today we're going to cover how to create content that prints doesn't matter if it's organic content doesn't matter if it's paid content we're going to go over this ultimate money glitch that I just recently discovered so one thing that's crazy 7. 5 billion impressions that's how many impressions that I've had across my businesses and my organic socials since I started business about 8 years ago to put that into perspective the New York Times the leading publication in the 1970s had a daily circulation of a million copies i think this was its peak to get 7. 5 billion impressions 20,000 years of that daily circulation would need to be done we truly live in a golden age of being able to get in front of audiences both paid and organic so my promise doesn't matter if you are completely creatively terrible you don't understand how to use your iPhone camera by the end of this video you're going to be an expert and you're going to have a clear road map about how to create your first viral piece of content that more importantly doesn't just get views it creates money that's the main thing it creates sales you truly will just never look at social media the same because I haven't since so we're going to go over that unbeatable formula we're going to go through key emotions for virality and also sales for paid ads we're going to talk about how to steal content ethically i don't just want you going copying frame by frame everyone's videos and we're going to talk about how to post 100 times more because I'm so sick of you all posting once a day if it works post more than once a day if it doesn't work stop posting once a day that's the truth so this is the old formula everyone's seen this formula right so hook body CTA this is my new formula so this is the process we're going to frame swipe we're going to create a story and we're going to scale so if that doesn't make sense it will in a second i came up with this formula when I realized that content isn't new it's been around forever so we had initially the town criers that would stand in a square yelling things which is basically been amplified through Twitter we had the newspaper publications like the New York Times that progressed into cable TV these guys had already perfected the formula so we don't need to learn anything new i studied how did they get the message across the best the thing is all of these publications and methods they all knew the best way to get their message across which was the story there's a reason why we forget facts about history but we remember mythology like Zeus we don't remember the exact year that world wars were on when they finished those kind of things but we remember really cool stories we don't remember the exact sales revenue or even business strategies of Steve Jobs but we remember that he started in a garage we remember all of the crazy stories that he had growing the brand when I started on YouTube so this was probably I think one year in two years in I was getting decent traction but it just stopped growing i think that there was a certain amount of people that knew me from my brands but I just could not get past this 200,000 point all of my content my probably maximum video was at 400,000 views and I was like I'm going to go back to e-commerce that's where I make money this was interesting it's not growing it's not worth my time then my last video that I post we restructured the team everyone was moving on with different things focusing on different things i was like we'll just have one more video and the hook of this video how I went to $500 to half a billion well not the hook just the first 5 seconds is my name is Davey this is my story i then go on and tell all of the lessons that I had told in the past two years on these YouTube videos they were exactly the same but I changed one thing i told a story first i told the story and then I told the lesson and this is because stories we'll go through the science and then we're going to watch some viral content stories impact the brain in a completely different way due to a process called neural coupling so when I say he kicked the ball your motor cortex fires as if you were kicking the ball if I say a spider jumps out and he was very fearful your amygdala will go there'll be activity in that part of the brain rather than in stats and facts it's only those two other areas of the brain getting activated and there's been tons of studies that that prove this there was a study that Stanford did where they did two lots of presentations to people one included stories one didn't include stories just had facts 5% remembered the facts 63% remembered the story based presentations so there's science to back it up so but here's the truth our stories are now 9x6 they're now vertical so let's watch some content everyone ready welcome back to another day in the life of two guys building the next big protein cookie business today we pulled off an industry first and it wasn't easy over the last few months we've been grinding behind the scenes because y'all let us know how much you hated the fact that we use seed oils in our cookies we get it we heard you loudly here's the deal the seed oils came from margarine which is super common in baked goods and protein snacks you see on the shelves today but we wanted to set a new standard so back to the drawing board we went testing different fat bases and let me tell you we failed a lot like a lot a lot but after months of trial and error and sacrificing way too many cookies we nailed it so they go on to say that they cracked the cookie code now let's compare that content to a video where they go "We now create a cookie that can reduce inflammation by x% because it no longer has seed oils.
" Just doesn't have the same ring to it it doesn't bring the person on the journey and the fact that they talked about the emotion behind it the failures that they had make you far more likely to purchase or at least take notice so the next one [Applause] [Music] So there wasn't even a voice over there but you understood the story it was about someone that was overweight that's trained for an Iron Man there was like probably six clips in that and there were probably from I don't know few years apart I guess maybe not even a couple years apart depending on how hard he worked but it was an incredible story it was incredibly motivating went super super viral now this is a viral post on my page which was 45,000 likes it wasn't even a video but it was still telling a story so here's how you can make a viral post in the next 30 minutes after this presentation go write down the past 10 20 years of your business life write one iconic thing that happened in each of those years make sure you include the failures make sure you build up the hero's journey that they eventually succeed and simply get a photo from that put a text overlay create a carousel post it and watch it go viral so the interesting thing here is that this story that you see here on this carousel it's the exact story that I told on that YouTube it's just in a different format and then I've told it on Twitter i've just told it across mediums over and over in different ways and it works every single time now let's cover what makes the story viral so you're probably thinking it's the hook it's the uh structure of the video it's the the trend overall or it's some random Instagram hack where you like something and add it as your close friend or something like that but let's watch this video first so it's just a video of a kid hugging his dad and it said "I hugged him with love he hugged me with hate. " There's no hook there's no structure there's no hacks 9. 3 million views but there's a story in that there's a relatable story in that there's one thing that it has which is so important which is emotion so here's a list of emotions that we can actually target in our videos to create powerful stories ask yourself how does my product create curiosity how does my product create moral outrage how does my product create belonging confusion just keep asking yourself those what is a story that I can tell about that now I don't think this is groundbreaking but I think when paired with the next slide I wanted to go a little bit deeper and I think it will really make sense for you these are more techniques to drive that emotion and that virality so we've got novelty relatability visual shock trend relevance credibility and controversy so we're going to talk about how these strategies these techniques can be paired with these emotions to tell viral stories how do you feel about the cheap replicas in the market now the most frustrating thing is when it's a blatant counterfeit product there are so many out there that are like they're thin they smell bad taken our patterns put it on there they obviously cut the quality down so much so that they can make more money and that just really tarnishes our brand and our product that's obviously illegal so this is a story about counterfeits i've used controversy because people are like "Oh you don't own the product.
" People are like "Oh the Snuggy existed before you there was competing products out there. " It also really frustrates people that certain people are breaking the law so this ad probably made me over a million dollars in sales and you need to not be scared of getting some negative comments you need to not be scared about creating some level of controversy for your brand because that will help it grow i think I invented the perfect gift when we first launched so this is another piece of content of being wrapped in a wearable blanket but as it talks initially about the hook about the make an allin-one version the then goes to the onesie and which we down here it's a bit squished sorry I'll fix that we've got $250,000 a quarter of a million dollars we spent over two months and we've made almost a million dollars in sales through this ad so what's interesting about this video the fact that it's relatable for people it's relatable for the audience that ended up purchasing or viewing it because they already have an Udy so you need to understand where your audience is in terms of their life to become relatable proximity is relevant this is why you remember this random story about the burger place around the corner maybe it's positive maybe it's that they have cockroaches and nobody else would ever remember that because it's so close it's so relevant and we've just created a bit of excitement there this video here I'll play it simply because it had 90 million views i almost didn't include this one but I loved the visual shock behind it and I'm going to explain how I think we can improve it so humans love symmetry and balance they love fluidity and predictability because it's creating a scenario in the brain that they want to see to completion they want to see the pattern the reason why I added this video as well is because unfortunately there isn't a very very clear story behind this so how could we make this better we could talk about the cultural relevance of using wax on the wine bottle how it increases flavor how they came up with the idea like all of like how many sales they've gotten from doing this dipping process versus their other other bottles those kind of things will create a story and will convert a lot better even though they've got 90 million views I'd probably rather 10 million views and there'd be some education around the story behind the product than just a huge amount of views so next the recent Tik Tok buyout we've got Drmstick walking in saying "Oh yeah fine i'll buy Tik Tok so it doesn't get banned. " This is just humor and more importantly trend relevance so they're capturing something that's happening in the news that week there's tons of people that have mascots we've got one included we didn't make a video like this we didn't tell this story because we weren't on top of the trend missed the opportunity but it worked really well 15 million views for them next we got a bit of a weird one 13 years as a coochie doctor yet no one believes me when I tell them this rubbing fig seeds on your breast them go from saggy to perky it's gonna blow your mind contain lots of estrogen dipping your face in ice water daily this is AI okay the model probably wasn't the model they've just grabbed a doctor that looks similar to her this person speaking is AI it's all over i know what you're thinking but this is probably some kid in his basement working with like a hundred cheap editors at $5 an hour putting this into Chachi PT saying "Write me a story about a coochie doctor give me lots of tips around this space.
" And then make sure you include the sales for a product which at the end of this video she mentions the best solution which is a product but this is the point of what I'm trying to make here is that these AI based videos at the moment the ones that are getting 360,000 likes and 5 million views they're telling stories because they're the best way at capturing attention so these people are testing hundreds thousands of pieces of creative and these are the ones that you're going to see so if you went and you looked at those videos and you're like I'm going to tell this exact same story i'm going to get similar visuals and I'm going to post on Tik Tok and I'm going to win and I'm going to get the same amount of views you're wrong if you tell that exact same story it's going to go to the exact same audience that is already served this is basic economic supply and demand when I was talking to one of my friends the other day and they wanted to start a cooking channel on Tik Tok and I was like "Here's some cool viral ideas it's a great idea. " and she was like "No they're they're all cringe those ideas I don't want to be cringe. " This is a fundamental problem because people think that new equals cringe whereas new you're finding new pockets new audiences that are underserved this is similar with paid ads if you're selling let's say an ice bath and you're making it around muscle recovery and you're trying to run these paid ads and tell these stories about that and then you instantly create a new ad about let's say something completely uh that you know maybe ice bars are toxic if they're not cleaned and there is no content about that facebook finally has a place to put that ad because nobody else is running it so if you want to be creative but I know what you're thinking you promised me I'm not a creative person how do I come up with these stories how do I find my viral story i want you to ask yourself these questions what is something everyone thinks is true about your product but isn't that's really important and then we're going to tell it as a story one of the best examples like Udy being too expensive if I went and said we use GSM fabric of this this and this is why it's expensive it cost us this people are going to go that boring if I go I flew to China or I flew to where my factory is to discover the best softest fabric for the UI and this is why it's expensive and tell that story and document that that's going to go viral that's going to be in people's head because it's now justified so the other one is like the Udie not being long enough which was a big complaint that onesie video touches on that that's something that everyone thinks is true about our product but isn't because we have the alternative product so what's the most heartfelt or inspiring customer success story you've ever heard grab your iPhone tell the story of that customer and post it and I can guarantee you people will listen another thing focusing on controversy what's something about your product or service that will frustrate people or have frustrated people and what's the story behind that what's a story that proves your product service is different from the competitors this is different from going my features are this my thickness is this blah blah blah we want to tell it as a story that proves it what's the strangest and shocking visual you can think about your product and service this is that visual shock that I want you to think about we can also pair visual shocks with other trending things at the moment what's a story in the news that's happened in the past 3 days in your space keep your eye on the news because you as an authority of the topic can tell the story about your experience with that news and post it then we got step three this is for the creative illiterates so we've got frame swiping now this is a great quote if I've seen further it is by standing on the shoulders of giants isaac Newton there's no problem stealing content providing that we do it ethically and really importantly getting around the supply and demand element of it we can't just copy directly because again that audience is served so what we're going to do is we're going to watch a small bit of content here and then I'm going to show you how to frame swipe and then we're going to break down the beginning middle and end this girl called our product a ripoff i literally seen a difference and this thing so high smile really big brand so this is the table we're going to start filling out on the left we got beginning middle and end that's obvious what that is the start of the video to the end of the video then we got location and visuals where are they pacing how quickly are the cuts audio and script what is basically said text like what visual text can you see on it is it captions is it the Instagram text we got lighting viewers feeling i added lighting there because I think a lot of people get that wrong and it is actually quite important to change the tone of the video viewers feeling what are they feeling anxious those kind of things touch on that and then just any other notes for you guys to copy in so let's look at this what video we just watched we're going to watch it again don't worry we got the warehouse location visuals pacing is just normal there's nothing crazy it's not fast cuts the audio and script get these keywords we're going to talk about language in a second but it's like they called our product a ripoff disgusting the influencer says straight after it then we've got captions they're in a warehouse and the viewers feeling is curious they're wondering if High Smile is a ripoff which may be an already existing belief that that person has and then we've added the influencer video first 3 seconds as like a cut and you'll watch all of this now and see it this girl called our product a ripoff i literally see no difference and this thing is disgusting now before you judge I can explain why it didn't work but this is not our packaging she clearly tried a fake from Teimu or Amazon like this and this so she tried so let's cover the middle of the video it's now changed drastically hasn't it this is a paid ad for them i think it was organic as well it was crushing it they've got the warehouse again and it's gone to a point of view did you notice the camera change because now it's a GoPro on them then we've got fast pacing it's starting to move quicker it's cutting we got this is a fake tee/ sheen those trigger words captions again warehouse it's a misdirect so suddenly the viewers feeling is like what just happened they're fearful that they're going to buy a fake as well there's lots of emotion in those frames and then we're showing the competitor's product so when the buyer sees the competitor on Teeu they're like "Oh be be aware.
" So we'll watch the end of the video now just to round this one off the real V34 and we got this new video back today so the influencers now are trying a darker purple trying the actual high smile oh my god now we apologize for anyone who's made this mistake so we'll throw in one of our famous flavored toothpaste coming through with an offer in this bundle you could even pick the flavor but if you're struggling ice pop is a crowd favorite and telling the favorite product so just to round this one off all the same places throw in and then a darker purple as a trigger word so this is a Shark Techch investment for 16-year-old girls it's had over 10 million views so this video let's break it down the beginning throwing the problem product away fast carts i've got the song there the trending sounds are really important to know it's well lit curious the viewer is just curious about the idea uh because they're so young pretty much so we're really highlighting that they're designing something there is no ending to that video well it's me saying that it's one of the best clothing products that I' I've felt on Shark Tank and I think that this is maybe somewhere that where they could have improved that video so we could have more of a journey and finish it off it could have been longer so that we're more likely for the person to remember now one thing that you're probably thinking going through this and when you scroll through Tik Tok tonight you're going to be like there are so many videos that have more views than the story-based ones and I'll challenge you to do this go through those videos and then try to remember as many as you can the next day I guarantee you you will remember the storybased ones because brain rot does not make sales it is not remembered all of those random videos will just go in one ear out the other so the next skill we need to learn is just mastering your storytelling overall there's a bunch of techniques that I'm going to go through with some example ads that have really helped me people ask me "What's the secret how do you have so many Shopify plaques? " And the answer is very very simple fire your agency they are scamming you so this video I said people ask me what's the secret how do I have so many Shopify plaques they are two open loops the first open loop which is basically a statement that is creates curiosity about what's going to come next is what's the secret and the second one is how do I have so many Shopify plaques they're both I guess kind of blended and there's a concept called the Zy Nick effect i think I said that right which there's scientists noticed that waitresses could remember everything about a person's bill until they closed and paid the bill then it would just disappear out of their memory because humans are trained to remember things that aren't complete yet this is why Netflix the end of the show on Netflix will give you this random cliffhanger we like to call them and this is why when you're creating content and telling stories never open with a hook open with an open loop and then instantly the next sentence close the loop because their curiosity will be solved and they will turn off we need to create the open loop so that we can educate them further so the next thing we can do to enhance our storytelling is use powerful language too many people in this room are too scared at using powerful language because they're too scared to upset people let's take some of these examples so let's say we're mentoring someone or we're creating some business content and we're like the Udie does this let's learn from them rather than let's say let's steal the Udie's content technique that hook there is going to be so much more powerful than the other one i'm going to take the ice bath example again let's say this is the problem with selling an ice bath that does this this is a national ice bath crisis powerful language completely changes how the content is received and is prioritized in the algorithm so if you're struggling with this write out the script or get the video that you've already created put it into chat GPT and say make this extremely exaggerated make the language extremely powerful and see what alternatives they give you now remember it's a game of milliseconds not seconds everyone has that friend that tells a story and it takes forever if that story takes just a little bit too long if there's a clip that just is a little bit too long at the end let's say you're telling a story and there's a bit of a pause after you tell the story before it goes to the next frame you're going to lose people it's a game of milliseconds so make the cuts quick that's why in the frame swiping I'm teaching you how to look at pacing now one final thing about frame swiping is you'll notice we're using high smiles ad here it doesn't need to be in the same niche as you to do frame swiping we're grabbing the format we're not grabbing it directly from competitors because this is a great way of you finally serving the audience for your product in a new format that they're maybe not experiencing now we've become masters of storytelling now we're going to scale this like crazy so we can print tons of money the first thing we need to do is remove the founder constraint a tale as old as time is the founder creates an invention they film themselves they get a couple of sales posting about it goes a little bit viral then they do it again and again and again and they are limited their sales are limited to how many times that they can post on social media operations gets complex for them life gets in the way they stop posting as much they call me they go "Why are my sales dropping? " And I'm like "You're posting one times a day.
