You need to be insane insane about output. Number one: the game is back at scale. short form content Joe was throwing out to be You know my podcast I've done for four and a half years I do my Friday five minute Friday I've done I did my blog I mean I'm just throwing out tons of content but Joe told me about two weeks ago short form, vertical 60 seconds or last YouTube two three, four times a day I started throwing it out. My question for you is on across YouTube oh it's not YouTube across my podcast this video with audio my videos posted on YouTube My audio's thrown up on in full form in full form.

yeah you know, full form but like the quick So both the whole thing and then the post-production So I got the video and I got the audio videos on YouTube The audio is hosted on Buzz Sprout which then goes out to all the platforms. Yep, I get a sense like the video isn't getting me the traction that the audio did okay. like audio only. So when I posted when I throw it out there on IG LinkedIn or whatever I'm throwing my stuff would you post the video which gives you that beautiful thumbnail And then here's the audio only version which is what I've been doing or do you say screw the video side of it like YouTube search handle that and I just throw out the audiooli version which was good for me for a while.

Remember I'm in a small pond so that's question one. well that's that. There's a lot there. First of all, the first answer is both.

You literally post them both. You literally Post in big letters Audio Only And then you post the next six hours later with the video in your video video like you do not the same post the same post, but you can because you said six hours later. Yeah, the same well one's the you said. Should I put out the audio or should I put out the video I'm putting a vote.

I'm putting the video which gives me the thumbnail and in that post, here's the audio only version. Yeah, I Understand Okay, yeah, that's exactly. And by the way, you don't need to put the link to the video because you could just take a screenshot from any moment you liked and then just post the audio link. So he's saying you can have a hero image Correct.

But I think you you subconsciously or consciously got to the more important part. Of course it worked more up front. You were just getting your penetration to your pond that you know you were just starting to fish this new. Pond You've eaten a lot of fish out of that pond.

and because your thing is so narrow. which is great because I Love narrow depth. Well, there's only so many fish in there, right? right? So now what ends up happening is you've got to start creating micro strategies. For example, what is the content you're making For the kids that are in school to become Ortho right? right? That's going to be very different content than someone who's 17 years into their career and is trying to maximize their profits or their lifestyle or are transitioning.

So what you've got to now do is micro segment the pond right? right? Which is what I started doing good I Really started focusing much more on the residents because my demo is orthos or out of school. you know, a year to 12 years give or take ages 30 to 42 43s. That's like my demo. Yep, but most people don't realize the average orthodontist is coming out of residency with five six, eight hundred thousand in debt.

Yeah, right. And so getting them ahead of the curve and going. Okay guys, you guys, get into school soon. Let me teach you how to hit the ground running.

Let me show you like I know what you're living and what you? Yes, comma, What you could also start doing and this is where you can widen your world. You could be talking to them while they're in the process of collecting the debt and what could they potentially be doing right? And that's where the narrative is sort of Switched at this point in the game and then again, the last question is again: I don't want to take too much time. This isn't the big problem, but it's hard do I chase like when I talk to orthodontists about I could talk to anybody in this room about it's the same stuff you talk about: 100. the culture, the hustle, the the plan right, the the team you should absolutely start flirting with broader our content 100 it needs to be part of your mix.

It's hard you know to serve both Masters But are you kidding me? The first 50 pieces of business content I made every comment was you stay in your lane wine boy what the do you know about business I'm like Jesus Christ I was like that's all I've been doing I just became Wine Guy to you because of YouTube I'm like I am business you know? so you? yeah, you'll get some of that. you'll probably less because it's not as big of a jump for you because you've been talking about the business support though. Um, you should. Absolutely.

My shorts have been focused on, but you need to be insane insane about Facebook Fan page output number one: The game is back at scale and that's where I live. So Facebook Fan page number one YouTube Shorts number two Tick Tock number three. You must dominate those three arbitrages. How many pieces of content like a day would you say ideal for per platform? Yeah, on those.

And then there's Twitter and Instagram and regular YouTube and Link and Linkedin. So I can do content creation. That's what I love doing. And content creation is more about post-production than actually your time.

It really is If I've got if I've got which Again, I'm working purposely to make sure that I've got those moments those times where you can take pieces and show them out later on. That's right. like you talk about it right 100 and close every time. That's right, right? And so um, the the last little one which it may not be that little, but I I don't think it's huge is it's been on my mind for at least three years now.

Um, and listening to you talk a lot about the culture, the social consciousness of a company I feel like I have to do this like this is like keep me up at night but I'm afraid of the resources it's going to take is I've been trying for three years in my head should create something called embracing our Warriors where too many PTSD injured hurt vets come back and the VA doesn't take care of them they want. they deserve a smile. They deserve to feel good when they look in the mirror. and I've been talking to the VA I've been talking to the non-profit folks about developing because I've got the sponsors or companies that create Ortho Brands I've got the doctors all over the country.

That's right. Um, to be able to develop this non-profit where a vet can be vetted like legit like they are disabled vet and them and their family can find a dock that we hook them up with Who will get free product from a company? So just uh, just crawl. Just get it started. Yeah, you know when you're winning in one part it makes a lot of sense because you're playing at this scale over here.

that it feels natural to get this thing over here to be at that same scale immediately. and I think you know the resources is a real thing. but I think what you do is you just decide today that you're going to do it for 25 people, you're gonna Alpha test it out with a brand or brands with a couple of Doc like a doctors or when you get the applicants you'll just bubble gum and tape it one by one. you'll call Ronnie or Sally and be like this guy's in.

Minnesota Will you do like you just Alpha it I Got the contacts? Just hey yeah because what you're trying to do rightfully I Get it. You're trying to come from here and push it down like here's the platform. This is what we do and then you're boiling the ocean and this is what you get into this moment. Instead, do it behind the scenes as bubble gum and tape.

Get the taste of it and then scale it right on. Yeah, I can do it from within. It's the biggest reason content doesn't work I Alluded to it when I was talking about a show. can just be clicked.

But everybody, everybody, it's the biggest mistake is they try to make it too big and it's all in their head and they never do anything. it just go this way. Yeah, just start doing. The best way to do it is when you call 25 of my friends, tell them to post in their communities.

hey, anybody know anybody? That's right and then I connect them to sponsors and get it done. You've got a big enough platform that you just say here's the Google for you make one Google Form you make one video you send people and then you see what state they're in and then you reach out to the people. You wear traffic control because then you're more in control. Great idea! Thanks, You got it.

So here's the big one and I brought this one legitimately it doesn't I work with a guy Todd Brown Uh, it was really brilliant. Guy helped us a lot but it's awesome. I Don't know if you know Todd or heard of it. that's awesome Offers that's good.

Nobody can solve this. So I've got a group called Orthopreneurs Rd at Regional dominant stupid name I Made it five years ago. but nonetheless, it's a group of about 195 dogs. Google and Nike are stupid names.

Why are they not? Names are just proxies. Names are made. So Garyvee with two silent E's is a stupid name on the record. Two silent E's is a bad idea.

Oh, foreign.