WEBVTT
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[SPEAKER_00]: So if your content isn't working and you're blaming the algorithm, I need to tell you something.
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[SPEAKER_00]: The algorithm didn't change, the game did.
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[SPEAKER_00]: It shifted from visibility to respect and most creators are playing the old game.
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[SPEAKER_00]: They're optimizing to get more views when the thing that actually matters is how to be remembered differently.
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[SPEAKER_00]: Right now I'm using this framework to reach a million people a month on Instagram and I'm only posting three times a week.
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[SPEAKER_00]: It's also why my personal brand generates millions of dollars each year.
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[SPEAKER_00]: This is the new playbook.
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[SPEAKER_00]: So I'm a visual learner and I created a special graphic for you guys, it's called the perspective playbook and it's going to walk you through all the different frameworks and stuff that I'm teaching in this video.
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[SPEAKER_00]: So if you've been posting consistently, but you're not getting the same amount of views or feedback, I want you to know you're not crazy.
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[SPEAKER_00]: Something has changed permanently and it's not some new editing style and you don't need to post more consistently, it's something totally different.
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[SPEAKER_00]: The real problem is most people are making content that is invisible by design.
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[SPEAKER_00]: It's just forgettable.
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[SPEAKER_00]: they don't seek it out a second time, they don't hit that follow button and they definitely wouldn't work with that person.
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[SPEAKER_00]: And so in 2026, forgettable content doesn't just underperform with the views, it also fails completely in all other areas of your business.
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[SPEAKER_00]: The feed has become so competitive on social media that unless your content has something that would make it different than everybody else, stand out from the competition, it's just going to be lost in this noise that isn't everybody's brain right now.
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[SPEAKER_00]: Let me show you how this applies to people in my industry and honestly you could apply this to content or any other industry in the economy right now.
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[SPEAKER_00]: In 2025 last year in the real estate mortgage space, 10% the top 10% of agents did 90% of the volume.
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[SPEAKER_00]: That's huge and the top 1% of our business did 30% of the volume.
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[SPEAKER_00]: So this means that everybody else, this other 90% is fighting over just a small piece of the business.
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[SPEAKER_00]: Everybody's just fighting over these scraps.
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[SPEAKER_00]: Same thing is true with content.
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[SPEAKER_00]: This 90% of creators are fighting over 10% of the views, respect, and business opportunity that comes from having a personal brand.
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[SPEAKER_00]: The top 10% of creators are getting 90% of the views.
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[SPEAKER_00]: The top 1% creators are getting 30% of the overall attention on the internet.
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[SPEAKER_00]: Now, this doesn't have to be discouraging because you can easily get into that top-to-percent by just doing a few things different and standing off from the competition.
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[SPEAKER_00]: You don't have to be incredibly charismatic or like amazing on camera.
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[SPEAKER_00]: There's just a few tweaks you have to make that would give you big leaps in terms of the amount of people you capture in your videos and the amount of people who take action from the content.
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[SPEAKER_00]: So the question is, how do you get into that top category?
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[SPEAKER_00]: How do you go from making videos that are just forgettable to content that actually people remember and respect?
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[SPEAKER_00]: So that's what I'm about to get into in today's video.
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[SPEAKER_00]: I'm going to show you how you can take your content ideas, those same ideas, and turn them into actually content that sticks, content that converts.
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[SPEAKER_00]: Instead of just being this mindless slope to everybody's thrown out there right now, when you do this correctly, you will get those benefits that I'm getting, and so many other the top 10% creators are getting on social platforms, and you can honestly change your business and for me, it actually changed my entire life, because now I get to do many of the things,
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[SPEAKER_00]: that I enjoy doing for the majority of the time.
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[SPEAKER_00]: So this is called the Perspective Playbook.
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[SPEAKER_00]: It's the great content shift that's happening right now.
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[SPEAKER_00]: And when I say perspective, the reason I say this is because the most powerful thing you can do as a creator is change the way somebody thinks about something.
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[SPEAKER_00]: Think about this, the most respected people in your life, the people that you look up to in terms of creators, authors, celebrities even.
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[SPEAKER_00]: They shifted the way you think about something, right?
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[SPEAKER_00]: You were thinking something, they taught you something, and they're like, wow, I love the way that he explained it.
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[SPEAKER_00]: I love the way that she may be think about X, right?
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[SPEAKER_00]: When you do this effectively in your content, you're going to get the respect from people.
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[SPEAKER_00]: And honestly, that's what causes more people to hit the follow button, subscribe button, and seek out your content more on the platform.
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[SPEAKER_00]: So for the last few years, the content game was a visibility game.
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[SPEAKER_00]: You just needed to post better hooks, structure your content in a certain way, and post consistently.
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[SPEAKER_00]: You would show up in the feed, and then a number of people would see you hit that fall button, and then you would get these benefits.
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[SPEAKER_00]: It was actually not that difficult, but over time, what's happened now.
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[SPEAKER_00]: is there's so many more people who have caught onto the fact that building a powerful personal brand is the most important thing they can do.
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[SPEAKER_00]: Like it's the big advantage that you can have David versus Goliath and with personal branding David can actually win because you can connect with so many people and get all these benefits as a creator.
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[SPEAKER_00]: So if you think about the old game on a given day, somebody would be interested in a certain topic.
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[SPEAKER_00]: There might be 100 creators posting videos about that topic, and your video could actually be easy to spot, get discovered, and you would get that follow in that respect.
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[SPEAKER_00]: Now what's happened today is on any given day, there might be 10,000 creators who are creating a piece of content on the topic that that person is interested in.
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[SPEAKER_00]: So it makes it harder for you to get spotted and get that respect.
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[SPEAKER_00]: Now, the second thing that's happened with the algorithm and everybody's interest is AI.
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[SPEAKER_00]: Think about this right now.
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[SPEAKER_00]: AI has commoditized information.
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[SPEAKER_00]: So, when you think about AI, if this information that somebody's getting from your content could just be pulled up on chat TPD, it's not necessarily as valuable anymore.
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[SPEAKER_00]: And so now what you want to do is you need the human interpretation, making your video uncopyable.
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[SPEAKER_00]: it doesn't have to be something groundbreaking or crazy, it just needs to have a certain twist on it that means it's not AI content, it's not slob, it's not just the standard tips content and I'll show you how you can do that really easily with just a few tweaks.
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[SPEAKER_00]: Now you've probably noticed this because when you post a video that says the top three ways to do X or top five things you need to do or maybe even a listicle, you're just competing with machines that can now produce that same information 247 and then never get tired, right?
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[SPEAKER_00]: So you cannot win in that game because you're
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[SPEAKER_00]: is making single piece of content more sticky by putting a personal twist on it or giving your perspective on certain things.
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[SPEAKER_00]: The reason I tell you all of this is because I don't want you to think, hey, I just failed as a creator or I don't have what it takes.
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[SPEAKER_00]: I think we are really good at that negative self-talk.
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[SPEAKER_00]: What's changed is that the algorithm is not keeping you down.
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[SPEAKER_00]: The bar for what the viewer would think is valuable or useful has just gone up.
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[SPEAKER_00]: Basic useful information is no longer making the cut and that's why this is so important today.
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[SPEAKER_00]: So for the creator who's building the personal brand, which is you watching this video, the main mode that you have left is your perspective.
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[SPEAKER_00]: So the old way was just making videos that would get more views, attracting more clients, and then maybe some of them watch the videos, maybe some of them scroll past.
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[SPEAKER_00]: Now, the new goal is going to be respect, not views.
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[SPEAKER_00]: You're going to get the views, you're going to get the clients, all the things will come into place.
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[SPEAKER_00]: But what you want is more respect.
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[SPEAKER_00]: So what happens here is the metric is trust.
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[SPEAKER_00]: Do people trust your information?
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[SPEAKER_00]: Do they think it is different than everybody else is?
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[SPEAKER_00]: Now what happens to the audience is the no longer just random consumers, random viewers, they become actual believers on what you say.
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[SPEAKER_00]: They're going to trust the information that you put out there and they're going to respect you because you shifted their perspective on something small.
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[SPEAKER_00]: Now what happens when you do this consistently is when you make a call to action later on, which will get to it at the end of the video, people are going to take you up on this.
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[SPEAKER_00]: There's so many creators out there who say they don't get business from social media.
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[SPEAKER_00]: Guys, last time I checked, you cannot deposit your views and likes at the bank, right?
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[SPEAKER_00]: You what you're looking for if you're in a client service business is more clients, more people to take advantage of the thing that you do for a living.
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[SPEAKER_00]: I'm not trying to get rich based on views or add cents dollars.
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[SPEAKER_00]: I'm trying to get rich based on the number of people I can help in my industry.
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[SPEAKER_00]: The number of consumers I can help in my industry, right?
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[SPEAKER_00]: So if that's the case, then I need to do content that would get me that end result, right?
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[SPEAKER_00]: You don't just want to go for views because what happens here is I've seen so many people create just mindless AI type content and you can even be successful with this today, listicles and all this type of stuff.
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[SPEAKER_00]: And then what happens is you end up
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[SPEAKER_00]: Putting in the work for a year or longer, you climb this mountain, and you get to the top of the mountain, you realize you climbed the wrong mountain because the audience doesn't care about you.
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[SPEAKER_00]: All they do is value the information that you put out there.
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[SPEAKER_00]: So after years of creating content, coaching hundreds of creators, and studying the type of content that actually moves the needle for businesses, I figured out that there's only two types of content on social media.
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[SPEAKER_00]: and understanding this difference is the most important thing I can teach you.
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[SPEAKER_00]: Okay, so there's two types of content, commodity content, which is going to be the tips, tricks, hacks, how to's and lists.
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[SPEAKER_00]: This is going to be answering the question, what should I do?
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[SPEAKER_00]: Now, perspective content is the opposite.
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[SPEAKER_00]: This is going to be answering the question, how should I think, right?
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[SPEAKER_00]: This is going to be frameworks, principles.
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[SPEAKER_00]: Contrary and takes and the value here is going to be your interpretation of the information and how it applies to that viewer the cool thing about perspective content is this is going to be the only version of that topic because you did it in your own way When you look at commodity content, this is the content that's easily replaced by chat GPT
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[SPEAKER_00]: And honestly, if you didn't make it, if your face wasn't attached to it, it could have been created by anybody in your industry.
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[SPEAKER_00]: But when you think about perspective content, this is the content that gets you respect.
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[SPEAKER_00]: This is creating a shift.
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[SPEAKER_00]: This is that thing I talked about earlier that gets you respect and gets you more people to hit that follow button, more people to reach out to you when you make a call to action.
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[SPEAKER_00]: So let me show you the real life difference.
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[SPEAKER_00]: So let's just say I wanted to make a video and the finance niche about how to improve your credit score.
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[SPEAKER_00]: So I could make the standard commodity version, which is here are three tips to improve your credit score in the next 30 days.
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[SPEAKER_00]: Now, again, that video is not useless.
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[SPEAKER_00]: It's gonna help somebody, but it could have been done by anybody.
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[SPEAKER_00]: So the second version of the same video would go something like this.
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[SPEAKER_00]: Wealthy people treat credit scores like a report card, something that can be engineered.
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[SPEAKER_00]: And so there's a few tweaks you can make to rapidly improve your credit score, something like 30 to 40 points in just two days.
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[SPEAKER_00]: Let me walk you through this.
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[SPEAKER_00]: So now what's going to happen is I'm teaching credit tips in that video.
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[SPEAKER_00]: But I'm also shifting their perspective, letting them know that a credit score is not like a life sentence.
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[SPEAKER_00]: You can definitely change this.
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[SPEAKER_00]: You can engineer it.
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[SPEAKER_00]: You can shift things any short period of time.
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[SPEAKER_00]: That video as simple as it sounds is going to change the way a consumer thinks about their credit score.
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[SPEAKER_00]: They now will believe that they can shift things.
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[SPEAKER_00]: They can actually engineer this in a short period of time, which is something that they may not have known prior to seeing that piece of content.
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[SPEAKER_00]: I'll give you another quick example.
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[SPEAKER_00]: There is somebody in our group who wanted to teach inflation.
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[SPEAKER_00]: So they were talking about the textbook definition of inflation and how it applies to consumers.
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[SPEAKER_00]: They were going on and on about this and the barely was getting any reach.
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[SPEAKER_00]: He then shifted the content into a perspective piece which was totally different.
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[SPEAKER_00]: He said, it's story like this.
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[SPEAKER_00]: He goes, hey,
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[SPEAKER_00]: During COVID I gained 40 pounds.
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[SPEAKER_00]: I just ate a lot of bad food and we didn't really work out or stayed in the house Since COVID I've slowed down my weight gain.
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[SPEAKER_00]: I now only gained two pounds a year.
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[SPEAKER_00]: I'm still fat.
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[SPEAKER_00]: That's inflation So when he made this piece of content it took off and went viral and so many people in the comments were saying hey I finally understand it.
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[SPEAKER_00]: You explained it in a way where it finally clicked with me and so that is changing people's perspective on this particular topic
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[SPEAKER_00]: Do you see the difference?
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[SPEAKER_00]: Okay, quick break.
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[SPEAKER_00]: I hope you're enjoying today's podcast.
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[SPEAKER_00]: We've been putting a ton of effort into these episodes to bring you the most value this year and I hope that's coming through.
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[SPEAKER_00]: But I do need your help on this.
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[SPEAKER_00]: This podcast grows through the word of mouth only pretty much and so it would be a huge favor and it really helped me out if you would tag me on socials.
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[SPEAKER_00]: So take a screenshot of your screen right now if you're in the car or on the phone and post this on IG tag me at Neil Home and I will share it.
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[SPEAKER_00]: and also would love to connect with you on IG and get any feedback on what's helping you maybe what you want us to talk about in the future episode.
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[SPEAKER_00]: So do that and I will see you in the DMs and for now we'll get back to the episode.
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[SPEAKER_00]: So anytime you're making a piece of content I want you to run it through this three-part test.
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[SPEAKER_00]: The first test is going to be can AI or a competitor make the exact same video and the exact same what you said it.
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[SPEAKER_00]: If yes, it's a commodity.
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[SPEAKER_00]: The next one is going to be if we were moved your name or face from this piece of content with anybody know it was you who made the video.
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[SPEAKER_00]: if no, it's a commodity piece.
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[SPEAKER_00]: The last one is going to be the shift test.
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[SPEAKER_00]: Does this change the way somebody thinks about anything?
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[SPEAKER_00]: If no, it's just going to be a commodity piece, it's going to be in the forgettable bucket.
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[SPEAKER_00]: So I'm going to give you guys five simple frameworks that you could use to make perspective content.
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[SPEAKER_00]: Now, anytime I use any one of these five formulas with our students in our groups,
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[SPEAKER_00]: We've seen a double, sometimes a 5x 10x increase in amount of views, and more importantly, we've seen those views turn into more followers.
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[SPEAKER_00]: You'll notice something that's going on on social right now where you could have a viral video or a video take off, and you'll see very few follows from that piece of content.
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[SPEAKER_00]: Why does this happen?
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[SPEAKER_00]: Well, it's because when people are scrolling social media, they see a video that they were interested in.
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[SPEAKER_00]: because it just caught their attention.
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[SPEAKER_00]: But then they're on to the next thing really quick.
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[SPEAKER_00]: So there was no reason to hit the follow button.
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[SPEAKER_00]: There was no reason to follow up with that creator.
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[SPEAKER_00]: And so they just forget about them.
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[SPEAKER_00]: Using one of these frameworks is going to solve that problem.
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[SPEAKER_00]: So the first one is going to be the contrarian prompt.
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[SPEAKER_00]: You're going to ask yourself, what does everybody in my industry believe that is wrong?
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[SPEAKER_00]: Or maybe that needs more explanation than he's more nuanced.
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[SPEAKER_00]: and so let me give you an example say I was a social media strategist I could say something like everybody says post consistently but I think consistency without clarity is noise right so that would be my take on it and then I would get into the teaching moment or another example could be like if I was the sales strategy guy could say something like everybody says follow up more down make more dials
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[SPEAKER_00]: But I think you have to follow up in a certain way, otherwise you're just pissing in the wind or something like that, right?
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[SPEAKER_00]: So you want to say something that would be different than everybody else.
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[SPEAKER_00]: And let them know that this piece of content is going to be somewhat unique.
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[SPEAKER_00]: Again, it doesn't have to be groundbreaking information or something that would blow people's mind, just needs to be slightly different than the standard take.
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[SPEAKER_00]: The second thing you can do to make perspective content is the reframe prompt.
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[SPEAKER_00]: You could say, what does my audience think?
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[SPEAKER_00]: Like what's the problem they think they have?
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[SPEAKER_00]: versus what's the actual problem?
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[SPEAKER_00]: For example, if I was a business strategist, I could say something like, you don't have a lead-gen problem, you have a trust problem.
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[SPEAKER_00]: That's why your leads aren't converting.
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[SPEAKER_00]: If I was a video guy on social media, I could tell people, hey, you're not bad at video, you just are performing instead of talking.
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[SPEAKER_00]: You need to be more authentic, right?
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[SPEAKER_00]: And then I could give a framework on that.
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[SPEAKER_00]: If I was teaching real estate agents how to make more money, I might say you don't need more listings.
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[SPEAKER_00]: You need more qualified prospects.
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[SPEAKER_00]: Let me show you how you can do this.
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[SPEAKER_00]: And so what happened when somebody sees one of these videos is they would stop and think, wow, I never thought of it that way, right?
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[SPEAKER_00]: And you're the person that got them that thinking, so you get the respect.
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[SPEAKER_00]: The next framework is going to be one of my most favorite ones.
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[SPEAKER_00]: It's the lesson behind the lesson.
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[SPEAKER_00]: And so this might require a little bit of vulnerability on your part because everybody wants to be perfect on social media.
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[SPEAKER_00]: It's the highlight reals as the awards.
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[SPEAKER_00]: And you're just putting it out there that you're perfect and you only win every day.
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[SPEAKER_00]: The truth is most people are going to understand that that's not the way real life works.
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[SPEAKER_00]: And so they're going to start to lose trust unless you share things that maybe didn't go perfect.
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[SPEAKER_00]: that maybe got you do railed.
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[SPEAKER_00]: And so the way you think about this is you're going to ask yourself, what's a mistake I experienced?
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[SPEAKER_00]: What's something that I failed at?
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[SPEAKER_00]: And what did it teach me that nobody talks about?
13:58.691 --> 14:04.600
[SPEAKER_00]: Now you don't just say the failure to get sympathy, you say the failure and what you learned from it because more people learn from this.
14:05.121 --> 14:12.171
[SPEAKER_00]: You can incorporate story telling when you do this, but you have to keep it concise because this is going to be like a 45
14:12.151 --> 14:21.287
[SPEAKER_00]: I have a whole another framework on storytelling and how to do this effectively so if you guys want that video, just let me know in the comments and we'll go ahead and make that as a separate video for YouTube.
14:21.727 --> 14:27.477
[SPEAKER_00]: But this is very important because if you do this correctly, this piece of content could be your most viewed content.
14:27.457 --> 14:29.599
[SPEAKER_00]: and it will also be the most remembered content.
14:29.799 --> 14:36.726
[SPEAKER_00]: The reason why is because consumers remember 65% of information when it's tied to a story versus just 5% when it's tied to facts.
14:37.086 --> 14:43.612
[SPEAKER_00]: So when you tell them about, I'm mistaken made or something you failed in what you learned, this is a personal story by default, and so it's going to get remembered.
14:43.752 --> 14:47.076
[SPEAKER_00]: Now the fourth way you can make perspective content is going to be called the borrowed lens.
14:47.516 --> 14:53.802
[SPEAKER_00]: The question you want to ask yourself is what's a principle from a completely different area of my life that applies to my work.
14:53.782 --> 14:55.705
[SPEAKER_00]: So an easy one is like health and fitness.
14:55.765 --> 14:59.492
[SPEAKER_00]: Everybody applies health and fitness principles to whatever you do for a living, right?
15:00.013 --> 15:01.556
[SPEAKER_00]: But let me think about this in the next level.
15:01.576 --> 15:03.519
[SPEAKER_00]: Think about this like if you were into poker.
15:03.760 --> 15:10.451
[SPEAKER_00]: For example, you might make a video about what poker taught me about pricing or you could say something like what parenting taught me about client relationships.
15:10.712 --> 15:16.482
[SPEAKER_00]: This by default is going to be perspective content because only you have that link between the first thing and the second thing.
15:16.462 --> 15:18.546
[SPEAKER_00]: and nobody else is going to be making that video.
15:18.706 --> 15:22.073
[SPEAKER_00]: Now the fifth way of making perspective content is going to be the pattern prompt.
15:22.093 --> 15:27.223
[SPEAKER_00]: You're going to ask yourself after years of doing this or after doing whatever you're doing for a number of years.
15:27.744 --> 15:29.748
[SPEAKER_00]: Here's what I noticed that most beginners don't.
15:30.229 --> 15:34.858
[SPEAKER_00]: Or if I could go back in time five years or ten years, here's what I would tell myself just starting out.
15:34.838 --> 15:40.812
[SPEAKER_00]: This type of video is going to be your own unique piece of content because you're going to be sharing your specific experience.
15:40.832 --> 15:43.217
[SPEAKER_00]: You're going to share what you learned and also your pattern recognition.
15:43.237 --> 15:54.282
[SPEAKER_00]: And so the easiest way to make this video is going to be just think to yourself, what would you tell yourself five years ago, ten years ago, whatever your timeline is, when you first got started, like, what do you know now that you wish you knew then?
15:54.262 --> 15:55.904
[SPEAKER_00]: That video is going to crush for you.
15:55.944 --> 16:04.876
[SPEAKER_00]: Now, one of the best things about using any one of those five strategies I just told you is that when you make that piece of content, you're going to be the only person who made it in your industry on that day.
16:05.357 --> 16:06.058
[SPEAKER_00]: Like think about this.
16:06.539 --> 16:10.824
[SPEAKER_00]: All those thousands of creators I mentioned earlier, maybe millions of pieces of content being uploaded every day.
16:10.925 --> 16:14.970
[SPEAKER_00]: And you were the only one who talked about it in that way on that given day.
16:14.950 --> 16:19.916
[SPEAKER_00]: And you might be the only one for that week, or that month, or that year, depending on how unique this piece of content is.
16:20.437 --> 16:25.703
[SPEAKER_00]: If you do this consistently, you're going to continue to crush the competition, and people are going to remember you from everybody else.
16:26.063 --> 16:28.526
[SPEAKER_00]: Right now, I think the average viewer's mind is like a snow globe.
16:28.546 --> 16:33.232
[SPEAKER_00]: There's just all this stuff falling down, and you have to cut through that noise, and this is the easiest way to do that.
16:33.693 --> 16:42.443
[SPEAKER_00]: Now when you think about the ratio of how much you should be posting in this style of content versus just the standard tips and tricks videos, I would go for a 70-30 ratio.
16:42.423 --> 16:48.380
[SPEAKER_00]: So what this means is 30% of your content can still be the standard commodity content, which everybody else is creating.
16:48.400 --> 16:56.442
[SPEAKER_00]: It doesn't mean it goes away completely, but 70% of the content is going to be the perspective content that actually gets you respect and gets you clients when you make call to action.
16:56.462 --> 16:57.445
[SPEAKER_00]: If you have to start off at 50% of your content,
16:57.425 --> 16:58.387
[SPEAKER_00]: 50, 50, that's fine.
16:58.427 --> 17:02.878
[SPEAKER_00]: But eventually you want to get to this 70, 30 ratio, because that's where the secret sauce is.
17:02.938 --> 17:14.185
[SPEAKER_00]: That's when the people who I've seen get the biggest benefits in terms of follow-and-goats subscriber growth here on YouTube, and they're going to get more clients to take action when we get into the cost of action, which I'm about to talk about right now.
17:14.165 --> 17:17.891
[SPEAKER_00]: Now, when we get into the conversion strategy, this is where you're going to see the fruits of your labor, right?
17:17.931 --> 17:20.735
[SPEAKER_00]: So if you've been doing this correctly, people are going to respect you.
17:20.996 --> 17:22.858
[SPEAKER_00]: They're going to be not just followers and viewers.
17:22.878 --> 17:25.182
[SPEAKER_00]: They're going to be people that actually want to move forward with you.
17:25.803 --> 17:29.749
[SPEAKER_00]: And whatever you offer, when the right time comes, they think of you as the only solution.
17:30.310 --> 17:34.276
[SPEAKER_00]: The best part about having a powerful personal brand is it eliminates the competition.
17:34.376 --> 17:36.079
[SPEAKER_00]: And I'm not saying this happens every single time.
17:36.520 --> 17:42.028
[SPEAKER_00]: But for people in my industry, when a creator is discovered earlier on in that customer's journey,
17:42.008 --> 17:43.571
[SPEAKER_00]: They lock in with that person.
17:43.632 --> 17:48.222
[SPEAKER_00]: So then when the time comes for that customer to transact, they're not considering 20 different people.
17:48.262 --> 17:51.589
[SPEAKER_00]: They're considering the one person that they respect, and they want to move forward with.
17:51.890 --> 17:55.779
[SPEAKER_00]: The individual creator gets a special slot in that consumer's mind, which is the goal here.
17:56.160 --> 17:59.347
[SPEAKER_00]: So when you think about everybody on the internet, I'd love to look at this spectrum of people.
17:59.387 --> 18:01.772
[SPEAKER_00]: There's the never-not-yet-and-the-now-group.
18:01.752 --> 18:04.096
[SPEAKER_00]: Never is going to be people who are not open to your ideas.
18:04.156 --> 18:05.339
[SPEAKER_00]: They don't want to transact with you.
18:05.359 --> 18:06.942
[SPEAKER_00]: They're not even interested whatsoever.
18:06.962 --> 18:09.526
[SPEAKER_00]: On the opposite side is the now people.
18:09.566 --> 18:12.311
[SPEAKER_00]: These are people ready to transact in the next 30 to 60 days.
18:12.652 --> 18:16.960
[SPEAKER_00]: Now, most of the people online focus on just the now group because that's where you get paid.
18:16.940 --> 18:20.607
[SPEAKER_00]: But the biggest group on the internet is going to be this not yet group.
18:20.647 --> 18:24.694
[SPEAKER_00]: This is 85% plus of the entire audience on the internet.
18:24.975 --> 18:29.063
[SPEAKER_00]: Now, these people on social media are not yet ready for whatever it is that you offer.
18:29.103 --> 18:32.569
[SPEAKER_00]: They might be three months away, six months away, 18 months away.
18:32.549 --> 18:40.852
[SPEAKER_00]: And so what you want to do is use perspective content to grab those people in that category and then they slowly move along to the point where they are ready to go now, right?
18:40.892 --> 18:47.571
[SPEAKER_00]: So think about capturing the not yet crowd by making them feel smarter, not sold to.
18:47.551 --> 18:50.797
[SPEAKER_00]: You can't sell to people who are not yet ready to move forward, right?
18:50.817 --> 18:54.203
[SPEAKER_00]: So you want to just educate them, shift their perspective, right?
18:54.523 --> 18:57.108
[SPEAKER_00]: Teach them things and just build that respect over time.
18:57.168 --> 19:01.856
[SPEAKER_00]: And then what happens is they end up saving, sharing your content, they end up respecting you.
19:01.956 --> 19:11.112
[SPEAKER_00]: And then if you have a large enough group of these people who follow you and respect you, there's always going to be a small percentage of these people who move into the now group when you make a call to action.
19:11.092 --> 19:17.841
[SPEAKER_00]: Now the correct way to make it call to action is going to be to not sell to these people, you're just going to give them a blueprint.
19:18.381 --> 19:19.383
[SPEAKER_00]: So think about this, guys.
19:19.763 --> 19:26.852
[SPEAKER_00]: The mechanic who gets the most views, the most respect on social media, is going to be the one who tells you how to fix your own car, right?
19:26.952 --> 19:29.055
[SPEAKER_00]: Think about the guy who gives you health and fitness tips.
19:29.375 --> 19:31.378
[SPEAKER_00]: They literally give you the blueprint.
19:31.398 --> 19:32.860
[SPEAKER_00]: They give you the meal plans.
19:32.880 --> 19:34.101
[SPEAKER_00]: They give you the workouts, right?
19:34.262 --> 19:40.930
[SPEAKER_00]: Why does that create or end up getting so many people to follow and more importantly, buy their offering whenever it is at the
19:40.910 --> 19:41.231
[SPEAKER_00]: Why?
19:41.331 --> 19:46.320
[SPEAKER_00]: Because the people in that not yet group respect that creator because they gave them something of value.
19:46.901 --> 19:49.425
[SPEAKER_00]: Now, here's the most important part that I think people forget about.
19:49.846 --> 19:54.154
[SPEAKER_00]: The thing that you give these people needs to have an element of DIY in it.
19:54.655 --> 19:57.620
[SPEAKER_00]: I've seen so many creators mess this up by gatekeeping.
19:57.821 --> 20:00.285
[SPEAKER_00]: They're like, hey, if you want this whole framework, I'll give it to you.
20:00.265 --> 20:06.132
[SPEAKER_00]: And then if you want to learn how actually works you got to call this guy or you got to buy my program or you got to book an appointment, right?
20:06.493 --> 20:07.154
[SPEAKER_00]: You don't want to do that.
20:07.174 --> 20:08.195
[SPEAKER_00]: That used to work years ago.
20:08.275 --> 20:09.336
[SPEAKER_00]: It no longer works today.
20:09.617 --> 20:10.818
[SPEAKER_00]: You just want to give it away freely.
20:10.918 --> 20:16.225
[SPEAKER_00]: Now the concern here is that a large group of people on the internet are just going to take your resource and never work with you.
20:16.685 --> 20:17.126
[SPEAKER_00]: That's fine.
20:17.466 --> 20:22.493
[SPEAKER_00]: Because what happens is all these people, thousands of thousands of people are now opting in to work with you.
20:22.773 --> 20:23.774
[SPEAKER_00]: Get information from you.
20:23.834 --> 20:24.675
[SPEAKER_00]: Save your information.
20:24.715 --> 20:25.176
[SPEAKER_00]: Share it.
20:25.156 --> 20:30.985
[SPEAKER_00]: And then there's going to be enough that take action that actually respect and want to work with you that it makes it all worth it.
20:31.045 --> 20:38.155
[SPEAKER_00]: So for example, if you're in a high margin business like I am, let's just say a thousand people get into your funnel from a particular lead magnet.
20:38.476 --> 20:43.603
[SPEAKER_00]: That lead magnet has elements of DIY, meaning that they don't need me in order to get value from it.
20:43.583 --> 20:48.127
[SPEAKER_00]: Let's say of the thousand people, 950, take the information and never speak to me again.
20:48.748 --> 20:53.673
[SPEAKER_00]: I'm cool with that because if if 50 people move forward with me, that's a massive improvement to my business.
20:54.213 --> 21:01.300
[SPEAKER_00]: If you're in a business where every single additional customer is a meaningful addition to your bottom line, then this model crushes.
21:01.500 --> 21:03.042
[SPEAKER_00]: It's just the biggest advantage you can have.
21:03.442 --> 21:11.970
[SPEAKER_00]: And most of your competitors, if not all of them, are going to be scared to do it because of that thing that I talked about earlier, which is the fact that most people are going to take the
21:11.950 --> 21:15.316
[SPEAKER_00]: But again, that's okay because we just want them in our tent, so to speak.
21:15.677 --> 21:22.309
[SPEAKER_00]: It is, and there's one more thing you must know about winning over this not yet group, and that is you do not want to sell them work.
21:22.770 --> 21:27.659
[SPEAKER_00]: I remember a long time ago I was putting out a video with the lead magnet and nobody was taking me up on it.
21:27.899 --> 21:32.608
[SPEAKER_00]: Now, one of the problems was I didn't have a lot of respect at the time, so that was the problem A, which we're going to solve.
21:32.588 --> 21:34.072
[SPEAKER_00]: by making more perspective content.
21:34.373 --> 21:37.983
[SPEAKER_00]: But then the second problem I had was the thing I was offering was work.
21:38.364 --> 21:39.045
[SPEAKER_00]: It was a call.
21:39.286 --> 21:41.432
[SPEAKER_00]: It was like book a call, fill out this application.
21:41.492 --> 21:45.122
[SPEAKER_00]: Now people weren't ready for that step and also that step includes a lot of work.
21:45.744 --> 21:48.150
[SPEAKER_00]: So I remember my mentor at the time told me, hey, Neil,
21:48.130 --> 21:54.500
[SPEAKER_00]: stop selling vegetables, give them candy, and I was like, well, that's weird because I don't want to mess up people's teeth, right?
21:54.520 --> 21:57.564
[SPEAKER_00]: I was just thinking like, that seems like a short term solution.
21:57.705 --> 21:59.267
[SPEAKER_00]: Well, that's just the way the internet works.
21:59.367 --> 22:03.273
[SPEAKER_00]: People don't want to go deep when they're just getting into the process.
22:03.594 --> 22:05.557
[SPEAKER_00]: You want to give them a micro conversion step.
22:05.597 --> 22:08.201
[SPEAKER_00]: You want to give them something simple that they can use to get started.
22:08.481 --> 22:09.523
[SPEAKER_00]: So think of it like a baby step.
22:09.543 --> 22:15.572
[SPEAKER_00]: If I give you the thing that you can learn and it doesn't overwhelm you, now you're going to be more willing to
22:15.552 --> 22:19.036
[SPEAKER_00]: This is actually called a lead magnet, which I'll get into in a future video.
22:19.056 --> 22:25.804
[SPEAKER_00]: And if you want more information on this, again, let me know in the comments because I read every single comment and we use these to inform our next video topic.
22:25.924 --> 22:29.007
[SPEAKER_00]: So if you want to go deeper on any of this stuff, just let us know in the comments.
22:29.468 --> 22:34.133
[SPEAKER_00]: But a lead magnet is going to be a guide, a webinar, a longer video.
22:34.353 --> 22:37.797
[SPEAKER_00]: So again, you can make a 45 second video that leads to a longer video.
22:37.777 --> 22:49.147
[SPEAKER_00]: And here's the thing you must know about lead magnets, the best lead magnets actually solve a problem for the consumer, but they create a second problem which is now they need you to help them with the next steps.
22:49.689 --> 22:53.980
[SPEAKER_00]: So you actually want to give them something that's super helpful and actually solves the first problem.
22:53.960 --> 22:55.782
[SPEAKER_00]: That's the part that I think most people fail at.
22:56.082 --> 22:58.344
[SPEAKER_00]: But when do you this correctly, you're going to get way more customers?
22:58.744 --> 23:03.929
[SPEAKER_00]: And now I want to leave you with something that's going to make this whole thing come full circle and I really want you to pay attention to this.
23:04.429 --> 23:10.475
[SPEAKER_00]: I could have made today's video like 10 tips to get more reach on social media or the algorithm hack that you need to know.
23:10.535 --> 23:12.617
[SPEAKER_00]: And I could have just given you that piece of content.
23:12.797 --> 23:14.258
[SPEAKER_00]: But I don't think you would have remembered it.
23:14.458 --> 23:18.222
[SPEAKER_00]: If I made that video, you might even thought it was useful, but this is commodity content.
23:18.682 --> 23:23.967
[SPEAKER_00]: And so after a few days, you would have forgot about it.
23:23.947 --> 23:28.713
[SPEAKER_00]: The only way that would have worked is if I made a hundred more videos like this and eventually I stuck in your mind.
23:29.074 --> 23:33.420
[SPEAKER_00]: Instead, I chose to spend the last 20 minutes changing the way you think about certain types of content.
23:33.820 --> 23:39.127
[SPEAKER_00]: To change your perspective, and to look at this new lens of commodity versus perspective content.
23:39.548 --> 23:44.815
[SPEAKER_00]: See the first option made you a consumer of my tips, but the second option made you a student of my perspective.
23:45.175 --> 23:46.076
[SPEAKER_00]: That's the difference.
23:46.457 --> 23:50.983
[SPEAKER_00]: And now, you can apply this difference to your audience on social media when you make your next piece of content.
23:50.963 --> 23:54.853
[SPEAKER_00]: It's a try one of these five frameworks on your next piece of content and shoot me a DM on IG.
23:54.914 --> 24:00.990
[SPEAKER_00]: I'll give you feedback on your actual piece of content that you post, but until then, I will see you guys on the next video.
00:00.031 --> 00:04.096
[SPEAKER_00]: So if your content isn't working and you're blaming the algorithm, I need to tell you something.
00:04.396 --> 00:06.959
[SPEAKER_00]: The algorithm didn't change, the game did.
00:07.400 --> 00:11.645
[SPEAKER_00]: It shifted from visibility to respect and most creators are playing the old game.
00:11.665 --> 00:16.390
[SPEAKER_00]: They're optimizing to get more views when the thing that actually matters is how to be remembered differently.
00:16.711 --> 00:21.857
[SPEAKER_00]: Right now I'm using this framework to reach a million people a month on Instagram and I'm only posting three times a week.
00:21.877 --> 00:24.981
[SPEAKER_00]: It's also why my personal brand generates millions of dollars each year.
00:25.041 --> 00:26.983
[SPEAKER_00]: This is the new playbook.
00:29.258 --> 00:37.110
[SPEAKER_00]: So I'm a visual learner and I created a special graphic for you guys, it's called the perspective playbook and it's going to walk you through all the different frameworks and stuff that I'm teaching in this video.
00:37.390 --> 00:42.458
[SPEAKER_00]: So if you've been posting consistently, but you're not getting the same amount of views or feedback, I want you to know you're not crazy.
00:42.738 --> 00:48.587
[SPEAKER_00]: Something has changed permanently and it's not some new editing style and you don't need to post more consistently, it's something totally different.
00:48.607 --> 00:53.033
[SPEAKER_00]: The real problem is most people are making content that is invisible by design.
00:53.254 --> 00:54.135
[SPEAKER_00]: It's just forgettable.
00:54.115 --> 00:58.722
[SPEAKER_00]: they don't seek it out a second time, they don't hit that follow button and they definitely wouldn't work with that person.
00:59.063 --> 01:05.913
[SPEAKER_00]: And so in 2026, forgettable content doesn't just underperform with the views, it also fails completely in all other areas of your business.
01:06.193 --> 01:17.170
[SPEAKER_00]: The feed has become so competitive on social media that unless your content has something that would make it different than everybody else, stand out from the competition, it's just going to be lost in this noise that isn't everybody's brain right now.
01:17.150 --> 01:23.204
[SPEAKER_00]: Let me show you how this applies to people in my industry and honestly you could apply this to content or any other industry in the economy right now.
01:23.825 --> 01:31.622
[SPEAKER_00]: In 2025 last year in the real estate mortgage space, 10% the top 10% of agents did 90% of the volume.
01:32.023 --> 01:36.373
[SPEAKER_00]: That's huge and the top 1% of our business did 30% of the volume.
01:36.353 --> 01:41.401
[SPEAKER_00]: So this means that everybody else, this other 90% is fighting over just a small piece of the business.
01:42.001 --> 01:43.624
[SPEAKER_00]: Everybody's just fighting over these scraps.
01:43.704 --> 01:45.366
[SPEAKER_00]: Same thing is true with content.
01:45.426 --> 01:52.737
[SPEAKER_00]: This 90% of creators are fighting over 10% of the views, respect, and business opportunity that comes from having a personal brand.
01:53.018 --> 01:56.283
[SPEAKER_00]: The top 10% of creators are getting 90% of the views.
01:56.563 --> 02:00.589
[SPEAKER_00]: The top 1% creators are getting 30% of the overall attention on the internet.
02:00.569 --> 02:07.898
[SPEAKER_00]: Now, this doesn't have to be discouraging because you can easily get into that top-to-percent by just doing a few things different and standing off from the competition.
02:07.918 --> 02:12.184
[SPEAKER_00]: You don't have to be incredibly charismatic or like amazing on camera.
02:12.244 --> 02:20.234
[SPEAKER_00]: There's just a few tweaks you have to make that would give you big leaps in terms of the amount of people you capture in your videos and the amount of people who take action from the content.
02:20.415 --> 02:22.898
[SPEAKER_00]: So the question is, how do you get into that top category?
02:22.918 --> 02:27.724
[SPEAKER_00]: How do you go from making videos that are just forgettable to content that actually people remember and respect?
02:27.704 --> 02:29.786
[SPEAKER_00]: So that's what I'm about to get into in today's video.
02:29.806 --> 02:36.894
[SPEAKER_00]: I'm going to show you how you can take your content ideas, those same ideas, and turn them into actually content that sticks, content that converts.
02:37.354 --> 02:53.391
[SPEAKER_00]: Instead of just being this mindless slope to everybody's thrown out there right now, when you do this correctly, you will get those benefits that I'm getting, and so many other the top 10% creators are getting on social platforms, and you can honestly change your business and for me, it actually changed my entire life, because now I get to do many of the things,
02:53.371 --> 02:55.436
[SPEAKER_00]: that I enjoy doing for the majority of the time.
02:55.517 --> 02:57.843
[SPEAKER_00]: So this is called the Perspective Playbook.
02:58.103 --> 03:00.349
[SPEAKER_00]: It's the great content shift that's happening right now.
03:00.389 --> 03:08.410
[SPEAKER_00]: And when I say perspective, the reason I say this is because the most powerful thing you can do as a creator is change the way somebody thinks about something.
03:08.390 --> 03:14.776
[SPEAKER_00]: Think about this, the most respected people in your life, the people that you look up to in terms of creators, authors, celebrities even.
03:15.157 --> 03:17.599
[SPEAKER_00]: They shifted the way you think about something, right?
03:17.639 --> 03:22.344
[SPEAKER_00]: You were thinking something, they taught you something, and they're like, wow, I love the way that he explained it.
03:22.364 --> 03:24.606
[SPEAKER_00]: I love the way that she may be think about X, right?
03:24.926 --> 03:28.250
[SPEAKER_00]: When you do this effectively in your content, you're going to get the respect from people.
03:28.310 --> 03:34.836
[SPEAKER_00]: And honestly, that's what causes more people to hit the follow button, subscribe button, and seek out your content more on the platform.
03:34.816 --> 03:37.621
[SPEAKER_00]: So for the last few years, the content game was a visibility game.
03:37.661 --> 03:42.049
[SPEAKER_00]: You just needed to post better hooks, structure your content in a certain way, and post consistently.
03:42.350 --> 03:46.958
[SPEAKER_00]: You would show up in the feed, and then a number of people would see you hit that fall button, and then you would get these benefits.
03:46.998 --> 03:50.985
[SPEAKER_00]: It was actually not that difficult, but over time, what's happened now.
03:50.965 --> 03:57.982
[SPEAKER_00]: is there's so many more people who have caught onto the fact that building a powerful personal brand is the most important thing they can do.
03:58.122 --> 04:07.405
[SPEAKER_00]: Like it's the big advantage that you can have David versus Goliath and with personal branding David can actually win because you can connect with so many people and get all these benefits as a creator.
04:07.385 --> 04:11.430
[SPEAKER_00]: So if you think about the old game on a given day, somebody would be interested in a certain topic.
04:11.450 --> 04:19.261
[SPEAKER_00]: There might be 100 creators posting videos about that topic, and your video could actually be easy to spot, get discovered, and you would get that follow in that respect.
04:19.341 --> 04:25.770
[SPEAKER_00]: Now what's happened today is on any given day, there might be 10,000 creators who are creating a piece of content on the topic that that person is interested in.
04:26.050 --> 04:29.815
[SPEAKER_00]: So it makes it harder for you to get spotted and get that respect.
04:29.795 --> 04:33.783
[SPEAKER_00]: Now, the second thing that's happened with the algorithm and everybody's interest is AI.
04:33.803 --> 04:34.845
[SPEAKER_00]: Think about this right now.
04:34.985 --> 04:36.929
[SPEAKER_00]: AI has commoditized information.
04:36.989 --> 04:45.606
[SPEAKER_00]: So, when you think about AI, if this information that somebody's getting from your content could just be pulled up on chat TPD, it's not necessarily as valuable anymore.
04:45.787 --> 04:51.077
[SPEAKER_00]: And so now what you want to do is you need the human interpretation, making your video uncopyable.
04:51.057 --> 05:03.869
[SPEAKER_00]: it doesn't have to be something groundbreaking or crazy, it just needs to have a certain twist on it that means it's not AI content, it's not slob, it's not just the standard tips content and I'll show you how you can do that really easily with just a few tweaks.
05:03.889 --> 05:15.859
[SPEAKER_00]: Now you've probably noticed this because when you post a video that says the top three ways to do X or top five things you need to do or maybe even a listicle, you're just competing with machines that can now produce that same information 247 and then never get tired, right?
05:15.879 --> 05:21.064
[SPEAKER_00]: So you cannot win in that game because you're
05:21.044 --> 05:27.354
[SPEAKER_00]: is making single piece of content more sticky by putting a personal twist on it or giving your perspective on certain things.
05:27.714 --> 05:32.642
[SPEAKER_00]: The reason I tell you all of this is because I don't want you to think, hey, I just failed as a creator or I don't have what it takes.
05:32.942 --> 05:34.965
[SPEAKER_00]: I think we are really good at that negative self-talk.
05:35.386 --> 05:38.010
[SPEAKER_00]: What's changed is that the algorithm is not keeping you down.
05:38.210 --> 05:41.996
[SPEAKER_00]: The bar for what the viewer would think is valuable or useful has just gone up.
05:42.236 --> 05:46.663
[SPEAKER_00]: Basic useful information is no longer making the cut and that's why this is so important today.
05:46.643 --> 05:52.853
[SPEAKER_00]: So for the creator who's building the personal brand, which is you watching this video, the main mode that you have left is your perspective.
05:52.873 --> 06:00.605
[SPEAKER_00]: So the old way was just making videos that would get more views, attracting more clients, and then maybe some of them watch the videos, maybe some of them scroll past.
06:00.685 --> 06:03.270
[SPEAKER_00]: Now, the new goal is going to be respect, not views.
06:03.370 --> 06:06.074
[SPEAKER_00]: You're going to get the views, you're going to get the clients, all the things will come into place.
06:06.094 --> 06:08.618
[SPEAKER_00]: But what you want is more respect.
06:08.598 --> 06:11.082
[SPEAKER_00]: So what happens here is the metric is trust.
06:11.382 --> 06:12.925
[SPEAKER_00]: Do people trust your information?
06:12.945 --> 06:15.408
[SPEAKER_00]: Do they think it is different than everybody else is?
06:15.809 --> 06:21.277
[SPEAKER_00]: Now what happens to the audience is the no longer just random consumers, random viewers, they become actual believers on what you say.
06:21.618 --> 06:26.505
[SPEAKER_00]: They're going to trust the information that you put out there and they're going to respect you because you shifted their perspective on something small.
06:26.485 --> 06:33.454
[SPEAKER_00]: Now what happens when you do this consistently is when you make a call to action later on, which will get to it at the end of the video, people are going to take you up on this.
06:33.835 --> 06:37.139
[SPEAKER_00]: There's so many creators out there who say they don't get business from social media.
06:37.299 --> 06:40.644
[SPEAKER_00]: Guys, last time I checked, you cannot deposit your views and likes at the bank, right?
06:40.664 --> 06:46.772
[SPEAKER_00]: You what you're looking for if you're in a client service business is more clients, more people to take advantage of the thing that you do for a living.
06:46.752 --> 06:50.278
[SPEAKER_00]: I'm not trying to get rich based on views or add cents dollars.
06:50.418 --> 06:53.563
[SPEAKER_00]: I'm trying to get rich based on the number of people I can help in my industry.
06:53.623 --> 06:56.308
[SPEAKER_00]: The number of consumers I can help in my industry, right?
06:56.348 --> 07:01.035
[SPEAKER_00]: So if that's the case, then I need to do content that would get me that end result, right?
07:01.135 --> 07:11.092
[SPEAKER_00]: You don't just want to go for views because what happens here is I've seen so many people create just mindless AI type content and you can even be successful with this today, listicles and all this type of stuff.
07:11.152 --> 07:12.574
[SPEAKER_00]: And then what happens is you end up
07:12.554 --> 07:20.204
[SPEAKER_00]: Putting in the work for a year or longer, you climb this mountain, and you get to the top of the mountain, you realize you climbed the wrong mountain because the audience doesn't care about you.
07:20.644 --> 07:23.128
[SPEAKER_00]: All they do is value the information that you put out there.
07:23.268 --> 07:32.740
[SPEAKER_00]: So after years of creating content, coaching hundreds of creators, and studying the type of content that actually moves the needle for businesses, I figured out that there's only two types of content on social media.
07:32.720 --> 07:35.885
[SPEAKER_00]: and understanding this difference is the most important thing I can teach you.
07:36.186 --> 07:41.554
[SPEAKER_00]: Okay, so there's two types of content, commodity content, which is going to be the tips, tricks, hacks, how to's and lists.
07:41.935 --> 07:44.138
[SPEAKER_00]: This is going to be answering the question, what should I do?
07:44.519 --> 07:46.382
[SPEAKER_00]: Now, perspective content is the opposite.
07:46.402 --> 07:49.667
[SPEAKER_00]: This is going to be answering the question, how should I think, right?
07:49.707 --> 07:52.011
[SPEAKER_00]: This is going to be frameworks, principles.
07:51.991 --> 08:08.380
[SPEAKER_00]: Contrary and takes and the value here is going to be your interpretation of the information and how it applies to that viewer the cool thing about perspective content is this is going to be the only version of that topic because you did it in your own way When you look at commodity content, this is the content that's easily replaced by chat GPT
08:08.360 --> 08:13.531
[SPEAKER_00]: And honestly, if you didn't make it, if your face wasn't attached to it, it could have been created by anybody in your industry.
08:13.831 --> 08:17.779
[SPEAKER_00]: But when you think about perspective content, this is the content that gets you respect.
08:18.220 --> 08:19.623
[SPEAKER_00]: This is creating a shift.
08:19.783 --> 08:26.537
[SPEAKER_00]: This is that thing I talked about earlier that gets you respect and gets you more people to hit that follow button, more people to reach out to you when you make a call to action.
08:26.517 --> 08:27.879
[SPEAKER_00]: So let me show you the real life difference.
08:27.899 --> 08:32.404
[SPEAKER_00]: So let's just say I wanted to make a video and the finance niche about how to improve your credit score.
08:32.484 --> 08:37.549
[SPEAKER_00]: So I could make the standard commodity version, which is here are three tips to improve your credit score in the next 30 days.
08:37.710 --> 08:40.453
[SPEAKER_00]: Now, again, that video is not useless.
08:40.833 --> 08:43.296
[SPEAKER_00]: It's gonna help somebody, but it could have been done by anybody.
08:43.436 --> 08:45.899
[SPEAKER_00]: So the second version of the same video would go something like this.
08:46.499 --> 08:50.584
[SPEAKER_00]: Wealthy people treat credit scores like a report card, something that can be engineered.
08:50.564 --> 08:56.577
[SPEAKER_00]: And so there's a few tweaks you can make to rapidly improve your credit score, something like 30 to 40 points in just two days.
08:56.617 --> 08:57.459
[SPEAKER_00]: Let me walk you through this.
08:58.140 --> 09:01.187
[SPEAKER_00]: So now what's going to happen is I'm teaching credit tips in that video.
09:01.688 --> 09:06.338
[SPEAKER_00]: But I'm also shifting their perspective, letting them know that a credit score is not like a life sentence.
09:06.438 --> 09:07.540
[SPEAKER_00]: You can definitely change this.
09:07.600 --> 09:08.442
[SPEAKER_00]: You can engineer it.
09:08.522 --> 09:10.767
[SPEAKER_00]: You can shift things any short period of time.
09:10.747 --> 09:14.631
[SPEAKER_00]: That video as simple as it sounds is going to change the way a consumer thinks about their credit score.
09:14.651 --> 09:17.134
[SPEAKER_00]: They now will believe that they can shift things.
09:17.315 --> 09:23.081
[SPEAKER_00]: They can actually engineer this in a short period of time, which is something that they may not have known prior to seeing that piece of content.
09:23.281 --> 09:24.403
[SPEAKER_00]: I'll give you another quick example.
09:24.423 --> 09:26.926
[SPEAKER_00]: There is somebody in our group who wanted to teach inflation.
09:27.046 --> 09:31.431
[SPEAKER_00]: So they were talking about the textbook definition of inflation and how it applies to consumers.
09:31.691 --> 09:34.254
[SPEAKER_00]: They were going on and on about this and the barely was getting any reach.
09:34.434 --> 09:37.358
[SPEAKER_00]: He then shifted the content into a perspective piece which was totally different.
09:37.378 --> 09:38.779
[SPEAKER_00]: He said, it's story like this.
09:38.879 --> 09:39.420
[SPEAKER_00]: He goes, hey,
09:39.400 --> 09:41.502
[SPEAKER_00]: During COVID I gained 40 pounds.
09:42.143 --> 09:47.508
[SPEAKER_00]: I just ate a lot of bad food and we didn't really work out or stayed in the house Since COVID I've slowed down my weight gain.
09:47.568 --> 09:49.270
[SPEAKER_00]: I now only gained two pounds a year.
09:49.310 --> 09:50.491
[SPEAKER_00]: I'm still fat.
09:51.051 --> 09:59.299
[SPEAKER_00]: That's inflation So when he made this piece of content it took off and went viral and so many people in the comments were saying hey I finally understand it.
09:59.720 --> 10:06.066
[SPEAKER_00]: You explained it in a way where it finally clicked with me and so that is changing people's perspective on this particular topic
10:06.046 --> 10:07.027
[SPEAKER_00]: Do you see the difference?
10:07.047 --> 10:07.708
[SPEAKER_00]: Okay, quick break.
10:07.728 --> 10:09.310
[SPEAKER_00]: I hope you're enjoying today's podcast.
10:09.330 --> 10:13.996
[SPEAKER_00]: We've been putting a ton of effort into these episodes to bring you the most value this year and I hope that's coming through.
10:14.536 --> 10:15.738
[SPEAKER_00]: But I do need your help on this.
10:16.218 --> 10:23.427
[SPEAKER_00]: This podcast grows through the word of mouth only pretty much and so it would be a huge favor and it really helped me out if you would tag me on socials.
10:23.447 --> 10:31.497
[SPEAKER_00]: So take a screenshot of your screen right now if you're in the car or on the phone and post this on IG tag me at Neil Home and I will share it.
10:31.477 --> 10:37.948
[SPEAKER_00]: and also would love to connect with you on IG and get any feedback on what's helping you maybe what you want us to talk about in the future episode.
10:38.388 --> 10:42.335
[SPEAKER_00]: So do that and I will see you in the DMs and for now we'll get back to the episode.
10:42.855 --> 10:46.421
[SPEAKER_00]: So anytime you're making a piece of content I want you to run it through this three-part test.
10:46.501 --> 10:51.469
[SPEAKER_00]: The first test is going to be can AI or a competitor make the exact same video and the exact same what you said it.
10:51.850 --> 10:53.212
[SPEAKER_00]: If yes, it's a commodity.
10:53.232 --> 10:58.581
[SPEAKER_00]: The next one is going to be if we were moved your name or face from this piece of content with anybody know it was you who made the video.
10:58.561 --> 11:01.086
[SPEAKER_00]: if no, it's a commodity piece.
11:01.106 --> 11:02.690
[SPEAKER_00]: The last one is going to be the shift test.
11:02.750 --> 11:05.155
[SPEAKER_00]: Does this change the way somebody thinks about anything?
11:05.395 --> 11:08.502
[SPEAKER_00]: If no, it's just going to be a commodity piece, it's going to be in the forgettable bucket.
11:08.682 --> 11:12.670
[SPEAKER_00]: So I'm going to give you guys five simple frameworks that you could use to make perspective content.
11:13.051 --> 11:17.380
[SPEAKER_00]: Now, anytime I use any one of these five formulas with our students in our groups,
11:17.360 --> 11:24.671
[SPEAKER_00]: We've seen a double, sometimes a 5x 10x increase in amount of views, and more importantly, we've seen those views turn into more followers.
11:25.072 --> 11:32.523
[SPEAKER_00]: You'll notice something that's going on on social right now where you could have a viral video or a video take off, and you'll see very few follows from that piece of content.
11:32.743 --> 11:33.484
[SPEAKER_00]: Why does this happen?
11:33.544 --> 11:37.410
[SPEAKER_00]: Well, it's because when people are scrolling social media, they see a video that they were interested in.
11:37.390 --> 11:38.912
[SPEAKER_00]: because it just caught their attention.
11:39.072 --> 11:40.795
[SPEAKER_00]: But then they're on to the next thing really quick.
11:40.935 --> 11:42.838
[SPEAKER_00]: So there was no reason to hit the follow button.
11:42.878 --> 11:45.321
[SPEAKER_00]: There was no reason to follow up with that creator.
11:45.381 --> 11:46.823
[SPEAKER_00]: And so they just forget about them.
11:47.064 --> 11:49.467
[SPEAKER_00]: Using one of these frameworks is going to solve that problem.
11:49.507 --> 11:52.471
[SPEAKER_00]: So the first one is going to be the contrarian prompt.
11:52.491 --> 11:56.697
[SPEAKER_00]: You're going to ask yourself, what does everybody in my industry believe that is wrong?
11:56.897 --> 11:59.601
[SPEAKER_00]: Or maybe that needs more explanation than he's more nuanced.
11:59.581 --> 12:20.914
[SPEAKER_00]: and so let me give you an example say I was a social media strategist I could say something like everybody says post consistently but I think consistency without clarity is noise right so that would be my take on it and then I would get into the teaching moment or another example could be like if I was the sales strategy guy could say something like everybody says follow up more down make more dials
12:20.894 --> 12:26.842
[SPEAKER_00]: But I think you have to follow up in a certain way, otherwise you're just pissing in the wind or something like that, right?
12:26.902 --> 12:29.967
[SPEAKER_00]: So you want to say something that would be different than everybody else.
12:30.647 --> 12:33.892
[SPEAKER_00]: And let them know that this piece of content is going to be somewhat unique.
12:34.393 --> 12:40.761
[SPEAKER_00]: Again, it doesn't have to be groundbreaking information or something that would blow people's mind, just needs to be slightly different than the standard take.
12:41.082 --> 12:44.667
[SPEAKER_00]: The second thing you can do to make perspective content is the reframe prompt.
12:44.687 --> 12:46.730
[SPEAKER_00]: You could say, what does my audience think?
12:46.870 --> 12:49.213
[SPEAKER_00]: Like what's the problem they think they have?
12:49.193 --> 12:51.037
[SPEAKER_00]: versus what's the actual problem?
12:51.478 --> 12:56.970
[SPEAKER_00]: For example, if I was a business strategist, I could say something like, you don't have a lead-gen problem, you have a trust problem.
12:57.210 --> 12:58.493
[SPEAKER_00]: That's why your leads aren't converting.
12:58.753 --> 13:04.646
[SPEAKER_00]: If I was a video guy on social media, I could tell people, hey, you're not bad at video, you just are performing instead of talking.
13:04.887 --> 13:06.149
[SPEAKER_00]: You need to be more authentic, right?
13:06.169 --> 13:07.472
[SPEAKER_00]: And then I could give a framework on that.
13:07.452 --> 13:11.200
[SPEAKER_00]: If I was teaching real estate agents how to make more money, I might say you don't need more listings.
13:11.560 --> 13:13.324
[SPEAKER_00]: You need more qualified prospects.
13:13.745 --> 13:14.807
[SPEAKER_00]: Let me show you how you can do this.
13:14.927 --> 13:20.098
[SPEAKER_00]: And so what happened when somebody sees one of these videos is they would stop and think, wow, I never thought of it that way, right?
13:20.178 --> 13:23.485
[SPEAKER_00]: And you're the person that got them that thinking, so you get the respect.
13:23.585 --> 13:25.730
[SPEAKER_00]: The next framework is going to be one of my most favorite ones.
13:25.790 --> 13:27.874
[SPEAKER_00]: It's the lesson behind the lesson.
13:27.854 --> 13:33.005
[SPEAKER_00]: And so this might require a little bit of vulnerability on your part because everybody wants to be perfect on social media.
13:33.326 --> 13:34.989
[SPEAKER_00]: It's the highlight reals as the awards.
13:35.490 --> 13:38.677
[SPEAKER_00]: And you're just putting it out there that you're perfect and you only win every day.
13:38.857 --> 13:42.124
[SPEAKER_00]: The truth is most people are going to understand that that's not the way real life works.
13:42.525 --> 13:46.774
[SPEAKER_00]: And so they're going to start to lose trust unless you share things that maybe didn't go perfect.
13:46.754 --> 13:48.216
[SPEAKER_00]: that maybe got you do railed.
13:48.296 --> 13:53.864
[SPEAKER_00]: And so the way you think about this is you're going to ask yourself, what's a mistake I experienced?
13:53.884 --> 13:55.847
[SPEAKER_00]: What's something that I failed at?
13:56.308 --> 13:58.411
[SPEAKER_00]: And what did it teach me that nobody talks about?
13:58.691 --> 14:04.600
[SPEAKER_00]: Now you don't just say the failure to get sympathy, you say the failure and what you learned from it because more people learn from this.
14:05.121 --> 14:12.171
[SPEAKER_00]: You can incorporate story telling when you do this, but you have to keep it concise because this is going to be like a 45
14:12.151 --> 14:21.287
[SPEAKER_00]: I have a whole another framework on storytelling and how to do this effectively so if you guys want that video, just let me know in the comments and we'll go ahead and make that as a separate video for YouTube.
14:21.727 --> 14:27.477
[SPEAKER_00]: But this is very important because if you do this correctly, this piece of content could be your most viewed content.
14:27.457 --> 14:29.599
[SPEAKER_00]: and it will also be the most remembered content.
14:29.799 --> 14:36.726
[SPEAKER_00]: The reason why is because consumers remember 65% of information when it's tied to a story versus just 5% when it's tied to facts.
14:37.086 --> 14:43.612
[SPEAKER_00]: So when you tell them about, I'm mistaken made or something you failed in what you learned, this is a personal story by default, and so it's going to get remembered.
14:43.752 --> 14:47.076
[SPEAKER_00]: Now the fourth way you can make perspective content is going to be called the borrowed lens.
14:47.516 --> 14:53.802
[SPEAKER_00]: The question you want to ask yourself is what's a principle from a completely different area of my life that applies to my work.
14:53.782 --> 14:55.705
[SPEAKER_00]: So an easy one is like health and fitness.
14:55.765 --> 14:59.492
[SPEAKER_00]: Everybody applies health and fitness principles to whatever you do for a living, right?
15:00.013 --> 15:01.556
[SPEAKER_00]: But let me think about this in the next level.
15:01.576 --> 15:03.519
[SPEAKER_00]: Think about this like if you were into poker.
15:03.760 --> 15:10.451
[SPEAKER_00]: For example, you might make a video about what poker taught me about pricing or you could say something like what parenting taught me about client relationships.
15:10.712 --> 15:16.482
[SPEAKER_00]: This by default is going to be perspective content because only you have that link between the first thing and the second thing.
15:16.462 --> 15:18.546
[SPEAKER_00]: and nobody else is going to be making that video.
15:18.706 --> 15:22.073
[SPEAKER_00]: Now the fifth way of making perspective content is going to be the pattern prompt.
15:22.093 --> 15:27.223
[SPEAKER_00]: You're going to ask yourself after years of doing this or after doing whatever you're doing for a number of years.
15:27.744 --> 15:29.748
[SPEAKER_00]: Here's what I noticed that most beginners don't.
15:30.229 --> 15:34.858
[SPEAKER_00]: Or if I could go back in time five years or ten years, here's what I would tell myself just starting out.
15:34.838 --> 15:40.812
[SPEAKER_00]: This type of video is going to be your own unique piece of content because you're going to be sharing your specific experience.
15:40.832 --> 15:43.217
[SPEAKER_00]: You're going to share what you learned and also your pattern recognition.
15:43.237 --> 15:54.282
[SPEAKER_00]: And so the easiest way to make this video is going to be just think to yourself, what would you tell yourself five years ago, ten years ago, whatever your timeline is, when you first got started, like, what do you know now that you wish you knew then?
15:54.262 --> 15:55.904
[SPEAKER_00]: That video is going to crush for you.
15:55.944 --> 16:04.876
[SPEAKER_00]: Now, one of the best things about using any one of those five strategies I just told you is that when you make that piece of content, you're going to be the only person who made it in your industry on that day.
16:05.357 --> 16:06.058
[SPEAKER_00]: Like think about this.
16:06.539 --> 16:10.824
[SPEAKER_00]: All those thousands of creators I mentioned earlier, maybe millions of pieces of content being uploaded every day.
16:10.925 --> 16:14.970
[SPEAKER_00]: And you were the only one who talked about it in that way on that given day.
16:14.950 --> 16:19.916
[SPEAKER_00]: And you might be the only one for that week, or that month, or that year, depending on how unique this piece of content is.
16:20.437 --> 16:25.703
[SPEAKER_00]: If you do this consistently, you're going to continue to crush the competition, and people are going to remember you from everybody else.
16:26.063 --> 16:28.526
[SPEAKER_00]: Right now, I think the average viewer's mind is like a snow globe.
16:28.546 --> 16:33.232
[SPEAKER_00]: There's just all this stuff falling down, and you have to cut through that noise, and this is the easiest way to do that.
16:33.693 --> 16:42.443
[SPEAKER_00]: Now when you think about the ratio of how much you should be posting in this style of content versus just the standard tips and tricks videos, I would go for a 70-30 ratio.
16:42.423 --> 16:48.380
[SPEAKER_00]: So what this means is 30% of your content can still be the standard commodity content, which everybody else is creating.
16:48.400 --> 16:56.442
[SPEAKER_00]: It doesn't mean it goes away completely, but 70% of the content is going to be the perspective content that actually gets you respect and gets you clients when you make call to action.
16:56.462 --> 16:57.445
[SPEAKER_00]: If you have to start off at 50% of your content,
16:57.425 --> 16:58.387
[SPEAKER_00]: 50, 50, that's fine.
16:58.427 --> 17:02.878
[SPEAKER_00]: But eventually you want to get to this 70, 30 ratio, because that's where the secret sauce is.
17:02.938 --> 17:14.185
[SPEAKER_00]: That's when the people who I've seen get the biggest benefits in terms of follow-and-goats subscriber growth here on YouTube, and they're going to get more clients to take action when we get into the cost of action, which I'm about to talk about right now.
17:14.165 --> 17:17.891
[SPEAKER_00]: Now, when we get into the conversion strategy, this is where you're going to see the fruits of your labor, right?
17:17.931 --> 17:20.735
[SPEAKER_00]: So if you've been doing this correctly, people are going to respect you.
17:20.996 --> 17:22.858
[SPEAKER_00]: They're going to be not just followers and viewers.
17:22.878 --> 17:25.182
[SPEAKER_00]: They're going to be people that actually want to move forward with you.
17:25.803 --> 17:29.749
[SPEAKER_00]: And whatever you offer, when the right time comes, they think of you as the only solution.
17:30.310 --> 17:34.276
[SPEAKER_00]: The best part about having a powerful personal brand is it eliminates the competition.
17:34.376 --> 17:36.079
[SPEAKER_00]: And I'm not saying this happens every single time.
17:36.520 --> 17:42.028
[SPEAKER_00]: But for people in my industry, when a creator is discovered earlier on in that customer's journey,
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[SPEAKER_00]: They lock in with that person.
17:43.632 --> 17:48.222
[SPEAKER_00]: So then when the time comes for that customer to transact, they're not considering 20 different people.
17:48.262 --> 17:51.589
[SPEAKER_00]: They're considering the one person that they respect, and they want to move forward with.
17:51.890 --> 17:55.779
[SPEAKER_00]: The individual creator gets a special slot in that consumer's mind, which is the goal here.
17:56.160 --> 17:59.347
[SPEAKER_00]: So when you think about everybody on the internet, I'd love to look at this spectrum of people.
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[SPEAKER_00]: There's the never-not-yet-and-the-now-group.
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[SPEAKER_00]: Never is going to be people who are not open to your ideas.
18:04.156 --> 18:05.339
[SPEAKER_00]: They don't want to transact with you.
18:05.359 --> 18:06.942
[SPEAKER_00]: They're not even interested whatsoever.
18:06.962 --> 18:09.526
[SPEAKER_00]: On the opposite side is the now people.
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[SPEAKER_00]: These are people ready to transact in the next 30 to 60 days.
18:12.652 --> 18:16.960
[SPEAKER_00]: Now, most of the people online focus on just the now group because that's where you get paid.
18:16.940 --> 18:20.607
[SPEAKER_00]: But the biggest group on the internet is going to be this not yet group.
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[SPEAKER_00]: This is 85% plus of the entire audience on the internet.
18:24.975 --> 18:29.063
[SPEAKER_00]: Now, these people on social media are not yet ready for whatever it is that you offer.
18:29.103 --> 18:32.569
[SPEAKER_00]: They might be three months away, six months away, 18 months away.
18:32.549 --> 18:40.852
[SPEAKER_00]: And so what you want to do is use perspective content to grab those people in that category and then they slowly move along to the point where they are ready to go now, right?
18:40.892 --> 18:47.571
[SPEAKER_00]: So think about capturing the not yet crowd by making them feel smarter, not sold to.
18:47.551 --> 18:50.797
[SPEAKER_00]: You can't sell to people who are not yet ready to move forward, right?
18:50.817 --> 18:54.203
[SPEAKER_00]: So you want to just educate them, shift their perspective, right?
18:54.523 --> 18:57.108
[SPEAKER_00]: Teach them things and just build that respect over time.
18:57.168 --> 19:01.856
[SPEAKER_00]: And then what happens is they end up saving, sharing your content, they end up respecting you.
19:01.956 --> 19:11.112
[SPEAKER_00]: And then if you have a large enough group of these people who follow you and respect you, there's always going to be a small percentage of these people who move into the now group when you make a call to action.
19:11.092 --> 19:17.841
[SPEAKER_00]: Now the correct way to make it call to action is going to be to not sell to these people, you're just going to give them a blueprint.
19:18.381 --> 19:19.383
[SPEAKER_00]: So think about this, guys.
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[SPEAKER_00]: The mechanic who gets the most views, the most respect on social media, is going to be the one who tells you how to fix your own car, right?
19:26.952 --> 19:29.055
[SPEAKER_00]: Think about the guy who gives you health and fitness tips.
19:29.375 --> 19:31.378
[SPEAKER_00]: They literally give you the blueprint.
19:31.398 --> 19:32.860
[SPEAKER_00]: They give you the meal plans.
19:32.880 --> 19:34.101
[SPEAKER_00]: They give you the workouts, right?
19:34.262 --> 19:40.930
[SPEAKER_00]: Why does that create or end up getting so many people to follow and more importantly, buy their offering whenever it is at the
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[SPEAKER_00]: Why?
19:41.331 --> 19:46.320
[SPEAKER_00]: Because the people in that not yet group respect that creator because they gave them something of value.
19:46.901 --> 19:49.425
[SPEAKER_00]: Now, here's the most important part that I think people forget about.
19:49.846 --> 19:54.154
[SPEAKER_00]: The thing that you give these people needs to have an element of DIY in it.
19:54.655 --> 19:57.620
[SPEAKER_00]: I've seen so many creators mess this up by gatekeeping.
19:57.821 --> 20:00.285
[SPEAKER_00]: They're like, hey, if you want this whole framework, I'll give it to you.
20:00.265 --> 20:06.132
[SPEAKER_00]: And then if you want to learn how actually works you got to call this guy or you got to buy my program or you got to book an appointment, right?
20:06.493 --> 20:07.154
[SPEAKER_00]: You don't want to do that.
20:07.174 --> 20:08.195
[SPEAKER_00]: That used to work years ago.
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[SPEAKER_00]: It no longer works today.
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[SPEAKER_00]: You just want to give it away freely.
20:10.918 --> 20:16.225
[SPEAKER_00]: Now the concern here is that a large group of people on the internet are just going to take your resource and never work with you.
20:16.685 --> 20:17.126
[SPEAKER_00]: That's fine.
20:17.466 --> 20:22.493
[SPEAKER_00]: Because what happens is all these people, thousands of thousands of people are now opting in to work with you.
20:22.773 --> 20:23.774
[SPEAKER_00]: Get information from you.
20:23.834 --> 20:24.675
[SPEAKER_00]: Save your information.
20:24.715 --> 20:25.176
[SPEAKER_00]: Share it.
20:25.156 --> 20:30.985
[SPEAKER_00]: And then there's going to be enough that take action that actually respect and want to work with you that it makes it all worth it.
20:31.045 --> 20:38.155
[SPEAKER_00]: So for example, if you're in a high margin business like I am, let's just say a thousand people get into your funnel from a particular lead magnet.
20:38.476 --> 20:43.603
[SPEAKER_00]: That lead magnet has elements of DIY, meaning that they don't need me in order to get value from it.
20:43.583 --> 20:48.127
[SPEAKER_00]: Let's say of the thousand people, 950, take the information and never speak to me again.
20:48.748 --> 20:53.673
[SPEAKER_00]: I'm cool with that because if if 50 people move forward with me, that's a massive improvement to my business.
20:54.213 --> 21:01.300
[SPEAKER_00]: If you're in a business where every single additional customer is a meaningful addition to your bottom line, then this model crushes.
21:01.500 --> 21:03.042
[SPEAKER_00]: It's just the biggest advantage you can have.
21:03.442 --> 21:11.970
[SPEAKER_00]: And most of your competitors, if not all of them, are going to be scared to do it because of that thing that I talked about earlier, which is the fact that most people are going to take the
21:11.950 --> 21:15.316
[SPEAKER_00]: But again, that's okay because we just want them in our tent, so to speak.
21:15.677 --> 21:22.309
[SPEAKER_00]: It is, and there's one more thing you must know about winning over this not yet group, and that is you do not want to sell them work.
21:22.770 --> 21:27.659
[SPEAKER_00]: I remember a long time ago I was putting out a video with the lead magnet and nobody was taking me up on it.
21:27.899 --> 21:32.608
[SPEAKER_00]: Now, one of the problems was I didn't have a lot of respect at the time, so that was the problem A, which we're going to solve.
21:32.588 --> 21:34.072
[SPEAKER_00]: by making more perspective content.
21:34.373 --> 21:37.983
[SPEAKER_00]: But then the second problem I had was the thing I was offering was work.
21:38.364 --> 21:39.045
[SPEAKER_00]: It was a call.
21:39.286 --> 21:41.432
[SPEAKER_00]: It was like book a call, fill out this application.
21:41.492 --> 21:45.122
[SPEAKER_00]: Now people weren't ready for that step and also that step includes a lot of work.
21:45.744 --> 21:48.150
[SPEAKER_00]: So I remember my mentor at the time told me, hey, Neil,
21:48.130 --> 21:54.500
[SPEAKER_00]: stop selling vegetables, give them candy, and I was like, well, that's weird because I don't want to mess up people's teeth, right?
21:54.520 --> 21:57.564
[SPEAKER_00]: I was just thinking like, that seems like a short term solution.
21:57.705 --> 21:59.267
[SPEAKER_00]: Well, that's just the way the internet works.
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[SPEAKER_00]: People don't want to go deep when they're just getting into the process.
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[SPEAKER_00]: You want to give them a micro conversion step.
22:05.597 --> 22:08.201
[SPEAKER_00]: You want to give them something simple that they can use to get started.
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[SPEAKER_00]: So think of it like a baby step.
22:09.543 --> 22:15.572
[SPEAKER_00]: If I give you the thing that you can learn and it doesn't overwhelm you, now you're going to be more willing to
22:15.552 --> 22:19.036
[SPEAKER_00]: This is actually called a lead magnet, which I'll get into in a future video.
22:19.056 --> 22:25.804
[SPEAKER_00]: And if you want more information on this, again, let me know in the comments because I read every single comment and we use these to inform our next video topic.
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[SPEAKER_00]: So if you want to go deeper on any of this stuff, just let us know in the comments.
22:29.468 --> 22:34.133
[SPEAKER_00]: But a lead magnet is going to be a guide, a webinar, a longer video.
22:34.353 --> 22:37.797
[SPEAKER_00]: So again, you can make a 45 second video that leads to a longer video.
22:37.777 --> 22:49.147
[SPEAKER_00]: And here's the thing you must know about lead magnets, the best lead magnets actually solve a problem for the consumer, but they create a second problem which is now they need you to help them with the next steps.
22:49.689 --> 22:53.980
[SPEAKER_00]: So you actually want to give them something that's super helpful and actually solves the first problem.
22:53.960 --> 22:55.782
[SPEAKER_00]: That's the part that I think most people fail at.
22:56.082 --> 22:58.344
[SPEAKER_00]: But when do you this correctly, you're going to get way more customers?
22:58.744 --> 23:03.929
[SPEAKER_00]: And now I want to leave you with something that's going to make this whole thing come full circle and I really want you to pay attention to this.
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[SPEAKER_00]: I could have made today's video like 10 tips to get more reach on social media or the algorithm hack that you need to know.
23:10.535 --> 23:12.617
[SPEAKER_00]: And I could have just given you that piece of content.
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[SPEAKER_00]: But I don't think you would have remembered it.
23:14.458 --> 23:18.222
[SPEAKER_00]: If I made that video, you might even thought it was useful, but this is commodity content.
23:18.682 --> 23:23.967
[SPEAKER_00]: And so after a few days, you would have forgot about it.
23:23.947 --> 23:28.713
[SPEAKER_00]: The only way that would have worked is if I made a hundred more videos like this and eventually I stuck in your mind.
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[SPEAKER_00]: Instead, I chose to spend the last 20 minutes changing the way you think about certain types of content.
23:33.820 --> 23:39.127
[SPEAKER_00]: To change your perspective, and to look at this new lens of commodity versus perspective content.
23:39.548 --> 23:44.815
[SPEAKER_00]: See the first option made you a consumer of my tips, but the second option made you a student of my perspective.
23:45.175 --> 23:46.076
[SPEAKER_00]: That's the difference.
23:46.457 --> 23:50.983
[SPEAKER_00]: And now, you can apply this difference to your audience on social media when you make your next piece of content.
23:50.963 --> 23:54.853
[SPEAKER_00]: It's a try one of these five frameworks on your next piece of content and shoot me a DM on IG.
23:54.914 --> 24:00.990
[SPEAKER_00]: I'll give you feedback on your actual piece of content that you post, but until then, I will see you guys on the next video.
