§ 01 · The Hook
The bait, then the rug-pull.
Followers are a lagging indicator. Brendan Kane — who has managed over $300M in ad spend and spent 15,000 hours decoding viral content — opens with the counterintuitive claim that your first video can hit 5 million views with zero subscribers. The algorithm does not care who you are. It cares whether people stay.
Who's talking.
00:21guestBrendan Kane
00:00hostMyron Golden
Where the time goes.
00:00 – 04:30
01 · The Follower Myth
Kane sets the stage: 5B users, 1B daily uploads, algorithms invented to control reach and distribution. Followers mattered in 2005; attention is the currency now. Zero-follower accounts can hit millions of views on video one.
04:30 – 08:00
02 · Social Media Is Not Your Website
The biggest mistake: treating your profile as a website and posts as ads. Social builds know/like/trust. The offer comes after. Myron demonstrates with his own YouTube live routine.
08:00 – 14:00
03 · Formats — The Storytelling Containers
A format is a proven storytelling structure. Kane shows three live: Professional Advice (5.2M views), Absurd Success Stories (Cody Sanchez, 3.9M), and Walking Listicle (27M). Man on the Street dates to The Tonight Show in 1954.
14:00 – 21:21
04 · Gold / Silver / Bronze — The Decoding System
Take 20 high-performers, 20 average, 20 low of the same format and extract the performance drivers. Live A/B exercise using Julian De Medeiros's How Do You Know format. Same creator, same format: 54M vs 276K views.
21:21 – 31:00
05 · Myron's Own Videos Under the Microscope
Kane's team analyzed Myron's channel. Live A/B: HELOC mortgage hack (6M views) vs affiliate marketing clip (31K). Myron correctly identifies why the mortgage video won: universal topic, counterintuitive advice, high-energy delivery.
31:00 – 37:00
06 · Four Patterns Driving Myron's Channel
Economic escape fantasies, counterintuitive contrarian beliefs, mindset as a pathway to money, and simple explicit value strategies.
37:00 – 45:00
07 · The Back-End Engine
Attention alone is not money. Myron reveals YouTube paid him $509K in ad revenue in 12 months on his main channel and $116K on his Bible study channel with no offer attached.
45:00 – 51:07
08 · The Long Game and Close
Myron commits publicly to 10 years of weekly YouTube. Kane: format restricts nothing, it unlocks creativity — same as Spielberg's three-act structure. CTA: hookpoint.com/myron for both books free.
Lines you could clip.
07:07
"It's not about the content. It's about the context."
41:57
"These platforms need us. This is not Netflix. This is not Disney Plus. They don't invest billions of dollars into content."
42:29
"People who try to be interesting are boring. It's only people who are interested that are interesting."
49:16
"I am going to post a YouTube video every week for the next ten years and see if I can get good."
40:13
"Social media is like a wagon train in the era of supersonic jets."
46:19
"A format restricts creativity? It actually unlocks it."
Things they pointed at.
48:00bookHook Point (book by Brendan Kane)
48:00bookA Guide to Going Viral (book by Brendan Kane)
08:20channelSchool of Hard Knocks (YouTube channel)
12:36channelCody Sanchez
16:06channelJulian De Medeiros (Digital Philosopher)
43:48channelTanner Leatherstein
11:40channelRyan Serhant
11:52channelClear Value Tax
Word for word.
HOOK opening / re-engagementCTA the pitch metaphor analogy
00:00HOOKOn this video today, we're gonna have a conversation with one of the world's most renowned experts on making content go viral, and we're gonna be talking about the fact
00:13HOOKthat you can make millions of dollars even if you have zero followers. In fact, followers and subscribers
00:19HOOKdon't matter. That's the conversation we're gonna have and I'm gonna have that conversation with none other than the man, the myth, the legend himself, three time bestselling author, Brendan Kane. Thank you, Myron.
00:35So so millions, you can make millions of dollars with no followers. Now I think I have a sneaky suspicion of how you would do some of that, but
00:43do say more. Well, mean, first off, we've proven it time and time again, starting with, you know, people that have zero followers coming to us Mhmm. And scaling from there.
00:53Mhmm. I think we gotta start of like where we're at in the kind of stage of social media today. Okay.
00:59So I started 2005, so twenty years ago. Mhmm.
01:02Back then, there's 50,000,000 people on the platforms. Then you fast forward to 2010, there's a billion people.
01:082015, 2,000,000,000 people. By 2020, it was up to 4,000,000,000, and today, we're over 5,000,000,000. That's over half the population of the on social media.
01:16Yes. And it's continuing to grow. Uh, and So you mean everybody doesn't know who I am already?
01:22Well, you got you got more room to scale. Exactly. Yeah.
01:27So just multiply what you're doing now by ten, twenty, 30, it's possible. Or 200, 300, 400.
01:33Exactly. It's still possible. Yeah.
01:341,000. So back when I first started, social media is very simple. You get somebody to follow you or friend you, they connect with you, you post a piece of content and people see it.
01:46What a revolutionary concept. Right.
01:48However, as more people get on these platforms, it becomes more and more challenging for these platforms to determine, well, which post gets seeded to the person that's When logging you say as more people get on the platform, you're not talking about more viewers, you're talking about more content creators.
02:04More both. More of both. Both.
02:05Okay. More of both. Because,
02:08again, like, let's just say any one of us opened up our favorite app right now. It doesn't matter if it's TikTok, YouTube, Facebook, Instagram. Mhmm.
02:16The algorithm, and I'll talk a little bit about the algorithm in a minute, has about at least a 150,000 pieces of content.
02:23It could see to us as individuals Mhmm. Based on the content we've engaged with. At any given What?
02:29At any given moment, a 150,000 pieces of Any given moment. Got there's over a billion pieces of content uploaded across social media every single day. That's So there is so much diversity of choice.
02:41Now, like they can't seed you 150,000
02:45pieces of content as soon as you open up the app. Right. You can't consume that much.
02:49So it has to sit there and prioritize, okay, what are the top ten, fifteen, 20 pieces of content for this individual that's gonna cause them to stay on this platform longer? So
02:59that's where the dynamic shifted from early on in social media. It was all about followers,
03:05subscribers, and a vast majority of the people would see that. Mhmm.
03:10But as more content creators, but also more content consumers started entering these platforms,
03:18the algorithms had to be invented to control that reach and distribution of who sees what. Now Because now there's more supply than demand.
03:26Yes. Even though there's Far more supply. And even though there's a ton of demand.
03:30Yes. Got it. Because we're talking over a billion pieces of content uploaded every day.
03:34I mean, there's so much out there. So the algorithms were invented to control that reach and distribution.
03:40Now there's a lot of misinformation about, oh, you're being shadow banned or they're suppressing your reach on purpose to get you to boost your post. Like, that's inherently false.
03:49Like, I know that from managing over $300,000,000 in ad spend, but also, if that was the case, why is MrBeast the most subscribed person on YouTube and not McDonald's, Pepsi, Nike, Coca Cola, things like that?
04:00So what are they there to do? They're there to do one thing, keep people on the platform longer so these platforms can serve more ads. That's how they generate profit.
04:09So that's where, you know, when we say it's like, it's not about the number of followers, it's not about the number of subscribers, it's about your ability to grab and hold attention so that you're playing to what the algorithms want.
04:23So you literally can start with zero followers and if you really design content in the right way and we can talk about in-depth of how to do that Mhmm. Your first video could have a 5,000,000,
04:3510,000,000 views. Your first video. Your first video can.
04:37Wow. Yeah. Okay.
04:39That's really, really cool. And and then you combine that. Now, obviously,
04:45I think and you're a master of the offer and we could talk about how it how it plays into the offer. I think when we talk about making millions off of social media, like, how do you actually make millions? Because people
04:57misunderstand the purpose of social media. Mhmm.
05:01The biggest mistake people make is they start out with social media thinking that their social media profile is their website and their posts are their ads. And
05:12that's not it. You're not on social media to sell somebody something. Right.
05:16You're there to build a relationship. How do I get somebody to know, It's called like, trust social media. Exactly.
05:22But but 99% of people get that wrong. Exactly. So so it's all about getting people to know, like, and trust you.
05:30And then when people know, like, and trust you, they automatically wanna take that next step. Mhmm. That's exactly what you have done.
05:36I'm the master on on specifically YouTube. What do you do? Two days a week, you come on here
05:41and you give your lives and you build that relationship. You deliver value.
05:46You build that connection. Sure. So that when you are ready to make that offer.
05:50I have somebody to make it to. Exactly. Imagine that.
05:52Want And to buy. Exactly. So that's the big thing is
05:56the other part of this is when we talk about going viral or generating millions of views, this isn't about going viral for the sake of going viral. This isn't about doing a silly TikTok dance video.
06:06It's not about, um, doing something that is not core to your business. Any subject matter,
06:12any subject matter can go viral. We've proved it with insurance, real estate, fitness, nutrition, coaching. It doesn't matter the subject matter.
06:19It just depends on how you tell that story that dictates whether it breaks through or not. Mhmm. And if you tie your message to the content
06:28and follow the process that will break down today Mhmm. Again, with zero followers, your first video can have a million views.
06:35And if you have the right back end, which you teach people about having the right offer, the right infrastructure, that video, that million views
06:43turn into millions of dollars. 100%. Wow.
06:47That's so good. So good. So you said it doesn't matter
06:51what content category they're in, coaching, medicine, real estate, insurance, whatever.
06:58You can make any content go viral. How? So
07:03this is a really important point. It's not about the content. Okay.
07:07It's about the context. So let's just take
07:11an example, like just give you some examples. So like in real estate, there's a guy named Ryan Serhant, over a million subscribers. There's Clear Value Tax,
07:19a channel all about taxes, has over a million subscribers. So
07:24what's the difference between because and how many real estate agents are there? How many tax accountants? How many coaches are there on social media?
07:33Quadrillions. Exactly. So what separates
07:36separates the the successful ones from the ones that are not breaking through? It's not what they're saying, it's how they're So saying so the foundational piece here that we look at from from Hookpoint
07:49perspective as a company, we spent fifteen thousand hours analyzing content. And what we are looking for is called formats.
07:59So what is a format? It's a storytelling structure that is proven to
08:05generate results time and time again. So, I'll give you one example. So, man on the street.
08:11I'm sure everybody has seen man on the street. What is man on the street format? You approach a random stranger on the street, a story unfolds
08:18and you know, there's some, uh, moment at the end. So you were on one of the biggest channels that has done this of School of Hard Knocks.
08:26School of Hard Knocks. They have generated over a billion views. They have 500 videos with over a million views each.
08:33Wow. So Man on the Street is an example of a format.
08:37Now, know what the fascinating thing is? Mhmm. When
08:39do you think the first time Man on the Street was used? What what year? I don't know.
08:452007? 1954 for the first season of The Tonight Show.
08:51Wow. So that's the thing is like a lot of people think that social media is this mystery black box, but it's history repeating itself.
09:00It's using storytelling patterns and structures to apply to this new medium. So when you say context,
09:08are you talking about a format is a context of a categorical context, And then are you also talking about the context of the specific content for that specific video? You're talking about either one of those or both?
09:20Both. Okay. So the format gives the structure.
09:23Okay. So let's take Man on the Street for example. It's a structure.
09:26Right. You approach a random stranger on the street and the story unfolds. So you were on School of Hard Knocks.
09:31Right. School of Hard Knocks is all about entrepreneurship. Like how did you make it your first million dollars?
09:35How did you you know, what is your success story? Right. There's context of how you're using it within that format.
09:41Okay. But then you can have somebody in a completely different industry like Body by Mark, who's a fitness nutritionist expert.
09:48So he approaches random strangers on the street that look fit and ask them what's your workout routine. Or you can have a good friend Like this guitar guy that I watch, he's standing on the street corner and ask people to sing with him. Exactly.
10:00Or you'll see the people in pianos and like the the train stations or my friend Alex Stemp that's a photographer approaches random strangers on the street. Ask if they can take a picture of them and And then the story unfolds. So that structure
10:12is leveraged Is a form of context. Yeah. Okay.
10:15Exactly. Wow. Yeah.
10:17Okay. So when it comes to the particular video now,
10:21okay, what does context look like with regard to a
10:28particular video that somebody is going to do now? Is there a is there a framework like there's a format for different videos, man on the street, one what is it called?
10:37One light bulb, two characters. Yes. Right?
10:40So what is a what is a does context look like for a particular video that I'm creating about x y z topic?
10:50What is the are there contextual frameworks for that like there is for the format of the overall? Yeah. Do you wanna do some fun little exercises to do it?
10:59I love fun little exercises. Okay. So let's watch we've got pulled up.
11:02We've got three different formats. So let's actually just show some actual tangible formats and then we're gonna dive into an exercise of what you're talking about.
11:10Like, what is the science behind it? Okay. Cool.
11:12Yeah. Let's do it. Can play the the first one?
11:14So your manager asks you to do something and you want to say no. What do you do? I need you to prepare the agenda for the team off-site by this afternoon.
11:21Now instead of saying, I have absolutely no time for that, try saying, of course. Could you help me prioritize my project list? Then take them through everything on your plate and ask, which of these would you like me to deprioritize to fit in the new task?
11:34When my clients have done this, their boss has said, oh, you're at capacity. Don't worry. I'll get someone else to do it.
11:39Or they've reduced the load to make it work. It's respectful and highly effective. So that's a professional advice format.
11:45So that format, she's just giving advice to professionals and different things that can happen in the work environment. So that video did 5,200,000 views That's and she's used this format to generate 4,700,000 followers.
11:56So another person we both know, Cody Sanchez. Oh, yeah. Absurd success stories.
12:00Let's watch her using her format of absurd sex stories. This is crazy.
12:06I came across a TikToker who made a garlic butter video, and the video went viral. So viral that he turned it into a series. How many views did he get?
12:14A billion on like 90 videos. So next, he started an organic butter company, and he sold a 100,000 blocks in ten weeks. I'm calling this the all things butter strategy.
12:23See what goes viral, repeat that virality, turn it into a product, share the journey, sell a company. So she's taking really interesting entrepreneurship
12:33business success stories that you wouldn't expect. Mhmm. And she generated 3,900,000
12:37views with that video. Wow. The last one is walking listicles.
12:41It's by a guy named Robert Kroeke, founded the company Silly Bands. Now, the reason I like showing this one is this one shows you there's no excuse of saying I need a fancy camera or equipment to be successful.
12:52You can see how simply just walking around the block recording this. So let's watch the walking listicles. Do you wanna be the first millionaire in your family?
13:00Here are my three best tips to help you achieve it. Number one, start investing early
13:07and often. And don't listen to the fake gurus that tell you need 20 to $50 to get started.
13:13That's just Find a way to save 50 to $100 a week starting out and let compounding do the rest. And number two,
13:23you have to change your mindset. When you get money, rather than thinking about what can I buy,
13:29think about how can I invest it? And number three, swap out three time sucks.
13:35You know what they are, and use that time to learn two new skill sets. If you do this for three to six months, you can easily add two more income streams,
13:44and you'll be on your way. Alright. So we have the plan.
13:48Let's go. So this video has 27,000,000 views.
13:51So each one of these formats can be used for any industry, any sector. So let's move on to the next slide.
13:57So this is where and this is where you're getting into the science. This is where most people go wrong. Okay.
14:03And this is why 99% of people will fail when they're trying to execute a format. Okay.
14:08And it's because they don't understand why does it work. Right.
14:12They see they see Robert saying, oh, he's just walking around the block. He's just talking into his camera. I can do that.
14:18You do that and you fail. Or like School of Hard Knocks. If you're just walking
14:23around stopping people and man on the street and you stop there, you'll fail. So let's move to the next slide of how we actually go through this.
14:32So we have this secret ingredient called gold, silver and bronze. So we have this proprietary method of decoding how this works.
14:40So first we have the gold. So we have gold, silver and bronze. So we will take one of those formats
14:47and what we do is we take 20 of the high performers, 20 of the average performers and 20 of the low performers, and we start to decode what's the difference
14:58between using that format to generate millions of views, but using it and it doesn't break through at all. Because that's where most people start and I'm sure you do this in offers.
15:09It's like, what's the difference between a great offer and a bad offer? Because just because you make an offer does not mean you're gonna close money. It's the same thing with content.
15:17Just because you use a format, just because you use walking listicles or absurd success stories or professional advice does not mean that it's gonna break through. Right. So that is where we use this.
15:28And we're gonna actually do this exercise together now if you want. Oh, I'm ready. Okay.
15:32You and I are gonna do it or you and I and everybody here? Everybody here is gonna do Okay. Let's go.
15:36So Okay. So keep tapping through. Okay.
15:39So we're gonna look at another format. This one is called how do you know? And I like this one because it's a very simple one to execute.
15:48So there's three key ingredients. It takes a timeless idea and makes it feel urgent and relevant. It tackles real topics like anxiety,
15:58relationships, career, and it's shot on a phone.
16:01It's meant to kind of feel like a FaceTime call. So we're gonna look at a a digital philosopher, Julian De Maderos, using this format. This video did 17,600,000
16:10views. So let's play this video. Here's how you know it's true love, like potentially the love of your life.
16:16And this is a simple rule from the philosopher Nietzsche, who basically argued that love is the highest form of friendship. Or in his words, what makes most relationships fail is not a lack of love.
16:28It is a lack of friendship. And to cultivate friendship and love means finding somebody who makes you smile, who makes you laugh,
16:37but above all, who makes you feel safe. It's like George Eliot who wrote that it is, quote, the inexpressible comfort
16:43of feeling safe with a person. And when you feel safe, you can be your most authentic, childlike, joyful self.
16:51You bring out the best in each other. It's like doctor Seuss who wrote that life is weird. Everyone is a little weird.
16:58And when two people meet whose weirdness is compatible and they join forces, they call it love. That's
17:05what love is. It is the highest form of friendship. It is finding someone who is your friend for life.
17:14So on the surface, people are like, I see what he's doing. He's just talking to the camera.
17:20But if you do that, you're not gonna get 17,000,000 views. You're probably gonna get 500 views. So we're not gonna make that mistake.
17:27So let's move to the next slide and we're gonna do an exercise together. So we are gonna watch two more videos from him in the exact same format. One generated millions and millions of views and one not so much.
17:38So we're gonna watch both of them, and then I'm gonna ask you guys which one performed better and quiz you and see if you get it right, and then we're gonna break down why. So you guys ready?
17:48Yes. Okay. Let's watch the first video.
17:51Here's a simple sign that you have a true friend. And this is a simple rule about friendship that goes back to the author, Isabel Allende, in which she writes, true friendship
18:01withstands time, distance,
18:04and silence. And what she meant is that a true friend has three things. One,
18:09you're friends for life. Like, not just for a moment, for life. Two,
18:15you don't have to be in the same place. You may have grown up together but gone your separate ways. That matters nothing.
18:21And finally, number three, you don't have to speak all the time. This one is crucial.
18:27True friends don't have to speak all the time. But when you do speak, it feels like no time has passed at all. Hence, this is very similar to the quote about friendship from Elizabeth Foley in which she says, the most beautiful discovery true friends make is that they can grow separately without growing apart.
18:44That is a true friend, a friend for life. True friendship withstands time, distance,
18:51and silence. Okay. So that's video one.
18:54Now again, we're watching video two and think about which one performed better and then I'm gonna ask you guys why. So just make sure to play the video and not go to the next slide that has the results. So if you just tab once and let's watch the video together.
19:07Here's how you know that you have a bad friend, like a fake friend or a fair weather friend. And this goes back to a simple observation by the author Christian Nestle Bovie,
19:18who once wrote, a bad friend is like a shadow, with you when the sun shines,
19:25but disappears when it gets dark. And what he meant is that a fake friend
19:31is somebody who likes to hang out when things are great, but they disappear
19:37when things get hard. A fake friend walks out of your life when you need them the most. And vice versa, a true friend
19:45is somebody who is with you at your darkest hour, somebody who comes precisely when you need them. And so a true friend is somebody who is there for you no matter what.
19:57They are loyal to a fault. But a bad friend, a fake friend, a fair weather friend is like a shadow with you in the sun,
20:06but they disappear when it gets dark. Okay. Myron, which one do think performed better?
20:12I like the first one better, but I think the second one performed better. Why? Because I think more people can relate to having a bad friend at least because bad memories tend to linger longer than good ones for most people and most people can remember having bad friends and not most people can remember having friends that grow to that they grow closer.
20:32So fewer people can relate to the first one than the second one, think is why. Can we tab over to the the results? So the first video did 54,000,000
20:41views. The second video did 276,000 video views.
20:46Okay. So the take this in consideration. It's the same creator,
20:50the same format, but we're talking about 53,000,000 views video performance. That's crazy.
20:56So let's break it down together. So what we do at Hookpoint, we look at these things called performance drivers. These are the things that drive performance up and drive performance down.
21:04So this is getting to your question of like what is the science behind how to master the format, the context before it. So if you can tab once, we'll bring up the first performance driver which is the perspective shift. So the first one, it starts with a surprising take.
21:18True friends are maintained through silence. So what this does is it challenges the viewer's assumptions.
21:27Versus the second one, it's kind of a predictable message that we've heard. It's fake friends aren't there for you when you need them. And everybody already knows that.
21:35Yeah. That is And that's a big thing is like, if you feel like you already know it, even if you're The person's gonna have a different perspective, you scroll to the next one. Okay.
21:44So click tab one more time to the next one. So then we have the delivery and credibility. I think I forgot who was over here that said it was like more professional.
21:52I think it There was so he's confident and concise. So he introduces the quote directly, he calls it simple and makes it accessible to everyone versus the second one, it kind of feels a little bit repetitive and insecure in how he's doing it.
22:06So he's using filler words, he's repeating the quote and it over explains to kind of seem intelligent. Mhmm.
22:14Tab to the next one. So the hook. So the first one, it's short, it's punchy, it gets to the point quickly without lingering
22:22in video one. Video two, it starts strong, but then it drags on with these extra lines that dilute the impact.
22:28And that's the big thing is like, it's no longer just about hooking people. You have to have to be able to have to hold to have holding their attention. Uh, and tab one more time.
22:38So the viewer's self reflection and tension building. So in that first video, video one, he had he builds a three part checklist. It's very clear.
22:45He has, um, time, distance, silence. So it encourages this deep reflection within the viewer versus the video to the underperformer,
22:53it states one trait early on with no buildup. So there's no moment, there's no self reflection in there.
23:01Mhmm. Mhmm. So
23:02can you kinda see like the difference between looking something on a surface level versus this deep analysis. 100. So when we do this,
23:11we're not just doing one video side by side. We'll take 20 of those high performers, 20 of those low performers. So we spend
23:18each format, we spend fifteen to twenty hours to really diagnose like what are those contextual elements that go in. So if you can tab through, I'm gonna kind of share some of those performance drivers. And if you tab like six times to show the whole thing.
23:31So we have visual, we have storytelling, we have delivery. So these are these are like in our library. Each format has its own DNA, like the combinations.
23:40There's like thousands of these combinations. Sure. But it just This is like pure storytelling.
23:45I'm sure it's very close to what you do with offers. There's all these small nuances in the psychology of how you deliver your offer,
23:53your product, and the tone, and the cadence, the delivery, all these elements. The same thing is happening on social media. Mhmm.
24:00It's with these storytellings. Mhmm. Do you wanna do a little bit of a exercise with your own content?
24:05Sure. Okay. Let's do it.
24:06Let's go to the next slide. So again, with this Well, there he is.
24:11So so we've done again, with this analysis, this gold, silver, bronze, our team's done about fifteen thousand hours of research analyzing 500 of these formats. And I say that because
24:20there are so many different formats out there. This is not, there's only five and you have to do it even if you don't like it. Mhmm.
24:27Because people get pressured into thinking they have to be somebody, do something they don't want. Right. But there's so much opportunity and that's why I spent the past you know six or seven years just building this massive library because I wanna connect people with their ideal format so that they can kind of feel that authentic connection and breakthrough.
24:46Because if you don't feel authentic to the content you're creating, it's won't gonna do it long. Because the thing is we're all professional content consumers,
24:53is our subconscious is making all these decisions for us on split seconds and they can kind of sense these things. So we're gonna do the same exercise together. You probably know which one performed better or not because you created it.
25:04I don't I don't watch it. Okay. So we're gonna do this I don't watch same exercise.
25:08We're gonna watch two of Myron's videos and then we are gonna reveal the results. Let's play video one. Entire paycheck.
25:15You deposit it into the home equity line of credit to pay down your mortgage. You then write all of the checks for your bills out of the home equity line of credit. You use money from your home equity line of credit to pay your mortgage, your electric bill,
25:27all your other bills. You will pay off your mortgage depending on how much money you make in somewhere between three and twelve years instead of thirty years. Whatever you do, don't ever refinance a mortgage.
25:37Refined on mortgage to get a lower payment is a con job. They tell you, the bank tells you, the storyline they give you is that while you re you get a you get a home equity line of credit to lower your payments, but you buy into that. But what they know that they're not telling you is when you refinance that mortgage,
25:54you restart the terms of the loan. So now it's a new thirty years, and the majority of the payments for the at least the first seven years goes to interest. So you're gonna end up paying more at a lower interest rate with a lower payment on a refi than you would have ended up paying the bank if you had just kept on making the same old mortgage payment.
26:13Okay. So that's video one. Let's watch video two.
26:16And I'm telling you, if like, you could start as an affiliate today. I literally know people who only do affiliate marketing. What does that mean?
26:24That means they only promote other people's offers, and they make over $10,000,000 a year. They don't have any fulfillment.
26:34And by the way, one guy that I'm thinking about in particular, he doesn't his name's Eric. He doesn't, um,
26:40he doesn't even promote stuff for sale. He just promotes lead gen and gets paid for generating leads over $10,000,000 a year. What?
26:52Okay. Myron, do you know which one for Hormone Better? Oh, yeah.
26:54The first one. Yes. Why?
26:57Why? One, I was talking about something that affects everybody. Everybody knows what a mortgage is.
27:02Everybody doesn't know what affiliate marketing is. That's one reason. I think the other reason is I'm telling people they can do something that most of the people who watch that video didn't know they could do.
27:11You can pay off your mortgage in three to seven three to twelve years. Most people don't know that. Most people don't know that that there is a very big difference between a home equity line of credit and a refi and that a home equity line of credit, if you have a lot of equity, is way better than there are some instances in which you should get a refi,
27:27like if you bought your house at the peak of interest rates and it's less than five years later, you can get a lower payment, but that wasn't what I was talking about. But I think it's I think that one did better. My the the energy was higher because I was talking about something that I was excited about because I've been using home equity lines of credit for the last twenty years.
27:43So it's not a new concept to me. It's something I've been doing forever. So I think all of those reasons,
27:49it's it's had a lot of moments in that video. Yeah. Whereas the other one, not so much.
27:54Okay. Let's move to the next slide and show the results. So 6,000,000 views to 31,000
27:59views. Same person, same channel,
28:03same stage. Over 5,000,000 views performance. So let's go to the first performance driver if we can tab over.
28:10So the hook, we talked. There's a little bit, and this is a big thing, is it's not just the hook, it's the absurdity of the hook. Right.
28:18And this plays into it. One of the other videos I was thinking about choosing but it's too easy is the one where you're pretending to pour gasoline over Mercedes. Your
28:25I mean, Rolls My Rolls Yeah. So there's this there's this absurdity to the hook of take your entire paycheck and put it into your mortgage payment, which is counter to what Right.
28:35Everybody tells you to Wait. Do what? Yeah.
28:37Exactly. Versus the other one, the other hook, the opening line lacks that specifics.
28:44You could have mentioned like the 12 revenue upfront or there's just lacking that absurdity and the promise of value. The second one is the delivery. And this is a little bit more nuanced.
28:55That first one, like the confidence was coming through. Like the viewer trusts you in what you're saying because you're presenting it that way versus the other one and it's just more because it was just clipped out of something. Sure.
29:07You're kind of like thinking your way through it, looking your iPad, you're kind of like thinking the point out as you're doing it on the fly. Right.
29:14And that's just because it's a clip taken out and sometimes that happens. Right. Let's move to the next one.
29:20And the work to wow. So work to wow means how hard does the viewer have to work in order to have that moment.
29:28So that's why we call this performance driver work to wow. So the the
29:33for video one, the high performer, the the structure is very linear linear. It makes sense. It's easy to follow even though it's kind of a complex topic in terms of how mortgages work.
29:44Now everybody has a mortgage, but how they work is kind of complex, and you did an amazing job of like simplifying and breaking that down. Versus the other one, it's kind of hard to follow. Are you telling a story?
29:57Are you giving advice? It's just kind of It makes the viewer work too hard. And again, when we live in this
30:04death scroll That's culture really good concept. You you you can you have to keep them going, otherwise you're gonna scroll, scroll, scroll. Mhmm.
30:11So again, that's kind of like what we look at in this gold, silver, and bronze process of how do we actually understand when we're tackling a format, we're creating content,
30:22like what's the difference between the high performer and the low performer. Does that resonate?
30:28Make sense? Oh, 100. Yeah.
30:29Yeah. So like, again, like this this process I've been developing for for over twenty years, um,
30:36and as a gift for everybody tuning in, like they can get both of my books just for Myron's audience for free. The one that we met through Hookpoint and the new one guide to going viral, if they just go to hookpoint.com/myron, they get it for free.
30:49Hookpoint.com/myron, got it. But now I wanna kinda just do a little bit on the the
30:54the YouTube side. Okay. So let's move to the next slide.
30:56I did some analysis on your hooks from your YouTube channel. Now we can't watch YouTube videos because they're much longer, so I wanted to look at the hooks. And so
31:05my team and I spent hours analyzing millions of views against your top performing videos to identify
31:13four different patterns that are driving consistent success. Let's move the first pattern. So
31:20pattern one is economic escape fantasies. These videos sell transformation.
31:25So it's about going from nothing to wealth. So it's how to get rich starting from $0,
31:30a million views. Hard work doesn't build wealth, a million views.
31:35It's so incredibly easy to get rich, 415,000 views. How to be finally free from poverty, 609,000
31:42views. So it creates this promise of I'm gonna take you on a transformation
31:47of learning on how to go from nothing to wealthy. Are those the video titles or the thumbnail Those
31:52are the video titles. Yes. Not the thumbnail.
31:54Yeah. These work because there's promise of relief from financial struggles and there's this counterintuitive path that you always teach
32:03that really resonates with the audiences that overcome these limitations. So obviously, as you mentioned, thumbnails play into it.
32:11But like for us to do that, we'd be here for like three hours combining all of the combinations. But I can send that analysis to your team. The
32:18second pattern, if we go to the next one, is counterintuitive contrarian beliefs.
32:24So if you click I don't have any of those, do I? So the most viral title's challenges entrenched
32:31assumptions. Hard work doesn't build wealth. Why I don't worry when things don't work out.
32:37No doubt, only belief. Selling without selling.
32:41So if you tab one more, these these work because it contradicts
32:47what they know to be true. Mhmm. And again, as we said, is if they already know what they think is gonna happen, they're most likely gonna But
32:54if you can say, hey, no, I have a different perspective that you haven't heard before Mhmm. Or a different perspective based on everything that you have been told, that is where you drive massive performance.
33:06So it's belief breaking, it's insight, it's transformation. So let's move to pattern three. So mindset as a pathway to money.
33:15So a big chunk of views comes from titles that connect mindset to money. That's a big part of what you do.
33:21It's Mind Over Millions, Myron's Millionaire Mindset, Escape the Poverty Programming Trap. So why this works? This
33:30allows that content approach of mindset, it broadens the potential audience for your content. So you don't need money or knowledge
33:39to in order to to, you know, break through with your content.
33:43You just need the right belief system to push you through. So this reduces a lot of the friction with getting people to click and watch your videos.
33:52So let's move to the last pattern, pattern four. Simple, explicit
33:57value strategy. So you do an amazing job with this. Your your promise is very clear and you create actionable pathways.
34:05So it's sell expensive stuff to rich people.
34:10That's an amazing strategy. Simple, straightforward.
34:1480% of it right there. Exactly. But it still gets people to wanna learn how do I actually do that.
34:21The exact formula for turning a $100 into a $100,000 per month. People skills that can make you millions. So this makes it feel like that wealth is straightforward.
34:31It's not complicated. Even though what you do is extremely nuanced and deep and complex and all the nuances, you do an amazing job with these videos that make it seem like it's, hey, this is straightforward.
34:44Just come with me on this journey. So it highlights a specific strategy and not vague advice. So good.
34:50So so that's kind of answering your question in a long winded way and a deaf way of like how you look at the science. Behind the context of the individual pieces of content. Yes.
35:01Yes. Yeah. Really good.
35:02So let's talk about like the monetization layer because that's kind of like your expertise of coming into this is you use these tools. Again,
35:11it's not about how many followers you have. You use these tools no matter where you're at. I don't care if you're at zero followers,
35:17a thousand followers, 10,000 followers. The follower number is not your limit. Right.
35:22It's the story that you tell, the format that you use, your understanding of why that format works. And once you have that going, well, then you need the back end engine to make sure that you're capitalizing
35:33off of that attention. 100. Because attention doesn't automatically equate to dollars.
35:38Right. You need to have the infrastructure behind it. To turn it into dollars.
35:42Yeah. So people ask me all the time, Brendan, what's the ROI of social media? And I said, depends.
35:47How big is your vision? Right. Because I know people that have used social media to create billion dollar companies.
35:52Right. I know people with million millions of followers that only do, you know, low 6 figures a year. Yeah.
35:58It's not about your audience, it's about the engine behind it. Right. Right.
36:02And like what's the purpose? Uh, I think a lot of people create content for the sake of creating content because they think that creating content is the answer as opposed to realizing that it's a step on the journey.
36:12It's one of the steps on the journey. Yeah. So yeah, I was fortunately for me, I was doing offers when social media didn't make sense to me and I can remember saying to my son and my daughter, but I don't want dad, you need to post this on Facebook.
36:23You need to post this on Instagram. I don't. Why?
36:25Why would, why would anybody care? I don't understand. It doesn't make sense to me and they would say the same thing.
36:30It doesn't have to make sense to you. It makes sense to the people who want to watch you. And so
36:34I was making offers when I had no social media following. I was making offers when I had a small social media following.
36:41When I finally understood that social media was more about these multibillion dollar companies
36:49finding the people who are interested in my solutions for me. They're putting their billions of dollars of resources
36:57like on the table to find people that are interested in my content that I can then later make offers to and they buy things. I'm like, what are we talking about? It's on another level.
37:09So I think, I think for me that, um, 02/2018 I have 3,000, maybe 3,500
37:18subscribers on YouTube like And what are you at right now?
37:231.3, 1,400,000, something like that.
37:26Yeah. And we just do one video a week on that channel now and my other, my bible study channel, just started last July.
37:32It's got 144,000 subscribers and that I just looked this morning just because I was talking to the people in the studio like or in my challenge,
37:42our bible study like, I don't have a church. I don't have a church staff. I don't like, I'm not on salary at anybody's ministry.
37:50Youtube paid me in the last year for teaching a Bible study that I was teaching anyway. I didn't start teaching this Bible study for Youtube.
37:57I was doing it at like a local restaurant here in Tampa, right? But we just started doing it in front of Youtube and now in the last three sixty five days, that channel has paid me. This is just ad revenue.
38:08This is not don't have anything for sale there. A $116,000. They're paying you to create content for They're paying me to create content.
38:15For your own business. For my own just for my own that's for my own nonprofit ministry like
38:23service to the world, right? And then on my main channel,
38:27$509,000 in the last three hundred sixty five days. That's how much they paid me.
38:31That does not include all the people who have bought challenge tickets, bought coaching programs, and millions and millions and millions and millions and millions of dollars worth of other stuff. So I am giving them what they want just like you said,
38:44the algorithm wants people to create content. Content creators should create content that keeps people on their platform longer and so I love
38:52doing what I do and I love doing it on YouTube long form especially because some of my content, like you said, it's very nuanced and somewhat it's very it can be complex,
39:05but it takes a while to simplify it and so I don't mind being on a YouTube video for an hour and I don't think people mind it either. So I didn't know that YouTube has this thing. Do you know YouTube has this thing now where it shows you whose videos you've consumed the most over the last twelve months?
39:20Yeah. So all these people are posting. One person posted, they watched four zero nine of my videos in the last year.
39:25I didn't watch four zero nine videos of anybody ever. It just blew my like four that's more than there are days in a year.
39:34And people watch 409 videos of mine in one year. How?
39:39Anyway, it's just kinda mind blowing. Yeah. And I think that the the big message and and tell me if you
39:45agree or disagree is that social media is like a great thing to have for your business today,
39:52but in the future, it's going to be a requirement. Like if it's not already there.
39:56I think it's a requirement right now. Think if you don't I think if you don't jump on the train like
40:04newspaper, yellow pages, radio, television,
40:09advertising is like a ,
40:16which is what social media is. It's like it's like there's no comparison.
40:20But the difference is everybody now has the potential to have access to everybody now. That's never existed before without having to spend money.
40:30Yeah. Literally, you can pull out your phone. Yes.
40:32With the right story. Yes. You can reach millions of people.
40:35Millions or 10,000,000. Right. You don't have to pay.
40:38Exactly. Like. But the thing is I wanna kind of, you know, because there's some people out there that are holding themselves back from it and and that's the big takeaway from today is even if you're starting with zero followers today
40:48Oh. You with the right story, you can still get a million views on your first video and if you have the right back end offer, you have the right structure, you can make millions of dollars.
40:58Number two You could make a million dollars in less than thirty days with the right video and the right offer on the back end. 1000%. If today is your first day.
41:04Yes. 1,000 yes. I agree with that wholeheartedly.
41:06And the big thing is it you know, when we match people to their ideal format, we we look at the resources that they have. You literally can start today with an iPhone. You don't need to wait till you have a big Lighting kit and studio and
41:20Sony f x six's. You don't need a phone and some sunshine and go outside and open your mouth and yes.
41:27And you don't need a team. You can literally start doing this on your own. Did you know?
41:33I'm sure you know this, but I'm asking you, did you know for the people who are watching? Did you know you can actually edit videos on your phone? You can actually edit videos in the app.
41:44Apps these apps are creating tools for you to do it in the app. They wanna make it as easy Now as this is the big thing that will blow your mind is that these platforms
41:55need us. Yes. This is not Netflix.
41:58This is not Disney plus. They don't invest billions of dollars into content. They need us to succeed.
42:03Right. They want us to succeed. They don't want to shadow ban you.
42:06They don't want to get you to a page want you to create content that's good enough to keep people on the platform. Yes. Right.
42:11But you cannot do that if your only interest is creating content that keeps people on the platform because business tied to it. Well, but but but even even that,
42:22even even even at that, even with the business tied to it, if if you're if you're thinking about yourself when you're creating your content, the only person who's gonna watch your content is you because people who try to be interesting are boring. It's only people who are interested that are boring.
42:34You have to be interested in solving other people's problems and interested in doing a deep dive on how to fix somebody else's life. And if you can figure that out, like if you can figure out how to be interested in solving other people's problems, people will watch you because they can tell whether or not you figured out their problem or at least whether or not you think you have.
42:521000% is like what I what I said at the beginning is if you go into this and start creating content with the mindset of how am I gonna sell somebody on something Mhmm. You've lost already.
43:02It's a wrap. It's How can I get people to watch my video? Nobody cares about your video.
43:05Nobody cares about my video. How can I solve their problem? They care about their problem.
43:09They've been caring about their problem their whole life. Yeah. We had a had a guy come to us.
43:13I think I told you about him last time, Tanner Leatherstein. Oh, yeah. Tanner.
43:17Yeah. So so he came to us 2,000 followers and he couldn't break through. Why?
43:21Because he was just creating ads like selling trying to sell he sells leather goods, like leather handbags and purses and things of that nature. But then when he came to us, we helped him design a format called is it worth it? Mhmm.
43:31CTAWhere he takes expensive handbags, like a Chanel handbag, like a $5,000 handbag, deconstructs it on screen, and tells you whether it's worth the money that you pay for. He's no CTAs,
43:45CTAfollowers. One product on Etsy sold over $1,000,000, and then he gets flown to, like, Paris Fashion Week, like VIP
43:52CTAparties with all the Wow. The top people and things like that just because he shared his knowledge. And people bought into him Mhmm.
44:03CTAAnd that's exactly what what you do is, like like I think we talked about this last time as well is like you actually had your format from your previous experience
44:13CTAspeaking in churches all around the world. Churches, speaking at business conferences, speaking in network marketing conferences, all of that. I had the format.
44:21I just didn't know how valuable it was. I already had the skill set and the mindset and the tool set.
44:26I just didn't know that I could put it together into I didn't if I would have known that millions of people cared about me studying the bible together, I wouldn't have done it at IHOP on Beres Avenue in February starting in 2013 when YouTube was already a thing. I would have started on YouTube, but I didn't know.
44:42But what was the biggest audience you spoke at before you started social media? Um, before I before I really got into social media, 30,000 people. So 30,000 people.
44:51We just watched a video today that reached 6,900,000. Exactly. 6,900,000
44:55people. I mean, that's what people get lost on is like, think about the last stadium that you were in, like Right. Sporting event.
45:01Right. Like, you can reach that size of people every single day with just mediocre content.
45:07Right. Now if you dial it in, you can be reaching millions and millions. Yeah.
45:12I mean, a low performing video for us would fill a lot of basketball reach. Yeah. And and and I I would say the last In a week.
45:19In week. Yeah. Do it every week.
45:21Yeah. In one week, the number of people watch our videos
45:24could fill most basketball arenas Yeah. On a low performing video. The good ones,
45:29no chance. Yeah. Yeah.
45:31And I think the other thing that holds people back that I hope we've kind of demystified today is that social media, it's not luck. You don't need some Willy Wonka golden ticket. You don't need a Harry Potter magic wand.
45:44You just need the right format and the right analysis to understand what makes that format work. And then
45:50rinse and repeat and don't get bored with it. Exactly. Yeah.
45:53Yeah. Because, again, I started my career in the film industry. Right.
45:56And, like, every I learned that every movie of the past hundred years has has used the same format, the three act structure. Mhmm. So like every Steven Spielberg movie, whether it's Indiana Jones,
46:05Jaws, or E. T. Or Saving Private Ryan, follow the same format.
46:09Mhmm. There's there is think that kind of like that that a format restricts creativity, it actually unlocks it.
46:16It does. It gives you the container to become a masterful storyteller. Did you know that's a biblical principle?
46:21Is it? Yeah, it is, and the principle is that freedom can only exist inside of boundaries. If there are no boundaries, there can be no freedom.
46:28When I go home today, the reason my next door neighbor Lou is not going to be upstairs in my movie theater watching movies is because we have boundaries called a house. So I'm free to do anything in my house I want to. It's my house.
46:40I mean, within the bounds of right obviously, but Lou doesn't Lou can do anything in his house, he can't come into my house. Why? Boundaries create freedom.
46:47Yeah. And it's the same thing goes with Same thing goes with content. Same thing with what you do with offers and funnels.
46:52Exactly. You you have to have that structure in place in order to One become a master of 100% because if you didn't have the boundaries, if you didn't have the structure,
47:02it would be different every time you did it and so you wouldn't be able to put things on rinse and repeat. So the thing that makes it repeatable is the fact that there are the boundaries.
47:12And yet people kind of kind of harp on, well, I want to be completely authentic. I want to be completely original.
47:18I can tell you everything has already been said. Everything has already been done. You just have to put your own spin on it.
47:25Right. The only thing that you can add to everything that's already been said or everything that's already been done is your perspective. Yep.
47:32And this and this comes from the top. And your unique style. You look at the top people like mister beast, like, his formats are not original.
47:38Like Right. It started you know, his challenges started, I think it was, like, 1995 with
47:43MTV's Road Rules Mhmm. Starting there. And then it was Survivor came in, like, I think it was 1999 or 2000.
47:50Now he's taken it and created his own spin on it. Right. But he's mastered it.
47:54We mentioned Ryan Serhant, the luxury real estate agent. Well, who did that first? Robin Leach and the Lifestyles of the Rich and Famous.
48:00Yeah. Like, it's again, it's history. The man on the street, the James kid that interviewed me for school, Hard Knocks, that was Joan Rivers' head, why how'd you get so rich as a TV show.
48:10Yeah. So, yeah, it's already been done. Yeah.
48:14Yeah. You're just putting your own spin on it, but again, the the reason that I kind of say that is you follow the pattern.
48:21Success leaves clues. Just don't try and reinvent the wheel. Mhmm.
48:25Social media is no different than anything else out there. There are clear patterns to why things are successful. 100.
48:31You just have to learn them. 100, good stuff bro, good stuff. Well,
48:37I want to go read the guide to going viral again myself, I've already read it, so, but I want to go read it again seriously because there's so much that can be done
48:50and for people who are who decided that I am going to get good at this thing called social, I'm going get good at it.
49:00It's more than a notion. When I decided and I yes, I heard Mr. B say this, but I thought that's a really good objective.
49:06Here's what he said, he said, I'm going to do YouTube for ten years to see if I can get good and I decided when I in 2022, I am going to post a YouTube video on YouTube every week for the next ten years and see if I can get good and you'll
49:24know what I mean when I say this and I'm not just trying to sound humble. I know I'm not good yet. Now, I'm a good teacher,
49:31I'm a good presenter, but I'm not good at YouTube yet, but I'm getting better
49:36and I will eventually you say, Myron, well, how how would you define good? Well, when I post a video and it gets a million views in twenty four hours, then I'll say I'm a lot closer to being good than I am right now. And the important thing is
49:48all the information you're sharing today can get a million views of video. It's not about the information. It's not about you.
49:54It's these nuances of Exactly. How you deliver It's about me getting better at the nuances that make it happen.
50:01CTAThat's why I said, I'm gonna go read the guy getting going back. But that's a big takeaway I want people to have because if you're creating content right now and it's not getting traction, it's not about you.
50:12CTANothing wrong with you. There's nothing wrong with your message. There's nothing wrong with your business,
50:17CTAit's just the way that you're talking about it. If you make those tweaks Wrap it in some context that's appealing to the people who will see it, you'll get more views, you'll get more clicks, you'll get more views, you'll people staying on your videos longer, period.
50:30CTASo good, bro. Man, every time I talk to you, it's it's another I am determined to keep coming here until you average a million views of video.
50:37CTAI'm gonna make sure that you I'm determined to get to the place where we average a million views of video within twenty four hours and and I've got about what's this 2026. I've got about seven years to go, so, um, I want to do it sooner than that, but I'm
50:54CTAThank you for watching this video. This again is Brendan Kane, author of hook point, the guide to going viral, and if you go to hookpoint.com/myron, you can get both of his books for free.
— full transcript
§ 05 · For Joe
Run your own gold/silver/bronze.
Format-first content playbook
The format is the moat — not the niche, not the follower count, not the production quality.
- Pick one proven storytelling format that fits your style. Man on the Street, Walking Listicle, Professional Advice, How Do You Know. Do not invent a new one — these structures have been tested across decades.
- Run Kane's decoding exercise on your own archive: pull your 10 best-performing and 10 worst-performing videos in the same format. Find which of the four drivers explains the gap.
- The hook needs absurdity. Something counterintuitive that stops the scroll. Take your entire paycheck and dump it into your mortgage is absurd. Here's how to pay off debt is not.
- Map your title archive against Myron's four patterns: economic escape, contrarian belief, mindset-to-money, simple explicit value. If you are consistently missing one, that is an untapped lane.
- Keep the CTA inside the conversation. Kane's mid-flow book offer is the template: one sentence, no pause, move on. Never stop the video to sell.
- Social media is the ad machine. Your offer is the business. Content earns attention, the backend earns money.
