§ 01 · The Hook
The bait, then the rug-pull.
Brian Mark opens by asking a room full of six-figure-income-aspiring coaches to raise their hands if they post on Instagram every single day. Almost no hands stay up. Then he asks them to shout out how much money they want to make. A million a month. Half a mil. And that is the whole lesson, delivered before the whiteboard even comes out.
What the video promised.
stated at 02:12 "We can give you guys all the information, and that is exactly what we are gonna do." delivered at 26:40
Where the time goes.
00:00 – 00:47
01 · Cold open — the accountability shock
Highlight reel of key lines, then live cold-open exposing the gap between income goals and posting frequency.
00:47 – 03:28
02 · Why you are leaving money on the table
Hands-up audit. Nobody posting three times a day. Highest earners in the room are the ones posting. Session commitment made.
03:28 – 06:27
03 · The Instagram funnel overview
Funnel metaphor introduced. Content drives strangers to deals. Whiteboard begins.
06:27 – 10:00
04 · Connection content
Personal life, family, transformations, hobbies. Widest demographic reach. Use my wife not a name. Most viral: dad holds baby for the first time.
10:00 – 13:28
05 · Opinion content and commit to a journey
Mindset content is dead. Convicted opinions build follows. Commit publicly to a goal. Simple and direct beats polished.
13:28 – 16:34
06 · The split-test-three-entrances hack
Record the rant once, film three 2-3s different entrances, post all three to TikTok simultaneously, move the 24h winner to Instagram.
16:34 – 20:04
07 · Conversion content — problem to solution
Sales call transcripts into Claude, get ICA avatar document, build content from exact pain-point language. Social proof daily on stories, twice a week on feed.
20:04 – 23:40
08 · CTA content and the DM funnel
Stories polls, lead magnets, direct asks. Full funnel walkthrough ends with: get them to DMs, then close.
23:40 – 26:41
09 · Format breakdowns — sales call, street interview, Snapchat filter
Three viral formats deconstructed. Stage the sales call objection with a friend. Three-layer hook (verbal + visual + written). Viral video: repost it and refilm in new scene.
Visual structure at a glance.
Named ideas worth stealing.
04:27
model
The 3-Layer Content Funnel
- Connection Content (top — 66%)
- Conversion Content (middle)
- Call-to-Action Content (bottom)
Organic content funnel: top drives attention, middle converts with ICA language, bottom triggers action via DMs.
Steal for Any creator-coach business model.
08:22
concept
Split Test Three Entrances
- Record core rant once
- Film three 2-3s entrances
- Post all three to TikTok simultaneously
- Move 24h winner to Instagram
Let the platform tell you which hook works instead of guessing.
Steal for Any talking-head video — swap the first 3 seconds, keep the body identical.
19:05
concept
Effective Without Context
Every video must be understandable to someone who has never heard of you. The written hook is the test.
Steal for Written hook design on any sales or authority-building content.
19:31
model
3-Layer Hook: Verbal plus Visual plus Written
- Verbal: first 3 seconds — A/B/C test this
- Visual: scene matches the content type
- Written: text hook on screen works standalone
All three must fire simultaneously. One layer alone is not enough.
Steal for Video hook audit — run any underperforming video through this checklist.
11:00
concept
Sales Call Transcript to Claude to Content
Pull transcripts from paid client calls, feed into Claude for ICA avatar document, use buyer language verbatim in content scripts.
Steal for Anyone with a sales call history — replaces guessing what your audience cares about.
Lines you could clip.
02:12
"Information without implementation is just noise."
09:55
"In order for people to purchase off of you, they need to know you, like you, and trust you."
12:00
"Conversion content is problem-to-solution content for your ideal client demographic."
21:05
"When you have something that is viral, do it again and again and again."
23:16
"When you get the wave, ride the wave."
How they spent the runtime.
Hook length47s
Info densityhigh
Filler8%
Word for word.
HOOK opening / re-engagementCTA the pitch metaphor analogy story
00:00HOOKIn order for people to purchase off of you, they need to know you, like you, and trust you. Conversion content is problem to solution content for your ideal client demographic. Start the video with you smashing the objection.
00:09HOOKWhen you have something that's viral, do it again and again and and again and again and again. People love for there's other characters in the video. You get their attention with this like thing that everybody thinks you're getting to talk and then you give them a core message.
00:19HOOKIf I can give you guys one thing that will absolutely make you a ton of money in the next three hundred sixty five days is Okay. So how many of you guys are posting on social media every day?
00:29HOOKRaise your hand and keep it up high. Keep it up high. How many of you guys are posting on social media every day, twice a day, seven days a week?
00:36HOOKKeep it up high. Every day, three times a day, seven days a week. I want you guys to tell me
00:41HOOKtell me how much money you wanna take home a month. Go ahead. How much money you wanna take home a month?
01:07HOOKEvery one of you guys that just told me a number that isn't posting on social media is mind yourselves. You're telling me that you wanna make a $100,000 a month, $500,000 a month, $250,000
01:22HOOKDoesn't cost you a cent. You're telling me you wanna make a $100,000 a month, and you're not willing to pick up your iPhone and record a video of yourself and post it on social media.
01:32HOOKYou don't want it. If you wanted it, you'd be going as hard as we're going. If you wanted it, you'd be posting twice a day, every day, seven days of the week.
01:39HOOKIf you wanted it, you would be finding a solution to the fact that you're not posting. The highest earners in the room, raise your hand. You're the highest earners in the room.
01:47HOOKOh, weird. No coincidence that they're posting on social media three times a day. Here's my goal.
01:52HOOKOkay? Mine and Cole's goal is that when we walk away from today that everybody in this room actually does it.
01:59HOOKEverybody in this room commits that they're actually gonna do what they say they wanna do. You guys are working for the Elliot Group and you're not posting on social media? What the You guys are telling me that you wanna make a $100,000
02:12HOOKa month, and in the very same breath, you're telling me that you don't have time to post on social media when it's in free. Because we can give you guys all the information, and that's exactly what we're gonna do. But the reason that Cole and I are the best in the space But you do it.
02:31HOOKYep. So we could go into this whiteboard, and I could show you all the cool things that you guys can do on social media, but you motherfucker are gonna look at this whiteboard and you'd like, oh, that was so great. Love that guy.
02:43HOOKYou know? He swore a lot. And then you don't do I would like to walk away from this room and then meet one of you guys in six months.
02:50HOOKLike, I see Tommy boy over here absolutely popping off on social media and be like, damn, bro. Like, you've got your own brand now. Why don't all of you guys do that?
02:58HOOKWhy doesn't everybody in this room do that? When I met you, bro, you had, like, a thousand followers, 2,000 followers. 1,300.
03:09HOOKEvery single one of you in this room can do that. All of you. And listen, I don't know how much like Andy's the goat when it comes to sales.
03:17HOOKLet's be honest. When it comes to building a business, you guys need to understand that if you don't have customers to sell, you can't sell anything which is why marketing is so important. And I don't know about you guys, but the reason that I post six times a day, seven days a week is I don't wanna rely on somebody else like daddy to give me some leads.
03:35I wanna be able to generate my own traffic. So we're gonna go into some social media stuff now. You guys wanna learn some social media stuff?
03:41Alright. We're gonna do some social media stuff. Gonna talk about a funnel.
03:45Alright? Gonna talk about how your Instagram accounts and marketing funnel. How many of you guys have your social media profile set up?
03:51Profile, your bio's optimized, everything like that? If you do, say yes. If you don't, say no.
03:55Yeah. Yeah. So everybody has their social media profile set up, but there's nobody posts.
03:58Got it. I wanna talk about content types because when I'm posting, I'm very cognizant of what I'm posting on my social media because I wanna make sure that not all attention is good attention. So you can post a cute picture of your cat and it goes viral.
04:11It's not gonna get you leads. So I'm cognizant of making sure that the content that you guys are posting on your socials is going to lead to more traffic. So I've already done some thought on this.
04:19And at the top of the funnel, there's two types of content. You guys are gonna so this is everybody on the Internet. Right?
04:25These are all, like, stranger pants Bob3344 that's gonna pay you 50 k, and he doesn't know it. Um, and then this is him actually doing, a deal with you.
04:31Alright? So down here, they do a deal. So content that we post at the top of the funnel is content that's designed to get people's attention.
04:37It's content that's designed to go viral. There's two types of content that you guys, specifically, I thought about this for you guys, for this audience, are going to post in order to get people's attention. Number one is connection content.
04:49Write that down. Connection. Thomas, I saw you post something the other day, uh, about baptizing Danny.
04:53That was big Because people are going to deeply resonate with that because you are an individual and you are a person. So connection content, for you guys to think about connection content, I want you to think about, write this down, personal life transformations. Personal life transformations.
05:08Every speech starts with our story. And so on social media, we do the exact same thing. On social media, I share that one of my most viral videos on my page, it's actually pinned to the top of my page, is the moment that I held my daughter for the first time.
05:20It just says dad holds baby for the first time because that's gonna be relatable to everybody. Anybody that's ever held their daughter or their son for the first time or anybody that wants to have kids one day or or even their my grandparents
05:34that remember what it felt like to help hold their baby for the first time. So that type of content, connection content is like family, rent, family. It's like personal transformations.
05:44It's also like what do you do on Sunday? It's like what are your hobbies? Like what do you do for fun?
05:49That's connection content. This type of content is more likely to get seen by a large demographic of people because it's more relatable to everybody. Whereas if I start a video with here are the best three closes that you can use on your next sales call, that's only gonna be relatable to a small demographic of people.
06:05And so the chances of that going viral, it's well, you can make it go viral, but it's an art. It's it's very slim.
06:11Whereas this stuff, like, for lack of a better term, can kinda be retarded and still get this stuff right. So connection content is the one side of the content that you guys should be posting. And I see a lot of you guys, and this is for all of you guys because we did a little bit of an audit of your social media on the way here.
06:25We see a lot of opinion pieces and mindset pieces. I personally think that the mindset stuff, like teaching people how to have a better mindset, that content's, like, dead. Like Walking dog.
06:35Yeah. It's it's dog falls on deaf ears. If you're trying to teach somebody, like, mindset tactics or hacks, like like,
06:41you literally sound like every other person that is trying to do anything on the Internet at all because that's the first thing that everybody talks about. Here's how here's how I have a good morning. Here's how you can be happy every day.
06:53Here's three tips for a successful life. Pass. You know?
06:57Nobody pays attention that's why the views are So if you guys are gonna do that type of content, we call that opinion content. And for opinion content, uh, Cole's getting a 100,000,000 views a month on that. I wanna give you another example that you guys will be able to tangibly grip onto because Cole does this perfectly in his content.
07:11If you were to say, Jacqueline and I went for a walk today and we were talking about blah blah blah blah blah. If I don't know you, I don't know Jacqueline. Yes.
07:19And so if I'm a viewer and I'm on social media and I come across that video for the first time, no idea what you're talking about. Scroll. But if I'm like, my wife and I went for a walk and she told me that I was working too much.
07:28Ding. Does that make sense? Because people on social media don't know Jacqueline.
07:32So as soon as you say that name, bet they're gone. So you have to think about how do I make the video relevant to everybody that doesn't know me and how do I, like, simplify the concepts and even instead of saying somebody's name, saying my wife. Yes.
07:45Write this down. Do cool. That's a writer downer.
07:47Commit to something. When you commit to something, you commit to a task. You commit to, like, a a venture.
07:52People like following along the journey, which is why when I say I wanna be bigger than Gary Vaynerchuk, some people laugh at it. I'm like, I don't think it's funny. Like, I'm I'm a show you motherfuckers what's funny.
08:00You know? Yes. Commit to a journey.
08:02One thing I wanted to give you guys with the opinion content as well is that keep it simple. Like, if you for those of you guys that are just getting started, like, you hear us, like, talking about, like, split testing, posting eight times a day. Like, we have media teams behind us that are we're paying $30,000 a month for.
08:16Right? So if you're just getting started and we want you guys to take this seriously, pull out your phone and talk to the camera. You know?
08:22And now I'm gonna give you guys a hack that you guys can do for split testing. Alright? So check this out.
08:26Let's say, Denny, you've got an opinion piece that you wanna post today. And you just go on a rant and start like ranting about something that you're passionate about. What you can do is after you're done the rant, I want you to pause and I want you to find three different ways to enter that rant.
08:38Okay? So, uh, give me something you're passionate about. Fitness.
08:41Fitness. Okay. So tell me give me a story about fitness.
08:43Something you'd you'd wanna talk about. How I had won this transformation challenge. Okay.
08:46So like won this transformation. Perfect. So so Denny goes on and he's gonna talk about how he won this transformation challenge.
08:52And he'd be like, the core meat of the video is about his transformation and what he went through. So we we could think about three different entrances to that video. An example would be like, I got paid a $100,000 to lose 50 pounds.
09:02I'm gonna teach you guys exactly what happened. So that's entrance number one. Entrance number two could be, I lost 15 pounds in sixteen weeks and I won a $100,000.
09:10Entrance three could be like, in this photo, I was fifteen pounds overweight. This photo, I'm absolutely shredded. I lost the weight and I actually won money because I lost the weight.
09:18Here's how I did it. So I would just think about three different entrances for that video. So I do the rant and then I think about three different entrances and I record each each entrance to the video.
09:26I would clip each entrance to the video, put it at the front of the video. I'll post all three of those versions on TikTok. Whichever one got the highest views on TikTok is the one that I'd move over to Instagram.
09:35Does that make sense? Yes. So that's an easy way that you guys can start split testing today.
09:40It's like anything you guys are doing, just think about three different entrances for your video, like two to three second entrances and put them at the front of the video and post all three of them on TikTok at the exact same time, which everyone gets the highest views you move over on Instagram. How long would you wait?
09:52I would say twenty four hours. Yeah. Yeah.
09:53Twenty four hours. So this stuff should be about 66%
09:58of your content strap. Should be the opinion stuff and the connection stuff. Write this down.
10:01In order for people to purchase off of you, they need to know you, like you, and trust you. So this stuff, the connection content helps them get to know you. This stuff also helps them get to know you, the opinion content.
10:11And then we're gonna move into the middle of the funnel here. In the middle of the funnel, we've got conversion content. Who's your guys' ideal client?
10:15Small business owners. Okay.
10:18What are the things that they're struggling with? Systems, processes, building your sales team's culture. Systems, processes, building the sales team's culture.
10:25How many of you guys have done sales calls with small business owners? Raise your hand. Okay.
10:30So everybody in the room. How many of you guys record your sales calls? Keep your head up if you record them.
10:34Okay. So I'm gonna give you guys a hack that's gonna change your life. Okay?
10:37So when you're creating conversion content, conversion content is content that is highly relevant to one demographic of person. Okay? So like when I'm watching a piece of content, I'm literally like, oh, this is literally what I was struggling with or this is the exact thing that I was struggling with.
10:51So what you guys can do is take your transcriptions from your sales calls, plug those transcriptions into Claude and say, hey Claude, I want you to create me an ideal client worksheet that pulls out the specific language and the pain points and the problems that my prospects are saying on sales calls so I can utilize that language in my content.
11:09Then when you're creating content, the way that you guys are gonna create content is you're going to introduce the problem then give them a solution. And that is the easiest way you guys can understand conversion content. If you guys have done 50, a hundred, two hundred sales calls, whatever, you can take those transcriptions,
11:24plug them into Claude, ask Claude for an avatar document sheet. Once you get that avatar document sheet with all the pain points, problems, frustrations, goals, let's say that you wanna do a video about one of the problems about, like, how they can't grow their business or their culture sucks. You can then take that sheet, plug it into Claude and say, hey, Claude.
11:38I want you to write me a video script talking about, you know, culture shifts inside of a business, and I want you to make sure that you insert language from my ideal client avatar. Then Claude's gonna write you a script. You can take that script as a baseline.
11:50You can add your own spin, and now boom, you're creating conversion content. Write this down. Conversion content is problem to solution content for your ideal client demographic.
11:58That is conversion content. And in order for it to be problem to solution, you actually need to quote problems that your current customers
12:06that are paying you money have. That's how you're gonna get more potential customers that will pay you money by quoting the customers that have already paid you money. So I'll go to sales calls from clients that paid me in full.
12:18I'll grab what they were struggling with. I'll make pieces of content about what they're struggling with. Now another thing that I don't think you guys are doing enough of, and this is in the in the middle of conversion content, is social proof.
12:29More specifically, this goes in the middle and this also goes in the bottom of the funnel that's why I put it on the outside. Social proof is demonstrating clients that are in your program that are getting incredible results.
12:38How many of you guys post your clients wins on your social medias on a daily basis? Keep your hands super high if you do. Back there.
12:45There you go. There we go. Three people in the room.
12:48Every person in this room needs to have a really great relationship with the clients that they've signed on, and this is this is also gonna help you guys with your coaching skills. You need to go above and beyond to make sure that your clients are winning because if you go above and beyond to make sure your clients are winning in the program,
13:02then they're gonna text you when they win and they'd be like, yo, Evan, I just signed another for my business just doubled. Bam.
13:09Screenshot shared to your story. Now everybody that's following you on social media sees that you're working with clients that are getting incredible results. So this, if I can give you guys one thing that will absolutely make you a ton of money in the next three hundred and sixty five days, is posting social proof on your Instagram stories and on your news feed on your Instagram stories every single day and on your news feed at least twice a week.
13:26Because now we're getting people from the Internet, from our connection content or opinion content, piece of content goes viral. They follow us on social media, and then they start watching our conversion content, and it's highly relatable to one specific person. So I got a business owner that now follows me on social media that starts watching my content, consuming my stuff, and it's like, oh, this person actually, like, gets me.
13:44They understand my problems, which leads us to the third. This is call to action content, which leads us to the third stage. Then we post something on Instagram stories that says, like, I'm looking for two business owners that wanna add an extra $10,000 to their business in the next thirty days.
13:57If that's you, vote here. This is called call to action content. Call to action content is where you call your audience to take an action.
14:03You tell your audience that you're taking on clients. You tell your audience how many of you guys give away lead magnets on your social media? So if you're giving away lead magnets on your social media, call to action will be like a free lead magnet for some sort of Right?
14:13So what I'll do is I'll find videos that are performing well on social media, and then I'll make my own variation of that. And then I'll attach a call to action for a lead magnet for one of my things at the bottom of the video because that will ultimately drive people to the DMs, which is where we wanna get people. Your goal is to get people in the DMs.
14:29The problem that most people struggle with is that they'll post opinion content that's half baked that sucks ass and it's like here's how to change your mindset at which doesn't do anything for your account at all. You post you know a couple b roll videos of you and your family, and then you DM them and you're like, yo, you wanna buy my And they're like,
14:49no. Who are you? Right?
14:52But if you're posting the opinion content that's, like, clear, it's triggering, which means people are either gonna agree or disagree with you, and the people that agree with you are the ones that are following you, then you post connection content so they get to see you. They know who you are. They like see like, they resonate with your energy.
15:07They resonate with your family. They resonate with how you show up as a dad. Then they consume your conversion content, which means that they see that you have a specific solution to problems that they're experiencing right now.
15:17Then you send them a DM that says, hey, man. Thanks for the support of my content. I appreciate you.
15:22And they're like, oh, like, Thomas, like, love your content, bro. Like, I love your message. Love everything you're about.
15:26Blah blah blah blah blah blah. That person is significantly more likely to book a sales call with you and significantly more likely to buy. I also think that it's so much more important to have an opinion and to stand on your own conviction right now because anybody
15:40can use ChatGPT to come up with content ideas. Yes. And that's what most people do.
15:45So I'm telling you guys, the business owners that are in the room right now, the people that are gonna take this seriously, the ones that are gonna win the ones that are just gonna open up their phone and have conversations with people like convicted and certain about certain subjects. That type of content is gonna sign you more clients and like stop doing this or stop doing this, etcetera.
16:02Okay. So I'm gonna show you guys a couple different formats that I believe are very easy for you guys to replicate and duplicate, And my sales content absolutely rips. So I wanna show you some of the stuff that I'm doing that I think will be easy for you guys to do, um, and easy for the office to execute on.
16:15So this one, I'm gonna play this video then I'm gonna explain how I set this up. And we have programs that range from all budgets. Um, so, you know, what I'd like to do is just basically ask you a few questions to see exactly where you're at so I can make the best recommendation for you.
16:25Is that fair? That yeah. That makes sense.
16:26That makes sense, bro. But I'm just like, you know, I just really wanna know how much it costs. Okay.
16:29Can I be transparent with you? Yep. We're not the dollar store version of what you're looking for.
16:33And so, um, if you're looking for the cheapest price, I can refer you to one my cheaper competitors, um, you know, for a lower quality service. What we do is a premium service that guarantees results. And like if we're gonna take you on as a private one on one coaching client, I'm gonna make sure that you get the result that I promise you.
16:46So are you just looking for the cheapest, you know, lowest quality service? Are you looking for a service that guarantees results? Okay.
16:52So now I'm gonna tell you guys how I do this. Okay? How many of you guys know who Adley is?
16:55Adley is like the most famous girl on the Internet. Okay. So I first started working with Adley.
16:59I had this thing where I was like, every video has to be authentic and I'm not gonna ever like fake any videos ever because like I'm just not that dude. And then so I wanted to start doing sales videos like this and she posed this question to me and I'm gonna pose this question to you guys and I'm gonna teach you guys how to set this up.
17:12How long do you think you guys would have to be recording yourself like all day every day to be able to get a clip like that that actually bangs? Like like, to get, like, the actual moment of when you said that thing to the prospect on the sales call all day. Right?
17:25All day, hopefully, to get one clip. Or you could just set this up and have your homie call you. Right?
17:31So instead of me waiting for a live sales call, this is actually what I say to prospects on sales calls. But instead of me waiting for a prospect to say that, I just got my homie to call me. Now the best part about what you guys are doing is you have a an entire office
17:46of people. I have to like call my friends and like I we do everything online, bro. We got 50 employees online.
17:51So gotta call call them like, yo, you're busy? He's like, yeah. I'm busy.
17:53I'm like and I call some of my homies and get some of homies to call me so I can do this. You guys can set this up online. This type of content in rips bro where you're just overcoming objections.
18:03So you guys could do overcoming objections content and I'm sure you guys have frameworks and ways that you guys do it. This type of content absolutely can slaps. Easy to set up.
18:11Easy to do in the office and you guys have homies. So just get your homie to call you, muffled the voice, and you guys can set this up and easily rip this. Another one that I wanted to show you guys is easy to set up and easy to do.
18:22Same thing. Same setup for twelve months. That's
18:26that's pretty expensive, man. Pretty expensive? How much did you think it was gonna be?
18:30I mean, I don't know. 7.52 is just a lot.
18:33Thought it probably would've been a little bit lower. K. 22,300
18:37likes, bro. 22,300 likes.
18:40I actually do say that to people on sales calls, by way. Like everything I'm going over Yeah. You wanted to take yourself out for a nice dinner.
18:46Do you go to McDonald's or do you go to a steak house? I say that. No.
18:49I'm like I'm aggressive. Like that's my closing style. So instead of waiting for the fucking right moment for me to say it on a sales call, I'm just gonna set it up with my homies.
18:58You guys have an entire office full of people. Bam. You guys can bang those out.
19:02So overcoming sales objections content slaps. Um, I just wanted to point out a couple things that's really important. Every one of these videos is quote unquote effective without context.
19:11So it's small, but you notice how it says $1,500,000 month closer. That's too expensive.
19:167.5 k deal closed. So even if you have no idea who I am on the Internet and you see that that thumbnail, I'll click on it. You have no idea who who I am on the Internet.
19:24You see that thumbnail and you watch the first three seconds of that video effective without context. You know exactly what you're in for.
19:30So hooks. There is verbal, visual, and written.
19:34All of these need to be taken into consideration when you're making your videos. So verbal which is why we told you guys like have three variations of your video.
19:42So for this as an example, you know, this this was actually not the original video. The original video I started out with doing the close first. So in this video I just said it's gonna be 7.5 k for twelve months.
19:53That's that's what I said. But then in the original video I was like, okay. So in the program, here's what you're gonna get.
19:57The and I did the entire program pitch. And then I watched the video.
20:01Was like, nobody gives a shit about that. So I started with it's gonna be 7.5 k for twelve months and then that video ripped. Which is why with verbal, wanna have three variations.
20:09With visual, just I'm gonna write don't be boring. Okay? Visuals don't be boring.
20:13When somebody comes to the video based on the scene, does the scene look like this is gonna be an interesting video? Based on this scene, it looks like I'm actually on a sales call. There's a water bottle there.
20:22Got my laptop. The visual hook kinda matches what the video is about. So the visual hook is like the background, the setting, etcetera, which is just if you guys see this right here on these videos that popped off, which I'm gonna give the twin for not doubling down on this content style because you guys should absolutely be ripping this content style.
20:38But these videos, you can tell by the scene it looks like they're actually in a car lot ready to buy a car. Right? So that's a visual hook.
20:43And then the written hook always always have a a written hook on screen. And the written hook is this.
20:49$1,500,000 month closer. That's too expensive.
20:517.5 deal close. Okay. So those are two video styles that are easy to replicate and easy to do so you guys can think about different objections that you guys know how to overcome that you guys absolutely smash and you guys just start the video with you smashing the objection.
21:04These videos and again I wanna give the twin because this content style ripped for them bro. Here's another rule.
21:10Write this down. When you have something that's viral do it again and again and and again and again and again and again. Over and over and over again.
21:16That video that I just posted about the 7.5 k deal closed I posted it three times. Time I posted it, 700,000 views. Second time I posted it, 696,000
21:23views. Same thing for a different version? Exact same video.
21:26So if I have a viral video, I'll take the exact same video. I'll wait a month. I'll post it again.
21:30It goes viral again. Has the algorithm told you that people like this style of content. The algorithm's like, yep.
21:36That's a good video. So just take the same video. Do it again.
21:39But then another thing I'll do is I'll take that video and I'll just refilm the video in a completely different scene. Exact same script. It already went viral.
21:46Why would I not do it again? So I'll take do the same video in a different scene. So, uh, we're gonna play this video from the from the twins.
21:51Bro, they wanna test your skills. Sell me these glasses. Oh, dude.
21:54That's awesome, man. Here, look. Number one, Jonan, I see you squinting right now.
21:58It's probably because that Arizona sun is probably a little bright on your corneas. Am I right? Yeah.
22:02That's your eyes. Your eyeballs. You know?
22:04Yeah. Have you ever tried to look up or look further and then you couldn't see where you're going when you're driving? Yeah.
22:08Right? Yeah. Look, dude.
22:09If you were to put these glasses on, dude, look. I can look at the sun all day. I can look at where I'm going, dude.
22:15So in fact, these glasses keep me safe. They keep me safe from the sun, and, dude, they keep me seeing clearly. What could be better than having these glasses?
22:23Now, Jonan, these glasses are only $400, dude. They're gonna cost you nothing to keep you safe on the roads.
22:29And, dude, look how cool they look, dude. You see how cool I look, Jonan? Yeah, dude.
22:32Listen, dude. $400, man. These glasses are yours.
22:35It's easy. I even take two payments, man, if you don't got the dough. Let's go.
22:38Wow. Let's go. But, like, dude, that type of content rips.
22:42And so, like, the type of content, it's like, uh, obviously, that that scene is really cool. But the type of content where you like, somebody's walking up to you and then asking you a question. Hey.
22:51Hey. Really quick. I gotta and you just ask the question.
22:53And then you might so then two variations of the video. You might get them asking the question to start the video or you might start the video with you just answering the question and then the text hook is the question that they ask you. What do think about the small business owner that doesn't actually train their team properly?
23:08And then you just answer it and they and now now it's more engaging because there's two people in the conversation and the viewers brought in and it feels more interactive versus you sitting there with a talking video and you're like, here's three things that can help you train your team better. You know?
23:21So like this is a really easy way for you guys to get better engagement with the setup that you guys have right now. And again, you guys need to double down on what's working. Dude, look how many fucking videos you guys had that went viral with this style bro.
23:33Write this down. When you guys get the wave, ride the wave. This is why I'm posting six times a day, seven days a week because I've had the wave now.
23:40Like I started posting three times a day every day, seven days a week like all year last year. We are at 350 k and I realized that .
23:48And now I'm just riding the wave. But long story short, these style videos crush and you guys should all be doing these style videos with each other. No big deal man.
23:55You love the way it drove. You love the way it feel. I could see you driving down the road man.
23:59You were so excited about it. Am I right? Yeah.
24:01So it fit everything that you're looking for. Yeah. Is that correct?
24:04Yeah. Okay. So what I'd like to do is give you a quick five minute proposal of all the facts and figures.
24:10That way when you go home you truly have something to think about. Right now you've just driven it, you like it, it's fun and that sort of thing. But let's just give you something to think about that way when you go home.
24:18Let me tell you guys what your unfair advantage is. People love videos where there's other characters in the video.
24:23That's your unfair advantage. You guys got a whole office of people that are down to do the social thing. When there's more than one character in the video, it's like people love that.
24:32Also people love on social media exaggerated characters which is why these guys do so well on social. It's like an exaggerated character. They're like they're like amped up and people are watching like, this is this is good.
24:43How many you guys follow Daniel g? Raise your head if follow Daniel g. Exaggerated character.
24:47He we watched him speak the other day and he was talking about how everybody talks about how he's on crack all the time. And he's like he's like, dude, when I'm off camera, I'm actually chill. And he's like, and then when I record, I make sure that I look like I'm on crack.
24:57You know? So it's like there's you got yeah. Exaggerate
25:00a little bit. K. I wanna show you guys one more style that I think would do really well for you guys and I think you guys should play around with it.
25:06Is this style. The Snapchat filter style. I give it a rest bro.
25:14Let them fucking talk. You think the people that are talking shit about you are ever gonna become your customers? No.
25:19They're just sitting on the sidelines criticizing you for going after your dreams because they didn't have the balls to go after them themselves. So who gives a fuck if you get hate comments on the internet or you get people talking shit about you or your friends or family are doubting you telling you that it's not gonna work.
25:32Keep going because eventually instead of criticizing you they're gonna be asking for your advice. So this video by itself like is a motivation style video would probably flop. That's like that's literally opposite of the advice that I told you guys like don't do motivational stuff.
25:43CTABut the reason that worked is because I hooked all these in that thought I was getting talked and then by the time they got to me, bam, they're like, okay, I may as well watch. You know? So these Snapchat filters, they're they're a style that's trending right now and I just wanted to give you guys that so that you guys could play around with that An example would be like, if there was somebody that filmed it from, like, a far away or somebody that has the farthest away angle being like, what the fuck are these losers doing?
26:08CTASo, like, what the fuck are these losers doing? And then you have that, and then it's like, boom. And then it's into and then one of you guys is talking about the Elliot culture.
26:14CTARight? So it's like it's like the video of, like, you know, all of us dancing around it, and then it cuts to you talking about, like, this is the culture. This is what we do here.
26:23CTALike that like, this is the standard. This is how we show up every single day. Gotta be fired up.
26:26CTAYou gotta be jacked up. So you get their attention with this, like, cool thing or this thing that everybody thinks you're getting talked, and then you give them a core message. Cool.
— full transcript
§ 05 · For Joe
Steal the funnel. Stage the proof.
Brian Mark playbook
The three-layer funnel (Connection / Conversion / CTA) is a complete content OS, and the staged sales-call objection format is the most immediately executable play in this video.
- Map your content calendar to the funnel: 66% attention (connection + opinion), the rest conversion and CTA.
- Use split-test-three-entrances on your next talking-head video: same body, three different first 3 seconds, all three to TikTok, winner to Instagram after 24h.
- Pull your last 10 sales call transcripts, run through Claude to extract ICA language, use that exact language as your next conversion content brief.
- Stage a friend call for an objection-handling clip — muffled voice, you close, written hook on screen. The easiest replicable format Brian showed.
- Every written hook must pass the effective-without-context test: a stranger who has never heard of you should understand the video from the text alone.
- When something goes viral: repost the exact same video a month later, then refilm the same script in a new scene.
- Two characters on screen outperform solo talking-head — if you have teammates or an office, use them.
§ 05 · For You
Why your posts are not getting you clients.
If you are posting but not selling
Most people post random content and hope clients appear — this system shows exactly which type of post does which job in the buyer journey.
- Before someone buys from you they need to know you, like you, and trust you. Your content needs to do all three jobs, not just one.
- Connection content builds know and like. Opinion content builds trust. Conversion content shows you understand their specific problem.
- If you are only posting mindset tips and inspiration, you are competing with everyone else and signing no one.
- Posting your client wins — screenshots, testimonials, before-and-after results — is the highest-ROI content type for turning followers into buyers.
- The goal of every post is to move someone closer to a DM conversation. Once they are in the DMs, the sale happens in conversation, not in content.
