Latest / The Empire of Wealth / How To Turn Any Product Into A Viral Story

Transcript

How To Turn Any Product Into A Viral Story · The Empire of Wealth

• 0:00
  Speaker 1: Today we're going to cover how to create content that prints.
• 0:03
  Doesn't matter if it's organic content, doesn't matter if it's
• 0:05
  paid content, we're going to go over this ultimate money
• 0:09
  glitch that I just recently discovered. So one thing that's crazy, 7.5
• 0:14
  billion impressions. That's how many impressions that I've had across
• 0:17
  my businesses and my organic socials since I started business
• 0:21
  about eight years ago. To put that into perspective, the
• 0:24
  New York Times, the leading publication in the 1970s, had
• 0:28
  a daily circulation of a million copies. I think this
• 0:31
  was its peak. To get 7.5 billion impressions, 20,000 years
• 0:37
  of that daily circulation would need to be done. We
• 0:39
  truly live in a golden age of being able to
• 0:43
  get in front of audiences, both paid and organic. So
• 0:47
  my promise, it doesn't matter if you are completely creatively terrible,
• 0:54
  you don't understand how to use your iPhone camera, By
• 0:56
  the end of this video, you're going to be an
• 0:58
  expert and you're going to have a clear roadmap about
• 1:00
  how to create your first viral piece of content that
• 1:03
  more importantly doesn't just get views, it creates money. That's
• 1:07
  the main thing. It creates sales. You truly will just
• 1:10
  never look at social media the same because I haven't since.
• 1:13
  So we're going to go over that unbeatable formula. We're
• 1:15
  going to go through key emotions for virality and also
• 1:18
  sales for paid ads. We're going to talk about how
• 1:20
  to steal content ethically. I don't just want you going
• 1:22
  copying frame by frame everyone's videos. And we're going to
• 1:25
  talk about how to post a hundred times more because
• 1:27
  I'm so sick of you all posting once a day.
• 1:30
  If it works, post more than once a day. If
• 1:32
  it doesn't work, stop posting once a day. That's the truth.
• 1:35
  So this is the old formula. Everyone's seen this formula, right?
• 1:38
  So hook, body, CTA. This is my new formula. So
• 1:43
  this is the process. We're going to frame swipe, we're
• 1:46
  going to create a story, and we're going to scale.
• 1:49
  So if that doesn't make sense, it will in a second.
• 1:52
  I came up with this formula when I realized that
• 1:54
  content isn't new. It's been around forever. So we had
• 1:58
  initially the town criers that would stand in a square
• 2:01
  yelling things, which has basically been amplified through Twitter. We
• 2:05
  had the newspaper publications like the New York Times that
• 2:08
  progressed into cable TV. These guys had already perfected the formula.
• 2:12
  So we don't need to learn anything new. I studied
• 2:16
  how did they get the message across the best. The
• 2:20
  thing is, all of these publications and methods, they all
• 2:24
  knew the best way to get their message across, which
• 2:27
  was the story. There's a reason why we forget facts
• 2:32
  about history, but we remember mythology, like Zeus. We don't
• 2:37
  remember the exact year that world wars were on, when
• 2:41
  they finished, those kind of things. But we remember really
• 2:44
  cool stories. We don't remember the exact sales, revenue, or
• 2:48
  even business strategies of Steve Jobs, but we remember that
• 2:53
  he started in a garage. We remember all of the
• 2:55
  crazy stories that he had growing the brand. When I
• 2:59
  started on YouTube, so this was probably, I think one
• 3:03
  year in, two years in, I was getting decent traction,
• 3:06
  but it just stopped growing. I think that there was
• 3:09
  a certain amount of people that knew me from my brands,
• 3:12
  but I just could not get past this 200,000 point.
• 3:16
  All of my content, my probably maximum video was at 400,000 views.
• 3:21
  And I was like, I'm going to go back to e-commerce.
• 3:23
  That's where I make money. This was interesting. It's not growing.
• 3:27
  It's not worth my time. Then my last video that
• 3:31
  I post, we restructured the team. Everyone was moving on
• 3:34
  with different things, focusing on different things. I was like,
• 3:38
  we'll just have one more video. And the hook of
• 3:41
  this video, how I went to $ 500 to half a billion, well,
• 3:45
  not the hook, just the first five seconds is my
• 3:49
  name is Davey. This is my story. I then go
• 3:53
  on and tell all of the lessons that I had
• 3:55
  told in the past two years on these YouTube videos.
• 3:59
  They were exactly the same, but I changed one thing.
• 4:01
  I told a story first. I told the story and
• 4:04
  then I told the lesson. And this is because stories
• 4:08
  will go through the science and then we're going to
• 4:10
  watch some viral content. Stories impact the brain in a
• 4:13
  completely different way due to a process called neural coupling.
• 4:16
  So when I say he kicked the bull, your motor
• 4:20
  cortex fires as if you were kicking the bull. If
• 4:23
  I say a spider jumps out and he was very fearful,
• 4:27
  your amygdala will go. There'll be activity in that part
• 4:30
  of the brain. Rather than in stats and facts, it's
• 4:34
  only those two other areas of the brain getting activated.
• 4:37
  And there's been tons of studies that prove this. There
• 4:40
  was a study that Stanford did where they did two
• 4:42
  lots of presentations to people. One included stories. One didn't
• 4:46
  include stories, just had facts. 5% remembered the facts. 63%
• 4:51
  remembered the story-based presentations. So there's science to back it up. So,
• 4:56
  but here's the truth. Our stories are now 9 by 16.
• 4:58
  They're now vertical. So, Let's watch some content. Everyone ready?
• 5:02
  Speaker 2: Welcome back to another day in the life of two
• 5:04
  guys building the next big protein cookie business. Today we
• 5:07
  pulled off an industry first, and it wasn't easy. Over
• 5:09
  the last few months we've been grinding behind the scenes
• 5:11
  because y'all let us know how much you hated the
• 5:13
  fact that we use seed oils in our cookies. We
• 5:15
  get it. We heard you loudly. Here's the deal. The
• 5:17
  seed oils came from margarine, which is super common in
• 5:20
  baked goods and protein snacks you see on the shelves today.
• 5:23
  But we wanted to set a new standard. So back
• 5:24
  to the drawing board we went, testing different fat bases,
• 5:26
  and let me tell you, we failed.
• 5:28
  Speaker 1: A lot.
• 5:28
  Speaker 2: Like a lot a lot. But after months of trial
• 5:30
  and error and sacrificing way too many cookies, we nailed it.
• 5:33
  Speaker 1: So they go on to say that they cracked the
• 5:35
  cookie code. Now let's compare that content to a video
• 5:42
  where they go, we now create a cookie that can
• 5:46
  reduce inflammation by X percent because it no longer has
• 5:52
  seed oils. Just doesn't have the same ring to it.
• 5:56
  It doesn't bring the person on the journey. And the
• 5:59
  fact that they talked about the emotion behind it, the
• 6:02
  failures that they had, make you far more likely to
• 6:06
  purchase or at least take notice. So, the next one.
• 6:26
  So there wasn't even a voiceover there. But you understood
• 6:30
  the story. It was about someone that was overweight that
• 6:33
  trained for an Ironman. There was like probably six clips
• 6:36
  in that. And they were probably from, I don't know,
• 6:40
  a few years apart, I guess. Maybe not even a
• 6:42
  couple of years apart, depending on how hard he worked.
• 6:45
  But it was an incredible story. It was incredibly motivating.
• 6:48
  Went super, super viral. Now, this is a viral post
• 6:53
  on my page, which is 45,000 likes. It wasn't even
• 6:57
  a video, but it was still telling a story. So
• 7:00
  here's how you can make a viral post in the
• 7:02
  next 30 minutes after this presentation. Go write down the
• 7:06
  past 10, 20 years of your business life. Write one
• 7:10
  iconic thing that happened in each of those years. Make
• 7:14
  sure you include the failures. Make sure you build up
• 7:16
  the hero's journey that they eventually succeed. And simply get
• 7:20
  a photo from that, put a text overlay, create a carousel,
• 7:24
  post it, and watch it go viral. So the interesting
• 7:27
  thing here is that this story that you see here
• 7:30
  on this carousel, it's the exact story that I told
• 7:35
  on that YouTube. It's just in a different format. And
• 7:38
  then I've told it on Twitter. I've just told it
• 7:40
  across mediums over and over in different ways. And it
• 7:45
  works every single time. Now let's cover what makes the
• 7:48
  story viral. So you're probably thinking it's the hook. It's
• 7:51
  the structure of the video. It's the trend overall. Or
• 7:56
  it's some random Instagram hack where you like something and
• 8:00
  add it as your close friend or something like that.
• 8:02
  But let's watch this video first. So it's just a
• 8:05
  video of a kid hugging his dad. And it said,
• 8:08
  I hugged him with love. He hugged me with hate.
• 8:11
  There's no hook. There's no structure. There's no hacks. 9.3
• 8:15
  million views. But there's a story in that. There's a
• 8:17
  relatable story in that. There's one thing that it has,
• 8:20
  which is so important. which is emotion. So here's a
• 8:23
  list of emotions that we can actually target in our
• 8:27
  videos to create powerful stories. Ask yourself, how does my
• 8:32
  product create curiosity? How does my product create moral outrage?
• 8:38
  How does my product create belonging, confusion? Just keep asking
• 8:43
  yourself those. What is a story that I can tell
• 8:46
  about that? Now, I don't think this is groundbreaking. But
• 8:50
  I think when paired with the next slide, I wanted
• 8:53
  to go a little bit deeper and I think it
• 8:55
  will really make sense for you. These are more techniques
• 8:59
  to drive that emotion and that virality. So we've got novelty, relatability,
• 9:05
  visual shock, trend relevance, credibility, and controversy. So we're gonna
• 9:09
  talk about how these strategies, these techniques can be paired
• 9:12
  with these emotions to tell viral stories. How do you
• 9:15
  feel about the cheap replicas in the market now? The
• 9:17
  most frustrating thing is when it's a blatant counterfeit product.
• 9:21
  There are so many out there that are like, they're thin,
• 9:24
  they smell bad, taken our patterns, put it on there.
• 9:27
  They obviously cut the quality down so much so that
• 9:30
  they can make more money. And that just really tarnishes
• 9:32
  our brand and our product. That's obviously illegal. So this
• 9:37
  is a story about counterfeits. I've used controversy because people
• 9:41
  are like, oh, you don't own the products. People are like, oh,
• 9:45
  the Snuggie existed before you, there was competing products out there.
• 9:48
  It also really frustrates people that certain people are breaking
• 9:53
  the law. So this ad probably made me over a
• 9:55
  million dollars in sales and you need to not be
• 9:59
  scared of getting some negative comments. You need to not
• 10:02
  be scared about creating some level of controversy for your
• 10:06
  brand because that will help it grow. So this is
• 10:10
  another piece of content. It talks initially about the hook,
• 10:19
  about the Oodie, then goes to the onesie, which we
• 10:27
  down here, it's a bit squished, sorry, I'll fix that.
• 10:32
  We've got $ 250, 000, a quarter of a million dollars we
• 10:33
  spent over two months, and we've made almost a million
• 10:36
  dollars in sales through this ad. So what's interesting about
• 10:41
  this video, the fact that it's relatable for people, It's
• 10:46
  relatable for the audience that ended up purchasing or viewing
• 10:49
  it because they already have an Oodie. So you need
• 10:53
  to understand where your audience is in terms of their
• 10:58
  life to become relatable. Proximity is relevant. This is why
• 11:03
  you remember this random story about the burger place around
• 11:07
  the corner. Maybe it's positive. Maybe it's that they have
• 11:10
  cockroaches and nobody else would ever remember that because It's
• 11:15
  so close. It's so relevant. And we've just created a
• 11:17
  bit of excitement there. This video here, I'll play it
• 11:20
  simply because it had 90 million views. I almost didn't
• 11:24
  include this one, but I love the visual shock behind it.
• 11:28
  And I'm going to explain how I think we can
• 11:29
  improve it. So humans love symmetry and balance. They love
• 11:34
  fluidity and predictability because it's creating a balance. scenario in
• 11:39
  the brain that they want to see to completion. They
• 11:41
  want to see the pattern. The reason why I added
• 11:44
  this video as well is because, unfortunately, there isn't a very,
• 11:48
  very clear story behind this. So how could we make
• 11:52
  this better? We could talk about the cultural relevance of
• 11:56
  using wax on the wine bottle, how it increases flavor,
• 12:00
  how they came up with the idea, how many sales
• 12:04
  they've gotten from doing this dipping process versus their other
• 12:08
  other bottles those kind of things will create a story
• 12:13
  and will convert a lot better even though they've got
• 12:15
  90 million views i'd probably rather 10 million views and
• 12:19
  there'd be some education around the story behind the product
• 12:22
  than just a huge amount of views so next the
• 12:26
  recent tick tock buyout we've got drumstick walking in saying
• 12:30
  okay fine i'll buy tick tock so it doesn't get
• 12:32
  banned This is just humor and more importantly, trend relevance.
• 12:38
  So they're capturing something that's happening in the news that week.
• 12:41
  There's tons of people that have mascots. We've got one included.
• 12:45
  We didn't make a video like this. We didn't tell
• 12:47
  this story because we weren't on top of the trend,
• 12:50
  missed the opportunity, but it worked really well. 15 million
• 12:53
  views for them. Next, we've got a bit of a
• 12:55
  weird one. 13 years as a coochie doctor, yet no
• 12:59
  one believes me when I tell them this. So, when
• 13:02
  you see it, it's going to blow your mind. This
• 13:09
  is AI, okay? The model probably wasn't the model. They've
• 13:13
  just grabbed a doctor that looks similar to her. This
• 13:16
  person speaking is AI. It's all over. I know what
• 13:20
  you're thinking. But this is probably some kid in his
• 13:24
  basement working with like 100 cheap editors at $ 5 an hour,
• 13:29
  putting this into Chachi PD, saying, write me a story
• 13:32
  about a coochie doctor, give me lots of tips around
• 13:35
  this space, and then make sure you include the sales
• 13:38
  for a product, which at the end of this video,
• 13:41
  she mentions the best solution, which is a product. But
• 13:44
  this is the point of what I'm trying to make here,
• 13:46
  is that these AI-based videos at the moment, the ones
• 13:51
  that are getting 360,000 likes and 5 million views, they're
• 13:56
  telling stories because they're the best way at capturing attention.
• 13:59
  So these people are testing hundreds, thousands of pieces of creative,
• 14:03
  and these are the ones that you're going to see.
• 14:07
  If you went and you looked at those videos and
• 14:09
  you're like, I'm going to tell this exact same story.
• 14:11
  I'm going to get similar visuals and I'm going to
• 14:13
  post on TikTok and I'm going to win. I'm going
• 14:15
  to get the same amount of views. You're wrong. If
• 14:16
  you tell that exact same story, it's going to go
• 14:19
  to the exact same audience that is already served. This
• 14:22
  is basic economic supply and demand. When I was talking
• 14:26
  to one of my friends the other day and they
• 14:27
  wanted to start a cooking channel on TikTok and I
• 14:30
  was like, here's some cool viral ideas. It's a great idea.
• 14:33
  And yeah, She was like, no, they're all cringe, those ideas.
• 14:37
  I don't want to be cringe. This is a fundamental
• 14:39
  problem because people think that new equals cringe. Whereas new,
• 14:44
  you're finding new pockets, new audiences that are underserved. This
• 14:48
  is similar with paid ads. If you're selling, let's say,
• 14:51
  an ice bath and you're making it around muscle recovery
• 14:56
  and you're trying to run these paid ads and tell
• 14:59
  these stories about that. And then you instantly create a
• 15:02
  new ad about, let's say, something completely new. that maybe
• 15:07
  ice baths are toxic if they're not cleaned. And there
• 15:09
  is no content about that. Facebook finally has a place
• 15:12
  to put that ad because nobody else is running it.
• 15:16
  So we want to be creative. But I know what
• 15:18
  you're thinking. You promised me I'm not a creative person.
• 15:21
  How do I come up with these stories? How do
• 15:23
  I find my viral story? I want you to ask
• 15:25
  yourself these questions. What is something everyone thinks is true
• 15:31
  about your product but isn't? That's really important. And then
• 15:35
  we're going to tell it as a story. One of
• 15:37
  the best examples, like Udi being too expensive. If I
• 15:42
  went and said, we use GSM fabric of this, this,
• 15:46
  and this is why it's expensive. It costs us this.
• 15:48
  People are going to go, boring. If I go, I
• 15:52
  flew to China or I flew to where my factory
• 15:55
  is to discover the best, softest fabric for the Udi.
• 16:01
  And this is why it's expensive and tell that story
• 16:04
  and document that. That's going to go viral. That's going
• 16:06
  to be in people's head because it's now justified. So
• 16:10
  the other one is like the hoodie not being long enough,
• 16:12
  which was a big complaint. That onesie video touches on that.
• 16:16
  That's something that everyone thinks is true about our product,
• 16:19
  but it isn't because we have the alternative product. So
• 16:24
  what's the most heartfelt or inspiring customer success story you've
• 16:28
  ever heard? Grab your iPhone, tell the story of that
• 16:32
  customer and and post it and I can guarantee you
• 16:36
  people will listen. Another thing focusing on controversy, what's something
• 16:40
  about your product or service that will frustrate people or
• 16:43
  have frustrated people and what's the story behind that? What's
• 16:46
  the story that proves your product service is different from
• 16:50
  the competitors? This is different from going, my features are this,
• 16:54
  my thickness is this, blah, blah, blah. We wanna tell
• 16:56
  it as a story. that proves it. What's the strangest
• 16:59
  and shocking visual you can think about your product and service?
• 17:03
  This is that visual shock that I want you to
• 17:05
  think about. We can also pair visual shocks with other
• 17:08
  trending things at the moment. What's the story in the
• 17:10
  news that's happened in the past three days in your space?
• 17:14
  Keep your eye on the news because you as an
• 17:16
  authority of the topic can tell the story about your
• 17:19
  experience with that news and post it. Then we've got
• 17:23
  step three. This is for the creative illiterates. So we've
• 17:27
  got frame swiping. Now this is a great quote. If
• 17:29
  I've seen further, it is by standing on the shoulders
• 17:32
  of giants, Isaac Newton. There's no problem stealing content, providing
• 17:36
  that we do it ethically and really importantly, getting around
• 17:40
  the supply and demand element of it. We can't just
• 17:43
  copy directly because again, that audience is served. So what
• 17:46
  we're going to do is we're going to watch a
• 17:48
  small bit of content here, and then I'm going to
• 17:50
  show you how to frame swipe. And then we're going
• 17:52
  to break down the beginning, middle and end.
• 17:54
  Speaker 2: This girl called our product a rip-off.
• 17:57
  Speaker 1: I literally see no difference. So HiSmile, really big brand.
• 18:01
  So this is the table we're going to start filling out.
• 18:04
  On the left, we've got beginning, middle and end. That's
• 18:06
  obvious what that is. The start of the video to
• 18:08
  the end of the video. Then we've got location and visuals.
• 18:11
  Where are they? Pacing. How quickly are the cuts? Audio
• 18:16
  and script. What is basically said? Text. Like what visual
• 18:20
  text can you see on it? Is it captions? Is
• 18:22
  it the Instagram text? We've got lighting, viewers feeling. I
• 18:26
  added lighting there because I think a lot of people
• 18:28
  get that wrong and it is actually quite important to
• 18:30
  change the tone of the video. Viewers feeling. What are
• 18:33
  they feeling? Anxious? Those kind of things. Touch on that.
• 18:37
  And then just any other notes for you guys to
• 18:39
  copy in. So let's look at this. What video we
• 18:43
  just watched. We're going to watch it again. Don't worry.
• 18:45
  We've got the warehouse location visuals. Pacing is just normal.
• 18:49
  There's nothing crazy. It's not fast cuts. The audio and script.
• 18:52
  Get these keywords. We're going to talk about language in
• 18:54
  a second, but it's like they called our product a ripoff. Disgusting,
• 18:58
  the influencer says straight after it. Then we've got captions.
• 19:02
  They're in a warehouse and the viewer's feeling is curious.
• 19:06
  They're wondering if high smile is a ripoff, which may
• 19:10
  be an already existing belief that that person has. And
• 19:14
  then we've added the influencer video first three seconds as
• 19:17
  like a cut. And you'll watch all of this now
• 19:19
  and see it.
• 19:20
  Speaker 2: This girl called our product a rip-off.
• 19:22
  Speaker 1: I literally see no difference and this thing is disgusting. Now,
• 19:27
  before you judge, I can explain why it didn't work.
• 19:29
  But this is not our packaging. She clearly tried a
• 19:32
  fake from Timu or Amazon. Like this and this. So,
• 19:38
  let's cover the middle of the video. It's now changed drastically,
• 19:41
  hasn't it? This is a paid ad for them. I
• 19:43
  think it was organic as well. It was crushing it.
• 19:46
  They've got the warehouse again and it's gone to a
• 19:49
  point of view. Did you notice the camera change? Because
• 19:51
  now it's a GoPro on them. Then we've got fast pacing.
• 19:55
  It's starting to move quicker. It's cutting. We've got, this
• 19:58
  is a fake. Timo slash Sheen. Those trigger words. Captions again, warehouse.
• 20:03
  It's a misdirect. So suddenly the viewer's feeling is like,
• 20:07
  what just happened? They're fearful that they're going to buy
• 20:10
  a fake as well. There's a lot of emotion in
• 20:13
  those frames. And then we're showing the competitor's product. So
• 20:16
  when the buyer sees the competitor on Timu, they're like, ooh,
• 20:20
  be aware. So we'll watch the end of the video
• 20:22
  now just to round this one off. And we got
• 20:25
  this new video back today. So the influencer is now
• 20:29
  trying the actual high smile. Oh my God. Now we
• 20:36
  apologize for anyone who's made this mistake.
• 20:39
  Speaker 2: So we'll throw in one of our famous flavored toothpaste.
• 20:41
  Speaker 1: Coming through with an offer. You could even pick the flavor,
• 20:44
  but if you're struggling, Ice Pop is a crowd favorite.
• 20:48
  And telling the favorite product. So just to round this
• 20:50
  one off, all the same places, throw in, and then
• 20:53
  a darker purple as a trigger word. So this is
• 20:57
  a Shark Tank investment. The 16 year old girls. It's
• 21:04
  had over 10 million views. So, this video let's break
• 21:08
  it down the beginning throwing the problem product away fast
• 21:12
  carts i've got the song there the trending sounds are
• 21:15
  really important to know as well they're true the viewer
• 21:19
  is just curious about the idea uh because they're so
• 21:23
  young pretty much so we're really highlighting that they're designing
• 21:25
  something there is no ending to that video well it's
• 21:29
  me saying that it's one of the best clothing products
• 21:31
  that i've felt on shark tank and i think that
• 21:35
  this is maybe somewhere that they could have improved that video.
• 21:38
  So we could have more of a journey and finish
• 21:40
  it off. It could be longer so that we're more
• 21:43
  likely for the person to remember. Now, one thing that
• 21:45
  you're probably thinking going through this, and when you scroll
• 21:48
  through TikTok tonight, you're going to be like, there are
• 21:52
  so many videos that have more views than the story-based ones.
• 21:59
  And I'll challenge you to do this. Go through those
• 22:02
  videos and then Try to remember as many as you can.
• 22:06
  The next day, I guarantee you, you will remember the
• 22:10
  story-based ones because brain rot does not make sales. It
• 22:14
  is not remembered. All of those random videos will just
• 22:18
  go in one ear, out the other. So the next
• 22:21
  skill we need to learn is just mastering your storytelling overall.
• 22:24
  There's a bunch of tech dinks that I'm going to
• 22:26
  go through with some example ads that have really helped me.
• 22:29
  People ask me, what's the secret? How do you have
• 22:32
  so many Shopify plaques? And the answer is very, very simple.
• 22:37
  Fire your agency. They are scamming you. So this video,
• 22:41
  I said, people ask me, what's the secret? How do
• 22:45
  I have so many Shopify plaques? They are two open loops.
• 22:50
  The first open loop, which is basically a statement that
• 22:55
  creates curiosity about what's going to come next, is what's
• 22:59
  the secret? And the second one is how do I
• 23:01
  have so many Shopify plaques? They're both, I guess, kind
• 23:04
  of blended. And there's a concept called the Zeigarnik effect.
• 23:08
  I think I said that right. Which the scientists noticed
• 23:12
  that waitresses could remember everything about a person's bill until
• 23:18
  they closed and paid the bill. Then it would just
• 23:21
  disappear out of their memory. Because humans are trained to
• 23:26
  remember things that aren't complete yet. This is why Netflix,
• 23:29
  the end of the show on Netflix, will give you
• 23:31
  this random... cliffhanger, we like to call them. And this
• 23:36
  is why when you're creating content and telling stories, never
• 23:41
  open with a hook, open with an open loop, and
• 23:44
  then instantly the next sentence, close the loop because their
• 23:48
  curiosity will be solved and they will turn off. We
• 23:51
  need to create the open loop so that we can
• 23:54
  educate them further. So the next thing we can do
• 23:57
  to enhance our storytelling is use powerful language. Too many
• 24:00
  people in this room are too scared at using powerful
• 24:04
  language because they're too scared to upset people. Let's take
• 24:07
  some of these examples. So let's say we're mentoring someone
• 24:10
  or we're creating some business content and we're like, the
• 24:13
  Udi does this, let's learn from them. Rather that, let's say,
• 24:17
  let's steal the Udi's content technique. That hook there is
• 24:22
  going to be so much more powerful than the other one.
• 24:25
  I'm going to take the ice bath example again. Let's
• 24:27
  say this is the problem with selling an ice bath
• 24:31
  that does this. This is a national ice bath crisis.
• 24:37
  Powerful language completely changes how the content is received and
• 24:42
  is prioritized in the algorithm. So if you're struggling with this,
• 24:46
  write out the script or get the video that you've
• 24:48
  already created, put it into ChatGPT and say, make this
• 24:51
  extremely exaggerated, make the language extremely powerful and see what
• 24:56
  alternatives they give you. Now, remember, It's a game of milliseconds,
• 25:00
  not seconds. Everyone has that friend that tells a story
• 25:04
  and it takes forever. If that story takes just a
• 25:08
  little bit too long, if there's a clip that just
• 25:10
  is a little bit too long at the end, let's
• 25:13
  say you're telling a story and there's a bit of
• 25:15
  a pause after you tell the story before it goes
• 25:18
  to the next frame, you're going to lose people. It's
• 25:21
  a game of milliseconds. So make the cuts quick. That's
• 25:23
  why in the frame swiping, I'm teaching you how to
• 25:25
  Look at pacing. Now, one final thing about frame swiping
• 25:29
  is you'll notice we're using High Smiles Ad here. It
• 25:32
  doesn't need to be in the same niche as you
• 25:35
  to do frame swiping. We're grabbing the format. We're not
• 25:38
  grabbing it directly from competitors because this is a great
• 25:43
  way of you finally serving the audience for your product
• 25:47
  in a new format that they're maybe not experiencing. Now
• 25:50
  we've become masters of storytelling. Now we're going to scale
• 25:53
  this like crazy so we can print tons of money.
• 25:56
  The first thing we need to do is remove the
• 25:58
  founder constraint. A tale as old as time is the
• 26:01
  founder creates an invention, they film themselves, they get a
• 26:05
  couple of sales posting about it, goes a little bit viral.
• 26:08
  Then they do it again and again and again. And
• 26:11
  they are limited, their sales are limited to how many
• 26:14
  times that they can post on social media. Operations gets
• 26:18
  complex for them, life gets in the way, they stop
• 26:20
  posting as much. They call me, they go, why are
• 26:22
  my sales dropping? And I'm like, you're posting one times
• 26:25
  a day. Business gets tougher over time under the same
• 26:28
  conditions because competitors enter the space. You're doing the exact
• 26:31
  same outputs that created the sales in a tougher condition.
• 26:35
  Of course, your sales are going down. So remove yourself
• 26:38
  as a founder constraint so that you can post more
• 26:42
  because you don't want to be posting once. You can
• 26:44
  post three times a day, 10 times a day. Some
• 26:46
  of my friends post hundreds of times a day. How
• 26:48
  do we do this with confidence? We start with the data.
• 26:51
  So if you're early on in your journey, which a
• 26:54
  lot of people here are today, You'll look at sales
• 26:56
  spikes with a viral piece of content. You can look
• 26:59
  at week on week sales when you've got a couple
• 27:01
  of viral videos. Let's say you post seven videos in
• 27:05
  a row during that week that go quite well. You
• 27:08
  look at your impressions. How did that week of sales go? Also,
• 27:12
  probably you can even look at month on month. I'm
• 27:14
  going to do a consistent month of posting versus last month.
• 27:17
  Is that worth my time? Discount codes early on, you
• 27:20
  can mention your discount codes and that will be black
• 27:23
  and white. More importantly, just run the content as Facebook ads.
• 27:26
  The stuff we've covered today will be applicable for organic content,
• 27:30
  but it will also work as Facebook ads. And the
• 27:32
  final thing is find scalable formats. If it's a founder
• 27:36
  story video that you end up frame swiping, posting, getting
• 27:41
  good results on, that's not really a scalable format. It's
• 27:44
  kind of difficult for me to just keep telling my
• 27:47
  founder story On my main page, people are just going
• 27:49
  to start tuning out. This is why podcasts, street interviews,
• 27:54
  some of those people are the biggest creators because they
• 27:58
  just do the same piece of content on repeat. People
• 28:01
  consume it. Compare this to something like a travel video
• 28:04
  or a cooking video. You're extremely limited because you need
• 28:07
  to make the food and you can't get 15 reels
• 28:10
  in one day. So how do we remove the founder
• 28:13
  constraint and get a team posting a ton? We've got
• 28:17
  three options here. We've got an influencer that we can
• 28:20
  go and hire, find someone that's gotten a few views. Linda,
• 28:23
  the Udi girl that works as our social media manager,
• 28:27
  she started in customer service. She had a 10,000 follower
• 28:30
  TikTok or something like that. And She joined and started
• 28:34
  making videos. Now we've got half a million followers. You
• 28:37
  can also look at a videographer and you can also
• 28:40
  look at a social media manager. You could do a
• 28:42
  traditional post on LinkedIn, boost it or go and try
• 28:45
  to poach those roles and find someone that has what
• 28:49
  it takes. But I warn you, a lot of these
• 28:51
  people are too corporate, they're too stagnant and they have
• 28:54
  never gotten views. The ultimate hiring hack in this place
• 28:57
  is find someone that has done exactly what you need
• 28:59
  to do Hire them, pay them to do it for yourself.
• 29:03
  And then keep your Google Drive organized. Every single clip,
• 29:07
  ask your mom, ask your grandparents, everyone to upload as
• 29:11
  much footage as possible from your journeys. Doesn't matter if
• 29:15
  it's this business, doesn't matter if it's the old business,
• 29:17
  get your employees to send every video that they have.
• 29:21
  Put it into this Google Drive so that you have
• 29:24
  massive archives of footage because you're going to need it
• 29:26
  at scale. The other thing we need to learn is
• 29:28
  life extenders. So let's say there's a viral video that
• 29:31
  I had about telling my story. We can change the
• 29:33
  format as I've already talked about. We could use an
• 29:36
  AI voiceover format. We could just change out the hook.
• 29:40
  in a month if we wanted to. And we can
• 29:42
  just post the same viral story at least four times each.
• 29:46
  So if you've already got viral content, go edit that
• 29:49
  and add some life extension. Another question I often ask
• 29:53
  is like, why do we stop at just posting on
• 29:55
  one account? We could have multiple. There'll be multiple different
• 29:58
  followers on that. Let's say with Udi, we've got an
• 30:01
  Udi creator account or a fan page, like an ultimate
• 30:04
  fan page. Plus we've got the Udi account. Once we
• 30:07
  find a viral format, we can post different variations to each.
• 30:10
  Make sure there's slightly different content. Stay with it for
• 30:14
  a long period of time. And eventually both of those
• 30:16
  pages will be hitting virals. And we can definitely use
• 30:20
  overseas editors. You can even pay them via CPM if
• 30:24
  you want. Give them the Google Drive. Give them example content.
• 30:28
  Or better yet, just let them run wild with it.
• 30:31
  Pay them incentive structures if they hit massive viral videos
• 30:34
  that translate to sales. Pay them really good money and
• 30:37
  you should absolutely crush it. So next steps, go ask
• 30:40
  yourself the questions that we covered. Go do some frame swiping.
• 30:44
  Post at least 10 stories before you at me. And yeah,
• 30:50
  go print some money.