Marketing Secrets with Russell Brunson - Eric Thayne’s 60-Second Perfect Webinar: The Secret To Killer Organic Content | #Marketing Ep. 26

Episode Date: April 14, 2025

If you're building a business online, at some point you’ve probably heard: “You need to create content.” But what does that actually look like? And how do you do it without burning out, dancing on TikTok, or spending 40 hours a week on Reels that nobody sees? In this episode of The Russell Brunson Show, I sit down with Eric Thayne… The creator, filmmaker, and author of Create, Don’t Capture.  He breaks down the exact system he used to go from $100K in debt to rebuilding his business entirely with organic content. We go deep on Eric’s viral framework (aka The 60-Second Perfect Webinar), how to turn everyday ideas into scroll-stopping videos, and why most people massively overcomplicate their content strategy. If you’re trying to grow an audience, get more eyeballs on your funnels, or just finally show up online consistently… You’re gonna love this episode!  The 60-Second Perfect Webinar: Eric’s viral video framework Why creating content is more important than running ads The fastest way to come up with endless content ideas (even if you feel like you have nothing to say) Why documenting your journey beats waiting for perfection How to test hooks and content for free (before ever spending money on ads) The 3 types of content every creator should be posting (and how to balance them) Whether you're just getting started or you're already spending big on ads, this episode will challenge the way you think about content!!  AND… it will show you how to finally build an audience that actually converts!  Grab Eric’s new book Create, Don’t Capture (limited edition copies might still be available) → createdontcapture.com https://sellingonline.com/podcast https://clickfunnels.com/podcast https://30days.com Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal https://nordvpn.com/secrets Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to northwestregisteredagent.com/russell to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at LinkedIn.com/CLICKS Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at RocketMoney.com/RUSSELL Indeed: Get a $75 sponsored job credit to boost your job's visibility at Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices

Ooh, nice! Air Canada has a worldwide sale. Wow, look at this deal to the Philippines. Nice, let's book it. But wait, Naples is also a steal. Saving seafood and sun? You want sun? There's a hot deal to Mexico. And even hotter to Yellowknife. Nice, but I thought you wanted tropical hot.

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you're gonna need a good funnel. But if you want a great funnel, then you're gonna need to use ClickFunnels. ClickFunnels is the number one funnel builder in the world, helping more first time entrepreneurs to leave their nine to five and to launch their dream than any other company on earth. ClickFunnels was built for the dreamer and the doer

and you can get a free four-tenth day trial by going to clickfunnels.com slash podcast right now. That's clickfunnels.com slash podcast. ClickFunnels, because you're one funnel away from changing the world. This is the Russell Brunson Show. Hey, this is Russell. Welcome back to the show I'm excited I've got

somebody in the studio in office today we're gonna be talking about his new book launch his process a whole bunch of other really cool things and so we're gonna be talking today for any of you guys who are creators who are trying to put your message out there and you probably have a webinar or a challenge or something but you're struggling at getting traffic how do you get more traffic into your funnels? What's a cool, easy way and a fun way to do that? And so my guest, Sam excited.

He's local to Boise, so you know he's awesome, number one. But number two, he's also been involved in our coaching programs for, I don't even know how long, for almost a decade, for a decade. He's been involved in our programs. And the story we're going to tell today and his new book coming out, I'm really excited because I didn't know this part of the story until I had you speak at Mastermind of Paradise in Mexico and you first kind of told your story about how you discovered this and how it came about and how everything shifted for you. And anyway, so we're gonna go deep into that story because when I found

out about that after that, and you spoke at Final Hacking Live and spoke, you told the story a bunch of times for our people and I'm excited to share on the podcast. But our guest name, his name is Eric Fain. If you haven't met Eric yet, this is Eric and he's got a brand new book called Create, Don't Capture, which is just launching right now. How's the book launch been going so far? Yeah, it's going great. We're just kind of in the middle of it right now. So it's super cool.

And depending on when this comes out, he, do I talk about the limited edition? Cause this is kind of a cool thing you're doing that may be relevant to people who are listening, but may already be sold out. Yeah, I think this is, I mean, it's kind of unique and it's a little bit different, but the title of the book is Create Don't Capture. And it's about really creating instead of just like going through the motions of doing like what you're supposed to do. Right. And so when we were launching the book, I was like, I can't just like throw the book on Amazon and sell it for 20 bucks. Like this needs something special. So we did this limited

edition version of it. And depending on when this podcast goes out, you might be, there might be one left. You might be able to get one. You might not, but you can go check it out. There's a, it's a very limited run. And so- And limited edition, they come with a dust jacket

and everything, right? And like, anything else special about limited edition? Yeah, well, we spent a lot of time and effort into just like this unique design and something really unique and nice. It's a nice hardbound cover. They're all signed, ready to go. And so you can get one of those.

It also comes with this, The Creator's Journal, which is brand new, which we haven't told anybody about until just recently, which is a process that I go through daily to like increase creativity and get into flow and just like become a creator and share more and teach more. So there's that, of course, when those are all gone, then they're gone and then we'll go, you can go get the normal book then, but and for now those are available. So we'll do a more formal call to action at the end, but for anyone, like where can they get this

and see if the elimination is even available? Yeah, just createdon'tcapture.com. Createdon'tcapture.com. Okay, with that said, let's jump into like what I wanna actually go deep on it, which is the process so first off I love you to tell the story Even before the Mexico like where you kind of start creating this up, you know the year before you spoke Tell some of the background because you were publishing stuff prior to you ever teaching in these kind of things Like what where did it all start for you? Yeah, so I got, when I got started in the online game,

I was running a business teaching filmmakers, and I was coaching filmmakers, I had courses and everything, it was on lighting and cinematography and all those things. And it was great, but the entire business was built on Facebook ads. Like I had learned how to create Facebook ads from my first original mentor, who was like, do it this way, set up a funnel this way,

he got me into click funnels, and then I started building the stuff and it was all going great and you know, you remember the early days of Facebook ads, like you could sell anything. You could sell anything. If I go back in time, can you imagine like what we know now, like it was Christmas and we didn't even know how good we had it. But you can sell a box of rocks on Facebook with ads and it would sell, right? And so we were selling stuff like crazy, it was amazing.

And there was always this thing of like, I would listen to you or go to FHL or whatever and people are always like, you need to publish content, you need to build your brand, you need to publish every day, create content. And I remember hearing that and going, yeah, yeah, yeah, I know I need to, but like, it's hard, it takes time. It's like, why would I do that when I could just go spend a little bit of money on ads and get a 4x return

And grow my business that way and so it wasn't that I didn't know how to create content I had done it for a lot of other people we had you know before all of this we had done over 500 million views on YouTube Back when a view actually meant something right because nowadays It's just like somebody scrolls past your video and they counted as a view But on YouTube it was like they had to spend a significant amount of time watching it for it to even count as a view. And so we did a lot of viral videos for clients. And I'd always been into video production and design

and branding and all that kind of stuff. So we had done all that. I knew how to do it. But sometimes you are really good at helping other people with something, but then you just kind of neglect yourself. It's like when they say the shoemaker's son has no shoes or something. Exactly. So I didn't have shoes as the shoemaker's son has no shoes or something. Yeah, yeah, exactly. So I didn't have shoes as the equivalent.

I didn't create my own brand. I didn't create my own content. And so all running on Facebook ads, business is growing. Everything was great. Although I did watch my competitors who were focused, like hyper focused, on creating YouTube channels and creating content, I watched them taking off so much faster than me

because their relationship was like actually a relationship of value with their audience versus like mine which is very transactional and just constantly selling through ads. And I noticed that but you know I didn't know what to do and I didn't have time to create content so I kept running the business. And it wasn't until you know there was the moment when Facebook ads got all messed up and got expensive and there was a whole thing that happened with Apple and Facebook and the iPhone. They started putting those notifications on it and then it got worse and it's continued

to get worse since then and it just got a lot harder and there was a period of time there where my costs got so high that it just completely shattered my business. Like we went from millions in revenue to like $100,000 in debt, like what felt like overnight. And it was a really hard time. It was around Christmas time, like my favorite time of the year. I love Christmas and like I spent the entire holiday

locked up in a room, like working on the business, just grinding, trying to figure things out. And I remember like sitting around just going like like this is not what I signed up for. Like this isn't this isn't what I want it. This isn't like I got into this business. I had a dream for like a lifestyle that I wanted to build and who I wanted to help and what I wanted to do with it. And you know your why is usually a big part of that.

And my why was like to support my family and to build this thing. And yet here I was trying so hard to serve that why, but then neglecting the why at the same time. I was like, this doesn't make sense. This isn't right. And so that was kind of the catalyst for me where I was like, I have to change something. I can't do this anymore. This isn't working anymore.

And so then it was at Mastermind in Paradise, the first year that I remember I was sitting there and trying to figure out what to do. I had already RSVP'd and bought the tickets so we were there but I couldn't afford to be there. It was bad. I remember sitting there and just having this idea, this epiphany kind of came to me that I need to turn off my Facebook ads.

We've been trying to make it work but it's not working. What if we just cut that off completely and go all in on content? Short form videos, right? Instagram, TikTok, YouTube shorts. And I didn't know if it was going to work. I didn't know what was going to happen, but I made the shift. We shut off our Facebook ads. It was right there at that event that I made my first three videos, made them, got home, continued making content. It was a grind for a little while making those videos and then it was about month five of making daily video content

that my account started taking off. It started working, everything was growing, we were starting to make money from it and we completely replaced what we were doing in revenue before when we were spending $40,000 to $50,000 a month on ads, now just completely from organic. And that was what happened and then that was why I ended up the next year at Mastermind in Paradise is when you invited

me to come speak on stage and so then I was there actually telling everybody the whole story. It was cool too because you told, again, I knew what you were doing and saw the results, but I didn't know and then you told the story, you're like, I was here last year, I couldn't afford to be here and then I went out to the step, you showed the picture, I went to the steps right here, I recorded the video and you told the story like I was here last year I couldn't afford to be here and I went out to the step you showed the picture I went to

steps right here I recorded the video and started and that's like where it all began and then 12 months later how how much has transformed is is really cool yeah crazy and so then to be on stage then teaching that formula was amazing and then of course you know we did I started doing some videos for you and then for a bunch of other people and then we did FHL and then I launched the book and then all everything happened from there. And here we are today. And here we are. On Ross's podcast.

It's so cool. So when you first started it, the first videos you made in Mexico, did you have a formula or a process where you just make it like how did it from the very beginning part of how did it start? I didn't. I literally didn't know what I was doing. I was just like, I see people making these short form videos, like they're talking and teaching principles on it. I'm going to try that. I'm going to just, I'm going to do it. And so I'd seen enough of them

to kind of like get the flow. But the first few videos I made, like they weren't good. They were, they were shot on a phone, like just on your channel. Can we scroll backwards? Yeah, they're still there. Yep. Yeah, they were shot on a phone. They weren't like high production or anything Like I remember looking for I was trying to find like a nice backdrop at the resort, which is a beautiful resort So that wasn't hard But I was actually looking for a place where nobody would see me doing it because I was so embarrassed I was so embarrassed to make these videos and for somebody to see me like with my wife standing there with her phone like Recording me and I'm like talking to the camera

I've always been a behind-the-camera guy. I'm a filmmaker, right? So being in front of the camera was just weird for me But I did it I got them over with I only made three. I was like that's enough. I did three Okay So I made the three videos and and I didn't know what I was doing and it was over time that I started to kind Of develop the formula. I started to figure out what was working Because for the first two months of making the videos, I was actually losing followers every day. So-

I'm offending everybody for my content. I'm like, I hate this. They, like people didn't like it or whatever. Like, I mean, there were followers. I was gaining followers, but I was losing more followers. So clearly like it was different from what I had done in the past. And all the people that have followed me before were like,

this guy changed, I'm moving on. And that all the people that have followed me before were like this guy changed I'm moving on and that's a hard thing to like commit to something like this and then see your follower count dropping and then and then to like continue Yeah, I see with bail and like this is not working Yeah Well, most people go for like two weeks and they see it working and then they give up Cuz like that's a lot of work, right? I can just spend money on ads. So But I kept going cuz I didn't have another choice. I burned the boats, like Facebook ads,

I was like, I'm done with those. And so it continued going. And then it was through a process of like, I knew that in order for it to work, I needed to get better and better at it. And the way to do that was to watch the performance of my videos, pay attention to what was working, and do more of that.

And then pay attention to what wasn't working and do less of that. I'm like, if I just follow that formula this should work out. Eventually we'll figure it out. At some point and that was what happened and it was through a process of looking through all of my past videos that were working the ones that popped off the outliers you know if I was getting a few hundred views what was the one that got a thousand views and why did that work and started reverse engineering that.

And that was when I discovered this framework that I kind of followed and I was like, oh, if I do this every single time, the videos perform a lot better and they have a lot better chance of going viral or getting more views and ultimately that's of course what we want. And then, and so I started kind of following that formula and I started doing it and And then it was when, when you asked me to come speak at Mastermind in Paradise and I was preparing the presentation, this is the first time I was going to teach it publicly. I started thinking about it. I was like, how can I present this in a way that would be interesting to Russell's people that they would, that would make it click, that they would get it and want to start doing it. And then I realized at that moment, I was like,

oh, this is kind of like a perfect webinar, but in 60 seconds, right? Usually they're 90 minutes, but like the perfect webinar is like the best selling framework ever for any type of content or anything, not just a webinar, right, you use it for speaking, for live events, for everything. And I was like, oh, what if I taught it like this,

where it's a 60 second perfect webinar? And you basically go through a hook and a story and a point and an offer, right? And let's take, there are three secrets in an offer. And so that was when I taught it at Mastermind in Paradise as the 60 second perfect webinar, and that just caught on. Like people really resonated with that idea. I don't even remember the event, like I spoke Friday night

and then Saturday everyone was around the resort making videos, everybody was out there doing it. Everyone had to try to find the same spot, like where do you do this at? There's gotta be something secret about that area. That's crazy. Well it's fun for me because again after, again I was there, it clicked for me too

and then we hired you and you wrote, I don't know how many you did, 50 or 100 or however many, a bunch of script. Yeah we shot like 50 in a day, didn't we? Yeah, it was brutal. I remember because Eileen was doing it at the same time we were competing back and forth. I remember Eileen had messaged me, she's like, I did, I worked with Eric's team, we did, I came around like 30 today, I almost died. And then, so I had my first shot, I think we did 50 that day. I have to do more.

And I messaged her and then she came and I remember because I was done. I was like like I was toast after that and then like a week later. She's like I did 51 today I was like that record will stand forever Actually literally planned that because we had a there was one month where she wasn't able to film It's like we'll just do a double shoot next month and we'll beat Russell Yeah, it's thank you. She like I'm so hyper competitive and she's not hyper competitive but she's still just to stick it to me how to beat me. Yeah, yeah. That's so awesome.

So let's walk through the process a little bit more. So because obviously I know both of us know the webinar but walk through like if you're looking at a 60 second thing, what does that structure kind of look like so people may not be as familiar with the perfect webinar or whatever like just to get an idea? Yeah, so this is the formula that every viral video follows and like I've gone and I've studied it and I've reverse engineered it And like there's a lot of different types of viral content There's funny videos or entertaining videos or there's educational videos, but this is especially effective I mean you can see this formula even in the silly videos right that go viral

But it's especially effective for somebody who's like if you're a creator if you're an entrepreneur I mean, you can see this formula even in the silly videos, right, that go viral. But it's especially effective for somebody who's like, if you're a creator, if you're an entrepreneur and you're trying to get a message out there, it's a way to grab people's attention, get them to pay attention to what you're talking about, narrow their focus in on what you do and what you can help them with and provide value and build trust with them and then give them a call to action to go actually do something about it. What you think about it, that's the whole point of business is to get people's attention, kind of teach them something and then get them to take action on that.

Hook story offer sounds so familiar. Hook story offer, right? Yeah. So that's the idea is like, can you do that? And the formula is built on human psychology and what makes that happen. Now there's a lot of layers of depth to this. Like I built a whole course on it that teaches the entire process because there's a lot to it. But the basic framework we'll talk about right now because if you just take what you know and what you're good at and you put it into what I call the language of social media.

See most people just show up and they just start talking and teaching but then then it's not working for the type of content that people want to consume. And so if you just put it into this formula, it instantly works better. It instantly performs better. I get comments all the time from people that are like, I did my first one and I got three times as many views as I normally get or 10 times as many views. Sometimes they go viral immediately. And so it's about putting it into this formula so that it can work.

So here's the formula. The first thing you start with is a hook. Every piece of content needs to start with a hook. Now, if you're in Russell's world, like you understand hooks, right? Because you talk about hooks all the time. And a lot of times they're hooks for a webinar, for presentation or for an offer and everything.

But the hook in content kind of comes before that, right? The hook is not just, here's this thing that I do or presenting in an interesting way. It's like, I just need to grab people's attention. So it can be a visual hook, it can be an editing hook, like a zoom effect, or we did one video for you where you were wearing a shirt and a tie, right? Russell's wearing a tie. Russell's wearing a tie. Like you don't see that very often.

And so that was the hook, right? But it's got to be something that's's gonna grab someone's attention to get them to stop because if you're You could have the best content in the world the most valuable thing if you can't get somebody to stop scrolling and pay attention to what you're Doing then nobody's ever gonna see it and so I always visualize that someone sitting there on the couch or on the toilet like Just scrolling fast and they can't like what's the hook that's strong enough? They're gonna make well Yes, that you don't click the button yeah and it could be a visual thing it could be an editing thing it could be what you say it could be it could be something you say that speaks so deeply to a pain point that

they have that they go I gotta know the solution to this I gotta know what they're gonna say about it that's those are the best hooks honestly they're not like trying too hard it's just like it speaks to that person so so the hook, super important. Do you ever get one of those ads that makes you go, why am I even seeing this? Not long ago I kept getting served ads for these super fancy chef grade pots and pans like premium artisan cookware and I'm sitting here thinking, you guys I barely even know how to boil water properly. I'm more of a protein bar and a podcast guy. Now I'm not knocking the product, it just wasn't meant for me. And the real problem is that the company probably paid good money to show me that ad.

And that's why I always tell marketers that relevance is everything. And that's where LinkedIn ads comes in. This isn't your average ad platform. It's a network of over a billion professionals and targeting options are insane. You can target the exact buyers by job title, industry, company size, role, seniority, even skills and company revenue. That means your message gets in front of the right people, not someone who thinks that instant ramen is gourmet dining. Now, if you're serious about B2B marketing and not just throwing spaghetti at the wall, hoping it'll stick, then you've got to be on LinkedIn. And

here's the best part. LinkedIn will give you a hundred dollar credit on your next campaign. So you can see it in action. Just go to LinkedIn.com slash clicks. That's LinkedIn.com slash CLICKS. Terms and conditions apply only on LinkedIn ads. If you've been following me for any amount of time, you know, I always talk about as you're growing and scaling your company, the most important thing is finding the who, not the how. Who is the person that can help you drive more traffic?

Who is the person that could be your CEO? Who is the person that could build your funnels? Understanding the who will dramatically speed up the growing and the scaling of your company. Now, the best place to find the who's who can help you with your vision is Indeed. When it comes to hiring the right who's, Indeed is all you need. Indeed gives you the ability to stop struggling to get your job post seen on other sites because Indeed's got a sponsored job listing where you can stand out in front of your dream hires. With these sponsored jobs, your post jumps to the top of the page for your relevant candidates.

That means your funnel builder is going to see it. That means the person driving traffic your funnels is going to see it. It means your new CEO or CMO or whatever you're looking for is going to see the exact ad for your business as soon as they open up Indeed. That makes a huge difference. In fact, according to Indeed, data sponsored jobs posted directly on Indeed have 45% more applications than non-sponsored jobs. One of the things I love about Indeed is it makes hiring so fast.

You can post the job and within minutes you're getting applications who are coming in looking to become the who inside of your business. Prior to that, I was often posting my help wanted ads on Facebook and Instagram and then getting tons and tons of responses from unqualified people who had no idea what they were doing. Whereas Indeed, again, they're only being seen by the exact person I'm looking to hire. Now with Indeed Sponsored Jobs, there's no monthly subscriptions, there's no long-term contracts. You only pay for results. You may be wondering how fast is Indeed? Well, in the minute I've been talking to you so far, 23 hires were made on Indeed across the Indeed network. So there's no longer need to wait any longer.

You can speed up your hiring right now by going to Indeed. And listeners of the show get a $75 sponsored job credit to get your job more visible by going to indeed.com slash clicks. Just go to indeed.com slash CLICKS right now and support our show by saying you heard about Indeed on this podcast. Indeed.com slash clicks. Terms and conditions apply. Are you hiring? Indeed is all you need. Now once you hook their attention, the biggest mistake that people make is they go straight into the content. So if you think about a hook as creating a question, so a hook might be like, here's the top three ways to make your Instagram account blow up. That creates a question in the person's mind.

What are the top three ways? So the hook creates a question in the person's mind. What are the top three ways? Right? So the hook creates a question. The content, the point of the content is to answer that question, but you don't want to answer it right away. Because if you do, the moment they get the answer, they move on to the next thing. Especially if you haven't given them like an understanding of why this is important. So that's why after the hook comes the why. Now the why is where you actually spend time diving into like the background of where this comes from or the context or what you need to know in order for this to make sense. It's kind of like you know you talk about how to how to wrap your principles and your points in your webinar in stories okay

because by telling the story it makes the point more valuable and it makes people more likely to actually do something about it. If you just told people like, hey, you should build a webinar, they're gonna be like, okay, right? And maybe none of them will do it. But if you tell a story about how you built a webinar and it blew up your business,

and then you say, you need to build a webinar, how many more people are actually gonna do it, right? Because it's wrapped in that story. And so that's where you give the context behind what it is. And so it's like, here's three content tips for growing your Instagram this year. And instead of going, number one is this, you go, the way that I learned this was because I was doing XYZ,

I was struggling, I didn't know what to do, and I figured this out, and when I did it, my account blew up. So you guys wanna know what it is? All right, here we go. Number one is this. So this is doing two things for you. Number one is it's driving home the value

of what you're about to share. So that they go, oh wow, they could see how valuable this is. And number two, it's increasing your watch time. All right, because in content, watch time is super important. The longer, the bigger percentage of your video that somebody watches, the better it's gonna perform in the algorithm. And so you've caught somebody's attention.

Once you've got somebody's attention, you just bought yourself like probably five, 10, 15 seconds in short form video to where they're like, okay, I'll bite. I'll give this a little bit of time. I'll pay attention to this thing. So you wanna use those 10 or 15 seconds very wisely to really drive home the value of what you're about to say. And if you do that correctly,

after those 10 or 15 seconds, now they're really hooked. Now they're like, I have to know, I have to watch this video to the end. Okay? Then of course, then you get into the content. Now this is where the point, you make the point where it's three points or it's one point, you teach the principle briefly, kind of go into it. And then of course at the end, then you have the last part of

the framework, which is the call to action. What do I do about this now that I know this? And I think you've taught this before. If you, if you give people like all this information, you tell them this amazing thing and then you don't tell them to go do something. They're like, it feels weird. It's like, it's like you teach it to them and then the video just cuts off. They're like, what am I supposed to do with this? So, and especially if you're an entrepreneur, you want people to take action. So that's where you tell them what to do.

And it's not always like, go get my free thing or go buy my course. Sometimes it's like, follow me for more tips. Sometimes it's like, I just taught you how to do this, now go do it. And it just gives the content a very nice concluding statement. It makes it feel satisfying.

And the end of the content is really important for how it makes people feel. And so when you make people feel satisfied, I just got a lot out of this, it's going to make them more interested in watching more of your content. And so that's the four-step framework, like hook, why, point, invitation.

That's what I call it. And it takes people through the process, this psychological process, why, point, invitation. That's what I call it. Right? And it takes people through the process, this psychological process, grabbing their attention, getting them interested in what you're saying, giving them some value, building trust with them and then getting them to actually take action on what you just said. Yeah. I think what's interesting about it too is we've had a lot of videos we've done that have gone viral. You get a million views or whatever, but like usually they're based on some, I don't know, something or some, you know, whatever. Those people don't turn into customers later.

Some of these videos didn't go as viral for us, but you know, we get 30, 40,000 views on it, but someone, it brings, first off, the right person to watch it, the person who watches more likely to, you know, like it's, it's like, we do some of these funny ones or whatever, these different ones that do a lot of stuff,

but they don't turn into money, whereas these are the ones that like, someone consumes that consistently, those are the ones that turn into customers and fans and all the other kind of stuff, you know what I mean? Yeah, we looked at the stats on your videos. I think it was a 4X increase in shares on those videos versus your other ones.

Because it, again, like I said, this is especially good for people who are, like you entrepreneurs are trying to get a message out there. It's really good at getting that information out to the right people. So it catches the attention of the right people. And I think a lot of people look at it and they go like, well, it didn't get a lot of views.

But it's like, it's not always about views. I could teach this real quick. There's this thing that I teach called the content funnel. Word funnels in it, I'm already sold already sold let's go. Yeah you love it. So the content funnel is really understanding the three different types of content and this is really good so you understand like the flow of a single piece of content is what we just talked about. Let's talk about your overall content strategy this is the content funnel because there are videos that are designed to go viral to get a

lot of views those videos typically don't produce as many buyers or naturally when you get a million views on a video, I just had a video this weekend that got a million views in like 24 hours, like just completely took off. It's at 2 million views now. But like it's not like I just blew up my business overnight. It got a lot of reach, but not necessarily like a lot of buyers because there's different parts of the funnel. So you guys know how funnel works, right? So at the top of the funnel, it's really big, right? And that's the reach phase of the funnel is like, you want to reach as many people as possible. The middle part of the

funnel is the trust phase. This is where you're building value, building trust with people, okay? And in the bottom of the funnel is conversion. So you're going to reach a lot of people, but the number then the bottom of the funnel is conversion. So you're gonna reach a lot of people, but the percentage of those people who end up buying from you is small. It's a fraction of those people. And so when you have videos like that, you do something funny or something silly or entertaining

like if I made a video of me chugging a gallon of milk in 30 minutes and then throwing it up. Like it probably would go viral. What's that right now? Where's the milk? Here, get some milk. Just kidding. Like it probably would go viral, you'll see that right now. Where's the milk? Here, you get some milk. Just kidding. Like, it probably would go viral, you know, just because it's almost like a guarantee

that something like that is going to, or at least is going to get a lot of views. But what's that doing for my business? Not much, right? The person who sees it, like, my kids sometimes will see my videos and it's like, my kids are being shown that one, but they're not going to be shown that, you know. Yeah, exactly. Like, who's actually watching these? It doesn't really. Yeah. So the video that I had Govara this weekend

like it wasn't super related to what I do it was kind of I designed it to be more of a reach style piece of content it's just designed to get a ton of views and get a bunch of people noticing you now the next phase is the middle of funnel content so what I can do is I can follow up that video with another video that points to it that says like hey it was it was a video of my book getting printed right and so it showing the manufacturing process which is really interesting and then you know so a bunch of people like oh that's super cool and then moving on but I got like you know

maybe six or seven hundred followers from it from the two million views so the next video could be like I just made this video and it went viral here's how I did it here's why it went viral and that kind of thing. So it's taking the attention from that video and now narrowing it down into what I do, okay? My target industry. So reach style content is designed to speak to everyone. It's not like super hyper-focused on what you do. It's designed to like be entertaining

or valuable to everyone. That's what allows it to go viral, to get a lot of reach. But to really make it work for you, you wanna take all that attention and narrow it down into your industry. So your trust style content in the middle of the funnel is really speaking to your industry now, speaking to what you do.

So I'm talking to content creators and entrepreneurs and making that happen. And then of course your conversion content is talking about, is talking to your buyers or prospective buyers. Here's what I have, here's what I do. So that video, as an example, it was a video of imagine like the manufacturing line

of the book going through it, this machine that prints 20,000 books a day. So it's just flying through, it's really cool. The hook that I put on it was how books are printed, right? Broad appeal. Anybody could be interested in that. Anybody like the how it's made style video, right? Where people are just like, oh, that's cool. And they get to see the process. So that hook was really important in making that happen. Now I could have taken the exact same video, imagine the exact same video, and I put a hook on it that says, here's how to grow your brand

with a book. Very different. Same video, different hook. That's not going to go as viral. It's not going to get as many views, but it's going to speak more to my target audience. And then imagine the same video again, but it says, my book is getting printed. Here's where to get one. Right? Promotion. That's heavy conversion style. Same video, different hooks. It says, my book is getting printed, here's where to get one, right?

Promotion, that's heavy conversion style. Same video, different hooks, totally different audiences. And so as a content creator, you wanna have a mix of all three types of content. You wanna have the funny, entertainings, sometimes not funny, some people are just not funny, that's fine. But it can be like tips and tricks,

it can be things that are just meant to just appeal to a lot of people and go viral, and then you have the stuff that's middle of funnel, more valuable, more teaching people, that builds a lot of trust with your audience and they get to know you and they get to understand what you do, and then you want to have conversion content which is occasionally like, hey go get this thing or go buy my my product or whatever. Now the cool thing is, if you follow the formula in this book, the framework we talked about, you can actually do all three in one video.

And that's where we found the most success with these, is you start with a hook that speaks to a broad audience, you narrow their attention into value that is related to your industry, and then at the end you give them a call to action to go get something for free or to go buy a product. And what it does is it hooks a large, it casts a wide net, you bring a lot of people,

you bring them down in the middle of the funnel where you kind of filter out all the people that are not interested, and then you get those people that are your audience. Because you think about it, if you cast a wide net, if you get a million people, I guarantee you, there are people in there that are your audience, right? No matter what the video is, there's some in there.

And so you wanna filter those people out into this is what I'm teaching you now. And then you filter those even down further into now go take action on it. And that's why this framework works, why we did it for you. Maybe it doesn't go as viral as something that is only focused on the top of the funnel,

but it will get you more views than what you're getting normally if you're just showing up on camera talking about what you do because it's in the language of social media and it will do a better job of taking that wide net, filtering it down into the people who are actually your people in your industry and then filtering those people down into the ones that want to join your email list or get your lead magnet or join your webinar or buy a product. Yeah, very cool. Okay, I want to talk about this from two different standpoints. The second one is like people who have who are already paying for ads and transitioning. But first I want to

talk about more of the beginners. A lot of people are on here. They're the beginning of their journey. They're trying to create an offer. They're trying to create a funnel. And a couple things that I notice is interesting is a lot of people there they know that I'm making this thing, I'm creating this offer, and so they don't wanna talk about it because they wanna wait until the offer's done and then re-build it to the world, right? So they spend way too long, usually six months or a year, two years trying to build this thing,

and then they're like, I wanna share it to the world, and they put it out there and there's no one, they have no following, no audience, they have nothing, right, and then they're like, what do I do? I'm like, well, you should have started building the audience when you first had the idea, not two years later, and you can buy ads, like why can't I afford ads, what do I do? I'm like, well, you should have started building the audience when you first had the idea, not two years later. You can buy ads, like, I can't afford ads, what should I do?

And so it's a weird thing, and I want to just reinforce this and get people's heads thinking about this. Like, if you're a brand new beginner and you know you're creating something or you want to create something, now is the time to start doing this, right? And I remember, man, this is probably, this is back in the Periscope days.

This is rewind seven, eight years ago. I was going live on Periscope every day and just putting things out there. And I remember one of my Inner Circle meetings, I just launched Inner Circle and they were asking, like, how did I know what hooks to use? Right? Like, how do you know what hooks to use for your webinars? And if you're even how do you know these things? And I was thinking about it, I was like, well, I'm going live every single day.

But not only that, I'm also recording podcasts every single day. Plus I'm, I was like, I'm testing a ton of hooks, right? So I was thinking about my day, I'm like, when I walk in, like in the morning, I see my wife and like, I try to share something with her, you know, I'm like, oh, and I like, I'm testing material, right? So test on her and see if she reacts. And then they come to the office. And then like Steve Larson is the officer, Steve or Dave or whoever, and I like, I tell them a story, I'm just like testing material. And then I them a story, I'm just testing material. And then I record my podcast, I'm testing it,

and then I go live on Periscope and I would test it. And so I'd be testing all these different things, and I'm looking at what are people responding to, what are they not responding to, what's the things? And then the ones were like, oh wow, this one got reactions, this one got responses, and I would double down, I would go deeper. And by the time I'm selling something,

I've weeded through, I don't know, two, three, four, 500 different hooks, and I know which ones, these are the 10 that land, and then from there, I told the story on the podcast, I told it to my friend, I told it on an interview somewhere else, and then the point where I'm like, I know how to tell that story now,

and it's gonna land, and now I have something, and I think that this process, if you don't have anything yet, this should be step number one, because this is gonna help you to figure out your message, to figure out all those kind of things, and your audience will have a chance to find you, right? It's like going through your process

and just starting today. And kind of like you made the commitment, okay, I'm gonna go every single day, you did three in Mexico and you started doing it, and it took a couple months, but then, how many months did you say it was dropping before it turned around? Two months.

So two months it was dropping before it turned around, and for most people who are spending a year, six months, whatever, on creating their offer in their first funnel, it's like, this is what you should be doing in the interim, like while you're waiting. Yeah, and that way when you have something to sell, you now have an audience to sell it to. And you figure out how to craft your message,

you find out what's working. And I see people all the time who create a webinar at BOMS, and I go like, and I'll do a spot check it, and I'm just like, none of these, none of the hooks, none of the seat are that sexy, but they've been right there just putting the first thing out there. It's like, you're putting your first test out there

on this thing that's a 90 minute presentation. It's so much stress without stress testing versus like, let's go in and test things fast. So I'm curious with people you've worked on this, especially probably everyone who's a mastermind in paradise afterwards, like what kind of result, like for those who are just, they're starting from nothing, do you have stories or results or something

that you can share just about that process of like starting before you're ready and just getting it so that way when you have an offer, do you have an audience that's ready for it? Yeah, for sure. And the principle that you're saying is spot on 100%. Like build in public, talk about it, like start talking about stuff well before it happens.

I've been talking about this book for a year and a half now. Right, and then finally did the launch. And you know, and you wanna do that, you wanna create that process. And it's one of the biggest advantages of creating content if you're like, I don't have an offer yet, or I don't have my webinar ready yet. So great, go start just documenting your journey.

Talk about, here's what I'm working on, here's what I'm thinking about doing, here's what I'm trying to build. Like you're at the beginning phase. Here's what I learned today. That's right, here's what I learned today. Here's the thing that Russell did, here's what I learned from him, right?

And you can kind of pull the celebrity from other people as well and like use those as hooks. And so documenting your journey is the best way to get started. It's just talk about like, here's what I'm learning, here's what I'm doing. And there are some people who did that actually from Mastermind in Paradise. Because I remember I was up on stage, I taught this framework to 500 people.

The next day, I think all 500 of them went and made a video. And then like when everybody got home, maybe like 10% of them kept doing it. And to my knowledge, I think there are only two people who actually did it every day for a year. Do you know who they are? Ted Hardy and James Curran. They are still, it's been, they're going on two years now. They literally have not stopped posting videos and what is happening with them is insane. It's crazy. They've become like actually well known in your community or well James in your community or while

James in your community and then Teddy he teaches free divers and in his community he's absolutely blown up. And so the only two people that I know of that actually did it every day and it's because they had a bet with each other. Whoever misses a day first has to make a video and address. That's what they did. And you know what? Accountability works, right? So they're still going. But the cool story about that and because I worked with both of them is that Ted did it for an entire year, every single day. Didn't miss a single year, a single day. For an entire year made these videos. And what happened after a year was like he had an increase in his content. It of worked it wasn't like blowing up or anything but like he was seeing some

more lead flow he was seeing stuff happening from his videos and he came to me he was like look what's happening like this isn't really working out as well and he jumped into one of my programs I started working with him personally and I got on and I and I looked at his content and I was like okay let's follow the same process that I went through with my content. Let's look at the videos that did work and let's try and do more of that. And let's look at the videos that didn't work and just do less of that. We're just going to start there.

So we started finding the trends. What were the videos that popped off that worked really well? So, you know, he was getting a few hundred views usually, and then like occasionally one would get a thousand views. Like, okay, let's look at those. And we started noticing a few things about them, like, oh, they normally do this, they normally do this. Let's try doing more of that.

And immediately, like within days, he started making videos that were more like those and they started getting views. Like, imagine that you model what's already working, right? And so when the audience tell you what to do, you know, and so then we continued coaching him kind of talking through like making little tweaks and stuff to his content. Cause a lot of times it's just a little tweak, like you're one degree off. Like you're making the content, that's great.

You're 90% of the way there. But then if you just tweet the language a little bit, if you just do this a little bit, and then it works even better. And so we started doing that with him and very quickly within like a few weeks, within a few months, like his content really started taking off.

Now he's getting thousands of views on every single video. He crossed over 10,000 followers. Now Ted's like, he's literally going viral right now, as we speak, getting like 10, 15,000 views on his videos. He's following counts going up. He's got videos now that following the framework, he'll get two, 300, 500 comments on one video, asking for his lead magnet and joining his email list.

And so when you can do that, when you can figure that out and you get the process right and you just start, and then when you start, then you go through the process of trying to figure out and reverse engineer how do I make this better all the time. Because it's not just about making 365 videos, it's about making a video that's better every day than the one yesterday, right? And so as you can do that, now he's like blowing up, that's better every day than the one yesterday. Right?

And so as you can do that, now he's like blowing up, he's getting all this attention, he's driving people like he's become like the authority in the free diving industry because of this content and just changing everything for him. So that's the process, right? It's like you have to, you got to learn the framework and everything, but you really have to commit to just doing this consistently and showing up and making the videos and then making them better and better. And if you do that well before you even have an offer to sell,

then when it comes time to sell an offer, now you have an audience to sell to. You like you talk about credibility, you know how to talk about it now because you've already spent so much time talking about it and paid attention to what worked and what didn't. And everything just goes so much better. You have this really solid foundation you can fall back on.

I think James is an interesting case too because I love James first off and hopefully he doesn't take it so disrespectful. But knowing James I wouldn't have been like that's the guy who's going to crush it on social media. You know what I mean? Very introverted, like those kind of things but consistency and like that's why I started seeing him. He keeps showing my feed consistently because I keep seeing him and Like I keep showing him my feed consistently. And I keep seeing him and then like, who is this guy, I wanna know more. And like, now every time I see him, I'm like,

oh, like it's James. Like I decide, but it's like the consistency that like, that did it. And I think that's one of the problems people, like you said, they just don't, they don't, they're not consistent. Nathan Barry, you know, another local Boise guy who owns ConvertKit.

But it was different, but for him, he had someone back in the day who told him, he's like, if you blog a thousand words a day every single day for a year, it'll change everything. So he made the commitment. He did it every single day. I think he had to do it for like two or three years before he stopped, but it was a thousand words a day. And that's what built what became ConvertKit.

It's like that consistency in the publishing, which is like, you know, the foundation of everything. And I think that if people, I've been saying it for five or six years, like if you wanna get rid of all your financial problems, like publish every day for a year and build a gun, because you can't not, like your skillset has to go up, your following will go up, like all those things will take care of themselves

if they'll commit. So how do we get everybody who's listening to us right now to commit? Do you have any tricks? Just do it. Just do it. Do it now. Okay, so listen to the time there. So the the question is how do you do it every single day?

Obviously when you worked with me and Eileen we were doing 50 in a day but like what's traditionally for you or for people you work with like what's normally the process? They like every day doing one? Are they batching it? Like what does it normally look like? Well let me say this first. Being consistent doesn't necessarily mean every day. So like there's gonna be people watching this who like have a full-time job. They're like, how am I gonna make a video every day? You might not be able to. That's fine. Because if making a video every day causes you to make crap, honestly, then like you're not doing anything. You're not doing yourself any favors. So focus on making good content. Focus on making, you know, content that's getting better over time. And if it's three times a week, that's great. If it's five times a week or whatever.

If it's a YouTube video, typically it's once a week, right? And so it's three times a week, that's great. If it's five times a week or whatever. If it's a YouTube video, typically it's once a week, right? And so it depends. But if you're doing once every 30 to 45 days, it's not okay. Yeah, well, unless you're Mark Rober, right? Who does a video every- He's the man, though. Once a month, but they're really big productions, right? So there's a balance of quality and quantity.

And I say in my book, quality is better than quantity, but quantity leads to quality, and quality quantity is the best, right? So if you can create a quantity of quality content, that's the end goal, but you're not gonna start there. You're gonna start out making probably a quantity of really bad content so that it becomes better, and then when it becomes good,

then you'll actually start to see that happen. So first of all, so don't get all worried that I have to make a video every single day and this is going to be crazy. If you can, awesome. It's a really good goal to strive for. But especially in today's social media landscape, like if your videos are good and you're doing a few times a week, like you're good on the algorithm.

Like not, there's no issue there. We're talking about short form video, right? So what's more important, I saw a video about this the other day. I thought it was really good. He said, it's not about frequency, it's about consistency. Consistency is showing up for your audience regularly. Frequency is about how many videos per day am I putting out there? And so if you're focused on frequency and not consistency, you're probably headed to

burnout. Like you see that happen to a lot of people, they make a video every day for two weeks or a month or two months, and they're like, I can't do this anymore. And they move on to something else, right? So if you can just show up consistently. And the reason why that's important is because, number one, the algorithm's like it. They wanna see somebody who's consistently posting,

who's consistently sharing quality content, who's consistently getting a good amount of views, and then they'll start boosting you and showing your content to more people. But what's more important than the algorithm, and I saw a post from Gary Vee about this the other day, is that the algorithm is not a robot. The algorithm is people. It's literally the people watching your content.

They're the ones determining whether your content goes viral or not. And so if you understand people, if you understand how to speak to people, it's not about just gaming the algorithm, it's about showing up for an audience. And how many of you guys are like really good friends with somebody who's only there for you like some of the time? When they need something, right? When I'm trying to sell you something.

If you want to build an audience in a community, like you need to show up. You gotta be there for them. And that's, so there's a psychological component to that. And so I would make that the number one goal. It's like, I'm just gonna show up consistently at whatever frequency I can handle right now, I'm gonna show up consistently for my audience.

And then build systems around that. So I'm a big systems guy, I love systematizing this process, which is why like with you or with Eileen or some of our other clients, we typically do like a batch shoot day. So we'll write all the scripts and then shoot them all in one day.

And then you don't have to do anything for a month or two months in your case, right? And they just drip out over time. So if you can be consistent with that. For some people, you might like to shoot, you know, a few videos once a week and that's totally fine. Or maybe a few more videos twice a month or something like that.

So you find out what's the rhythm that works for you and the more you can batch that content and get it going, then the more consistent you're gonna be able to be and then you can actually go on vacation or you can do other things and your content keeps flowing. So that's the way that I look at it. That's cool. When you say like writing a script,

I think some people might be freaking out, like, wait, I've tried a script? Like, I'm curious because you wrote, I mean, you literally wrote all those scripts for me. Like, for someone who's like, like, how do they find those stories initially? How do they, do you have a strategy for them who don't have like, you know,

two decades of content I've done that they could pull, that I can pull from, right? Versus them, it's like, at the beginning of this, like, how do they think through that? How do they find the story? Or how do they, how do they know what to even say? You know what I mean? There's a lot of research strategies for finding ideas.

But I think the biggest thing, I have this thing called the authority matrix that I teach that's about where do you start when you're starting out with content? And it typically starts with two types of content. One is documenting your journey. So there's a well of content ideas there, just talking about, here's what I learned today.

And then the second one is really like playing off of other people's expertise. So you take a video from Russell Brunson or Alex Hormozi or somebody like that, like they said this and here's what I think about it. And so you get to capitalize on the authority of other people and then just share your own thoughts on it. And it's a really good way to get started

because you'll start coming up with ideas. You can do things like searching Reddit for what questions are people asking in my industry, which is another good way to do it. You can look at YouTube videos, you can model other people's content. One of the things that we do with all our clients and help other people do is go find other videos

that have already gone viral and just model them, right? Not copying what they're saying, you can take somebody in a completely different industry, but you've modeled the format, like the structure. Here's why it went viral. I'm gonna take that, I'm gonna fill in my own information and my own content, my own stories to do that. And then that way you're not reinventing the wheel

every time because there's so much content out there. You don't have to anymore. You can see what's working and you can do more of it. And actually, this is like a little teaser, but I actually built a software product that does this for you. Yeah. And it's all powered by AI and everything, but it actually knows your voice and it knows your stories and it knows your content. And then it also knows social media. Cause you know, like if you use chat, TBT, it's like the, the knowledge cutoff is like two years ago. And so if you have it write content for you, it's like the knowledge cutoff is like two years ago.

And so if you have it write content for you, it's like really cheesy and lots of hashtags and emojis. And you're like, I'll get boot off the stage if I post this, right? So it's actually trained on how to write content correctly. That's another thing that comes along with the limited edition. Oh, cool. Anyway, so but that's a that's a new thing that we're launching as well with it that will help you to do that. Because this is by far the biggest struggle that people run into is like, what do I talk about? How do I come up with content? How do I turn it into other types of content and it like assists you through that whole process?

Yeah, I've been playing more with AI recently and like Taking all my old books and videos everything and then say analyze all this and then like give me hooks because like I use spot To write even I'm new to the song I'm just like what am I gonna talk about I don't even know like I'm out of ideas you know and it's like well you haven't talked about this in two years oh yeah that was amazing because that's half the time like literally for me now it's like I've said most of the things I want to say it's just like going back you know because in Instagram or whatever it gets deep it disappears right or even right now if you notice we've been reposting a lot of ones we filmed a few years ago it's like

they still work. Bring it back to the top. Most people didn't remember this from a month ago or a year ago or whatever, you know? Or a day ago. Like not every video reaches your whole audience, so you can repost stuff. And a lot of times, the process with content

is saying the same thing over and over again from a different angle. And it's just always coming up with new hooks and new ways of saying the same thing over and over again from a different angle. And it's just always coming up with new hooks and new ways of making the same point. You're constantly making the same point. Your business needs a funnel. That's it, that's literally the only point. That's all I got.

It's just from a different angle every single time. I have a friend right now who's doing, he's got a kill on Instagram, but he has basically 10 accounts. And then he'll do podcasts and everything like this and he'll take, but he has multiple camera angles, so he makes each one a different camera angle, even though it's the same interview,

and he posts it across 10 accounts. He's like, I average 500 views per post per account. So he's like, that's 50,000 views, and then he'll do it three times a day across, you know, he's got like, it'd be like the Russell Brunson clips, the Russell Brunson podcasts, and so just, anyway, there's a lot of different strategies

when you start, if you really wanna geek out and go deep, you guys, there's a lot of different strategies when you start, if you really wanna geek out and go deep, you guys, there's a lot of cool things, but the focus initially is learning how to actually start doing it. Okay, the last thing, and we're almost to the end of this, then we'll do a hardcore pitch for this because people need to buy this book. But my, the last one's like, okay,

and this comes back to you. Like you were spending $40,000, $50,000 a month in ads, you're successful, and then you cut it off in transition. So I wanna speak to the people who are running paid ads. I don't necessarily think they should shut it off, but at the same time, it's like, how do you, knowing that the paid ad game gets harder every single day,

like it just keeps doing that, right? And we know that, like four years ago in Traffic Seekers, I wrote the title was like, or the title page, like there's a storm coming, this is shifting, like how do people start augmenting where it's like don't just do paid ads but having this because you have no idea when paid ads are gonna stop working, like even for selling online event,

the ad costs from last month to this month went up 5%. It's like you do that for a year, you know, eventually the profits get squeaked out, right? So it's like how do we start doing these things hand in hand so that if and when the ads stop, that our business doesn't stop? Yeah, and to be clear, I don't advocate for shutting off your ads either.

It made sense for me at that time. It was the right move at the right time. And I'm glad I did it. There's a spot when you're bleeding money that you have to. You have to do something, yeah. But we're even starting to like, kind of supplement with ads now,

and like this year, that's a big play for us. It's a totally different ballgame when you have a foundation of an audience like you do. Those ads work so much better because everybody knows who you are, because they've seen your content, because they have trust with you, and so you don't have to worry as much. But here's the thing, if you're running ads, what I always say is, what is an ad except content that you put money behind? And the best ads are the best content, right? It's got to be something that's, again, grabs people's attention, is interesting, makes

them interested in what you're doing, and has a call to action. And so it makes sense that if you're going to be spending money on ads, you might as well be creating content as well because what you're doing is you're testing ads with your audience. Testing the hooks. And this is one of the huge advantages of content is because most people, especially if you're a beginner with ads, most people think like, oh, I'm going to go spend a bunch of money on ads. But the reality is they're going to spend a bunch of money just testing to see what

works. Actually, just testing to see what doesn't work. Right? You'll spend thousands of dollars just testing and find out that none of that worked or here's the one thing that worked. So instead of doing that with ads, you can just do it with content. If you're consistently creating content all the time,

what happens is you find those videos that are the outliers, right? That we talked about that take off or they go viral or they get a thousand views instead of a hundred views. And you're like, okay, that hook worked. That was interesting. Take that video, run it as an ad.

Now you're testing for free and then only spending money on the ones that have proven to work. And the type of ads that I think work the best are the ones that work as content, right? Because they're entertaining, they're interesting, it's not just like go buy my thing, right? And so when you test that way you find what works and then you go spend, it works better so you're spending less on it because it's more effective than you going out and testing to see what works. And then the other thing that

happens is when you're creating content you're building an audience, you're building up a warm audience. I think one of the reasons why your content works so well and why your ads work so well, do you have such a huge audience now, right? And all those people that trust you. And so you can put something out to your email list or to content or whatever,

and you get a ton of free traffic along with the paid traffic to the cold audience, right? And so we did this with Eileen. We took one of her best performing videos that took off. We started running as an ad. That ad ran for, actually it might still be running. I haven't checked. Last time I checked, it had been running

for like a year and a half profitably, right? Which most ads last like a couple days, a couple weeks, right? So because it was a piece of content that worked and then we took it and ran it as an ad and then it just continued to work. Here's something funny. I don't know if you knew this. You probably didn't know this, but for everyone else at home, this is kind of cool. So I did my film label, did the 50 or whatever. And then Eileen did hers and she told me the second time she's like, I just, I did the 60 to 90 second video, but she's like, I started just recording an end cap, like a CTA, like for harder end things. She's like, that way if it worked, we had that same video with Naomi pitching something and then that ran the ad. And so my next time I started doing the same thing. So I did the free version that's, that's, you know, content based. And then I just recorded a hook, like, if you

want more, go to the free copy of the dot com secrets book at dot com secrets dot com. And then it would just, if that one worked, then we attached it and then that became the ad. And so it's just kind of a cool thing. It takes you an extra three seconds every time you film something to do an end bumper as an ad. And then when those, whichever versions hit on the freeze organic, then you can transition the user.

Yeah, because when we did those videos for her, they already had a call to action like, and usually it's comment below this word, like like a keyword and I'll send you my free thing or send you my webinar or whatever. And so then we would just record another version of it that's like click on the link down below right and then if we did run it as an ad they had that version of it that they could run it made sense. So cool. It just gives you the ability to create 30 ads a month which is great so.

Test them and then run the ones that work. I love it, man. Well, this is cool. I love what you're doing. I think there's not enough people talking about this. I think your framework and your format is actually doable for most people, versus other ones which are like,

here's how to go viral and get five million views tomorrow. It's like, that's gonna be hard for most people. Most people in the world, they're creating something. They have an end goal, an offer they wanna create, then they're building a funnel, and this is like the front of the funnel that brings all the people in consistently, plus helps them to find the voice, build an audience.

Like there's so many valuable things. It should be this first step someone's doing when they're, when they launch an online business. So now's your time, man. Tell us why we should buy the book, where to buy the book, all this stuff, and then everyone go buy the book. So that's the game plan.

Well, let me just say this. At the end of the day, the whole purpose of all of this is to take your message whether it's a business message or a charity or Something that you just love talking about and just to get it out to people right get it in front of more people and it Used to be that you do that in newspapers or TV or yellow pages But now you now the place where the attention is is on social media. It's online That's just how it works. And so the whole point of this book is Yes to give you the tips and the tricks and the tactics for creating content

I go through the whole framework and how to be confident on camera and how to go viral and all that kind of stuff but then it also goes deeper than that because there's an element of this that's becoming a creator and really seeing yourself as the type of person who can do this and this book will prove to you that you have a message and you can do it. And you can put it out there and it'll give you the confidence and the tools and the resources that you need

to start doing that consistently, to start showing up regularly, to share your content, to share it the right way that makes it optimized for social media to make it work. And then it even goes as far as like how to monetize that and how to turn it into a business and sell products and build your team and all that kind of stuff around it. So it runs the entire gamut, runs the whole thing

for anybody who is an entrepreneur or creator who wants to get a message out there, who wants to make money from their message, who wants to share something online, build a following, monetize that message, that's what the book is all about. So you can go get a copy of it. It's at createdon'tcapture.com. Like we talked about earlier,

there are a few copies of this limited edition version left. It's really special. Do you want it? Yeah, sign it. Yeah, exactly. I'll sign one for you. So there's a few of those left. If you go to the page and it doesn't say limited edition, then they're gone. Sorry. But if you do go to the page, there are a few of those left and that comes with like a whole bundle of things. That's really awesome. But if you do go to the page, there are a few of those left and that comes with like a whole bundle of things that's really awesome. But otherwise you'll be able to get it either way

by going to createdontcapture.com. What's the link again, one more time? Createdontcapture.com. And I can't wait for you guys to read it. Awesome, thank you Eric, appreciate you coming out. Grateful for what you're creating for our people. It's awesome man, and everyone go to createdontcapture.com, get your book and I will see you guys on the next episode.

Thanks, man. Appreciate it. Hey, this is Russell. I had a really cool offer for you right now. Shortly after we launched ClickFunnels, I remember asking some of our top two Comic Club award winners, what would they do if they had everything taken away from it? They lost their name, their brand, their email list,

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