Video: AI Defined # 4 Unsupervised Learning

Hey there,

In this video I share the latest edition of the artificial intelligence defined series where I give definitions for common machine learning and artificial intelligence terms.

In video # 4 I define the 2nd type of machine learning: Unsupervised learning.

Check it out

Here

 

Some thoughts on Rising Wealth Inequality and what that means for marketers!

Wealth Inequality

Last year homelessness in Los Angeles County rose by an astounding 23% last year. 

Why?

The average rent for a 1 bedroom apartment in LA county, not the just the nice parts is around $1800/month.

My best friend is an engineer for Universal makes around $100k a year and is perpetually broke because he spends 50% of his income on housing.

And it’s not like he’s living in a mansion. He lives in a 1 bedroom in a downtown mid-rise.

Back east in NYC all of my friends have been forced out of the city to Weehawken or Hoboken because they simply could not afford the rising rents in the city.

Contrast this with an anecdote my ex fiancee recently shared with me about how the 6th floor of her luxury building in midtown has been rented out by “some sort of Saudi prince” who uses it to store around 100 motorcycles.

Stories like these highlight how bad the asymmetry is between the haves and the have nots as well if not better than any sort of statistics but I prepared some anyway:

Some quick wealth inequality stats:

The Richest 1% hold 40% of all wealth in the USA

Over the past 25 years only America’s most affluent families have added to their networth.

The richest 1% own 50% of all stocks and mutual funds held in the USA

The billionaire’s on the Forbes 400 list have more wealth than all black households and 1/3rd of Latino households combined.

As Drew Magary once wrote “If you’re not rich in America, you are fucked.”

I am VERY passionate about wealth inequality in America because it directly affects our freedom.

In 2014 This study   done by Cornell revealed that America is not a democracy but rather an oligarchy where only the richest among us voices are heard.

The incredible book Dark Money by Jane Mayer goes over the myriad of ways that rich families like the Kochs and The Mercers have subverted our political system for their own ends.

Suffice to say I was not surprised when Donald Trump became president.

At some point I would love to write a detailed passionate plea for wealth re-distribution similar to The Case For Reparations by The GAWD Ta-nehisi Coates. But for now I want to be a little more self centered (shocking I know) and talk about what this rising tide of wealth inequality means for marketers like me.

And possibly you.

What does that mean for those of us who make a living creating content designed to sell stuff?

Here’s a few of my thoughts on the subject: 

  1. Sell either expensive or cheap stuff nothing in the middle. When the big financial crisis of 2008 hit I was unexpectedly in a good place because I was selling expensive $5000 year long dating coaching services. In a recession counterintuitively luxury goods sales rise because the rich still have their money even if they have less. If you had $20 million and lost half of it in a crash you still have $10 million which makes you a luxury consumer. The flip side of this is that if you have a cheap product like one of my clients who also launched his $11.99 male hygiene product in 2008 you can see the same success as well. As less people have money , products need to be able to justify a luxury price tag or be around $10. 
  2. A crash is coming, prepare accordingly. We are in a big bull market and inevitably when prices of assets climb for this long we are due for a crash. Whether it will be as big as the crash of 2008 remains to be seen, but only idiots think that the market can continue to go up forever. Anyone marketing should be preparing for the next financial crisis and how it will affect your business.
  3. Luxury purchases are about to come back in a big way. Luxury items tend to boom when a financial crisis hits. Expect coaching especially for businesses that guarantee more income to explode again. I also wouldn’t be surprised to see a variety of expensive crypto scams as those who have a base understanding of blockchain will find a ravenous audience in those trying to move their money out of a bottoming stock market. In any event I would imagine that the market for luxury purchases and the marketers who sell them will be booming soon.
  4. Price is everything for poor people and nothing for rich people. This is something I have already noticed from consulting. While smaller companies with lower budgets have to stress and agonize over every penny, companies and individuals that have money might not even check the price. Price is everything for those who don’t have money and nothing for those who have all the money. Keep that in mind and watch this video of 30 Rock’s Jack Donaghy thinking Potatoes are $100 a bag.      

5. SMBs are going to be in TROUBLE! Small and medium businesses or SMBs are the lifeblood of the economy. They also are the businesses hit hardest by economic declines and most affected by wealth inequality. Not to go all Nassim Taleb here on you but SMBs tend to be affected most by the fat tails of probabolistic outcomes. If they don’t get that lucky black swan to become a larger 10M+ business they often end up going the other way. If you are a marketer who sells mostly to SMBs you may need to start setting your sights higher or lower. 

That was basically just a coffee fueled braindump on wealth inequality and how it affects marketers feel free to leave other thoughts concerns or comments in the comment section below.

AI is Coming For Content Creation Jobs, Faster Than You Think!

“The Robots are Coming To Take Our Jobs!”

Fear of having jobs taken by robots (or immigrants, or people of color if we’re being honest) is a fear as old as jobs themselves.

A quick search for the root of this fear leads to results like this wikipedia entry for Technophobia which can trace it’s roots all the way back to a group of weavers destroying machines in 1675.

The fear of robots specifically goes at least “The Brazen Android” a story published in The Atlantic all the way back in 1891.

Whether it’s weavers, or Ford assembly line workers or now sportswriters the fear of robots taking our jobs is nothing new.

For the most part the fear of robots was limited to more manual tasks like assembling Ford F150s.

Companies like Braincorp have created automatic floor sweepers, while the Roomba robot vacuum cleaner has been cleaning homes with questionable effectiveness for over a decade.

Robotic Process Automation or RPA use machine learning to complete tedious paperwork tasks such as compiling documents for signatures or checking for compliance or legal privilege.

But for the most part those who created things (like content) believed that we would be safe from the robot job apocalypse.

Only it appears we were wrong.

First the content creating robots started by writing ads. If you’ve worked in online marketing over the last few years you’ve no doubt discovered programmatic Pay per click (PPC).

Programmatic PPC is an artificially intelligent system that allows you to automatically buy, place and optimize display advertising.

Or in other words the robot buys, places and optimizes the ad for you.

There goes a whole industry of PPC consultants.

Programmatic PPC
The Mist Comes For PPC consultants

In fact it’s been estimated that in 5 years all PPC ads will run, and optimize automatically after the initial setup without any human interface necessary at all.

Which is why Google is actively calling everyone who advertises with them to offer them help with their programmatic system.

I know, I’ve been on 3 of those calls and grilled them for information about their robots which I’ll share in an upcoming article.

Now content creators, bloggers, and video makers have another type of AI to content with as content creating algorithms have begun to slowly trickle onto the market.

The technology being used is

  • Natural language generation (NLG) similar to Natural language processing (NLP) this is the task of generating natural language from machine representation systems.
  • Intelligent narratives sometimes also called “data driven narratives” which are stories created from the collected data personalized for the audience.
  • Automated storytelling technology which is responsible for the first AI created screenplay Sunspring

And this technology is ALREADY being used.

3 companies already using A.I to create content:

  1. Quill. The most well known NLG software is Quill which was created by the Narrative Science company. Quill started as an experiment at Northwestern and currently produces over 1 million words a day as it creates reports, news stories and headlines for companies such as Groupon, and T.Row Price. 
  2. The Washington Post. It’s no surprise that a paper owned by the World’s Richest Man Jeff Bezos would be on the frontlines of AI created content. The Washington Post has an in house AI content creation system called “Heligraf” which wrote over 850 stories in 2017 alone. Heliograf also composes social media posts, news updates and alerts. Notable events covered by Heliograf include the Rio olympics and local political races in the DMV area.
  3. The Associated Press. While many people associate the AP with the old world journalism of newsrooms, black coffee and unfiltered cigarettes, they are actually one of the most advanced companies when it comes to content creating AI. The AP uses Automated Insights to take care of it’s oft neglected by humans corporate earnings reports beat. But what really separates the AP from the rest of the pack when it comes to intelligent content creation is with Wordsmith “The World’s First Public Natural Language Generation Platform. Let’s explain because that is a mouthful. Wordsmith works with you to create a story. First you set up rules, a template and and the required datapoints. From there Wordsmith does the rest creating the story. Wordsmith generates over 1.5 Billion Pieces of Content A Year or about half as much as I do. Companies that use Wordsmith include Microsoft and Allstate.

If you like me make your living creating content those last few paragraphs sent a cold shiver down your spine.

But there’s still reason for optimism if you are a content creator!

Why Content Creators shouldn’t panic: 

  1. Emotional Depth. If you look at the reviews for Sunspring the AI created screenplay you’ll see a lot of words like quirky and interesting. That’s because it’s still very difficult for AI to recognize the role that emotions play in making content interesting! Think of a show like “Parenthood” which is basically emotional porn. They crank the 70s music, a mother and son have a universally emotional moment and we all cry. AI has a LONG way to go until it is capable of writing shows like “Parenthood” or it’s evolutionary successor “This is us.”
  2. Context. In this Post I talk about how the biggest challenge for AI when it comes to language is context. Identifying things like sarcasm, and irony are still difficult for machines to do and are a BIG part of creating content that connects with your audience. Until computer programs can understand something as complicated as the “Aristocrats” joke comedians and other content creators will still be safe

3. Creativity. Last but certainly not least is creativity. Movies like Memento, or Pulp Fiction which bent the way narratives are used can’t be created by AI. AT least not yet. There will always be something to be said for the genius of human creativity that cannot be replicated.

I think about AI with regards to content creation like the famous quote about 500 monkeys at typewriters writing the best novel of all time. Or more accurately like this simpsons clips

While content creation robots are coming, all they are going to do is take the menial content creation jobs. They won’t be writing the World’s best novel or even the most popular blog posts.

If you’re a content creator who just churns out crap, then yes your time is probably coming to an end because the robots can churn out crap faster and cheaper.

But there has always been a market for good writing, entertaining videos and engaging speeches and I think there always will be.

 

A Beginner’s Guide To Using Themes in Your Content Creation

I was in 10th Grade the first time I was introduced to the idea of themes in literature. My English class was reading the “Scarlet Letter” by Nathaniel Hawthorne. If you went to high school in the USA you probably have a similar memory.

I’ve always been a pretty fast reader especially with fiction so I read ahead of the class and quickly realized that the Scarlet Letter was about so much more than just a woman who had a child out of wedlock.

“The Scarlet Letter” is dripping with themes about society, shame and stigmatization, all of which are universal themes that even a hormone crazed teenager can appreciate which is why it has stood the test of time and is taught to all 10th graders as an example of great literature.

Themes are found throughout literature, but you might be surprised to find out that they are also found in great content marketing.

A theme is what your content is REALLY about beyond the surface levels.

If your content is a picture, the theme is the frame. Themes focus your content on what’s really important the same way picture frames focus your eyes on the photograph.

Let’s look at a couple examples of themes in well known marketer’s content:

Tim Ferriss- Them: “Life hacking.” While I would argue that the theme of the “4 hour workweek” is lifestyle porn for 9 to 5ers, the obvious theme in Ferriss’ content is life hacking. In the “4 hour body” Ferriss details all of the ways that he attempted to hack the human body including his experiments with steroids and what I like to call “Rich guy” medical testing. In a weird bit of life imitating themes Ferriss has now hacked the art of the best selling book and turns transcriptions of his interviews with famous people into bestsellers like “Tools of Titans” which offers wait for it….. Life hacks from the rich and famous. Tim Ferriss is out here living his theme.

Dave Asprey- Theme:”Bulletproof Living.” Dave Asprey originally sprung to fame online with his “Bulletproof Coffee” which combine butter, coconut oil and coffee to create what Dave claimed was the world’s best breakfast and the basis for everything from weight loss to improving your cognitive function. He followed up on this with various other products and diets based on “Bulletproof” living. One thing that wasn’t so bulletproof were some of Dave Asprey’s claims on the Joe Rogan Experience which led Joe to go on this epic rant

Donald Trump – Theme: “I Am Rich, and Successful” Leaving the politics out of it Donald Trump has created 30 years of products and investments out of the theme that he is what a rich successful business person looks like despite never being one of the 100 richest men in America let alone the world. From “The Art of The Deal” through Trump University and the Apprentice Trump has consistently used the themes of wealth and success in every business venture and to drum up billions of dollars of free publicity

Get the idea of what themes are in content now a little bit better?

Great, now let’s look at how to figure out the themes for your content with

3 questions to ask yourself to figure out what your themes are:

  1. What do you want to be known for ? The first part of deciding on your theme is figuring out what you want to be known for? Try to boil this down to 1 or 2 words or phrases that really encapsulate what you want your themes to say about you the same way that Donald Trump uses his themes of rich and successful.
  2. What themes resonate with your clients? In addition to what you want to become known for you also need to keep in mind what resonates with your clients. There’s no point creating content with themes that don’t resonate. This is one of the reason self help resonates so strongly with some people while others just think it’s weird. The themes of self help are things like empowerment, destroying limits, creating the world you want and for some people those themes just don’t resonate.
  3.  What are your values as a company? What are the things you want your company to be known for? In the mid aughts Verizion went all in on the theme of best cellular service. You might remember these commercials:

The only problem with that theme was that over time consumers started to care less about the quality of their cell phone coverage as cell phone coverage improved overall. This lead to “Paul” switching sides from Verizion to Sprint as Sprint jumped on the theme that price is more important than service.

Ok, now you have your theme or possibly a couple of themes (I would advise against more than one theme but do you) how do you start to incorporate these themes into your content?

5 ways to incorporate themes into your content

  1. Show, don’t tell. The first piece of writing advice given to any aspiring author, you want to demonstrate your themes rather than explicitly telling your audience what your theme is. Though I will add a caveat that some audiences have trouble with subtlety so you have to know how sophisticated your audience is.
  2. Have running features. One of the constants throughout content with good themes is what I like to call running features. A good example of a running feature is an inside joke or re-occuring situation. In all of Shonda Rimes shows for example, one of the themes is that alcohol reveals the character’s emotions. Olivia Pope drinks a fancy super expensive red wine but switches to Tequila when things start to get real.
  3. Connect the dots without giving the answer. When it comes to injecting themes into your content you really want to lead the horse the horse to water but not try to make him drink. If you spell out what your themes are too obviously you risk coming across as try hard or insincere. Instead you want to sprinkle in bread crumbs that make it very easy for the audience to figure out what the themes are without stating them or making them too obvious.
  4. Be consistent. Remember that themes are about what the content is REALLY is about and by extension what your business is about. That means that EVERYTHING you produce needs to be consistent and fit in or at least not blatently violate the themes you have established.
  5. Look for unique tie-ins. Last but certainly not least you want to specifically look for unique or unusual ways to integrate your themes. While you want to be obvious about how you connect the dots and seed the themes in your content, the more unique or out of the ordinary the way you get to the theme is, the more it will be remembered and understood similarly to the Greek parables which sought to teach morals through stories.

That was a lot of information!

Let’s quickly go summarize everything to make sure that you get the absolute most value out of this post.

I started this post by telling you about the first time I noticed themes in 10th grade while reading “The Scarlet Letter.”

After that I defined theme for you as follows:

A theme is what your content is REALLY about beyond the surface levels.

If your content is a picture, the theme is the frame. Themes focus your content on what’s really important the same way picture frames focus your eyes on the photograph.

After that we went through 3 questions to ask yourself to determine your themes:

  1. What do you want to be known for ? The first part of deciding on
  2. What themes resonate with your clients?
  3.  What are your values as a company?

And I taught you 5 ways to incorporate your themes:

5 ways to incorporate themes into your content

  1. Use subtext not context
  2. Show don’t tell
  3. Connect the dots without giving the answer
  4. Be consistent
  5. Look for unique tie-ins

Now you know everything you need to start incorporating themes into your content making them resonate with your audience and help them define you and your business clearly in their minds.

 

 

How To Copy These 3 Awesome Examples Storytelling Marketing

 

I remember the first time I took notice of storytelling in marketing.

It was 1995, and Nike had rolled out a new signature shoe for Anfernee “Penny” Hardaway.

Those who are not big basketball fans may not remember Penny Hardaway but for a few years from 1993-1998 he was a big deal.

The heir apparent to Michael Jordan.

But there was a problem.

Unlike his teammate Shaquille O’neal Penny had a laid back relaxed personality that wasn’t suited towards being a pitchman. He wasn’t outgoing or gregarious like Shaq, he didn’t have Michael Jordan’s mystique of invulnerability and he didn’t seem to want to be in the spotlight off the court.

So what did Nike do?

They invented an alter-ego for Hardaway. A puppet voiced by Chris Rock, called “Lil Penny”

Lil Penny was everything Penny was not; brash arrogant and more than willing to tell everyone how great Hardaway was.

Nike would go back to the puppet well in the late aughts creating puppet versions of two players with larger personalities in Kobe Bryant and Lebron James

The lesson here was clear if you don’t have a great pitchman or personality for a product, just make one up.

Old Spice used this tactic as well when it created these commercials with Terry Crews

Then replaced him when he got too famous and expensive without missing a beat

The first lesson from storytelling marketing then is that characters make stories.

Great storytelling whether it’s around a campfire or a pre-roll before a youtube clip needs to be built around characters.

Let’s look at another great example of storytelling marketing an what that can teach us.

In 2017 Dove rolled out a series ads with #realdadmoments

The campaign was incredibly successful because it tapped into a theme that resonates emotionally for a lot of men.

Their relationship with their dad.

This is a pretty well mined theme in storytelling content as you can see

So the lesson here is to start your storytelling marketing with a theme that you KNOW people will relate to emotionally.

Stick to tried and true themes that your target audience can relate to.

Last but not least I want to share this ad from the Mcdonald’s “I’m Lovin it ” campaign.

 

Mcdonald’s whole I’m Lovin it campaign was brillant as it sought to tell stories that showed Mcdonalds being a part of people’s everyday lives.

Mcdonald’s constantly gets a bad rep for a variety of reasons. If I had a dollar for every person who told me they hadn’t eaten at Mcdonald’s in years I’d be rich. Yet somehow there is always a line at the drive thru but I digress.

I picked this ad from the I’m lovin it campaign because it was unexpected.

Most people have never thought about using a drive thru to keep their child asleep while getting something to eat. This commercial reframes Mcdonald’s from just being one of dozens of fast food options to being a helpful friend that is there when you need it.

You don’t want your audience to be able to guess the ending of your stories when you start telling them. There is nothing worse than the audience beating you to end of the story.

When using storytelling in your marketing, take a little extra time to see if there is an unexpected story that could be told instead of the obvious ones.

Let’s quickly re-cap and do a TL;DR

I started out by talking about my first memory of storytelling marketing; Lil Penny.

 

The lesson of Lil Penny is that you can be creative and just make up a personality for a pitchman or a product. I also provided some other examples of this like the old spice commercials.

Then we talked about the Dove #realdadmoments commercials and using common themes like the relationship between Dads and sons. You want to pick common themes for your stories that people will relate to emotionally.

Lastly we looked at the Mcdonald’s I’m Lovin it commercial with the sleeping baby to remind you to look for the unexpected story that reframes what your product or service means.

That’s about all I got for you, tell me your favorite examples of storytelling in marketing in the comments below!

An Insight From My Insufferable Diet That Might Help Your Content Marketing

I really hate dieting.

A lot.

I once estimated that being on a diet drops my overall life happiness by 50% and I stand by that assertion.

The problem is that I also don’t want to be fat.

And I was getting fat.

I tipped the scale at 225lbs about 5 weeks ago which is the heaviest I have ever been.

So I decided to jump back on the Slow Carb Diet popularized by Tim Ferris which is basically the Atkins diet

You can eat as much as you want as long as you avoid all carbs and sugars not coming from veggies.

No fruit, no rice, no bread, nothing fun.

Which brings me to the first thing that always stumps me about the fact that the weight loss industry is a 64 Billion dollar a year industry.

Dieting and losing weight is simple but not easy.

No matter what diet you go on whether it’s low carb, low fat, keto, paleo or low carb to lose weight you have to burn more calories than you consume.

Calories in, calories out is math and math doesn’t lie.

Workout more and eat less you lose weight.

But that’s super unsexy so there is a whole industry out there to help you look for cheats and tricks and flim-flams to make losing weight easier.

One of the best “tricks” of marketing I’ve ever seen is what I like to call the fallacy of net carbs.

The Fallacy of Net carbs

Net carbs are not a thing.

They are an invention of marketing based on some VERY shaky science that says that if you eat carbs but also eat fiber and certain alcohols like glycerin you can avoid a spike in blood sugar so the carbs don’t count.

Take this Atkins bar for example. It contains 23 grams of carbs but also has 12 grams of fiber and 2 grams of glycerin so they market the bar as having 3 grams of net carbs.

But that’s not how carbs work!

Just because your blood sugar doesn’t spike doesn’t mean that your body is not absorbing the carbs.

If you’re using a low carb or keto diet where you are trying to get your body to run on fat instead of carbs one of these bars wrecks your entire day by supplying your body with carbs to burn instead of fat.

Plus these bars have 230 calories!

You have to eat less to lose weight no matter what diet you’re on.

There’s no way around it and the composition of the food only helps so much.

Earlier I linked to a Tim Ferris article about how you can “Lose 20 lbs of fat in 30 days without exercise.”

While that’s technically true, you can only do that if you have a lot of fat to lose in the first place.

At 225 lbs while exercising 3-4 days a week, even if I followed that diet exactly I probably wouldn’t be able to shed 10% of my body weight in 30 days without going to some extreme measures. But if another person who weighed 270 lbs started the same diet it’s not out of the question they could lose that much that fast but they would not be able to lose 20 lbs each and every month.

Calories in, calories out is the basic formula for losing weight but you still have to make adjustments in order to actually get the best results.

For me, I started off really badly on this diet because I was trying to cook healthy foods at home which lead to me doing a lot of snacking and overeating of “healthy food.”

One of the adjustments I have to make if I am serious about losing weight is not keeping any extra food I could snack on in the house because 3,000 calories of meat and cheese while technically on the diet is still not going to help me lose weight.

I also had to start counting calories. People hate calorie counting because it is annoying and also math. But for me I know I lose more weight when I try to eat between 1500-1800 calories a day and no more.

These two tweaks got me back on track and I am not only 10lbs or so from my goal weight of 200lbs losing about 3 lbs a week.

So how does this relate to content marketing?

Content Marketing has a bunch of formulas that can work from funnels to webinars, the problem most people run into is that you can’t just do things the exact same way someone else teaches it.

You’ll always need to make little tweaks, adjustments and course corrections EVEN if you have a winning formula.

And not making those tweaks and corrections is what dooms a lot of dieters and a lot of content marketing campaigns.

 

Is Email Marketing Still King in 2018? These 5 Statistics say YES!

One of the most pressing questions as a content marketer is how you should be distributing your content.

If you don’t distribute your content right, you get the horns!

Should you be writing blogs, making videos, sending out a weekly newsletter, posting on social media multiple times a day etc…

The short answer is yes.

To all of it.

But one thing to keep in mind is that when it comes to return on marketing investment in real dollars, email marketing is still the king.

And as they said on the Wire, “The King Stay The King.”

Here’s 5 Stats that back up email marketing’s dominance:

  1. Welcome emails generate over 320% more revenue on a per purchase basis than any other email!
  2. 80% of retail companies surveyed said email drives retention and acquisition of customers. Social media comes in second at just 44% or about half.
  3. Email has the best ROI for marketing your marketing dollars. In the US it is $44 per $1 invested.
  4. 73% of millennials prefer email over other channels. Which means that more and more business is going to be done over email.

Email subscribers are almost 4 X more likely to share your content. People who join your email list are more likely to be fans of your work or company and are thus more likely to share. As Dan Kennedy once said if you can assemble a group of 1,000 rabid fans, they will support you and your business for life.

As you can see email should be a focal part of your content marketing strategy, no matter what business you are in.

How To Create 1 Hour Of Video Content In Just 15 Mins

How to plan 1 hr of awesome video content in just 15 minutes!

Coaching students LOVE video content!

Men and women want to feel like they have more knowledge about  than other typical guys and girls. Having this little bit of knowledge allows students to feel like they are on the inside even if they aren’t getting the success they want.

That feeling that they know more than the average guy or girl is what pays your bills as a  coach.

For those of you that sell products and video courses you may have noticed that simply having videos that are longer than 30 minutes helped you to get less refunds.

I specifically tried to make both the first and last video in every course have a length of at least 1 hour.

This helps the student avoid buyer’s remorse when they get access to a course and see that the first video is around an hour.  We all know most students will not get all the way through the course so their first impression is REALLY important. And if they see two hour long videos in a 5 video course they are going to assume that if they don’t finish it, they are to blame for their lack of results, not you.

But there’s a problem, it takes a LONG time to come up with all this content!

You’re busy coaching and marketing and running a business.

If you’ve ever found yourself taking 6, 12, even 18 months to create a new product you’re in luck because this post is going to change the way you create content by providing a simple and easy 6 step process for creating an hour worth of video in just 15 minutes.

6 Steps to Creating 1 hour of video:

Come up with a juicy topic

Adopt my 6 sections of structure

Label a paper or word document 1-20

Add in the 6 sections of structure

Fill in the talking points

Record!

 

Now let’s zoom in on each of those 6 steps

Step # 1: Come up with a juicy topic

The first step is deciding what you want to record a video about. Most of you already have an idea of what your list responds to.

Step # 2: Adopt my 6 sections of structure.

The biggest problem I see when it comes to coaches creating content is that they don’t have a structure for each video.

That means that every time they want to record a video they have to reinvent the wheel.

My 6 sections of structure(™ pending lol) ends all of that indecision by giving you 6 simple sections that you can use to build a video on any topic!

Here are the 6 sections:

  • Introduction. The introduction congratulates people for purchasing the course in your first video and welcomes them back to the course and gives a short re-cap of what they learned in the last video after that. The introduction also allows you to layout an overview of what they have already learned in the course and what they are going to learn in this specific video.
  • Research and statistics. This is where you are going to back up your advice whether it’s through academic research, in field research, web data or teachings you’ve picked up from your spiritual advisors.
  • List. Each video you make with this template is going to contain a list. It’s up to you whether that list is a list of tactics and techniques, a 5 step process map like this post, or 5 reasons why men no longer call women. A list is a great way to keep viewers engaged and keep your video moving forward.
  • Tactics. I love tactics and so do students.! I personally like to create a second list of tactics so I can go through a few different scenarios such as how the tactics might changed when used in a nightclub as opposed to a coffee shop etc…
  • Exercises. Students LOVE exercises. Not only that but they present an easy way for the student to feel like they are working on the problem without them actually having to go out and talk to guys or girls which might make them super nervous or discouraged.  
  • Re-cap. In the introduction we told the viewer what they are going to learn in this video, in the re-cap we tell them what they learned and how awesome it is, remind them to do the exercises and give them a sneak preview of what they are going to learn in the next video!

This is a basic template, it can be customized to be more complex but this is a great start if you struggle putting together videos or get bogged down in creating decks or slides.

Step # 3: Number 1-20 on a piece paper or word doc.

This step is super important!

I use actual paper and pen because I am a luddite and can’t think as well when typing. I even outlined this post using a pen and paper.

But you can use a word document, google doc or spreadsheet. Whatever.

The key is to label the document 1-20.

This is important because each section represents 3 minutes of speaking time.

Don’t worry we’ll get into how to come up with 3 minutes of talking time for each section soon.

Step # 4: Add the 6 sections of structure to your list.

Before we start thinking up 3 minute talking points we are going to add the 6 sections of structure to our list.

It might look something like this

  1. Intro
  2. Research and data
  3. What the research means for
  4. List
  5. Pt 1 of list
  6. Pt 2 of list
  7. Pt 3 of list
  8. Pt 4 of list
  9. Tactics
  10. Tactic 1
  11. Tactic 2
  12. Tactic 3
  13. Exercise
  14. Re-cap

Using the 6 sections we have already filled up 14 of the talking points!

Step # 5: Fill in the talking points

Next problem, 3 minutes is a LONG time to talk about a single subject.

But we’re going to break that up by creating three one minute talking points for each empty section.

For example we might have a list that looks like this:

  1. Intro- Welcome them- Overview of the course- Who this course is for
  2. Research and data- Statistics on beer drinking and sex- research on decision making and logistics- study on compliance.

Each of those points is something you want to prepare one minute of speaking on.

I like to think of each talking point as 1 minute but that’s really just a guideline. Sometimes you’ll have a 5 minute talking point, or get off on a relevant tangent.

What happens if you can’t think of anything to fill the time?

Then you’ll want to use what journalists call the 5 Ws.

Who, what, where, when and why. I also like to use how.

When it comes to creating seduction content I like to think of each of those Ws as a different section which can have 3 talking points assigned to it.

For example ask:

Who do these tactics and techniques work on?

Then describe the different personality types of men or women who will respond to this material.

Step # 6: Record!

Last but certainly not least you’ll want to record.


This structure is super helpful if like me you create mostly screenshot “Camtasia” style videos because you can literally put your outline on the slides with pictures.

But even if you are recording yourself talking in to a camera you can place a word document or sticky note on the screen to guide yourself through the video without anyone seeing you glancing around.  

Ok, let’s recap!

In this post I shared with you how to create an hour worth of video topics for a video in about 15 minutes worth of planning.

We started off by talking about how students love content but it can be a pain in the ass to plan it all out, which leads to taking 9 months to create a new product and why longer videos are better (less refunds and bad reviews!).

Then I shared my 6 step process:

  1. Come up with a juicy topic
  2. Adopt my 6 sections of structure
  3. Label a paper or word document 1-20
  4. Add the 6 sections of structure to the list
  5. Fill in the talking points
  6. Record!

I also taught you how to break sections down into 1 minute talking points and a few tips and tricks for filling the time like the 5 Ws and an H.

Now you’re ready to start prepping and creating video courses this week!

Hope that helps,


JL