[SPEAKER_04]: If you have a business or plan on starting one, the easy button for your business's success is a personal brand.

[SPEAKER_04]: If you're not building it, if you're not planning on building it, then you're going to be left behind.

[SPEAKER_04]: And really, the reason for this is because when it comes to business, business is built on no [SPEAKER_04]: like and trust.

[SPEAKER_04]: And what better way to learn from one of the best personal brands out there when it comes to businesses, and this is a kind of a new format of the department.

[SPEAKER_04]: My name is Omar Toquiri, and I actually help entrepreneurs build their personal brands.

[SPEAKER_04]: And a couple of weeks ago, the diary of the CEO podcast, if you don't know, [SPEAKER_04]: Stephen Bartlett, they released a podcast on with Alex Hermosie, Cody Sanchez, and Daniel Presley.

[SPEAKER_04]: What's cool about this is these are people who really in the recent years.

[SPEAKER_04]: I would say post, twenty, twenty went all in on building their personal brands toward the hour mark of the podcast.

[SPEAKER_04]: They really get into the content and personal branding conversation.

[SPEAKER_04]: And so I just wanted to pull some thoughts, kind of give my feedback and I will say this that I respect all these people.

[SPEAKER_04]: I look up to all these people.

[SPEAKER_04]: Daniel Priestley has been on the podcast twice.

[SPEAKER_04]: Alex Hermosie has used my studio multiple times as well as his wife, Layla.

[SPEAKER_04]: And Cody Sanchez is somebody I'd like to one day have on the podcast.

[SPEAKER_04]: So Cody, if you're watching this, we'll stop us up.

[SPEAKER_04]: And the first moment I wanna bring the retention is actually before they get into the content portion of this podcast.

[SPEAKER_04]: And it's talking about passive versus active income.

[SPEAKER_04]: And I think this is really cool because Alex says something that just highlights the value of building a personal brand.

[SPEAKER_04]: That before he even built his brand, he saw that it was a seven figure [SPEAKER_04]: investment opportunity and really what they're talking about is that there's no such thing as just passive.

[SPEAKER_04]: There's always like front end work, sometimes you work to make money, then you put that money in something that is completely passive.

[SPEAKER_04]: Other times you invest in yourself or invest in your business, which is active income and the return is crazy.

[SPEAKER_04]: So let's just watch that moment.

[SPEAKER_03]: When I think about passive-versive active, when people are starting out, I generally just discarded entirely because they typically don't have sufficient capital to actually make meaningful passive income, and they would get significantly higher returns on increasing their active income.

[SPEAKER_03]: And virtually every extremely rich person who self-made as my asterisk.

[SPEAKER_03]: generally has gigantic active income and only begins to look at passive when they have so much money from reinvesting in their higher return things which is what got them this very large active income that they're like where else should I put it and then at that point it's really a question diversification which is like how much more do I not want to double down on the main thing and that's a completely personal question and there is no in my opinion there's no right answer to that because that's a fundamental like how much risk do I want to take which I see is entirely personal but [SPEAKER_03]: I'll give you a real example of an investment I made five years ago, which was we did exit the business, and I had more time in my hand, and I was like, okay, well, why don't I just start spending a couple of million bucks a year on making content?

[SPEAKER_03]: Now, that had basically zero return in that time period.

[SPEAKER_03]: But if I were to look at the return on capital for that, you know, two million dollars a year, I did for the first two years compared to today was probably the highest return capital that I made.

[SPEAKER_03]: But is that was at a pass it knows definitely not passive.

[SPEAKER_03]: It was a hundred percent active from an investing perspective.

[SPEAKER_04]: A couple million dollars a year.

[SPEAKER_04]: investing into his personal brand.

[SPEAKER_04]: What does that look like?

[SPEAKER_04]: It looked like him making hires.

[SPEAKER_04]: It looked like him hiring strategies, getting consulted, maybe coaching, finding out kind of the best practices on specific platforms.

[SPEAKER_04]: And I've known a few people that have actually worked for Alex and this just says volumes because [SPEAKER_04]: He saw something that didn't have any immediate return.

[SPEAKER_04]: But what's funny about this podcast is it's actually filmed before he had his newest book launch.

[SPEAKER_04]: So he just released his third book a couple days ago.

[SPEAKER_04]: And I'm doing numbers.

[SPEAKER_04]: I'm just doing conservative math and Alex cached in.

[SPEAKER_04]: I like to say that building your personal brand creates digital equity that could be cached in at the right time.

[SPEAKER_04]: and Alex in the most strategic, beautiful, architected way launched his third book.

[SPEAKER_04]: And if I'm not mistaken, made over a hundred and fifty million dollars, broke a Guinness World Record.

[SPEAKER_04]: And I believe what Alex did with his personal brand to launching his third book will go down in history as one of the greatest business plays of all time.

[SPEAKER_04]: Bro had like, I had a few six figure days like pretty dope.

[SPEAKER_04]: Bro had a [SPEAKER_04]: ten figure is that eleven figure day I don't even know the math because a good night you know but people were happy to buy from him because when you create a brand built on trust built on likeness and people just want to be a part of whatever you're doing and they're kind of waiting for an ask like some of you guys have been waiting for me [SPEAKER_04]: to just invite you into taking the content to cash challenge.

[SPEAKER_04]: And if that's you, it's a good link.

[SPEAKER_04]: But I say, oh, that does say, it's been cool to actually see his journey because I remember when he went all in on vertical content and he was shooting in his living room and [SPEAKER_04]: Shortly after that, he threw it on his Instagram stories that he was looking for somebody to kind of oversee the whole operation.

[SPEAKER_04]: And a lot of friends at that time, I mean, I was kind of like doing a little bit of agency work, but that's besides the fact, because he's in Vegas too.

[SPEAKER_04]: Shout out to Alex.

[SPEAKER_04]: Alex, you're amazing.

[SPEAKER_04]: Way to go.

[SPEAKER_03]: And so this is what you're like, what do you mean by investing yourself?

[SPEAKER_03]: I mean that, right?

[SPEAKER_03]: Like you're investing in either the skills that you're acquiring, the businesses that you have, [SPEAKER_03]: And a very simple investment, a lot of times, can get you ideally leverage on your time.

[SPEAKER_03]: And so, I'd rather think for the person who's starting out, not like, how do I make this passive?

[SPEAKER_03]: I'd say, how do I get more leverage on my active?

[SPEAKER_03]: And so, like, I could start by shoveling snow in the beginning.

[SPEAKER_04]: Another thing I'd like to mention about Alex is just the patience, right?

[SPEAKER_04]: He does his launch and it's five years after four and a half, five years after he's kind of went all in on building his personal brand.

[SPEAKER_04]: And the question I have for you is, are you willing to put in the work upfront?

[SPEAKER_04]: Are you willing to show up first consistently over a long period of time without really asking for anything?

[SPEAKER_04]: so that you could just prove to people that you can help them.

[SPEAKER_04]: I think, I think that's the principle here.

[SPEAKER_04]: The principle is that there was nothing, you know, even, I remember when he first started making videos, he was like, hey, my name is Alex Ramosi.

[SPEAKER_04]: I have nothing to sell you.

[SPEAKER_04]: And then he apologized because he did have a book, a hundred million dollar offers.

[SPEAKER_04]: Yeah, it's just a principle.

[SPEAKER_04]: If you're getting into building your personal brand with the immediate need to have to cash in, it's going to take a long time because the number one killer of sales is desperation and people can feel that.

[SPEAKER_04]: If you're not desperate to make money from this, [SPEAKER_04]: then you're gonna win.

[SPEAKER_04]: And that's why I think it's important to find the leverage.

[SPEAKER_04]: If you're building your personal brand, maybe you have a job, maybe you don't have a lot of time on your hands, find the thing that can actually pay you to allow you to build your personal brand.

[SPEAKER_04]: Because that was kind of my story, like with Think Media, was I didn't know that's what I was doing.

[SPEAKER_04]: But I was being paid to create trust and build my likeness online.

[SPEAKER_04]: And so that when I went out to really build my coaching and consulting company, it was like the easiest thing ever.

[SPEAKER_04]: That's all because of brand.

[SPEAKER_04]: Brand personal brands are easy but now we'll jump into the moment where Stephen asks all three of them the question on content and personal branding.

[SPEAKER_02]: One of the things that all of us have in common is we make content.

[SPEAKER_02]: And it's almost an elephant in the room that no one's really doubled down.

[SPEAKER_02]: And when I asked what you guys think is the most sort of like undervalued skill or the best place to invest in yourself.

[SPEAKER_02]: I was actually expecting you all to say start making content for a variety of reasons, not just because you want to build an audience who you have on customers, but actually [SPEAKER_02]: And I can see it on all of you.

[SPEAKER_02]: It's helped you to think better.

[SPEAKER_02]: It's helped you to communicate better.

[SPEAKER_02]: It's helped you to sell better.

[SPEAKER_02]: When you get that chance to sit down with that investor or that rich person, you said a second ago, you said earlier that if I'd sat old Alex here, one of the big differences is this one's much more focused, concise, articulate.

[SPEAKER_02]: So I'm wondering what you guys think of that content as a undivided, underappreciated skill in the world we're heading in.

[SPEAKER_04]: Is making content an undervalued skill?

[SPEAKER_04]: Yes.

[SPEAKER_04]: Like the reason why people can't break through is because there is so much that encapsulates one making videos.

[SPEAKER_04]: Like one is just making videos, looking into a camera like I right now I'm at a hotel lobby.

[SPEAKER_04]: By the way, this isn't an AI background.

[SPEAKER_04]: I can actually get burnt there.

[SPEAKER_04]: There's a fireplace behind me if you're listening to the podcast.

[SPEAKER_04]: Yes, making videos has made me a better communicator.

[SPEAKER_04]: Making videos has made me simple simplify a lot of the things that I want to communicate and and boil down because it's important that like [SPEAKER_04]: have your attention in your time right now and I want to honor that and it causes me.

[SPEAKER_04]: I've been thinking about this podcast for a very long time since I literally saw it release.

[SPEAKER_04]: I was like, okay, I'm doing something.

[SPEAKER_04]: I'm doing something reactive and it started from that place.

[SPEAKER_04]: It gives you honestly more compassion for people because now when you have real life conversations, they're actually representing a lot of people in your audience.

[SPEAKER_04]: And so one-on-one conversations influence one to many content conversations.

[SPEAKER_04]: That's money right there.

[SPEAKER_04]: You can write that one down.

[SPEAKER_04]: One to one conversations should be influencing your one to many content creation.

[SPEAKER_04]: And so that's how I've become really good at podcasting, educating, teaching is simply because of [SPEAKER_04]: I know when I'm talking to somebody, they're representing thousands, hundreds of thousands or even millions of people with the same problem.

[SPEAKER_04]: Build your audience online and just stop chasing business and start to have business chasing you.

[SPEAKER_04]: If that's you, I want to invite you to the content to cash challenge.

[SPEAKER_04]: This is a five day coaching experience, a live coaching experience with myself that's done all on Zoom and you get access to a private community and it really is unlike any other experience that I offer.

[SPEAKER_04]: By the end of the challenge, you'll have unreal clarity on what you're supposed to do online and you'll have the insight on how you can make an extra six or even seven figures.

[SPEAKER_04]: Yes, I said seven figures in your business this year.

[SPEAKER_04]: And if any of those things sound great to you, I want you to join the next content to cast challenge.

[SPEAKER_04]: Scan the QR code if you're watching on a television or click the link in the description.

[SPEAKER_04]: Once you go through it, go ahead and upgrade to VIP because you'll get an extra hour of bonus VIP Q&A with me every single day of the challenge.

[SPEAKER_04]: And so looking forward to seeing you there.

[SPEAKER_04]: Let's get back into the combo.

[SPEAKER_04]: So yes, content creation is a very undervalued skill.

[SPEAKER_04]: And there's so much that is communicated when you're somebody who is creating content.

[SPEAKER_04]: And it's legit.

[SPEAKER_04]: Like when I say a legit, I mean, like you've got, you have a ton of videos.

[SPEAKER_04]: You've been showing up for years.

[SPEAKER_04]: It's like we can invite this person to an event.

[SPEAKER_04]: We could have this person in this room.

[SPEAKER_04]: We could have this person speak into my group.

[SPEAKER_04]: Whatever that may be, [SPEAKER_03]: Yeah, it's really good if I'm starting to today rather than when I had you know zero there's still a huge amount of attention that sits on social media if not more and there's even more demand for content now than there was and so you can supply that and get compensated for it and you'll have to do repetitions for a period of time until eventually good and then you can develop an audience and then you obviously can self things to them now I just want you to catch Alex's opinion that [SPEAKER_04]: There's more attention than ever before.

[SPEAKER_04]: There's not enough supply for the demand and that would kill the limiting belief that you may potentially have and that is that it's too late to get started.

[SPEAKER_04]: It is not too late to get started and I actually would say it's the best time to get started and the reason for that is simply [SPEAKER_04]: because the platforms are actually pushing out newer creators.

[SPEAKER_04]: So if you can communicate something in a fresh way, old concept in a new way, you could find your place and people will find you.

[SPEAKER_04]: And so let's see what Daniel has to say.

[SPEAKER_01]: I think content, content's a little bit of an interesting one because content works when you've got intellectual property leverage.

[SPEAKER_04]: I guess another way to say that is content works if you have something to say in your way.

[SPEAKER_04]: So he says content intellectual property having intellectual property to leverage.

[SPEAKER_04]: I was having something to say your way.

[SPEAKER_04]: That's what he means by that.

[SPEAKER_01]: So I remember Alex popped onto my screen the first time and he says, I've sold my company for forty million dollars and I've got nothing to say, I'm just going to tell you how I did it.

[SPEAKER_01]: Cody's the same.

[SPEAKER_01]: She's like, I was working at Goldman Sachs, but then I left Goldman Sachs to earn more money through laundromats.

[SPEAKER_01]: That's interesting.

[SPEAKER_01]: That's fascinating, right?

[SPEAKER_01]: So I'm going to watch that content because there's some interesting intellectual property there.

[SPEAKER_01]: My channel took off when I started talking about, I've done seven startups that went zero to a million in the first twelve months.

[SPEAKER_01]: So it's that [SPEAKER_01]: ability to have some intellectual property that people are going to want to get to.

[SPEAKER_04]: So another way he's kind of saying that is like credibility, that if you're coming on the scene, have you done something?

[SPEAKER_04]: I mean, this is for the people that I would say are my two point O people.

[SPEAKER_04]: People in there maybe forty's fifty sixties.

[SPEAKER_04]: Have you done something that would benefit other people?

[SPEAKER_04]: Probably, right?

[SPEAKER_04]: Then share it.

[SPEAKER_04]: What are you waiting for?

[SPEAKER_04]: Share it.

[SPEAKER_02]: I can think of a bunch of examples of creators that hadn't done anything, but their ideas were the value.

[SPEAKER_02]: So you think it's when a George Mac or even James Claire or lots of other of these sort of like, Jay Shetty online writers who [SPEAKER_04]: really cool point that Stephen brought up and that's just what if you haven't done anything.

[SPEAKER_04]: Can can you only build a personal brand if you've actually done something and the truth is yes you could totally build a personal brand documenting a process documenting yourself building your business documenting yourself getting the next client.

[SPEAKER_04]: It's a it's a it's a journey or come with me as opposed to look where I've been.

[SPEAKER_04]: I'm saying so there's this kid that a art found on YouTube and he opened up a coffee shop but vlogged the process and bro has hundreds of thousands of views and then when he launched his coffee shop he had a line for hours [SPEAKER_04]: So, was he a coffee expert?

[SPEAKER_04]: Did he put himself like he's already built a coffee shop in a coffee empire?

[SPEAKER_04]: No, he just documented the process and invited people into that, which it poses another opportunity for another group of people.

[SPEAKER_04]: This is why it's technically not over-saturated.

[SPEAKER_04]: It's because so many people have so many different, that's like saying, you know, when you drive down the street and there's this plaza and that you see a laundry mat or you see a coffee shop or you see a [SPEAKER_04]: alterations play so you see a Mexican restaurant and then a vans and then the next thing is like a smiths and then a chevron and then it's like it's not over-saturated.

[SPEAKER_04]: It's the same thing online.

[SPEAKER_04]: Now there's only a few people that are at the top and if your goal is to be in the one percentile of your industry then by all means, build it that way, play big, [SPEAKER_04]: But man, there are so much, there's so much winning by being number two, number three, number five in your industry, number ten, right?

[SPEAKER_04]: Now I love what Daniel says as far as his opinion when it comes to the crowdedness of social media, content creation and personal branding.

[SPEAKER_01]: But bear in mind that there was a different time where you could just burst onto the scene.

[SPEAKER_01]: And we now have AI-generated content.

[SPEAKER_01]: So if you imagine like airplanes and they're at the airport and the fog rolls in and if you're on the ground, it's very hard to take off.

[SPEAKER_01]: But if you're already up in the air, it's very easy to stay up in the air.

[SPEAKER_01]: And it's kind of like the AI content that's coming in is that fog, right?

[SPEAKER_01]: There's just going to be thousands of AI-generated content pieces just flooding onto everyone's feet.

[SPEAKER_01]: And if you don't have a really good hook, you're just not gonna drown out that noise.

[SPEAKER_04]: Really good hook.

[SPEAKER_04]: He means that from like a really good starting phrase and what's that starting phrase?

[SPEAKER_04]: The starting phrase is either something you've accomplished or something you plan on doing, right?

[SPEAKER_04]: Okay.

[SPEAKER_04]: Good stuff.

[SPEAKER_04]: But I love that image though.

[SPEAKER_04]: By the way, I love the whole think about the cloud because it feels like that, right?

[SPEAKER_04]: I say this with humility and I'm super grateful that I feel like I'm above the cloud because I pressed record on a camera nineteen years ago.

[SPEAKER_04]: Started teaching video in twenty eighteen online.

[SPEAKER_04]: And then started this podcast about two years ago.

[SPEAKER_04]: And just been showing up.

[SPEAKER_04]: offering the insights that I've learned and communicating in a way that a lot of people can understand whereas a lot of people don't typically understand what I teach because most educators aren't thinking about their audiences.

[SPEAKER_04]: They're always thinking about themselves.

[SPEAKER_04]: But you can break through.

[SPEAKER_04]: I do want to, you know, you can still break through by being you.

[SPEAKER_04]: I love what Alex has to say next about the approach of building your personal brand and creating content.

[SPEAKER_03]: So, one thing I think everyone has to decide on if they're going to start making content is my entertainer or my educator, right, right off the bat.

[SPEAKER_03]: And so, I think AI content for sure loves tremendous leverage on entertainment more so than education.

[SPEAKER_03]: Because the big underlying thing that Dinos hitting at is that you have to prove, right?

[SPEAKER_03]: Like, like, an AI avatar cannot come in and say, I sold my company for free.

[SPEAKER_03]: They can't.

[SPEAKER_03]: They didn't do anything because they don't exist in the real world, which is why, in my opinion, like, the absolute full proof method for making educational content is do epic shit and then talk about the epic shit you did.

[SPEAKER_03]: Period.

[SPEAKER_03]: And so I'm in, you know, I'm in like yesterday, we also, we have the school games winners come out with schools platform that host online communities and the winner of the last school games in the ninety days.

[SPEAKER_03]: He got to like, three hundred something thousand a month from a YouTube channel that he started sixteen months ago.

[SPEAKER_03]: So he started sixteen months ago making videos about AI.

[SPEAKER_03]: Now, what was his interesting thing?

[SPEAKER_03]: So he was just always into AI learned about the tools and then he started helping small businesses for like, fifteen hundred twenty five hundred dollars a month where he would just help them implement these automations that would save them money in time.

[SPEAKER_03]: And then people were like, well, how to do that?

[SPEAKER_03]: And so he just basically would just explain each of the automations that he made for each of these businesses on his channel and he made one video a day, explaining one of the automations.

[SPEAKER_03]: And then he said, if you want, I have a group that's whatever, three hundred, four hundred dollars a month that shows you how to build the same automations.

[SPEAKER_03]: So you're pointing about the education.

[SPEAKER_03]: It's like, you just need some proof.

[SPEAKER_04]: Now, I'm going to jump past the proof thing and kind of highlight [SPEAKER_04]: the framework or the formula that Alex just laid out for this guy that crushed in eighteen months, sixteen months, right?

[SPEAKER_04]: So he literally just, he just handed it on a platter.

[SPEAKER_04]: Did you guys catch it?

[SPEAKER_04]: He said, I have this guy who was into something and he was into it before he got started.

[SPEAKER_04]: So that I think there's something to say there.

[SPEAKER_04]: Like, [SPEAKER_04]: He showed up online as an educator, which means he knew what he was talking about because he's been into the thing that he started making videos about, right?

[SPEAKER_04]: So he then posts tutorials on YouTube.

[SPEAKER_04]: The coolest thing is back to like the whole, can you actually help people, right?

[SPEAKER_04]: So by him sharing the things on how to do it or what he's done for his clients, it creates in a viewer a belief [SPEAKER_04]: that this person knows what they're talking about.

[SPEAKER_04]: That is like one of the only thoughts you're kind of going for, especially as a business owner.

[SPEAKER_04]: I imagine that's who's watching this.

[SPEAKER_04]: It's not necessarily like musicians or artists.

[SPEAKER_04]: You guys who are watching either have a product service to sell, right?

[SPEAKER_04]: So this guy, and I need to find him by the way, because I'm gonna join his community, but he makes simple, helpful videos [SPEAKER_04]: on YouTube, long form, invites people into his paid community, which many times, you know, selling, selling access and selling proximity to a problem is an easy sell going from YouTube to monetization.

[SPEAKER_04]: And by the way, one of my [SPEAKER_04]: The best tips I can give you is just sponsor your own videos with your business.

[SPEAKER_04]: Like I sponsored this podcast with the content to cash challenge.

[SPEAKER_04]: That's my business.

[SPEAKER_04]: It's a coaching cohort for five days, a five day coaching cohort.

[SPEAKER_04]: But I just I love that.

[SPEAKER_04]: And everything, everything is based on this person know what they're talking about when it comes to somebody wanting to give you money.

[SPEAKER_03]: The bigger the proof you have, the wider, basically the wider term you'll be able to reach because more people will be, as it put the words, impressed.

[SPEAKER_03]: If you just are in your twenties and to be very, you've just quick Goldman Sachs, it's like that is enough of a thing that, because that's a, it's a one percent type deal, right?

[SPEAKER_03]: But you can also, you can one percent through achievement, but the other side that I think will widely underestimate is you can one percent through volume of work.

[SPEAKER_03]: So if I said, I read two hundred books last year.

[SPEAKER_03]: Let me show you the two hundred.

[SPEAKER_03]: They're all doggy.

[SPEAKER_03]: Let me tell you what I learned.

[SPEAKER_03]: Like, I feel like we'll shoot.

[SPEAKER_03]: Because I think everybody wants a bargain on time.

[SPEAKER_03]: Right?

[SPEAKER_03]: Like, I went on a hundred speed dates.

[SPEAKER_03]: This is what I learned.

[SPEAKER_03]: It's like, well, I don't want to go on a hundred dates.

[SPEAKER_03]: But like, anyone can do that.

[SPEAKER_04]: I love that.

[SPEAKER_04]: And that is a principle for content success.

[SPEAKER_04]: It's a promise that I actually make.

[SPEAKER_04]: The promise is [SPEAKER_04]: Anytime you spend with me, both in-person or online, whether it's on YouTube channel, podcast, a web class, a mastermind, a conversation, my commitment is that whatever time you spend with me, you would get more time back.

[SPEAKER_04]: If you want to win on YouTube, if you want to win on platforms, building a personal brand, give people more time than the attention they're giving you.

[SPEAKER_04]: So if they're giving you twenty minutes of their attention, give them back ten years of insight, give them back three months of frustration they would have had otherwise, right?

[SPEAKER_04]: That's literally what people are thinking about, am I going to?

[SPEAKER_04]: And these titles that Alex is bringing up, they're powerful, right?

[SPEAKER_04]: They're powerful because as you read them, you're like the spark notes.

[SPEAKER_04]: You guys remember Spark Notes, maybe Gen Z, no, not so much.

[SPEAKER_04]: Gen Alpha, Ruby, my daughter.

[SPEAKER_04]: She's not gonna know reading.

[SPEAKER_04]: She's gonna know AI.

[SPEAKER_04]: But Spark Notes, be the Spark Notes, which is literally what's happening, by the way, like with this, even, this is kind of inception, right?

[SPEAKER_04]: I'm giving you two decades of insight from this new medium of marketing for business.

[SPEAKER_04]: businesses and business owners.

[SPEAKER_03]: So see their one percent achievement or one percent effort.

[SPEAKER_03]: But this one you can do and even if you have zero outcome, there's still stuff that you'll learn and then that will people find interesting that you can build an audience around.

[SPEAKER_03]: And if you do that enough times eventually you do achieve something that is interesting and then that kind of becomes permanent.

[SPEAKER_03]: But they end of the day like proof always beats promise.

[SPEAKER_00]: that every day, other E of starting the experience.

[SPEAKER_00]: I think we obsess on expertise.

[SPEAKER_00]: Expertise is the way to make content online and make millions.

[SPEAKER_00]: But what about just the experience?

[SPEAKER_00]: You could say, actually, I've done nothing.

[SPEAKER_00]: I'm a college dropout of shit around a lot.

[SPEAKER_00]: I don't have much figured out, but over the next year, I'm going to try to make a million dollars.

[SPEAKER_00]: And you can go just as viral, if not more.

[SPEAKER_00]: I mean, a good example would be like Ryan Trehan, who I love, who's in Austin, Texas too.

[SPEAKER_00]: And Ryan is just like, I'm trying stuff.

[SPEAKER_00]: And this might fail, and I have no idea, and you guys can come along.

[SPEAKER_00]: The proof could actually be, you just try and a thing, and it not working one way or the other.

[SPEAKER_00]: And so I think the only problem with this type, which is experience as opposed to expertise, is that with expertise, you have attention and intention, aka intent to buy, whereas if you're just experiencing something, you might have attention, but what are you going to sell?

[SPEAKER_00]: Because you don't have like a value derived from it.

[SPEAKER_00]: Whereas you're intent.

[SPEAKER_04]: Man, such a great point, Cody made, because like what Alex mentioned, education versus entertainment.

[SPEAKER_04]: I think many people who get into creating content, [SPEAKER_04]: They get into it with peer motives, which I am so happy for you.

[SPEAKER_04]: But you don't get into it with clear motives.

[SPEAKER_04]: Pure motives versus clear motive.

[SPEAKER_04]: Now, most people don't know what they're building.

[SPEAKER_04]: They just think that if you post videos and content online, you'll just make money.

[SPEAKER_04]: What Cody is saying is if you build a content business based on experiences, [SPEAKER_04]: Like I'm doing this, I'm gonna be doing this.

[SPEAKER_04]: You know what you're really building?

[SPEAKER_04]: You're building a media company.

[SPEAKER_04]: You're building a media company where your business is your YouTube channel.

[SPEAKER_04]: Your business is your content, right?

[SPEAKER_04]: Everyone sitting at this table, content and media isn't necessarily their business.

[SPEAKER_04]: It's a means to business.

[SPEAKER_04]: So when you build, if you want to, if you want to build a media company, you're going to be going for mass attention, more than specific audiences, more than helping a specific problem or a need.

[SPEAKER_04]: And so with Ryan Trehan, he's building a media company.

[SPEAKER_04]: but because he now has an audience, he can then monetize it with brand deals.

[SPEAKER_04]: This is what, you know, building a media company, your goal is to build and make money with brand deals, sponsorships, or selling low ticket or consumable goods.

[SPEAKER_04]: In the case of Ryan Trayhan, he has joy ride.

[SPEAKER_04]: I'm looking at Ruby outside.

[SPEAKER_04]: Like she loves joy ride because she loves Ryan and it's like this connecting experience, but Ryan's killing it selling candy.

[SPEAKER_04]: But if you didn't have, if he didn't build his likeness online, then he wouldn't have been able to do that.

[SPEAKER_04]: But he's not selling how to do YouTube, right?

[SPEAKER_04]: He's not selling how to grow an audience.

[SPEAKER_04]: And if he did with his type of content, if you don't know which meringue train hand is, by the way, I don't have time to get into it.

[SPEAKER_04]: But he's worth looking at.

[SPEAKER_04]: He's one of the, he's like the new age Casey Neistat.

[SPEAKER_04]: It's kind of like what we would like to say, because he just took vlogging to the next level.

[SPEAKER_04]: He like included very like Mr.

Beast things like gamification and you know, seeding his own products and all that stuff like creating entertainment great ideas for videos that make you just want to click the video and watch or your kids you know So I say that to say you should know what you're building and you can build both and when I say that I mean [SPEAKER_04]: I've done brand deals with this podcast.

[SPEAKER_04]: I've realized that it is more profitable to just sponsor my own videos rather than sign a brand deal, so I actually am less excited about doing brand deals.

[SPEAKER_04]: Now, because of my brand and people are getting to know me, it does open up so much opportunity.

[SPEAKER_04]: And that's the thing that you [SPEAKER_04]: kind of being repetitive, but like that's what you're sewing seed.

[SPEAKER_04]: And when like when you're making content, valuable content, you're getting better.

[SPEAKER_04]: You're your owning a space as an educator.

[SPEAKER_04]: You're gonna get quality opportunities.

[SPEAKER_04]: I like to say, if you create quality content, it will lead to quality opportunities.

[SPEAKER_04]: I know one day just because I'm known.

[SPEAKER_04]: I will be invited into a deal.

[SPEAKER_04]: I will be invited into it.

[SPEAKER_04]: And I'll opportunity to jump in something and that in turn could be something incredible, right?

[SPEAKER_04]: So I just think it's important to make that distinction.

[SPEAKER_04]: You don't want to build a media company unless that's what you want to build.

[SPEAKER_00]: I mean, if you think about who are the biggest creators online?

[SPEAKER_00]: Only fans, the Kardashians, you know, what are the biggest websites online, porn sites?

[SPEAKER_00]: That's a lot of attention.

[SPEAKER_00]: But the intent to buy is going to be low for any of those over time, writ large.

[SPEAKER_04]: So yeah, just very good.

[SPEAKER_04]: Just am I making videos that's going to give people the feeling to want to buy something from me?

[SPEAKER_04]: Now, it's not like about forcing a sale, right?

[SPEAKER_04]: But it is about who is watching my videos.

[SPEAKER_04]: So I've made my podcast very clear that it's about making money online.

[SPEAKER_04]: It's very clear about building a personal brand.

[SPEAKER_04]: It's very clear about winning and sales and communication.

[SPEAKER_04]: So like the people watching this podcast listening to this podcast, you guys have intent to buy.

[SPEAKER_04]: You might buy from me, you might buy from somebody else.

[SPEAKER_04]: I don't care.

[SPEAKER_04]: But you are listening with the intention to move forward in your life.

[SPEAKER_04]: And I understand that.

[SPEAKER_04]: And by the way, I'm grateful for that, especially if you're still listening or still watching.

[SPEAKER_04]: To me, yeah, let's keep this going because my laptop's about to die.

[SPEAKER_00]: And so I think you have to ask yourself, okay, if I get a ton of attention, let's make sure I'm really thoughtful on what I get attention for, and then let's think about what's I have that attention?

[SPEAKER_00]: Where do I actually have some sort of expertise or value that I can trade in order for people to have an intent to buy?

[SPEAKER_02]: If you guys were starting from zero today with AI in the picture and all of these platforms and the way things are going.

[SPEAKER_02]: I've spent a lot of time thinking about the next big opportunity in content and I think about the next big platform.

[SPEAKER_02]: Where would you be starting today based on who you guys are and the skills that you have and the things you're interested in is probably a better way of saying it.

[SPEAKER_02]: Would you be on LinkedIn posting once a day?

[SPEAKER_02]: Would you be on TikTok making videos?

[SPEAKER_02]: Would you be on YouTube starting a channel?

[SPEAKER_02]: Would you start a newsletter?

[SPEAKER_04]: If I was starting from zero today, the nice Omar would say, pick the platform that you resonate with the most, the one that you're on the most, because the chances are as you'll know how to use it more than any other platform.

[SPEAKER_04]: If you wanted Coach Omar's answer, it would be go all in on YouTube.

[SPEAKER_04]: Go all in on YouTube.

[SPEAKER_04]: because in a world where it's so easy, especially with AI, to create short videos and carousel posts and things like that, you cannot get AI to make videos like this.

[SPEAKER_04]: AI could not make this video.

[SPEAKER_04]: No way.

[SPEAKER_04]: Maybe one day, but right now, there's no way that you could have jam packed my nineteen years of expertise and the hundreds of entrepreneurs that I've coached over the years and the millions of people that have helped like all that feedback and making being able to make this video.

[SPEAKER_04]: So I say all that to say all in on YouTube and the biggest reason is because people don't have to question who you are.

[SPEAKER_04]: Like it's really hard to fake.

[SPEAKER_04]: showing up for an hour at a time, which most of my podcasts are about an hour.

[SPEAKER_04]: It's like, you guys know me.

[SPEAKER_04]: So that's kind of my thing.

[SPEAKER_04]: Now let's just see what they have to say about it.

[SPEAKER_00]: I want to ask a question too for everybody at the end of my, I'll give you my quick thing.

[SPEAKER_00]: One, I will say like, and I'd be curious if you all agree.

[SPEAKER_00]: When I first started making content, most people that I knew thought it was really cringe actually.

[SPEAKER_00]: They're like, why would you make content?

[SPEAKER_00]: If you've actually had any success that you supposed to have had, why would you be so idiotic as to be on the internet making content?

[SPEAKER_00]: It can't be true that you've done these things if you're making TikToks all day.

[SPEAKER_00]: And, and I think they totally miss the boat that like the twenty-first century concern currency is attention and attention could be bought with ads or attention could be bought in a different way but through organic content creation.

[SPEAKER_00]: And so you go like cringe to content to conversion.

[SPEAKER_04]: There is a difference between making content or showing up as an ad on somebody's feed and then somebody watching your content.

[SPEAKER_04]: When somebody sees an ad of you and the thing you say connects and resonates with them, they are now gonna start the sales process from a place of skepticism.

[SPEAKER_04]: I wonder what this guy's talking about.

[SPEAKER_04]: Hey, I wonder what this girl, yeah, that's me.

[SPEAKER_04]: And so that's the journey.

[SPEAKER_04]: If you build a brand online and you have an audience and they consume you, [SPEAKER_04]: It's a completely different mindset and psychology or psyche of the buyer.

[SPEAKER_04]: Most of my clients thank me for giving them the opportunity to buy for me.

[SPEAKER_04]: They thank me.

[SPEAKER_04]: That only comes with brand, right?

[SPEAKER_04]: So I'm not, and by the way, I run, I run paid ads.

[SPEAKER_04]: So I'm for it.

[SPEAKER_04]: I'm letting you know if you have a brand and you run paid ads, skies the limit.

[SPEAKER_00]: It was a pretty good play.

[SPEAKER_00]: But like, I'm sure, did you guys all get laughed at when you first got on the internet?

[SPEAKER_00]: Of course.

[SPEAKER_00]: Yeah, right?

[SPEAKER_04]: Never.

[SPEAKER_00]: Still got laughed at now.

[SPEAKER_00]: Still get laughed at.

[SPEAKER_00]: I still get laughed at.

[SPEAKER_00]: So I just want to prepare.

[SPEAKER_00]: If you get online, be prepared.

[SPEAKER_00]: People will think you're idiotic.

[SPEAKER_00]: And your friends.

[SPEAKER_02]: And your friends.

[SPEAKER_00]: And your friends.

[SPEAKER_02]: The setting period where you transition to a hundred percent.

[SPEAKER_04]: I think that's just worth mentioning about, you know, did they get laughed at when they first started creating content?

[SPEAKER_04]: I mean, I think because like adults, [SPEAKER_04]: and older people are so set in their ways of thinking and perception or perceiving and things like that.

[SPEAKER_04]: However, when I first got started, I was more concerned about the people I was helping than the haters, right?

[SPEAKER_04]: So like, I was more concerned about being helpful [SPEAKER_04]: then the one to ten haters that would comment be like, yo, this ain't the right information.

[SPEAKER_04]: Well, you're watching the wrong video if you know the right information because you obviously don't need to be here.

[SPEAKER_04]: And if you are just getting started, really the only person you're gonna care about is yourself because we're all inherently in our minds, in our heads.

[SPEAKER_04]: And we're all inherently selfish.

[SPEAKER_04]: So we're gonna watch back the video.

[SPEAKER_04]: And we're not gonna be listening to what we say.

[SPEAKER_04]: We're gonna listen to how we sound.

[SPEAKER_04]: And we're gonna hate how we sound.

[SPEAKER_04]: We're gonna look for, you know, a bugger in our nose.

[SPEAKER_04]: whatever, right?

[SPEAKER_04]: I don't, I mean, I don't know.

[SPEAKER_04]: I get what she's saying, and I'm sure people laugh at them, but who's got the laugh laugh laugh laugh now, huh?

[SPEAKER_04]: Anyway.

[SPEAKER_00]: And people who are serious for whatever reason have not figured out that there is a huge arbitrage opportunity with being known.

[SPEAKER_00]: Even if even if you don't care about the views and all I have as something that's a differentiator is that if I ping Steven, you'll respond to me because I am somehow I have some preface that's online, same with Alex.

[SPEAKER_00]: You know, right?

[SPEAKER_00]: With all of us.

[SPEAKER_04]: It's so good.

[SPEAKER_04]: Like when you are known, you're more likely to get what you want.

[SPEAKER_04]: Wow, my friend Macy, she teaches sales and she would say that everything in business is downstream from being famous.

[SPEAKER_04]: So if you don't like selling, [SPEAKER_04]: you don't have to.

[SPEAKER_04]: You don't need to get really good at selling because if you're really good at helping people and you have a brand and an audience, people care about you.

[SPEAKER_04]: It's just like a cool thing that happens.

[SPEAKER_04]: And so yeah, down to the point where like, yeah, I have Daniel Priestley's phone number in my phone.

[SPEAKER_04]: He actually invited me into a mastermind event at the Virgin Islands.

[SPEAKER_04]: And then, you know, Alex's team worked together to use my studio.

[SPEAKER_04]: Why am I studio?

[SPEAKER_04]: Why am I phone number?

[SPEAKER_04]: Why Daniel want?

[SPEAKER_04]: Well, because I'm known.

[SPEAKER_04]: So it's really, I think that you can't put a price tag on that.

[SPEAKER_04]: There's not really a return on your investment from that way of thinking or people thinking and perceiving those things about you.

[SPEAKER_04]: And so just know that's what you're missing out on by not focusing on building your personal brand.

[SPEAKER_03]: We talked about social media, and I think there's been a lot of talk about it shifting really more towards interest media rather than social media, right?

[SPEAKER_03]: So I think this is extremely important because what Cody is referencing earlier is, again, entertainment versus education.

[SPEAKER_03]: And so, Rihanna and Drake, I see both as entertainers.

[SPEAKER_03]: Now what's interesting is that where do they have influence?

[SPEAKER_03]: So she's the word intent, but fundamentally I say like, how do we increase the likelihood someone complies with a request or complies with a solicitation, right?

[SPEAKER_03]: If I say to do something, one, I mean we've all seen some creators who have tiny audiences, but if they say, hey, go do this thing, you know, they have a hundred percent, not really, hundred, but they have a huge conversion on a very small audience and then other people [SPEAKER_03]: You know, I can name some TikTokers right now that have, you know, fifty plus million followers that have had thirteen failed launches because they have views, but they have zero influence.

[SPEAKER_03]: No one listens to them for their advice.

[SPEAKER_03]: And so in order to create influence, there's four things.

[SPEAKER_03]: And number one is, and so I just remember SPCL, right?

[SPEAKER_03]: See if status, so somebody who control scarce resources, so a bartender at a bar, [SPEAKER_03]: There's alcohol behind them, it's a scarce resource in the bar of the F status.

[SPEAKER_03]: When they walk outside of the bar, no one cares about them.

[SPEAKER_03]: But in the bar of the F status, right?

[SPEAKER_03]: So that gets to the gift influence.

[SPEAKER_03]: The second is power.

[SPEAKER_03]: And so power is basically [SPEAKER_03]: Say due correspondence, meaning if I tell you to do something, follow these instructions and a good thing happens, then I'll increase the likelihood that you can play with a press in the future.

[SPEAKER_03]: And so, for example, Martha Stewart was the first self-made female billionaire.

[SPEAKER_03]: And I think there's a huge amount of reasons for that.

[SPEAKER_03]: And one of the biggest ones is that she literally gave people recipes.

[SPEAKER_03]: and they followed their recipes, and they had a good thing happen.

[SPEAKER_03]: And then people told them they were great, and this cake was great, and this lasagna was amazing.

[SPEAKER_03]: Their family, their friends, they also got status.

[SPEAKER_03]: So a massive good thing happened after following explicit directions.

[SPEAKER_03]: And so then when she said, follow my next directions and by this thing, people said, OK, the last ten times I did it, it worked.

[SPEAKER_03]: I'll do this too.

[SPEAKER_04]: So good.

[SPEAKER_04]: I think what's really cool about that example of Martha Stewart is it's almost like from a business standpoint, like a lead magnet.

[SPEAKER_04]: Like if you can create content and give people resources that will actually help them, I think that's just the pattern.

[SPEAKER_04]: Like they actually can get a result without paying you anything, it's gonna be easy to pay you.

[SPEAKER_04]: I love it when people come up to me and they're like, bro, I listen to your advice.

[SPEAKER_04]: Bro, I build out a podcast studio.

[SPEAKER_04]: Bro, I started doing video in my real estate business.

[SPEAKER_04]: Dude, I listen to all your tips and I actually apply, I love it because if I can help a million people without giving me a dollar, [SPEAKER_04]: Is there a hundred people in that million that would love to give me thirty thousand?

[SPEAKER_04]: Sure, right?

[SPEAKER_04]: That's the way I think and that's how I've been able to leverage my [SPEAKER_04]: content to build my business.

[SPEAKER_04]: I realize that people who want to work with me closely, it won't be the majority.

[SPEAKER_04]: So I can actually freely give, which is really cool and actually help you guys.

[SPEAKER_04]: And so that's why she had so much influence, which I think that's also another thing that he's saying is, [SPEAKER_04]: knowing people that have follower numbers, but no brand.

[SPEAKER_04]: When you post something, nobody cares.

[SPEAKER_04]: When you ask for something, nobody moves.

[SPEAKER_04]: And this tends to happen when all you do is build your audience on information.

[SPEAKER_04]: Like if it's just about the information you're giving, [SPEAKER_04]: then that's all people are there for.

[SPEAKER_04]: How do you build a personal brand where people are there for you and the information?

[SPEAKER_04]: From my opinion, it's by including your stories.

[SPEAKER_04]: It's by being transparent.

[SPEAKER_04]: It's by being authentic, which I'd say.

[SPEAKER_04]: The permission to be authentic isn't permission to be average, but like just be you.

[SPEAKER_04]: Honestly, this is why I encourage people to when they get started upload your first twenty five videos and don't edit them Just like prepare like have your notes look at your notes and deliver look at that point and then deliver and then don't edit it It actually will it might serve you because you're gonna Not have to record knowing you're gonna have to edit something and then also people are gonna you're gonna sneeze and People are gonna [SPEAKER_04]: say, bless you in the comments, but because you left it in, right?

[SPEAKER_04]: I found that like by sharing those stories and even the, where at me opening up my life on Instagram and people really getting to know me more is why they care more.

[SPEAKER_04]: I know this is like a terrible example.

[SPEAKER_04]: There are things you can do to test your brand and I didn't do this by all means.

[SPEAKER_04]: My father passed away earlier this year and I posted about it on my Instagram and there was [SPEAKER_04]: Thousands of comments I'm like thousands of people offering their prayers and their condolences It like made me like number one and like how much people are silently engaging it with your content my content and the number two Wow That's really cool.

[SPEAKER_04]: I must have helped them in a way where they felt so compelled to comment You know what I'm saying so [SPEAKER_04]: don't be a robot, share stories.

[SPEAKER_04]: If your stories have a point though, don't just share stories, just share stories, but if your stories have a point, and you control what you want the public to know about your, you know, not private life, but like the life outside of business, because those are the things that will create a connection with your audience.

[SPEAKER_04]: So to Alex's point, you can have an audience launch something.

[SPEAKER_04]: Literally.

[SPEAKER_04]: Uh, and my friend is my witness.

[SPEAKER_04]: I'm not going to say his name, but we know somebody that has a million over a million on Instagram.

[SPEAKER_04]: Let people know that they were going to put together a web class or webinar and like a couple hundred people showed up.

[SPEAKER_04]: What?

[SPEAKER_03]: Anyway, brand.

[SPEAKER_03]: The next is credibility, which is, do you have proof, right?

[SPEAKER_03]: Now, all of these can happen at the same time or separately.

[SPEAKER_03]: So I'm trying to give more isolated examples for each of them, but like one thing can check multiple boxes.

[SPEAKER_03]: So if I say, hey, I sold a company for four, six, two million dollars, I have money, which is where status comes from, but I also have credibility that the stuff that I do works.

[SPEAKER_03]: I wouldn't have power yet, though, until I say, hey, if you take what you're currently doing and then add [SPEAKER_03]: A bonus, urgency, scarcity, you guarantee, you know, think about a value equation.

[SPEAKER_03]: All of a sudden, you can sell it for way more money and then you follow those instructions and then you do make more money.

[SPEAKER_03]: Then you're like, now I'll be more likely to comply with this person's request in the future and said that person gets influence.

[SPEAKER_03]: And then the fourth L is likeness, right?

[SPEAKER_03]: Do they look like me, right?

[SPEAKER_03]: Do they act like me, which is both, you know, physical, but also psychographic.

[SPEAKER_03]: Like, do they have to do the same values as me?

[SPEAKER_03]: Are they similar?

[SPEAKER_04]: Now, this next portion, Alex is kind of just talking about.

[SPEAKER_04]: being specific, over being a generalist, like being known for something specific, over being known for an idea.

[SPEAKER_03]: If we think, all right, I want to start a bait and tackle dropshipping with business, whatever, right, for fishermen.

[SPEAKER_03]: Well, if I just start making videos on philosophy, I might get way more views than I do if I make videos on bait and tackle stuff.

[SPEAKER_03]: But the likelihood that the people who are watching philosophy also want Baden Tackle is very low.

[SPEAKER_03]: And because the content is now the targeting for social, like if anyone's run ads before, you have to select, okay, I think I'm on the forty two year olds and I want men and I want whatever, right?

[SPEAKER_03]: As you go through it, but the things is that the algorithms are so good and the AI is so good at understanding what the content is about and they also know [SPEAKER_03]: What type of people consume this type of content?

[SPEAKER_03]: They just do the targeting for you.

[SPEAKER_03]: And so if you want to reach a certain type of person, you just only make content that that certain type of person wants to consume.

[SPEAKER_03]: It's actually easier now than it was before.

[SPEAKER_03]: And so you can have a forty thousand person audience, but that forty thousand person audience might be made up entirely of fishermen who by tackle, which I'll bet you you'll crush.

[SPEAKER_04]: So I don't want to be repetitive, just know that you could win faster by being more closer to the problem.

[SPEAKER_04]: And I know most people don't like the word niche down or the phrase because when you hear the word niche down, what your brain is telling you is limit your greatness.

[SPEAKER_04]: But that's not, that's not, that's not what niching down does, right?

[SPEAKER_04]: You could be great and be very known for a specific thing.

[SPEAKER_04]: Like video is the thing a lot of people know me for.

[SPEAKER_04]: Not communication, not inspiration, not motivation.

[SPEAKER_04]: You know how many people I wanna start an inspiration, motivation, channel or brand and it's like, that's not a thing.

[SPEAKER_04]: And if you try to tackle that giant, [SPEAKER_04]: You have a harder time doing it and then you have a harder time monetizing it.

[SPEAKER_04]: And so I love this example because there was literally a Venture's fly fishing who was the Alex came through my program, the owner of this company and they sell toolkits and they crush.

[SPEAKER_04]: I like to say that they're a content marketing product company where they leverage content [SPEAKER_04]: to market the products they sell and then they also have communities off the platform.

[SPEAKER_04]: So the riches are still in the niches and that will never change.

[SPEAKER_04]: That will never change.

[SPEAKER_04]: The riches are in the niches because if you needed brain surgery, you won't go to a general doctor.

[SPEAKER_04]: They're going to go to a brain surgeon and you want to go to somebody who's been doing it for a long time.

[SPEAKER_04]: So [SPEAKER_04]: stick into your lane, stay in your lane, and just allow your audience to kind of open up maybe the topics that you then begin to cover.

[SPEAKER_04]: And I just want you to know this that most of the time you know yourself so much, so you've been in your head so much about the thing that you want to talk about, and so it's so old news for you.

[SPEAKER_04]: But people aren't in your head, people aren't in your minds, and so don't get bored [SPEAKER_04]: with the thing that you've been thinking about for a long time.

[SPEAKER_04]: People are just consuming bite-sized pieces of the thing you've been thinking about.

[SPEAKER_04]: I love this moment from Cody talking about selling.

[SPEAKER_04]: It's such a great belief to have going into building a business, creating a product, making content online.

[SPEAKER_00]: I have a belief you don't actually ever sell anybody anything.

[SPEAKER_00]: You only find those who are already predisposed to want the thing that you are selling.

[SPEAKER_00]: And if you believe that, then I think your business gets easier too.

[SPEAKER_00]: Easier to target people.

[SPEAKER_00]: That's why I never kind of got off on that content.

[SPEAKER_00]: It's really big online on sales where it's like, here's how you close them.

[SPEAKER_00]: Here's how you do this.

[SPEAKER_00]: Here's how you switch them and you give them a hot dog and then they buy the car because you gave them the hot dog because of reciprocity.

[SPEAKER_00]: And you're like, huh, I've never bought a car because somebody gave me a hot dog.

[SPEAKER_00]: But apparently this is what works on Instagram.

[SPEAKER_00]: And so I don't think that's actually true.

[SPEAKER_00]: I think you just find people at a trigger of money, but they want something, and then you get a bomb.

[SPEAKER_04]: Sorry, I didn't mean to speak over a code.

[SPEAKER_04]: Go ahead, Cody.

[SPEAKER_00]: You just find people at a trigger moment that they want something, and then you give it to them.

[SPEAKER_04]: So good.

[SPEAKER_04]: So you just need to create content in a way that you show up for people.

[SPEAKER_04]: I like to say, honestly, you don't really build an audience.

[SPEAKER_04]: You attract an audience.

[SPEAKER_04]: The people that are going to follow you, they are literally alive.

[SPEAKER_04]: They have a pulse.

[SPEAKER_04]: They're breathing.

[SPEAKER_04]: And you're just not in front of them.

[SPEAKER_04]: And it's the same with marketing.

[SPEAKER_04]: You don't create traffic into your business.

[SPEAKER_04]: You move traffic in your business.

[SPEAKER_04]: You get in front of traffic for your business.

[SPEAKER_04]: But I just think it's funny because there's been multiple times in this [SPEAKER_04]: conversation even when I first watched it were Stephen the host would make these like comments he's just you could see his personality that his like brain just goes different ways and like he makes these little remarks and jokes it's just it's funny I guess you could say yeah it's funny that's all it is that's why I laughed [SPEAKER_00]: Yeah, well, there's two things I want to talk about there.

[SPEAKER_00]: One, I think it's it's depth, but I would also wonder if it's not rawness.

[SPEAKER_00]: Like in an era in which we cannot trust what we see anymore because of AI.

[SPEAKER_00]: And anything can be recreated, reproduced and overproduced.

[SPEAKER_00]: Increasingly, a stream is interesting because it is raw.

[SPEAKER_00]: It is for a thousand percent whatever is happening on there is happening in real time.

[SPEAKER_00]: And that's we can actually trust it.

[SPEAKER_00]: And so I think as, I mean, we've all seen it.

[SPEAKER_00]: Content has gotten so produced and overdone.

[SPEAKER_00]: And that actually I think decreases trust because we can't tell if something is real or not because it's been edited and filtered and overlaid.

[SPEAKER_03]: We say with our forty person teams.

[SPEAKER_04]: Yeah, yeah, crazy.

[SPEAKER_04]: But it's so funny and actually a really good point because [SPEAKER_04]: You know that the term when everybody zigs, then you should zag.

[SPEAKER_04]: If you can build an audience from a minimal approach, low production, it's actually a great way to build.

[SPEAKER_04]: And here's why I'll say that.

[SPEAKER_04]: I'll say that because I don't know if you've ever heard me say this before, but you create the expectation your audience has from you.

[SPEAKER_04]: I'm gonna say that again.

[SPEAKER_04]: you create the expectation your audience has for you.

[SPEAKER_04]: And so if you show up, all done, done, done, done, done, done, done, done, done, done, done, done, done, done, done, and captions and fast edits and jump cuts and AI backgrounds and things like that.

[SPEAKER_04]: Like when you build it that way, you'll have to sustain it that way.

[SPEAKER_04]: And then when you don't show up that way, people will think something's wrong.

[SPEAKER_04]: This is literally why when I started this podcast, I told Art, I said, we're gonna keep this so clean.

[SPEAKER_04]: We barely add music sometimes.

[SPEAKER_04]: We barely, I never, if I'm not missing it, on this podcast, I have never put a subscribe button on the screen.

[SPEAKER_04]: I've never, I don't want to say, never.

[SPEAKER_04]: There's been a few times where we put like my Instagram handle, like handful out of eighty five episodes.

[SPEAKER_04]: What am I saying?

[SPEAKER_04]: I knew going into this, that the way we build it is the way we're going to have to sustain it.

[SPEAKER_04]: And a lot of you guys are creating content in a way that's taking so much out of you.

[SPEAKER_04]: And it's why you don't want to continue to do it.

[SPEAKER_04]: The thing is, like she said, keep it simple.

[SPEAKER_04]: I refused to create short-form content with the Alex Hermosy look, you know, like the emojis and the green and yellow text or whatever.

[SPEAKER_04]: I refused to do that one out when everybody in my industry was doing that.

[SPEAKER_04]: I was like, no, thanks.

[SPEAKER_04]: I'm just going to keep it black and white.

[SPEAKER_04]: I'm going to just use Helvetica Bold, shout out to Virgil.

[SPEAKER_04]: Off white.

[SPEAKER_04]: Just just know that's what you're doing.

[SPEAKER_04]: You're creating an expectation from your audience when you do all these things.

[SPEAKER_04]: And that's all I gotta say is keep it simple.

[SPEAKER_04]: Now, I don't know if I should get into it, but what they're talking about is just the power of streaming and how more than YouTubers, streamers have a bigger [SPEAKER_04]: Influence have bigger pool have bigger brand and that's just because of the transparency and the connection that was created you feel like you spent real life time with an individual because they literally just had a camera on right so So I would say this to encourage you with that is leverage live streaming [SPEAKER_04]: One of the best content formats for you to not only get started be consistent and not have any excuses to quit is to live stream.

[SPEAKER_04]: Because once you're done delivering, you're done posting.

[SPEAKER_04]: So, and by the way, if you do want to live stream, here's my quick live stream framework.

[SPEAKER_04]: If you want to write this down, when you live stream, [SPEAKER_04]: prioritize the replay value over the live value.

[SPEAKER_04]: Prioritize the replay value over the live value.

[SPEAKER_04]: More people are likely to watch your live stream.

[SPEAKER_04]: after the live stream.

[SPEAKER_04]: And I know they're talking about streamers as in like eight hour streams.

[SPEAKER_04]: I'm not talking about that.

[SPEAKER_04]: I'm talking about instead of you sitting down and creating a, fifteen, twenty, thirty minute video that's going to be edited.

[SPEAKER_04]: Just deliver it live.

[SPEAKER_04]: Straight into YouTube and then start strong.

[SPEAKER_04]: Don't go.

[SPEAKER_04]: All right.

[SPEAKER_04]: We're just going to wait for people to, you know, join the, join the live stream.

[SPEAKER_04]: What, hey, what are you drinking?

[SPEAKER_04]: Let me know where you're watching from.

[SPEAKER_04]: No, just start to start.

[SPEAKER_04]: If you click on anyone on my videos, they just start.

[SPEAKER_04]: Are you building a business or want to build a business?

[SPEAKER_04]: And you'd like to leverage personal branding, being whatever, whatever, right?

[SPEAKER_04]: So just start your livestreams, get into it, and then you can address people in the comments.

[SPEAKER_04]: I would even say something I've done is address people on the replay.

[SPEAKER_04]: Hey, if you're watching the replay, comment the word replay down in the comments, like address them.

[SPEAKER_04]: There are people in their real people, which by the way, that's just something we're saying is, [SPEAKER_04]: That's your audience are human beings.

[SPEAKER_04]: So when you get ten views, that's ten people.

[SPEAKER_04]: Right now I'm filming and there is nobody around me.

[SPEAKER_04]: But based on who's watching, department, fan, especially if you're still watching, you're human being.

[SPEAKER_04]: And I know that and I respect that.

[SPEAKER_04]: So anyway.

[SPEAKER_04]: live stream, live stream, live stream.

[SPEAKER_04]: If you can build it on live streams, I know people that have less than a thousand subscribers that have made millions of dollars online.

[SPEAKER_04]: But it's because they have a live show or a live podcast.

[SPEAKER_04]: And when it comes to transparency and authenticity, there's no questioning who they are because they just show up live.

[SPEAKER_04]: And just if you can build it that way, build it that way.

[SPEAKER_04]: Longer the days of over-produced content.

[SPEAKER_00]: So like the holy grail of businesses always have your clients tell other people nice things about you.

[SPEAKER_00]: And so I think in content what I think about is I don't always care that people buy things from me at this point.

[SPEAKER_00]: Like I love money.

[SPEAKER_00]: Don't give me wrong.

[SPEAKER_00]: I want to keep making it.

[SPEAKER_00]: But I actually really care that they're loyal and they tell other people about what we're doing.

[SPEAKER_00]: And that is something we now measure for videos we can actually now measure with like a little UTM link.

[SPEAKER_00]: how many of all of our videos get shared and how many of those shares actually go to a purchase or something that goes a little bit deeper.

[SPEAKER_00]: And so I am thinking about that.

[SPEAKER_04]: So good.

[SPEAKER_04]: I think that's just really good point to make.

[SPEAKER_04]: That's why I say if you can have leverage [SPEAKER_04]: financially to allow you to create, then you don't have to create from a thirsty place, desperate for a transaction or a conversion, right?

[SPEAKER_04]: So I think that's a great point.

[SPEAKER_04]: And like I mentioned, I don't care if you never buy anything from me, but buy something from someone.

[SPEAKER_04]: If you're on the journey of building your business and you don't think you could do it without investing in yourself or investing in your business or hiring a coach or making a hire or using a third party company to help you with something.

[SPEAKER_04]: It's going to take you a long time.

[SPEAKER_00]: Like you a little bit more, trust you a little bit more for it.

[SPEAKER_00]: So I think, you know, one of the things that I do not really on purpose, but it is just like it's like getting a vaccine.

[SPEAKER_00]: You go out on the internet and you say something that you know other people are not going to like, but you believe strongly in.

[SPEAKER_00]: And when you do that kind of consistently over time, I also think that increases your trust.

[SPEAKER_00]: Because we've all met like other creators that you're like, man, like, you're just never gonna say anything that's not PC.

[SPEAKER_00]: Like, I can think of two in my head.

[SPEAKER_00]: And I'm like, they're never gonna say anything.

[SPEAKER_00]: And if it could hurt their audience, they're not gonna say it.

[SPEAKER_04]: PC, she means politically correct.

[SPEAKER_00]: And that just decreases my trust level.

[SPEAKER_00]: And I think the audience is really smart.

[SPEAKER_00]: People are smart.

[SPEAKER_00]: And so, I think you should inoculate yourself more often.

[SPEAKER_04]: great and we'll kind of come toward the end of this podcast here and that's just essentially it's okay to share what you stand for and I think you can do it in a tasteful way I have found one of my [SPEAKER_04]: You know, I was in Atlanta a couple weeks ago to begin at the podcast summit and hundreds of people coming up to me and one of the biggest compliments I got was I love how you integrate the word of God and I love how you incorporate God into how you teach how you create and things like that now I get what they're saying but [SPEAKER_04]: I would say it's not a strategic as one would think.

[SPEAKER_04]: It's just who I am, right?

[SPEAKER_04]: I'm a lover of God's word.

[SPEAKER_04]: I study it.

[SPEAKER_04]: I have the Holy Spirit.

[SPEAKER_04]: I'm on the pastor and one of the pastors at my church.

[SPEAKER_04]: And then I have a business where I help people and it's just, it's the way my brain works.

[SPEAKER_04]: And then my other thing too, but when it comes to what Cody's talking about, is you have a lot of dumb dumbs online [SPEAKER_04]: sharing misinformation when it comes to truth and my truth and what I believe and my political persuasion and this and the other and it's like, no, if people are going to share destructive mentalities and destructive mindsets, that is borderline demonic, [SPEAKER_04]: Then I'm going to share the truth and maybe the thing is I do it in a tasteful way, but what I'm so grateful for is many times when people tell me I'm their first exposure to the Word of God.

[SPEAKER_04]: And when I use the Word to communicate a principle, [SPEAKER_04]: It resonates because it's the truth, right?

[SPEAKER_04]: So I say that to say, you know, share what you believe.

[SPEAKER_04]: Do it do it tastefully.

[SPEAKER_04]: Don't do it with like the intent to separate your audience.

[SPEAKER_04]: I don't ever do that hoping that somebody leaves.

[SPEAKER_04]: But if somebody wants to self identify and say, man, I don't like how Omar does that.

[SPEAKER_04]: Bam, go follow somebody else.

[SPEAKER_04]: Something else I don't do is I don't use profanity in my content.

[SPEAKER_04]: One because I don't really, I don't use profanity when I talk.

[SPEAKER_04]: So it doesn't come out of my content.

[SPEAKER_04]: But you know what?

[SPEAKER_04]: I saw my stories the other day and I saw a dad post his young son watching this podcast and I was very [SPEAKER_04]: moved by that because I'm glad that his son could watch my content learn and not be worried that this guy with a beard and glasses and a hat is gonna cuss at his son and there's a lot of people even in this podcast like the amount of like f-bombs and stuff I'm like and like I guess you if you guys want it if you yeah obviously that's the way they talk but it's like you don't have to [SPEAKER_04]: And I know this is pretty inception right now because it's like Cody's talking about this and I'm talking about this as Cody talks about this, but you know, Cody was at a conference that she got paid to speak at and the amount of F bombs she's dropped were distracting.

[SPEAKER_04]: It distracted from her message.

[SPEAKER_04]: The problem is most people think it enhances a message to use profanity.

[SPEAKER_04]: The truth is it actually takes away.

[SPEAKER_04]: If you do not use profanity in your delivery, the crowd or the people you're speaking to is one hundred percent locked in.

[SPEAKER_04]: The moment you drop a profanity F bomb a statement, you literally cut their attention in half.

[SPEAKER_04]: There's a group of people in there that are like, oh, okay, well, just just potty mouth over here, right?

[SPEAKER_04]: And that's not the type of polarization you want.

[SPEAKER_04]: You want people to believe in what you're saying, not necessarily disconnect with what you're saying.

[SPEAKER_04]: So there's a difference between being a great communicator and getting the people who want this information, the information.

[SPEAKER_04]: And then being somebody who just like, well, if you don't like my cousin, then go somewhere else.

[SPEAKER_04]: I don't know if that's like, I don't know, anyway.

[SPEAKER_04]: If you're still watching listening, you are a real one.

[SPEAKER_04]: I want you to join me on the content, the next content to cast challenge.

[SPEAKER_04]: This was a very cool episode.

[SPEAKER_04]: And if you liked this format, I know this, this actually was my first solo solo.

[SPEAKER_04]: Usually when we do these solos episodes, I got art.

[SPEAKER_04]: But I'm in Huntington with the fan.

[SPEAKER_04]: Thought I'd slip away for a little bit and film this, especially with this like sick background.

[SPEAKER_04]: Super lean setup.

[SPEAKER_04]: I'll put a link to the setup down in the description, but join me on the next challenge and grateful for you.

[SPEAKER_04]: Love the community, the department fan, and excited to see all that you're going to build.

[SPEAKER_04]: Before twenty twenty six going into or before twenty six and in twenty twenty six I believe if you stay intentionally consistent for a year your life will look completely different and I want that for you and so hey grateful for you shout out to the dire the CEO I don't know if this is going to demonetize or get I'm going to get dinged because I use other people's content but I see it all the time so should be fine all right god bless