Why the message matters more than the video quality

Quality. In terms of the video quality, I feel like it is becoming a little less of a main priority. I think quality behind the like, what's being said, what's being put together, like who, who you're reaching out to is becoming a lot more apparent that like that separates the noise from the the actual good stuff. Mr. H.

Hey hey. Hey, by the. Way, I love this because, like, I was thinking about because I haven't done the podcast in a little while and I keep telling myself that we need to be doing podcasts every single day, or rather, every single week. Every single day would be a bit much. But there's always that little bit of fear like, oh, what if I can't talk about what I actually know?

What if I sound stupid, right? What if she's going to judge me for, you know, even coming late, for example, which I'm sure you are just for for context for people out there. I did come late, so we had to do a little bit of setup, so I do apologise. Um, we're finally here. Yeah, I we've been saying this.

I have a conversation with NH all the time, but every single time we have a conversation of a phone call, of a phone call, it's like an hour long. Yeah. And we're like, we should be recording this. What are we doing? We love this tangent.

Hey. Yeah. So we're finally here. We're finally here, man. So tell me, tell me a little bit about your field, because yes, we're both in the content creation space, but we focus on two different avatars.

So talk to me about what you are providing at the moment. So since the start of 2025, we decided we're going to focus on the healthcare industry. Um, a big reason for that was, I mean, I kind of sat down and I go, look, I want to specialise in something because I was feeling quite lost, right? I was like, what am I doing? What's my focus, what's my drive?

And I was just like all over the place. And so the reason I went down in the healthcare space was because I want to work with companies that are doing better for society, companies that are actually, you know, initiating change and doing something better. Um, and when I also like, looked at all the companies we've worked in the past, I was like, okay. The clients in the healthcare space are the ones that I've loved doing most. You know, you just get I don't know if you've ever, like, done any shifts in the healthcare space, but just the people you meet, like, you know, like we do shoots with like a few companies that, um, work with people with disabilities.

And you just like, they're just unfiltered, you know, they're just they just. And you love them for it, right? It's like, you know what they're saying. What you're getting is who they are. And so we decided to focus into that space.

And it's been a really great decision. Um, it's it's helped everything from like, everything from marketing all the way to like, you know, our driver direction and what we should be doing. I love I love that you mentioned that, uh, one of the things that you actually focus on is like, you have you want to have a laugh with your clients? Yeah. And for those who actually don't know, like if you don't niche down, you kind of you have this, this chaos.

And we've all been through this. I've spent the last four years doing every single shift for every single type of clients real estates, weddings, you know, buyers, agents, construction people. And then there's a there was there were a lot of moments where you think, like, why am I doing all of this? Right? Just having so many different types of conversation, not knowing who to serve, not really providing solid ROI.

Right. So in saying that with your, uh, with your space, with the healthcare space. Right. What are the things they are basically looking for when they're creating content? Because what you want to provide to them is some solid ROI, some return on investment for the work that you do.

So what is it that you give them? There's a a few things, but funnily enough, I think our new tagline is Humanising Healthcare. And the reason I've done that is because people in the healthcare space don't always know how to communicate with other people. And it's funny, right? It's a it's a people based industry, but they don't understand how to get their message across, or how to talk to the people who actually who, who they actually want to listen.

So what we've noticed is one of the biggest things is. Putting a proper structure together for the videos that we're doing. So that can mean, you know, it could be part of the script, it could be part of, you know, how we structure what's actually being shown on video. Um, but you're right, ROI is such an important factor, right? And, uh, yes, it's a big focus.

And but the other side of it is also trust and credibility, especially in that industry. Massive trust and credibility is I think it's just across every. Industry, every industry. You're right. Yeah.

Um, in the healthcare space, it kind of is, uh, you know, in my opinion, something that should be at the forefront of it. Because if there isn't that trust and credibility, no one's even going to look at their company. Right? Um, so yes, while ROI is important, our main focus actually comes from like, how do we bring out authenticity, connection and trust into your brand so that people who are watching your footage feel seen, heard and understood. Okay, so what do they what?

What are they targeting? Because like, for example, let's just use one of your clients, um, from the get go. Uh, there's, there's, there was one video I saw on your Instagram where you had 80,000. Yeah, on that particular one. How does that translate to, uh, what they need?

Right. So I'm actually curious because I want to know the strategy behind how you provide assistance to the healthcare industry. Yeah. I mean, first of all, like, we were cheering. We're like 80,000 views.

Oh, yeah. Um, so is your question, how did we how do we put that video together? Or is your question like, is, uh, what's the process behind creating a video like that? No. You talk about trust and credibility, right?

And the fact that that particular video resonated so well with, uh, with the audience wanting to to. Whoa, that's why the algorithm actually served it to multiple thousands of people. Right. So from the strategy behind it to the results. Talk to me about that.

You know how like, I mean, everyone's talking about AI, right? And it's like it's the point of topic for everyone and every topic. It's a hot topic. It's been the hot topic for the last few years. Um, what I've realised is that especially this year, people are losing trust in anything that is, you know, AI based, right?

If the companies try to hide it, if the company is like owning it, that's a different story. But if they're trying to hide that this is AI and they go, you know, look at this. Yeah, we made this. Like it's like, no, everyone knows everyone's scrolling past that stuff. Uh, so one of the things we did was we made it.

We're making videos that are almost documentary style. They're documentary style brand videos. And I found this, like, really interesting, kind of happy medium by doing that, because with a documentary style there's a bit of, um, refinement in the video. It's like there's a bit more camera shaking. There's a bit of like ad hoc, Oh, has something just happened there?

You know? Like, there's a bit of, um. Especially with this client. Working with, you know, people with disabilities, they say things and do things sometimes, which is totally unexpected, you know? Um, but so we added elements.

There's elements of that in it. And then there's also other elements of like, uh, we like mounted the camera to the car, for example. And we're driving. Sorry. As the guys were driving.

They're like dancing and singing to music in the car. There's there's all these elements of. It's unfiltered, almost. It's unfiltered. It's it's authentic, you know, like it's it's like them having fun, them going on a job.

Uh, and the video wasn't the story of the video. It wasn't anything too crazy, you know? But it's how we put it together. It's how we structured it and understood who their audience is. What do they audience want to see?

Okay, that's that's quite fascinating because like, when I look at the way I approach my clients is definitely like, how am I? How am I going to make you money out of this, uh, out of this video. Right. So but your one is more like okay, well, I want to show you guys as, uh, as people behind the, behind the brand. And I feel like that's probably super important because in the, uh, your tagline says that, oh, humanity humanising healthcare.

You want to put the people behind the behind the camera, or rather, in front of the camera, who are the people who are going to be taking care of you in, in, in your industry. So I find that super, super interesting. Um, so you mentioned something to do with authenticity by, you know, with definitely with AI. And those two kind of go almost the opposite way, right? And I've been trying to figure out like what what to do with this with this AI thing.

Right. It's a it's a funny thing because in the marketing industry, there's my client says this all the time. As marketers, we like to ruin everything. This is probably why you see AI everywhere everywhere that you look. Right?

So I'm curious to see, uh, what your stance is with. Are you with it? Are you against it? Are you planning to, like, incorporate your strategy? What's what's what's the goal?

Yeah, I've been really hot and cold about this, to be honest with you. I was I was like, I had a wave of, like, really against it. And then I had a wave of, like, all for it. And now I'm like in a I've realised AI is good in certain aspects and not good in other aspects. And so I think AI can help really well behind the scenes.

I don't think it should be front like front facing, it should be at the back. So what I mean by that is like scripting, you know, AI is great with that stuff. Hey, help me write a script. Emotional based, you know, emotional hook uh, and structure that way. Right.

Great. I will spit something out for you. Um, but don't say it word for word. You know, like, maybe say, like, can you put this into dot points? And then you take that and make whatever you're making out of the video, right?

But it's still a human being in front of the camera. It's still, you know, there's still some error that gets left in the camera. Don't polish the video up completely. Yeah, definitely don't push it up. How do you feel?

I mean, you're obviously dealing with this, do I. I, I love it, but I can see whether the issue actually is when you actually put put, put put the post out there even I, I mean, if I can see a video that's actually been created by AI and you blatantly just copy word for word and just presented it as your own work, it's super apparent. Right? And I'm definitely on that whole authenticity train because I've, we've had some clients where we've had we've made videos for them, like show, for example, one of my greatest clients, a good friend of mine as well, we her first post got that we posted out for them, got 400,000 views right? And it had nothing to do with AI.

It was her presenting something that she loved and her expertise over many, many years and plus her flat behind it, but that's her at the end of the day. One of the things I've seen is like, yes, AI can get you results, but it's harder and harder for people to back you because it's not something that you actually stand for. It's something that you copied, presented at your own work and then basically tried to almost cheat people, uh, by getting them to buy your stuff when it wasn't your work or your stuff. Anyways. You know what I mean?

I agree to that to an extent. But like, it's there's this like constant battle, right? It's like, well, if you've put a ton of prompting into AI, then like it is your intellectual property, right? Because you've you've guided that response. But then if you've just gone, hey, do this for me, and then it's 1 or 2 problems and then, you know, it's like, yeah, that's not you.

Well, this is why this is why I actually talk about creating your custom GPT custom AI. And that would actually speak, right? The way that you do use the knowledge that you have actually learned. And you're right. Like it's not just 1 or 2 prompts.

It's a whole host of interaction with this particular AI. It's like a AI is like a child that is really, really, really fast. Yeah, right. So the more information that you give it, the more it's gonna learn and the more it's going to be able to to to reply to you. Yeah.

Which kind of brings up the whole idea of like AI agents. Have you heard about that? Right? I have. Yeah.

Yeah. So it's based. Out, uh, well, a custom GPT is almost like the similar to that because you give it all this information, then you give them, you prompt on top of that information to get that specific answer, and it will actually work out what it thinks would be a very good, um, sort of, um, uh, like, say piece of content or a script that would work well with what you trying to do. But in saying that the prompt that you need to give the AI needs to be very specific. You need to give it an example of what you're looking for, uh, the results that you're really wanting, like, give it some parameters before, you know, before you can actually understand what you're trying to to achieve.

And by you working with this AI, it is going to be your work. Right. So I don't know, like we've had a we've had a because you both you and I are from WhatsApp. We had like a little interaction. It's called a skill swap series that uh, I spoke at.

Right. And one of the questions was that really irked me was how do I create an AI influencer? I'm like, what are you trying to do in the first place? And oh, man, I don't know. Like that's one of those things.

Like you're just trying to I guess you're trying to leverage it, but like you're not doing it in a way that's all that feels, right? Yeah. You know, I mean, like, what are you trying to do with this AI influencer? What does this mean? Like, are you I mean, I don't know, like, it makes me feel very uneasy about it, right.

Uh, because in my mind, AI, to me, it's still it's still very much a tool. Yeah. It is absolutely what it is. Let's bring it back a notch. I want to talk about quality versus quantity.

Right. Okay. Because when I when I look at your your Instagram, there's a lot of quality. Right. So when you say like thank you thank you bro but I don't.

For me I don't focus on quality as much as you do. So what's your what's your stance on on on on quantity versus quality. Especially at the end of 2025. Moving on to 2026. What have you seen.

What uh what have you experienced? What what patterns have you noticed that would really that shape your idea of quantity versus quality? Yeah, um, I think so. I've always hired, like, my my team is always like cinematographers, right? They're like people who know what they're doing really, really well.

And they can. They know lighting. They know how to use a camera. They know what you know, what to do and what to shoot. Right?

So the end product looks really nice. Um, I still very much stick with quality, right? But as we're moving into the second half, as we're almost to the end of 2025. Um, quality, in terms of the video quality, I feel like is becoming a little less of a main priority. Uh, I think quality behind the like, what's being said, what's being put together, like who, who you're reaching out to is becoming a lot more apparent that like that separates the noise from the the actual good stuff.

Yeah. Um, I also find like if you like, quality doesn't sell, right. Like, you can say, look how good quality. Like, look at the quality of my stuff. Yeah.

And they'll be like, so, so like they're like, wow. Like, you know, I. Felt that. My shitty video got X amount of ROI and X amount of leads, you know. So it's like which is true.

Like there's truth behind it. I still stick by quality is important, but I don't think it's the be all and end all. I don't think it's the main priority. I think there's other things that come above it. I mean.

Is that is that a view that you've just recently switched over? Because, I mean, I feel like you've focussed on quality quite a bit. Um, yeah. I think it's maybe something I've switched over more recently. I've always known this, like I've always been aware of this, but it's like I, I've take very much pride in what I do, and I'm sure you do too.

Right. So it's like like I would never want to compromise the quality of what I'm putting out there, regardless of how important it is. Like, that's that's a personal thing for me. Like, I would want to make sure that we are producing the best quality work that we can. Even though it might, it's not it might not get us an extra client or it may not get us, you know, an extra $1,000 in this job or whatever it is.

But like for my personal satisfaction, I'd want to make sure that that is. Yeah. I mean, like, I think it's important to, to to, uh, to define what quality looks like too, right? So I agree with you when it when you say that. Okay.

Well, if I put this sexy piece of work out there, nine times out of ten you're just going to get 9000 views. But I don't know what that number was was so specific. But say you got 10,000 views out of this one. Sexy like hyperreal, right? At the end of the day.

What what are you expecting people to get out of this piece of content? Yeah, right. So it so I think there's definitely a blend between okay, well you need to make it look good, but you also need to have a call to action. Why is it important for someone to to look at this piece of content. And I think for me that's why I went down this road of like having this happy medium between quantity versus quality.

I mean, I used to be don't worry about your the quality. Like this is what I was sending to all my clients. Don't worry about the quality. Like just reserved that for the higher the high end piece like the promotions and whatnot. But the day to day stuff, the phone, the phone is more than enough.

If it's like a 32nd piece of content, you need that content that you need to be putting out there. Go ahead and do it. Yeah, but horses for courses. So the way I, the way I look at things is that. Okay, well, where do I want to put my quality here?

Is it the script? Is it the research? Is it the video quality? Is it, uh, you know, the the type of people that I'm targeting. So there's many things that you're looking for.

And the problem we're having at the moment, this goes back to with the whole AI is just that there's so much quantity out there. Right? Yes. You might get 1 or 2, uh, clients or like audience members that interact with your stuff because of the sheer amount of stuff you're out there. But is that the the the client that you want to look for?

Yeah. You know, there's the whole idea of like the 1000 true fan by, um, Kevin Kelly. Right? Those thousand true fans are the people who are going to interact with you, buy from you, uh, just uphold you for like X amount of time. Those are the people that you want to talk to.

So it comes down to, uh, it comes down to like the strategy for me, like it comes down to the strategy of what you're trying to do. Right? So if you're if it's like just an interaction on social media. Then use your phone. Put the put stories out there.

Let people see what you are about on a day to day basis. Then on your grid, elevate the quantity a bit more. Put some thoughts behind the you know the script. Put some thoughts behind the different angles that you want to take. And you do that really well with your ads, by the way.

Um, I love like you change your angles every, every so often. Right. So that's what the grid is all about, like evergreen content that people, when they land on your page, you are bankable. Mhm. You know what I mean.

Like oh so you provide a good information quality information. The next next person or that's also quality information I'm learning something. I'm getting value right. And then moving in down the line is when you do like want to do like a high end, uh, TV commercial for example, just to remind people that you're done, probably you want to go 100% to the quality kind of thing. Right.

So horses for courses in my books. But yes, I am less to do with the quantity these days. That's for sure. Okay. Yeah.

Because I did a I did a talk like, I think a couple of months back and I was saying to people, you know, you should be posting every single day. You know what I mean? So yeah, man, it's a it's it's a wild ride, bro. Like marketing, video production. It's just one of those things where you're like, what do I tell my clients?

What's the new things out there that might get them to to the next thing? Right. Yeah. So are you still you still believe in. You should be posting every day.

Mhm. No. Are you posting every day. Like it's definitely not. Definitely not.

Like I know how how much work goes into like posting every single day. I mean I tell this to all my clients, man. Like, I've got a whole team that does content for my clients. Yeah. And the strange thing, a strange thing happens is when you're focusing so much on your clients like you, you kind of fall on the wayside, and you don't do too much content.

Yeah. About yourself. Uh, and, you know, there's a little bit of imposter syndrome that everybody has. It wouldn't be right. All the time I've been on this train.

A whole communication to be better at talking. This is why we're able to have this chat without me fearing what I don't know, I'll just lean into it now, you know? So yeah, man. It's it's a it's been a wild ride. Mhm.

Yeah. So um, let's, let's talk about some predictions because well look we're not in November right. Yeah. I don't know where the time, time flew by. Yeah.

So we're in November. What do you think. What do you think people are going to be focusing on in 2026. Like where's where's the video market going to shift. Yeah.

Where's our video marketing going to shift. Like what are people going to want to do next to promote themselves? Right. Because there's thousands of ways to do so. I feel like this is a maybe, I don't know, maybe contradicting a little bit what I said before, but I think, yeah, here.

We. Go. I think, um, companies are going to start using AI generated videos for their marketing in 2026. We spoke about this, didn't way, because yeah, we spoke about it on again on the phone. Yeah.

We spoke about how you think that it should be like a whole marketing sector. Yeah, that. What was it? What did you say? Like, it was like, uh, generating AI content for, um, as a as a service.

Yeah, yeah. Like, that's a, that's a separate like, product offering. So it's not mixed in with what you're doing right now. It's a whole separate offering. Like someone who is experienced at prompting.

Really. Well, you know, that's their job creating video that is 100% prompted. And so from my understanding, with the recent update, recent releases of like Sora and Veo three, um, I can put a photo of you up on that and say, get this person to say this and it can do it. Is it is it really good though? I haven't, to be honest, had time to like, sit down and probably explore it.

I was actually playing around with it like earlier in the week. Um, but anyway, I was having some problems. But anyway, um, from what I've seen, the videos are looking pretty good and I think that it's only getting better and better. Right. So there's now this new area, right?

There's a new space. People think people who don't understand are who don't use it. They'll go, oh, well, you can just prompt stuff, right? Like you can. Aren't you just like, prompt this and make a video for me.

And it's like, well, yes or no. Like it's kind of it's kind of like what, back in the days, you know, when people were thinking, oh, you're just a videographer, you're just here to press a button. But that's not the case. Yeah. But it feels.

It feels like that, uh, where people are thinking, oh, just just pumped it out. Don't worry about it. The other thing. Right. So I reckon, like, I think the companies like big companies like Chanel or whatever, like the big name brands.

Yeah. I reckon they're gonna push something out. That's going to be absolutely incredible. And then all these other companies, you know, smaller companies are going to look at it and go, oh, crap, that's the way to go. Let's jump on this.

Well, Coca-Cola, like one of my Madeline, one of my my my staff, she actually just sent us a like a video that was made 100% by AI and it was from Coca Cola. I haven't seen this yet. Oh, right. Like, I'll send it to you after the fact, but if you don't like, I'll put it up somewhere as well. But the video was 100% made by Coca-Cola, and there's obviously a huge divide behind whether or not this is appropriate, whether this is good.

Like, what are you doing? Like, yeah, but others are celebrating us. Yeah. Finally, someone's someone's actually found a really good use case for for for AI. Yeah.

Um, I don't know, man. Like, for me, my prediction is still very much in the whole personal branding space. Okay. I think I think in the world of AI, where, you know, just every, every, every everyone in anyone in there dog, we'll be able to put content out there. It's just saturating the space with just, like, noise now, right?

So to get above it, still use AI, still use it as a tool to assist you, but to build a personal brand. Right. And I'm not sure if this is the same for you, but like when you look at YouTube, when you watch YouTube nowadays, it's a lot a lot of channels out there are channels I've never heard about. It's not it's it's the bar of entry in YouTube now is so low that there's just so much content in it. Right.

I can't find the people that I used to follow, you know, back in. Like, I think, uh, I think even ten years ago, you could find the creator that you want to follow, and you could basically. That's all the that's all the videos that you see on, on, on your feet. But now every day that I look on YouTube, there's a different person. I'm like, who are you?

Yeah. I haven't seen you before kind of thing. But going back to the whole idea is just like, that's why I think personal branding is going to be super, super, super important because there's just gonna be so much noise out there that it's almost going to be easier for you to, um, solidify yourself as a, as a personal brand within this, this, this. See, because once someone finds you, then it becomes like the whole. The whole word of mouth kind of thing.

Like you're just going to find the right person from it. Yeah. Yeah. Yeah. And that'll, I guess that person that people, you know, building on that personal brand, it's going to separate them from everyone who are using AI, who are using, you know, all these tools to better what they're doing.

Right. I mean. I right now, like anyone I've seen who are really successful on social media and by by that their business is also doing, uh, good as well. Is anyone who's actually got a solid personal brand. Right.

And what is a personal brand? It's not just putting a video out there. It's actually, uh, putting your thoughts, your opinions, your ignorance. Even, like, if you don't know something, say it like, acknowledge it. Right.

Don't pretend that you do. You do know about it kind of thing, which is kind of what the whole imposter syndrome is, I suppose. Like coming in and talking about shit that you don't know. I suppose it comes back to authenticity. Right.

It's like. Yeah, man, I'm just a dude. that's just love cameras. And. And now I'm in marketing.

That's that's what my authenticity is, I suppose. Yeah. I don't know, bro, I don't know. Yeah. Um, is there anything that you'd like to, to, to put out there?

Because one of the things that I like to say is like when you enter a podcast, have three topics. We've actually cleared our three topics, but is there anything that you'd like to put out there or any questions you want to you want to ask, man? I think, uh, probably like the, uh, one thing I'd want to say maybe is like, you know, I think, um, always keep growing yourself and like, I, I appreciate you for that because, like, I, you and I have so many conversations and I constantly, constantly see you, like, growing and, you know, going, oh, what's the next thing? I'm going to start doing this now. What's the next thing?

I'm going to start doing that. Not like I'm talking about you personally, you know self-development. Yeah. And and as obvious as that sounds like, it's it's sometimes you need to hear it. So I think it's so important that you're constantly doing that and um, feeling, you know, the ups and downs of it, but you're still constantly moving up.

Not you that I say. Which is. It's. It's not that. It's not like I want to start all these different things for the sake of doing it.

It's usually okay. Is me my bad. Sorry, dude. It's all good. Um.

So. Yeah. So it's not like I want to start all these different things for the sake of it. Like, a lot of a lot of the things that I do, even in my business right now, is just because I want to overcome this ignorance. I want to and, you know, this is the whole idea of like, ignorance is bliss.

But I like the pain, I suppose. Um, but it's it's all because, like, I just want to grow and I just want to learn all these different things. If there's a question that I ask and I can't find the answer to it. Like I want to go super, super deep in it, right? Uh, so in case in point, one of the things when I started am visuals is, um, and Jerome was there when we asked the question was, what do we do with video?

What's the ROI behind this? How do people actually, you know, get money, get leads, get, you know, awareness from videos. How do we measure it? Right. And we're lucky because like 3 or 4 years down the track, the AI came into the scene.

You know, YouTube has like really good analytics. Yeah. Even even Instagram now. Like back back then you couldn't get a lot of the metrics that you can now. Right.

Like if you get the, the creator, um, if you actually switch yourself to like a creator or actual a brand on social media, you can get all these metrics, like how many people have viewed your content, how many people have unfollowed you, like what percentage of viewers are from your followers or not from your followers kind of thing. So we now live in an era where you can measure all these things. And I think for me, that's that's actually super exciting. And this is why, um, I love what I'm doing right now. It just satisfies my curiosity in everything that I do.

So when I start something, it's because I was curious about that, and I was wondering how, what can I do with this piece of information? How can I leverage it? How can I use this to give it to to somebody to take them to the next level? And that's probably something that really excites me. Yeah.

Yeah, I like that. Yeah. How are you? How are you giving your clients ROI? How?

Yeah. Wow. That's a that's a really good question. Yeah. So how am I providing my clients ROI?

Well, the question here is like, who is the client that you're talking about first? Uh, are the clients solely here to get followers, to get views, uh, so that they can build a portfolio of, of content that can they then can use on ads to get leads. Right? So it depends on where your what stages each of my clients are. Some are at the start where they don't have too much money.

So what we propose is like here what we do, we'll create the content. We'll talk about what your services are like, what's good, what's bad, what's the problem, why people should benefit. Who are the competitors? This kind of thing. that content would the ROI of that would be more views, more interaction, more engagement.

Okay. Now once we've got the algorithm. Algorithm. Uh, like what's it called? I want to say test it, but more I would say accustom to who you are as a creator.

Then you would know the type of audience that your content is is all what your content is all about. So then we have some, some data to say, like, okay, well, if you put some ads behind this piece of content, you're going to get some, some actual leads, some hot leads, not just cold, right? Then you have, uh, people who actually further along in their journey. They've got a solid content wall, which is something that I call when, uh, your grid. Right.

Um, then their ROI would be like, okay, well, how many, how many leads are you getting from this piece of content or that piece of content? Like we have one client who's getting, I think, about 100 leads every single month. I might be wrong with this, but, uh, let's let's just say every single month. Right. But what I found from what he said was that the leads are not cold.

They already know who he is. They are already primed to buy from him. Which is a testament to you, right? Because exactly the content that you're putting out there. It builds that trust already.

Exactly. And he's a kicker. He's not a client of mine anymore. All right. Only because his content is doing so well that there's no you don't need any anymore in my services.

Right? But I'm also not a digital marketing agency yet. So that's not something I provide. AD management is not something I provide. So I'm very clear on that.

And he just went and found a marketing agency that's using all of my content to drive his leads. So, you know, what is he actually paying for? Anyways, that's beside the point. So when I when I talk to people, it's just like, what is it? What is it that they actually want from content?

Yeah okay. So yeah man content is a is a super big sort of niche. It is. Yeah it is. And it's a big question too.

So it is it. Is a pretty big question. Like I remember at the start when we started doing content, it was just like, oh. The metric was you need to be putting content out every single day. To what end?

Yeah. I think the problem we quickly found was that people don't have the time to be putting out content every single day. It is a daunting task. I think there was a start by Mosey Right MOOC or Gary Vee. Alex.

And by the way, I think they were each putting a roughly several hundred pieces of content every single week, 300 to 500 pieces of content every single week. Wow. And I think Alex was spending at the time when I did that talk, he was spending roughly. I know his style was seven, $7,400,000 every three or every three months. Right.

Every three months. $400,000 just on content. Yeah, right. Most people don't have that amount of money. They don't have that amount of money, nor do they have that amount of time to be able to do content.

So then I started thinking about like, well, okay, well, how do we how do we reconcile this? How do we. How do we reconcile this? People don't have time. People don't have money.

So how do we actually provide that? And thankfully like now we have AI. So that can actually, uh, really help, uh, a business or a content creator actually could pump out content, which is, which is good in a way, I suppose. Right. Yeah.

So yeah. Yeah, absolutely. Yeah, bro. Like that can go fricking deep I know. But at the end of the day, like, I think one of the things that I'm more of than I am a content creator is I'm a business person, a businessman.

Yeah, right. So I like to see the ROI. I like to see, um, I like to see usefulness. Right. So for me, when I started, like in a videography game, I picked up the camera.

I'm like, well, cool. I just spent $5,000 on this, uh, this piece of gear. What am I going to do with this? Right. If I want to stay, if I want to keep playing with this hobby because it can get pretty expensive.

Yeah. How can I make money out of it? Yeah. Right. So it started from there.

It's always questions and always answers. And how do we use use this piece of information. Um, but yeah, I think um, I think one of the last questions, and this is a tradition I want to, I want to put out there what's what what's one question you wish that I asked you today? Yeah. Well.

All right, are you gonna put me on the spot? Um, what's one question I wish you asked me? Um. What are you doing now? That could be.

That could be done better. What's the answer to that? Oh, I thought I was gonna ask you that first. Uh, I think I, I think, oh, okay. This is a tough one.

Yeah. You got to be like, feel free to get vulnerable, man. Like, what's one thing? Let me ask you that question. What's one thing that you're doing now that you wish you could could've could have done better.

I think I would want to build my team quicker so that like I have, I have less things on my plate. Like that's what is dragging me down on a daily basis, I reckon. So I wish I was doing that better. Yeah. How about you?

I wish I did step one, two and three before I went to five, six and seven. But by that I mean there's a lot of I guess this is because, like I've done business in the past and I knew what to do first and foremost. And but some of the things I wish I've done better is actually build a solid sales and marketing funnel before I actually build the team and, and like, go rent and stuff like that because you are constantly chasing, uh, chasing that. So yeah. And this is basically directly, uh, correlate to what we're talking about, like start doing content, start marketing yourself, find the people that you want to serve that you can sell to so that that can fuel the growth of your business.

Right. So yeah. But bro, thanks for for coming on, man. It was a solid chat, bro. That was.

Great. Hope, hope you enjoyed it and let's do it again sometime soon. Yeah. Can't wait. Yeah.

Is he done? After the podcast, we we sit down and we have the conversation, and I'm like, fuck, does she have a piece of content too? But anyways. So yeah, it's such an underrated skill to be able to talk in front of a camera and not perform, but being yourself, right? Yeah, and that's one of the things I find that actually like, prevents a lot of people from doing content is to be able to be become themselves and not look at the camera and say like, oh, I'm feeling judged that people are going to look at me and and say, like, I don't know my shit.

And uh, and that, you know, the stuff that I say out there is total bullcrap. But I think in this day and age, it's not what you know, it's kind of what you show, right? Yeah. So it's sort of like more of a, uh, presentation skill to present yourself, present the information about you. Yeah.

I mean. I mean, look, it's confronting, right? Like when you when you sit down, there's your microphones, cameras, lights. It's like all the attention is on you. And if you're not media trained, it can be a lot, right?

Do you do you find ways of like, how can I help? Like, how do you help someone if they're sitting in front of the camera? Yeah. And they're like, getting robotic or freaking out or talking way too fast. Or should I just tell them?

I just tell them like, hey, stop talking. Hey. Do better. Do better. Well, no, it's like you're a photographer, right?

And this is something I learned, like, uh, moving on, uh, in my career is that when I call them out on it. Yeah, they're like, oh, like, for example, they. When you ask them to smile, what do they do? They fake smile. Yeah.

The most awkward smile you've ever seen. Exactly. And you can tell, right. And then. So what do I do?

I'm like, hey, what I do is I call him out on it and I'll be like, hey, you're fake smiling. They're like, oh, I'm sorry. That's when I take the photo. Yeah. Do you know what I mean?

So with when, when, uh, I'm sort of coaching, um, on the job when I'm I was interviewing people, I would actually tell them like, hey man. That that piece of information sounded fake. Like the words that you use are way too long. That's not something that's not how you actually would talk normally in front of a camera. You would actually swear.

I know you would swear. And that's okay. I get cut that out. But I want you to be yourself. Yeah.

You know, I mean, so that's why. That's why I say, like. It's making them feel comfortable. Right. It's essentially making them feel comfortable in front of the camera.

Yeah. Like, it's okay to make those errors. It's okay to, like, swear. Yeah. Like, you know, we we have we have the the reason we shoot with multiple cameras is to be able to manage all that.

Right. And that's right. Um, I think that and that's the thing. I think people are so afraid of making a mistake in front of a camera. I don't know what it is, but it's specifically with a camera.

Yeah. You could be having a conversation with them. They'll talk the head off. They'll joke with you. They'll swear.

They'll. They'll make references and whatnot. But the moment that you turn the camera on them, they're just. They're gone, like, completely a different person. Yeah.

I don't know why that is. Yeah, actually I dunno, it's the whole communication aspect of things as well. Right. Um, and you've heard, you know, bingeing. Yeah.

Have you, have you done his stuff yet? No I haven't. I mean, I know you recommended it. Or like. I.

Highly, highly recommend him. Uh, like, you even do his three hour masterclass or something like that. Because, like I've learned, I did a two day course with him, and I've learned the way I communicate is completely different. Like night and day. Right.

And then from then on, like, I was able to be better and better in front of my camera because I was scared. I was like, oh, I don't know. I, I delayed creating content for a for a year or two because I'm like, I don't want to. I just don't know how to perform in front of a camera. Right.

Because people just don't have the framework to be able to, to to speak freely in front of a camera. It is a framework I did at the day. And there's a line that he says. He says that confidence is, uh, confidence is something that's learned. It's you cannot avoid it, right?

So you cannot change your confidence. What you can change is a framework and how much you know, because once you have the framework combined with what you know, the confidence aspect doesn't even come into play anymore because, you know, your shit's so backwards and forwards that, you know, you just perform something and be so natural about making errors about it. Yeah, you just correct yourself on camera. Right. And I think that's one of the things I learned with, uh, with my, one of my friends who, who works at DeLonghi and we were doing a live masterclass and she would catch herself making errors and she'll call it out.

It's like, aha, guys, that was a that was a mistake on my part. What I actually meant was this. And it's actually really refreshing to see someone do that. Right. Yeah.

It's it's genuine. Yeah. Being genuine, um, you know, like I, I had, uh, we were filming like, maybe a couple of weeks ago, and it was the first time I had had someone where whenever I'd correct them on something, there'd be another thing that they would do that would just like, not right. And so I kind of got to a point where I'm like, I really have to pick and choose what I call them out on, because the more you call someone out on something as well, they become more aware and then they become more. If they're not, you know, they haven't been front of the camera before, then they become a lot more robotic, a lot more like staged, right?

And it was really interesting because I haven't had someone introduce new errors as one era was fixed that many times. I just doesn't compute in my brain. So give me an example. She was talking way too fast. Okay.

Yeah. And then she started, you know, when we tried to correct that, we went, she started saying, um, a lot like, um, um, like, um, or like. Excessively. Excessively. Okay.

And then the host would ask her a question. She'd start talking before that question was finished. So there was no gap for us to cut the video up there because we didn't want the. Yeah, because the person was outside camera. And then this person was inside, you know, this person was on camera.

Um, so the questions being asked and the answer were kind of. Yeah, overlapping. Okay. Uh, and and then it was just another one and another one. And it's like, okay, well, you know, we we almost had to let her let her go for a few things and go, that sounded awesome.

Let's do that again. But keep in mind, let's just slow down the pace a little bit. Let's just, you know, and just keep in mind, take a deep breath and then start. This is a really good segue because I want to ask like how do you actually prep your your clients, for example, if the, if, if you know, they're going to be on, uh, on camera, you're going to be interviewed? Yeah, you're going to ask a whole bunch of questions.

Yeah. Do you? Because I've got my own ways of doing this. But do you prep them beforehand? Do you send them a question?

Do you actually give them a teleprompter or what. How do you go about it? Yeah. Um, it's something that I've changed a lot over the years. The process of this.

I'm pretty against teleprompters, but, yeah, I don't even own a teleprompter. Okay, here we go. Yeah. I'm gonna fight you on this one. Uh, but the reason I said I might be changing my vision on this is because you can, like, my issue with teleprompters is that you get robotic, right?

You get robotic, and you're reading, and your eyes are kind of going this way. And I know there's AI tools to stop your eyes going that way. Oh, I will fight you so hard on this. Go. Go on.

Go, go. But, um, like, I, I feel like there's, um, a human element of making errors, right? And that's why I feel like not everything needs to be called out. Not everything is wrong. So my process of, like, uh, I actually, even I'm not a favour of questions being sent to the speaker beforehand.

Like, I'm okay with a guide to be like, we're going to be talking about this. Yeah. I don't like questions being sent because they script it and then they're reading off the script. Right, okay. So whenever we go to the whenever we go to film before, when they come and sit down, part of my audio test as well?

I used to start talking to them. You know, I started talking to them. They're sitting here, the cameras in front of them. It's a way for me. And I'm behind the camera.

It's a way for me to make them feel really comfortable in front of the camera. Just feeling like they're talking to a human, not a device. Right. Then I explained to them, if you make mistakes, don't worry about it at all. That's why we're shooting multiple cameras.

I look at my camera and I go, we've got about four hours worth of footage in here. Take your time. We're here all day, right? Even if it's a ten minute conversation that we're having, I'm like, we've got four hours worth of footage. You take your time.

We're good. Yeah, right. If you mess it up, we'll just go again. And I'm like, if I stop you in the middle, it's not because you're doing a horrible thing. It's just because you might need a little bit of adjustment.

I give them that freedom to make their own response in, in how they're going to speak and what they're going to say, because in my opinion, that's human, right? That's that's authentic. If you're reading off a teleprompter, yes, you might take all the boxes. You might say exactly what the company needs you to say. And it it'll come out perfect, right?

But I feel like you lose that human touch. Well, are you making a documentary or are you making an ad or are you making a. That's not an interview people really like you against like blanket. The reason where I think it could be really good is if you're if you are, I don't know, like I'm, I don't own a teleprompter. Like I've been so against it because I feel like you get robotic like have you, have you like we're doing a podcast interview right now.

Yeah. None of this is scripted. None of this is tied up. We had our talking points. We had our talking points.

Correct. We had our three talking points, but nothing scripted, right? Like we literally you call me while I was driving here and you said, what are we going to talk about? All right. Like this sounds good.

Yeah. That's it. So the conversation we're having right now is really genuine. It's authentic. It's yeah.

It's just free flowing. Right? Yeah. If I had a script behind you right now, I'd be looking at that script while talking to you, and I'd. I'd be like.

What do you mean? It's telling you to smile more right now. It's like. Hey, who put that on there? Um, no.

It's interesting. It's interesting that you mentioned that because I actually don't mind teleprompter if done the right way. It's true that if you're not used to reading a teleprompter, it's it feels unnatural. It's because like, you're reading and also thinking at the same time. But the cool thing with the teleprompter is what if you know your stuff and you read through it, you are free.

You're actually free to to to add a little bit of your flair to it. And I've seen people do this, like where they are reading a teleprompter, but they add a little bit to it. If there's a little bit of time, uh, in front, they'll add a little bit of their personality into it. And it's actually a great thing to say. And I use the teleprompter myself.

Yeah. One of the YouTube videos I did on the on for, I forgot what it was. Yeah. But anyways, I was chose that I was reading a teleprompter because I can't remember what I talked about, but the point I'm trying to make here is that, um, you can make a teleprompter sound very natural. I mean, like, look at, uh, TV hosts.

Those guys are all on teleprompter. Yeah. For real? Right. I think that's.

You're right. That's where it comes in. Like, if you can speak. So if you can add your own flair into it, if you can have that there as a guide and, you know, work off it. Great.

You know. And that's why I'm like my opinion is starting to change on this. Not that I've used one yet, but like I'm starting to see the value in it. Um, but yeah, I think so. Yes.

To teleprompter for for your clients or no teleprompter still. I'd say still. Well, unless they're media trained, I'd say no. Okay. No, I like I like it I like to have a stance because I hate people who say it depends.

Yeah, that's the worst thing you could say for content. It's the worst thing you could take because you always want to have a stance. You want to create a conversation, right? Yeah, but this is definitely a topic for another day. I'm gonna have to call it quits.

Yeah, but thanks. Thanks for coming on, man. But let's just say bye one more time. It was a freaking great conversation, mate. And, uh, let's do it again soon.

Yeah. That's good. All right, grab me.