WEBVTT 00:00:00.000 --> 00:00:03.840 So the reality that we wanna come to here is 00:00:04.160 --> 00:00:09.600 any business product or service can go viral. Don't let that hold you back. 00:00:14.320 --> 00:00:31.020 Ladies and gentlemen, we have the privilege of having with us in studio today none other than the ultimate viral scientist himself, a three time international best selling author of 1,000,000 followers, Hook Point, and the guide to going viral, Brendan Kane. He's gracing us with his presence, and he's gonna share a presentation 00:00:31.340 --> 00:00:38.860 that will assist you in taking your content and helping it go viral. So without any further ado, ladies and gentlemen, give it up for Brendan Kane. Thank 00:00:39.260 --> 00:00:40.380 you, Myron. Appreciate it. 00:00:42.515 --> 00:00:48.595 Thank you. I'm so excited to be here today, and we're gonna be diving into 00:00:48.995 --> 00:00:54.835 the five biggest lies in social media and how they are holding you back 00:00:54.995 --> 00:00:56.595 from achieving the success 00:00:56.940 --> 00:00:59.260 that you deserve and that you're looking for. 00:00:59.740 --> 00:01:00.300 So 00:01:00.700 --> 00:01:03.980 just to kind of give some context, over the past 00:01:04.300 --> 00:01:09.020 twenty years, I've dedicated my entire career to one thing and one thing only, 00:01:09.180 --> 00:01:13.615 and that is understanding how and why things break through. 00:01:14.175 --> 00:01:15.695 What gains attention? 00:01:16.015 --> 00:01:17.695 What fails to gain attention? 00:01:17.855 --> 00:01:18.655 Essentially, 00:01:18.895 --> 00:01:21.135 what goes viral and why? 00:01:21.455 --> 00:01:34.710 To the point that I have founded a company called Hookpoint where we have spent over ten thousand hours of research on the subject matter. And no, it's not ten thousand hours just because Malcolm Gladwell said it was ten thousand hours. Our team has actually logged that many. 00:01:35.110 --> 00:01:36.470 Truly understanding 00:01:36.790 --> 00:01:40.870 what this world is about, how we can stand out at the highest levels. 00:01:41.455 --> 00:01:48.095 Over the past two decades, I've had the pleasure of working with clients such as Yahoo, Mindvalley, Paramount, 00:01:48.255 --> 00:01:48.895 Vice, 00:01:49.135 --> 00:01:53.775 Taylor Swift, IKEA. Yes, going from rock stars to furniture. 00:01:54.580 --> 00:02:08.420 Pretty much worked in every single industry. And as Myron mentioned, I have three books, 1,000,000 followers, hook point, and the guide to going viral. And the reason I mentioned that is if you've read that in my books or checked them out, they all have the same dedication. 00:02:09.015 --> 00:02:20.055 And that dedication is I firmly believe that there's people all over the world just like you that have the power to transform the world in a positive way through your message, through your product, through your services, 00:02:20.455 --> 00:02:23.255 but you just need that helping hand. You need the right insights, 00:02:23.650 --> 00:02:26.530 that your voice is being suppressed for any number of reasons. 00:02:26.850 --> 00:02:35.490 And my mission here today and to all of you is to deliver as much value so that you can break through and have your voice being heard. 00:02:36.275 --> 00:02:38.195 So I I would like to start here, 00:02:38.595 --> 00:02:43.075 and I want you to imagine that you are given a treasure map. 00:02:43.315 --> 00:02:45.395 Okay? And on this treasure map, 00:02:45.715 --> 00:02:46.275 there 00:02:46.835 --> 00:02:47.955 are no instructions, 00:02:48.035 --> 00:02:49.315 and you are given no compass, 00:02:49.960 --> 00:02:52.360 and you have no idea where you're going. However, 00:02:52.520 --> 00:02:56.360 you know there is gold out there, but you're aimlessly 00:02:56.360 --> 00:03:06.525 wandering around just digging holes at random trying to find that gold, and you're just hoping to strike it rich. Now the interesting thing is social media, 00:03:06.685 --> 00:03:09.325 most people are treating it the exact same way. 00:03:09.565 --> 00:03:14.045 They just keep digging holes in the form of creating content, creating content, creating content, 00:03:14.205 --> 00:03:29.460 hoping to strike it rich because we see those people with millions of followers. We see those people with tens of millions, hundreds of millions of views, but you just don't have that clear blueprint. You don't have that clear map, and we're gonna dig into to what that is today. 00:03:30.340 --> 00:03:33.940 So I like to kind of do this because I think it's really important. Like, 00:03:34.260 --> 00:03:35.220 what is 00:03:35.300 --> 00:03:36.100 social media? 00:03:37.075 --> 00:03:40.115 Like, I wanna level set and start here because to me, 00:03:40.595 --> 00:03:43.955 social media is actually, it's more than a platform. 00:03:44.435 --> 00:03:45.715 It's a revolution 00:03:45.875 --> 00:03:52.115 in communication. Now why do I say that? If we think back before social media twenty years ago, 00:03:52.780 --> 00:03:54.860 well, how did we reach the masses? 00:03:55.340 --> 00:04:03.980 You need to you need to go through a television station, a radio station, a newspaper, a magazine. You need to have a publicist. You need to have big budgets or connections. 00:04:04.780 --> 00:04:06.300 It wasn't available to everyone. 00:04:07.185 --> 00:04:08.145 But today, 00:04:08.225 --> 00:04:10.305 social media has truly democratized 00:04:10.305 --> 00:04:11.185 communication. 00:04:11.425 --> 00:04:12.625 Any one of us 00:04:13.025 --> 00:04:15.825 with one of these and a great story 00:04:15.985 --> 00:04:17.985 can reach millions and millions of people, 00:04:18.880 --> 00:04:20.080 which was never 00:04:20.400 --> 00:04:21.680 previously there. 00:04:22.800 --> 00:04:24.480 So now I wanna talk about, 00:04:24.880 --> 00:04:26.960 like, what is going viral? 00:04:27.040 --> 00:04:31.120 So because that's that word that that term is thrown out a lot. 00:04:31.805 --> 00:04:34.845 To me, going viral is just capturing attention. 00:04:34.925 --> 00:04:39.085 Are you capturing the tension that you're looking for, that you're hoping for? 00:04:39.485 --> 00:04:43.165 Now some people will say, well, Brendan, how many views is going viral? 00:04:43.645 --> 00:04:47.645 Well, it's the number of views that you need to have in order to have the impact 00:04:47.860 --> 00:04:48.980 that you're looking for. 00:04:49.380 --> 00:05:03.925 For some people, 10,000 views will hit their goals. You know, whether it's, you know, building their brand, getting their message out there, selling their products or services. Other people, they want a million views or they want tens of millions of views, hundreds of millions of views. The most important thing is, 00:05:04.165 --> 00:05:05.845 are you getting the attention 00:05:06.005 --> 00:05:07.125 that you're seeking, 00:05:07.445 --> 00:05:08.805 and is that attention 00:05:09.445 --> 00:05:11.925 translating into your business goals and objectives? 00:05:12.165 --> 00:05:22.130 I am never gonna say in with all the clients we work with work with at Hookpoint is it's never about going viral for the sake of going viral. This should always be tangibly 00:05:22.530 --> 00:05:26.530 tied to the goals and objectives that you have for your business. 00:05:26.850 --> 00:05:41.265 Now one of the biggest determining factors in what causes content to get attention or or or reach your views is the algorithms. They control the distribution of content. They control whether it's a thousand views 00:05:41.425 --> 00:05:45.105 or 10,000,000 views on your content. Now I'm gonna define 00:05:45.345 --> 00:05:55.080 what algorithms are and why they do this in in just a little bit, but I wanted to set the bar here is, like, going viral in everything that we're covering today is just not about 00:05:55.400 --> 00:06:00.600 just getting as many views as possible. We wanna translate that into our goals and objectives. Now 00:06:01.335 --> 00:06:05.895 as I mentioned, I started in the space in 2005. 00:06:06.135 --> 00:06:08.295 There's Myspace was the predominant 00:06:08.535 --> 00:06:10.055 player, 25,000,000 00:06:10.055 --> 00:06:13.335 users, and Facebook was at was at 6,000,000. 00:06:13.335 --> 00:06:16.375 And the interesting thing about social media way back then 00:06:16.840 --> 00:06:17.480 is 00:06:18.040 --> 00:06:23.640 you just had to connect with people. You people would friend you, people would follow you, subscribe to you, 00:06:24.120 --> 00:06:39.545 and you would post and people would see it. Like, how magical is that? How simple is it? Like, you quote, you post something, and people see it. Like, I think a lot of us here wish that that was the case today. So what what actually changed? Well, a lot of things changed. 00:06:40.105 --> 00:06:41.305 In 2010, 00:06:42.060 --> 00:06:44.540 social media had grown from, 00:06:45.260 --> 00:06:49.900 you know, roughly thirty, forty million users to 970,000,000. 00:06:50.060 --> 00:06:52.620 And then 2015, at 2,200,000,000. 00:06:53.100 --> 00:06:54.460 At 2020, 00:06:54.460 --> 00:06:56.060 3,960,000,000. 00:06:56.635 --> 00:07:00.555 And today, we're at over 5,200,000,000 00:07:00.555 --> 00:07:05.115 people using these platforms. Again, I started here when there was nothing. 00:07:05.355 --> 00:07:10.635 Thirty, forty million. It was it was different. So so what changed because of this? Well, 00:07:11.500 --> 00:07:13.740 you probably have all heard the algorithms. 00:07:13.900 --> 00:07:15.820 Well, the algorithms were invented 00:07:15.980 --> 00:07:22.380 because so many people were joining these platforms and posting on these these these 00:07:22.940 --> 00:07:24.540 new social media channels. 00:07:24.940 --> 00:07:25.500 So 00:07:26.315 --> 00:07:30.315 the algorithms were invented to do one thing, and that was to prioritize 00:07:30.395 --> 00:07:34.955 what content you get seeded. So if we imagine if any one of us 00:07:35.515 --> 00:07:40.150 opens up our favorite app on this thing, whether it's TikTok, Instagram, Facebook, 00:07:40.150 --> 00:07:44.070 YouTube, no matter what your favorite app is, there's probably a 150,000 00:07:44.070 --> 00:07:45.190 pieces of content 00:07:45.510 --> 00:07:50.710 it could seed to you based upon the accounts that you follow, the content you've engaged with. Now, obviously, 00:07:51.445 --> 00:07:53.605 it can't seed you a 150,000 00:07:53.605 --> 00:07:56.325 pieces of content because it would be super overwhelming. 00:07:56.325 --> 00:08:00.405 You close the app and leave. So these algorithms are there 00:08:01.045 --> 00:08:05.365 to prioritize what are the first five pieces of content you're gonna see, the next 10, 00:08:05.900 --> 00:08:07.100 The next 15? 00:08:07.660 --> 00:08:17.740 Now what these algorithms are looking for, and no, it's not trying to suppress your reach so that you can boost your post. I know this for two reasons. One, I've managed over $200,000,000 00:08:17.740 --> 00:08:18.460 in ad spend, 00:08:19.075 --> 00:08:26.995 and the people that spend the most where the most money is made is off of major corporations and brands that spend billions and billions of dollars a year. 00:08:27.395 --> 00:08:28.195 In addition, 00:08:28.675 --> 00:08:36.110 you wouldn't have influencers like a mister beast or that teenage influencer down the street with millions of followers scaling and growing. 00:08:36.670 --> 00:08:47.715 It would just be reserved for people with the biggest budgets. And we know the most successful people on social media are typically the ones that don't start out with the biggest budgets, the biggest teams, the biggest equipment. 00:08:48.355 --> 00:08:49.715 So these algorithms 00:08:50.035 --> 00:08:50.995 are there 00:08:51.235 --> 00:08:54.195 to prioritize the best content. Why? 00:08:54.515 --> 00:08:59.475 Because we are the fuel that runs them. This is not like Netflix 00:08:58.760 --> 00:09:07.160 or Disney where they're investing billions and billions of dollars in original content. They rely on us. We are the fuel that runs these platforms. However, 00:09:07.800 --> 00:09:11.960 these platforms, the algorithms have one goal, and like any business, is to make money. 00:09:12.875 --> 00:09:15.355 So how do they make money? Well, they serve ads. 00:09:15.995 --> 00:09:26.955 So the content that keeps people on the platforms longer means they can serve more ads. So when the algorithms are prioritizing content, they're prioritizing content that grabs and holds attention 00:09:27.035 --> 00:09:28.475 longer than other content. 00:09:29.570 --> 00:09:31.890 So as you can imagine, 00:09:32.210 --> 00:09:45.515 as the algorithms take shape, then we went from simply post and people see your content to post and maybe people will see your content or you're probably lucky if they see your content. Well, that created a lot of frustration 00:09:46.235 --> 00:09:50.955 with content creators and businesses where they started to try and hack the algorithms, 00:09:51.275 --> 00:09:58.230 try and find tricks and things like that without, again, trying to understand what these algorithms prioritize. 00:09:59.030 --> 00:10:00.710 These algorithms are there 00:10:00.950 --> 00:10:02.150 to partner with us. 00:10:02.710 --> 00:10:11.195 They want to see us succeed because we are the fuel that runs them, but we have to prove that we're good content creators amongst those under other 150,000 00:10:11.195 --> 00:10:14.955 pieces of content to prove that we can actually 00:10:15.355 --> 00:10:18.715 grab and hold attention over other content. 00:10:20.075 --> 00:10:20.555 So 00:10:20.930 --> 00:10:24.850 after doing ten thousand hours of research 00:10:25.250 --> 00:10:26.850 at my company Hookpoint, 00:10:27.170 --> 00:10:30.210 we came to this very simple insight 00:10:30.210 --> 00:10:31.410 and that is 00:10:31.730 --> 00:10:33.010 storytelling 00:10:33.975 --> 00:10:36.455 plus retention equals success. 00:10:36.935 --> 00:10:39.095 So what does that mean? I mean, if we think about 00:10:39.655 --> 00:10:48.775 think about a the last movie you saw. You saw a trailer. You're super inspired. I wanna go see this amazing movie. Well, what happens when you sit down to watch that movie? 00:10:49.540 --> 00:10:51.540 Well, you wanna see what happens at the end. 00:10:51.860 --> 00:10:59.140 So what does that do? It holds your attention. Or if you think about anybody that has young kids, you start to start a bedtime story. 00:10:59.380 --> 00:11:02.580 What does the kid want? They want to hear the end of the story. 00:11:03.205 --> 00:11:04.325 So storytelling 00:11:04.565 --> 00:11:06.005 effective storytelling 00:11:06.405 --> 00:11:08.725 allows us to build that retention, 00:11:09.525 --> 00:11:15.845 which is what the algorithms want to keep people engaged with content longer so they can serve more ads, and that equates to success. 00:11:16.840 --> 00:11:17.480 So 00:11:17.720 --> 00:11:22.600 social media is not about fighting algorithms. It's about partnering 00:11:22.600 --> 00:11:26.120 with the algorithms, becoming a better storyteller. 00:11:26.200 --> 00:11:30.520 And that is, like, one of the the the simplest pieces of advice I could give you today is 00:11:31.080 --> 00:11:32.280 ignore the algorithms, 00:11:32.635 --> 00:11:34.795 ignore the the the hacks, 00:11:34.955 --> 00:11:36.715 the the tips, the tricks, 00:11:37.035 --> 00:11:41.355 just learn how to become a better storyteller, and through that, you will have success. 00:11:42.155 --> 00:11:48.315 So I'm gonna break down now the five biggest social media lies and how they are 00:11:48.690 --> 00:11:50.290 blocking your visibility, 00:11:50.610 --> 00:11:51.570 your voice, 00:11:51.970 --> 00:11:53.170 and success. 00:11:53.730 --> 00:11:58.210 So let's start with one. Lie number one. And that is virality 00:11:59.010 --> 00:12:00.050 is just pure luck. 00:12:00.885 --> 00:12:01.525 Now 00:12:01.765 --> 00:12:04.725 have you ever, like, created a lot of content, 00:12:05.525 --> 00:12:15.925 put a lot of time, energy, resources, money into either a single piece of content or a lot, and it just you you're like, this thing is amazing. This is amazing content. And then you post it, and it's just like, 00:12:16.500 --> 00:12:18.020 what happened? Like, 00:12:18.820 --> 00:12:25.220 what did I just do? Like, I wasted all that time. Oh, if that's you, I feel your pain. I I listen. I've been there. I've been doing this for twenty years. 00:12:25.540 --> 00:12:29.300 And the reality is I know how painful that can be, 00:12:30.025 --> 00:12:32.425 but there is a science to this. 00:12:32.905 --> 00:12:34.905 And I promise you, anyone 00:12:35.225 --> 00:12:36.985 can learn this science. 00:12:37.465 --> 00:12:40.985 And as I have alluded to, that science is rooted 00:12:41.145 --> 00:12:42.425 in storytelling. 00:12:42.425 --> 00:12:42.905 So 00:12:43.820 --> 00:13:01.505 growing up, I was captivated by movies. I was so captivated in movies. I loved it as a young kid that I decided to go to film school to study films. I wanted to be a movie producer. Now the interesting thing about going to film school is that even though I wanted to be a producer, 00:13:01.665 --> 00:13:03.585 they still made me take acting classes. 00:13:03.905 --> 00:13:09.345 They still made me learn how to light sets. They made me write screenplays. They made me direct things. 00:13:10.220 --> 00:13:10.860 Why? 00:13:11.100 --> 00:13:13.660 Because there's all these small nuances 00:13:13.740 --> 00:13:22.380 that make up successful movies. Now when I started my career, I worked for Academy award winning producers. And the amazing thing is even seeing people that have reached the pinnacle, 00:13:23.285 --> 00:13:26.165 they could have everything. They could have a great director, 00:13:26.325 --> 00:13:32.405 a great script, a great idea, but if one small element was off in making that movie, the whole thing would fall apart. 00:13:33.045 --> 00:13:34.965 Maybe the actors didn't have chemistry. 00:13:35.125 --> 00:13:39.170 Maybe the the director and the actor didn't have chemistry. Maybe the cinematographer 00:13:39.170 --> 00:13:42.290 just failed in the lighting or they got the wrong locations. 00:13:42.290 --> 00:13:47.730 Just one small element, I'm sure a lot of you have probably seen, you know, really bad movies, 00:13:48.210 --> 00:13:54.705 and then you kind of can pinpoint, well, that's something was off with it. So there's all these little nuances 00:13:55.185 --> 00:13:57.585 that cause a movie to be successful 00:13:57.745 --> 00:13:59.185 or unsuccessful. 00:13:59.425 --> 00:14:02.465 And the reality is the same thing applies to social media. 00:14:02.705 --> 00:14:03.505 It's no different. 00:14:04.480 --> 00:14:05.120 Like, 00:14:05.360 --> 00:14:08.240 these platforms are purely storytelling 00:14:08.240 --> 00:14:11.600 platforms. This is not social media is not about hope. 00:14:11.760 --> 00:14:15.520 It's not about luck. There is a repeatable process 00:14:15.600 --> 00:14:16.080 to it. 00:14:17.085 --> 00:14:21.645 So I wanna break down an important simple truth about social media, 00:14:21.885 --> 00:14:24.525 and I'm sure a lot of you have heard trends. 00:14:24.605 --> 00:14:32.050 Probably a lot of people say chase the trends, create trends, trends are success, but the reality is trends are fleeting 00:14:32.130 --> 00:14:34.130 and stories are not. And 00:14:34.610 --> 00:14:37.970 we have proven this again with doing ten thousand hours 00:14:38.050 --> 00:14:41.330 of research into what we call storytelling 00:14:41.410 --> 00:14:41.970 formats, 00:14:42.335 --> 00:14:47.375 structures that have repeatable success. Now at this point, we've analyzed over 300 of these formats. 00:14:47.535 --> 00:14:50.735 So a format is it's basically a blueprint. 00:14:51.135 --> 00:14:53.055 It's it's a proven structure 00:14:53.295 --> 00:15:04.790 to have repeatable success over and over over again. And I want you to think about that blueprint or structure as something that you can insert your message or your content into. So it's it's very flexible in that nature. 00:15:05.590 --> 00:15:15.685 Movies for the past hundred years have all followed the same format. And if you think about any movie that you see, they all feel distinctly different. You know, horror, action, sci fi, drama, 00:15:16.005 --> 00:15:16.805 comedies, 00:15:16.885 --> 00:15:23.980 they feel different, but they all use the same format. And directors can be super creative within that specific 00:15:23.980 --> 00:15:24.780 format. 00:15:25.020 --> 00:15:28.780 So we're gonna I'm gonna actually show you a few examples 00:15:29.100 --> 00:15:30.140 in a minute. 00:15:30.700 --> 00:15:33.340 But in terms of in terms of 00:15:33.980 --> 00:15:46.475 another kind of analogy of thinking of of trends versus formats, If we think about learning a musical instrument, the trend route would say, week one, let's learn the piano. Week two, let's learn the drums. Week three, let's learn the guitar. 00:15:46.635 --> 00:15:50.635 Week four, it's the violin. You keep switching the goalposts, and you never become a master of anyone. 00:15:51.510 --> 00:15:53.910 Versus, like, the format approach, 00:15:54.390 --> 00:16:08.265 it would be, you know, let's master the piano. Let's sit down for years in doing that. So that's the power of formats versus trends. Now people think that social media is constantly shifting and changing and that you always have to be 00:16:08.825 --> 00:16:15.705 on top in innovating and things of that nature. But the reality is a lot of these formats have been used for decades, 00:16:16.345 --> 00:16:18.345 have been used for a long period of time. 00:16:19.330 --> 00:16:22.530 So I wanna just start putting this into practical, 00:16:22.530 --> 00:16:32.690 like, experience and actually, like, showing you examples because it's one thing for me to talk about these things, and it's another thing to actually show it in real life and to prove it. So 00:16:33.315 --> 00:16:38.035 we have an amazing guy, and I'm a break down this case story of Tanner Leatherstein, 00:16:38.195 --> 00:16:45.795 a client of ours. And at age 11, he fell in love with making leather goods. He created his first leather jacket 00:16:46.280 --> 00:16:49.720 and just loved the process, loved the art of it. 00:16:50.280 --> 00:16:55.320 To the point when he grew older, he founded his own leather goods company called Pagai. Now 00:16:55.960 --> 00:17:02.935 as we'll see, when he came to us, he was struggling with social media. Like, his content wasn't breaking through, 00:17:04.215 --> 00:17:09.975 and he was really focusing on ads and trends. He had no format. He had no storytelling skills. 00:17:10.215 --> 00:17:16.590 So we helped him design a format. So first, I'm gonna show you an example of what he was doing before, 00:17:17.070 --> 00:17:25.550 and then we're gonna show an actual format, a storytelling format and structure of what it looks like when you kind of use this. So this first video, 00:17:25.950 --> 00:17:28.510 um, is 32,000 00:17:28.510 --> 00:17:28.990 views. 00:17:44.420 --> 00:17:48.020 So as you can see, there's no real story. He's just trying to sell 00:17:48.020 --> 00:17:50.260 his products and services. 00:17:50.500 --> 00:17:55.860 So in Tanner coming with us coming to us, we helped them design 00:17:55.105 --> 00:17:59.985 a format that matched his business, matched his expertise and passion, 00:17:59.985 --> 00:18:03.905 and it's called, is it worth it? And you'll just see it's pretty self explanatory. 00:18:03.905 --> 00:18:04.785 He takes 00:18:05.105 --> 00:18:05.345 expensive a 00:18:06.065 --> 00:18:10.945 leather good deconstruction on screen and tells you whether it's worth the money that you paid for it. 00:18:12.360 --> 00:18:16.440 Coach leather bags. Are they worth it? I went to the Coach store yesterday, 00:18:16.600 --> 00:18:23.560 and this was the bag I love the most. Sales associate told me this was made out of glow tan leather, and the inside was suede. 00:18:23.560 --> 00:18:28.015 But I have my doubts. And as you can see, this is all fabric, not suede. 00:18:35.295 --> 00:18:48.300 In my opinion, about six feet of leather to put this bag together, about $5 a foot, $30 for the leather, Insanely good brass accessories. They used a lot of them. With the fabric, I give it another $30, 00:18:48.300 --> 00:19:08.725 so $60 in materials. And in my estimate, $70 should be enough to put this bag together. In total, $1.30 for the materials and labor. I paid $4.50. Doesn't sound like a bad deal. I love the leather, the feel and look of it. I hate that I was told inside was suede and it's fabric, and they used PU leather for the story patch inside. I wish it was real leather. 00:19:09.685 --> 00:19:18.250 So you can kinda see the difference between just doing an ad versus this structure, this is it worth it, 32,000 views versus 10,000,000 views. 00:19:18.570 --> 00:19:19.210 But 00:19:19.530 --> 00:19:30.375 this is the remarkable thing. Now Tanner really struggled. Like, he didn't even feel comfortable being on camera before we helped him find this format. So with this single format, this is it worth it format, 00:19:30.615 --> 00:19:31.815 he has 94 00:19:31.815 --> 00:19:36.055 views or videos with over 1,000,000 views, 16 surpassing 4,000,000, 00:19:36.055 --> 00:19:39.495 and he went from 2,000 followers to an audience of 2,300,000. 00:19:39.930 --> 00:19:40.410 Now 00:19:40.890 --> 00:19:47.850 this was just a leather goods guy. Like, the people in the fashion industry are scared of him. They're like, what is he gonna is he gonna break down my products? 00:19:48.570 --> 00:19:56.705 He even got invited to Paris Fashion Week to, like, parties with, like, celebrities like Kendall Jenner and stuff because they want to kinda build this relationship. Now 00:19:56.865 --> 00:20:00.945 Tanner, an amazing guy, has a lot of authenticity to him, so he will not 00:20:01.185 --> 00:20:05.185 take products for exchange for for for money or things of that nature. 00:20:05.505 --> 00:20:13.240 So now some of you may be thinking, well, Brendan, I wanna build a business. This is great. He's getting viral viral and stuff. Well, how does this translate into monetary gain? 00:20:13.640 --> 00:20:16.120 Well, the reality is he saw that video. 00:20:16.280 --> 00:20:19.400 He's not saying buy my products or services. Go to my website. 00:20:19.640 --> 00:20:24.600 He is getting people to know, like, and trust him to the point where people naturally want to take that next step. 00:20:25.245 --> 00:20:26.765 So previously, 00:20:26.765 --> 00:20:32.525 he was spending money on Google pay per click ads, generating about 10,000 visitors a month but paying for every click. 00:20:32.925 --> 00:20:36.525 Once he started this, it jumped to a 100,000 visitors a month organically. 00:20:36.765 --> 00:20:41.580 His most expensive products, the ones that are thousands of dollars that that handcrafted 00:20:41.580 --> 00:20:44.140 leather goods, he can't even keep them on the shelf. 00:20:44.620 --> 00:20:48.940 Why? Because people trust him. You can see like his passion comes through. 00:20:49.260 --> 00:20:51.100 He's proving he knows leather, 00:20:51.575 --> 00:20:57.335 Like, he's being truthful and honest with it, and that's where people gravitate towards those relationships. So 00:20:58.295 --> 00:20:59.415 going viral 00:20:59.735 --> 00:21:00.935 is not luck. 00:21:01.495 --> 00:21:03.255 It is storytelling. 00:21:03.255 --> 00:21:05.815 And and just I want you to remember, storytelling 00:21:05.895 --> 00:21:06.775 plus retention 00:21:07.590 --> 00:21:17.270 equals success because we're playing in to what the algorithms want. We are the fuel that runs them, and we are trying to partner with the algorithms, not try and beat them or hack them. 00:21:17.910 --> 00:21:20.070 So what are the actionable 00:21:20.150 --> 00:21:21.990 strategies that we can take away here? 00:21:22.715 --> 00:21:23.355 Well, 00:21:23.835 --> 00:21:27.515 the first thing is just understanding that these storytelling formats exist, 00:21:27.995 --> 00:21:30.315 that they are out there in the world 00:21:30.715 --> 00:21:33.275 because most people are just passively 00:21:33.275 --> 00:21:37.755 consuming content and they don't see that there's clear patterns, there's clear structures 00:21:37.940 --> 00:21:47.460 to how things work. And we're gonna again I'm gonna show you a few more formats in a little bit so you can get more examples of it, but just start looking for it and understanding that exists. 00:21:48.340 --> 00:22:00.595 Then you wanna choose the one that fit fit best fits your message. So we've done an analysis in over 300. There are plenty to choose from. You wanna choose the one that excites you, that feels authentic to who you are. 00:22:01.155 --> 00:22:02.915 And then you want to analyze 00:22:03.450 --> 00:22:13.370 that. Don't just look at a video and just be like, oh, it's got millions of views. Try and understand why in the same way that I went to film school, like break it down. What makes it successful? 00:22:13.850 --> 00:22:22.185 So I wanna do a little fun little quiz with you guys here in the audience and whoever's tuning in, you can participate as well. 00:22:23.145 --> 00:22:25.705 But I'm gonna break down I'm gonna play two videos, 00:22:25.945 --> 00:22:30.265 and you're gonna guess which one performed better, and then I'm gonna break down why. 00:22:30.760 --> 00:22:32.200 So let's start with the first one. 00:22:43.975 --> 00:22:45.735 K. So that's the first one. 00:22:46.215 --> 00:22:54.055 I don't wanna egg. You guys can't cheat. You can't you can't tell the answer before you watch two videos. You gotta give it a chance. Okay? Okay. 00:22:54.055 --> 00:22:55.095 So here's the second one. 00:23:23.030 --> 00:23:23.910 Okay. 00:23:25.270 --> 00:23:28.790 So which one performed better? Raise your hand if you think it's number one. 00:23:29.990 --> 00:23:30.710 Number two? 00:23:32.085 --> 00:23:32.725 Okay. 00:23:32.965 --> 00:23:34.885 Some of you guys cheated though. Okay. 00:23:35.285 --> 00:23:39.765 So for for the for the next ones, try to at least give it a chance. Okay. 00:23:40.165 --> 00:23:40.805 So 00:23:41.205 --> 00:23:51.710 you guys are right. So the first video is by Pantene. It got 3,500 views. And the second video is by Regina Roth, who's actually a client of Hookpoint. They got 17,000,000 00:23:51.710 --> 00:23:52.430 views. 00:23:52.670 --> 00:23:56.510 So so what is the the the difference here? Well, 00:23:57.230 --> 00:23:58.750 if we think about 00:23:58.685 --> 00:24:03.165 and we have these four things on the screen, they're they're called performance drivers. 00:24:03.405 --> 00:24:09.565 So these are like nuances and storytelling that contribute to the success or detract from the success 00:24:09.885 --> 00:24:15.380 of the video content. So if we look at this, we have the first one is contrast. 00:24:15.460 --> 00:24:24.100 So when we think about that first video, the Pantene video, there's no visible difference between seeing the before and after. So it really completely minimizes the impact 00:24:24.260 --> 00:24:25.140 versus 00:24:25.140 --> 00:24:26.180 with Regina's, 00:24:26.180 --> 00:24:27.540 there is a stark 00:24:27.540 --> 00:24:34.385 visual contrast that is happening. There is a clear before and after after that enables the viewer to appreciate 00:24:34.385 --> 00:24:38.225 the transformation that is happening. The next one is pacing. 00:24:38.625 --> 00:24:44.465 The underperformer, the transformation is is very minor. It fails to pay off for the viewer versus the high performer. 00:24:45.000 --> 00:24:46.280 It builds 00:24:46.360 --> 00:24:47.560 anticipation. 00:24:47.880 --> 00:24:57.480 It amplifies the emotional impact. And again, a lot of these things can happen on the subconscious level because we're you know, this is obviously these are short videos. So oftentimes, our subconscious 00:24:58.175 --> 00:25:02.655 is registering these things before we do and causes us to scroll or to keep watching. 00:25:03.055 --> 00:25:09.135 The next one is the reactions. Like, the first one, the model, it feels staged. It feels like she's just acting 00:25:09.535 --> 00:25:10.335 versus 00:25:10.415 --> 00:25:16.090 Regina's, it feels genuine. Like, the emotions feel genuine and it builds that connection. 00:25:16.490 --> 00:25:24.810 It brings the viewers in. And then the authenticity of it. Again, the Pantene video, it just feels like it's on a stage, a soundstage 00:25:24.795 --> 00:25:28.635 shot with fancy cameras, models, things of that nature versus 00:25:28.955 --> 00:25:30.075 with Regina, 00:25:30.075 --> 00:25:33.755 there's a relatable moment that creates, you know, deep audience connection. 00:25:34.315 --> 00:25:37.835 Now the interesting thing about this, just to show you the power, is 00:25:38.450 --> 00:25:45.250 before Regina started using the hook point model, she was stuck at, like, $3,000 a month as a hairstylist in in Florida, 00:25:45.650 --> 00:25:47.010 and this single video 00:25:47.410 --> 00:25:50.130 booked her out one year in advance. Wow. 00:25:50.290 --> 00:25:54.935 And her revenue jumped to 16,000 a month with one video. So 00:25:55.895 --> 00:26:02.055 that's the power of it. And do you see her saying sign up for my hair salon? You see, you know, book here? 00:26:02.455 --> 00:26:05.335 See, that's the thing. It's it's building that relationship 00:26:05.335 --> 00:26:07.895 with the audience. So what is lie number two? 00:26:08.620 --> 00:26:11.260 Well, that's you need big budgets and large teams. 00:26:11.500 --> 00:26:14.780 Like, we just saw that. Like, oftentimes, overproduction 00:26:14.780 --> 00:26:29.885 can work against you. Why? Because we're professional content consumers. We consume so much content in this day and age with social media and Netflix and things of that nature. There are subconscious that's so smart within a split second if something feels too over polished, 00:26:30.045 --> 00:26:34.365 we're like, this is an ad. Even if it's not an ad, it can feel that way. 00:26:35.250 --> 00:26:49.810 So that's where sometimes that production value can work against you. I'm not going to say all the times, but I just want to a lot of people hold themselves back from success because they got they say, well, I need to wait till I have enough budget to hire a team or I need fancy equipment or things of that nature. 00:26:50.595 --> 00:27:12.520 So I want to show another example of us. Again, I don't want to just tell you these things. I want to to show these things in practical environments. So another case story is with doctor Jordan Davis, and he initially wanted to be a rock star until he met his wife and was like, no, you need to get a real job. And he became one of the top dentists in Utah and has a has a beautiful family. But like Tanner, 00:27:12.920 --> 00:27:15.080 he was thinking that commercials, 00:27:15.080 --> 00:27:16.280 fancy camera, 00:27:16.440 --> 00:27:25.925 editing, and things of that nature are the way to success. So let's walk look at, again, what a lot of people are doing on social media to drive success 00:27:26.085 --> 00:27:28.645 is creating things like this. So let's watch this first video. 00:27:45.315 --> 00:27:50.755 I don't know about you, but I'm pretty sure I've heard that music used in in many different commercials. 00:27:50.835 --> 00:27:53.235 I mean, it's it just screams 00:27:53.395 --> 00:28:02.890 commercials. So if we and even if we look here, you you can see, like, the fancy cameras in the background, the the edits, the fancy camera angles, and things like that. 00:28:03.370 --> 00:28:04.410 But again, 00:28:05.050 --> 00:28:12.330 with working with a dentist, again, like a dentist, you you think that, like, how are you gonna make that work? Well, there's a format for everybody. 00:28:12.855 --> 00:28:17.735 So we helped them design this format, and I'll just kind of share. It's pretty self explanatory. 00:28:17.815 --> 00:28:23.255 Like, he's using his expertise to break down celebrity teeth and things of that nature. So let's just watch this one. 00:29:46.160 --> 00:29:56.945 So, again, it's a pretty simple format. He's breaking down celebrity teeth and how he would approach it to match the person's personality being authentic. But if you look at the setup here, 00:29:57.105 --> 00:29:58.065 like, literally, 00:29:58.545 --> 00:30:04.880 like, he's just sitting in a desk, in a chair. He you can even see the microphone there. Like, you could shoot that on your iPhone. 00:30:05.040 --> 00:30:06.640 It's not super fancy, 00:30:06.720 --> 00:30:08.000 not high value 00:30:09.120 --> 00:30:09.840 production. 00:30:10.080 --> 00:30:12.640 And then if we look at the results 00:30:16.065 --> 00:30:16.705 So 00:30:19.505 --> 00:30:24.385 if we look at the results here oh, I don't know why it's doing that. I don't get why these celebrities get 00:30:25.025 --> 00:30:26.065 So it's 00:30:26.545 --> 00:30:27.585 21,000,000 00:30:27.585 --> 00:30:28.225 views 00:30:28.625 --> 00:30:29.745 to 1,400 00:30:29.745 --> 00:30:31.030 views. Wow. 00:30:31.190 --> 00:30:32.790 So 21,000,000 00:30:32.790 --> 00:30:40.390 views, and he stripped out the fancy camera. He stripped out, you know, the whole team. He had a microphone plugged here. 00:30:40.710 --> 00:30:41.190 So 00:30:41.830 --> 00:30:44.790 the the reason I kinda wanted to show you that example is 00:30:45.275 --> 00:30:48.635 is you literally can reach millions of people 00:30:49.355 --> 00:30:50.075 with 00:30:50.555 --> 00:30:51.515 a phone 00:30:51.755 --> 00:30:54.155 as long as you have a great story. 00:30:54.315 --> 00:30:55.835 Now you may feel that 00:30:56.475 --> 00:31:08.650 success is for celebrities, famous budgets, cameras, but literally, do have the tools with you. And there's creators from every background, every part of the world that are driving success with great storytelling. 00:31:09.290 --> 00:31:09.930 So 00:31:10.490 --> 00:31:12.650 the simple truth here is 00:31:13.385 --> 00:31:17.785 hooking attention and telling a great story beats overproduced big budget content 00:31:17.945 --> 00:31:18.745 every 00:31:18.985 --> 00:31:20.425 single time, 00:31:20.585 --> 00:31:24.265 full stop. So what are the the actual strategies that we can take away? 00:31:24.825 --> 00:31:30.990 Again, we wanna find that format that fits your resources. We wanna focus on storytelling, 00:31:31.230 --> 00:31:32.270 not advertisements. 00:31:32.270 --> 00:31:36.030 Again, as we talked about this with Regina, with Tanner, 00:31:36.190 --> 00:31:38.190 you don't need to sell in your content. 00:31:39.355 --> 00:31:43.515 You just build that relationship and prioritize emotional connection 00:31:43.595 --> 00:31:45.515 over polished production. 00:31:46.075 --> 00:31:52.075 Okay. So again, no cheating here. We're gonna do another quiz before we move on to line number three. 00:31:52.635 --> 00:31:53.275 But 00:31:53.540 --> 00:31:54.900 I want to ask 00:31:55.300 --> 00:31:59.620 which video went viral? There's three videos on three different subject matters. 00:32:00.020 --> 00:32:01.780 We have terrariums, 00:32:02.740 --> 00:32:03.940 car insurance, 00:32:04.500 --> 00:32:05.300 and warranties. 00:32:06.725 --> 00:32:09.765 Any answers? Which one do you guys think? Warranties? 00:32:10.325 --> 00:32:12.165 Terrariums. Terrariums? Terrariums. Terrariums. Terrariums. Terrariums. 00:32:13.605 --> 00:32:16.005 Thanks. I think we're all all across the board, 00:32:16.405 --> 00:32:18.725 and it's a trick question. All three. 00:32:20.500 --> 00:32:24.980 So we got my friend Ben Newell with Terrariums with 68,000,000 00:32:24.980 --> 00:32:30.980 views. Chris Cobb, a client of ours, 5,400,000 views, and Erica Kolberg with 75,000,000 00:32:30.980 --> 00:32:35.515 views. So let's watch these like, let's look at these three. How did they actually do this? 00:33:10.120 --> 00:33:11.240 So Ben 00:33:11.320 --> 00:33:18.360 basically tells these stories in these micro environments that he builds around terrariums. He's built an audience of 2,900,000 00:33:18.360 --> 00:33:23.965 people that tune in to to do his he is the leading expert in the world in terrariums because of social media at this point. 00:33:24.765 --> 00:33:27.325 So let's look at another one, car insurance. Super 00:33:27.725 --> 00:33:31.085 boring, not really sexy, but Chris Cobb 00:33:31.325 --> 00:33:34.685 uses a format called visual metaphors. 00:33:36.790 --> 00:34:13.660 This is how car insurance works in sixty seconds. So here we have John who just got a new hot ride, and that's when the insurance company comes in and says, hey, John. Nice car, but have you thought about what would happen if you get in an accident? And he's like, no. They said, well, John, if you pay us $1 a month, it's called a premium, we'll cover your car. He's like, okay. That's a no brainer. So John speeds off. He's having a good time. On the highway, he's texting and driving. God, please don't do that because he actually gets to the fender bender with his friend Marcus. And John is freaking out because he's thinking, how to fix Marcus' car? How to fix my own car? And that's when the insurance company says, John, you've been paying the $1 premium. 00:34:13.740 --> 00:34:15.580 So here you go. Here's $10. 00:34:15.660 --> 00:34:20.055 Go fix Marcus' car and go fix your own. And John is super relieved because 00:34:20.695 --> 00:34:24.535 he did not have $2 to fix his car. And you may be wondering, 00:34:24.695 --> 00:34:33.095 how does the insurance company afford this? Well, they have thousands of jobs who put money into a jar every single month, and they're not giving you accidents. 00:34:33.660 --> 00:34:38.380 But the insurance company is smart. They're saying, John, I'm glad you're safe, 00:34:38.620 --> 00:34:40.300 but I'm sorry to give you the bad news. 00:34:40.620 --> 00:34:45.020 You're a risky driver. You're costing us too much. So instead of $1 in premium, 00:34:45.500 --> 00:34:59.595 I'm gonna have to charge you two every single month. And that's how car insurance works. John is paying a little bit to cover a lot, but because John is more risky now, the insurance company is gonna charge him more. But even worse, they may drop his coverage. If you like the 00:35:00.315 --> 00:35:02.140 So 5,400,000 00:35:02.140 --> 00:35:06.460 views with car insurance. Now this is another example of a format called visual metaphors 00:35:06.860 --> 00:35:09.100 where you're using metaphors to explain 00:35:09.340 --> 00:35:12.140 a, you know, complex or abstract subject matter. 00:35:12.620 --> 00:35:53.075 So let's watch the last one, Erika Kolberg. This is called two characters one light bulb where the same person plays two different characters and breaks down a subject matter or debunks a common myth. My shoe has a tear. Can I get a new pair? You bought that almost two two years ago, there's nothing we can do since it's been over sixty days. She has no idea, know, watch this. I'm not talking about the sixty day return policy, I've actually read your terms and I know that as long as it's been less than two years since the manufacture date found here, it's covered under the warranty. And Nike will either give me a brand new pair or a gift card for the same value. Oh, fine. We don't carry that one anymore, so here's your $100 gift card. Who taught you this? Erica did. She's a lawyer and reads the fine prints, but I don't have to. That's why I follow her. 00:35:53.910 --> 00:35:55.910 So 75,000,000 00:35:55.910 --> 00:35:57.910 views on warranties, 00:35:58.230 --> 00:36:00.310 and she's built an audience of 15,000,000 00:36:00.310 --> 00:36:01.990 people. So 00:36:02.310 --> 00:36:13.105 this is the lie that I hear a lot of times. It's lie number three, and that is, you know what? I'm not succeeding because my business, it's not sexy enough. It's not interesting enough. I'm not a celebrity. 00:36:13.345 --> 00:36:14.785 But the reality is 00:36:15.265 --> 00:36:23.870 you can succeed. Now I feel your pain and the frustration if you see other people in other industries, you're like, how are they succeeding? And I'm not. 00:36:24.270 --> 00:36:28.990 But I guarantee there are people just like you all over the world that are succeeding with great stories. 00:36:29.230 --> 00:36:31.790 Again, we just looked at a guy talking about terrariums. 00:36:31.790 --> 00:36:34.990 Terrariums of all thing going viral. Warranties 00:36:34.990 --> 00:36:35.790 going viral. 00:36:36.545 --> 00:36:39.425 So how do we actually apply this? 00:36:40.065 --> 00:36:41.505 So it's it's called 00:36:42.065 --> 00:36:44.705 the Generals Principle. That's why we call it hook point. And it's 00:36:45.265 --> 00:36:46.785 it is all about 00:36:47.025 --> 00:36:47.745 how 00:36:47.825 --> 00:36:49.425 we can ensure 00:36:49.970 --> 00:36:54.610 that our content is very clear, engaging, and widely accessible 00:36:55.170 --> 00:36:57.090 to breakthrough. So we 00:36:57.090 --> 00:37:00.930 definitely want to create content that speaks to the people that buy our products and services 00:37:01.010 --> 00:37:07.595 that is in a very specific, you know, niche, but we wanna break through. How do we make it also interesting 00:37:07.675 --> 00:37:09.915 to the wider possible audience? Why? 00:37:10.475 --> 00:37:15.515 Because the algorithms only care about content that holds and and retains attention at scale. 00:37:15.755 --> 00:37:16.315 In addition, 00:37:16.930 --> 00:37:20.930 as we've talked about, you're competing against a 150,000 00:37:20.930 --> 00:37:22.610 other pieces of content. 00:37:23.250 --> 00:37:24.610 So even though 00:37:25.010 --> 00:37:27.570 you create a piece of content that's targeted specifically 00:37:27.570 --> 00:37:28.530 to your audience, 00:37:29.315 --> 00:37:32.995 it's still competing against all that other content that's not your direct competition. 00:37:33.555 --> 00:37:41.475 So with the generalist principle, it's all about making it accessible against your core customer but to a wider possible audience. So in order to do this, 00:37:42.380 --> 00:37:47.500 we wanna break things down simply. We want to use clear and easy to understand language, 00:37:47.820 --> 00:38:00.375 not just, you know, language that people understand. And if you guys remember before when we were breaking down some of Myron's thumbnails, like the difference between, like, language that everybody knows versus a subset and what it does to performance. 00:38:01.175 --> 00:38:04.695 Storytelling, obviously, relatable stories with emotions 00:38:04.695 --> 00:38:07.655 and, again, broad appeal connecting through universal 00:38:08.550 --> 00:38:12.790 themes and challenges. So as we look at this, the actual strategies is, 00:38:13.590 --> 00:38:25.995 for example, finding a universal angle is, you know, going from I'm a real estate agent to let me take you on a tour of a $7,000,000 closet. This is an actual video, and this is coming from a a creator Ryan Serhant. 00:38:26.235 --> 00:38:28.795 And he proves that this translates to commerce. 00:38:29.195 --> 00:38:32.395 He sells properties that are 15 to $250,000,000 00:38:32.395 --> 00:38:35.995 in Manhattan, New York. Super niche, super small audience. 00:38:36.340 --> 00:38:40.660 But because he generates tens of millions of views using the generalist principle, 00:38:41.300 --> 00:38:47.780 he will sell a $30,000,000 property off a YouTube video because he needs less than 1% to be his core target audience. 00:38:48.340 --> 00:38:54.775 And that less than 1% beats out all of his competition because they're not generating tens of millions of views a month. 00:38:55.335 --> 00:38:58.455 The next is turn specifics into relatable stories. 00:38:59.415 --> 00:39:01.655 Again, going from the benefits 00:39:01.655 --> 00:39:07.470 of proper dental hygiene to ninety percent of people are ruining their teeth without realizing it. 00:39:09.630 --> 00:39:12.910 Then using analogies and unexpected comparisons. 00:39:12.910 --> 00:39:17.550 The example, imagine if all the bread in the world suddenly doubled in price overnight. 00:39:17.950 --> 00:39:19.550 This is how inflation works. 00:39:23.095 --> 00:39:23.975 And then 00:39:24.535 --> 00:39:27.575 one of the most important things is as content creators, 00:39:28.295 --> 00:39:32.455 we're often thinking just about our goals. What do we want to achieve with our content? 00:39:33.630 --> 00:39:40.430 But when reality, we need to we really need to reshift that focus and change our mindset to what is the effect 00:39:40.910 --> 00:39:43.470 that we want to have on the viewer? 00:39:43.870 --> 00:39:49.465 What is that experience that we want them to have when we create that piece of content? 00:39:50.185 --> 00:39:54.985 Because without it, you get lost in that connection with the other people on the other side of the screen. 00:39:56.025 --> 00:39:57.225 So I wanna show 00:39:57.865 --> 00:39:59.785 another example of 00:39:59.945 --> 00:40:01.945 case story here with Corey Warren 00:40:02.380 --> 00:40:04.780 who is a recovering addict, 00:40:05.260 --> 00:40:11.500 and he's from Lansing, Michigan, and he's really passionate about helping people that are struggling from addiction. 00:40:11.900 --> 00:40:15.180 So, again, addiction, not a super sexy 00:40:15.180 --> 00:40:22.215 subject matter, But as you'll see with this, he is also like Chris Cobb using the visual metaphor format. And this is again important 00:40:22.695 --> 00:40:27.575 in that formats can be used for different industries. We're going for from car insurance 00:40:27.975 --> 00:40:29.495 to talking about addiction 00:40:29.575 --> 00:40:33.950 in the exact same storytelling format. So let's watch this video real quick. 00:40:34.910 --> 00:40:37.230 This is what nobody wants to talk about 00:40:37.470 --> 00:40:38.510 with alcohol. 00:40:38.830 --> 00:40:39.470 My 00:40:39.630 --> 00:40:41.950 name is Corey. I'm an alcoholic. 00:40:42.190 --> 00:40:43.390 And for the longest time, 00:40:44.175 --> 00:40:46.975 I thought that alcohol was my problem. 00:40:47.775 --> 00:40:50.815 I thought that if I could just put the alcohol down, 00:40:51.055 --> 00:40:52.415 everything would be okay. 00:40:54.495 --> 00:40:55.615 What I realized 00:40:55.890 --> 00:40:58.450 is that alcohol is not my problem. 00:40:58.850 --> 00:41:00.930 Alcohol is my solution. 00:41:01.570 --> 00:41:02.930 When I had a bad day, 00:41:03.330 --> 00:41:06.690 alcohol was my solution. My wife and I were fighting, 00:41:06.850 --> 00:41:08.610 alcohol was my solution. 00:41:08.690 --> 00:41:12.185 If I couldn't pay my bills, alcohol was my solution. 00:41:12.345 --> 00:41:17.705 See, alcohol was never the problem. The problem was I didn't know how to handle my life. 00:41:18.345 --> 00:41:23.385 So once I put the alcohol down and all that alcohol got up out of my cup, 00:41:23.705 --> 00:41:26.025 I could finally start to focus on me. 00:41:26.720 --> 00:41:29.120 And once I started focusing on the problem, 00:41:29.280 --> 00:41:31.120 I no longer needed the alcohol. 00:41:31.520 --> 00:41:38.320 You wanna quit drinking? Hit me up. I'll do it with you. Peace. So this video generated 61,000,000 00:41:38.320 --> 00:41:41.440 views across YouTube, Instagram, and TikTok. Nice. Wow. 00:41:42.435 --> 00:41:45.075 Just think of the impact that that has. Wow. 00:41:45.555 --> 00:41:46.595 The reality 00:41:46.675 --> 00:41:49.075 that we wanna come to here is 00:41:49.555 --> 00:41:54.435 any business product or service can go viral. Don't let that hold you back. 00:41:55.220 --> 00:42:00.340 We've walked through several examples from addiction to car insurance to terrariums 00:42:00.500 --> 00:42:01.780 to warranties. 00:42:02.980 --> 00:42:10.180 You can have success no matter what industry or sector you're in if you find the right format, the right story that you're looking for. 00:42:11.045 --> 00:42:12.885 So another little quiz here. 00:42:13.365 --> 00:42:14.085 There 00:42:14.485 --> 00:42:16.485 is an educational YouTube channel 00:42:16.805 --> 00:42:18.245 that explores 00:42:18.245 --> 00:42:21.285 science engineering and innovative problem solving, 00:42:21.605 --> 00:42:23.525 but they only post on average 00:42:23.870 --> 00:42:25.070 once a month. 00:42:25.870 --> 00:42:27.550 So how many views 00:42:28.190 --> 00:42:31.710 do you think that this channel generated in the past year? 00:42:32.590 --> 00:42:36.270 A is 10,000 views, b is a 100,000 views, 00:42:36.510 --> 00:42:37.950 c is 1,000,000 views, 00:42:38.615 --> 00:42:42.535 or d is 10,000,000 views? What do you guys think? C. 00:42:43.895 --> 00:42:45.655 B c d? Okay. 00:42:46.295 --> 00:42:50.295 Let's see. The answer is 300,000,000 00:42:50.295 --> 00:42:50.615 views. 00:42:51.650 --> 00:42:53.490 And this is from Mark Rober. 00:42:53.890 --> 00:42:54.450 And 00:42:55.010 --> 00:42:58.130 he is another creator that proves that, you know, success 00:42:58.450 --> 00:43:02.690 isn't just about a sexy subject matter. He's talking about engineering. He's a former NASA engineer. 00:43:03.250 --> 00:43:04.210 And he proves 00:43:04.465 --> 00:43:08.545 that success isn't about posting frequently, it's about posting strategically. 00:43:09.105 --> 00:43:11.105 So lie number four, 00:43:11.665 --> 00:43:12.865 more posts 00:43:12.865 --> 00:43:19.105 lead to more success. Now I hear this all the time that frequency is the key to success. 00:43:19.920 --> 00:43:27.600 Now that's just simply not true. Now frequency can play a role once you've mastered the things that we're talking about today in terms of storytelling in formats. 00:43:27.920 --> 00:43:41.595 And maybe ten, fifteen years ago, these platforms would reward reward frequency when there was less content on the platforms. But when these algorithms have you know, there's over a billion pieces of content posted across social media channels. When you have that much content, 00:43:41.755 --> 00:43:44.875 why would they just reward a creator for posting more 00:43:45.275 --> 00:43:48.155 when their sole goal is to keep people on the platforms longer? 00:43:48.900 --> 00:43:52.500 They wouldn't. You just think about it from the standpoint of Netflix. 00:43:52.740 --> 00:43:53.780 When you think about 00:43:54.100 --> 00:44:11.525 that that frustrating thing is you get into a Netflix series, you watch the first season, and they cancel it. You're like, man, why did they do that? Well, they did it because people weren't watching it. They weren't either they they started and didn't finish the end or they just want didn't watch it at all. They have to be cutthroat about it the same way that the albums are. 00:44:11.925 --> 00:44:14.885 So the simple truth here is that quality 00:44:14.885 --> 00:44:15.765 meets quantity 00:44:16.270 --> 00:44:18.830 every single time. So what do I mean by that? Well, 00:44:19.390 --> 00:44:22.670 we're all audience members. We create content. We 00:44:23.390 --> 00:44:25.550 don't pay attention to the amount of content. 00:44:25.790 --> 00:44:37.495 We pay attention to the content that really resonates with us. Like, what was the last show that you guys decided to watch? Did you decide based upon the number of episodes that it had? The length time? The run time? 00:44:37.815 --> 00:44:46.340 No. You saw a trailer and you're like, that looks cool. I wanna watch that. Or maybe you had a friend recommend it to you. Like, we care about the quality, 00:44:46.740 --> 00:44:48.260 not about the quantity. 00:44:48.580 --> 00:44:52.020 So that's where mastering storytelling, mastering formats 00:44:52.100 --> 00:45:00.605 drives growth. And then once you've done that, then you can choose to increase the frequency, but you wanna crawl before you run. So what are the actual strategies here? 00:45:01.565 --> 00:45:05.245 I have a little bit of a rubric that we can we can follow here of of 00:45:05.485 --> 00:45:10.845 creating quality every time. So before posting, ask yourself, does this post solve a problem for my audience? 00:45:11.840 --> 00:45:14.080 Does it tell a compelling story? 00:45:14.880 --> 00:45:17.360 Does it hold attention from start to finish? 00:45:17.840 --> 00:45:21.520 So those are things that you can just take away and start asking yourself 00:45:21.760 --> 00:45:23.520 as you're creating content. 00:45:24.480 --> 00:45:37.255 So I wanna talk a little bit about the IKEA effect before we move on to lie lie number five. Now I actually got brought out to speak to IKEA's creative global team in Sweden. The fascinating thing about IKEA is there's actually a thing that's called IKEA hotels, 00:45:37.680 --> 00:45:44.400 and they put me up in one it's all IKEA furniture and stuff. It's pretty cool. But it got me as I was training the team 00:45:45.120 --> 00:45:49.280 over there, it's it's it made me think. It's kind of interesting. 00:45:49.840 --> 00:45:50.000 Like, 00:45:51.075 --> 00:45:53.955 I IKEA is all about you can go into 00:45:54.515 --> 00:46:01.235 you can go into a store, you can pull a table off the shelf, it's typically in a box, and they have instructions and tools so you can put it together yourself. 00:46:01.475 --> 00:46:06.200 And I thought, well, what was it like before IKEA? So IKEA was created in 1943. 00:46:06.200 --> 00:46:08.440 They started the instructions in 1956. 00:46:08.600 --> 00:46:16.440 But what was it like seventy five, ninety years ago? Like, you had to go out into the woods and chop things down and saw it and sand it and things of that nature. 00:46:17.215 --> 00:46:19.935 But if you think about what IKEA has done 00:46:20.415 --> 00:46:25.295 is they changed everything. They made us professional furniture builders. 00:46:25.535 --> 00:46:26.095 Like, 00:46:26.335 --> 00:46:41.170 I can't build anything for my life, and I can go in there at IKEA and and pull off a table and and assemble it. Like, if they turned everyday people into professional furniture builders. So that's where we get into the final lie, lie number five. You need experience. 00:46:41.410 --> 00:46:44.130 No. You actually just need a system that works. 00:46:44.935 --> 00:46:45.655 Again, 00:46:45.815 --> 00:46:48.375 to go to IKEA, we don't need to be professional builders. 00:46:48.615 --> 00:46:50.935 We can actually put it together because 00:46:51.415 --> 00:46:56.455 success is not necessarily all about experience. It's about having the right guide or the right blueprint, 00:46:56.455 --> 00:46:58.455 and that same applies to social media. 00:46:59.390 --> 00:47:00.910 So another example 00:47:01.150 --> 00:47:02.030 of this, 00:47:02.270 --> 00:47:04.030 just to show in practical terms, 00:47:04.350 --> 00:47:15.575 is a case story of doctor Erin Nance. Now when she she's a a really amazing woman. So at seven, she broke her arm, went to the emergency room, and ever since she wanted to be a surgeon, that was her dream. 00:47:15.975 --> 00:47:25.415 And when she came to us, she had zero followers, zero views, no experience, and no idea where to begin. On top of that, she's a hand doctor. I mean, how do you create content around a hand doctor? 00:47:25.655 --> 00:47:35.370 So again, I sound like a broken record, but it comes from mastering a single format. So we helped her create a format, it's the name of her channel on TikTok, little misdiagnosed. 00:47:35.770 --> 00:47:37.370 And as we'll see, 00:47:37.690 --> 00:47:40.730 she's creating content on an iPhone herself 00:47:40.810 --> 00:47:46.375 with a storytelling format. So let's let's just kind of dive into this. This video has over 9,500,000 00:47:46.375 --> 00:47:47.015 views. 00:47:48.135 --> 00:47:51.015 There are some sounds in medicine that 00:47:51.175 --> 00:47:52.775 once you hear them, 00:47:53.415 --> 00:47:54.935 cannot be unheard. 00:47:55.015 --> 00:48:05.170 This is the story of a 27 year old male screaming for help from his mother and how he ended up in that place. So I'm the junior on call for ortho, 00:48:05.250 --> 00:48:07.730 and I'm already in the ER seeing a bunch of consults, 00:48:07.970 --> 00:48:09.570 and I hear someone 00:48:10.145 --> 00:48:11.425 screaming. 00:48:11.585 --> 00:48:15.585 Now I take care of people who are in car accidents, 00:48:15.825 --> 00:48:21.025 who are in burns, who are being bitten by dogs, but I have never. 00:48:21.665 --> 00:48:24.640 Do you guys wanna know the end of the story? Well, 00:48:25.440 --> 00:48:28.320 that's proof of a good story. You wanna hear the ending. 00:48:28.880 --> 00:48:31.440 So you'll have to go to her channel and look at it. But 00:48:33.360 --> 00:48:35.120 so so, again, 00:48:35.200 --> 00:48:39.725 just to prove here, like, she had zero social media experience 00:48:40.045 --> 00:48:45.165 creating content in her iPhone. But as you guys all said, she's doing an amazing job telling a story. 00:48:45.485 --> 00:48:50.205 She has 31 videos with over 1,000,000 views with this format, eight surpassing 3,000,000, 00:48:50.590 --> 00:48:54.110 four surpassing 5,000,000. She went from zero followers 00:48:54.590 --> 00:48:56.430 to 750,000. 00:48:56.430 --> 00:49:03.070 She got a book deal that's coming out with Harper Collins next month. She got a reality TV show deal and a podcast deal, 00:49:03.470 --> 00:49:05.070 all through the power of storytelling. 00:49:06.085 --> 00:49:12.005 Now as I wrap up, I just wanted to give a little bit of backstory about my first book, 1,000,000 followers, 00:49:12.245 --> 00:49:14.805 that I that I really haven't told anywhere. And it's 00:49:15.285 --> 00:49:18.725 I had this vision to do this book, but there was a lot of doubt 00:49:19.340 --> 00:49:30.860 in creating it. It's like, am I gonna fail? Like, I had never written a book before. Who am I to write a book? Like, I thought, you know, I I'm gonna fail with this. That that I don't have the experience. It's not gonna resonate. 00:49:31.020 --> 00:49:33.180 And I had all these beliefs holding me back. 00:49:33.855 --> 00:49:36.735 So I decided to go to an expert 00:49:36.895 --> 00:49:39.615 and somebody that has written 20 books 00:49:39.935 --> 00:49:55.410 to help me shape the ideas, give me the confidence, and structure it. I had the right guide even though I'd never written a book, I had a guide to break bring me down that path and luckily, I did because the book was so successful. It allowed me to get another publishing deal and another one. 00:49:55.730 --> 00:50:02.450 So the simple truth that I just really want you to take away is there an effective system and guide are more crucial 00:50:03.015 --> 00:50:04.455 than effective 00:50:04.695 --> 00:50:05.575 experience. 00:50:06.375 --> 00:50:09.975 So the actual strategies that we can wrap up with is 00:50:10.375 --> 00:50:12.855 follow a proven blueprint, 00:50:13.415 --> 00:50:15.095 learn from those who have proven it, 00:50:15.960 --> 00:50:18.600 and don't wait now. Take action. 00:50:18.920 --> 00:50:23.400 Because a lot of people are using these lies to hold back when in reality success 00:50:23.480 --> 00:50:25.080 comes from taking action. 00:50:25.640 --> 00:50:34.045 You can't succeed unless you take that next step. So if you've ever felt that social media success and virality is only for the lucky, 00:50:34.365 --> 00:50:36.605 that you need big budgets and large teams, 00:50:37.085 --> 00:50:40.845 that that you need a sexy industry or celebrity status, 00:50:41.085 --> 00:50:45.440 or that you need to constant post, be posting, or have some insider knowledge 00:50:45.680 --> 00:50:48.320 to succeed, just remember that these are all lies 00:50:48.640 --> 00:50:50.320 that are holding you back. 00:50:51.120 --> 00:50:53.600 The key here is storytelling. 00:50:53.600 --> 00:50:55.600 Just simplify it. If you focus on storytelling, 00:50:56.125 --> 00:51:01.965 you will have the success that you look for. So as a big thank you, if you guys wanna get access to 00:51:02.525 --> 00:51:05.165 my recent book for free, the guide's going viral, 00:51:05.325 --> 00:51:14.700 you can just screenshot that QR code. But I wanna appreciate appreciate everybody staying here until the end and listening to this. I I really appreciate it, and thank you. 00:51:15.020 --> 00:51:22.045 And I really look forward to seeing your content in my feed and having success. So thank you again. Truly appreciate it.