2026 brand & content strategy: live community call

All right, going live. I got some logistics to set

going live. I got some logistics to set up here for a second. So, I know it will take a minute for

all this to kick in. Let me get a adding a thumbnail to the actual live that I'm doing on YouTube real quick.

Give me a second while we get all this rolling.

>> While they're in there, if you are in here already, you can start dropping any questions or anything in the chat. Uh,

and I will hit that in a second.

Check and make sure X is all good.

I'm sending out the link to everybody in a second.

You're piecing this together. All right,

X is good to go.

What's good? Welcome up, y'all. I'm

gonna get be kicking here in a second.

We're gonna go through a bunch of workshops and [ __ ] Right now, the first the first thing I'm rolling through is I'm just making sure all my setup is good and email on my list and stuff just to get everybody rolling on here. Uh, so

hang up for a bit, drop any any comments in the chat. I will get to any of that here shortly.

All right, thumbnail is [ __ ] rolling.

>> All right, boom. That live is up.

Welcome in, y'all. Let me see. All

right, cool. Pull people in the chat.

Awesome. Appreciate y'all coming in.

Favorite pre-made blank companies?

Cotton Collective. I'm wearing a bunch of those.

um for the person asking. Yo. All right.

Welcome in y'all. Please keep giving me a second. I am uh I gotta like send out

a second. I am uh I gotta like send out a bunch of links to this and stuff as well.

>> So, it's all coming together. Ah, here

we go. Boom. All right. First live of the year.

Edit.

That's in there.

All right, that's there. I'm on YouTube.

Okay, save.

I'm about to send this email out. Then

we going to kick in.

Send right now. Confirm.

Broadcast is being sent. Awesome. Now

I'm going to hit the What happens when you do all this? You

do all this yourself. Usually I got like the team roll on it, but this is the first time I'm doing this is like a cat.

This isn't like a sales webinar or anything, just in case in case y'all were wondering. This is just me going

were wondering. This is just me going live here in a sec. All right. And let

me hit this link real quick. Boom.

Link.

Okay.

All right. Let's save that.

All right. All the emails should be out.

All this [ __ ] should be good to go.

Perfect. All right. Appreciate y'all

y'all patience as we get to this.

Opening up the chat and then we're getting some more people in here.

Boom. What's uh what's good with y'all?

Welcome to the welcome to the new year.

I'm pulling open all the different chats and [ __ ] just to make sure I see everything.

All right, cool. It looks like it's counting. It's interesting. It's my

counting. It's interesting. It's my

first time doing this on Riverside instead of Streamyard. So, all right.

Cool. Looks like we got all the YouTube stuff pipes over. Well, looks like it doesn't bring in any of the X stats or comments or anything. So, all

right. Well, so so be it. If you're here on X, um I I will also drop the YouTube link down here below where I will looking at all the comments and stuff.

Uh and we'll be dropping this here also on YouTube comment. All right. So, what

we're going to do inside this one is I have a series of exercises. Um, this is the same stuff I'm doing if any of you guys are coming to the tour that we're doing the next two weeks. We're

basically running a bunch of these live.

And so I'm going to run through them here as well. So anyone who is not able to make that uh can see some of the exercises we're doing and do those exercises for whether it's your brand, your clients, uh, if you just want to

have the skill set, um, whatever it is.

This is like the the planning exercises that we do a ton of. So, let me um So, but I'm gonna kick that off at five because I told everyone this would start

at four. I'm just here early. So, if

at four. I'm just here early. So, if

you'all want to drop any questions in the chat in the meantime, what you're working on. Awesome. I'll roll through

working on. Awesome. I'll roll through those exercises once we hit 4. Uh and

then we can get back to Q&A and stuff after that. I'm curious what you're

after that. I'm curious what you're building. Carson, what's up, brother?

building. Carson, what's up, brother?

Brandon, what's good?

Um yeah, we are ready to get into it.

Yeah, I don't know if I'm going to be playing [ __ ] Elden Ring and [ __ ] while we do this, but I'm trying to do the streaming more intentionally. Last

year, we would just be going live like on Friday and just making stuff up. This

time I'm like promoting it and sending emails out and uh have a plan of what we're going to cover, so hopefully it should be a little bit better.

I signed up for tour secure a ticket.

They should be letting everybody know like tomorrow. Um I know some of them uh

like tomorrow. Um I know some of them uh New York I think everyone is good to go so far because there's two dates. I know

Toronto and Miami have a lot have a lot happening.

Um, all right. Pop off this.

all right. Pop off this.

Yeah. Anyone in the meantime, um, while I give it like three, four more minutes, if you're working on anything, you're doing anything, you just have any general questions, hit it and let's go.

Have you heard of the brand? Just happy

to be here. I have not. I can look them up though. Uh, what should I know about

up though. Uh, what should I know about them?

Um, a streetear brand challenging mental health stigmas. No, it is a little out

health stigmas. No, it is a little out of my purview, brother.

>> But hopefully they're doing great.

Um, man, you know who I was looking through?

What's her name? Uh, Casey Lewis does uh her like what uh what Jen Alpha is buying or whatever. And they had uh she had there

whatever. And they had uh she had there was some brand that was um that was hilarious in there. I'll try and bring it up here real quick. Um,

it was called not park, not sure.

Oh, come on. Where we at? It was the uh uh not comfort man. Not park man. Oh yeah, scuffers,

man. Not park man. Oh yeah, scuffers, you guys. Uh, I don't if you guys have

you guys. Uh, I don't if you guys have seen this. I'll pop my screen open real

seen this. I'll pop my screen open real quick. Um, just reminder, we'll get to

quick. Um, just reminder, we'll get to workshopping here in like five minutes as I get people going, but this was a brand again, uh, from Casey Lewis's newsletter. So, Casey does the, uh, does

newsletter. So, Casey does the, uh, does God's work. Um, it's probably the only

God's work. Um, it's probably the only proper way to describe it where she goes and analyzes all the Tik Toks of like the halls or whatever. This is one of the brands that came up like an awful

lot was um, this one was this one here.

Uh, which I hadn't heard of. It was just was hilarious. this was like a

was hilarious. this was like a a popular brand in that uh in that world right now, which just shows how disconnected I am from what the youth are buying. Um, all right, cool. Let me

are buying. Um, all right, cool. Let me

stop sharing and get into some of these questions uh real quick as we get closer to uh fully kicking off. Um, EU tour when? London is should be the next one.

when? London is should be the next one.

I got invited to speak at like the King's College or something. So, I'm

definitely going to do that and then we were going to try and do a London tour date then. I want to do London,

date then. I want to do London, Copenhagen. Um, and then one spot in

Copenhagen. Um, and then one spot in Germany would be is is hopefully the next leg of the EU tour. Um, building

the NC NCAA with esports starting with NYC. You'll like it. My next YouTube

NYC. You'll like it. My next YouTube video, the one I just shot it today, is all about the creative direction of sports. Um, so you'll see that coming

sports. Um, so you'll see that coming out like this week. It's like about how basically how merchandise revitalizes sports orgs. Um, and how like why

sports orgs. Um, and how like why content makes such a big difference for athletes in sports and like the size of the prize and then like clipping and infrastructure and underground sports and the transition of networks. Uh, and

then like how brands should look at themselves more like sports teams do in the way that they do content if they're in fitness in particular.

Um, tips for socials for creatives right now. We'll get into that while we're

now. We'll get into that while we're while we're doing the Zoom. Working on

my jewelry brand. Wants insulent with little to no budget. Yep. One of the biggest things for smaller brands is I have a video on this. Um I but I'll I'll pop some of the links up on here is like

there's like a lot of like things that cost like a couple hundred bucks that you can use for like a ton of content.

Um like one of them um I was just having this conversation with the team I work with the other day is uh just like shelves, right? So you'll see those

shelves, right? So you'll see those aesthetic videos. Why is that? Why I'm

aesthetic videos. Why is that? Why I'm

at a privacy policy? um

just like aesthetic shelves, like aesthetic things like will basically you can use as the hook of your video is you like putting stuff down on top of these.

So, Firm has a bunch of them. They had

one. The one that I was talking about um for the people I was working with was a little bit different though. One sec. It

was um shelf. It was one that it was like

shelf. It was one that it was like opaque, so you could kind of see inside and then open. I I'll pop it down here.

But like little stuff like that where you be like, "Cool, I can get 20 videos out of this couple hundred investment is like a lot." Yeah, these steel ones are great, too. This look unique. You can

great, too. This look unique. You can

like anchor a video around like you putting stuff into it like that is a is like a thing. And for ads, too. Um, all

right. They officially have way too many shelves, but the one there is one on here on this is firm living that has like an opaque that opens up. I've seen

people actually hook their videos with this exact shelf, but uh lost it on here, so whatever. All right. 401. So

basically emails should also be going out to everyone who is on the list and you're jumping in. Yeah, I see the numbers jumping up here. So if you're just coming, I'm going to give it a minute or two and then we're going to get into some live workshopping.

Uh drop questions in the chat. I will

stop periodically and roll through a bunch of those. Um and then also once I kind of go through the exercises that we're going to do, we'll just do general Q&A.

So uh while we're waiting, give it again giving it a couple minutes here.

Apologies if I don't get every every comment. Um, there's a there's a grip. I

comment. Um, there's a there's a grip. I

will hit what I can.

Um, if you Okay, my Instagram algo is messed up. There's literally no promotion from

up. There's literally no promotion from it. Any thoughts on how to push it? So,

it. Any thoughts on how to push it? So,

I would really look at be like, is the content I'm pushing as good as the content that's getting pushed? And

because it might be a content problem, and if it's not, I would just start a new account. Um,

new account. Um, all right. Uh, this will be recorded.

all right. Uh, this will be recorded.

I'm probably going to keep this on YouTube despite the fact there's like an extended 12minute intro of me like waiting for everything to get live.

Um, man, it's I'm using Riverside for the first time and the Riverside chat function is actually not amazing. Uh, so

I'm going to probably pull up the YouTube chat and just do that there as well.

All right, cool. Yeah, YouTube chat is way better. All right, cool. Appreciate

way better. All right, cool. Appreciate

it. Um, hitting a couple more questions then we'll kick into the actual workshop. So, if you're here and you're

workshop. So, if you're here and you're need to know what to expect, I'm going to run through um some of the workshops that we're doing on tour. I'm on this tour next week and the week after. We're

doing like brand workshopping live. Uh

and so, we are going to go through a series of them just so you can see a little bit about how I'm thinking about how content's like changed this year, how brand strategy and marketing has changed this year and u then how you can

like think through that. Uh whether

you're doing it for, you know, for your uh your brand, whether you're doing that for services. Let me bring up this. Um,

for services. Let me bring up this. Um,

I thought I Okay, cool. It downloaded to a different

Okay, cool. It downloaded to a different place. Thought I had it, but I'll have

place. Thought I had it, but I'll have this deck brought up here in the background as well. So, we will roll through all those and then we'll go into like questions and workshopping on it, too. Um, and just chat in general. So,

too. Um, and just chat in general. So,

let me bring up clean up my desktop for a second.

Pop into it. I'll take like two minutes of questions. They're still in the chat

of questions. They're still in the chat already first once I get this deck up.

So, I know I'm ready to go. Desktop.

Boom. Awesome.

All right, back to the chat here. Okay.

Uh, I operate a blackout curtain TC brand, which comes to mind for top ofunnel content that only we can make.

Uh, we can pretty much some stuff later.

My brain's not working that fast right now. U content strategies for or

now. U content strategies for or celebrating major milestones. Oh, that's

a great one. Um, basically it's like you have your whole history to pull from. So

you can both pull from people that were there to like recount memories of like outrageous stories. You can show how

outrageous stories. You can show how things have kind of changed over the years. Like if you have a carousel that

years. Like if you have a carousel that breaks down um like every 10 years like so like 10 slides for like each of the 10 years and like what changed or not like those retrospectives that could certainly that could certainly work. Uh

someone asked favorite AI tool for presentation generation. I use pitch um

presentation generation. I use pitch um when I do that. Um,

what advice would you give for doing a collab with larger brands? Got this

skate tool I made. I want to have a larger brand wanting a collab and wondering what to expect or even ask for. All right, so a little bit on

for. All right, so a little bit on collab structure there. And I think I'll probably be the last one here from Nick before I kick into it. Is um it really depends like what the collab looks like.

So if they're collaborating on product, like whatever brand is usually like paying for the product tends to have like a a bigger end of it. Like if you are a smaller brand and you're collabing with them and you're doing like an addition like if they're paying for it

then you're probably going to get like a royalty on the collab like a 10 or 15% type thing or maybe a fee to make some content like along with that. Um it's

usually going to be like a smaller deal versus if it's two equalized brands like sharing costs and collabing. It's much

more like a split. And you know sometimes it may just be they just end up paying you like a fee to go work on something for them. So worth worth kind of noting. Interesting to be uh prepared

of noting. Interesting to be uh prepared for that. Okay cool. I'm going to go hit

for that. Okay cool. I'm going to go hit this. this. I'm going to kick into

this. this. I'm going to kick into presentation here and then we will get back to uh to questions for a minute.

So, let me pop into Riverside.

Damn, there are a lot of comments on here. Appreciate y'all joining for

here. Appreciate y'all joining for everyone who is here. Uh we're going to walk through some brand strategy stuff right now. So, let me go share

right now. So, let me go share screen window. Cool. Perfect. All right.

window. Cool. Perfect. All right.

So, we're going to kick off. Let's kick

off with this slide here. So when we talk about what the difference is in 2026 versus the things we've dealt with in 2025 is that there's like so much stuff that brands can do it's almost overwhelming right if you look at

content if you look at all the things that are happening and uh you have a hundred strategies you could pursue and it's like oh these people are crushing it on Tik Tok shop these people are building AI brands these people are doing long form content these guys are

doing pop-up shops and you bookmark all this stuff and you essentially get like completely overwhelmed trying to figure out what you should especially if you're a small brand, but I see this in large brands, too, because it's just like

there's there's a hundred options, you end up not doing many well. And so,

I put together this chart to help you kind of like comprehend where it is because I think for big brands and small brands alike, it's worth identifying what you do now and then picking like

maybe two things, like maybe two. One

may even be fine to like really zone in on for like six months. Um because with all these things to do, like if you're going to pursue any of them, you have to like actually go after it and be good at it. You're not going to do it if you're

it. You're not going to do it if you're trying to do 12 at once. So this chart goes from uh basically things that are way more sales focused to things that are way more awareness focused on the bottom where like you're probably not

generating as many sales but different brands have different priorities and then have like normie things you'd expect people to do all the way to fringe. And let me explain why this is

fringe. And let me explain why this is important here and if you're doing this exercise with a client or something too.

So it's useful to think through. So

first there are a lot of brands where the number one goal is to make sales.

That is let's say probably 80% of people watching or working on it. They are

trying to sell more stuff for their brands. So a lot of the things you

brands. So a lot of the things you should focus on are not the more interesting and glamorous things that we have on here. Uh but then there's also a lot of brands now especially who are kind of capped out on their awareness who have are are having a hard time

scaling their meta ads are having a are already at the top of the channels that they're using. And so they need to also

they're using. And so they need to also focus on just building overall like getting their brand out there. And

that's more on the awareness side of it.

And then anywhere you're sitting here like you know kind of falls through both. And then we have normie. So if

both. And then we have normie. So if

you're kind of working at like a business that you it's not going to allow you to do anything interesting or it's kind of older school this is you do all the typical stuff. We're going to go into stores. We're going to run Google

into stores. We're going to run Google ads. We're going to do email marketing.

ads. We're going to do email marketing.

We're going to be on LinkedIn and kind of scaling all the way over. Uh and then if you have look at okay we're a modern org. We want to take example of doing

org. We want to take example of doing something that we know our competition won't do because they're older or we're kind of we're younger and more internet savvy. There's things that we can do

savvy. There's things that we can do there. And this is kind of where you get

there. And this is kind of where you get over into this side of this. Like

running multi- account. So if you are on Tik Tok and Instagram, you're running five accounts on each of those because you're really savvy at it. That's solid.

Hiring a creator to get on feed for you is is more fringe than it than it is normie. Um etc. And so your job right

normie. Um etc. And so your job right now with whatever you are doing working on is to look at this like this chart and add in whatever that you would want

and be like what is our focuses for this year? Let me pop over to the chat real

year? Let me pop over to the chat real quick before I go way too far in here.

Uh oh [ __ ] Terrence, what's up, brother? Hope you're doing well. Um

brother? Hope you're doing well. Um

for people checking on the tour stuff, you should see approval here like in the next day or so, but I know Toronto and Miami are uh are like are pretty over over booked. Um but New York still has

over booked. Um but New York still has still has slots.

All right. All right. So uh just making sure I'm covering all the questions here. So So what is how do you even

here. So So what is how do you even decide what to do there? So this is just a general marketing funnel exercise where you look at what you're doing today and what you're doing tomorrow. So

for any business if you look at today it's like okay what are we doing to get people initially aware of our brand like what is happening at the top of our funnel? What are we doing in the middle?

funnel? What are we doing in the middle?

How are we educating and nurturing people? So what happens in the middle of

people? So what happens in the middle of the funnel? How are we making them into

the funnel? How are we making them into like advocates and fans? At the bottom how are we closing sales? And so if you're going to do an exercise like this you want to map out. You start at the top and be like okay for our top we do influencer marketing. that's how we get

influencer marketing. that's how we get topfunnel awareness or you know we're using Instagram whatever if you don't have a plan for it you can kind of see where your holes are because some businesses are really bad at all these and it's the opposite too I meet with a

lot of people who are they run big like viral accounts and they go we can't make any sales it's because they have no bottom ofunnel plan and sometimes also because they have no middle of funnel to nurture downwards they have no marketing

plan for it and then I don't even look at tomorrow like basically map where are you today what are your holes what do you do and then what does an ideal scenario look like to kind of fill those in. You can go back to the reference

in. You can go back to the reference chart of the stuff we have here and I will send all this out to my email list um this week. You'll actually get all these PDFs and stuff so you can run all the way through this. You can like, okay, we need to focus on we're going to

integrate like SMS marketing. That's

going to be a plan for us to like hit our bottom of funnel. Um you know, we're we're going to be we're going to work on getting affiliate live. We're you know, any kind of these things you can begin to to tie into an awareness especially like okay, we need to get in front of

more people. We should consider doing

more people. We should consider doing like a trade show or we should consider popping into streaming, whatever it is.

Um, but you need to kind of make a concrete plan of like what are you going to do there? And bottom of funnel is the easiest one to solve. Right? If you have a top ofunnel attention in the middle, that's when you can really go into are we spending money on retargeting ads?

What are we doing? What's our Instagram stories plan? Like do we want to do

stories plan? Like do we want to do pop-up shops? Do we uh like are we using

pop-up shops? Do we uh like are we using a broadcast channel for our Instagram and how what's our email marketing look like? Where can we have more contact

like? Where can we have more contact touch points with people we already have? So, this quadrant is one that you

have? So, this quadrant is one that you can really easily hone in on. But the

same thing goes for content. I know a lot of you guys are watch my um videos because you are trying to improve your content, but that funnel is the exact same way. And so this is the worksheet I

same way. And so this is the worksheet I use whenever we're workshopping content where most brands, if you watch my videos, they have pillars. They have

three to five things they were currently doing in their content. So a good example of a pillar structure. Say you

had a jewelry brand would be um you're doing like really aesthetic highlight reels is like your your top of funnel for instance. In the middle of funnel,

for instance. In the middle of funnel, you have a jeweler actually explaining what cuts are popular or what cuts look good on what size or color of hands um you know for like different things like in the middle. And then at the bottom

you have like a specific like hey we actually you know we do five Q&A consults you know three times a month for people looking to get their their rings or whatever it is. But you you have your filming them and you're going

through the sales process. That might be your your pillars for instance when you look at if you're a creator. So for

instance, for me, my content pillars, top of funnel, I talk about products. I

do my product versus brand series. I do

buying guides. Middle of funnel, I do marketing content, cultural content, kind of educational stuff, like thoughtprovoking stuff. And then bottom

thoughtprovoking stuff. And then bottom of funnel, I I do ads. So the way to look at this is to look at those pillars. Now, write out those three to

pillars. Now, write out those three to five things that you have, even if they're not good, and see what is at the it's the same funnel, right? What is at the top? What is at the middle? What is

the top? What is at the middle? What is

at the bottom? What is attracting people up here? What are you using to convert?

up here? What are you using to convert?

and then grade yourself compared to the field and I get is it an A, is it a C, is it an F? That's what you're going to want to kind of put inside this chart.

What am what pillars do I have? Where do

they fit in the funnel? And am I good at it? You get an honest assessment of

it? You get an honest assessment of where you're at. And this allows you to look at, okay, well, where do I need to go? Right? Uh where do we want to

go? Right? Uh where do we want to improve? This is especially important if

improve? This is especially important if you actually need to get someone to sign off on this, right? So, if you uh have to have a have a boss of any kind and you want someone to actually like get it

working for you, then uh you're going to have to actually go through a process with them. This is

why I like stuff like this. All the

things I I do here are are designed to be able to educate executives on to why they should make decisions. My specialty

inside this process, being able to have that communication with older, more established business people who don't understand social media, right? And so,

we look at be like, "Okay, cool. Right

now, we are we do this for our top of funnel and our grade is a D. we don't

get any attention from it. So, we need to fix it. We need to change something there. You need to give them a reason to

there. You need to give them a reason to change then present what you're going to do to change it. So, pillars, uh here, this is another one where you're going to start, okay, what would our new pillars be? We want to try out. We think

pillars be? We want to try out. We think

we could reach a lot more people if we had a creator doing interviews, street interviews about like, you know, testing people testing people's diamonds to see if they're real, whatever it is. That's

our top of funnel. Now, you have a plan to actually put in there. Here's what we want to change, you know, to actually or hey, we're actually we're really good at middle of funnel. we're going to keep it the same. And then you actually list out

the same. And then you actually list out the actions of, okay, if we were going to get street interviews, like what would we do? We're going to search for a vendor. We're going to set a budget

vendor. We're going to set a budget aside. We're going to come up with

aside. We're going to come up with briefs. And you can actually action list

briefs. And you can actually action list that out. So, it's a good look at an

that out. So, it's a good look at an exercise of what to do to think of your content or your client's content or a brand from where it's at today to where it's at tomorrow. Let me pop back over

in here into the chat um and be able to just hit any questions real quick. All

right, cool. We got a bunch of people on here. Let's go. Um

here. Let's go. Um

uh for David asking don't you think streaming can be very salesless any sure if you have a huge audience to start um but even then it would like so like live shopping for instance could be like that chart's not a perfect chart it's just like getting the wheels turning on that

like live shopping for instance is extremely salesoriented Twitch streaming is not super salesoriented so that's one way to think about it uh

uh Uh, how do I get your email list? It's

just uh my email list is either at um it's just hyperstudios.

So, let me I'll pop that in the chat because I'm sending all that out. Okay.

What would you do for a real estate agent? Okay. So, I actually have a

agent? Okay. So, I actually have a really good example of a real estate agent because I was just talking with Colin Lforce about this.

Um, one sec. Someone said that YouTube is

one sec. Someone said that YouTube is restricted. So, I'm just double checking

restricted. So, I'm just double checking here that it is public. Yeah, it is. So,

there shouldn't be any restriction issues. Uh, all right. So, yeah. So, one

issues. Uh, all right. So, yeah. So, one

thing I was uh All right. So, this guy is a good example. This guy is a Colorado realtor.

I'm pull him open in a different tab.

Share screen.

All right. So, if hopefully you guys okay, you guys can see my guy Kyle.

So, I saw Kyle's content because this video, a billionaire is losing a million dollars a day. So, he's a Colorado realtor and he's talking about a Colorado issue. So, his top of funnel is

Colorado issue. So, his top of funnel is things that are happening in Tellyide, right? And so, this is could be the case

right? And so, this is could be the case whether you're in New Mexico, whatever it is, there's probably local issues.

You may not be getting 49,000 likes in your local issue, but you probably don't need that as a realtor. You're getting

15,000 views in your top ofunnel content as a local realtor. You're [ __ ] smashing it, right? Like those are potential customers for you. But he is explaining a local problem and breaking it down and giving a result on it. So

basically, as a realtor, he is functioning as a conversation starter around things that are happening there.

Um, and at the same time, you'll see bottom of funnel content market update.

here's what the pricing is, what that all these areas are going up and here's the average price in these different zip codes. And so if you're interested in

codes. And so if you're interested in it, you're going to be like, "Oh man, prices are going up everywhere. I should

consider selling or oh, maybe I need to buy now." And he's going to tap you in.

buy now." And he's going to tap you in.

But so he's basically using news for his topunnel.

Um, and he talks a lot about kind of tellide. He's doing more middle of

tellide. He's doing more middle of funnel stuff like his day in the life, what's going on when he actually is doing like realtor stuff, which again doesn't get as many views, but shows people and gets his personality in

there. And then bottom of funnel stuff

there. And then bottom of funnel stuff as well. So he is a perfect example. I

as well. So he is a perfect example. I

will put his link in the YouTube chat.

Um but there is basically room for every in across the US. Let me stop sharing here real quick. Across the US uh and also like the world every neighborhood

has room for content like this. Um in

general.

Okay. Uh the feeling of ask when you grades like one to three good or bad. I

usually do A through F because easy for people to understand but honestly there may be some cultural differences. You

can do whatever. This is just a framework, right? Um, adapt it however

framework, right? Um, adapt it however you want. Felt on how this work for

you want. Felt on how this work for nonprofits who need donations. Okay, so

the biggest thing I want to get across when we do this, uh, is is in all the every time I do any piece of content or any streaming, there's always something like how does this apply to my industry?

And the answer is like every single thing applies. Your your brain is just

thing applies. Your your brain is just like stuck in the fact that whatever you're doing is kind of like uninteresting to you because that's what most people are. They're like, I mean, how could I ever make my construction business exciting? But you have to

business exciting? But you have to realize that people are basically interested in anything as long as it's told in an exciting way. And so for instance, for a nonprofit, if you were looking at top, middle, and bottom of funnel, like the top is like the root of

the issue. Say you have a nonprofit

the issue. Say you have a nonprofit that's about water quality. I'm just

making [ __ ] up. The uh if you really get into the issue of water quality, and you're basically doing investigative deep dives of Flint or uh or or hey, I'm actually going to go look at the reports or how's the water changed over time or

what do contaminants really mean or like the deep dive of fluoride. You're

providing an education thing at the top that people are interested in widely, right? And you're going to get attention

right? And you're going to get attention there. And in the middle of the funnel,

there. And in the middle of the funnel, you're like, "This is what we do inside of our this is the day in the life of someone running a nonprofit. This is the behind the scenes of us putting together our gala. This is the where a breakdown

our gala. This is the where a breakdown of where our money went." I think would go really well. It's like we we invested $72,000 back with blank this last year.

Here's where that money goes. And

actually break it down. That's good

middle of funnel content. And then

bottom of funnel is the actual fundraising being like, "Well, we got a twin 24 hours. we're trying to get to the X goal or we have X kind of a buildup or this is why we're raising money for it. Contribute to then gify it

for every content you have a donor that's going to match, you know, hey, for like anytime someone comments, they're going to put $10 on it like and try to get something excited. Um like

all of this stuff is equally as applicable as it is the sales process for a brand. Hit some more questions before I drop back into it.

Uh a lot of questions here. Let's go.

Yes, you can get a hold of this template. I'm going to send the template

template. I'm going to send the template to the email this week. We're actually

still revising these. This is what's gonna I'm using for tour that starts Friday. Um so as soon as they're done,

Friday. Um so as soon as they're done, they're going out for the list, so you'll be able to use them. Uh how would you tweak this for luxury service providers? Same exact thing except it's

providers? Same exact thing except it's just from a luxury angle. So like for instance, um like a high-end med spa is a perfect example of like what are the things that a high-end med spa customer is interested in. So if you want to brainstorm top, middle, and bottom of

funnel, it all starts with what your customer is interested in, right? So, if

I'm going to a high-end med spa, it's like, uh, what are the most interesting procedures? Like, oh, like what is a

procedures? Like, oh, like what is a vampire facial? Like, what are all the

vampire facial? Like, what are all the women in Aspen doing or wherever or Paris doing this year in terms of their dermalological treatments? Like, break

dermalological treatments? Like, break down what's in vogue or in trend or what interesting or weird procedures are just in general gives you top of funnel, but then middle of funnel is, hey, here's content of us doing it. Like, how do we

actually can we show some really like visually appealing or interesting or satisfying or ASMR of that stuff? And

the bottom of the funnel is like come sign up for like sign up for this tomorrow. Like Meg has 14 spots. Like

tomorrow. Like Meg has 14 spots. Like

this is me and here's what she can do for you and she's going to walk through some of the procedures. Like it's just reframing yourself to what is my customer interested in at the highest level? How do I document what we're

level? How do I document what we're doing that's still interesting in the middle level and then how am I asking people for money at the bottom level.

How do you think about the funnel with more traditional brands to sell through brick and mortar? same thing except your goal is to get people to go to the store and look and brick and mortar and physical retail is like the biggest cheat code right now for content in

general. We had someone in cut 30 woman

general. We had someone in cut 30 woman Shelley who's a baker the other month where she's like reviewing other places in Vermont or Connecticut or wherever she is um and like showing stuff in behind her store but it's that same thought we had in the realtor like how

can you be a tour guide for your area?

How can you show the place where you're at and like what your opinions are about things? And your call to action is just

things? And your call to action is just to have foot traffic um come through.

Yeah. Shout out to Terrence. Terrence

and I worked together [ __ ] god like 15 years ago. Um Terrence worked at the job where I had to convince the CFO who was former Microsoft to pay like 40 grand for animal training for us to do a

viral video. And he um this is back when

viral video. And he um this is back when like Harry's the Harry's Dollar Shave Club or sorry Dollar Shave Club ad had first come out. It was like first viral and it was like so was still early like YouTube viral era and I was like hey we have a viral idea we're going to do this

viral thing worked with a drone company and it was like we're going to get I was like we can we talked to these animal trainers we convinced them that like they actually they were like hey we can teach these apes to fly these drones

like it's not that hard. And I was like okay well with the Cosby we're going to film it. We're going to we had this

film it. We're going to we had this whole like kind of like launch thing. We

had this whole like 2001 of space odyssey tie in and with our like very nerdy demographic like you know B&H NAB type was going to work and it's just me on the phone with like a CFO and I was like 28 at the time being like look let

me explain to you viral videos. We've

been doing this for a long time. Shout

out Terrence. Uh and Landforce was with us back in the day then too. Uh oh [ __ ] Nick, what's up brother? I'm going to get back into the exercises here in a second. Um people ask about the Toronto

second. Um people ask about the Toronto tour. The Toronto tour I think is is

tour. The Toronto tour I think is is pretty maxed out right now. Um, they're

letting people know tomorrow. Definitely

sign up still because as people go or reject it, they're going to add stuff in. Um, but just worth noting. All

in. Um, but just worth noting. All

right, I'm going to pop back into the training stuff. Um,

training stuff. Um, let me I have the curse of the many tabs.

All right, let's go to share screen window.

We are back on the workbook. Okay, cool.

So, if you are just coming in, you miss this so far, we talked about this chart of like sales to awareness and what you can do for your marketing team and like normie to fringe. And again, if you are younger or you are have your own brand,

like operating in the fringe is going to be great for you because other people won't. Your competition won't. So,

won't. Your competition won't. So,

that's why it's like you will probably get better results if you do an SMS program than an email program. Most

people just really feel weird doing SMS. So, that is an advantage for you if you are willing to do it. Um,

you know, same thing with clipping, same thing with streaming, same thing with being on Snap. All right. So, let's talk about what we want to do next. Okay. Uh,

should I do all right year planning? So,

this is uh the exercise we do at every brand I have and I work with every single year is that we do basically this chart of quarters and months and what's happening. And so, if you are trying to

happening. And so, if you are trying to make a marketing plan for your brand, what are we going to do? or make a marketing plan for your client to sell them your services. You are going to like walk through this uh this here and

I also do this as a creator uh because I've noticed that creating is very seasonal too and we'll talk about that in a minute.

So these are all different areas here.

And so usually I actually start with the sales and social heat map. So basically

if you are selling on Shopify or you have a retail brand or you sell info products or whatever, go map out your sales flush. will have your sales and I

sales flush. will have your sales and I will literally in the printed version of this I will go red to green or dots to filled in what are our biggest sales periods that are happening here. So for

instance, like November, December for most ecom brands are going to be [ __ ] crazy. But June, July last year, you

crazy. But June, July last year, you might have been completely dead. Or the

opposite. I used to work with lift oil foils like a big surf brand. We would

smash it. April to September on fire.

Couldn't do a thing no matter what we wanted to. November to February because

wanted to. November to February because no one's trying to buy a surfboard, right? Maybe in Australia, but even

right? Maybe in Australia, but even then. So actually go map out your sales.

then. So actually go map out your sales.

Where were those key points? And we'll

talk about what to do with that in a second. Same thing with social. And this

second. Same thing with social. And this

is crucial. And now that people still act like social media is like a brand new marketing thing. Like if you have been on social for a few years, you have a lot of crucial info to look at. So for

instance, I went back through my own personal social last year every single month. What did I do? What worked? What

month. What did I do? What worked? What

didn't work? And basically what should I repeat? What what would makes what is

repeat? What what would makes what is like had to be timely? Like why did it work because it was of that time and what worked because it was a unique strategy. I can begin to kind of list

strategy. I can begin to kind of list out those notes of where I place it. So

for instance um you know for for me I was in China in April. China is a big a big map out. Do I want to go there in April again? June, July, I had an

April again? June, July, I had an epiphany last year as a creator that people really just didn't want to be learning a bunch of marketing [ __ ] June and July. So, my educational content the

and July. So, my educational content the previous summer I had just not really been working well. So, I was like, you know what, [ __ ] it. We're going to have fun most of the summer. I'm going to do like one educational video. I'm going to post fun [ __ ] I'm going to post about like the marketing of beach clubs. I'm

going to post about the like me going to Italy. We're going to do like a lot of

Italy. We're going to do like a lot of more top offunnel stuff because that's what people want. and I can get back into education in the end of Q3 and Q4 because people are then now focused on we got to make money for for Black

Friday. So go through your social heat

Friday. So go through your social heat map. What worked, what didn't. And now

map. What worked, what didn't. And now

your goal there is to identify holes, right? So when you are where did you

right? So when you are where did you need to make sales and you couldn't?

Where did you need to have good content and you didn't? And then what can you repeat? Should we be repeating this

repeat? Should we be repeating this event, this thing, this style, this series within that map. So that's step one is sales and social actually you know map that out with colors or whatever. Then you go into events. So

whatever. Then you go into events. So

culture and industry events. What is

happening here? So for instance in culture February would be Valentine's Day. You know summer we have summer

Day. You know summer we have summer break. September is back to school. Then

break. September is back to school. Then

you have Q4 whatever it is the Super Bowl. Um all the you know January and

Bowl. Um all the you know January and your resolutions things that are happening in culture that would matter to your brand. You could hook your social content into or your releases or your campaigns. If you're a sports team

your campaigns. If you're a sports team you would map the seasons. If you are a a running brand, you're going to map all the major marathons across the world, right? You want to put all that stuff

right? You want to put all that stuff down. Industry, same thing. So,

down. Industry, same thing. So,

actually, the marathons and stuff would probably go more inside this industry column, but what is happening in your niche? Is there a huge trade show? Does

niche? Is there a huge trade show? Does

everyone debut their stuff here? Does

Apple, and you're competing with Apple, do they always make an announcement at the same time? You should position against, you know, map those dates out, identify them on the calendar. So, now

you've got your sales, your social, what's happening in culture, and what's happening in industry. you have a pretty good idea of what your year looks like and now you kind of have these these two items here, your launches. Do you

already have stuff committed to you need to plan to release stuff? So, if you're a clothing brand, are you doing drops every month? Are you doing seasonal

every month? Are you doing seasonal collections? You know, what are you

collections? You know, what are you doing? Like, what are you announcing?

doing? Like, what are you announcing?

And and I would frame this this way, too. If you have info and services

too. If you have info and services businesses, etc., too, is they don't do proper launches. Like, and you should if

proper launches. Like, and you should if you launch a new course or you launch a new um you know, you're launching a new dermatology service, whatever it is, like make content about it. Like,

schedule it as a launch. promote it like you are a company launching a product.

It's going to go a wildly long way for you. Uh let me pause and just make sure.

you. Uh let me pause and just make sure.

Um all right, we still got people still with me. And then we're going to go into

with me. And then we're going to go into missing out. What did you miss out on

missing out. What did you miss out on last year? That's why this is exercise

last year? That's why this is exercise is good to do at the beginning of the year. Look back month by month. What did

year. Look back month by month. What did

you wish you had done that you haven't?

And you can start to fill in other things down here. Now you begin to have your year. You begin to have your list

your year. You begin to have your list of priorities. and has a great way to

of priorities. and has a great way to think about marketing and a great thing to do right now. And I think what we're going to do when we're doing the live workshops um like on tour is we're actually just going to like whiteboard this all out. All right, so on that

note, I'm trying to make sure I properly stop this a decent amount to be able to chat with y'all.

All right, let's pop into this um pop into this chat here.

Um I run an English language school in Europe focused on business people. Um

what should I do for content? Yeah,

roleplay content is like the content for this, right? Um, and do ridiculous

this, right? Um, and do ridiculous scenarios. Like it's way funnier. It's

scenarios. Like it's way funnier. It's

not just like, oh, like how do you say, you know, in like in a meeting, how do you in whatever culture, how do you press for a sale? It's way more funny if it's like, you know, like if if you

really dial up the scenario, it's like guy trying to buy a private jet, but he only has $78,000 or whatever it is. Like

come up with a what can you do that has any level of like interest or has funny things. I always use the analogy of the

things. I always use the analogy of the accountant where it's like if you're an accountant and you're explaining depreciation. If you just explain

depreciation. If you just explain depreciation, no one's going to give a [ __ ] If you explain what salary level you should purchase a Gwagon and then how Gwagons depreciate, all of a sudden you have people's attention, right? What

is a cultural magnet you can grab off to for that? Uh how would you apply this

for that? Uh how would you apply this for surf for photography? It's the same exact thing, right? All the stuff is all this is the same. It's like at the top of the funnel, what can you do that's just wildly interesting to your demographic that gives a wide swath in?

Then you can how you describe what you do your service down below. Same thing

with the calendar. What are the trade shows that are going to come out? When

do you usually get a lot of bookings?

Like how do you map that out? Then with

launches, like if you launch a new package, you like I'm doing weddings now or hey, we just added the drone to our service kit or whatever. Like treat that as a launch. Even if it's just to your smaller demographic.

Do you put a CTA in top ofunnel vids?

No. I honestly, we talk about this a lot in cut 30 about like just don't even care. Your only job of top offunnel

care. Your only job of top offunnel content is to get awareness, right?

Because it's the way algorithms work.

And so there's topunnel marketing and there's top ofunnel content. Top ofunnel

marketing isn't is getting people aware of your product. You probably want them to click and begin an experience. That's

one thing. Top ofunnel content, your only goal is to get your target demographic to see your content on Tik Tok and Instagram. Why is that? Because

of the way the algorithms work. You'll

you've noticed if you see someone's video and you like it, then you begin to see a thousand more of those people's videos, right? right? Or not thousand,

videos, right? right? Or not thousand, but you at least see a couple more of those videos popping up pretty regularly. So, your goal is to get

regularly. So, your goal is to get there, right? Because then they're going

there, right? Because then they're going to get shown your middle of funnel content. You're going to lose people

content. You're going to lose people along the way. That's fine. Not

everyone's meant to graduate down the funnel. Example, I make top ofunnel

funnel. Example, I make top ofunnel content in my Instagram about product reviews. I will literally be like, "What

reviews. I will literally be like, "What toaster should you buy?" And it gets it's a wide swath of people, but I always uh I I focus it on tasteful, luxury, more expensive choices because

my demographic is a rich business person, right? the person that is going

person, right? the person that is going to be interested in marketing services, those kind of things are going to be into marketing in general or they're going to be into business in general.

And I want to be able to have access to decision makers in business. And a lot of those people want to know what luxury rug they should buy. And then when I go a level down into like marketing education, why did this branding choice happen? What happened inside this

happen? What happened inside this campaign? Here's how you think about

campaign? Here's how you think about influencer. The the people who are

influencer. The the people who are interested in business, who were interested in products at the top, follow me down the funnel. Again, it's

not everyone, but it works really really well. And there's no call to action on

well. And there's no call to action on any of that top of funnel stuff. It's

just getting people involved to get them to the middle and and if you want to include something on there, just get people on email, right? Uh, one thing I'm also going to rant about here is DMs. Like, if you're on social media and

you are selling any level of service, you need to be proactively DMing. If

someone's commenting a bunch on your stuff, like, get to know them. Uh, we

had this in Cut 30 with a roofing company where they're like, "We're getting a lot of views and a lot of comments, but no one's inquiring about a roof." I'm like, "Well, you want to look

roof." I'm like, "Well, you want to look at the people commenting and see if any of them are in your region and DM them and ask them if they are looking to get a roof." and lo and behold, they start

a roof." and lo and behold, they start DMing and they immediately get sales from it. And so I would say that like if

from it. And so I would say that like if you are especially a B2B service or you're selling anything high ticket, like get into that onetoone communication. There has never been the

communication. There has never been the ability to get so close to like the people that are like like your product and be able to have direct feedback or give them recommendations. Um something

I think it was E.L.F. Cosmetics was

doing and there they had a big campaign on it on Tik Tok was they were basically using all their comments as recommendations. So instead of like

recommendations. So instead of like commenting like a plus emoji when someone says something nice they about like a product or whatever they'd be like have you tried the X and Y or oh this is a great combo. Every comment as a recommendation became a social

generator for them. So it's an interesting concept.

Um all right I'm keep keep rolling down.

There's a shitload of comments on here.

So give me a second.

Uh um All right. Someone up.

What was your was your first marketing job shitty or a good experience? Um, it

was fine. I had a great mentor at my first marketing job. And this is why I encourage I know all the young people hate this, but like I working in office was great because I never would have had this experience where I had my first job where I transitioned from being a

graphic designer to a marketer. I had

someone who um initially didn't really believe in what I was capable of, but then grew into it over time by working closely with me in the office every day and provided me a lot of great mentorship. someone who had been at a

mentorship. someone who had been at a lot of agencies and stuff and that was really helpful. The job itself was a

really helpful. The job itself was a [ __ ] nightmare. Uh but that doesn't matter. That's a good thing. I wouldn't

matter. That's a good thing. I wouldn't

be good at what I did if I hadn't have like 10 nightmare extremely hard job experiences. Um

experiences. Um and uh and yeah, and if you want to have those kind of things, you have to get into jobs that are in person and that are working with people that are hitters. And it's not necessarily easy.

hitters. And it's not necessarily easy.

Uh but to be fair, like I switched careers, like I was a designer. I got

into like an entry-le marketing role because I could also design, right? So,

it's easy enough for me to be able to like edit the I can do the email marketing. I can already design the

marketing. I can already design the emails. Um, there's a lot of stuff that

emails. Um, there's a lot of stuff that works that way. And I went to school for design.

Um, I'm a fashion and beauty creator. I do a lot of storytelling. Any advice? Um,

yeah. Look, every uh I made a tweet about this. I'll put in here too about

about this. I'll put in here too about like what like expert content, right?

You want to have expert content that works and drives value to business and gets you leads and clients. Um,

I I'm just going to Yeah, I'll just drop a link to this. Hopefully, it works inside the YouTube like this. This is the blueprint. You do

like this. This is the blueprint. You do

like credible suggestions like what did you like provide insight for people based on your experience, go through scenarios, break down things against each other, give advice to people level below you. That's the

blueprint for that. So, that tweet is in there.

All right. Bunch in here. I'm going to get into the next phase, post calendar here in a second. Um,

uh, so Dave asks, "How to build good videos for top of funnel?" We never truly get outliers. We only get 20 to 30 views after more than 200,000 videos.

The first 20 to 30,000 views is is pretty depending on how niche you are, like isn't bad, but you have to break every video down, every piece of content down to its core. And uh, and you can look at your data to to do this, but

basically it's am I does my hook need to improve? Does my topic need to improve?

improve? Does my topic need to improve?

or does my retention need to improve?

And you can look at that. You basically

look at the hook rate of your video. So

that's the 3 second dwell time. It's in

every it'll be in insights, it will be in edits for Instagram, it's in insights for Tik Tok. You see look at how many people are left at 3 seconds and how can I improve that? And if you laser focus on that and I'd say 90% of content issues is usually with your hook rate

and so are basically are you like how do I make a more interesting angle? Do I

animate my text in? Do I have like a more aggressive? How do I fix that hook?

more aggressive? How do I fix that hook?

for 90. If you're getting 20 30,000 views already, uh if your hook rate isn't amazing, then you have a huge opportunity just fixing that first two to three seconds and trying a bunch of stuff. Second thing is topic. A lot of

stuff. Second thing is topic. A lot of people will make really great content, but the topic just isn't wide enough.

Like not anyone cares. So, it's like, how do you go a level up in topic? And a

usual recommendation I have for that is to make it um is is comparison where it's like, hey, if I'm making content about sparkling water, if I just make it about sparkling water and I get 20,000 views, I'm probably capping out. But if

I compare and contrast the difference between good and bad sparkling water or rating stuff within it, it goes to a much wider range of people. People are

inherently interested in comparison, in argument and in tea, right? In like

drama, storylines, etc. So, how do you institute that like topic-wise and then retention? If you have a good hook, but

retention? If you have a good hook, but then your videos fall off, you're not actually providing any value or getting people interested in your content. You

need to fix it from there. This is like the tactical level stuff that whoever you are working on with content, whether it's you or someone else, like you need to really like look at that. And I have a video u about content pillars. The

last webinar I did like this was about content pillars where we we dive into some of that.

Uh also wondering if you can dive into why I think founder content of CBG is dead. Yes. So look, there used to be

dead. Yes. So look, there used to be this content style that's like the builder. Uh we used to call them cut 30.

builder. Uh we used to call them cut 30.

We used to have a whole track on it and we cut it. It was like day one of building a blank blank blank business.

And the reason it's dead is because no one gives a [ __ ] anymore. We've already

seen 50,000 creators be like, I quit my job in private equity to start a, you know, beef tallow business. Like, it's

no longer interesting. It used to be exciting. Now, it's not as aspirational

exciting. Now, it's not as aspirational because everyone who's basically everyone who's actually interested in doing it, most of them have already done it. Uh, it's not super compelling and

it. Uh, it's not super compelling and it's selfish content. It's content about you and no one gives a [ __ ] People are selfish. They want to hear content about

selfish. They want to hear content about them that gives them value. And so that has just become a much like less high-erforming thing over time where it's still as good as brickandmortar, right? So if you are opening a coffee

right? So if you are opening a coffee shop, you're opening a a [ __ ] burger place, if you're basically combining that content with almost like a construction reality show, I still see those do really well. Um, but that's a

good thing. That content was like hard

good thing. That content was like hard to produce and like particularly complicated and I don't think is the best content for like a brand to sell.

Um, I would look at uh the best people I think who still do storytelling content around building a business is this brand bad ombres on Instagram. They do an excellent job at like basically telling the hero's journey about things that

happen in their business. But it's not builder, it's not behind the scenes.

It's more like here's the things that are going on like as we complete this stuff that we're working on. Here's what

products we're bringing to you.

Um, all right. Uh,

all right. Uh, rolling through this. We got a lot of a lot of folks in here. Um,

best ways to verbalize your target market. U, well, think of who's trying

market. U, well, think of who's trying to buy your product. And if you don't know, there's like services that do that. If you have a Shopify, you don't

that. If you have a Shopify, you don't know who your product buys. There's a

software called Outer Signal um that I use all the time, which is great.

They'll actually go through and just give you demographic data on your Shopify customers. Highly recommend

Shopify customers. Highly recommend them. Um, you can ask ChatGpt for your

them. Um, you can ask ChatGpt for your for for targets. Um I I've done that with C-Pilot and with Chat GBT like about products I'm unaware of. You can

use Perplexity and one of the things we do on Tik Tok all the time. Um as many of you know I my my day job is in um as a private equity firm in beauty and we're doing like diligence on companies we're going to buy is I will go onto Tik Tok. I will use Perplexity. I will say

Tok. I will use Perplexity. I will say search a hundred videos on Tik Tok go through the comments and tell me the common problems that people are having, what people are complaining about and the demographics of people that are talking. that's going to be skewed more

talking. that's going to be skewed more towards the demographics that are on TikTok, but it will literally go and like analyze videos for people's race, you know, like it will give you your like, oh, it's millennials who are like they skew Latina like that is they're

very good at putting out information and especially if you don't need it to be like enterprise level precise, you can get a lot um out of there.

Um, credit unions or banks. Look, I actually had this conversation. I did some sponsor content with Mercury. I tried to pitch them on Mercury's great. I tried

to pitch them on more because I actually think that the best part of like banks and credit unis have the biggest ex like opportunity ever and and obviously I'm doing a series with cash app right now as many of you may have seen where like people don't understand the basic

concepts of like math or like the P&L or or banking or what their options are and if you are a bank just putting someone credible on camera to be like you know like why is why do I only get a 4%

return on my savings rate you know like what is a SE IRA? uh giving the basics of that and being like have some personality or be somewhat funny and doing scenarios like especially like

again funny scenarios is the solution to so much of this. If you're like you're like it's a recently divorced couple with eight kids and you know like and the husband makes $11,000 a year and the wife makes $2.1 million a year like

wonder what she does and the other like there if you like have some level of funny in the experiment but then you actually literally tactically break down like their household budget like that's great content.

What does a perfect content creation team look like? Uh the way I usually encourage most teams who are getting into this because this is a great question because a lot is is off here is you have one creator, one person who's

okay being on camera and uh creating things around them and then you have a strategist, someone who is helpful writing content, getting topics and will hold the camera for that first creator is like the core of that team and then

when you expand it typically I would be adding an editor and I'd be adding another creator like on top of that.

when you get more like a five person team and that's about as much as like one solid strategist manager person can handle and you add like you begin to scale from there but you have to you have to get that like onetoone of like someone who's fine being on camera and

someone who's fine having ideas and presenting and being in meetings people try to combine them and that person very rarely exists people ask for mentorship stuff but I barely have time to like do this stuff

um but I will give off away as much stuff as I can for free uh online how do you address the conversation of overall marketing spend to a large company I feel like Industry percentage norms create more confusion and apprehension.

Industry percentage is it though it's basically like you know if you're depending on your you will see like an existing company at like 6 to 8% or depending on the industry maybe that's 12 to 15% or if they're growing or whatever and it's a game of percents. Uh

and so it's about like getting that comp and looking at where the waste is.

Oh man, we got a lot of in here. Um

uh all right, cool. I'm going to hit I still have one or two more things left in these slides. Uh in terms of like the exercises, so I'm going to hit that here in a second. Um just making sure I've got any of these in here. How do you

reliably find decent editors? Um

designers. Uh you can still find hella designers on We just hired uh shot Henry who's in here. Like we're working with two people we found on on Behance. You

can hire off by hand. You can hire off dribble. You can hire off Upwork. You

dribble. You can hire off Upwork. You

can hire off your Instagram or Twitter stories and tweeting stuff is is reliable. Video editors is more

reliable. Video editors is more complicated. You kind of have to be

complicated. You kind of have to be lurking on uh on X. There's a bunch of them. And then what was the uh clipped

them. And then what was the uh clipped clipt? They help you get people from

clipt? They help you get people from like the Philippines and stuff. Um

they're pretty solid as well. Uh when is your next cut 30 opening again? Yeah, so

cut 30 we're in week one right now. Our

next one is end of Feb. So it's going to be a minute before the next uh cut 30.

It's just it's just weight list now because we're still on week one. We take

two weeks off in between each of them.

I am doing another one. We have a I think many of you know I ran the the beta on our like creative strategy one which is just like a program specifically for learning how to serve organic and serve ads. Like basically

learning how to be a better marketer. Um

I'm opening that back up here like any day. I just have to redo the landing

day. I just have to redo the landing page and that's more like it's like longer and we have like a ongoing Slack and stuff like that. So that's like the next course related um related thing.

But let me pop back here into the slides. Um

slides. Um and then I'll get into more questions.

And I'm not this will be on YouTube. I

think we're probably going to keep it up even though I'm meandering for the first 10 minutes while I got all the tech right. Where was these exercises? Okay,

right. Where was these exercises? Okay,

we're going to go into campaigns. Let me

share this here. So, and I'm going to email out all these docs at the end of the week like I mentioned once I actually have them all. uh finalized

because we're still editing some stuff like layouts wise and stuff. Shout out

to Air who's doing the designs on these and who we're going on tour with. All

right, so we talked about for those who missed it, we talked about the options you have as marketers like inside brands and stuff right now. There's a lot of them. And we talked about the overall

them. And we talked about the overall marketing funnel. What are you doing for

marketing funnel. What are you doing for awareness etc. We talked about the content funnel, how to grade it, how to get to a new thing. Did not talk about reuse yet. And we talked about the

reuse yet. And we talked about the calendar. How do you plan out your

calendar. How do you plan out your marketing calendar for the year? Now

we're going to talk about campaign planning. So this is a big one. This is

planning. So this is a big one. This is

a big part of what I what I work on at work. But basically, every time you

work. But basically, every time you release something and I want everyone to think everyone out here, no matter what you're in, so if you are a nonprofit, it's like when do you kick off your next funding goal? That's a campaign launch

funding goal? That's a campaign launch for you. Uh if you are a dermatologist

for you. Uh if you are a dermatologist office and you're like, okay, we're opening spring bookings could be a campaign or we're now offering, you know, we're offering Botox. We're going

to launch that we offer Botox or whatever it is. Opening a new store. You

change your seasonal menu at a restaurant. This is funny. I don't do

restaurant. This is funny. I don't do much work like in hospitality anymore, but a lot of my friends are in hospitality. And I had this conversation

hospitality. And I had this conversation just the other day with someone who works at a at a restaurant. I was like, "How can you change your menu?" And I was like, "I don't ever see that like online." Uh, if you're doing that, like

online." Uh, if you're doing that, like you should like make a whole campaign out of it. And it's a very like you should definitely do that. Um, I

remember there's a local spot to me here in Costa Mesa that did that when they launched like dinner as like a coffee shop and they actually like did a campaign. They had a bunch of social

campaign. They had a bunch of social media. They had all the stuff in

media. They had all the stuff in physical things. They had like

physical things. They had like influencers posting about it. Like smart

to do that. Services. Same thing. Hey,

we're offering websites now. Someone

asked how they transition from like a freelancer to an agency. It's like,

okay, what package are you offering as an agency and who are you doing that with? And like launch that, you know,

with? And like launch that, you know, with a series of content and stuff. So,

I just want to before we even dive into how to plan a campaign, you should be doing campaigns for stuff. It's not just like for a clothing line release. So,

what does that look like? So, each part of the campaign, you want to go through what it looks like. Uh, you have a tease, you have an unveil, you have a campaign, you have the behind the scenes, you have sustain, and you have a repulse. So this assumes that you're uh

repulse. So this assumes that you're uh even if you're launching a lot, but especially if you're only launching one or two things a year, you should definitely follow this rhythm. So tease

means like how are you letting your existing audience know ahead of time that something's coming. Straightforward

enough, but you should actually fill that in, right? You need, you know, I put three pieces of three briefs here, but like usually you'll probably do two of like what are we doing to get our audience excited beforehand. And you'll

notice I have internal and external because the way every brand needs to think about this is what are we doing with our resources? What are we posting on our organic accounts? And what are we doing for others? That's why I have target in here as well. So basically,

hey, can we get an influencer to also tease this campaign? Are we going to put a billboard up that can tease this campaign? Like what can we possibly do

campaign? Like what can we possibly do to get outside of our existing audience for it? Then we have the unveil. The

for it? Then we have the unveil. The

unveil is really important um and I think underappreciated is like what h the first time someone sees the product or sees the thing. And so for instance, if you were launching a new protein bar, when you actually reveal the packaging or whatever, it's the unveil like, okay,

here's the actual thing and we're going to walk through it. Same with a service.

If you are back to our dermatologist example, if you're offering vampire facials, then like how do you when you actually show that for the first time the result of the skin or whatever, it could be an unveil. Unveils are

important uh because that ad asset is assets also usually really useful organic as an and as an ad, it gets the biggest like when someone shows off what the new iPhone looks like and they see the orange iPhone that being seen for

the first time is one of the most important assets. And so same thing with

important assets. And so same thing with external is someone unveiling that with you or for you and what does that look like? And often this will be with

like? And often this will be with influences. So, if you guys are

influences. So, if you guys are following the David campaign, I don't how many you are following this David um uh the campaign they're doing with Julia Julia Fox, they did this big tease. They

put all this stuff around this new bar and they launched all these sets to influencers that had like some rated X stuff inside them that became their uh that helped them debut the look and feel of this new bar. Then you have the

campaign itself. What are the act like

campaign itself. What are the act like everyone thinks the campaign's over when you do like this tease and then you show it. It's like no. Like what is the

it. It's like no. Like what is the actual uh reveal of this? And there was a company, I put them in my marketing campaigns video, which is on my on my YouTube. It's the the pinned one. But

YouTube. It's the the pinned one. But

there was a company uh that did this really well recently. I think it was like a used clothing company where they had uh their core video. Then they took stills from the video and they made like humorous carousels using those like memeable stuff on top of it, right? And

so I I always encourage people like every time you shoot a video, the stills from that video should also likely become a carousel. Whether it's memes like that or whether you're using it to provide more information, every campaign should have both for Instagram or for Tik Tok. And then what else are you

Tik Tok. And then what else are you doing? Are you doing other stuff,

doing? Are you doing other stuff, emails, etc. And then with that, who are you collaborating with like on the campaign? Is there models? Can you get

campaign? Is there models? Can you get them to post? A photographer, whatever it is, your your employees have a big following, a local creator, whatever.

Who are you seating? Can you give it to people for free? Whether it's software, whether it's a service, whatever that looks like, can you give people free stuff to talk about it? And then is any media involved, whether that's paid or organic or not? But you map this out internal and external. You have the

foundations of a campaign. Now, if we look at these behind the scenes is super crucial where you want to have a plan for your behind-the-scenes assets, right? for the campaign. Like, how do

right? for the campaign. Like, how do you There's a million formats for that.

I'm probably going to do a whole video just on behind the scenes at some point.

Um, but you want to be able to have a plan for that, too. It's additional

content that you aren't paying anymore for, right? You should just be capturing

for, right? You should just be capturing that while you do it. And then sustain is basically, uh, okay, once you've launched, how do you continue to have attention? Usually, what I recommend

attention? Usually, what I recommend most brands do for this is actually answer all the common questions. So, if

people are like, well, what is the fit like on the new pants? It's like, let's explain that in the video. the fit on the new pants is X or you know what can I expect from X dermalological procedure or you know whatever this looks like

answer common questions in video in the sustain period and then repulse is like okay are we going to lose attention in three months do we need to bring it back do we want to come up with any ideas now that we can shoot at the same time so

we're already ahead of the game is the way to think about campaign planning and when you if you're and if you're a creative director or creative strategist you're being brought onto campaigns use this chart go here and plan your stuff out like that and people will think that

you are uh really really really on the ball.

All right, let me pop back over to this and check out the chat for a second.

All right. Uh do you fear AI hallucinations use for social listening?

Yeah, I think everyone's just overblowing so much like for so like you're just getting a uh with a lot of like AI research, you're just getting a barometer. You're not using it to solve

barometer. You're not using it to solve the world's [ __ ] problems. So, if you're just like, "Hey, let me um let me like what is the target demog like who on TikTok is talking about this product and like what are their opinions on it?"

Like, I'm not worried about having hallucinations. It's going to get me

hallucinations. It's going to get me directionally correct. I think we are so

directionally correct. I think we are so overblown on like what AI is or isn't here. Like, you're going to be fine. Uh

here. Like, you're going to be fine. Uh

I struggle to find really good content scriptors. Yeah, that's a super [ __ ]

scriptors. Yeah, that's a super [ __ ] hard skill. And that's why we have so

hard skill. And that's why we have so many people who could go to Cut 30 is they have to become good content scriptors because that [ __ ] is super hard and you're going to have a hard time a hard time getting it. You need to hire existing creators. And that's going to be hard because they probably make

more money than most people are used to.

But that is the current battle right now. The most useful people in marketing

now. The most useful people in marketing right now are people that can write actual content that performs and strategize for it. And even more the people that can wrangle it. People like,

"Oh, I can go I'll go get an editor and I'll brief the creator and I'll put feedback in the doc." Those actual strategies is like the most important job that is out there and there's so few people that can do it. David, how are you finding them and validating if

they're good or bad? Truth is a big piece of succeeding on social issue of copy and pasting. Oh, he's asking that date up above. Okay. Transition from

freelance brand ecom to starting an agency. I think we hit that there

agency. I think we hit that there before. You got to create an offer and

before. You got to create an offer and get a couple people together. Um,

any advice for content I can make as someone learning video marketing to sell my services to businesses? I have camera skills, but my content game is weak. I

would I would make content that really shows the camera skills. It's like, you know, kind of kind of set the hook and it's like, I can't, you know, I can't believe bro can do this or how do we get it to look like this or uh managers golf just did one where they had like a behind the scenes like really, you know,

show off the capability of the skill, you know, and then use yourself just for a little bit of that, but you can DM me on Slack. We'll talk about

on Slack. We'll talk about um and and for campaigns like that's my chart on my YouTube pinned is a video where I like show it visually because I'm not going to do that here on live where you can go through a bunch of

this. Do you have any recommendations on

this. Do you have any recommendations on reads, things to study for campaign deck making? Um,

making? Um, not particularly.

Uh, there's not a that's reason I do a lot of this. There's just not a lot of great stuff out here. Any resources to get better at graphic design? Yeah,

there's a bunch of um there are a lot of YouTube channels that have like actual direct tutorials of like how you have to basically do the actual thing. And so if you find a YouTube channel that's like make a poster design and you go do the

poster, that's going to help you a lot more. um like doing the actual

more. um like doing the actual exercises. Um I'm working to get better

exercises. Um I'm working to get better at design all the time. There's a grid.

I put a resource. It's probably still in my bio. I'll see if I can grab it real

my bio. I'll see if I can grab it real quick. A resource about like learning

quick. A resource about like learning the grid in Swiss design, which I can't recommend enough to people. Um it's

basically the difference between good and bad. Yeah, here we go. I'll pop it

and bad. Yeah, here we go. I'll pop it over here. Um just a free educational

over here. Um just a free educational resource. It's right there. Uh how do

resource. It's right there. Uh how do you price your service as someone who has experience in multiple areas? It

really comes down to the value uh people perceive on it or are willing to pay for it. Um it's less about what your

it. Um it's less about what your experience is and more as like what are you replacing or removing for somebody.

It's a um it's a really complicated thing. I

always encourage most creatives you're thinking about pricing your stuff. Think

about it in terms of an offer, right? So

for instance, I don't sell uh like I'm not like selling a consulting package, right? I have cut 30 and I have this

right? I have cut 30 and I have this other course we do. a cut 30 is like in 30 days you're going to learn short form content and like that and so and what is it worth for someone and within those 30 days to be able to learn x thing that's like one offer it's not 20 I'm not going

to help your brand I'm not going to hop on the phone for an hour I'm not going to do a 12-month thing there's one thing that we can do that is the most applicable to most people and so for you it's thinking about like okay what is that one thing I want to make websites okay what do people typically pay for

websites now 15 grand 12 grand whatever okay can I do that for a you know you kind of look at that typical creative chart right can I do it cheaper can I do it faster or can I do it better and you want to try and get two of those and be like, "All right, great. I think I can

do that for 9,000. I'm going to basically take 25% off what people existently charge for this." And how long does it take them? It takes them six weeks. Well, I'm one person. I think

six weeks. Well, I'm one person. I think

I can do it in five. And all right, so like now I have a value proposition. Now

I can say I'm going to go out there. I'm

going to be cheaper. I'm going to be faster than the competition. Or if

you're amazing, if you're like, if you look at your work and you're like, I am the best. Then you can go cool. I'm

the best. Then you can go cool. I'm

actually going to price up market and I'm going to market that I am I will make you a better thing than everybody else. I will make you a better thing

else. I will make you a better thing faster. you know, like but how do you

faster. you know, like but how do you find that chart and find those two things? Um, but I think it's really

things? Um, but I think it's really about finding your offer. I do social media services. I not I do graphic

media services. I not I do graphic design. It's like I do brand identities.

design. It's like I do brand identities.

I do social media carousels. Another one

that people are hiring for right now.

Um, and you kind of zone in on that.

Um, one sec on the grid. [ __ ] respect out there, brothers and sisters. Uh, shout out all my design heads. Um,

Yeah, that's what I'm doing with this next one we're doing too. We are doing like a uh uh this next creative strategy thing that that I we ran the beta for but I haven't like properly launched it again because I'm I've just been busy. Uh is

like literally like if you want to be a marketing service provider or like a marketing person that grows within or with that skill. How do you land a role as a creative strategist or more of a freelance role? Uh there are a lot of

freelance role? Uh there are a lot of people hiring. Here's the problem with

people hiring. Here's the problem with the creative strategist piece right now, especially for the paid creative strategist is if you go on X, X is a great place. People are always posting

great place. People are always posting for hiring for creative jobs and creative strategists in particular, but they're always like need experienced creative strategist who has done like X high ticket DM offers, right? So there's

a skill gap between people that want to be creative strategists and then people are hiring for experienced creative strategists. And so that is that's a

strategists. And so that is that's a that's honestly purely like a gap right now where you have to get your way into some level of media buying um to be able to to bridge it. I don't have a great

answer for it. Uh but getting again the the answer for uh content creative strategy. There's two sides of creative

strategy. There's two sides of creative strategy, paid and organic. The organic

side is like every social media manager job now is a creative strategist job.

It's just not positioned correctly.

That's what people don't know what they want. They think they want someone to

want. They think they want someone to post stuff and make everything and really they need someone to like give them good ideas like what David asked about before like script for them. And

that is something where if you are on X or you on Instagram and you're advertising that you're doing that, I don't know if Carson's still on, but he's been putting a lot of that out there too, you will get interest.

Um besid second segment way to learn content scripting I'll just give you the sauce of what we do inside cut 30 right copy work is the way to learn content scripting go you go to take a video and manually don't cheat don't use a

transcript tool whatever you write out the video so you take whether it's a campaign or whether it's a talking head and you go okay what was the hook what did they say what was on screen what was the title how long was it okay then what

happened was it a joke was it a whatever and you begin to develop these frameworks and I have like hundreds of these frameworks where it's like oh like hook joke joke joke joke joke joke joke joke joke joke joke joke joke joke joke joke joke joke joke joke joke.1 point two you know like you'll begin to like basically

break it into these little things you can then apply to uh like little templates you can use for different content you begin to see what works or not so I have a bank and if you've been in cut 30 you'll see I post them basically the entire time of like here's

these like little tidbits of this that you can use as inspiration but like anyone can do that it just takes you actually going and mapping out why does this content work what's the frameworks and then applying it enough to learn

uh I'm an experienced creative strap I think underpaid. What's the min comp I

think underpaid. What's the min comp I should be looking at? If you are doing it for paid media, then there's a lot of 120 to 140 jobs out there for paid. If

you're doing that for meta in particular, that is roughly where that is in the US. If you are in more of a like organic and stuff, it's still kind of all over the place like where you'll get entry level stuff in like you know

like any social media roles 60 and 90 etc. But like if you are a creative strategist for meta who can wrangle ads and creators, that's a uh like motion had the whole thing on this. So it's

like 140k.

Any new media channels to run ads not saturated? The big company may be blind

saturated? The big company may be blind to. Uh if you're really scaling, people

to. Uh if you're really scaling, people like talking about app loving. I'm not

necessarily convinced on that. Uh I

think it's worth taking the snap ads credit and trying it. Again, if you're advertising elsewhere, I wouldn't be trying to go fringe. Like meta and Tik Tok before you do anything else is still going to get you the most trackable return and the best kind of results for

that. Google will be incremental on

that. Google will be incremental on there. Um YouTube is kind of worth

there. Um YouTube is kind of worth testing probably before any of those other ones I mentioned. Uh, but there's no like fringe ad thing that I think again like Apple 11 is once you've already gone through all your other channels, then maybe you go on that, but

like it's still the game is still pretty much the same.

Um, it's hard to see what's working for startup level CPG right now. Um, yeah,

like founder like content is is uh is is like the founder, but it's different like uh Allen the the fiber guy. I'll

grab his stuff. His stuff's working here where he's he's not talking about building a brand. He's talking about fiber. like he's talking about the

fiber. like he's talking about the subject at hand. He's a cut cut 30 grab where he's like, "Cool, here's this really important thing. We all talk about protein. We should be talking

about protein. We should be talking about fiber." And then he does crazy

about fiber." And then he does crazy viral like Mr. Beast style experiments on that, but like at a low budget where he's like, "Cool, I'm going to eat all this crazy stuff and see what the fiber impact is." And then he also does like

impact is." And then he also does like actual breakdowns of like why fiber matters. And so it is a educational

matters. And so it is a educational storytelling world right now 100%.

All right. Um I'm going to wrap it up here in like a couple couple minutes. Uh

so any last questions you have? Okay,

the repurposed content. Uh, let me I'll pull up this last slide real quick. Good

call. Thank you for calling that out, whoever did it. I will hit the last slide I had inside this. Um, and this is an important one because people do not

utilize the assets that they pay for nearly enough. So, basically, if you're

nearly enough. So, basically, if you're already creating content and it's good, caveat, that it's good. If it's not good, you have a bit you have an issue to solve first. But basically uh a lot of time when I when companies are like

we don't have a budget to create more stuff and we still need to get more results. The conversation comes down to

results. The conversation comes down to what are you creating already and how do we make sure that goes farther than what it is. So this is a map I use uh or

it is. So this is a map I use uh or basically to help companies create a process. This isn't going to sol this is

process. This isn't going to sol this is probably the least interesting or like glamorous of the ones we have here because it's a process creation doc but it's like all right you have an asset.

We made a piece of social media concept that does well. A creator made one for us. an influencer. We paid an influencer

us. an influencer. We paid an influencer for a piece of content or we gave someone a product and we got a piece of content. Whatever that ends up being,

content. Whatever that ends up being, blog post, picture, carousel, video, a good asset, I should probably amend this to say good asset. What else can we do with it? Have we used it thoroughly? So

with it? Have we used it thoroughly? So

the number one that most people don't do is do we post it everywhere? Right? Like

literally if you are a brand, Instagram, Tik Tok, your corporate LinkedIn, a personal LinkedIn of people that are like a founder running the company, is it on YouTube shorts? Is it on X? If you

have a younger audience, is it on Snap?

Like cosmetic companies that are not on Snap are missing out. Substack, amazing

one. I crossost all my stuff to Substack. Extremely rewarding audience

Substack. Extremely rewarding audience on there for more knowledge work stuff or taste economy or CPG will probably do good too, but it's like cool to be crossost first before you do anything else like maximize the value of the

asset. If you were only posting on these

asset. If you were only posting on these top two and now you added these five, maybe you just got yourself 20% more reach, which isn't much on a 20,000 view video over the course of a [ __ ] year.

It's a shitload. And then it's like, what else are you doing with it? Is this

going on PDPs to help improve our conversion rate? Do we have like actual

conversion rate? Do we have like actual assets on each PDP uh product detail page? For those who don't know,

page? For those who don't know, basically when you click to a website and go to a product sales page, are we using it inside our email blast? Can we

send email blasts of just content that we're getting? Are we putting it inside

we're getting? Are we putting it inside our email automation? Uh is it a sales enablement tool? If a salesperson gets

enablement tool? If a salesperson gets on a call or a salesperson send emails, do they have access to these assets? Are

we running in paid? Do we make a variant of this existing asset with a new hook we're running on trial reels for Instagram? It's another big one where if

Instagram? It's another big one where if you're thinking ahead in advance, you have all your files. you every good piece of content you have could turn into three or four variants that you then get to approach just new audiences

on trial reels. Huge hack format change.

This was a great asset that was a video turn into a carousel or vice versa. Uh

basically keep your graphic designers humming. Can we post this as an answer

humming. Can we post this as an answer on Quora? Can we post it on Reddit?

on Quora? Can we post it on Reddit?

Reddit is a shillfest. You should be able to get people on there that are posting that kind of content asking for feedback or trying to dig in on it. Can

you write it on your website? Put a blog on your website. Chat GBT scrapes these.

uh AI scrapes these it is becoming increasingly important in a different SEO way to write stuff and put it on on your uh on your blogs and then we create a compilation of this for long form. Can

we just have someone, a creator, talk through 10, 15 videos about our products that were on YouTube and like make like make jokes about them? Is that a YouTube long form? And then to do this, you need

long form? And then to do this, you need to have a system, right? How are you tracking uh this content that comes in?

What is the process with which okay, who's crossosting it? How do we validate which person on our team is validating whether it goes in an email or not or yes or no? And like checking a box, making sure we made that decision. Uh do

we have compensation in play? So

basically, if this was an influencer piece of content and we we decide we like it enough, we want to put them on here, we have a boiler plate that says we will pay you an extra $700 to do these four things that you're able to send out templates for those emails and

for re putting the stuff in there to make your timing better. This basically

allows you to turn whatever assets you are creating without having to spend more and do more into more useful stuff for your company.

That is my extremely tactical rant. Uh,

sorry. I usually don't get that in the weeds, but I feel like that's a pretty good one um to think about.

Yeah, I posted Allan up there higher.

Um, all right, perfect. I think we I think we hit it all. Um, or at least we hit all the things I had in the slides there. I am going to send out these

there. I am going to send out these slides here um at the end of the week.

Uh, so you can expect to get those like inside email if you are on the list. Um,

it's just hypersstudios. I said if you are not and then um we don't have another cut 30 for a while. I am

reopening the creative strategy um piece here in like a week or two. So I will email that out if anyone's interested in that. Just another uh program that we do

that. Just another uh program that we do and um other than that I think we're take another question or two and then we are good to go. Thoughts on AI search engines perplexity chat GBT etc. Yeah,

it's not going to be a gamecher, but if you are a big enough company, like the big companies I work with, we're thinking about it a lot, right? Where uh

you can start getting a decent amount of traffic and recommendations. Um, and you have to play a very different SEO game.

It's on YouTube, it's on Reddit. Uh, and

it's probably worth it, but I would not be thinking of it until you are like already getting serious traffic, like tens of thousands to hundreds of thousands of views a month. Uh, how do

you find jobs at creative strategist?

I'd be looking on X.

Uh, I'd also be following I think um who is it? Uh, DizzyB Marketing on Instagram

is it? Uh, DizzyB Marketing on Instagram posts a lot of social media jobs. Should

brands create original content for each channel? Is it better to get one good

channel? Is it better to get one good piece of content and then cross post everywhere to to for smaller brands?

100% one good piece and cross everywhere. For bigger brands where you

everywhere. For bigger brands where you are you're starting to get in the hundreds of thousands to the millions of followers, you should be definitely segmenting it out. For all smaller brands, do not waste your time. Uh, I

feel like at the beginning, like make a good asset and cross it. And then for um bigger brands when you're growing, you should 100%. You you'll basically see

should 100%. You you'll basically see you'll see naturally where you're like starting to decline and that's when you begin separating your assets out.

Uh thoughts on AI live shopping. I think

live shopping in general is solid. AI

live shopping I don't think has any has much merit for it. Advice leveraging a collab with a larger brand to your advantage like make sure you get collab posts. Make sure you're being shouted

posts. Make sure you're being shouted out in their newsletter and you get as much exposure as you can. Um and that like and and look make content about it.

The behind the scenes like tell as much of the story as you can. you're going to have to like pull as much value as you can out of it. Where do I sign up for the deck? Hypersstudios us if I think I

the deck? Hypersstudios us if I think I already have that in the chat somewhere, but that's just on my email list with Clayton. Um,

Clayton. Um, uh, he said not thinking about multiple social accounts for shows stuff early on. Why is that? Because if you're not

on. Why is that? Because if you're not back to the idea like there's always so much stuff happening. If you're not already good at social media content and you're thinking about a social show or doing five accounts, then you're you're never going to get good. Get good at it

first. you start getting traction on one

first. you start getting traction on one account and then you are like we're going to be a social media driven company now maybe think about multiple but a lot of people will be like I'm gonna do this crazy thing but they're not actually good you go launch your social show you don't and you're not

like a savage at social media it's going to be a waste of resources like get good at the one thing and then expand out that's why I encourage that for small brands now if you are an expert and you're launching a new brand and so it's

not necessarily small like you you it's just new but you like really know what the [ __ ] you're doing by all means do some weird comprehensive strategy but uh that's a very rarely who I'm talking to inside these videos.

Um, advertising master class. Yeah,

basically our the uh the other program we have, the creative strategy program is like a basically a marketing masterclass program um that dives into paid and like all these other things. I

just haven't had the bandwidth to run it at the same time for for a minute. I

appreciate everyone tuning in. This was

solid. We had a hell of people on here and uh thank you so much for for tuning in. email with all the stuff will come

in. email with all the stuff will come out this week.