The 22 Immutable Laws Of Content in 2026 (Don't Break These)

Transcript

All right, guys, welcome to another episode of Sweat Equity. In this episode, I'm going to be talking about the 22 immutable laws of content. These are the rules and the laws of content that are not going to change going into 2026. And I don't even see them changing in the next five years. Social has changed how we approach content, how we approach marketing, and has truly changed how we approach marketing. It is eating marketing's lunch. Therefore, we need to start determining the laws of content, how to approach content, and look at content as the data center and the area for decision-making for all of your marketing. So in today's episode, I'm going to cover 11 laws. In another episode, I'm going to cover the other 11 laws of content. What do you got? I'm just excited to get educated. You called me illiterate before the episode because I didn't read this book. And I'm sensitive to that comment because I really don't read. So you got me questioning if I am illiterate. I've been listening to so many more entrepreneurs who talk about the importance of reading, and I always feel bad that I don't read enough. Straight up. So I'm going to do the whole Audible, get on an Audible kick. And it's also becoming cool to write a book among our friends. We got Tommy Clark, recent podcast guest, writing some fiction. Nathan. Nathan's writing a book. Nathan's going to be huge with that book. So he dropped a, he was at, he came over for lunch, I don't know, two weeks ago. And the first thing he said to me, I was like, what's up, man? How's everything with the book? I already know what you're going to say. And he was like, yeah, man, I just shipped it off to James Clear. Yeah. And I was like, He's so casual with it. What a bar name. What a fucking. A fun little marketing experiment he did, I think the audience will enjoy, is he is running Facebook ads to see what has the best click-through rate to determine his book cover. Okay. You know where that, or who. Frog Bartlett, who does that with his thumbnails, right? No, Tim Ferriss. That's how he got The 4-Hour Workweek. That's how he got the title. Interesting. He ran The 4-Hour Workweek as a title to then see which one got clicked the most. And then he came up with The 4-Hour Workweek. So smart. Noah Kagan did that for, I think it's Million Dollar Weekend, his book. He tried that for the green cover. And then I think another thing he did was he went to Books-A-Million and he put his cover on the shelf to see what did and didn't stand out. I mean, look, it's super smart, and I feel like that's a really good idea that I'm not even leveraging with some of my new products I'm trying to come out with, which I do have a question for the audience at the end of this one. I'm trying to come up with a name for my creator community. And. Are you finally going to info? Yeah, I have to. I mean, I have to build a creator supply to fulfill all this budget that's coming through. We're processing multi-million dollars worth of creator incentives every month, and I need to give it to somebody. Yeah. If you're a creator watching this podcast, please, I'm trying to get you paid because we got over a million dollars in Q4 committed from brands that are in Target. Yeah. And creators are like, oh, I want a $500 retainer for 10 videos. And I'm like, bro, you could make one video and make five racks. Yeah. Just figure it out. Anyways, we'll get into that after the 11 laws. It is so funny, though, to think about how early you and I were talking about content competitions, like six, nine months ago, probably for sure. And now it's one of the bigger waves in retail. Dude, I just met with Target buyers from the snacks and beverage category, which do retail so crazy. The way that they structure everything is so insane. But these people in the room were responsible for $17 billion worth of product buying at Target on their shelves. $17 billion. Crazy number. So when you think about how retail works, they have budgets that are committed to promote the products in store, right? They're promoting the products across all sorts of different initiatives, some more effective than others: end caps, influencer, shop marketing, whatever. And you should have seen the light bulb moments some of them were having showing the impact that creators can have on a brand's demand and intention on store shelves. And 2026 is going to get brazy. That's all I'm going to say. If you think $17 billion worth of product doesn't have a big budget to throw toward some creator incentives, then I don't know what to tell you. But let's get into the power laws, or new laws of content. The 11 immutable laws of content, part one. So the first one is the law of hooks. There's two ways to build and leverage hooks. The first one is the three-way intersection that we talk about often. You have to have a visual hook, which is the thing that somebody sees, the title hook, which is what somebody reads, and then the third is the verbal hook. And this is what you say to start in the first minute, or sorry, first second, second and a half. Focus the majority of your time on the visual hook and the title hook because most people are consuming the content without the sound on. Then the verbal hook comes into play. Now, the second way to build and leverage a hook that I don't think enough people talk about is familiarity. This is the recognizable themes, the visuals, the language, or the patterns that the audience already knows, they expect, and they understand. Therefore, that familiarity built into the hook actually sets the context for what the video is going to be about without them having to even go past the first three seconds. Right? Those are the two ways to build the hooks. That is backed by science. Yes. Literally monkey brain science is if we see something mildly familiar, it hooks your attention just a little bit more. It keeps you around a little bit more, which again, you got to go first principles. What's the purpose of the hook? Yes. It's just to catch the attention. Yeah. Obviously, you need to set the table for what the video is going to be about, but that familiarity is just a little micro tactic to be able to get someone to say, oh, I know what this is. Let me. And then you got to keep them, obviously. 100%, which goes into the second law, the law of familiarity. Content is extremely saturated. Everybody wants your attention. The number one thing that you can do to leverage and not have to always fight for someone's attention is build familiarity. Create familiarity with the audience. And you gain it only after doing two things. The first is you do have to get someone's attention. Even if you've built something like this that is a set that we're going to use over and over, we still have to get someone's attention. But once you get someone's attention, you have to plant an expectation. And that expectation is the thing that is either the theme of the content. It's what you're going to be doing over and over and over again to the point where there is familiarity because I've watched the thing over and over again. So you have to plant the expectation. Then the third aspect is you have to meet that expectation over and over again the second time that they consume the content. So it's not enough to just set an expectation and then not meet that expectation the second, essentially the second time. You have to set an expectation of like, hey, this is the reason I built this set, because we're going to do X thing. But we're not just doing X thing once. We're going to do X thing a second time and a third time and a fourth time. And so that is then how you're going to create the expectation-setting, which then forms a familiarity. And there are brands doing a very good job of this now. I don't know if you've seen Bull Dates. Have you seen that? Bull mates. Have you seen that? They started a whole other channel that's literally just a dating show centered around Cava. And Seed did something similar. Well, Seed built a social show. Yeah, with roommates. They've done a phenomenal job of it. And so there are all of these elements that play into familiarity, and especially because, like, set is because we're going to do X thing, but we're not just doing X thing once. We're going to do X things a second time and a third time and a fourth time. And so that is then how you're going to create the expectation setting, which then forms a familiarity. And there's brands doing a very good job of this now. I don't know if you've seen Bull Dates. Have you seen that? Bull Mates. Have you seen that? They started a whole other channel that's literally just a dating show centered around Cava, and you see Built did something similar. And well, Built had a social show with roommates. They've done a phenomenal job of it. And so there's all of these elements that play into familiarity, and especially because what you just said, right? If $17 billion is getting, or you're saying there, there's $17 billion of buying power to target and there's a million allocated just in Q4, there's going to be 5 million allocated in Q1. There's going to be, right? And those numbers are just going to keep increasing. That is saying that there's only going to be more and more and more content, right? The feed is going to continue to get saturated and saturated. And it's not like we've grown as a population to a degree that it's like we're just consuming more content. You're doing your part though, young father. You've got a kid. I am. Yeah. But the majority don't want more kids. We want kids. That's true. That's true. At least in Austin. Yeah. And so therefore, we do have to think about it through that lens of, man, if today I consume a hundred pieces of content, the one that for sure is going to get my attention is the one that I know what to expect from. It's so familiar that I know what to expect from it. And therefore I just consume it. I don't have it. Right. Yeah. Totally. Career ladder, all those, any idea like that. This is the rationale behind, I think, one of the most cracked formats right now is street interviews. It just seems like, and maybe I'm just in this content matrix, but all I'm getting is street interviews, I feel like. And I don't know if IG knows that I love them, I'm watching them more, or if they actually are becoming so saturated, but there's something about when a video that is a street interview does make it to your feed, that expectation, that familiarity you have is this is going to be an extremely captivating take from somebody, or this is going to be a hot take or controversial or whatever it is. And you're seeing so many different creators, even in Dallas, there's this girl that I have seen. She basically takes a little red Solo Cup mic and goes to Katy Trail, which is in Dallas, and interviews bros. And she's just like, how's your dating life? And it's so interesting how repeatable her format is. And it's not really doing crazy numbers, but it's doing maybe 40, 50K views at a time. And bro, there is a creator doing that in every major city in America. There's like 20 doing it in New York. There's like five in Charleston. Pretty much every major market is seeing that. Even School of Hard Knocks, who we've talked about probably too much, he thinks we're necking him hard at this point, but he's got little copycats that are running around. And dude, this one kid that's doing it in Miami, I forget his name, Braden Z, something like that, he's actually really effective at doing this. And it's like, he's just ripping School of Hard Knocks' format, walks up to someone, whether he'll be famous or successful, and asks him a bunch of questions. It's literally printing views. He's doing millions of views. Yeah. He's ripping the format. So that's the familiarity thing. Once it shows up on your feed, take street interviews as an example. My familiarity with the format is saying, oh, this is going to be pretty entertaining. This is going to be watchable because it made it to my feed. 100%. Did you, by any chance, see the one of me, the street style one from a listener from the pod? You had a street interview recently? Not street interview. I'm going to send you the link. No, I didn't know street interviews could go out to rural farms. You're too far out. They reached your house on Congress, bitch. You're on a fucking dirt road. What were they doing? I was on Congress. Bro's riding his cattle, riding his horse. So this has 200,000 views, and he's a listener of the pod. 200,000 views and 10,000 likes. No way. When is this? And it plugs Sweat Equity. You texted me? Yeah. I just texted it to you. Hold up, bro. So it's Kurt's Cookies. Oh yeah. Yeah. Or Kurt's Cookies, sorry. Kurt's Cookies. Two twin brothers. Dude, the best cookies in Austin, hands down. You texted this to me? Unless I just sent it to some, bro, I texted it to myself. It's a Monday morning, by the way, guys. We are in here at 10 a.m. Monday. Yeah. Filming this. Okay, peep this out. Check this out. 200,000 views, bro. I think it might get 500 to, it was at like 120 yesterday. Oh, this just dropped it. Yeah. You're killing it. Bro, isn't it so, this is so cool. I was just crazy. I geeked out when I saw it because I'm like, no, that's so sick. That's incredible. This is like, okay, to prove our point though, this guy has 4,000 followers and the video is viral right now, right? Because he just hit that format, the POV style. That's crazy. I'm going to have to watch this later. I shouldn't watch. I'm not going to watch this later. Why? Because then I'm almost necking you. I'm going to be smiling in my car and shit. No, bro. Watch it, because it made me smile, bro. It made me smile, that one. I'm glad my interaction was great though. Yeah. Yeah. You nailed it. Yeah. Yeah. Yeah. That's so high risk. Yeah. Very. One of my biggest fears, actually, is I didn't know he was recording, him catching me on the wrong day. Yeah. And I'm just like, I mean, I wasn't going to be a dick regardless, but I'm never going to be a dick. It's just like, you got to aura form a little bit. You got to come off a little bit. Dude, so he wants to bring us some cookies to have on the pod. Well, next time we do the brainstorm session, we got to pay for his gas. And yeah, here we go. All right, the third one, the law of differentiation. So there's two ways to really do this. So the first one, if we're building off of familiarity again, it is to build off of familiarity. And the reason that happens is because differentiation occurs at the intersection of unique and repeatable. You do something new, and you do it very, very often until you own it. I'll use myself as an example. I leveraged a format and a set by this guy, Joshua Neal. He had done it enough, and it was very unique, that people were like, did Joshua Neal approve this video? Right. Right. That law works perfectly here. And I broke it, you know what I'm saying? The second is one of none. So the only thing that is one of none is your story and your POV, right? Only your story is your story. There's a company called, I think, Softies Burgers. Have you seen this? No. I'll have to send it to you. They're doing an amazing job of turning their content literally into a reality TV show where there's an episode, and in this episode, this is the theme. So it's not just random vlog. It's like, this episode, hey, here's how we invested 10K cash. And I'm making up that episode, but that is how they're doing it. And they're doing it from this reality TV format. It's very, video. Right. Right. That law works perfectly here. And I broke it. What I'm saying? The second is one of none. So the only thing that is one of none is your story and your POV, right? Only your story is your story. There's a company called, I think, Softies Burgers. Have you seen this? No. I'll have to send it to you. They're doing an amazing job of turning their content literally into a reality TV show where there's an episode, and in this episode, this is the theme. So it's not just a random vlog. It's like, this episode, hey, here's how we invested 10K cash. And I'm going to be making up that episode, but that is how they're doing it. And they're doing it from this reality TV format. It's very, very good. The fourth, the law of perception. Content is about forming a perception. So how you want someone to see you is dependent on the content they actually see. And what's powerful about that is you can be a hundred million dollar brand, or you could be a fucking $500,000 brand. It doesn't matter. You can create whatever perception you want to create. I don't know how big Woodgrain Golf is, but think about the perception they're creating around their brand. I'm so excited for him to blow up. Oh yeah. Me too. It's coming, and it's going to be pretty sick. Think about how, again, the perception that they're currently forming is we are a classic, timeless, and luxury brand. It's extremely clear. Yeah. And we're posed against all of the modern day golf brands, probably not the Malvins, et cetera, but even Malvin. I think Malvin uses a lot of synthetic polyester type of stuff. Malvin is also just getting, I'm a big fan of the team, so don't take this the wrong way, but they're charging 850 for a quarter zip. So yeah, it's a lot. Yeah. We got that from China. Yeah. I'm not going to name the brand, but dude, I was in a manufacturer in LA, and the jacket sells for like five, $600. Right. I asked the dude, I was at the manufacturer, how much does it cost to make this? It was like $12. Yeah. I was like, that is, and that's made in the U.S. Yeah. $12. Have you, do you have a nice bag? Have you been looking into nice bags? Yeah. Well, backpacks or bags that I'm, like a duffel. Yeah. Travel duffel. So. What's your motion? So Sweet Hat. I think it's called Sweet Hat. Let me pull it up. Damn. You're going off the grid. I was talking about Goyard. I was talking about some rapper shit. Oh. Goyard or Bottega. Let me see if it's. To play into the point, though, I think those bags that I was looking at, I just can't get over knowing that they're making them at a sweatshop for 30 bucks. One thing that I want to delve into at some point with our pod is the ability to create something timeless. I think when I look at that bag, it just reminds me of so many things that I've bought over the years where, in the moment, I thought it was sick. And then two years later, I'm shopping for a new bag, versus if you get a Bottega bag, that bitch is lasting 60 years. Yeah. Right. And Louis V luggage and stuff, whatever. Don't know. I haven't flushed out the idea, but let's get back into your, uh, into your laws. How about one thing from Louis V is his bracelet row. Did I tell you about that? How you feel about it? Great. Okay. I'm like trust corner, but it was crazy going to Louis V in Paris, like the one that's, oh, right. Yeah. I remember. Bro. And the amount of bread people are spending in one day, there was this girl that walked out. Humbly, she had legitimately 15 bags. Was she a crazy rich Asian? No, that's a great movie. I don't know. Have you ever watched that movie? Best airplane movie of all time. Hard agree. Full send. You could throw that on and be mildly entertained with zero distraction. That's so funny because the first time I watched that was on the airplane. Yeah. Airplane movie hall of fame would probably be a good piece of content. If anyone wants to, I mean, if you're a travel influencer, shout out Rachel Tireds. A friend of mine started doing content in the personal finance niche. She tells you how to hack credit card points. Interesting. Picked up like 200,000 followers in three months. Really? But she's going crazy. So many views. Close like three days of three times a day, three times a day. Yeah. Yeah. The fifth law, the law of the funnel. Not all content is created equal, and it shouldn't be. There's content to get followers. That's top of funnel. There's content for your followers. That's middle funnel. Then there's content to get your followers to love you or take action. That's bottom of the funnel. Six, the law of buckets. Content is the new targeting. I think you and I probably know that better than just about anyone, where if you have multiple customer personas, then those customer personas require different content pillars. They require different content formats and types, right? There are a lot of people that probably won't consume a one-shot video with text on screen that's just seven seconds. And those same people might be consuming nothing but carousels. Yeah. Right. And so you have to understand that. And you have to understand, if you have a specific customer persona or ICP, then you have to create content pillars based on who they are and what they consume. So if I'm a supplement company and I have the Ironman individual, and then I have bodybuilders, and I have Y, I need to be able to create content for XYZ. What I'm saying? And you can do that, and it will get in front of that individual. If you also have customer personas, it's like, hey, I have this 60-year-old that's like this and this 40-year-old that's like this. You can make content that literally targets the 60-year-old and will get in front of the 60-year-old. Yeah. Right. And you can do the same thing for the 40-year-old. And so you have to understand content buckets. If we're looking at the hierarchy of a narrative, buckets, pillars, it's right in the middle. I have to understand the idea I want to amplify, which we'll get into, which goes into the next law. And then we have to have our buckets. Our buckets are the different customer personas, so we're not making random shit for random people. Yeah. I couldn't agree more. And I also think you have to have different evaluation criteria by bucket as well, because when you think about making these decisions internally, it's always going to be, how can we get buy-in from somebody to fund this initiative? Right. And so if you're making something that's for a bucket that is very narrow, right, then you have to set the expectation that this is not going to get 3,000 likes. It might get 300. Yeah. But that's still good. Right. I look at my own content strategy, and something I've been scheming on for long-time listeners, you might remember I was always trying to get in touch with brands that I want to work with by mentioning them on my content. And I'm like, this is what I would do if I were them. So I made a video about Wander recently that I said, this is what I would do for their content strategy. For me, it was a big flop, like 12,000 views, like 285 likes. It didn't really do well. Ultimately, I think I just didn't have a great visual hook, but that is what it is. And the CMO found it, and we are now working together. And it's like, so is it a total flop of a video, but it probably generates 50 to 100 grand, right? That's what it's going to be, a lucrative contract. And also, it's something that I always try to get in touch with brands that I want to work with by mentioning them in my content. And I'm like, this is what I would do if I were them. And so I made a video about Wander recently that I said, this is what I would do for their content strategy. For me, it was a big flop: 12,000 views, 285 likes, didn't really do well. Ultimately, I think I just didn't have a great visual hook, but that is what it is. And the CMO found it, and we are now working together. And it's like, so is it a total flop of a video, but it just probably generates 50 to 100 grand, right? Like that's what it's going to be, a lucrative contract. And also, it's something that I've been wanting for a while. And so the evaluation criteria, yeah, I mean, it didn't perform that well mass market, but it did specifically arrow on the target, found them. So, and that's the biggest thing with a lot of these things is if you're going to go super, super top of funnel too, you got to be comfortable with this really going to be just a view-through type of situation, right? The product's in five seconds of a 45-second video. And that's an impression, I guess. And how do you weigh that versus other things in the buckets? One thing I mentioned when we do the content buckets, very similar, we want to rank them. We want to rank them based on either A, these are our top customers, or B, who do we want to dive into that has the most potential? Like an untapped market that we know we want to own, but you haven't fully gone into yet. The seventh is the law of the narrative. So this is: people build narratives in your head or in their head based on the content that they repeatedly consume from your brand, right? So you need to be very, very selective about what you put in front of them. And that narrative is the idea and the central idea someone has around your brand and what you stand for. We use BPN as an example because it's a very easy and clear example of their narrative is "going more." Therefore, all of their content is to amplify that idea. They're not going to go do a bunch of random shit that doesn't amplify that idea because then you're forming the wrong narrative, right? The more you amplify it, the bigger that narrative gets. The less you amplify it, the less it gets. But it's the most central thing and most important thing that somebody that's publishing, investing a significant amount of content, should think about and create. We were on an onboarding call two weeks ago, and we were asking this question, and they were like, we actually have no idea. That's a question we really need to think about because we scaled the brand based off Meta, but if we turned off Meta tomorrow, we'd be kind of fucked, right? And it's because we haven't spent that time brand-building. We haven't spent that time building a perception in somebody's head. The eighth is the law of testing. And the reality is the majority of your time should go into refining, iterating, and scaling content, right? The other 20% of your time should go into testing, testing new ideas, formats, content types, characters, delivery, settings, et cetera, because to grow, you must test. I don't think enough people test on social. No. And they just, because they're scared of the flop. Yeah. Yeah. You cannot run from the flop, bro. At all. But the flop is coming whether you like it or not. And the worst part, you got to chill, dude. I hope that was on camera, but that is a good visual hook. Look what you just did to me. Pause. But no, I think the law of the "you cannot avoid the flop," no. Well, even when you think you're going to have a good idea, you're going to flop. And so you got to get comfortable with it in that a lot of this stuff is actually ideology-driven because you have to believe in certain truths to invest properly in today's day and age. As I talk to more teams, there are obviously teams that get in, there are teams that don't. And I think a lot of that education component is understanding that a flop is actually a good thing because you learn from it, right? Like, you learned that that idea did not work. And when you really have good foundational knowledge of the platform, you can dig into the analytics and know why. Yeah. Was your three-second stop rate bad? Did it not get enough shares? Was the watch time not good? If you know those things, then you can just iterate and then actually improve on the next one. So this, we talked about this probably in one of the early episodes, maybe the top first 20, 30 episodes, where we talked about one of my videos, my first viral video. I got three or 400,000 views. It flopped twice before it got 300,000. Which one was that? I talked about True Classic. Oh, right, right. And it started off, and this is going back to really understanding the metrics. I tested an idea. I looked at the metrics, and I'm like, okay, this is promising. I had 1,000, 2,000 followers at the time. And I'm like, this video has 3,000 views, but it had 100 likes and 100 shares. Okay, there's something there. But if my average watch time's ass, which it was, it was like eight seconds, 10 seconds, in that range, then it's like, there's something there. I just didn't package it right. So I packaged it a second time. I tested it again. I probably published it within 24, 40 hours of the first time. It got roughly 5,000 views, right? It got a little better, but the same thing. I looked at the ratio, and they didn't have three-second view rate at the time, but I looked at the ratio of likes to shares. And again, it was like one-to-one. And I'm like, okay, there's something here. I'm still not packaging this right. I'm not structuring it or delivering it right. But that then is how I came up with, this is this brand's content play or marketing playbook, right? A hundred-something-million-dollar marketing playbook. Because the first one was about landing pages. But if I have 2,000 followers, building something or creating a piece of content around landing pages is too narrow. Yeah. And then it was like their story, and I'm like, okay. And I was trying to weave in pockets of marketing knowledge and advice in there. And again, it performed a little better, but it was maybe a little too general where it wasn't captivating and it didn't speak to anyone. Because it's like, maybe there's a select group of people that actually care about True Classic's story. But then the third was like, this is this brand's $150 million marketing playbook. Okay, now it has a title, it has a very good title where we're leveraging a number, right? $150 million. Then we have True Classic, which is a pretty recognizable name. Yeah. Then we have marketing playbook, which gives you enough context to understand what the video is going to be about. And then it also creates curiosity because you're like, well, what is that marketing? Yeah. Like what do they do? Reveal it for me. Yeah. And so that video then is the first one to pop and get 300,000. That only happened because of testing. And so you do have to understand a lot of the important metrics. I say this in Cut30 often: if Instagram is giving you specific metrics to look at, they're giving them to you for a reason. Yeah. Right. You know what I'm saying? Like, if three-second view rate is there and added, it's for a specific reason. It definitely has weight in how it evaluates your video. And when a video performs well, it typically will give you this little message, like this is one of your best hooks. So encouraging. Bro, like, yeah. Right. Understand that. Why are they saying that? There's a lot of reading. It's getting shared more than usual. You should try making more content like this. And I'm like, maybe if your fucking AI could spit out something that wasn't below a third-grade level. I mean, it's just crazy. Work on that. So that's the law of testing. The ninth law is the law of visuals. for a reason. Yeah. Right. What I'm saying? If three second view rate is there and added, it's for a specific reason. It definitely has weight in how it evaluates your video. And when a video performs well, it typically will give you this little message, like this is one of your best hooks. So encouraging. Bro, yeah. Right. Understand that. Why are they saying that? There's a lot of reading. It's getting shared more than usual. You should try making more content like this. And I'm like, maybe if your fucking AI could spit out something that wasn't below a third grade level. It's just crazy work on that. So that's the law of testing. The ninth law is the law of visuals. After you get someone's attention, you need to retain it. So when we're talking about visuals specifically, there's three layers that people need to understand to be able to create visuals to retain someone's attention. And those three are the action. Always try to be doing something in your content, whether that's the model, whether that's you yourself because you're in the content, whether that's an object. Don't just be flat in, in, unless you're super hot, in which, that 90% sweat equity audience. I don't know what we got going on in the audience, but yeah, that's fair. A lot of people who are just bad as hell just lean into the camera. You're good. It's fair. That's fair. That's a different game. We're not playing that game. I'm not playing that game. We're not playing that game. So first is the action. If you are very good looking, then that goes into aesthetics. You are the aesthetic. The third is the actual aesthetic. Yeah. You are the aesthetic. It's a crazy flex. Crazy. If you look at what we're going to try to build here, we're going to build a specific aesthetic. We want to maybe, let's say we want to build a brutalist but classic aesthetic. Awesome. We can do that. Brutalist. Wait, you like that? Yeah. Yeah. I just didn't know you were into the Soviet Union like that. That's not your, I actually from Cuba. Don't sleep. We're here now though. Don't sleep. We're here now. There's a reason we're here now. Totally. Totally. But the aesthetic, right? Having a beautiful visual background, having a set that is very visually appealing, that all plays into the aesthetic that you want to build to retain someone's attention. The third is the angle, right? We can shoot this. You can shoot top down. You can shoot so many different ways that you're changing the angle so that it continues to get somebody consuming your content. The 10th is the law of world building, right? Content is the core of the world you build. Therefore, it needs to set the tone on how else you show up across other channels. What I mean by that is I hate that people don't invest more and more into content because content is where you have the most touch points. If I really wanted to, I could have endless touch points today, right? I could post a piece of content every minute for the rest of the day and a story for the rest of the day. And I could get in front of 60,000 people probably minimum, minimum. Yeah. I could get in front of so many people just by the end of the day. And therefore, if I'm doing that and I'm getting out a piece of content every single day, which most brands force a piece of content every day, those are the majority of your touch points. Even if you compare it to email and SMS, it's like, cool. You send 15 emails a month. Think about how much content you publish, right? And think about how much more time they're spending on a piece of content than they are on an email, right? So the law is more so if you truly want to build a world, then you need to make content the core of it. You need to make it the nucleus of all other decisions and touch points, which plays into the 11th law and the final law for today, which is the law of data. Content is a data mining center, right? What works on social is going to work elsewhere. It's going to work in email. It's going to work in SMS. And I've tested this over the last nine months on an ungodly amount. We've tested, hey, this is the idea here. How do we take this idea in, in Maverick, like tier Maverick campaign was a great example of that, where every story that we told on social, we've retold in email and it performed very, very right. Right. And so what works on social will work elsewhere. You just have to then make it platform specific, right? The same way you format or create it on social, it's in how you recreate it for email. Yeah. So the idea here is don't reinvent the wheel, rinse and repeat elsewhere, and then package it differently, right? Package it for the platform or the channel that it's going on and then continuously do that again. So those are the 11 immutable laws of content for now. We'll hit another 11, but anything else you want to add to that? Super, super valuable. I think all of it is, I'm excited for the PDF because a lot of these need to just be plastered on every brand marketing team's office, up on a whiteboard. It's like you can't forget any of these things. And I think what's really helped both of us build very successful businesses in very short amounts of time is the fact that we adhere to these laws at an extreme level. So it's about modernizing your thought processes and your ideology to me. A lot of these are more so belief systems that you have to adopt rather than even necessarily a tactic or a strategy. So I think it's super, super valuable to anyone. Oh yeah. That was dope. I've been spending a lot of time on what is my content flywheel going to be? Because right now there's a lot of moving parts that we have. So I'll be like, McCoy, let's go shoot this. Let's go shoot that. But there's not a, and then the newsletter is coming back and YouTube's come and I'm scripting so many different things that it feels like sometimes I don't get to any of it. Because it's like I'll do 25% of this and then I'll do 15% of that and then 50% of that. And then you really don't feel like you get anywhere or like you're becoming the craftsman that you used to be. I feel like sometimes I'll be riding a hook. I'm like, oh, just put that last 30% effort into making this actually really, really good. And it's so funny. I was reviewing my old content, and my best recent video was I did a Ralph Lauren video. And I was actually not very confident in that concept, but I packaged it so well because I did it back and forth with chat GPT, where I was like, is this hook good? I'm trying to do a high contrast with a big number, kind of irritate some people. So I eventually arrived at most boomer brands suck at content, but Ralph Lauren just did this. Here's their strategy. And that zigzag format worked really well versus I could have just been like Ralph Lauren. A usual hook I could have done would be like Ralph Lauren just got 40 million views in the last month. Here's their content playbook. Right. And it's like by simply putting in that last 20% of effort, it was an outlier video. And it's hard when your flywheel is not dialed into put that last bit of effort. 100%. So I'll tell you what the flywheel I think is going to be. And then you also just gave me a phenomenal series. Okay. Boomer versus millennial brand, boomer versus Gen Z brand, Gen Z versus millennial brands, based on their content. I'll give a deal. What? I came up with it. You just said the word boomer and it happened. Yeah. It happened. I'm just kidding. No, no, no. I got a better one. Boomer versus zoomer. Hmm. You're right. It sounds great. This is a boomer versus zoomer. All right. Fuck it. By simply putting in that last 20% of effort, it was an outlier video. And it's hard when your flywheel is not dialed into putting that last bit of effort. 100%. So I'll tell you what I think the flywheel is going to be. And then you also just gave me a phenomenal series. Okay. Boomer versus millennial brand, boomer versus Gen Z brand, Gen Z versus millennial brands, based on their content. I'll give a deal. What? I came up with it. You just said the word boomer and it happened. Yeah. It happened. I'm just kidding. No, no, no. I got a better one. Boomer versus zoomer. Hmm. You're right. It sounds great. This is a boomer versus zoomer. All right. Fuck it. But the way I'm going to be doing the flywheel, and McCoy will be happy to hear this, is because it's going to make our content more efficient. The newsletter is going to be my outline for YouTube. So I'm going to write the newsletter, and the newsletters are very, very, the way we're writing them now, they're actually like letters, which goes into the full idea of our rebrand. Right. So it's going to be like volume one, volume two, et cetera. There's going to be a theme for all of them. The newsletter is putting it on digital parchment with the branding. Are you writing a bit? It feels like hotel stationery. Cool. Yeah. So it looks pretty cool. I'll have to show it to you. I think you'll dig it. That is then going to be the outline and actually the script for YouTube. And then each one of those, they're breaking down into segments, and then I'll make those segments specific to social. So I have, we have a YouTube that we recorded a week ago, week and a half ago. That is now a newsletter piece, but that newsletter piece is going to be a few additions. Then the second variation of it is the YouTube, and then there's going to be 12 to 15 pieces of content that come out from it. And then we'll build a set for it and should be able to do it like that. This is theory land right now, but I think it has potential to be good. I love it. I mean, it's going to work. I'm fully confident. I was really bullish on your YouTube when I saw the set stuff. You posted something recently about, was it the lab coat set, or was it? No, it was like the TV. Yeah, yeah. And I was just like, damn, that's about to crank. Yeah. I think it'll do well. You do that. I'll be yachting. I'm going to be in the Mediterranean, incognito, trying to get off the grid Q3. I'll be there, bro. Yeah. Pull up on me. All right, cool. If you enjoyed the episode, please like, subscribe, leave a comment. If you're still paying attention, I got a little Easter egg for you. So if you leave a comment helping me decide which name to use for my creator community, which I'm going to give you the two options right now, then I will personally Venmo you $25. End of the episode. I'm trying to go. But you're going to Venmo more than 25 bucks, bro. 50? A hundred. What if people start going crazy? I think there's at least 200 people still listening to the end of this. But somebody has to, you're Venmoing the person that comes up with a good name. No. If you comment literally which name you think I should do for my creator community, which, drum roll please, tastemakers or hit factory. Those are the two options. Comment which one you think is better, regardless of which one you think is better. I'ma Venmo you $25 if you're still listening and you comment which one you like. Hmm. Hit factory or a tastemaker? I don't know. You don't like either. I'm in the middle. Stay tuned to next week and we'll decide. See ya. are just going to keep increasing. That is saying that there's only going to be more and more and more content, right? Like the feed is going to continue to get saturated and saturated. And it's not like we're grown as a population to a degree that like, it's like, we're just consuming more content. You're doing your part though. Young father. You've got a kid. I am. Yeah. But the majority don't want more kids. We want kids. That's true. That's true. At least in Austin. Yeah. Um, and so therefore like you, we do have to think about it through that lens of, man, if, if today I consume a hundred pieces of content, the one that I for sure is going to get my, my attention is the one that I'm, I know what to expect from it. It's so familiar that I know what to expect from it. And therefore I just consume it. I don't have it. Right. Yeah. Totally. Career ladder, all those, like any, any idea like that. I mean, this is kind of the rationale behind, I think one of the most cracked formats right now is street interviews. It just seems like, and maybe I'm just in this content matrix, but all I'm, all I'm getting is just street interviews. I feel like, and I don't know if IG knows that. I love, I I'm watching them more or if they actually are becoming so saturated, but there's something about when a video that is a street interview does make it to your feed, that expectation, that familiarity you have is this is going to be an extremely captivating take from somebody, or this is going to be a hot take or controversial or whatever it is. Like, and you're seeing so many different creators, you know, even in Dallas, like there's this girl that I have seen. She basically takes like a little, uh, red solo cup mic and goes to Katie trail, which is in Dallas and interviews bros. And she's just like, how's your dating life? And it's so interesting, like how repeatable her format is. And like, it's not really doing crazy numbers, but it's doing like maybe 40, 50 K views a time. And bro, this is like, there is a creator doing that in every major city in America. There's someone, there's like 20 doing it in New York. There's like five in Charleston, like pretty much every major market is seeing that, you know, even school of hard knocks who we've talked about probably too much. He thinks we're necking him hard at this point, but like, he's, he's got little copycats that are running around and like, dude, this one kid that's doing it in Miami. Um, I forget his name, like Braden Z something like that. He's like actually really effective at doing this. And it's like, you would, he's just ripping, you know, school of hard knocks format, like walks up to someone, whether it's, he'll be famous or successful and ask him a bunch of questions. It's literally printing views. Like he's doing millions of views. Yeah. He's ripping the format. So that's the familiarity thing is like, once it shows up on your feed, it takes street interviews as an example. My familiarity with the format is saying, oh, this is going to be pretty entertaining. This is going to be watchable. Cause it made it to my feed. 100%. Did you, by any chance, did you see the, the one of me, like the street style where it's from a listener from the pod? You, you had a street interview recently? Not street interview is, I'm going to send you the link. No, I didn't know street interviews could go out to rural farms. You're too far out. They reached your house on Congress, bitch. You're on a fucking dirt road. What were they doing? I was on Congress. Bro's riding his cattle, riding his, riding his horse. So this has 200,000 views and he's a listener of the pod, 200,000 views and 10,000 likes. No way. When is this? And it plugs sweat equity. You texted me? Yeah. I just texted it to you. Hold up, bro. So it's, um, Kurt's cookies. Oh yeah. Yeah. Or Kurt's cookies. Sorry. Kurt's cookies. Two twin brothers. Um, dude, the best cookies in Austin. Hands down. Like you texted this to me? Unless I just sent it to some, bro. I texted it to myself. It's a Monday morning, by the way, guys, we are, we are in here at 10 a.m. Monday. Yeah. Filming this. Okay. Peep this out. Check this out. 200,000 views, bro. I think it might get 500 to, it was at like 120 yesterday. Oh, this, just dropped it. Yeah. You're killing it. Bro. Isn't it so, this is so cool. I was just crazy. I geeked out when I saw it. Cause I'm like, no, that's so sick. That's incredible. This is like, okay. To prove our point though. Like this guy has 4,000 followers and the video is viral right now. Right. Like, because he just hit that format, like the POV style. That's crazy. I'm going to have to watch this later. I shouldn't watch. I'm not going to watch this later. Why? Cause then I'm, I'm almost necking you. I'm going to be smiling in my car and shit. No, bro. Watch it. Cause it made me smile, bro. Like it made me smile that one. I'm like, I'm glad I, I like my interaction was great though. Yeah. Yeah. You nailed it. Yeah. Yeah. Yeah. That's so high risk. Yeah. Very. One of my biggest fears actually is like, I didn't know he was recording him catching me on the wrong day. Yeah. You know? And I'm just like, I mean, I wasn't going to be a dick regardless, but like, I'm never going to be a dick. It's just like, you got to aura form a little bit. Like you got to come off a little bit. Dude. So he, he wants to bring us some cookies to like have on the pod. Well, next time we do like the brainstorm session, we got to pay for his gas. And yeah, here we go. All right. The third one, the law of differentiation. So there's two ways to really do this. So the first one, if we're building off of it, familiarity again, it is to build off of familiarity. And the reason that happens is because differentiation occurs at the intersection of unique and repeatable. You do something new and you do it very, very often until you own it. I'll use myself as an example of, I leveraged a format and a set by this guy, Joshua Neal. He had done it enough. And it was very unique that people were like, did Joshua Neal approve this video. Right. Right. Like that law works perfectly here. And I broke it. You know what I'm saying? The second is one of none. So the only thing that is one of none is your story and your POV, right? Only your story is your story. There's a company called, I think, Softies Burgers. Have you seen this? No. I'll have to send it to you. They're doing an amazing job of like turning their content literally into a reality TV show where there's like an episode in this episode, like this is the theme. So it's not just like random vlog. It's like, like this episode, Hey, here's how we invested 10K cash. And I'm going to be making up that episode. But just like that is how they're doing it. And they're doing it from like this reality TV format. It's very, very good. The fourth, the law of perception. Content is about forming a perception. So how you want someone to see you is dependent on the content they actually see. And what I'm in, what's powerful about that is you can be a hundred million dollar brand, or you could be a fucking $500,000 brand. It doesn't matter. You can create whatever perception you want to create. I don't know how big Woodgrain Golf is, but think about how they're like the perception they're creating around their brand. I'm so excited for him to blow up. Oh yeah. Me too. It's, it's like coming and it's going to be pretty sick. Very, very like think about how, again, the perception that they're, they're currently forming is we are a classic timeless and luxury brand. It's extremely clear. Yeah. And we're, and we're posed against all of the kind of like modern day golf brands, probably not the, the Malvins, et cetera, but like. Even Malvin, I mean, I think Malvin uses a lot of synthetic polyester type of stuff. Like Malvin is also just like getting, you know, I mean, I'm a big fan of the team, so don't take this the wrong way, but I mean, they, they're charging 850 for a quarter. So yeah, it's like, it's a lot, you know? Yeah. We got that from China. Yeah. I'm not going to name the brand, but dude, we were, I was in a manufacturer in LA and the jacket sells for like five, $600. Right. I asked the dude, I was at the manufacturer. I'm like, how much does it cost? Like make this. It was like $12. Yeah. I was like, that is, and that's made in the U. Yeah. $12. Have you, have you, do you have a nice bag? Have you been dealing, have you been looking into like nice bags? Yeah. Well, backpacks are like bags that I'm, like a duffel. Yeah. Travel duffel. So. What's, what's, what's your motion? So sweet hat. I think it's called sweet. Sweet hat. Let me, let me pull it up. Damn. You're going off the grid. I was talking about like, go yard. I was talking about like some rapper shit. Oh. Go yard or Bottega. Let me see if it's. To play into the point though, I think like those, those bags that I was looking at, I just can't get over knowing that they're like making them at a sweatshop for 30 bucks. You know, one thing that I want to delve into at some point with, with our, with our pod is like the ability to create something timeless, you know? Like I think when I look at that bag, it just reminds me of so many things that I've bought over the years where I, in the moment I thought it was sick. And then two years later, I'm shopping for a new bag versus if you get a Bottega bag, like that bitch is lasting like 60 years. Yeah. Right. And I mean, Louis V luggage and stuff, whatever. Don't know. I haven't, I haven't flushed out the idea, but let's get back into your, uh, into your loss. How about one thing from Louis V is his bracelet row. Did I tell you about that? How you feel about it? Great. Okay. I'm like, trust corner, but it was, it was crazy going to Louis V in Paris. Like the one that's, Oh, right. Yeah. I remember. Bro. And like the amount of bread people are spending in one day, there was this girl that walked out. Humbly. She had like legitimately 15 bags. Was she like a crazy rich Asian? No, that's a great movie. I don't know. Have you ever watched that movie? Best airplane movie of all time. Hard agree. Like full send. You could throw that on and be mildly entertained with zero distraction. That's so funny. Cause that's the first time I watched that was on the airplane. Yeah. Airplane movie hall of fame would probably be a good piece of content. If anyone wants to, I mean, if you're a travel influencer, shout out Rachel tires. Could have run to mine started, uh, started doing content, uh, in the personal finance niche. She's just like tells you how to hack credit card points. Interesting. Picked up like 200,000 followers, three months. Really? But she's going crazy. So many years. Close like three days of three times a day, three times a day. Yeah. Yeah. Um, the, the fifth law, the law of the funnel, not all content is created equal and it shouldn't be. There's content to get followers. That's top of funnel. There's content for your followers. That's middle funnel. Then there's content to get your followers to love you or take action. That's bottom of the funnel. Six, the law of buckets. Content is a new targeting. I think you and I probably know that better than just about anyone where if you have multiple customer personas, then those customer personas require different content pillars. They require different content formats and types, right? Like there's a lot of people that probably won't consume a one shot video with text on screen. That's just like seven seconds. And those same people might be consuming nothing but carousels. Yeah. Right. And so you have to understand that. And you have to understand like, if you have a specific customer persona or ICP and you want to know, or you have to then create content pillars based on who they are and what they consume. So if I'm a supplement company and I have the Ironman individual, and then I have like bodybuilders and I have why I need to be able to create content for XYZ. You know what I'm saying? And you can do that and it will get in front of that individual. If you also have customer personas, it's like, hey, I have this six year old that's like this and this 40 year old's like this. You can make content that literally targets the 60 year old and we'll get in front of the 60 year old. Yeah. Right. And you can do the same thing for the 40 year old. And so you have to understand content buckets. Like if we're looking at the hierarchy of a narrative buckets pillars, it's like right in the middle. I have to understand the idea I want to amplify, which we'll get into, which goes into the next law. And then we have to have our buckets. Our buckets are the different customer personas. So we're not making random shit for random people. Yeah. I, I, I turn and agree more. And I also think you have to have different evaluation criteria by bucket as well, because when you think about, uh, making these decisions internally, it's always going to be a, you know, how can we get buy-in from somebody to fund this initiative? Right. And so if you're making something that's for a bucket that is very narrow, right. Then you have to set the expectation that this is not going to get 3000 likes. It might get 300. Yeah. But that's still good. Right. Like I look at my own content strategy and, um, something I I've kind of been scheming on for long time listeners. You might remember, like I was always trying to like get in touch with, I always, I try and get in touch with brands that I want to work with by mentioning them on my content. And I'm like, this is what I would do if I were them. And so I made a video about wander recently that I said, this is what I would do for their content strategy. For me, it was a big flop, like 12,000 views, like 285 likes, like didn't really do well. Ultimately, I think I just didn't have a great visual hook, but that is what it is. And the CMO found it and we are now working together. And it's like, so is it a total flop of a video, but it just like probably generates 50 to 100 grand, right? Like that's what it's going to be a lucrative contracts. And also, you know, it's something that I've been wanting for a while. And so the evaluation criteria, like, yeah, I mean, it didn't perform that well mass market, but it did specifically like, you know, arrow on the target found them. So, and that's the biggest thing with a lot of these things is like, you know, if you're going to go super, super top of funnel too, you got to be comfortable with like, this is really going to be, you know, just a view through type of situation, right? Like the products, like a lot of these retail focus campaigns, like someone's just making a 45 second video, the products in five seconds of it. And that's an impression, I guess. And how do you weigh that versus other things in the buckets? One thing I mentioned on like, when we do the content buckets, very similar, like we want to rank them. We want to rank them based on either A, these are our top customers or B, who do we want to dive into that has the most potential? Like an untapped market that we have, like we know we want to own, but you fully haven't gone into yet. The seventh is the law of the narrative. So this is people build narratives in your head or in their head based on the content that they repeatedly consume from your brand, right? So you need to be very, very selective about what you put in front of them. And that narrative is the idea and like the, like the, the central idea someone has around your brand and what you stand for. You know, we use BPN as an example, because it's a very easy and clear example of like their narrative is going more. Therefore, all of their content is to amplify that idea. They're not going to go do a bunch of random shit that doesn't amplify that idea because then you're forming the wrong narrative, right? The more you amplify it, the bigger that narrative gets, the less you amplify it, the less it gets. But it's the most central thing and most important thing that somebody or somebody that's, that's publishing, investing a significant amount of content should think about and create. Like we were on an onboarding call two weeks ago and we were asking this question and they were like, we actually have no idea. Like that's a question we really need to think about because we scale the brand based off meta, but like we turned off meta tomorrow, we'd be kind of fucked. Right. And it's because we haven't spent that time brand building. We haven't spent that time building a perception in somebody's head. The eighth is the law of testing. And the reality is like the majority of your time should go into refining, iterating and scaling content, right? The other 20% of your time should go into testing, testing new ideas, formats, content types, characters, delivery, settings, et cetera. Like, cause to grow, you must test. I don't think like enough people test on social. No. And they, they just, because they're scared of the flop. Yeah. Yeah. You cannot run from the flop, bro. At all. But the flop is, it's coming whether you like it or not. And the worst part, you got to chill, dude. I hope, I hope that was on camera, but, uh, that is a good visual hook. Look what you just did to me. Pause. But, uh, no, I think, uh, the law of the, you cannot avoid the flop. No. Well, even when you think you're going to have a good idea, you're going to flop. And so you got to get comfortable with it in that it's, it's so, a lot of this stuff is actually ideology driven because you have to believe in certain truths to invest properly in today's day and age. This is, as I talk to more teams, there are obviously teams that get in, there are teams that don't. And, and I think a lot of that education component is understanding that a flop is actually a good thing because you learn from it, right? Like you learned that that idea did not work. And when you really have good foundational knowledge of the platform, you can dig into the analytics and know why. Yeah. Was your three second stop right bad? Did it not get enough shares? Was the watch time not good? Like if you, if you know those things, then you can just iterate and then actually improve on the next one. So this, we talked about this probably one of the early episodes, maybe the top first 20, 30 episodes where we talked about one of my videos, my first viral video, I got three or 400,000 views. It flopped twice before it got 300,000. Which one was that? I talked about true classic. Oh, right. Right. And it started off in, this is going back to like really understanding the metrics. I tested it in idea. I look at the metrics and I'm like, okay, this is promising. I had a thousand, 2000 followers at the time. And I'm like, this video has 3000 views, but it had a hundred likes and a hundred shares. Okay. There's something there. But if my average watch times asked, which it was, it was like eight seconds, you know, 10 seconds in that range, then it's like, there's something there. I just didn't package it. Right. So I packaged it a second time. I tested it again. I probably published it within 24, 40 hours of the first time. It got roughly 5,000 views. Right. It got a little better, but the same thing, I looked at the ratio and this, they didn't have three second view rate at the time, but like I looked at the ratio of likes to shares. And it was, again, it was like one-to-one and I'm like, okay, there's something here. I'm just, I'm still not packaging this right. I'm not structuring it or delivering it right. But that then is how I came up with, this is this brand's content play or marketing playbook, right? A hundred something million dollar marketing playbook. Cause the first one was about laying pages. But if I have 2000 followers building something or creating a piece of content around laying pages is too narrow. Yeah. And then it was like their story and I'm like, okay. And like, I was trying to weave in pockets of, of marketing, um, you know, like knowledge and advice in there. And again, it performed a little better, but it was like maybe a little too general where it wasn't like captivating and it didn't speak to anyone. Cause it's like, maybe there's a select group of people that actually care about True Classics, uh, story. But then the third was like, this is this brand's $150 million marketing playbook. Okay. Now it has a tight, like it has a very good title where we're leveraging a number, right? $150 million. Then we have True Classic, which is a pretty recognizable name. Yeah. Then we have marketing playbook, which it gives you enough context to understand what the video is going to be about. And then it also creates curiosity because you're like, well, what is that marketing? Yeah. Like what do they do? Like reveal it for me. Yeah. And so that video then is the first one to, to pop and get, you know, 300,000 that only happened because of testing. And so you do have to understand a lot of, a lot of the important metrics. I say this in Cut30 often, like if Instagram is giving you specific metrics to look at, they're giving them to you for a reason. Yeah. Right. You know what I'm saying? Like if three second view rate is there and added, it's for a specific reason. It definitely has weight in how it evaluates your video. And when a video perform is, uh, performs well, it typically will give you like this little message. Like this is one of your best hooks. So encouraging. Bro, like, yeah. Right. Like understand that. Why are they saying that? There's a lot of reading. It's getting shared more than usual. You should try making more content like this. And I'm like, maybe if you're fucking AI, could spit out something that wasn't, you know, below a three third grade level. I mean, it's, it's just crazy work on that. Um, so that's a law of testing. The ninth law is the law of visuals. After you get someone's attention, you need to retain it. So when we're talking about visuals specifically, there's three layers that people need to understand to be able to create visuals, to retain someone's attention. And those three are the action. Always try to be doing something in your content, whether that's the model, whether that's you yourself, because you're in the content, whether that's an object, don't just be flat in, in unless you're like super hot, like in which, you know, well, that 90% sweat equity audience. Like, I don't know what we got going on in the audience, but yeah, that's fair. A lot of people who are just bad as hell, just lean into the camera. You're good. You know, it's fair. That's fair. That's a different game. We're not playing that game. I'm not playing that game. We're not playing that game. Um, so first is the action. If you are very good looking, then that goes into aesthetics. You are the aesthetic. The third is the actual aesthetic. Yeah. You are the aesthetic. It's a crazy flex. Crazy. If you look at like what we're going to try to build here, we're going to build a specific aesthetic. We want to maybe, let's say we want to build like a brutalist, but classic aesthetic. Awesome. We can do that. Brutalist. Wait, you like that? Yeah. Yeah. I just didn't know you were into the Soviet Union like that. That's not your, I actually from Cuba. Don't sleep. We're here now though. Don't sleep. We're here now. There's a reason we're here now. Totally. Totally. But the aesthetic, right? Like having, having a beautiful visual background, having a set that is very visually, uh, visually appealing, like that all plays into the aesthetic that you want to build to gets to retain someone's attention. Um, the third is the angle, right? We can shoot this. You can shoot top down. You can shoot, you shoot so many different ways that you're changing the angle so that it continues to get somebody, um, consuming your content. The 10th is the law of world building, right? Content is the core of the world you build. Therefore it needs to set the tone on how else you show up across other channels. What I mean by that is like, I hate that people don't invest more and more into content because content is where you have the most touch points. If I really wanted to, I could, I could have endless touch points today, right? I could post a piece of content every minute for the rest of the day and a story for the rest of the day. And I could get in front of 60,000 people probably minimum, like minimum. Yeah. Like I could get in front of so many people just by the end of the day. And therefore if I'm doing that and I'm getting out a piece of content every single day, which most brands force a piece of content every day, those are the majority of your touch points. Even if you compare it to email and SMS, it's like, cool. You send 15 emails a day or, uh, sorry, a month. Like think about how much content you published, right? And think about how much more time they're spending on a piece of content than they are on an email, right? So the law is more so if you truly want to build a world, then you need to make content the core of it. You need to make it the nucleus of all other decisions and touch points, which plays into the 11th law and the final law for today, which is the law of data. Content is a data mining center, right? What works on social is going to work elsewhere. It's going to work in email. It's going to work in SMS. And like, I've tested this over the last nine months on like an ungodly amount. We've tested, Hey, this is the idea here. How do we take this idea in, in Maverick, like tier Maverick campaign was a great example of that, where every story that we told on social, we've retold an email and it performed very, very right. Right. And so what works on social will work elsewhere. You just have to then make it platform specific, right? Like the same way you format or you create it on social, it's in how you recreate it for email. Yeah. So the idea here is don't reinvent the wheel, rinse and repeat elsewhere, and then package it differently, right? Package it for the platform that, or the channel that it's going on and then continuously do that again. So those are the 11 immutable laws of content for now. We'll, we'll hit another 11, but, um, anything else you want to add to that? Super, super valuable. I think all of it is, you know, I'm excited for the PDF because I mean, a lot of these need to just be plastered on every brand marketing teams, you know, office, like up on a whiteboard, you know, it's like, you can't forget any of these things. And I think what's really helped both of us build very successful businesses in very short amounts of time is the fact that we adhere to these laws at an extreme level, you know, like, and so it's, it's about modernizing your, your, your thought processes and your ideology to me. Like a lot of these are more so belief systems that you have to adopt rather than even necessarily like a tactic or a strategy. Um, so I, I think it's super, super valuable to anyone. Oh yeah. That was, that was dope. I've been spending a lot of time on like, yeah, what is my content flywheel going to be? Cause right now there's a lot of moving parts that we have. So I'll be like, McCoy, let's go shoot this. Let's go shoot that. But there's not like a, you know, and then the newsletter is coming back and YouTube's come and I'm like, I'm scripting so many different things that it feels like sometimes I don't get to any of it. Cause it's like, I'll do 25% of this and then I'll do 15% of that. And then 50% of that. And then you really don't feel like you'd get anywhere. Or, or like you're becoming the craftsman that you used to be. I feel like sometimes I'll be like, I'll be riding a hook. I'm like, Oh, just put that like last 30% effort into making this actually really, really good. And it's so funny. Um, I was kind of reviewing my old content and like my best recent video was, uh, I did a Ralph Lauren video and like, I was actually not very confident in that concept, but I packaged it so well because I just, I like did it back and forth with chat GPT where I was like, is this hook good? Like I'm trying to do a, you know, a high contrast with a big number, like kind of irritate some people. So I eventually arrived at like, you know, most boomer brands suck at content, but Ralph Lauren just did this. Here's their strategy. And it's like that zigzag format worked really well versus I could have just been like Ralph Lauren, like a usual hook I could have done would be like Ralph Lauren just got 40 million views in the last month. Here's their content playbook. Right. And it's like by simply putting in that last 20% of effort, it was an outlier video. And it's hard when your fly wheel is not dialed into, you know, put that last bit of effort. 100%. So I'll tell you what the fly wheel I think is, is going to be. And then you also just gave me a phenomenal series. Okay. Boomer versus millennial brand, boomer versus Gen Z brand, Gen Z versus millennial brands, like based on their content. I'll give a deal. What? I came up with it. You just said the word boomer and it happened. Yeah. It happened. I'm just kidding. No, no, no. I got a, I got a better one. Boomer versus zoomer. Hmm. You're right. It sounds great. This is a boomer versus zoomer. All right. Fuck it. But what I'm the way I'm going to be doing the flywheel and McCoy will be happy to hear this just because it's going to be like going to make our content more efficient. The newsletter is going to be my outline for YouTube. So I'm going to write the newsletter and the newsletters are very, very like the way we're writing them now, they're actually like letters, which goes into the full idea of our rebrand. Right. So it's going to be like volume one, volume two, et cetera. There's going to have a theme for all of them. The newsletter is putting it on like digital parchment, like with the branding. Like, are you like writing a bit? It feels like hotel stationary. Cool. Yeah. So it looks pretty cool. I'll have to show it to you. I think you'll, you'll dig it. That is then going to be the outline and actually like the, basically the script for YouTube. And then each one of those, they're breaking down into segments and then I'll make those segments specific to social. So like, you know, I have, um, we have a YouTube that we recorded a week ago, week and a half ago. That is now it's an, it's a newsletter piece, but that newsletter piece is going to be a few, a few, uh, additions. Then the second variation of it is there is the YouTube and then there's going to be like 12 to 15 pieces of content that come out from it. And then we'll build a set for it. And like, should be able to do it like that. You know, this is theory, theory land right now, but I think it has potential to be good. I love it. I mean, it's, it's going to work. Uh, I'm like fully confident. I was really bullish on your YouTube when I saw the set stuff. You posted something recently about, was it the lab coat set or that was it? No, it was like the TV. Yeah. Yeah. And I was just like, damn, that's about to crank. Yeah. I think he'll do well. You do that. I'll be yachting. I'm going to be in the Mediterranean incognito, you know, trying to get off the grid Q3. I'll be there, bro. Yeah. Pull up on me. All right, cool. If you enjoyed the episode, please like subscribe, leave a comment. Uh, if you're still paying attention, I got a little Easter egg for you. So if you leave a comment helping me decide which name to use for my creator community, which I'm going to give you the two options right now, then I will personally Venmo you $25. End of the episode. I'm trying to go. But you're going to Venmo more than 25 bucks, bro. 50? A hundred. What if people start going crazy? I think there's like at least 200 people still listening to the end of this. But somebody has to, you're, you're Venmoing the person that comes up with a good name. No, I'm just, if you comment literally which name you think I should do for my creator community, which, drum roll please, tastemakers or hit factory. Those are the two options. Comment which one you think is better. Regardless of your, which one you think is better. I'm a Venmo you $25. If you're still listening and you comment which one you like. Hmm. Hit factory or a tastemaker? I don't know. You don't like either. I'm in the middle. Stay tuned to next week and we'll decide. See ya.