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

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from changing the world. This is the Russell Brunson Show.
Hey, this is Russell. Welcome back to the show.
I'm excited. I've got somebody in the studio, in office today.
We're gonna be talking about his new book launch, his process, a whole bunch of other really cool things. And so we're gonna be talking today for any of you guys who are creators, who are trying to to put your message out there and you probably have a webinar or a challenge or something, but you're struggling at getting traffic.
How do you get more traffic into your funnels? What's a cool, easy way and a fun way to do that? And so my guest, Sam, excited. He's local to Boise, so you know he's awesome, number one.
But number two, he's also been involved in our coaching programs for, I don't know how long, for almost a decade, for a decade. He's been involved in our programs.
And the story we're going to tell today and his new book coming out, I'm really excited because I didn't know this part of the story until I had you speak at Mastermind of Paradise in Mexico. And you first kind of told your story about how you discovered this and how it came about and how everything shifted for you.
And anyway, so we're going to go deep into that story because when I found out about that after that, and you spoke at funnel hacking live and spoke, you told the story about a bunch of times for our people. And I'm excited to, to share on the podcast, but, uh, our guest name, his name is Eric Fain.
You haven't met Eric yet. This is Eric.
And he's got a brand new book called create, uh, don't capture, uh, which is just, it's just launching right now. Like how's the book launch been going so far? Yeah, it's going great.
Like we're just kind in the middle of it right now. It's super cool.
And depending on when this comes out, do I talk about the limited edition? Because this is kind of a cool thing you're doing that may be relevant to people who are listening, but may already be sold out. Yeah, I think this is, I mean, it's kind of unique and it's a little bit different, but the title of the book is Create, Don't Capture.
And it's about really creating instead of just going through the motions of doing what you're supposed to do, right? And so when we were launching the book i was like i can't just like throw the book on amazon and sell it for 20 bucks like this needs something special so we did this limited edition version of it and um depending on when this podcast goes out you might be there might be one left you might be able to get one you might not um but you can go check it out um there's a it's a very limited run and so and come with a dust jacket and everything, right? And like, anything else special about the limited edition? Yeah, well, we spent a lot of time and effort. It's just like this unique design and something really unique and nice.
It's a nice hardbound cover. They're all signed, ready to go.
And so you can get one of those. It also comes with this, the creator's journal, which is brand new, which we haven't told anybody about until just recently, which is a process that I go through daily to increase creativity and get into flow and just become a creator and share more and teach more.
So there's that. Of course, when those are all gone, then they're gone.
And then you can go get the normal book then. And for now, those are available.
So we'll do a more formal call to action at the end. But for anyone, where can they get this and see if the limited edition is available? Yeah, just createdon'tcapture.com.
Createdon'tcapture.com. Okay.
With that said, let's jump into what I want to actually go deep on, which is the process. So first off, I would love for you to tell a story.
Even before the Mexico, where you kind of started creating this stuff, the year before you spoke, tell us some of the background because you were publishing stuff prior to you ever teaching and these kind of things. Like where did it all start for you? Yeah.
So I got, when I got started in the online game, I was running a business teaching filmmakers and I was coaching filmmakers. I had courses and everything was on lighting and cinematography and all those things.
And it was great. But the entire business was built on Facebook ads.
Like I had learned how to create Facebook ads from my first original mentor who was like, do it this way, set up a funnel this way. He got me into click funnels.
And then I started building the stuff and, uh, and it was all going great. And you know, you remember the early days of Facebook ads, like you could sell, you could sell anything back in time.
Can you imagine like what we know now? Like it was Christmas. We didn't even know even know how good we had it but you could sell a box of rocks on facebook with ads and it would sell right and so we were selling stuff like crazy it was amazing and there was always this thing of like i would listen to you or go to fhl or whatever and people are always like you need to publish content you need to build your brand you need to publish every day create content and i remember hearing that and going yeah yeah, I know you need to.
But like, it's hard. It takes time.
It's like, why would I do that when I could just go spend a little bit of money on ads and get a 4X return and grow my business that way? And so it wasn't that I didn't know how to create content. I had done it for a lot of other people.
We had, you know, before all of this, we had done over 500 million views on YouTube. uh, back when a view actually meant something, right? Cause nowadays it's just like somebody scrolls past your video and they counted as a view.
But on YouTube, it was like they had to spend a significant amount of time watching it for it to even count as a view. And so we did a lot of viral videos for clients and I'd always been into video production and design and branding and all that kind of stuff.
So we had done all that. I knew how to do it, but sometimes you are really good at helping other people with something, but then like you just kind of neglect yourself.
It's like, let's say the shoemaker's son has no shoes or something. Yeah, exactly.
So like I didn't have shoes as the equivalent. I didn't create my own brand.
I didn't create my own content. And so all running on Facebook ads business is growing.
Everything's great. Although I did watch my competitors who were focused, like hyper-focused on creating YouTube channels and creating content.
I watched them taking off like so much faster than me because their relationship was like actually a relationship of value with their audience versus like mine, which is very transactional and just constantly selling through ads. And I noticed that, but you know, I didn't know what to do and I didn't have time to create content.
So I kept running the business. And it wasn't until there was the moment when Facebook ads got all messed up and got expensive and there was a whole thing that happened with Apple and Facebook and the iPhone.
They started putting those notifications on it and then it got worse and it's continued to get worse since then and it just got a lot harder. And there was a period of time there where my costs got so high that it just completely shattered my business.
Like we went from millions in revenue to like $100,000 in debt, like what felt like overnight. And it was a really hard time.
It was around Christmas time, like my favorite time of the year. I love Christmas.
And like, I spent the entire holiday locked up in a room, like working on the business, just grinding, trying to figure things out. And I remember like sitting around just going like, this is not what I signed up for.
Like, this isn't, this isn't what I wanted. This isn't, like I got into this business because I had a dream for like a lifestyle that I wanted to build and who I wanted to help and what I wanted to do with it.
And you know, your why is usually a big part of that. And my why was like to support my family and to build this thing.
And yet here I was trying so hard to serve that why, but then neglecting the why at the same time. And I was like, this doesn't make sense.
This isn't right. And so that was kind of the catalyst for me where I was like, I have to change something.
I can't do this anymore. This isn't working anymore.
And so then it was at Mastermind in Paradise the first year that I remember I was sitting there and trying to figure out what to do. Like I had already RSVP and bought the tickets.
So we were there, but like I couldn't afford to be there. Like it was, it was bad.
and uh i remember sitting there and just having this idea this epiphany kind of came to me that like, I need to turn off my Facebook ads. Like we've been trying to make it work, but it's not working.
So what if we just cut that off completely and go all in on content, uh, short form videos, right? Instagram, Tik TOK, YouTube shorts. And I didn't know if it was going to work.
I didn't know what was going to happen, but I, uh, I made the shift. We shut off our Facebook ads.
It was right there at that event that I made my first three videos. Made them, got home, continued making content.
It was a grind for a little while making those videos. And then it was about month five of making daily video content that my account started taking off.
It started working. Everything was growing.
We started to make money from it. and we completely replaced what we were doing in revenue before when we were spending 40 to 50 thousand dollars a month on ads now just completely from organic and uh that was what happened and then that was why i ended up the next year at mastermind paradise is when you invited me to come speak on stage and so then i was there actually telling everybody it was cool too because you Again, I knew what you were doing and saw the results, but I didn't know.
And then you told the story, you're like, I was here last year. I couldn't afford to be here.
And then I went out to the step, you showed the picture. I went to the steps right here.
I recorded the video and started. And that's like where it all began.
And then 12 months later, how, how much has transformed is, is really cool. Yeah.
Crazy. And so then to be on stage, then teaching that formula was amazing.
And then, of course, I started doing some videos for you and then for a bunch of other people. And then we did FHL.
And then I launched the book. And then everything happened.
And here we are today. And here we are on Ross's podcast.
It's so cool. So when you first started it, the first videos you made in Mexico, did you have a formula or a process? Were you just making video? Like how did it from the very beginning part of how did it start? Uh, I didn't, I literally didn't know what I was doing.
I was just like, I see people making these short form videos. Like they're talking and teaching principles on it.
I'm going to try that. I'm going to just, I'm going to do it.
And so, uh, I'd seen enough of them to kind of like get the flow, but the first few videos that I made, like they weren they weren't good they were they were shot on a phone like just still on your channel can we scroll backwards yeah they're still there yeah yeah they were shot on a phone they weren't like high production or anything like i remember looking for i was trying to find like a nice backdrop at the resort which is a beautiful resort so that wasn't hard but i was actually looking for a place where nobody would see me doing it because I was

so embarrassed.

I was so embarrassed to make these videos and for somebody to see me like with my wife

standing there with her phone like recording me and I'm like talking to the camera.

I've always been a behind the camera guy.

I'm a filmmaker, right?

So being in front of the camera is just weird for me.

But I did it.

I got them over with.

I only made three.

I was like, that's enough.

I did three.

Okay.

So I made the three videos and I didn't know what I was doing. And it was over time that I started to kind of develop the formula.
I started to figure out what was working because for the first two months of making the videos, I was actually losing followers every day. So I'm offending everybody.
I'm like, they hate this. They like people didn't like it or whatever.
Like, I mean, there were followers. I was gaining followers, but I but i was losing more followers so clearly like it was different from what i had done in the past and all the people that have followed me before were like uh this guy changed i'm moving on and that's a hard thing to like commit to something like this and then see your follower count dropping and then and then to like continue yeah mostly with bail and like this is not working yeah well most people go for like two weeks and they see it working and then they give up right because like that's a lot of work right i can just spend money on ads so um but i kept going because i didn't have another choice i burned the boats like facebook ads i was like i'm done with those and so it continued going and then um it was through a process of like i knew that in order for it to work i needed to get better and better at it and the way to do that was to watch the performance of my videos pay attention to what was working and do more of that and then pay attention to what wasn't working and do less of that I'm like if I just follow that formula this should work eventually we'll figure it out at some point and that was what happened and it was through a process of looking through all of my past videos that were working the ones that popped off the, the outliers.
If I was getting a few hundred views, what was the one that got a thousand views and why did that work? And I started reverse engineering that. And that was when I discovered this framework that I kind of followed.
And I was like, oh, if I do this every single time, the videos perform a lot better and they have a lot better chance of going viral or getting more views. And ultimately that's of course what we want.
And then, uh, and so I started kind of following that formula and I started doing it. And then it was when, um, when you asked me to come speak at mastermind paradise and I was preparing the presentation, this is the first time I was going to teach it publicly.
I started thinking about it. I was like, how can I present this in a way that would be interesting to Russell's people that they would make it click, that they would get it and want to start doing it.
And then I realized at that moment, I was like, oh, this is kind of like a perfect webinar, but in 60 seconds, right? Usually they're 90 minutes, but like the perfect webinar is like the best selling framework ever for any type of content or anything, not just a webinar, right? You use it for speaking, for live events, for everything. And I was like, oh, what if I taught it like this, where it's a 60 second perfect webinar and you basically go through a hook and a story and a point and an offer, right? And let's take, there are three secrets in an offer.
And so that was when I taught it at mastermind in Paradise as the 60-second perfect webinar. And that just caught on.
Like people really resonated with that idea. I don't remember the event.
Like I spoke Friday night and then Saturday, everyone was around the resort making videos. Everybody was out there doing it.
Everyone had to try to find the same spot. Like where do you do this at? There's got to be something secret about that area.
That's crazy. Well, it's fun for me because again after like again i was there it clicked for me too and then we hired you and you wrote i don't know how many you did 50 or 100 or however many bunch of scripts yeah we shot like 50 in a day didn't we yeah it was brutal um i remember because eileen uh eileen was doing the same time we were competing back and forth because i remember eileen and messaged me she's like i did you know i worked with eric's team we did i can't write 30 today i almost died and then uh so i had my first shot i think we did 50 that day i have to do more and i messaged her and then she came and i remember because i was i was done i was like i was toast after that and then like a week later she's like i did 51 today i was like that record will stand forever i have no desire to go back and do that we actually literally planned that because we had a there was one month where she wasn't able to film and so we're like well we'll just do a double shoot next month and we'll beat russell's record and so we did 51 yeah it's funny because she like i'm so hyper competitive she's not hyper competitive but she's still just to stick it to me had to beat me yeah yeah um that's so awesome so um let's walk through the process a little bit more so um because obviously i know you know both of us in the perfect webinar but walk through like if you're looking at a 60 second thing what does that structure kind of look like so people may not be as familiar with the perfect webinar or whatever like just to get an idea yeah so this is the formula that every viral video follows and like i've gone and i've studied it and i've reverse engineered it and like there's a lot of different types of viral content there's funny videos videos or entertaining videos, or there's educational videos, but this is especially effective.
I mean, you can see this formula even in the silly videos, right? That go viral, but it's especially effective for somebody who's like, if you're a creator, if you're an entrepreneur and you're trying to get a message out there, it's a way to grab people's attention, get them to pay attention to what you're talking about, narrow their focus in on what you do and what you can help them with and

provide value and build trust with them and then give them a call to action to

go actually do something about it.

What you think about it,

that's the whole point of business is to get people's attention,

kind of teach them something and then get them to take action on that story

offers.

Sounds so familiar.

Right?

Yeah.

So that's the idea is like,

can you do that?

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

See, most people just. Because if you just take what you know and what you're good at and you put it into what I call the language of social media.

See, most people just show up and they just start talking and teaching.

But then it's not like working for the type of content that people want to consume.

And so if you just put it into this formula, it instantly works better.

It instantly performs better.

I get comments all the time from people that are like, I did my first one and I got three times as many views as I normally get or 10 times as many views. Sometimes they go viral immediately.
And so it's about putting it into this formula so that it can work. So here's the formula.
The first thing you start with is a hook. Every piece of content needs to start with a hook.
Now, if you're in Russell's world, you understand hooks, right? Because you talk about hooks all the time. And a lot of times they're hooks for a webinar, for presentation or for an offer and everything.
But the hook and content kind of comes before that, right? The hook is not just, here's this thing that I do or presenting in an interesting way. It's like, I just need to grab people's attention.
So it can be a visual hook. It can be an editing hook, like a zoom effect, or we did one video for you where you were wearing a shirt and a tie, right? Russell's wearing a tie.
Russell's wearing a tie. Like you don't see that very often.
And so that was the hook, right? But it's got to be something that's going to grab someone's attention to get them to stop. Because if you're, you could have the best content in the world and the most valuable thing.
If you can't get somebody to stop scrolling and pay attention to what you're doing, then nobody's ever going to see it. And so I always visualize that as someone sitting there on the couch or on the toilet, like just scrolling as fast and like, how, like what's the hook that's strong enough.
They're going to be like, well, what is that? You know, and click the button. And it could be a visual thing.
It could be an editing thing. It could be what you say.
It could be, it could be something you say that speaks so deeply to a pain point that they have that they go, I got to know the solution to this. I got to know what they're going to say about it.
That's, those are the best hooks, honestly. Um, they're not like trying too hard.
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Are you hiring? Indeed is all you need. Now, once you hook their attention, the biggest mistake that people make is they go straight into the content.
Okay. So if you think about a hook as creating a question, so a hook might be like, here's the, here's the top three ways to make your Instagram account blow up, right? That creates a question in the person's mind.
What are the top three ways, right? So the hook creates a question. The content, the point of the content is to answer that question, but you don't want to answer it right away.
Because if you do, the moment they get the answer, they move on to the next thing, especially if you haven't given them like, um, an understanding of why this is important. So that's why after the hook comes the why.
Now the why is where you actually spend time diving into like the background of where this comes from or the context or what you need to know in order for this to make sense. It's kind of like, you know, you talk about how to, how to wrap your principles and your points in your webinar in stories.
Okay. Because by telling the story, it makes the point more valuable and it makes people more likely to actually do something about it.
If you just told people like, Hey, you should build a webinar. They're going to be like, okay.
Right. And maybe none of them will do it.
But if you tell a story about how you built the webinar and it blew up your business, and then you say, you need to build a webinar, how many more people are actually going to do it? Right. Cause it's wrapped in that story.
And so that's where you give the context behind what it is. And so it's like, here's three content tips for growing your Instagram this year.
And instead of going, number one is this, you go, the way that I learned this was because I was doing X, Y, Z, I was struggling. I didn't know what to do.
And I figured this out. And when I did it, my account blew up.
So you guys want to know what it is? All right, here we go. Number one is this.
So this is doing two things for you. Number one is it's driving home the value of what you're about to share so that they go, oh, wow, they could see how valuable this is.
And number two, it's increasing your watch time, right? Because in content, watch time is super important. The longer, the bigger percentage of your video that somebody watches, the better it's going to perform in the algorithm.
And so you've caught somebody's attention. Once you've got somebody's attention, you just bought yourself like probably 5, 10, 15 seconds in short form video to where they're like, okay, I'll bite.
I'll give this a little bit of time. I'll pay attention to this thing.
So you want to use those 10 or 15 seconds very wisely to really drive home the value of what you're about to say. And if you do that correctly after those 10 or 15 seconds, now they're really hooked.
Now they're like, I have to know, I have to watch this video to the end. Okay.
Then of course, then you get into the content. Now this is where the point you make the point where it's three points or it's one point.
You teach the principle, uh, briefly kind of go into it. And then of course at the end, then you have the last part of the framework, which is the call to action.
What do I do about this now that I know this? And I think you've taught this before. If you, if you give people like all this information and you tell them this amazing thing and then you don't tell them to go do something, they're like, but it feels weird.
It's like, it's like you teach it to them and then the video just cuts off. They're like, what am I supposed to do with this? Right.
So, and especially if you're an entrepreneur, you want people to take action. So that's where you tell them what to do.
And it's not always like, go get my free thing or go buy my course. Sometimes it's like, follow me for more tips.
Sometimes it's like, you know, I just taught you how to do this. Now go do it.
And it just gives the content a very nice, like concluding statement. It makes it feel satisfying.
And, you know, the end of the content is really important for how it makes people feel. And so when you make people feel satisfied, like I just got a lot out of this, it's going to make them more interested in watching more of your content.
And so that's the four-step framework, like hook, why, point, invitation. That's what I call it, right? And it takes people through the process, this psychological process, grabbing their attention, getting them interested in what you're saying, giving them some value, building trust with them, and then getting them to actually take action on what you just said.
Yeah. I think what's interesting about too, is we've had a lot of videos we've done that have gone viral.
We get a million views or whatever, but like usually they're based on some, I don't

know, something or some, you know, whatever. Those people don't turn into customers later.

Some of these videos didn't go as viral for us, but you know, we get 30, 40,000 views on it,

but someone it's, it brings, first off the right person watches, the person who watches more

likely to, you know, like it's, it's like we do some of these funny ones or whatever, these different ones that,

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that, that, that, that, it, again, like I said, it's, this is especially good for people who are like you entrepreneurs are trying to get a message out there. It's really good at getting that information out there to the right people.
So it catches the attention of the right people. And I think a lot of people look at it and they go like, well, it's didn't get a lot of views.
But it it's like it's not always about views. I could teach this real quick.
There's this thing that I teach called the content funnel. The word funnel is in it.
I'm already sold. Let's go.
Yeah, you love it. So the content funnel is really understanding the three different types of content.
And this is really good so you understand like the flow of a single piece of content is what we just talked about. But let's

talk about your overall content strategy. This is the content funnel because there are videos that are designed to go viral to get a lot of views.
Those videos typically don't produce as many buyers or naturally when you get a million views on a video, I just had a video this weekend that got a million views in like 24 hours, like just completely took off. It's a 2 million views now.
But like, it's not

like I just blew up my business overnight.

It got a lot views in like 24 hours, like just completely took off. It's a 2 million views now.
But like, it's not like I just, it blew up my business overnight. It got a lot of reach, but not necessarily like a lot of buyers because there's different parts of the funnel.
So you guys know how funnel works, right? So at the top of the funnel, it's really big, right? And that's the reach phase of the funnel is like, you want to reach as many people as possible. The middle part of the funnel is the trust phase.
This is where you're building value, building trust with people. and in the bottom of the funnel is like you want to reach as many people as possible possible the middle part of the funnel is the trust phase this is where you're building value building trust with people okay and in the bottom of the funnel is conversion so you're going to reach a lot of people but the number of the percentage of those people who end up buying from you is small it's a fraction of those people and so when you have videos like that you do something funny or something silly or entertaining like if i made a video of me chugging a gallon of milk in 30 minutes and then throwing it up like it probably would go right now where's the milk just kidding like like probably would go viral you know just because it's almost like a guarantee that something like that is going to uh or at least is going to get a lot of views but what's that doing for my business yeah not much right the person who sees that like my kids sometimes will see my videos and it's like, my, my kids are being shown that one for the Nogmi shown that, you know, like who's actually watching these doesn't really.
Yeah. So the video that I had go viral this weekend, like it wasn't super related to what I do.
It was kind of, I designed it to be more of a reach style piece of content. It's just designed to get a ton of views and get a bunch of people noticing you.
Now the next phase is the middle of funnel content. So what I can do is I can follow up that video with another video that points to it that says like, hey, it was a video of my book getting printed, right? And showing the manufacturing process, which is really interesting.
And then, you know, so a bunch of people like, oh, that's super cool. And then moving on.
But I got like, you know, maybe six or 700 followers from it from the 2 million views. So the next video can be like, I just made this video and it went viral.
Here's how I did it. Here's why it went viral and that kind of thing.
So it's taking the attention from that video and now narrowing it down into what I do. Okay.
My target industry. So reach style content is designed to speak to everyone.
It's, it's not like super hyper hyper focused on what you do. It's designed to like be entertaining or valuable to everyone.
That's what allows it to go viral to get a lot of reach. But to really make it work for you, you want to take all that attention and narrow it down into your industry.
So your trust style content in the middle of the funnel is really speaking to your industry now, speaking to what you do. So I'm talking to content creators and entrepreneurs and making that happen.
And then of course your conversion content is talking to your buyers or prospective buyers. Here's what I have.
Here's what I do. So that video, as an example, it was a video, imagine like the manufacturing line of the book going through it, this machine that prints 20,000 books a day.
So it's just flying through. It's really cool.
The hook that I put on it was how books are printed, right? Broad appeal. Anybody could be interested in that.
Anybody like the how it's made style video, right? Where people are just like, oh, that's cool. And they get to see the process.
So that hook was really important in making that happen. Now, I could have taken the exact same video.
Imagine the exact same video, and I put a hook on it that says, here's how to grow your brand with a book. Okay? Very different.
Same video, different hook. That's not going to go as viral.
It's not going to get as many views, but it's going to speak more to my target audience. And then imagine the same video again, but it says, um, it says my book is getting printed.
Here's where to get one, right? Promotion. That's heavy conversion style, same video, different hooks, totally different audiences.
And so as a content creator, you want to have a mix of all three types of content.

You want to have the funny, entertaining, sometimes not funny.

Some people are just not funny.

That's fine.

But it can be like tips and tricks.

It can be things that are just meant to just appeal to a lot of people and go viral.

And then you have the stuff that's middle of funnel, more valuable, more teaching people

that builds a lot of trust with your audience and they get to know you and they get to understand

what you do.

And then you want to have conversion content, which is occasionally like, hey, go get this

thing or go buy my product or whatever.

Now, the cool thing is if you follow the formula in this book, the framework we talked about, you can actually do all three in one video. And that's where we've found the most success with these is you start with a hook that speaks to a broad audience.
You narrow their attention into value that is related to your industry. And then at the end, you give them a call to action to go get something for free or to go buy a product.
And what it does is it hooks a large, it casts a wide net. You bring a lot of people, you bring them down in the middle of the funnel where you kind of filter out all the people that are not interested.
And then you get those people that are your audience. Because you think about it, if you cast a wide net, if you get a million people, I guarantee you there are people in there that are your audience, right? No matter what the video is, there's some in there.
And so you want to filter those people out into this is what I'm teaching you now. And then you filter those even down further into now go take action on it.
And And that's why this framework works. Why we did it for you.
Maybe it doesn't go as viral as something that is only focused on the top of the funnel, but it will get you more views than what you're getting normally. If you're just showing up on camera and talking about what you do, because it's in the language of social media and it will do a better job of taking that wide net, filtering it down into the people who are actually your people in in your industry and then filtering those people down into the ones that want to join your email list or get your lead magnet or join your webinar or buy a product yeah very cool okay i want to talk about this from two different standpoints uh the second one is like people who have who are already paying for ads and transitioning but first i want to talk about more of the beginners a lot of people are on here uh they're the beginning of their of their journey.
They're trying to create an offer. They're trying to create a funnel.
Um, and a couple of things that I noticed that's interesting is a lot of people there, they know that I'm making this thing. I'm creating this offer.
And so they don't want to talk about it because they want to wait until the offer is done. Then we reveal it to the world, right? So they spend way too long, usually six months or a year or two years trying to build this thing.
And then they're like, I want to share with the world. And they put it out there and there's no one, they have no following their audience.
They have nothing. Right.
And then, then they're like, what do I do? I'm like, well, you should have started building the audience when you first had the idea, not two years later. Uh, and you can buy ads like why can't afford ads? What should I do? And so it's, it's weird thing.
And I want to, I want to just reinforce this and get people's heads thinking about this. Like if you're a brand new beginner and you know, you're creating something or you want to create something like now is the time to start doing this.
Right. And I remember, um, man, this is probably, this is back in the Periscope days.
This is, this is rewind seven, eight years ago. Um, but I was gonna live on Periscope every day and, and just, you know, putting the things out there.
And I remember, um, one of my inner circle meetings, I just launched inner circle and they were asking like, how did I know what hooks to use? Right. Uh, like, how do you know what hooks to use for your webinars? And if you're even, how do you know these things? And, and I was thinking about, I was like, well, I'm going live every single day, but not only that, I'm also recording a podcast every single day.
Plus I'm, and I was like, I'm testing a ton of hooks. Right.
So I was thinking about my dad, like when I walk in, like in the morning, I see my wife and like, I try to share something with her, you know, I'm like, Oh, and I like, I'm testing material. I was like, I'm testing on it on her and see if she reacts and they come to the office and then like steve larson's the opposite steve or or dave or whoever and i like i tell them a story i'm just like testing material and then i record my podcast i'm testing it and then i go live on periscope and i would test it and then like and so i'd be testing all these different things i'm looking like what's what are people responding to what are they not responding to what's the things then the ones were like oh wow this one got reactions this one got response and i would double down i'd go deeper and like by the time i'm selling something i've weeded through you know i don't know two three four five hundred different hooks and i know which ones are these the 10 that land and then from there i've reto i told the story on the podcast i told it to my friend and i told it on an interview somewhere else and like the point right i know how to tell that story now and it's going to land and now I have something and I think that this process like if you don't have anything yet like this should be step number one because this is going to help you to figure out your message to figure out all those kind of things and your audience will have a chance to find you right it's like going through your process and like just starting today and kind of like you like you made the commitment okay I'm gonna go every single day You did three in Mexico and you started doing it.
And it took a couple months.

But then how many months did you say it was dropping before it turned around?

So two months.

It was dropping before it turned around.

And for most people who are spending a year, six months, whatever, on creating their offer in their first funnel,

it's like this is what you should be doing in the interim, like while you're waiting.

Yeah.

And that way when you have something to sell, you now have an audience to sell it to.

And you figure out how to craft your message. You find out what's working working and i see people all the time who create a webinar at bombs and i go like i'll do it like spot check it and i'm just like none of these none of the the hooks none of this are that sexy but they've no idea they're just putting the first thing out there it's like you're putting your first test out there on this thing that's a 90 minute presentation like it's so much stress without stress testing versus like let's go and test things fast so i'm curious with people you've worked on this especially probably everyone who's a mastermind paradise afterwards uh like what kind of result like for those who are just they're starting from nothing do you have stories or results or something that you can share just about that process of like starting before you're ready and just getting it so that way when you have an offer you offer, you have an audience that's ready for it.
Yeah, for sure. And the principle that you're saying is spot on a hundred percent, like build in public, talk about it, like start talking about stuff well before it happens.
I've been talking about this book for a year and a half now. Right.
And then finally did the launch and, um, you know, and, and you want to do that. You want to create that process.
And it's one of the biggest advantages of creating content. you're like, I don't have an offer yet or I don't have my webinar ready yet.
So great, go start just documenting your journey. Talk about, here's what I'm working on.
Here's what I'm thinking about doing. Here's what I'm trying to build.
Like you're at the beginning phase. Here's what I learned today.
That's right, here's what I learned today. Here's the thing that Russell did.
Here's what I learned from him, right? And you can kind of pull the celebrity from other people as well and like use those as hooks. And so documenting your journey is the best way to get started is just talk about like, here's what I'm learning.
Here's what I'm doing. And there, and there are some people who, um, uh, did that actually from mastermind in paradise.
Uh, cause I remember I was up on stage. I taught this framework to 500 people.
Um, the next day, I think all 500 of them went and made a video. And then like when everybody got home maybe like 10 of them kept doing it and to my knowledge i think there are only two people who actually did it every day for a year do you know who they are um ted hardy and james curran they are still it's been they're going on two years now they literally have have not stopped posting videos.
And what is happening with them is insane. It's crazy.
They've become like actually well-known in your community or while James in your community and then Teddy, he teaches free divers and in his community, he's absolutely blown up. And so they're the only two people that I know of that actually did it every day.
And it's because they had a bet with each other. Whoever misses a day first has to make a video in a dress.
I don't want to do that. That's what they did.
Good for them. And you know what? Accountability works, right? So they're still going.
But the cool story about that, because I've worked with both of them, is that Ted did it for an entire year every single day. Didn't miss, a single day for an entire year, made these videos.
And what happened after a year was like, he had an increase in his content. It kind of worked.
It wasn't like blowing up or anything, but like he was seeing some more lead flow. He was seeing stuff happening from his videos.
And he came to me, he was like, look, what's happening? Like, this isn't really working out as well. And he jumped into one of my programs.
I started working with him personally. And I got on and I looked at his content.
And I was like, okay, let's follow the same process that I went through with my content. Let's look at the videos that did work.
And let's try and do more of that. And let's look at the videos that didn't work and just do less of that.
We're just going to start there. So we started finding the trends.
What were the videos that popped off that worked really well? So, you know, he was getting a few hundred views usually. And then like occasionally one would get a thousand views.
Like, okay, let's look at those. And we started noticing a few things about them.
Like, oh, they normally do this. They normally do this.
Let's try doing more of that. And immediately, like within days, he started making videos that were more like those.
And they started getting views. Like, imagine that.
You model what's already working, right? And so we went through that and so when the audience tell you what to do you know and so then we continued coaching him kind of talking through like making little tweaks and and stuff to his content because a lot of times it's just a little tweak like you're one degree off like you're you're making the content that's great you're 90 of the way there but then if you just tweak the language a little bit if you just just do this a little bit, and then it works even better.

And so we started doing that with him. And very quickly, within like a few weeks, within a few months, like his content really

started taking off.

Now he's getting thousands of views on every single video.

He crossed over 10,000 followers.

Now Ted's like, he's literally going viral right now as we speak, getting like 10, 15,000

views on his videos.

He's, he's following counts going up.

He's got videos now that following the framework, he'll get two, 300, 500 comments on one

And like 10,000, 15,000 views on his videos. His following count is going up.
He's got videos now that following the framework, he'll get two, 300, 500 comments on one video asking for his lead magnet and joining his email list. And so when you can do that, when you can figure that out and you get the process right and you just start, and then when you start, then you go through the process of trying to figure out and reverse engineer how do I make this better all the time? Because it's not just about making 365 videos.
It's about making a video that's better every day than the one yesterday. Right.
And so you can do that. Now he's like blowing up.
He's getting all this attention. He's driving people like he's become like a, like the authority in the free diving industry because of this content and it's just changing everything for him.
So that that's the process, right? you have to you got to learn the framework and everything but you really have to commit to just doing this consistently and showing up and making the videos and then making them better and better and if you do that well before you even have an offer to sell um then when it comes time to sell an offer now you have an audience to sell to you like credibility credibility you know how to talk about it now because you've already spent so much time talking about it and paid attention to what worked and what didn't. And, uh, and everything just goes so much better.
You have this like really solid foundation you can fall back on. I think James is an interesting case too, because I love James first off.
Uh, and hopefully he doesn't take so disrespectful, but when I knowing James, I wouldn't have been like, that's the guy who's going to crush it on social media. You know what I mean? Very introverted, like those kinds of things, but consistency.
And like, that's why I started seeing him. Like I keep showing his feet consistently and cause I keep seeing him and then like, who is this guy? I want to know more.
And like, now every time I see him, I'm like, Oh, like it's James. Like I decided, but it's like the consistency that like, that did it.
And I think that's one of the problems people, like you said, they just don they don't they're not consistent uh nathan barry you know another local boise guy owns convert kit but it was different but for him he had someone back in day who told him he's like if you blog a thousand words a day every single day for a year it'll change everything so he made the commitment he did every single day i think he had been doing for like two or three years before he stopped but it was a thousand words a day and that's what built, what became convert kids like that consistency in the publishing, which is like, you know, the, the foundation of everything. And I think that if people, I've been saying it for five or six years, like if, like, if you, you want to get rid of all your financial problems, like publish every day for a year and they'll be gone.
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So how do we get everybody who's listening to this right now to commit? Do you have any tricks? Just do it. Just do it.
Do it now. Okay, so let's tighten that.
So the question is, how do you do it every single day? Obviously, when you worked with me and Eileen, we were doing 50 in a day. But like, what's traditionally for you or for people you work with, like what's normally the process? Are they they every day doing one? Are they batching it? What does it normally look like?

Well, let me say this first.

Being consistent doesn't necessarily mean every day.

So there's going to be people watching this who have a full-time job.

They're like, how am I going to make a video every day?

You might not be able to.

That's fine.

Because if making a video every day causes you to make crap, honestly, then you're not

doing yourself any favors.

So focus on making good content.

Focus on making content that's getting better over time. And if it's three times a week that's great if it's five times a week or whatever uh if it's a youtube video typically it's once a week right and so it depends um if you're once every 30 to 45 days it's not okay yeah well unless you're mark rober right who does a video he's the man though once a once a month but they're really big productions, right? So there's a balance of quality and quantity.

And I say in my book, quality is better than quantity, but quantity leads to quality and

quality quantity is the best, right?

So if you can create a quantity of quality content, that's the end goal, but you're not

going to start there.

You're going to start out making probably a quantity of really bad content so that it

becomes better.

And then when it becomes good, then you'll actually start to see that happen.

So first of all, so don't get like all worried that like I have to make a video every single day and this is going to be crazy. If you can, awesome.
It's a really good goal to strive for. But especially in today's social media landscape, like if your videos are good and you're doing a few times a week, like you're good on the algorithm.
like not, there's no issue there when we're talking about short form video. Right.
Um, so what's more important, um, I saw a video about this the other day. I thought it was really good.
He said, it's not about frequency. It's about consistency.
Consistency is showing up for your audience regularly. Frequency is about how many videos per day am I putting out there? And so if you're focused on frequency and not consistency, you're probably headed to burnout.
Like you see that happens. A lot of people, they make a video every day for two weeks or a month or two months.
And they're like, I can't do this anymore. And they move on to something else.
Right. So if you can just show up consistently and the reason why that's important is because number one, the algorithms like it.
They want to see somebody who's consistently posting, who's consistently sharing quality content, who's consistently getting a good amount of views, and then they'll start boosting you and showing your content to more people. But what's more important than the algorithm – and I saw a post from Gary Vee about this the other day – is that the algorithm is not a robot.
The algorithm is people. It's literally the people watching your content.
They're the ones determining whether your content goes viral or not. And so if you understand people, if you understand how to speak to people, um, it's not about just gaming the algorithm.
It's about showing up for an audience. And how many of you guys are like really good friends with somebody who's only there for you, like some of the time when they need something, right? When I'm trying to sell you something, you want to build an audience and a community, like you need to show up, you gotta, you gotta be there for them.
And that's, so there's a, there's a psychological component to that. And so I would make that the number one goal is like, I'm just going to show up consistently at whatever frequency I can handle right now.
I'm going to show up consistently for my audience and then, and then build systems around that. So I'm, I'm a big systems guy.
I love systematizing this process, which is why like with you or with Eileen or some of other clients, we typically do like a batch shoot day.

So we'll write all the scripts and then shoot them all in one day.

And then you don't have to do anything for a month or two months in your case, right?

And they just drip out over time.

So if you can be consistent with that.

For some people, you might like to shoot a few videos once a week and that's totally fine. Or maybe a few more videos twice a month or something like that.
So you find out what's the rhythm that works for you. And the more you can batch that content and get it going, then, um, the more consistent you're gonna be able to be, and then you can actually go on vacation or you can do other things and your content keeps flowing.
So that's the way that I look at it. That's cool.
Um, say like writing a script, I think some people might be freaking out. Like, wait, I've tried a script.
I'm curious because you wrote, I mean, you literally wrote all those scripts for me. For someone who's like, how do they find those stories initially? Do you have a strategy for them who don't have like, you know, two decades of content they could pull that I can pull from, right.
Versus them. It's like, I'm the beginning of this, like, how do they think through that? Or how do they find the story? Or how do they, how do you know what to even say? You know what I mean? There's a lot of, um, a lot of research strategies for finding ideas.
But I think the biggest thing, um, I have this thing called the authority matrix that I teach. That's about like, where do you start when you're starting out with content? And it typically starts with two types of content.
One is documenting your journey. So there's a well of content ideas there just talking about like, here's what I learned today.
And then the second one is really like playing off of other people's expertise. So you take a video from Russell Brunson or Alex Ramosi or somebody like that.
Like they said this and here's what I think

about it. And so you get to capitalize on the authority of other people and then just share

your own thoughts on it. And it's a really good way to get started because you'll start coming

up with ideas. You can do things like searching, you know, Reddit for what questions are people

asking in my industry, which is another good way to do it. You can look at YouTube videos,

you can model other people's content. One of the things that we do with all our clients and help other people do is go find other videos that have already gone viral and just model them, right? Not copying what they're saying.
You can take somebody in a completely different industry, but you've modeled the format, like the structure. Here's why it went viral.
I'm going to take that. I'm going to fill in my own information and my own content, my own stories to do that.
And then that way you're not reinventing the wheel every time because there's so much content out there. You don't have to anymore.
You can see what's working and you can do more of it. Um, and actually this is like a little teaser, but, um, actually built a software product that does this for you.
Yeah. And it's all powered by AI and everything, but it actually knows your voice and it knows your stories and it knows your content.
and then it also knows social media. Cause you know, like if you use chat GBT, it's like the, the knowledge cutoff is like two years ago.
And so if you haven't write content for you, it's like really cheesy and lots of hashtags and emojis. And you're like this, I'll get boot off the stage if I post this.
Right. So it's actually trained on how to write content correctly.
That's another thing that comes along with the limited edition.

So, oh, cool. Anyway.
So but that's a that's a new thing that we're launching as well with it that will help you to do that, because this is by far the biggest struggle that people run into is like, what do I talk about? How do I come up with content? How do I turn it into other types of content? And it like assists you through that whole process. awesome yeah i've been playing more with ai recently and like

taking all my old books and videos and everything and then say analyze all this and it like assists you through that whole process. Awesome.
Yeah, I've been playing more with AI recently and like taking all my old books and videos and everything and then say, analyze all this. And then like, give me hooks.
Cause like, I get a spot too, right? Even I'm doing this this long. I'm just like, what am I gonna talk about? I don't even know.
Like I'm out of ideas, you know? And it's like, well, you haven't talked about this in two years. I'm like, oh yeah, that was amazing.
Cause that's half the time. Like literally for me now, it's like, I've said most of the things I want to say.
So it's like going back, you know, cause an Instagram or whatever, it gets deep, it disappears. Right.
Or even right now, if you notice, we've been reposting a lot of ones we filmed two years ago, it's like, they still work to bring it back to the top. Like, you know, most people didn't remember this from a month ago or a year ago or whatever, you know? And so a day ago, people like not every video reaches your whole audience.
So you can repost stuff. You can, you can, and a lot of times the process with content is saying the same thing over and over again from a different angle.
And it's just always coming up with new hooks and new ways of making the same point. You're, you're constantly making the same point.
Your business needs a funnel. That's it.
That's literally the only point. That's all I got.
It's just from a different angle. Every single time i have a friend right now who's doing uh he's gonna kill an instagram but he has basically 10 accounts um and then he'll do podcasts and everything like this and he'll take but he has multiple camera angles so he has he makes each one's a different camera angle even though it's the same interview and he posted across 10 accounts he's like i average 500 500 views per post per account so he's like that's 50 000 views and then he'll do it three times day across, you know, he's got like, it'd be like the Russell Brunson clips, the Russell Brunson podcasts.
And so just, anyway, there's a lot of different strategies when you start, if you really want to geek out and go deep, you guys, there's a lot of cool things, but the four, the focus initially is learning how to actually start doing it. Okay.
The last thing, and we're almost to the end of this, and we'll do a hardcore pitch for this. Cause the people need to buy this book um but my uh the last one's like okay this comes back to you like you were spending 40 50

thousand dollars a month in ads you're successful and then you cut it off in transition so i want

to speak to the people who are running paid ads i don't necessarily think they should shut it off

like but at the same time it's like how do you knowing that the paid ad game gets harder

every single day like it just it keeps doing that right and we know that like four years ago in

traffic secrets i wrote the title was like or the title page like there's a storm coming this is

Thank you. that the paid ad game gets harder every single day.
Like it just keeps doing that, right? And we know that like four years ago in Traffic Secrets, I wrote the title page. Like there's a storm coming.
This is shifting. Like how do people start augmenting where it's like don't just do paid ads but having this because you have no idea when the paid ads are gonna stop working.
Like even for a selling online event, the ad costs from last month to this month went at 5%. It's like you do that for a year, you know, it, it eventually the profits get, gets, get squeaked out.
Right. So it's like, how do we start doing these things hand in hand so that if, and when the ad stopped that our business doesn't stop.
Yeah. And to be clear, I don't advocate for shutting off your ads either.
Um, it, it made sense for me at that time. It was the right move at the right time.
And, uh, and I'm glad there's a spot when you're bleeding money that you have to you have to do something yeah um but we're even starting to like kind of supplement with ads now and like this year that's a big play for us um it's a totally different ballgame when you have a foundation of an audience like you do right like those ads work so much better because everybody knows who you are because they've seen your content because they have trust with you and so you don't't have to worry as much. But here's the thing.
If you're running ads, what I always say is what is an ad except content that you put money behind? And the best ads are the best content, right? It's got to be something that's, again, grabs people's attention, is interesting, makes them interested in what you're doing, and has a call to action. And so it makes sense that if you're going to be spending money on ads, you might as well be creating content as well, because what you're doing is you're testing ads with your audience, testing the hooks.
And this is one of the huge advantages of content is because most people, especially if you're a beginner with ads, most people think like, oh, I'm going to go spend a bunch of money on ads. But the reality is they're going to spend a bunch of money just testing to see what works.
Actually, just testing to see what doesn't work, right? You'll spend thousands of dollars just testing and find out that none of that worked, or here's the one thing that worked. So instead of doing that with ads, you can just do it with content.
If you're consistently creating content all the time, what happens is you find those videos that are the outliers, right? That we talked about that take off or they go viral or they get a thousand views instead of a hundred views. And you're like, okay, that hook worked.
That was interesting. Take that video, run it as an ad.
Now you're testing for free and then only spending money on the ones that have proven to work. And the type of ads that I think work the best are the ones that work as content, right? Because they're entertaining.
They're interesting. It's not just like, go buy my thing, right? And so when you test that way, you find what works and then you go spend.
It works better. So you're spending less on it because it's more effective than you going out and testing to see what works.
And then the other thing that happens is when you're creating content, you're building an audience, you're building up a warm audience. I think one of the reasons why your content works so well and why your ads work so well, you have such a huge audience now, right? And all those people that trust you.
And so you can put something out to your email list or to content or whatever, and you get a ton of free traffic along with the paid traffic to the cold audience. Right.
And so, um, we did this with Eileen. Um, we took one of her best performing videos that took off.
We started running as an ad that ad ran for actually might still be running. I haven't checked last time I checked it had been running for like a year and a half, um, profitably.
Right. Which most ads last like a couple of days, a couple of weeks.
Right. So because it was a piece of content that worked and then we took it and ran it as an ad and then it just continued to work.
Here's something funny. I don't know if you knew this, you probably didn't know this, but for everyone else at home, this is kind of cool.
So, uh, I did my film day. We then eileen did hers and she told me the second time she's like i just i did the the 60 to 90 second video but she's like i started just recording an end cap like a cta it's like for hard and things she's like that way if it worked we had that same video with now me pitching something and then that ran the ad and so my next time i started doing the same thing so i did the the free version that's that's you know content based and then i just recorded a hook like if you want more go to free copy the dot com secrets book at dot com secrets.com and then it would just if that one worked then we attached it and then that became the ad and so it's just kind of a cool thing takes you an extra three seconds every time you film something to do a an end bumper as an ad and then when those con you know whichever versions hit uh hit on, then you can transition and use them.
Yeah, because when we did those videos for her, they already had a call to action. And usually it's comment below this word, like a keyword, and I'll send you my free thing or send you my webinar or whatever.
And so then we would just record another version of it that's like click on the link down below, right? And then if we did run it as an ad, they had that version of it that they could run. It made sense.
So cool. It just gives you the ability to create 30 ads a month, which is great.
So test them and then run the ones that work. I love it, man.
Well, this is cool. I love it.
I love what you're doing. I think there's a lot of people talking about this.
I think your framework and your format is actually doable for most people versus other ones which are like, here's how to go viral and get 5 million views tomorrow. It's like, that's going to be hard for most people.
Most people in our world, they're trying, they're creating something, right? They, they have an end goal, an offer they want to create, then they're building a funnel. And this is like the front of the funnel that brings all the people in consistently plus helps them to find the voice, build an audience.
Like there's so many valuable things. Um, it should be the first step someone's doing when they're, when launched online business.
So now's your time, man. Tell us why we should buy the book, where to buy the all the stuff and then everyone go buy the book so that's the game plan well let me just say this at the end of the day um the whole purpose of all of this is to take your message whether it's a business message or a charity or something that you just love talking about and just to get it out to people right get it in front of more people and it used to be that you do that in newspapers or TV or yellow pages, but now you, now the place where the attention is, is on social media.
It's online. That's just how it works.
And so the whole point of this book is yes, to give you the tips and the tricks and the tactics for creating content. I go through the whole framework and how to be confident on camera and how to go viral and all that kind of stuff.
But then it also goes deeper than that because there's an element of this that's becoming a creator and really seeing yourself as the type of person who can do this. And this book will prove to you that you have a message and you can do it and you can put it out there and it'll give you the confidence and the tools and the resources that you need to start doing that consistently, to start showing up regularly, to share your content, to share it the right way that makes it optimized for social media to make it work.
And then it even goes as far as like how to monetize that and how to turn it into a business and sell products and build your team and all that kind of stuff around it. So it runs the entire gamut, runs the whole thing for anybody who is an entrepreneur or creator who wants to get a message out there, who wants to make money from their message, who wants to share something online, build a following, monetize that message.
That's what the book is all about. So you can go get a message out there who wants to make money from their message who wants to share something online build a following monetize that message that's what the book is all about so you can go get a copy of it it's a create don't capture.com like we talked about earlier there are a few um copies of this limited edition version left that's really special version uh do you want it yeah i'm going to sign it yeah exactly um i'll sign one for you um so so there's a few of those left if you go to the page and it doesn't say limited edition then they're gone it.
Yeah, exactly. I'll have to sign one for you.
So there's a few of those left. If you go to the page, and it doesn't say limited edition, then they're gone.
Sorry. But if you do go to the page, there are a few of those left, and that comes with a whole bundle of things that's really awesome.
But otherwise, you'll be able to get it either way by going to createdon'tcapture.com. What's the link again? One more time? Createdon'tcapture.com.
And I can't wait for you guys to read it. Awesome, man.
Thank you, Eric. Appreciate you coming out.

Grateful for what you're creating for our people.

It's awesome, man.

And everyone go to createdon'tcapture.com.

Get your book.

And I'll see you guys on the next episode.

Thanks, man.

Appreciate it.

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