WEBVTT 00:00:00.800 --> 00:00:05.920 On this video today, we're gonna have a conversation with one of the world's most renowned 00:00:06.640 --> 00:00:09.760 experts on making content go viral, 00:00:10.320 --> 00:00:12.960 and we're gonna be talking about the fact 00:00:13.200 --> 00:00:17.255 that you can make millions of dollars even if you have zero followers. In fact, 00:00:18.055 --> 00:00:19.815 followers and subscribers 00:00:19.815 --> 00:00:20.695 don't matter. 00:00:21.575 --> 00:00:35.560 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. Glad to have you here, brother. Yeah. You're on Clap Forn. You're on Clap Forn. He's worth clapping for. Okay. 00:00:35.640 --> 00:00:37.800 So so millions, 00:00:38.040 --> 00:00:43.715 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 00:00:43.955 --> 00:00:45.235 do say more. 00:00:45.795 --> 00:01:01.510 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. Mhmm. I think we gotta start of like where we're at in the kind of stage of social media today. Okay. So I started 2005, 00:01:01.510 --> 00:01:05.350 so twenty years ago. Mhmm. Back then, there's 50,000,000 people on the platforms. 00:01:05.750 --> 00:01:07.750 Then you fast forward to 2010, 00:01:07.830 --> 00:01:22.205 there's a billion people. 2015, 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. Yes. And it's continuing to grow. Uh, and So you mean everybody doesn't know who I am already? 00:01:22.685 --> 00:01:25.165 Well, you got you got more room to scale. 00:01:25.405 --> 00:01:26.525 Exactly. 00:01:26.525 --> 00:01:27.405 Yeah. So just 00:01:28.270 --> 00:01:36.110 multiply what you're doing now by ten, twenty, 30, it's possible. Or 200, 300, 400. Exactly. It's still possible. Yeah. 1,000. 00:01:36.350 --> 00:01:47.535 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. What a revolutionary 00:01:47.535 --> 00:01:49.215 concept. Right. However, 00:01:49.695 --> 00:01:52.095 as more people get on these platforms, 00:01:52.335 --> 00:02:03.590 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. 00:02:04.070 --> 00:02:07.270 More both. More of both. Both. Okay. More of both. Because, 00:02:08.515 --> 00:02:18.995 again, 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. The algorithm, and I'll talk a little bit about the algorithm in a minute, 00:02:19.475 --> 00:02:22.050 has about at least a 150,000 00:02:22.050 --> 00:02:27.410 pieces of content. It could see to us as individuals Mhmm. Based on the content we've engaged with. 00:02:27.810 --> 00:02:28.530 At any given What? 00:02:29.730 --> 00:02:37.805 At 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. 00:02:38.365 --> 00:02:41.725 That's So there is so much diversity of choice. Now, 00:02:42.285 --> 00:02:43.085 like they 00:02:43.325 --> 00:02:45.405 can't seed you 150,000 00:02:45.405 --> 00:02:55.470 pieces of content as soon as you open up the app. Right. You can't consume that much. So it has to sit there and prioritize, okay, what are the top ten, fifteen, 20 pieces of content for this individual 00:02:55.950 --> 00:02:59.550 that's gonna cause them to stay on this platform longer? So 00:02:59.710 --> 00:03:01.870 that's where the dynamic shifted 00:03:01.870 --> 00:03:05.995 from early on in social media. It was all about followers, 00:03:05.995 --> 00:03:07.115 subscribers, 00:03:07.515 --> 00:03:14.635 and a vast majority of the people would see that. Mhmm. But as more content creators, but also more content consumers 00:03:15.115 --> 00:03:16.715 started entering 00:03:16.715 --> 00:03:17.755 these platforms, 00:03:18.220 --> 00:03:20.060 the algorithms had to be invented 00:03:20.060 --> 00:03:23.340 to control that reach and distribution of who sees what. 00:03:23.820 --> 00:03:26.620 Now Because now there's more supply than demand. Yes. 00:03:26.940 --> 00:03:35.675 Even though there's Far more supply. And even though there's a ton of demand. Yes. Got it. Because we're talking over a billion pieces of content uploaded every day. I mean, there's so much out there. So 00:03:36.635 --> 00:03:42.795 the algorithms were invented to control that reach and distribution. Now there's a lot of misinformation 00:03:42.795 --> 00:03:53.140 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. Like, I know that from managing over $300,000,000 in ad spend, but also, 00:03:53.460 --> 00:03:59.140 if that was the case, why is MrBeast the most subscribed person on YouTube and not McDonald's, Pepsi, Nike, 00:03:59.460 --> 00:04:09.445 Coca Cola, things like that? So 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. 00:04:09.765 --> 00:04:15.605 So 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, 00:04:16.090 --> 00:04:20.250 it's about your ability to grab and hold attention 00:04:20.890 --> 00:04:26.890 so that you're playing to what the algorithms want. So you literally can start with zero followers 00:04:27.130 --> 00:04:35.055 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, 00:04:35.055 --> 00:04:44.850 10,000,000 views. Your first video. Your first video can. Wow. Yeah. Okay. That's really, really cool. And and then you combine that. Now, obviously, 00:04:45.330 --> 00:04:57.410 I 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 00:04:57.965 --> 00:04:59.005 misunderstand 00:04:59.005 --> 00:05:08.605 the purpose of social media. Mhmm. The biggest mistake people make is they start out with social media thinking that their social media profile is their website 00:05:08.845 --> 00:05:10.605 and their posts are their ads. 00:05:11.160 --> 00:05:12.040 And 00:05:12.120 --> 00:05:18.360 that's not it. You're not on social media to sell somebody something. Right. You're there to build a relationship. 00:05:18.520 --> 00:05:21.560 How do I get somebody to know, It's called like, trust social media. Exactly. 00:05:22.600 --> 00:05:25.880 But but 99% of people get that wrong. Exactly. 00:05:26.545 --> 00:05:41.025 So so it's all about getting people to know, like, and trust you. And then when people know, like, and trust you, they automatically wanna take that next step. Mhmm. That's exactly what you have done. I'm the master on on specifically YouTube. What do you do? Two days a week, you come on here 00:05:41.510 --> 00:05:43.110 and you give your lives 00:05:43.270 --> 00:05:55.270 and you build that relationship. You deliver value. You build that connection. Sure. So that when you are ready to make that offer. I have somebody to make it to. Exactly. Imagine that. Want And to buy. Exactly. So that's the big thing is 00:05:56.055 --> 00:06:00.855 the other part of this is when we talk about going viral or generating millions of views, 00:06:01.255 --> 00:06:07.175 this isn't about going viral for the sake of going viral. This isn't about doing a silly TikTok dance video. It's not about, 00:06:07.495 --> 00:06:10.055 um, doing something that is not core to your business. 00:06:10.920 --> 00:06:12.440 Any subject matter, 00:06:12.680 --> 00:06:19.480 any subject matter can go viral. We've proved it with insurance, real estate, fitness, nutrition, coaching. It doesn't matter the subject matter. 00:06:19.960 --> 00:06:28.075 It 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 00:06:28.235 --> 00:06:31.835 and follow the process that will break down today Mhmm. Again, 00:06:31.915 --> 00:06:38.475 with zero followers, your first video can have a million views. And if you have the right back end, which you teach people 00:06:38.760 --> 00:06:41.400 about having the right offer, the right infrastructure, 00:06:42.120 --> 00:06:43.800 that video, that million views 00:06:43.960 --> 00:06:46.600 turn into millions of dollars. 100%. 00:06:46.920 --> 00:06:50.840 Wow. That's so good. So good. So you said it doesn't matter 00:06:51.635 --> 00:06:54.515 what content category they're in, coaching, 00:06:54.595 --> 00:06:55.395 medicine, 00:06:56.035 --> 00:06:58.435 real estate, insurance, whatever. 00:06:58.915 --> 00:07:01.795 You can make any content go viral. How? 00:07:02.675 --> 00:07:03.235 So 00:07:03.790 --> 00:07:06.990 this is a really important point. It's not about the content. 00:07:07.070 --> 00:07:08.990 Okay. It's about the context. So 00:07:09.950 --> 00:07:11.230 let's just take 00:07:11.630 --> 00:07:19.150 an 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, 00:07:19.695 --> 00:07:21.775 a channel all about taxes, 00:07:21.775 --> 00:07:23.295 has over a million subscribers. 00:07:23.375 --> 00:07:24.255 So 00:07:24.255 --> 00:07:33.855 what'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? Quadrillions. 00:07:34.090 --> 00:07:35.770 Exactly. So what separates 00:07:36.090 --> 00:07:43.130 separates 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 00:07:44.650 --> 00:07:49.450 so the foundational piece here that we look at from from Hookpoint 00:07:49.835 --> 00:07:53.515 perspective as a company, we spent fifteen thousand hours 00:07:53.755 --> 00:07:55.195 analyzing content. 00:07:55.595 --> 00:07:58.875 And what we are looking for is called formats. 00:07:59.195 --> 00:08:02.315 So what is a format? It's a storytelling structure 00:08:02.635 --> 00:08:04.235 that is proven to 00:08:05.340 --> 00:08:07.820 generate results time and time again. 00:08:08.060 --> 00:08:18.155 So, I'll give you one example. So, man on the street. I'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 00:08:18.395 --> 00:08:19.115 and 00:08:19.435 --> 00:08:35.300 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. School of Hard Knocks. They have generated over a billion views. They have 500 videos with over a million views each. Wow. So Man on the Street 00:08:35.780 --> 00:08:39.540 is an example of a format. Now, know what the fascinating thing is? Mhmm. When 00:08:39.940 --> 00:08:43.620 do you think the first time Man on the Street was used? What what year? 00:08:44.180 --> 00:08:46.660 I don't know. 2007? 00:08:47.415 --> 00:08:48.615 1954 00:08:48.615 --> 00:08:50.615 for the first season of The Tonight Show. 00:08:51.175 --> 00:08:52.135 Wow. 00:08:52.455 --> 00:08:57.415 So that's the thing is like a lot of people think that social media is this mystery black box, 00:08:57.735 --> 00:08:59.175 but it's history repeating itself. 00:09:00.060 --> 00:09:03.340 It's using storytelling patterns and structures 00:09:04.300 --> 00:09:08.460 to apply to this new medium. So when you say context, 00:09:08.460 --> 00:09:12.780 are you talking about a format is a context of a categorical 00:09:12.780 --> 00:09:22.865 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? Both. Okay. So the format gives the structure. 00:09:23.025 --> 00:09:37.460 Okay. So let's take Man on the Street for example. It's a structure. Right. You approach a random stranger on the street and the story unfolds. So you were on School of Hard Knocks. Right. School of Hard Knocks is all about entrepreneurship. Like how did you make it your first million dollars? How did you you know, what is your success story? Right. 00:09:38.515 --> 00:09:46.355 There's context of how you're using it within that format. Okay. But then you can have somebody in a completely different industry like Body by Mark, 00:09:46.675 --> 00:10:11.435 who's a fitness nutritionist expert. So 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. Or 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 00:10:12.075 --> 00:10:19.835 is leveraged Is a form of context. Yeah. Okay. Exactly. Wow. Yeah. Okay. So when it comes to the particular 00:10:20.075 --> 00:10:20.715 video now, 00:10:21.360 --> 00:10:22.000 okay, 00:10:22.400 --> 00:10:26.000 what does context look like with regard to 00:10:26.400 --> 00:10:27.200 a 00:10:28.240 --> 00:10:35.280 particular 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, 00:10:36.125 --> 00:10:42.605 one what is it called? One light bulb, two characters. Yes. Right? So what is a what is a 00:10:43.885 --> 00:10:47.965 does context look like for a particular video that I'm creating 00:10:48.285 --> 00:11:03.390 about x y z topic? What 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? I love fun little exercises. Okay. So let's watch we've got pulled up. We've got three 00:11:04.065 --> 00:11:55.310 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. Like, what is the science behind it? Okay. Cool. Yeah. Let's do it. Can play the the first one? So 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. Now 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? When 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. Or they've reduced the load to make it work. It's respectful and highly effective. So that's a professional advice format. So 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 00:11:55.310 --> 00:11:56.030 followers. 00:11:56.350 --> 00:12:03.595 So another person we both know, Cody Sanchez. Oh, yeah. Absurd success stories. Let's watch her using her format of absurd sex 00:12:04.235 --> 00:12:04.875 stories. 00:12:05.675 --> 00:12:31.775 This is crazy. I 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? A 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. See what goes viral, repeat that virality, turn it into a product, share the journey, sell a company. So she's taking really interesting 00:12:32.175 --> 00:12:33.455 entrepreneurship 00:12:33.455 --> 00:12:37.455 business success stories that you wouldn't expect. Mhmm. And she generated 3,900,000 00:12:37.455 --> 00:12:45.360 views with that video. Wow. The last one is walking listicles. It's by a guy named Robert Kroeke, founded the company Silly Bands. Now, 00:12:45.840 --> 00:13:00.155 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. You 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? 00:13:00.875 --> 00:13:04.715 Here are my three best tips to help you achieve it. Number one, 00:13:05.435 --> 00:13:07.035 start investing early 00:13:07.515 --> 00:13:10.475 and often. And don't listen to the fake gurus 00:13:10.955 --> 00:13:16.050 that tell you need 20 to $50 to get started. That's just Find a way 00:13:16.770 --> 00:13:22.610 to save 50 to $100 a week starting out and let compounding do the rest. And number two, 00:13:23.265 --> 00:13:25.105 you have to change your mindset. 00:13:25.425 --> 00:13:26.545 When you get money, 00:13:27.025 --> 00:13:29.105 rather than thinking about what can I buy, 00:13:29.585 --> 00:13:32.385 think about how can I invest it? And number three, 00:13:32.865 --> 00:13:34.705 swap out three time sucks. 00:13:35.025 --> 00:13:36.225 You know what they are, 00:13:36.785 --> 00:13:39.590 and use that time to learn two new skill sets. 00:13:39.990 --> 00:13:44.150 If you do this for three to six months, you can easily add two more income streams, 00:13:44.630 --> 00:13:46.710 and you'll be on your way. Alright. 00:13:47.270 --> 00:13:51.510 So we have the plan. Let's go. So this video has 27,000,000 00:13:51.510 --> 00:13:55.005 views. So each one of these formats can be used for any industry, 00:13:55.485 --> 00:14:04.685 any sector. So let's move on to the next slide. So this is where and this is where you're getting into the science. This is where most people go wrong. Okay. And this is why 99% 00:14:04.685 --> 00:14:10.420 of people will fail when they're trying to execute a format. Okay. And it's because they don't understand 00:14:11.300 --> 00:14:23.725 why does it work. Right. They see they see Robert saying, oh, he's just walking around the block. He's just talking into his camera. I can do that. You do that and you fail. Or like School of Hard Knocks. If you're just walking 00:14:23.885 --> 00:14:29.805 around stopping people and man on the street and you stop there, you'll fail. So let's move to the next slide of 00:14:30.205 --> 00:14:39.910 how we actually go through this. So we have this secret ingredient called gold, silver and bronze. So we have this proprietary method of decoding 00:14:39.990 --> 00:14:45.110 how this works. So first we have the gold. So we have gold, silver and bronze. 00:14:45.190 --> 00:14:47.670 So we will take one of those formats 00:14:47.750 --> 00:14:50.790 and what we do is we take 20 of the high performers, 00:14:51.350 --> 00:14:54.755 20 of the average performers and 20 of the low performers, 00:14:54.915 --> 00:14:57.875 and we start to decode what's the difference 00:14:58.115 --> 00:15:02.115 between using that format to generate millions of views, 00:15:02.435 --> 00:15:38.870 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. It'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. Just 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. And we're gonna actually do this exercise together now if you want. Oh, I'm ready. Okay. You and I are gonna do it or you and I and everybody here? Everybody here is gonna do Okay. Let's go. So Okay. So keep tapping through. 00:15:39.190 --> 00:15:41.830 Okay. So we're gonna look at another format. 00:15:42.230 --> 00:15:55.075 This one is called how do you know? And I like this one because it's a very simple one to execute. So there's three key ingredients. It takes a timeless idea and makes it feel urgent and relevant. 00:15:55.075 --> 00:15:58.115 It tackles real topics like anxiety, 00:15:58.115 --> 00:15:59.075 relationships, 00:15:59.075 --> 00:15:59.715 career, 00:16:00.035 --> 00:16:10.440 and it's shot on a phone. It'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 00:16:10.440 --> 00:16:15.960 views. So let's play this video. Here's how you know it's true love, like potentially the love of your life. 00:16:16.565 --> 00:16:23.205 And this is a simple rule from the philosopher Nietzsche, who basically argued that love is the highest form of friendship. 00:16:23.525 --> 00:16:24.885 Or in his words, 00:16:25.285 --> 00:16:29.845 what makes most relationships fail is not a lack of love. It is a lack of friendship. 00:16:30.800 --> 00:16:35.520 And to cultivate friendship and love means finding somebody who makes you smile, 00:16:35.680 --> 00:16:36.960 who makes you laugh, 00:16:37.200 --> 00:16:42.480 but above all, who makes you feel safe. It's like George Eliot who wrote that it is, quote, the inexpressible 00:16:42.480 --> 00:16:43.120 comfort 00:16:43.305 --> 00:16:45.545 of feeling safe with a person. 00:16:46.025 --> 00:16:48.745 And when you feel safe, you can be your most authentic, 00:16:48.985 --> 00:16:51.225 childlike, joyful self. 00:16:51.545 --> 00:16:56.665 You bring out the best in each other. It's like doctor Seuss who wrote that life is weird. 00:16:56.905 --> 00:17:03.430 Everyone is a little weird. And when two people meet whose weirdness is compatible and they join forces, 00:17:03.830 --> 00:17:05.990 they call it love. That's 00:17:05.990 --> 00:17:09.830 what love is. It is the highest form of friendship. 00:17:10.150 --> 00:17:13.670 It is finding someone who is your friend for life. 00:17:14.345 --> 00:17:15.785 So on the surface, 00:17:16.265 --> 00:17:19.705 people are like, I see what he's doing. He's just talking to the camera. 00:17:20.185 --> 00:17:35.000 But 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. So 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. 00:17:35.480 --> 00:17:44.355 One generated millions and millions of views and one not so much. So we're gonna watch both of them, and then I'm gonna ask you guys which one performed better 00:17:44.675 --> 00:17:59.540 and quiz you and see if you get it right, and then we're gonna break down why. So you guys ready? Yes. Okay. Let's watch the first video. Here'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, 00:17:59.780 --> 00:18:00.980 true friendship 00:18:01.220 --> 00:18:02.100 withstands 00:18:02.100 --> 00:18:02.660 time, 00:18:02.980 --> 00:18:03.860 distance, 00:18:04.260 --> 00:18:05.220 and silence. 00:18:05.860 --> 00:18:09.140 And what she meant is that a true friend has three things. One, 00:18:09.695 --> 00:18:11.135 you're friends for life. 00:18:11.295 --> 00:18:13.695 Like, not just for a moment, for life. 00:18:14.015 --> 00:18:14.655 Two, 00:18:15.055 --> 00:18:20.735 you don't have to be in the same place. You may have grown up together but gone your separate ways. That matters nothing. 00:18:21.135 --> 00:18:22.335 And finally, number three, 00:18:22.910 --> 00:18:25.710 you don't have to speak all the time. 00:18:26.190 --> 00:18:43.715 This one is crucial. True 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. 00:18:44.355 --> 00:18:47.235 That is a true friend, a friend for life. 00:18:47.635 --> 00:18:49.395 True friendship withstands 00:18:49.395 --> 00:18:50.755 time, distance, 00:18:51.235 --> 00:18:51.875 and silence. 00:18:52.750 --> 00:18:54.590 Okay. So that's video one. 00:18:54.830 --> 00:19:05.710 Now 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. 00:19:07.335 --> 00:19:12.775 Here's how you know that you have a bad friend, like a fake friend or a fair weather friend. 00:19:13.175 --> 00:19:15.335 And this goes back to a simple observation 00:19:15.335 --> 00:19:18.135 by the author Christian Nestle Bovie, 00:19:18.135 --> 00:19:20.695 who once wrote, a bad friend 00:19:21.095 --> 00:19:22.135 is like a shadow, 00:19:22.850 --> 00:19:25.010 with you when the sun shines, 00:19:25.410 --> 00:19:26.530 but disappears 00:19:26.610 --> 00:19:27.970 when it gets dark. 00:19:28.450 --> 00:19:31.170 And what he meant is that a fake friend 00:19:31.330 --> 00:19:33.490 is somebody who likes to hang out 00:19:33.810 --> 00:19:34.850 when things are great, 00:19:35.605 --> 00:19:37.125 but they disappear 00:19:37.525 --> 00:19:38.965 when things get hard. 00:19:39.365 --> 00:19:43.365 A fake friend walks out of your life when you need them the most. 00:19:43.685 --> 00:19:45.685 And vice versa, a true friend 00:19:45.845 --> 00:19:51.590 is somebody who is with you at your darkest hour, somebody who comes precisely 00:19:51.910 --> 00:19:53.270 when you need them. 00:19:53.750 --> 00:19:59.750 And so a true friend is somebody who is there for you no matter what. They are loyal to a fault. 00:20:00.390 --> 00:20:04.790 But a bad friend, a fake friend, a fair weather friend is like a shadow 00:20:05.075 --> 00:20:06.515 with you in the sun, 00:20:06.835 --> 00:20:09.075 but they disappear when it gets dark. 00:20:09.395 --> 00:20:12.115 Okay. Myron, which one do think performed better? 00:20:12.835 --> 00:20:16.435 I like the first one better, but I think the second one performed better. Why? 00:20:17.555 --> 00:20:38.675 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. So fewer people can relate to the first one than the second one, think is why. Can we tab over to the the results? 00:20:39.155 --> 00:20:41.395 So the first video did 54,000,000 00:20:41.395 --> 00:20:45.235 views. The second video did 276,000 00:20:45.235 --> 00:20:46.195 video views. 00:20:46.595 --> 00:20:49.875 Okay. So the take this in consideration. It's the same creator, 00:20:50.490 --> 00:20:53.850 the same format, but we're talking about 53,000,000 00:20:53.850 --> 00:21:14.985 views video performance. That's crazy. So 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. So 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. 00:21:15.540 --> 00:21:19.860 So the first one, it starts with a surprising take. True friends 00:21:20.260 --> 00:21:22.580 are maintained through silence. 00:21:22.980 --> 00:21:26.580 So what this does is it challenges the viewer's assumptions. 00:21:27.220 --> 00:21:44.160 Versus 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. Yeah. 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. 00:21:44.160 --> 00:21:56.080 So 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. I think it There was so he's confident and concise. 00:21:56.525 --> 00:22:02.685 So he introduces the quote directly, he calls it simple and makes it accessible to everyone versus the second one, 00:22:03.005 --> 00:22:07.805 it kind of feels a little bit repetitive and insecure in how he's doing it. So 00:22:07.805 --> 00:22:14.270 he's using filler words, he's repeating the quote and it over explains to kind of seem intelligent. 00:22:14.350 --> 00:22:16.190 Mhmm. Tab to the next one. 00:22:16.830 --> 00:22:17.790 So the hook. 00:22:17.950 --> 00:22:22.030 So the first one, it's short, it's punchy, it gets to the point quickly without lingering 00:22:22.590 --> 00:22:27.445 in video one. Video two, it starts strong, but then it drags on with these extra lines 00:22:27.605 --> 00:22:37.685 that dilute the impact. And 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. 00:22:38.340 --> 00:22:51.380 So 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. He has, um, time, distance, silence. So it encourages this deep reflection within the viewer versus 00:22:51.865 --> 00:22:53.625 the video to the underperformer, 00:22:53.625 --> 00:22:55.145 it states one trait 00:22:55.225 --> 00:23:02.585 early on with no buildup. So there's no moment, there's no self reflection in there. Mhmm. Mhmm. So 00:23:02.745 --> 00:23:08.930 can you kinda see like the difference between looking something on a surface level versus this deep analysis. 100. 00:23:08.930 --> 00:23:10.610 So when we do this, 00:23:11.170 --> 00:23:13.970 we're not just doing one video side by side. 00:23:14.210 --> 00:23:18.450 We'll take 20 of those high performers, 20 of those low performers. So we spend 00:23:18.690 --> 00:23:41.930 each 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. So 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. There's like thousands of these combinations. 00:23:41.930 --> 00:23:51.275 Sure. But it just This is like pure storytelling. I'm sure it's very close to what you do with offers. There's all these small nuances in the psychology 00:23:51.355 --> 00:23:53.595 of how you deliver your offer, 00:23:53.675 --> 00:24:01.515 your product, and the tone, and the cadence, the delivery, all these elements. The same thing is happening on social media. Mhmm. It's with these storytellings. 00:24:01.515 --> 00:24:01.755 Mhmm. 00:24:02.380 --> 00:24:09.180 Do you wanna do a little bit of a exercise with your own content? Sure. Okay. Let's do it. Let's go to the next slide. So again, 00:24:09.260 --> 00:24:12.460 with this Well, there he is. So so we've done 00:24:13.100 --> 00:24:20.595 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 00:24:20.755 --> 00:24:51.245 there 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. Because 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. Because if you don't feel authentic to the content you're creating, it's won't gonna do it long. Because 00:24:51.245 --> 00:24:53.805 the thing is we're all professional content consumers, 00:24:53.965 --> 00:25:01.245 is 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. 00:25:01.820 --> 00:25:13.260 You probably know which one performed better or not because you created it. I don't I don't watch it. Okay. So we're gonna do this I don't watch same exercise. We're gonna watch two of Myron's videos and then we are gonna reveal the results. Let's play video one. 00:25:14.535 --> 00:25:26.535 Entire paycheck. You 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, 00:25:27.180 --> 00:25:53.905 all 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. Refined 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, 00:25:54.065 --> 00:26:13.525 you 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. 00:26:13.765 --> 00:26:16.485 Okay. So that's video one. Let's watch video two. 00:26:16.805 --> 00:26:26.860 And 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? That means they only promote other people's offers, 00:26:28.460 --> 00:26:30.700 and they make over $10,000,000 a year. 00:26:32.460 --> 00:26:33.900 They don't have any fulfillment. 00:26:34.220 --> 00:26:37.340 And by the way, one guy that I'm thinking about in particular, he doesn't 00:26:37.975 --> 00:26:40.215 his name's Eric. He doesn't, um, 00:26:40.935 --> 00:26:42.775 he doesn't even promote stuff for sale. 00:26:43.655 --> 00:26:48.695 He just promotes lead gen and gets paid for generating leads over $10,000,000 a year. 00:26:50.375 --> 00:26:50.855 What? 00:26:52.200 --> 00:26:56.600 Okay. Myron, do you know which one for Hormone Better? Oh, yeah. The first one. Yes. Why? 00:26:57.080 --> 00:26:57.640 Why? 00:26:58.360 --> 00:27:01.320 One, I was talking about something that affects everybody. 00:27:01.480 --> 00:27:05.000 Everybody knows what a mortgage is. Everybody doesn't know what affiliate marketing is. That's one reason. 00:27:05.795 --> 00:27:14.435 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. You can pay off your mortgage in three to seven three to twelve years. 00:27:15.235 --> 00:27:26.990 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, 00:27:27.150 --> 00:27:49.690 like 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. So it's not a new concept to me. It's something I've been doing forever. So I think all of those reasons, 00:27:49.690 --> 00:27:56.730 it's it's had a lot of moments in that video. Yeah. Whereas the other one, not so much. Okay. Let's move to the next slide and show the results. 00:27:57.050 --> 00:27:59.690 So 6,000,000 views to 31,000 00:27:59.690 --> 00:28:00.330 views. 00:28:00.890 --> 00:28:01.930 Same person, 00:28:02.330 --> 00:28:03.450 same channel, 00:28:03.690 --> 00:28:04.410 same stage. 00:28:05.665 --> 00:28:12.465 Over 5,000,000 views performance. So let's go to the first performance driver if we can tab over. So the hook, we talked. 00:28:12.865 --> 00:28:24.840 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. And 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 00:28:25.880 --> 00:28:27.880 I mean, Rolls My Rolls Yeah. 00:28:28.280 --> 00:28:32.360 So there's this there's this absurdity to the hook of take your entire paycheck 00:28:32.875 --> 00:28:36.875 and put it into your mortgage payment, which is counter to what Right. Everybody tells you to Wait. 00:28:37.275 --> 00:28:39.835 Do what? Yeah. Exactly. Versus 00:28:39.835 --> 00:28:43.995 the other one, the other hook, the opening line lacks that specifics. 00:28:44.970 --> 00:28:51.850 You could have mentioned like the 12 revenue upfront or there's just lacking that absurdity and the promise of value. 00:28:52.250 --> 00:28:55.770 The second one is the delivery. And this is a little bit more nuanced. 00:28:55.930 --> 00:29:11.745 That 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. You're kind of like thinking your way through it, looking your iPad, you're kind of like 00:29:11.985 --> 00:29:19.440 thinking the point out as you're doing it on the fly. Right. And that's just because it's a clip taken out and sometimes that happens. Right. Let's move to the next one. 00:29:20.400 --> 00:29:23.600 And the work to wow. So work to wow means how hard 00:29:23.840 --> 00:29:27.840 does the viewer have to work in order to have that moment. 00:29:28.185 --> 00:29:31.705 So that's why we call this performance driver work to wow. So 00:29:32.105 --> 00:29:32.985 the the 00:29:33.225 --> 00:29:52.440 for 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. Now 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. 00:29:52.680 --> 00:29:58.595 Versus the other one, it's kind of hard to follow. Are you telling a story? Are you giving advice? 00:29:58.915 --> 00:30:03.635 It's just kind of It makes the viewer work too hard. And again, when we live in this 00:30:04.195 --> 00:30:16.710 death 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. So again, that's kind of like what we look at in this gold, silver, and bronze process of 00:30:16.950 --> 00:30:18.470 how do we actually understand 00:30:19.245 --> 00:30:22.605 when we're tackling a format, we're creating content, 00:30:22.925 --> 00:30:25.805 like what's the difference between the high performer 00:30:25.805 --> 00:30:31.965 and the low performer. Does that resonate? Make sense? Oh, 100. Yeah. Yeah. So like, again, like this 00:30:32.570 --> 00:30:36.490 this process I've been developing for for over twenty years, um, 00:30:36.810 --> 00:30:48.335 and 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, 00:30:48.335 --> 00:30:50.975 they get it for free. Hookpoint.com/myron, 00:30:50.975 --> 00:30:53.775 got it. But now I wanna kinda just do a little bit on the the 00:30:54.015 --> 00:31:05.510 the YouTube side. Okay. So let's move to the next slide. I 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 00:31:05.750 --> 00:31:08.070 my team and I spent hours 00:31:08.070 --> 00:31:11.750 analyzing millions of views against your top performing videos 00:31:12.070 --> 00:31:13.190 to identify 00:31:13.675 --> 00:31:18.715 four different patterns that are driving consistent success. Let's move the first pattern. 00:31:19.035 --> 00:31:19.595 So 00:31:20.155 --> 00:31:22.075 pattern one is economic 00:31:22.075 --> 00:31:25.275 escape fantasies. These videos sell transformation. 00:31:25.275 --> 00:31:26.875 So it's about going from nothing 00:31:27.195 --> 00:31:30.910 to wealth. So it's how to get rich starting from $0, 00:31:30.910 --> 00:31:33.950 a million views. Hard work doesn't build wealth, 00:31:34.270 --> 00:31:38.510 a million views. It's so incredibly easy to get rich, 415,000 00:31:38.510 --> 00:31:42.030 views. How to be finally free from poverty, 609,000 00:31:42.030 --> 00:31:44.415 views. So it creates this promise 00:31:44.735 --> 00:31:46.895 of I'm gonna take you on a transformation 00:31:47.055 --> 00:31:49.215 of learning on how to go from nothing 00:31:49.615 --> 00:31:52.495 to wealthy. Are those the video titles or the thumbnail Those 00:31:52.895 --> 00:31:59.480 are the video titles. Yes. Not the thumbnail. Yeah. These work because there's promise of relief from financial struggles and 00:31:59.640 --> 00:32:03.000 there's this counterintuitive path that you always teach 00:32:03.320 --> 00:32:08.455 that really resonates with the audiences that overcome these limitations. So 00:32:08.855 --> 00:32:14.775 obviously, as you mentioned, thumbnails play into it. But like for us to do that, we'd be here for like three hours combining all of the combinations. 00:32:15.575 --> 00:32:18.295 But I can send that analysis to your team. The 00:32:18.535 --> 00:32:20.295 second pattern, if we go to the next one, 00:32:21.430 --> 00:32:22.630 is counterintuitive 00:32:22.630 --> 00:32:23.990 contrarian beliefs. 00:32:24.150 --> 00:32:26.630 So if you click I don't have any of those, do I? So 00:32:28.150 --> 00:32:31.510 the most viral title's challenges entrenched 00:32:31.670 --> 00:32:37.030 assumptions. Hard work doesn't build wealth. Why I don't worry when things don't work out. 00:32:37.725 --> 00:32:40.045 No doubt, only belief. Selling 00:32:40.765 --> 00:32:45.085 without selling. So if you tab one more, these these work 00:32:45.085 --> 00:32:45.805 because 00:32:46.125 --> 00:32:47.325 it contradicts 00:32:47.325 --> 00:32:54.220 what 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 00:32:54.860 --> 00:33:02.540 if 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, 00:33:03.565 --> 00:33:09.885 that is where you drive massive performance. So it's belief breaking, it's insight, it's transformation. 00:33:09.965 --> 00:33:11.725 So let's move to pattern three. 00:33:13.405 --> 00:33:19.490 So mindset as a pathway to money. So a big chunk of views comes from titles that connect mindset 00:33:19.490 --> 00:33:29.490 to money. That's a big part of what you do. It's Mind Over Millions, Myron's Millionaire Mindset, Escape the Poverty Programming Trap. So why this works? This 00:33:30.275 --> 00:33:31.635 allows that 00:33:31.955 --> 00:33:38.915 content approach of mindset, it broadens the potential audience for your content. So you don't need money or knowledge 00:33:39.075 --> 00:33:39.795 to 00:33:39.875 --> 00:33:41.155 in order to to, 00:33:42.035 --> 00:33:49.710 you know, break through with your content. You just need the right belief system to push you through. So this reduces a lot of the friction with 00:33:49.710 --> 00:33:52.030 getting people to click and watch your videos. 00:33:52.190 --> 00:33:54.750 So let's move to the last pattern, pattern four. 00:33:55.390 --> 00:33:56.110 Simple, 00:33:56.350 --> 00:33:57.230 explicit 00:33:57.470 --> 00:34:00.270 value strategy. So you do an amazing job with this. 00:34:01.185 --> 00:34:05.985 Your your promise is very clear and you create actionable pathways. So it's 00:34:07.345 --> 00:34:08.865 sell expensive stuff 00:34:09.185 --> 00:34:10.145 to rich people. 00:34:10.705 --> 00:34:12.785 That's an amazing strategy. Simple, 00:34:13.745 --> 00:34:13.985 straightforward. 00:34:14.900 --> 00:34:16.580 80% of it right there. 00:34:17.300 --> 00:34:27.380 Exactly. But it still gets people to wanna learn how do I actually do that. The exact formula for turning a $100 into a $100,000 per month. People skills that can make you millions. 00:34:27.825 --> 00:34:32.865 So this makes it feel like that wealth is straightforward. It's not complicated. 00:34:33.025 --> 00:34:39.025 Even though what you do is extremely nuanced and deep and complex and all the nuances, 00:34:39.505 --> 00:34:56.770 you do an amazing job with these videos that make it seem like it's, hey, this is straightforward. Just come with me on this journey. So it highlights a specific strategy and not vague advice. So good. So 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. 00:34:57.665 --> 00:35:08.625 Behind the context of the individual pieces of content. Yes. Yes. Yeah. Really good. So let's talk about like the monetization layer because that's kind of like your expertise of coming into this is 00:35:09.025 --> 00:35:11.185 you use these tools. Again, 00:35:11.650 --> 00:35:17.250 it'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, 00:35:17.410 --> 00:35:29.705 a thousand followers, 10,000 followers. The follower number is not your limit. Right. It's the story that you tell, the format that you use, your understanding of why that format works. And once you have that going, 00:35:30.265 --> 00:35:33.945 well, then you need the back end engine to make sure that you're capitalizing 00:35:33.945 --> 00:35:46.260 off of that attention. 100. Because attention doesn't automatically equate to dollars. Right. You need to have the infrastructure behind it. To turn it into dollars. Yeah. So people ask me all the time, Brendan, what's the ROI of social media? 00:35:46.740 --> 00:36:09.125 And I said, depends. How big is your vision? Right. Because I know people that have used social media to create billion dollar companies. Right. I know people with million millions of followers that only do, you know, low 6 figures a year. Yeah. It's not about your audience, it's about the engine behind it. Right. Right. And 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 00:36:09.285 --> 00:36:33.995 as opposed to realizing that it's a step on the journey. It'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. You need to post this on Instagram. I don't. Why? Why would, why would anybody care? I don't understand. It doesn't make sense to me and they would say the same thing. It doesn't have to make sense to you. It makes sense to the people who want to watch you. And so 00:36:34.235 --> 00:36:36.235 I was making offers 00:36:36.395 --> 00:36:41.050 when I had no social media following. I was making offers when I had a small social media following. 00:36:41.450 --> 00:36:42.970 When I finally 00:36:43.050 --> 00:36:44.090 understood 00:36:44.570 --> 00:36:49.130 that social media was more about these multibillion dollar companies 00:36:49.450 --> 00:36:50.330 finding 00:36:50.650 --> 00:36:56.495 the people who are interested in my solutions for me. They're putting their billions of dollars of resources 00:36:57.055 --> 00:37:06.895 like 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? 00:37:07.980 --> 00:37:16.140 It's on another level. So I think, I think for me that, um, 02/2018 00:37:16.140 --> 00:37:17.820 I have 3,000, 00:37:17.820 --> 00:37:18.940 maybe 3,500 00:37:18.940 --> 00:37:19.900 subscribers on YouTube 00:37:21.145 --> 00:37:21.785 like 00:37:22.025 --> 00:37:24.185 And what are you at right now? 1.3, 00:37:24.425 --> 00:37:25.385 1,400,000, 00:37:25.385 --> 00:37:29.465 something like that. Yeah. And we just do one video a week on that channel now 00:37:29.785 --> 00:37:34.265 and my other, my bible study channel, just started last July. It's got 144,000 00:37:34.265 --> 00:37:35.065 subscribers 00:37:35.310 --> 00:37:41.790 and that I just looked this morning just because I was talking to the people in the studio like or in my challenge, 00:37:42.030 --> 00:37:46.430 our bible study like, I don't have a church. I don't have a church staff. 00:37:46.590 --> 00:37:49.470 I don't like, I'm not on salary at anybody's ministry. 00:37:50.825 --> 00:37:51.625 Youtube 00:37:51.625 --> 00:38:12.400 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. I 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. This is not don't have anything for sale there. A $116,000. 00:38:12.720 --> 00:38:21.405 They're paying you to create content for They're paying me to create content. For your own business. For my own just for my own that's for my own nonprofit ministry 00:38:21.645 --> 00:38:22.445 like 00:38:23.005 --> 00:38:24.285 service to the world, 00:38:24.685 --> 00:38:27.245 right? And then on my main channel, 00:38:27.645 --> 00:38:28.845 $509,000 00:38:28.845 --> 00:38:37.010 in the last three hundred sixty five days. That's how much they paid me. That does not include all the people who have bought challenge tickets, bought coaching programs, 00:38:37.330 --> 00:38:44.050 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, 00:38:44.530 --> 00:38:50.565 the algorithm wants people to create content. Content creators should create content that keeps people on their platform longer 00:38:50.565 --> 00:38:52.405 and so I love 00:38:52.645 --> 00:38:58.005 doing what I do and I love doing it on YouTube long form especially because 00:38:58.965 --> 00:39:02.645 some of my content, like you said, it's very nuanced and somewhat it's very 00:39:03.600 --> 00:39:05.120 it can be complex, 00:39:05.760 --> 00:39:27.705 but 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? Yeah. So all these people are posting. One person posted, they watched four zero nine of my videos in the last year. I didn't watch four zero nine 00:39:27.865 --> 00:39:29.625 videos of anybody ever. 00:39:30.470 --> 00:39:34.230 It just blew my like four that's more than there are days in a year. 00:39:34.630 --> 00:39:36.150 And people watch 409 00:39:36.150 --> 00:39:38.790 videos of mine in one year. How? 00:39:39.190 --> 00:39:45.270 Anyway, it's just kinda mind blowing. Yeah. And I think that the the big message and and tell me if you 00:39:45.005 --> 00:39:47.005 agree or disagree is that social 00:39:47.485 --> 00:39:48.925 media is like 00:39:49.325 --> 00:39:51.725 a great thing to have for your business today, 00:39:52.045 --> 00:39:54.605 but in the future, it's going to be a requirement. 00:39:54.685 --> 00:39:55.325 Like if 00:39:56.205 --> 00:40:01.310 it's not already there. I think it's a requirement right now. Think if you don't I think if you don't jump on 00:40:01.710 --> 00:40:03.390 the train like 00:40:04.430 --> 00:40:05.310 newspaper, 00:40:05.310 --> 00:40:07.070 yellow pages, radio, 00:40:07.710 --> 00:40:08.670 television, 00:40:09.310 --> 00:40:10.430 advertising 00:40:11.390 --> 00:40:13.310 is like a wagon train 00:40:13.865 --> 00:40:16.265 in the era of supersonic jets, 00:40:16.345 --> 00:40:18.825 which is what social media is. It's like it's like 00:40:19.625 --> 00:40:23.785 there's no comparison. But the difference is everybody now 00:40:24.185 --> 00:40:26.825 has the potential to have access to everybody now. 00:40:27.660 --> 00:40:36.860 That's never existed before without having to spend money. Yeah. Literally, you can pull out your phone. Yes. With the right story. Yes. You can reach millions of people. Millions or 10,000,000. Right. 00:40:37.660 --> 00:40:48.415 You don't have to pay. Exactly. 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 00:40:48.815 --> 00:40:50.655 Oh. You with the right story, 00:40:51.375 --> 00:41:20.205 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. Number 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. Yes. 1,000 yes. I agree with that wholeheartedly. And 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 00:41:20.525 --> 00:41:22.605 Sony f x six's. You don't need 00:41:23.220 --> 00:41:31.140 a phone and some sunshine and go outside and open your mouth and yes. And you don't need a team. You can literally start doing this on your own. 00:41:32.020 --> 00:41:32.980 Did you know? 00:41:33.460 --> 00:41:40.475 I'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? 00:41:41.835 --> 00:41:44.075 You can actually edit videos in the app. 00:41:44.395 --> 00:41:49.595 Apps these apps are creating tools for you to do it in the app. They wanna make it as easy Now as 00:41:50.955 --> 00:41:55.410 this is the big thing that will blow your mind is that these platforms 00:41:55.650 --> 00:42:18.630 need us. Yes. This is not Netflix. This is not Disney plus. They don't invest billions of dollars into content. They need us to succeed. Right. They want us to succeed. They don't want to shadow ban you. They 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. But you cannot do that if your only interest is creating content that keeps people on the platform because business 00:42:18.870 --> 00:42:21.670 tied to it. Well, but but but even even that, 00:42:22.070 --> 00:42:29.430 even 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 00:42:29.925 --> 00:42:41.605 because people who try to be interesting are boring. It's only people who are interested that are boring. You 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. 00:42:42.180 --> 00:42:51.940 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. 00:42:52.500 --> 00:42:53.300 1000% 00:42:53.300 --> 00:43:11.630 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. It's a wrap. It's How can I get people to watch my video? Nobody cares about your video. Nobody cares about my video. How can I solve their problem? They care about their problem. They've been caring about their problem their whole life. Yeah. 00:43:11.790 --> 00:43:32.865 We had a had a guy come to us. I think I told you about him last time, Tanner Leatherstein. Oh, yeah. Tanner. Yeah. So so he came to us 2,000 followers and he couldn't break through. Why? Because 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. Where he takes expensive 00:43:33.025 --> 00:43:41.200 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, 00:43:41.200 --> 00:43:45.440 not talking about his product. He's just sharing his knowledge. He went to 2,500,000 00:43:45.440 --> 00:43:48.640 followers. One product on Etsy sold over $1,000,000, 00:43:48.880 --> 00:43:52.640 and then he gets flown to, like, Paris Fashion Week, like VIP 00:43:52.935 --> 00:43:57.575 parties with all the Wow. The top people and things like that just because he shared his knowledge. 00:43:58.055 --> 00:44:06.390 And people bought into him Mhmm. And then they automatically wanna buy from him. Mhmm. So good. And that's exactly what what you do is, like like 00:44:06.470 --> 00:44:12.230 I think we talked about this last time as well is like you actually had your format from your previous 00:44:12.470 --> 00:44:13.350 experience 00:44:13.350 --> 00:44:20.710 speaking in churches all around the world. Churches, speaking at business conferences, speaking in network marketing conferences, all of that. I had the format. 00:44:21.285 --> 00:44:25.765 I just didn't know how valuable it was. I already had the skill set and the mindset 00:44:26.005 --> 00:44:41.010 and the tool set. I 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, 00:44:41.410 --> 00:44:45.490 but I didn't know. But what was the biggest audience you spoke at before you started social media? 00:44:47.115 --> 00:44:53.755 Um, before I before I really got into social media, 30,000 people. So 30,000 people. We just watched a video today that reached 6,900,000. 00:44:53.755 --> 00:44:54.315 Exactly. 00:44:54.715 --> 00:44:55.755 6,900,000 00:44:55.755 --> 00:45:03.090 people. I mean, that's what people get lost on is like, think about the last stadium that you were in, like Right. Sporting event. Right. Like, you 00:45:03.490 --> 00:45:22.115 can reach that size of people every single day with just mediocre content. Right. Now if you dial it in, you can be reaching millions and millions. Yeah. I 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. In week. Yeah. Do it every week. Yeah. In 00:45:22.275 --> 00:45:24.835 one week, the number of people watch our videos 00:45:24.835 --> 00:45:29.715 could fill most basketball arenas Yeah. On a low performing video. The good ones, 00:45:29.955 --> 00:45:43.460 no chance. Yeah. Yeah. And 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. 00:45:44.020 --> 00:45:45.460 You just need the right format 00:45:46.125 --> 00:45:50.125 and the right analysis to understand what makes that format work. And then 00:45:50.685 --> 00:45:52.925 rinse and repeat and don't get bored with it. Exactly. 00:45:53.405 --> 00:46:05.450 Yeah. Yeah. Because, again, I started my career in the film industry. Right. And, 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, 00:46:05.610 --> 00:46:10.890 Jaws, or E. T. Or Saving Private Ryan, follow the same format. Mhmm. There's there is 00:46:12.010 --> 00:46:26.545 think that kind of like that that a format restricts creativity, it actually unlocks it. It does. It gives you the container to become a masterful storyteller. Did you know that's a biblical principle? Is it? Yeah, it is, and the principle is that freedom can only exist inside of boundaries. 00:46:26.785 --> 00:46:47.025 If there are no boundaries, there can be no freedom. When 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. I 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. 00:46:47.985 --> 00:46:59.100 Yeah. And it's the same thing goes with Same thing goes with content. Same thing with what you do with offers and funnels. Exactly. You you have to have that structure in place in order to One become a master of 100% because if 00:46:59.980 --> 00:47:02.540 you didn't have the boundaries, if you didn't have the structure, 00:47:02.860 --> 00:47:06.540 it would be different every time you did it and so you wouldn't be able to put things on rinse and repeat. 00:47:07.020 --> 00:47:09.580 So the thing that makes it repeatable 00:47:09.580 --> 00:47:13.715 is the fact that there are the boundaries. And yet people kind of 00:47:14.355 --> 00:47:22.995 kind of harp on, well, I want to be completely authentic. I want to be completely original. I can tell you everything has already been said. Everything has already been done. 00:47:23.795 --> 00:47:31.530 You just have to put your own spin on it. Right. 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. 00:47:32.010 --> 00:47:42.685 And 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. Like Right. It started you know, his challenges started, I think it was, like, 1995 00:47:42.685 --> 00:47:43.245 with 00:47:43.725 --> 00:47:49.885 MTV's Road Rules Mhmm. Starting there. And then it was Survivor came in, like, I think it was 1999 or 2000. 00:47:50.045 --> 00:47:58.460 Now he's taken it and created his own spin on it. Right. But he's mastered it. We mentioned Ryan Serhant, the luxury real estate agent. Well, who did that first? 00:47:58.780 --> 00:48:10.955 Robin Leach and the Lifestyles of the Rich and Famous. Yeah. 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. Yeah. 00:48:11.755 --> 00:48:20.470 So, yeah, it's already been done. Yeah. Yeah. You're just putting your own spin on it, but again, the the reason that I kind of say that is you follow 00:48:20.470 --> 00:48:35.095 the pattern. Success leaves clues. Just don't try and reinvent the wheel. Mhmm. Social media is no different than anything else out there. There are clear patterns to why things are successful. 100. You just have to learn them. 100, good stuff bro, good stuff. 00:48:35.335 --> 00:48:35.975 Well, 00:48:37.575 --> 00:48:40.535 I want to go read the guide to going viral again myself, 00:48:40.855 --> 00:48:44.935 I've already read it, so, but I want to go read it again seriously because 00:48:46.400 --> 00:48:48.720 there's so much that can be done 00:48:50.880 --> 00:48:52.400 and for people who are 00:48:53.200 --> 00:48:54.000 who decided 00:48:54.480 --> 00:48:58.560 that I am going to get good at this thing called social, I'm going get good at it. 00:49:00.135 --> 00:49:08.935 It'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. Here's what he said, he said, I'm going to 00:49:10.295 --> 00:49:16.510 do YouTube for ten years to see if I can get good and I decided when I in 2022, 00:49:16.830 --> 00:49:24.430 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 00:49:24.430 --> 00:49:28.590 know what I mean when I say this and I'm not just trying to sound humble. I know I'm not good yet. 00:49:29.070 --> 00:49:30.910 Now, I'm a good teacher, 00:49:31.310 --> 00:49:32.695 I'm a good 00:49:33.095 --> 00:49:33.975 presenter, 00:49:33.975 --> 00:49:36.695 but I'm not good at YouTube yet, but I'm getting better 00:49:36.935 --> 00:49:47.950 and 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 00:49:48.830 --> 00:49:56.750 all the information you're sharing today can get a million views of video. It's not about the information. It's not about you. It's these nuances of Exactly. How you deliver 00:49:57.550 --> 00:50:07.325 It's about me getting better at the nuances that make it happen. That'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 00:50:07.485 --> 00:50:12.685 if you're creating content right now and it's not getting traction, it's not about you. 00:50:12.925 --> 00:50:17.530 Nothing wrong with you. There's nothing wrong with your message. There's nothing wrong with your business, 00:50:17.690 --> 00:50:20.810 it's just the way that you're talking about it. If you make those tweaks 00:50:21.050 --> 00:50:29.130 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. 00:50:30.045 --> 00:50:33.565 So good, bro. Man, every time I talk to you, it's it's 00:50:33.565 --> 00:50:43.725 another I am determined to keep coming here until you average a million views of video. I'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 00:50:44.230 --> 00:50:50.230 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 00:50:50.470 --> 00:51:02.391 heading in that direction. Amazing. Thank you, bro. Appreciate it. Thank you. Alright, y'all. Thank 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, 00:51:02.391 --> 00:51:05.591 you can get both of his books for free. Thanks for watching. Bye for now. Thank you.