Tired of Being Overlooked? The First Step to Massive Exposure.

[00:00:00] Quality of the Message Over Quality Of The Production.

[00:00:03] If you don't have a good Massive, if you don't have a good Hook that is going to get people interested

[00:00:08] in listening to the next sentence is not going to work.

[00:00:12] There's all these elements and you can move those dials up and down depending on how

[00:00:16] you create, how you produce what your team looks like and it's a very fun game but we have

[00:00:20] to understand that from the very beginning.

[00:00:23] Value is now the standard.

[00:00:26] Like you hear everybody, you need to give value, you need to lead with value.

[00:00:28] Guess what? Everybody is leading with value and the viable content floats to the top so you're

[00:00:33] pretty much always seeing a lot of viable content.

[00:00:36] Can we have like, or most is dial content?

[00:00:39] And then, does it one of my biggest bad paves?

[00:00:42] I have an initial reaction when people ask that.

[00:00:45] I want you to be in it.

[00:00:46] But, and...

[00:00:47] Fizz clenched.

[00:00:50] But, he's side of the production, you have all these elements too right?

[00:00:54] So how do you manage that? How do we do that?

[00:00:56] My best advice is like...

[00:00:57] Hey, I'm Luis.

[00:00:59] I know, I'm Luis.

[00:01:01] And you're listening to the content is profit.

[00:01:09] Podcasts.

[00:01:09] Welcome back to Content's Profit.

[00:01:11] Fancy we're here.

[00:01:13] Pretty awesome.

[00:01:14] I'm worse supposed to have an amazing guest but guess what happened?

[00:01:16] They actually, you know, this is like, guys, I'm on my way to interview Mr. Beast.

[00:01:21] So, congratulations.

[00:01:21] You're the Jetics Cues.

[00:01:22] You know, we only interview big time people.

[00:01:25] That's it.

[00:01:25] We only interview big time people.

[00:01:28] So, it was an acceptable excuse we told him.

[00:01:31] Sure.

[00:01:32] You can go as long as you put in a good word.

[00:01:34] Yes, absolutely.

[00:01:35] But I told Jimmy we say hi.

[00:01:37] That's what he says.

[00:01:38] That's right.

[00:01:40] First, first number was his or number one fan.

[00:01:43] He stole me a lot of that.

[00:01:44] He knows that.

[00:01:45] But anyways, yeah, so stay tuned because, in a couple of days,

[00:01:49] we'll have him back.

[00:01:51] It's actually the second time that he comes to show him very excited.

[00:01:52] I've been like, I've been to listen three episodes of his show yesterday.

[00:01:57] That's pretty awesome.

[00:01:58] But I like his show.

[00:01:59] Yes, his show is so good.

[00:02:01] It's so good.

[00:02:02] But anyways, today we're facing,

[00:02:04] funcest facing his worst fear which is talking on a podcast without notes.

[00:02:10] Not my worst fear.

[00:02:12] I was, I tried on the pressure.

[00:02:15] You tried to.

[00:02:16] Yeah, but it really gets on.

[00:02:17] That's what I say.

[00:02:18] Okay, so last night, I mean, I told you this little earlier.

[00:02:22] I was with Katie at home and then we're watching some YouTube.

[00:02:27] She was reading on I was watching some YouTube.

[00:02:29] And all of a sudden, the great, mighty, Alex Hermosy pops up.

[00:02:33] Great, mighty, I'm wrong.

[00:02:37] So, you know, I've been like listening to a lot,

[00:02:40] you know, we mentioned, I think in previous episodes that I've been like compressing

[00:02:43] the people that I follow and like, you know, the people that are listening at

[00:02:47] He only listens from Alex Hermosy and myself.

[00:02:51] I'm funcest, clearly.

[00:02:53] But he is one of the people that I regularly keep in my rotation

[00:02:57] and every time I see something that interested me, I like listening to him.

[00:03:01] He's very, very honest with what he says.

[00:03:03] Apart from his social content, right, listening a lot to his,

[00:03:06] his part because that he dives deeper in different things.

[00:03:08] But anyway, so I was talking to Katie, Katie's not entrepreneur at all.

[00:03:12] And we start watching a little bit of their vlogs.

[00:03:15] They actually have the living with the harmonies, which is vlog style content,

[00:03:19] which is how that?

[00:03:20] Yeah.

[00:03:20] It's pretty awesome.

[00:03:21] I don't think I have the idea.

[00:03:22] And then, you know, I joke with Katie because she is awesome.

[00:03:26] She could be a CEO.

[00:03:28] She makes decisions very fast way faster than me.

[00:03:32] And but I don't know if she has entrepreneurial books.

[00:03:34] She's working on our project, which is top secret.

[00:03:36] We can say what it is.

[00:03:37] Yes, you know what it is.

[00:03:38] I do know what it is.

[00:03:39] Oh, okay.

[00:03:39] I can't say what it is.

[00:03:40] I remember when she says something about that or you said it.

[00:03:43] I was like, what?

[00:03:44] Yeah, nobody's expecting it.

[00:03:46] But anyways, if she finds out that I mentioned something,

[00:03:48] she will kill me.

[00:03:49] But anyways, I keep joking with her.

[00:03:50] Hey, you will be like the best CEO.

[00:03:54] Like to keep me accountable in the future.

[00:03:57] So you both of them both all together.

[00:04:00] She's the CEO of the family already.

[00:04:02] Yeah, she's the CEO of the family.

[00:04:03] But anyway, so she actually watched some of the videos.

[00:04:05] But as we're watching it, I'm explaining to her that a lot of the people that come to us,

[00:04:09] right for the service or for content references, right?

[00:04:11] They're like, can we have like hormones,

[00:04:14] these dial content?

[00:04:16] And then that's the one of my biggest bad days.

[00:04:18] So the bullet point up here is like,

[00:04:20] RB with copying content formats.

[00:04:23] So I want to listen to your opinion on in general, right?

[00:04:27] Like on copying content, my notes.

[00:04:29] I'm not interested in your notes.

[00:04:31] Okay, I'm just thinking.

[00:04:33] And you know, off the cuff, like what is somebody comes to you, right?

[00:04:37] I have an initial reaction when people ask that.

[00:04:41] Might not show it.

[00:04:43] But I want you to be in it.

[00:04:45] And face clenched.

[00:04:46] They're like, oh, why?

[00:04:49] So that one time that person, like, can we jump on a South Goat

[00:04:52] and they're in the real state right?

[00:04:54] I'm like, okay, what are some reference?

[00:04:56] What's your goal?

[00:04:57] What's your north side?

[00:04:57] Like, where do you want to achieve?

[00:04:58] It's like, I want to be the Mr. Beast of real state.

[00:05:00] And I'm like, okay, do you, are you ready to give away houses?

[00:05:04] Yeah, yeah, yeah, yeah, yeah, yeah, yeah.

[00:05:06] They're like their eyes just open.

[00:05:08] But anyways, so yeah, I'm curious.

[00:05:10] Hmm, good question.

[00:05:13] Great question.

[00:05:14] I mean, personally, I would ask them, I'll just go on take the role of the doctor,

[00:05:20] you know, to a prescriv and be like, okay, let's dive deeper.

[00:05:23] Why do you want this in the first place?

[00:05:25] You know, why do you think you need Alex or Mozi style videos?

[00:05:29] And I will argue that maybe when he first started

[00:05:33] and doing it, it could be a little bit of an advantage,

[00:05:36] you know, because it was a sort of a different type of edit.

[00:05:40] And it would cut people's attention.

[00:05:42] I feel like now is overused and, you know,

[00:05:45] it's not the edit per se is not worth as much.

[00:05:49] Now, that being said, I would ask him, you know, why do they want it?

[00:05:54] I'm guessing they would be because like, well, we want more attention,

[00:05:57] you know, and maybe they are, you know, associating this type of edits

[00:06:04] with attention, you know, with the ability to retain more attention or capture more attention.

[00:06:10] And I would just try to educate him at that point, right?

[00:06:12] As I said, hey, look, what if you see a video of Alex or Mozi without the captions?

[00:06:17] Would you still watch it, right?

[00:06:19] I'm probably their answer would be yes at that point because Alex or Mozi has a lot of influence

[00:06:24] and when he pops on your screen, you immediately are going to think

[00:06:27] he has something interesting to say, right?

[00:06:30] Then I would ask them as well, what if it's somebody else that you don't know

[00:06:34] but Alex or Mozi is on the screen as well?

[00:06:37] Would you watch the video?

[00:06:38] The question if same yes because probably they're going to be, you know,

[00:06:42] relating that influence to the person that is talking to Alex or Mozi.

[00:06:48] So I would try to find ways to educate them into showing them that, hey,

[00:06:53] post-production doesn't necessarily equals views and attention.

[00:06:58] Yes, it can help and I know, I mean, this is kind of, you know, a gray area because obviously

[00:07:06] we edit videos for people but there's this term called retention editing.

[00:07:11] Right? And I do think there are a lot of principles with retention editing that yes they

[00:07:17] do help to keep people's attention but the underlying part is the message and if the message

[00:07:23] is crap, people are not going to listen, people are not going to stay.

[00:07:27] If there's no interest in the topic, people are not going to stay.

[00:07:32] Actually I would try to educate people and then say, hey, look,

[00:07:36] there's actually a lot of edits that can be done right? And then, you know, some of them

[00:07:42] look even way more creative than, you know, Alex or Mozi style videos, some of them actually look

[00:07:48] way less creative than Alex or Mozi videos, but at the same time they have things here and

[00:07:54] there that we can add to speed up right? We can add custom hooks etc. Right? I'm not going

[00:07:58] to go into technical details. But the point is first of all, we need the message, right? Or we need

[00:08:04] things of influence that can capture people's attention, right? Discover how can we get people's

[00:08:10] attention and it's not just about the edit. The other thing it would be also educating them about

[00:08:16] what it takes to create that type of stuff. Because, again, since they are not in the weeds and

[00:08:22] they're not the ones editing video, then I think that creating that is easy, right? And they might

[00:08:29] be thinking, well, I won, 20 of these videos per week, okay? Well, this is what it takes to create

[00:08:35] all those videos per week, right? Do you have the resources available for this? Yeah, I mean,

[00:08:41] just so we had a conversation with one of our clients, right? She feels like it's time to level up

[00:08:48] her content in a way, right? She was really happy a few months ago. It's like that feels so proud and then

[00:08:53] the content has not really changed based on the meanings that we've had, like a continued consistency

[00:08:58] in frequency has been like the main focus and then the conversation, yes, it was like how can we

[00:09:02] level up? Like what's the next level that we need to achieve? Right? And so we're brainstorming

[00:09:08] what it looks like for her, but also you mentioned education, right? And there's also the process

[00:09:15] in the creation, right? It's like you have pre-production, you have the production, then you have

[00:09:20] the post-production, right? A lot of people what they see, they assume everything is done in the post-production,

[00:09:25] but most people ignore the pre-production. Like, what's the work that either we do or like

[00:09:30] the customer does or whoever is creating the content does to set it up for success for post-production,

[00:09:37] so I was actually looking watching an interview, you got me into J-Clouds, so I saw one of his videos

[00:09:44] and he's interviewing his amazing YouTube script, right? And the work start with the script of the video

[00:09:51] if you go into YouTube, right? And like you said there's retention editing, but there's also

[00:09:56] retention writing. How can we write to make sure that people stay for the content not based on the edits,

[00:10:03] the edits are just going to enhance that initial part that we do on post-production, so same thing,

[00:10:08] that this is the same conversation that we have with our clients. It's okay where, you know,

[00:10:12] how are we creating content? Like how do you feel comfortable creating content? That's the other

[00:10:17] thing, right? Because they might not feel comfortable recording for three days straight, right?

[00:10:22] For some, for some that is a good way for us for the podcast has been, you know, three times a week.

[00:10:28] But again, how do you feel comfortable creating? Do you feel comfortable doing reaction videos

[00:10:32] for example? I met, uh, fun to hike in live last week with Edward. I don't know if you've seen him,

[00:10:37] he does like the Edward shirt-fired TikToks. Yes, I like that, I like that stuff. He's amazing, right?

[00:10:43] Yeah, but again, like he reacts to these people giving their opinions, so he feels very comfortable.

[00:10:48] He knows his topic, right? That's a content framework or style that works for him,

[00:10:54] that he's made work for him and he feels very comfortable doing that. So these are the things

[00:10:58] that we gotta explore whenever you decide to create content consistently, right? I've rolled down

[00:11:03] here four things that I'm gonna add after a point. Yeah, so I mean my close closing, you know,

[00:11:09] remark on that is like it's not about the captions, right? There's so much more under the hood

[00:11:14] and I encourage you to if you like a creator go ahead and start researching, go back and look

[00:11:20] at the old videos, go back and see like what are they doing on kind of open the hood of that video

[00:11:24] like what are they actually saying? How are they structuring the video, right? Is there a hook at the

[00:11:28] beginning? Like is there stories in between how many points is he breaking down and then you can

[00:11:33] model that structure and then you can give instructions to your editor or edit it yourself.

[00:11:39] Whereas I hey, here's the structure of the video. I say these five points and then from these

[00:11:43] five points, this is how we're gonna how I envision it. Here's a style, you can give it reference,

[00:11:47] which is like the next point right after you give your remarks here and then um and then let's see

[00:11:54] final output is and then apart from that is like what's the feedback from the people that are listening or

[00:11:59] watching your content right? So there's all these elements and the image that comes to my head is

[00:12:05] I don't know if you know you're listening, you play video against but I've been like pretty a

[00:12:09] decay to F1 and there's like all these settings that you can change in your car when you're about to race

[00:12:13] that you have the tires, you have the pressure of the tires, you have you know the engine,

[00:12:17] the temperature like all these things and dials that you can start changing to get to your desire

[00:12:23] output, set up for your car that works best for you. Same with content, there's all these elements

[00:12:29] and you can move those dials up and down depending on like how you create, how you produce,

[00:12:35] what your team looks like and he's a very fun game but we have to understand that from the

[00:12:39] baby getting. Yeah and here are the four points that I just thought about that can be challenged

[00:12:44] for especially talking head videos which talking in her video is pretty much this one's a

[00:12:50] recreatful multipurpose informer content or a lot of people on the entertainment right? Industry coaches,

[00:12:58] consultants, authors they produce a lot of talking head video and there's actually changes because

[00:13:06] guess what that gets repetitive right is just somebody talking it gets very very challenging to

[00:13:12] to move that forward. So here are four of those first is we talked about this quality of the message

[00:13:17] right and we always say quality of the message over quality of the production. If you don't have

[00:13:22] a good message, if you don't have a good hook that's going to get people you know interested in

[00:13:27] listening to the next sentence is not going to work so focus first on quality of the message.

[00:13:33] Second is the lack of dynamism I don't know if I said that correctly or dynamism I don't know

[00:13:38] what the word is pronounced like but the point is it's very stagnant you're sitting in the same place

[00:13:45] so what can you do? You can record one sentence in one place then you can move your camera,

[00:13:50] record the sentence is now in another place and so on. So when you edit that together the background

[00:13:56] is changing and it's a little bit more dynamic right? It helps to capture people's attention. So

[00:14:02] as yourself how can I make this more dynamic? A good tip that I heard from Ed Lawrence which

[00:14:07] is pretty much like I heard him being coined the Mr. Beast for educators on YouTube right? He's

[00:14:16] the creator of film booth a good tip that I saw in one of his videos a long time ago is

[00:14:22] put yourself in the middle of the room the camera and record yourself then take a few steps

[00:14:28] around the camera towards the other wall turn the camera and film yourself so you're actually

[00:14:32] moving that many places you're just kind of like turning the camera around and you have four different

[00:14:37] setups, four walls four different backgrounds you're ready to go right? I think that was a cool tip.

[00:14:43] Now challenge number three lack of creativity. A lot of people just now days and we share this

[00:14:51] on the power of association on our last episode right? Value is now the standard like you hear

[00:14:58] everybody you need to give value. You need to lead with value. Guess what? Everybody's leading with

[00:15:02] value and because of access to technology there's more value out there and the viable content

[00:15:08] floats to the top so you're pretty much always seeing a lot of viable content right? So

[00:15:13] guess what we need to get creative with some of these things you need to add maybe some segments

[00:15:18] we've talked about it right? The cool tools cool right? I have a note on here on my computer

[00:15:24] where I add ideas for different segments so hopefully one day we can get to create some of those

[00:15:30] because what they're different people want different and yes we talked about this in the power

[00:15:36] of association they also want familiarity right? Which can come from the topic that you're talking

[00:15:42] about but the way you're presenting that topic the way you're wrapping it up can be different. So

[00:15:47] get creative what are some segments things that you can talk about that is gonna spifop your content

[00:15:53] and the last one is too much reliance on the post production right? Just what we just said hey

[00:15:58] it's not that we're just gonna slap some captions in there and this thing is gonna do good.

[00:16:03] You actually need to be sort of intentional with this thing right? You get to be intentional

[00:16:07] from the beginning now when you multiple post content the intentionality will come from finding

[00:16:13] the clips and this is something that I battle AI over because a lot of people's like well I'm just

[00:16:17] going to use a service that I'm just going to you know put my YouTube link and it's going to

[00:16:23] okay cool right like if that works for you awesome but something that that I found that AI is not

[00:16:31] able to do at least just yet is structure those clips maybe it does find a valuable segment

[00:16:38] but can we structure that segment right? Grab pieces of that segment and put in it as the hook

[00:16:44] you're a certain part of the segment that might be a little bit redundant right and now we create a

[00:16:50] structure piece right? Well we create well we talked about kind of like clip architecture right if we have

[00:16:55] somebody an engineer that goes in there and like I range that they're clipping a certain way to maximize

[00:17:00] the value of that clip it can be the same clip and we just rotate it with different hooks

[00:17:05] right lots of different things that you can do in post production and you're just slapping

[00:17:09] some captions in there. So I mean over the last 16 minutes I know we through probably a lot

[00:17:14] to this one topic I actually have like two more of the topics that I wanted to talk about

[00:17:18] well we're not leaving here. We're expecting my golden bowlers huh? They were good. I was like just in

[00:17:23] case backup planned you know plan B and plan C but you know it can seem overwhelming right

[00:17:29] at the end of the day like there's a lot of elements you know we talk about like the main

[00:17:32] six or you know from coming up with the ideas of what to say all the way to actually monetizing

[00:17:37] and managing a system like that right but inside of the production you have all these elements too

[00:17:42] right so how do you manage that how do we do that my best advice is like start creating whether

[00:17:46] you have a team or now like for example for us was a simple as going live and we started

[00:17:51] understanding you know the high level the high energy time of day that allows to create that's

[00:17:56] what we do at noon that's what we do sometimes at 2pm right we don't wait till the last

[00:18:01] minute of the day to create stuff you know if you have a team like is your team passionate you

[00:18:06] know to the type of content that you create you know that I saw a video yesterday about this

[00:18:12] kid that is doing faceless channels on youtube right and he's key advice is not about like the

[00:18:19] topics or the niche or like the monetization of it he was like find a team member that is passionate

[00:18:24] about the topic that you're doing the videos for because guess what they're going to try new

[00:18:28] things they're going to be excited about those things so is your team excited about what you're

[00:18:33] talking about why you're teaching what you're doing right that might be an element right we're

[00:18:37] like I'm looking at our team I'm like are we excited about this I mean I would love to but you know

[00:18:43] maybe can be better maybe we find somebody else maybe they're meant to edit a different type of

[00:18:48] video I don't know that's a conversation that we need to have internally with our team and see

[00:18:52] how we go about this right and I remember when we first hire video editor he came from a place

[00:18:58] of like he loves our show right like he told us many many times it's like he felt like really

[00:19:02] excited to to work with us and I think still do I mean we're still almost three years working

[00:19:07] together which is very exciting come on time so kudos to Danny but

[00:19:11] at the same time he's like those elements of like okay if I am providing the values I create

[00:19:15] or who's providing a different right obviously you know on the pre-production do we have

[00:19:20] team members that help us with script script writing if if I don't like can I level up my skill

[00:19:25] in script writing right there might be less volume but higher quality right same with the post

[00:19:30] production right a lot of people yeah like I fancy said they put a lot of value in that post

[00:19:34] production but my best advice is start creating come up with a friend where the super simple for

[00:19:38] you to create consistently and frequently right how does that look like once a day once a week

[00:19:44] yeah who knows like come up with the hypothesis of a product that you want to put out there

[00:19:48] and not product that you're gonna sell like your content is the product yeah and start

[00:19:52] experimenting with yourself and with your team yeah I want to add here you know when you're looking

[00:19:56] for somebody right that team member that's gonna help you out you gotta think a couple things right

[00:20:01] obviously probably a term that you've heard skill stacking right if they only have the skill of

[00:20:06] editing they're probably gonna be a little bit less viable if they also bring to the table

[00:20:11] this skill of strategy right at this skill of storytelling all the the pre-work that comes before

[00:20:19] you actually sit down and record that's probably gonna be way more valuable than just somebody

[00:20:23] that edits so I would ask myself who do I need in this point in time to take myself to the next level

[00:20:32] maybe you're doing yourself the strategy you are helping yourself with you know discovering what

[00:20:36] to say how to say it and all you need is that editor well great go on you know go on find that

[00:20:43] person if you need maybe somebody that is gonna take off your plan and give you more time when it

[00:20:49] comes to strategizing right the type of content that you need to create what to create

[00:20:53] how to create it right creating all this creative segments that we've talked about then

[00:21:00] maybe you need a team right you need to come into this family of creators I can help you out

[00:21:06] and do that if you're interested you know shameless plug that's what we help do or clients

[00:21:11] right we sit down we have recording sessions with them we help them with the research anything

[00:21:15] all the way from research to the post production will help them do so if you have any questions

[00:21:19] about that feel free to reach out at base risk oh right any last things once you want

[00:21:24] oh what are the other knows what is it I have to go yeah just the episode that's pretty good

[00:21:29] I have a new tool for the cool tools cool at its different one then they say it's so cool

[00:21:34] for the next episode with us hey guys thank you so much for joining us to a content

[00:21:39] profit podcast going on for this show your favorite podcasting platform on social media

[00:21:43] is brosco that is right and if today you feel like inspired and ready to create some awesome

[00:21:50] awesome content please don't forget to share this episode and leave a fire style review see ya bye guys