from business
21:05 owners that I like and that I respect
21:07 being like, "Yo, that was fire." Then
21:09 I'm like, "Okay, I'm on the right
21:10 track." And so some of you guys, let me
21:12 know in the comments you guys have seen
21:14 um a format that we've talked about. We
21:16 call cash cows, but basically it's me,
21:17 there's a business owner that presents a
21:18 little bit about their business and they
21:20 come to this side and we talk about how
21:21 to like how to improve their business,
21:22 right? So let me know in the comments if
21:25 you like that style. And if you do, let
21:26 me know if you're a business owner or
21:29 not. Okay? So, uh like I like that style
21:31 and I'm not a business owner. I like
21:32 that style and I am a business owner. Or
21:34 I don't like that style and I'm a
21:35 business owner or I don't like that
21:36 style and I'm not a business owner. If
21:38 you are a business owner, when I have
21:40 people who are here in person, IRL, in
21:41 real life in Vegas, right? Business
21:44 owners who fly out. I ask, I say, "What
21:45 is your favorite type of content?"
21:47 Dollars to donuts. That's their favorite
21:49 type of content. And so, I make more of
21:50 that. Even though, and it would make
21:52 sense like it would make sense that
21:54 there's fewer of those people, right?
21:57 Just think about math. If you've got uh
21:58 if you got the whole population here,
22:00 let me I'll show you a little graph on
22:02 this. So let's say that 100% of people
22:04 like this represents 100%. Uh let's just
22:06 use USA because I already know all the
22:08 numbers for USA. Okay. So let's say this
22:10 is 100%. All right. You get 100% of
22:12 people are interested. Okay. Well, right
22:14 now only 9% of people even own a
22:18 business. Like 9%. So right off the bat
22:20 I'm going to have a huge percentage of
22:21 people that aren't my ideal audience.
22:23 Now, of course, I do have people who are
22:25 business interested and that's why I'm a
22:27 co-founder of school and we give people,
22:29 you know, a way to go uh start a
22:31 business online in in in a lowcost way,
22:32 right? Which you can do. It's n bucks a
22:34 month after a 14-day trial. You guys can
22:35 check it out. And there's a bunch of
22:37 like training and community and all that
22:38 good stuff. All right? But you can go
22:40 school.com, I think, for/orosi. I think
22:42 it's below this video. Doesn't matter.
22:44 Point big. 9% is what I'm competing for.
22:47 Okay? Now, that means there's about 32
22:49 to 33 million uh business owners in the
22:52 US. Okay? 32 million. That's that's 100%
22:55 of all business owners. Now, within
22:59 that, 95% of that 9%
23:03 is below $1 million in revenue. 95%.
23:07 Then I've got 5% of that 9% that are
23:10 over a million.
23:11 Now, if you want to get if you want to
23:12 get weird with it, what percent do you
23:16 think is over 10 million? 4%.
23:20 1 in 250. And then a hundred million,
23:22 nine figures, is I think one in roughly
23:24 3,000 depending on like your data
23:27 source. One in 3,000 businesses gets to
23:29 100 million a year.
23:32 This big. And so it would make sense
23:34 then that we've given these numbers,
23:37 right? 9% is is 32 million. So out of 5%
23:39 of that is only be a million and a half
23:40 people. There's only a million and a
23:41 half people who are business owners
23:43 doing over a million based on the math
23:44 that they that that this is Census
23:46 Bureau data. Maybe theirs isn't correct,
23:48 but that's the math, right? And so if
23:50 we're looking at that's the market, then
23:52 it would make sense that I'm not going
23:54 to get all 100% of them to watch my
23:55 video, right? If I got one and a half
23:57 million views and 100% of them were
23:58 business owners, that would be insane,
23:59 right? And so it would make sense that
24:02 like if I get 100,000 views on a video
24:04 that has that's really made for that
24:06 level of business owner, then I'm
24:07 crushing it, right? And it doesn't make
24:09 sense to look at, you know, Mr. Beast
24:10 video with 100 million views and be
24:12 like, "Oh man, I suck." It's like, dude,
24:14 we're going after we have different we
24:16 have different games, right? And so I'd
24:18 encourage you to create accurate
24:20 expectations of the size of the market
24:22 that you're going after and also think
24:23 about the translation of these numbers
24:25 into IRL. I have two businesses that I
24:26 looked at in the last year that were
24:28 doing over a million dollars a year with
24:29 less than 5,000 followers. You
24:31 absolutely can make plenty of money with
24:33 a very small following as long as you
24:35 make content that's directly valuable
24:37 for that following. All right, with that
24:40 being said, uh we just went over
24:42 SPCL, status, power, credibility, and
24:43 likeness. what you want to include in
24:45 your videos, why I'm going all in on
24:47 live stream, and why the whole point is
24:48 you want to get as much time with your
24:50 uh prospects as humanly possible. You
24:52 want to make the topics of your content
24:54 based on the things that those people
24:56 find interesting, not uh based on like
24:57 being social, but being interesting. And
24:58 if you get if you make it interesting
25:00 for them, they will keep watching it.
25:02 And then being realistic about your
25:06 expectations on how many views you can
