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Study Hall: Content Creation with John Henry & Andy Krainak · Earn Your Leisure

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  Speaker 3: My graduates from my school being force backdrop b Drop, Mike,
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  Speaker 3: drop backdrop drop.
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  Speaker 2: So today we're going to talk about content. So John,
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  Speaker 2: I'll let you. I'll let you take.
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  Speaker 4: It, Yes sir, Yes, sir? What up? YouTube? YouTube, Instagram?
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  Speaker 4: All you guys. I appreciate you all.
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  Speaker 5: Yeah.
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  Speaker 4: Man, we're gonna get into it. I mean, content is special, man,
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  Speaker 4: changed your guys lives changed my life as well, bro meaningfully.
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  Speaker 4: And I remember, h I don't know, did you guys
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  Speaker 4: ever feel funny getting into this ship? Like now?
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  Speaker 6: You know you know what I always say.
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  Speaker 2: I didn't really felt funny, but I felt it took
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  Speaker 2: me years to start pointing out content, and I wish
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  Speaker 2: I would have started sooner, and there was really no
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  Speaker 2: reason why I didn't why.
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  Speaker 6: It took me so long.
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  Speaker 2: It was just you know, self doubt, just you know,
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  Speaker 2: not thinking something was really gonna work out, and you know,
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  Speaker 2: who's really going to be successful online? Like, you know,
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  Speaker 2: just a regular person, just a regular person. I have
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  Speaker 2: five hundred followers, so I ain't. I didn't think that
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  Speaker 2: we would have, you know, where we are now, I'm thinking,
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  Speaker 2: you know, who's gonna care about? Who's gonna who's gonna
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  Speaker 2: care about what somebody that has five hundred followers has
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  Speaker 2: to say? How that you know they're gonna look at
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  Speaker 2: me like I'm a I'm not an expert? Who am I?
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  Speaker 4: Yeah?
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  Speaker 7: I mean we consume content at a very high level,
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  Speaker 7: even when before we were making it, and I think
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  Speaker 7: from the other end of the spectrum, it was like,
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  Speaker 7: you know what content creation is?
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  Speaker 8: Great? Am I grad at it? Probably I'm not the greatest,
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  Speaker 8: But let me find.
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  Speaker 7: Another aspect of how to amplify significance by finding content.
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  Speaker 7: And so that's a that's a whole other avenue and
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  Speaker 7: that's why it kind of works for our dynamic for sure.
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  Speaker 4: Mm hmm. Yeah, man, I mean I can remember getting well,
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  Speaker 4: I'm going live on Instagram, live on e y YouTube.
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  Speaker 4: I can remember man getting into uh, I can remember
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  Speaker 4: getting into creating content and feeling I felt a little,
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  Speaker 4: I would say, a little hesitant to be that guy
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  Speaker 4: because at the time, I mean it still feels it
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  Speaker 4: felt more so like this earlier, but it felt real
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  Speaker 4: self promotery. And I felt like there's a lot of
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  Speaker 4: people that their perception of what people will think about
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  Speaker 4: them stops them from producing content. But they know though
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  Speaker 4: that it's the way to cross over to really grow
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  Speaker 4: your brain, grow your business. I felt that same way.
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  Speaker 4: I knew at the end of the day, I was
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  Speaker 4: going to have two realities that I was going to
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  Speaker 4: look at. One was, yo, I'm going to do this
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  Speaker 4: shit anyway and take whatever comes with it. And the
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  Speaker 4: other would be, you know, die a slow death and
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  Speaker 4: obscurity and anyone, for anyone listening, obscurity is your greatest
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  Speaker 4: enemy when you're when when you're running your busines, this
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  Speaker 4: when you're growing your brand, and people spend a lot
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  Speaker 4: of money combating obscurity. There's a lot of people right
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  Speaker 4: now listening that would love to buy your shit.
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  Speaker 8: Believe it or not.
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  Speaker 4: And I know that that can feel hard to believe
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  Speaker 4: sometimes when you're just getting off the ground, but people
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  Speaker 4: want to buy your shit, they just don't know about it.
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  Speaker 4: So then, and I remember, before I got into content,
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  Speaker 4: I tried everything, man. I tried direct mailers, you know,
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  Speaker 4: I went to the postal office and sent flyers out.
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  Speaker 4: I was, you know, going to the you know, community
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  Speaker 4: council meetings and pitching people and hustling. And I think
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  Speaker 4: all of those things work to a degree, but I've
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  Speaker 4: never found anything that worked quite like content. It's scalable.
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  Speaker 4: I mean, we touched on this last time on the
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  Speaker 4: Power Brand episode, but I mean I was in Bermuda
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  Speaker 4: and someone knew about you guys. Yeah, you know, like
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  Speaker 4: it's it's it's insane, man. I mean, you guys are
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  Speaker 4: probably on seven continents at this point.
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  Speaker 2: Yeah, every continent except for Antarctica.
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  Speaker 7: That might be maybe they just don't they don't they
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  Speaker 7: don't know to casting the listens over there. But I'm
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  Speaker 7: sure we are now.
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  Speaker 2: We got we got love from every angle, every side
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  Speaker 2: of the world. So that's why this conversation is so important.
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  Speaker 2: As far as content, it really can change your life.
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  Speaker 2: It definitely changed all of our lives. And it's continuing
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  Speaker 2: to change our lives. And it's just it's just it's
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  Speaker 2: information that we put out the way we deliver. It's
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  Speaker 2: not nothing that we paid.
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  Speaker 6: We don't.
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  Speaker 2: We didn't pay anybody to do our content, our own
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  Speaker 2: content learned. I didn't go to school to make content.
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  Speaker 2: I didn't go to school to learn how to market.
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  Speaker 2: Learn on a fly, and we are where we are now.
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  Speaker 2: So if I can do it, then anybody can do it.
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  Speaker 2: So yeah, I'm excited to have this conversation and let
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  Speaker 2: let's get into it.
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  Speaker 4: Let's get into it, man. I gotta so from based
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  Speaker 4: on last week, I had a number of you guys
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  Speaker 4: reach out and just eat up the slides and the information.
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  Speaker 4: I think people are gonna be rocking with these for
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  Speaker 4: a long time. So I'm gonna go through we as
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  Speaker 4: always have some heat prepared for you. All. These are
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  Speaker 4: frameworks and visuals that I personally have just been executing
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  Speaker 4: against and living through and just bringing depth to these.
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  Speaker 4: It's one thing to just see the image and say
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  Speaker 4: all right, cool, but legit everything that I'm about to
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  Speaker 4: share these are that we put into practice every day,
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  Speaker 4: and I've been doing it since maybe since twenty fourteen
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  Speaker 4: or so. So with that, let me kick off a
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  Speaker 4: little screen share and walk you guys through it. So
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  Speaker 4: it's monn concentration. Now some of the key takeaways. YO,
• 7:49
  Speaker 4: listen to this all right. No one ever fell in
• 7:53
  Speaker 4: love with an artist off a single. It just has
• 7:56
  Speaker 4: never happened. If you think about your favorite artists, you
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  Speaker 4: might have gotten a single that got you into the music,
• 8:05
  Speaker 4: but you curated the love off the album. And I
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  Speaker 4: guarantee you you wouldn't have found the artist in the
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  Speaker 4: first place if it wasn't for the single. So in
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  Speaker 4: a lot of ways, I feel like music, which we
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  Speaker 4: talked we touched on last episode. Music is a great
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  Speaker 4: blueprint for brand, but it's also a great blueprint for content.
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  Speaker 4: They've been had this model figured out. They'll lead with
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  Speaker 4: singles and then they'll get their core fan base to
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  Speaker 4: stick around for the album. And the album's not The
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  Speaker 4: album Counts is not going to be for everybody. I
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  Speaker 4: know a lot of you guys. You know you've heard
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  Speaker 4: I Made You Look, but you haven't heard the Cross.
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  Speaker 4: You haven't heard a lot of the album because it's
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  Speaker 4: just for the nasheads.
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  Speaker 8: Okay, okay, you know what I'm saying.
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  Speaker 4: So I know Shotty is a big NAS fan, but
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  Speaker 4: I think I could go. I think I could go
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  Speaker 4: bar for bar with anyone on any album. So it's
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  Speaker 4: content content content, and then content gives people a chance
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  Speaker 4: to develop an opinion about you man. Like to me,
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  Speaker 4: I liken it to imagine if Jesus Christ didn't share
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  Speaker 4: his gospel. Ooh right, like religious or not?
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  Speaker 6: Right?
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  Speaker 4: Jesus Christ was a dude, right, I'm going to put
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  Speaker 4: some respect on his name. Right, special for some, regular
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  Speaker 4: for others, But was a to me, a spectatic, a
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  Speaker 4: fascinating character in history. This man before social media, before anything.
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  Speaker 4: He got the gospel out. He was knocking on doors,
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  Speaker 4: shaking hands at the community centers like that boy had
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  Speaker 4: a message and he needed to get it out. And
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  Speaker 4: a lot of you guys are working on your brands
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  Speaker 4: and working on your business and you were afraid to
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  Speaker 4: get the gospel out. Now, some of you guys want
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  Speaker 4: to get the gospel out and need the tools, and
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  Speaker 4: we have some of that too. But for those of
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  Speaker 4: you guys that are on the ledge and have not
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  Speaker 4: begun producing content for whatever reason, it's the same thing
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  Speaker 4: as if you know, Jesus would have had the gospel
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  Speaker 4: just just tucked tight. Who wouldn't have shared shit?
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  Speaker 5: You know?
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  Speaker 4: Uh, it just was it falls on deaf ears. And
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  Speaker 4: then just to bring that to a modern context, man,
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  Speaker 4: if you're not sharing your brand and your business's message,
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  Speaker 4: you will die a slow death. And and it's just
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  Speaker 4: a tremendous, tremendous tax to pay the tax of obscurity.
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  Speaker 4: So it gives people a chance to develop an opinion
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  Speaker 4: about you. It's like going it's like going to a
• 10:41
  Speaker 4: party and pretty much not saying shit. If you go
• 10:44
  Speaker 4: to a party, you don't say anything. People will maybe
• 10:47
  Speaker 4: interpret things about you based on who you are, like
• 10:51
  Speaker 4: how you dress and how you roll and how you look.
• 10:53
  Speaker 4: But I don't know about you all, but I'd rather
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  Speaker 4: remove all doubt and go straight up to someone saying, hey,
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  Speaker 4: what's going on. Listen, my name is John Henry. Here's
• 10:59
  Speaker 4: what I'm doing. But then like you hate you, that's
• 11:03
  Speaker 4: not up to you. But your job is to make
• 11:06
  Speaker 4: sure that everyone at least was aware of what it
• 11:09
  Speaker 4: was that you was doing. Then it's open to interpretation.
• 11:13
  Speaker 4: But a lot of people in the startup laying hit
• 11:16
  Speaker 4: me up and say yo, I'm trying to hit these
• 11:17
  Speaker 4: fucking pr agencies like bro pr agencies. People are paying
• 11:24
  Speaker 4: five to ten k a month on retainer, getting one
• 11:27
  Speaker 4: over on the startup founders, tapping into a little budget
• 11:29
  Speaker 4: that they have and then they say, yo, it takes
• 11:31
  Speaker 4: six months to work. Before you know, you spend thirty g's.
• 11:34
  Speaker 4: They walk away with a bale. You walk away with
• 11:36
  Speaker 4: a fucking article on inc That that people pay for,
• 11:38
  Speaker 4: by the way, and they told your story in their way.
• 11:45
  Speaker 4: You want to tell your story in your way. So
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  Speaker 4: now we're going to dive into some content strategy frameworks.
• 11:53
  Speaker 4: It's the three HS fellas, It's hero, hub and hygiene.
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  Speaker 4: Hero is emotionally resonant shit that makes you look like
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  Speaker 4: a fucking hero pretty much. I got this video. It's
• 12:03
  Speaker 4: this four pag It's this four minute video on my homepage.
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  Speaker 4: And that shit is a tear jerker. You watch that
• 12:07
  Speaker 4: shit for the first time, you will shed a single
• 12:09
  Speaker 4: tear at least, right. It talks about my journeys, my
• 12:12
  Speaker 4: struggles with this and my that. That's that hero piece
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  Speaker 4: of content. And that was what in the nineteen fifties
• 12:20
  Speaker 4: that the advertisement model rested very heavily on your story,
• 12:27
  Speaker 4: beginning and ending in a single piece of content. Those
• 12:30
  Speaker 4: So that's the Hero video. There's room for that. However,
• 12:34
  Speaker 4: the biggest shift that has happened in modern media, without
• 12:36
  Speaker 4: a shadow of a doubt, is that now you don't
• 12:39
  Speaker 4: have to start and finish your story in any single piece.
• 12:43
  Speaker 4: You tell your story in micro moments over a prolonged
• 12:46
  Speaker 4: period of time. And so those short form pieces is
• 12:50
  Speaker 4: what we call hygiene, short snackable little bits. I see
• 12:54
  Speaker 4: you guys been getting into the TikTok game, right You
• 12:56
  Speaker 4: notice I noticed the granddaddy of all content production, right
• 13:03
  Speaker 4: for my practitioners out there that are listening, and that
• 13:07
  Speaker 4: they say, Yo, you know, it's just I'm running my
• 13:10
  Speaker 4: business is a little too hard to produce content at
• 13:12
  Speaker 4: the same time, then you must focus on hub key
• 13:17
  Speaker 4: to make all content at scale, which is a continuous
• 13:22
  Speaker 4: episodic form from which you can pull hygienes and clips
• 13:28
  Speaker 4: for Hero And it's a lot like what you guys
• 13:30
  Speaker 4: have done. Your your main flagship show, earned your leisure
• 13:34
  Speaker 4: episode one whatever it is now forty nine to fifty one,
• 13:36
  Speaker 4: fifty two to fifty seven, sixty eight, eventually two thirty nine,
• 13:39
  Speaker 4: eventually six sixty five, run it up and from there
• 13:42
  Speaker 4: you pull all the micros out. But this is the
• 13:45
  Speaker 4: way that I would organize it, and this is the
• 13:47
  Speaker 4: way that we do organize it. And this I actually
• 13:50
  Speaker 4: learned from my good bro Andy Kranak, who's going to
• 13:53
  Speaker 4: be joining us in about five seven minutes. Andy Kraneak
• 13:58
  Speaker 4: taught me this shit. Andy Kranak in twenty fourteen when
• 14:02
  Speaker 4: I was running my incubator and I hit up him
• 14:04
  Speaker 4: and d Rock and all of Team gv's like always
• 14:08
  Speaker 4: right hand in. I was like, yo, can you guys
• 14:10
  Speaker 4: pull up to my incubator in Harlem and just like
• 14:13
  Speaker 4: run a content strategy session. They pulled up and they
• 14:16
  Speaker 4: taught me this framework and I have been using it
• 14:20
  Speaker 4: from that day to current. It has changed my life completely.
• 14:25
  Speaker 4: Shout out to the good brother Gary Vee. But this
• 14:28
  Speaker 4: is the way I think about it, all right. So
• 14:30
  Speaker 4: hero Hub and Hygiene is the format. But I think
• 14:34
  Speaker 4: what Team GV, what they did that made them very
• 14:37
  Speaker 4: successful was that they reorganized it and they put hub
• 14:41
  Speaker 4: at the top Hub and then macro content comes from
• 14:45
  Speaker 4: there and then short form comes from the bottom. So
• 14:46
  Speaker 4: what do I mean if you focus all of your
• 14:49
  Speaker 4: energy on producing hub content, I e earn your Leasure
• 14:56
  Speaker 4: episode one, mark and Monday's one two three. If you
• 15:00
  Speaker 4: over index on one time a week, right, rather than
• 15:05
  Speaker 4: having to think of something from scratch every time, you
• 15:08
  Speaker 4: over index on one time a week, going all in
• 15:11
  Speaker 4: on your hub, and then from there you're able to
• 15:14
  Speaker 4: repurpose that hub into law form, into written content, and
• 15:19
  Speaker 4: into a ton of snackable content that you can then
• 15:21
  Speaker 4: dissemine it across various social channels.
• 15:24
  Speaker 2: Yeah, this is I want to say something real quick
• 15:26
  Speaker 2: because that's actually something.
• 15:27
  Speaker 6: That's what that's what I actually did.
• 15:30
  Speaker 2: So if anybody doesn't know the story by now, I'll
• 15:33
  Speaker 2: tell it very briefly. Earn Alesia started two years ago,
• 15:36
  Speaker 2: where two years before Earn Your Leisure started, I started
• 15:38
  Speaker 2: my own personal campaign to grow my Instagram following I
• 15:42
  Speaker 2: went from five hundred followers to thirty thousand. By the
• 15:44
  Speaker 2: time we started earning Lesia, I had thirty thousand followers.
• 15:46
  Speaker 2: So that's one of the reasons why Earn Your Lesia
• 15:48
  Speaker 2: got off to such a good start is because we
• 15:50
  Speaker 2: didn't just start at zero. We started with me having
• 15:53
  Speaker 2: thirty thousand, and it was a snowball effect. But how
• 15:55
  Speaker 2: I got to thirty thousand was I was going on
• 15:58
  Speaker 2: anybody's show, because you know, I was never good at
• 16:01
  Speaker 2: like just putting a camera in front of my face
• 16:02
  Speaker 2: and is talking. I just felt very uncomfortable and felt
• 16:05
  Speaker 2: it wasn't natural. So I would go on anybody that
• 16:07
  Speaker 2: would have me on their show, public access shows, local
• 16:10
  Speaker 2: radio shows, internet radio shows. It didn't really it didn't
• 16:13
  Speaker 2: really matter the audience. I didn't really care if there
• 16:15
  Speaker 2: was one or or a million people listening. Definitely wasn't
• 16:18
  Speaker 2: a million people listening. But I was just going on
• 16:19
  Speaker 2: those shows. I would have my cell phone and I
• 16:22
  Speaker 2: would put the cell phone on a prompt and I
• 16:24
  Speaker 2: would just take myself like for sixty minutes or fifty
• 16:27
  Speaker 2: minutes of it, and then I would go back and
• 16:28
  Speaker 2: chop up clips from those from those interviews or those conversations,
• 16:33
  Speaker 2: and then I would put those clips on Instagram. And
• 16:36
  Speaker 2: it's crazy because I still repurpose those clips today on
• 16:39
  Speaker 2: TikTok and every now and then, I've repurposed that. So
• 16:41
  Speaker 2: I've got so much traction out of those I probably
• 16:43
  Speaker 2: it was like let's say twenty interviews, but out of
• 16:46
  Speaker 2: those twenty interviews, you got thousands and thousands of miles
• 16:49
  Speaker 2: of traction on social media, and that was really the
• 16:53
  Speaker 2: blueprint that actually built the house of Earn Leisure. So
• 16:56
  Speaker 2: it's interesting that you say that because that was the
• 16:58
  Speaker 2: exact strategy that I used before. Because the people might say, well,
• 17:02
  Speaker 2: I don't have a platform to get onto, I don't
• 17:04
  Speaker 2: have a podcast d D.
• 17:06
  Speaker 6: Like I said, it's not eve really about the platform.
• 17:08
  Speaker 6: It's just for me.
• 17:09
  Speaker 2: It was just about being comfortable speaking and I felt
• 17:11
  Speaker 2: more comfortable speaking in a conversation. And I just went on,
• 17:15
  Speaker 2: like I said, anybody that would have me, I would
• 17:18
  Speaker 2: go on that. If nobody would have had me, I
• 17:19
  Speaker 2: would have just told Troy just talk to me, and
• 17:22
  Speaker 2: I would have just put my phone, just act like
• 17:23
  Speaker 2: I was in an interview. Nobody would know the difference anyway, Okay,
• 17:27
  Speaker 2: I will.
• 17:29
  Speaker 4: I love that yo. And it ties back to in
• 17:31
  Speaker 4: my view, your guys tagline assets over liabilities. You know,
• 17:35
  Speaker 4: people view real estate as assets and all these tangible things,
• 17:39
  Speaker 4: but in my view, man, content are digital assets. You got.
• 17:46
  Speaker 4: Like I was just on your page and I seen
• 17:48
  Speaker 4: that the Wall Street trapper videos up to almost a
• 17:50
  Speaker 4: million views. That's a fucking asset. That is a moment
• 17:55
  Speaker 4: in time that you know, magic was made and it
• 18:00
  Speaker 4: has long tail compound benefits and you never know which
• 18:04
  Speaker 4: piece it is it's gonna pop. The other day, my
• 18:06
  Speaker 4: executive producer, a lot of people watching know that I
• 18:09
  Speaker 4: used to host a TV show on Vice Yo. I
• 18:12
  Speaker 4: didn't know this, but my show is only now just
• 18:16
  Speaker 4: debuting in New Zealand. This show came out two years ago,
• 18:21
  Speaker 4: and when they launch, they do the same bells and whistles,
• 18:24
  Speaker 4: billboards this and that, and they drop it, you know, programmatically,
• 18:29
  Speaker 4: like week after week, and we are the top show
• 18:31
  Speaker 4: and we're the second second top show in New Zealand
• 18:36
  Speaker 4: right now, whole New country. I'm getting spikes of followers
• 18:39
  Speaker 4: from Kiwis out there, and it just goes to show
• 18:42
  Speaker 4: you it's a lot like investing and compound interest. Some
• 18:48
  Speaker 4: compound views work much the same way. If you create
• 18:51
  Speaker 4: content over time, those same pieces of content mature, Google
• 18:55
  Speaker 4: algorithm picks them up, ranks them, the rest traffick your way,
• 18:58
  Speaker 4: and you only develop more and more efficiencies. Now, for
• 19:01
  Speaker 4: those curious about who it is that we have on
• 19:04
  Speaker 4: our team. At Team JH, we're up to a team
• 19:06
  Speaker 4: of twelve. At at Team GV, they're up to a
• 19:09
  Speaker 4: team of thirty five or some crazy shit. I'll let
• 19:11
  Speaker 4: Andy speak to it, but effectively videot so and by
• 19:15
  Speaker 4: the way, people can go and produce off a fucking
• 19:17
  Speaker 4: iPhone like Rasha was saying. But videographer. It could also
• 19:22
  Speaker 4: be you an annotator, someone to time stamp all the videos.
• 19:26
  Speaker 4: And I'll have a flowchart to describe how this works.
• 19:29
  Speaker 4: The key is an editor. Once you once you build
• 19:32
  Speaker 4: up an archive of footage, you're gonna be bottlenecked if
• 19:35
  Speaker 4: you if you leave it to yourself to go through
• 19:37
  Speaker 4: all the footage, edit it, capsh on, caption and headline it.
• 19:40
  Speaker 4: So the key hire for us. The first one that
• 19:42
  Speaker 4: I made was was actually was was an editor. And
• 19:46
  Speaker 4: then then we have designers and illustrators. And here's the
• 19:48
  Speaker 4: way it works. You shoot your hub, you upload that
• 19:51
  Speaker 4: shit to a drive, you watch it, and you timestad.
• 19:54
  Speaker 4: This is how we do it. This is our exact
• 19:56
  Speaker 4: process that we do over and over and over. Will
• 19:58
  Speaker 4: shoot a hub, will upload that shit, will say yo,
• 20:00
  Speaker 4: it's uploaded. Someone will watch it. Used to be me,
• 20:03
  Speaker 4: I used to do every single one of these steps.
• 20:05
  Speaker 4: Now have a team. Someone will watch it in timestamp
• 20:07
  Speaker 4: it and say okay yo, back at this moment from
• 20:11
  Speaker 4: two thirty four to three thirty eight, Troy said some
• 20:14
  Speaker 4: fire shit about X timestamped and then we just go
• 20:19
  Speaker 4: through and we timestamped the entire video right now, get
• 20:22
  Speaker 4: by the way, it took me six years to get
• 20:25
  Speaker 4: to this point in my knowledge. So for any I
• 20:28
  Speaker 4: hope that someone will take this and really make this
• 20:30
  Speaker 4: their own. This is golden, This is golden.
• 20:33
  Speaker 8: This is golden.
• 20:34
  Speaker 4: So now now once you that shit is annotated, upload
• 20:39
  Speaker 4: it the full long form. Don't edit that shit down.
• 20:42
  Speaker 4: Upload the full long form up to YouTube or whatever
• 20:45
  Speaker 4: you want to use to house the long form, and
• 20:48
  Speaker 4: let that live as the macro asset. Then from there
• 20:52
  Speaker 4: your editor can pull out clips. Again, it used to
• 20:55
  Speaker 4: be me. It probably also is Slash used to be you, guys,
• 20:59
  Speaker 4: you pull it's.
• 21:00
  Speaker 2: Still everything you're saying is on process. Well, I'll let
• 21:05
  Speaker 2: you finish.
• 21:06
  Speaker 4: I'm gonna let you finish now. So you pull out
• 21:09
  Speaker 4: the micros right, and when you pull out a micro clip, like, yo,
• 21:12
  Speaker 4: this was a fire moment. This was a fire moment.
• 21:14
  Speaker 4: This fire moment. Then you do this next step. You
• 21:16
  Speaker 4: guys happened to have a gift at this next step,
• 21:19
  Speaker 4: and I have developed a secret thesis that I believe
• 21:23
  Speaker 4: a big part of your guys' success has been your
• 21:25
  Speaker 4: guys ability to actually craft headlines.
• 21:28
  Speaker 2: Major key, Yo, leap on the fucking headlines, major key.
• 21:36
  Speaker 8: Can we can we go through this process to how
• 21:37
  Speaker 8: we do it?
• 21:39
  Speaker 4: Yeah, finish then ultimately all right, then ultimately you distribute
• 21:43
  Speaker 4: the pieces and then the last the last pieces. To me,
• 21:47
  Speaker 4: almost just as important, you listen. You listen to the
• 21:50
  Speaker 4: audience what they found was gems, what they thought was trash,
• 21:53
  Speaker 4: and then you just kind of reiterate, so yeah, get
• 21:57
  Speaker 4: into a fellas was.
• 21:58
  Speaker 8: Wait lead, leave the chart up, leave the chart up?
• 22:01
  Speaker 7: And then yeah, So I mean this is crazy because
• 22:05
  Speaker 7: when you say a team and people always ask like,
• 22:07
  Speaker 7: how do we do it?
• 22:07
  Speaker 6: How do we do it?
• 22:08
  Speaker 8: You want to break We can go through.
• 22:09
  Speaker 2: This, go through this whole process that we gotta bring
• 22:11
  Speaker 2: our guests on. So when we do a podcast, we
• 22:13
  Speaker 2: do the podcast and we have obviously the audio individuals.
• 22:18
  Speaker 2: So the audio gets uploaded Mike in Atlanta, that's our
• 22:22
  Speaker 2: third partner. He he does all the technical, behind the
• 22:25
  Speaker 2: scenes stuff, so he'll he'll upload the audio and.
• 22:29
  Speaker 7: We first we got to shoot it. So I'll go
• 22:31
  Speaker 7: from the start so we shoot it right, so that
• 22:33
  Speaker 7: that's a process too, and again that that's all us right.
• 22:35
  Speaker 7: We we we set up the shots, obviously everybody knows
• 22:39
  Speaker 7: that we're doing it from from the same location. Then
• 22:41
  Speaker 7: we got to upload it. That process takes a while
• 22:43
  Speaker 7: because we shooting from three different cameras. The size of
• 22:45
  Speaker 7: these files are really large, and so we have to
• 22:47
  Speaker 7: upload it. That takes about three hours. Then from that point,
• 22:50
  Speaker 7: now shot, he has to hit get the audio and
• 22:53
  Speaker 7: Mike gets the visual.
• 22:54
  Speaker 2: And then yeah, yeah, so they send me the audio.
• 22:56
  Speaker 2: They send me the audio, and then I listened to
• 22:59
  Speaker 2: the audio and I edit it. I tell them like,
• 23:01
  Speaker 2: all right, take this out.
• 23:02
  Speaker 6: You know what to do.
• 23:03
  Speaker 2: Okay, okay, you really don't do too much editing. But
• 23:05
  Speaker 2: I'm really listening to it to get Instagram clips. So
• 23:09
  Speaker 2: I write down, like as I'm listening to it, I
• 23:11
  Speaker 2: know like, all right, this is this is something that's
• 23:13
  Speaker 2: going to be a dope clip.
• 23:14
  Speaker 6: So I got just a yellow pad and I'll write
• 23:16
  Speaker 6: down like fifteen oh one.
• 23:18
  Speaker 2: He talks about how he leveraged a million dollars from
• 23:20
  Speaker 2: the bank to go buy a mansion and something like that.
• 23:22
  Speaker 2: I write, I write down, so I write down like
• 23:24
  Speaker 2: ten different like points of like good clips even real
• 23:27
  Speaker 2: stuff like that. And then after I tell them, all right,
• 23:31
  Speaker 2: these are the edit points. I don't tell them the
• 23:33
  Speaker 2: clip points. I just tell them edit points, and then
• 23:35
  Speaker 2: they do what they do as far as chop it up.
• 23:37
  Speaker 2: Troy puts it on the audio, Mike handles the video,
• 23:40
  Speaker 2: it goes on YouTube, and then from YouTube, I watch
• 23:42
  Speaker 2: it before it comes out, and I'll tell our editor, Rich,
• 23:46
  Speaker 2: who's Mike's brother. I'll tell him like, this is the
• 23:48
  Speaker 2: clip that I want fifteen oh one to sixteen oh
• 23:52
  Speaker 2: one whatever, like you know, I mean, I tell him
• 23:54
  Speaker 2: like sometimes I got to like cut some parts out,
• 23:56
  Speaker 2: like cut thirty seconds out here. Just give me this clip.
• 23:58
  Speaker 2: He sends it to me. And then the headline is
• 24:02
  Speaker 2: extremely important. Is not like I said, I didn't go
• 24:04
  Speaker 2: to school for that, but I still I do all
• 24:05
  Speaker 2: the headlines. So it's just something that I always think of,
• 24:07
  Speaker 2: like what would make me want to watch a video.
• 24:10
  Speaker 6: So it's like, all right, how.
• 24:12
  Speaker 2: To make a thousand dollars and ten days with a
• 24:17
  Speaker 2: cookie cutter? Preas you know what I'm saying, something that's
• 24:19
  Speaker 2: just like so outrageous that damn like this is interesting.
• 24:23
  Speaker 2: And then I actually send it to Bam, who's Mike's
• 24:25
  Speaker 2: other brother. I send it to him just to like
• 24:28
  Speaker 2: clean up the English on it, or like if he
• 24:31
  Speaker 2: needs to add a word or something. And then I
• 24:33
  Speaker 2: use an app called Vaant and I go in. Vont's
• 24:37
  Speaker 2: like five dollars and I just put the app. I
• 24:40
  Speaker 2: put the the texts in, and then there's another app
• 24:43
  Speaker 2: called Resizer, which resizes it for IGTV because IGTV travels
• 24:48
  Speaker 2: more than just regular sixty second videos.
• 24:51
  Speaker 6: That's our process.
• 24:52
  Speaker 7: Hey, listen, that's a billion dollars worth of game to watch.
• 24:58
  Speaker 7: This process is amazing. Like you sometimes you'll just listen
• 25:01
  Speaker 7: to this thing out loud. I'm like, oh, can you
• 25:02
  Speaker 7: put your headphones on?
• 25:03
  Speaker 4: Man.
• 25:04
  Speaker 7: But he's always got his yellow pad. If you ever
• 25:06
  Speaker 7: seen if you ever seen an episode, you seen a
• 25:08
  Speaker 7: yellow pad. That's what he's doing. It's pretty impressive to watch.
• 25:12
  Speaker 7: That's it. That's the game right there, And that's like
• 25:14
  Speaker 7: a five man team of people that's just putting this
• 25:17
  Speaker 7: content out there.
• 25:18
  Speaker 4: It is people, I mean, straight from a media company,
• 25:20
  Speaker 4: and I myself pretty much a media machine. Now, this
• 25:24
  Speaker 4: right here is something that I'm passionate about as well.
• 25:29
  Speaker 4: A lot of people think that when you create content
• 25:31
  Speaker 4: that you talk about what you do. Now this this
• 25:34
  Speaker 4: shit is counterintuitive right here, But no one gives a
• 25:37
  Speaker 4: fuck about what you do or what you sell facts.
• 25:41
  Speaker 4: They care about what they do with what you sell, right.
• 25:47
  Speaker 4: So there's a big difference there, Right. People don't care
• 25:51
  Speaker 4: about insurance, for example, in loops case, they care about
• 25:55
  Speaker 4: using insurance to go do the things that they gotta do,
• 25:58
  Speaker 4: need to do, want to do, love to do. People
• 26:00
  Speaker 4: don't care about even really financial literacy content for the
• 26:04
  Speaker 4: sake of financial literacy. They care about it so that
• 26:07
  Speaker 4: they can go make their moves. Right Exactly, if you
• 26:10
  Speaker 4: sell boots, people don't care about the boots. They care
• 26:13
  Speaker 4: about hiking, right, And so there this is the common
• 26:18
  Speaker 4: This is the rookie mistake. We all make it. I've
• 26:21
  Speaker 4: made it myself. But when you launch your efforts, you
• 26:25
  Speaker 4: have a tendency to over an index on and it's
• 26:29
  Speaker 4: very you put yourself at the center, like, yo, this
• 26:32
  Speaker 4: is my brand. You should care about what I'm doing
• 26:34
  Speaker 4: and what I'm selling. But in reality, there's always a
• 26:37
  Speaker 4: sweet spot between what your audience cares about and what
• 26:39
  Speaker 4: you sell. And if you can create content in the middle. There.
• 26:43
  Speaker 4: Your people are going to discover your brand because of
• 26:47
  Speaker 4: your content. Right, take a look at what we're doing here,
• 26:52
  Speaker 4: by the way, case in point, we're not talking about
• 26:55
  Speaker 4: insurance at all. Right, we are creating content that I've
• 27:00
  Speaker 4: learned my my audience finds valuable producing content. And I'm
• 27:05
  Speaker 4: hoping that if I provide a little bit of value
• 27:07
  Speaker 4: speaking about things that are unrelated to my product, but
• 27:10
  Speaker 4: it is at the intersection of what my product is
• 27:12
  Speaker 4: and what my audience cares about, they will then say
• 27:14
  Speaker 4: it's a gateway drug to then say, oh shit, this
• 27:16
  Speaker 4: is pretty dope. So this is a you know this,
• 27:19
  Speaker 4: there's a lot of deafinit slide, folks, I would I
• 27:22
  Speaker 4: would lock in on that. Shouldn't study it. And then lastly,
• 27:26
  Speaker 4: how do you pick your hubs? If the hubs are
• 27:28
  Speaker 4: the most important thing. We start with the brand's vision,
• 27:31
  Speaker 4: the mission, the purpose I talked. We talked about this
• 27:33
  Speaker 4: in the last livee. You don't have the last slide
• 27:35
  Speaker 4: the last PDF from episode one. Loopen shirre dot co
• 27:39
  Speaker 4: slash ey l loopen shirt dot co slash euyl link
• 27:42
  Speaker 4: it up joints, gents. So from from your purpose, you
• 27:46
  Speaker 4: guys can create these values and then the what we
• 27:49
  Speaker 4: do is we we develop a hub for every value.
• 27:54
  Speaker 4: And there's a lot of deaf in that as well.
• 27:56
  Speaker 4: But I want to hear from my boy, Andy Kranak.
• 27:59
  Speaker 4: You guys got the goods. You guys got the fucking master.
• 28:04
  Speaker 4: She If I would have started with this ship on
• 28:07
  Speaker 4: day one, man, I don't even know where I would be,
• 28:11
  Speaker 4: but I'll tell you what. I am super thankful than
• 28:13
  Speaker 4: my boy ak Andy Craney. It's in the building.
• 28:20
  Speaker 8: What's going on, man.
• 28:22
  Speaker 9: You guys are really talking game. Man, this is cool.
• 28:25
  Speaker 9: It's cool to see.
• 28:26
  Speaker 4: Yeah, Man, thank you, thank you.
• 28:28
  Speaker 6: Bro.
• 28:28
  Speaker 4: We're getting into it now. Just for some context that
• 28:32
  Speaker 4: I touched on this earlier, but ak, Alice de Simone
• 28:36
  Speaker 4: and d Rock came up to Harlem with me. We
• 28:38
  Speaker 4: kicked it on a content strategy session and at that
• 28:42
  Speaker 4: point I knew you were ahead of the curt you're
• 28:46
  Speaker 4: thinking was real fresh. I remember you was just dropping
• 28:48
  Speaker 4: shit like yo, we're on fucking Pinterest like you were
• 28:50
  Speaker 4: just like on platforms and channels and spaces that I
• 28:54
  Speaker 4: thought were really unique. And over the years, as time
• 28:57
  Speaker 4: is going by for folks that don't follow a kran
• 29:00
  Speaker 4: A make sure you tap in at Kranac on Instagram.
• 29:04
  Speaker 4: I mean, you guys have continued leading the way. You
• 29:06
  Speaker 4: guys have continued just charting white space and platforms ahead
• 29:12
  Speaker 4: of anyone else. For those that don't know, by the way,
• 29:16
  Speaker 4: by the way, quick shout out to ak Andy Kranagg actually,
• 29:20
  Speaker 4: as far as we know, created that little fucking progress bar.
• 29:23
  Speaker 4: Do you guys remember when videos used to have a
• 29:26
  Speaker 4: little bar that would go. That was an idea that
• 29:28
  Speaker 4: came from ak and then they deployed it on Gary
• 29:30
  Speaker 4: V's page and now it became a thing. It's less
• 29:32
  Speaker 4: popular these days, but a big welcome.
• 29:35
  Speaker 9: To I didn't even really see.
• 29:36
  Speaker 10: That's I appreciate all the love, John, that's facts. I
• 29:39
  Speaker 10: love the progress bar. I try to give myself credit
• 29:41
  Speaker 10: for the progress bar. But honestly, like we started putting
• 29:44
  Speaker 10: video on Facebook, Like we put one video on Facebook
• 29:47
  Speaker 10: and the reach was crazy right when Facebook video came
• 29:49
  Speaker 10: out and then you read the fact like, oh wait,
• 29:51
  Speaker 10: like n of users on Facebook consume video without sound.
• 29:56
  Speaker 10: So I'm like, yo, do rock, I think we should
• 29:57
  Speaker 10: probably caption our videos like people are just gonna to
• 30:00
  Speaker 10: watch our videos, but they're not actually listening Gary's all
• 30:02
  Speaker 10: he's doing is talking, why don't we put captions on it?
• 30:05
  Speaker 9: And then we did an ab test on paid media.
• 30:07
  Speaker 10: What happens if you show a paid ad with captions
• 30:10
  Speaker 10: versus with no captions And the results were staggering. It's like, Okay,
• 30:13
  Speaker 10: we're capturing every video now, and this is twenty thirteen, fourteen,
• 30:18
  Speaker 10: and it's crazy now to see It's like you everyone
• 30:21
  Speaker 10: like it's the video editor's nightmare.
• 30:22
  Speaker 9: But you got to capture your videos if you're publishing online.
• 30:25
  Speaker 4: Wow, that's yo. So so, how how has in your view,
• 30:31
  Speaker 4: like content strategy and all this shit, how has that
• 30:34
  Speaker 4: it evolved from like when you and I first were
• 30:37
  Speaker 4: chopping twenty thirteen, twenty fourteen, all the way up to
• 30:40
  Speaker 4: like twenty twenty one, like give us the the your downloads,
• 30:45
  Speaker 4: like would have been the big shifts.
• 30:46
  Speaker 9: It's it's it's funny, like I think.
• 30:50
  Speaker 10: The things that you'll learn on any platform will apply
• 30:53
  Speaker 10: itself to any other platform. Right, there's like tried and
• 30:55
  Speaker 10: true religion of how to think about creating emotional content
• 30:58
  Speaker 10: for audiences and like button suppress, and I think those
• 31:01
  Speaker 10: things will always remain true. But yeah, the platforms are
• 31:05
  Speaker 10: really evolved like live and vertical video. I've been thinking
• 31:08
  Speaker 10: a lot about vertical video.
• 31:10
  Speaker 9: I don't know if you.
• 31:10
  Speaker 10: Guys are on YouTube shorts, but if you're not on
• 31:12
  Speaker 10: YouTube shorts, I would highly recommend it. YouTube is really
• 31:15
  Speaker 10: prioritizing that it's a vertical video. Like the increase and
• 31:19
  Speaker 10: shift from desktop to mobile on YouTube is really big
• 31:23
  Speaker 10: of the last couple of years, and a lot of people.
• 31:24
  Speaker 9: Are just concerning consuming video content vertically.
• 31:28
  Speaker 10: So I think, like vertical video, thinking about editing, editing
• 31:31
  Speaker 10: for vertical video, and then just the evolution of content editing,
• 31:36
  Speaker 10: and then they need to just be able to shoot
• 31:39
  Speaker 10: on your phone and edit on your phone and edit
• 31:42
  Speaker 10: in some app on your phone, versus.
• 31:44
  Speaker 9: Like I got to have the high quality camera and
• 31:46
  Speaker 9: I got to have a suite. I think every day
• 31:48
  Speaker 9: that becomes less true.
• 31:49
  Speaker 10: It just comes down to like the raw creativity of
• 31:51
  Speaker 10: whoever that creator is.
• 31:53
  Speaker 4: Yo, what's the top shiit that you learned over your
• 31:56
  Speaker 4: years executing? Of course you have, like you have a
• 32:00
  Speaker 4: great subject to work off of with Gary Veees just
• 32:02
  Speaker 4: spitting heat all the fucking time. Yeah, what have been
• 32:06
  Speaker 4: kind of the things that you've observed that like, these
• 32:08
  Speaker 4: are the tried and true things that just like fucking
• 32:11
  Speaker 4: work when it comes to content that people could maybe
• 32:15
  Speaker 4: apply it to their own game.
• 32:20
  Speaker 9: Trying to think of a couple one.
• 32:22
  Speaker 10: Small hinges open up big doors, meaning like a time
• 32:27
  Speaker 10: like that progress bar or those captions could literally drive
• 32:30
  Speaker 10: the performance of a video if it didn't have it,
• 32:32
  Speaker 10: Like you post a video with it and without it,
• 32:34
  Speaker 10: you'll see very different results. Like Instagram. The Instagram thumbnail
• 32:39
  Speaker 10: on a video can drive very different results. You know,
• 32:43
  Speaker 10: it's like really fine tuning those small things in order
• 32:47
  Speaker 10: to like drive results. But it's it's challenging, right because
• 32:50
  Speaker 10: you don't want to overthink it, Like you got to
• 32:53
  Speaker 10: keep putting it out, keep putting out, keep it out,
• 32:55
  Speaker 10: and hopefully you get the learning to know, like, oh shit,
• 32:57
  Speaker 10: I need to put this thing on the thumbnail because
• 32:59
  Speaker 10: that's what's actually working.
• 33:01
  Speaker 6: Right.
• 33:01
  Speaker 10: But just like small small variances in creative can really
• 33:04
  Speaker 10: impact things like copy. Copy continues to be one of
• 33:08
  Speaker 10: the most underrated things. Like if you've ever run Facebook ads,
• 33:11
  Speaker 10: if you've ever tried to create creative for Facebook ads,
• 33:14
  Speaker 10: I think the game is one and moss within the
• 33:16
  Speaker 10: post captions, Like I've seen crazy results on like conversion
• 33:20
  Speaker 10: like buying a T shirt or a hoodie, strictly predicate
• 33:23
  Speaker 10: on what that sense is on the image, like the image.
• 33:27
  Speaker 2: Rather what what would what would be a good caption
• 33:30
  Speaker 2: in that to make people convert about that hoodie as
• 33:32
  Speaker 2: opposed to something that's not going to make them convert.
• 33:36
  Speaker 10: Who the hell knows, Like there's there's ten different versions
• 33:39
  Speaker 10: of it right, Like I think it could be a
• 33:42
  Speaker 10: last last one.
• 33:43
  Speaker 9: To purchase wins.
• 33:45
  Speaker 10: I don't know, like something that's going to draw, draw,
• 33:48
  Speaker 10: insight and intrigue. One of my favorite stories is UH,
• 33:51
  Speaker 10: and to exemplify how big of a difference can be
• 33:55
  Speaker 10: is like early early UH. Right when Facebook ads came out,
• 33:58
  Speaker 10: I was running ads for Gary's to see keynote.
• 34:01
  Speaker 9: It's one of my favorite keynotes. He's given a keynote to.
• 34:03
  Speaker 10: NBA students and his opening line, he's like, well, let's
• 34:06
  Speaker 10: just start with I don't think you can teach on entrepreneurship.
• 34:08
  Speaker 10: So this is awkward and it's just like super super
• 34:12
  Speaker 10: raw and rugged. He's like, yo', let's spend.
• 34:14
  Speaker 9: Money on it. And I want to promote it. I
• 34:15
  Speaker 9: want to own to get in front of people. So
• 34:17
  Speaker 9: I did that.
• 34:19
  Speaker 10: When the results weren't great. We were targeting college students
• 34:22
  Speaker 10: interested in business. I had d rock and the video
• 34:26
  Speaker 10: editing team like cut it up thirteen different ways. They
• 34:28
  Speaker 10: were sick of me saying like, no, start it with this,
• 34:30
  Speaker 10: or like cut this part out. The results were the same,
• 34:32
  Speaker 10: and then eventually I'm like, all right, said le's see
• 34:34
  Speaker 10: what Gary thinks. I showed up to Gary and he
• 34:36
  Speaker 10: asked me what the post copy is and I showed him.
• 34:38
  Speaker 10: He's like, all right, try this and he changed it
• 34:40
  Speaker 10: to wanna like he was broken English want to win
• 34:44
  Speaker 10: in business. Dot dot Dot watched the first thirteen seconds
• 34:47
  Speaker 10: of this and tried not watching the rest. Yeah, we
• 34:51
  Speaker 10: went from spending two dollars for someone to watch fifteen
• 34:56
  Speaker 10: seconds to five sense to watch all twenty minutes.
• 35:02
  Speaker 4: Came Wow, oh just from.
• 35:06
  Speaker 10: Like the Facebook top post caption. It's because like that's
• 35:09
  Speaker 10: what they were leading with. They saw it and it
• 35:11
  Speaker 10: hooked them, you know, in like the comments. Like I
• 35:13
  Speaker 10: watched the first thirteen seconds and I stopped fuck you,
• 35:16
  Speaker 10: like but it worked, you know, and that was like
• 35:21
  Speaker 10: a big lesson to me. I'm like, oh shit, like
• 35:23
  Speaker 10: there's little things that can really impact it.
• 35:25
  Speaker 7: Andy, I'm wondering when you were starting this obviously when
• 35:28
  Speaker 7: you said when Facebook video came, was there a content
• 35:32
  Speaker 7: like schedule or distribution schedule or you guys would just like,
• 35:36
  Speaker 7: I'm gonna film on a film and we'll put out
• 35:38
  Speaker 7: as many videos as we can, because a lot of
• 35:39
  Speaker 7: people get mixed up in that like how many should
• 35:42
  Speaker 7: I be putting out?
• 35:42
  Speaker 8: How many videos? How many pieces of content should I
• 35:44
  Speaker 8: be putting out?
• 35:45
  Speaker 9: Yeah, it's a good.
• 35:48
  Speaker 10: Do your best like to the latter point of like,
• 35:50
  Speaker 10: instead of thinking about how much and what your schedule is,
• 35:53
  Speaker 10: just like keep posting until you don't have any bullets
• 35:55
  Speaker 10: left in The fifth type is the mentality you know.
• 35:58
  Speaker 10: But I always like as a manager of a team,
• 36:00
  Speaker 10: I'm always trying to set expectations and keep shit organized.
• 36:03
  Speaker 10: But like working for Gary, it's just like we're just
• 36:06
  Speaker 10: going as hard as we can, as fast as we can,
• 36:08
  Speaker 10: and trying to keep them up. So like we have
• 36:10
  Speaker 10: a cadence, so like yo, we got to hit this
• 36:12
  Speaker 10: platform x amount of times, and it's always prioritized against
• 36:15
  Speaker 10: like yo, we got to be on TikTok, we got
• 36:17
  Speaker 10: to be on ig Like those are the two main
• 36:19
  Speaker 10: pillars of the platforms. That we got to be rocking with,
• 36:21
  Speaker 10: and then if we can get to Pinterest, if we
• 36:23
  Speaker 10: can get to Snap, if we can get to YouTube,
• 36:25
  Speaker 10: if we can get to Twitter.
• 36:26
  Speaker 9: But like it's it's deciding.
• 36:27
  Speaker 10: Which one is the most important to you that you
• 36:29
  Speaker 10: have to hit a certain cadence from and then try
• 36:32
  Speaker 10: and try and shoot everywhere else you can.
• 36:34
  Speaker 4: Akay on that note, So twenty twenty one, obviously there's
• 36:38
  Speaker 4: some new juggernauts that wouldn't even have been mentioned a
• 36:40
  Speaker 4: couple of years ago. So what's your sense on the
• 36:43
  Speaker 4: top platforms for organic reach right now? And then I
• 36:47
  Speaker 4: also want to know, you know this whole debate about
• 36:50
  Speaker 4: Instagram declining, Like I still think that there's a lot
• 36:53
  Speaker 4: of mileage there because the paid infrastructure is so sophisticated.
• 36:57
  Speaker 4: So even though the or rank as declined, do you
• 37:01
  Speaker 4: still think it's worth playing in on?
• 37:03
  Speaker 10: I think, like I think we're still undervalue how important
• 37:08
  Speaker 10: Instagram is as a replacement for the website. Like I
• 37:12
  Speaker 10: was talking to VC firm earlier today and they're like, yeah,
• 37:15
  Speaker 10: we need to get our Instagram better going with that
• 37:16
  Speaker 10: many followers and like it's just not going to play out.
• 37:19
  Speaker 10: They don't go when I'm pitching the company or I'm
• 37:21
  Speaker 10: doing anything. It doesn't matter who they are, even if
• 37:23
  Speaker 10: they're a five year old dude. They're opening their phone and.
• 37:25
  Speaker 9: Going to Instagram.
• 37:27
  Speaker 10: So like Instagram reach is down, you know, but like
• 37:30
  Speaker 10: I think you really need to prioritize it just from
• 37:32
  Speaker 10: like a hygiene perspective of like what happens when someone
• 37:35
  Speaker 10: goes on Instagram and looks at your profile. That's going
• 37:37
  Speaker 10: to be their first impression of your brand. Regardless, I
• 37:41
  Speaker 10: think honestly, like TikTok is still probably number one for
• 37:45
  Speaker 10: organic reach, but probably honestly, I would say YouTube shorts.
• 37:49
  Speaker 10: Like just over the last four weeks five weeks, the
• 37:51
  Speaker 10: things that I've seen on YouTube shorts is crazy, Like
• 37:53
  Speaker 10: I've I've heard of YouTube channels going from zero to
• 37:56
  Speaker 10: fifty k subscribers in a week off of like three videos,
• 38:00
  Speaker 10: and like this is like I loved. Honestly, I was
• 38:03
  Speaker 10: really impressed with everything that you guys were laying out
• 38:04
  Speaker 10: before in those slides and the three ages.
• 38:06
  Speaker 9: I thought that was really good. But like you can rip,
• 38:09
  Speaker 9: like do.
• 38:10
  Speaker 10: Stitch together some of your best tiktoks and put it
• 38:12
  Speaker 10: on YouTube shorts and it could hit especially if you
• 38:14
  Speaker 10: have the right thumb, nail, and title.
• 38:16
  Speaker 2: So YouTube shorts, can you just explain what that is.
• 38:19
  Speaker 2: It's like TikTok, it's.
• 38:22
  Speaker 10: A vertical video, uh sixty seconds or less, and then
• 38:26
  Speaker 10: YouTube is going to categorize that as a short, and
• 38:29
  Speaker 10: it's a new And as does any other platform, when
• 38:31
  Speaker 10: they release a new product or format, they push it.
• 38:34
  Speaker 10: They want people to use it, they want people to
• 38:35
  Speaker 10: see it, so they give it prioritization in the feed.
• 38:39
  Speaker 7: So in terms of content tites, we're putting YouTube shorts, TikTok,
• 38:44
  Speaker 7: and Instagram as far as organic reach.
• 38:46
  Speaker 8: In that order.
• 38:48
  Speaker 10: Yeah, today today, yeah right, you know, as of April fifteenth.
• 38:53
  Speaker 9: Let's talk tomorrow, you.
• 38:56
  Speaker 4: Know. And and I'm going to put a bit in
• 38:57
  Speaker 4: there for LinkedIn as well. I've been so surprised, man Ak.
• 39:00
  Speaker 4: You remember the early days or all of us watching
• 39:03
  Speaker 4: the early days of Facebook. I remember, if you so
• 39:06
  Speaker 4: much as liked someone's post, then everyone that you're fucking
• 39:10
  Speaker 4: connected to was gonna see it just because you liked it.
• 39:12
  Speaker 4: And I'm scrolling down the LinkedIn feeds seeing posts are
• 39:16
  Speaker 4: being served to me only because someone that I'm connected
• 39:19
  Speaker 4: to commented, liked, and those to me are the telltale
• 39:23
  Speaker 4: signs of just like just dished out organic distribution. So
• 39:26
  Speaker 4: a shout out to LinkedIn there clubhouse I like as
• 39:30
  Speaker 4: well as like a listening tool.
• 39:33
  Speaker 10: I was gonna say clubhouse, Like you don't necessarily think
• 39:35
  Speaker 10: about clubhouse as organic reach, but it is there, and like,
• 39:40
  Speaker 10: I honestly think, like, if you've got game to spit
• 39:42
  Speaker 10: and you can host an audience, clubhouse is probably the
• 39:45
  Speaker 10: best way to grow your Instagram.
• 39:46
  Speaker 4: Following, right because I love it because there's no text, right,
• 39:51
  Speaker 4: so they see you spit some shit, and then they
• 39:53
  Speaker 4: tap on your bio and then they flow through this.
• 39:55
  Speaker 10: Anytime I'm in the clubhouse, for my following grows like
• 39:58
  Speaker 10: if you and I'm not even really ta just hanging
• 40:00
  Speaker 10: out in the room, but people see that, like people
• 40:02
  Speaker 10: follow me like oh who's this?
• 40:03
  Speaker 4: Oh yo. So so now let's take a step back
• 40:08
  Speaker 4: and just like you know, you're in the world of media,
• 40:12
  Speaker 4: but it's also media at the intersection of business, and
• 40:16
  Speaker 4: you guys obviously have taken just a real big position
• 40:19
  Speaker 4: on media comma, whatever type of business you are, and
• 40:24
  Speaker 4: you guys have the distinct, I think, effectively opportunity to
• 40:30
  Speaker 4: have a lot of people at your disposal running a team,
• 40:34
  Speaker 4: So I want to get into a couple of things
• 40:36
  Speaker 4: there with respects to like running team process, Like we
• 40:39
  Speaker 4: think about all this shit all the time. I know
• 40:41
  Speaker 4: a lot of people listening may not be in the
• 40:44
  Speaker 4: position to run a team, but like, if you are
• 40:46
  Speaker 4: going a team, who are you bringing on first? And
• 40:48
  Speaker 4: how are you managing them? Like I would literally want,
• 40:50
  Speaker 4: like are you on fucking G drive? Are using airtable?
• 40:54
  Speaker 8: Like erness? What's up?
• 40:56
  Speaker 7: You have a walk into a small business and everything
• 40:58
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• 43:44
  Speaker 4: What are the ways that you go go about managing
• 43:46
  Speaker 4: the team?
• 43:49
  Speaker 10: Yeah, I mean, like there's tons of tools you can
• 43:52
  Speaker 10: have for uh, we use it personally. We use ASNA
• 43:55
  Speaker 10: for like content ticketing, which is like a great way
• 43:58
  Speaker 10: to just upload content and decide if it needs feedback,
• 44:02
  Speaker 10: if it's ready to post. I mean, honestly, I just
• 44:06
  Speaker 10: love Google products. I live my life in Google sheets.
• 44:09
  Speaker 9: And Google Docs. It's simple, it's easy, it's free Google Drive,
• 44:13
  Speaker 9: you can upload everything you want.
• 44:16
  Speaker 10: In terms of like team, I really think it's it's
• 44:20
  Speaker 10: the two headed ninja of like someone like myself or
• 44:22
  Speaker 10: someone who has strategy and can give creative feedback, and
• 44:26
  Speaker 10: then someone who can really execute the creative in a
• 44:28
  Speaker 10: way that I can. If you can have those two people,
• 44:31
  Speaker 10: you can basically accomplish any content need you need.
• 44:33
  Speaker 9: For any platform.
• 44:36
  Speaker 7: When when you're studying the content that you created, what
• 44:39
  Speaker 7: type of analytics are you are you valuing the most?
• 44:41
  Speaker 8: Is it the time watched? Is it impressions?
• 44:46
  Speaker 9: I try to per platform? Like the macro one is
• 44:50
  Speaker 9: how many unique people am I reaching?
• 44:51
  Speaker 10: Which for most platforms I don't offer that Facebook really
• 44:55
  Speaker 10: does and that's what they built their like entire marketing
• 44:58
  Speaker 10: engine off of, which is like unique people reach, We
• 45:00
  Speaker 10: talk to actually humans, and you can target at twenty
• 45:02
  Speaker 10: two year old who lives in Chicago these birthdays tomorrow,
• 45:05
  Speaker 10: Like Google or check Out, they don't have any sort
• 45:07
  Speaker 10: of targeting targeting capabilities. But like the macro is like
• 45:11
  Speaker 10: how many people are you really reaching? And then under
• 45:14
  Speaker 10: that for each platform, what levers impact that number? So
• 45:18
  Speaker 10: like shares of course, Like if you're just getting share,
• 45:20
  Speaker 10: that's going to be a huge multiplier for how many
• 45:22
  Speaker 10: people you're reaching. Comments, I think I call it high
• 45:25
  Speaker 10: valued engagements, comments, shares, likes, those are really.
• 45:30
  Speaker 9: Going to be the things that drive your overall reach.
• 45:32
  Speaker 10: But it starts with reach, and then per platform, it
• 45:35
  Speaker 10: depends on which platform it is that you can try
• 45:37
  Speaker 10: to dive into deeper and just focus on like YouTube,
• 45:40
  Speaker 10: for example, obsess over your click through rate, how many
• 45:42
  Speaker 10: people are clicking in my video? And what can I
• 45:44
  Speaker 10: learn about what drives more click throughs or less? And
• 45:48
  Speaker 10: then if you focus on that inherently, the reach is
• 45:50
  Speaker 10: going to grow.
• 45:51
  Speaker 4: So how often are you guys like effectively discussing this shit?
• 45:56
  Speaker 4: Like I mean probably all day on text and slack,
• 45:59
  Speaker 4: But like, are you guys meeting formally like once a
• 46:02
  Speaker 4: week to discuss all this shit? And when you do,
• 46:04
  Speaker 4: do you guys have like someone that went ahead and
• 46:07
  Speaker 4: like took the snapshots and was like, Yo, this peace
• 46:09
  Speaker 4: performed like this, Like is it that technical or is
• 46:11
  Speaker 4: it more just like yo, I think this one did well.
• 46:13
  Speaker 10: It is I mean like eight years now that I've
• 46:17
  Speaker 10: been operating this team, and like I think The biggest
• 46:20
  Speaker 10: shift for me was letting go of the rains. Like
• 46:22
  Speaker 10: I felt like I always needed to be the guru
• 46:24
  Speaker 10: and the guy who like if anyone asked anything about
• 46:27
  Speaker 10: any platform anytime, I got the answers, you know.
• 46:30
  Speaker 9: And then all of a sudden I realized I was.
• 46:31
  Speaker 10: Coming down only at the cost at my time, but
• 46:34
  Speaker 10: like at my team's growth and like opportunity, and like
• 46:36
  Speaker 10: I don't need to be that. And now, like our
• 46:38
  Speaker 10: team is staffed against we have what we call platform
• 46:41
  Speaker 10: strategy producer for every platform. Like if someone asked me
• 46:44
  Speaker 10: about YouTube, I'm not saying like Okay, I know, I'm like, Yo,
• 46:47
  Speaker 10: you gotta.
• 46:48
  Speaker 9: Go talk to Jake. Jake's got the answers. So it's
• 46:52
  Speaker 9: it's really creating ownership with that.
• 46:54
  Speaker 10: And yeah, then we have a weekly cadence of like
• 46:56
  Speaker 10: talking with that individual like Yo, what are you saying
• 46:58
  Speaker 10: on the platform?
• 46:58
  Speaker 9: And then I can ask the question of like okay,
• 47:00
  Speaker 9: what about this? Have you thought about that?
• 47:02
  Speaker 10: And then uh, they're the real experts and I'm just
• 47:04
  Speaker 10: trying to understand and get and learn from them. And
• 47:06
  Speaker 10: then when we're talking to clients or we're talking to
• 47:08
  Speaker 10: g or whatever the case is, it's a combined effort
• 47:11
  Speaker 10: of the individual expertise on that platform and then collectively
• 47:14
  Speaker 10: what we're all learning.
• 47:16
  Speaker 4: Now, Yeah, go ahead with sion.
• 47:18
  Speaker 2: Is Gary ve involved? What is his involvement in content creation?
• 47:22
  Speaker 2: Obviously he's not creating the content.
• 47:24
  Speaker 6: Is involved.
• 47:25
  Speaker 10: I mean he's he's he's heavily involved. Like anything that
• 47:29
  Speaker 10: he posts on his Instagram or Twitter is him. So
• 47:33
  Speaker 10: we have a text thread it's really what's happened, where
• 47:36
  Speaker 10: we send him options of content that we've edited or
• 47:39
  Speaker 10: images of content that we've created. He decided which ones
• 47:42
  Speaker 10: he likes, he rest the copy for he posted Twitter.
• 47:45
  Speaker 10: We don't have a really touch like sometimes we need
• 47:47
  Speaker 10: to do, like hey Gary, let's promote this podcast. We'll
• 47:50
  Speaker 10: send them a link. He decided how he wants to
• 47:52
  Speaker 10: promote it. I think I'm always surprised, and I always
• 47:56
  Speaker 10: push him to like go a little even more behind
• 47:58
  Speaker 10: the scenes, but like he's really involved in deciding what
• 48:01
  Speaker 10: gets pushed. Occasionally he'll be like, yo, I don't like
• 48:03
  Speaker 10: that color red, change it to blue. Stuff like that
• 48:06
  Speaker 10: not that much, and I'm grateful for that, Like, because
• 48:08
  Speaker 10: we generally it's all systems go, everything's approved. I suffocate
• 48:12
  Speaker 10: when I'm working with clients and they're like, can you
• 48:15
  Speaker 10: change the color of that? I'm like, it looks good,
• 48:18
  Speaker 10: let's go into the next. But he's involved, you know.
• 48:20
  Speaker 10: And the real I think the real riffing off of
• 48:25
  Speaker 10: what you guys were talking about before I joined, the
• 48:27
  Speaker 10: real question for anyone is what is actually going to
• 48:29
  Speaker 10: put you in a position to create the most content?
• 48:32
  Speaker 10: You know, Like everyone idolizing puts like, oh, I'm gonna
• 48:34
  Speaker 10: start a podcast or I'm gonna do.
• 48:35
  Speaker 9: This, but like, no bullshit, Like what are you at.
• 48:38
  Speaker 10: What's actually going to get you to a place where
• 48:39
  Speaker 10: you can post four times a day whatever that is.
• 48:43
  Speaker 10: That's the real answer of what you need to be doing.
• 48:44
  Speaker 10: And for Gary, just so happens like all right, I'm
• 48:46
  Speaker 10: just gonna.
• 48:46
  Speaker 9: Have someone who follows me around and then we post
• 48:51
  Speaker 9: produced it.
• 48:51
  Speaker 4: You know.
• 48:54
  Speaker 6: Yeah.
• 48:55
  Speaker 4: So, if you were starting a business, or or for
• 48:57
  Speaker 4: the people in your guys ecosystem that come in because
• 49:00
  Speaker 4: they're spying entrepreneurs and new founders, or and you guys
• 49:04
  Speaker 4: are constantly dishing out vice thoughts or just weighing this
• 49:08
  Speaker 4: idea of like media as it relates to business. I mean,
• 49:12
  Speaker 4: if you were starting a new brand, today, Like, what
• 49:14
  Speaker 4: would you do to blow that shit up?
• 49:21
  Speaker 9: Yeah?
• 49:22
  Speaker 10: Put an a Goulli amount of content online on the
• 49:25
  Speaker 10: platforms that matter, and I would try to learn. I
• 49:28
  Speaker 10: would not pigeonhole myself into this is the right brand
• 49:31
  Speaker 10: messaging and this is what our brand guidelines are and
• 49:35
  Speaker 10: this is what we should doing. I would try to
• 49:37
  Speaker 10: come up with a baseline test of this could be
• 49:40
  Speaker 10: our brand guidelines, This could be your brand guideline, This
• 49:42
  Speaker 10: could be our main focal point. Try and get signals
• 49:46
  Speaker 10: back on what actually is and then double down on it. Yeah,
• 49:50
  Speaker 10: and try to prioritize and ask myself just as I
• 49:53
  Speaker 10: would for a personal brand, Like in one scenario, whether
• 49:56
  Speaker 10: I'm insurance company or home depot, what stories could I
• 50:01
  Speaker 10: tell every day that would bring value? Whether that's it's
• 50:05
  Speaker 10: because it's funny or because it's interesting. Because now I
• 50:07
  Speaker 10: know how to build a door, Like what can you
• 50:11
  Speaker 10: really do at a high volume of content to become
• 50:13
  Speaker 10: a media company?
• 50:14
  Speaker 6: You know?
• 50:15
  Speaker 9: I love the example of.
• 50:17
  Speaker 10: Michelin Star or Yeah, Michelin their tire company and in
• 50:22
  Speaker 10: order to get people to drive more, they created a
• 50:25
  Speaker 10: restaurant review book, which because they wanted to encourage people
• 50:29
  Speaker 10: to get outside of the city, like, Okay, let's go
• 50:31
  Speaker 10: do let's go review this restaurant in Pennsylvania so people
• 50:35
  Speaker 10: will get out of New York City. It ended up
• 50:37
  Speaker 10: becoming like Michelin Star rating, which we all know. But
• 50:40
  Speaker 10: it's like an interesting exercise of like, how can you
• 50:42
  Speaker 10: extrapolate what you're about and start storytelling in a different format?
• 50:46
  Speaker 6: Yo?
• 50:46
  Speaker 4: How should people approach you? By the way, we are
• 50:49
  Speaker 4: getting straight fucking heat from Andy krain At right now,
• 50:53
  Speaker 4: and it's like, no, I would people don't even really
• 50:55
  Speaker 4: understand what's going on. We have earned your leisure the
• 50:57
  Speaker 4: number one fucking business platform in the world right now,
• 51:01
  Speaker 4: Andy Kranagg who's heading up the most successful, in my opinion,
• 51:05
  Speaker 4: most successful mount of content strategy in history, and myself
• 51:09
  Speaker 4: a young gun somewhere in the middle. Yo, a straight
• 51:14
  Speaker 4: he like, you can't replicate this shit, Yo.
• 51:17
  Speaker 9: I'll give you.
• 51:17
  Speaker 10: I'll give you kudos too, John, because like, I think
• 51:19
  Speaker 10: a lot of people in our ecosystem that.
• 51:22
  Speaker 9: We're cool with that, like, come come by the.
• 51:24
  Speaker 10: Office and know Gary your show love Gary. Gary tells
• 51:27
  Speaker 10: him exactly what to do or exactly what he would
• 51:30
  Speaker 10: do ninety seven percent don't do anything and eventually I
• 51:35
  Speaker 10: get tired because like, as I've grown, I'm like, oh,
• 51:37
  Speaker 10: I'm excited. I'm excited to watch them do their shit.
• 51:39
  Speaker 10: You've done everything, man, Like you really executed in a
• 51:42
  Speaker 10: big way.
• 51:42
  Speaker 9: And I think that in.
• 51:43
  Speaker 10: Itself is like like why you are where you are today.
• 51:46
  Speaker 9: But it's a big muscle.
• 51:49
  Speaker 4: Thank you, bro. I appreciate that, you know.
• 51:51
  Speaker 6: I was.
• 51:51
  Speaker 4: I was. I was chopping with Gary the other day
• 51:54
  Speaker 4: one on one. He was like, Yo, John. He looked
• 51:57
  Speaker 4: at me, he was like, Yo, I'm the best marketer
• 51:59
  Speaker 4: in the world. Like it was just a fucking claim
• 52:04
  Speaker 4: and it was just because that way. I was like, Yo,
• 52:09
  Speaker 4: that's some real shit. You know, he's the fucking lebron
• 52:11
  Speaker 4: of marketing at this point.
• 52:12
  Speaker 6: Yo.
• 52:12
  Speaker 4: Switching gears into paid right. A lot of businesses listening now,
• 52:17
  Speaker 4: a lot of businesses in the EIL ecosystem, a lot
• 52:20
  Speaker 4: of brands. They're trying to decipher when paid is appropriate.
• 52:27
  Speaker 4: So how do you look at paid? Do you look
• 52:29
  Speaker 4: at paid as the amplification of organic, I e. You
• 52:32
  Speaker 4: post it does well, you put money behind it, you
• 52:34
  Speaker 4: disseminate or and or do you think there's a bigger
• 52:38
  Speaker 4: opportunity in segmenting cold audiences, running them effectively like hooks,
• 52:45
  Speaker 4: bringing them to your website, cooking them, and then retargeting
• 52:47
  Speaker 4: and having a retargeting sequence or is it the wrong
• 52:51
  Speaker 4: way to be looking at one or the other.
• 52:54
  Speaker 5: So I guess the answer is always both, right, Like
• 53:01
  Speaker 5: I think like in general organic man, like running media
• 53:06
  Speaker 5: against your top performing posts is.
• 53:08
  Speaker 10: A really good idea, Like that's inherently going to probably
• 53:10
  Speaker 10: be the best content for your page strategy. Conversely, like
• 53:15
  Speaker 10: you're not going it'll be really difficult to convert.
• 53:17
  Speaker 9: People that don't know your brand, you know, Like.
• 53:20
  Speaker 10: I think it's like ninety five percent of people that
• 53:22
  Speaker 10: go to a website for the first time will never purchase.
• 53:25
  Speaker 10: So like, if you like you need to have a
• 53:27
  Speaker 10: real retargeting strategy outside of just like hey, I know
• 53:30
  Speaker 10: you went to a website by this, there could be like, hey,
• 53:32
  Speaker 10: you went too our website, learn more about us. There's
• 53:35
  Speaker 10: like a really cool story video, and then you retarget
• 53:37
  Speaker 10: people that watch that videos like sequential messaging of when
• 53:41
  Speaker 10: they first come in contact with you, and then also
• 53:43
  Speaker 10: just conversely like hitting up the people. It's I think
• 53:47
  Speaker 10: the analogy is like hunting versus farming. Have a strategy
• 53:51
  Speaker 10: for both hunting would be going prospecting, getting new people
• 53:56
  Speaker 10: who don't know you, and thinking about contextual ways to
• 53:58
  Speaker 10: speak to them.
• 53:59
  Speaker 9: Right.
• 54:00
  Speaker 10: Five, like the five different buckets that people we want
• 54:02
  Speaker 10: to hunt, psychographics, demographics and make content specific to them.
• 54:06
  Speaker 10: And then farming is making sure that everyone that already
• 54:09
  Speaker 10: fucks with you continues to fuck with you, right, putting
• 54:11
  Speaker 10: water on the seas.
• 54:12
  Speaker 9: Like everything you got to do to keep that butt,
• 54:14
  Speaker 9: keep that.
• 54:15
  Speaker 10: Base seeing your content, so like even boosting against your
• 54:17
  Speaker 10: current fans.
• 54:18
  Speaker 9: I think it's totally fine. Like people have some like
• 54:21
  Speaker 9: feel some time of way, but like I.
• 54:22
  Speaker 10: Don't want my audience to see a sponsored post for me,
• 54:24
  Speaker 10: Like why it's okay, Like it's ass Like it's fine.
• 54:27
  Speaker 9: They're not gonna like unfollow you, and if you do,
• 54:29
  Speaker 9: you can get a new.
• 54:30
  Speaker 4: One right right, Yo, this is straight he I do
• 54:33
  Speaker 4: want to make time for the community to ask some questions,
• 54:37
  Speaker 4: get a chance to riff with ak Direct Troy Less
• 54:41
  Speaker 4: some people in the building.
• 54:42
  Speaker 7: Yeah yeah, so earners, if you have a questions, feel
• 54:44
  Speaker 7: free to raise your hand. I had a quick quick
• 54:46
  Speaker 7: question because you did the time stamp right and you
• 54:50
  Speaker 7: said that the capsules on the videos was one thing,
• 54:52
  Speaker 7: but then you had that unique sound, And so I
• 54:57
  Speaker 7: want to is this something that you see in the
• 54:59
  Speaker 7: haraz in that it's going to be the new thing
• 55:02
  Speaker 7: that that people can use to create content or some
• 55:04
  Speaker 7: type of fun thing that's going to be coming down
• 55:07
  Speaker 7: the line.
• 55:09
  Speaker 10: In terms of like formats of content or just like
• 55:13
  Speaker 10: to be able to produce content.
• 55:15
  Speaker 4: Format is something that piece my interest.
• 55:17
  Speaker 9: Well, like, well this is funny.
• 55:19
  Speaker 10: We were talking about what you just reference was the
• 55:21
  Speaker 10: Sonic branding and that was one hundred percent Gary, Like
• 55:23
  Speaker 10: he spent.
• 55:23
  Speaker 9: A lot of time trying to put people on.
• 55:25
  Speaker 10: Podcasting and like, your voice is really going to matter,
• 55:28
  Speaker 10: Like right now I can say, hey, Siri, order me soap,
• 55:31
  Speaker 10: and Cereal will probably figure out how to order soap
• 55:34
  Speaker 10: or it's going to.
• 55:34
  Speaker 9: Be there in a couple of months.
• 55:36
  Speaker 10: And then he started thinking about, wait a minute, if
• 55:39
  Speaker 10: everyone's really really going to get into the audio voice landscape,
• 55:42
  Speaker 10: how are we thinking about branding that?
• 55:44
  Speaker 9: Like it's really easy to brand something visually with.
• 55:47
  Speaker 10: A watermark, a logo, how you're going to brand you know,
• 55:51
  Speaker 10: from an audio perspective? And then one late night d
• 55:55
  Speaker 10: Ro cooked up an audio tag that sounded is actually
• 55:59
  Speaker 10: Gary doing that, and then we just started putting it
• 56:01
  Speaker 10: on all of his videos. We now use the different
• 56:02
  Speaker 10: ones like Garry V showed me. Uh, But like it's
• 56:06
  Speaker 10: cool to think about. You know if if like we're
• 56:08
  Speaker 10: you're at the super Bowl or you're at the Yankees game,
• 56:11
  Speaker 10: and all of a sudden you hear that sound and
• 56:14
  Speaker 10: you associate it with an individual brand, it's really really
• 56:17
  Speaker 10: powerful and you may not even need to pay. Like
• 56:20
  Speaker 10: the impression that you would have to pay to do
• 56:21
  Speaker 10: that well might be way less than if you had
• 56:24
  Speaker 10: to show them a TV spot and you're still going
• 56:26
  Speaker 10: to get that same brand recognition and impact.
• 56:29
  Speaker 1: Wow.
• 56:30
  Speaker 4: Yeah, it actually makes me think of that, Like hip
• 56:33
  Speaker 4: hop has been doing this ship.
• 56:35
  Speaker 8: Right, That's what I'm thinking. Every every DJ now has
• 56:38
  Speaker 8: that at the beginning Maya music.
• 56:39
  Speaker 10: Yeah, yeah, that's that's a spot on.
• 56:45
  Speaker 9: It's I'm like, the thing I'm most fascinated.
• 56:48
  Speaker 10: About that I've just been spending my time on a
• 56:50
  Speaker 10: lot is just like in the crypto space, I feel
• 56:53
  Speaker 10: like there's a new platform coming. I have no idea
• 56:55
  Speaker 10: what it is, but I think it's it's the antithesis
• 56:59
  Speaker 10: of TikTok, and I think like I think that there
• 57:01
  Speaker 10: is some poison within those platforms.
• 57:05
  Speaker 9: And I don't want to.
• 57:06
  Speaker 10: I don't want I don't think of it as like
• 57:07
  Speaker 10: being anonymous, but I think of it as something other
• 57:10
  Speaker 10: than everyone trying to show off who they are and
• 57:12
  Speaker 10: like let's all hate each other, like that's all.
• 57:15
  Speaker 9: Like it's something different, just like cents.
• 57:19
  Speaker 6: All right, here we go.
• 57:20
  Speaker 4: Questions for for just a quick note for folks that
• 57:24
  Speaker 4: I see in the comments asking for the pdf, head
• 57:26
  Speaker 4: over to loop insure dot co slash e y l
• 57:29
  Speaker 4: loop insure dot Co slash e y l. That entire
• 57:33
  Speaker 4: breakdown for content strategy is available for download for free.
• 57:37
  Speaker 4: All right, let's get to it.
• 57:38
  Speaker 6: Edith Legendary.
• 57:41
  Speaker 4: Yeah, also Wiz got the laugh. Uh, I don't think.
• 57:48
  Speaker 10: I don't think there's there's not one mainstream rapper that
• 57:51
  Speaker 10: doesn't have.
• 57:51
  Speaker 9: Their whatever you want to call it.
• 57:55
  Speaker 2: You know, I gotta tell us Christy before we get
• 57:57
  Speaker 2: the question. So we we ross the other.
• 58:00
  Speaker 4: Day and the way when I seen that, I was like,
• 58:03
  Speaker 4: when the fun did this have?
• 58:05
  Speaker 2: Like shout out to said you might have seen it.
• 58:07
  Speaker 2: One of our friends was like, yo, if you get
• 58:09
  Speaker 2: you should get him to say. So, I'm not going
• 58:12
  Speaker 2: to ask him. I'm not going to ask him to
• 58:13
  Speaker 2: say hum, it's literally so I meet him, I dap,
• 58:17
  Speaker 2: we wrap up, he hugs and as we get close, he.
• 58:21
  Speaker 4: Goes, yeah, you just needed to be recording that episodes
• 58:28
  Speaker 4: of day Man. What are you calling in from? And
• 58:34
  Speaker 4: what's your question?
• 58:36
  Speaker 11: I good evening everyone you doing. I just want to
• 58:40
  Speaker 11: say that my heart is beating so fast, like you
• 58:44
  Speaker 11: will really drop some gems.
• 58:48
  Speaker 4: Thank you, thank you.
• 58:50
  Speaker 9: I don't even know.
• 58:50
  Speaker 11: What question I will because you all said so much.
• 58:54
  Speaker 11: But now I'm really thinking about the audio, the audio voice,
• 59:01
  Speaker 11: like I'm following coach Stormy and you all you know what.
• 59:07
  Speaker 11: I'm not going to ask a question. I'm just gonna
• 59:09
  Speaker 11: say that.
• 59:10
  Speaker 5: You all drop some gems.
• 59:11
  Speaker 11: I have my notes and I am so proud to
• 59:15
  Speaker 11: be an earner of e y L University. Okay, thank
• 59:19
  Speaker 11: you so much.
• 59:21
  Speaker 6: Thank you. I appreciate that.
• 59:22
  Speaker 9: Awesome thank you.
• 59:24
  Speaker 10: Uh the biggest on notes start pushing buttons like I'm
• 59:30
  Speaker 10: as someone who went to school and everything, and like
• 59:32
  Speaker 10: I love the note taking. I'm so passionate about Like
• 59:35
  Speaker 10: if you like, I'm sure there's so much that you
• 59:38
  Speaker 10: can learn from what John and.
• 59:39
  Speaker 9: The crew were talking about.
• 59:40
  Speaker 10: Earlier, but like literally upload a video and publish it.
• 59:44
  Speaker 10: You'll get so much learnings from that, Like you really
• 59:47
  Speaker 10: will volume.
• 59:50
  Speaker 4: Uh that this whole debate about like quantity over quality,
• 59:54
  Speaker 4: I've ended up landing on quantity leaves the quality. There's
• 59:59
  Speaker 4: no away you're gonna get good unless you've been in
• 1:00:02
  Speaker 4: the ring. And eventually, once you get punched up times,
• 1:00:05
  Speaker 4: you can slow the movements down. So the volume strategy, Man,
• 1:00:09
  Speaker 4: I subscribe a hundred percent. Thank you, Edith, appreciate you.
• 1:00:12
  Speaker 4: Justin robertson what's good? Bro? Where you calling them from?
• 1:00:15
  Speaker 4: And what's your question?
• 1:00:21
  Speaker 12: You don't really know what he's doing out here?
• 1:00:23
  Speaker 4: Real smooth transitions. I like it.
• 1:00:24
  Speaker 12: John found out about you from uy L, So thank
• 1:00:28
  Speaker 12: you to my ey L brothers. Thank you, Bro, thank
• 1:00:31
  Speaker 12: you of course of course, so uh And I'm sorry
• 1:00:35
  Speaker 12: the guest name one more time.
• 1:00:39
  Speaker 9: Andy, And sorry Andy.
• 1:00:40
  Speaker 12: I was very interested when you said something in regards
• 1:00:43
  Speaker 12: to the crypto space. So with the YouTube shorts coming
• 1:00:49
  Speaker 12: from someone so I'm trying to add value. I've really
• 1:00:51
  Speaker 12: picked up obviously what you need to do first is
• 1:00:54
  Speaker 12: add value. So watching E y L, you guys provide
• 1:00:56
  Speaker 12: so much value. John, I follow you. You provide so
• 1:00:58
  Speaker 12: much value. Andy obvious, I'll be following you now. You
• 1:01:01
  Speaker 12: provide so much value. So with this YouTube chorts, with
• 1:01:04
  Speaker 12: it being sixty seconds, just maybe coming up with something
• 1:01:07
  Speaker 12: that encapsulates thirty to sixty seconds of something you guys,
• 1:01:11
  Speaker 12: more information you guys give out. That's something you could
• 1:01:15
  Speaker 12: possibly push on YouTube shorts.
• 1:01:18
  Speaker 10: Yeah, you know that, Like, value can come in many
• 1:01:22
  Speaker 10: many forms, Like I think what the value you're getting
• 1:01:25
  Speaker 10: right now is like education and strategy, right, but making
• 1:01:29
  Speaker 10: someone laugh his value too. It's comedic value, it's entertainment value.
• 1:01:33
  Speaker 10: There's many forms of value.
• 1:01:36
  Speaker 4: Okay, perfect right.
• 1:01:38
  Speaker 12: That's really the only question I had in regards to
• 1:01:41
  Speaker 12: the YouTube shorts thing. Other than that, did you have
• 1:01:43
  Speaker 12: any crypto spaces that you see that would really be
• 1:01:47
  Speaker 12: in advanced with audio space, like obviously listening something being
• 1:01:51
  Speaker 12: developed in a decentralized platform. Do you know about any
• 1:01:54
  Speaker 12: projects about that?
• 1:01:56
  Speaker 9: I have no clue.
• 1:01:57
  Speaker 10: I know I know people or into this thing called
• 1:02:00
  Speaker 10: your Old Beats, which allows you to invest in like
• 1:02:03
  Speaker 10: audio samples and beats and get royalties off of future
• 1:02:07
  Speaker 10: purchasers or tracks ever using the Rosses next album I
• 1:02:14
  Speaker 10: got you.
• 1:02:14
  Speaker 4: Well, thank you very much.
• 1:02:15
  Speaker 12: And then on the last thing for you would just
• 1:02:17
  Speaker 12: be how many pieces of content do you think you
• 1:02:20
  Speaker 12: need to be recording a day? I know I was,
• 1:02:23
  Speaker 12: I was following you said, you know, companies still think
• 1:02:25
  Speaker 12: doing one piece of content today is doing good, and
• 1:02:27
  Speaker 12: that's what would be like a number Like obviously, I
• 1:02:31
  Speaker 12: see how engaged you are. I actually got an email
• 1:02:33
  Speaker 12: from you once and asking for me to put a
• 1:02:35
  Speaker 12: song on Spotify's playlist. I emailed back and said Jazzmine
• 1:02:38
  Speaker 12: Sullivan and it got updated like within an hour, and
• 1:02:41
  Speaker 12: I was like, what the hell? So I think that
• 1:02:43
  Speaker 12: engagement is awesome. So as far as that, like, what
• 1:02:46
  Speaker 12: do you think.
• 1:02:52
  Speaker 4: Yo death over with Man listen, I'll say this I
• 1:02:56
  Speaker 4: want to take with Loop. I want to take an
• 1:02:59
  Speaker 4: extreme position on content, being a content first company that
• 1:03:06
  Speaker 4: we spent rather than over index on just like a
• 1:03:09
  Speaker 4: ridiculous ad budget, what we're doing is over indexing on
• 1:03:12
  Speaker 4: bringing people into the team whose sole job is to produce, design, edit, community, manage.
• 1:03:19
  Speaker 4: I mean, I really think that we're entering into this
• 1:03:21
  Speaker 4: era of community as emote. You can't fuck with the
• 1:03:25
  Speaker 4: EYL brand because like you can't replicate their shit. You
• 1:03:29
  Speaker 4: can't just take assets over liabilities and slap it on
• 1:03:32
  Speaker 4: a similar colored shirt, right like it it's the community,
• 1:03:35
  Speaker 4: it's the mot and I think that content is the
• 1:03:37
  Speaker 4: best way to nurture a community. So for us, man,
• 1:03:40
  Speaker 4: we're starting to at this point shoot one two hours
• 1:03:43
  Speaker 4: a day. We're starting to document almost everything we do
• 1:03:45
  Speaker 4: just about clip it up. And I would like to
• 1:03:48
  Speaker 4: get to a point where we're posting four or five
• 1:03:49
  Speaker 4: times a day across all platforms, to be honest, and
• 1:03:53
  Speaker 4: the big ones for us is Instagram, LinkedIn Twitter, and
• 1:04:00
  Speaker 4: so I'm here Facebook, we just do the auto reposts.
• 1:04:02
  Speaker 4: I think I'm leaving some bread on the table with
• 1:04:04
  Speaker 4: Facebook and TikTok where we're leaning into. So I think,
• 1:04:08
  Speaker 4: if you think about it, there are billions of people
• 1:04:11
  Speaker 4: collectively aggregating on five websites if you fucking think about it, right, So, like,
• 1:04:15
  Speaker 4: if you're not posting there, man, you're leaving bread on
• 1:04:18
  Speaker 4: the table. And for people like I've just been hammering
• 1:04:20
  Speaker 4: this message ever since, it's been drilled into me. But
• 1:04:23
  Speaker 4: the way to grow any brand or business in this
• 1:04:25
  Speaker 4: day is to just over index on the production of
• 1:04:28
  Speaker 4: content and you'll see your brand organically beginning to grow.
• 1:04:31
  Speaker 4: People will talk about it and then share and then
• 1:04:35
  Speaker 4: the one thing that wasn't discussed, but that is responding
• 1:04:38
  Speaker 4: to DMS like community management and depth and responding to emails.
• 1:04:42
  Speaker 4: That's what keeps people around. But Yo, Justin, I appreciate you, man,
• 1:04:46
  Speaker 4: appreciate the support. I'm looking forward to you being in
• 1:04:48
  Speaker 4: a loop customer. We're going to do all kinds of
• 1:04:51
  Speaker 4: really cool shit down the stretch man. We want to
• 1:04:53
  Speaker 4: build a first billion dollar insurance business that was grown
• 1:04:56
  Speaker 4: primarily through social media, and we will do it and
• 1:04:58
  Speaker 4: people will then refer back to this video is like,
• 1:05:00
  Speaker 4: oh ship they shiped the blueprint. Justin, thanks a lot.
• 1:05:06
  Speaker 7: Man, real quick on on hosting this ey L thing.
• 1:05:08
  Speaker 7: Anybody asks more than one question, we got to say guidelines.
• 1:05:13
  Speaker 7: They're all taping guidelines out to Justino. He went for
• 1:05:15
  Speaker 7: he knew that. He's like, oh John's doing it.
• 1:05:16
  Speaker 8: Oh I got it.
• 1:05:18
  Speaker 4: Just so, justin appreciate you. Let's get another question in here.
• 1:05:21
  Speaker 4: By the way, looping shirt dot CoA slash E y L.
• 1:05:24
  Speaker 4: Looping shirt dot CoA slash E y L for the
• 1:05:25
  Speaker 4: download head over downloaded. We'll see you there, Matt. Where
• 1:05:28
  Speaker 4: are you calling them from and what's your question.
• 1:05:34
  Speaker 8: Don't do this fridge break? Oh there's no fridge breaks.
• 1:05:37
  Speaker 9: John John really is good.
• 1:05:40
  Speaker 6: He's like he's like a radio got talented man.
• 1:05:44
  Speaker 10: What we got This whole insurance entrepreneurship thing doesn't work
• 1:05:47
  Speaker 10: out for you.
• 1:05:48
  Speaker 6: Definitely could be a radio personality. Man.
• 1:05:51
  Speaker 4: I got a job at EYL lined up for me.
• 1:05:53
  Speaker 8: All right, all right, Matt, look Fridze breaks.
• 1:05:55
  Speaker 7: You know how this goes you? Frizz breaks will catch
• 1:05:57
  Speaker 7: you on another one. Jeffrey were coming to you. I
• 1:05:59
  Speaker 7: mut you been unmuted.
• 1:06:00
  Speaker 8: It was going on.
• 1:06:04
  Speaker 9: Hey, guys, thanks for having me.
• 1:06:05
  Speaker 8: On what's oubject?
• 1:06:07
  Speaker 6: How's it going?
• 1:06:08
  Speaker 9: Appreciate it's going really well.
• 1:06:10
  Speaker 13: Thank you for all the gems, and I'm really looking
• 1:06:13
  Speaker 13: forward to everything else that you guys are dropping.
• 1:06:16
  Speaker 6: Appreciate it.
• 1:06:17
  Speaker 13: But my question is, how do you strategize when you're
• 1:06:22
  Speaker 13: starting a new business and you create content for something
• 1:06:27
  Speaker 13: that's extremely niche, Like my girlfriend wants to do stuff
• 1:06:32
  Speaker 13: for new mothers, stuff that's like your towards towards Montessori mhm,
• 1:06:39
  Speaker 13: So how would you strategize new mothers towards what like
• 1:06:45
  Speaker 13: Montessori style toys and just things that are educational.
• 1:06:50
  Speaker 2: Those are the schools. They let the kids do whatever
• 1:06:53
  Speaker 2: they want.
• 1:06:53
  Speaker 10: Right my education, I think there's there's so many opportunities,
• 1:07:02
  Speaker 10: right Like, I think every every kid or mother has
• 1:07:07
  Speaker 10: their own interests outside of just like thinking about a
• 1:07:09
  Speaker 10: monastery school. They still live their lives, so it could
• 1:07:12
  Speaker 10: be a lot more generic than you think. But also
• 1:07:16
  Speaker 10: do consumer research like spend time on Twitter, search type
• 1:07:20
  Speaker 10: in monastery school, type in school, type in new mother,
• 1:07:23
  Speaker 10: and just read comments. I would be surprised if you
• 1:07:26
  Speaker 10: don't get four or five or ten different ideas too.
• 1:07:28
  Speaker 8: Mm.
• 1:07:29
  Speaker 4: Community that's I like that AKA because that's like social listening.
• 1:07:32
  Speaker 4: One thing to jump in there. This is something that
• 1:07:35
  Speaker 4: I've done that I found to be successful. But you
• 1:07:39
  Speaker 4: can personally like new moms, that's a niche. There's a
• 1:07:43
  Speaker 4: lot of social there's a lot of physical and social
• 1:07:46
  Speaker 4: networking that goes on between new moms because it's such
• 1:07:49
  Speaker 4: a unique and distinct life experience. So me being you,
• 1:07:53
  Speaker 4: I would literally create a podcast, a video podcast that
• 1:07:56
  Speaker 4: I would host on IGTV Vertical and I would could
• 1:08:00
  Speaker 4: uh interview different new moms and profile different new moms
• 1:08:06
  Speaker 4: that are coming up that are notable doing interesting things,
• 1:08:09
  Speaker 4: being a boss babe, whatever that type into that whole
• 1:08:11
  Speaker 4: ethos and eventually what you do is you create a
• 1:08:15
  Speaker 4: community of people that are effectively coming around to meet
• 1:08:20
  Speaker 4: other new moms, and they'll discover your business as a
• 1:08:24
  Speaker 4: result of the content that you put forth. One of
• 1:08:26
  Speaker 4: I'm sure many ideas, but that's one of.
• 1:08:30
  Speaker 9: The Facebook Facebook groups seem like a gold mine too.
• 1:08:32
  Speaker 10: Join every new mom Facebook group, every Montessori school Facebook group,
• 1:08:36
  Speaker 10: and just ask meaningful questions. What are you guys interested in?
• 1:08:39
  Speaker 10: What are you guys' biggest problems? What how could I
• 1:08:41
  Speaker 10: ever bring value in terms of education or information to
• 1:08:44
  Speaker 10: you guys. I'm sure you'll get a lot of.
• 1:08:45
  Speaker 9: Info mm yo.
• 1:08:47
  Speaker 4: By the way, that's a that's a hidden one, ak
• 1:08:50
  Speaker 4: that's not often discussed. But Facebook groups is a sleeper man.
• 1:08:56
  Speaker 9: That's where you have depth two.
• 1:08:58
  Speaker 10: You know, like if you're in a face and you're active,
• 1:09:01
  Speaker 10: I feel like you're in it and you can get.
• 1:09:03
  Speaker 9: Real action whether I know.
• 1:09:04
  Speaker 10: There's like top in sports card Facebook groups where there's
• 1:09:07
  Speaker 10: like a lot of transactions happening. There's Facebook groups for bowling,
• 1:09:11
  Speaker 10: like all kinds of stuff. Definitely Monastery schools.
• 1:09:14
  Speaker 9: And New Brothers.
• 1:09:15
  Speaker 2: That's like eyo Facebook group lit it's a party in
• 1:09:20
  Speaker 2: every day. It's crazy, but you know it never never
• 1:09:22
  Speaker 2: discount the value of niche audiences. That's something that Ryan
• 1:09:25
  Speaker 2: Leslie told to a shout out to him and you know,
• 1:09:27
  Speaker 2: if you know his story, he made like a million
• 1:09:29
  Speaker 2: dollars and he only sold like a couple thousand records,
• 1:09:31
  Speaker 2: but he it's really a great episode on EYL And
• 1:09:35
  Speaker 2: a lot of times people think that you have to have,
• 1:09:37
  Speaker 2: you know, a broad range message, but that's kind of
• 1:09:42
  Speaker 2: like dilute the situation. And you know, if you're appealing
• 1:09:44
  Speaker 2: to every single person, you're not really appealing to anybody.
• 1:09:47
  Speaker 2: But you dollar down and you and you appeal to
• 1:09:49
  Speaker 2: a niche audience, whether that's you know, ethnic, whether that's religious,
• 1:09:53
  Speaker 2: whether that's whatever. There's value in that because people are
• 1:09:56
  Speaker 2: tribal by nature, and people like to you know, congregate
• 1:10:00
  Speaker 2: with people that are similar to themselves. So you'd be
• 1:10:03
  Speaker 2: surprised how many you know, new moms out there that
• 1:10:05
  Speaker 2: are experiencing the same thing with their children, you know,
• 1:10:08
  Speaker 2: especially you know now with homeschool and all that stuff,
• 1:10:11
  Speaker 2: that don't have an outlet, don't have a community, and
• 1:10:15
  Speaker 2: they would love to be part of a community. So
• 1:10:17
  Speaker 2: the content strategy of Yeah, like even like how we started,
• 1:10:20
  Speaker 2: which is, you know, going on other people's shows and
• 1:10:22
  Speaker 2: giving content and putting it out there, You'd be surprised
• 1:10:25
  Speaker 2: how many people would be interested in that because it's
• 1:10:28
  Speaker 2: something that I'm assuming there's not a lot of people
• 1:10:30
  Speaker 2: that's actually focused on that.
• 1:10:31
  Speaker 6: Maybe there is a lot, I'm not sure.
• 1:10:32
  Speaker 7: And then that audience is laser focused. They're coming for
• 1:10:36
  Speaker 7: that exact thing. So you get new moms, they're like, wait,
• 1:10:39
  Speaker 7: I'm a new mom. I didn't even know I belonged.
• 1:10:41
  Speaker 7: I needed to belong to something, but I just found
• 1:10:43
  Speaker 7: something that I'm a part of. There's somebody that's sharing
• 1:10:46
  Speaker 7: similar experiences and share in similar stories.
• 1:10:49
  Speaker 8: Now I have a voice, right, especially for new moms.
• 1:10:51
  Speaker 7: Like there's something that that connects motherhood, right that that
• 1:10:55
  Speaker 7: men that we don't know, but women go through and
• 1:10:57
  Speaker 7: to have another voice is definitely an to be something
• 1:11:00
  Speaker 7: that you can maximize on and build a community off of.
• 1:11:02
  Speaker 4: Yeah, man riches and niches and the way I view
• 1:11:05
  Speaker 4: is any any startup, you're going to be strapped on
• 1:11:08
  Speaker 4: resources and if you try, if you try to go
• 1:11:11
  Speaker 4: toe to toe with the general market, you're gonna lose
• 1:11:14
  Speaker 4: ten times out of ten. You just don't have the
• 1:11:16
  Speaker 4: capacity and the resources to cover that wider range. But
• 1:11:19
  Speaker 4: if you can find I tweeted about this yesterday, but
• 1:11:22
  Speaker 4: if you can find your minimum viable audience, that's there's
• 1:11:26
  Speaker 4: a lot of talk about minimal viable product. But if
• 1:11:29
  Speaker 4: you can find minimum viable audience where they overlap, that's
• 1:11:33
  Speaker 4: small or easier to cover territory. Every new mom who's
• 1:11:36
  Speaker 4: in a Montessori school, there's probably there's probably so few
• 1:11:39
  Speaker 4: of them that every one of them should know you
• 1:11:40
  Speaker 4: by name. I want every single one of them to
• 1:11:44
  Speaker 4: know you by fucking name. Literally. And if you're not
• 1:11:48
  Speaker 4: coming up top five when they think of whatever it
• 1:11:51
  Speaker 4: is that you're doing, in my opinion, you're either not
• 1:11:53
  Speaker 4: niche enough or you're not putting enough enough. You're not
• 1:11:57
  Speaker 4: putting out enough content in your niche. Jeff, I hope
• 1:12:00
  Speaker 4: this brought you value, my friend. I don't want to
• 1:12:02
  Speaker 4: abuse Andy's time. Andy, you good to write to seven fifteen,
• 1:12:06
  Speaker 4: four more minutes and we'll take two more.
• 1:12:08
  Speaker 9: Yeah, I'm good, I'm good.
• 1:12:09
  Speaker 6: Thank you.
• 1:12:09
  Speaker 4: All right, let's do it. Let's do it. Jeff, thank you, man,
• 1:12:13
  Speaker 4: appreciate it, Thank you, appreciate it.
• 1:12:15
  Speaker 2: Appreciate it a whole lot of game. Let's bring somebody
• 1:12:17
  Speaker 2: up real quick.
• 1:12:18
  Speaker 8: Yeah, let's see Tim Harris. We're coming to you. Tim.
• 1:12:20
  Speaker 8: I'm mute yourself. You've been unmuted. What's going on?
• 1:12:22
  Speaker 4: Yeah, what's going on?
• 1:12:23
  Speaker 14: Guys?
• 1:12:25
  Speaker 9: Just a general question as.
• 1:12:26
  Speaker 15: Someone that in my sector, I deal with a lot
• 1:12:29
  Speaker 15: of grief and especially focusing on that in general. I
• 1:12:32
  Speaker 15: just saw you know, that seven minute podcast at seven
• 1:12:34
  Speaker 15: thirty one, So shout out to that. So with going
• 1:12:38
  Speaker 15: in there and going in grief, how big an audit
• 1:12:41
  Speaker 15: or how big do you think that that can get
• 1:12:44
  Speaker 15: in just having a short form podcast that can really
• 1:12:47
  Speaker 15: generate the most impact for people that are going through
• 1:12:50
  Speaker 15: stuff like that?
• 1:12:52
  Speaker 2: Can I can I just add my two cents to
• 1:12:53
  Speaker 2: this real quick? I mean, I think that that's probably
• 1:12:55
  Speaker 2: the biggest thing that you can possibly do in the world,
• 1:12:58
  Speaker 2: is have a short, fullm podcast for grief. Because it's
• 1:13:01
  Speaker 2: like everybody goes through grief at some point in time
• 1:13:03
  Speaker 2: and they don't want to hear our long sermons, but
• 1:13:06
  Speaker 2: if they can hear a five minute message that can
• 1:13:08
  Speaker 2: get them through the day. To me, I mean, that's
• 1:13:10
  Speaker 2: probably one of the most beneficial things that you can
• 1:13:12
  Speaker 2: ever create m.
• 1:13:20
  Speaker 6: In my brain.
• 1:13:22
  Speaker 9: No, No, I appreciate that for sure.
• 1:13:25
  Speaker 6: Yeah.
• 1:13:26
  Speaker 10: I think it's just like, do you do you have
• 1:13:27
  Speaker 10: the appetite to continually do it, you know, to show
• 1:13:31
  Speaker 10: up every day and do that podcast Like it's only
• 1:13:33
  Speaker 10: two minutes, but you really got to love it and
• 1:13:35
  Speaker 10: enjoy it and want to be able to deliver it.
• 1:13:37
  Speaker 9: In a meaningful way. But I totally agree, man, in.
• 1:13:39
  Speaker 10: Terms of just like the sentiment around grief and also
• 1:13:42
  Speaker 10: just like capturing attention in the Daily Cadence very short
• 1:13:44
  Speaker 10: form podcast.
• 1:13:46
  Speaker 4: And I would say, I try to do some daily shit, yo,
• 1:13:49
  Speaker 4: daily as hard as fuck.
• 1:13:51
  Speaker 9: Bro.
• 1:13:53
  Speaker 4: I just struggled to do daily in my own home
• 1:13:56
  Speaker 4: in front of a mic. It blows.
• 1:14:00
  Speaker 9: Imagine trying to live your life too, bro.
• 1:14:02
  Speaker 4: That's what I'm gonna say. You guys did daily v
• 1:14:04
  Speaker 4: like I really don't think people understand. It was a
• 1:14:07
  Speaker 4: literal daily vlog, and I chopped it up with d
• 1:14:10
  Speaker 4: Rock and I was like, Yo, who do you have
• 1:14:12
  Speaker 4: editing this ship? And I know now you guys got
• 1:14:14
  Speaker 4: mass support. Before a minute, it was just d Rock
• 1:14:18
  Speaker 4: just shooting and fucking editing in the same day, bro.
• 1:14:22
  Speaker 4: And and after a while I have my my blogger
• 1:14:25
  Speaker 4: following me. Like, after like three days in the week,
• 1:14:27
  Speaker 4: I was like, yoa, I need a break, go home.
• 1:14:29
  Speaker 10: Right, Like, we didn't say, you know what the fuck
• 1:14:33
  Speaker 10: we were doing?
• 1:14:34
  Speaker 13: Man?
• 1:14:34
  Speaker 10: We were I was so hard on all of us
• 1:14:35
  Speaker 10: because I'm like, we got to be the best. But
• 1:14:37
  Speaker 10: I didn't realize like.
• 1:14:38
  Speaker 9: We I was comparing something to like that wasn't being done.
• 1:14:42
  Speaker 10: I gave you so hard time, Bro, you gotta be
• 1:14:44
  Speaker 10: faster than He's like.
• 1:14:48
  Speaker 7: Shout out to that. That's something that that's very true.
• 1:14:52
  Speaker 15: Man.
• 1:14:52
  Speaker 7: You could make it a five minute podcast, but the
• 1:14:54
  Speaker 7: five minute podcast could take you two to three hours
• 1:14:57
  Speaker 7: to actually get out. So just just know that you're
• 1:15:00
  Speaker 7: gonna do that every day. You got to be consistent
• 1:15:01
  Speaker 7: with it because one thing that people love is consistency.
• 1:15:04
  Speaker 8: They're going to make you a part of their day.
• 1:15:06
  Speaker 8: After a month, we want to see you on month two.
• 1:15:08
  Speaker 4: Right right, facts facts, Yo, Edith, Thanks for the question.
• 1:15:12
  Speaker 4: Oh I guess that was Jeff or whoever that was?
• 1:15:14
  Speaker 4: Thank you? Last question question John.
• 1:15:18
  Speaker 8: So I'm gonna oh this is my did he go
• 1:15:20
  Speaker 8: he left?
• 1:15:20
  Speaker 9: Oh?
• 1:15:20
  Speaker 8: Boss, he is boss. We're coming to you. I mute yourself.
• 1:15:23
  Speaker 8: You've been unmuted.
• 1:15:24
  Speaker 6: What's going on?
• 1:15:26
  Speaker 16: Thank you fellas?
• 1:15:27
  Speaker 6: How you doing?
• 1:15:27
  Speaker 8: My god? What's going on with you?
• 1:15:29
  Speaker 6: I'm good, I'm good.
• 1:15:30
  Speaker 16: First off, happy anniversary on the podcast. So I have
• 1:15:39
  Speaker 16: a social work podcast and you know, trying to put
• 1:15:42
  Speaker 16: out content like what what are the different items you
• 1:15:46
  Speaker 16: mentioned earlier about you know, I love the captures on
• 1:15:50
  Speaker 16: the videos?
• 1:15:51
  Speaker 6: What what?
• 1:15:52
  Speaker 17: What sort of stuff did you guys use? I'm into
• 1:15:56
  Speaker 17: trying to trying to get more content out.
• 1:16:00
  Speaker 4: I guess you asked the podcast? Pretty much?
• 1:16:04
  Speaker 17: Yeah, or just differ different ways of shooting videos with
• 1:16:08
  Speaker 17: with captures, like like, I'm not really that that tech savvy.
• 1:16:12
  Speaker 6: How do you how do you put captures on videos?
• 1:16:14
  Speaker 6: That's your that's your question.
• 1:16:15
  Speaker 9: Yeah, yeah, pretty much?
• 1:16:16
  Speaker 14: Yeah, Yeah, honestly, I think you can, like on some
• 1:16:24
  Speaker 14: real life easy free ship ninety nine percent.
• 1:16:28
  Speaker 9: Sure, you can upload to YouTube.
• 1:16:31
  Speaker 10: YouTube will give you automatedly generated captions. Those captions are
• 1:16:34
  Speaker 10: basically on point now like five years ago, they weren't
• 1:16:37
  Speaker 10: anywhere close, but they're basically accurate. They're gonna be some
• 1:16:39
  Speaker 10: titles and some random ship, but you'll get free captions.
• 1:16:42
  Speaker 10: You can download the SRT file. Once you have the
• 1:16:44
  Speaker 10: SRT file, you can use a different software like cap
• 1:16:46
  Speaker 10: wing upload those caption files and you'll be good, or
• 1:16:49
  Speaker 10: you just spend your time fucking typing.
• 1:16:53
  Speaker 2: Yeah, that's actually a good point because you could do
• 1:16:55
  Speaker 2: it close. You can do it caps close caption on
• 1:16:57
  Speaker 2: YouTube and then it's actually just gone. So when you
• 1:17:00
  Speaker 2: make it from YouTube, I'm assuming the close caption is
• 1:17:02
  Speaker 2: going to show up.
• 1:17:03
  Speaker 4: Yeah, the transcript right, all right, well ship, thank you
• 1:17:08
  Speaker 4: folks today you have it. Let me remove you guys
• 1:17:11
  Speaker 4: from the audience real quick. I appreciate you guys participating
• 1:17:15
  Speaker 4: yo one time from my guy ak Man.
• 1:17:18
  Speaker 9: Man, you guys record that. I feel special. Man.
• 1:17:23
  Speaker 2: I actually learned, though, I actually some stuff I'm gonna
• 1:17:26
  Speaker 2: implement tonight. Uh, the YouTube situation, definitely, I'm gonna implement that.
• 1:17:30
  Speaker 2: A do the YouTube a yeah, and captions something that
• 1:17:34
  Speaker 2: we've been asked about. We haven't done that, but that's
• 1:17:37
  Speaker 2: actually a good point what you just said about the
• 1:17:38
  Speaker 2: YouTube thing. At the very least, we can at least
• 1:17:40
  Speaker 2: do that. So yeah, I actually learned a few different
• 1:17:44
  Speaker 2: things that I'm gonna implement.
• 1:17:45
  Speaker 4: Yo, ak partying. Partying thoughts. Would would love just like
• 1:17:49
  Speaker 4: your take on like if you were to watch this
• 1:17:53
  Speaker 4: clip that's about to occur now a year from today.
• 1:17:56
  Speaker 4: Like what are your predictions for like social and the
• 1:17:59
  Speaker 4: way just headed? And what are some of your parting
• 1:18:02
  Speaker 4: tips for people like that they should have.
• 1:18:04
  Speaker 9: To do predictions? I have no fucking idea, man, I
• 1:18:08
  Speaker 9: think every day.
• 1:18:10
  Speaker 10: I'm so fascinated by what the world looks like in
• 1:18:13
  Speaker 10: April fourteen, twenty twenty two, right, Like the amount of
• 1:18:16
  Speaker 10: change we've gone through over the last year, I think
• 1:18:20
  Speaker 10: is unprecedented, and I think it's going to lead to
• 1:18:21
  Speaker 10: a lot of new things beneficial. But I think it's
• 1:18:23
  Speaker 10: going to be a different world, and I'm excited for it.
• 1:18:25
  Speaker 10: I have no fucking idea. Just be be ready for change,
• 1:18:29
  Speaker 10: be open to change, assume that change and being adaptable
• 1:18:32
  Speaker 10: is your greatest strength. Other than that, like put yourself.
• 1:18:36
  Speaker 10: Be comfortable with sharing your story, you know, like whether
• 1:18:40
  Speaker 10: that's like overcoming your insecurities by just talking about them,
• 1:18:43
  Speaker 10: like the whole eight mile shit or whatever it is.
• 1:18:46
  Speaker 10: Like I love Twitter as a playground to play with
• 1:18:48
  Speaker 10: your ideas to then dive deeper into into other platforms.
• 1:18:52
  Speaker 10: Like if you ever have anything they think is cool,
• 1:18:54
  Speaker 10: they're interesting, They're like.
• 1:18:55
  Speaker 9: Oh, that's fun. Fucking tweet it.
• 1:18:57
  Speaker 10: Twitter's a fire, hos like use Twitter as your platform
• 1:18:59
  Speaker 10: for all all other platforms around what ideas you may have,
• 1:19:04
  Speaker 10: tell your story, have fun, don't overthink ship, live your life, man,
• 1:19:08
  Speaker 10: hang out with John and fucking listen to these dudes,
• 1:19:10
  Speaker 10: because you.
• 1:19:11
  Speaker 9: Know what the fuck is going on.
• 1:19:13
  Speaker 4: Yoh, there you have it, folks. Everyone catch Andy kran
• 1:19:16
  Speaker 4: I know some of you guys are on the YouTube.
• 1:19:18
  Speaker 4: I've been saying, I've been asking for his Instagram. I
• 1:19:20
  Speaker 4: want to put it up here. It's at Crane ac
• 1:19:22
  Speaker 4: at Crane Act. Follow Andy Kranak Man. He's a silent
• 1:19:26
  Speaker 4: but when he speaks, you gotta listen. On the forefront
• 1:19:30
  Speaker 4: of all this ship. I'm glad. I'm glad to call
• 1:19:33
  Speaker 4: you a friend.
• 1:19:33
  Speaker 9: Man.
• 1:19:33
  Speaker 4: Thank you for jumping on the show.
• 1:19:35
  Speaker 9: Thank you both, Thank you. I appreciate y'all much. Thank you.
• 1:19:39
  Speaker 4: Thank you.
• 1:19:41
  Speaker 9: Yeah.
• 1:19:41
  Speaker 2: Man, At some point, at some point you have you
• 1:19:46
  Speaker 2: have to be greatful. At some point, ladies and gentlemen
• 1:19:52
  Speaker 2: easily could have charged a thousand dollars or more for that.
• 1:19:55
  Speaker 6: That was it.
• 1:19:56
  Speaker 2: Like I said, I personally, I'm gonna implement some things
• 1:20:00
  Speaker 2: that he just said that I know it's gonna make
• 1:20:01
  Speaker 2: us money. I wasn't really even aware of that YouTube
• 1:20:05
  Speaker 2: short was actually being put out there so much by YouTube,
• 1:20:09
  Speaker 2: but it makes it makes sense because everybody's trying to
• 1:20:11
  Speaker 2: compete with TikTok, so it makes complete sense.
• 1:20:14
  Speaker 6: And I only watch YouTube on my phone, so it
• 1:20:16
  Speaker 6: makes it makes sense. One percent.
• 1:20:20
  Speaker 4: I learned a lot too, man. That's my boy. And Yo,
• 1:20:23
  Speaker 4: for those of you guys that ever been to Innermedia,
• 1:20:25
  Speaker 4: like at first they were if the flight Iron District
• 1:20:27
  Speaker 4: in New York, It's like just Matt like a sweatshop
• 1:20:30
  Speaker 4: type of vibe, like, and Gary's like, I fucking invested
• 1:20:32
  Speaker 4: people in not space, you know. And then then he
• 1:20:35
  Speaker 4: got an investment from Stephen Ross, who is the chairman
• 1:20:39
  Speaker 4: of Related Companies and also owner of the Miami Dolphins,
• 1:20:45
  Speaker 4: and Stephen Ross actually built husting Yards, and then you know,
• 1:20:49
  Speaker 4: they worked out some arrangement and they have fucking sick
• 1:20:52
  Speaker 4: space now out in husting Yards. And that was like
• 1:20:56
  Speaker 4: the hub for creators, like anyone who was in the scene.
• 1:20:59
  Speaker 4: People would fly in from all over just and get
• 1:21:02
  Speaker 4: a meeting with anybody who worked at Innermedia and then
• 1:21:05
  Speaker 4: just like walk around and try to see GV was
• 1:21:07
  Speaker 4: around and just hang out with these dudes and Andy
• 1:21:10
  Speaker 4: Kranak any chance I could, man, I would chop with
• 1:21:12
  Speaker 4: him in the hallways of innermedia and just be like, Yo,
• 1:21:15
  Speaker 4: what's the latest, and just stay on the pulse because
• 1:21:18
  Speaker 4: when you're at the forefront like they are, and I
• 1:21:20
  Speaker 4: think it's okay to recognize that they are. Although I'm competitive,
• 1:21:23
  Speaker 4: so I'm coming up next. And then GV was like, Yo,
• 1:21:26
  Speaker 4: You're up next, bro, Relax. But Yo, this is just
• 1:21:30
  Speaker 4: a wealth of information, man, So I hope you guys
• 1:21:32
  Speaker 4: soaked it in all of this information. I'm gonna share
• 1:21:35
  Speaker 4: this one time, one last time with There are slides
• 1:21:39
  Speaker 4: that we didn't even get into that breaks down like
• 1:21:41
  Speaker 4: how you should view micro content and converting folks into followers.
• 1:21:46
  Speaker 4: Remember you never fell in love with any artists off
• 1:21:49
  Speaker 4: a single. You gotta have singles and then you use
• 1:21:51
  Speaker 4: the long form to turn them into into depth into
• 1:21:56
  Speaker 4: followers and fans. So all that information is up on
• 1:21:59
  Speaker 4: the link looping Shirtt coach ash eu y l. This
• 1:22:02
  Speaker 4: is the Wealth Principles. Every Thursday only for the month
• 1:22:04
  Speaker 4: of April, six pm Eastern time, We're gonna chop it
• 1:22:06
  Speaker 4: up one hour one hour long episodes. As you can see,
• 1:22:10
  Speaker 4: we're bringing the heat and maybe we'll be back by
• 1:22:12
  Speaker 4: popular demand after the month is up. It's up to
• 1:22:15
  Speaker 4: you guys, though, I'm not coming back unless you ask
• 1:22:17
  Speaker 4: for for it.
• 1:22:20
  Speaker 2: Ellis you got you gotta you gotta knack at this
• 1:22:22
  Speaker 2: at this thing.
• 1:22:23
  Speaker 9: Man.
• 1:22:23
  Speaker 6: Maybe you know we gotta we gotta spot for you.
• 1:22:26
  Speaker 8: That was a network that I know of.
• 1:22:29
  Speaker 4: Got you, got you all right, fellas, Yo, fire man.
• 1:22:33
  Speaker 4: I look forward to seeing what clips come from Yo.
• 1:22:34
  Speaker 4: I literally I listened like an editor. There was just
• 1:22:38
  Speaker 4: clip after clip after clip after clip on this one.
• 1:22:41
  Speaker 4: So I'm excited for this ship to make us make
• 1:22:42
  Speaker 4: his round.
• 1:22:44
  Speaker 6: Let's do it.
• 1:22:45
  Speaker 7: Yeah, Yeah, And the link for the the site is
• 1:22:48
  Speaker 7: on YouTube and it's also in the chat here in zoom,
• 1:22:50
  Speaker 7: So make sure y'all head over and get your pdf.
• 1:22:53
  Speaker 6: Anybody else.
• 1:22:54
  Speaker 2: A lot of people ask if you watch market Mondays
• 1:22:56
  Speaker 2: or you watch anything that we do on YouTube.
• 1:22:58
  Speaker 6: The people that have Zoom access some members of Eyo University.
• 1:23:01
  Speaker 4: So that's what it is. Okay, Okay.
• 1:23:03
  Speaker 6: People people ask like how do I get zoom access?
• 1:23:05
  Speaker 6: That's that's reserved for or earners.
• 1:23:12
  Speaker 4: All right, y'all signing off enjoy your Thursdays. I see
• 1:23:16
  Speaker 4: you guys next week.
• 1:23:17
  Speaker 6: Appreciate you.
• 1:23:21
  Speaker 3: My graduates from my school being forced back drop drop drop.
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