#131: I think we forget we're human...

0:00Hello. Wow, that's a cool photo. It's funny, out of everyone you pick, that guy, which probably no one in the room knows. Oh, you know that guy. It's Cody Sanchez's husband. They're a powerhouse. It's so great to be here, guys. How was yesterday, firstly? I was blessed to be able to meet so many of you, which was really cool. there was probably i don't know steph when when we first spoke steph said that there was going to be between 50 and 70 people here and i think she was banging the money and when i went to the event yesterday i tried to get around and meet a bunch of people and i'm very grateful to be able to met lots you guys and one thing that i will say just before i dive in yesterday lit a fire up my ass because frankly I'm being slack these guys these guys Steph and Tim they're way better at making money than I am like like don't come to me to make money I make a lot of money but these guys if you plug their system into what I'm doing I would not have flown over here on economy there's no way there's no way and uh and and yeah so they did light a fire up me out in my ass and i don't share this with a lot of people but i feel like because you guys are all entrepreneurial and you're in a group of people that are trying to win and make a lot of money and win in this 3d world that we're all trying to operate in thank you i don't share this a lot but i comfortably make between 80 and 100 thousand dollars a month us dollars a month since I've launched my education business and I probably post maximum two but probably one Instagram story a month anyone that goes on my page does not think I do that they see me as a podcaster that's what I do I interview people I seem to make a good good amount of money doing so and I think why that lit a fire up my ass when I hear all this yesterday is because I just go man I could be making millions one story of love you pussy what are you doing what are you doing and I think I just love sitting by a fire in Malibu watching the sunrise and reading a book instead and so I pay that price but I think what I'm going to teach you today is not about making money I'm going to teach you how I built this brand to be able to make so much money without doing all the strategies knowing that I probably couldn't have to chat with these guys after this to try and pick up my game a little bit so I think we forget we're human I'm gonna talk about this a little bit more but just before we dive in I want to save all the questions everything to the Q &A I'm gonna try and speed through this presentation and leave a lot of room for Q &A because I think ultimately as a podcaster what I thrive in is improvisation and I can tell you all of the secrets the things that have got me to over 30 million views a month now but also I feel like I can be more specific and dive deep with you guys and be able to hopefully give some good value that'll be a be able to apply to everyone so two goals for this presentation I don't want to bore you with well put together slides I'm sure you can already tell and I hope that you learn a thing or two so you can be inspired and apply some stuff into your own life and hopefully just hopefully make it better so if we can achieve that i would be a happy man and i think that does sound like a plan so i think we forget that we're human when i was starting out in content it was grinding my gears i really did not like it it actually just got put on the back burner i actually tried and failed but we'll get onto that in a little bit.

3:53I think I'm so over, and I'm sure you guys are too, of all of these gurus telling you the next best hook, line, sinker, all this bullshit to make you grow. They say you need to use these top three things and you'll be successful in 48 hours. And you have a hook that's going to save you. Download my free ebook and I'm going to tell you how to blow up in 90 days. Shut up. No, it's all bullshit. We forget that we're human. And I have to say, these three guys in the room I spoke with, I say Luke the homeschooler, because I mean, I was blessed. I don't think that this room is the same people that I'm speaking to just before this.

4:36I think this room is very switched on. And some of the people that I was speaking to yesterday got me really inspired. Luke the homeschooler, he's actually a super successful electrician. Now he helps other people do the same thing but he homeschooled his kids and went around Australia in a van that was so damn cool Deanna the speaking expert cast the branding genius and then I am a podcasting expert but not really I like to think that I'm a human connection expert that's what springs me out of bed in the morning you know perhaps if i was a communication expert a human connection expert i'd be a podcasting expert because i think that's what that really is i think podcasting is the best medium to be able to connect with people it's raw it's long form it's unscripted it's unedited i have to improvise on the fly speak with someone and listen connect with them that's what it is so if I can be a podcasting expert and succeed you know get millions of views billions of views now I need to be able to connect and I think when I say at the start about how we're forgetting that we're human I think when we're making content we are forgetting the fact that the way it works is by connecting with people through a screen we put on a facade we try and be someone that we're not and the quicker we remove all of that, all the layers of the onion that are just blocking us from our true self, our soul, the thing that springs us out of bed, the more we're never going to get results.

6:14And I know it sounds simple, but it's so true. To connect, make someone feel something and you win. So this was me. Two years ago. and I know I've been boasting about all these big numbers like I've been doing this for a long time I really haven't this was me two years ago and it's funny someone in the room where's Lauda Lauda in the middle she came up to me yesterday I didn't know she was going to be in this room I met Lauda this day I was going to a Gary V conference with the guy that was my roommate who was living in my spare room Janardin and we filmed this podcast episode one on our lounge and we recorded it with iPhones and I met louder and we were so excited that we just launched this podcast we were so happy Janardum was coaching louder on on sales communication and improving our confidence through our cold calling and we recorded this and we were so stoked and two years later this is what my podcast looks like I travel around the world I build cinema productions and interview people I once idolized.

7:29I don't even know how this happened. There's a real horse in the background of the set. I recorded it in a horse stable 30 minutes out of Austin and somehow persuaded people with millions of followers to drive through traffic to come and smell horse shit while we spoke for two hours. I don't even know how that happened. I got there and let me tell you a story real quick on this one. I like to go on tangents. We'll see how we go. So this one I spent$10 ,000 on this production renting all the equipment getting everything ready to go and I had two days booked in this horse table with five real horses that one was a big one it was quite scary it was also really loud I think big horses have louder farts it's not a statistic don't quote me on it but I think out of all of them that one was the loudest but but yeah so we we built the set i had three days i had two days of recording one day of building the set the day of building the set comes i rock up and i'm building the set getting ready for the next two days every single guest drops out every single guest i had five guests lined up across two days and they all dropped out.

8:50And I'm just sat here,$10 ,000 in the pit US, so what, 15 ,000 Australian. I'm 15K in the pit and I've got to figure out what to do. And so I went there, built the set, cancelled all the videography team and I sat on this table, which by the way, this is just a door that I found in the horse barn and then I put these like stabilizer things. Luke, you might use those with your electrician stuff. I don't know. I haven't got my hands dirty my whole life. And we built this table and then a random fold-out chair. I sat there on my laptop, built the set, spent the whole day reaching out to guests. And then we filled the day and ended up doing five recordings the next day.

9:33Ended up being a great success. The podcast went viral. The reason I share this is two years ago, I wonder if I can go back. Two years ago, I was like this. now it's like this and I still don't know what I'm doing but it seems to be working out just fine and I think the realization here is realizing that for me I didn't really know what I wanted to do but what I did know is I wanted to connect with people I wanted to make an impact, I wanted to share my lessons, learn from new people get in rooms with people that I did not deserve to be in and then hopefully learn some valuable wisdom from them and share it to other people and I did it through the form of podcasting because I thought that was the thing that was going to be able to connect with people the most and then it just so happened to be that we set something up in Malibu and did a sunset recording.

10:22We recorded a massive warehouse in LA and kidded this thing out, which was a nightmare and any podcast you'll see me in with this one, I had puffy eyes because it was just dusty and gross and then this one was the horse stable. That one was in a random exposed brick place. We've done them all around the world. We've been doing sets like this. there's just a few in fact one of the ones that we haven't released yet I just filmed it last week we were in Sedona Arizona and we carted a whole cinema production and a generator to the top of a summit in Sedona Arizona to record chatting about what's the meaning of life as a 24 year old and a 20 year old damn that's some wise shit so anyway all this to say my life has completely changed but just before we dive into some more practical stuff i do have a story i want to tell you this was me two and a half years ago now i don't know if you can piece together where i am but i'm in thailand it's the only other time i've been to thailand but i i went to thailand two and a half years ago I needed space I was heartbroken my girlfriend that I thought these women didn't even exist she broke up with me I was spending all my money on a software company that was failing I was working a job selling alcohol that I hated so I quit my job I was a heartbroken man and I took an eight-day trip solo sabbatical soul-searching quest to find oneself to Thailand and I drank a bunch of coconuts similar to what I'm doing right now rode around on moped, ate so much fried rice out of pineapples, I don't know why that shit tastes so good and then I got back to Bondi, eight days later$4 ,000 in debt but I was in line, I was inspired, I didn't even know I could buy coconuts on a credit card but it was a really it was a really awesome it was a really awesome experience and it really kick-started my journey.

12:25We started posting content as you can see here i posted 107 posts and i gained a whopping 500 followers it didn't stop me though and when i started posting content i absolutely hated it in fact hopefully this can play is there sound on this

12:52Oh gosh, this is me two years ago.

13:13I'm still setting this one up.

13:18I'm just checking myself out in the mirror there.

13:25Oh, there he is. Knowledge. Oh, he's going. What's he writing on this whiteboard?

13:34I was just acting it. I was getting ready to write on the whiteboard. I didn't want to waste the paper because I bought it on a credit card. Do you want me to keep playing? No, it's that. The reason I share this is because I was trying to be someone that I was not. I forgot that we were human. We need to be ourselves. Podcasting, content, sharing your message online should be an extension of you. You shouldn't be trying to be someone else. I saw some people online that I learned some stuff from about investing with the zero dollars that I had. And I thought that I should educate other people on that stuff too.

14:13I couldn't even cut my hair. I was trying to be someone that I was not. We forget that we were human. So I quit. I hang up the boots. And obviously, I tried again, which has led me to where we are today. But I feel like a lot of you guys in the room can resonate with this. You know, the select few people that I've been blessed to be able to speak with, you know, the common denominator is there is something in this content thing that does get quite hard. it gets mundane you struggle to see the value in it you're banging your head against a wall because you're getting two views the only shares you're getting is into a group chat of people chatting shit so it gets into the too hard basket I'm gonna try all of these other things because this thing doesn't work it doesn't work because you're not being you you're forgetting that the way to connect with people is to be authentically you of course you're not getting results you see i want to dive deep into the practical practical work in a little bit but i think it's important just to give you clarity on my on my story these two guys here they look the same but they're two years apart and they're two completely different people not only just like the way they look pretty damn similar but but the way that they feel the way they show up in the world, the impact they have, their life as a whole is completely different.

15:43This guy was 30k in debt, heartbroken, lost and had no idea what to do. This guy makes hundreds of thousands of dollars. He impacts millions of lives. It's the same damn person, man. Your life can change so quickly and I really mean that. Take me as a case study. So now we're going to try and level up your content. Feeling edition. I've been talking about this all the time. Human connection we need to make sure that we're making people feel something through our content if you can do that you win and so I have a couple of things we're gonna need to get some sound on the videos here but what I'm gonna do is I'm gonna show you a comparison to some content it's the same clip edited in a different way I'm gonna show you the first one and then I'm gonna show you the second one and then we're gonna compare the pair the biggest thing that will kill a man's dream is wasting time having the wrong intentions with the wrong women if this is where we're starting I don't even want to know where we're going but I'm excited either way oh okay what do we say this morning you can't cancel us can't cancel greatness you got no I was joking aside the The second most important decision a man can make in this world is the woman that he married.

17:10Because it can either build you up to be everything you're meant to be. I'm going to stop it there. It goes for a little bit longer. But that's the first version of that clip. I'm going to show you the second clip. We posted both of those. I'm going to share the results. The biggest thing that will kill a man's dream is wasting time having the wrong intentions with the wrong women. The second most important decision a man can make in this world is the woman that he marries because it can either build you up to be everything you're meant to be because we are far... We didn't even get to this part on the other clip.

17:41The decision is made wrong by many people. We live in a generation of people that settle, that marry out of comfort, that marry out of fear of being alone because that seems scary. Our brain would always select the familiar hell over the unfamiliar habits. And for many people, they make that decision and it completely cuts the Achilles heel of their potential for the rest of their lives. So the woman that he chooses to spend the rest of his life with can and will make or break him. I wonder why we fall for the trap. We might meet a woman and we know she's not the one, but we still give her the energy.

18:10A question that I heard once that is very powerful for determining whether or not you're in the right spot is, if I were to die, would I be comfortable with this person raising my child? It's very simple. If the answer is not a resounding yes, that's probably not your husband or wife. Oh, fuck.

18:31So, it's the exact same clip from the exact same moment. We posted both of them. The first one, firstly, which one do you think is better? The first one got 20 ,000 views. What were you going to say? I think I might see some glistening eyes in the room, actually. You guys felt that, right? You felt the difference? Yeah. Yeah. the first one still got 20 ,000 views now this is a viral clip the whole concept and fun fact around that whole quote I was on the toilet doing a number two before we recorded that pod I had no notes for the whole episode he's one of my good mates and I was like how can I start this off with a bang and I just wrote the biggest thing that will kill a man's dream is wasting time spending whatever I said on the wrong women some of this the first clip got 20 ,000 views bare minimum editing and I'm going to show you the comparison in a second the second one on my page got two and a half million but all of the motivational pages combined that that one clip got a total of over 20 million views the one clip if you look at all of the biggest motivational pages everything they all reshared it because of how well put it was if I posted the first one I would have got the 20 ,000 views and for people that don't have an audience don't have a following they would think that's a lot and they'll call it quits but when you understand how to create world-class content world class content in the form of capturing feeling through it you guys felt that clip if you can figure out how to do that not only will you get the 1.5 or the 2.5 million but then everyone else sees it and when something gets that it just skyrockets because everyone else is talking about it as well so we're going to go into a comparison here we've got bad and great I don't believe good exists good may as well be shit because every single person settles for good every single person thinks oh it's better than bad it's pretty good but if everyone settles for that your head doesn't stick out of the crowd you will not be seen and so we're going to go through a couple of these and i'm going to apply it to the clips that we just we just listen watch just then let's start let's let's start from the top zero context no idea what you're talking about that's a bad clip i don't talk about hooks hooks aren't the thing that matter to me entering the room of the listener relating to them from the start setting the scene and putting yourself in the listener's position especially in a podcast if you had a 60-minute conversation and you're making a 60 second clip, we seem to think that these people that have never seen our face before are going to understand what we're talking about because like they were sat in the room listening to the whole conversation.

21:26They have no idea what you're talking about. So they don't know who you are. They don't know what you're talking about. And you're too busy trying to focus on some hook. They don't care about you at all. The hook doesn't matter. But if you can connect with them, if you can enter the room of the listener, okay, I'm meeting them where they're at then you can win zero context is the is something that really crushes people and i'll tell you a story about this with a client that we had so he had a he he came on board he lives in dubai now the reason he got to dubai was he was no sorry the clip that we were reviewing he was explaining how he was sat in Dubai alone and he had this really profound lesson and realization he was sat in his apartment in Dubai and he had this profound realization and then he shared the realization and the video got 600 views and I was like dude it's a really good realization but you're not relating to anyone no one cares and I was like but tell me one thing why are you in Dubai alone?

22:35Tell me why are you in Dubai alone? He's like oh well I'm in Dubai alone because my my girlfriend who I was just I just engaged my fiance she cheated on me and then left me and I was alone had no idea what to do so I just took a one-way flight to Dubai. I don't know why you'd go to Dubai at that state but he he did right and he went and then when he was in Dubai alone at one of the lowest times in life he had the profound realization then he shared the realization that's got context as to why he realized it in the first place i was like dude retell that story and lean into it how did you feel when you were getting on that plane not knowing what the next step of your life was going to be how do you feel lean into that and then when you share the lesson people are actually going to hear it people don't care about your lesson they want to know how you realize the lesson and then share it i think when i talk about human connection and capturing feeling through content we really need to lean into all of this and a big thing that people are going to maybe be thinking in this room right now given this is a business specific place and we're all here trying to make money let's be real how does being capturing feeling of being soppy make money because i don't want to just relate i want to be an authority like i want to position myself that i'm the man or the woman and while that's true the key here is we need to transfer them into a long form i was saying earlier i make six figures a month i do one instagram story it's because people like me i've connected with people where they go okay i actually think he's the person for me i don't really even care what it probably doesn't even matter what I offer like these people really yeah yes I'm on authority in the space and I know how to help people and I have confidence there's no one in the world doing what I'm doing and walking the walk the way I am but at the end of the day the people feel connected to me and so there's a there's a there's a dynamic here where the product's really important and it's important that you're passionate about it and that you have so much conviction that you're going to be able to be the person that saves their life that takes them out of the hole that they're in gets them a transformation they're looking for you're filling that gap in their life you need to have that confidence but I tell you what if you're liked and people connect with you people by people they really do the next one gaps pauses filler words arms as repetition what great content is is we make people sound like a world-class speaking coach if you listen to that last clip, you would notice that I actually left some gaps in.

25:19At the very end, he dropped a banger of a quote. He's like, if I were to die, would I be comfortable with this woman raising my child?

25:30I left the gap and I just showed my reaction and I let the music do the feeling. And then I just went, fuck. If I was trying to be a world-class speaking coach in that aspect, I probably would take out the swearing and probably take out the gaps because we want to to be fluid and we want to be able to deliver our message. But in terms of capturing feeling, that was very, very important. If I didn't leave that gap in, then maybe people would have missed the quote. And so sometimes we need to leave them in, but it's up to you to be able to understand what's going to capture feeling and put yourself in the person listening shoes and adapt where needed.

26:11For example, if you're making business content, you probably don't want to leave any of the gaps you want to make it fast you want the audio in the background which we'll get to in a second we want the audio in the background to be a bit more uplifting make people feel like they're educating themselves they're being inspired but maybe if it's an emotional clip like that where people are pondering some of the most extreme and important decisions in their whole life maybe we should leave some gaps in and have a bit more of an emotional audio in the background to really get people in their zone get out the gaps the poor framing if you look at this i'm on the side of the frame and the reason i've done that is because the way that the podcast was framed is i'm on this side and he's on that side and most people would make a clip and they'll go well i'm not going to crop all of those and center it that's just a nightmare i'm just going to center it somewhat in the middle so we can see both faces but if you look at this one i'm in the middle and he's in the middle i'm there the other one coloring lighting dull color doesn't pop people are scrolling these guys are doom scrolling they are in an absolute rabbit hole right now dude they are not stopping for you give them a reason to stop this one this one it's white it's dull doesn't pop this one you can actually see my skin color you know this comes down to the lighting and all the other ways that we set up and actually how we build the set so that we can have it like a movie scene where you've got shadow side on the face because that's really important to be able to if you look at every movie in the whole world and you see any scene where there's a face there's always a shadow on the side of the face that you're shooting at that's called being shot shadow side so all of these things help us make us feel really connected because there's studies that show that when there's a shadow on the side of the face that it looks more real but if you look at most of the studios people record and it's just blasting your face right there and there's no shadow at all it feels like you're in a studio when it when comes to connecting i want to feel like i can feel that and feel connected to the person so these are all things that are really important we touched on background audio just before but we really want to match the audio to the emotion doesn't mean just put a sad song on everything but if you're telling a story you put a sad song but if you're telling a business lesson maybe it's a bit more upbeat i've done so many split tests on every single type of content and with audio typically performs better the only way the only time audio doesn't having audio in the background doesn't make it advantageous is if you're really going for the very raw style so people might like and if you're a really world class communicator people might just sit in their car and just talk and be really quick and share a lesson that stuff doesn't always need audio but if you're sharing a lesson like how i might do in my car sometimes where it is a storytelling thing then having the audio is going to be really important too let's take this to the next level another rule i have with all my clients and with my team i don't post any clip under 40 seconds long weird one right no one ever probably thinks about this but i've done tests and every single video there's exceptions to the rule but every single video that gets viral is over 40 seconds long it's between that it's between 40 and 90 but the sweet spots 50 to 70 to 65 it doesn't have enough substance to make people feel something like people don't really know who you are and you're gonna say some generic quote that blows their mind they don't really care having enough substance is something that's really important and We're going to touch on a bit more on how we can actually improve this and use the short form to improve long form and improve the content that we're making.

30:06It won't attract an audience that will listen to long form content. Listening to the long form content is important. Having a place for people to go to where they can listen to you for longer is how we're going to build that trust in an audience. Whether it's webinars, whether it's pre-recorded videos, whether it's a podcast, whatever it is, live events. having people be able to listen to you for hours on end is going to be that thing that increases the trust like let's just let's just be real here if i have a fan of my pod and i release two episodes a week which some i did for a while now i'm doing one episode a week let's say one episode i release a 90 minute episode every single week people are listening to at least one of those a week these fans if you ever get hooked on a podcast you start listening to multiple of them and then you think someone if i'm selling the same offer to someone else that just post short form content that maybe someone sees eight clips of that are 60 seconds long they're getting eight minutes of exposure i'm getting at least two hours all of a sudden the words that leave my mouth are a bit more powerful because they're actually listening because they're connected to me when you have 40 less than 40 second long clips your audience won't convert i've done so many tests if i get a million views on a 30 second clip and i do a million views on a 60 second clip conversion to my podcast goes through the roof these are my rules the followers don't mean shit but getting people to listen to the long form does because those are the ones that become the raving fans you can have all the followers in the world but broke influencer syndrome is a real thing people have all these followers and have zero dollars and it's very hard to tell a story in under 40 seconds the key part about that piece is uh we've gone through that um the key part about this piece is education through storytelling is the key as i was explaining about that guy in dubai he had the profound lesson which is what people get excited about and most people will opt for sharing that straight away.

32:11Most people will go, oh my God, I learned this lesson. I'm just going to tell everyone about it. And they're going to say it in a way, which we'll get to in a second. They're going to say it in a way that do this now. Whereas if you relate and educate through the storytelling and you explain, look, this is what happened to me. It resulted in me going to this. When I got here and I was sat alone in silence at 4am debating my whole life something hit me and the lesson was this and then when i was sitting after i had this lesson i had this profound awakening in my life that things needed to change and so it did and fast forward six months x y and z that that that i look back and my life's completely different if i just shared the lesson and didn't add the context of the story before and after no one would hear it I don't even feel drawn to that but sharing it all and having less and I'm still seeing him as an authority he still went from a to B that's a pretty damn cool story and it's quite inspiring but if you leave out the context will never get seen this what do you think this represents does anyone have any guesses what is it

33:33What did you say? It's basically the way most people teach is at the person. It's the trying to communicate it so that you understand exactly what I'm trying to say. And it's at you. Yeah. Do this or you will die.

33:51Or, I nearly did this but if I did that I probably would have died. If you look at the difference between a manager and a leader, does anyone know much about the differences between a manager and leader i learned this quite young playing football at a high level i was in the i was the captain of the gold coast suns academy in in queensland i know i'm sure it doesn't make sense but play with me here um and and i remember when i had this was earlier before i um progressed into the ranks we had this guy in the team he was incredible he was so good better than everyone else in the team He would show up early.

34:31He would leave late. He would lead. He would like help people out. He would train so hard. And then on game day, he would perform. And then what happened was because he was so good, he progressed to become the captain. And then when he became the captain of the team, all of a sudden things changed. He switched from being a leader to being a manager. I'm now the captain. I should tell all of you guys what to do. when in reality before you were the captain we were copying you anyway because you were so damn good i wanted what you had so i copied what you did now you're telling me what to do and i do not like you at all get out of here we become an authority at something we become good at something we go from a to b and we seem to think that now we're the shit no buddy you're on a spinning fucking rock.

35:25No one cares about you. Let's remove this nature of telling people what to do. Really, it doesn't work. I've been there. If you want investing advice, with my fucking looking at the mirror and shit, that's what I was doing. We scream. We want to become this person that knows best. We want to tell everyone what to do. and while you probably have some weight in your message, no one knows who you are and no one cares about you. Let me ask you this. When someone that you don't know, that you don't care about, tells you what to do, do you listen? That's how you're showing up in your content and wondering why it's not getting views.

36:16Ouch.

36:19it's the biggest mistake in coaches it really is it really is the moment we switch that the moment things change so just to recap we don't post clips under 40 seconds long because they don't have enough substance we won't attract an audience that will listen to your long form and it's very hard to tell a story in under 40 seconds when i was speaking to deanna last night we were talking about how one of the most important things to do was improve to improve you're speaking was to review it so we were doing we were we were talking about it there's this great quote from Albert Einstein insanity is doing the same thing over and over again and expecting different results Tim said something similar yesterday we post content and we're consistent consistently shit

37:12consistency is key it really is but consistently shit is pointless we keep doing the same thing and expecting a different result one could call that delusional not in the right way one could call that retarded but maybe that's not politically correct maybe that's why i get in heat all the time because i say it how it is we can be consistent it's very key we really need to be consistent wanting to get the results that everyone else is getting but not being consistent at doing so is wanting a lie and this is why i love podcasting because honestly it does allow you to grow rapidly this was another set we did in bondi by the way it allows you to grow rapidly because when we talk about improving and growing on the content that we have and the work that we're putting out this is an opportunity to actually allow us to grow rapidly because each time we record a 60 minute podcast guess what we might get seven pieces of content out of that so if you apply a lesson about going every single podcast clip that comes out i want it to be better than the last one each week you're able to grow every day and you only have to record once.

38:31People might use this thing and they might take it to be complacent. Oh, I want to launch a podcast so that I can have all my content done in three hours a week or three hours a month or whatever it is. And they might use this as like a, oh, I'm time poor, businessman, businesswoman and I'm going to do this podcast to save me time. And while that's true, it's the wrong intention. The intention should be, I want to become world-class at understanding how to capture human connection. I want to become world class at capturing feeling through my content. And the great thing about podcasting is, yes, it's making it more efficient with my time.

39:05But equally, I'm able to grow seven times quicker. Because I can make so much from the one recording. It allows me to interview people and learn and get into rooms with other people. It allows me to just improvise and speak. Having the intention of becoming world class, whether it's with podcasting, whether it's with whatever, is should be it should be the intention it should be the it should be the key it shouldn't be just trying to make life easier so each conversation is raw and unscripted unscripted and you get multiple pieces of content the next piece about this is clips tell you a lot about how to improve the long form as i said before i've got a rule within my clients and within my team that we don't post clips under 40 seconds there's exceptions to the rule sometimes there's just an absolute banger that's 35 seconds long and we go yeah fine but the problem with that 40 second rule is most people in the room with love and respect can't make 40 seconds of content that is super engaging and clean so the problem you're going to face with adding that rule into your life is say you record a podcast and you try and edit it you find a clip that's 20 seconds long and you go oh but Chris said it needs to be 40 seconds I'm just going to fill it with 20 more seconds of noise so I can hit that quota and have enough context no the short form will teach you a lot about the long form I'm going to use this in the context of a podcast if you're interviewing someone and you're making a clip or your team is making a clip of the guest and it's 25 seconds long and you go back in and go okay I'm going to try and make this 40 seconds long that's not got enough substance what that's telling you about the interview is that when they spoke you didn't realize that they didn't really dive deep and you didn't ask them why you didn't get them to elaborate so then what you do is after seeing that short form clip you then go next time i record i'm going to be conscious of the fact that sometimes people are a little bit shallow we need to ease them into actually getting to the meat of the conversation so then you ask them why and then you wait and then what happens is they elaborate and maybe there's another nugget of gold after asking them why and then you get them to elaborate on that and then maybe after you do all of that when your editing team or yourself is editing this clip all of a sudden you have eight minutes to work with and then you cut it down to a 50 second clip and boom it's 50 seconds of gold and on the flip side if you're editing a clip of yourself and it's only 25 seconds long what does that tell you?

41:42When you spoke you didn't lean in. You didn't finish what you started. When we get a 25 second clip what it allows us to do is it allows us to go okay next time I record when I have an idea when I think it's valuable to talk I'm going to lean in. I'm going to finish what I'm starting. I'm going to try and tell a story about this thing and when you do that you're going to have enough content and just a little note on on that the the growing the pages the growing the audience if you're doing podcasting with a guest people talk about how you should just shut up and let the guest talk and i think it's it's actually a beautiful balance about trying to find a way to talk as much as you possibly can without them saying without the audience saying shut up and let the guest talk because it's not about you can talk too much but then you can talk too little because if you talk too much all the people listening that are coming from your guest go this guy this guy or girl is so annoying like i want to hear the guy i came in for the guest but if you talk too little they're gonna be like that was a great interview i love this guest don't even know who the host is don't even care not even going to listen to any of your other ones not going to become a raving fan not going to buy from you pointless follower so being able to find this balance and this is why on top of this when i look at the videos that have performed the best and that have gained me the most amount of audience have been clips of me when I get a clip that gets a million views of me I might gain five ten thousand followers if I get a clip that's a million views of a guest I might gain 500 a thousand so I want you guys to talk I want you guys to share your things you guys are experts in your field you should but if you do it in the right way and you lean in when you do that's going to be the key and the short form will tell you a lot about that cool so Steph mentioned about changing messaging all the time yesterday she was explaining how they've changed 20 times in the last six months their messaging and I couldn't agree more I think that emotion gets in the way of decisions and people can get married to the work that they've done or not even done they get married to the idea of what they've done there's like that sunk cost fallacy I've spent all this time what are people going to think of me if I change.

43:57No one knows who you are. Even me. I've had a billion views in three years. I don't care about getting cancelled about what people think. There's 350 million people in America alone. There's 7 billion people in the world. I don't care if I have 500 ,000 followers. It's so irrelevant. No one knows who I am. Remove your emotion. You're getting in your own way. No actually cares pivot the ones that succeed are the ones that can identify opportunities fast but more importantly pivot even faster if things aren't working the ones that win find identity find opportunity fast my backgrounds in in software and having companies that all failed but I've had investors on board I've done all these sorts of things first one I had to have my my mom as the director of the company because I was 17 years old I couldn't sign the investment documents and and what I learned from all these high-level business people at such a young age was that they find opportunity and they act but equally if things aren't working they get out because they realize their time is more valuable than what people think I love when Seth said that yesterday because it resonated massively cool so if you recap here no clips under 40 seconds if I say that one more time you might lose your hearing education through storytelling.

45:22Make sure you tell a story. Meet the viewer where they're at. Provide context. Make sure that we have long form content for people to go to. Because if you don't, you're going to be competing with me and good luck. Match the vibe of the video to the emotion. Throw a bunch of shit at the wall until something sticks. Be consistent, but not consistently. Shit. Be you and nobody else. Authenticity is the key. You guys know this. Preaching to the choir. And no one cares about you. Grow up. You're on a spinning rock, filling your days with things to do so you don't get bored. Cool. So just before the Q &A, I just want to put something out here.

46:07Who thinks their content is good but isn't getting the results it deserves? Is there anyone in the room that thinks that it's good? One. Anyone else? Two.