REAL AF with Andy Frisella - How to Create Killer Content, with Andy Frisella

00:00:00.000 what is up guys you're listening to the mf ceo project i'm andy i'm your host and i am

00:00:11.300 the motherfucking ceo guys this is a great practical podcast uh we're gonna talk about

00:00:20.320 something that all of you need to get invested in all of you need to get your minds wrapped around

00:00:25.700 and uh your fingers and your hands dirty on because it's something that's going to define

00:00:31.180 our entrepreneurial culture uh whether you actually own a business or how valuable you are

00:00:38.520 as an employee over the next you know unforeseen amount of years because of the way that society

00:00:45.040 is changing we live in a world right now where uh social media matters and as we've spoken before

00:00:52.460 on the podcast we've talked about how your social media whether you're an employee whether you're a

00:00:58.160 company uh no matter who you are is going to become relevant to the amount of value that you deliver

00:01:03.520 and is ultimately going to affect the way you get paid um before i get into that uh i've got to

00:01:11.220 introduce my co-host you guys know him vaughn the impaler the pastor of disaster what's up my man

00:01:17.840 dude i feel like the co-pilot on the plane that's going to drop the bomb on hiroshima

00:01:23.140 fuck yeah and you know why you know why why because i know that it's in this episode that

00:01:29.660 finally at long last you're going to reveal the secret weapon that you've been holding back and

00:01:35.180 not telling anybody dude the secret weapon is now so so lay it on us drop the bomb so before we get

00:01:42.240 into the secret fucking weapon i made the post yesterday about uh the picture of me sweeping the

00:01:51.320 floor and i had to block like fucking 15 people on my instagram and please note that if you follow me

00:01:57.140 on instagram and you write fucking ignorant shit i will fucking block you okay like you will get

00:02:03.440 blocked without a response if you have feedback constructive feedback that you want to give

00:02:07.840 absolutely open to it please write us let us know questions at the mfceo.com or leave me a comment

00:02:15.700 but be fucking polite if you're rude if you talk shit if you're a smart ass i will fucking ban you

00:02:21.940 without hesitation and i had to ban a bunch of motherfuckers half of them said this oh andy i bet

00:02:29.080 that's the first time you picked up a broom yeah motherfucker that's how i've been able to develop

00:02:33.280 a following of fucking uh 120 fucking full-time employees and three to four thousand outside reps

00:02:40.740 that are fucking bleeding the colors of our company because i've never picked up a motherfucking

00:02:45.460 broom okay so half of them said that i sweep the motherfucking warehouse on a regular basis

00:02:50.980 you know why not because i have to but to prove fucking point and you're too fucking stupid i understand

00:02:57.640 that that means that you are probably going to be broke your entire fucking life the other half of

00:03:03.200 the people i had to ban said something like this oh well oh that's real nice to say when you're at

00:03:09.240 the fucking top you know and you know i'm not working any harder for my fucking paycheck and you know

00:03:14.240 what and you know this i'm a big fan of you andy but you know this post is bullshit ban you know why

00:03:21.680 because you are so fucking off the attitude that this podcast and my brand represents that i don't

00:03:27.760 want to deal with your fucking ass okay you may not get promoted you may not become the ceo or a high

00:03:37.540 valued executive at your company but working hard at your skill set taking pride in what you do doing

00:03:44.280 the most you possibly can to contribute is going to develop skills and when you develop skills you

00:03:50.680 develop value and when you develop value people recognize it will it be the person at the company that

00:03:56.620 you're at maybe not but if you're playing your cards right you're going to develop enough fucking

00:04:01.840 value to where you're going to have a shitload of other companies willing to pay you to work for them

00:04:08.940 because of the skills you possess if you get fired or if you leave the company you're at now

00:04:15.120 and if you're that big of a fucking loser and i said loser because that's what you fucking are

00:04:20.880 that you can't understand that concept and aren't willing to do that you deserve every fucking punch in the

00:04:26.320 nuts that life is going to give you you deserve to be broke you deserve to be miserable you deserve

00:04:31.580 to struggle you deserve to hate your life because you're too big of a fucking pussy to do the work that

00:04:37.940 everybody else is willing to fucking do period and if you're going to get on my page and talk that shit

00:04:43.780 you don't belong here i will put my integrity on the line and say not only have i seen you regularly

00:04:49.640 push a broom around here i've seen you polish the table i've seen you clean the freaking uh toilets

00:04:56.940 before and here here's my take on this the reason that they don't believe you is because they can't

00:05:03.020 envision because they wouldn't do it right they can't envision being a ceo and doing that kind of

00:05:07.340 ceo means chief executive asshole and put your fucking feet up on the fucking desk and boss everybody

00:05:13.820 around you're the boss it's not about boss right it's about leading right and like dude you can't

00:05:18.180 develop the proper company culture unless you're a leader it ain't about bossing you know when i say

00:05:23.240 i sweep the floor better than anyone i'm on my hands and knees in the back of the fucking warehouse

00:05:26.920 scraping every piece of tape off the fucking floor those guys out there don't do that shit and you

00:05:31.720 know the only time they start doing it is when they see me doing it that's what leadership is and

00:05:36.720 i'm not tooting my own horn the only reason i'm saying this shit is because you motherfuckers are

00:05:40.580 thinking any differently you're on the wrong fucking track period you know we have these kids nowadays

00:05:46.260 who think that fucking like we talk about all the time that ceo is the fucking new rapper entrepreneur

00:05:52.420 is the new rapper and you just get the fucking ball out no it starts with fucking simple shit like

00:05:59.400 taking pride in how your fucking table looks or taking pride in how clean your desk is or taking

00:06:04.040 pride in what the bathroom looks like taking initiative to do shit that needs to be done no

00:06:08.720 matter what your level is and if you're gonna come on my page and talk that shit you ain't gonna be on

00:06:13.360 my fucking page that's the bottom line i'm i'm done dealing like dude it's so disgusting how

00:06:19.800 pussified our society has been and then i get the motherfucker i that i showed you who texted says

00:06:25.960 oh regarding our our intro last week where i talked about next level content and he goes i don't think

00:06:31.920 next level content is stating do the work in every fucking podcast in a bunch of different ways all

00:06:36.940 right well if that's what you think about the podcast why the fuck are you listening asshole

00:06:40.100 you clearly do you're clearly listening for some reason i give you fucking practical advice on sales

00:06:46.060 on marketing on fucking how to hire how to fire how to open a business i have people in who have run

00:06:51.000 fucking businesses telling you what to do you're still looking for that extra thing you know what

00:06:55.840 the extra thing is it is execution it is fucking work it is doing the work and the reason that i say

00:07:02.680 it over and over and over again is because you motherfuckers don't get it you're still looking for the

00:07:08.140 fucking thing the secret weapon you're still looking for the fucking atomic bomb that could

00:07:13.600 be dropped and you will just have no competition and you'll you'll ease on into fucking living in a

00:07:18.840 10 000 square foot house driving a fucking lambo and dude that isn't how it works the reason i hit on

00:07:25.200 the fucking work is because it's the fundamentals it's the same reason when you go to basketball

00:07:28.940 practice they don't practice fucking dunks for the whole fucking practice they don't practice

00:07:33.980 crossover dribbles you know what they fucking practice they fucking practice layups you know why

00:07:39.560 because layups win fucking championships it may not be beautiful it may not be fucking uh glorified

00:07:46.320 it may not be this amazing thing that wows people but it's the fucking truth layups win the fucking game

00:07:53.000 dunks add excitement you want to talk about the exciting shit and the fancy shit and the get rich shit

00:07:59.100 in 12 months shit go fucking follow someone else because around here we're talking about the

00:08:03.560 fucking work because the work is what fucking matters wooden was even more fundamental than layups

00:08:08.760 you've told that story before dude he started with socks right when you started the greatest coach in

00:08:14.400 fucking history okay run the most ncaa titles almost consecutively by the way of any coach or any

00:08:22.580 coach in any fucking organization the most championships he started with fucking socks how to put your

00:08:28.820 motherfucking socks on the right way you know why because that's what mattered you know why it

00:08:33.960 mattered because you run eight miles in a basketball game when you run eight fucking miles and your socks

00:08:37.860 are on wrong guess what happens you get fucking blisters and you can't run eight miles and then you can't do

00:08:42.600 all the other shit so it starts with the foundation and you know what the fucking foundation is of

00:08:46.580 entrepreneurship it's work that's why i talk about it so much and that's why you aren't where the fuck you

00:08:54.820 want to be because you haven't developed the foundation of a strong enough fucking work ethic

00:08:59.260 you might think you have but you fucking have it otherwise you'd be where the fuck you wanted to be

00:09:03.640 so fuck you and your fucking higher level content and we could stop right there yeah and they'd get their

00:09:10.680 money's worth how much we charging for this exactly exactly you know what that's a whole nother fucking

00:09:17.020 thing i told that motherfucker he he doesn't value the content because he didn't have to fucking pay for

00:09:23.200 it if i was pay if i was charging five thousand dollars which is what i should be charging for a

00:09:27.300 fucking course that motherfucker would be fucking valuing the shit that i said and be oh yeah dude by

00:09:32.200 the way that's great content instead he's saying oh oh you know you're not giving me enough because

00:09:37.200 he's entitled little bitch right speaking of great content that's what we're going to talk about

00:09:42.400 today right actually yeah that is what we're going to talk about yeah so we are going to talk about

00:09:48.340 that was a good transition man that's why you pay me the big bucks yeah man that was fucking good

00:09:54.140 yeah you're stepping up your game can i just tell you that i have this like you are on the game i am

00:09:59.580 but i have this thing that someday it's all that march madness you've been watching it's got you it is

00:10:03.920 yeah well i know you're not a basketball guy and we're getting off on a tangent here but i mean

00:10:08.260 have you watched it at all i don't watch it oh yeah okay i read books so i can make money all

00:10:12.920 right that's good that's a good plan tyler do i not read books you read one on the plane on the

00:10:17.680 way out to miami that's right have you heard of the book ask no okay it's apparently a awesome book

00:10:25.360 mike what the chiropractor he doesn't want me to call him the chiropractor the back pain guy he was

00:10:30.000 telling me how great that book was but i'll move you mike yeah move you mike yeah check it out yeah

00:10:35.060 all right so this is what we're going to talk about today guys

00:10:38.920 we talked a little bit about this already in the intro you know social media is becoming such a

00:10:44.840 huge part of the way that we earn our income and a lot of you guys are sitting on the sidelines

00:10:49.000 because you don't know what to do you don't know how to create content you don't know what

00:10:53.300 to create and you don't know you know where to start and like i think a lot of people um start that

00:10:59.320 way you know i wrote a post today i got featured did you see the thing yeah it was awesome man so i got

00:11:03.940 featured as the number one uh the number one uh instagram account for my industry uh by forbes

00:11:12.440 so i thought that was really cool um and that was you know i told a little story about how how

00:11:18.660 instagram came about for me and i'll tell that story now because in case people didn't see the post

00:11:22.600 you know i didn't even know what instagram was um i was at a dinner with a bunch of colleagues that

00:11:29.040 own other supplement brands in 2014 in vegas and uh there was this guy there who you know you know

00:11:36.800 what a tommy topper is like tommy toppers like we call him it's like the dude when you tell a story

00:11:41.780 then he's already got a story oh no i don't it's better for you i don't you know guys like that

00:11:45.760 though right you're telling i'm always the guy that tells the best story so i don't know what

00:11:48.800 yeah i'm a tommy topper so we call him tommy toppers and this dude was like tommy topper and me the

00:11:54.600 whole night about everything about our company and then eventually he found he figured out that

00:11:58.960 like he really did have something that was better and it was that he had an instagram account and i

00:12:03.500 didn't i didn't know what the fuck instagram was i thought it was a photo editing app like something

00:12:07.220 to make you put a filter on your photo it looked cool you post it right you know i had no clue about

00:12:11.680 how it worked and he's telling me like oh yeah dude we're fucking killing it on instagram blah blah

00:12:16.360 blah and he's making fun of me about like oh for such a business guy you don't even know what

00:12:20.220 instagram is ha and like all like just rubbing it in right so like i was getting like pissed but i

00:12:26.480 wasn't showing it right so so immediately i start to like ask him questions because like i already

00:12:30.940 know in my head i'm gonna figure this shit out and throw in your fucking face right so i started asking

00:12:35.940 well how does this work and how does that work while i'm pissed inside right and uh anyway so the

00:12:41.080 next day i got up i started fucking instagram account and uh and my whole mission was to learn

00:12:47.280 instagram better than this dude and and grow to be bigger than this guy and this guy had like

00:12:51.180 you know 11 000 followers on his company page or something this isn't like the muscle-bound guy

00:12:56.400 that looks like homer simpson is it you know who i'm talking about no but there's a lot of guys that

00:13:00.460 look like that okay in our industry well there was a guy that run another supplement company that

00:13:05.300 there's a whole bunch of guys that run something like that but um but anyhow so uh you know i started

00:13:13.120 instagram i started you know um i started i didn't really know what to do and this actually

00:13:18.640 leads right into the first point um can i make can i make a quick clarification because i think

00:13:24.420 just so people are tracking with us in terms of social media one of the things andy's not going

00:13:29.680 to talk about necessarily approach we're not talking about social media uh strategy we're literally

00:13:34.660 talking about composing content right right right so i want i wanted people to be clear on that as

00:13:40.140 we move forward so so i didn't ignorance sometimes is the best thing right like i didn't know what to

00:13:44.760 do right so i just started posting my life right and i started posting shit i was interested in and

00:13:51.500 talking about shit i was interested in and i just happened to be interested and always been interested

00:13:56.980 in the the success psychology and the principles of success and so uh i started taking pictures of

00:14:05.000 like our trucks here at first form or our warehouse or things and telling stories um and that leads

00:14:11.980 into the first principle which is tell the truth you know nothing as entertaining or as compelling as

00:14:16.980 a truth people resonate with the truth too many of you guys overthink it you try to create something

00:14:24.380 instead of just being who you are and uh you know if you really want to get people's attention

00:14:29.820 you've got to tell the fucking truth but the thing is about telling the truth is that you know a lot

00:14:36.060 of people just don't know how to tell the truth because they're still trying to manufacture an image

00:14:40.800 and that comes from their personality in real life you know that's the people who go up to other people

00:14:46.800 and try to be try to like pretend they're somebody that this person might like instead of being authentic

00:14:52.400 and the funny thing about being authentic and telling the truth is is it's fucking noticeable and it's

00:14:56.800 attractive so it works not not just attractive in relationships but in business people want to do

00:15:02.020 business with people who are authentic and tell the truth and every single one of you guys knows when

00:15:06.360 someone's telling you truth versus when someone doesn't it's that little gut feeling that you have

00:15:10.340 that you're not sure what it is that's somebody lying to you that's somebody giving you bad vibes

00:15:15.240 and all of you have human lie detectors built in that's why you naturally like people who tell the

00:15:19.780 truth you get a good vibe you get a good feeling and and you want to do things with that person

00:15:23.780 whether it's date them or do business with them um it's very parallel uh but one thing i was going

00:15:29.580 to say was is it's not just important the thing that's so incredible about telling the truth in in

00:15:35.400 today's day and age is that people are tempted to to present something about themselves that's not

00:15:41.420 really accurate and they're very tempted to to tell frankly lies about their products and services

00:15:46.220 but the great thing about telling the truth is it has staying power in today's day and age uh you tell a lie

00:15:53.040 somebody's gonna find out it's gonna come out and you're gonna have to pull pull down the information

00:15:58.080 pull down the post you're gonna change it but if you tell the truth that that's evergreen right it's

00:16:02.020 like your mom and dad told you you know if you if you if you never lie you never got to worry about

00:16:05.720 somebody you know you never have to worry about covering it up and tell another lie right you know

00:16:09.040 that's the thing about lying is it's like a slippery slope right like you tell one lie then you tell

00:16:13.520 another then you tell another then tell another and it eventually unravels and i'm guessing that since you

00:16:18.460 started this two two or three years ago and i know you weren't just on instagram you're also doing

00:16:22.540 stuff on facebook very rarely there might have been once or twice where you thought maybe i

00:16:27.680 shouldn't have said that but you've pretty much left up every post that you ever posted yeah you

00:16:32.080 know because you were true to yourself repost shit right okay so like i'll repost a post like if it's

00:16:38.060 been up for like a year and it was a very popular post and i've gained a hundred thousand followers

00:16:41.960 since then i'll take a post from a year ago and go repost it because there's new audience there

00:16:47.100 right you know a lot of and then the old audience always say oh you're reposting shit well no shit

00:16:51.700 motherfucker you should right by the way listen to me you should do that you should repost old content

00:16:57.600 you should go back and reuse your content because you made some fucking good content a long time ago

00:17:02.640 and you got a new audience so why the fuck would you not reuse it so that they can see it too it makes

00:17:07.740 perfect sense so think that through by the way small point but when you repost it do you use the

00:17:12.400 same image uh sometimes sometimes i take a new image okay maybe a similar image yeah so um so telling

00:17:18.860 truth is very advantageous as well because of what you said though man like everybody is so

00:17:24.660 fucking used to like lying that when you tell the truth it stands out it makes you stick it makes you

00:17:29.920 memorable and people know uh not only that you're telling the truth but they appreciate it and they

00:17:34.640 remember it because it's so fucking rare so telling the truth is a huge deal about your content don't try

00:17:40.240 to manufacture some bullshit image don't try to manufacture some sort of you know um persona

00:17:47.640 right you know don't try to be gary vaynerchuk don't try to be grant cardone don't try to be andy

00:17:54.560 be you right you know you don't have to curse and get all hype and do this and that like dude you could

00:18:00.040 just be who you are and people resonate with that you know what i mean there's a lot of people out

00:18:04.380 there that have huge followings that don't act anything like these other guys act they're just them

00:18:09.860 an authentic character which is you you're born with an authentic character uh is a very powerful

00:18:15.880 asset so like you know the first point is realize that being true to yourself and being authentic

00:18:22.140 and telling the truth to everybody and telling the real stories of your life is powerful you know you

00:18:28.720 you might think and we all have a tendency to think that nobody cares about our stories but there's always

00:18:32.720 a way to tell your story in an entertaining way if you type it out absolutely you know what i'm saying

00:18:37.440 like dude there's there's a way to make it sound interesting you just have to put some effort in

00:18:42.100 doing that so so that's the first point of great content it's got to be truthful okay absolutely now

00:18:48.200 um let's move on to the second point because i want to keep this real simple for everybody and real

00:18:52.680 practical so you can't say oh all your podcasts are just about doing the fucking work like a stupid

00:18:57.860 motherfucker as if that's a worthless thing to say exactly like dude if i could have reached through

00:19:03.460 instagram and punch this motherfucker in the face i would have that'd be the fucking work i would have

00:19:07.760 done so i the second point is you got to identify your audience who are the people you want to attract

00:19:16.400 who is your content for what are you trying to do what is the purpose you know uh i could go on to my mfceo

00:19:26.340 website or instagram account and post uh a terrific recipe for fucking uh barbecue ribs but guess what

00:19:34.740 nobody's going to resonate with that because that's not what my brand is that's not who i am it's not

00:19:39.060 what i'm about um it could be you know perfect recipe it could be well written it could make you

00:19:44.400 fucking it could make your mouth water and it's still going to get half the fucking likes that that

00:19:50.680 something else would get because even though it's a great post it's not geared towards my audience that

00:19:55.840 i've built so you have to start from the beginning with an audience in mind and really i see a people

00:20:01.800 try to they try to create content for everybody like they try to create this content that's really

00:20:07.420 cool for this one segment of audience and then they look at it and then they start picking it apart and

00:20:12.160 they say man you know what that's really cool but like what about this person what are they going to

00:20:16.920 think and they think about like their aunt uh their aunt right from you know three generations ago

00:20:22.340 what's she going to think whenever she sees this she's going to think i'm a dick and so then they

00:20:27.500 take the the content they fucking chop it up to make it less interesting to the people who would

00:20:32.100 have really loved it and and to make it more interesting to this aunt who isn't going to give

00:20:36.840 a fuck either way right and then they end up with some boring shit that nobody cares about right

00:20:41.120 everybody does that right so you know you have to remember and that's a sub point of know who the

00:20:46.240 content is for is to to keep your content focused don't worry about the people who aren't going to

00:20:52.300 be in that group don't worry about what they think because it's not for them eventually they'll

00:20:56.720 unfollow you and you want to fucking worry about it or do what i do block the motherfuckers when they

00:21:01.420 make ignorant comments block them out i purposely post shit to bring the fucking haters out look

00:21:06.360 the people who don't agree so that they'll comment and i can figure out who they are and block them

00:21:10.080 you know what i'm saying right it's like thinning of the herd right so like don't feel bad and

00:21:14.660 there's nothing wrong with blocking people like i you know sometimes like i've had some

00:21:17.860 motherfuckers make like fake accounts and then come back on my page i can't believe you blocked me

00:21:22.100 well dude you're being an asshole right what do you expect i don't come on your page to be an

00:21:26.520 asshole don't feel bad about blocking people that are assholes you know what i mean constructive

00:21:31.440 criticism honest feedback in a respectful way 100 awesome but when you're an asshole you get blocked

00:21:38.680 right there's nothing wrong with that so that's why they put a fucking block feature in there right

00:21:42.620 exactly so going back to what you're saying though because i want to draw a principle from this you're

00:21:46.820 saying with regard to the barbecue recipe a lot of people are like but andy it was awesome content

00:21:53.100 awesome content has to be relevant has to be relevant it has to be awesome for the right that's

00:21:58.860 right audience right relevant to your audience right you know what i mean and of the you could always

00:22:05.240 have like maybe one or two sub interests but the best like for me right like i'll post entrepreneur

00:22:12.400 videos and and then i'll post a picture of my car right and then a picture of my dog but outside of

00:22:20.440 those three kind of posts you won't see another kind of post on my page usually now you're starting

00:22:24.780 to see fitness kind of posts because i'm getting in shape but that you know so we've got little

00:22:29.300 subcategories but under those subcategories the picture might be a subcategory but most of the time

00:22:34.900 i'll tell a story based around my main category under the caption which is why when you see i talk

00:22:41.620 show a picture of my car yes i'm into cars but i'll use the car to teach a lesson that has to do

00:22:46.900 with entrepreneurship you follow what i'm saying yeah i do and that that's a huge question and you

00:22:52.000 and i talked about it briefly in prep preparing for this i mean obviously social media is that weird

00:22:58.540 thing where you're straddling like personal and professional so you're going to have some interests

00:23:02.420 that you're that your followers don't necessarily have no but that's good because that shows people that

00:23:09.120 you're a real person right right so like and it might bring new followers exactly you're going to

00:23:14.820 attract some people that are interested in those things they're going to find your content say oh

00:23:17.980 you know what this is cool shit okay so so when you're when you're you don't want to be robotic like

00:23:24.660 you see these guys on the on instagram and on youtube and all the shit and all they post is like

00:23:30.340 memes right motivational memes that is not going to get you anywhere that's not going to build you a real

00:23:35.740 following that's going to get you some likes and people are going to like it but they're not going

00:23:39.700 to know who the fuck you are and they're not going to buy your shit which is ultimately what this is

00:23:43.140 about right you want to monetize your content eventually you want to become the expert figure

00:23:47.060 out how to monetize this shit make some fucking money okay right now you can't do that without

00:23:52.180 personal content now if i just posted videos all day long every single post of motivational video

00:23:57.380 people would think i was robotic and what they would do is they would not think i'm a real person

00:24:01.920 they wouldn't have a personal connection to me and eventually the shit would get old and they

00:24:07.300 would go away you see what i mean right so by by me posting and i'm basically giving you guys my

00:24:11.980 instagram strategy here and content strategy by me posting shit of my real life via snapchat or insta

00:24:19.240 story you know i show uh what i'm doing during the day i show me working out i show me you know

00:24:24.340 doing the things i do instead of just like fucking words on a page right people relate and they

00:24:31.340 connect and so that's that's a very important like um if we're going to talk about real concepts here

00:24:36.220 snap using snapchat and insta story and insta story is going to smash snapchat by the way if they

00:24:42.220 aren't already um to complement your your main platform content whether that be uh youtube or

00:24:51.500 instagram or whatever by showing what you really do helps create a connection with your audience so

00:24:57.420 they feel like they know you okay um behind the scenes is a way to think about it right now uh

00:25:05.620 with that being said you know all of your content should be within the realm of your main focus so

00:25:14.760 like i was saying a minute ago like when i post something about uh my car i'll tell a story about

00:25:20.800 the car i'll tell a story how i got the car i'll tell a story about how people told me i couldn't get

00:25:24.200 the car or i'll tell a story about how long it took to get or what i had to do and all these things

00:25:27.960 that are relevant to the main point of of being successful right because that's what i'm known as

00:25:32.360 i'm known as a success entrepreneur uh empowerment guy right that no bullshit blah blah blah so all of

00:25:40.340 my shit will tie into that somehow now sometimes you'll see me post a picture of my dogs or my family

00:25:44.700 and i'll make a post about you know gratitude or about staying grounded or about uh you know keeping

00:25:50.940 things in perspective and that's important in entrepreneurship so even though it's not directly

00:25:55.640 about making money people value that because they see that those are things that matter still and they

00:26:02.280 don't feel like they're selling their soul to the devil for success which you shouldn't you know what

00:26:06.540 i mean so it helps round out the whole picture so like everything i do is is by design absolutely you

00:26:13.740 know what i mean and and it's authentic it's the truth so i keep so i cover the first two points

00:26:19.680 very clearly i tell the truth i use my real life and i know exactly what i'm trying to accomplish and

00:26:27.080 what my audience i'm trying to do yeah now now if you watch other people now i'm not going to name

00:26:32.920 names but there's other people in what i would say the entrepreneur success space who are very

00:26:37.680 fucking popular who their content is all highly produced it's always the hustle hustle hustle hustle

00:26:44.040 hustle hustle hustle right they have no idea who you're talking about right and

00:26:48.240 and it's always words on a meme or a video and it doesn't show well-rounded personality it shows

00:26:55.380 one aspect and let me ask you something would you want that life i wouldn't nobody fucking wants that

00:27:01.820 life let me let me throw out you get what i'm saying yeah absolutely so let me throw out three

00:27:05.420 other things that i i i know you agree with a thousand percent um these are three mistakes that

00:27:11.040 people make too you you mentioned that don't just uh post memes like inspirational memes or

00:27:16.440 motivational memes the other thing i notice is that there are a lot of people who do a pretty

00:27:19.600 good job of creating what i would call the talking head motivational videos like you do like a little

00:27:25.260 snip the problem is they post them one after the next after the next so visually when you look at

00:27:31.040 somebody's account all you see is still shots of that guy right dude like literally that's all it's

00:27:37.220 just this one monolithic visual it just looks like crap right and you don't do that you really

00:27:43.240 really mix it up with different things right the other thing people do that uh and like grant and

00:27:47.440 now let me say this now now and you're gonna some people say well yeah well those couple those guys

00:27:52.000 have twice as many followers as you let me tell you why they've been on the fucking instagram three

00:27:56.700 years longer than i have second of all they spend a fucking they spend twenty five thousand dollars

00:28:02.180 every fucking three days to promote their page on other pages which i don't spend any money right

00:28:05.760 right my shit is organic i would also argue and maybe maybe this is wrong because i know that we

00:28:10.440 the speed of business is very very you know very fast and you can go uh you know you can go from

00:28:15.980 one platform to the next without even blinking but i also think we're in it for the long game right

00:28:20.760 so i think a lot of a lot of people binge on that kind of content and then they move on yeah but i think

00:28:26.420 if you're if you do what you're doing which is to mix it up you're going to keep looking for the

00:28:30.500 long haul exactly so it's it flows with the idea of retaining people right we talked about that uh in

00:28:38.240 aggressive retention or retention aggression we we you have to understand that people will get worn

00:28:44.160 out on your shit if it's the same shit over and over and over like over and over and over and you're

00:28:48.400 like you could do too much content way too much and there's people out there that do they're posting

00:28:52.960 literally 30 fucking times a day uh across all platforms and they're trying to create a situation

00:29:01.040 of omnipresence i'm everywhere at once that's all you see is me and that's good in theory but the

00:29:07.840 problem with that is is that people get fucking tired of you they're tired of your fucking face

00:29:12.640 they don't like the way you look they don't like the way you fucking sound they get annoyed with you

00:29:17.160 it's like that motherfucker that follows you around everywhere and like everywhere you look there he is

00:29:21.120 like he's staring at you and eventually you're like dude get the fuck off my back you're in my

00:29:25.900 personal space and right and some of these some of these social media quote-unquote gurus are seeing

00:29:32.460 that happen to them you know you're seeing it like you're seeing people say dude i'm fucking sick of

00:29:37.260 that dude like in the comments you know and the comments always get deleted but i mean if you pay

00:29:41.400 close attention that's what you're seeing right you know and so by bombarding and bombarding and

00:29:46.360 bombarding you know you can overdo it so you have to understand and find um be very in tune with what

00:29:53.880 a good balance of content amount is you know another thing i'm confused about and this is off subject

00:29:58.700 but like how the fuck do these guys actually work i saw the funniest video the other day that said

00:30:04.200 oh you know this content is just me uh running my company no it fucking isn't it's you making

00:30:11.100 fucking videos and memes all fucking day which is time consuming yes and posting it so you could get

00:30:16.920 fucking you know boosted up like dude how the fuck do you run a i run a fucking company you know i'm not

00:30:23.760 social media fucking that's an excellent point yeah like like i actually run a company actually

00:30:28.940 multiple companies you know what i mean like i can't be on social media 27 hours a day

00:30:33.340 you know like and we can't even record you working because it's not exactly the most glamorous thing

00:30:39.260 because you do most of the work through your phone so be right you're gonna sit here and fucking watch

00:30:43.420 me on my phone right you know you're gonna sit here and watch me and i'm sitting in my brother's

00:30:46.640 office talking about shit that we're gonna do like you know it's it's you have to

00:30:52.540 i mean i could go off on some of these other dudes but like you guys all know the shit i'm

00:30:58.440 talking about right yeah you know there's there's a bunch of people out there doing great shit right

00:31:02.180 now gary doing great shit fucking lewis putting out great content uh gerard adams putting out great

00:31:08.680 content uh you know there's dudes doing this shit the right way that's relevant content where they're

00:31:14.920 not just selling you their fucking program um some of these dudes do sell a program and that's okay

00:31:20.520 because they've done shit right you know what i mean but like you know and by the way i'm always

00:31:25.760 a backer of someone who sells info products if they've actually built something right um there's

00:31:31.120 a lot of guys out there and i'm not afraid to share you know one of my like i said you know don't do

00:31:36.980 memes all the time which my buddy steve mayor agent steven does memes all the time that's why his page

00:31:42.200 isn't verified that's why he's not that's why he has a million something followers no verification

00:31:46.320 because it's not a real personality but he doesn't want that because because steve is running a

00:31:52.120 business his own life and he's very private so that's okay that's what he wants i'm speaking if

00:31:57.060 uh you know if you want to become your own brand or your company's brand or the expert in your

00:32:02.740 industry uh but steve i like steve content i share a lot of his content because it's fucking good man

00:32:08.080 no that dude's really fucking smart too yeah um like you've mentioned him before yeah very very smart

00:32:13.100 everybody knows agent steven's page i mean it's a huge page but uh but if you go out and try to

00:32:18.360 copy that you're never going to build your own brand because people don't know you you know what

00:32:22.180 i mean so like you have two extremes right there that's two extremes you have agent steven you have

00:32:25.660 gary right gary's so fucking focused and so on his own that he could burn you out on his content

00:32:31.960 right but you know he's doing something right because he's fucking doing really well right agent steven's

00:32:39.880 doing really well but he's never going to be known as that he's never going to have that personal clout

00:32:43.560 brand that you're that a lot of guys are trying to build right now so you've got two extremes right

00:32:48.280 you want to kind of mix those two together right you know i'm saying absolutely balance all right um

00:32:54.440 i had some things i was going to say about structure but i could say that later let's let's

00:32:59.240 no we can go into that but let's recap right tell the truth yeah know your fucking audience right

00:33:03.140 all right stick to that be human show your humanity show your real life be vulnerable don't

00:33:09.400 be afraid to share your real shit because that's what people resonate with whatever you're really

00:33:14.320 feeling whatever you're really uh you know struggles you're really going through be real with that shit

00:33:19.000 because other people are going to say fuck yeah dude i know what that's about yeah right but in a

00:33:23.160 positive not a moping way yeah no bitch no you know what i mean all right so let's talk about

00:33:28.140 structure for a minute yeah so when i'm you know when you give me all this content and when i'm

00:33:34.780 working on different people's uh books and such one of the standard go-to structures is something

00:33:42.220 called monroe's motivated sequence and i would tell your your our listeners here guys look up monroe's

00:33:48.400 motivated sequence it's it's a tried and true method of structuring something basically it's attention

00:33:53.520 grab people all right very nice thing is you you help you identify a need then you satisfy the need

00:34:00.900 then you visualize like you you say hey so what would it look like if you all started using uh

00:34:07.600 level one protein powder and then you maybe address a an objection and then you have a call for action

00:34:15.600 and i didn't really illustrate all that but it's pretty straightforward and like i said if you look

00:34:19.620 up just google monroe's motivated sequence it's a time tested like it's literally rooted in ancient

00:34:24.520 rhetorical principles that go back to aristotle attention identify need satisfy the need visualize

00:34:33.060 what it would look like if people you know did what you said yes address an objection and then call to

00:34:39.480 action okay so i want to i want to say visualize what it would look like that's a key point in relative

00:34:44.360 in relevant content every time i write a post or make a post or make a video i watch it and i think

00:34:49.600 all right i go back to point two know the audience and i try to put myself as one of them what are

00:34:55.260 they going to think how are they going to react to this what is the reaction going to be and that's

00:35:00.680 you know you've got to be able to play that role so that you you can predict if this is going to be

00:35:05.900 good or bad a lot of people just post mindless shit which actually brings me to the third point

00:35:11.180 okay and i want you to remember these two fucking words if you're taking notes write these two words

00:35:16.720 down make and take and what i mean by that is like we've all read these posts that you know we look

00:35:23.380 at and it's got a really cool picture um and then underneath you read it and by the way captions

00:35:29.360 fucking matter when i first started instagram everybody yelled at me so your captions are too

00:35:33.600 long now everybody's doing long captions right you know i'm saying um but captions fucking matter

00:35:38.720 okay i could post a picture of my dog shit and if i wrote a great caption it's going to get

00:35:43.120 15 000 likes right all right it's truth no it is true while you're on captions my audience is

00:35:49.620 wants the caption my audience don't give a fuck about the picture right that's my audience when

00:35:54.100 they type people in your photos it's caption bro i know my fucking audience right they love the

00:35:58.820 caption i got a smart audience you motherfuckers listen to me and watch my shit are smart you know

00:36:04.260 how to fucking read half these motherfuckers on instagram don't know how to read or write right

00:36:08.680 and this is going to bring my point up right here we've all seen these pictures right you see us a

00:36:13.240 lot with the instagram models beautiful fucking female super fucking smoking hot and then like

00:36:19.400 it's like a bible quote you know i'm saying and you're like looking at it and you're like

00:36:24.680 why don't you just say like damn this picture is hot you know i'm saying i look good right like dude

00:36:31.100 i would like that more like if someone would just own their shit i'd be like fuck yeah this shit is

00:36:35.580 hot or at least a relevant bible verse like behold they were yeah they were naked and unashamed

00:36:40.700 that's right exactly right dude like rate something that's like relevant and and if you can't write

00:36:46.980 anything relevant at least go back to point number one which is tell the truth if you look fucking good

00:36:51.220 say damn i look fucking good i like that other people like that and they're you know some people

00:36:56.520 are gonna say oh that's conceited hey man it is what it fucking is if you look good you look fucking

00:37:00.940 good right so you said there were two key words did i miss it make and take right and take

00:37:05.560 okay make a point all right be strong with the point that you make don't write this fucking

00:37:12.180 weak ass bullshit because you're afraid of what aunt martha is going to think of it

00:37:15.940 make a fucking strong point and take a stand don't ride the fence don't try to create a caption

00:37:23.160 base for fucking 100 of the people like i've always said and told you guys 50 of the people are not

00:37:29.900 going to like you no matter what the fuck you do it's a good example is republican democrat if you're

00:37:35.680 a fucking democrat you're usually your mind is made up all this billion dollar campaign bullshit

00:37:41.020 is useless how many fucking people do you know personally that are registered democrats that

00:37:47.080 actually change their mind or register rub republicans that actually change their mind

00:37:51.400 it's fucking four percent of the population by statistical fact it's four percent out of a hundred

00:37:57.460 why the fuck are you going to try to appease four percent of the people with your content

00:38:01.680 when you should just go for the fucking 48 that are going to fucking love you make content for that

00:38:07.620 48 and fuck the rest of them right okay so make a point be clear with your fucking point be clear with

00:38:15.080 what you're trying to explain and take a stand on the point don't ride the fence nobody likes riding

00:38:20.760 the fence you can't get passionate about riding the fence nobody's going to fucking be passionate

00:38:26.240 about your product or your brand or following you if you ride the fucking fence be polarizing

00:38:32.600 okay be the person who takes a stand because most of society won't it's going to make you stand out

00:38:39.180 just like telling the truth will all right absolutely let me add something to that just from the

00:38:43.420 standpoint of a writer when it comes to writing a thesis there's a difference between making an

00:38:47.620 observation and having a thesis an observation that's even if it's opinionated is something like

00:38:52.900 saying taylor swift is awesome well that that's an opinion and that's basically an observation

00:38:58.320 a thesis is something like what you're saying is taking is taking a stand and being specific

00:39:03.200 based on her romantic lyrics taylor swift is the greatest lyricist who has ever lived and that is a

00:39:10.780 specific pointed thesis you want to make a point you're making a point you're taking a stand right

00:39:18.880 and you're gonna have people that disagree with you right and they're gonna say no and but you're

00:39:23.080 gonna start a discussion and when you start discussions you become relevant right and you

00:39:26.960 want to be specific sharp yes agree 100 so make and take make a point take a stand that's what's

00:39:34.380 going to create people to passionately follow your content right so that's point three point one is

00:39:40.320 tell the truth point two is know your audience point three is make and take okay now we're gonna move

00:39:48.700 on to point four all right now before you create your content you have to ask yourself what's going

00:39:56.900 to be the best approach to persuading people how are you going to get people to resonate with your

00:40:04.820 content is it going to be through authority is it going to be through logic you're going to explain

00:40:10.560 it or is it going to be through emotion all right those are three ways that you can get people to

00:40:15.380 resonate with your content you can either tell them the way it fucking is which i do a lot and

00:40:20.760 that's effective yeah if you have the if you have the credibility to say you know i mean parents do it

00:40:25.740 all the time because i said so that's right and you know what i do have the credibility so i need to

00:40:29.860 fucking say that if you don't have credibility you're probably going to have to explain yourself a

00:40:33.720 little more which means logical logical explanation all right you're going to have to convince people

00:40:38.720 um or you could appeal to their emotion you can make something that's emotionally compelling and

00:40:44.580 that could be the combination and should be the combination of a picture video and a caption don't

00:40:50.680 rely on one or the other try to make both fit together that's where great content is going to come

00:40:56.180 together with emotion can i make a point about that i and unfortunately i'm going to use an example

00:41:00.620 that's a it's sort of a tragic thing with the the thing that recently happened to jenna and chris fail

00:41:05.120 you know like uh yeah okay so so they these guys they're they're good friends of ours they're good

00:41:11.000 friends they're part of the legion of boom right first form right the family they're outside sales

00:41:14.780 reps right and they and their and their house burned down it was really tragic they lost their pets right

00:41:19.260 so so there were some appeals going out for to help you know basically to help them that would be in a

00:41:27.560 completely inappropriate time to just base your appeal on logic like well here's what they lost in

00:41:34.760 terms of financial losses and here's here here's a here's a list of the the itemized things no you

00:41:40.220 you appeal to these are people we love they're part of our family we stand by our family right that's

00:41:46.320 where you say that's that's the best approach to to moving people you know what i'm saying oh yeah

00:41:50.980 whereas other times you are going to say okay i just need a more measured approach i need to just

00:41:55.940 hear the facts i think great i think if you're going to be a great sense yeah okay it makes sense to

00:42:01.180 me um i think if you're going to become a great persuasive brand builder of either your personal

00:42:08.120 brand your company's brand it's going to require all three of those now depending where you are along

00:42:13.560 your progress the authority one is going to be limited you know if you're just starting out on

00:42:18.700 day one and you're trying to you're trying to talk to people like you're the authority you're gonna

00:42:22.540 get a lot of fucking pushback you're gonna get a lot of arguments you're gonna get a lot of fights

00:42:25.780 you're gonna get a lot of negative comments because people are gonna be like dude who the fuck are you

00:42:29.240 you don't have any credibility so the authority one comes with credibility now with logic or emotion

00:42:34.540 if you're just starting out those are really good ways to go because you like like let's say you

00:42:39.300 know you're starting a new company you can explain why you're better or what is compelling about your

00:42:44.940 company or the and you can appeal to the logic and also the emotion but trying to speak like you're

00:42:50.560 the authority is very hard to do in fact one of the most effective things you could do when you're

00:42:54.340 just starting out is own the fact that you're not the authority yet right you know what i mean i'm not

00:42:58.860 i'm i you know what i don't know all the answers but i'll find out for you you know that's extremely

00:43:05.880 effective technique when you're becoming good in sales right you know what i don't fucking know

00:43:10.240 right you know why because it goes back to point number one which is tell the truth right when you

00:43:14.920 bullshit people and try to pretend you're the authority when you're not people know it and that

00:43:19.140 makes you that discredits you and makes people not trust you right which breaks down the loyalty

00:43:24.640 aspect of people wanting to do business with you right you mentioned loyalty and that that's the

00:43:29.120 flip side of authority though that authority when you can't base your authority on credibility

00:43:33.400 you can base it on relationship you can base it on well okay at this point bob may not you know be a

00:43:43.020 millionaire but i know that i can trust bob so if bob says i you know you can trust me so do this for

00:43:50.300 me you know what i'm saying like you can base your authority on a relationship that's dangerous though

00:43:53.960 because because you better be a fucking authority before you fucking start talking like an authority

00:43:58.600 because if you speak like an authority and give people a sense of confidence and you're not and

00:44:02.900 then you make a mistake they ruin the trust forever i i see what you're saying i'm i'm i guess maybe i'm

00:44:07.440 talking about something different but that's that's okay i i too many people try to be the authority

00:44:11.660 when they're not qualified to be the authority you find this out and you see this a lot in politics

00:44:15.620 like mother pretty much you know every motherfucker out there right they pretend like they're an expert

00:44:21.100 and they try to tell you where the way it is and instead of like learning and being open and actually

00:44:27.380 growing they try to win the conversation by being authoritative how much further would you get if you

00:44:33.300 actually wrote a just an uh had an open slate conversation in politics based on logic and and actual

00:44:41.820 emotional appeal you know you get people to hear your view the problem the reason people don't

00:44:46.660 respond well in politics because everybody tries to win it's not about winning right it's about

00:44:51.760 growing you know what i'm saying yeah absolutely i think what i was trying to say is that sometimes

00:44:56.120 when we're trying to persuade people we can persuade them because we know all the answers but other

00:45:00.820 times we can persuade them simply on the strength of our character like they they know we're good

00:45:05.580 people right they know we have the best yeah i get that i'm just saying you don't want to

00:45:09.320 authority comes later man right like authority comes when you start to become a legitimately an

00:45:15.180 expert with the experience right you know what i mean so for most of you out there when you when

00:45:19.600 you create content try to go try to go logical and emotional emotion and if you can combine the two

00:45:25.300 that's that's a good combination i know a couple young entrepreneurs that i follow you know uh in our

00:45:30.960 industry and they try to they try to speak like the authority and they just started out a year ago you

00:45:36.300 know and it doesn't work it comes off cheesy because everybody's like dude you're fucking 21

00:45:40.340 like you're not the fucking authority you know what i mean um so work with what you have and let

00:45:46.580 and let the sliding scale naturally evolve you know what i mean that's why you see people when they adopt

00:45:52.480 personas like we talked about uh about being authentic and telling truth in the first point you

00:45:57.340 know that's why you see people who try to be other people they try to be grant or they try to be

00:46:01.220 gary or they try to be andy they try to develop these personas that's why nobody fucking that's

00:46:06.020 why they get tuned out because people are like well dude this guy who the fuck is this guy talk like

00:46:09.560 that because all three of us use authority heavily we use our credibility and what we've built and what

00:46:16.140 we've done and we're able to speak with authority and like dude that's a huge that i do 90 percent of

00:46:22.700 my shit is authority based but i have earned that right you know if you haven't earned that and you

00:46:27.160 haven't built that and you haven't come you know to that part of your journey it's not going to be

00:46:32.760 an effective way to communicate so just remember that it's a very it's a very effective uh way to

00:46:39.400 present your content but you have to be of a position of credibility to do it that way absolutely so yeah

00:46:45.300 absolutely you want me okay so uh so i wanted to share another structure that's very helpful for you

00:46:52.720 guys it's called the i we point we you and uh i actually stole it from a preacher who uses this

00:46:59.380 but he uses a little different version of it and basically the idea is like this it's i we

00:47:03.380 point we you so basically you start and say you know the other day i was you know having trouble

00:47:09.580 getting along with my wife and you tell a personal story and you kind of open yourself up which which

00:47:14.260 establishes a connection with your audience then you say we you transfer it from a personal thing to

00:47:19.600 kind of a universal thing where you're saying you know all of us have a different difficult time

00:47:23.280 getting along with one another and then you make you know some different uh illustrations and then

00:47:28.240 you go into your point and you just deliver it and you say but you know what what i've learned

00:47:31.640 is that principle number one two three is really easy uh to implement that helps improve your

00:47:38.400 relationships and then once again you go to the we and you visualize what would it look like if we all

00:47:43.720 put these principles into practice and you just paint a picture for people and then the last thing is

00:47:49.300 again you you say this is what i'm asking you to do call to action it's very similar to monroe's

00:47:54.500 motivated sequence but this structure actually emphasizes the connection that you have

00:47:58.860 interpersonally with somebody by kind of telling a story right up front so it's i we make your point

00:48:04.660 we you and if you want to look it up there's a great book called communicating for a change

00:48:09.200 by andy stanley you could take a look at that book but does that make sense yeah so i want to point

00:48:13.840 this out too on the two structure parts that we covered and when you're first starting out and writing

00:48:18.380 content you know this shit see it feels very methodical or technical and it is right yeah okay

00:48:26.060 so like you should look at it that way a lot of people think like oh andy you just write you just

00:48:30.880 you just write great shit and you're dude when i started writing i started with technical formulas

00:48:36.280 just like you're going through and structures right and and eventually it's just like anything

00:48:40.240 they become habit and they become part of what you do so if you go back and dissect some of the

00:48:45.900 content that i do you'll see patterns in the content not you know like this and that's just

00:48:51.420 something that i do naturally now but when i first started you guys it was very weird for me too so it

00:48:57.000 feels fucking weird right right you sit down you try to write out like i we point we you and put these

00:49:02.760 little two sentence uh parts together to create something that fits that structure and it feels weird

00:49:09.160 right but that's normal let me ask you this what's your favorite movie of all time oh man

00:49:14.180 dude that's that's a really hard question just throw throw at a a favorite movie a saving private

00:49:20.400 ryan saving private ryan one of my favorite movies of all time is braveheart another favorite movie for

00:49:25.640 most people of all time is star wars movies guess what there are literally thousands of different

00:49:30.500 movies they all have the same fucking plot well they have they all have very similar plots and

00:49:34.880 they're all based on a three act structure right and so if people say you know why do i have to

00:49:40.240 learn this formula stuff because it works that's what i meant and that's plot structure yeah it you

00:49:44.880 you it it works right so learn learn the structures and then tweak it to your use right because because

00:49:51.980 that's what they're there for right you don't have to reinvent the wheel right so um but but like

00:49:56.920 what i always want everybody to know like it feels weird for everybody when you first start yeah

00:49:59.620 absolutely yeah absolutely so um the last point that i want to cover is 0.5 so right now we're

00:50:08.040 sitting at number one tell the truth number two know your audience number three make a point and take

00:50:14.060 a stand number four use authority logic or emotion and decide which which way you're going to write

00:50:20.600 your content what point of view uh and number five guys this is a huge point okay there is a massive

00:50:27.360 difference between writing conversationally and writing sloppily all right a lot of people and

00:50:33.960 it's an art it isn't something that uh you just do like a lot of people say dude man i can i can hear

00:50:40.220 your voice when whenever you write your content well yeah that's because i know what the fuck i'm doing

00:50:44.340 like it's not just me throwing some barfing some words onto a post it's me knowing my style knowing

00:50:51.360 how to make it sound that way and it's you know i feel like we're in like like english class right now

00:50:56.660 but you know and i might not be the best at grammar but i know how to write to where it sounds like

00:51:01.180 it's coming from me right you know what i mean and those things need to be congruent um you know i

00:51:06.020 don't i don't try to uh you know over impress people with my intelligence through my grammar

00:51:12.000 i try to make my voice sound like my fucking voice you know what i mean right so that's extremely

00:51:17.900 important guys don't just throw shit out there if you're doing something that's incongruent with

00:51:23.660 your actual voice especially if you do a lot of video like youtube or instagram videos or you're

00:51:29.620 on a podcast and you want people to like relate if you're too if you're writing and your voice style

00:51:35.320 are not congruent it won't make sense to people so you have to understand like throwing out some

00:51:40.520 sloppy shit that you didn't think about you know and i see that people do this all the time like i have

00:51:45.740 people copy my captions like literally i bust them like at least once a week copying my straight up

00:51:50.520 captions onto their instagram posts with their picture and i'm laughing because i'm like dude

00:51:55.100 not only is that fucking rude and wrong but you're only doing yourself a disservice because when you

00:52:01.860 copy other people's shit people a they know it's not you talking b they know that's not your style and

00:52:08.160 c you're you're limiting the development that would naturally become your greatest asset which is your

00:52:14.240 own fucking voice so quit trying to plagiarize other people's characters and their voices and

00:52:19.480 their sayings and develop yours and then you're going to have a tool just like i have a tool you know

00:52:24.380 my tool has brought me all kinds of success dude we've got one of the top rated podcasts i've got one

00:52:30.200 of the best instagram accounts i get asked to speak with all these famous fucking people all the time

00:52:35.420 and do all this cool shit because i've become my own product and you have to let yourself become

00:52:41.540 that and when you copy somebody and you try to be somebody else or a version of this or try to be

00:52:46.880 like this person you're limiting your own development you know absolutely and and so this kind of got off

00:52:52.520 point but well what i want to say real quick is sometimes you'll hear people say well yeah but i mean

00:52:59.080 in today's social media everything's really like you know unproduced and it's it's it's it's real raw so

00:53:05.760 it's okay if if i'm kind of like stream of consciousness no because the reality is even as

00:53:11.040 casual as we've gotten on the internet the reality is is if a person especially a person who's claiming

00:53:16.280 to be in business but if a person has misspelled words or typos your your response to that is

00:53:23.300 this person is an idiot yeah now now dude i will say this too don't write your fucking instagram posts

00:53:29.540 and your long form content in text talk like no like when i hate when people fucking do that like

00:53:36.300 when they say though and they fucking type th o or you know all the little fucking bullshit that like

00:53:41.760 the abbreviation right don't do that in long form content you sound like a fucking idiot you know

00:53:46.620 what i mean absolutely yeah like you sound literally like a moron yeah so use the real words yeah so go on

00:53:54.320 i didn't mean to interrupt you no no no that's fine so i i i was gonna actually ask you to add a

00:53:58.960 bonus point but you tell me if we have time well what's the bonus point i'll tell you well the

00:54:03.420 bonus point is we have 47 seconds okay so bonus point and i actually wanted to give i actually

00:54:08.900 want to hit at least one or two questions at the end of this because i know we got some on the email

00:54:12.080 oh okay so give me this and then we'll do some questions okay okay so and then i also wanted to

00:54:18.400 give tyler 30 seconds because i do think with all the video stuff he does i think any quick best

00:54:23.760 practices you could you could share you can think about that just in a second i got a question i'm

00:54:28.480 going to ask him okay it's going to cover that okay my my thing is at the end of the day if people

00:54:34.320 do nothing else sharing a personal story that something they learned you know so and you do

00:54:41.580 that really well like whether it's telling you the kill kill kill story or the kool-aid story or

00:54:46.320 whatever i'm talking about so like tell the truth be authentic like do we all have interesting stories

00:54:50.700 and content but do you have a net do you have kind of a best practice for how to tell a story

00:54:55.160 effectively um there's definitely some books that people can can read that i think okay well

00:55:01.460 you can recommend those but i think for me i i do have a natural storytelling ability you know what

00:55:07.400 i mean like i'm like and this is like dude if you go out and have beers with me i'm gonna entertain

00:55:12.080 the fuck out of you like i'm gonna tell you a lot of fucking stories and you're gonna laugh your ass off

00:55:15.720 yeah that's a natural character trait of mine you know what i mean anybody who's like friends with

00:55:19.920 me we need to tell more stories i know but like you met my dad he's a storyteller oh yeah like that's

00:55:24.960 where i get it from yeah you know what i mean so like storytelling is sort of something that i just

00:55:29.800 do naturally so i've never i like i've never had to go back and like try to figure out how to do that

00:55:34.900 so uh for those of you who aren't natural storytellers how can somebody become better at that

00:55:41.660 well i first i get it requires living and doing stuff living is very important but if you sit in

00:55:47.340 your mom's basement eat fucking licorice all day and fucking right i think that's like call of duty

00:55:51.380 you you know drink red bull you you don't have anything to fucking talk about so that's a given

00:55:55.600 right you got to live an interesting life well i would say just across the board a general principle

00:56:01.320 is emotion in the speaker emotion in the hearer and what i mean by that is enthusiasm and tell a

00:56:08.460 story that you that you feel deeply whether it be funny whether it's funny or angry or painful

00:56:14.420 right exactly because you're gonna you're gonna that's gonna necessarily be infused into you telling

00:56:19.740 that story and you're gonna know well and you're not gonna need to really think about it too much

00:56:23.780 you're just gonna tell it and uh that so i mean they always say in writing you know tears and tears

00:56:28.940 in the uh writer tears in the reader and i mean it transfers over into the general principle

00:56:33.800 storytelling emotion in the teller emotion in the hearer and and that's that's my basic but other

00:56:39.760 than that uh so peter guber's book tell to win how do you how to use stories to get it get ahead

00:56:45.280 in business and like link that book in the bio for the oh i absolutely will and then nancy duarte

00:56:49.480 has a book called resonate which is really good and one of the key points that she makes like in

00:56:54.460 terms of content is you are not the hero like when you're trying to motivate other people you are

00:57:00.220 not the hero of the story you're listeners are the hero of the story and you're yoda they're luke

00:57:04.880 skywalker and you're yoda and you've done a lot of you've done a really good job like in the whole

00:57:08.700 mf ceo project you've always said guys i'm the mentor you guys are the ones out doing it and and

00:57:14.700 you've kind of positioned yourself as yoda and i think that's the way to do it it's not oh it's all

00:57:19.160 about me i'm the hero i'm the center of the story much of that shit right on fucking content wise and

00:57:24.500 it's like nobody gives a fuck if you went to the store and made a fucking salad absolutely like no one

00:57:28.460 cares right and no one also cares about the same fucking story 70 times right like i see people in

00:57:34.840 this is in the fitness industry that runs rapid people who post transformation photos every fucking

00:57:39.880 day of themselves every day realize that you're talking to the same people every day and those

00:57:46.000 same people that's not new people that you haven't got that's the same people right so for you

00:57:51.060 you know what i'm saying absolutely if you tell us like dude think of it in real life what if every

00:57:56.800 time i saw you i told the same fucking story what eventually happens you start to see you would see

00:58:02.340 me coming and you turn around go the other way like that's what happens with social like think about

00:58:06.840 that when you tell the same fucking story every day when you post the same fucking before and afters

00:58:11.340 or the same fucking uh you know selfie or this or that every day not only are you not making it about

00:58:18.860 them but you're you're turning them off so much that they're gonna be like oh not this motherfucker

00:58:25.900 again like i'm i'm fucking out of here right like that's what i was trying to say about bombarding

00:58:30.320 people with the same sort of content when we were talking earlier you know like dude when you see

00:58:34.140 it coming you're like oh yeah yeah yeah i fucking heard it bro you know what i mean to kind of

00:58:38.220 build on that too one thing i was going to say is you know don't force content you're going to look

00:58:42.900 at people like andy or grant or uh you know uh gary and you're going to see all this well-produced

00:58:49.040 content and you're not going to have that in the beginning more more than likely that goes along with

00:58:53.180 the question i want to ask you so like like a lot of people they make excuses and they say

00:58:57.340 well i don't have fucking tyler or i don't have a d-rock or i don't have a guy that follows me around

00:59:03.520 and produces this badass content all right so let's solve that right now you're going to have to learn

00:59:09.500 how to do it yourself you're going to have to learn how to do shit yourself so what are some

00:59:13.960 tools and apps that people can download on their phone and on their computer that that they would

00:59:19.580 need to learn to create good content and when i'm just you know what i'm saying yeah yeah like i'm

00:59:24.140 lucky because i you know i'm in a situation where well i'm not lucky i'm just in a situation where

00:59:30.520 i've earned the position to have somebody like you or you know dave or fucking adam help build that

00:59:37.900 content you know but if i was starting out i didn't have the income or the ability to pay you

00:59:42.860 guys or hire somebody like that and you're just starting out on your own tell these guys like

00:59:47.900 some basic shit that they should start working on to learn i mean i mean let's get really fucking

00:59:53.980 basic here basic if you have an iphone yeah that can do 90 of what i do with you yeah almost almost

01:00:02.120 better than this five thousand dollar camera most of the time right like you you know do super slow-mo

01:00:06.840 so tell people the app so i mean literally the the app is the camera app okay you know i mean that

01:00:12.220 has almost everything that you need uh iMovie which is an app that can do with that you can edit the

01:00:19.840 videos you can splice clips together you can you can create videos on there okay and there's tutorials

01:00:25.160 on youtube on how to do oh my god yeah that's how i learned everything exactly so like guys you have

01:00:29.640 all the tools we say this all the time absolutely so any other apps besides well i mean also i think a lot

01:00:35.060 of people underutilize uh the timer function on their phone you don't even have to ask somebody

01:00:42.140 to hold the phone you can literally set it up there's suction cups you can buy to put it on your

01:00:46.100 mirror right you know put it up wherever and set the timer to 10 seconds pose you got a picture right

01:00:52.080 so i i think that's a very underutilized uh you know tool inside a phone was timer uh photoshop's

01:01:00.400 great for if you want to go so photoshop's a little bit more advanced yeah you're gonna spend some

01:01:05.440 money on it it's not cheap right oh you i'm talking about on your phone the actual app i think it's

01:01:10.460 like 4.99 or some shit but it just it allows you to enhance your pictures and that's what i was going

01:01:14.780 to say is earlier when it comes to forcing content like if you've got low quality photo or you know

01:01:22.800 something that's questionable don't fucking post it i agree yeah what's the number one problem people

01:01:28.200 make so wait let's talk about intermediate but people think they have to post like every single

01:01:32.400 day no people think they need to post like seven times right and like i haven't posted in days

01:01:37.040 in like i'm not worried about that you have to remember i know the gay community is in an uproar

01:01:41.360 yeah they are yeah so so tyler does have an extreme amount of gay followers and that's totally cool but

01:01:48.480 i'm just saying it's because he wears his sister shorts all the time but dude they're shorter than my

01:01:53.320 sisters but dude let's be real man like um good content starts with a good image yeah you know if

01:02:02.640 you have a shitty image it's not gonna work because you gotta have something to catch people's attention

01:02:07.260 like vaughn talked about in his first structure talk now i personally think and i've told you this

01:02:13.340 before that great editing great photography uh the ability to create video content is going to become

01:02:20.940 the most in-demand fucking job in the next 10 years no question there's no question so if you're

01:02:26.160 looking for something to learn a skill there's i'll tell you two skills you need to learn one you

01:02:31.120 need to learn how to edit fucking video shoot video edit video shoot photos edit photos now you were

01:02:35.920 sitting at my computer yesterday and i showed you a very simple thing on how to extend it easy it was

01:02:40.800 yeah it's almost no i thought about today i'm like dude i'm gonna have him start teaching me how

01:02:44.320 to do my own shit it's so easy so you can fire him yeah pretty much so i do have to ask tyler is

01:02:51.620 there a is there a trick i mean obviously you can use photoshop but one of the things that i almost

01:02:56.380 never watch is if people have their lighting is just horrible like well i mean recording and they

01:03:01.560 look photography and video lighting is everything well technically sound is everything if you're doing

01:03:05.860 video content sound is always going to supersede image quality because if you have horrible sound who

01:03:11.880 the fuck wants to listen to that at least you can not look at the screen but still get the

01:03:15.820 information through the audio right uh but yeah lighting lighting is so key it's not even funny

01:03:21.740 that's why movies look like movies and that's why you know your video phone looks like a video shot on a

01:03:27.720 phone right is there a app that does pretty decent uh lighting fixes no you just need to understand

01:03:35.920 light sources and you know like backlighting and all that stuff that just makes very contrasty and

01:03:43.480 horrible photos and these are things i think we should point out and i think you essentially just taught

01:03:48.380 yourself with youtube and yeah yeah literally anybody can do this you don't have to pay five thousand

01:03:53.440 dollars to go to some sort of photoshop no anybody yeah if anybody goes to school for that shit you're

01:03:59.120 stupid well uh guys if you're not following us on social media do andy is at andy frisella on

01:04:06.380 instagram mfceo dash one on snapchat and then andrew.frisella on facebook facebook.com forward slash

01:04:14.440 andrew.frisella if you uh there's no dot isn't there no oh there isn't okay so andrew uh forward slash

01:04:21.880 andrew frisella tyler is at my tyler m-a-i underscore t-y-l-e-r i'm at von kohler v-a-u-g-h-n-k-o-h-l-e-r

01:04:30.900 for everything instagram snapchat and uh i don't know what else i have i guess that's it but you did

01:04:37.640 one other thing uh andy did want some apps so if you do have a mac get final cut pro if you're going

01:04:44.560 into video editing it is most user-friendly it's cheap it's 200 bucks definitely well worth the

01:04:50.320 investment okay now we had some questions because we started the the email questions at the mfceo

01:04:58.260 today we had a very practical podcast and as you know some days it will be mindset those are also

01:05:04.560 practical podcasts you have to remember that like how to think is just as important as how to do

01:05:10.100 so today was a very practical technical podcast our next podcast may be something completely

01:05:17.660 different it has to do with mindset that's the great thing you're going to get here you're going

01:05:21.040 to get a mix of self-improvement and actual entrepreneurship now those things are both

01:05:27.420 important but we struggle all the time which category do we fit in do we fit in fucking self-help

01:05:32.580 or do we fit in entrepreneurship we chose entrepreneurship because i feel like all these

01:05:37.300 things are relevant to that i'm pretty sure if we were in self-help we'd have the number one podcast

01:05:41.160 in the fucking world probably but here's the deal we set up a email address for you guys to send your

01:05:47.420 questions in because i want to make sure that we're providing you guys with the real answers

01:05:51.400 so it's questions at the mfceo.com do i want to do at least a couple questions sure i hey you're you're

01:05:59.640 the man yeah so i know we've stretched over an hour here but i want i want to commit to these people

01:06:03.800 that we're going to answer their questions yeah yeah i'm so let's let's do let's do like one or two

01:06:07.240 depending on how long they are all right do you have them in front of you no you got to open

01:06:10.660 well he's sending you sending them to you telepathically you might have to edit this part

01:06:16.900 out all right let me get let me get into it here uh okay questions at the mfceo.com

01:06:31.120 yeah so just edit out this uh okay all right let me read the uh

01:06:47.220 okay questions for me drop shipping versus buying inventory when starting e-co

01:06:53.580 well no i'm just going to read them the different options and you tell me so i want you

01:06:58.000 oh so drop shipping just fucking just fucking hit me with them raw like and then also say who

01:07:05.300 they're from okay

01:07:06.840 okay

01:07:06.920 okay

01:07:20.840 do you know anything about e-commerce what about it when starting an e-commerce store how do you get

01:07:39.460 started when you have little capital most online e-commerce have a hundred plus products which

01:07:43.520 requires a lot of capital drop shipping is sometimes an option but then from my research shows most

01:07:48.920 retailers competitors are priced so aggressive i can't even get five to ten percent markup

01:07:53.660 right yeah i can talk about that okay so i'll read the whole question and then i'll tell you all

01:07:57.840 right get let's do two okay so try to find one one that's like a practical one try to find one

01:08:04.460 that's like mindset too okay all right so let's okay this is the uh first question by randy fuentes

01:08:11.820 and he says and he says uh dear mfers when starting an e-commerce store how do you get started when you

01:08:20.460 have little capital and then he says most online e-commerce uh stores have 100 plus products which

01:08:26.880 requires a lot of capital drop shipping is sometimes an option but then from my research it shows that

01:08:31.980 most retailers or competitors are priced so aggressively that i can't even get a five to ten

01:08:36.660 percent markup can changing the game and selling two to three products work what are your thoughts

01:08:42.440 absolutely absolutely you're comparing yourself right now randy to um you're the normal dude trying

01:08:50.760 to start a business you're comparing yourself to the guys who have been doing it for three or four

01:08:55.740 years or five years or ten years and you can't do that every single person who starts out whether

01:09:01.960 it's brick and mortar or e-commerce starts out with one or two or three core products and then what

01:09:07.700 they do is they go out and they sell enough of those products roll the profits of those products

01:09:12.660 into inventory and you you extend your line out from there now with drop shipping guys like you know that

01:09:20.220 you you heard what randy said it makes it hard to compete you know i a lot of people can do it um

01:09:27.180 i have found that that it is just easier and more profitable um to ship the products yourself we

01:09:37.400 ship all our products ourselves we fulfill all our products ourselves and guess what we started with

01:09:42.140 one product dude you know what i'm saying like that's the thing with with online e-tailing is like

01:09:48.000 you you aren't going to make the margin that you would make in brick and mortar because the internet

01:09:52.480 hasn't settled down yet most of the internet's not charging sales tax yet which creates an unfair

01:09:57.160 advantage most of the distributors are cutting crazy deals to these dudes that are doing huge

01:10:01.840 volume real not realizing that they're hurting the fucking little guys who are running you know

01:10:06.840 mom and pop type businesses even online so uh randy i know you want to be like the big dog

01:10:14.020 because we all hey that's like randy jackson right he wants to be the big dog you know which by the way

01:10:19.040 randy jackson's cool as fuck i spent some time with him last time i was in la um but everybody wants to

01:10:24.800 be the big dog right away but dude it's just like any other business you know you got to sell one

01:10:29.320 product you take the profits of that product you sell enough of it you roll it into a second product

01:10:34.040 you know we didn't start out with the with first form a complete line we started out with one flavor

01:10:38.940 of one protein powder you know what i mean then we sold enough of that uh you know that we created

01:10:44.560 another protein flavor it's aggressive patience yes and it just takes time so like thinking of it any

01:10:49.680 other way is very discouraging so like dude take your take your focus off of the big picture of

01:10:56.020 trying to be the big dog and focus on being the best little dog you could be right now and and work

01:11:02.700 with that because that's what's going to ultimately happen awesome all right thanks randy and it's

01:11:07.540 totally possible that's how most businesses start like if you're a no capital dude like i've always been

01:11:12.380 i've never had anybody invest in me that's how you have to do it but let me tell you the positive of

01:11:17.720 that nobody ever owns your shit i don't have to report to anybody and yeah it took me a lot longer

01:11:22.660 but but at the same time i'm still a young man you know what i mean so it's worth it so if you're

01:11:29.240 going to do it that way um the other option is if you're going to be a low margin e-tail guy you got

01:11:34.900 to become really good at fucking marketing and sell high volume but i've always found that that's just

01:11:38.620 uh that's more of a pipe dream than anything most people can't succeed at that

01:11:43.160 so uh you got to connect with somebody whose profession is is internet marketing you know

01:11:48.520 like affiliates and things like that that can do that for you but um but at the end of the day man

01:11:54.420 you start with one you make some profit you roll that profit in number two you make some more profit

01:12:00.960 you roll that profit number three and after a few years of doing that hustling you got a full line

01:12:05.200 a full you know you've got 20 30 products that you're selling and you've got a company going

01:12:09.560 so that's just the way it goes yeah totally possible and by the way normal yeah all right

01:12:17.880 thanks randy for having your question featured on the ms ceo project you get nothing but thanks for

01:12:25.260 submitting i like it yeah i like it it was a good yeah good one okay the next question is actually by

01:12:30.360 a guy i know he's good good dude uh but he sent you a question rich rose not to be confused with rick

01:12:36.080 ross i know rich rose he's always on my page yeah yeah he's good dude anyway he said rich rose with

01:12:41.800 all of the content rich forever rich forever uh with all the content out there his add is off the

01:12:48.160 charts he's like andy how do you lock in how do you how do you remove distractions and lock in so you

01:12:52.900 can finish your power list come on man come on who says that tyler come on man well it depends

01:13:00.900 who you ask yeah bradley or grant cardone that's that's uncle g saying come on man rich i know you've

01:13:09.240 got more focus than that bro rich is talented i talked i know you got more focus than that put your

01:13:14.780 fucking phone down look at the fucking list and make it happen i mean come on i know he's got more than

01:13:20.940 that you know what i think you should like people put a lot of put a lot of stock in in this so i think

01:13:28.040 you should like give him a secret magical word that's going to take away his yeah i'm going to

01:13:34.000 hypnotize you yeah and the magical word is broke which is what the fuck you're going to be if you

01:13:39.080 don't put your fucking power list in play all right just think of broke every time you catch yourself

01:13:44.220 looking at your fucking phone and watching content by all the fucking gurus including me and not

01:13:50.460 executing that's something i respect a lot about gary vaynerchuk and and it makes a lot of sense to me

01:13:56.220 is he tells people like he doesn't want you watching his shit he wants you out doing shit

01:14:00.820 and i respect that because that's the truth that's the truth i would also much rather have you out

01:14:07.580 executing on that list i've given you the fucking tools bro it's a non it's a non-risk non-failing

01:14:15.140 way to succeed all you have to do is do it so just think man when you're looking at catch yourself

01:14:20.400 looking at all this fucking shit on the internet all the hot chicks all the fucking rich get rich quick

01:14:25.700 all the fucking you know funny videos and memes which by the way i love me some memes

01:14:29.880 dude just think about how broke you're going to be if you don't fucking compete your power list

01:14:34.420 it's really simple you know that should become your priority your priority should be to make

01:14:39.900 your power list happen before 11 a.m so you have the rest of the day do whatever the fuck you want

01:14:43.560 that's the beauty of the power list the power list which by the way is in episode 107

01:14:48.440 i believe so yes um win the day very complete comprehensive explanation of the power list

01:14:54.860 is designed for you to be productive but also have free time that's what it's designed for so if

01:15:03.220 you're spending all your free time before you do your power list that's not what you're supposed to

01:15:07.320 do you're not following the plan power list first free time we learned this shit what we were like

01:15:12.160 seven years old you gotta do your homework before you could play fucking nintendo you know what i'm

01:15:16.200 saying like dude do your fucking power list then fuck off on the internet shit will get done

01:15:21.740 and i know rich you fucking know this shit don't even ask the question i don't have to give you

01:15:26.440 permission you already fucking know i know because he pays attention he's always on my shit so i know

01:15:31.140 he already knows this so that's it that's it guys thank you so much as always we don't ask a fee all i

01:15:39.200 ask if you found value in this podcast which i know you did because it was fucking awesome tell your

01:15:44.660 friends tag some people share it up and uh guys i love you we'll talk to you soon

01:15:49.660 you

REAL AF with Andy Frisella - March 28, 2017

How to Create Killer Content, with Andy Frisella - MFCEO135

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