REAL AF with Andy Frisella - BRAND NEW INFLUENCER： Be A Superstar In the Next Era of Social Media, with Andy Frisella

00:00:00.340 I can stack them hundreds to the roof. I ain't stopping till they stack to the moon.

00:00:04.800 Without me, my family wouldn't have food. Anybody go against me gotta lose.

00:00:12.160 What is up guys? You're listening to the MFCEO Project. I'm Andy. I'm your host and I am the

00:00:18.800 motherfucking CEO. Guys, if this is your first time listening, welcome to reality. You're going

00:00:26.580 to hear shit here that you will not hear anywhere else. You know why? Because I don't give a fuck

00:00:30.960 what you guys think. That's the truth. My job here is not to be your friend. My job here is not to be

00:00:36.560 your buddy. Mine's job here is not to make you feel good. My job is to give you the tools that

00:00:42.820 you need to be successful in reality and your reality can be made up of a million different

00:00:49.340 things. Financially, personally, relationships, whatever, whatever it is, fitness. The principles

00:00:57.480 of success are universal and that's what we talk about here. Yes, we will talk about things that

00:01:03.540 might not sound like we're talking about entrepreneurship, but we are. And we also

00:01:09.120 might talk about things that sound like we're talking about entrepreneurship, but we could

00:01:13.840 be talking about other things as well. My job is to give you the info. Your job is to figure out how

00:01:19.700 the fuck you can use it. As always, I am joined by my co-host, DJ, DJ God. Your job is also getting

00:01:30.380 people to send me clown and eggplant emojis, which is what I've been getting the last couple of days.

00:01:35.820 I'm waiting for someone to send you a life-size Ronald McDonald. And the first person that does that

00:01:40.840 And a grimace? It's going to get something. You know somebody's going to do it. Oh, yeah.

00:01:43.760 It's coming before I even said that. Don't really send that because I already know there's some in

00:01:47.420 the mail. So there's people way ahead of the game. Actually, it would be pretty creative. Oh. It

00:01:52.680 would be creative. You just jumped my fucking introduction. I was going to give you this really

00:01:57.040 cool introduction. Now, I just tell you, my shithead little brother is on the podcast here.

00:02:02.780 What's up? Hey. Salvatore. Can I welcome myself? Welcome yourself. Welcome. Welcome to the podcast.

00:02:07.720 Thanks for having me. Yeah. So if you don't know, and you should, Sal is my brother. He's

00:02:17.500 also the president of First Form. He runs day-to-day operations for the company. Literally does

00:02:25.160 every single thing that needs to be done. He also happens to be a better public speaker

00:02:29.860 than 99.99% of the people that I fucking get paid to speak with.

00:02:34.220 Fact. Bon, how'd I do this morning?

00:02:36.140 You did well. Is that a fact or not? Because you sit in on his things. No, it's very true.

00:02:39.560 It's a fact. Yeah. And what I like about the two of you guys is that you're both good,

00:02:42.900 but you both have distinctly different styles. You're not trying to be clones. I mean, you're

00:02:47.640 actually, no. Well, I mean, the reality is sometimes little brothers want to be clones.

00:02:52.780 Everybody out there is trying to be me. Everybody out there is trying to be me a little bit.

00:02:54.220 A little bit. A little bit. Maybe. You know why? It's because I'm so good looking.

00:02:57.900 That must be it. Again, something I beat him at.

00:03:00.300 Ah! All right. That was your line today. Now he's stealing it, Sal.

00:03:04.700 What's that? Good looking? I do got better calves, though.

00:03:08.360 I don't know about that either. My calf game's strong, man. I post a picture of anything

00:03:12.960 that has anything to do with my calves, and everybody's like, dude, how do I get calves

00:03:15.920 like that? I know. It's proof that everybody's like, oh, genetics don't matter. I don't train

00:03:20.180 calves. Yeah.

00:03:21.200 Dude, you know what's funny? I always tell them, because I get the same shit, your calves

00:03:25.060 are better than mine. Let's be honest. It's the only thing better.

00:03:27.400 Yeah. But I will say- I'm waiting. I'm waiting for you to go a little further up

00:03:31.840 the body. Oh. You know what? That's not for neither of us to discuss. That's for the people

00:03:37.860 to decide. But, dude, here's the thing. Dude, my dad, what is that, 73? 73.

00:03:44.060 73 years old. I got better calves than both of us. He does. No bullshit. Yeah.

00:03:48.020 Like, dude, he- Vaughn, you checking him out, too?

00:03:49.560 I do. Yeah. Dude, that's kind of hard not to check him out. He wears shorts when it's 12 degrees.

00:03:53.960 It's true. You know that's why he wears fucking shorts all the time. Let me check on my calves.

00:03:57.760 Yeah. He's like, oh. Yeah. No, if you're 73 and you got calves like that, you've been

00:04:01.640 doing some serious legwork your whole life. Dude, he's got better calves than all these

00:04:04.560 bodybuilder dudes. Yeah. Well, I think that's my point is, like, genetics play a role.

00:04:08.740 Right. In that game. Everybody, somebody, you know, you'll see a guy eating McDonald's,

00:04:12.320 and then he goes out and tells everybody, you gotta watch what you eat. That is the most

00:04:15.360 annoying thing to me. Like, look, just admit what the fuck you got. Like, hey, I got great

00:04:21.980 metabolism. There's nothing better. This actually plays into the role. Like, just be honest. Yeah.

00:04:25.760 Like, hey, I have a great metabolism. I can get away with shit that you can't. Right. Like, that,

00:04:30.060 not me, obviously, but, like, I'm saying, like, don't try to trick people into thinking that you're

00:04:35.260 working 10 times harder because you genetically are a lean person. Like, that's the most annoying

00:04:40.140 thing to me. Because as a professional in the fitness industry, I can literally look at someone's

00:04:44.920 body and tell what it is about them that makes them them. So, like, when someone grew, like,

00:04:50.500 like, you can, too. Like, I could tell if someone grew up fat or if they grew up skinny. You know

00:04:54.620 what I'm saying? Of course. And, like, dude, these dudes who went out there and gained 30 pounds of

00:04:58.660 muscle and then pretend like they diet hard all the time to look the way they look, it's like,

00:05:02.600 dude, get the fuck out of here. You mean you started doing cardio? Yeah. I was talking to one of

00:05:06.140 our athletes. I didn't eat chicken nuggets today. Yeah, yeah, yeah. I was talking to one of our

00:05:08.800 athletes and she's a top, top tier, very top tier competitor. And we started talking about

00:05:15.360 her prep for the Olympia. And she's like, oh, man, I got to start doing cardio. Mind you,

00:05:20.960 I work out every single day. She told me that at the gym, too, dude. She was like, I got to

00:05:25.200 walk for 20 minutes. I'm like, walk for 20 minutes? Shit, I'm training for an hour. I'm

00:05:28.860 cardio for an hour. She goes, I'm eating 2,200 calories. They go, that's what I eat.

00:05:31.920 Yeah, me too. She's 135 pounds, you know? Yeah, right. Whatever. Anyway. At least she admits,

00:05:38.520 like, hey, listen, I got good genes. Dude. And she's got great genes. Yeah. Look, by the

00:05:43.880 way, we're not making excuses. Like, we could all look great. Maybe a little bit. No, look,

00:05:49.420 we could all look great, but it just might take a little more work for you or someone

00:05:53.480 else to do certain things that other people can't. I say this all the time. I say, you

00:05:57.400 know what? I used to, I used to, I'd ride around in a sun on the lawnmower, you know, and

00:06:02.640 you sit there and you talk to yourself. It's the only time I have conversations, I talk to

00:06:06.940 myself all the time, let's be real. But anyway, I would be, I always thought, like, man, when

00:06:10.600 I die, I'm going to go to heaven. First question I'm asking God is, dude, how come I got the

00:06:14.400 fat gene? I know why. I know why. So the reason I, you know, now I've come to the conclusion

00:06:20.620 that the reason I do have it is because he's given me this opportunity to go out and help

00:06:24.420 people change their lives. That's right. I have to go through that struggle. That's

00:06:27.080 right. And so when I can look at people in the eyeballs, I can speak to their soul because

00:06:31.420 I understand, like, hey. I know what it's like. One through ten. Right. And I know

00:06:35.100 what it's like to go one through ten and then back to one. And then back to ten. And

00:06:38.920 then back to one. And it sucks, but it's a process. It's who I am and it's given me a

00:06:42.300 great opportunity to be able to speak to people and have and share that journey. I would much

00:06:45.040 rather have that than to be someone who didn't have to fucking work that hard. That's why

00:06:48.900 my skin's this thick. Yeah. Because I've had, that struggle's real, man. Like, like people

00:06:53.140 are like, oh, I trade fucking, I wouldn't trade for anything. No. Yeah. Yeah. It's, it's made

00:06:57.580 me so much more resilient in life as in its entirety. So it allows me to, to really,

00:07:02.980 when people go through struggle, I can instantly relate to my physical struggle, which is just

00:07:07.860 happens to do what we do for a living. But no matter what that is, that journey is very,

00:07:11.360 very similar. You know, you got to identify the problem. You got to, you got to address

00:07:15.140 the problem. You got to realize you got it right. Then you got to take action to combat

00:07:20.000 it. And then you got to constantly fucking stay on top of it. If not, it'll eat you alive.

00:07:23.460 And then if you don't attack it, then it becomes this, well, I'm just this way. And then

00:07:29.500 that's what it's infiltrated society now. You know, I'm just that way. I'm just fat.

00:07:33.240 Oh God, dude. Come back on Thursday. So we can talk about body positivity and fucking all

00:07:37.060 that shit. Anyway, you're probably wondering why we have Sal here and it isn't just talk

00:07:45.420 about sexy calves. Like we both have, it is to actually talk about what the future is of

00:07:53.660 social media. Okay. All of you guys right now are on social. And if you aren't, I would

00:07:59.640 be very surprised because that's where I do most of my connecting and we are connected

00:08:04.200 right now. So one of the biggest things that we see in our business, in our real everyday

00:08:12.440 business, and that I get asked when I go speak at all these events and do all these things

00:08:17.680 is how do I develop a brand on social media? Where is it going? How do I do this? How do I,

00:08:23.300 and what we see more and more is people trying to copy what other people who have big followings

00:08:31.540 do. And that's a flawed idea and a flawed tactic. And we're going to get into why that

00:08:38.020 is flawed. We're going to go through the A to Z, everything on how to become an effective

00:08:44.540 social media influencer. And by the way, an effective in-person influencer. All right. Influence,

00:08:50.940 if you have any brain cells at all is going to equate to dollars made. All right. Now there's

00:08:56.340 a lot of people on social media that are just there to enjoy. They're just there to share

00:09:01.020 pictures of their dog or their kids. That's awesome. Okay. But that's not what today's podcast

00:09:06.460 is about. Today's podcast is about how to be effective in building a personal brand via social

00:09:14.000 media platforms that we have available for free to us that can make us money. Okay. We're

00:09:20.880 going to talk about how things have been, how things are, and how things are going to be moving

00:09:26.140 forward. And if you are going to take notes on any podcast that we have ever done, this is going to

00:09:32.540 be one that you need to take notes on. So if you're listening in the car and you're driving around,

00:09:37.480 that's cool. Listen, but come back and listen again, because we're going to go through step-by-step

00:09:42.960 how to do this. Now, before we get started, I want everybody to understand one thing.

00:09:51.940 Social media is not done. Social media is not a fad. Social media is not a something that you're late

00:10:00.600 to the game on. All right. A lot of people use that as an excuse. Like, I don't want to really get,

00:10:05.220 you know, these people already have it all cornered and this and that. No, no, no, no.

00:10:10.920 It's just begun. It's going to become a bigger and bigger and bigger, bigger part of how people

00:10:16.680 earn their income as we move forward through the years. It's already happening. You're seeing large

00:10:23.000 companies no longer require a degree from a college. And instead they're looking at people's

00:10:30.380 social media profiles to attach value to them. If you're an influencer in electronics and you have

00:10:38.020 a million people who are interested in the quality of sound that, that, you know, that you're

00:10:44.780 influencing on, you're leading, you're leading, you're the tip of the spear when it comes to

00:10:49.280 reviewing headphones or reviewing audio systems. Guess who is extremely valuable to that brand?

00:10:55.520 By the way, guess who doesn't even need to go to the brand because you've created so much value.

00:11:00.940 But the point is, is our income is going to become more and more aligned with how our social media is,

00:11:07.140 is, uh, is basically executed. Um, and are we a person of true influence? And let me explain

00:11:14.920 something to you guys. Real influence is not fucking followers. It's not the million followers or the

00:11:23.340 1.2 million followers that I have, or the 20 million followers someone else had, or the 10

00:11:29.200 followers that someone else might have. Real influence is targeted influence. What does that

00:11:36.180 mean? Well, that means this. When a girl posts a picture in 2013 of her ass or her boobs or these

00:11:42.800 sexy pics, they get 10,000 likes and their page grows a hundred thousand every week. And they end up

00:11:49.020 with 10 million followers. Well, guess what? That same shit ain't going to work for the next four

00:11:54.880 years for a number of reasons. One, people got to understand that following, engaged following does

00:12:05.120 not even mean comments. Like if you ask most people what engaged following means, it means the number of

00:12:10.520 comments. It is not the number of comments. It is the number of focused comments. All right. And

00:12:16.400 influencers, you need to be listening to this and fucking understand it. Because if you post a

00:12:22.380 picture and 99% of the comments are, baby, you're so hot. Oh, you're so beautiful. Heart emojis, this

00:12:29.920 emoji, that emoji, you've been able to get paid on that because companies don't know any better.

00:12:36.640 Companies are now getting smart and they understand that if all you're getting is horny dudes,

00:12:43.640 okay, there's no market to fucking market the product that you, that you, whatever it is. So

00:12:49.620 that means your value is going to decrease. Has it worked in the past? Yes. Have you gotten paid in

00:12:56.320 the past? Yes. But you know what the most fucking damaging thing you can do when running any business

00:13:01.920 is to think like this, what we've always done is worked and we can continue to do that. It's what

00:13:09.860 we've always done. It's always worked. That's changing. And if you don't change, you are going

00:13:15.640 to be out of a paycheck. That is a fact. Now I happen to know a lot of social media influencers.

00:13:23.320 In fact, most of the big ones I know very well. This is a very hard concept for them to understand,

00:13:30.340 but it's equally as important for you to understand it who has zero followers because it hasn't caught on

00:13:36.240 yet and it's going to catch on. So building an engaged following that is worth monetizing has

00:13:43.640 less to do with the amount of likes and the amount of comments and more to do with who's liking and

00:13:50.660 who's commenting. Okay. So that's the first thing you have to understand back in 2012, 13, 14,

00:13:58.140 there was no fucking algorithm. Every time you posted, everybody saw your shit. You could grow a lot

00:14:04.440 faster today. Today's a hundred thousand follower Instagram count that's targeted towards, let's

00:14:12.180 say, uh, photography. And, and let's say this, we use a, uh, a good looking female who happens to

00:14:20.520 also be a photographer and she comments, she makes a post and everybody talks about her photography

00:14:25.340 and half the posts, half the comments are about her being beautiful. And the next half are about her

00:14:31.720 photography. She's far more valuable than the person who has a million followers gets 10 times the

00:14:37.340 amount of comments, but they're all heart eyes emojis. You follow what I'm saying? Yeah. Okay.

00:14:42.380 Does that make sense? Yeah. So, I mean, let me explain how I understand it. You tell me if I'm

00:14:47.100 getting it right. So normal comment for a situation where like that would be you hot baby, but a focus

00:14:52.400 comment would be like, I love what you said about the Canon XLR, blah, blah, blah. What would you think

00:14:57.660 about, you know, this situation with your, if you're doing, you're taking pictures outside,

00:15:01.560 that's a focus. Exactly. Okay. And the reason people can't, the, the reason a lot of these

00:15:07.320 people are going to get passed by is because they are addicted to the number of comments and the

00:15:12.820 number of likes versus the quality of comments and the quality of likes. Are you follow what I'm

00:15:18.660 saying? It makes total sense. Yeah. Well, and I think, you know, those, those people were first to

00:15:22.540 market. That's exactly right. And it's not always first evolving. First to market usually gets beat,

00:15:27.320 right? Well, yeah. Big picture. Yeah. And it has its, it has its place and it has its play and you

00:15:32.220 can make a lot of money doing it. However, if you don't evolve being first market, you will get beat

00:15:35.860 by somebody who has a better game plan. And so what happened in the early days of social and we saw

00:15:40.620 this cause we were, we were nobody in the, in the early schemes. You go back to my first post on

00:15:44.680 Instagram, it got like 18 likes, just like somebody who's a newbie and you, you start watching it back

00:15:49.980 then. Shout out pages were big and these girls were all running the shout out page. Even the guys

00:15:53.460 doing their cross shout out page. Dudes are no different than girls. No, no, of course.

00:15:57.160 They get addicted to the fucking, I post a shirtless selfie or I post a picture of my

00:16:02.140 car or I post this or that and it gets a lot of likes. So I don't want to post something

00:16:07.780 that doesn't get a lot of likes and a lot of comments. So what happens is, is they get

00:16:12.660 addicted to the comments and likes and they're afraid to make any change cause they're afraid

00:16:17.580 that it's going to affect their quote unquote, what they think is engagement. And then what they

00:16:22.440 do is they don't build any brand. They don't build any connection and they're going to get

00:16:27.740 passed up. And that's the point I'm trying to make here is we're in a situation right

00:16:31.680 now where people who have been successful will not continue to be successful because they're

00:16:39.780 not adapting. And the only, and, and, and dude, we're, we're like two or three years away

00:16:44.520 from this coming full circle, by the way, because what's going to happen right now is big brands

00:16:50.260 who don't know any better, the Budweiser's and the fucking, you know, Ford's and these big

00:16:57.040 companies that are massive are going to continue to pay these social influencers. So they're going

00:17:03.580 to, they're going to get more pay right now. Okay. But what's going to happen is those companies

00:17:10.320 are going to wisen up like the smaller companies have, and they're going to go to micro influencers

00:17:15.440 who have focused, they're under a million followers. They have focused following, they have focused

00:17:20.900 engaged content because there's an actual return on those people versus just getting some eyeballs

00:17:27.000 on your brand. You see what I'm saying? Yeah. So very rarely is this ever the case, but I'm

00:17:32.000 wondering as I hear you talk, if, if, if this is one of those cases where, um, for multiple

00:17:36.680 reasons why the person who's just starting out actually has it better than someone who's

00:17:41.800 been in it for a long time, like you said, the, the early adopters, but it seems like

00:17:45.260 for this reason is that the person who only has like two or 300 followers or maybe a thousand

00:17:50.100 followers, if they do the things that you're talking about, they're going to have a much

00:17:54.680 higher percentage of engagement than you would. I mean, it's, it's impossible for you to have

00:17:59.320 the level of engagement with a million followers that somebody who's just starting out.

00:18:03.600 So I'm saying, I guess what I'm saying is that you're almost at an advantage from the,

00:18:07.620 from the standpoint of you're going to be able to go much deeper with your following

00:18:10.820 because you have a lower number of people and you're able to solidify those relationships

00:18:16.220 in a really powerful way. The main thing I'm trying to stress here is to understand where

00:18:21.220 we've been, where we are and where we're going. Right. Okay. And that's kind of why I'm trying to

00:18:26.100 communicate this story just because it's worked in the past does not mean it's going to continue

00:18:31.540 to work and it isn't. Right. Okay. People will argue this, but all the people who argue this

00:18:37.300 have interests in it staying the same. Right. They have the early skin. Right. Exactly. They're

00:18:42.620 saying, Oh dude, that's never going to happen or this or that. Just wait, just wait, write this

00:18:47.160 shit down because I'm telling you right now, if you don't adapt, you're going to fucking lose your

00:18:52.140 paycheck. You're going to lose your payroll and you're not going to become influential. Pouring the

00:18:56.360 gas on something just because it worked a little bit one time does not necessarily mean that it's

00:19:01.160 right. For example, posting a picture of your shirtless abs or this or that, or your fucking

00:19:07.160 ass, this, that people are tired of that shit. Okay. They're tired of it. Unless, unless, and this is

00:19:16.140 a big asterisk, unless you're offering information of value to go along with it. Now, if you pay attention

00:19:23.880 to people who are really successful and profitable influencers, and I know a bunch of them because

00:19:28.260 we employ them, we have people who have less than a hundred thousand that make fucking 10 times the

00:19:34.000 money that some of these people who have 10 million make. All right. Now, if you try to explain that to

00:19:39.520 a 10 million follower, they think you're lying, but it's true. I mean, I can explain it through

00:19:43.100 equation. I fucking pay the checks. I can tell. So before you sit there and say, Oh, you know,

00:19:50.920 you're just saying that, no, I'm not. I pay the checks. I see what's working. What's not working.

00:19:55.660 All right. I employ some big influencers and I employ some fucking little ones. And I could tell

00:20:00.000 you right now, the value is in. So, and the reason I'm saying this is because I don't want people to

00:20:07.220 miss the boat and think they're out of the game. Yeah. They need to jump in. That's right. Right.

00:20:11.060 And I don't want the big people to get passed up because they're not evolving because I know these

00:20:15.360 people personally, not even the ones just with our company, but I know that I know all of them.

00:20:20.640 And most of them are real. The ones on our team are great people. The most of the other ones I've

00:20:25.580 met are great people too. They're just trying to make a living just like you or I, or anybody else

00:20:30.040 would be. And they're, they're saying, okay, well this has worked, but it's not going to always work

00:20:36.140 that way. Well, I mean, you gotta, you know, in fairness to them, it's their business. They're

00:20:39.400 making money right now, probably, you know, more money than they've ever made. That's right.

00:20:42.400 And they're advertising on radio and the TV rep comes in and says, Hey, you should try

00:20:46.100 TV. And at that transition period in life, the guy's like, no, I mean, I'm making all

00:20:49.780 this money on radio. Like, why the hell would I change that? That's right. And in the meantime,

00:20:52.620 TV is going to start, they're going to capture it. Right. And TV, if you don't adapt, turns

00:20:56.980 into Google, internet ads, Facebook ads, Facebook runs. So these guys who aren't adapting and constantly

00:21:02.380 evolving are going to get beat. Hey, we both know someone pretty fucking well who lost a hundred

00:21:09.180 million dollar company because they didn't adapt. To the internet. Yeah.

00:21:12.400 You know, so, I mean, to think arrogantly enough that it's not changing and the old way is

00:21:15.960 always going to work. I mean, I have 9,000 of these people I could tell you differently.

00:21:20.540 And so when you look at, you know, what creates value or, or, or interest is, you know, you

00:21:26.440 got to educate people. You got to give them something of value. We use a system here. And

00:21:29.580 I mean, I'll give it to you because it's that hard to duplicate on a, on a day-to-day basis.

00:21:33.800 I know how hard it is. It's, it's just one, two, three, it's educate, trust, loyalty. And

00:21:37.960 that creates this, this very, very engaged following. You have to educate people on things

00:21:41.920 that they want to know about for free. You have to educate. Everybody wants to sell everything.

00:21:45.460 And that's where they also lose value. They want to sell every single thing they do. You can't do

00:21:48.880 that. You got to educate. You got to teach people. People are inherently loyal over time to people

00:21:54.720 who bring value to their life, especially when you're doing it for free, you're helping their

00:21:58.260 lives for free. And so when you educate these people, you, after you educate them a few times and

00:22:02.920 they go out and practice whatever it is that you're preaching and you're being honest and genuine

00:22:06.740 and driving great influential interaction with them, they start to gain trust. And once they

00:22:11.700 start to gain trust, they start to believe every single thing that comes through your page and

00:22:14.980 they start to whatever jeans you wear, you don't have to make money on it. Whatever shoes you're

00:22:19.420 wearing, what type of phone do you like? What type of, be genuine with them. And over time it becomes

00:22:23.680 loyal. It's, it's a, it is a shift. It's a paradigm shift in how you think about yourself.

00:22:30.600 Of course. Okay. Because you have a blue check part next to your name does not mean

00:22:36.720 you're fucking influential and it sure as fuck doesn't mean that you're better than anybody

00:22:41.320 else.

00:22:41.680 Right. Okay. So it's taking the idea of I'm up here and I'm holding my hands up in the

00:22:50.380 air and you're down here and instead shifting that fucking paradigm to where I'm just like

00:22:58.620 you. Okay. And if you cannot connect with your fucking fan base of being genuine, authentic,

00:23:06.320 who you are, you're going to lose long-term because with the addition of Instagram stories,

00:23:13.680 all that does, which we have for a number of years now, all that does is create more of a chance for

00:23:21.000 you to show authenticity. All right. People are not looking for you to always post your most glamorous

00:23:28.880 shit. And a lot of you people who think you're very good looking think that that's all people want

00:23:34.420 from you. That's not what they want. They want to know, yes, you're good looking. Yes, you're

00:23:39.340 beautiful. Yes, you're ripped. Yes, you're a stud. But I also want to know what makes you that way.

00:23:45.840 Why are you that way? What do you do during the day? How do you operate? Where do you go? What's

00:23:51.000 your days like? More importantly, what do you struggle with? What do you struggle with? Okay.

00:23:55.500 Sharing the struggle is the most powerful tool. Dude, vulnerability is the key to winning on

00:24:01.200 social media. That's like my story yesterday. I don't remember. The shit story. Oh yeah,

00:24:05.220 it was fucking hilarious. I literally probably had 150 DMs off of it yesterday. But dude,

00:24:10.100 when I talk about vulnerability, people take that the wrong way sometimes. They think that they've

00:24:15.140 always got to create this fucking sob story. And like, dude, those people get annoying as well.

00:24:20.720 Of course. Like, dude, shut the fuck up and quit whining about every fucking post. You know what

00:24:25.200 I'm saying? I'm tired of hearing it. You got to find the truth. Okay. And the truth is you don't

00:24:31.840 that's people who are overly vulnerable, even though value is in the vulnerability. It's a

00:24:38.280 dichotomy, just like Jocko says. Yeah, of course. Okay. If you're overly vulnerable, you become a whiny

00:24:44.080 bitch. If you're not vulnerable, you seem like you're an elitist. You got to or you're fake. Yeah. And

00:24:50.100 how do you fucking, how do you get around that? Uh, it's really simple. You tell the

00:24:54.440 fucking truth. Be real. Be real. Okay. Today is a shitty day because I just got fucking

00:24:59.000 canned off my modeling job and blah, blah, blah. But you know what? I'm going to step

00:25:02.060 the fuck up and I'm going to get another one. Time to go back to the, you know, hit the pavement.

00:25:05.740 Right. I think purpose is a huge thing. It's like if you're sharing vulnerability, uh, for

00:25:10.280 sympathy, that's an, you know, that's a non-starter. But if you're sharing vulnerability to,

00:25:14.660 to then move toward that, to provide a solution to people, that's what provides value.

00:25:18.460 Truth. The thing is, dude, it's truth. It's what's the truth. Because the truth is, is

00:25:24.160 you're going to have good days. You're going to have bad days. The truth is, you're not

00:25:28.400 everybody. The truth is you're not a fucking, you're, you're, guess what? I don't care how

00:25:33.100 beautiful you are. You're going to look ugly sometimes. You get zits too. You can show that

00:25:37.740 shit. You know, I don't care how jacked you are and how tan you are and how fucking much

00:25:42.040 you do the gym tan laundry. I don't give a fuck if I don't know that you're also real and

00:25:47.120 struggle with eating meals and workouts and this and that, right? People only identify

00:25:51.980 with people who are real. And the only thing that's going to become how you create a focused,

00:25:58.820 engaged following is by sharing how you're able to do what it is that you do. Meaning if you're

00:26:06.400 this beautiful blonde bombshell model, guess what? People don't know that you have to be on

00:26:12.580 a diet 24 seven. People don't know that you have to work out. People don't know that you

00:26:17.680 have to be a waitress half the time. People don't know all this shit and people are afraid

00:26:22.860 to show it because they think it's going to discredit what they have. But the truth is,

00:26:27.180 is your value isn't worth much two years from now anyway, if you keep going the way that you're

00:26:32.640 going. So you have to understand first and foremost, one, you need a focused, engaged following,

00:26:39.940 not just a lot of comments, not just a lot of likes to, you have to be willing to share the truth.

00:26:47.420 Okay. Those two things. And people like, well, how do I do this? We're going to get to that.

00:26:51.640 We're going to get into the micros of what to do and what not to do here in a minute.

00:26:55.980 But the concept is what's important. The reason that our file sale are some of our influencers who

00:27:03.260 have less than a hundred thousand can fucking make 10 times the money that some of these people that

00:27:09.460 have millions of followers is, is because they're able to show people what is possible and what is

00:27:17.180 possible is the only product that we ever sell. It's called hope. There's only a couple of things

00:27:23.440 that are sold worldwide. One is convenience. All right. Time. One is attention. And one is hope.

00:27:32.960 If you're not selling convenience, if you're not selling time, if you're not selling attention and

00:27:38.440 you're not selling hope, you ain't selling shit. All right. Now, this is why it's important for,

00:27:47.900 dude, I always tell people this, never copy another business model because what you see on

00:27:55.580 the outside, like for example, what you see first form doing on the outside, everybody else is trying

00:28:02.960 to copy. But what they don't realize is, is that what they're seeing on the outside was stuff that

00:28:08.920 we put into play two years ago that took that much time to materialize or four years ago, four years

00:28:14.840 ago. And just because we're doing X now, that's a four year old idea. Okay. And what we're working

00:28:23.460 on behind the scenes is four years from now, you just can't see it. So by copying what someone else

00:28:29.540 is doing, you're automatically putting yourself behind the curve. All right. So what I'm giving you

00:28:35.540 here is the way to never be behind the curve again, ever, ever, ever, ever, ever. If you have a 10,

00:28:41.760 10 followers and you want to become a social media influencer, I'm going to tell you right now,

00:28:47.420 if you think getting to 5 million followers and, and getting to thousands of comments with hard

00:28:52.240 eye emojis by just being naked on the internet, that is not a win. You're going to lose. You're

00:28:57.740 going to get passed by. Number one, the algorithm is going to stop it. Number two, people are tired of

00:29:02.560 that. Just that shit. Number three, people want real. They want to be connected. And so somebody

00:29:09.260 who has zero, the new, the new major influencers are going to be the ones that are fucking

00:29:15.160 a hundred thousand to a million followers that have focused fucking content.

00:29:19.940 Fuck, give me 50 to a hundred.

00:29:21.240 I'd rather have that than anything else.

00:29:22.680 All day long.

00:29:23.060 Yeah. And that's, that's what smart, progressive, smart, progressive companies are doing that

00:29:28.600 people who don't know are still going for the fucking blah, blah, blah. Now like the big names

00:29:34.780 and the big, this, that. Now I will say this cause I know there's going to be fuckers that

00:29:38.420 fucking pry DM me. Well, why do you have all those influencers? Well, first of all, they're

00:29:42.420 real customers and they were before they were influencers. Second of all, they're my friends

00:29:46.700 and I like them. They're good people. Third of all, they have tremendous potential and they

00:29:51.440 all have substance. So I believe in them and they are going to send the right message.

00:29:55.860 They are going to get better and they're going to improve. Now, with that being said, there's

00:30:01.240 a reason I don't add other influencers. You haven't seen me add a massive influencer in

00:30:05.200 the last fucking two and a half years. You know why? Cause they're not real fucking customers.

00:30:10.740 They're not people that I fucking know. I don't want people representing our brand like

00:30:15.360 that. That's another thing. If you own a brand and you're fucking putting people in place

00:30:18.640 that aren't actually supporters of your brand, it's going to show.

00:30:21.880 It's not just about eyeballs. It's about what eyeballs, right? How many fucking dudes are

00:30:28.860 buying fucking protein powder off of a chick when the comments are like, Hey baby, I want

00:30:34.200 to suck your toes or a literal comment I saw the other day, which was, Hey, I can't wait

00:30:39.160 to suck your milk bags. Like, first of all, dudes get the fuck out of here. Like, are you

00:30:45.100 really like, like who the fuck comment shit? I should come back with coming at you live

00:30:50.320 from my mom's basement. No shit, dude. Like how often have they been successful with

00:30:55.000 that, that remark? I mean, you know, I don't think the goal is to be successful. I just

00:30:58.940 think it's, they, you know, I have to say this though, dude, this is so much a part of

00:31:03.520 your DNA and it's so much a part of your DNA, uh, Sal and the DNA of first form that I think

00:31:08.300 it, it, I don't want it to go unnoticed, but the whole presupposition to all of this

00:31:12.700 is that you actually care about people.

00:31:14.780 That's right. And do actually have integrity. You want to do the right thing. You care.

00:31:18.060 You want to care about people. Look, man, I'm going to tell you right now, doesn't matter

00:31:22.120 if you have 10 followers, doesn't matter if you have 10 trillion followers. What really

00:31:26.720 matters going forward is that you connect with people and we have an amazing tool for

00:31:31.860 free called Instagram, an amazing tool for free called Facebook, amazing tool for free

00:31:36.400 called YouTube and about 30 other amazing tools that you can utilize to connect. But that's

00:31:42.240 the problem. Connecting takes work. Connecting takes courage. Connecting takes commitment.

00:31:50.040 And a lot of people don't want to do that, especially people that are naturally in a position

00:31:54.640 to get a lot of likes because of the way they look or whatever it is they have, you know,

00:31:58.700 their cars or whatever.

00:31:59.580 Well, and there's a piece, there's a piece to it that's a, that's addicting to them, right?

00:32:02.560 I mean, they get addicted. They're like chasers. That's the whole, you know,

00:32:04.900 everybody, everybody likes that. Like, dude, when you look at a picture of a group picture,

00:32:09.300 you're, uh, you go on vacation, you take a group picture with 20 people. And which,

00:32:12.620 which one are you looking at? You're looking at yourself. That's what we all look at. And

00:32:16.640 anybody says different is full of shit.

00:32:18.700 Byers.

00:32:19.240 Right. So it's a natural thing for us to like that. We're like, Oh yeah, dude, I made this

00:32:25.460 post like, uh, uh, somebody at one of my friends was like, uh, she was saying, Oh, I made this

00:32:32.440 post. It got tons of engagement. And I made this other post that got zero engagement. And I'm like,

00:32:37.680 okay, well, what do you consider engagement? Because likes and comments is not, is not real

00:32:45.140 engagement. Real engagement are the comments that actually mean something that are focused along the

00:32:50.700 lines that you're talking. And people ask me all the time, how have you been able to build this

00:32:55.320 fucking following? How do you all consistently get those kinds of comments? Cause if you go through

00:33:00.380 my comments, there ain't a motherfucking one of them with a heart eyes emoji. Cause that ain't what

00:33:04.280 my fucking shit is, but I do have a very engaged following. Thank you guys very much. But the

00:33:10.360 reason why is because I'm committed to being who the fuck I am. And you will never find someone who

00:33:17.500 tells you, Andy's a different person on the podcast than he is in real life. I don't know how to be any

00:33:22.820 fucking different. And you know what? That should be a lesson to you guys. You guys have gifts.

00:33:28.260 You guys have gifts. And what's fucking funny is your weaknesses are probably the shit that's going

00:33:35.200 to make people relate to you. Not probably. I mean, I think your weaknesses are your best

00:33:39.280 asset. They are because it makes you a human. Well, and I think it's part of the thing. I mean,

00:33:44.220 at least I can speak on behalf of myself for my journey and myself personally, cause you look at the,

00:33:48.840 the, even the struggles of business or life or anything, you know, it's kind of like your own

00:33:53.260 sounding board. And so when you look, when you get comfortable, it's like you're confessional.

00:33:56.580 It's like, you go talk to Vaughn in this little cube, you know, like don't tell anybody,

00:33:59.720 even though you're telling everybody, there's a good, there's a coping mechanism that goes to

00:34:03.160 talking and building these, the support system. But it's, it's because you've been honest and

00:34:07.440 engaging with them that in time they're in your corner, you know? So like, you don't,

00:34:12.100 everybody talks about haters. Like if you have a true engaged following a lot of, you don't get a

00:34:15.460 lot of hate. Dude, I don't get a lot of hate. I really don't. I always, people are like,

00:34:19.100 Oh, I love my haters. Like what? Fuck dude. And I always read, I get every once in a while,

00:34:23.520 I'll get some guy calls me fat. Jump in a leak. Yeah. But I got to be honest at that point,

00:34:28.580 like there was a point in time that pissed me off, but he wasn't fucking lying. And you know what?

00:34:33.160 I had to swallow my shit sandwich and move on. I was fucking fat. Guess what? I lost 30 pounds

00:34:38.100 in saying he got me forced me to get in shape. It was part of the deal. Yeah. So you're glad it

00:34:41.320 happened. Yeah. I'm not like, I'm not even, that's not hate. The guy was being honest. So I tell

00:34:44.400 everybody to be honest. And guess what? The guy was honest. I can't be pissed at him for it. That's right.

00:34:47.360 Even though I was, you know, you know, what's awesome about that is that the reason that you don't get a lot of

00:34:51.420 hate is because over time you've cultivated this tribe simply by being yourself. But here's another

00:34:56.820 thing that I think is amazing about it is that when somebody does hop on your page and, and talks

00:35:02.500 trash to you, the reality is, is that that's literally like you being in a room with a bunch

00:35:07.360 of your friends, like at the bar and then somebody coming in and talking trash to you. Well, what's

00:35:11.120 going to happen? All the people in the room are going to be like, what do you fuck out? Yeah.

00:35:14.780 This is my boy, you know, and they're going to come to your defense and you don't even have to say

00:35:17.980 anything. Dude, when I, so I managed the social for one P and dude, when somebody very rarely

00:35:23.700 comments something negative, I have to delete that comment immediately because there will be

00:35:27.560 20 motherfuckers. And then they'll come back later and be like, dude, you're, you companies bullies

00:35:31.620 people. Motherfucker, you don't want to came on the page. Don't talk. Your own risk. Motherfucker.

00:35:37.720 Don't talk. No shit. Won't be no shit. Delete your own fucking Instagram because you made a shitty

00:35:42.020 comment on someone's page. That's your own fault. Oh, by the way, you now have heart, heart eye emojis on

00:35:47.240 your page. You're welcome. I'm sure. Oh, did you put some on there? I was disappointed

00:35:52.920 when I found out that the heart eye emojis could actually mean admiration. I thought it

00:35:56.860 was, they had a crush on me, but it turns out it's not. There's a lot of meanings on the

00:36:00.420 old emoji land, i.e. the eggplant and the clown and the French fries. Yeah. We discussed that

00:36:06.960 last podcast. Yeah. Do you remember when you found out about the eggplant? Yeah. But which,

00:36:10.740 which fucking end was the correct end? Is it the, which one is the end where the fucking

00:36:15.340 shit comes out? Is it the fucking green end or the purple end? This is how the last

00:36:20.200 podcast derailed. Yeah. Although people apparently thought it was hilarious. Well, I mean, if

00:36:24.180 you're engaged, if you're worried about social media, this is probably a very important point

00:36:27.220 to hammer down. Like, how do you use the emojis? Is it the green end or the purple end? When

00:36:31.340 you could spin it around, like if you've got to stick it on somebody's mouth, which we've

00:36:34.440 all done, which end do you stick in the mouth? I guess I say the green. I stick the purple

00:36:39.520 in there. Because it would be. I must not understand it because everybody else says it's green

00:36:42.840 too. Well, it looks weird the other way. You know, it looks almost hammerheadish. Your

00:36:46.360 girth increases as it goes out. Yeah. Maybe that's just what I'm used to looking at. Just

00:36:50.600 saying. What's his name? So dude, so, but the point is, is like, look, grasp the concept

00:37:00.700 at 10,000 feet so we can get in the micros. All right. Just because it's worth it. You got

00:37:05.720 to create value. If your value, if your value, if your value is just showing skin. We're talking

00:37:10.520 about selling shit. We're not talking about, we're not talking about a million likes. We're

00:37:17.300 not talking. Dude, if that's the value you want to create, you're going to sell calendars

00:37:21.200 and that's it. You're going to sell subscriptions to your fucking private site. That's it. Okay.

00:37:26.820 It's changing. What people understand of real value is changing. If you have zero followers,

00:37:32.260 you don't have, you don't want to get to that kind of following. You want to create a true

00:37:36.340 authentic following from the beginning, which is sharing your knowledge, which you can entertain

00:37:41.280 impact, right? Those are the things or educate. And that's it. Those are the three things. So if

00:37:47.700 your post doesn't entertain, if it doesn't impact, if it doesn't educate, it doesn't belong on your

00:37:53.160 fucking page. Right. And you got to realize it can take some time. It takes time. It takes a long

00:37:58.340 time. But Sal, that's why people fucking fail at it. Because if they've been doing something a

00:38:02.520 certain way for so long, and then they make another post, they're like, fuck, I only got

00:38:06.400 10% of the engagement. No, you didn't. You got 10% of the same engagement that you were getting

00:38:11.680 with the basically worthless anyway. Correct. Well, and you got to understand, I mean, that's

00:38:15.440 no different than any other business model, right? You got some days, like yesterday, I made a post

00:38:19.280 Sunday at one o'clock. Everybody knows it's a horrible time to post. Oh, you're not going to get

00:38:22.780 the best engagement. Oh, you're not lucky. You know what? Is it good content? Post. Right.

00:38:27.880 That's right. Like, I don't know. You know what? I didn't care. Like I was going to hold it.

00:38:30.240 And I was like, you know what? I don't give a shit. Like I get over the like thing. My

00:38:33.680 job is to create value. Contribute. Yeah. My job is to be a piece of this system because

00:38:38.860 that's what my people expect of me. If your content's good, people are going to fucking

00:38:41.560 like it and comment. And they find it. Yeah. And they find it. Before you jump into the

00:38:45.520 micro strategies, I want to repeat something you've said before. It's so relevant to this.

00:38:49.420 And that is this, is that when you're authentic, one of the really, really great things that

00:38:54.140 happens is you find out who doesn't like you and who wants to just leave your page and

00:38:58.540 never come back. And I don't think people really understand the value of that. Super

00:39:02.520 value. Of finding out the people that don't like you, don't want anything to do with what

00:39:06.560 you offer. That is incredibly valuable. I'm glad you brought that point up because I probably

00:39:10.820 would have missed it. But that's as important as the actual following you have. And the reason

00:39:16.000 people can't adjust from doing things the way they were to doing things the way they should

00:39:20.540 be doing it now is because they're afraid of losing people that don't fucking matter to

00:39:24.460 you anyway. You know what I'm saying? Absolutely. Um, IE Donald Trump. Oh yeah. I mean, there's

00:39:32.460 perfect example. Perfect example of, okay, well I'm going to piss those people off anyway.

00:39:36.860 Right. So I'm gonna go over here and I'm gonna be me. Right. And you know what? And what he

00:39:40.000 ended up doing is the people who enjoyed him love the fuck out of them. And he gained the

00:39:45.960 middle. Everybody gets so worried about being in the middle and not doing this. Nobody ends

00:39:49.880 up loving them. They're not fanatic fans. So they're very vanilla middle of the road towards

00:39:54.560 if you take a stance, you can make these people, albeit maybe 40%, but this 40% fucking love

00:40:01.060 you. And they're valuable. They're super valuable. They're called action. They support you. They'll

00:40:05.520 fucking have your back. They'll buy your shit. You're never going to get a hundred percent.

00:40:10.300 I've said this a trillion times on these podcasts. 50, no matter who the fuck you are, doesn't matter

00:40:16.460 who you are. Look at Tom Brady. There's very few exceptions to this. Very few. Like the rock

00:40:22.460 is an anomaly. All right. Cause I don't really know anybody that doesn't like them, but that's

00:40:27.060 an anomaly. That's not you. The truth is, is that 50% of the people aren't going to like

00:40:34.180 you. 50% of the people are going to be predispositioned to like you because of whatever. It could be a

00:40:40.720 million things. Probably you'll never know why. Could be your hair color. Could be the way

00:40:44.040 you look. Could be your voice. Could be the content you put out. Doesn't matter. 50% are

00:40:49.160 going to like you. 50% are going to be predispositioned to not like you. People who understand how to

00:40:55.520 win and people who understand how to create value and profit for themselves understand

00:41:00.960 one thing. You're not for everybody. Okay. And if you go to my Instagram page, what's it

00:41:07.160 say right on there? Not for everybody. It's one of the most valuable things that you can

00:41:11.080 understand about business. You are far better off working to make the 50% who are predispositioned

00:41:20.220 to like you doing things to make them love you, contributing to them, bring value to them.

00:41:26.280 Then you are trying to pander and ride the middle so that you don't offend the 50% who aren't going

00:41:34.140 to like you anyway. This is the number one thing that holds people back in business happens to be the

00:41:40.400 number one thing that holds people back on social media as well because it keeps you frozen. It

00:41:45.780 keeps you where you are. It keeps you from evolving because for example, like me, it's

00:41:52.400 easy to fall into that. I've fallen into that before. I've fallen into where I've done the

00:41:55.880 same kind of posts for six months straight and finally like I'm sick of seeing it. Right? And

00:42:01.600 then I got to switch. Then I got to switch. But dude, the point is, is that if you are not

00:42:06.680 delivering authentic content, if you are not connecting with your audience, if you are not

00:42:12.060 getting engaged comments, remember focused, engaged comments about your posts, curious questions

00:42:19.640 about how you do things, how you live, what you like, what you do, if you're not getting

00:42:23.900 that, you are going to be passed up in social media. Maybe not today, maybe not next year,

00:42:30.080 but years go by fast and things seem to change overnight. And I'm giving you the recipe to be

00:42:38.440 successful for the next phase of social media. And that's what we're going to get into on the

00:42:42.540 next, on the next part here. Well, and I can tell you, I mean, I, from, from seeing the back end of

00:42:46.620 conversion of actual sales, which is what we're talking about is value, right? Being able to sell

00:42:51.160 something, you're making a career, you're building a brand of yourself. That is, if these, these bigger

00:42:56.680 companies are looking at you to use you as a tool for marketing, I got to look at you as a sales

00:43:02.100 dollar conversion number. It's two different things. One branding, right? All right. Two direct

00:43:07.500 response. I can tell you right now. And the difference, just in case you don't know, branding

00:43:12.700 is a billboard. When you drive down the highway, most like just for, I know billboard could be direct

00:43:18.080 response for you fucking advertising nerds. I'm an advertising nerd too. Okay. We can make a direct

00:43:23.900 response billboard, but for the sake of argument, branding would be a billboard with a Budweiser

00:43:29.360 logo on it. Direct response would be an advertisement that has a call to action. Hey, call now and you'll

00:43:36.280 get blah, blah, blah, blah, blah, or go to this website and enter this code. You'll get blah, blah,

00:43:40.040 blah, blah, blah. That's direct response. And there is a huge difference between the two and both are

00:43:45.720 necessary for success in business. But what we're talking about here is what you just said. We're talking

00:43:51.100 about how to make the most money possible and how to make the most money possible as an influencer.

00:43:56.780 And the way to make the most money as an influencer is to become a great direct response person. And

00:44:03.120 the way that you become a great direct response person is by having focused content that is a long,

00:44:09.560 whatever it is that you do that people trust, believe, and are enthusiastic about.

00:44:14.460 Yeah. Relevant content to those people, because that is the number ultimately that these companies,

00:44:18.640 us are going to look at. Right. And what you're going to see on social media, dude,

00:44:22.960 is companies shift from eyeballs. That's right. Eyeballs into, into things that produce an actual

00:44:31.440 trackable result. I think the most successful people, big picture in the next five years will

00:44:35.420 be macro influencers who adopt a micro. No question. No question because they have a huge head start.

00:44:41.860 Well, and they're going to make, I mean, you've got to look at some of these incomes because you can see

00:44:44.800 it, you can see it from a person who has a hundred thousand followers. Who's, who's making

00:44:48.060 a 150 grand a month, a lot of money. Yeah. And when you look at, you know, if you take the

00:44:54.160 conversion, if you think that's a bullshit number, we have, we have reps in our company that have less

00:44:59.340 than a hundred thousand followers that make six figures a month, a fucking lot of them. It's not,

00:45:03.880 it's not bullshit. It's not false. It's reality. So when you take that number and you convert it up

00:45:08.660 to a following, let's say somebody does have 2 million real followers. Let's say half of them are

00:45:13.240 engaged, right? That's 10 X, that number that we were talking about. These, these macro influencers,

00:45:18.280 if they learn to adapt and adjust are going to make pro athlete money. If, oh my God, if they can do

00:45:24.500 that. And the problem is ego allows them, it doesn't allow them to stop them from making change

00:45:29.100 because they don't want to take what's perceived to be a step backwards to make 10 steps forward.

00:45:35.360 And it legitimately, I mean, cause it's a convertible number. I mean, the cool thing about

00:45:39.180 running an internet business is like everything's trackable and not only is everything trackable,

00:45:42.900 like I can, I'm a data nerd. Like I can sit here and I can tell you, I can say, okay, well,

00:45:46.340 here's your, let me tell you something, all the fucking agencies out there that are digital agencies

00:45:51.000 and this and that, that'll tell you different than what I'm telling you right now are full of shit.

00:45:55.140 They're not writing the checks. Like we're writing them where we're writing them both to branding

00:45:59.300 and direct. I'm going to tell you right now, what we're talking about here is the real we're giving,

00:46:05.520 I'm telling you the real shit. You can always see real and pretty in a, in a, from my perspective,

00:46:10.320 I can always see real because if I go to somebody and ask them, Hey, are you, are you open to be a

00:46:14.100 trackable person or trackable link? Like, can we watch this interaction? If the answer is no,

00:46:18.680 I already know what's going on. Yeah. They're buying fake followers, fake followers, fake likes.

00:46:22.800 They don't have, they don't have belief in their engagement. Yeah. Right. So it's this, it's a,

00:46:27.100 which is okay. Well, that's, if that's what you know, if that's what you, if that's what you got,

00:46:30.960 that's okay. That's their bluff. But your deal right now should be to fucking change gears and get

00:46:35.620 into what's going to be real for the next fucking five years. Part of that, part of that taking a

00:46:39.360 step back is also saying no to some of the, some of the ads that, you know, you're asked to, you

00:46:44.800 know, promote too. Well, you should never not align. I mean, this is just a core characteristic of

00:46:48.540 being what I would say is, I mean, I'm not really, if you don't actually dude, fucking same, dude,

00:46:54.560 that's why I don't run ads. That's why I don't run ads here. Even though I could have make three or

00:46:57.760 $4 million a year running ads, I don't run ads because guess what? Dude, I turned down Jack Daniels for

00:47:03.700 a fucking campaign. I turned down K Swiss for a campaign. You know why? Because I don't drink

00:47:08.300 Jack Daniels and I don't fucking wear K Swiss. No offense, Gary V. I buy Gary V's K Swiss because

00:47:14.860 Gary's my boy. I have him in my office. Proud as fuck. Just not what I roll with. Now, if Nike

00:47:20.500 wants to come give me a fucking check, guess what? I'm not against taking a paycheck for shit I already

00:47:24.980 do. Or if Bacardi wants to come give me one. Same. Same. Yeah. But it's only $20 I handle, so I'll be

00:47:31.640 all right. I'm not really struggling for a sponsorship there. But no, I mean, you can see

00:47:35.420 it from the back end of when you're confident in what goes down. If you're truly and genuinely

00:47:41.640 being you and you're going out and being you, you're confident in that number. And you can

00:47:44.540 have those conversations because they come across the plate too. There are people who have

00:47:48.260 legitimately super engaged, massive followings. And if they're really serious about it, they'll

00:47:55.660 convert. They'll talk to you about converting. If they're not, they'll hide behind it.

00:47:58.520 It's no different than, it's no different than a salesperson. If you hire a salesperson and they

00:48:02.920 insist on a fucking steady salary, guess what? It's because they suck at sales. I want to be

00:48:08.400 tied to the number, the growth number. I want commission. Growth number. Growth number, growth

00:48:11.500 number, growth number. But look, dude, I'm not here to judge anybody. All right? Like a lot of

00:48:16.940 we're judging. We're speaking the truth. I know. But a lot of these, a lot of these big influencers,

00:48:20.700 guys and girls get shit talked on them now because they're like, all you do is show your ass and

00:48:25.860 your tits. Well, guess what? You're the motherfucker complaining about it, but you're the one that

00:48:30.520 likes their shit. Yeah. You're following them. That's no, they're not just following them. It's

00:48:35.100 what they're doing to them. Right. They're convincing that person. That's what they do. That's what they

00:48:40.260 should be doing. Okay. And then you're, you're fucking yelling at them about it. Look, it doesn't

00:48:46.900 matter what you've done. Doesn't matter where you are because shit is changing right now. What matters

00:48:52.480 is, is that you understand where the fuck it's going. Well, and I think it's also equally as

00:48:56.620 important to the new person to understand it. Like, don't get intimidated by that number.

00:48:59.900 You know, you're going to get on Instagram. You might have, it's going to take you a minute to

00:49:02.660 get to. And it's going to take somebody who's, let's say you have 2000 followers or a thousand

00:49:07.000 or 500 and you're looking at people and saying, dude, 5 million, how the fuck they get there?

00:49:11.500 Because four years ago there was no regulation on who saw your shit. So when you posted it,

00:49:15.660 everybody saw it. So like there was the, the, the Explorer page and the algorithm or all this

00:49:20.520 shit didn't exist because Instagram wanted people to fucking love the platform. Then their idea is

00:49:27.060 to monetize the platform later. So the idea, get as many people on as you can get them as gauged as

00:49:32.260 you can. How do you do that? You make them feel good about getting attention. So they made a platform

00:49:36.920 that was conducive to massive growth, which kept people using it. All right. Now they want to

00:49:42.540 monetize it. So they limit the views. They limit the, the number of comments. They limit the number of

00:49:47.640 people to see it. So your ability to go from zero followers to 5 million is way fucking different

00:49:53.380 now than it was four years ago. So if you're at 500 now, you shouldn't be looking at a million as

00:50:00.160 what you should be trying. You should be trying to get 40, 50,000, a hundred thousand, super fucking

00:50:05.720 engaged people, because those are the people who are getting paid on social and will continue to get

00:50:11.620 paid. And when I say get paid, I don't mean get a dollar. I mean, they're making the most money.

00:50:15.420 Your goal should be to get to 10,000 because at 10,000, you get swipe up and swipe up,

00:50:20.660 come over to our system. I'll teach you how to convert it. Let's talk about, let's talk about

00:50:24.780 that. Let's talk about that. The reason, dude, most people have no idea how to properly use

00:50:31.460 their posts and their swipe up. And we're going to cross over into the macro strategies or the micro

00:50:36.580 strategies here for me. Uh, cause we've talked about being vulnerable. We talked about being authentic,

00:50:41.660 uh, the importance of that. Um, we've talked about, uh, you know, the importance of understanding

00:50:48.320 that you can't be an all in one person. Uh, you know, we've talked about those things. So let's

00:50:54.700 talk about how to do those things. Like how, how would you get from, um, you know, let's the same

00:51:02.520 strategy is for both people, by the way, it's for the 500 follower people, the 200 follower people,

00:51:06.960 or the fucking 20 million people. How do you get to a point where you can create what we're talking

00:51:13.180 about? Focused engagement that is, that is appealing to brands. You know what I'm saying?

00:51:18.520 Yeah. How do we get to that? So could you do a deep, deep dive into exactly what it means to have

00:51:24.360 a focus comment and how you follow up on a focus comment and build on that? You know what I mean?

00:51:29.200 How do I do it? Yeah. How do you do it? Like, like we use the example of the difference between

00:51:32.780 somebody saying, Oh, you look great, baby. And then somebody saying, you know, you know,

00:51:36.440 a comment that actually wrong with posting a picture in your bikini, by the way, there's

00:51:40.480 nothing wrong with posting a picture of your shirtless body as a man or your car. I post my

00:51:46.560 cars all the fucking time, but what do I do when I post the car? I tell a story. And what's the

00:51:52.780 saying? Those who tell the best stories are the ones that control the world. Okay. You have got to

00:51:59.280 understand how important storytelling is to building a brand. All right. And we have this amazing

00:52:05.160 platform on Instagram and all the social media that allows us to do that from different aspects.

00:52:11.320 Each thing that you have, your posts, your stories, and your lives are different tools that should be

00:52:18.260 used in a different way. And while it may seem like being authentic is just going off the hip,

00:52:25.480 I can promise you that people who come across as authentic are doing so in a purposeful manner.

00:52:31.060 They understand something that you're not getting. And that's what we're going to talk about right

00:52:35.280 now. They understand how to use the tools in a proper fashion. So for example, let's just use,

00:52:41.280 cause I think when people think about influencers, they think about chicks in bikinis. Let's just use

00:52:45.240 that as an example. Cause I think it's some, something that everybody can identify with.

00:52:50.060 You post a picture of this attractive female. She gets 10,000 comments of hard eyes and

00:52:54.940 eggplants and suck your toes. Bullshit. Okay. That's not valuable. It's not going to continue

00:53:01.040 to be valuable. What's going to be, you know, what's more valuable than that? 10 fucking comments

00:53:06.240 that are real genuine shit. Like how did you get in shape or how did you do this? Or how do you get

00:53:10.880 modeling gigs or this or that? You know where those questions come from? They come from your,

00:53:15.400 your, uh, your content. That is, that is, uh, what am I, what's the word I'm trying to complimentary

00:53:21.800 to your picture, which is your captions. Okay. Or it's your stories. For example, instead of posting

00:53:29.520 a picture of you looking great in a bikini with a fucking comment that says, Oh, sorry, not sorry.

00:53:35.200 You're some bullshit that makes you seem like a fucking clown. Okay. How about this? Talk about

00:53:41.340 some shit that's going on in your life. Give some real value. Talk about the struggle you're going

00:53:46.300 through. Hey, I'm in Cabo, but you know what? Leading up until this trip, I dealt with this,

00:53:51.380 this, this, and this, and this, and this, and this, and this. I'm so happy to be here because

00:53:55.440 it's allowed me to refresh my batteries, you know, and I know some of this stuff looks like

00:54:00.300 it's easy, but it's not. And here's what I deal with. Tell a fucking story. In addition,

00:54:06.720 what you post in your fucking snaps or not your snaps, I'm sorry, your Instagram story. I don't use

00:54:12.460 Snapchat because I fucking, why would you use it on when you can use fucking Instagram story, but

00:54:17.220 in your story. So this is how I think of it. I think of like the posts is like my finished

00:54:24.580 goods content. Like you're going to see a cool picture of me standing in front of one

00:54:27.920 of my muscle cars with my arms crossed, with my muscles pushed out. So they look extra big.

00:54:32.440 I ain't denying it. I'm fucking being real. Like I'm trying to look extra fucking good in

00:54:36.940 those pictures. Nothing wrong with that. But I always try to tell a story. I always try

00:54:41.640 to entertain, or I always try to educate someone. Okay. And entertainment for me will be some

00:54:46.540 quippy comment or some funny comment, right? Cause that's funny. It entertains people.

00:54:51.760 Education for me would be a story of what I think when I look at the photo, right? And

00:54:58.840 impact, impact comes along with education. Usually when you tell a story, how do I, how do I connect

00:55:04.960 with people? It has to be a genuine thing. But when you talk about your stories, your stories

00:55:11.700 should, this is how I think of it. The post is your finished product. Okay. And you don't

00:55:17.480 want it to be just the finished product. Like, ah, look, I'm fucking hot. Fuck you. That's

00:55:21.440 not what I'm talking about, but you can look really good there and then tell a story in

00:55:24.940 your caption. And then your stories, your Instagram stories should be behind the scenes of how the

00:55:30.660 fuck you live. Real shit. Like, Hey, here's like, dude, I did it last night. I'm laying on

00:55:35.500 the couch. Like all these other entrepreneurs are at the Superbowl and they're fucking with

00:55:39.600 celebrities and this and that motherfucker. I'm on my couch. Like you motherfuckers with

00:55:43.200 my dog. That's real shit. You know what I mean? Like, so what is it that you do in a

00:55:49.120 day? What is it that you, how do you live? Cause like a lot of these people are always

00:55:53.120 just trying to put out this perfect shit and that's, what's keeping them from engaging.

00:55:57.920 So your post is a finished product. Your stories are your behind the scenes. Okay. And your

00:56:04.680 caption is your ability to connect and tell a story. That's how I think of it. You follow

00:56:09.460 what I'm saying? Yeah. Do you have a guideline? Do you think that somebody could get away

00:56:13.220 with a finished, you know, polished post like once every couple of days, as long as they

00:56:19.060 were active every day on stories? Yeah. I do it. Yeah. That's how a lot, that's how

00:56:23.880 everybody does it. That's how I do it. Like, I feel like there's this common wisdom. That's

00:56:27.800 not actually true that, that you have to post every day, multiple times a day. I can tell

00:56:32.760 you this. Um, if your content's really good, people will be asking you where your posts

00:56:38.600 are. Like when I don't do a podcast, I get bombarded with where's the fucking podcast.

00:56:43.240 That's how you know your shit's good. Then there's the other flip of the coin where people

00:56:46.320 force content too much. Cause they think, I think that's, that's the narrative right

00:56:49.960 now on social media. The social media experts are telling people you've got to post seven

00:56:54.060 times a day, dude. Look, there's something called ad fatigue. All right. You know what ad

00:57:00.020 fatigue is? Ad fatigue is when you run an ad and people see it so much, they stop responding.

00:57:05.320 Well, I think everybody can resonate to this. There's like, you know, in, in town, there's

00:57:09.280 the moral, the mortgage guys, right? And like, call us number three, nine, nine, nine, nine,

00:57:12.640 nine, nine, nine. I'm calling someone who ate them. That's what I'm saying. But, but

00:57:15.640 everybody, every town has that. Right. So you learn to, when you're driving down the road,

00:57:20.580 as soon as that ad comes out and your brain goes, yep. And as soon as it comes, as soon as

00:57:24.720 that ads offer, your ears go right back up. Right. And now you're listening again, but

00:57:28.120 all the social is the same way. Any of the quote unquote experts. All right. I'm using

00:57:32.300 this shit in real world. Like this is how we build our business. I mean, I can see the

00:57:37.600 fucking analytics on the backend. I can tell you how it works. Right. You know? So, you

00:57:41.500 know, feeling the need to, to over post and over fucking this and that, like, and this

00:57:47.600 is like the motherfucker, like, let's just go off. If you're a social media influencer

00:57:52.380 and you have a fucking assistant or a manager, get the fuck out of here. Shit ain't that hard.

00:57:56.960 I'm just going to say that right now. I run seven fucking companies. I ain't got a fucking

00:57:59.900 assistant. All right. This motherfucker is busier than anybody I know. Where's his fucking

00:58:04.940 assistant? All right. It comes down to the attitude of like, I'm a big deal. Okay. And

00:58:11.920 you need to lose that shit because regular people don't relate to that. Well, the person

00:58:16.040 who's going to take your job is going to lose it. You know what I mean? Yeah. They're going

00:58:18.980 to lose it real quick and then they're going to go make all the money and you're not going

00:58:21.000 to have a job. Right. It's a very simple. Dude, the first thing you got to do is get

00:58:25.220 your fucking ego out of the way. What you've done that's worked so far doesn't matter.

00:58:30.660 I have a good answer to this because I think it's the question. Well, the multiple posts

00:58:34.840 thing a day versus content. We went through this when Instagram was changing and the algorithm

00:58:39.660 was coming in. We would, we would go tell all of our, you know, important people at the

00:58:42.640 time, Hey, listen, you got to post, post twice a day. And let me look at the interaction

00:58:46.480 on the background. Cause Google analytics, we could see it come in like where the traffic's

00:58:49.600 coming from. Is it working? Is it not working? We track Instagram analytics. Yeah.

00:58:53.220 Google. Well, no, we would watch Google traffic coming through the inbound. So then we would

00:58:56.780 see at that time, they didn't even have Instagram analytics, you know, and then we would watch,

00:59:00.700 Oh, I see what you're saying. We would say, Hey, you go post this, you go post this. And

00:59:03.820 we would have a male counterpart with a similar, like an engaged Google post this, you know,

00:59:07.880 at morning and night. And we were trying to figure out the, and you know, it always works

00:59:12.240 high quality content, high quality fucking content. Yep. It doesn't matter how many times a

00:59:16.920 day you post. It doesn't matter if you post three times a day, twice a week, once a week.

00:59:20.900 I listen, I post once a week. I'm not, I post once a week, maybe twice a week. I'm in my

00:59:26.560 story every fucking day. And I'm not saying I'll put my stories up against everybody, but

00:59:31.140 like I'm me, I get to be me in my stories. I have fun. I relate to my people and I love

00:59:35.720 seeing people over there. I mean, my, my, my, my, uh, post like it takes me an hour or

00:59:41.260 two to fucking write it. Well, I don't have an hour or two all the time, but I make sure

00:59:44.080 I get an hour or two every week to engage with my people and give them, give them a shot at

00:59:47.700 it. But every day on the stories, I love the stories. And so that's where I have my

00:59:51.240 most strength. So I get to talk to my people. I respond to people in video message. Cause

00:59:55.080 it's easy for me to communicate with them. And you know what? That's where my strength

00:59:58.160 is, but it doesn't matter. You don't have to post three times a week to get to a million

01:00:01.760 fucking followers. If you make great shit, the people who will love it, we'll find it

01:00:06.040 because the people who are engaged in it, they tell their friends, Hey, you need to go follow

01:00:09.120 that guy. You guys are not quite as old as I am, but you, you are old enough to remember

01:00:13.820 that time when there were such a things as newspapers and there was such a thing as a

01:00:18.160 guy or woman as the case may be, who was a weekly columnist. And literally this person

01:00:23.700 wrote one thing for the entire week, but some people were so incredibly good at it that they

01:00:29.940 made millions of dollars writing one thing one week. And what I hear you saying, Sal is

01:00:34.200 yeah. I mean, pour all of your effort into, you know, if, if all you can do is one, one

01:00:40.240 post a week, pour all of your effort into that and you can build a following. Well,

01:00:43.740 I think what he's really saying Vaughn is that quality content above everything. It's

01:00:49.940 if you do one post a week, the super high quality, it's better than three posts a day.

01:00:53.600 They're fucking mediocre. That's right. Cause it'll water it down. You know, the people

01:00:56.520 who will love it, they'll read the message and love it. That content never gets old.

01:00:59.880 If you can produce fucking unbelievable content every morning at 7am, people will love it.

01:01:05.220 But odds are, I can tell you it's hard to fucking do that. Yeah. It's really fucking hard

01:01:09.140 to do that. I look at Instagram as a blog. What is it? It's a virtual blog in today's

01:01:13.360 stories are a blog. Yeah. People love dude, the stories where it's at. Cause you can't

01:01:17.420 hide. Here's what, here's how I would encourage people to see it. Real simple

01:01:21.620 terms. Your fucking posts are like your finished movie, right? Like that's your

01:01:29.400 movie. I just made a post. It's my fucking movie. Okay. The stories are how you made

01:01:37.640 the movie. It's Hey, it's, it's like the outtakes. Like, you know how, like what's

01:01:42.360 everybody loves B roll? Everybody loves it. It's fucking great. Like at the end

01:01:46.460 of like the movie after the credits, they got the bloopers and shit. That's better

01:01:50.540 than the whole fucking movie. And what do you say? Whenever you see that shit, you're

01:01:54.540 like, fuck dude, I wish I did that shit. That looks awesome. No, those guys are just

01:01:57.600 like me. That's what you, you know what I mean? Dude. Okay. That's the point. You just said

01:02:03.120 it. What do they say? Those dudes are just like me. That's it. That is fucking

01:02:07.760 it. That is the key to winning on social media. Understanding that you need to make

01:02:13.760 people see that you are exactly like them with a little bit more of whatever it is

01:02:22.220 they want. A little bit more success, a little bit more progression or a little bit

01:02:26.660 more balls. Cause it's hard to put yourself out there. Dude, that the ego thing is

01:02:30.640 what's killing people right now. To your point, we just got done with a syndicate

01:02:35.920 summit for the RSA syndicate a couple of weeks ago. It was fantastic. The speakers

01:02:39.620 were absolutely off the charts. That sounds like a fucking plug. Well, it might be a

01:02:44.620 little bit, but I already said no ads. I know. But for me personally, and this is

01:02:49.340 not taking anything away from you. It actually was awesome. It was awesome. This

01:02:52.520 is not taking anything away from you or Ed or Lou Holtz or any of the people that we

01:02:55.740 had there. But for me, one of the most incredible moments was when Derek Struggle got

01:03:00.620 up and he said, he was telling about like, for those of you who don't know, there's always

01:03:04.960 this ongoing like challenge, like a physical transformation or goal transformation. And

01:03:09.520 Eric or Derek said, he said that at some point when he was working out, he would push himself

01:03:15.200 and push himself, push himself so much so that he'd actually get emotional. Like he'd literally

01:03:20.340 get like tears in his eyes and stuff. And as I was listening to that, I was like, holy crap.

01:03:25.520 I'm not the only one that I have. There have been times that I have literally not gone to

01:03:30.960 first form things because I'm like, if I really push myself, like I'm going to lose it. And

01:03:35.000 I told you about that, Sal. And, but, but hearing him say that was like, crap, that was the most

01:03:40.620 empowering thing. And it's, and it literally is, has had effects to this day. But just to

01:03:45.500 your point that people don't really believe that we're all the same.

01:03:48.420 Dude, you have an obligation. If you're in a place of where people are going to look up to

01:03:53.020 you to let people know, okay, that you are just like them because you fucking are. I

01:03:59.720 know people who are billionaires and guess what? When they close the fucking doors of

01:04:03.540 their big motherfucking house, they're the same as us. They fart, they take shits, they

01:04:07.940 fucking do goofy stuff. They tell funny jokes there. It doesn't matter how polished you

01:04:12.380 pretend to be on the internet. They are normal fucking humans. And the biggest thing that you

01:04:17.900 have as somebody who's been fortunate enough to find some sort of influence or

01:04:22.880 notoriety or celebrity is to connect with people who are hoping to find the same for

01:04:27.880 them. Okay. Because dude, if you, and a lot of people choose to do the opposite, they

01:04:32.920 choose to, because they're so egotistical and insecure that instead of saying, look, I

01:04:41.660 know exactly what it's like to start a business. I know exactly what it's like to

01:04:46.240 feel hopeless. I know exactly what it's like to feel like it's never going to work

01:04:50.300 out. I know exactly what it's like to say, dude, I'm so far away. I don't even

01:04:55.060 see how I could do this. I know what that feeling is like, but guess what? I kept

01:05:00.960 going. I kept getting up in the morning. I kept giving it everything I had and guess

01:05:06.660 what happened? Things started to happen and I became who I am just because I was

01:05:12.420 able to go through exactly what you're going through and not stop. When you tell

01:05:17.580 people that shit, they get that you get it. And like, I know a lot of these big

01:05:23.120 names. I'm not talking about the ones just with our name on it. I know them all

01:05:26.320 over and they all have incredible stories, but very few of them are actually

01:05:29.800 telling any of it because they're not going to get as much likes as they will

01:05:33.080 with a big old booty pic. All right, dude, you are violating. First of all, you're

01:05:38.780 violating your obligation and you're doing yourself a disservice by doing that

01:05:44.600 because you're actually going to be less productive long-term. And so when you

01:05:50.100 have people who choose to be points of, of, of, uh, like they, they choose to make

01:05:58.280 themselves relatable to other humans that takes fucking balls. You know, it doesn't

01:06:03.060 take balls to stand up on the fucking Hill and build yourself up like some of

01:06:08.040 these fucking social media people do, especially in the entrepreneur space where

01:06:12.060 they're a fucking King and everybody else is the fucking peasants. It's lonely at

01:06:16.460 the top. Yeah, dude, you know, you guys don't understand what it's like to be me.

01:06:20.000 I'm so fucking rich. I wipe my ass with money, blah, blah, blah. Like dude, who makes

01:06:24.860 the most money? What do you mean? Like who makes the most money? Don't talk about it

01:06:29.620 or no, I'm just saying in general, right? The people who solve the most problems,

01:06:33.140 they solve the hardest problems, solve the hardest problems, right? Those people

01:06:36.280 always make the most money. So the thing is, is you have to, people search.

01:06:42.180 Well, I don't even say the hardest problems. They're the best at solving the problem of

01:06:45.280 hope or the best at solving the problem of convenience. And then the best at selling

01:06:49.340 the, the problem of, of, of attention. Mark Zuckerberg solves a problem of attention.

01:06:55.880 Okay. You know what I'm saying? Yeah. The reason the St. Louis Cardinals have some of

01:06:59.700 the highest attendance in the country in sports isn't because they're always winning.

01:07:04.460 It's because they always have a chance to win. They don't win every year, but every year

01:07:10.240 they almost win. They almost get into playoffs. They're competitive. Right. The reason the Rams

01:07:15.000 had the lowest attendance ever of any sports franchise when they were in St. Louis, same

01:07:20.120 fucking fans, same fans, was because they didn't even provide the hope that they might

01:07:25.640 win. All right. What? Two and 12. For fuck, they were, they were the losingest team over

01:07:31.700 the course of the time that they were in that losing streak of any fucking sports team in

01:07:35.500 history. The reason why nobody went to the game was because it wasn't because they were

01:07:39.640 losing. It was because there was no hope of winning. So when you, when you fucking think

01:07:44.820 about what it is you sell and what you're showing people, it's an important thing to

01:07:49.920 understand that that's what people buy. If you're not selling attention, if you're not

01:07:53.680 selling convenience or time and you're not selling hope, you ain't selling fucking

01:07:57.520 nothing. That's the truth. And I mean that figuratively and literally meaning they might

01:08:04.300 like your post and they might make a comment, but they buying your shit. Okay. So how do

01:08:10.700 we remedy that situation? Whether you're 10 million or a hundred million or fucking one

01:08:15.360 you would remedy it by adjusting the way that you communicate. So that either a educates

01:08:21.800 B impacts or C entertains people to the point where it provides one of those products. Convenience.

01:08:32.000 Okay. Time attention or hope. Or you could sell all three using your social stories. Hey,

01:08:38.680 you can get it. I do it every day, bro. You could get a convenient answer to your problem

01:08:41.940 by having a relatable person that you look to. I shouldn't even be doing this podcast to be

01:08:46.000 completely honest. Like I feel fucking stupid for doing it because there's people that could

01:08:50.360 actually benefit that aren't in my best interest, i.e. competitors that listen to this podcast

01:08:55.040 that are going to be like, fuck dude. But you know what the truth is? They won't do it because

01:08:59.860 their egos are too big. So I don't fucking care. You know, I just, I'm listening to you talk. It just,

01:09:05.440 just to summarize the way I'm understanding what you're saying. It's just the essence of influence.

01:09:09.040 You're being honest. You're, you're being vulnerable so that people say, Hey, that guy's just like me.

01:09:15.180 So that when they do see you winning, they can say, I can be just like him.

01:09:19.180 Yeah. Why, why would you not want to do that? You know how fucking awesome it is? It's beautiful.

01:09:24.080 Dude, do you know how awesome it is? Like, can, can I tell you for real? No bullshit.

01:09:29.740 And, and my actions back this up by the way, and I'll explain that in just one second.

01:09:34.360 But dude, I would take the ability to impact people and improve people over any fucking money

01:09:40.520 that you could ever make in this fucking world. And I'll tell you how my actions back that up.

01:09:46.460 I think I talked about this on the last podcast. If I didn't, I might have talked about it somewhere

01:09:50.300 else. I talk a lot. Sometimes I forget where I say shit. Me too. You know what I'm saying? I do.

01:09:54.960 Like people are like, Oh dude, that one thing you said on the last podcast, dude, I'm in the zone.

01:09:58.440 I will not remember what the fuck I'm saying. Like, it's like conversations you have when you're

01:10:02.620 wasted. Like, I don't remember what I talk about on the podcast because I'm in a different mindset.

01:10:07.360 Smile and nod. Yeah. I'm like, yeah, you're going to have to remind me

01:10:10.420 what the fuck I said, bro. But, uh, you know, dude, in 2010, 2009, 2010, you know, we still

01:10:19.120 weren't making any money. Chris and I were not making any money, no money. All right. And I

01:10:24.220 considered changing careers and moving on to something else a bunch of different times.

01:10:30.020 And then after 10 years of being a business where we truly weren't making any money,

01:10:34.420 I had to have an honest conversation with myself. Andy, you're not making any money.

01:10:39.360 You're not going to be this wealthy person that you've always wanted to be. You're not going to

01:10:43.780 have this in this kind of life. Okay. I had to come to that honest conclusion. And so I was looking

01:10:52.060 at other things too, cause it's hard to keep that hope alive when you're 10 years in and you don't

01:10:57.420 have it coming in 10 years, by the way, that's not bullshit. I had to, I had to make a decision.

01:11:06.680 And my decision was, you know what? I don't necessarily make as much money as I'd like to

01:11:12.900 make right now, which is zero. I could have made more money working at McDonald's. No,

01:11:17.160 no fucking lie. 10 years in my business, I could have made more money working at McDonald's.

01:11:21.160 I thought about what I did and I'm like, you know what? There's nothing better to me than when

01:11:30.180 somebody comes into my store and they come back six, seven months later, losing a hundred pounds

01:11:37.280 with tears in her eyes, thanking me for what I did. And I chose that path at that time. I could have

01:11:45.340 chose other things that would have made money. I chose to stick with what I was doing and to get

01:11:51.720 that over the money. And because I chose that and I committed to that, the money started to happen.

01:11:58.860 Okay. And my actions have always, and will always back up creating as much impact as I can by relating

01:12:08.680 to people and understanding their problems and helping them know that I understand as well in a genuine way

01:12:14.780 not only because I make a lot of money doing it, but first and foremost, because I love doing it.

01:12:21.560 It's the right thing to do. And I enjoy it far more than you could ever enjoy any financial success.

01:12:28.340 And that's the thing about social media right now. People are not grasping what I just said.

01:12:36.020 They they're choosing the likes. They're choosing the comments. They're choosing the heart eye emojis

01:12:41.120 instead of choosing the right thing to do. Right. And it says nothing to do with the pictures they

01:12:47.800 post. This has nothing to do with how hot you are, how big your titties are, how big your fucking ass

01:12:53.340 is, or how ripped you are, how muscly you are. Nothing to do with that. Feel free to post all of

01:12:58.840 that shit. I fucking like it. Everybody else likes it. If anybody says that they don't like looking at a

01:13:04.280 picture with a fucking girl with a nice body or if you're a girl or one of the other 47 genders that

01:13:09.620 fucking there is now or whatever the fuck is going on. If you're one of the people, whatever it is you

01:13:13.660 fucking like, we like it. You know what I'm saying? Like, dude, anybody who says different is lying.

01:13:19.680 And if you're one of these people who gets all kinds of hate because of what the shit that you post,

01:13:24.060 it's because you're not posting valuable shit with it. And you're just kind of saying, it's kind of like

01:13:29.800 saying, Hey, look at me. I'm better than you. You should use a platform to do good.

01:13:34.280 I believe that too. But Sal, the best part about what we're in right now is the more good you do,

01:13:39.180 the more money you make. It's an amazing concept. That fucking dude, that that's what is so exciting

01:13:44.260 about this age that we're in. We're in a fucking age where the more you help people, the more you

01:13:51.980 solve their problems, the more you connect with people, the more you relate to people,

01:13:55.920 the more opportunity there will be to make money. I cannot think of something cooler than that.

01:14:02.840 I cannot think of anything cooler than that. Well, you got to think about it. The customer

01:14:06.680 wins because they lost a hundred pounds. They're happy. They love you. They tell their friends,

01:14:10.560 but this is with any business. No, no, I'm with you. Yeah. It doesn't matter what you're selling.

01:14:14.100 You got to see it that way though is the point. You know what I mean? You got to see the vision.

01:14:17.600 Like people get hung up on selling things. I don't want to sell things. If you're providing

01:14:21.620 enough value there, the obligatory buy is always there. It's naturally there because they're buying you.

01:14:26.340 So when you're selling them or teaching them or educating, which is goes back to the point one,

01:14:30.500 two, three, educate, trust loyalty. If you're educating them on how to change their life and

01:14:33.880 they can effectively apply that to their lives, then they start trusting your information. You

01:14:37.080 start teaching them how to work out. You teach them how to exercise. You teach them how to eat

01:14:40.200 properly. Teach them really what they're teaching them is that you're not full of shit. And when you

01:14:44.500 say something is good, it's fucking good. And then what they become loyal to you and then what

01:14:48.980 happens is you say, Hey, listen, um, not only do you trust my information I'm providing for workouts

01:14:54.360 that you say, Hey, I really liked this hat. This is the best fucking hat I've ever owned.

01:14:58.040 And guess what they do? Buy the fucking hat. Go buy the fucking hat. You know why? Cause

01:15:01.260 you never lied to them and you helped them change their life. Not only that. And they

01:15:04.540 send their friends there. Let's talk. I mean, dude, it's so fucking simple. Like Vaughn,

01:15:09.820 there is a very, very, very, very wide open point though. It needs to be the dot needs

01:15:16.440 to be connected here. You know what else happened in 2010? Oh, Sal came on board. You see

01:15:23.700 the math? It took me a second. Ten years of struggle. I got to come over here. I got

01:15:26.740 this fucking, this, this train on the tracks. You were here for like two hours a day back

01:15:31.220 then. You were the midship. It's all it took. Actually, that is true because we have no

01:15:35.700 business. Listen, um, Hey, a lot of people don't know this though. A lot of people don't

01:15:42.480 know. I would like to touch on this because he's, he's a fucking pretty exceptional human

01:15:46.660 Sal. By virtue of genetics. We, of course, we already covered that because of my influence

01:15:52.920 as a big brother. Right, right. But listen, this is another good lesson. It has nothing

01:15:57.780 to do with what we're talking about. This motherfucker left a mid six figures job where

01:16:02.500 he was the best in the world at what he did to come do something that he believed was the

01:16:07.560 right thing to do. When he started here, I paid him one fifth of what he made at his

01:16:14.000 other job because that's all I could afford. And to be honest, to afford that was a huge

01:16:19.680 ordeal to even pay him that this motherfucker would, I give him shit about coming in at two

01:16:23.720 o'clock and leaving at four, which is true. He did do that. But what I, what I, what I

01:16:29.060 really, and I have never said before what he was doing until two o'clock and what he did

01:16:33.380 after four was he was out pouring concrete patios for people for side money to be able to

01:16:39.020 survive because I couldn't pay him enough. Okay. So that shows you, and now he's way better

01:16:44.980 off. We're at, we're, we're getting better and better by the day. All right. Because he

01:16:51.120 was willing to do what he believed was the right thing to do. And I refuse to believe, and I

01:16:56.900 know this for sure, that there's people out there that don't know what's that the right

01:17:03.280 thing to do as from a quote unquote influential standpoint. It's you feel it, you know, what's

01:17:08.940 right. You're just scared to do it because it's not going to get enough likes or it's

01:17:12.260 not going to get enough comments. And you think that's going to make you less effective

01:17:16.400 when in reality, we're not talking about what's going to make you less effective today. It's

01:17:22.600 what's going to make you more effective for the next 10 years.

01:17:25.580 But, and usually like the, thank you by the way, but usually what's, those all lie.

01:17:29.700 Yeah. That's okay. Yeah. Just so you know, except for the 10 year, all the truly great

01:17:32.740 ones have to be threatened with keeping office hours.

01:17:37.440 I don't have to be threatened. What are you saying? He said all the, all the truly great

01:17:40.920 ones around here have to be threatened with keeping office hours. I know that. Yeah.

01:17:44.660 Yeah. But unfortunately now I got so much shit to do that I have to come here and I got

01:17:47.540 a hundred kids at home. So it's easier to be here than it is to be at home. Fuck between

01:17:51.400 you and Riggle, you guys got a fucking football team. That's what we do in there. Actually we

01:17:54.380 strategize on parenting. Yeah. I didn't even forget what the fuck I was going to say

01:17:57.380 now. That's what happens when you have parent brain. Let me say this real quick. So the

01:18:01.560 other day, Ryan Mickler, order a man guy, he's been on our podcast. You're going to be

01:18:04.860 on this podcast, right? I just was. Yeah. So the other day he posted on his Facebook,

01:18:07.820 I love this. He said, you know, I really love the fact that there's so much BS going on

01:18:11.380 about toxic masculinity and, and people raising their, their boys to be basically these effeminate

01:18:16.740 wimps. He said, because my kids, my boys are going to dominate. I saw that. It was awesome.

01:18:21.120 And it was an awesome statement. Yeah. But you know, it's great. That's the same thing

01:18:24.420 for social right now. Right. That's what I'm saying. Because the opportunity right now

01:18:27.820 to crush in social media is better than it ever has been, even in the beginning. Right.

01:18:33.560 Because right now we have an evolution happening, a revolution to be completely, uh, if we're

01:18:38.820 using the right term of where people are drifting away from meaningless shit and gravitating towards

01:18:45.140 shit that makes them better in some way. Absolutely. Whether it makes them laugh, whether it teaches

01:18:50.280 them some shit or whether it makes them think and improve their skills. And, and even on

01:18:54.940 a bigger level, there's so much rampant shallowness and self-centeredness that if you are not a

01:19:00.060 person like that, you're going to stand out. If you're somebody who goes, Oh, you can smell

01:19:03.740 that shit now, man. You know what I mean? That's the beauty in the early days. If you are a genuinely

01:19:07.000 authentic person who cares about somebody, you are going to be an outlier and you're going

01:19:11.200 to draw people to yourself. Yeah. And dude, I'm going to tell you, and people can, especially

01:19:15.540 in the success industry. Listen, people will argue this shit wet till the fucking moon comes

01:19:20.280 fucking down and crash on the earth. But I'm going to tell you right now, I'm right. And

01:19:24.300 they're fucking wrong. This shit is changing. And I'm going to, I'm going to tell you right

01:19:28.500 now, if you don't evolve from being someone who just is an image based fucking quote unquote

01:19:35.360 celebrity into someone who provides true value in your stories, you're not going to continue

01:19:40.880 to get paid the way you have been or even close because yes, you will for the next two

01:19:44.760 years. But what's going to happen when the big brands smarten up, what's going to happen

01:19:49.500 when they understand focused, engaged content and everything shifts from people who are quote

01:19:54.980 unquote eyeball related to people who are actual benefit related. You're going to be out of

01:19:59.540 a fucking job. It's scary. I'd be scared. I would be scared.

01:20:05.960 Usually, and this is the point that I was going to say, sorry, and I popped off. The right

01:20:10.160 decision is the unpopular, hard decision to make.

01:20:12.240 You feel it. Yeah. It's that scary transition movement. So like you, you think there's like

01:20:17.860 some truth over there, but then you kind of have like, shit, I don't know.

01:20:21.040 Well, it's hard to make that decision when, when you feel something inside as the right

01:20:25.400 thing, but the external world that is right now is rewarding the opposite behavior.

01:20:29.980 Yeah. Well, but this is what I'm saying.

01:20:31.620 Yeah. Well, this was my career move. You know what I mean? My career move.

01:20:34.160 Exactly. So like the, uh, my paycheck says this, but my heart says this. And I remember

01:20:39.960 that's a hard decision to make, man. I remember thinking, well, cause there was only five people.

01:20:44.360 I think I said this this morning in the meeting. There's only five people that supported my

01:20:47.900 everybody else said you were fucking crazy. And where are those motherfuckers now?

01:20:50.960 Asking for jobs. That was, that was the joke. You know, it's like, so understanding that like

01:20:54.760 transition, it's going to be vulnerable. You're going to be scared. It's going to be tough.

01:20:58.580 And you're, you're most likely you're not going to feel like, you know what the fuck you're

01:21:01.160 doing for a minute. And you know, I'll tell you right now, no bullshit. You want to become

01:21:04.020 excellent in social media? Fucking join first forms, leave your air program. Yeah. Come

01:21:08.220 on over. We'll fucking teach you everything you need to fucking know. I do it twice a

01:21:10.920 week, Tuesday, Thursday. And you learn, guess who you learn from? You learn from him and you

01:21:15.060 learn from me and you learn from people who are making literally making six high fives

01:21:21.100 and six figures a month on their social media. That's who you fucking learn from. So if you

01:21:27.000 really want to be good, I would say that, but only if you actually use the product.

01:21:31.160 If you don't use the products, I don't want you.

01:21:35.860 And best way to genuinely believe in something is be a customer first, right?

01:21:38.640 That's it. You bet. That's why we don't, that's why we have an application process to

01:21:42.620 be a representative of our brand. People are like, why don't you just open it up to

01:21:46.240 everybody? Because if I open it up to everybody, I got fucking a very disingenuous

01:21:50.360 fucking rep program. Yeah. Same reason why you didn't franchise S2 in the beginning.

01:21:55.240 That's right. That's why I don't franchise S2 out publicly because I hold it for my guys

01:21:59.340 that are in the, in the team because I do. Look, I believe that those guys going to work

01:22:04.640 for me for eight, 10, 12 bucks an hour and bust their asses. They deserve that opportunity

01:22:08.660 if they want it. I would much rather do that than to fucking. I mean, dude, I said this last

01:22:14.840 week's meeting, dude, I've had offers to buy my business for hundreds of millions of dollars,

01:22:18.900 $600 million. I could have cashed out the highest one, $600 million. You know what I do with $600

01:22:24.880 million? Whatever you want. Anything I fucking want. And you know why I don't take it? Because

01:22:32.240 I'm obligated to people in this company. I'm obligated to people who have been here and

01:22:36.380 I'm obligated to the business and the customers we serve to correct the fucking course of the

01:22:43.740 way things are done. And I believe that truthfully. And I'm willing to bet my entire fucking life on

01:22:49.920 it. You know what I mean? I've, so, you know, anything that, you know, when you listen to what

01:22:59.120 other people say, you got to understand a lot of those people have biased opinions because their

01:23:02.200 skin's in the game. You know what I mean? Do what's right. Do what you know is right. And if

01:23:08.020 you're a fucking person right now, who's not earning any money on social media, but you want to,

01:23:11.860 you need to follow the people who are earning a lot of money doing it the way that it's going to

01:23:17.240 get paid over the next five to 10 years for probably 50 years versus people who are getting

01:23:23.040 paid on the way it used to be. Meaning like, dude, if you're fucking, if you've got, if you've

01:23:28.180 been, if you're an attractive female and you've got 50,000 followers because you're attractive,

01:23:32.340 don't continue to build that, that following based on your attractiveness, build that following

01:23:38.120 off of the qualities that you have to offer. So you can connect with people,

01:23:41.180 help them serve them. And then you're going to be able to monetize later, right? If you're

01:23:46.860 someone who has 10 million followers and every follower of your 10 million likes and comments

01:23:52.200 because they'd like to see you in the underwear shift gears, post the shit that you want, use

01:23:57.620 the tools you have, but you have other shit to offer and start offering it. Otherwise you're

01:24:03.000 the paycheck's going to stop.

01:24:04.440 Well, here's, what's going to stop. Well, you're either going to, you might get less

01:24:08.280 likes today.

01:24:10.120 Today, you know, you for sure will. It's one step back for five steps forward.

01:24:14.800 But I would take the step back now to start realigning who you are and your brand to make

01:24:19.600 sure that the money sales influence continues on long picture. Because if you take the other

01:24:25.840 side, a short-sided approach, you're, you will lose.

01:24:28.060 Not only that fucking dude, your looks are, they're, they're a perishable fucking item.

01:24:33.880 Like, I'm sorry, but we're all going to get uglier besides me. I'm going to get more

01:24:38.320 handsome, but the rest of you motherfuckers are going to get uglier. Okay.

01:24:42.920 Talking to you, Tyler.

01:24:43.880 No, I'm talking to all of you except me. I said exactly what I mean. I'm going to be

01:24:49.400 that gray Fox dude with the, I'm going to be like that dude.

01:24:51.800 You're going to be Sean Connery?

01:24:52.680 No.

01:24:53.080 Yeah, right. What's that dude's name? That Giovanni fucking Luca Giovanni, that dancing

01:24:59.480 dude. Hate on him all you want. That motherfucker's having a good time.

01:25:03.280 And you know what? He looks good too.

01:25:05.720 He does. That dude's ripped.

01:25:07.180 He's fucking ripped.

01:25:07.960 He's probably like 5'3", 135 pounds.

01:25:09.940 Yeah, but I'm going to be like the 230 of that. I'm going to be like the gray Fox with

01:25:13.040 the gray beard and the gray hair. I ain't even hit my prime yet. I'm just saying though.

01:25:17.120 Let's be real. If you and I lived that lifestyle, you'd be 350.

01:25:21.040 First of all, if I lived that lifestyle, I'd be dead.

01:25:24.100 Yeah.

01:25:25.280 He gone.

01:25:26.140 Yeah. You'd find me in a ditch. There's a reason I never did drugs. And the reason is because

01:25:31.540 I know if I did them, I would like them so much that I would fucking end up in the ditch

01:25:35.560 in about a month.

01:25:37.380 Hey, we do have family members like that.

01:25:39.720 Fuck, I know, dude. That's what taught me to stay away from it. People are like, oh,

01:25:43.800 dude, you could just do a little. No, thanks, man. You don't get me.

01:25:46.780 Look what a little gets you.

01:25:47.640 I'm a hundred. I'm a hundred and zero. Literally. Yeah. Like you, you fucking, the first line

01:25:54.480 of cocaine I did would be the fucking, it would be a dump truck the next day. That's

01:25:59.540 why I don't fucking do it. You know what I'm saying? So like, dude, his line, we should

01:26:03.800 have a meme made. Somebody will do this maker's mark. It's a hell of a drug. No, dude, I have

01:26:08.740 a fucking post that post on from our old banquet. Like two years ago, it was me and Coonahan

01:26:13.720 and I'm dancing. And I think that's the caption I put on. I said, whiskey, it's a hell of a

01:26:17.500 drug. Dude, that's why I had to fucking give up whiskey, man. I had to fucking stop drinking

01:26:21.600 whiskey because it made me fucking insane. That's why I don't drink tequila. Yeah. I'd

01:26:25.540 fight you or steal your girl. Oh yeah. One of two things is going down. I promise you

01:26:29.160 that. Either one of them is not a good thing. No. Dude. Wake up and be like, ah. Yeah.

01:26:33.660 Should have done that. Yeah. But circling back to your point though, I mean, just if you're

01:26:38.220 the kind of person who is really making an Instagram page based on your attractiveness,

01:26:43.100 think of all the time you're wasting and the, and the, and the potential real connections

01:26:47.040 you're missing because you have to scroll through, scroll through hundreds of stupid

01:26:51.000 comments to find the good, the good connections. Not only that you're doing, you're doing the

01:26:55.880 wrong thing. Okay. If you're not telling a real story and connecting with people, what

01:26:59.900 you're really doing by doing that is making people feel bad about themselves. And I don't

01:27:04.420 know. You could say, you could say all you want and like, you know, I'm all about get

01:27:09.060 tough, this, that, the other, but you're making yourself look like an ass because

01:27:12.540 you're coming across as if you're better, you think you're better, which dude, these

01:27:16.120 people don't think that cause I know them. They're not that kind of people. They're good

01:27:19.200 people. They just happen to be attractive. You know what I mean? So they're getting judged

01:27:23.200 on shit that really isn't even them, you know? So you have to understand that like, dude,

01:27:29.360 if you do good shit, if you contribute a little bit, if you give a little more, people respect

01:27:35.320 that, which is going to create a better, a better engagement process, more real fans.

01:27:40.240 You know what I mean? Like, dude, if people do Tom, bill, you said this Tom, who, uh,

01:27:46.000 is a great nutrition, fucking great speaker, most underrated speaker that I fucking met

01:27:50.860 personally. That guy's awesome. He's amazing. Um, I don't think he gets the notoriety because

01:27:56.780 you have to really like sit down and give him some attention before you understand how gifted

01:28:00.620 this man is. He is very smart, very intelligent. He built a legitimate billion dollar exit company

01:28:07.220 in my industry, which I could tell you is hard as fuck. So he has all my respect. A hundred

01:28:12.460 percent. I, and I didn't like him at first either. I thought he was a fucking arrogant

01:28:15.360 prick. I've never told him that. So if you're listening to Tom, that's what my impression

01:28:19.140 was. I'm sure he thought the same of me, but we've gotten to know each other and he wouldn't

01:28:23.060 be far off.

01:28:23.720 So, but you know, but dude, the guy's brilliant and he's an excellent speaker. Go watch his YouTube

01:28:32.260 videos, watch his impact theory show. It's amazing shit. All right. Uh, I think the impact

01:28:37.460 theory show sells him short on his capabilities because I think when he excels is when he's

01:28:42.020 actually speaking his own thoughts instead of interviewing people, my opinion, because

01:28:46.040 it's so powerful. But I was talking to him and we were talking about, uh, you know, how

01:28:51.240 to create companies and businesses and all this shit. Well, dude, if you look back on his

01:28:55.920 social, if you look, if you look back on his social, what's he do? He tells people how

01:29:01.400 the fuck he did it. He goes back and shows pictures of when he was like a little nerdy

01:29:05.580 dude in Beverly Hills in front of it. Dude, that's inspiring shit. You know what I'm saying?

01:29:10.940 We have someone here who, who has been all those things, but yet it's so relatable because

01:29:17.720 this guy could present himself any way he wanted. It doesn't fucking matter to him. He's already

01:29:21.380 exited the company. He chooses to present himself in a relatable way because in his heart,

01:29:27.220 he believes it's right. It's not just to win. It's to help. And that's why you win. You see

01:29:33.020 what I mean? There's a difference between pretending to care to win or winning because you actually care

01:29:39.060 big difference. And most people can't get understand what that means, but I'm going to tell

01:29:45.900 you right now, if you want to win, care has got to come first. The success will come later and it

01:29:53.480 can't be fucking disingenuous. You know, a lot of people right now are listening to this and they're

01:29:58.860 like, fuck dude, I'm so confused on what to do. Everybody else says this, but I'm, but this is

01:30:05.460 what you're saying. No, I'm telling you because I fucking write the checks. I write the checks to the

01:30:11.360 big motherfuckers and I write the checks to the little motherfuckers that actually care. And the

01:30:16.480 checks I write to them are 10 times the size of the checks I write to the big motherfuckers.

01:30:21.360 That's a fucking fact. If the ship's sinking, who do you cut first? I'm telling you right now.

01:30:26.540 Yeah. Dead weight. Yeah. Don't make yourself dead weight. No, that's right. Become valuable and it's

01:30:32.440 changing. It's fucking changing. Train's coming. And anybody who says different is either ignorant or

01:30:37.500 they have skin in the game to protect. That's right. Sal, what's your final word?

01:30:41.360 You'll never get, you'll, you'll never close your eyes and have doubt if you tell the truth and you

01:30:49.720 live a good and you have good genuine intentions. You know, like I think, I think a lot of people

01:30:54.860 get caught up in duping people and no, no, no. That's not your final word. Your final word should

01:30:59.480 be what the fuck you said at the meeting today. If not blank, then blank. Oh, if not, well, I say if not

01:31:07.240 us, then who? So it's about changing the life, changing, changing person, people's lives, one

01:31:12.220 life at a time. And if you're not going to go out and, and genuinely try to help people change their

01:31:17.800 lives and who else is going to do it? That's right. And if you're not going to be the person

01:31:21.060 who steps up and does the right thing, then who is, if you're not going to be the fucking influencer

01:31:25.840 with 10 million people who changes gears to show people what the right fucking thing

01:31:30.780 is, who the fuck's going to do it? Cause the right thing is the right fucking thing. And

01:31:36.360 the right thing is not making other people feel small and like you're better. The right

01:31:40.420 thing is lifting other people up. It always will be. You will never lose by doing the right

01:31:44.640 thing ever. You'll never lose. You might lose today. It might seem like you're losing the

01:31:50.160 feedback you're getting might tell you you're losing, but that's feedback mirage. Feedback

01:31:55.660 mirage is this feedback garage is you're getting a different feedback right now based off the

01:32:02.220 actions you're taking than what it is. The result will actually be meaning Sal, when he first took

01:32:08.100 a step back from his job, he's making less money. If you're just judged that feedback, you're

01:32:16.060 not taking into account the actual feedback that's happening. So you're making decisions based off

01:32:20.920 information that's actually false, right? Just like big influencers right now are big companies

01:32:27.440 right now are making decisions about who to pay to influence their brand. That actually isn't true

01:32:32.940 because instead of diving deep to see who has the engaged focused following, they're looking at likes

01:32:37.940 and comments and followers, which none of that shit equates to fucking money. And whether you're a

01:32:43.840 company right now that, you know, understands that, or whether you're a company right now that has no

01:32:49.500 clue what the fuck I'm talking about, doesn't mean that it's, it's not wrong. You don't say or not

01:32:54.280 right. All right. The real gain in social media, the real play is going to be how the fuck you make

01:33:03.860 other people feel understanding that you are just like them. People are like, how the fuck do you get

01:33:10.980 10,000 people to show up to fucking hear you speak? Because they relate to me. I'm a relatable

01:33:19.300 dude. Cowboy boots and pickup trucks. That's right. And you know what? If I want to drive fucking

01:33:24.380 rolls, I'll drive that too. Cause I can fucking do whatever I want. Well, not anymore. Yeah. Yeah.

01:33:29.020 I did get rid of it. I got a new one coming. I'm getting a new one, but it ain't gonna be here for

01:33:34.800 like six months. So, but dude, the point is, is like, dude, how, and you know what? I think before

01:33:43.040 we end too, I think it should be important for people to understand what authenticity is. You

01:33:48.460 know, you're going to look at somebody like me, or you're going to look at somebody like Gary,

01:33:52.020 or you're going to look at somebody, you know, like one of these big influencers on Instagram or

01:33:56.220 this or that. And let's say you're at, you're at the beginning. Authenticity is not being what someone

01:34:06.400 else is. It's not being loud. It's not using the word fuck. It's not any of these things. It's,

01:34:14.160 it's being who you are because like I said, at the beginning or the, whatever it was, the middle,

01:34:19.940 the beginning, the beginning, middle of the podcast, we talked about 50% of the people are going to relate

01:34:25.300 and 50% of the people aren't. And you want a sure way to make sure that none of them relate,

01:34:30.480 pretend to be something that you aren't. Pretend to be an Andy Frisella. Pretend to be a Lindsay

01:34:36.680 Payloss. Pretend to be something you aren't. And you're sure as fuck not going to connect with anybody.

01:34:42.220 The only way to truly connect with people is to be who you are, get good at telling and communicating

01:34:49.000 stories that show who you are. And guess what? Be that in real life because we have too much

01:34:54.960 transparency now to where if you go out in public and you, let's say you happen to have built a

01:35:01.940 massive following and dude, I've seen this happen to other influencers recently. Guys who pretend that,

01:35:08.300 you know, there's their one way and then they get caught slipping that they're not this perfect person

01:35:14.780 and the fucking world comes down on them hard. You have to be who the fuck you are. If you're not a

01:35:20.420 perfect person, don't pretend to be a perfect person. If you're not, you know, uh, Andy Frisella,

01:35:26.400 don't be Andy Frisella, be fucking Joe. You know what I'm saying? There's a way there's people out

01:35:32.260 there that are going to relate to you and they're going to relate to your story. And a lot of people

01:35:35.580 right now are probably thinking, well, I sell fucking windows. How can I do this? Well, let me tell you

01:35:40.720 something. It's not what you sell. It's how you entertain. It's how you educate and how you impact

01:35:47.880 and people will buy as a result of that. So let's say for example, you sell something that's not very

01:35:54.640 sexy. Oh, like that, that fucking the commercial with the boat with the spray. Uh, yeah. That he,

01:36:00.560 right. Yeah. Yeah. Go ahead. You point. No, you brought it up in the meeting. Like it's not a sexy

01:36:06.620 product to sell. Right. But he sprayed it on the bottom and you're like, Holy shit. Holy fuck.

01:36:11.220 He's not entertaining. Right. So you have something that's not that sexy. Figure out creative ways to

01:36:16.700 be entertaining. Figure out creative ways to be educational. I had a guy one time asked me, he's

01:36:21.260 like, dude, I operate equipment. How do I build a social media presence? I'm like, well, I would go

01:36:26.900 buy junk cars and crush them and do funny shit with that. Or I would do wheelies in my Bobcat or I would

01:36:31.720 fuck it. What's that channel that you fucking always send me? Black Sheep Skid. It's my boy Jake.

01:36:35.700 He's a skid. Do you talk to him? Yeah. He's a stud. Jake's awesome. Okay. So here, here's a prime

01:36:40.720 example. Now we're talking about this motherfucker. All this motherfucker does is drive his fucking

01:36:45.620 Bobcat and he does wheelies and shit on it, which by the way, Jake is awesome. Come teach me how to do

01:36:52.760 it. Yeah. All right. I'm a coach, but I'm just saying like, here's a guy who just said, you know

01:36:59.580 what I'm good at operating a fucking skid steer. He's great at it. He's great. So he makes videos

01:37:05.680 to entertain and show that he can operate a fucking skid. And guess what? Would you hire

01:37:10.280 him? People? Fuck. Yeah, exactly. That guy could brush your teeth with that thing. Right.

01:37:14.340 Dude, I think I saw him pick up that quarter thing. Yeah. That was fucking amazing. Yeah.

01:37:18.040 Picked up a quarter with the bucket of a fucking excavator. He like flipped it up, right?

01:37:22.040 Yeah. It was awesome. Well, two things I tell people all the time. You talk about sales.

01:37:24.860 I always say, Hey, if you're going to, if you're going to beat me, you're going to have a

01:37:27.160 hard motherfucking time. Like I'm going to compete. But one thing you'll never fucking beat me

01:37:30.580 out as being me. Yeah. You can't fucking beat me. There's a saying that you can't out Amazon,

01:37:34.900 Amazon. You can, how many companies have tried to do what Amazon does? That doesn't mean you

01:37:39.160 shouldn't start a fucking e-commerce business. No, it just means you should find your own flavor

01:37:42.720 and find your own vibe and find who you connect with and who's going to connect with you.

01:37:46.780 It's going to be the people that are just like you. I know it's hard to understand, but there

01:37:52.720 are millions of people, no matter who the fuck you are, that will connect with who you are.

01:37:58.320 Why do you buy from Amazon? Cause it's convenient. That's right. Convenience. And I don't care

01:38:02.540 about the price on Amazon. It's not even cheaper anymore. I click on the motherfucker. Typically

01:38:06.220 more expensive. Cause it just shows up tomorrow. That's right. Sales episode. Yeah. What episode

01:38:12.800 was that? The 100? You mean the one that you were on really early? Yeah. That'd be a good

01:38:15.500 point for these guys. Sales is a way of life. Sales is a way of life. But what number was it?

01:38:18.960 Within like 25, I think. Yeah. You sell, if you sell windows, you still got to create value. Sales

01:38:24.460 process is no different. Yeah. Dude, if I sold windows, I would come up with all kinds

01:38:28.180 of creative shit to make it funny. Just know you wouldn't sell more than me. No, you wouldn't.

01:38:31.760 I would, but they wouldn't. Dude, I'd be making, dude, if you and I showed up, had a window company

01:38:37.420 and fucking figured out how to make it funny, mine would be way funnier than yours. But I would sell

01:38:42.260 all the windows. No, you wouldn't. Look, dude, but like people handicap themselves because of the

01:38:50.360 stories they tell themselves about who they are and what they are. And it's not true. Afraid.

01:38:53.960 Like, dude, if you're a fucking, uh, you know, a window guy fucking make videos of you throwing

01:38:59.260 rocks at your window and I'm not breaking the window or whatever it is like, dude, make

01:39:03.280 funny shit. Like, like, Oh, these windows are so good that, you know, you could creep on

01:39:08.820 them. And like, this is the way to creep properly. Like you can make funny shit. Like it's dude,

01:39:13.500 all the answers to social media are found in that equation that I talk about. Okay. And the

01:39:19.180 equation is E2I equals E. What does that mean? It means educate, entertain. So that's the

01:39:26.560 E2, right? It's like E squared. It's like Einstein's thing. What is E? Uh, yeah, that's

01:39:32.460 what I was going to say. Basically Einstein. Basically. I'm like the Einstein of fucking

01:39:36.300 social media with this equation. This is a social media Einstein equation. We need a name

01:39:41.220 for it. Einstein's theory for sell his theory of social media. Here it is right here. E squared.

01:39:48.440 All right. That's educate and entertain. Okay. I impact equals E engagement. All right. E2I equals

01:40:00.100 E write that shit down because if you stay within that formula, you'll fucking win. All right.

01:40:04.700 Now I know all the math nerds out there are going to be fucking writing me and be like, that's

01:40:08.420 E squared. And that should mean something. All right, motherfucker. We tell me the way

01:40:12.120 that it is. The only math I really give a fuck about is my bank account. And that fucking

01:40:16.440 equation makes that account number go up. That's it. So I don't give a fuck about your

01:40:21.580 math. I fucking, I'm the only thing I can. And by the way, how about all the teachers

01:40:26.220 when we were kids being like, what are you going to do that long division? You're not going

01:40:29.140 to have a calculator in your fucking pocket. Are you? Gotcha. Yeah. The whole time I heard

01:40:36.600 you talking about Einstein's theory, all I kept thinking about is us watching Ricky

01:40:39.300 Henderson's thing. I, today I am the greatest of all time. Ricky steal Ricky's base.

01:40:47.660 That was because the only reason you thought of that was because I said, don't try to be

01:40:51.880 Andy for sell it. Cause he's talking about, cause Ricky Henderson talks about himself as

01:40:55.640 Ricky. He refers to himself in the third person. It's fucking awesome. Yeah. I'm not trying

01:40:59.600 to be a fucking ego turd. I'm just saying like, that's everybody likes Ricky. Yeah. But

01:41:04.300 don't copy someone else's swag. Like, dude, I know motherfucker, dude, I got motherfuckers

01:41:08.860 out there that copied me so hard. They went out and got tattoos in the same fucking places

01:41:12.520 I got. All right. Like, dude, it's just like, you got to, dude, you've got to fucking take

01:41:18.760 weird, dude. That's like where your skin weird. Like it puts the lotion in the basket. I wonder

01:41:25.140 if they tuck it. Dude, I'd fuck me. Would you fuck me? I wonder if anybody else even gets

01:41:31.600 the tuck it? They're fucking too young. No one's ever seen that movie. Conversation Andy

01:41:35.380 has with himself every morning in the bathroom. I'd fuck me. No, when I have like seven beers

01:41:40.660 though, and I go in the bathroom at a bar, I definitely have that conversation. I think

01:41:43.360 everybody does that, dude. I'm like, fuck dude, I'm looking good. The truth is I look

01:41:47.660 like I just got hit with a fucking steamroller cause I'm drunk. He's like, yeah, let's take

01:41:52.460 a picture. And then when you finally see that picture from that night, you're like, fuck.

01:41:55.500 No, there's a zone. It's like playing pool. Like you could play really good pool when you

01:41:59.020 got like three beer buzz. You get like a 12 beer buzz. You're fucking terrible. Are

01:42:03.120 you sure? Do you think you're good? You're still running your mind and you're terrible

01:42:06.620 when you're sober too. So it's like, you got to get into that zone. There's a picture

01:42:10.180 zone. Like you, like for us ugly people, there's a picture zone. Tyler. All right. The picture

01:42:15.780 zone is this. You look shitty when you're sober. Fact. You can never smile. Right. You always

01:42:23.120 look weird. Then when you're drunk, you look shitty. But when you're in that like three

01:42:27.140 beer buzz, dude, you take the best pictures cause you don't give a fuck. You look like

01:42:31.000 you're having a good time. Yeah. I don't know what it is, man. But like I, you know, you

01:42:34.360 try to try to take pictures when I'm in that zone. It's like the ping pong zone or the pool

01:42:38.960 zone. You guys know what the fuck I'm talking about, right? Darts, dart zone. You know, like

01:42:43.280 you're terrible at darts when you're sober. You're terrible when you're fucked up golf.

01:42:47.020 You're terrible when you're sober. You're terrible when you're fucked up. What do you laugh?

01:42:49.460 Are you just good all the time? I mean, do I got to answer that? Fuck dude.

01:42:56.120 Dude. I mean, we could equate this to a lot of different things. Like sometimes you're

01:43:02.760 real fast. Sometimes you're really good. Sometimes it's shit. Don't work. There's a zone for

01:43:09.600 fucking optimal optimal. There is a zone for this shit. All right. And the zone for your

01:43:17.600 social media is this E to I equals E. I'm a fucking genius for tying that together, by

01:43:22.760 the way. Yeah. All right. Let's do real final word. Vaughn, you start. All right, Sal, go

01:43:31.380 ahead. Well, I mean, I think you definitely teed up my last one. I, you know, don't be

01:43:37.460 afraid to start. You know, when you start thinking about never, there's never a right

01:43:40.600 time. And, and you, you just alluded to this. There's, there's always the right time

01:43:44.440 to do the right thing. And if you get out there and you promote a good message and

01:43:47.180 you, you, you truly genuinely give it hell every single day, your time will come. It's going

01:43:51.200 to take time. It's going to take effort. And that's the beauty about like what we do

01:43:53.780 day to day on a, on a physical level here at first form is like being able to go through

01:43:58.420 the journey is the entire sales strategy, being able to look at somebody and understand

01:44:03.060 that they can struggle and you're going to struggle. So when you, you start thinking

01:44:05.780 about taking that first step and building your social online presence, understand that

01:44:10.120 struggle is real, but your value is being able to help somebody in two years, three years,

01:44:14.880 four years, helping new people onboard into that struggle because your value is going to

01:44:19.060 be, I've been through that struggle. You understand what it's like, and therefore you

01:44:22.140 can relate to that person. When you become unrelatable, i.e. the influencer who had it

01:44:26.800 easy, the people who won the Powerball, they were the hottest chicks on the internet at the

01:44:30.260 right time. That's not a relatable proposition. So for you to start today and build that relatable

01:44:35.440 proposition, we'll value, we'll bring you value long-term. Just anchor in, enjoy the journey

01:44:40.220 and understand that that journey is, is that journey that you go through today is what you

01:44:44.020 will be selling in the future.

01:44:45.140 Sure. Be yourself. It's your greatest strategic advantage over anybody else, plus your theorem.

01:44:52.400 But if you add being yourself to the practical stuff-

01:44:55.340 Do you remember the other day when you asked me if I knew what that word meant?

01:44:57.500 Yeah.

01:44:59.080 Vaughn asked me if I knew what theorem meant.

01:45:01.280 Well, I'm not a math guy.

01:45:03.060 I'm not either, but fuck you.

01:45:03.980 So I didn't really know what it meant.

01:45:05.140 If you get to be as old as me and you don't know what theorem means, there's something wrong

01:45:08.160 with you.

01:45:09.560 Well, I don't know, so.

01:45:11.300 You don't know what theorem is?

01:45:12.300 Well, go listen to one of the old podcasts.

01:45:14.560 I don't.

01:45:16.140 You don't know what a theorem is?

01:45:17.740 It's a theory, only it's spelled with M at the end, I think.

01:45:20.900 Oh, same thing.

01:45:21.620 Yeah.

01:45:21.900 I didn't know that.

01:45:22.900 No, but seriously, I really do think it's cliche and it sounds cheesy, but it's be yourself,

01:45:28.140 be authentically yourself.

01:45:29.240 Dude, you know what?

01:45:30.440 Just start using some shit that isn't your fucking looks.

01:45:33.360 Yeah.

01:45:33.840 How about that?

01:45:35.160 What else you got?

01:45:36.840 What else you got?

01:45:38.580 Because that's really what it is.

01:45:39.760 What else you got?

01:45:40.680 That's what's going to get you paid.

01:45:41.740 I'm with you on that.

01:45:42.540 What else you got?

01:45:43.560 Yeah.

01:45:43.940 Yes, you're attractive.

01:45:45.300 Yes, you're rich.

01:45:46.720 Yes, you fucking have a Lamborghini.

01:45:49.980 What else you got?

01:45:50.880 Well, it's a good indication, too, on what are you actually doing in your life?

01:45:54.120 Are you just taking pictures all fucking day?

01:45:55.760 People want to know, bro.

01:45:56.680 Yeah, I know.

01:45:57.240 As insignificant as doing a ...

01:45:59.800 Dude, you know what's funny?

01:46:01.680 As insignificant as some of my snaps, I think, are because I see them every day, they're the

01:46:06.740 ones that get the most response.

01:46:07.880 It's like when I walk through the warehouse and I show the dudes or I clown on the guys

01:46:11.640 or we make a joke or I show us breaking down a meeting.

01:46:15.020 That's the shit that I see every day, but that's also the shit that makes people most

01:46:19.500 interested because they don't see it every day.

01:46:22.180 That's what you have to understand.

01:46:23.600 It's just because you're used to it.

01:46:25.280 Just because you're used to taking a protein shake or going to the gym or fucking walking

01:46:30.960 your dog or hanging out with Tony or whatever it is the fuck you do, just because you do

01:46:36.500 that shit every day doesn't mean it's not interesting to everybody else, right?

01:46:42.360 And just because you ... You know, people want to know.

01:46:46.160 They're tired of the finished product.

01:46:48.240 They want to know the fucking recipe.

01:46:50.020 You know what I mean?

01:46:53.400 It's a different game, man.

01:46:54.660 We're moving into a different era.

01:46:56.420 And the people who are going to make big money and have success are going to do exactly what

01:47:00.940 Sal just said.

01:47:02.040 And that's it.

01:47:03.100 It's changing.

01:47:04.120 No matter what anyone says or no matter what anyone sells you, no matter what anyone tries

01:47:08.340 to tell you, social media is paying and is going to pay and going to cause far more income

01:47:16.280 to come into your life when you go deep and show people who you are and create vulnerability

01:47:23.300 and create real connection.

01:47:26.060 The idea of just posting cool shit and leaving it at that is done.

01:47:30.900 It's fucking done.

01:47:33.280 People want to know the recipe.

01:47:34.940 What's the recipe?

01:47:35.640 The recipe is all the shit that you do on a daily basis that gets you to where you are

01:47:40.740 at your final product.

01:47:42.740 The post of your movie, the story is the B-roll.

01:47:46.600 Use it to be effective.

01:47:47.800 Use it to help people.

01:47:48.940 Use it to answer questions.

01:47:50.300 Use it to fucking create real value.

01:47:52.620 People are tired of just looking at you.

01:47:55.180 No matter how attractive you are, no matter how ripped your muscles are or your abs are,

01:48:00.780 no matter how rich you are, no matter how big your titties are,

01:48:04.440 people are fucking tired of just that and they're looking for something more

01:48:10.440 and the people who move to give more are going to be the ones that get paid more

01:48:15.020 and that's the fucking fact.

01:48:17.260 management of the book that you are on a trade.

01:48:29.580 Go ahead.

01:48:30.600 Go ahead.

01:48:31.280 Go ahead.

01:48:31.940 Go ahead.

01:48:32.580 Go ahead.

01:48:33.220 Go ahead.

01:48:34.660 Go ahead.

01:48:35.320 Go ahead.

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01:48:38.580 Go ahead.

01:48:39.480 Go ahead.

01:48:39.860 Go ahead.

01:48:40.720 Go ahead.

01:48:41.060 Go ahead.

01:48:41.560 Go ahead.

01:48:43.460 Go ahead.

01:48:43.680 Go ahead.

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01:48:45.640 Go ahead.

01:48:45.660 Go ahead.

01:48:45.760 Go ahead.

01:48:45.920 Go ahead.

01:48:46.760 Go ahead.

REAL AF with Andy Frisella - February 05, 2019

BRAND NEW INFLUENCER： Be A Superstar In the Next Era of Social Media, with Andy Frisella - MFCEO285

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