Transcrição [EN]: I Made $100,000 In 82 Days: How To Build An Audience That Buys In The New Era Of AI (3-2-1 Method)

In a 100 days, I've gone to 60,000 followers, over six figures in attributable revenue. [music] And the biggest thing is that I intentionally did not go viral. I thought more views equals more dollars. Turns out that's not true. But the [music] only way to know that is to get a ton of views, not get a ton of dollars, and be like, "Oh that's the wrong strategy." I want to get into the AI stuff and how you're using AI in the process. >> AI is very overblown today. These people who make videos like, "Oh, I set up this automatic machine that's automatically editing the videos and posting." That's not real. That's not [music] real. You want to run what I call the 321 strategy. This is exactly what I'm running on my account. >> Can you demonstrate that for people? I have is this bullseye builder skill, which we can also throw in quad. I can literally just [music] do this live actually. Before we get into the episode, I have to say that it's pretty surreal to me that I get to do this and record this show for you guys and so many of you tune in and leave comments and likes on the content. The reason why I do this show and I record every single week is that I want to show that anything is possible. Any dream, any delusion that you have in your mind right now, you can bring it to reality. One of my goals at the moment is that I have this crazy delusional dream that this time next year will reach a million subscribers on this channel. And so, if you click that subscribe button, the promise that I'll make to you is that we're going to improve this show every single week. And so I want to take you on that journey with me. So hit that subscribe button and let's get into the show. I was doing research even in preparation for this episode and the first line of your YouTube bio stuck out to me. And so I wanted to read it. You say, "I help builders grow their businesses faster." And so Callaway, where I wanted to begin is if someone's watching this with that feeling that when they post content, it's like they're yelling into the void. like it's not getting any traction and even the few videos like the rare instances when it does hit those views don't lead to any sales no new money not building their brand their business for that human being what is going to be the value of listening to this conversation until the end I think this will be hopefully like a masterass for that exact archetype so like my whole vision and kind of personal brand is specifically for that individual like if you're a business owner or you're like re having your business. You're you're a creator, you're an aspiring business owner, or you have a business and you want to scale it. My goal is to be like the person that can add gasoline on the fire. So, like I'm a I'm a gas station basically for you. >> Yeah. You know what, Callaway, before we before we get really into it, can you give people that quick context? Cuz one of the things I love about your videos, and you say this every especially on YouTube, the beginning of all your videos, it's if you don't know me, my name is Callaway. I have a million followers. I've done a billion views. I've built multiple personal brands >> and content is all I do all day long. Yeah, [laughter] that's I always say that and content is all I do all day long. >> What is it that's special about you and like unique about you and your approach? >> So, there's two I think there's two things. If you reduce everything down, there's two attributes that combined together make it really easy for people to implement what I say. So, the first is I'm just really good at distilling. I call it distillation, right? And now like the term distillation in AI models, it's when a model who's trying to copy another model is taking the outputs and distilling it down. So I do distillation in concepts. So like anything complex, my brain is just really good at taking the complexity, reducing it down to like the simplest parts and then storytelling or explaining it in a very simple, easy to understand way. So like that's like my delivery. My brain just cooks in that way. The second thing is this like systemsbased thinking. And I'm not like the only one to think like this, but typically in the social media world or the content world or even the creative world, you don't get a lot of people that think like this that bridge into this world. And so when I say systems thinking, it's I can take any workflow and break it down into component parts or atomic units all the way down. Then I analyze those atomic units or those parts independently. Like I don't bias how people do stuff. I take the objective, I break it all the way down into blocks. When I explain stuff in real time, like right now, I'm breaking down this question into atomic units and then trying to deliver it, articulate it in a very clear way. I do the same thing with systems, building anything, workflows, anything. >> Yeah. You know, you know what's interesting and and because it's our third episode, it's like I've seen the evolution of you as like a creator, as a marketer, as like a business owner, brand builder. And I think uh one of the things I always tell people is like you're the person that I go to when I need advice on marketing or like content strategy with the show, even sometimes like monetization strategy. We'll talk about like off camera. And the reason why and it even just comes across in the way that you speak, it's like you're obsessed with this stuff. >> Yeah. Yeah. >> And so even if we just quickly give people the journey because you don't start like in the content marketing world, you start as a consultant. >> You had a job as a consultant. >> That's when we had I think when we had our first conversation, you had just left consulting doing content full-time. And then when we had our second conversation, which was about a year afterwards, you just hit 100,000 subscribers on YouTube. You did that in 5 months. I think you had a couple hundred,000 on Instagram. >> But speaking to you today, you have over 400,000 on YouTube. You have over 500,000 collectively on Instagram. And so, you know what? Just give it to people like >> the journey. What are those key points like those key almost shifts, pivots in the journey that when you think back, you're like, "Okay, that was like an important moment for someone at home to be aware of." >> Yeah. Yeah. So, I've basically been doing this full-time for only three years. Like, I just hit the three-year mark. So, it feels like it's been a decade. Like, when you when you play entrepreneurship, every year is like a decade. >> So, yeah. Let me go through the progression. Like, I guess we'll start at the end today or not the end, but where we're at today. I've got two million followers subscribers collectively, billions of views. I have three different businesses doing over seven figures a year, very profitable. Um, I've kind of cracked every game that I've played. And I think the reason why it goes back to what I said at the beginning is I can I can tackle something new and break it into component parts and just find a new way to do it. So that's that's how I've been able to be effective. But to go back to the beginning, I never wanted to be a creator. I never wanted to be an influencer. All I wanted to do is be a successful entrepreneur, right? I just wanted to be a savage, have huge companies. Nobody knew who I was. I could walk down the street, nobody knew, but I had like hundred million dollar companies. And so over my 20s, I had launched several ventures. Last time I think I I referred to as the four horsemen of horrible businesses. And so like every every entrepreneur has these like, you know, eight to 10 failures under the surface. I had them as well. So like in my 20s, I was launching all these things and they all failed. I was stacking skills, which was super helpful, but they all just kept failing. And so after enough failures, you you zoom out and you're like, why are these failing consistently? Like other than me just not having enough skills, is there a common thread I can like a bottleneck I can go alleviate? And the bottleneck that I noticed was I have no distribution. I have no traffic. I have no way to get traffic for free. The only way I could get customers was paid ads. And if you don't really know what you're doing, paid ads is a slippery slope. So three years ago, that's when I was kind of like, let me just go learn to be a savage at content. Like I'm not gonna teach people content. I'm not going to even be in the like marketing world. I'm just going to have the skill of act of of distribution, the skill of attention generation, and then I'll point that cannon at whatever business opportunity feels the highest leverage, right? So, I was like, "All right, where should I start?" Well, when you don't have skills or expertise, the best place to start is just an area you're interested in. So like the first 20 videos I made was like breaking down the story of Kith or the story of like Emilondor or like some random NFT project at Starbucks released like just I was interested in. There was no strategy other than become a weapon at this skill. So I started doing that. I think like the 30th video was an FTX breakdown like when Sam Bankman Freed, you know, defrauded America. >> Sorry, shout out SPF. And and and that one went super viral. like at the time I think 200,000 views and like before I was getting like hundreds if not like single digit thousands before. >> That's a a major shift. >> Yeah. So it was a huge shift. Like what what most people really need in content is just one proof point that they can do it. And typic and that number varies for everyone. It could be like one video that gets 10,000 views, 100,000, a million. You just need one breakout. And essentially it's a race to see can you get the breakout before your patience fatigues. That's it. So my I'm I'm a psycho. So like I was willing to go for a thousand videos. It happened in 30. So I hit that number or I hit that breakout and then I was like cool this is working. Then Chad GBT came out like a month later and I made a video about ChadByt that exploded like that. This was like November of 22ish like you know some sometime around there. So I just started making like zoning in like I stopped doing the Kith videos and I started like honing in my topic audience match to AI and tech. So I was doing like tech news any AI release. I was kind of breaking down interesting things in tech. So I did that every single day for like a year. nothing else. Like just make the best possible short form video for eight hours, post it at 5:00 PM, wake up, do it again every single day. So like 150, 200 reps, no distractions, there was no business model, there was no YouTube, there was no email. I think I was writing one email a week documenting in in blueprint. I was like documenting my journey, but that was more like reflective. That's how I found you. >> Yeah. Like the real work week was just a video a day. About a year in, I was like, "All right, now it's probably time to build a product, like to build a service." Again, like I don't want to be famous. I I now have the skill. I have 150,000 200 followers on Instagram and Tik Tok each. I'm getting the brand deals. They're coming in 510k a month. So, now it's time to like actually fulfill. Like, let's point the cannon. So, I started going down the exercise of like, well, what could I sell and who would I sell it to? Obviously, like I have this audience. The dream for most creators is like you get this following and you're like, oh, awesome. They're just going to pay me money. The problem is for the niche I was in, tech news and AI breakdowns, it was very fragmented audience. There was like students, there was like, you know, CEOs, there was like all types of different avatars. So really the only thing you can sell that fragmented of an audience is more media. Like you can sell them paid media, you could do like a private paid podcast, you could do a paid newsletter, but you can't really build like if I built a software product to solve one core group's problems and I made videos about that on my feed, the other 80% of the people. Yeah. So the immediately the the audience would fatigue, the advantages I had built would go away, the brand deals would go away. So, so at that point I was like, okay, if I could start from scratch knowing what I know now, what would be the most lucrative customer avatar I could go after? And it's obviously business owners. So, I was like, oh, okay, I have the formula. I haven't really talked about it. Business owners are desperate for traffic. Why don't I just go sell that to them in some way? So, then I was like, okay, that makes sense, but I don't really have an audience of business owners. So even if I built a service, knowing what I know now, I could have just built a service and sold cold, right, to five people, but I didn't. At that time, I was like, "Oh, I should probably build an audience of business owners first and then I could sell I could sell them something." So that's when I went to YouTube. So I was like, I want to do YouTube now. I have the cash flow from short form to pay people on YouTube so I can get the team from day one and I'm going to target it specifically at business owners around content. So essentially this I like sped through the last two years, you know, per se. But once I had short form and once I once I had YouTube and I started developing those offers, all of a sudden it started working. So in the last like three months, I've also added another Instagram short form channel for marketing which we're going to we're going to talk about the difference between like the tech brand deal play and the marketing like more conversion for business owners play. But more or less like that is the step by step and it's kind of like progressively building on itself. Yeah. For the past three years. >> Yeah. where I wanted to go because you talk about like the four horsemen of failure like you you went through it like you went through the gauntlet. I think people will will hear your confidence now that confidence came from like >> you failed at all the things and then built from the failure. >> Exactly. >> And so I'm curious for you to almost like compare and contrast the moment in your story because there'll be a lot of people listening that whenever they're posting it's like I said in the beginning it's like yelling into the void. It's it's getting no attention. Can you contrast that moment and even just reflect on like that moment in your story where it was like you could not hit for anything and you're posting and you're getting I don't know 100red views and you're posting the next day the same thing like it's not budging. Can you compare that moment in your story and then to like where you are now where it feels like every time that you try your hand at something like you mentioned the YouTube thing it's like hit hit. compare those two points in your life. >> I will say like now it's not that I can win on day one. It's that I I can beat any game, but it's still you still have to suffer through the beginning period. It's just now I can suffer. I can take more suffering and I can compress the dis the time I have to suffer. So it's not it's not as though like I'm like you know this magician where like if I if I tried to tackle something brand new the very first day I would win. That that maybe some things but most things No. And like I think it's very important people hear that. It's like I'm a gamer, so like when I go into a new thing, it's like all I want to do is win. And I'm obsessive about that, but I'm willing to suck and suffer for as long as it takes. As you get better and you do more things, the time you suffer goes down. To go back to the beginning, I think it's really important for people to understand a few things. One, business is very simple. It's just traffic funnels offers, right? You need you need to get customers. You need to funnel them somewhere. You need something to sell them. The loadbearing element of that is traffic, right? You obviously need a product to sell them, but like products can evolve. You you could sell your time. So that could be a product that you have immediately. The hardest thing is traffic. So once you identify that, you have to go learn content and that's a skill. The second thing you have to understand is that social media and YouTube is like one of the most competitive arenas in the world. Like there are sophisticated operations that are trying to reverse engineer the stuff that I'm going to share for free and that are attacking it violently with like dozens of bodies. So if you're coming into it with no knowledge of how to do it, maybe you have some advantages but some disadvantages and like the way you are and you do it for like seven days and you're like I'm going to be world class. It's like no way. >> When you put it like that, >> this is this is the most competitive arena in the world. This is this is you press post and a million people can see and take an action for free. That is like there has never been asymmetric marketing upside like that. You can either sit there alone and just suffer for an undetermined amount of time or you can pay someone who knows what they're doing. They can tell you what to do. You still have to suffer but at least you do what they say and you compress the sucking. >> They point out your blind spot. >> That's why I was like I don't want to coach anyone but like I'm watching all these people suffer through the sucking and I'm like well if I could just tell them easier like there's enough out there for everyone to win. Like anyone who works with me can win and I can win. We can all win. So it's like I just want to help them win faster. That's why to go back to the YouTube thing is like I help builders grow their businesses faster. The way to do that is I reduce the ignorance period by telling you exactly what to do. And then once you know what to do, you're on your own like you you can graduate away. Okay. So what you're looking at is a brand deal presentation that I built with Gamma directly inside Claude in about 10 minutes. And so to give you the backstory, a couple of days ago, I agreed to get on a call with a brand to discuss a potential partnership. And I wanted to create this beautiful looking presentation that I could walk through when we got on the call. That way I would look professional and we could close the deal. And so I open Claude and I start brainstorming these different ideas of what to include on the first slide of the presentation. And because I had Gamma, the sponsor of today's episode, connected to Claude, once I was happy with the idea for slide one, I was able to say, "Can you build this first slide for me using Gamma?" And Gamma just generated the slide for me directly inside of Claude. And then after looking at it, I got a bunch of ideas for what I wanted to do with the rest of the presentation. And so I went back and forth with Claude on what to include on slides two to four. And then once I was happy with that final idea, I just said, "Awesome. I like this idea. Can you build the rest of the presentation for me? I got this beautiful ready to present presentation directly built for me inside of Claude. It was so easy and it made me feel really confident going into that call. And so if you want to do what I did and connect Gamma to your Claude today so you can generate beautiful presentations like this in minutes without ever leaving chat GPT or Claude, then just go to the link in the description and get started with Gamma today. Thank you to Gamma for sponsoring the episode. Okay, so this is Alice, my guest booking AI agent that I created with Hyper Agent, the sponsor of today's episode, and she just sent me this beautiful brief for a potential guest that she think would be perfect for the show. And so, if you've been thinking about building your first AI agent, I think you're going to find it so useful to see the behind the scenes of how I built this. And so for context, this used to take me and my team hours and hours of research to find the best guests for you guys. And I can't tell you how much time that I'd spend looking through YouTube, Instagram, LinkedIn, doing background checks on Google. And now Alice does all of that stuff for me. And it was so easy to create inside of Hyper Agent. I just came here, I clicked create with chat, and then Hyper Agent will ask you some basic questions on what agent you want to build. I answered those questions within a couple of sentences and then Hyper Agent just went along and built this workflow. And so now once a day I get a Slack message from Alice with this beautiful brief on potential guest targets that she think would be a great fit for the show. And I'm telling you, it's made our process so much faster and saved us so much time. And she does all of this on her own. I don't have to prompt her. I don't even trigger her to do this. It feels autonomous and it saves me so much time and stress. And Alice is just one of a number of agents. I've got another agent that preps my episode outlines and I'm building out a whole team as we speak. And so if you're listening at home and you want to create your first AI agent, hit that link in the description to get $500 of free credit with Hyper Agent to do exactly that. Thank you to Hyper Agent for sponsoring this episode. Let's get back to the show. >> Yeah, you know what? We're going to get into it and and specifically we're going to show people how to build like a the steps of how to build a premium profitable brand in 2026 going into 2027 especially um with AI and like even using some of these tools before we do on that point because I even I referenced like the the last conversation we had. I think when we spoke a year ago I actually looked it up. We spoke in April of 2025. That was the last time we had a conversation on this show and AI was like quite prominent at that point. >> It was like kitty kitty pool stuff back then. Yeah. >> It wasn't what it is now. And even in terms of like I think for both of us using AI in our content creation process, whether it's like scripting, ideation, all of that stuff, it wasn't as prominent of a part as it is right now. >> And so you've spoken about unfair advantages. is we're even going to get into like this new strategy that you've been you've deployed with like such a large amount of success on Callaway Marketing. But before we do, when you talk about getting attention and you talk about, you know, like offers, audience, traffic like that funnel, what is the significance of AI within that picture in your mind? >> Yeah, 100%. Let me go. So AI is basically like a leverage enabler, which I'll we'll go through the whole AI thing. One thing I want to say really quick is I went to business school. I was in a business job and even still when I started three years ago, I did not understand anything about traffic funnels offers. So like if you're sitting here and you're hearing me say these terms and you're like what is that? What does that even mean? You got to close the gap on this. Like there is no you don't come born or out of school knowing how to actually build a business in the real world. Like school is not a teacher for this. So, just like to to caveat everything, like it sounds like now I know exactly what I'm doing. Like I have the blueprint. I just need I just need empty road and I would just compound this vehicle. But 3 years ago, I had no clue. So, I just want like people I just want to anchor because I think when you're listening to these conversations, it can be easy for someone to be like he just he just knows these things that I don't know. I didn't know these things. You have to go down the rabbit hole, right? So, just to just to put that out there on the AI point, AI is just a leverage machine. So, Hormosi talks about leverage a lot. Leverage is obviously the is is it is Buffet is that Buffet? Well, he says compounding is the eighth wonder of the world. Compounding is just like leverage applied. >> So leverage just allows you to get more out for the same input. That's all it is. And so in theory, in the most theoretical terms, there are tasks or actions that I have to do on the traffic funnels and offer side in order to have a machine that prints money. So like traffic at the if we go to the pure atomic unit and I'll keep do keep saying this is how I think so I keep doing it like this I need a video or a piece of content to deliver people to my funnel right so there's a series of tasks that have to happen to make that video so it's you know we'll go through it topic research hook scripting recording editing posting whatever that flow I have to do those and within those there are subtasks I have to do all those tasks to have a video I press post that video then delivers people to my funnel Okay, there's a bunch of tasks in the funnel I have to do to set it up. So, I have to like have somewhere somewhere for them to go. I have to have a page for them to click a button on that page. I have to have copy on that page to get them to click it. I have to have roads through many chat or something else to actually get them to the page. Right? All these things, these like tasks that are bundled up. If you unbundle traffic, funnels, offers, there are tasks below. If you unbundle those tasks, there are like actions. And so the the reason I say this is the point of AI or the biggest benefit is that it allows you to do more actions faster without other people. Right? So that's the whole that's the whole thing. AI is just an accelerator. It's just a leverage machine that if there's 10 actions I have to do to make a video and today those 10 actions take me 10 hours. If you use AI correctly, maybe I can do those 10 actions in four hours or eventually those 10 actions automatically. I set up an AIdriven workflow that does all 10 for me without any time. That's the dream. But I will say like AI is very overblown today. It's it's it's a superpower. It will be insanely useful. We will have these crazy agentic flows for sure. I'm I'm very confident on that. One of the benefits of like me having done the AI and the content stuff is like I sit right at this intersection which is pretty rare because I I work with all the AI companies on the cutting edge. Like I know really where stuff is. It is very overblown in certain use cases where these people who make videos like oh I set up this automatic machine that's automatically editing the videos and posting. That's not real. That's not real. If you want to be like actually premium that's not real. However, there are many of these actions or bundles of actions which are tasks that you can have AI do much much faster. Maybe instead of an hour it's five minutes. Maybe instead of an hour it's one minute. Some don't even have human in the loop. That whole thing traffic funnels offers that's not you're not going to prompt and have that set up. that that's not realistic. But we'll go through today like effectively my job is to figure out what AI workflows I can create to make the the leverage go up slash the my manual time go down to complete those actions. What sand castles will become and like my whole vision this whole time was I wanted to become the automated content machine. I want a business owner or a creator to come in, have all the actions of the content flow automated except for you layering on your opinion, your take. Like the last mile of creativity is like what you believe to be true. You really can't automat uh automate that away unless like we pipe in a lot of your the other stuff you've said. So it's still like your opinions. We're just re you know uh remixing it. But everything else I want automated because the like the thing is I'm not and and I come at this from a unique way. Like I'm not trying to take stuff away from artists, but I'm not trying to be an artist. I'm an entrepreneur. I don't want to spend eight hours a day making content that I don't know if it's going to work. I want to spend five minutes a day and have it for sure work and then have my money machine grow. Yeah. >> So like, and people are like ashamed to say that. It's like, yo, if it's not me verse artist, but it's a completely different game. Like artists can have this amazing medium to scale their art. It's like, yo, if you're a business owner and you want to spend time with your family or like do other hobbies, but you want a machine that prints money, my vision is to create that machine so that you can spend the least amount of time in and get the most money out. That's like what I that's what I'm working towards. >> Yeah. It's like massive massive ROI. And you know, it's um one of the things that's uh interesting like the way that you frame AI, it's like the it's the ultimate multiplier, right? like but you still have to to your point you still have to have those components dialed in of the traffic the traffic funnel offers and so I didn't even mean for the conversation to go here but I'm just going to take it here because I think it's so important for the person that's listening at home which is traffic funnels offers it feels like if someone can understand those principles and dial them in and internalize it it's actually like life-changing. Even when you talk about it, it sounds like it's been life-changing for you. >> And so my my question is if someone's hearing those terms even for the first time or even just understanding the significance of those terms for the first time, where would they begin in even learning understanding that like what principles would they need to know so that they could actually build these build those components traffic funnels offers in the right way? Yeah, it's it's a perfect question because like the root variable of business the root variables are those three things, right? So like how do you close the gap? So the beauty is offers Hormosi wrote $100 million offers which is like the Bible for offers. So offers is just like how you frame a proposition to a customer to get money. It's like I will give you this if you give me money. That's offers. Now within like I use the term offers within that it's really products and services. So products could be like literally this phone like you're not going to read Hormosy's book and have the answer to this phone like how to build the phone that Apple spent years of R&D doing that software products you're not going to the offer book is a lot about how to frame what the offer should be and then there's things to develop certain types of offers but like every type of product and service is not going to be answered by his book but reading that will give you the fundamentals on how to think about offers right so that's that thinking about product design is like a whole other you know realm so let's leave that for I started with offers. Let's work backwards. So funnels, you can just go on YouTube and start searching like literally the word funnels, business funnels. How do I build a funnel for this business? And a lot of really smart like growth marketers will come up who are making a lot of free content about funnels. It could be very simple. Like I run very simple funnels. You watch my video, you click a button, I get your email, I send you an email, you give me money. Very simple. But you can also make it very complex. A lot of these businesses have super complex funnels. Now I don't really touch like X like Twitter threads traffic strategy. I don't touch that. Email strategy. I do a little bit of it. There's people that are way deeper in terms of email, right? Images, like carousels, I do a little bit of this. That's not like my specialty. So, there are all these like ways to get traffic more or less. There's like five or six mediums for content. So, the goal would be you go on YouTube and you just search, you know, you can start with my channel if you want to learn short form video or YouTube, which I think is the highest leverage. But you can also just search any of the types of content like how do I how do I grow faster on LinkedIn? There's a a million people like Lara Aosta is like the goat for this. So you just find her channel, watch like 10 videos. You can really close the gap a lot if you just spend 24 hours on YouTube. But essentially like you can get the 8020 of those three root variables through the sources I just said. And then at least you have a a map of the world that's filled in. It's like you're not going to have the answer yet, but at least you're like, "Okay, these are the three things I have to tackle. Well, which one should I do first?" I recommend you always start with the offer. It's easier to have an offer and then figure out how to drive traffic to it than to start with the traffic like I did and be like, what do I sell? Because if you start with the traffic, you'll end up in the problem I had, which was I had a huge audience I couldn't sell anything to, which is not what you want if you're a business owner. So, you want to start with the offer and really define that. That could be as simple as like one hour of your time. It could be as scaled as we have a done for you service, $10,000 a month, all these bells and whistles. Once you have that, focus on traffic. The funnels you can do in a day. >> Yeah. You know, I I I I love the conversation because I think it gives uh simplicity and like specificity of where to focus. Yeah. You know, I think in the beginning when you're doing anything, the thing that trips people up and it tripped me up, you don't know where to focus to get the result that you want. Yeah. >> But this is like it's very clear. It's like master traffic funnels, offers, and it will change your life. >> Exactly. >> And you know what? I want to I want to go deep on traffic because I think that's like really where you shine. Yeah. Like that's really where you shine. And it's also one of those things where for the person that's sitting at home watching us, it's the most immediate pain, >> you know, like >> and it's the fastest to solve the fastest to see results. You'll see results the quickest. Yeah. >> Yeah. But when you don't have it there, like when you do not have a way of getting people to whatever it is that you're offering, like your storefront, it is the most like painful, lonely, almost like demoralizing experience cuz you don't even know. You don't even know if your product's good or not cuz there's no one there to even look at it. >> And so I wanted to go on the traffic point. There was a tweet that you put out a few weeks ago. And it's funny because when you put out the tweet and I saw it, I texted you of like, "Okay, we need to record this now." >> Nice. >> So, let me let me read out the tweet and then we'll go into it. >> You said, "I just speed ran my new Instagram account to 50,000 followers in 82 days." You said, "More importantly, this drove over 20,000 email subscriptions and over a 100,000 in revenue." And so K where I want to begin because we're going to get into this and there's even more to the tweet of like your approach because you have a very specific new way that you did this versus your old accounts. But when you started this strategy, you already had an Instagram account with over 400,000 followers. So if you just take us back in time and take us behind the scenes for a second, >> what makes you even want to do this in the first place? >> Yeah. like add the second account. >> Yeah. >> Well, the big thing is >> in order for me to be bulletproof, like impossible for anyone to like beat me, uh, be more valuable than me, whatever. Like, I just play these cycle games in my head of like, I just want to be the best always. Like, in order to be truly bulletproof, you have to be able to go up the mountain multiple ways. You can't just do it once, one way, and then be like, I can teach anyone to do anything. You can't. So, for me, it was like the re I guess to zoom zoom out. The reason why Hormoszi is so lethal at business is because he has gone up the mountain almost every core way. He had a ecom brand, he had a supplement company, he had the info business, he had gym launch, he now has obviously acquisition with the with the consulting as well. Um, he's had a SAS business. Uh, I think it's like Alfred or something, what whatever the the SMS software he had that he sold pretty quick. But he's he's basically he's gone to the video game console. He's picked every game and he's like, I need to beat every game so that anytime a business owner comes to me, no matter which game they're playing, I'm the guy. So I and that's how I was thinking of it as well. Then once I heard his story, I was like, yeah, it makes perfect sense. So for me, I'm like, okay, I need to do the same thing. So I now have three different businesses, different business models, over seven figures in revenue in the first three years. In a 100 days, I've gone to 60,000 followers on just four and a half million views, which I want to talk about because that's very efficient follower growth for low views. I've driven uh 30,000 emails collected in that first 100 days, which is insane. Anyone who has a a business knows that's crazy. Over six figures in attributable re revenue. And the biggest thing is that I intentionally did not go viral. Zero of the videos. I posted like 85 videos in the first 100 days. Zero over a million views. Only six are over 100,000 views. So, I did that on purpose because I didn't want I wanted bulletproof. I didn't want any business owner to be like, "Well, you just had one video that got 10 million views, and that accounted for all the growth." No. Every single video other than six has less than 100,000 views, and yet I was able to go 0 to 60K. I'm getting huge people to follow me. I'll I'll have a big piece of this niche by the end of 2027 because social media on social media is very competitive. If you're trying to play the games I've played and you like the growth I've had, it's all about just proof accumulation. So, that's why that's why I did it. >> Yeah. You know, I um I I love the comparison of your like Callaway Instagram account, which was like much more like viral post. Like by most people's metrics of like social media success, they'd probably look at the Callaway Instagram account, be like, "Okay, that's what I want." Like he's got millions of views like pretty regularly. He's got the high follower count. Um I love the comparison of that to what you're doing with Callaway Marketing. And you can even hear it in the energy of how you speak about it, like the the efficiency that it operates at. And it's funny because the my hunch is that we're going to go do like a deep dive and a comparison. I want to get into that now. Of the two, I actually think the the smaller account or seemingly smaller account which has much more like efficient the funnel is just way more efficient. >> Yeah, 100%. >> I think that that's actually what most people listening will want. Exactly. And I want to show them that. So, let's just go. >> Let's do it. Let's do We're sharing screens now. >> Let's do it. >> And and one of the things and this is like I told you I was like this is where I wanted to begin, right? Because I think you can really tell the intention of someone's page in their account by just looking at the bio. And so I got the uh the bio for your Callaway account which like people can see 444,000 followers at the time of recording. and then your Callaway marketing account which is like you built this in what 100 days basically to this point where it's got 68.5,000 followers but a completely different approach and so I just wanted to almost go like line by line through this even just starting with like the first line of your Callaway account is breaking down new tech and AI the Callaway marketing account is helping business owners grow faster and so can you just reflect on that but then also So even for people that are like thinking through first of all their strategy and even like what the first line of their bio is. >> Yeah. Yeah. >> How did you make these decisions? >> Yeah. Well, I can just give you the template to make the bio because the bio is like a digital landing page essentially. So when someone sees your video, they click through. You want to capture as much of that following as possible. So there's a very simple formula for the bio that works the best. Typically it's picture where you're smiling. So like I violated that on the tech, but the marketing I learned. So it's like a picture where you're happy cuz people like happy people. The first line you want to do, you want to write like who you help with what, right? So the top I'm doing that kind of on both, right? So breaking down new tech and AI in the top line of the top one. That's what I talk about. The second line is then helping business owners stay ahead. So I'm kind of getting it in the first two lines. On the bottom one, it's more concise. So helping business owners grow faster. I could be more specific. You want to typically be as specific as possible. So on the on the marketing one, I could be like helping business owners grow on social media. But I think that I'm going to expand beyond just social media. Like sometimes I talk about YouTube, sometimes I'll do funnels and stuff. So I don't want it to be too narrow. Yeah. >> Yeah. So that's typically the first line is just do that what you talk about, who you help and and how. Essentially, the second line is a credibility or proof. So on the tech side when I started, I didn't really have any like proof in AI. I'm not like an engineer, but if if I was like a senior engineer at Nvidia, you'd put that there or like uh coached 50,000 people, onboarded 50,000 people to Claude, right? You'd put a credibility statement there. >> So your biggest point of credibility basically. >> Exactly. Because you basically when someone hits the landing page or when someone hits the bio, especially if they you don't have a ton of following, you want them to be like, "Oh, okay. Well, I should trust this person because of that credibility." So for the marketing, which is a good example, a million followers, a billion views, that's like pretty strong credibility that I know what I'm talking about. And so that is the like BS detector check. So you're like, "Okay, even if at one point I had 2,000 followers on this account, but when you saw that and it was 2,000 and you're like, "Oh, a billion views. Okay, that bypasses the BS detector of 2,000 followers. So, if you have real proof, you can grow pretty fast if you do this. So, that's the second line. The third line is typically to whatever your core CTA would be. This bio link gets clicked a lot. It gets clicked a ton. A lot of people do link trees or the stand thing. I don't recommend doing that because it makes two clicks to have to click to something. So, you have to click the link in bio then, you know, the link tree, then you got to decide in the link tree what to click. You'll have a lot of uh click fatigue. So, you just want one link. So ideally, it's whatever the most aligned lead magnet or CTA you have to help whoever that person is from the first line get one step closer to the transformation that you talk about. So like again for the AI one, I'm writing building sand castles.ai because I thought well a I want to drive people to it, but b the best credibility that I know what I'm talking about in AI is to say I'm building a real product in AI. So that's why the top one has that. The bottom one upgrade your content system for free. This is a 7-day drip where I basically give you my entire short form playbook for free. Covers ideas, hooks, monetization systems, everything. And that's free. So that's like the most valuable thing I could offer to someone for free in the bio relative to a business owner trying to grow. So that's kind of just if you don't know what to do for the bio, just literally follow that. On TikTok, there's less characters, so you can't do all three lines. Typically, I recommend trying to get all three with punchier words. Or just do the first, second, and then just don't do the CTA line, but just put the link, whatever your link is. Like, you don't need to say the thing with the arrow. Just like put the link. That way, you can get clarity on the subject and the avatar you're talking to, which is the first line, plus proof. The proof is the biggest thing. If you don't have proof, just do the CTA thing. But if you do have proof, you should use it. >> Yeah. Okay. You know what? because I think this is going to be so good for people because it was really like a light bulb moment for me when you and I had a conversation a few weeks ago. I want to go back to where we started even with like the uh helping builders grow their businesses faster and like for that person that like they just want to they want to grow their business and they want to use marketing and like organic marketing to like help grow their business faster. And I think for that person who already has like a product or at least like an idea of something that they want to sell, the approach that you took with Callaway Marketing is like really what they're looking for >> bullseye what they Can you when we go to like the the content specifically and maybe even this is something that you can share on your screen I thought was interesting is actually even just looking at the views of like uh the Callaway marketing page versus the Callaway page and even just as you're like pulling that up on screen I'll stop sharing mine even as you're pulling this pulling that up on screen I'll just read what You said like this was a the bullet point that you had in your tweet. You said, "I'm intentionally not going viral to keep the audience alignment pure." >> Yep. 100%. >> And and like I think that part would be so like counterintuitive to people that are listening. Like what do you mean? You're you're intentionally not going viral. So, I'll explain exactly why I'm not doing that and how I how I think about not going viral because I think this is a huge unlock for anyone who's trying to monetize with outside of brand deals, right? If you want brand deals, you have to play the game one way. If you want to monetize conversions, you have a product, service, you want to drive people to it, it's a completely different game. Those are two games. So, let's break those down. Yeah. Just to show like and and there'll be some some warped here cuz like when I do a brand deal, they'll boost it. So for example like uh this one chatbt has almost 30 million views right they're they boosted that heavy so like some of the some of the views are not all organic right yeah like on average the views for anything that's interesting is getting 200 300 500k like organic and they'll boost it for anything that's not that interesting it's you know 7500 150 but I think just like to to frame this when I make videos to try to get brand deals basically on the brand deal side my goal is to hit home runs as much as possible like when I post an organic video, I want it to go huge because I already now have a pretty big following. So, I need the views and engagement rate to be high according to that triangle to get brands to pay me more. So, like I'm trying to find extremely large TAM topics within tech, very viral frames. I'm trying to add a lot of like commentary or controversy or play on to like the emotional threads that like a lot of people would react to. So, that's that's why a lot of the videos go so big. I'm trying that on purpose. I'm trying to go viral on every video for the tech account. And anyone who's doing brand deals wants to go viral a lot, right? You just want to because the brands looking at those views are paying you as a proxy for what they expect to get. So now let's go to the marketing account because I think this is what people are really here for, right? So as a business owner, what you really want is precision marketing. So, if I'm selling short form coaching to a business owner that does over three million a year or something, I only want those people to see my stuff and go down the funnel. I don't really need any other people outside that would be a bad fit for my business that wouldn't convert. The more people outside that that I get, the more noisy the algorithm precision is at finding more of the people I want. So, for example, if I wanted to get a million views on this account, I could make a video about uh Shelby Sap her conference, right? And I could make it very like, you know, controversial or I could make it very like uh explosive, right? I could get millions of views, but how many of the people watching that are actually in my target avatar? Business owners trying to grow on social media with over three million. Maybe some, but like precision wise, it's very weak. It's like 10 to 20% at the most would be in my avatar and 80% would not. What happens is when you get the 80% that aren't, some of those stick and follow and your next post gets sent to a sample of the bad fits and the good fits. That data is going to come back bad on the on the next one. So the videos will start doing worse because if I go back narrow and I'm like, "Hey, let me post something exactly valuable for that business owner but not valuable for like a random Shelby Sab hater," that video is not going to do well because all those Shelby Sab haters are now in my they're in my ecosystem. they're like in the algorithm's memory. So what you really want is to get extreme precision on exactly who you want to target based on who your customer is for the offer and nobody else. And so this idea of like I think of it like a bullseye, right? So imagine like a bullseye with five rings. Let's just say for for my uh let's take like sales for example. So I have someone in the academy that's doing like high ticket tech sales for very like very high ticket products, right? So he's like, "How do I get sales leaders to come into my 30k a month program, right?" So the broadest rung of the bullseye would be like business. Like he could make content about anything in business, but that's like very imprecise, >> right? He could make a hormosi review that has nothing to do with sales and like you'll get a ton of views, but so you don't want to do that. One rung inside would be like >> marketing. One rung inside or maybe marketing sales. One rung inside would be like high ticket sales. One rung inside that would be like high ticket sales but a B2B use case. And then one rung inside that would be like specific psychology for high ticket sales, B2B, right? So you can narrow it down. Now the thing is you don't want to only make content at the most narrow bullseye either because especially when you're small. It'll never break out. You're going to get like 3 to 500 views. You'll feel shitty. You're not going to have the credibility or I think of the following like a minimum viable credibility line. Like you kind of need 5 to 10k followers for people to hit your page and like think you're not a bot. Yeah. Yeah. >> So, if you're starting from actual scratch, you can't just make every video super narrow or you'll just stay at like 200 followers. Nothing will work. What you need is a mix. So, you want to run what I call the 321 strategy. And this is exactly what I'm running on my account. We can and and then we'll break out like in sand castles how you actually come up with this strategy. It's very formulaic, but essentially imagine a week is seven videos. Seven days a week, post once a day. 321 is three buckets of two with one chaos agent is what I call it. So, three buckets of two. So one bucket is a little bit broader. So it's not business. It might not even be marketing sales, but it's like B2B sales meant to be broad within that rung. So I want anyone who's interested in B2B sales to get activated, but nobody outside. So that's like broader. Then you have So that's two videos of the seven one bucket is that broader one. And that's more meant to be a step-wise infusion of like an occasional 30,000 50,000 maybe even 100,000 view video that brings in a couple thousand new followers. That's new eyeballs. That's meant to get your following to go up a little bit. The other two buckets, four videos of the seven are meant to be narrow. So not the bullseye bullseye, but like maybe one rung outside that. So instead of like >> B2B high ticket sales, super deep psychology, it's like B2B high ticket sales. So like you're only talking about things where someone in B2B high ticket sales would resonate with it. And other people, even other people in sales might not. Those will not get as many views, but they'll be extremely high converting. Right? If you just did the narrow alone and all three buckets were the narrow, you would never grow the following big enough and you would quit. If you just did the broad, you would never be specific enough to acrue directional expertise in what would actually drive conversion. The mixture, essentially two to one mixture, four and two is the best. Now, the seventh video is what I call the chaos agent. And that's that can be either broad or narrow or just a random thing you saw where you're like, I kind of want to try one of those. And that's meant to just infuse a little bit of like creative randomness. Like you might stumble on something else that works that could then fill one of those three buckets in the future. So the goal is like first you have to map your niche and figure out what would those three buckets be for me. This is like the first exercise I take anyone through. It's very important to do this. Then you you make batches of seven, right? So the first for your first seven your first seven days you make seven videos and you look at the data and you say did the broad ones go broad? Did the narrow ones convert? If the broad ones went broad but the narrow didn't convert, you can keep the broad and you swap out the narrow and vice versa. your next set of seven. You take what worked, you double down on it, you kill what didn't work, and you keep going progressively. So, it's set the strategy, post those seven across that 3,21. Let the data tell you what to do. Continue iterating until you have all three buckets that are doing exactly what they're meant to do. Every time you post a broad one, it gets you 30, 40,000 views. Your following goes up 800 to a,000. Every time you post a narrow one, you drive leads, and you just rinse and repeat until you're done. So basically in the last three months I've posted 85 videos. So literally that's you know whatever eight batches of 10 or 12 batches of seven. I I can't do the math. I think like 12 batches of seven. So I've literally done this exact thing and I've used and we'll talk about sand castles but sand castles will tell you exactly what those buckets should be and will point out non-obvious patterns about what worked so that you can carry it forward. It's basically like an automated content strategist for you and it's of course it's from my brain to the user. So like if you're hearing me talk about this and you're like this guy just talks in a different way than I S castles is my brain product ties for you. >> Yeah. You know, it's uh it's interesting because with the 321 method, you've essentially mastered that balance of like actually growing followers but in a way that actually leads to more dollars versus like the the problem that a lot of creators have. Either they're getting just no traffic. Like it the content they produce might have been high converting, but no one sees it, so who cares? or it's like they're getting a ton of traffic and you'll hear these stories of creators I even know some of them who are like they get tons of traffic but relatively the revenue or the amount of money they're making is like very low because it's not this aligned or >> you need you need directional trust acrruel right so if I sell you know I teach people how to how to do trapeze let's say I'm like a coach and teaches trapeze every video I have to ask myself if the buyer of my trapeze school sees this Will it directionally acrue trust to me in the domain of trapeze or will it just give them a view and it's just like a you know junk food. A lot of people go too broad too often. They get a lot of junk food. They have no directional trust acrewing. So the views seem high. The following is not growing but then also they're getting no sales. So they're like what's going on? What typically the the problem is you're too broad on the broad ones because it's not acrewing expertise or you never go broad enough to get the machine going. All you really need is like one or two broadish hits which could be like 50 to 100 thousand views and it and it lifts all of the others. So the beauty the beauty of content is there is like a catalog value effect where if you make a bunch of narrow videos that you know are helpful and uh like good recommendations for people that are buying your services. As soon as you get a broad one, boom, all those like two or three and people start trusting you more. It's like there's like this halo effect when you get one, we'll call it like locally viral, not like millions of views, but like a couple hundredk. So that's why like I knew this to be true such that when I did this strategy, I didn't want to accidentally get one that went over a million views. Because I know people would be like, "Yeah, but you had the million views and I don't know how to." No. So if you look at this, like literally the pinned ones are the most 690K is the most. There's one 430K. There's only there's only six that are above 100K. If you scroll, like if I scroll down, you can see 12, 40, 28, 38. And these are driving so many leads. Like the email growth is insane. And it's because I'm very very precise messaging something that a business owner who's trying to grow on social media trusts me for. They they watch the video, they're like, I really trust this guy. I want to learn more about this thing. They put their email in and we go from there. And it turns out that when you have differentiated expertise, and we can talk about like how to uniquely position because I think that's kind of interesting. your following actually grows very fast as well. Like if you I don't look like most of the social media creators making content about social media. I look different. I mean, and I did that on purpose so that my following could compound quickly. So, it's very efficient follower growth, which is what most people want. >> Yeah. You know, cuz I I think there's a lot of people listening, it's like if they were, and this is what I said earlier, if they were to look at it, this is what they want, right? Like they they don't actually really care about being like famous. Like they're not trying to go out on the street and like have people notice them. They don't need to go viral every day, but they basically want the videos that they do have that hit like it leads to people buying something. >> And the thing is, I mean, this is a perfect example, like I didn't know that when I started. I thought more views equals more dollars. It turns out that's not true. But the only way to know that is to get a ton of views, not get a ton of dollars, and be like, "Oh that's the wrong strategy." So now I know and what I'm showing is that, right? So it's very important that you have to still have an offer to capture the legion, right? So that's that's also key. I have offers now. So that's why I always say start with the offer. Once you if you're a business owner sitting there and you have an offer and you're like all I need is to pour gas on this and figure out social media. This what we're about to go through is the strategy to run period. >> You know what I I want to um I want to get into the AI stuff and how you're using AI in the process. Before we do though, just to finish it off on the 321 method, when I was thinking of because I was thinking what you laid out is pretty clear, right? Like you have broad videos which are like expanding the reach of the channel, basically bringing in new people and then you also have a certain number of videos which are like narrow. >> Yeah. >> And I think to you and I doing content as we do like all the time and we're obsessed about it and been doing it for years. It's kind of very clear what we mean when we say like a broad video versus like a narrow video and even like what these buckets are and the way that we think about audience. I do think to someone listening though the biggest mistake that they'll make after listen after hearing this >> is like what are my buckets and even understanding like how to categorize video uh different types of videos. What are the when you're working with a new client, what are the questions that you're asking them or what you're talking about that is helping them gain clarity on what those three buckets even are for them? >> Yeah. So, let's go through that. So, that one of the things that Sand Castles is really good for is it lets the data tell you what those buckets are. So, you don't have to guess, right? So, I want to go through that. Another thing that I have is this uh bullseye builder skill, which we can also throw in Claude and show. So, this doesn't require sand castles at all. This is like one of the goat. We We'll link it below like if people want to take this for free. You just run this and you describe your niche and describe the avatar and it will build those five rings. The the outer ring you should stay away from. We can we can literally just do this live actually. I think that'd be sick. But let me let me show you in sand castles kind of how I came up with this these buckets for myself, right? So, for anyone who doesn't know what sand castles is, it's sand castles.ai. This is again like the tool I built. The whole goal is to build the content workflow machine. And so we have a bunch of AI in this. It's not a press one button and then answer spit out. That's not what this is. This is meant to be like a super tool for people to get the answers quicker, but they still have to apply manual work. So what I'm looking at right now is the dashboard page for Sandcastle. So >> and just and just to give people context. So you've linked your Instagram basically to Sand Castles. So it has all of the data from your Instagram automatically being pulled in. And then you're also it connects to Claude and you use it with Claude or whatever the L well Claude specifically right now. Yeah. And you can ask questions and it has all of that information and the skills which we'll get into. >> I want to show a few different things that are super powerful for like figuring out the buckets because I think figuring out those topic buckets is like the highest leverage thing you can do. So let's go back to the marketing workspace. First of all, the stuff on the top is kind of cool. It like visualizes all your channels. So like I've got Tik Tok and Instagram in here together. I can refresh this data if I want. This is like my live stats. I can track this over time. So like in the last seven days, here's my views per day. Here's the videos that went through it. Here's the cumulative views and following. And what it's trying to do is say, "Hey, you've posted 50 videos. What is working and what is not working?" So we can guide you to make more of what's working. It sounds like obvious, but like most people aren't really sure. Like you can scroll your page and be like, "Okay, I think that one went viral." But you're not actually holistically using the data to like build the strategy. This one thing will help you grow 3 to 5x immediately. And so for me, like you can see there was a port a report that was generated today and this report I can filter by topics, hooks, formats or script writing tactics. So let's just look at topics. So this is saying of my last in this case 30 videos, the best performer topic-wise was this like one that I made around this database, right? So let's just assume this is a sing one-off outlier. If you go down categorically like with categories that have more than one video, the top performers for me are storytelling and retention psychology. So that's a 2.7x above my average. Claude AI workflows. So any video I make about Claude and Sand Castles is doing well, which is good for me obviously. And then hookw writing formulas. So other than that one rogue one that did really well, these are the three main categories or buckets that are doing really well for me. Now, what I would ask myself in the 321 strategy is like, are any of these three broadish enough where it could bring me 50 to 100,000 views? And this Claude AI workflow one tends to be. So, like you can see the top performers here were 92K, 91K, 81K. Like, these are consistently pretty good like local broad performers. So, in my mind, I'm like, cool, the AI workflows for content as a bucket for me. And my channel is about content marketing is my broad bucket. So, out of every seven videos, two of them should be in that bucket. Now, the other two are more narrow. I want to pick things that are doing well still, but are driving a ton of lead genen. And we can get to like what the lead genen measurement is, but like I have everything hooked up to many chat. So, for me, it's like, hey, these storytelling and retention, like the storytelling psychology and hookw writing, those are doing pretty well. And like if I look at it, yeah, there's a couple outliers from these, like this one had 94 and 74, but the average is like, you know, 31, 19, like it's around 30. So, it's not that you want to go for intentionally lower views. It's you want to look at what's driving lead genen and I I can show this, but what's driving lead genen for me is these storytelling guides. Any claude skill around hookw writing or storytelling those are crushing. And so, by just by looking at this without even going into claude, this tells me right away like, yo, keep fishing in these ponds. Don't fish in these other like these bad ones. Uh, I don't even know what core content. This is like a framework, right? So, fast grow speedrunning strategy stuff, content diagnostics not working. So, it's kind of interesting, right? I I would think me giving content strategy thoughts would work. But this is telling me the data is showing those are not working. So in my next batch of seven, I'm going to do less content strategy and I'm going to do more hooks, storytelling, and workflows. And if you do it like this for whatever your niche is, it guides you so effectively. So that's just that's just topics. Just quickly before we get to just quickly before we get to hooks. I think this will be important for people is so cuz I've even been using sand castles the last couple days in terms of making it like faster and easier for people to get like an awareness of what's working and like the analysis and like the deep channel analysis. It's great. I'm aware that there's like certain people that are listening to this which are like they've just got a Claude subscription and I know you mentioned that even like the the audience builder or the audience bullseye like skill that you have even just working on Claude independently it can be effective. Can you demonstrate that for people of like if I just have a clawed subscription, maybe I've put out a few videos, but I really want to utilize this 321 method and kind of figure out what my bucket is. >> Yeah. Yeah. >> How would I do that on just purely Claude? >> Yeah. So, let's let's run this. So, let me switch my let me switch my screen and I'll go to Claude. And to be to be clear, it's so much more helpful to have actual data in Claude. So like the way to get the data in would either be you copy paste your own transcripts or like you try to it's not easy without the data to get to a for sure answer but this bullseye builder is like a really good first step. >> Okay. >> So let's go to let me switch my screen. I have a bunch of workflows on this upper left here. Other things we did with sand castles include so I want to show these eventually but this is what we'll do first. So this bullseye builder skill is in here. We'll link this below. So this is meant to be how do I figure out what those rings are roughly for my niche and then that'll directionally point you to the altitude like broad versus narrow but you still then have to figure out what topic bucket. So the easiest way without saying castle is you can just guess. Like you could say, "All right, I'm making content about content strategy. What are the things that my customers struggle with? What are the things that I've seen work for other people when I'm scrolling?" Storytelling hooks. Like you can kind of guess, right? You're not going to be sure unless you see the data. So let's just go through this. So I'll say like run this skill. And for anyone like I'm just going to use Fable 5. You don't have to use Fable 5 is in terms of a model. You can use Opus 5. You can use other things. I just like to use the, you know, best fastest model. And then I like to do it in co-work um but you can do it in chat as well. So let's just run this. And if you've never run a skill, you just press run. You drag the skill file in and then it'll kind of tell you like it'll start prompting you what to do. Okay. So the first thing it's saying is what content lane are we building this bullseye for. Now it knows about me cuz I've given it context before. It's connected to sand castles, but I'm going to say we're going to build this for Callaway Marketing. We could have done like test as a stranger as well, just a random one, but let's just do this. So we're going to say we're going to build it for Callaway Marketing. And then it's going to ask you to describe your niche. Now, it may skip that for me cuz it already knows. But let's see. Okay. So, who specifically it's so so what it does is it's interviewing you to try to get really clear on like what the center of the bullseye would be. So, it can build out. So, it's like who specifically gets the most value from your marketing content. My guess uh not just business owners in general, more like a service-based founder or coach doing real revenue 20 to 100k a month who know short form is the grow is the uh growth lever but inconsistently post. Like that's pretty good that it knows that. But that's just cuz it can it knows my channel. So, I'll just say like yes, that's close. We'll keep it like that. I almost I think about like uh when we pulled up the bio we spoke about like those first line that first line or two. It's like it's like what do you do and who is it for? >> Yeah. I call this the target authority statement. So it's like it's like I help X with Y in Z way. >> Yeah. And it's kind of helping you get to that clarity. >> So what's the one struggle of theirs that you fix? My guess it's not just effort. They've posted a lot. It's that they have no system. So yeah, system is like my main thing. So let's go system. So it's good that it can like already kind of understand this based on just no if you connect it to sand castles and it has your videos. It starts to know about you like this. So it's super helpful to do that. Okay. So this is the center of the bullseye. A service-based founder or coach doing 20 to 100K per month who knows short form is their biggest growth lever but posts on vibes with no system. So we'll say cool. That's it. So that's going to be the middle and it's going to build the rings outside. It will it will show a visual which is kind of sick. And then that will directionally tell you like how broad or narrow you should go. And it will tell you like don't go to the broadest ring because it's too broad. So I I I would guess the broadest ring is going to be business in this case. So it's like any video about any business topic would be something that's way too broad for me. So I would never post something like that. >> Yeah. You know, you know what's kind of crazy? As I was just thinking about it, those three questions that it asked of just putting the skill into Claude and then just going through the flow, >> it kind of like gave you clar it would give you clarity or someone listening clarity on their bio. You just have to add in whatever your credibility is essentially and you'd be >> That's like a helpful exercise alone is just to like what we've done in the last few minutes. >> Exactly. And yeah, it gets it gets crazy how much like how effective this whole like MCP thing is. So, I'm I'm excited to show some of the more advanced workflows because it's pretty crazy. But this alone is super helpful, too. >> Yeah. You know, and and just as we're waiting for it to load, even just to zoom out for people so that you so that they understand cuz I know that you think um people and like creators that almost posit that you can just use AI and they have like these 17 different agents that like running their whole content stack of like that's just not the truth. >> Yeah, it's not the truth. It sounds like, and you correct me if I'm wrong, the way that you use Claude specifically in your process is kind of like strategy somewhat, like clarity on strategy and then scripting, storytelling. >> So, I I use it more than that, but we should go through each thing, right? So, strategy is big. Getting the data to tell me what I'm missing, huge. That's like the number one thing. And I think ba basically like I'm trying to derisk my effort. Like I was saying before, I don't want to waste time making videos that don't work. Now, that sounds obvious to everyone, but like some people who are like more artistic are just like, I just want to do what I feel. No, I'm like, tell me what to do and I'll do it so that I can win and be done with it. And so, the strategy with the data is so helpful because it points me exactly where. So, I do the strategy. There's a really good hook workflow which I'll show I'll show a bunch of things for that. The script writing I built, you can see right here, the Callaway script writing system. We're going to go through that one as well. I've also analyzed I did a really interesting exercise where I made 11 videos about the Claude Sandcastle's workflow. Some of them crushed, some of them didn't. And I was like, I anal I really modeled every one off the same thing. So, it was very similar. And I was like, I can't tell the difference like why they're crushing and why they're not. So, using the MCP, I just piped in those 11 scripts and I was like, yo, >> you can point out there was one word that was different in the winners and losers and it told me. So, I mean, yeah. So, it's sick. So, okay. So, this one, so this is ready. So, you see the bullseye. So, now it says >> Oh, and it makes the visual. That's cool. >> Yeah. So, it makes the visual. So, you can press play. So, it'll show you like each rung. So let me let me do this. So the center is service founders and coaches. One ring out from that would be service- based founders but at any revenue. So this one is like 20 to 100k. So it's kind of like advanced. This is not very specific. >> It's very specific. Ring one is like any revenue. So if you're a service-based coach or founder, it would be topics for those people at any size. Then one rung, so that would be the orange. Now the the yellow is anyone using short form to grow any business. Not just coaches and service, but it could be ecom, could be anything, right? One ring out from that, the light blue is short form creators, period. Anyone trying to grow on short form. And then like like I was saying, like I thought would happen, the furthest ring out would be business. So it's like business, marketing, making money. So what this means, you know, tactically is like if you go to the 321 strategy, and this one's coded for the 311 strategy, which is five videos a week, 321 would give you seven. So if you want to do the 321, which is posting seven times per week, your broad bucket should be no broader than the light blue. So in this case, it would be videos for any short form creator. So it's like I'm talking about short form growth, but it's not really specific to service base. It's not specific to monetization, right? So two of my videos will be at that level. Now, if I hit one of those, it could be 100, 200, 300,000 views. It's probably not going to be 10 million views because it's still short form content based, right? So that's the light blue. Now, the narrow ones, I say you could do a mix between the yellow, the orange, and you could even try the red if you want, but I like the yellow and the orange. So the yellow is anyone using short form to grow a business and the orange is service-based founders and coaches using content to grow a business. So there it's like, okay, well what topics apply to specifically coaches, right? It could be like how to grow if you're a coach. The red is very narrow. It's cuz because like if you're going to bifurcate someone at 50k a month versus any revenue, it's like it starts to blend together. So when I think narrow, I think kind of like these inner three, mostly these second and third. But like this exercise alone is very helpful to see these five levels, right? Because you can say, "Oh, he's saying don't do ring four. That's business or marketing or making money online." So if I make a random video about making money online, it has nothing to do with me coaching a service-based business on short form content, right? So this is very helpful. Now on your one chaos agent, it can be anything. If you want to try the really broad ring four, you can try it. I'd recommend not doing that because if you accidentally go viral, it'll bring a lot of the wrong people in. I actually recommend when you try stuff to try even going narrower like go red and just if you get 700 views just see if the conversion works that would be like my how I would experiment with it but essentially so now this doesn't solve the topics but it solves the buckets right so now we have to figure out the topics this is where the data does really really come into play so like the light blue short form creators period so it could be storytelling it could be hooks it could be strategy so it's like which of those do we pick well that's where you really want to look at the data and I can show you how we use sand castles to like you know to do that and there yeah there's varying ways to do it but the data makes it super clear. >> Yeah. You know you know I want to get into the data piece and and the sand castles piece but if we just just take us behind the scenes of your process for a second right because you have these rings which give you an awareness and you're trying to put two videos in like you're trying to kind of hit a few of these rings across a week. >> Yeah. Are you literally like sitting there at your computer and being like, "Okay, cool. Here's the ring that I'm trying to hit today." And then you're looking at like what are maybe like the problems or the pain points of the person in that ring. And then you're scripting from there. >> More or less. More >> It's literally that scientific. >> So it's But I don't have the bullseye up next to me, but so the most important thing about the bull's eyes is it tells you what how not to go too broad. So the fourth ring, business and marketing making money in my head now I'm like do not make a video that would not directionally acrue trust for short form content which is with ring three and in that alone is like a you know it's like if you're golfing you're like keep my left arm straight keep my left ar >> it's like directionally it puts you in the right >> so that that helps that helps me not make a mistake too broad. Then when I go to curate ideas I'm asking I'm just thinking like because the data told me storytelling hooks and AI workflows are the three that are working the best. I'm like, "Okay, is this a storytelling video, a hook video, or an AI workflow?" If not, I kill it. Like, I don't make it. And so, that helps me when I'm ideating cuz you can get ideas from anywhere, right? Like, you can look at your own channel, you can look at competitor channels, you can read blogs, you can look at Twitter, you can look at what customers are saying. Ideas come from everywhere. This is a filtering system to make sure you don't make ideas that are weak so that you your hit rate goes up. But the hit rate won't go to 10 million views. It'll just be more effective per rep around the 50 to 100k range. >> Yeah. I think I think so. So your approach is very disciplined and it makes it makes sense, right? Cuz even what we shared in the start with the tweet, it's like 82 days >> you've made over a h 100,000 in revenue and 20,000 plus email subs. Like it's a very efficient >> it's extremely efficient. Yeah. >> Like input to output. >> Yeah. >> You know what my my question for you and I think this will be really valuable for someone listening at home is let's say that someone deploys this strategy in exactly the way that you're doing it. And let's even say that it's getting views. Like the ones which are a bit broader, they're getting a pretty good views. And then the ones that are a bit narrower, like it gets less views, but it still feels right. >> Yeah. >> How does someone validate? How do you validate that you're actually hitting the right person? Because I can imagine that like I might think as a creator like, okay, yes, a short form someone who's doing short form content would resonate with this. >> I don't actually fully know that. >> Yeah. Yeah. How does someone validate that without just looking purely at the numbers? >> Yeah. Well, you do want to look at the numbers, but basically there's three ways to measure effectiveness of the content. Views, followers gained, or conversion. So, views, like you said, you can't tell who's viewing it. So, you can try directionally to make a video that's only applicable to someone, but like it could be served to anyone, right? You got to believe that if you're making expertise driven content about like knitting, a non-nitting person is not going to watch the video. So, like you you directionally, but to your point, you don't really know. Followers gained is actually a much better metric than views to judge if it's working because on your followers gained means someone watched the video and they either instant press follow or they click to your bio and press follow. If your bio is specific on who you serve with the first line, that is a filtering mechanism. If someone pressed follow and you're getting a lot of followers, that means they're wanting to follow you for the thing you want them to follow you for. So that's like a pretty that's more directionally correct than views. But the best is obviously conversion. So for every single one of my videos, I have a CTA and I'm collecting emails. whichever one drives the most emails that means I'm getting what because it's like I'm getting emails off a CTA that's directionally leading to my offer. So like if you want that thing and therefore you can measure dollars coming out the other side but like even just conversions to the email which is short form's job get me emails of people that will buy my stuff. If you're getting emails and the way you're getting them is by offering something a lead magnet that's only applicable to people that would like your product. Well then whichever one's driving emails is working right. So those are the three ways to measure what's working. Typically, they they do go in lock step, right? If something gets more views, sometimes the followers won't be, you know, you can get super viral and not drive the followers, but like if you're targeted, they'll be pretty in lock step, which is good, right? >> Yeah. I guess on the So, on that conversion side of things, I guess the first thing you're looking at is what, like many chat, like the number of automations, many chat, and then from there, you can look at emails, like signups. Okay, that makes sense. Like I don't even I don't even really need to pull up the mini chat to show it because by proxy every one of these comment numbers if you divide by two that's how many emails I'm getting cuz most people are not commenting to be like yo thanks for the video like they're ask they want the lead magnet. So if you just look it's like okay this one got 23,000 comments so this was 12,000 emails. >> Yeah. >> Uh you know if we didn't already have there's some duplicates where like people want multiple lead magnets where we already captured their email but like more or less it's 60 to 80% of this number are the net new emails we captured. So, like you can see, okay, this one only drove 74 divided by two, that's like nothing. So, like this was a flop. This one 275 divided by two, a little bit better. So, it's like, oh, but this was 12,000 views and this was 12,000 views. This one's like 3x more emails or what whatever the whatever the ratio is. I think four four to fivex more emails. So, that tells me directionally, yo, this Claude video is actually higher converting at the type of person that I want versus this content advice video roughly. So, like that directionally you start to be like, "Oh, shoot. If I'm getting a ton of emails for the people that want my stuff and and those lead magnets that get the emails corroborate my offer, all I need to do is make more videos to get more emails and I'm good." >> Yeah. >> Right. >> Yeah. That's cool. Is it pretty stunning to you even when you go on the one some of the some uh ones that are pinned on your channel where it's like uh Yeah. Like even that one the the number I look at the number of likes versus number of comments that feels like a pretty stunning like >> Yeah. It's crazy. It shows they actually want the thing. And the good thing is this was talking about sand castles. So that that worked out. >> It's like a it's like a one to one almost of like people that like the video converted. >> Exactly. Exactly. Yeah. So essentially you look at efficiency of conversion, right? So it's number of comments divided by views gives you an efficiency. Now that's like getting a little too fancy. Like you don't really need to do that. If you just roughly sort by comments or sort by engagement, you can do that. Um, what I wanted to show though is in Sand Castles, if you don't have this dashboard set up, how do you how do you arrive at the buckets, right? Because this dashboard is meant to evaluate your videos on your channel as you're going. So, if you're on day one, you can verify, but like there's not going to be much data, right? So, how do you actually how do you solve for the buckets initially before you get it working? That's like a really important question. Yeah. >> So, the way you do that is >> in Sand Castles, you can build what's called your watch list. So, your watch list are other top creators in your niche. You're not going to copy these creators, but you're going to get the data in aggregate for what's working best, and it's going to direct you to the topic buckets. So, to build this watch list, there's a couple ways you can do it. First, you could go into Sandcastle and just describe the niche. So, I could say like social media growth strategies is my niche, let's say. Let me make sure I spell it right. Then, I can decide I only want creators on Instagram and account sizes. You really only want people up to a million followers. You don't want the mega people because those videos are ripping because of those people's brands, not because of the quality of the idea. So, I do micro, small, medium, and then I press search. Now, what we do is we'll give you three different like micro categories within social media growth. So, this one's like social media growth tactics, audience engagement strategies, and content marketing growth roughly. Like, we're bucketing these people accordingly. And you can just press like load more, load more, load more, and you can just get more and more of these people, right? So this is like the best fit person in that range for social media growth tactics is this guy, the Harry Needm. And then you go down from here. Now, anytime you find someone you like, you can just press the plus and add them to your watch list. Now, as soon as you add them, as you build this, the suggested tab is automatically re-updating and giving you more suggestions based on the aggregate value of this list. What you can also do is take somebody in the list and press these double arrows. Like Brier's really good at content, right? So I press the double arrows. It now builds a list people closest to Brier and down. So you can just go down this and discover people or if you know who you like already, you can just search them. Like >> yeah, like let's just get rid of Ganon from the list and I'll search him now. So Ganon Meyer, just search this. Boom, there he is. I add him. So you can search. We have over 100,000 creators in here. Now there's billions of creators online. So what if you search for someone and we don't have them? Well, what you can do is you can actually add their creator URL right in and we'll import them. So we can get anyone you want. You can build this list and this will take you know between 10 and 30 minutes to build this out one time but it's really worth doing because effectively what you're going to do is you're going to data analyze the best performing videos from these people. So step one is to build this watch list. Step two, you go to the videos tab and this is an aggregate view of all the people in the watch list. This is all their videos in here. And so the reason this is dope is because on Instagram you can obviously search like you don't need to use sand castles just to look at your own channel unless you want the dashboard because you just search on Instagram but you can't look at a cohort of people on Instagram. This is like 30 people at once. So that's super helpful. So what you can do is you can say in the last 3 months and then I like to filter out anything under 2% engagement because a brand deal would be huge views and low engagement because the views were botted so it' be like 0%. So to filter out the brand deals you just do 2%. And then I'll sort this by outlier score. So, what this shows me is these are the best performing videos from all of these channels in a cohort from the last 3 months. Now, that alone is pretty sick. Like, you can just go in and you could press the little button and you could open it and you could play it in a new tab and you could just watch these start to see that's the manual way. Now, I'll tell you the automated way with the data, but like just opening in a new tab is super helpful. You could also add it to a folder like in projects. You could curate them if you want. >> What's really helpful though is that you can deep analyze these videos. So, let me find one like this one hasn't been deep analyzed yet. And just to be clear because I I know for I like when you do content you start to understand the game of it >> but essentially what you're doing is just the psychology of someone starting out is you are hyperfixated on outliers because essentially you learn way more from your wins. Like it's easier to then replicate the wins. So it takes out the guesswork of like >> and you even said this earlier a lot of people will post they have no idea. It's the It's the shouting into the void phenomenon and feeling. It's like I have no idea if this is going to do well. The way that you get around that is it's based off strong pieces of like reoccurring evidence of like these hooks, these topics, the way that he ended like the story of >> you've kind of broken it down. >> This is why it's really important because and this is really not intuitive to people in every niche. There are certain topics that do better always and there are certain topics that don't do don't do well and it's because the psychology of the viewer in that niche believes their problems are a number of things and believes they don't have a problem with certain other things. So for example in the content space like my space anytime I talk about coming up with ideas those videos flop and it's because the average person doesn't think they have an idea problem. They're like my ideas are great. So, anytime you hear anything about ideas, you scroll away. But anytime I talk about hooks, the videos crush. It's because everybody thinks they have a hook problem. So, the only way to know which of those hot button topics in your niche are working is to analyze the data. That's why I'm doing this. It's not because I'm trying to copy these people's ideas. It's because I want to understand which topics are working best so I can guide my creativity. That's a really important thing. >> I It's so important. And I even think about there's some people out there that are like they think that they're like bad creators or bad speakers or like it's not resonating because of that. It could actually be like the topic you have no one is >> no one cares. >> Yeah. No one cares about. >> Yeah. You're just talking about stuff that's low value. Yeah. That's that's a >> and that one fix could be the unlock. >> That's why using using this to analyze the data in the way I'm going to show is so helpful because it just saves you months of not knowing. Right. Cuz cuz cuz without this, the only way to find that out is to either scroll and be good at spotting patterns, which most people are not, or to post 30 of your own videos, look at your 30 on your channel and be like, well, which ones kind of worked. That takes 30 days. I would like to get this in 30 minutes. Yeah. Right. So the beauty So now at this point, like you can open the videos one by one, but that won't give you the answer yet because you you have to spot the pattern. So the way to get the answer, >> let's just go to one that's not analy. Every one of these that has a green thing, I've already analyzed, but like look at this one. It doesn't have a green thing. If you press this button, we will deep analyze the video for you. This takes like 30 seconds per video. >> Yeah. >> And so when you click into one that's been deanalized, like let me just go to this one from me. >> We give you everything about the video. So this is the full transcript. If you press this little button right here, it actually overlays sections in the transcript so you can see kind of how the structure was broken down which is kind of cool. And there's also timestamps which you can click and just go right to the video. >> We give you information about the idea itself. So like what was the topic? What was the unique angle of this video? What was the contrarian take this person had? What were the pieces of evidence they used to make that contrarian take? We give you the hook. What is the formula of the hook for you to plug in other words? What is the exact hook they used? What's our analysis for why this hook worked or didn't work? We give you the storytelling format. So like this was a tutorial and we explain why this was and what it what that means. And then we give you the visual layout. So like obviously the visual layout is pretty clear like you don't need us to tell you that, but like we put that in there as well. And and and just so people understand because I actually think when you mentioned this earlier I was like I have to make this point because I think it's a key thing right >> you've spent like years doing this. I don't even know how many videos you've created. Probably like thousands at this point. You've like analy you spent thousands of hours analyzing it. >> This software is actually kind of infused with your approach and your playbook. >> I am a cyborg. Yeah. >> Yeah. Basically this this is a nobody thinks about content in this way to go back all the way back to like atomic unit thing. This is my brain as a software. So like basically this this doesn't sound right but like I'm a machine at cracking games and like this is the machine to crack the content game. So like and I wanted to build this because I want it was cool to be like we have a product that's sick but B I kind of want to help other business owners help builders grow. I want to give my I can't scale my brain through conversation. This is the best way to scale it. >> Yeah. Through the software. >> So all these like components the I call it Lego bricks. All these are like the Lego bricks of content and that's the atomic unit of a piece of content. The idea, the hook, the format, etc. So like if you've heard those terms, it's coming from me. Like I made a video about the Lego bricks a year ago and like then now people talk about the Lego bricks. Like this this software gives you that, right? So, what's what's interesting here is like this video analysis alone as a one-off, it's interesting, but it's not that helpful, right? Like, you get the transcript and you're like, you know, to learn the different types, it's cool. Like, is you're like, "Oh, secret reveal. What does that mean?" Oh, he revealed a secret. Okay, cool. This one alone is not helpful. Where it's really insanely valuable is when you take in aggregate the top hundred videos from these people and you put them all into Claude at one time and you say, "Find the patterns." That's the sauce, right? So in order to do that you have to dean analyze all of them. So you you want to like dean analyze as many as you can right and so what you can then do is you can export all this data. So like the one we did is just finishing you can export this data in a CSV or JSON. This will do a hundred 100 videos at a time in the export or you can use the MCP and like just call just ask for it and I'll show like you don't even have to drag the file over but like if if you don't know how to use the MCP you literally just export this into a CSV and just drag the file into Claude and be like start asking it questions which I want to show next. >> Yeah. >> Right. So this is the this is the secret. This is the whole thing is we have now we have aggregate data of the top hundred videos. Now it's like I don't need to I don't need to guess what topic buckets are working. I'm just going to ask Claude, tell me the topic buckets and it'll be like this, this, this, and then I can choose from there. So, you can do this at a individual channel level. Like I could do just my channel. I analyze all my own videos and do it or I could do it at a cohort level. Like I could say me and Alex Garcia combined or I could do everyone, right? Like you can mix and match any combo you want of people. As long as the videos are deep analyzed, you can put into claude. And then once you get into Claude, the you can do crazy stuff. Can can you just show the functionality just super quick the functionality of with the Claude MCP of like how you would do that? I know you showed the export through sand castles, >> but if someone wanted to do it like natively on Claude. >> Yeah. So, >> what would that look like? >> So, the beauty is once you have once you have the MCP set up, it then knows like you don't even really have to say the word sand castles. If you just ask a content question, it will go to sand castles. But if you want to direct it, you could just say like this. So go to a new a new uh task and I'll say like so what you do now so if you have the MCP connected you would go to like to connect it I won't go over the instructions but it's super easy like to connect it you go to customize we'll link it but essentially to know you have it you could just go to connectors and you'll see sand castles is connected the check is means it's connected >> so what that once you have it you have all these skills right so like all of or these these are my skills but like in the plugin itself you have all these skills back analyze channels ad so it's like oh I can analyze anybody >> 14 skills right Yeah, and we always add more. So like if if you have the latest version of the plugin, like we're always adding more. But just to show you like agnostic of that, how do you just quickly go to Claude and get the information? So you'll say like I want you to analyze the top 50 performing videos from the last two months in my Callaway marketing workspace. And it'll know what this means. I'll just say in sand castles. Uh, so then I'll say and now it'll be like if the videos have been deep analyzed already, it'll just pull them in. If it hasn't, it'll say, "Do you want me to dean analyze?" And it will like close the gap on that. So I'll say for I'll say, "Let me know how many videos haven't been deep analyzed." And then say, "Let me just use whisperflow. I want you to build a full report breaking down the best performing topics, hooks, formats, and script writing tactics across those videos. My goal is to run the 321 content strategy where I want one content bucket that's broad and two that are narrow. And so I'm trying to look at the best performing videos in my watch list to figure out what the best performing buckets are so I can choose those. For me, my target authority statement is I help business owners grow on social media so they can drive more revenue to their business. Let me know if you have any questions before you run. So basically what I did is >> and we'll share the prompt. So I was just using Whisper Flow to talk because I can talk so much faster. Yeah. And I I I make mistakes. >> So we'll run it. So, what it's going to do is it already has the Sand Castle's connection. So, it's going to first go and it's going to say, "Do we have the top 50 videos analyzed?" Like, you can see a lot of them were, but maybe some aren't. The ones that aren't, it'll say, "Do you want me to deep analyze those?" It'll tell me how many it will be, how many credits it will cost to do that. And then we can either do it or not. Like I I'll just have it do it without the credits. So, it can just run what's analyzed. And it will give me this report which will literally tell me like while it's doing this, I'll just go to uh so it's saying, "How should I rank the top 50?" We're going to say by outlier score. Deep analyzing unanalyzed videos cost one credit. If some of them aren't analyzed, should I what should I do? I'll just say autoan analyze the rest. What format do you want? Interactive HTML. So this will start running. Now let me just show you an example of this already done. >> Yeah. >> On my channel. So in this case, I did a full analysis on my channel. So instead of doing the full cohort, I just did mine. And that's cuz once you have your own videos, you can just analyze your own, right? So, I said, "Look at all the videos in my account and run an analysis breaking down the topics, the hooks, the formats, and the script writing tactics. I want you to display them visually and tell me what I should do for my next seven to 10 videos." So, it pulls it. It's like, "Yo, I've got the latest videos. Here it are. There's 97. I'm going to analyze them. Cool. The report is done." It walk I'm going to show you the report in a second, but it's like walking through I mean, this alone, the seven hidden patterns you're not seeing. Number one, numbered structure is your biggest lever. The 18 videos that build on the step one/level one sections do way better. The other 79 videos don't have that. So you should do that more. Number two, if you do a hook that says if you want to do X, that never works. You've tried it 14 times. It never does stop doing that for the hook. So it's just like the these alone are like super helpful. >> But you could easily miss that. Like you could eas it. You would never see it. And so this report, if I open this, this is the visual thing. So it's like cool, I analyze all your videos for you. >> It actually maps them, which is kind of sick. I didn't even tell it to do that. Like that's why Claude's sick cuz it just like visualizes things. So now it's saying, "Okay, here you go. Top performing topics, >> right?" So you have this was this was this one random one that worked this this meta breakdown, but then it's like claude AI demos storytelling and then hooks are right here. So this this maps to what was in the dashboard, right? Because it's doing the same thing. So it's saying this topic turning Claude into machine works really well. These deep link to Sandcastle. So you can just click this video and it will take you into sand castles for the transcript. Here's the second one. Here's the third one. Then it also does top performing hooks. these word for word hooks. It's just so valuable like to be able to see this and then you don't even need to check this every day just like a couple times a week. It gives you So, and this is the real sick part, this hidden patterns piece at the end. So, it's like every one of these is custom to my channel. It says the 120 to 150 second dead zone. Anytime you make a video that's over 120 seconds, it it doesn't work. So, stop doing that. Like, that's kind of sick. That's like you have a content coach like looking at your data and telling you exactly what to do. >> Yeah. So, this is pretty fire to run on your own channel and when you don't have videos on your own, you can run it on a close competitor. You can run on a batch of competitors like we were just doing right there. So, I'll show like a bunch of other things around the hook and the script writing if you want, but this this would be like the content strategy way of using Claude. >> Yeah. You know what? You know what it it clicks in my mind cuz I think >> so many people have that that feeling and I've been there of like when you're po I know you've been there as well. When you're posting and it's just not working, you have no idea why. And because it's not working, you're not getting any feedback, so you can't improve it. I think this like simplifies the game to a point where it's like just start posting something. Yeah. >> So that it has data like your own data to go off >> and then once it has that data, it can start to isolate >> from what you're doing. Here's what's working. Here's what's not. And then keep doing more of this, less of this, and iteratively over time. And you could start to see pretty quickly like in the beginning you might it might not look good but you keep doing these batches you're going to get closer and closer to like the hitting the bull's eyes. >> And that's the thing that's that's all the game is is just iteratively improving. >> Yeah. >> One one thing you can do that's kind of sick for that is let me switch back to the other screen >> and then I want to talk hooks. >> That's what I was I was about to go I was about to go to hooks as well. So one thing you could do that's kind of sick is like you're making videos you don't know why you don't know why they're not working. What if all you did was put your your channel in here and then one competitor? Like let's just Alex Garcia is my host. Let's just put them in. Right. So now I could say, "Let me analyze my five and I'm going to analyze his best five and just take those 10 and feed it to Claude and be like his 10 are crushing, mine are flopping. Find the differences." So that's the A versus B. So instead of doing the full cohort, you can do the A versus It's like once you have the data, you can ask it anything. >> And the data the data doesn't lie. Like it'll it'll tell you. >> So that that's a really sick way for beginners. If it's not working, instead of being like, "What's working?" Take what's not working and take a competitor that you you're trying to emulate that is crushing, deep analyze a few of their videos, and then feed it in. >> Can can you just quickly show like what would be the prompt even on Claude if you wanted to >> literally literally just you say like let let's just I have 10 here. Let me let me just go last like uh three weeks to try to narrow down how many videos. This is 28. So in the last 28 days, Alex and I have posted or in the last three weeks, we've posted 28 videos collectively. So let let's just say two weeks 21 videos. So first I could deep analyze all of these. And the fast way to do that is you hit the lightning bolt and you just type 21 and then it will do all of it. >> Yeah. >> So it'll it'll run these. So there's nine left because I had already had some done. So you see it's it's doing all of his. So then I'm going to export this put into Claude and literally just write these are these are the last two weeks worth of videos from me and and Alex Garcia. My videos don't seem to be working. His are crushing. I want you to run a full report across topics, hooks, formats, script writing, and any hidden patterns I'm not seeing that can help me understand how to make mine better so I can, you know, improve the performance relative to what he's doing. That's it. That's all you have to do. Very simple, easy, intuitive prompt. You don't there no crazy prompting. Once it has the data, it can spot the answer for you immediately. >> Yeah. So, it's like it's it's so good because to your point, >> you don't even need your own outliers. So, so often that's the thing. It's like in order to start winning, I had this on YouTube. In order to start winning on YouTube, I needed to have won on YouTube. So before you've done that, it's like, so what am I going to do? I'm just going to keep guessing until I've won. But with this, it's like you can just find someone else who's like very similar to where you want to be, but is winning. And then do the comparison. >> Take a few of their videos. Yeah. Take their outliers, deep analyze them, and just be like, "Hey, I want to approach the space a little differently. Here's what I'm thinking. These are 10 videos from them that crushed. What should I make topically? What should my hooks be? How should I differ from them? Like actually help me build a a structure. The thing is most people try to copy word for word. If you copy your derivative, like it's it's it's clone behavior. You don't want to do that. You want to take what they let Claude learn from the patterns that from their videos and feed you a recipe. That that's basically what you want to do. >> Yeah. You know what? Because you even talk about the the copying. I think when it comes to copying, probably the biggest place we see it in short form, I would assume, is like hooks. >> Yeah, 100%. >> And so I've also heard from people like yourself, but also like other um like growth marketers, like social media specifically of like the importance of the hook. We always hear like stop the scroll, the first 5 seconds is like everything on short form video. How were you using AI, specifically Claude and Sand Castles in your hook? >> Yeah, so there's two dope things I will show you. One of them is just straight out of the Sand Castle's like website, the app, and then one is in Claude. So, I'll show you both, which are sick. So, just just to level set with everyone. When we say hook, there's really three parts to the hook. And that you want the the hook parts to be aligned, right? So, you've got if I play this, you've got what I'm saying, which is called the spoken hook. So in this case, I say, you know, it's written right here in the transcript. These are the only six words you need to make your hook impossible to skip. >> Why don't just let let the five first five seconds play. >> These are the only >> like let's just say that was the hook, right? Yeah. So there's the spoken piece, which is what I say, which is in the transcript. There's the text hook, which is six words. In this case, six words to hook any viewer. And then there's the visual hook. Sometimes like in this case, the visual I'm using would be a visual hook. If you're a yapper, you don't really have one. like it's you kind of on the screen. Visual hooks are a little overrated to be honest. But the text hook alignment with the spoken hook is critical. Very, very critical. Most people don't even look at the text hook. They don't even think about it. It's like actually the number one thing because your eyes will dart to certain words faster than you can hear the full sentence. So you get comprehension faster from looking at the text hook. So the point is just just to anchor everyone like text hook, spoken hook is really what you want to optimize for. Now most people when they talk about hooks, they talk about what's called the hook format. So, in the in well, I guess just to back up what I just did in the hooks tab, any video you deep analyze with Sandcastles, we automatically extract the hook and we put it right here for you in the tab. They're all there. So, if if I want to just get mine, I'll just search for my channel. So, now all the hooks here are just from my channel. I can sort the hooks by performance, right? So, now these are based in order. So, what you're seeing right here is called the hook format. So this is how you turn insert tool into a insert desired outcome machine. This is the format. So what most people do, which is like kind of lazy to be honest, is they'll just take the format and they'll just put their words in. So instead of like what I did here was this is how you turn Claude into a social media machine, they'll be like this is how you turn chat GBT into an email writing machine, right? Let's that they kind of just like swap it. Yeah. So that's level one. Like that can work. The problem is often times when you just crudely swap words in the grammar falls off and it doesn't really make sense. Right. >> And it doesn't even fit the video sometimes. >> Exactly. So, so doing the hook format swapping is like I call level one kind of hook engineering. The real level two which is sick is power words. So I think the the number one most important concept in all of content copywriting marketing is power words. So there are certain words and phrases that your attent that are loaded like they mean more than the average like than just a base word and your attention darts to them. Like even the word dart that's a power word right instead of like your attention goes to its yeah it's sticky in your brain. >> So what you want to do when you're writing hooks either the text or the writing what you say >> you want to find proven validated power words in your niche and then either remix them slightly or swap them in. So this is why this this feature is like so helpful. When you look at my top performing hooks, this first one, this is how you turn Claude into a social media machine. Machine in this case is a power word. So you just just note that you're like, "Okay, machine could work." Then if you go down the second one, there's really no power words in this. Here's how to plan your next 30 days of content. No power words. The third one, here's how to write a hook so good it is scientifically impossible to skip. That phrase, that's a power phrase. Scientifically impossible to skip. Now, I noted that and did it again. And if you look at the fourth best video, it's there as well. It is scientifically impossible to skip. You see that twice. That's a validated power phrase. So level two of hooks is you take that power phrase from someone else and you use it in your hook. Now that you're not going to use scientifically impossible to skip over and over and over and over because it's too derivative. So the re level three is you take that and you slightly remix it. So like how else could you say this? You could say psychologically unskippable, psychologically impossible to skip, neurochemically impossible to ignore. You could and Claude is amazing at coming up with those variations. So you can start to understand if you export this data into Claude and you say mine for the power words and then come up with five to 10 remixes of each power word all of a sudden then you can take the hook formats and swap in different power words that have been validated and that's sauce. That's that's like that's like level three sauce. Yeah. >> So that's you can do that in Claude. >> That's that's really good. And you know what it's because um I think we've heard so much about like hooks and everyone pushes hooks. power words. When you said it, I wrote it down. Yeah. Because that's actually to your point, it's like the level two. And it even reminds me um we had a guest come on the show recently. She always uses the word uh diabolical. >> Yeah. >> And it's like something it's like it instantly sticks in your brain. And the reason I love it as a creative is to your point, the hook sometimes, especially if you're trying to recreate a video, it's too restrictive. Yeah. like it's too narrow and you're like trying to like fit the video now with this grammatically. It doesn't make sense. >> Yeah. Within this hook. Whereas it's like okay, I'm just going to say diabolical. I'm just going to say scientifically impos or like it's an easier thing to weave into your creative. >> Exactly. Power words is it's it's the real unlock. And like to be honest, I didn't even have that epiphany until probably like three months ago. >> Yeah. >> Because I was I was kind of I would kind of take my hooks like this is exactly what I do, I guess, workflow wise. Let's say I make another video. I'm making a video about a Claude AI workflow. Well, what the first thing I do is I go to my videos, just mine, and I search for like just Claude. So, now these are all my videos where I referenced Claude in the last two weeks. Let's just go like last six weeks, and I just watch them in order. And I'm like, what's the best performing video about Claude and how did I do it? So, I'll go to the hooks tab and I'll just say, okay, this is how you turn Claude into a social media machine. How could I remix this? And like, that's how I was like, oh it's like the social media machine is the thing that needs to be remixed. That's a power word. All I have to do is find the power words. So if I looked at like other people in my niche, you could do the same exercise and find the power words. This Claude will do this for you super quick. Like we I I built a skill which I can show people how to do. But essentially, if you want to just export all your hook data, just press export. Boom. That's in CSV. Drag it into Claude and literally say, I'm looking these are all my hooks of my top performing videos or these are all the hooks of my competitor's top performing videos. This is an example of a power phrase. And you can literally just write like scientifically impossible to skip. I want you to mine for all the power phrases, extract them out, build a word bank for me, and then make like five variations of each one so that anytime I feed you a topic, you'll tell me which power phrases match. >> And that's so helpful, dude. So helpful. >> So that's to go back to your original question is like, am I oneshotting hooks with Claude? No. Because that's super generic and that's where you get AI slop. But am I using Claude to >> macroanalyze a hundred hooks, come up with power words, and then when I go to it and say, "Tell me which words to use." and then I finish it the last 5%. Yes, that's how that's how I'm using AI for content in like every phase. >> Yeah. You know what? Call final question before we get out of here is I think about that person that I referenced right from my starting question like from the first question of like they they have that frustration of like yelling into the void and are really like demoralized even by the process of making content. And even in the rare instances where they do hit or feel like they've hit the bullseye, >> those views don't actually lead to any money. >> Yeah. >> If someone has that feeling and even from listening to this conversation, there's so much like inspiration and things that they want to try. I'm such a big proponent of action. And so, let's say that they have some time this weekend, maybe they have like a free Saturday afternoon or like a Sunday evening before work. What would you say are the things that they should go and do having listened to this conversation? >> Yeah, I would just follow the exact actions that we laid out. So the first I mean like obviously sank hastle is my product like I'm talking my own book but like I built it so that it would be as easy as possible for you. So the very first thing you should do is run that bullseye builder skill for free. It's in the description. That'll help you get a sense for what's your target authority statement. What are your like five levels? Right? So that's number one. Number two, get sand castles and build the channel list. Build the watch list of competitors. Analyze. If you sign up for the pro subscription, you get 100 credits. Analyze the top 50 videos well within the subscription. You're not going to get charged extra. Run that, drag it into Claude. Make I would hook up the MCP in Sand Castles, which we'll link the description. Link in the description. But like you don't even need the MCP. Just do take the CSV and put it into Claude. Ask it to run a breakdown of the best performing topics, hooks, formats, and script writing tactics from your competitor's best 50 videos. You get that mapping. Okay, you got that? Now, you're going to plan out your next seven videos, and you're going to use the 321 method. You're going to pick one of those topic buckets from the competitors that feels like it would be at the the fourth rung of the bullseye, which you've done. Two of them that feel like they're at the second or third rung of the bullseye, and you're going to make seven videos. Now, making seven videos, that's that I can just say that rolls off the tongue. There's a lot of work there. Like you have to come up with a topic within that bucket. Think about what do you know about that topic that most people would not think to be true. You could do this hook flow that we just said to come up with a winning hook and write the hook. Then just write down the facts that you know to be true about that topic. Record it. Edit it very very simply like you just on your phone. You you don't even have to edit if you don't want to. Just like throw captions on it. Put it in Cap Cut. Throw captions on it and press post. Do seven of those and get the rust off. like just get momentum of posting. From there, you're either you're going to fall into one of two buckets. You're either going to be like, "This is not for me." Or you're going to be like, "I really want to get better at this." When you want to get better at this, go watch my YouTube channel and I have all the answers to the to the how do I do the actual video part. All the tactics are there pretty much for free. So, that would be the immediate action. Like, you don't need any more info. Like, you just watched this episode. You now have all the tools and like the direct steps to run. And so, that's that's what I would do. >> Yeah. helping builders grow their businesses faster. >> Bang. >> Callaway, we did it. Thank you very much, my friend. >> Thank you. Thank you for having me. >> Legend. So, if you enjoyed this conversation and you want to hear even more stories like this, then just click here. And also, my team is going to put some more videos that you can watch here. Thank you.