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What Actually Makes Content Work · The Expert Method

• speaker-0: We are selfish human beings. No one gives. No one cares. People buy into you before they buy into your ideas. And so you're seeing this flip where the creators are becoming the entrepreneurs and the entrepreneurs are becoming the creators. If your ideas suck, nothing else matters. speaker-1: So how do you go about finding that strategy or that edge? speaker-0: You can't put lipstick on a pig and call it beautiful. speaker-1: Jeremy, thanks for being here. Thanks for having me in your in your space too. This is sweet. Yeah, this is awesome. First in person podcast ⁓ for the expert method. Jeremy, ⁓ you are an expert all things related to organic content. That's okay. We've known each other. We've known each other for years. And I worked in the organic content game myself, and we know hundreds of other people who do the same in agency and other communities that we've been a part of. And I gotta say speaker-0: Happy to be here. Welcome to Humble About. speaker-1: In my conversations with you, you understand the game of organic content and digital marketing and content strategy and the ingredients of what makes content work better than anybody that I've ever talked to. Like you can articulate it so clearly. And I think it's just a testament to how long you've been doing it and me festering you with a lot of questions on like our long drive to San Diego or something like that. But the best conversations. Yeah. Anyways, so given that experience, what makes content work? Like what are the ingredients of content that works? speaker-0: Ideas. Really, really good ideas. I tell this to my team all the time and to my clients. Your definition of what a good idea is and my definition of what a good idea is are very different things. So if if we were to take the analogy and bring it to cars, you might sit in a a Camry. It could be a new Camry. It could be nice. And you could say this is a nice car. And I could be someone that drives it Bentley. And I would say, you don't know what a nice car is. You haven't sat in a Bentley before. You haven't driven a Cadillac. You don't know what you're talking about. When it comes to the game of content, it really comes down to how good your ideas are. Everything else, have a great hook. Yes. ⁓ make sure it's in sixty seconds. Yes. Awesome. But if you don't have good ideas, my favorite phrase to say is you can't put lipstick on a pig and call it beautiful. If your ideas suck, nothing else matters. speaker-1: So what makes a good idea? speaker-0: The way that we identify good ideas, I have two main categories we filter through. We have what would be like internal data and then we have external data. External data would be looking for viral signals in other people's content or just things that are in the zeitgeist and validating your idea through other people's data. If I wanted to talk about, let's say AI, what I would do is I would go through multiple different softwares that we can talk about if we want to talk about tech stacks. Or going to the social platforms themselves and identifying what are the outlier type pieces, the the the content that is performing better than the average that that creator usually gets. And I will take that note down as technically a a viral signal if it's related to that topic. So if I search up custom GPTs or how to build a custom GPT, there's gonna be a ton of videos that are really viral. And there's gonna be a lot of videos that aren't viral. And your whole Journey of building content and creating, it's really simplified down to data collection. You're just trying to figure out what works and doesn't. Let other people decide what doesn't work for you. So if someone else has gone out and tested a hundred different ways to talk about custom GPTs and one out of the 99 crushed it, clearly something they did was different about that than the rest. And don't waste your time trying trying to do the rest that they already tested and failed. So if you do that at scale, you can start looking at different ⁓ ideas and different subtopics and categories and you start to identify the ideas themselves, but it's validated by that data that shows that hey, usually this person gets like a thousand views per video. This video got a hundred thousand. Something was different about that. So we're gonna look into it, pull it apart like it like almost like a dissecting like an ow pellet like we used to do back in high school. Right. You dissect it, pull all the elements, understand what worked about it, and then model after that. And your chances of that content performing is already a hundred times better than if you were to just play the guessing game from the beginning. Right. speaker-1: Yeah, it's the whole ⁓ what is the quote? ⁓ like the greatest creatives steel. What is the speaker-0: the quote is, but there's a book called Steal Like an Artist. And the idea is yes, ⁓ if you wanted to learn how to play the guitar, you play any instruments? speaker-1: Like Yeah, guitar. You play guitar? Mm-hmm. How did you play guitar? ⁓ Marty Marty something. If Marty play guitar, if you try to learn guitar on YouTube, you know who I'm talking about. But yeah. speaker-0: How did you learn? something. Yeah. Well what did what did Marty use to teach you how to play? speaker-1: He would ⁓ just demonstrate so he would open up every video by playing everything through, then he would just the song that I was trying to learn. I learned ⁓ like ⁓ speaker-0: What do you play through? And okay, but what was that song? Was it a successful song? speaker-1: Yeah. ⁓ yeah, banners. The hits. Yeah, the hits. speaker-0: Right. So the point is is that you're not sitting in front of a guitar and just trying to manifest different chords and just assume like if I strum like this, maybe this will work. What you're doing is you're watching an expert who basically is breaking down into a recipe how to play the song that already is a good song. No one learns how to play guitar doing random st they go and look at stuff that's already worked and they model after it, but what happens when you become really good at speaker-1: Yeah. speaker-0: Playing the guitar. You can make up your own songs. You can change your chore progressions. You can create your own tabs. You can do what you want, but because you understand the game. Yeah. But people don't borrow that idea or understand that for content. And they think, I have to create from a vacuum. I don't know how to talk. I don't know how to do this for the camera. Just go like you learn a guitar, practice what someone else did that worked. And over time, with that repetition, you start to learn, ⁓ I see how they do their hooks. Yeah. I see how they Talk through that piece, I see the visual set this starts to make sense. So that's external data. speaker-1: Yeah. That's and that external data, that core metric that you're looking for is views, right? That's number one. speaker-0: Views would be number one because it's the easiest to understand distribution, because that technically is yeah, the basic number. But you do want to look at things like saves or shares or just overall engagement. Cause there's videos that have performed really well that get really bad engagement. In fact, this is kind of a side note, but if I ever look at accounts where they get really, really great views and they get bad engagement, nine tens out of ten, they're inflating that by just putting ads behind it. Cause it wasn't actually a good video. They paid for the views. But the engagement doesn't reflect that. So I always make sure that when I'm looking at it, especially if you're trying to get a little bit more granular on the strategy, if you want content that's more focused on shares, then I'm looking for views and I'm looking at what is the share rate. If I'm trying to do call to action content, which is focused on getting leads, I'm gonna look at pieces that have way better performance on the comment response, how many people commented and asked for that thing, than ones that don't. That way you are achieving the goals that you're trying to set out for. speaker-1: Yourself. The metric you're optimizing for really depends on what the objective for the piece is in itself. I don't know if this is super related to short form content, but I know that Mr. Beast he talks a lot about every single video that he creates starts with the title. Like that's what he starts with. Yeah. In the short form world, are you starting with the hook then? Because the title obviously on YouTube is super important because that's the first thing that people are gonna see. The title then informs the thumbnail. So it's the thumbnail title combination that is the most important thing to get people to click. Right. So that's where he starts. speaker-0: Exactly. speaker-1: In short form content, I would imagine that's the hook, is that right? speaker-0: Yeah. So in YouTube, the two most important metrics are your click through rate and your average view duration. They call it A V D. So like those are the two metrics that you look at for long form content to actually get better distribution. What you would technically include together is the title and the thumbnail. And in one sense, you could replace that concept with as like a hook. It's the idea to grab somebody in. In ads, it's just a headline. In organic content, it's typically just a hook, like what you say. But there's actually five elements of a hook. There's five different ways that you can actually try to get somebody to watch your video. Most typically focus on one. And maybe the reason why you're not going viral is because you haven't touched the other four. So the five is one visual. So what do you see? Now on a long form video, what do you have? Visual. You have a thumbnail. And the better the visual, the better they're interested. Do you ever watch ⁓ like extreme sports? Do you ever have content that hits your feed where it's like Red Bull and they're just like standing on like a wire in the middle of a grand? speaker-1: Yeah, most of the time it's the videos where they they wipe out and they fail. But yep. Anyways, but there's speaker-0: As a visual hook. You're like, that's not normal. Yeah. That humans shouldn't do that. My palms are sweating in my my bathroom while I'm watching this video on the toilet. Yeah. And I'm not even at risk of death. They are. Right. But that's that's a visual hook. How you choose strategically your setting can make all the difference in if someone watches your video or not. Talking head content like this, where we do a podcast, this visual visual setup where I have like this background, the wall, I got the lights, all that stuff, cool. Almost anybody can emulate that. So part of how I think through strategy is what do I have available with each client I work with visually that would look different than everyone else? You asked me about my meat and dairy farm that I work with. I could do podcast type stuff with them, but that would make no sense. They have like 50,000 acres that I could just drive with them on and do content we call it run and gun style, where dude with the beard like Doug Dynasty is hanging out on the rails, looking out at a red Angus and talking about the difference between a black Angus and a red Angus and if the actual meat tastes better. I would do that all day long over there because visually that's gonna stand out. So your strategy alone could just be faltering simply because your visual hooks aren't good enough and you have more you could leverage. Then you have verbal. So verbal is the hardest one that I have to figure out. It's what you say, not just what you say, but also how you say it. Like one of my clients One of our hooks that we say is one of my favorite rules in my house is that my kids buy the presents for their friends at birthday parties. And then he goes into a story. But like that verbal hook, there's like you can get really intricate with the strategy of why you say it a certain way, but that hooks people into this concept, sometimes shock factor, and then they watch the rest. We did a video last week. The hook came up how to raise a narcissist. 'Cause people love narcissists. Now going back to external signals, I've talked about or seen so much how narcissism, like just calling out a narcissist, how to deal with a narcissist, like any of those things. It's a powerful, like edgy word. It has so much emotion attached to it and it performs really well. When I gave him that hook and I said, I want you to literally say, Here is the recipe for raising a narcissist. Interesting. Or if I wanted to raise a narcissistic kid, here's exactly what I would do. That's a verbal hook. We can sit in a studio like this, but if you say something that's powerful like that, I'm watching the video. So we've done hundreds of millions of views for him because we just have better ideas, because we're not just talking about here's how you should raise your kid, versus me, which says, I want you to tell me what is the recipe for raising a narcissistic child. A little bit more interesting, right? Like what would I have to do to raise a criminal? You know, you just have to think. Backwards about how you come up with content ideas. Yeah. But verbal hooks is one of the most challenging to nail because it the idea just has to be good. If you can do enough volume of content and test the messaging, you start to figure out the right things to say when you get on a podcast, when you have a speaking engagement, when you are in a fireside chat, or you write a book, you know what to say because all those things worked in the public sphere already. The third would be a text-based hook. So text would be the same as a headline. So going back to YouTube, you have a visual hook, which is your thumbnail. And then your text would be that as like technically the the headline for it. Right. This is an easier skill to learn, but actually a lot more difficult to master because the deeper you get into it, you more you realize it's a skill of copywriting to actually get good at this. And if people don't know what copywriting is, I'll make it very simple for you. It's people who are very good at writing things that get you to buy. And so the one of my favorite quotes of how copywriting ⁓ works is getting someone's permission to read the next line. Because essentially it's what you're trying to do. You're trying to keep their interest and the right things that you say get to the point where they eventually go, shut up and take my money. I want whatever it is you're offering me. Right. It's one of the most underutilized skills in America. Like if you want to become a millionaire or be the first millionaire in your family, learn how to be a copywriter. So speaker-1: Yeah, persuasive writing. speaker-0: If you can figure out the text based hook, that can go on your videos for short form. And they're usually small. I would never do more than eight words. Don't overwhelm the viewer, especially if it's like talking head type stuff like this. And I would try to figure out a clever creative way without being confusing how to increase either shock or curiosity into the video. If it doesn't do either of those two things, and that's kind of like the core, it's probably not that good of a text based headline. Fourth is super simple, it's audible. Audible was the sound that you hear. If there's a certain trending music that is going viral right now and you're scrolling and you hear that trending music, you know what's coming. There was a video a while ago of like a blue shirt dude or somebody that did this crazy dance on TikTok and it was like all up in the hips. And I can't remember it was like dun dun dun dun dun dun dun dun dun. And I remember that anytime I would hear it, it would Build up before the reveal of the person's dance. And but this guy just like he just moved his hips just like like jello, dude. He had it. So anybody who tried it, when you did the trend, it was like, let's see how good this guy is at this dance. But that's why trending, like trending audio is such a popular strategy for going viral that I hate, because you're always chasing tail, but it's audible. It's always the sound that gets you hooked into it and you'll watch because there's usually some kind of payoff at the end. And the last, we call it the Hail Mary. It is your caption. So if someone's looking at your video, And they're interested directly with what it is about, and they look over at the engagement metrics and they're not really sure if this is a video worth their time. The last thing they might check is your caption. So most people don't do much with their caption, or they leave it, or they do something boring, but that could potentially be a hook that gets you to watch it. My favorite example to teach this is with a an account called Memes Are. They got like a hundred million followers. speaker-1: No. speaker-0: All they do is just repost the craziest compilations and fails that are out there. So you've probably seen their videos, you just don't follow, but it hits every feed. And what they do is they'll find compilation videos of fails, and it's like, let's say it's someone trying to like do like a crazy jump and that they're on a bike and they're on the top of a roof. You might already be visually hooked, but the caption might say, like, I did not see that coming. Yeah. And when you see I did not see that coming, you go, Now I have to know what happens because I thought that I predicted what would happen. But if the caption says that was not what I expected, right. Therefore now there's a curiosity gap and you want to watch. So that's a master class on the hooks game. Yep. To answer that question about in YouTube and what Mr. B says, that's the intricacies of the short form game and how to leverage it. speaker-1: So right, and what Mr. B said is he will have that thumbnail created, the title written before they even step onto set and film the video. Yeah. Are these things that you are clarifying with the ideas? Obviously like there's when you're on set, when you're making content, there's always new ideas that come up in the midst of shooting, right? You just get something. Right. Especially as you somebody like you is listening to your client speaking, you can just come up with ideas on the spot. But to the best of your ability, would you encourage people to Clarify these five things, these five elements of every short form video before they even step in and film. It's like, Okay, this is what the visual is gonna be, this is what the verbal hook's gonna be, this is what the text based hook's gonna be, and then now all of that can inform what is actually then said in in the video. speaker-0: Yeah, I'm I'm I think that's a great milestone to get to. Yeah. But I don't think that's realistic. It'd be like sales. Instead of you just hopping on a sales call and trying to close somebody, that would me be an advising you to say, Well, I want you to practice every single objection you could potentially get. I want you to go through the entire script of the things that you're gonna say. You would do so much work, but what you really need is just get on the call and go listen to yourself back and go, I talked way too much, I didn't do this right, and then you actually learn what things that matter. For helping you get better, or you send it to a coach and they teach you. Right. But what you need is to just start. So come up with good ideas. I think the ideas matter more. My one of my other favorite quotes, I have a lot of favorite quotes, by the way. Abraham Lincoln, if you give me six hours to chop down a tree, I'll spend the first four sharpening the axe. So when you're trying to plan for a content session, I would spend whatever additional time you can preparing better ideas and then spend a couple hours shooting content. But don't don't neglect the ideas and spend seven hours shooting, be like, I shot so much content. You didn't prep any ideas. Yeah. You could have spent seven hours wasted on the wrong ideas that aren't gonna work. Yeah. speaker-1: And this is the value of working with somebody like you and your team because you guys will do the work behind the scenes to prepare all these things so that you're taking better at bats every single time you step into the studio to get higher quality content that's going to perform well. But I a hundred percent agree with you that for me, me need to look in the mirror and take my own advice on this is just don't create too much friction for yourself that it's just impossible to start and get going. Because you can spend all the time in the lab, right, thinking, but you're not gonna learn you're gonna learn five percent as much as you would if you actually just put stuff out there and start speaker-0: But that's why I would go for like external viral signals first. Because we didn't even talk about internal, but viral external is the simplest. Because all you have to do is go use any of the software tools that are out there that'll help find the viral videos, or just go scroll on social media for a bit, and you'll see what ideas work. Yeah. So then you don't have to do all of that brainstorming in your head. You're not spending four hours looking at a blank canvas like your Da Vinci and you have to paint the Mona Lisa. What you're doing is you're basically figuring out. what are the best ideas out there based off of all of that data that they already did that work for me. And then I just go create that. And then the the dream is yes, over time you want to understand how to know what's a good idea or not, but you you shouldn't be spending the majority of your time on the wrong things when you're just getting started. speaker-1: Yep, just replicate it. Yeah. Yeah, that's when you really go pro and like professionalize it, but you need to get the underlying routine and and ⁓ habit. speaker-0: I think what's even more important for anyone who wants to do content is just getting comfortable and in a cadence of going and doing it. If you learn to normalize it as a part of your lifestyle, no different than going to the gym, you can eventually hire the trainer. You might eventually figure it out yourself. You might sign up for classes, but the habit of who you are as a person, that you're trying to be a content creator, you're trying to put yourself out there and build a personal brand. I think the first and foremost. most important thing is to just get into a place where you've normalized that this is just what I do regardless. If you can't get over that hill, it doesn't matter what you do, you're gonna hate it, despise it, push back against it, you're gonna hire a team and you're gonna fire them anyways. And you have to be able to accept that no different than we use cars to drive and we use, you know, funnels to sell. We use content to brand and market. And if you can't normalize that, then I wish you the best of luck with the hot dog stand. Right. Boom depot. speaker-1: Yeah. Right. Exactly. There's a few things to underline here before we go into the internal signals. The first thing is you brought up a point about how you say the script, right? Or how you deliver the piece of content, right? It is so important. Right. The way that I had kind of boiled everything down is that great content has two two main ingredients where number one is the topic, the idea, and you just laid out, like you said, a masterclass in what goes into having a great idea. And then second is how you actually deliver it, right? The energy and enthusiasm in which you deliver that video. Right. Because if you're just sitting there kind of just mumbling and droning on through a through a video, nobody's gonna pay attention, right? You need to be captivating and enthusiastic in your energy. Right. And there's all kinds of books and all kinds of content that has been created about the idea that it doesn't matter how you like what you say, typically like ninety-nine percent of it is how you say it. And the same thing applies to your content. So you can have the absolute best idea, but if you deliver it with absolute zero energy, it's not gonna work. So that was something that took me a long time to learn for our clients and then for in my own experience is That part can't go overlooked. speaker-0: People buy into you before they buy into your ideas. So if you're gonna get on stage and you're gonna talk about whatever you say you're passionate about, but you are completely disconnected from the idea of what you're trying to communicate and the body language and the verbal communication, people are not gonna connect with you at all. So yes, 100%. It's how you say something more than just what you say that could be the reason people either resonate with your message, they stick and listen your to your message and remember it. And if they share your message with other people. If you can nail the communication techniques to present the idea the best way possible, that's the lightning in a bottle that you can capture. speaker-1: Hundred percent. And then the second piece that I'd love to underline is really tied to the value in like why does any of this actually matter? Why does getting good at organic content strategy actually matter and content creation? And ⁓ I'll go back and talk about Ellie Borziglu is a guest that we had on the podcast a few weeks ago. Highly recommend you go back and watch that episode once you're done with this one. But he had a really compelling idea that the founder archetype has completely changed. Where in the late nineties, the founder archetype was the financially educated person that can just know the numbers super well and just manage the business, manage this big ship the right way. Then in the early 2000s, when the the whole web dot com boom kind of come and pass and now it was just all about web apps, was the software developer, was like the main founder archetype. And now he argued that with that ability, that software development capability not being as differentiated, right? It's more accessible to everybody with all the AI tools, the vibe coding that's out there. He argues that the founder archetype is the person who can successfully bring a product to market. And the way that you do that in today's day and age is through organic content and building a brand. So he argues that this is really the most important skill that you can develop if you want to be a successful founder in today's day and age. speaker-0: The internet came around. speaker-1: Yeah, right. Yeah. speaker-0: The market shifted just because consumers shifted and w most people are spending, God, I don't know, three to four hours a day on social media. I mean, the latest numbers that I saw about a year and a half ago was two hours and forty five minutes is the average time spent on social media. Not including television, Netflix, or anything else. That's just including social media content. Yeah. So everyone's on their phone, everyone's watching social media, everyone's consuming content out there. We literally do it every single day. And if you don't know that, you might be Patrick Starr who lives under a rock. And because of that, you have to shift and meet the times. Yeah. And this is this is the most important time because the barrier to entry for someone to start a business and to garner attention has been the lowest ever. Anybody can do it. And so you have rookies and beginners who have no idea how to run a business, garnering millions and millions of views, who are broke. And then you have founders who know how to run intelligent systems and operations of a nine figure business. speaker-1: Mm-hmm. speaker-0: Who have zero reach on social media. And so you're seeing this flip where the creators are becoming the entrepreneurs and the entrepreneurs are becoming the creators. So you have pioneers like Alex Ramosi and Dan Martell, Cody Sanchez, all of these people that are leading the charge with I run a billion-dollar company, but you see me doing content all day, every day. They're like the early adopters of like a new technology. Everyone thinks they're crazy until they're really successful, and all of a sudden, They're no longer crazy and you want to be just like ⁓ and you want to know what was the secret. The secret was for the last ten years. Well, you idiots kept telling me that I had no idea what I was doing. I went and did this, and now I am at the forefront of the the technology and adoption. So we just we live in a new age where there's still time. You can still adopt and find success in this, but you're definitely every day you choose to wait on this and not learn this skill set, you are going to fall behind and eventually become irrelevant. speaker-1: Absolutely. So taking that as a matter of fact that this skill set is extremely important, I'd love to go back and talk about those internal signals that you look for. So we talked a lot about external signals and then what goes into creating a great idea or a great idea for a piece of content. What are those internal signals that you look at? speaker-0: Three words. Core human desires. So in copywriting, copywriting again, like we talked about, the skill of being able to persuade people through written copy to do anything really. I mean, buying is the main thing. Like a copywriter is really designed to help sell people into buying some product or service. But there's also copywriters that sell you to donate to charities and to nonprofits. You know, you have a skill set where What you have to do is understand the universal principles so that you could work with anybody as a copywriter. Meaning that I could be a copywriter and work for a sales agency and sell people into their program. I could be an affiliate that sells products for other people and I make a commission, but I just know how to sell really well through email and I build a big list. It could be a bunch of different things because the secret is that across the board, it's the same game. You understand that it's certain things that you say that trigger certain things that are on a deep psychological level resonate with us. So I could sell you a pencil or I could sell you a forty thousand dollar mastermind. I'd use the exact same strategies. So when it comes to internal validation that we look for in ideas, I try to boil it down into any of the core human desires we all have. These are universal, these are things that everybody desires. And then you just figure out how to tap into those. So I'll try to give them to you on the fly. So we have make money. Make money would be pretty obvious. I like to make money. Do you like to make money? Wonderful. Do you also like to save money? Saving money is another great one. So you have making money, you have saving money, then you have saving time. I like to save my time. Time is very important to me, right? You have avoiding effort. So effort, I like to be lazy. I'd like to get the magic pill so that I lose the weight. Take speaker-1: Yeah, absolutely. speaker-0: GLP ones or Reditrut and not have to go to the gym. It's not true, but you get the point. Like the health space, it's all about avoiding the effort. You don't have to do this. Just stay at home. Eat pizza all you want. Right. It's achieving ⁓ or increasing your social status because everybody wants to increase their reputation. People want to achieve better hygiene and health. People are always looking to somehow better themselves, whether it's the skin. They want to make sure their skin looks good. Maybe it's their weight. Maybe it's their clothes and their fashion. Way maybe it's their hair. We all want to just achieve a better hygiene or overall health stature. Feel more loved is another big one. So why we do things for other people, why we potentially sometimes walk into a church is because we want to feel like we belong, feel like we are desired. What do we do for our family to feel more loved in relationships? There are so many different internal components that really tie into things that I could validate because The best marketers and copywriters in the world know that those are desires we all technically have. You just have to figure out the right angle that relates it to that product. Right. Now, my product is attention. It's time. If I think of a video to do and I'm trying to internally validate it, I'm thinking through why would someone selfishly care about this? Because the principle, the underlying theme of the core human desires is we are selfish human beings. It is all about self preservation. Since the beginning of time, it has always been our objective to not die. Right? And so when I think about anything related to content, I have a pretty aggressive approach with the line, no one gives a sh. No one cares. Well, I want to talk about my business and these cool things we're doing. I just say the line, No one gives a sh. I love what you're doing. I think it's amazing. But strangers don't care. Be real with me, bro. Do you think about my business every day? Unfortunately. You don't think about the success of my business every day, Ian? Dude, you're such a jerk. That's the reality we all live. We have our own world. We have our own Maslow's hierarchy of needs. There's certain things that need to come first in our life to be met in order for us to then start thinking about other things. And so for the majority of people, we care about ourselves. And then when I tie in these core human desires, I can basically validate an idea that goes, what's in it for them? Why would they care? Well, this is gonna teach them how to make tons of money in their business. Now they might care. Two of the most ⁓ successful repeated pieces of content that we've seen in the money space, how to make ten thousand dollars a month. You make any video about that, it's gonna rip. Everyone's gonna save that video for later, because 90% of people are W two and they would like to make six figures a year. Yeah. Second is how to become the first millionaire in your family. That hook and that text-based headline it works every time. If I wanted to make a video and I said my hook was If you want to be the first millionaire in your family, here's what you to do. And you just start listening out. Now, hopefully you are someone who can validate that by having proof that you've done it. But the point is that making money is that core human desire. That's why it works. I could take any video that is out there that is viral, and I could go and give a reason for why it performed the way it did, because it it ties to any of those desires that we have. And so I would say another one of the core desires we didn't talk about was to seek more comfort. speaker-1: Yeah. speaker-0: Like we want to have a nicer house. We want to have nicer studios. We want to have a sauna in our garage. I want to have that. We love the idea of being comfortable. And so we also make plenty of effort. Why do you want to be better in business? Why do you want to make more money? Well, I want to make more money so that I can, you know, get the bigger house. Why do you want the bigger house? Well, I've always wanted like a man cave from my friends. It's like, okay, but why do you want a man cave for your friends? Well, I just I love Sundays and I love football and like I want to create experiences. Why do you want to do that? Every time you ask why? You go deeper and deeper and deeper to the root, which usually comes back to one of those core human desires. It's to feel more loved because you have community and people over and you want to feel like you can give to them. It's to gain more comfort because you want to have your own space that's free of maybe kids' distractions or the wives are all in the kitchen and talking and you can't listen to the game. It could be so many things. Yeah. So you validate every idea by starting at the principle of no one gives a shit. What's in it for them? speaker-1: Mm-hmm. speaker-0: What's in it for them is maybe one of these core universal desires. And you just have to spin it. And so any idea that I come up with, I can usually validate it by figuring out which one of those it applies to. And if it doesn't, find out worth their time. speaker-1: Yeah. Right. So every idea you have to figure out a way to frame it in a way that you're helping to speak to that individual and helping them to accomplish one of those core human desires. And you could apply that again, underlying principle of copywriting. You can apply that to the content that you're creating and why this video is going to help you accomplish one of those core human desires. But then I would imagine that you also need to apply that to the messaging for your product or service itself. It's not just talking about the features and the things about your product or service and what you're going to do, your process, whatever, right? It's gonna be how you're gonna create this outcome for this individual that attaches to one of those core human desires. speaker-0: The problem is that we we try to treat like organic content separate from everything else you learn about business skills. You come in with this blank slate being like, I don't even know what to talk about. What ⁓ what about everything else you've learned about business and marketing and language that you shouldn't just not like be applying into content? It all overlaps. Most of my training for how to get good at content and how to coach through sessions and also how to understand it really comes down to sales training. speaker-1: Yeah. speaker-0: Copywriting and ads. speaker-1: Yeah. Like probably psychology too. speaker-0: psychology. All like, but all of those things are not, you wouldn't think to go study that for organic content. But you would you would definitely think about it for a landing page. But the thing that we're all trying to accomplish, it's the exact same thing we're trying to accomplish, is persuasion. We're trying to persuade or convince somebody, whether it's to spend a dollar or to spend a minute with us. It's all the same thing. To sell is to be human. You're always trying to persuade. Hey, I think that we should go here for dinner tonight. Hey I think that you should join my team and you should be a part of this organization. And it's not necessarily always selling people, but we are trying to sell people all the time. Like if I want to convince somebody like to follow Jesus, I'm kind of selling them a little bit on him, but I'm not actively trying to sell them something I don't believe in. Right. So it's not like bad sales, like use car salesman type stuff. Right. It's just persuasion. But if we take that for time, because time is just as valuable and people say all the time time is money. Then if you have that same reverence, the same strategies work too. I'm trying to convince you not just to read the next line, but to watch the next three seconds. speaker-1: Yeah. And the same strategies apply where if you're thinking about starting a product or a service, where do you start? You start by identifying a problem that this individual or this group of individuals has, and then you come up with a way that you can solve it. Right. And then that turns into your product or service. The same thing applies to your content. Like what questions do these people struggle with? What are they what are the problems that they have that I can help teach them how to solve through my content? speaker-0: Yeah, if you want to go the educational route, it could be directly solving problems. That's kind of like level one. Like most advice I'll get out there is like if you're gonna make content, go figure out who is your avatar, who are you trying to reach, and what problems are you trying to solve for them, and then go make content solving their problems for them. It's a very great method and it's a great starting place. But then you can go layers deeper. Where imagine you're a coach or you're someone who's trying to retrain the philosophy of what someone believes to be true about something. Well, now you're not just educating, but you're reframing. You are trying to philosophically transform the way that they understand a certain topic. We call it schemas, but it's like breaking schemas. You have always heard it to be said. Remember where we heard that one before. The Bible, you always heard it to be said that you should not commit adultery. But I tell you that if you look at a woman lustfully, you have already committed adultery in your hearts. That's a schema that was broken. Schemas are like folders in your brain for how you understand and conceptualize reality, the world around you. When you say garden, There are certain things in my mind that would come to my mind about what a garden looks like. It's like in a greenhouse, you have plants and you got vegetation and bugs or whatever. Every single thing we have some type of folder of information. But sometimes we get brought up being taught the wrong things. Let me give you a crazy example. People that believe the earth is flat. You were told growing up that the earth was round, but I tell you that it is flat. Now, I'm not saying use Jesus' formula or whatever to to try and break every schema, but it's the concept that if you're really good at educating and you're in like your own market and you're really a good thought leader, right? More than just trying to solve problems, you're trying to change their reality. Yeah. It's like you've always been told that all you could ever do is climb a corporate ladder and maybe make six figures a year. But I'm here to tell you that you could be a content creator tomorrow and you could be making $10,000 a month, only working three hours a week. speaker-1: That's a pitch. Yeah. speaker-0: That's a good pitch. But that breaks someone's understanding of like my entire life. I thought that the most I could do. I broke my wife's schema of college a couple of years ago when we were having a casual conversation and we talked about how I didn't have any school debt and she had debt. And I said, Yeah, I just, I just worked during school and then I just paid for it during that. And she went, I could have worked and I could have paid for my college while I was in college. I never thought once to do that. But that emotional reaction of her realizing I could have done this this whole time. I broke that schema. And that concept and content is probably responsible for about three hundred million views for us alone. It's just breaking the way that most people have understood something to be true, flip it on its head. speaker-1: Yeah. Yeah. Yeah, that makes a lot of sense because as you're saying all of that, I'm just thinking back to like this book that I'm reading right now. It just completely breaks. It's called A Return to Love by Marion Williamson. 'Cause it's really called me to ⁓ explore my own belief system and like my faith that have never really existed for me before in a real structured way. When you read a great book, like the books that have a huge impact on you are the ones that break your schemas and give you a whole new way to look at the world. And in the world of ideas or the world of content, right, that is really the content that's gonna stick and register with you. So it does go way beyond just like, okay, surface level problem that this audience has. I have some information that can help them go solve that problem. But a lot of times, if you are a thoughtful creator or real expert, the point that I'm trying to make is that a lot of those solutions that you may deliver to somebody need to first be utilized by a person or received by a person who has those schemas broken and looks at the world a certain way. So you just start there by how do you I usually don't eat a cold, but speaker-0: We eat your pizza. Yeah. Wrong answer. No way. I'm not opposed to cold pizza, but have you ever reheated pizza ever before? That's the wrong way to reheat your pizza. Yeah, it's probably it's on the stove. Okay. Start with the microwave for about like 20 to 30 seconds and then hit it on the stove. That is the way you reheat pizza. But now that's gonna stick in your brain forever every time you see pizza. speaker-1: Yeah, it'd be in the in the microwave. speaker-0: And you're thinking about reheating, you're gonna be like, Remy told me not to put it just in the microwave. I should try it on the stove. That's breaking a schema. It's on a very simple level. Super interest. But you can get really complicated with certain things where when you're in a niche, you just pick the things where you have always been taught that this is how you should do things. I'm gonna say we do it a different way. And I'm gonna prove it. And what happens is you become either the black sheep or a really popular term is the purple cow. speaker-1: Yeah. speaker-0: Have you ever heard of the purple cow concept before? No. No? So Seth Godin, he's one of like the OG goats of marketing, digital marketing today. He has a book called The Purple Cow. He also talks about it in his other books. But it's this idea that if you're driving through Old Town, Nebraska, and you're just driving on the freeway in the middle of nowhere, pastures all around you and core fields, and all of a sudden you just see a purple cow. You are gonna stop in your trucks. You're gonna pull over to the side of the road. You're gonna look at that thing, you're gonna be like, I'm pretty sure that's a purple cow. I've never seen a purple cow before, but I'm pretty sure that is. You're gonna take out your phone, you're gonna zoom in, you're gonna take a picture, probably gonna send it to three or four people, but you're gonna text them and say, I think I just saw a purple cow. I've never seen one of these before. And then you'll go on and have your day. And then in conversations for the next week, all you're gonna do is talk about that purple cow. The idea is that when you see something so unique in a very dull environment, it sticks out like a unicorn and then it sticks in your brain forever. That's part of my strategy is not just go validate and find ideas. It's very important. But even before we get to that level, how do you put yourself in a market of one where no one else does what you do? How do you say things different than everybody else? How is Dave Ramsey so good at what he does? Because he says debt is bad. And he has just owned that forever. But you'll see 95% of other people stick with debt could be good. Debt is leverage. Debt is how I do all these things. And they'll fight against Dave Ramsey. But they are so successful because he has just planted his flag that he is different from everybody else because they don't just sell to the logic, they sell to the emotion. The logic is, but I could use it for all these things. But you don't experience the freedom of having zero debt. And that sells. So you have to find a way to become that purple cow if you truly want to stand out. And then what you do is you just break a bunch of schemas. Change the way people think about the world. speaker-1: How do you go about cause that is the first part of your founders funnel, right? Your strategy is identifying what their edge is or how are you going to be a purple cow that people can't stop thinking about? So how do you go about finding that strategy or that edge? Or how do you turn somebody into a purple? Like what is their purple cow angle? How do you find that? speaker-0: I mean, it depends on your industry you're in, right? There's tons of different industries, but you need to know what everybody else teaches and does. So you have to be very informed because you need to know what's out there already. The more informed you are on what's out there already, the more unique you can be and position yourself because you know what not to say. Most of my experience with business and entrepreneurship and content is a series and string of about seven and a half, eight years of running unsuccessful businesses. So I know what not to do and when you've done it enough, you know pretty much what's left is what to do. speaker-1: Yeah. So you figure it out. Yeah. speaker-0: And the same thing goes for if you wanna be unique. You have to be able to look at what everybody else does and know what not to say because it's already being said. Mm-hmm. Like if if I wanted to go into the money space, I would have to find a new and unique way that stands out from a Dave Ramsey all the way to a Grant Cardone, who is this whole sp spectrum of how do they even think about money? Because if I don't say anything that's different than what they're already getting out there, then you're just a regurgitation of someone else's content that they're just gonna go. I prefer that person over you. Yeah. Then you're a commodity, essentially. Right. Exactly. It's and it's it's a it's about creativity. Like I think that the first stage is you have to be able to know what else has already been said a bunch of times. So you go like, everyone says there's power in your words. I've heard that so many times. So how do I do it in a way that's different? And thus sometimes you don't have to have like a different approach of what you say, but it's how you say it. Because maybe you turn it into a story. speaker-1: Put a cap on your your ceiling. speaker-0: Maybe you're just a much better storyteller to teach the same principles everybody else teaches, but you just tell it and you teach in a way that's just more enjoyable. It's easier for us to understand. Do you know who Mark Roger is? speaker-1: Yeah, name sounds familiar. speaker-0: He's super, super big YouTuber, all up in ⁓ science, but he has made science fun for kids. Yeah. Something that most kids dread and don't want to be a part of. But he combines physics and engineering, like mechanical engineering, and even sometimes like astrophysics when he's doing like planet stuff. And he is making things fun for kids because he just takes the approach of a boring subject and does it in the most unique way possible. He creates those visceral emotional reactions in kids that go. I like science. I never thought I would like it. So know everything about your industry, which takes a lot of research and a lot of awareness. Know what is being said out there. And then once you know what's being said, you know what not to say. But then the real skill is how to be the most creative with saying it in as many different ways as you possibly can. So whatever your ideas that are counter to what everyone else says, then it's just testing creative language. Where you say things that maybe haven't been said the right way. And you can test it. You just test different messaging and use different analogies or tell different stories. Usually I think it was a hormosey video that I saw recently where it was explained that he just has a thousand things that he says a million different ways. speaker-1: Yeah. That's it. Right. speaker-0: It's a thousand things. You just have to repeat yourself enough times for things to stick with people. If you think one short form video that's forty five seconds long is gonna be the only thing someone needs to remember your con your concept and idea for like the rest of their life. speaker-1: Yeah. speaker-0: You have to repeat things for them. Why do think politicians say the same thing over and over and over again in a campaign? speaker-1: Yeah, we have to be reminded more than we're taught. speaker-0: We're kinda dumb. I'm like, I'm pretty dumb. I gotta hear the same thing to know like make America great again, you know. So point is is you just have to get creative with how you say it and the different ways to say it and just try to say things in a new way you haven't heard before. Yeah. But the simplest way is just know what's already being said. 'Cause then you just know don't say it like that. Right. You'll already say that. speaker-1: Yeah, know what is out is being said, see what's out there, see the field. Yeah. But then every individual has a unique combination of experiences that nobody else has had before. So you can find a way to combine. Like Joe Politzi, who we had on the podcast last week, he calls this finding your tilt. Like what is the unique combination of experiences that you have had that nobody else has ever had? Yeah. That you can then turn into and it use it to inform or influence your content in some unique way that stands out from everybody else. For him it was like when he started out, he was a huge fan of like collecting baseball cards and then think he had this random combination of three things that he was able to use as kinda like the foundation of his brand and his unique style. About talking about something that a lot of people are talking about, which is content marketing. But so you start by kind of analyzing what is being said out there and you have to kinda turn inward and look at yourself and say, what is the unique spin or the unique frame or the unique story that I can tell as a part of this conversation that's out there. speaker-0: Exactly. Finding your tilt, like figuring out what works. There's eight different factors that I have attributed to different types of creators that are their edge, what I would call it. Like what is your edge in the marketplace? And it spans from all different types of creators to like your lived experiences. It's your conviction. What is ⁓ your social proof? What results have you generated? Because if you're someone that has done a hundred million in sales, that distinguishes you in the market from most people. But then if you're someone who spent fifteen years in the military as a Navy SEAL, that separates you from most people that are out there. So yes, when your mom tells you that you're a one of a kind, there is potentially some truth to it. You just have to tap in deep enough to figure out what are those things and then leverage that in your content. And it could be about the external things that, you know, are part of your lived experiences. It could also be just how you communicate. Point is is each person's unique. You don't have to be something that you're not, but you just have to identify those things. And that comes with a lot of self-awareness. speaker-1: If we could leave the audience with one question that they could ponder, kind of chew on to maybe help them identify what their edge is, what do you think that would be? speaker-0: What have I done that almost nobody else has done? Boom. That's simple. Love it. What have I done that nobody else has done? speaker-1: Love it. And that'll just give you so much ammo that you can use to then influence these ideas. Like you just find ways to inject those experiences as stories or some unique way of framing these ideas that you will have come up with using the strategies that we've talked about in the first forty minutes of this conversation. I love it. Jeremy, thank you again for so much for the time. I have one kind of final exploration that I'd like to do with you and it's way off topic with organic content. But It seems like for you, you know, I've known you for a few years now, faith, family and business are not separate categories for you. It's something that kind of all comes into one. ⁓ they seem very connected. So how has faith shaped your definition of success, ambition, and responsibility? speaker-0: That's a good question. Nothing else is more important in this world than like my relationship with God. Everything else is gonna burn and destroy and wither away. And if I spend most of my life building my own castle and kingdom, he will humble me one day and say, You have no idea what eternity could have looked like for you 'cause you got comfortable with your kingdom on earth. So for me You know, it's it's a sobering reality that I have to remind myself every day as you try to build a successful company where you make more money and you can be more comfortable and life can get easier, that that's not the purpose of what doing any of this is for. So my first and foremost priority is my relationship with God. But then if you want to be a true man of God, the next priority on your list is your relationship with your spouse. Not your kids. That's where they get wrong, with your spouse. Because that is the second covenant that you have created, not just between you and God, but then you and your partner. So that becomes a second priority. Then the third priority is your kids. Then after that, I would say your f your health is the next and most important thing. You'd kind of argue where where it goes, but taking care of your body is absolutely essential to being a good steward of what God has given us because it's not our own. And then after that, you could argue between friends and business. I think some people will compromise or sacrifice the friends and community for the business. And sometimes I understand, like, gotta do what you gotta do to build really successful company and you can't always be at every, you know, hangout that everyone offers. ⁓ but business would then be there. And the problem is is that what most people do is they put business before everything else and they come to a point twenty, thirty years down the road, divorced, estranged children, no relationship, tons of money in a successful business, and they're miserable. They're miserable. They go, I effed up. I spent most of my life thinking I was doing this for my family, only to realize that I was doing it for myself. In the world of entrepreneurship, that wrong mindset that we think we're doing it for them usually ends up separating them the most from us. And then we end up sobering it up decades later and realizing it was the biggest mistake ever. So for me, I've learned it not through my experience, but through being with so many founders and getting to see it firsthand, that it has reminded me so importantly that my relationship and structure of priorities has to be that way because the rest of it isn't worth it. I'd rather go back to a W 2 and miserably find a way to be told what to do from a boss if that meant protecting my relationship with my spouse and with my kids and my relationship with God. Otherwise, there's literally no reason to do it. I don't know what battle you think you're fighting. I don't know. speaker-1: Yeah. speaker-0: what what hill you think you're gonna die on or what legacy you're gonna leave. I've never, never once out of all of the people I've ever met, successfully sacrificed their family and their kids for a business and was happy. speaker-1: Yeah. So what is that intentional protection of your relationship with God? Your relationship with God, your spouse, your family, what does that look like for you on a day to day? speaker-0: I'm not going to pretend like I'm perfect at how this is, because it's different. You have seasons, things go up and down. But ideally, what I try to structure my life with is that every morning it starts with God. He gets my first fruits. So I'm spending time in devotion, spending time in prayer, sometimes journaling, but that's to him first. And then after that, it's usually kids and family. So my wife wakes up, the kids wake up, we get them ready for the day. I focus on making sure they're taken care of and any needs that they need met happen before I run out the door. First, you serve God. Then you serve your spouse and then you serve your kids and then you serve your business. But it has to be structured like that. Because if you don't and you get it backwards, then what they interpret is that that's more important than us. Your business is more important than us. Your phone is more important than us. Your sales call is more important than our soccer game. And all it does is the kids grow up resenting you. They don't want to get into business. And all the times that they asked for you to play, that you said, I'm too busy right now, there will be a day where they stop asking. And there will be a day where you start asking and they won't want to. speaker-1: Yeah. And I mean, how else do what your priority is show up other than your actions? Right. So they're not wrong. If that is the order of operations, if you wake up running out of the door, putting your business before a any time with them and you're telling yourself, No, this is just short term thing. This isn't my they are my priority. I mean, they're not wrong in saying that you're putting your business before us or your work before us or these other things before us, because how else do your priorities show up other than your act than your act? speaker-0: Totally. Right. Not every founder has the luxury of just flipping a switch tomorrow and saying, you're right, all these things matter. I'm going to restructure everything. And all of a sudden, like everything's going to be dandy for the business. It could come at an extreme cost. It could come at the cost of losing clients. It could come at the cost of losing revenue. It could come potentially at the cost of your business collapsing because maybe you built systems for how that business operates that was predicated on you being available 14 hours a day. And if you've done that, then there are consequences and costs to that. So you have to first ask yourself whether or not you're willing to eat that cost. Because one is gonna hurt more than the other, but one will take twenty, thirty years for you to feel the pain and you'll feel it for rest of your life. Yeah. The other might be for a season. But regardless, you just take baby steps. And I think the most important step you could take is just focus on being closer to God. If you just focus on that, everything else kind of falls in line. It's kinda it's it's kinda like the God of the universe can speaker-1: Yeah. It is very strange. speaker-0: Take care of your business for you. Like he spoke the world into creation. You don't think he can handle bringing you business. You might lose a deal, but he might bring you five. You never know. And I'm not a prosperity preacher. That's not what I care about. But what I do also do is I try to practice Sabbath a lot. That's not very conventional and like a Protestant Christian practice. But I still believe that it is absolutely beautiful. And I think that it's necessary. And I think that it's me trying to tell God. That you could do more for my business in one day of me resting and you working for me than in six days of me working in my business. And if I can just live on that mindset, then basically everything else will be taken care of. Because all I'm trying to do is adhere to him, spend time with him, focus on the things that matter most in this world that he's commanded us to, and let him run the business. I'm not the pilot. Everyone thinks like I'm the pilot, God's in the co pilot, see, we're doing this together. Get in the back of the bus, dude. Yeah. Like find me in the bathroom in the back of the plane. Just saying, like, God, you sure you still want me on this? You should still you want me here? Because at the end of the day, the second you try to put yourself in the pilot seat and he's a suggestion and he's just an advisor and he's not the pilot, most of the businesses that I've seen that are focused like that don't fail financially. They fail with their family. speaker-1: Yeah. They fail spiritually. Yeah. So what does that actually like look like? Like what is giving your putting God in the in the pilot seat? Like what does that look like for you? speaker-0: It's doing everything you absolutely can. And then at the end of the day, letting go. There's a really cool principle called Parkinson's Law. I'm sure you've heard of it, which is that work fills the time you give it. If you give yourself 17 hours a day to work and that's all you do, you will fill the work to that. Or you put yourself in a bind where you only have eight hours a day, five hours, four hours, whatever it is, because my kids aren't old enough for school yet. So it's like I'm gonna have to eventually pick them up from school. Which gives me even less time. I have to get smarter about every decision that I make that's better leveraged for my business. And so if you set the priorities first, that's what that looks like, is that that is non-negotiables. Then everything else on that time that you have available for your business, you have to get smarter about getting out of your own way and letting the business grow. So it's the systems, it's the talent, it's the consistent lead generation that you create for it. It's everything else that can make that engine run. Right. But if you don't force yourself to only have a certain amount of time to do this, you will do it for as long as you can. speaker-1: Yeah, kind of force it into it or just be really disciplined in that decision and strict in that boundary that you set for yourself if you don't have those outside influence. Like I'm single, don't have kids, right? So it's I'd have to be just really disciplined with myself. But that time that you spend with God first thing in the morning, like what does that look like? Like what are the speaker-0: I think one of the easiest ways to to think about how to spend time with God in the morning is is read the scriptures till you have a takeaway. Like just read until you are you get it could be read one verse and you're like, dude, I got it. What a conviction. That one verse, I I already feel that. And now I need to go change my life in some way for that thing. Or you could end up spending an hour reading and you're like, Lord, speak to me. What is what what is it you want me to learn today? And there might be times where you don't get that takeaway. You still do it. You still go to the gym. You might not hit your PR every single day. You still go to the gym because that's just who we are. But a very simple practice is I find a way to just read scripture, whether it's through like a guided devotional or even just getting into the word and just read enough to where you feel like you have some kind of a takeaway for the day. You don't need twenty. You don't need ten. You just need one. Right. And if you do that every day, you have three hundred and sixty-five takeaways in a year for how you can better your life and pursue God. speaker-1: Yeah. Amazing. Yeah. For everybody it's gonna look different. For me, it's been very fumbly so far. I trying to figure out like what does that routine look like for me. But one of the big takeaways from the book is that, you know, God gave us free will because him doing so is the greatest act of expanding his creative ability that he could have ever given us. Yeah. So he's there ready to support you, but he's not going to do so without you intentionally inviting him in to to do so. So it's creating whatever that intentional practice of inviting God into your life, the Holy Spirit into your life, or whatever verbs, language you wanna use to describe it, but he's not gonna come in and enter and and provide his support and show you the way without you intentionally asking. So it's just any kind of intentional practice of in of inviting God into your life. speaker-0: The scriptures are very clear that knock and you shall he shall answer, seek and you shall find. He is not one to invade. That is not an act of love. That is them him forcing himself on you, saying that you need to have this. He will send signals, he will speak through other people, he will speak evidently through creation, he will do everything he can to open your eyes to that fact that yes, go and spend time with me. But he will never force his way in. But scriptures are pretty clear that if you do seek, you shall find. speaker-1: Yeah. In the last three weeks where I've been trying to have a more intentional practice of inviting God of the Holy Spirit into my life, again whatever you want to call it, it's been pretty miraculous the things that have happened and just, you know, seeming coincidences, but speaker-0: There is no such thing as speaker-1: Yeah, it's it's really frickin' wild. ⁓ But Jeremy, thank you so much for the time today. I have one last question for you. It's a recurring question that I ask every guest. But Jeremy, if you had a giant billboard that everyone in the world could see for ten seconds, what would it say and why? speaker-0: Nothing is more important in the world than Jesus. Not my spouse, not my kids, not my business, not my health. Nothing is more important than my relationship with Jesus. And I think every person should hear that at least once in their life, maybe twenty one times to establish a habit. But there is just nothing else that is worth more. We will all at the end of our lives stand in front of the king and he will ask a very simple question, Why should I let you to the gates? And no matter what you try and do, and you try to earn it, it will never measure up. Only from the blood Christ. And so you could spend your life trying to build your kingdom on earth, only for it to collapse in the world to come, or you could focus on building his kingdom and share in that glory for the rest of eternity. Christianity is the only religion where God comes to man and he actively wants that relationship. What a beautiful, beautiful image. speaker-1: It's always there. Yeah. Amazing. Jeremy, thank you so much. Of course, brother. Appreciate it. Yes, sir. speaker-0: And it's always there, always there. Absolutely.