Why You Shouldn't Make Content...🎥❌📷❌ What the best did that no one hears about Ep 99

In a candid discussion about content creation, especially within the fitness industry, the host advises against producing content for most people, emphasizing the poor return on investment (ROI) for the time spent. He highlights that without a large distribution network, the effort put into content creation rarely pays off. Moreover, he asserts that many lack the skills to create standout content, as the market is saturated with repetitive and unoriginal messages. The host references Gary Vee's early career silence, attributing it to honing skills before having valuable insights to share. He further illustrates this point with anecdotes from successful entrepreneurs like Russell Brunson and Brian Burt, who spent years mastering direct sales before leveraging content effectively. The host encourages focusing on sales and marketing skills that provide immediate feedback and results, and suggests that content creation should be reserved for those who have undergone their "Rocky cutscene" – a period of extensive, often unglamorous work that builds expertise. He concludes by emphasizing the importance of persistence and continuous improvement in achieving mastery and success.

• Speaker A discusses the irony of creating content about not creating content.
• Emphasizes that for most people, especially in the fitness industry, the return on investment (ROI) for content creation is not worth the time spent.
• Points out that unless one has massive distribution, the ROI from content creation is minimal.
• Suggests that fitness entrepreneurs should focus on paid acquisition for growth rather than investing time in content creation.

"So, first off, if you were to look at how much time it takes to prepare content and then make the content, and then you were to look at how much ROI you're actually getting from that, unless you have massive distribution, there's not a lot of ROI on it, right?"

This quote highlights the significant time investment required for creating content and suggests that without wide distribution, the ROI is not substantial.

• Speaker A points out the difficulty in creating original content in the oversaturated fitness market.
• Notes that with so many people discussing the same topics, it's challenging to stand out.
• Mentions various fitness topics that are commonly debated, indicating the lack of new ideas in the content space.

"The reality is that most people really aren't good enough to make good content because think about how many people are going to talk about, like, keto is bad, keto is good. High carbs are bad. High carbs are good. Count your calories. You should never count calories, like clean eating versus not clean eating. Iafym."

This quote underscores the saturation of common fitness topics in content creation, making it hard for new content to be original or stand out.

• Speaker A references Gary Vee's perspective on not creating content until one has valuable insights to share.
• Emphasizes the importance of having expertise before starting to create content.
• Suggests that many people create content without providing real value, which is ineffective in attracting and retaining an audience.

"You know why I didn't have content for the first 15 years of my career? Because I wasn't good at shit. He's like, I was doing the shit that got me good that then allowed me to make content."

This quote, referencing Gary Vee, highlights the importance of developing expertise before focusing on content creation.

• Speaker A advocates for creating only high-quality content rather than frequent, low-value posts.
• Stresses the importance of respecting the audience's time and attention.
• Suggests that it's better to remain silent than to produce content that doesn't add value.

"And so my rule for content is only make good shit. And if I have nothing to say for two weeks, I don't say anything for two weeks because I have nothing to say and I value your time."

This quote emphasizes Speaker A's principle of prioritizing content quality over quantity and respecting the audience's time.

• Speaker A recommends starting with content for an existing community who already knows, likes, and trusts the creator.
• Points out that paid customers are more likely to pay attention and provide a platform for improving content creation skills.
• Suggests that content for a broader audience should come only after mastering content for one's community.

"And I think the best way to start is by really making content for your existing community who already know, like and trust you, who are going to now listen to you because you've already gotten their money, because when they pay, they pay attention."

This quote advises content creators to begin by focusing on their existing community, as they are more engaged and provide a foundation for improving content quality.

• Speaker A advises focusing on acquisition, marketing, and sales skills, which provide immediate financial benefits.
• Warns against investing time in content creation, which may not yield returns for a long time, if at all.
• Suggests that content creation is a long-term investment that requires one to be good enough to stand out.

"I probably would say that's a really bad ROI on your time and just focus on acquisition, marketing, and sales because that is going to be a skill that is going to pay your bills today and not something that's going to be literally a ten or 15-year investment that may never pay off because you might not be good enough."

This quote advises prioritizing skills that have immediate financial returns, such as acquisition, marketing, and sales, over content creation, which is seen as a long-term and uncertain investment.

• Spending time on marketing and sales provides immediate feedback, which is beneficial for measuring progress.
• Focusing on immediate revenue-generating activities is crucial for business growth.
• Prioritizing sales can help solve problems for new entrepreneurs quickly.

"At whole time you could have spent spending time and attention on marketing and sales where you would actually make money and know immediately if you're getting better."

The quote emphasizes the value of dedicating time to marketing and sales for immediate monetary gain and feedback, rather than other activities that may not directly contribute to revenue.

• Gary Vee spent 15 years mastering his craft before creating content about it.
• The speaker references a conversation with Russell Brunson, owner of ClickFunnels, about the importance of expertise before teaching others.
• Learning and refining skills through real-world experience is a common trait among successful entrepreneurs.

"For the first 15 years of my career, I didn't make any content because I was getting good at the thing that I would then later talk about."

Gary Vee's quote underlines the importance of gaining expertise in a field before attempting to produce content or teach others about it.

• Brian Burt developed a multi-million dollar company after years of selling autoglass to cold prospects.
• Dane Kennedy gained experience through door-to-door sales.
• Taki Moore started with cold calling and evolved to hosting live events to pitch his services.
• These entrepreneurs honed their sales skills through direct, often challenging, experiences before achieving significant success.

"Brian Burt, right now, I think they've got a five or $6 million run rate company. He spent the first like eight years of his career selling autoglass to cold strangers."

This quote provides an example of how Brian Burt's early career efforts in direct sales laid the foundation for his later success in building a substantial company.

• The speaker, Alex, completed over 4,000 one-on-one sales closes before becoming well-known.
• Alex's extensive experience in sales allowed him to respond effectively to customer objections and questions.
• The effectiveness of sales training can be attributed to practical experience and refinement of techniques.

"I did 4001 on one closes before anyone knew who I was... It's not that I was good at it, I sucked at it and was like, what could I say next time?"

Alex's quote illustrates the importance of practice and learning from experience in sales, acknowledging that proficiency comes from overcoming challenges and refining one's approach over time.

• Alex's sales training for gym owners is based on what worked in practice for selling gym memberships.
• The training is concise and practical, ensuring that trainees can close sales effectively after completing the program.
• The goal of the training is to produce tangible results, not to overwhelm with excessive content.

"My entire sales training is like 45 minutes, right? But I knew that if I put someone in one side and they go out the other side, the result is that when they say these words in this tonality, they make this type of statement. They make this joke at this moment, they buy."

This quote highlights the practicality and focus of Alex's sales training, which is designed to be brief but effective, ensuring that trainees can successfully close sales by using specific strategies and techniques.

• Alex invites business owners aiming to scale their businesses to reach out for assistance.
• Acquisition.com is mentioned as a resource for business owners to apply for help in achieving their growth goals.

"If you are a business owner that has a big old business and wants to get to a much bigger business going to 5100 million dollars, plus, we would love to talk to you."

The quote is a call-to-action for business owners seeking to scale their operations, directing them to Alex's platform for further guidance and support.

• The speaker enjoyed watching "Rocky Creed, Creed two" and recommends it.
• The concept of the hero's two journeys is highlighted from the book "Expert Secrets."
• The film illustrates the protagonist's early triumphs, conflicts, and the process of overcoming challenges.
• The protagonist's external goal is to become the world champion.
• The internal struggle involves self-worth and motivations behind the protagonist's actions.
• The audience is invested in the internal transformation of the character.

"I would recommend rereading that just one section about the heroes two journeys, and then watch the movie with that in mind of his early triumphs, his point of conflict, what things that he has to overcome."

This quote suggests that understanding the hero's two journeys can enhance the viewing experience of the movie by focusing on the character's development and struggles.

• Every "Rocky" movie includes a montage scene, known as a "cutscene."
• The speaker draws a parallel between the cutscene and the "eye of the tiger moment" in business.
• In business, this moment represents a period of hard work and repetition, which can last for years.
• The speaker emphasizes the importance of perseverance and recognizing one's own "Rocky cutscene" as a critical phase in building a foundation for success.

"So every single movie in every single rocky cutscene movie or whatever, every rocky movie has a cutscene, right? It's like they have the eye of the tiger moment, right?"

The quote draws a comparison between a pivotal motivational scene in "Rocky" movies and a similar moment of determination and hard work in business.

• The speaker criticizes content creators who are not masters of their subject.
• Proficiency can be achieved relatively quickly, but mastery requires much more time and effort.
• The work towards mastery can be repetitive and boring, which is not always enjoyable.
• The speaker encourages recognition of the effort behind the scenes, comparing it to building a foundation for a castle or legacy.

"People making content around stuff that they're not masters at. You know what I mean? They're proficient. And it takes this much time to be proficient, and it takes this much to be a master, right, at something."

This quote highlights the difference between being proficient at something and being a master, implying that true expertise requires a significant investment of time and effort.

• The speaker discusses Russell's extensive experience with cold traffic and unglamorous work leading to success.
• Russell spent years pitching to cold audiences, hosting teleseminars, and conducting webinars before creating ClickFunnels.
• He built 110 profitable funnels before the success of ClickFunnels.
• The speaker uses Russell's story to illustrate the gap between proficiency and mastery, especially in the context of Internet marketing and funnel creation.

"Russell spent two years, every single weekend, pitching a cold audience... he went home because he wanted to be with his family, and then did teleseminars every single weekend for three years... he started doing webinars for seven to eight years... he built 110 profitable funnels before he built ClickFunnels."

This quote provides a detailed account of the hard work and dedication Russell put in over the years, leading to his expertise and success with ClickFunnels.

• The speaker admits to not being a funnel expert and has not focused on optimizing their original funnel.
• They prioritize the back end of business and customer acquisition costs over funnel optimization.
• The speaker identifies as more of a conversion specialist than a funnel specialist.
• There's an acknowledgment of the importance of focusing on one's strengths and interests rather than trying to master everything.

"I'll do the 80 20 on the reverse side. Like, I just want to do the 20% here that'll get me proficient so that I can move on in my life. Right. I have no desire to be a funnel king."

This quote expresses the speaker's personal strategy of applying the Pareto principle in reverse, aiming for proficiency in certain areas to move forward without the intention of becoming a master in funnel creation.

• Many people are not ready to create content because they haven't completed their personal growth or "rocky cutscene."
• The value of content is in its uniqueness and relevance, which comes from deep understanding and repeated experience.
• Consistency and persistence are key, even if the process is not exciting or glamorous.
• Experiences like dealing with difficult situations are part of the growth process that eventually leads to mastery and the ability to create valuable content.

"And so, number one, why I think most people shouldn't make content is because I think a lot of them haven't even started their rocky cutscene, or they're in the middle of the rocky cutscene, right?"

This quote emphasizes the idea that many people jump into content creation too early, before they have gone through significant personal or professional development, which is likened to the "rocky cutscene" - a metaphor for the tough, formative experiences that shape one's expertise and perspective.

"You start creating these neural connections around this tiny skill set because you've done it so many times."

The speaker is highlighting the importance of repetition in building expertise. By repeatedly working on a skill, neural connections are strengthened, leading to mastery.

"The boring but consistent. Boring but rich. Like, we preach it all the time because it's the truth and it's not sexy. It sucks, right?"

This quote underscores the notion that the path to success and richness in skill often involves monotonous and consistent effort rather than exciting and glamorous work.

• Embracing the difficult parts of the growth process is crucial for long-term success.
• Most people either do not finish their growth process or exaggerate their accomplishments.
• True mastery and the ability to contribute unique insights come from seeing a process through to the end.
• Persistence and continuous improvement are more important than innate intelligence for achieving success.

"Embrace the suck. How many times did I have to sit down? I tell this story because it was, like, this moment for me where I was, like, sitting down with this lady."

The speaker is conveying the importance of enduring and accepting the challenging parts of the growth process, using a personal anecdote to illustrate the point.

"Most people never actually finish it. To be real, most people start it and dip out or they become kind of a fraud."

This quote points out that many people either give up on their growth journey prematurely or misrepresent their level of expertise.

• Mastery involves constant feedback and improvement, not just short-term proficiency.
• The goal of gaining influence should be a result of wealth and accomplishments, not the other way around.
• The speaker prefers to gain wealth first and then influence, contrary to how many others approach it.
• Elon Musk is used as an example of someone who gained influence through achievements rather than seeking influence to gain wealth.

"You only sold for eight months. You know what I mean? You're proficient, which is great, and that will feed you. But in order to gain the influence that a lot of people want to have... I want to have wealth."

The speaker is distinguishing between short-term proficiency and true mastery, indicating that influence should come as a result of mastery and wealth, not as a primary goal.

"Elon Musk has, like, 8 million followers. Do you think he gives a shit on Instagram? No, because he's Elon musk and he got influence because of what he did."

Using Elon Musk as an example, the speaker argues that genuine influence is a byproduct of significant achievements, not a precursor to them.

• All labor, no matter how menial, has the potential for profit and growth.
• Every failed sale or difficult experience contributes to personal growth.
• The difference between successful individuals and others is the willingness to keep working when it becomes challenging.
• The speaker encourages persistence as the key to improvement and success.

"In all labor, there is profit. And it's one of my favorite. I think it's one of the most hopeful proverbs in the Bible, because it says in all labor, there's profit."

This quote reflects the speaker's belief in the inherent value of all work, as stated in a proverb they find particularly inspiring.

"The difference is that the more effort that you put forward, and this is where, when you're just not doing nothing, you're growing."

The speaker emphasizes that growth comes from continuous effort, and that even when it feels like no progress is being made, the act of persisting leads to improvement.